泡汤热"悄然在年轻群体中兴起。 "如果说有哪个地方能满足我所有休闲娱乐需求，那肯定是汤泉馆。"00后陈星（化名）说。 汤泉馆，也有人习惯称之为洗浴中心。不同于传统"澡堂子"，这类集"吃喝玩乐泡搓洗蒸"于一体的洗浴场所，正在成为年轻人休闲、度假的新选择。 "预计今年春节期间的客流量要比去年更多、更集中。"2月11日，沈阳清河半岛度假酒店总经理张维志向中新经纬介绍，为迎接春节假期的"泡汤"高峰， 酒店在温泉洗浴区增加了1000个更衣柜。 据美团数据，2026年1月，平台"附近洗浴中心"搜索量同比增长113%，"洗浴中心带自助餐"搜索量同比增长63%。从搜索人群来看，20岁至35岁人群占比 58%。 "去一次就爱上了" 陈星目前在山东烟台工作，自从喜欢上"泡汤"后，基本保持"一个月一次"的频率，为此还专门在当地某家连锁汤泉馆办了会员、充了卡。在她看来，没有 比"泡汤"更适合自己的休闲方式了。 "现在的汤泉馆都是综合性场所，既能泡澡、搓澡、按摩，还有各种自助美食、娱乐项目，能在里面待一整天。我平时也就爱打打麻将、唱唱歌，有时候 再和朋友约个饭，这些在汤泉馆内都能实现，它基本上能满足我所有的休闲所需。"陈星说。 至于每 ...

Core Insights - The rise of "self-care consumption" has led to the popularity of "tangquan" (hot spring) as a new social space for young people, providing a relaxed environment for studying, remote work, and socializing without the pressure of traditional social settings [1][3] - The market for tangquan services is experiencing significant growth, with a 30% year-on-year increase in transaction orders and a 60% increase in average transaction value for new stores from January to September 2025 [1][2] Group 1: Market Trends - The tangquan industry has evolved from traditional bathing services to a more diverse offering, including unique themes and activities that attract younger customers, such as "durian all-you-can-eat" seasons and themed rooms [2][4] - The pricing for tangquan services varies widely, ranging from 100 yuan to over 1,000 yuan, with different price points reflecting the quality of facilities and services offered [2][5] - Popular tangquan brands include Shui Guo, Jiu Hao, V Life, and Qu Shui Lan Ting, with many new brands focusing on direct sales rather than franchise models [3][4] Group 2: Business Models - Successful tangquan operations depend on a clear understanding of their core offerings, whether focused on bathing, massage, or dining, which influences pricing strategies and brand positioning [5][6] - Revenue sources for tangquan establishments are diverse, including entrance fees, bathing services, dining, and entertainment, with the most successful models often utilizing a "package" pricing strategy [5][6] - The average investment return period for a healthy tangquan project is around 18 months, with labor and energy costs being the primary expenses that require careful management [5][6] Group 3: Quality and Competition - The market is becoming increasingly competitive, with a mix of high-quality and subpar establishments, leading to concerns about hygiene and service quality [7][8] - Many new entrants to the tangquan market lack operational expertise, which can compromise service quality and customer satisfaction [7][8] - The design and ambiance of tangquan facilities play a crucial role in attracting customers, with unique themes and visual elements enhancing customer experience and encouraging repeat visits [6][8] Group 4: Industry Challenges - Despite the growth in popularity, the tangquan market faces challenges in maintaining consistent quality and operational standards, necessitating the recruitment of skilled professionals [9] - The reliance on social media and "internet celebrity" marketing can lead to high foot traffic without corresponding sales, highlighting the need for effective cost control and operational efficiency [8][9]