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洗浴中心成年轻人新宠:100元享12小时娱乐住宿
第一财经· 2025-06-14 07:00
2025.06. 14 本文字数:5602,阅读时长大约9分钟 作者 | 第一财经 陆涵之 揭书宜 题图 | AI配图 "人均100元能呆12小时、免费水果饮料、还能打游戏看电影,出去玩住洗浴中心比青年旅舍划算多 了。"今年在上大三的李薇告诉记者,她已经在本地生活平台搜集了全国十多家"高性价比"洗浴中心的信 息。 如今,许多年轻消费者不是去洗浴中心泡澡的,而是住宿地,集电竞、桌游、KTV、观影于一体的新型 洗浴成了新一代的高性价比住宿选择。而养生放松以及入境游客的推拿正骨体验,也拉动了洗浴足浴行 业的消费。 业内认为,整体看,2025-2030年将是中国洗浴服务行业的黄金发展期。消费升级、技术革新、政策支 持三重红利叠加,为行业带来前所未有的机遇。 行业快速发展,年轻女性消费者崛起 上海市浦东新区一条普通的街道上,周勇的足浴店在此扎根已整整15年。15年时光流转,门外霓虹招 牌或许已略显旧色,然而门内空间却始终氤氲着熟悉的中药气息与热水蒸气。近年来,他目睹了一个显 著变化:大量新面孔涌入足浴沐浴行业,街头巷尾,新招牌如雨后春笋。"门槛低,回本快。"周勇一语 点破缘由。新店只要重金投入营销活动、引流活动,顾客预 ...
洗浴中心成年轻人新宠:100元享12小时娱乐住宿
第一财经· 2025-06-14 06:32
Core Viewpoint - The Chinese bathing service industry is entering a golden development period from 2025 to 2030, driven by consumption upgrades, technological innovations, and policy support, presenting unprecedented opportunities for growth [1][8][9]. Industry Development - The bathing and foot massage industry has seen a surge in new supply and business models, with online transaction volume and orders growing over 30% year-on-year in the past three years [4][5]. - The market size of the bathing industry is expected to exceed 700 billion yuan, with a projected compound annual growth rate of 10%-12% until 2030 [8][9]. Consumer Trends - Young female consumers and the Z generation (born 1995-2009) are emerging as the core customer base, with significant growth in their participation in the bathing services [5][8]. - The average age of consumers is decreasing, with young users (especially college students) showing a transaction growth rate of 162.26% year-on-year [5][8]. Regional Market Dynamics - The growth rate of the bathing service market in third- and lower-tier cities is over 40%, significantly outpacing that of first-tier cities [9]. - Urbanization is accelerating, with the urbanization rate expected to exceed 66% by 2025, leading to increased demand for leisure services [9]. Business Strategies - Companies are focusing on extreme cost-performance ratios to attract consumers, with some businesses significantly reducing prices while increasing customer flow [11][12]. - The shift from a business-oriented model to a "volume-based" model is evident, with businesses adapting to consumer preferences for affordability and value [11][12]. Service Diversification - The industry is moving towards a "multi-entertainment" phase, where the focus is on enhancing customer stay duration and overall experience rather than just fulfilling bathing needs [16][18]. - New service offerings include diverse entertainment options such as gaming, dining, and social spaces, catering to the evolving preferences of younger consumers [16][18]. Gender and Demographic Shifts - The gender ratio among consumers is becoming more balanced, with female customers now slightly outnumbering male customers, reflecting a shift in service focus towards female clientele [17][18]. - The average stay duration of customers has increased significantly due to the enhanced entertainment and social atmosphere in bathing centers [18].
独家调查|洗浴中心成年轻人新宠:100元享12小时娱乐住宿,业者大卷性价比
Di Yi Cai Jing· 2025-06-14 03:14
Group 1 - The bathing center has become a high-cost performance accommodation choice for young consumers, combining entertainment and wellness functions, driving rapid industry growth [1][7] - The overall market size of the bathing service industry is expected to exceed 700 billion yuan, with a projected compound annual growth rate of 10%-12% from 2025 to 2030 [7][8] - The consumer structure is evolving, with Generation Z becoming the main consumer force, increasing from 22% in 2020 to 28% in 2025 [7][8] Group 2 - The foot massage and bathing industry has seen a significant influx of new supply and new business models, promoting offline economic development [3][4] - The online transaction scale and orders in the foot massage industry have grown by over 30% year-on-year in the past three years [3] - The young female consumer segment is rapidly rising, becoming a core customer group in the industry [4][6] Group 3 - The overnight scene in the bathing industry has seen a year-on-year transaction growth of over 60% [6] - The core consumer groups during the summer peak include university students and family users, with a focus on overnight stays and family outings [6][12] - The average stay duration of customers has increased significantly due to the integration of various entertainment and social atmospheres [16] Group 4 - The industry is experiencing a polarization trend, with one end focusing on high-end environments and services, while the other emphasizes affordable pricing [14][15] - The rise of "bathing+" models is creating new business opportunities, with some brands achieving daily customer flows exceeding 3,000 [16] - The introduction of diverse entertainment facilities and high-quality dining options is enhancing customer satisfaction and experience [15][16] Group 5 - The number of registered bathing-related enterprises increased from 156,500 in 2020 to 216,900 in 2023, indicating a growing market [9][8] - The market in third and fourth-tier cities is expected to grow at a rate of 18% by 2025, significantly outpacing first-tier cities [8][7] - The industry is undergoing a transformation, with a shift from traditional business models to more value-driven, experience-oriented services [18][15]