三湘都市报2月25日讯 美团数据显示，近四年洗浴行业交易规模连年攀升，2025年创下四年峰值，同比 增速超20%，跻身近年为数不多的持续增长的服务赛道。 2月25日，三湘都市报记者走访发现，长沙洗浴行业正加速迈向细分化、多元化。一方面，主打精致搓 澡的专业门店密集涌现；另一方面，不少商户深耕"浴资+"模式，将海鲜自助、PS5体验、剧本杀、棋 牌麻将等业态深度融合。 私密性强，新式单人搓澡堂走红 2月25日，记者走访发现，长沙多家"精致搓澡堂"正悄然走俏。北辰附近一家河马搓澡堂店员直言，春 节前，客流持续攀升。 "我们都是独立包间，有单人间，也有双人间，适合情侣和朋友，都配有一次性内裤，私密性较强。"万 达的口袋搓澡堂店员说。同类型的里弄搓澡堂（四方坪店）也表示，店内均为私密空间，有独立卫浴。 记者注意到，这类搓澡堂的受众中年轻人是主要消费群体。走访中，多名消费者坦言，选择精致搓澡堂 正是出于隐私和体验感的考虑。"传统洗浴的搓澡区多为共享空间，不仅拥挤，还容易感到尴尬，独立 包间就可以解决该问题。"市民吴女士说。 不止搓背，百元可体验一站式服务 近年来，洗浴行业正迎来升级转型，一方面，众多洗浴中心、按摩店打破传 ...

本文来自微信公众号"空间秘探"，作者：武爽，36氪经授权发布。 今年春节，4居4床预订量涨了84%，洗浴中心交易规模突破1100亿。一边是酒店花式抢客，一边是澡堂 子挤破头。有人提前半个月满房，有人大把房间卖不出去。两极分化的背后，是消费逻辑的彻底改 变…… 多居室预订增八成，酒店"花式抢客" 亚洲旅宿大数据研究院最新数据显示，今年春节，4居4床、3居3床等多居室房型需求旺盛，预订量分别 同比增长84%和72%。多居室房型成为"抢手货"，说明现在全家出门过年，没人愿意凑合了，每个人都 要有自己的床位。 顺着这个线索往下看，会发现今年春节的酒店们，为了抢客，已经使出了浑身解数。 假期冲上微博热搜的沈阳一家温泉酒店，他们搞了个"暴风雨主题SPA"。电闪雷鸣，风雨交加，沉浸式 特效把泡澡变成渡劫现场。水深只到膝盖，限时30分钟，安全又有话题。有客人发帖说，本来只想泡个 澡，结果泡出了末日逃生的感觉。 南京白金汉爵大酒店路子更"野"，他们和本地农产品品牌开镰米搞联名，推出了个"来吃开镰米，马年 开好年"活动。大米不稀奇，稀奇的是每盒都贴着南京公证处的封条，扫码能溯源。有客人直接下单寄 回老家，让亲戚们也尝尝有公证的大 ...

夫妻俩日常花销不大，吃住都在店里。 三年打磨，夫妻俩成了店里的"优秀助浴师"。 "今年春节的游客比往年还多，从小年到现在，每天要服务20余位客人，除了搓澡，基本来的客人会选择做套浴护肤，服务一个客人最快也 需要45分钟，有时候忙得连坐下喝口水的工夫都没有。"王磊直起身子，轻轻揉了揉腰。 助浴师最忙的时候，连续站立工作十几个小时，成为了洗浴中心最平凡也最坚守的身影。"全国洗浴看东北，东北洗浴看沈阳，这话一点儿 不夸张。"王磊告诉记者说："现在沈阳洗浴早就不只是洗澡了，助浴护肤、温泉、影院、儿童戏水乐园、美食广场一应俱全。外地游客慕 名而来，我们的活儿自然也就多了。" 南方游客的涌入，让这个春节的助浴区多了不少趣味瞬间。不少第一次体验东北搓澡的南方游客，从最初的拘谨好奇，到体验后的直呼"过 瘾"。一位来自杭州的姑娘刚躺上搓澡床时紧张不已，完成全套奶搓后笑着感叹："全身像抛了光，浑身通透，这是在南方体验不到的快 乐！" 二月二十日正月初四 沈阳沈北新区云之溪洗浴中心 正月初四，辽沈晚报记者来到沈阳沈北新区云之溪洗浴中心，见到了正在岗位上忙碌的助浴师夫妻——郭宝良和王磊。三年前，夫妻二人 从吉林白山老家来到沈阳，今年 ...

