当前，我国连锁行业正整体步入以效率为核心的稳态高效发展阶段。以连锁餐饮、连锁零售为代表的主要业态增速逐步趋稳，行业发展重心由开店速度转 向单店坪效、整体增长与经营确定性。如何精准触达用户并实现高效转化，成为连锁商家普遍面临的核心命题。以抖音生活服务为代表的内容驱动型平 台，正凭借独特的内容场域优势，推动全域流量的高效协同与转化，助力实体连锁商家探索线上线下深度融合的增长新路径。 生活服务正成为连锁商家增长发力的"新主场" 抖音生活服务生态升级扩容，全域协同经营助力连锁商家释放增长潜能 近年来，抖音生活服务生态持续升级，交易规模、用户规模与连锁商家数量稳步提升，逐步形成了消费活跃、增长有力、供给多元的生活服务新生态。抖 音生活服务正围绕商品供给、内容传播与线下经营三大核心场域展开，依托"一个心智爆品、两个营销一致性、三个流量循环、四步区域经营"四大增长引 擎，打通"商品供给－内容种草－流量获客－交易转化－线下履约 "线上线下全链路闭环，为线下连锁商家提供从流量获取到业绩增长的全流程支持，最 终助力商家完成全域流量协同、经营效能跃升，开拓全新经营增长空间。 具体而言，在餐饮、游玩、综合、零售等核心垂类中，抖音生活 ...

Core Insights - The beverage industry in 2025 continues to thrive on social media, with brands innovating to create surprising products that capture consumer interest [1][2] - The trends observed in 2025 provide a glimpse into the potential directions for 2026, highlighting a blend of nostalgia and modernity in product offerings [1][32] Group 1: Product Innovations - The return of traditional "sugar water" elements, particularly the rise of "tapioca," signifies a nostalgic trend in the beverage market, with brands like Gu Ming and Mai Ji Milk Company achieving significant sales through tapioca-based drinks [3][5][6] - Seasonal fruit competitions are evolving, with a shift from niche fruits to a focus on classic options like strawberries and cherries, emphasizing the importance of supply chain transparency and quality sourcing [7][9][10] - A "physical revolution" in beverage forms is occurring, blurring the lines between drinks and desserts, with products like liquid cakes and solidified versions of traditional drinks gaining popularity [11][12][13][16] Group 2: Health and Wellness Trends - The "super plant tea" category, which gained traction in 2024, continues to evolve in 2025, with an expanding range of ingredients and a focus on supply chain integrity, indicating a shift towards sustainable health-focused beverages [19][20] - The introduction of mushroom-infused drinks reflects a trend towards unique flavor profiles and regional cultural experiences, enhancing the diversity of offerings in the beverage market [20][22][24] Group 3: Market Dynamics - The emergence of "ice milk" drinks demonstrates a strategic return to familiar flavors, effectively meeting consumer demand for refreshing beverages during hot weather, while also creating a new product category [26][28] - The rise of "salty" flavors in beverages, such as cheese-infused teas, showcases a trend towards balanced flavor profiles that enhance the overall drinking experience [27][28] - The use of "dopamine colors" in product design and marketing is becoming a powerful tool for brands, enhancing visual appeal and consumer engagement through vibrant color schemes [29][31] Group 4: Future Outlook - The beverage industry is expected to continue exploring existing values and experiences to create the next generation of hit products, focusing on modern interpretations of traditional flavors and sensory experiences [32][33] - The competitive landscape in 2026 will favor brands that can not only generate short-term trends but also establish lasting connections with consumers through innovative and meaningful offerings [34]

酸甜山楂裹上晶莹糖衣，夹入醇厚内蒙古奶皮子，奶皮子糖葫芦这款跨界混搭的应季网红美食，将传统 小吃与地域特色食材巧妙碰撞，既守住了冬季传统小吃的情感记忆，又带来了耳目一新的味觉体验，成 为今冬消费市场的"顶流"之一。 即便单串售价约30元，奶皮子糖葫芦依旧热度不减，抖音相关话题播放量轻松突破12亿次，生动展现了 应季网红美食消费的旺盛活力。 近年来，应季网红美食的创新从未停歇。去年夏天，西安"油泼辣子冰淇淋"凭借香辣与冰甜的奇妙反 差，成为旅游打卡"标配"；今年秋天，"固体杨枝甘露"从网友DIY创意升级为行业爆款，某奶茶品牌相 关产品上市首日，全国销量便逼近25万杯。 转自：团结报 □郭权祺 （来源：团结报） 不过，热潮之下隐忧亦不容忽视。部分商家跟风逐利，乱象频发：用仙贝、奶酪片冒充奶皮子，品质造 假严重消耗消费者信任；价格虚高问题同样突出，普通款奶皮子糖葫芦定价15元至25元，部分网红店高 端款竟达98元，远超食材成本，让消费者遭遇"消费刺客"。此外，"奶皮子糖葫芦"高糖高脂的特性暗藏 健康风险，医生也提醒高血脂、高血糖患者需谨慎食用。 当然，应季网红美食的流行，本身是消费活力与创新精神的生动写照。只要商家 ...

