The entertainment and beauty market in China has encountered remarkable growth trends driven by the younger generation's desire for self-care and experiential leisure activities. Recent data from Meituan indicates orders related to entertainment and beauty experiences surged by 84% from January to November 2024, with young consumers—those aged 32 and below—making up 43% of the market. This demographic shows not only willingness to engage but also seeks higher value and diverse experiences.
Interestingly, the definition of leisure is rapidly changing for these consumers. Quoting user experiences from social platforms, the comment "Foot massage shops are 'the happy home' for workers" encapsulates the emotional connection younger consumers have to leisure spending. Activities like foot care and beauty treatments have become synonymous with joy and well-being: "Happiness is the starting point for young people's leisure consumption," reflected one commentator from 南方都市报.
One standout trend is the increasing popularity of mixed-use venues. Bathhouses are now operating as comprehensive leisure complexes, where visitors can enjoy mechanisms from foot reflexology to dining experiences. For example, Meituan’s data reveals the explosive growth of such businesses, reflecting changing hospitality expectations—the notion of combining wellness with gourmet food is now commonplace. Venues like "有马空间" offer 12-hour passes paired with all-you-can-eat meals, presenting consumers with valuable opportunities for spending across categories.
This movement toward diversification also integrates self-service options, with establishments like 24-hour self-service billiard halls and AI-operated foot massage outlets gaining traction. These services appeal particularly to the younger population, heavily favoring convenience and efficiency alongside reasonably priced offerings. Notably, related service venues surged by 165% on Meituan's platform, indicating not just profitability but also strong customer engagement.
Looking at innovative practices, the report from Meituan highlights how both larger complexes and smaller establishments are adapting rapidly. It's no longer unusual to find KTV lounges incorporating dining or reflexology services. This adaptability showcases the industry's response to consumer demand where efficiency merges with enhanced quality service. Within this scope, entities have successfully integrated casual dining with entertainment, exemplified by foot massage establishments partnering with restaurants, boosting sales via unified offerings.
Further, it's important to recognize the fluctuated purchasing trends signified by the market shift to online platforms. The data reveals significant engagements not only from consumers but also from businesses utilizing Meituan as more than just a marketing channel. Its role has expanded as the primary business facilitator. Businesses can manage their digital presence and connect directly with their customer base, allowing for personalized engagement.
Online orders for full-service beauty applications have also blossomed. Notably, over 1 billion beauty treatments were reportedly sold as parts of package deals on Meituan. This surge speaks to increasing consumer interest not merely limited to females; males have started embracing beauty care, which now constitutes approximately 37% of the male grooming market. This diversification of consumer profiles presents promising growth avenues and acknowledges changing perceptions around beauty standards.
Concurrently, the rise of automated service concepts focuses on operational efficiency, allowing for swift service without compromising customer satisfaction. The Shenzhen-based "小铁自助台球", for example, employs cutting-edge technology and AI to operate with minimal human oversight, delivering effective leisure services any time of day or night. Chen Yifang from Meituan asserts this shift is increasingly drawing significant attention within the community, reflecting broader leisure and beauty enjoyment trends across urban China.
Feeding off this shift is the introduction of innovative group-buying initiatives driven by engaging leisure experiences on Meituan. By introducing multi-session package offers, places such as foot massage and beauty salons can experience significant upturns—some experiencing order volume growth as high as 388%. The flexibility these products present allows customers to enjoy leisure without the economic strain often tied to single-use offers.
So, as the leisure and beauty markets expand, they reveal deep consumer insights: Young adults are not only chasing novel experiences but are also reshaping what those experiences should include—including well-being, luxury, and human connection. Platforms like Meituan are poised to continue shaping this transformation, providing pathways for businesses to thrive sustainably amid shifting paradigms of beauty and leisure.
Overall, the 2024 trends within China's entertainment and beauty market highlight the significance of adaptability, enjoyment, and self-care—foundational benchmarks for how consumers engage with leisure activities, tailoring experiences to their unique lifestyles and aspirations.