随着气温的攀升，夜经济正成为拉动消费增长的又一重要力量。国家统计局数据显示，2025年5月全国 餐饮收入4578亿元，同比增长5.9%，而夜间餐饮消费在其中占比持续提升成为共识。 7月11日，美团团购发布"夏日不宅家"美食攻略显示，今年暑期，"昼伏夜出"正在成为餐饮消费新宠， 各地夜宵市场愈加火热。7月以来，平台上的"夜宵团购套餐"关键词搜索量环比上月增长98%，00后搜 索占比最高，烤肉自助、川菜、烤串等备受青睐。 从城市分布看，数据显示，广东成为"夜宵王者"，7月以来夜间堂食订单量(18时至次日6时)稳居全国第 一，同比增长超21%。"苏超效应"带动下，江苏省7月份的烤串品类夜间堂食线上交易额已跃居全国第 一，南京、苏州夜间堂食交易额跻身全国前十。7月以来，东北三省烧烤线上订单量同比增长101%；江 浙沪鱼鲜类夜间堂食交易额增长40%以上。 其中，《办法》还对餐饮业健康规范发展提出了相应要求，鼓励餐饮服务经营者发展大众化餐饮、社区 餐饮、绿色健康餐饮，提升服务品质，创新消费场景，丰富餐饮供给。 海底捞在创新消费场景方面也动作频频。据悉，海底捞于今年1月在广州推出全国第一家夜宵主题店， 截至6月底，已在深圳 ...

Core Insights - The influx of top influencers into the local lifestyle sector is creating new opportunities for monetization and reshaping the industry landscape [2][14] Group 1: Influencer Activities - Influencer @FoshanDianHan has successfully entered the local lifestyle market, achieving significant sales through engaging live streams, including a single event generating 6.03 million in sales [6][9] - Collaborations with brands like KFC and Tasting have led to record-breaking sales, with a notable event reaching 10.35 million in sales, marking a milestone for Tasting [6][9] - Influencer @XiaoGuanLiBoss has also transitioned into the local lifestyle space, leveraging humor and magic tricks to drive sales, achieving over 5 million in a single live stream for Luckin Coffee [12][19] Group 2: Market Dynamics - The local lifestyle market is seen as a growing segment with significant potential, as online penetration is expected to rise from 12.7% to 30.8% by 2025, indicating ample room for growth [14] - The connection between online influencers and offline businesses is crucial, as it provides tangible revenue opportunities for local merchants [14][20] - The unique content style of influencers, characterized by a relatable and immersive approach, enhances consumer engagement and drives conversion rates [15][18] Group 3: Brand Collaborations - Influencers are effectively expanding brand reach to younger demographics, with a significant overlap between their followers and the target consumer base of brands [18][19] - The collaboration between influencers and brands is not limited to low-cost items but is also extending to high-ticket, non-essential goods, showcasing the versatility of influencer marketing [12][14] - Successful partnerships are built on understanding consumer preferences and aligning brand offerings with influencer content, ensuring higher engagement and sales [18][19]

以下文章来源于经济观察报 ，作者田进 郑淯心 经济观察报 . 经济观察报是专注于财经新闻与经济分析的全国性综合财经类媒体，创办于2001年。聚焦商道、商技和 商机，以锐度、悦度、广度、深度的报道形成了权威的媒体公信力和影响力。 "包间文化"正在消失。 作者 | 田进 郑淯心 来源 | 经济观察报 （ID： eeo-com-cn ） 花家怡园是北京的一家地域性连锁品牌，目前在北京运营着13家店铺。过去一年，其位 于北京金融街的两家餐厅（人均消费分别为300元和400元）中，一家因市场预期不乐 观以及房租到期而关停，另一家餐厅的人均消费也出现了较大幅度的下滑。北京金融街 是中国金融业的核心，坐落着众多金融机构。 花家怡园运营总监南金刚说，这两家餐厅"因包间消费兴起，也因包间消费回落"，餐厅 均处于金融街黄金地段，面积不大且以包间为主。近一年来，包间内消费总额以及人均 消费金额逐步下滑，导致餐厅利润逐步下滑。 以商务接待为主的包间消费曾是北京中高端餐厅的重要利润来源。餐饮业有句俗话："散 台拉人气，包间赚利润"，商务宴请在单位时间内给餐厅带来的利润率和利润总额会显著 高于其他消费模式，包间消费也成为一家餐厅利润的重 ...