以下文章来源于黄青春频道 ，作者黄青春Youth 黄青春频道 . 看清流量迁徙的切面 出品｜虎嗅黄青春频道 作者｜商业消费主笔 黄青春 题图｜视觉中国 抖音生活服务（下称抖音生服）正在加快行军速度。2 月 25 日，雷峰网爆料， 抖音生服 2025 年全年支付 GMV 超 8500 亿元，同比增速达 59% ；2026 年 GMV 增速目标定为 50%，抖音生服将进一步缩小与美团 的 GMV 份额差距。 近期，业务端亦同步"落子"，抖音已在各大应用平台上线团购APP"抖省省"，进一步扩大业务辐射范围。据 虎嗅了解，2026 年春节期间，抖音到店餐饮增速亮眼，"市集"团购销售额暴涨 764%，团圆饭套餐订单量 增长 216%（除夕当天，年夜饭团购套餐订单量同比激增 245%），餐饮堂食成为抖音生服的第一增长曲 线。 与此同时，返乡游、异地游形成的双重客流，带动平台内酒店宾馆、客栈民宿团购订单量同比分别增长 94%、88%，酒旅成为抖音生服第二大增长板块。 另一个值得关注的趋势是，Z 世代正成为新年味主理人，消费态度持续拓宽假日经济的边界。 数据显示， 2026 年春节期间，Z 世代下单的抖音团购量同比增长 65 ...

近日，抖音生活服务发布2026年春节消费数据，在平台系列主题活动带动下，非遗体验、餐饮堂 食、民俗旅游等多品类消费迎来显著增长，新春消费呈现多元升级、全域火热、文旅深度融合的全新态 势。2月14日至2月22日，抖音生活服务团圆饭套餐订单量同比增长216%，"非遗+市集" 团购销售额同 比增长高达764%，三线及以下城市团购销售额同比增长66%。 抖音用户搜索"心动团圆饭"，点击横幅即可进入线上会场抢券 全国范围内，活动联动中央广播电视总台旗下的电商账号"央央好物"落地7场专场直播，覆盖北 京、上海、西安、南京、广州、黄山等城市，累计曝光超1.6亿次，支付订单量7万余个，交易额突破千 万元。此外，"心动团圆饭" 创新推出团圆饭转赠、AI主题短片、AR抓马特效、剧餐联动等多元玩法， 吸引超1.8万名达人参与探店种草，全国近10万家餐饮商家积极参与，众多餐饮品牌登陆央视春节特别 节目，传统老字号借助数字化实现品牌焕新。 心动团圆饭，激发到店"年夜饭"消费活力 1月9日至2月28日，结合商务部"新春乐购"活动，抖音生活服务联合中央广播电视总台《团圆年·家 乡味——中国人的年夜饭》春节特别节目、商务部老字号协同创新中心 ...

马年春节，成都消费市场"马力"十足，文旅场景精彩纷呈。抖音生活服务、咪咕音乐两大链主企业扎根 成都这片沃土，以新形式激活消费潜能，以新技术驱动体验升级。 成都市委十四届八次全会提出，加快建设全国重要的文化创意中心和数字文创产业集聚地。在这座年轻 人最喜爱的城市，链主企业正以文创为笔、以消费为墨，策马驰骋，奔向更广阔的未来。 抖音生活服务激发消费活力 "成都一直是抖音生活服务业务布局的重点城市，这里深厚的消费基础、活跃的商家生态和开放包容的 营商环境，为平台创新提供了丰沃土壤。多年来，抖音生活服务深度融入成都的产业发展，通过流量扶 持、数字化运营等，助力本地餐饮、文旅商家拓展线上经营，同时通过'烟火成都''春季消费节'等活 动，将成都的城市烟火气和文旅魅力传递给全国用户。"抖音集团四川公司执行总裁李晓东在接受成都 日报锦观新闻记者采访时表示，2025年，抖音生活服务在成都市商务局、市文广旅局等部门指导支持 下，围绕"假日经济、赛事经济、票根经济、城市烟火气"四大方向，全年累计带动"烟火成都"相关线上 曝光超过11亿次，联动成都2.8万个商家，超过22万个商品开展营销，累计支付超过133亿元，同比增长 超过120 ...

