Overview: A Rise in Restaurant Spending Amidst Tourism and Olympic Excitement
The summer tourism peak has catalyzed a notable increase in dining consumption, as travelers seek enriching culinary experiences during their trips. In major tourist cities, restaurant consumption peaked during the summer months. For instance, Chengdu experienced a 36% year-on-year increase in dine-in orders from out-of-town tourists starting in July. Data from MoonFox iApp indicates that the monthly active users (MAU) in the mobile internet group purchasing and food delivery sectors surpassed 570 million during the 2024 summer holiday, reflecting a rise of over 20 million users since June and 14 million compared to the previous year.
In the fitness sector, the summer spending boom, coupled with the excitement surrounding the Olympics, has intensified the nation’s enthusiasm for physical activity. The same data reveals that the mobile internet fitness sector averaged over 260 million MAU during the summer holiday, with 704,000 new users joining daily. Additionally, sales of popular sports and outdoor gear, including trail running shoes and sun-protective clothing for children, soared by more than 100% year-on-year, according to Vipshop.
Dining Consumption Trends: Meituan Leads Online Dining Services, Regional Specialties Drive Growth
During the summer vacation, Meituan, a leading online dining delivery platform, reported an average daily active user (DAU) count of 120 million, representing a 2.8% increase from June. Meituan introduced various consumer support initiatives, including brand marketing and subsidies, to accommodate the rise in summer dining activity. Meanwhile, Dianping, which focuses on offline consumption reviews, recorded a DAU of 25.835 million, up 16.5% from June. This increase highlights a growing consumer reliance on detailed information and user reviews when choosing dining options during travel.
Conversely, food delivery service platforms experienced slower growth amid the summer vacation period. The surge in travel led to a preference for dining out rather than ordering in, resulting in a slight decline in DAUs for major food delivery players like Ele.me and Meituan Food Delivery compared to their June averages.
In terms of offline dining, summer travelers are increasingly seeking higher-quality experiences that offer emotional satisfaction and cultural connection. Content platforms are crucial in promoting regional specialty restaurants, leveraging endorsements to enhance brand visibility. Campaigns such as TikTok’s “Food Discovery” initiative help highlight quality dining options, blending online promotions with offline experiences. MoonFox data shows that in Beijing, the customer user visit (UV) index for Quanjude’s stores grew by 27.1% month-on-month in July, coinciding with a more than 40% year-on-year increase in dine-in orders in the region.
Overall, online platforms effectively cater to diverse consumer needs for food delivery and in-person dining through convenience and promotional activities. Offline specialty restaurants have garnered attention from both tourists and locals through unique culinary experiences, creating opportunities for growth in the food and beverage sector.
Sports Consumption: “Sports+” Scenarios Emerge as Summer Favorites
The Olympic spirit has revitalized engagement in sports and fitness apps. The “Jump Rope Every Day” app, aimed at primary and secondary school students, reported an average DAU of 1.164 million during the summer vacation, reflecting a 21% increase from June. This surge highlights the emphasis placed on athletic improvement during vacations and the growing recognition of the “Sports + Education” model. To maintain momentum, the app organized regional jump rope competitions that attracted over 300,000 students.
For adults, apps like Qu Dong Will Go and GIANT RideLife successfully integrated sports with social interaction through online and offline events, resulting in DAU increases of 23.7% and 4.5%, respectively. This growth underscores the effectiveness of the “Sports + Communities” model, which promotes participation and community building while enhancing users’ social experiences and motivation.
The “Keep” app, a leader in the “Sports + Communities” approach, showcased innovation during the summer by offering diverse sports courses and community-building events. Initiatives such as the “8.8 National Sports Festival” and the “Cycling Carnival” combined elements of entertainment and culinary experiences, further enriching the sports landscape.
Industry Trends: County-Level Markets and Social Dynamics Drive Growth
- Emergence of County-Level Markets in Catering Consumption
County-level and lower-tier markets are becoming vital to China’s consumer landscape. As economic development and rising incomes unlock new consumption potential, these markets are poised to drive growth in the catering industry. The holiday tourism sector is seeing shifts as younger consumers embrace “county tourism,” contributing to significant growth in these areas. The catering industry must capitalize on local characteristics while integrating closely with tourism to create a synergistic “tourism + cuisine” model.
- Addressing Catering Industry Challenges through Innovation
The catering industry faces increasing competition and price wars, leading to unsustainable practices. Reports indicate that approximately 460,000 catering businesses suspended operations in the first quarter of this year, with numbers rising to nearly 600,000 by the second quarter. To navigate this landscape, businesses must prioritize product innovation and content differentiation. Developing regionally themed dining experiences and enhancing emotional connections with consumers through innovative marketing will be crucial for long-term sustainability.
- Social Attributes Driving Growth in Sports Consumption
Growing health awareness and major sports events are transforming the sports market into a significant growth area. Social aspects are now intertwined with sports activities, allowing group exercises and challenges to fulfill social needs while boosting consumption. Sharing fitness milestones on platforms like WeChat has become a form of social currency. Brands are encouraged to forge deeper connections with consumers through social media, enhancing brand loyalty by delivering engaging content and interactive experiences.
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