近日，美团闪购发布2025中秋国庆消费趋势洞察：国庆、中秋双节加持，礼赠、出行场景叠加，美团闪 购异地订单同比去年增长47%，整体消费规模创下新高。其中，手机数码销售额同比去年翻倍，白酒同 比翻三倍，茶叶同比增长超两倍，礼品鲜花订单量及交易额实现稳健增长。消费者在3C家电、美妆护 肤等品类的平均消费金额较去年同期有大幅提升。（智通财经记者 范佳来） ...

Core Insights - Offline dining merchants have unexpectedly become the focal point in this year's local lifestyle battle, with the launch of Gaode's "Street Scanning List" injecting new vitality into the market [1][3][10] - The "Street Scanning List" has achieved over 400 million users within 23 days of its launch, indicating strong acceptance from both merchants and consumers [7][10] - The competition in the local lifestyle market is evolving into a battle for new infrastructure, focusing on building a credible offline service credit system [6][10][11] Summary by Sections Market Dynamics - During the recent National Day and Mid-Autumn Festival holidays, Gaode's initiatives drove over 100 million customer visits to offline dining establishments [3][8] - Over 70% of the "must-eat" restaurants saw a more than 200% increase in traffic compared to the pre-holiday period, with many being long-established local eateries [3][11] Competitive Landscape - Gaode's "Street Scanning List" is positioned as a new type of infrastructure, akin to logistics networks and payment systems, enhancing its commercial and social value [5][6] - The competition between Gaode and Meituan is not just about market entry but also about establishing a new service credit system that can serve various industries [6][10] User Engagement and Growth - The "Street Scanning List" has rapidly gained traction, with a user base exceeding 400 million shortly after launch, reflecting a shift in consumer habits and preferences [10][11] - Gaode's promotional strategies, including a support plan for merchants and waiving annual fees for restaurant listings, have led to a 631% increase in new merchant registrations within 24 hours of announcement [8][10] Future Outlook - The local lifestyle market still holds significant untapped potential, as evidenced by the growth in dining consumption in cities like Hangzhou, which saw a 17.1% increase in spending during the holiday period [11] - The competition in the local lifestyle sector is expected to intensify, focusing on AI-driven recommendations and governance to filter out low-quality information [10][11]

Core Insights - Offline dining merchants have unexpectedly become the focal point in this year's local lifestyle competition, with the launch of Gaode's "Street Scanning List" injecting new vitality into the market [1][3][6] Group 1: Market Dynamics - Gaode's "Street Scanning List" has attracted over 400 million users within 23 days of its launch, indicating strong market acceptance and user engagement [6][7][9] - During the recent National Day and Mid-Autumn Festival holidays, Gaode drove over 100 million customer visits to offline dining establishments, showcasing its impact on consumer behavior [3][6] - The competition between Gaode and Meituan is not just about market share but represents a broader battle for establishing a new infrastructure for local services [5][11] Group 2: Consumer Behavior and Trends - The "Street Scanning List" and similar recommendation systems are evolving into essential infrastructure, akin to logistics and payment systems, enhancing the commercial and social value of local dining experiences [5][10][11] - The rise of small local eateries during the holidays reflects a shift in consumer preferences towards authentic dining experiences, with over 70% of popular dining spots seeing a more than 200% increase in traffic compared to pre-holiday levels [3][10] Group 3: Competitive Landscape - The competition in the local lifestyle market is characterized by a focus on building a reliable credit system for offline services, with both Gaode and Meituan striving to differentiate themselves through technology and algorithmic capabilities [9][12][14] - The ongoing battle for consumer trust and credibility in the evaluation of local dining options is central to the competition, as establishing a trustworthy credit system is crucial for market leadership [12][13][14]

Core Insights - Offline dining merchants have unexpectedly become the focal point in this year's local lifestyle battle, with the launch of Gaode's "Street Scanning List" injecting new vitality into the market [1][3][5] Group 1: Market Dynamics - Gaode's "Street Scanning List" has attracted over 400 million users within 23 days of its launch, indicating strong market interest and engagement [1][7] - During the recent National Day and Mid-Autumn Festival holidays, Gaode drove over 100 million customer visits to offline dining establishments, showcasing its impact on consumer behavior [3][6] - The competition in the local lifestyle market is intensifying, with Gaode and Meituan engaged in a battle not just for market share but for establishing a new infrastructure for service evaluation [5][10] Group 2: Consumer Behavior and Trends - The "Street Scanning List" and similar recommendation systems are evolving into essential infrastructure, akin to logistics and payment systems, highlighting their growing commercial and social value [5][10] - The introduction of various sub-lists such as "Firewood Small Shops" and "Local Favorites" provides consumers with diverse options, enhancing their dining experience [6][8] - The significant increase in traffic to traditional dining spots, particularly long-established local eateries, reflects a shift in consumer preferences towards authentic dining experiences [3][4] Group 3: Future Outlook - The local lifestyle market in China is expected to continue evolving, with substantial potential for growth as companies like Gaode and Meituan invest heavily in this sector [9][10] - The competition will increasingly focus on AI-driven algorithms and data analytics, positioning AI as a critical variable in shaping consumer experiences and market dynamics [8][9]