Core Viewpoint - The upcoming Spring Festival has led to a peak in bathing service consumption, prompting regulatory actions to ensure fair pricing and protect consumer rights [1] Group 1: Regulatory Actions - The Dragon'an team has organized a special price inspection in the bathing industry to create a transparent and fair consumption environment during the holiday [1] - The inspection focuses on large and medium-sized bathing establishments, checking for clear pricing displays, additional charges, misleading promotions, and unauthorized price increases [3] Group 2: Inspection Results - The inspection involved 15 law enforcement personnel and checked 5 establishments, all of which displayed clear pricing and did not engage in price fraud [4] - The overall price order in the bathing industry before the Spring Festival is deemed to be compliant, indicating that most operators adhere to laws and regulations [4] Group 3: Consumer Guidance - During the inspection, law enforcement also promoted awareness of pricing laws and encouraged businesses to comply with regulations, strengthen internal pricing management, and maintain a good market environment [5] - Consumers are advised to carefully check price lists, confirm service items and charges, and retain relevant receipts to protect their rights [6]

Core Viewpoint - The article highlights the booming popularity of bathing centers in Northeast China, particularly among younger consumers, transforming traditional bathing into a comprehensive leisure experience that includes various entertainment and dining options [5][10][27]. Group 1: Market Trends - The search volume for bathing-related keywords surged over several times during the 2026 New Year holiday, with nearly 30% of searches coming from the "post-00s" demographic [5]. - In cross-city travel spending, Shenyang's bathing centers ranked first in transaction scale and user numbers nationwide [5]. - The bathing center experience has evolved into a family-oriented activity, integrating services like sauna, dining, and entertainment [5][10]. Group 2: Consumer Behavior - Consumers, particularly young people, are increasingly spending significant amounts on bathing center visits, with individuals like Tai Li spending over 70,000 yuan annually [7][9]. - The average ticket price for bathing centers ranges from 200 yuan for basic access to over 1,000 yuan for high-end experiences, with many opting for all-day access packages [10][17]. - The appeal of bathing centers lies in their ability to provide a relaxing escape from daily pressures, with many consumers valuing the emotional benefits over the cost [9][27]. Group 3: Competitive Landscape - Bathing centers are adapting to attract younger consumers by enhancing their offerings, including trendy dining options and modern decor [13][22]. - The shift from traditional entertainment venues like KTV to bathing centers reflects changing consumer preferences, with KTV establishments seeing a significant decline in numbers [26][27]. - The business model of bathing centers often relies on low entry prices to attract customers, with high-margin secondary services driving profitability [17][19]. Group 4: Industry Evolution - Many former retail spaces and hotels are being repurposed into bathing centers, indicating a trend of transformation in urban leisure spaces [21][22]. - The rise of bathing centers is replacing traditional entertainment options, as they offer a more comprehensive and appealing experience for consumers [23][27].

