Core Insights - The winter dining reservation trend is surging, with Meituan reporting a 30% year-on-year increase in average daily online reservations, which is 1.1 times that of spring 2023 [1] - Over 10,000 leading brand stores have partnered with Meituan to offer unique scene reservation services, enhancing dining experiences and catering to diverse consumer needs [1] - The shift from simply reserving seats to booking customized experiences is particularly popular among younger consumers, with over 20 million post-2000s users making reservations on Meituan this winter [1] Group 1 - The introduction of VR reservation services has significantly improved the dining experience, allowing restaurants to showcase their spaces more vividly, thus lowering the decision-making barrier for customers [3] - Restaurants offering unique scene reservation services on Meituan have seen a booking conversion rate that is 5 to 8 percentage points higher than the average [3] - The daily average order volume for private rooms at Xu Ji Seafood increased by 38% during the trial period of VR reservations, indicating a strong consumer interest in this service [3] Group 2 - Xu Ji Seafood has successfully leveraged birthday-themed banquets as a core attraction, with orders for their bundled "birthday theme banquet + decoration service" increasing by over 145% week-on-week [4] - Meituan has launched various service products, including VR reservations and smart ordering, aimed at enhancing the overall dining experience for consumers and improving service efficiency for businesses [4] - The future focus will be on upgrading products based on the entire dining journey of consumers and the service flow of merchants, ensuring a broader reach for innovative offerings [4]