Core Insights - The local cultural and tourism market in China is experiencing a significant recovery, with a shift towards urban leisure activities and fragmented consumption patterns among young people and families [1] - The service retail sector is growing faster than goods retail, with a year-on-year increase of 5.3% in service retail sales in the first half of 2025, surpassing the 5.1% growth in goods retail [1] Group 1: Trends in Local Consumption - The local cultural tourism consumption is evolving towards more diversified and experiential paths, as indicated by the "Must-Play List" launched by Meituan's Dianping, which covers 81 cities and 3,485 leisure spots [2][3] - The "Must-Play List" is based on real user data rather than subjective recommendations, providing a credible and practical urban lifestyle guide [2][3] Group 2: User Experience and Decision-Making - The "Must-Play List" reduces information retrieval and selection costs for users, enhancing the efficiency of utilizing fragmented time for leisure activities [3][4] - The list categorizes leisure spots into 13 categories and provides key information such as average spending and real reviews, helping users make quick decisions [4] Group 3: Emerging Consumer Demands - The demand for local leisure activities is shifting from occasional experiences to daily enjoyment, with a focus on deep exploration of local culture [5][6] - Young consumers, particularly those under 30, are driving this trend, with a preference for high-quality, personalized leisure experiences [6] Group 4: Cultural and Non-Commercial Experiences - The "Must-Play List" includes non-commercial leisure spots, such as community parks and local markets, challenging the notion that leisure equates to consumption [7] - Examples include the Dou Nan Flower Market in Kunming, which has become a popular destination for young tourists seeking immersive local experiences [7] Group 5: Impact on Local Economies - The list serves as a cultural dissemination channel, promoting the transformation of urban cultural scenes from merely visitable to experiential [8] - Since 2022, service retail in lower-tier cities has seen a compound annual growth rate of over 90%, indicating a significant shift in consumer behavior and preferences [8]