博博博博博博博取博博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博取博"Relieve the economy" new vitality.
Recently, the service retail platform Meituan released the "Top Ten New Decompression Business Forms in 2022" based on insights and analysis of offline decompression consumption data, giving young people more diverse decompression options. During the just-passed Mid-Autumn holiday, Meituan's search popularity for decompression related services continued to increase, among which the search popularity of new business formats such as archery, Livehouse, and pets increased by more than 70%.
sporty style, retro style, immersive style, 2022 top ten new decompression formats bring new experience
Among the top ten new decompression formats in 2022, the most common ones are sports style decompression methods, including archery, Muay Thai , land surfing and Immersive dynamic bicycle. Research shows that an imbalanced brain can cause depression , anxiety, etc., while dopamine and other substances secreted by exercise will effectively regulate brain work, thereby producing a decompression effect.
Meituan Consumer Research Center Ma Cong introduced, "There are actually many sports methods suitable for everyone to decompress. We have selected some emerging sports types that are more popular, trendy, cool and interesting this year. And these sports can be experienced immediately by a single person. , The threshold is not high, there is no need to organize a group of multiple players like Frisbee and Flag Football . "
Meituan data shows that since June, the sales of land surfing training experience classes have increased by 19 times compared with the beginning of the year; 2022 Since the beginning of the year, the online consumption of boxing categories has increased by 35% year-on-year; the number of online orders for shooting and archery has exceeded that of basketball.
foot massage, bathing, and Tufting Tufting, which sounds like a retro experience of "pinching feet, taking baths, and yarn", has become the backbone of the decompression economy. Under the retro shell, these new business formats provide relief to young people New experience. According to Meituan data, the proportion of female users and young users under 30 years old in foot massage services has increased year by year, and more and more white-collar workers and young people prefer to quickly relieve stress during busy work breaks through this method.
Another seemingly retro experience - Tufting Tufting is actually a new business model that only appeared in China in 2021. However, because the tufting material is similar to wool, it is affectionately called "wooling". Meituan data shows that Tufting experience has been soaring all the time since the end of last year. In July 2022, Tufting's online search popularity soared 93 times compared with November last year, and the number of online group purchase orders for Tufting experience soared 40 times.
Finding a spiritual safe haven and finding a happy escape is another way to relieve stress favored by young people. The popular script kill in recent years is such a safe haven. Put down your phone and experience another life immersively. Meituan data shows that Happy Book and Mechanism Book are the types of script themes that young people like to decompress.
Livehouse is another night haven. Unlike script killing, in this corner, you can experience music in a quiet or wild manner. From 2022 to the present, the online order volume of Meituan Livehouse category has increased by 122% year-on-year compared with last year.
post-epidemic era, pet economy is getting hot, and many people choose to raise a hairy child as a companion and relieve psychological pressure. For those who do not have the conditions to keep pets for the time being, the pet house fulfills their wish to relieve stress through the hairy child, becoming The representative business format of "emotional value" consumption.
Local service retail has spawned new business formats, and new treasure supply stimulates new vitality for consumption
Looking at the top ten new business formats of decompression, the common feature is that it provides a newer and more diverse experience, serving consumers with multiple levels of decompression, fun, social interaction, etc. Demand is not just a "Internet celebrity business format" created to cater to a certain single demand.
First, the innovative experience of emerging business formats. For example, Tufting's manual experience brings consumers a retro and novel experience. Related stores are blooming in major cities across the country within one year, and many businesses have successfully entered the sinking market.The land surfing that became popular within a year allows consumers to easily experience the dual happiness of "surfing" and "skiing" locally, and has won the favor of many young people and even middle-aged people.
Archery Hall, as a newer sports industry, has expanded significantly after the epidemic. CITIC Securities report said it has the highest growth in the number of emerging sports venues in the country. In addition to the basic experience form, some businesses have also added special elements to make the experience richer and more interesting. For example, an archery hall in Shanghai has the feature of allowing consumers to change into Hanfu and experience a tradition in an antique-style venue. "The martial arts sentiment of bent bow and shooting the eagle".
The second is the innovation experience of traditional business formats. With the upgrading of consumer demand, many businesses have allowed consumers to enjoy multiple services by spending a portion of money. For example, foot bath services that emerged from Changsha and then swept across the country. If you pay a foot-crush, you can enjoy multiple experiences such as buffet, tea, private theater , lunch break, etc. Many consumers say it is "too worth it".
Meituan Consumer Research Center Ma Cong analyzed that service retail is currently in the stage of rapid iteration and upgrading, and many business formats are no longer traditional vertical and single experiences, and the integration and superposition of service experiences has become the new normal. "For example, some Tufting stores will provide pet-fighting services, and even play a script in the bath center. Service retail is showing an increasingly diversified and personalized trend. Meituan is also committed to digging and linking more treasure supply and matching to Emerging consumer demand. ”
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