开业10天问鼎区域榜首，「沸点计划」如何成为火锅市场新势力？

Core Insights - The new hotpot brand "沸点计划" (Boiling Point Plan) has achieved remarkable success in a competitive market, with its first store in Hangzhou becoming a popular destination during the May Day holiday, generating three times the usual revenue [1][2] - The brand's unique positioning as a "natural hotpot" combining traditional Sichuan flavors with high-quality global ingredients has resonated well with consumers, leading to high order rates for signature dishes [4][6] Group 1: Market Performance - The first store opened on April 22 and quickly gained traction, with an average of 200 tables waiting daily and over 1,000 customers taking numbers during the May Day holiday [2] - The brand's GMV on Douyin exceeded 1.15 million, and over 30,000 group purchase vouchers were sold during the holiday period [2] Group 2: Product Offering - The brand emphasizes high-quality ingredients, with a 98% order rate for its signature "8-second beef" and an 85% order rate for the "mountain wild mushroom platter" [6] - Seasonal dishes like "Malantou" have also been well-received, particularly among family and female consumers [6] Group 3: Customer Experience - The restaurant's ambiance, featuring natural wood and greenery, has created a comfortable dining environment that appeals to younger customers, enhancing the social dining experience [8] - The brand's focus on creating a scene for social media sharing has contributed to its popularity among young couples [8] Group 4: Expansion Plans - Following its initial success, the brand is accelerating its expansion, with plans to open over 50 stores nationwide by 2025, while ensuring operational quality [9] - The first store in Shanghai is set to open in mid-May, with additional locations in other East China cities being planned [9] Group 5: Industry Trends - Experts note that consumers are increasingly seeking comprehensive dining experiences that include product quality, environment, and service, providing opportunities for new brands to thrive [11] - The success of "沸点计划" illustrates that with a clear positioning, new brands can achieve rapid growth and become significant players in the industry [11]