About us: Aurora Mobile (NASDAQ: JG) established in 2011, is a
leading customer engagement and marketing technology service
provider in China. Its business
includes notification services, marketing growth, development
tools, and data products. As its sub-brand, MoonFox Data is a
leading expert in data insights and analysis services across all
scenarios, aiming to help companies gain market insights and
empower precise decision-making.
SHENZHEN, China, Sept. 29,
2024 /PRNewswire/ --
I. Data Overview: Restaurant Consumption Soars
in Popular Tourist Cities, Coupled with Olympic Fever Sparking a
New Fitness Boom
The summer tourism peak has driven a significant rise in dining
consumption. As people increasingly seek enhanced travel
experiences, culinary adventures have become an indispensable part
of their trips. In several top tourist destinations, dining
consumption hit its peak during the summer months. For example, in
Chengdu, the restaurant industry
saw stable growth in dine-in consumption from July onwards, with
orders from out-of-town tourists rising by over 36% YoY. According
to MoonFox iApp data, the average MAU (Monthly Active Users) in the
mobile internet group purchase & food delivery industry
surpassed 570 million during the 2024 summer holiday, increasing by
more than 20 million users compared to June, and 14 million
YoY.
On the aspect of fitness consumption, the summer spending boom,
coupled with the "Olympic Fever", has sparked and sustained the
nation's enthusiasm for exercise. MoonFox iApp data reveals that
the mobile internet fitness sector averaged over 260 million MAU
during the 2024 summer holiday, with 704,000 new users joining each
day. According to Vipshop data, sales in several popular sports and
outdoor gear categories, including trail running shoes, quick-dry
T-shirts, sport-style polo shirts, and children's sun-protective
clothing, achieved more than 100% growth YoY.
Group Buying & Food Delivery Industry MAU Stats
Average of Summer
2024
|
Increase Over June
2024
|
YoY Growth Over Summer
2023
|
571.6
million
|
+21 million
|
+14.1
million
|
Fitness & Sports Industry User Stats
Average MAU of Summer
2024
|
Average Daily New Users
in Summer 2024
|
Average Daily
Activations Per User in Summer 2024
|
262.2
million
|
704 thousand
|
2.2 times
|
Data Source: MoonFox iApp;
Data Cycle: July -
August 2024
II. Dining Consumption: Meituan's Online Dining
Services Lead the Pack, While Regional Specialty Restaurants Become
a Key Driver of Summer Dining Growth
During the summer vacation period, Meituan, the online dining
delivery aggregator platform, recorded an average DAU
count of 120 million, marking a 2.8% increase compared to June.
Meituan implemented a series of consumer support initiatives across
both its online food delivery services and offline restaurant
support, including brand marketing, consumer subsidies, and
technological upgrades. These measures helped brand merchants
accommodate the surge in summer dining UV while meeting the diverse
needs of consumers. Meanwhile, Dianping, the platform focused on
offline consumption reviews, saw an average DAU of
25.835 million, reflecting a 16.5% increase from June. This upward
trend indicates that with the arrival of summer, consumers have
become more reliant on detailed information and objective user
reviews when making dining and offline consumption decisions during
travel, contributing to the rise in platform user activity.
In contrast to the growth trend observed in group purchase and
consumption service platforms, the performance of food delivery
service platforms during the summer vacation period appeared
somewhat sluggish. Influenced by the summer travel surge, people
preferred dining out to enjoy offline culinary experiences. As the
two major players in the food delivery market, Ele.me and Meituan
Food Delivery both experienced a slight decline in their average
DAU counts compared to the June averages during the
summer period.
Monthly Average DAU for Online Dining Services
app (Unit: 10,000)
|
Meituan
|
Dianping
|
Ele.me
|
Meituan Food
Delivery
|
202406
|
11804.1
|
2217.9
|
2250.0
|
819.0
|
202407
|
12030.9
|
2534.2
|
2217.5
|
805.3
|
202408
|
12246.9
|
2632.8
|
2228.1
|
821.6
|
Data Source: MoonFox iApp;
Data Cycle: June -
August 2024
Meituan's Recent Initiatives in Dining Services
Busines
Marketing
Initiatives: Constructing Online Brand Presence
|
- In summer 2024,
McDonald's partnered with Meituan to explore the "321" growth
model, with three live streaming events and two distribution
channels, achieving a 151% YoY increase in Meituan group purchase
transactions at offline stores.
|
Consumption
Promotion Initiatives: Energizing Summer Consumption
Vitality
|
- Henan: Launched the
"Meituan Food Delivery Local Recommendations" themed marketing
campaign, which includes creating an online "Local Recommendations"
section and providing consumer subsidies, allowing residents and
tourists to enjoy local specialty dishes.
