美团：春节返乡带火小城服务消费休闲玩乐订单同比增近3成

环球网02-22

来源：环球网【环球网消费综合报道】2026年春节假期过半，在返乡团圆、好友聚会、文旅深度游等多元场景带动下，全国中低线城市服务消费迎来强劲增长，成为春节消费市场的一大亮点。2月21日，美团发布春节假期节中休闲玩乐消费趋势。美团数据显示，中低线城市休闲玩乐订单同比增长近3成，年轻人消费占比超6成，消费活力持续释放。邯郸、南阳、包头、柳州、景洪、大理、衡阳、阜阳、南充、安庆跻身全国休闲玩乐消费...

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MARKET EQUITIES \"1\" (USD) ACC","LU1807302812.USD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (USD) ACC","LU0588545904.SGD":"Eastspring Investments - Asian Equity Income ASDM SGD","LU0737861699.HKD":"FIDELITY CHINA FOCUS \"A \" (HKD) ACC","LU0918141705.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AM\" (HKD) INC","SG9999001903.USD":"Aberdeen Standard Pacific Equity USD","LU1064131003.USD":"FULLERTON LUX FUNDS - CHINA A EQUITIES \"A\" (USD) ACC"},"translate_title":"Meituan: Returning home during the Spring Festival brings fire to small town service consumption, leisure and play orders increased by nearly 30% year-on-year","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"83690":0.9,"METmain":0.6,"HMTD.SI":0.6,"03690":1.96,"MPNGY":1.96},"content_text":"来源：环球网【环球网消费综合报道】2026年春节假期过半，在返乡团圆、好友聚会、文旅深度游等多元场景带动下，全国中低线城市服务消费迎来强劲增长，成为春节消费市场的一大亮点。2月21日，美团发布春节假期节中休闲玩乐消费趋势。美团数据显示，中低线城市休闲玩乐订单同比增长近3成，年轻人消费占比超6成，消费活力持续释放。邯郸、南阳、包头、柳州、景洪、大理、衡阳、阜阳、南充、安庆跻身全国休闲玩乐消费TOP10热门小城。消费场景下沉趋势愈发明显，一二线城市热门玩乐业态加速向三四线及县域普及，用户消费体验升级，AI技术加持，正持续激活县域经济活力。年轻人使用本地生活AI管家“小团”重新了解家乡成为趋势。美团数据显示，2月12日至今，中低线城市使用美团AI管家“小团”，搜索规划本地休闲玩乐消费的用户已达数百万，受春节返乡潮影响，其中异地用户占比接近50%。“返乡+AI”点燃家乡烟火气，网吧电竞成春节休闲玩乐消费黑马“高中同学小聚，直接聚在网吧，一起打游戏，简直像重回学生时代。”邯郸的李先生说道。美团数据显示，假期过半，中小城市网吧电竞交易规模增长近两倍。好久不见的朋友，聚在网吧是一种怀念青春的仪式感。而随着传统网吧产业演变出自助餐、饮料畅饮、设备升级等服务新业态，本以为“过时”的产业在春节成服务消费“黑马”。返乡团圆与聚会社交，成为激活中低线城市休闲消费的核心动力。美团丰富的优质团购供给，承接了春节假期多样化的消费需求。美团数据显示，春节期间，中低线城市“唱歌”“台球”“洗浴”等关键词搜索量大幅上涨，从交易规模来看，KTV交易规模同比增长超2成，台球消费增长超3成。与此同时，随着全国各地的洗浴中心，成为一站式综合休闲场所，社交聚会、节日庆祝等新场景快速崛起，洗浴产业在2025年迎来大发展元年。一二线洗浴消费业态向小城延伸，呈现功能升级趋势，从传统单一洗澡需求，向聚会、休闲、放松、过夜综合转型。美团数据显示，“24小时”“可住宿”等过夜相关搜索与消费增长明显，洗浴中心成为中小城市家庭聚会、亲友休闲的新选择，进一步丰富了下沉市场的休闲消费场景。AI时代，美团升级“问小团”AI管家，为用户精准制定春节期间的休闲玩乐指南。美团数据显示，截至目前，该AI管家已为用户核验约1.2亿次KTV、洗浴中心、电竞等休闲玩乐商家信息，校验1.4亿条用户真实评价，剔除不符合需求、假期不营业的商家，推荐符合需求、快速可交易的玩乐信息及最优用券组合，帮助用户假期本地消费省时、省钱、不踩坑。深度游带火小城旅拍，柳州、景洪、大理旅拍消费翻倍增长节中出游需求释放，多地中小城市迎来打卡热潮。一批文化底蕴深厚、体验独特的中小城市快速“出圈”。美团旅行数据显示，广西崇左、江西景德镇、河南开封、安徽宣城、福建莆田、河北唐山、广西防城港、江西上饶、四川宜宾、云南普洱跻身游客关注热度增速最高的城市。在深度游、全家出游消费场景带动下，中低线城市的古城地标、民族文化与自然风光，促进民族服饰旅拍爆发式增长，成为小城消费的新亮点。美团数据显示，柳州、景洪、大理等热门旅游小城民族服饰旅拍交易翻倍增长。“跟女儿穿亲子装，在大理古城拍民族照片，很开心。”来自上海的张女士向记者。“今年春节期间，民族服饰旅拍一个明显特点就是家庭用户偏多，往年春节都是儿童旅拍、年轻人旅拍偏多，今年亲子和全家旅拍明显增多，更多人想留下独特的出游纪念。”开封如初见汉服妆造馆的负责人表示。西双版纳民族旅拍 图源：大众点评App从消费场景来看，热门古城与旅游地标持续走热，开封、大理、西双版纳等多个古城目的地相关订单增长显著，成为旅拍消费的核心载体；簪花、藏服、傣族、汉服等特色服饰妆造体验，成为年轻人打卡小城的标配；家庭亲子需求旺盛，全家福旅拍快速普及，推动旅拍从个人打卡向全家共享延伸，进一步拓宽中低线城市服务消费场景，持续激发县域服务消费经济活力。美团服务零售中小城市相关负责人表示，休闲玩乐消费的蓬勃发展，既得益于春节返乡潮带来的人流与消费力，也反映出下沉市场消费升级的长期趋势。随着消费场景下沉，一二线城市热门玩乐业态加速向三四线及县域普及，玩乐新需求、新消费持续涌现，平台持续投入科技能力，提升供需匹配效率，满足用户不同场景下的休闲玩乐需求，持续激活县域经济活力，真正实现助力商家生意持续增长。（勃潺）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"dataReport","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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美团：春节返乡带火小城服务消费 休闲玩乐订单同比增近3成

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美团：春节返乡带火小城服务消费休闲玩乐订单同比增近3成