Core Viewpoint - The article discusses the trend of "milk tea-ification" in the baking industry, where traditional baked goods are increasingly incorporating popular ingredients from the milk tea sector to attract younger consumers and enhance product appeal [4][6][22]. Group 1: Milk Tea-ification in Baking - The baking industry is experiencing a transformation where products are no longer limited to traditional ingredients, with items like taro and glutinous rice becoming central components in baked goods [6][10]. - The trend reflects a broader consumer preference for visually appealing and flavorful products, as seen in the rise of items like "taro snow mountain buns" and "glutinous rice soft European bread" [8][10]. - The incorporation of diverse fillings and flavors is becoming a key selling point, with consumers increasingly valuing products that are rich in ingredients and visually attractive [11][13]. Group 2: Consumer Behavior and Market Dynamics - Despite a general trend of consumption downgrade, consumers are willing to pay a premium for innovative and high-quality baked goods, indicating a shift in spending habits towards frequent, enjoyable food experiences [22][25]. - The average price of baked goods has risen significantly, with items like bagels and ciabatta now commanding prices well above their previous levels, reflecting a willingness to invest in quality [22][28]. - Data shows that while luxury goods are seeing a decline in sales, the demand for high-quality baked products is increasing, with an average annual growth of 8% to 10% in the sector [28][29]. Group 3: Innovation and Product Development - The article highlights the innovative approaches taken by various baking brands, such as integrating local flavors and ingredients into traditional recipes, which enhances the appeal of products like ciabatta [18][20]. - The concept of "doing addition" in product development is emphasized, where brands are not just adding ingredients but also creating new culinary experiences that resonate with consumer preferences [29][31]. - The success of these products is attributed to their ability to balance flavors and meet the emotional needs of consumers, leading to a new wave of popular items in the market [31].

Group 1: Food Trends in 2025 - The emergence of "pro version" snacks like the milk skin candied hawthorn, which has become a high-demand item with prices exceeding 100 yuan per stick and over 600 million views on social media platforms [1][4] - The introduction of extravagant food items in university canteens, such as the 999 yuan king crab at Nanjing University, sparked debates about luxury and accessibility among students [5] - The solid mango pomelo sago dessert gained popularity by transforming a traditional drink into a handheld dessert, leading to various innovative versions [7][9] Group 2: Social Media Influence - The concept of "pretty meals" has gained traction, emphasizing aesthetic appeal and social media presence, with nearly 70% of consumers willing to try such dining experiences [9][10] - The revival of nostalgic food items like McDonald's milkshake, which saw a significant price increase on resale platforms, highlights the emotional connection consumers have with food from their childhood [17][18] Group 3: Innovative Food Products - The butter rice cake, a fusion dessert combining Western and Chinese elements, has become a popular item, especially during the Chinese New Year, appealing to consumers' cravings for indulgent treats [12][14] - The corn egg tart, featuring a sweet corn topping, has emerged as a new trend in the baking industry, showcasing the rapid evolution of popular baked goods [15] Group 4: Cultural and Culinary Impact - The cooking competition show "A Meal to Remember" has influenced food trends, with viewers eager to recreate dishes from the show, turning food into a social language [20][24] - The rise of Chinese medicinal bread reflects a growing interest in health-conscious eating among younger consumers, with various hospitals collaborating to create unique offerings [25][27]