Core Insights - The 2026 Spring Festival consumption data from Douyin Life Services shows significant growth in various consumer sectors, driven by trends like "family reunion" and "cultural tourism" [1][6] Group 1: Consumption Trends - During the Spring Festival, Douyin reported a 216% increase in orders for family reunion meal packages compared to the previous year [1] - The "intangible cultural heritage + market" group buying sales surged by 764%, indicating a strong consumer interest in cultural experiences [6] - Offline consumption saw a robust increase, with a 33% rise in the number of businesses operating during the holiday, leading to a 65% increase in sales [1] Group 2: Dining Preferences - Dining out became a popular choice, with family reunion meal packages for small households (3-6 people) increasing by 61% [3] - On New Year's Eve, group buying orders for reunion dinner packages rose by 245%, with local cuisine orders increasing by 343% [3] - Specific local dishes like "腌笃鲜" and "白切鸡" saw sales growth of 242% and 217%, respectively, highlighting the popularity of regional flavors [3] Group 3: Accommodation and Leisure - Hotel and guesthouse group buying volumes increased by 94% and 88%, respectively, driven by both returning home and traveling for the holiday [4] - Leisure activities such as foot massages and shopping vouchers also saw order increases exceeding 60% [4] - Fitness-related activities experienced significant growth, with badminton courts and swimming pools seeing sales increases of 132% and 89% [4] Group 4: City Performance - Third-tier and lower cities experienced a 66% increase in group buying sales, with notable growth in cities like Kaifeng and Yuncheng [5] - Major cities like Shanghai and Beijing continued to lead in consumer spending, with a strong performance from the Z generation, which saw a 65% increase in group buying orders [5] Group 5: Cultural Experiences - The "intangible cultural heritage +" model gained traction, with group buying sales for cultural experiences increasing significantly, including a 1566% rise for fish lantern parades [6][7] - New-style cultural parks that integrate interactive experiences and traditional performances became popular destinations during the holiday [7][8] - Douyin's promotional activities, such as the "summon the New Year guardian" gift-giving campaign, saw a 64% increase in online gift orders [8]

2月23日，抖音生活服务发布2026年春节消费数据。2月14日至2月22日，在"团圆欢聚"与"文旅过 年"热潮带动下，非遗体验、餐饮堂食、休闲娱乐、异地住宿、民俗旅游、运动健身等多类消费迎来显 著增长。数据显示，与去年春节同期相比，今年春节期间抖音团圆饭套餐订单量增长216%，"非遗+市 集"团购销售额增长高达764%，三线及以下城市团购销售额增长66%，新春消费市场呈现出多元升级、 全域火热的新态势。 线下消费全线增长，地方风味勾勒年味图景 上海、郑州、北京等消费力持续强劲，三线及以下城市成增长引擎 2026年春节，"返乡游"与"异地游"形成的双重客流，持续拉动三线及以下城市消费增长。数据显 示，三线及以下城市抖音团购销售额同比增长66%，购买用户数同比增长57%。其中，河南开封、山西 运城、山东泰安、江西上饶和广西玉林数据亮眼，团购销售额增幅分别达到140%、119%、118%、 116%和115%。浙江湖州、江苏宿迁、贵州遵义、海南三亚等地也均实现了超过或接近90%的高速增 长。 2026年春节，线下消费市场"马力全开"，大众消费意愿强烈。抖音生活服务数据显示，春节期间坚 持营业的"春节不打烊"商家数量 ...

观点网讯：2月23日，抖音生活服务发布2026年春节消费数据。 此外，春节期间坚持营业的"春节不打烊"商家数量同比增长33%，相应商家销售额同比增长了65%。 2月14日至2月22日，在"团圆欢聚"与"文旅过年"热潮带动下，非遗体验、餐饮堂食、休闲娱乐等多类消 费迎来显著增长。 数据显示，与去年春节同期相比，今年春节期间抖音团圆饭套餐订单量增长216%，"非遗+市集"团购销 售额增长高达764%，三线及以下城市团购销售额增长66%。 免责声明：本文内容与数据由观点根据公开信息整理，不构成投资建议，使用前请核实。 ...

