（来源：辽宁日报） 转自：辽宁日报 在大连的一家温泉酒店，游客可以泡在温泉里看海上日出。 采访对象供图 沈阳沐浴场所的多元 服务满足消费者的需求。沈阳市沐浴行业协会供图 本报记者 吕丽 金晓玲 蒋霏 引子 窗外寒风起，池中暖意融。冬季对抗降温最舒适的方式之一是"泡"在热水里，我省地热资源堪称"富矿"，各市基本都有享誉一方的优质水资源。"坐 汤沐浴"的传统随着观念、模式、场景焕新，已衍生出各具特色、堪称"东北现象级"的洗浴、温泉文化，创造出"洗浴+万物"的多元消费业态。 眼下，一池热水正升温我省冬季消费潮，当"九九消费季"主题活动进入"二九"，"潮聚·沐浴迎新GO"的大幕已拉开…… 来自沈阳市商务局的信息显示，目前沈阳有洗浴经营主体超过1300家，其中，5000平方米以上沐浴企业52家，最大规模的沐浴企业面积达10万平方 米，"洗浴+"模式深度融合餐饮、住宿、康养、娱乐、亲子、商务等多元业态，覆盖了从儿童、青年到家庭单位、商务人士等不同群体，消费层级 从几十元的基础项目延伸至数百元的综合服务，有效满足了消费者对舒适度与个性体验的不同需求。 规模超大 体验超全—— 一家老小畅快玩乐 全国洗浴哪里强？沈阳！"规模超 ...

Core Insights - The bathing culture in China is experiencing a nationwide surge in popularity, moving beyond its traditional roots in Northeast China to become a common leisure activity across the country [2][5][6] - The demographic of bathhouse patrons is shifting, with a significant increase in younger consumers, particularly those born in the 1990s and 2000s, who are redefining the industry [9][11] Group 1: Industry Trends - The bathing industry is witnessing a remarkable growth in consumer interest, with Douyin's report indicating a 38% increase in group purchase orders and a 50% rise in sales [2][5] - The top five cities for bathing consumption, based on group purchase order volume, are Zhengzhou, Xi'an, Beijing, Shanghai, and Hangzhou, indicating a shift in consumer preferences beyond the Northeast [5][6] - Northern and Southern regions exhibit distinct consumption patterns, with Northern consumers favoring scrubbing baths and Southern consumers preferring hot springs [6][7] Group 2: Demographic Shifts - The primary consumer base for bathing services is now dominated by individuals aged 31 to 40, accounting for 37% of total orders, while those aged 24 to 30 make up 29% [9] - The fastest-growing demographic in terms of order volume is the 18 to 23 age group, with a growth rate of 55%, indicating a significant influx of younger consumers into the bathing market [9][11] - Young consumers are not only increasing the number of patrons but are also introducing new demands and experiences, transforming the traditional bathing industry into a multifaceted leisure space [11][13] Group 3: Service Evolution - Bathing centers are evolving to offer a variety of services that cater to diverse consumer needs, including dining options, social spaces, and wellness treatments [10][11] - The concept of "bathing + X" is gaining traction, with services expanding to include activities like e-sports, family-friendly options, and seasonal packages [13] - The traditional notion of bathing as merely a cleansing activity is being replaced by a more holistic approach that emphasizes relaxation, social interaction, and wellness [11][14]

Core Viewpoint - The article discusses the rising popularity of bathing culture across China, highlighting a shift from a regional preference in the Northeast to a nationwide trend, with significant growth in both participation and spending in the bathing industry [4][6][7]. Group 1: National Bathing Trend - There is a noticeable increase in the enthusiasm for bathing across various regions in China, with a marked rise in customer traffic at bathing centers compared to previous years [6]. - According to Douyin's recent report, the number of group purchase orders related to bathing has increased by over 38% year-on-year, with sales revenue rising by 50% [7]. - The bathing industry is expanding beyond its traditional Northeast stronghold, becoming a common leisure activity for people across the country [7][11]. Group 2: Regional Differences - The top five cities with the highest willingness to spend on bathing are Zhengzhou, Xi'an, Beijing, Shanghai, and Hangzhou, indicating a balanced interest from both northern and southern regions [11]. - Northern consumers prefer "scrubbing" as a bathing method, with group purchase orders for scrubbing in Northeast China increasing by 63%, while the southern regions favor "soaking" in hot springs, with Chongqing seeing a staggering 115% growth in related orders [11][12]. Group 3: Changing Demographics - The demographic of bathing consumers is shifting, with a significant increase in younger customers, particularly those aged 18-23, whose order volume has surged by 55% [17]. - The primary consumer groups now include individuals aged 31-40 (37% of total orders) and 24-30 (29% of total orders), indicating that the post-90s generation is becoming a dominant force in the bathing market [17][18]. Group 4: Evolving Consumer Preferences - Younger consumers are reshaping the bathing industry by introducing new demands and experiences, transforming bathing from a mere relaxation activity into a social and multi-functional experience [18]. - Bathing centers are evolving to offer a variety of services, including dining, socializing, and even business meetings, catering to a broader range of customer needs [18][19]. Group 5: Seasonal Consumption Patterns - The winter season has become a peak time for bathing, with many consumers incorporating it into their regular winter routines as a way to combat the cold [21][22]. - Douyin's initiatives have streamlined the process of finding and booking bathing services, enhancing consumer experience and driving increased participation in the bathing economy [22].