Core Insights - The consumption data released by Douyin Life Services for the New Year holiday indicates a significant increase in various sectors, highlighting the growth of the experience economy during the period from December 30, 2025, to January 1, 2026 [1] Group 1: Consumption Trends - Supermarket shopping vouchers on Douyin saw a sales increase of 164% year-on-year during the New Year holiday [1] - Sales of clothing and jewelry also experienced substantial growth, with increases of 147% and 109% respectively [1] - Pet care services for pets saw a year-on-year increase of 63% as pet owners celebrated the New Year [1] Group 2: Travel and Leisure - The travel market was robust, with hotel and guesthouse sales increasing by 93% and 97% year-on-year respectively [1] - Ticket sales for attractions rose by 46%, indicating a trend of consumers traveling to different cities to celebrate the New Year [1] - Winter activities were particularly popular, with sales for ski resorts increasing by 70% and hot spring-related consumption rising by 52% [1] Group 3: Future Outlook - Douyin Life Services plans to continue enhancing its quality group-buy offerings and collaborate with physical merchants to create more engaging consumption experiences that are enjoyable and shareable [2]

Core Insights - The consumption trend for leisure and entertainment during the New Year period is significantly boosted by the festive atmosphere and winter weather conditions, leading to a notable increase in various service sectors [1][6] Group 1: Beauty and Personal Care - The search volume for beauty services such as haircuts, manicures, and eyelash extensions has doubled in the week leading up to New Year's Day, indicating a strong demand for beauty-related experiences [1] - The discussion volume around beauty services has increased by nearly 40% year-on-year, particularly among the 20-35 age group in major cities like Shanghai, Beijing, and Shenzhen [3] - Nearly 20,000 beauty service professionals on the platform saw their income grow by almost 100% during the weekend before New Year's, reflecting the high demand for beauty services [3] Group 2: KTV and Entertainment - The KTV industry has transformed into a dynamic entertainment space, integrating new technologies like AI for singing and scoring, as well as incorporating food and social activities, making it a popular choice for New Year celebrations [4] - KTV transaction volume has increased by nearly 30% year-on-year in the two weeks leading up to New Year's, with cities like Taiyuan and Changsha showing over 70% growth [6] - The post-00 generation is the fastest-growing demographic in KTV transactions, with a year-on-year increase of over 57%, highlighting a shift in consumer preferences towards entertainment experiences [6] Group 3: Bathing and Wellness - The search volume for keywords related to 24-hour bathing centers has surged by over 600%, indicating a growing trend for wellness and relaxation experiences during the winter season [1] - Over 1,000 quality bathing centers across the country saw a nearly 60% increase in transaction volume on the winter solstice, with cities like Harbin experiencing a staggering growth rate of over 211% [1]

Group 1 - The winter tourism consumption is on the rise as the New Year approaches, with various regions in Jiangsu launching cultural and trendy cross-year activities, making them popular choices for local residents and tourists [1][3] - Douyin Life Services has introduced the "Snow Falls Between Mountains and Seas" winter series activities, which will last until February 22, 2026, covering national ice and snow scenes and providing a one-stop winter travel guide [1][10] - In Jiangsu, several theme parks are creating unique New Year's Eve experiences, such as Xu Zhou Park's 44 classic attractions combined with a 14-hour KPOP CN electronic music party, and the Yao Lake Town's showcase of traditional kiln culture [3][6] Group 2 - Northern ice and snow tourism continues to thrive, with Douyin Life Services integrating resources through collaborations with celebrities, tourism agencies, and merchants to create a complete experience from online promotion to offline consumption [6][8] - The "Heartfelt Ski Party" at Chongli Taiwu Town transforms the ski area into an interactive amusement park with creative installations, while Changchun Ice and Snow New World has become a popular landmark following its grand opening [8][10] - Douyin Life Services encourages users to search for "Snow Falls Between Mountains and Seas" to access popular northern activities, celebrity routes, limited-time benefits, and New Year event guides [10]

Group 1 - The core viewpoint of the articles highlights the significant growth in travel and tourism consumption on Douyin, with a 42% year-on-year increase in group purchase orders for travel services [1] - Immersive tourism has become mainstream, with diverse user interests leading to popular travel themes such as event tourism, ice and snow tourism, concert tourism, intangible cultural heritage tourism, and IP tourism [1] - The "Heartfelt Hotel List" for 2025 shows a 152% increase in orders for listed hotels, while overall hotel and homestay orders on the platform grew by 63% [1] Group 2 - Major cities like Shanghai, Beijing, and Chengdu ranked among the top ten popular travel destinations, while lesser-known cities like Luoyang and Huzhou emerged as hidden gems [1] - Douyin's scenic spot group purchase orders increased by 32%, with popular attractions including Wansui Mountain Wuxia City and Shanghai Disneyland [1] - Rural tourism is thriving, with a 102% increase in group purchase orders for ancient villages and towns, highlighting destinations like Wuyuan and Taierzhuang Ancient Town [1] Group 3 - The intangible cultural heritage tourism sector is gaining traction, with a 45% increase in related group purchase orders, focusing on popular categories such as heritage sites, food, and performances [1] - The fan economy is thriving, with concert group purchase orders increasing by 78%, and cities like Shanghai and Beijing being hotspots for popular concerts [2] - Douyin's sports events garnered over 62.6 billion exposures, significantly boosting local consumption in participating cities [2] Group 4 - The platform has launched various marketing campaigns and seasonal promotions to enhance user experience and drive local consumption, including initiatives like "Follow Su Chao to Tour Jiangsu" and "Discover Hidden Cities" [3] - Douyin's efforts to connect quality online content with offline consumer experiences aim to convert traffic into economic growth, benefiting local businesses [3]

