点燃三四线！“野菜自助火锅”正在闷声拿捏下沉市场流量

Core Insights - A new model centered around "wild vegetable self-service" is rapidly emerging in the hot pot industry, driven by high cost-performance and local sentiment, reshaping consumption patterns in lower-tier markets [1][3][10] Group 1: Market Trends - The wild vegetable self-service model has established a cost moat, with examples like Chen's Family Bean and Rice Hot Pot offering a 12.9 yuan package that includes unlimited seasonal wild vegetables, achieving a gross margin of 60%-80% [3] - In 2024, hot pot stores in third-tier cities and below will account for 55% of the market, with average spending only 60% of that in first-tier cities, indicating a price-sensitive consumer base [7] - The trend of "increased volume and decreased price" provides a fertile ground for wild vegetable self-service hot pots, appealing to consumers seeking quality at reasonable prices [7] Group 2: Consumer Behavior - Consumers in lower-tier cities are more sensitive to price but seek "refined savings" rather than absolute low prices, making the 12 yuan wild vegetable self-service appealing for social dining [7] - The emotional value associated with wild vegetables, such as nostalgia and health, resonates strongly with younger consumers, particularly those born in the 1980s and 1990s [10] - The wild vegetable hot pot model is not just about low prices but also about supply chain efficiency, cultural empowerment, and innovative dining experiences [10] Group 3: Competitive Landscape - Traditional hot pot brands are struggling with cost fluctuations, while the wild vegetable self-service model leverages a flat supply chain and high-value pricing due to the perceived health benefits of wild vegetables [3][8] - New brands are transforming wild vegetables from menu supplements into core immersive experiences, enhancing customer retention through value-added services [8] - The market shows remarkable elasticity, with both low-cost and high-end strategies proving viable, as seen in the success of premium brands using rare ingredients [8] Group 4: Future Opportunities - Despite the promising outlook for wild vegetable hot pots, challenges such as low standardization of vegetable varieties and food safety risks remain [10] - Future innovations may include developing "wild vegetable + tavern" models or portable hot pot packages for outdoor settings, expanding the market reach [10] - Understanding the needs of the lower-tier market will be crucial for industry players to gain a competitive edge in this evolving landscape [10]