Workflow
抖音生活服务心动榜
icon
Search documents
《2025氛围感就餐趋势洞察》发布:读懂食客新价值坐标,让氛围持续心动
Zhong Guo Shi Pin Wang· 2025-09-24 07:58
Core Insights - The article discusses the emergence of "atmosphere restaurants" as a significant trend in the dining industry, emphasizing the importance of ambiance alongside food quality and service [1][3][19] - Douyin's "Heartbeat List" has expanded to include 3,300 restaurants across 101 cities, highlighting the growing consumer interest in dining experiences that prioritize atmosphere [1][3] - A report by Douyin, in collaboration with the Chinese Culinary Association and CBNData, reveals that 81% of diners consider restaurant ambiance crucial to their dining experience [3][19] Group 1: Evolution of Dining Preferences - The concept of dining has shifted from a focus on taste and value to a more holistic experience that includes visual appeal and emotional resonance [6][19] - The dining journey now involves a progression from online content engagement to offline immersive experiences, reflecting a deeper connection to the dining environment [19][20] - The rise of "atmosphere restaurants" is supported by significant online engagement, with related content views exceeding 14 billion and interactions surpassing 250 million in the past six months [3][19] Group 2: Key Trends in Atmosphere Dining - Four major trends in atmosphere dining have been identified: Eastern Aesthetics, Mountain and Wilderness Nature, Relaxed Fashion, and Future Pioneer, each catering to different consumer preferences [20][60] - The "Eastern Aesthetics" trend has seen a 170% increase in orders, driven by a cultural confidence among younger generations seeking meaningful dining experiences [30][34] - "Mountain and Wilderness Nature" restaurants have experienced a 102% increase in orders, reflecting a consumer desire for natural and health-oriented dining environments [39][42] - The "Relaxed Fashion" trend has gained traction with a 172% increase in orders, appealing to consumers looking for stress-free social interactions [46][48] - The "Future Pioneer" trend, characterized by sci-fi themed dining experiences, has also seen a 92% increase in orders, indicating a growing interest in innovative dining concepts [53][55] Group 3: Consumer Behavior and Decision-Making - The decision-making process for diners has evolved, with 77% of consumers indicating a likelihood to purchase restaurant vouchers after being influenced by online content [10][19] - The dining experience is now viewed as a complete journey, from online discovery to offline enjoyment, emphasizing the importance of emotional and sensory engagement [19][60] - The Douyin platform has become a critical tool for restaurants to connect with consumers, facilitating a seamless transition from interest to action [61][69] Group 4: Implications for Restaurant Operators - Restaurants must adapt to the growing demand for atmosphere by creating unique and engaging dining environments that resonate with consumer preferences [60][108] - The "Heartbeat Formula" provides a strategic framework for restaurants to enhance their visibility and appeal on Douyin, focusing on defining, creating, and converting consumer interest into action [69][71] - Successful restaurants leverage platform resources and user-generated content to amplify their brand presence and drive sales growth [73][108]
2025年抖音生活服务心动榜餐厅再发榜:百城超3300家餐厅入选
9月23日,抖音生活服务于上海发布了2025年新一期"心动榜"餐厅。本期榜单覆盖城市从40座城扩大至 101座城,超3300家餐厅入选,新增千余家首次上榜门店。 本次发榜提升了新兴消费城市的比例,包括桂林、大理、昆明等热门旅游目的地,以及遵义、咸阳等特 色文化名城。在餐厅选择上,本期心动榜在"好吃"的基础上,强调线下餐厅门店"氛围感",指向品质新 选择。 当下,餐饮体验正从单一的"好吃"升级至综合的"好感受","氛围感"成为新的消费焦点。数据显示, 67%的消费者将"氛围好"列为选择餐厅的前三大因素;"氛围感"相关内容在抖音同比增长101%,相关互 动量超100亿次。 情绪价值正驱动餐饮行业发展从"味觉时代"迈入"体验时代",并由此催生出餐饮界的四大新趋势方向: 东方美学、山野自然、松弛时髦和未来先锋。 氛围感已不再是小众探索,而正成为餐厅经营的"标配选项"。在抖音,用户已经逐渐形成了从种草到消 费到再分享的闭环链路——一次被打动的心动体验,不仅促成即时消费,更可能激发下一轮传播分享。 在这套机制中,心动榜正成为连接内容热度、到店转化与品牌资产的关键节点。 9月23日晚,抖音生活服务与新华网(603888)联 ...