Core Insights - The 2026 Spring Festival saw a significant increase in various consumer sectors, driven by the "reunion and celebration" and "cultural tourism" trends, with notable growth in non-heritage experiences, dining, leisure, accommodation, and tourism [1][2] Group 1: Consumer Trends - The number of businesses operating during the Spring Festival increased by 33% year-on-year, with corresponding sales rising by 65% [2] - The demand for dining out surged, with family reunion meal packages for 3-6 people increasing by 61% year-on-year, and orders for New Year's Eve meal packages rising by 245% [4] - Local cuisine became the most popular dining choice, with orders for local dishes on New Year's Eve increasing by 343% [4][5] Group 2: Accommodation and Leisure - Hotel and guesthouse bookings saw a significant rise, with group purchases increasing by 94% and 88% year-on-year, respectively [5] - Leisure activities and quality consumption also saw an upgrade, with orders for foot massages, shopping vouchers, and fitness activities increasing by over 60% [5] Group 3: Regional Performance - Consumption in third-tier cities and below grew by 66%, with notable increases in cities like Kaifeng, Yuncheng, and Tai'an, where group purchase sales rose by 140%, 119%, and 118%, respectively [7] - Major cities like Shanghai, Zhengzhou, and Beijing continued to lead in consumer spending during the festival [7] Group 4: Youth Engagement - The Z generation's group purchases increased by 65%, with emerging experiences like pet care and rock climbing seeing growth rates of 9018% and 348%, respectively [8] - Young consumers are balancing reunion and self-expression through their spending choices, leading to increased bookings in hotels and wellness centers [8] Group 5: Cultural Integration - The "non-heritage+" model gained popularity, with group purchases for non-heritage experiences increasing by 764% [9] - Cultural tourism destinations that integrated traditional customs with modern experiences attracted significant visitor numbers, with top attractions including various cultural parks and historical sites [12] Group 6: Digital Engagement - The platform introduced a gifting feature during the festival, resulting in a 64% year-on-year increase in online gifting orders [12] - The "Spring Festival does not close" initiative ensured 24/7 consumer support, enhancing service guarantees across popular consumption scenarios [12]

Group 1 - Douyin Life Services reported significant growth in various consumption categories during the 2026 Spring Festival, driven by trends such as "reunion gatherings" and "cultural tourism" [1] - The number of merchants operating during the holiday increased by 33% year-on-year, with corresponding sales rising by 65% [1] - The order volume for Douyin's reunion dinner packages grew by 216% compared to the previous year, while the sales of "intangible cultural heritage + market" group purchases surged by 764% [1] Group 2 - Dining out became a mainstream choice for families during the Spring Festival, with family reunion packages for 3-6 people increasing by 61% year-on-year [2] - On New Year's Eve, the order volume for reunion dinner group purchase packages increased by 245%, with local cuisine being the most popular category [2] - Specific local dishes saw remarkable sales growth, with orders for dishes like "腌笃鲜" and "白切鸡" increasing by 242% and 217% respectively, while other specialty dishes also experienced significant growth [2]

格隆汇2月23日｜抖音生活服务今日发布2026年春节消费数据。2月14日至2月22日，在"团圆欢聚"与"文 旅过年"热潮带动下，非遗体验、餐饮堂食、休闲娱乐、异地住宿、民俗旅游、运动健身等多类消费迎 来显著增长。数据显示，与去年春节同期相比，今年春节期间抖音团圆饭套餐订单量增长216%，"非遗 +市集"团购销售额增长高达764%，三线及以下城市团购销售额增长66%，新春消费市场呈现出多元升 级、全域火热的新态势。 ...

今天分享的是：2026全国连锁商家抖音经营报告-36氪 报告共计：37页 2026全国连锁商家抖音经营报告核心内容总结 2026年36氪发布的全国连锁商家抖音经营报告指出，我国连锁行业已步入"稳态高效"发展阶段，行业重心从规模 扩张转向效率提升，本地生活成为连锁商家新增量赛道，而抖音生活服务作为内容驱动型平台，成为实体连锁商 家线上经营的核心阵地。多方因素共同推动本地生活发展：商家端获客主场向线上转移，追求成本可控、精准触 达的获客效果；政策端出台多项促消费、推动线上线下融合的政策，为行业发展赋能；消费者端决策链路重构， 线上前置决策、线下履约消费成为主流；平台端则形成多元发展格局，抖音生活服务凭借兴趣推荐技术实现"服 务找人"，开辟精准获客新路径。 抖音生活服务生态已实现全面扩容，2025年平台交易额、新入驻连锁商家数、消费用户数均大幅增长，餐饮、游 玩、零售等多垂类交易表现亮眼，连锁商家交易额同比增长58%，用户呈现高消费力、高频复购特征。针对线下 连锁商家，抖音生活服务沉淀出以商品供给、内容传播、线下经营为核心的经营框架，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 ...