各大平台围绕本地生活，尤其是到店餐饮业务的动作，越来越多了。 2024年，抖音本地生活宣布GMV 突破 3000 亿，并加大餐饮板块扶持；快手加大同城团购，对下沉市场商家尤其有吸引力；小红书同年上线"同城"和"附 近"入口，推动本地商户在站内做长尾流量。 到了2025年，高德赶在国庆前推出了"扫街榜"，以用户搜索、导航到店、收藏等行为数据为基础，对美食、景点和酒店等商家进行综合评分排名；小红书 推出了本地生活订阅会员服务"小红卡"，用户花168元购买年卡后，可以在精选门店中享受9折优惠。 餐饮商家也闻风而动，把目光投向不同的平台。 除了大众点评，一些商家在店铺开业前就在小红书造势引流，一些商家把目光放在了抖音直播团购，还有一些商家更重视私域的运营。 我们很好奇，为什么会有这样的变化？在大众点评、小红书和抖音上，餐饮商家的营销效果分别是怎么样的？我们采访了不同地区、不同类型的商家和相 关从业者，试图探究一二。 餐饮商家，不再"独宠"大众点评 通过到店餐饮业务，平台连接了商家和消费者，一边帮商家引流拉新，一边帮消费者找店。 根据浙商证券研究所的报告，2023年到店餐饮业务的线上化渗透率约为10%，市场空间广阔。而 ...

今年国庆中秋8天超长假期，全面点燃出行、消费热情，随着移动互联网工具的普及，在这个长假中，用手机解决吃喝玩乐已经成为了常态，而从相关数据 中，也可以看出如今移动互联网时代的消费新趋势。 出游："活力大湾区"具象化 美团旅行发布数据显示，长达八天的超级黄金周，带动平台出行订单量较2024年国庆假期增长超30%。而来自大湾区的景点更是成为了国内外游客的热门目 的地。美团旅行数据显示，国庆假期"00后"热选的Top10黑马景区中，深圳华发冰雪热雪奇迹排名全国第一，深圳小梅沙海洋世界、广州长隆旅游度假区也 榜上有名。以长隆旅游度假区为例，受广东消费券刺激，国庆假期，景区的"00后"游客数量同比增长13%。 来自飞猪的数据也显示，今年国庆中秋假期，广东的旅游预订量在去年的基础上大幅增长，其中包车游预订量同比增长331%，门票预订量同比增长18%。 广州、深圳、珠海、东莞、惠州是最热门城市，河源、揭阳、清远增速最快。 据微信团队公布的"2025 国庆中秋数据报告"显示，港澳仍然是内地游客出境游首选目的地，在跨境支付数据中，港澳微信支付交易笔数排名第一，内地游 客在香港通过滴滴、高德、Uber 等线上平台打车的订单数量同比 ...

刚刚过去的这个黄金周，在线下的各大商场、餐饮店乃至高铁、机场，你很容易看到这样的景象：打到电梯里的榜单广告、餐饮店门口摆放着整齐划一的 各类榜单推荐。 阿里、美团、抖音以及小红书在这个国庆，都试图以"榜单"包揽消费者吃喝玩乐的心智。 高德在国庆第3天宣布扫街榜"累计去重用户超4亿"。美团发布最新数据也显示，9月以来，"必吃榜"、"必玩榜"的搜索量同比分别提升96%和145%。 另一边的抖音和小红书也没有错过"榜单大战"。 小红书以"小红卡"低调入局，抖音生服"心动榜"从餐饮拓宽至酒旅，覆盖的城市和餐饮也呈现出下沉趋势。 最新数据显示，10月1日至10月7日，地方菜抖音团购销售额同比增长76%，秋季饮品增长57%，住宿增长50%。 巨头们表面上争的是榜单，实际争夺的是本地生活到店的平台心智入口。 这场即时零售的战火已然从年初的外卖到家已逐渐拓宽至到店业务，明显的迹象是，巨头们不仅在争做更好的榜单，还在尝试更多动作，包括更丰富的内 容生态、打通更多的流量入口以及加码团购来优化供给，以此来夯实自身在本地市场的优势。 可以确定的是，这个国庆是各家展现和检验能力的试炼场，也是下一轮常态化竞争的起点。 1、国庆"榜单大战 ...