Core Insights - The report indicates a significant increase in cultural and tourism consumption, with Douyin's hotel group purchase orders rising by 42% year-on-year [1][24] - Immersive travel experiences have become mainstream, with diverse user interests and demands, including event tourism, ice and snow tourism, concert tourism, intangible cultural heritage tourism, and small town tourism [1][24] Group 1: Tourism Trends - Douyin's hotel and homestay group purchase orders increased by 63%, with the "Heartfelt Hotel List" seeing a 152% rise in orders [1][24] - Popular tourism cities include Shanghai, Beijing, Chengdu, Zhengzhou, and Hangzhou, while hidden gem cities include Luoyang, Huzhou, Qinhuangdao, Kaifeng, and Xuzhou [4][26] - Scenic area group purchase orders grew by 32%, with top attractions including Shanghai Disneyland and Beijing Universal Resort [4][30] Group 2: Emerging Travel Categories - Rural tourism saw a remarkable 102% increase in group purchase orders, with top destinations including Wuyuan and Taierzhuang Ancient Town [4][30] - Intangible cultural heritage tourism is gaining traction, with related group purchase orders up by 45%, focusing on heritage sites, food, and performances [4][41] - Concert tourism orders surged by 78%, with major cities for concerts being Beijing, Chengdu, and Shanghai [17][44] Group 3: Economic Impact of Events - Sports events have generated over 626 billion exposures on Douyin, significantly boosting local consumption in participating cities [17][50] - The "Follow the Su Super League" campaign has driven a 68% increase in group purchase sales in Jiangsu during the event period [17][56] - The 2025 National Games in Guangdong, Hong Kong, and Macau are expected to stimulate local economies, with a projected 125% increase in consumption [51] Group 4: Marketing and Consumer Engagement - Douyin has launched various marketing campaigns, including "Discover Hidden Gems" and seasonal promotions, to enhance user engagement and drive local consumption [21][57] - The platform's "Smoke and Fire Economy" initiative has seen a 30% increase in related content, with significant engagement from local personalities like "Chicken Brother" [52][53] - Seasonal activities, such as the "Ice and Snow Season," have generated over 250 billion in GMV, showcasing the effectiveness of targeted marketing strategies [62]

冬天里的幸福密码，一定包含一顿热气腾腾的火锅。一桌人围着翻滚的锅，升腾的热气与欢声笑语自然交织，寒意与烦恼都被热闹的气氛驱散。当下，在不 少人眼里，火锅不仅仅是一顿简单的「饭」。大家吃火锅除了在意口味，还看重环境能不能出片，用餐的氛围感如何，能不能带来独一份的情绪价值。 注意到大家高涨的消费需求，抖音生活 服务以「不一样的沸腾」为主题，今年继续开启了「抖音生活火锅季」活动。11 月 7 日至 12 月 21 日期间，通过在 线上携手明星达人探店种草以及开启各类跨界合作，持续打造话题热度，在线下打造「多城同沸」火锅活动等形式，带动大家一起沸腾「开涮」，强化活动 参与感， 把「续火锅」变成了这个冬天最沸腾最温暖的记忆。 大张伟发出魔性「入火」号召， 「续火锅」卷动全网话题热潮 「冬天第一顿火锅」有没有安排上？ 从立冬当天开始，抖音生活火锅季代言人大张伟就向大家发出了魔性的「入火」邀约，在搜索彩蛋抽签名照、火锅优 惠券等福利推动下，「沸腾合火人」们积极跟风开启「立冬火锅局」。 随着「大大大张伟」人形立牌等物料入驻多家火锅门店，粉丝们踊跃进店一边嗨 吃，一边与大老师花式搞怪合拍。玩梗互动间，越来越多人被「吃顿火锅不叫 ...

