美团陈一方：服务零售进入“完整体验”竞争新阶段

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9月9日，作为2026年服务贸易发展系列论坛主题论坛之一，2026电子商务大会在北京首钢国际会展中心举行。会上，美团服务零售乐生活业务部总经理陈一方从消费趋势迭代角度解读行业变化，他认为当下消费市场正发生深刻变革，消费重心逐步从拥有商品转向拥有体验。当前，服务零售行业呈现一体化、自助化、零售化三大新变化，综合业态融合发展重构线下空间价值，自助休闲业态快速崛起，服务与零售的行业边界持续消融、相互渗透...

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Competition","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"03690":1.95,"METmain":0.6,"KWEB":0.6,"HMTD.SI":0.6,"MPNGY":1.95},"content_text":"9月9日，作为2026年服务贸易发展系列论坛主题论坛之一，2026电子商务大会在北京首钢国际会展中心举行。会上，美团服务零售乐生活业务部总经理陈一方从消费趋势迭代角度解读行业变化，他认为当下消费市场正发生深刻变革，消费重心逐步从拥有商品转向拥有体验。当前，服务零售行业呈现一体化、自助化、零售化三大新变化，综合业态融合发展重构线下空间价值，自助休闲业态快速崛起，服务与零售的行业边界持续消融、相互渗透。在他看来，行业竞争逻辑已然迭代，未来市场竞争的核心单元，不再是单一的商品或服务，而是全方位、一体化的完整消费体验。　　年轻人为体验与专业服务买单，运动消费向更多城市扩展　　2025年，全国居民服务性消费支出占人均消费支出的比重达46.1%，服务消费正在打开新的增长空间。从妆造、剧本杀、角色扮演等二次元相关体验，到拼豆、攀岩和赛车，年轻人的服务消费清单越来越长。疗愈悦己、文化认同和小众体验成为年轻人消费的关键词，更多消费者愿意为体验经济付费。　　美团数据显示，2025年“体验课”相关搜索量同比增长69.7%，10元以下体验课供给数量同比增长152%，相关消费金额同比增长30%。攀岩、马术、手工制作等过去需要较高决策成本的项目，通过小额、短周期的体验型产品触达更多消费者。对商家而言，这类产品降低了首次到店门槛，也为后续服务转化增加了入口。　　运动是体验消费扩展较快的领域之一，这股热度也从高线城市向更广泛的城市层级扩展，运动服务消费需求正在加快释放。美团数据显示，近两年运动消费年轻用户增长2倍，网球用户增长155%，羽毛球和攀岩用户均增长80%。近三年，美团平台一二三线城市运动人群增长超过100%。随着场馆、教练和体验型产品逐步丰富，消费者在家门口能够选择的运动项目增多，本地商家也获得了更大的线上增量空间。　　陈一方表示，服务消费的变化与年轻人的生活方式密切相关，消费端呈现出年轻人更愿意为体验类服务付费的趋势。消费者会以更低门槛尝试新项目，值得专程花时间的体验，正成为消费决策的关键。　　新业态加快增长，AI工具帮助商家提升经营效率　　需求变化正在推动服务零售供给调整。美团、大众点评数据显示，2025年，“一站式玩乐”等关键词的笔记数同比增长118%，消费者在相关门店的游玩时长增长40%，25岁以下年轻用户占比达到50%。休闲玩乐综合体成为消费者热衷的选择，商家也由销售单个服务转向经营更长的消费者停留时间。　　营业时段更加灵活的自助空间业态也在快速增长。美团数据显示，2025年，空间设施类无人业态搜索量同比增长超10倍，交易量同比增长604%。自助台球、无人歌房等业态通过线上预订、自助核销和智能管理延长服务时间，让消费者在夜间或非高峰时段也能获得服务，让商家把重复性运营交给系统处理。　　服务零售行业品类多、长尾商家多，不少小店具备专业服务能力，却缺少专门的线上运营团队。此次服贸会上，美团展示了AI经营工作台CatPaw，旨在将平台长期沉淀的行业经营经验与AI能力，封装为可直接使用的Agent和技能工具。在日常经营中，商家既可以使用美团提供的行业Agent专家团，辅助完成评价分析、经营诊断、门店巡检等工作；也可以基于自身的经营需求，配置或搭建专属Agent，让AI更贴合自己的门店管理和经营流程。对于没有数据分析和运营团队的中小商家，这类工具降低了线上经营难度，让商家留出更多时间做好顾客服务，推动服务零售市场高质量发展。　　陈一方表示，随着消费需求继续细分、经营供给加快创新，美团将继续通过数字化和AI工具帮助实体商家做好长期经营，让更多新服务、新体验被消费者发现，进一步释放服务消费潜力。（文章来源：经济参考网）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"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 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