Core Insights - The article discusses the emergence of "atmosphere restaurants" as a significant trend in the dining industry, emphasizing the importance of ambiance alongside food quality and service [1][3][19] - Douyin's "Heartbeat List" has expanded to include 3,300 restaurants across 101 cities, highlighting the growing consumer interest in dining experiences that prioritize atmosphere [1][3] - A report by Douyin, in collaboration with the Chinese Culinary Association and CBNData, reveals that 81% of diners consider restaurant ambiance crucial to their dining experience [3][19] Group 1: Evolution of Dining Preferences - The concept of dining has shifted from a focus on taste and value to a more holistic experience that includes visual appeal and emotional resonance [6][19] - The dining journey now involves a progression from online content engagement to offline immersive experiences, reflecting a deeper connection to the dining environment [19][20] - The rise of "atmosphere restaurants" is supported by significant online engagement, with related content views exceeding 14 billion and interactions surpassing 250 million in the past six months [3][19] Group 2: Key Trends in Atmosphere Dining - Four major trends in atmosphere dining have been identified: Eastern Aesthetics, Mountain and Wilderness Nature, Relaxed Fashion, and Future Pioneer, each catering to different consumer preferences [20][60] - The "Eastern Aesthetics" trend has seen a 170% increase in orders, driven by a cultural confidence among younger generations seeking meaningful dining experiences [30][34] - "Mountain and Wilderness Nature" restaurants have experienced a 102% increase in orders, reflecting a consumer desire for natural and health-oriented dining environments [39][42] - The "Relaxed Fashion" trend has gained traction with a 172% increase in orders, appealing to consumers looking for stress-free social interactions [46][48] - The "Future Pioneer" trend, characterized by sci-fi themed dining experiences, has also seen a 92% increase in orders, indicating a growing interest in innovative dining concepts [53][55] Group 3: Consumer Behavior and Decision-Making - The decision-making process for diners has evolved, with 77% of consumers indicating a likelihood to purchase restaurant vouchers after being influenced by online content [10][19] - The dining experience is now viewed as a complete journey, from online discovery to offline enjoyment, emphasizing the importance of emotional and sensory engagement [19][60] - The Douyin platform has become a critical tool for restaurants to connect with consumers, facilitating a seamless transition from interest to action [61][69] Group 4: Implications for Restaurant Operators - Restaurants must adapt to the growing demand for atmosphere by creating unique and engaging dining environments that resonate with consumer preferences [60][108] - The "Heartbeat Formula" provides a strategic framework for restaurants to enhance their visibility and appeal on Douyin, focusing on defining, creating, and converting consumer interest into action [69][71] - Successful restaurants leverage platform resources and user-generated content to amplify their brand presence and drive sales growth [73][108]

9月23日，抖音生活服务发布2025第二期心动榜餐厅榜单，覆盖城市从40城扩至101城，共3300家餐厅入 选。榜单在"好吃"基础上，围绕"氛围感"的就餐趋势展开，并加大了用户点赞、互动等真实好评数据在 评选中的权重。 平台数据显示，"氛围感"相关内容在抖音同比增长了101%，67%消费者将"氛围好"列为堂食选店三大因 素之一，东方美学、山野自然、松弛时髦、未来先锋四大氛围消费趋势凸显。本期榜单进一步提升了新 兴消费城市的比例，包括桂林、大理、昆明等热门旅游目的地，以及遵义、咸阳等特色文化名城。 抖音生活服务榜单负责人介绍，用户在约会、聚餐、亲子、纪念日等场景中，更倾向选择有特色、有氛 围的餐厅，寻求"心动"体验。越来越多用户在抖音主动搜索这类餐厅。心动榜旨在通过"心动指数"体 系，帮助用户发现"不只好吃"的餐厅，同时引导商家优化环境及服务体验，将"体验优势"转化为线下客 流，驱动堂食增长，共同助力线下消费。 ...

当越来越多餐厅在抖音被看到、被喜欢，生意增长和品牌声量随之而来，一个"更有意思"的本地生活生态也在形成。 "袖珍世界Small World 桌面美食剧场"是一家以桌面美食剧场为特色的餐厅，在他们的生意盘子里，抖音平台的销量已经占据1/3左右。"现在大家对就餐有更 多想象和需求，希望寻找新的就餐体验，抖音的内容会让一些用户产生期待、怦然心动，它算是我们和目标消费者之间的桥梁。" 在"3号仓库·创意中国菜"联合创始人苏坤看来，"抖音能把我们的视觉化体验快速放大，单靠用户分享就能让客人、甚至很多海外客人知道我们。"3号仓库 位于上海新世界、陆家嘴的门店表现尤其明显，晚上八点后的高峰时段，外国客人有时会占到半数，"有一天新世界店的49桌客人里，有30桌是老外。" 氛围感时代，抖音用"心动"卡位本地生活 当原本简单的"吃饭"成为情绪价值的重要发生地，我们会体验到怎样的变化？ 背后的共通点在于，"心动"和"体验"成为今天的顾客选择餐厅时更看重的新元素，也构成了抖音在本地生活领域的大机会。对抖音生活服务而言，如何让平 台上的每一份"心动"更落地，让"由心动而起"的生态链路更清晰？ "心动榜餐厅"是一个逐渐浮出水面的答案。9 ...