“氛围感”餐厅,如何成为搅动市场的新变量?
36氪未来消费· 2025-09-23 12:05
抖音生活服务"心动榜"帮商家撬动确定性增长。 当越来越多餐厅在抖音被看到、被喜欢,生意增长和品牌声量随之而来,一个"更有意思"的本地生活生态也在形成。 "袖珍世界Small World 桌面美食剧场"是一家以桌面美食剧场为特色的餐厅,在他们的生意盘子里,抖音平台的销量已经占据1/3左右。"现在大家对就 餐有更多想象和需求,希望寻找新的就餐体验,抖音的内容会让一些用户产生期待、怦然心动,它算是我们和目标消费者之间的桥梁。" "心动榜餐厅"是一个逐渐浮出水面的答案。 9月23日,抖音生活服务心动榜餐厅2025年第二期正式发布。榜单覆盖规模由上半年的40城提升至101城,共 计 3300家 餐饮门店入围。 这是抖音生活服务心动榜餐厅在今年的第二次发榜。消费者的"心动点"会不断变化,而一份持续迭代更新的榜单无疑是"抓住趋势"、"呈现趋势"的好方 法——一年两发榜,抖音生活服务似乎也形成了自己的节奏与手感。 氛围感时代,抖音用"心动"卡位本地生活 当原本简单的"吃饭"成为情绪价值的重要发生地,我们会体验到怎样的变化? 有时候,如同"光影音舞台"般的餐厅满足着我们对视听的沉浸感期待;有时候,餐厅又是那个远离焦虑的"瞬移任 ...
这个七夕,抖音生活服务在商圈制造「心动的信号」
36氪未来消费· 2025-08-29 08:04
Core Viewpoint - Douyin's "Heartbeat List" bridges online and offline consumption, enhancing customer engagement and driving foot traffic to physical stores [3][4][5] Group 1: Offline Activities and Consumer Engagement - During the Qixi Festival, Douyin Life Services collaborated with merchants to create engaging offline activities, enhancing the overall shopping experience in major commercial areas [5][17] - The "Heartbeat List" has transformed from an online ranking to a physical experience, connecting various merchants and creating a unified consumer experience in shopping districts [17][20] - The activities included games and rewards that encouraged consumers to interact with the merchants and share their experiences on Douyin, thus amplifying the event's reach [17][18] Group 2: Changing Consumer Preferences - Emotional consumption is becoming a significant trend, with over 75% of users indicating an increase in emotional experience consumption [8][9] - Consumers are shifting their focus from merely enjoying food to seeking memorable experiences and atmospheres in dining [8][9] - The demand for unique dining experiences has surged, with a 72% increase in orders for couple meals on Douyin compared to the previous year [8][9] Group 3: Impact of the Heartbeat List - The "Heartbeat List" has proven effective in driving sales, with participating restaurants seeing over a 30% increase in transaction volume and a 20% increase in traffic after being featured [13][14] - The list's unique evaluation criteria include emotional feedback and consumer experiences, making it a comprehensive tool for connecting consumers with restaurants [14][15] - Douyin's platform has become a vital channel for restaurants to attract customers, with a 113% increase in sales driven by Douyin's promotional content [15][20] Group 4: Commercial District Revitalization - The collaboration with major commercial districts has led to significant increases in foot traffic, with Blue Harbor seeing a 25% increase and Huaxi LIVE seeing a 30% increase in customer flow [23][24] - The activities not only enhance consumer experiences but also provide merchants with opportunities to increase sales without additional costs [24][26] - Douyin's approach to creating engaging experiences in commercial districts is seen as a potential new engine for urban vitality [21][26]