- Tianjin: Initiated
the "Summer Night Snack Carnival" promotional activity, offering
discounts, red envelopes, and subsidies for popular summer food
items such as crayfish, cold drinks, barbecues, and snacks,
actively fostering Tianjin's nighttime consumption market and
enriching the city's evening dining experience.
|
Technical
Initiatives: Launch of Meituan Drone Delivery Routes
|
- On August 16, Meituan
launched Beijing's first drone delivery route at the Great Wall's
Badaling section, providing tourists with services like heat relief
and emergency supply deliveries.
|
Regarding offline restaurant consumption, summer travelers are
increasingly demanding higher-quality dining experiences at their
destinations, seeking deeper emotional satisfaction and cultural
identification. Meanwhile, benefiting from their strong ability for
endorsement, content platforms have become crucial catalysts for
regional specialty restaurants and trending food brands to gain
widespread popularity. Through promotion on platforms like TikTok
and Xiaohongshu, specialty restaurant brands can rapidly expand
their influence and attract more consumers. For instance, TikTok
launched the "Food Discovery on TikTok" campaign to unearth and
recommend high-quality eateries and culinary experiences across
various regions. During the peak summer travel season, this model
of combining online promotion with offline experiences not only
provides consumers with new avenues to discover and explore cuisine
but also brings new growth opportunities for food and beverage
brands.
Driven by the influx of tourists and the ecological impact of
content platforms, the customer UV index of regional specialty
restaurant brand outlets has shown significant growth trends.
According to MoonFox Data, in Beijing, the customer UV index of Quanjude's
offline stores increased by 27.1% MoM in July 2024. As reported by CCTV.com, since July,
the number of dine-in orders in the Beijing area has increased by over 40% YoY. In
Changsha, Chayanyuese and
Wenheyou, as major IP-driven trending brands, also achieved MoM
growth in their customer UV indices of 4.2% and 10.7% respectively
in July.
Changes in Customer UV Index for Offline Specialty Restaurant
Brand Outlets
Brand
|
Customer UV Index
Growth for Offline Stores in July 2024
|
Beijing:
Quanjude
|
MoM growth
+27.1%
|
Changsha:
Chayanyuese
|
MoM growth +4.2%, YoY
growth +31.2%
|
Changsha:
Wenheyou
|
MoM growth
+10.7%
|
Data Source: MoonFox iBrand
Data Cycle:
July 2024
Recent Strategic Initiatives by Content Platforms in the Food
and Beverage Sector
TikTok: Creating
Branded IP for Restaurant Exploration Content
|
- The "Food
Discovery on TikTok" campaign, initiated by TikTok's official
life services division, presents users with cuisines from different
regions and flavors through various themes and topics, such as
"Where is the Magical Spicy Hot Pot?" This initiative closely
integrates online UV with offline food consumption, offering users
more diverse culinary choices and experiences across different
regions.
|
Xiaohongshu:
Leveraging Endorsement To Strengthen Local Dining
Services
|
- Xiaohongshu has
launched group purchase services for restaurants in 49 core
cities nationwide, with a commission rate of 0.6% and temporarily
waiving deposits. This aims to attract more restaurant businesses
to the platform, enriching its content ecosystem while meeting
users' demands for food and beverage group purchases, thus
accelerating the expansion and improvement of its culinary business
landscape.
|
Xiaohongshu Topic Popularity
Topic
Name
|
Total
Views
|
#BestFoodCityRecommendations
|
239 million
|
#BestFoodCity
|
1.4802
million
|
#SummerVacationFood
|
1.203
million
|
#FoodCity
|
652,700
|
Data Source: XH Data Data Cycle: As of September 5, 2024
Overall, during the summer vacation period, online platforms met
consumers' diverse needs for food delivery and in-store dining
through convenient services and abundant promotional activities.
Meanwhile, offline specialty restaurants attracted significant
attention from tourists and local consumers through unique cultural
experiences and culinary delights. As consumers increasingly pursue
higher quality and cultural depth in their dining experiences, and
content platforms continue to promote regional specialty restaurant
brands, the organic combination of product strength and content
creation capabilities among food and beverage businesses will
gradually become the main driver of sustained growth in the
catering industry.