吴楠 2025年10月，城市街头秋意正浓，而各大外卖平台的补贴热潮 似乎也随气温一同降温。 经常点外卖的消费者 不难察觉，近一个月来， 各大外卖平台的补贴力度已明显缩水： "0元 购""大额红包" 等活动逐渐消失 ，取而代之的是优惠门槛提高、满减力度缩水、限时补贴频次 锐减—— 这 场持续近 半 年的 烧钱 大战，暂时归于平静 。 这场退潮，既是监管引导的理性回归，也是市场规律的必然结果。 今 年7月18日，市场监管总 局对饿了么、美团、京东等主要外卖平台进行约谈，明确要求其停止"内卷式"恶性竞争，并构 建多方共赢的生态。8月1日， 三大外卖平台 先后发布声明， 表示 将规范补贴行为、抵制无序 竞争 。 与此同时，持续"输血"带来的财务压力也令企业难以为继。2025年第二季度财报显示，京东新 业务（含即时零售与外卖）亏损扩大至约147亿元；市场预计，阿里即时零售二季度亏损百亿左 右； 而作为行业龙头的美团，同样未能幸免——其二季度经营利润同比暴跌98%，经调整净利 润减少121亿元，下降幅度远超市场预期。 然而，补贴的退场并不意味着竞争的终结，在这看似缓和的表象之下，一场更 深层次 、更具战 略性的"生态战" ...

4 亿用户，一切刚刚开始。 特约作者 丨 祝颖丽 10 月 1 日下午 4 点，北京高德总部大厦 2 楼。办公室的空气里紧绷着兴奋的弦，几百个员工正簇拥 在一块大屏幕前倒数。 屏幕上亮着当日活跃用户的数字，以 " 2 " 字打头，紧跟着一长串 9，正向着 3 亿急速逼近。 "感觉那个数字好长好长，后面几位你看都变成 9 了，但还有最后几个，然后一点一点变，最后就砰 都变了，整数。" 一位员工形容当时的场景。 3 亿！ 这是一个预期到来的时刻。高德董事长刘振飞提前点好了 999 杯奶茶，高德 CEO 郭宁招呼大屏幕前 兴奋的员工们合影。 这种场景大概每年会在高德发生一次。每年国庆，都是高德的年度大考，当全民出游，总有一批人需 留驻阵地，保障平台稳定运转，内部称之为 "十一出行节"，是不亚于淘宝天猫的双 11。 不过今年还是有些不一样。高德扫街榜在 20 天前刚高调上线，正面临市场的首次大考。 这是高德的第 8 个 "十一出行节"，去年十一黄金周首日，有 3 亿人打开了高德地图。而今年首日不但 打破纪录，且最终多出 6000 万。用郭宁的话来说，"又站上了一个新的台阶。" 高德内部有个 " 121 理论"，解释高 ...

（上海人民广场地铁站淘宝闪购广告） 团购市场迎来新玩家。 国庆节期间，上海人民广场地铁站通道内，一抹橙色广告点亮了往日沉寂的走廊。同样的场景也在深圳、嘉兴同步上演。这并非普通的营销活动，而是阿 里旗下淘宝闪购正式入局到店团购市场的明确信号。 此举既是阿里满足用户需求，在本地生活赛道的又一次业务拓展，也是其在平台经济与实体经济融合层面的一次深度探索。 9月20日，淘宝闪购到店团购业务悄然上线，首批覆盖上海、深圳、嘉兴三座城市的核心商业区，涵盖茶饮、甜品、正餐等多个餐饮品类，奈雪的茶、尊 宝披萨、陈香贵等知名商户均已入驻。 在淘宝闪购平台，桂满陇一款原价260元的双人套餐团购价216元，低至7.9折，若搭配使用平台券，价格更优惠。 01 团购进化 开启生态协作 国内团购行业始于2010年，彼时美团、大众点评等平台借鉴美国Groupon模式，通过集合消费者获取更低价格，实现用户享优惠、商家薄利高多销、平台 获流量的三赢局面。行业历经"千团大战"的混战期，到2015年美团与大众点评合并，市场相对稳定。随着抖音、小红书、快手等内容平台近年入场，本地 生活赛道再度活跃。 与传统玩家不同，阿里此次切入团购市场带着鲜明的"生 ...