Core Insights - The trend of "milk tea-ification" in the baking industry reflects a shift towards incorporating popular milk tea ingredients like taro and glutinous rice into baked goods, appealing to younger consumers [2][3][5] - This trend is not merely a superficial addition of ingredients but represents a deeper strategy to attract young consumers by merging the successful elements of milk tea with traditional baked products [2][12] Industry Trends - The baking industry is experiencing a significant transformation, with products now featuring a variety of ingredients that were previously exclusive to milk tea, such as taro and glutinous rice, becoming central to baked goods [3][5][7] - The introduction of diverse fillings in baked products, such as cheese, cream, and various sweet and savory ingredients, is becoming a key selling point, with consumers increasingly favoring items that are rich in fillings [8][11] Consumer Behavior - Despite a general trend of consumption downgrade, consumers are willing to spend more on innovative and high-quality baked goods, indicating a shift in spending habits towards frequent, enjoyable food experiences [20][22] - The rise in prices for popular baked items, such as bagels and ciabatta, reflects a willingness among consumers to pay for perceived value and quality, with average prices increasing significantly [20][24] Product Innovation - The concept of "doing addition" in product development is prevalent, where traditional baked goods are enhanced with unexpected ingredients, creating new flavor profiles and experiences for consumers [12][14][17] - Localized adaptations of products, such as ciabatta incorporating regional flavors, demonstrate the industry's responsiveness to consumer preferences and the desire for unique culinary experiences [14][17] Market Dynamics - The baking sector is witnessing a rise in average customer spending, driven by a growing demand for quality and health-conscious products, with an annual growth rate of 8% to 10% in customer spending on baked goods [24][26] - The phenomenon of "milk tea-ification" is reshaping consumer perceptions of baked goods, leading to a broader acceptance of innovative and cross-category products in the food market [19][26]

Core Insights - The consumption market in 2025 cannot be simply categorized as "recovery" or "weakness," as it reflects a shift in consumer behavior towards price sensitivity and rational consumption, emphasizing the importance of "human experience" [5][22][25] Group 1: Dining Industry - The offline dining sector is facing a decline in foot traffic, with average monthly customer visits dropping to 5,681, a decrease of 0.66% year-on-year, and a more significant decline of 4.1% after June 2025 [8] - To attract customers, many dining brands are adopting price reduction strategies, with self-service hot pot and street food becoming representative categories of this approach [8] - Innovative dining experiences, such as "dining + performance" concepts, are emerging to create new reasons for customers to visit, enhancing the atmosphere and encouraging social sharing [9] - Street food stalls have gained popularity, offering affordable home-style dishes priced between 10-30 yuan, effectively capturing additional customer flow and expanding revenue channels for restaurants [10] Group 2: New Tea Beverage Market - The new tea beverage market in 2025 is stabilizing, with a market size of 374.93 billion yuan, growing by 5.7% year-on-year, a slowdown from 6.4% in 2024 [12] - The total number of tea beverage stores has exceeded 415,000, but the net number of new openings is lower than closures, resulting in a decrease of 39,000 stores [12] - Major brands like Mixue Ice City and Bawang Tea Ji are expanding rapidly, while others like Heytea are experiencing significant store closures, with a reduction of 711 stores, or 15.41% year-on-year [13] - Consumer preferences are shifting towards fresh, health-oriented products, with a growing demand for fresh fruit and low-calorie options [14][15] Group 3: Cultural and Tourism Market - The cultural and tourism market is experiencing significant growth, with domestic travel reaching 4.998 billion trips in the first three quarters of 2025, an increase of 18% year-on-year [17] - Total spending on domestic travel reached 4.85 trillion yuan, reflecting a year-on-year increase of 11.5% [18] - Innovative experiences, such as city walks and rural tourism, are gaining traction, providing consumers with engaging and authentic experiences [20][19]

Core Viewpoint - The consumption market in 2025 cannot be simply categorized as "recovery" or "weakness," as it reflects a transformation in consumer behavior, emphasizing "human feeling" as a core element of consumption [4][24]. Group 1: Eating - A Fine Calculation of Experience - The offline dining industry faces significant challenges, with a decline in foot traffic, as evidenced by a 0.66% decrease in average monthly customer visits in the first eight months of 2025, which worsened to a 4.1% decline after June [6][12]. - To attract customers, many dining brands are resorting to price reductions, with self-service hot pot and street food becoming representative categories of this strategy [7]. - A new approach to finding growth is the "dining + performance" model, which enhances the dining experience through entertainment, creating a compelling reason for customers to visit [8][12]. - Street vending has gained popularity since July 2025, with well-known brands setting up stalls, offering affordable home-style dishes priced between 10 to 30 yuan, thus broadening revenue channels [9][10][12]. Group 2: Drinking - Adding More Sweetness to Life - The new tea beverage market in 2025 is stabilizing, with a market size of 374.93 billion yuan, reflecting a growth rate of 5.7%, down from 6.4% in 2024 [14]. - The total number of tea beverage stores exceeded 415,000, but the net number of new openings was lower than closures, resulting in a decrease of 39,000 stores [14]. - The market is witnessing a shift in consumer preferences towards healthier options, with products like fresh fruit teas gaining popularity [15][17]. - The competition in the new tea beverage sector will increasingly focus on creating perceived value for consumers, as loyalty to specific brands diminishes [17][24]. Group 3: Entertainment - Experience Over Arrival - The cultural tourism market is thriving, with domestic travel reaching 4.998 billion trips in the first three quarters of 2025, a year-on-year increase of 18% [19]. - This surge in travel has stimulated significant consumer spending, with total expenditures reaching 4.85 trillion yuan, up 11.5% from the previous year [19]. - Innovative experiential offerings, such as city walks and interactive theme parks, are emerging to attract tourists, emphasizing engagement and participation [20][21]. Group 4: Summary - The overall consumption market in 2025 is stable, with retail sales expected to exceed 50 trillion yuan, maintaining a contribution rate of around 60% to GDP growth [23]. - Consumers are increasingly selective, rejecting products that lack emotional resonance, indicating a shift from accumulating assets to seeking meaningful experiences [24][25]. - The focus on "human feeling" reflects a collective return to valuing real experiences and immediate feedback in an uncertain economic environment [26].