Core Insights - The bathing industry in Northeast China is experiencing a surge in popularity, particularly among younger consumers, with significant increases in search volumes for related services during holiday periods [1][2] - Bathing centers are evolving into comprehensive leisure complexes, offering a variety of services beyond traditional bathing, such as KTV, children's play areas, and buffet dining [1][5] - The business model of bathing centers relies heavily on secondary consumption, with many customers spending significantly more on additional services than on entry fees [11][13] Industry Trends - The bathing industry is becoming a preferred leisure activity for young people, with many viewing it as a way to escape daily pressures [2][5] - The average spending at bathing centers can reach thousands of yuan per visit, with some consumers reporting expenditures of over 20,000 yuan annually [5][6] - Bathing centers are increasingly competing with traditional entertainment venues like KTVs and cinemas, which are seeing a decline in popularity [15][17] Market Dynamics - The demand for bathing services peaks during holidays, leading to overcrowding and long wait times at popular locations [6][14] - Many bathing centers are undergoing renovations to attract younger clientele, incorporating modern design elements and diverse service offerings [7][14] - The transformation of former retail spaces into bathing centers indicates a shift in consumer preferences and the potential for growth in this sector [14] Consumer Behavior - Consumers are drawn to the all-in-one experience offered by bathing centers, which allows for relaxation and socialization without the need to travel between different venues [17] - The pricing structure of bathing centers includes a range of entry fees, with many opting for all-day access packages that encourage additional spending on services [6][13] - The demographic of bathing center patrons is diversifying, with an increase in foreign visitors who are willing to spend more on services [13]

Core Insights - The Chinese bathing industry has experienced significant growth, reaching a peak transaction scale of nearly 110 billion yuan last year, with a year-on-year growth rate exceeding 20% [1][2] - The transformation of bathing centers from traditional venues to comprehensive leisure spaces has attracted a younger demographic, making them popular for social gatherings and relaxation [2][3] Industry Growth - The bathing industry's transaction scale has increased annually over the past four years, with last year's performance marking a notable resurgence in a sector previously viewed as traditional and marginal [1] - Predictions indicate that 2025 will see the highest revenue scale in nearly six years, reflecting ongoing positive trends in the industry [1] Consumer Behavior - Bathing centers have evolved to include diverse facilities such as tea rooms, cafes, wellness areas, restaurants, and family entertainment zones, resembling shopping malls [2] - The average cost of 100 yuan for 12 hours of access, including amenities like fruit drinks and entertainment options, makes these centers appealing to budget-conscious young consumers [2] - The primary consumer demographic is aged 24 to 30, accounting for 37% of users, with the fastest-growing segment being the 18 to 23-year-olds [2] Market Dynamics - The shift in consumer perception has allowed the bathing industry to shed its "middle-aged exclusive" image, successfully attracting and retaining younger customers [3]

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].

Core Viewpoint - The implementation of the "Cross-Departmental Comprehensive Supervision Reform Plan for Bathing Places" in Shanghai aims to address regulatory challenges posed by the "Bathing+" composite business model through institutional innovation, enhancing collaboration among various regulatory departments [1][2]. Group 1: Regulatory Challenges and Industry Trends - The "Bathing+" composite business model is becoming mainstream in China's bathing industry, which is experiencing a transformation with an annual market growth rate of over 15% [1]. - Traditional regulatory models, which are often fragmented and department-specific, struggle to keep pace with the rapid development of the "Bathing+" composite business, leading to increased burdens on businesses and potential regulatory blind spots [1][2]. Group 2: Key Features of the Reform Plan - The reform plan promotes cross-departmental collaborative regulation by consolidating various regulatory responsibilities into a unified task, allowing for joint inspections and enhancing transparency and traceability in enforcement [3]. - The "One Industry, One License" reform simplifies the licensing process for the bathing industry by consolidating multiple permits into a single comprehensive license, significantly reducing approval times and administrative burdens for businesses [3]. - The plan emphasizes comprehensive environmental control by detailing specific regulatory responsibilities for environmental departments, including pollution management and compliance with health and safety standards [3][4]. Group 3: Digital Transformation in Regulation - The establishment of a digital comprehensive regulatory platform aims to enhance the intelligence of non-site supervision, utilizing big data technology to develop risk warning models and improve dynamic management and precise enforcement [4]. - The successful implementation of the reform in Shanghai is attributed to its relatively sound standards and institutional framework, which may not be present in other regions, necessitating local adaptations and improvements in regulatory practices [4].