III. Sports Consumption: "Sports+" Scenarios Become Summer
Consumption Hotspots, Enhancing the Social Attributes of
Sports
Riding the wave of Olympic fever, sports and fitness apps have
seen an increase in user engagement. In youth sports, the App of
Jump Rope Every Day, which focuses on providing sports management
for primary and secondary school students, achieved an average
DAU of 1.164 million during the summer vacation, a
21.0% increase compared to June. This growth reflects the
importance parents and students place on utilizing vacation time to
improve athletic abilities and enhance physical fitness. It also
indicates the increasing popularity and recognition of the "Sports
+ Education" integration model. To sustain the momentum of youth
sports during holidays, Jump Rope Every Day organized jump rope
competitions in various regions, with multiple events attracting
over 300,000 primary and secondary school students.
In adult fitness, Apps like Qu Dong Will
Go and GIANT RideLife successfully combined sports with
social interaction by offering online activities, offline events,
and themed competitions, fostering the development of sports
communities. During the summer vacation, their average DAUs
increased by 23.7% and 4.5% respectively compared to June. This
growth highlights the effectiveness of the "Sports + Communities"
model in expanding the user base, promoting the popularization of
sports and increasing participation through community power. Users
enjoy social benefits while pursuing a healthy lifestyle through
convenient online participation and offline physical interaction,
thus improving the consistency and motivation for exercise.
Monthly Average DAU of Sports and Fitness
Apps
App
|
July - August
Average DAU (Unit:
10,000)
|
Growth Compared to
June
|
Qu Dong Will
Go
|
7.1
|
23.7 %
|
Lefit
|
19.7
|
21.9 %
|
Jump Rope Every
Day
|
116.4
|
21.0 %
|
GIANT
RideLife
|
5.8
|
4.5 %
|
Data Source: MoonFox iApp;
Data Cycle: July 2024 - August
2024
As a leader in "Sports + Communities" mode, the app "Keep" once
again demonstrated its influence and innovation during this year's
summer vacation. While providing diverse sports courses for users,
Keep constructed a comprehensive sports community integrating
sports socialization, professional guidance, and healthy lifestyle
experiences through offline event planning. They innovated multiple
"Sports+" scenarios, such as the "8.8 National Sports Festival",
"Cycling Carnival", and "Surfers Festival". By integrating elements
of entertainment, cuisine, and culture, combined with co-branding
collaborations, special courses, and interactive games, Keep
provided users with diverse sports scenario experiences. For
example, they collaborated with food brands to launch free meal
challenge activities, breaking down barriers between sports and
culinary circles and enriching the content and depth of sports
activities.
Keep's Summer Activities in 2024
National Sports
Festival
|
- Keep launched the
"8.8 National Sports Festival" on August 8, National Fitness Day,
attracting user participation through diverse and innovative
activities: Signing new-generation athletes as brand ambassadors
and releasing the Heart Fire Ignited brand TVC;
Collaborating with mobile games to launch online running and
special courses; Partnering with six major food brands to promote
"Eat and Exercise Activity", encouraging users to win free meals
through exercise. These diverse activities lowered the barriers to
exercise, ignited users' enthusiasm for sports, and promoted a
national fitness culture.
|
Cycling
Carnival
|
- Keep
and Uni-President Green Tea jointly organized the "Keep
Curious × Uni-President Green Tea Smile Cycling Carnival" themed
"Smile Cycling". Through diverse cycling events such as couple
races, individual races, and team relays, combined with band
performances and bicycle stunts, participants were provided with an
integrated cycling experience of competition, entertainment, and
interaction. The event also included a Limited 72 Hours of
Love warm-up to add a romantic atmosphere for the Qixi
Festival. The cycling carnival not only promoted a green and
healthy lifestyle but also fostered the development of national
fitness and cycling culture.
|
[Surfers Festival]
Event
|
- Keep organized a
summer outdoor event [Surfers Festival] themed "Surfing
Freely, To Make Yourself Shine" at Sun and Moon Bay in Wanning,
Hainan. The event included three main areas: Happy Sports Island,
Free Experience Island, and Love Convergence Island, offering
diverse sports experiences such as surfing, beach frisbee, and
yoga. Additionally, there were entertainment segments like markets
and after-parties. The event aimed to promote outdoor sports,
attract thousands of users to participate, and enhance brand
influence and deep user interaction through a combination of online
engagement and offline experiences.
|
IV. Industry Trends: County-level Markets Activate Catering
Growth, Social Attributes Drive Sports Consumption
1. County-level and Lower-tier Markets Poised to
Spark New Growth Poles in Catering Consumption
County-level and lower-tier markets are playing an increasingly
crucial role in China's current
consumer market. As the economy develops and residents' income
levels rise, the consumption potential of these markets is
gradually being unleashed, becoming a new engine for catering
consumption growth. On one hand, the impact of holiday
economics on county-level catering markets is progressively
strengthening. The holiday tourism market shows a clear downward
trend, with young people's enthusiasm for "county tourism" causing
small county tourism growth to outpace that of big cities. With the
rise of county-level tourism markets and the continued warming of
"culinary tourism", the county-level catering industry is embracing
tremendous development opportunities. For the county-level catering
industry, while deeply exploring local characteristics, it is
essential to strengthen integration and interaction with the
tourism industry, forming a virtuous cycle of "tourism + cuisine".
On the other hand, the urban-rural income gap in China is gradually narrowing, with the ratio
of per capita disposable income between urban and rural residents
decreasing from 2.88 to 2.45. Driven by lifestyle upgrades,
catering consumption is becoming increasingly popular among county
residents. MoonFox iMarketing data shows that in the mobile
internet group purchase and food delivery industry, users from
third-tier cities and below account for 46.1%. The digital
infrastructure of the county-level catering market is gradually
improving, providing a better development environment for catering
consumption.
2. Overcoming Catering Industry Involution Requires
Dual Drivers of Product Strength Consolidation and Content
Innovation
In the current catering market, the phenomenon of "involution"
is increasingly prominent, with severe homogeneous competition and
frequent price wars challenging the sustainable development of the
catering industry. According to media reports, about 460,000
catering enterprises suspended operations in Q1 of this year, with
this number rising to nearly 600,000 in Q2. For catering
enterprises to break through this situation, they must recognize
that relying solely on price wars or imitating others is no longer
sustainable. Overcoming catering involution urgently requires the
dual core driving forces of product strength consolidation and
content innovation. In terms of product strength, focus should be
placed on dish innovation and development, launching new products
that align with changing consumer tastes to win the market through
differentiated competition. Simultaneously, developing regionally
characteristic dining themes and designing innovative consumption
experience scenarios tailored to different consumer groups is
crucial. Regarding content strength, in Q1 of this year, the
Guiding Opinions on Promoting High-Quality Development of the
Catering Industry issued by the Ministry of Commerce and other
8 departments mentioned guiding platform enterprises in the
catering field to provide technical training and UV support for
small and micro businesses, creating a symbiotic development
ecosystem between platforms and merchants. For catering businesses,
it is necessary to strengthen cooperation with catering content
platforms, enhance emotional connections with consumers through
innovative content marketing methods, storytelling of brand
narratives, and dissemination of food culture.
3. Sports Market UV Drives Incremental Growth,
Social Attributes Become Key Engine for Sports Consumption
Growth
The rise in health awareness and the hosting of popular sports
events have made the sports market a new high ground for UV. The
integration of social attributes has transformed sports from mere
exercise into a form of social interaction. Group sports, fitness
challenges, and other activities satisfy people's social needs
while also driving the growth of sports consumption. Sharing
workout check-ins and fitness achievements in WeChat Moments not
only showcases personal healthy lifestyles but has also become a
new form of social currency. Driven by social attributes, the
sports consumption market is undergoing a transformation. Consumers
are no longer simply purchasing sports equipment or services; they
place more value on the social experiences and personal growth
throughout the entire sports process. Against this backdrop, brands
need to establish closer connections with consumers through social
platforms, enhancing user brand loyalty by creating attractive
content and interactive experiences.
Website: https://www.moonfox.cn/
Contact number: 400-888-0936
Name: Felix
Title: Director of Sales, Industry Insight Division
Tel: +86 -13366276383
Email: zhouzt@jiguang.cn
Address: 608/F, Tower B, Wintrust Center, No. 1 Xidawang Road,
Chaoyang District, Beijing,
China
Name: Janette Zhou
Title: Marketing Manager
Tel: +86-13928239332
Email: zhouxt@jiguang,cn
Address: 608/F, Tower B, Wintrust Center, No. 1 Xidawang Road,
Chaoyang District, Beijing,
China
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SOURCE Aurora Mobile Ltd