12月22日，抖音生活服务发布《洗浴消费报告》(下称"报告")。天气转冷，洗浴、汗蒸和泡汤等关键词在抖音的搜索量明显上涨。报 告显示，11月1日至12月10日，抖音平台洗浴泡汤相关内容数同比涨43%，分享量同比涨52%。平台相关团购订单量同比增长超38%， 销售额同比涨50%。11月至今，下单用户平均每人洗浴或泡汤2次。 洗浴消费活力足, 带动"暖经济" 升温 洗浴泡汤相关内容数同比涨 43% 分享量同比涨 52% 平台洗浴相关团购订单量 = 同比涨超 38%，销售额同比涨50% 入冬一个多月，下单用户平均每人 洗浴/泡汤 之次 洗浴消费关键词 洗澡 漫堂 洗浴 汤泉 按摩 汁蒸 泡澡 泡汤 薬皇 搓澡 *根据关键词播放量得出 数据来源:抖音生活服务洗浴消费报告 数据周期: 如无特殊说明,数据统计周期为2025年11月1日至2025年 12月10日,同比2024年11月1日至12月10日 数据显示，全国各地洗浴消费意愿普遍上扬，郑州用户下单最踊跃。郑州、西安、北京、上海、杭州是洗浴下单TOP5城市，沈阳、 哈尔滨、重庆、深圳、成都是五大消费增速最快城市。洗浴泡汤呈现出"北搓澡、南汤泉"特性，全国有五大消费圈： ...

Core Insights - The bathing industry is rapidly expanding, with a significant increase in transaction orders and average transaction amounts for new stores, indicating a strong growth trajectory [1][9] - The trend of "bathing+" is reshaping the industry, integrating various services such as dining, entertainment, and accommodation to enhance customer experience [3][5] Industry Expansion - Since 2025, the national bathing service transaction order volume has increased by over 30%, with a 60% year-on-year growth in average transaction amounts for new stores from January to September this year [1][9] - The integration of services like self-service dining and entertainment areas is attracting a diverse customer base, including families and young people [3][4] Market Trends - The rise of the "emotional economy" and O2O (online-to-offline) services is driving the transformation of bathing spaces into "emotional healing spaces," with market sizes exceeding 2 trillion and 3 trillion yuan respectively [4] - Popular combinations in the industry include "bathing + self-service dining," "bathing + hourly rooms/accommodation," and "bathing + KTV/entertainment" [5] Challenges of Homogenization - The industry faces increasing homogenization, with many new bathing centers offering similar features, leading to a sense of familiarity among consumers [6][7] - The competitive landscape is intensifying, with operators needing to differentiate themselves through unique offerings and experiences [7][8] Structural Opportunities - Despite the competitive pressures, there are still structural opportunities in the market, particularly for innovative concepts targeting younger demographics and community health [10][12] - The potential for light-asset operations and partnerships with traditional owners is highlighted as a strategy to mitigate risks while entering the market [10][12] Future Directions - Experts suggest that the bathing industry will evolve towards health-oriented, intelligent, and diversified services, moving from a focus on cleanliness to comprehensive leisure experiences [5][10] - The emphasis on local culture and unique dining experiences is seen as a key differentiator for future success in the industry [8][12]