Core Insights - The "lazy version" of mulled wine has gained significant popularity, with related topics reaching over 3 million views on social media platforms [1][3] - This trend reflects a broader movement in the beverage industry towards simplified, DIY drink recipes that resonate with consumers [2][11] Group 1: Product Trends - The "lazy version" of mulled wine involves mixing red wine with orange juice, which is easier and quicker than traditional recipes that require complex spices [8][10] - Social media has played a crucial role in popularizing this drink, with users sharing their own simplified recipes and experiences [3][10] - Other brands have also launched similar products, such as holiday-themed drinks, indicating a trend towards seasonal offerings in the beverage market [3][11] Group 2: Consumer Behavior - Consumers are increasingly favoring low-cost, easy-to-make drinks that still provide a sense of occasion, as seen with the rise of DIY beverage trends [11][24] - The success of these "lazy" drinks is attributed to their accessibility and the low risk of trial, making them highly shareable on social media [24] - Brands that quickly adapt to these trends can capitalize on the resulting consumer interest and engagement [11][24] Group 3: Market Opportunities - The emergence of "lazy" drinks like mulled wine presents opportunities for brands to innovate and create standardized products based on popular DIY recipes [11][24] - The beverage industry is witnessing a shift towards products that are not only easy to make but also visually appealing, which enhances their shareability on social media [18][23] - Brands that can effectively engage with consumer trends and leverage user-generated content are likely to gain a competitive edge in the market [24]

Group 1 - The core themes of the 2025 consumer market are "rational return" and "experience upgrade," reflecting consumers' focus on product value and the overall consumption experience [1] - The cultural tourism market has seen significant growth, with searches for "intangible cultural heritage experiences" increasing by 387% and "intangible cultural heritage crafts" by 790% during the Spring Festival [2] - Young consumers are driving innovation in the cultural tourism industry, with new trends like "slow travel" and significant increases in theme park bookings, with a 70% rise in reservations for theme parks during the summer of 2025 [4][5] Group 2 - The AI content explosion in 2025 has transformed advertising and media, with AI-generated images and videos becoming prevalent, impacting consumer engagement [8][10] - AI music has gained traction, with AI-generated songs achieving notable chart success, indicating a shift in the music industry towards AI integration [10][11] - The trend of "cross-border flavors" in the food industry reflects consumers' complex demands for innovative food combinations, such as the popular "liver crispy potato" dish [14][17] Group 3 - The digital consumer market is experiencing a shift towards "technology sinking," with products like action cameras and 3D printers finding new growth among younger consumers [18][20] - The sales of action cameras reached 4.76 million units in 2025, marking a 252% increase, while 3D printer prices have dropped significantly, making them more accessible [20][23] - The concept of "heart-price ratio" has emerged, emphasizing emotional value and social identity in consumer choices, moving beyond traditional price-performance metrics [34][36] Group 4 - The evolution of "national tide" reflects a deeper integration of traditional culture with modern product innovation, with the market expected to exceed 2.5 trillion yuan in 2025 [30][31] - The focus on quality and cultural depth in national tide products is evident in the fashion industry, where traditional techniques are combined with contemporary designs [31][33] - The rise of new Chinese-style beverages, such as tea-infused craft beers, showcases the blending of cultural elements with modern consumption trends [33] Group 5 - The 2025 consumer market is characterized by a dual focus on rational and emotional values, with brands needing to adapt to diverse consumer demands [45] - The shift from a single value-driven consumption model to a more nuanced approach that includes emotional experiences is reshaping market dynamics [45] - Brands must evolve their product offerings and marketing strategies to align with the changing consumer landscape, emphasizing the importance of understanding user needs [45]