刚刚过去的这个黄金周，在线下的各大商场、餐饮店乃至高铁、机场，你很容易看到这样的景象：打到电梯里的榜单广告、餐饮店门口摆放着整齐划一的 各类榜单推荐。 阿里、美团、抖音以及小红书在这个国庆，都试图以"榜单"包揽消费者吃喝玩乐的心智。 高德在国庆第3天宣布扫街榜"累计去重用户超4亿"。美团发布最新数据也显示，9月以来，"必吃榜"、"必玩榜"的搜索量同比分别提升96%和145%。 另一边的抖音和小红书也没有错过"榜单大战"。 小红书以"小红卡"低调入局，抖音生服"心动榜"从餐饮拓宽至酒旅，覆盖的城市和餐饮也呈现出下沉趋势。 最新数据显示，10月1日至10月7日，地方菜抖音团购销售额同比增长76%，秋季饮品增长57%，住宿增长50%。 巨头们表面上争的是榜单，实际争夺的是本地生活到店的平台心智入口。 这场即时零售的战火已然从年初的外卖到家已逐渐拓宽至到店业务，明显的迹象是，巨头们不仅在争做更好的榜单，还在尝试更多动作，包括更丰富的内 容生态、打通更多的流量入口以及加码团购来优化供给，以此来夯实自身在本地市场的优势。 可以确定的是，这个国庆是各家展现和检验能力的试炼场，也是下一轮常态化竞争的起点。 1、国庆"榜单大战 ...

经济动态点评 十一假期消费"打几星"？ 2025 年 10 月 08 日 邮箱：taochuan@glms.com.cn 邮箱：zhongyumei@glms.com.cn ➢ 一是"拼长假"对于服务业消费的乘数效应充分体现。今年十一堪称前所未 有的"假期大礼包"，即通过灵活的"双节重合"+"灵活调休"（上班族可以选 择在节前、节后各请 3 天假）、使假期总天数达到 16 天，创下历史新高。 正是在这一背景下，商务部监测数据显示，10 月 1 日至 3 日，全国服务消费（餐 饮、文旅、娱乐等）同比增长 21%，占比首次超过商品消费，达到 53%。而随 着服务消费占比突破临界点，服务消费的"天花板"就此打开。 ➢ 十一长假即将落幕，今年"超级黄金周"有着怎样的消费"含金量"？作为 观察中国消费潜力的"晴雨表"，我们发现今年的十一长假在消费理念、消费结 构、以及政策赋能上均呈现出新的变化，其中亦可以窥见"十五五"规划对于提 振消费的一些新思路。 ➢ 对比往年数据，今年十一长假的新变化主要体现在如下几个方面： ➢ 二是前所未有的补贴力度为服务消费"再添一把火"。今年国庆期间，高德 地图推出"每天分 1 亿红包"活动 ...

外卖大战的余温尚未散尽，本地生活市场的核心战场已悄然转向增量更显著、利润更高的到店业务。一场围绕消费决策榜单的争夺战在 国庆前夕全面打响。 9月10日，高德地图率先推出 "扫街榜"，依托出行数据，结合芝麻信用认证构建"用脚投票" 的推荐体系，上线单日即吸引近4000万用 户。 仅隔了11天，百度地图悄然联合美团、携程推出"AI去·榜中榜。除了百度地图基于用户出行数据推出的"用脚投票"榜单外，大众点评与 携程口碑榜赫然在列。 内容平台亦加速入局。抖音生活服务在国庆前发布"心动榜"，覆盖餐厅与酒店两大业态，以用户点赞、收藏等互动数据为核心构建评选 体系。小红书则在上海、杭州、广州推出 "小红卡"，其 "精选门店" 功能将社区沉淀的笔记、评论转化为点评依据，打造差异化评价入 口。 有业内人士分析向《科创板日报》记者分析称，从地图工具到内容平台，各方密集布局的背后，是对"消费决策入口"的争夺。导航数据 与社区内容成为核心竞争力，而国庆消费窗口的节点选择，更凸显这场到店业务博弈的紧迫性。 百度地图"AI去榜"：与高德正面交锋，携手美团、携程破局 不同于阿里9月10日那场盛大的发布会，百度未有任何形式的发声，直接在百度地 ...