Core Insights - Xiaohongshu's local life membership service "Xiaohong Card" will be suspended from January 1, 2026, after less than 100 days of trial operation due to insufficient preparation and failure to meet user demands for richness and convenience in local life services [2][8][12] - The initiative aimed to enhance user engagement through a paid membership model, but its quick termination reflects broader challenges faced by Xiaohongshu in the local life sector [2][16][20] Summary by Sections Service Overview - Xiaohong Card was launched in September 2023, offering a membership for 168 yuan per year, providing discounts and access to thousands of stores in Shanghai, Hangzhou, and Guangzhou [5][6] - The service was designed to create a consumption loop combining content and membership discounts, differentiating itself from competitors like Meituan and Gaode [6][7] Reasons for Suspension - The official statement cited inadequate preparation and inability to meet user expectations as primary reasons for the suspension [8][12] - Xiaohongshu plans to focus on enhancing the influence of local life content rather than continuing the Xiaohong Card service [8][11] Market Challenges - Xiaohong Card faced significant competition from established players like Meituan, which offered more attractive pricing and benefits [14][16] - The service's merchant coverage was limited, leading to low user awareness and engagement [15][16] Strategic Shift - Despite the suspension, analysts suggest this may represent a strategic pivot for Xiaohongshu, focusing on content-driven local services rather than direct competition in the transaction space [19][20] - The company aims to redefine its value chain in local life services, leveraging its strengths in content creation and community engagement [20][22] Future Outlook - Xiaohongshu is exploring ways to integrate local life services with its content community, potentially positioning itself as a discovery platform rather than a direct competitor to traditional local service providers [20][22] - The local life market remains vast, allowing for diverse player strategies, and Xiaohongshu's unique approach could offer new possibilities for the industry [21][22]

Core Viewpoint - The recent announcement by Xiaohongshu to suspend its local life membership product "Xiaohong Card" indicates challenges in establishing a successful business model in the competitive local life market, despite the platform's strong community influence and user engagement [1][5][6]. Group 1: Product Launch and Suspension - Xiaohongshu's "Xiaohong Card" was launched on September 8, 2023, during the third "Street Life Festival" but will be suspended from January 1, 2026, with full refunds for users [1][4]. - The company aims to refocus resources on enhancing local life content and tools rather than continuing the card's trial operation [4][8]. Group 2: Market Position and Strategy - The "Xiaohong Card" was intended to create a paid model based on community trust, differentiating itself from competitors like Meituan and Dazhong Dianping by focusing on high-quality, niche offerings [5][7]. - Despite the initial goal of not prioritizing GMV, the limited user engagement and merchant coverage have raised concerns about the card's effectiveness in driving actual transactions [8][9]. Group 3: Competitive Landscape - The local life service market is projected to grow to 35.3 trillion yuan by 2025, with a compound annual growth rate of 12.6%, indicating a lucrative but highly competitive environment [10]. - Major players like Meituan and Douyin have established strong positions, making it challenging for Xiaohongshu to carve out a niche without a robust merchant network and competitive pricing [12][13]. Group 4: Future Directions - Xiaohongshu remains committed to the local life sector, planning to enhance its content and tools to assist users in discovering quality local options, despite the suspension of the Xiaohong Card [14][15]. - The company acknowledges the need for a more effective commercial model and aims to innovate its approach to achieve a sustainable business strategy in the local life market [14].

12月8日，小红卡团队在小红书上发布公告称， "小红卡"将于2026年1月1日起暂停试运营 。据悉，小红卡于2025年9月第三届马路生活节期间上线试运 营，以'精选吃喝玩乐一卡通'为定位， 是小红书的本地生活会员卡 。 在最新公告中，小红卡团队表示，由于准备不够充分，没能满足用户对本地生活丰富性与便捷性的需求，计划自2026年1月1日起，暂停"小红卡"的试运 营。接下来团队会继续坚定地做好本地生活内容和工具。 在暂停试运营具体安排上，2025年12月31日前，所有持卡用户仍可继续享受全部权益。自2026年1月1日起，所有小红卡将自动失效，无法继续使用。 购 卡用户无需进行任何操作，小红书会为其办理全额退款 。 2025 XIAOHONGSHU 2026 9 t of and and and 短暂告别 XIAOHONGKA ) ( 只为更好的相遇 致小红卡伙伴们 "小红卡"年费为168元，初期在上海、杭州、广州三地推出，用户持卡可享受"精选门店推荐""全店通用折扣""专属活动"等权益，例如，持有该卡可在全 国范围内的精选门店买单时享受九折优惠。 亲爱的小红卡伙伴们: 近年来，小红书多次试水本地生活业务。小红书交 ...

Core Viewpoint - The company announced the suspension of the "Xiao Hong Card" business starting January 1, 2026, to focus resources on enhancing local lifestyle content and improving local transaction products and tools [1][5]. Summary by Sections Business Operations - The "Xiao Hong Card" was launched in September 2025 during the third "Ma Lu Life Festival" as a local lifestyle membership card, offering users access to various benefits such as event participation and discounts at selected stores [1][6]. - The card was limited to use in select stores in Shanghai, Hangzhou, and Guangzhou, where the festival was held [1][6]. User Experience and Feedback - The company received positive feedback from users who discovered new local stores and experiences through the card, but also acknowledged that their preparations were insufficient to meet user demands for variety and convenience in local lifestyle offerings [3][7]. Refund and Transition Plan - All cardholders can continue to enjoy their benefits until December 31, 2025, after which the cards will automatically become invalid, and full refunds will be processed without requiring any action from users [4][8]. - The company emphasized that this suspension only affects the "Xiao Hong Card" and that other local lifestyle services and features will remain available to users and merchants [2][5].