Core Insights - Meituan reported a significant increase in winter bathing consumption during the recent minor snow solar term, with industry transaction volume exceeding 100 million yuan on that day [1] - Major cities such as Beijing, Shanghai, Shenyang, Changchun, Changsha, and Yangzhou experienced transaction growth rates exceeding 100% [1] - Over 2,000 merchants on the platform saw an overall transaction volume increase of 152% year-on-year [1]

行业增长由三大引擎驱动。一是人群扩容，首次体验用户持续增加，40%以上老客保持高频消费，带娃家庭、潮玩青年、游客 差旅人群成为核心客群。二是场景焕新，传统澡堂占比仅30%，新洗浴场景拓展至养生疗愈、亲子水乐园、社交玩乐夜等多元 形态，催生亲子套票、过夜组合等个性化团购产品。三是区域下沉，新店在重庆、上海等超大城市集中爆发，兰州、昆明等城 市新开店量同比增速领先，西北文旅与新一线夜经济场景成为扩张重点。 消费者需求实现从"沐浴"到"沐愈"的升级。洗浴空间成为家庭、职场之外的"第三生活空间"，核心价值转向情绪疗愈与社交连 接。过夜需求爆发，29%用户愿意支付80-159元过夜费用，单人胶囊舱、静音躺椅是最受欢迎的休息形式，洗浴中心成为"特种 兵旅行"的高性价比补给站。亲子场景需求旺盛，家长青睐"浴教于乐"模式，儿童戏水区、安全设施、亲子泡池等配套成为核心 诉求。年轻群体将洗浴中心作为社交据点，"躺平式社交"因氛围松弛、功能复合、性价比高成为聚会首选。 经营模式呈现三大破局方向。一是"洗浴+X"混业模型，通过跨界联动拓展客群，如九号温泉与欢乐谷联名，暑期销售额翻倍至 1100万元。二是主题化运营，浅深集团以非遗文化 ...

Core Insights - Meituan released its 2026 Bathing Guide, featuring 174 unique bathing centers across 28 cities, with Changsha being the only new city included [1][4] - The bathing industry in Changsha is evolving from traditional water services to entertainment complexes, driven by a vibrant young consumer base [1][4] Industry Trends - Since 2025, the national bathing service transaction order volume has increased by over 30%, with cross-regional consumption accounting for more than 30% [4] - The guide introduces a tiered classification system for bathing centers, including 118 one-diamond, 48 two-diamond, and 8 three-diamond establishments [4] - The "Bathing+" industry model is emerging, transforming from single bathing services to integrated complexes that include tourism, accommodation, and leisure activities [4][6] Consumer Behavior - Young consumers are increasingly viewing bathing centers as destinations worth visiting, particularly during holidays, with a 127% increase in transaction user numbers and over 84% growth in daily average transaction value during the recent National Day holiday [4][6] - Keywords like "girlfriend gathering" and "company team building" have seen a 230% year-on-year increase in search volume, indicating a shift towards social experiences in bathing centers [6] Strategic Initiatives - Meituan aims to help consumers find desired services more accurately through the bathing guide, enhancing the experience and promoting the trend of modern bathing [6][7] - The initiative seeks to accelerate the value reconstruction of the bathing industry and drive new business growth by aligning consumption scenarios with young consumer demands [7]

格隆汇11月14日｜美团在"沐浴休闲之都"沈阳发布2026洗浴指南，28城共174家特色洗浴中心入选，沈 阳、北京、上海三地上榜商家数位居前三，辽宁、江苏、山东三省排名居前。据悉，这份上亿手牌碰出 来的地道洗浴指南，综合消费者评价数据和AI大模型，首创洗浴行业钻级分类体系，其中一钻洗浴中 心118家、二钻48家、三钻8家。全国洗浴迎来大发展元年，美团数据显示，2025 年以来，全国洗浴服 务交易订单同比增长超30%，其中跨区域消费占比超3成，节假日异地用户环比翻倍增长。 ...

Core Viewpoint - The "Su Super" event is significantly boosting consumer spending in Jiangsu Province, particularly in leisure and entertainment sectors, with online orders for leisure activities increasing by approximately 40% year-on-year since the event began [1][2]. Group 1: Impact on Local Businesses - Local businesses, such as restaurants and bars, are investing in facilities like televisions to enhance the viewing experience for fans, indicating a proactive approach to capitalize on the event's popularity [4][6]. - On July 5, a local restaurant experienced a surge in customer engagement and sales, with a notable increase in average spending per customer and a longer dining duration due to the event [6][7]. - The event has revitalized local businesses that were previously affected by adverse weather conditions, demonstrating its role as a catalyst for economic recovery in the hospitality sector [7]. Group 2: Consumer Behavior and Spending Trends - On July 5, the city of Nanjing recorded 254,000 spectators at venues showing the matches, leading to a 30.1% year-on-year increase in total foot traffic and a 16.5% rise in sales, amounting to 340 million yuan [7]. - The demand for dining and accommodation services surged, with a 30.2% increase in restaurant orders and a 59.4% rise in bookings for five-star hotels compared to the previous year [8][11]. - The event has diversified consumer spending, with foot traffic in massage and wellness establishments also increasing significantly, as fans seek relaxation before matches [10]. Group 3: Nighttime Economy Boost - The adjustment of match timings to later in the evening has stimulated nighttime consumer activity, with a 43% year-on-year increase in nighttime leisure spending [12]. - The introduction of themed packages by leisure businesses has seen an 856% increase in participation since the event's inception, highlighting the growing trend of nighttime entertainment [12].

Core Insights - The "Su Super" events are significantly boosting local consumption in Jiangsu Province, with online orders for leisure and entertainment rising by approximately 40% year-on-year since the events began [1][2][9] Group 1: Impact on Local Businesses - Local businesses, such as restaurants and entertainment venues, are experiencing increased foot traffic and sales due to the "Su Super" events, with specific examples of establishments investing in equipment to enhance the viewing experience [3][5] - On July 5, the "Su Super" event attracted 254,000 spectators to key commercial areas in Nanjing, leading to a total customer flow of 1.425 million, a year-on-year increase of 30.1%, and generating sales of 340 million yuan, up 16.5% [5][6] - The hospitality sector is also benefiting, with a notable increase in hotel bookings, particularly in five-star hotels, which saw a year-on-year increase of over 59.4% [6][9] Group 2: Consumer Behavior Changes - The excitement surrounding the matches is translating into higher spending, with average customer spending on July 5 exceeding typical levels, particularly in food and beverage categories [5][9] - There is a notable increase in nighttime consumption, with restaurants and bars reporting significant growth in evening sales, particularly for barbecue and late-night dining options [9][10] - The trend of consumers seeking unique experiences, such as watching matches in private rooms at massage and wellness centers, indicates a diversification of consumption patterns [8][9] Group 3: Broader Economic Impact - The "Su Super" events are contributing to a broader economic uplift in Jiangsu, with various sectors, including tourism and hospitality, experiencing substantial growth in demand [7][9] - Data from Meituan indicates that the overall hotel occupancy and leisure activity orders have surged, with some areas reporting over 255% growth in ticket sales for local attractions [9][10]