开出人均700的臻选店，海底捞还想向上一跃？

Core Insights - Haidilao is shifting its strategy from a focus on lower-tier markets to targeting high-end dining experiences with the launch of its "Zhenxuan" stores, which feature luxurious ingredients and a significantly higher average spending per customer [1][2][3] - The average spending at Haidilao has dropped to 97.5 yuan in 2024, returning to levels seen eight years ago, prompting the company to explore high-end market opportunities [1][3][4] - The emergence of the "Zhenxuan" stores reflects a broader trend in the high-end dining market, where consumers are increasingly valuing experience and quality over price [4][5] Company Strategy - Haidilao is implementing a franchise model for the first time in its 30-year history to accelerate expansion and address stagnant store growth, while also launching multiple new brands under the "Red Pomegranate Plan" to penetrate various market segments [2][3] - The company aims to balance its offerings by catering to both budget-conscious consumers and those seeking premium dining experiences, thereby enhancing its market coverage [2][3] Market Trends - The high-end hot pot market in China is projected to grow significantly, with the market size expected to reach 741 billion yuan in 2024 and 805 billion yuan in 2025, indicating a shift towards quality dining experiences [3][4] - New consumer behaviors are emerging, with younger generations prioritizing dining experiences that offer emotional value and a sense of occasion, which could benefit Haidilao's high-end offerings [5][6] Challenges - Haidilao faces challenges in changing consumer perceptions, as its established brand identity as a "national hot pot" may hinder acceptance of its new high-end positioning [6][7] - