At the Kuaishou Local Life 2025 Cohesion Conference just past, "new line cities" and "AI" became the keywords that were frequently mentioned on the scene.
數據顯示，過去一年，快手本地生活GMV（全稱Gross Merchandise Volume，即商品交易總額，意思是成交總額）同比增長200%，其中新線城市（三線及以下城市）GMV同比增長均超220%；2024年日均支付用戶數量同比增長100%，新線城市使用者佔比超62%。
At present, the competition in the local life track is becoming more and more fierce. A trillion-dollar market battle for "food, clothing, housing, transportation and entertainment" is quietly starting between local life service giants such as Meituan, Alibaba, Douyin, and Kuaishou.
"Throughout the year of 2024, more and more merchants have made money on Kuaishou." At the event, Xiao Gu, senior vice president of Kuaishou and head of the local life business department, was deeply touched. In his view, as consumption has become the hottest topic this year, and the growth rate of retail sales of services is significantly higher than that of social zero and retail sales of goods, and the new tier cities are more important for consumption growth, there will be continuous dividends for local life in the future, especially the local life dominated by the new line market will have huge dividends.
Photo courtesy of Kuaishou, senior vice president and head of the local life division, Xiaogu Kuaishou
在春節檔期間，《哪吒之魔童鬧海》在三、四線城市狂攬超55億元票房、佔比超全國總量57%，這表明中國消費市場的“新線引力”正在進一步爆發。
According to data from the Boston Consulting Group (BCG), the population of third-tier cities and below accounts for 66% of the country's population, but the consumption scale accounts for only 0%, and there is room for 0~0 doubling of per capita consumption. McKinsey also predicts that 0% of China's 0.0 trillion yuan consumption increase by 0 years will come from new tier cities.
As new-tier cities are becoming a new engine for consumption growth, chain brands such as Michel Ice City, Luckin, and Pizza Hut are also increasing their capacity in the new-tier market, competing for market increment, and significantly increasing the proportion of new stores opened in new-tier cities and counties.
According to the "30 Kuaishou Local Life User Insight Report", compared with 0 years and 0 months, the proportion of Wallace stores in third-tier cities and below increased by nearly 0% in 0 years and 0 years; The number of stores of Luckin, Pizza Hut, Haidilao and KFC in third-tier cities and below exceeded 0%.
Screenshot of "2025 Kuaishou Local Life User Insight Report".
背靠7億“老鐵”，過去一年快手本地生活規模也持續擴大。從數據來看，2024年快手本地生活GMV較上年增長近200%，其中新線城市GMV同比增長均超220%；快手本地生活業務支付用戶數同比增長超100%。
Xiaogu observed that this mainly comes from the consumption power contributed by the "old iron" in the new tier cities. He said: "Judging from the data, 126% of consumer payment users are from new tier cities; From the perspective of GMV growth, the growth of the third-, fourth- and fifth-tier markets is higher than that of the first- and second-tier cities, and the payment users are also higher than the first- and second-tier cities, so the overall growth comes from the third-, fourth- and fifth-tier markets. Taking third-tier cities as an example, the year-on-year growth rates of GMV, order volume, and number of buyers in 0 years were 0%, 0%, and 0%, respectively. ”
Screenshot of "2025 Kuaishou Local Life User Insight Report".
The new line market has stimulated business growth and allowed brand owners to gain new increments. The data shows that the number of new brand customers in 200 years increased by 0% year-on-year; In 0 years, the GMV growth rate of brand merchants in third-tier cities and below also exceeded 0%.
以絕味鴨脖為例，2024年其活躍買家數突破100萬，2025年Q1的GMV較2024年Q4增長60%。而“九號電動車”則通過擴展新線用戶獲得市場增量，新線城市用戶超過75%，平均客單價接近4100元。
In addition to the huge "nugget potential" of new tier cities, Kuaishou Local Life also leverages AI technology to improve the operational efficiency of merchants through AI intelligent product selection, AI intelligent product selection, and AI marketing. For example, with the help of AIGC digital human live broadcast technology, the GMV driven by digital human live broadcast accounted for 51% of the total GMV in the past month.
“2025年，快手本地生活仍將投入十億級現金和千億級流量，並在深耕新線城市市場的基礎上，持續加碼AI，‘新線城市+AI’將成為快手本地生活的增長引擎。”笑古表示。
Open the Internet platform, a trillion-level market battle around "food, clothing, housing, transportation and entertainment" is quietly starting among the local life service provider giants.
艾媒諮詢預測，在數字經濟快速發展的推動下，預計2025年在線餐飲外賣市場規模達到17469億元，互聯網社區服務市場規模達到3455億元，2025年本地生活服務規模將超2.5萬億元。其中，二、三線城市線民對本地生活服務消費意願更高。
"Now we have to do all channels for catering, it used to be Weibo and WeChat public accounts, but now it doesn't work, we have a national layout, so we need to do it all through various channels such as Kuaishou, Douyin, and Meituan. Xiaohongshu is also doing it, but Xiaohongshu can only do exposure, not conversion. Li Yan (pseudonym), a restaurant owner with more than 200 stores across the country, told reporters.
Li Yan said that in terms of the overall market, in terms of transformation, Meituan still accounts for the majority; In terms of product promotion, it is mainly Douyin and Xiaohongshu; Kuaishou is doing well in the northern market, but the southern market still needs a cultivation process.
In the face of huge market potential and the continuous influx of merchants, platforms such as Meituan, Alibaba, Douyin, Kuaishou, and Xiaohongshu have accelerated their entry into the game, and the local life track continues to heat up, and the melee and competition have escalated.
近年來，美團作為本地生活服務領域的老牌巨頭，憑藉其在餐飲外賣等業務的搶先優勢，穩坐本地生活服務行業頭把交椅；餓了么則藉助全鏈路數位化運營體系，聚焦即時零售；作為新入局者，擁有龐大用戶內容流量的抖音在本地生活服務賽道上也迅速崛起；背靠7億“老鐵”的快手則深耕下沉市場；小紅書則從種草到交易，不斷加大在本地生活領域的佈局。
In 2024 years, Meituan has made several organizational adjustments and established a core local business sector; Douyin's life service department has also been comprehensively reorganized, and has been reorganized into three regions by region: northern, central, and southern, as well as the NKA department that serves large chain merchants across the country; Kuaishou, on the other hand, proposed that "all group purchases are worth redoing in Kuaishou...... Behind a series of actions, whether it is structural adjustments, "troop deployment", or multiple increases in cash and traffic subsidies, everyone aspires to become the most stable and incremental in the local life battlefield.
In fact, from the era of "traffic dividend" to the era of "stock competition", the previous model of relying solely on traffic harvesting has long been unsustainable, and major local life service giants have also leveraged the deep empowerment of AI technology, ecological soft power, ultra-personalized services, and community-based private domain operations to try to attract more merchants and consumers.
National Business Daily