Core Insights - Xiaohongshu is experiencing contrasting fortunes, facing regulatory scrutiny while simultaneously reporting a projected profit increase of threefold to $3 billion this year, surpassing Pinterest's expected revenue for 2024 by 50% [1] - The company's valuation has risen to $31 billion, drawing attention to its previously underperforming e-commerce segment [1] - In 2023, Xiaohongshu promoted the concept of "buyer e-commerce," leading to its first profitable year, with a projected GMV of over 400 billion yuan, a 45% year-on-year increase [1] E-commerce Strategy - Xiaohongshu's "market" feature was launched to enhance its e-commerce capabilities, inviting over 100 merchants to participate in a physical market event shortly after its introduction [2] - The platform's focus on "small and beautiful" brands, referred to as "main operators," has attracted a significant number of first-time entrepreneurs, particularly among the post-95 generation [2][3] - The "market" feature has replaced the "hot" function, indicating a strategic shift towards prioritizing e-commerce within the app [5][7] Community and Content Focus - Xiaohongshu's "market" emphasizes community engagement rather than a traditional e-commerce model, allowing users to browse and discover products in a more relaxed environment [9] - The platform's approach to e-commerce is centered around non-standard products, leveraging the success of top influencers who have achieved significant GMV through live streaming [10][12] - Xiaohongshu has opted to collaborate with traditional e-commerce platforms for standard products, allowing it to focus on niche markets and high-margin non-standard goods [13] Challenges and Future Outlook - The reliance on mid-tier influencers poses challenges for scaling e-commerce, as consumer behavior is often driven by price [16][17] - Quality control remains a concern, particularly for non-standard products, which depend heavily on the integrity of the main operators [18] - Xiaohongshu is cautiously expanding its e-commerce features, with the "market" function still in a testing phase for a limited user base [20] - The platform aims to carve out a unique position in the Chinese e-commerce landscape, focusing on content-driven, trust-based transactions rather than competing on price and scale [20]

Core Insights - The local lifestyle market in China is becoming increasingly competitive, with major players like Alibaba, Meituan, Douyin, and Xiaohongshu vying for user engagement and decision-making entry points [3][15][24] - Alibaba's launch of the "Gaode Street Ranking" aims to capture a share of the local lifestyle service market, which has surpassed 35 trillion yuan in 2024, with over 60% attributed to in-store services [3][15] - Dazhong Dianping has established a strong competitive moat through its extensive user-generated content, including over 500 million reviews, which enhances its credibility and user trust [5][7][12] Local Lifestyle Market Dynamics - The local lifestyle service market in China is projected to exceed 35 trillion yuan in 2024, with in-store services accounting for over 21 trillion yuan [3] - The competition for user decision-making entry points is intensifying, with Gaode's new ranking system directly targeting Dazhong Dianping's core market [3][15] - Dazhong Dianping's long-standing presence and user-generated content have created a significant barrier to entry for new competitors [5][12] User Decision-Making and Trust - Dazhong Dianping's unique flow distribution mechanism, based on user ratings and reviews, allows high-rated businesses to gain more visibility, creating a self-reinforcing cycle [8] - Users find Dazhong Dianping's extensive review system valuable for making informed decisions, despite concerns about fake reviews [11][12] - Gaode's Street Ranking, while based on real user data, lacks the depth of user reviews and may not fully meet the diverse needs of users [11][14] Competitive Landscape - Gaode's Street Ranking is seen as a supplementary tool rather than a replacement for Dazhong Dianping, as it primarily helps users discover new businesses rather than providing comprehensive decision-making support [14] - Douyin and Xiaohongshu are leveraging their content-driven platforms to capture user attention and drive traffic to local businesses, creating a new competitive dynamic [15][17] - Douyin's "Heartbeat List" and Xiaohongshu's "Xiaohong Card" initiatives aim to enhance user engagement and streamline the decision-making process, but both face challenges in providing comprehensive information compared to Dazhong Dianping [19][22][24]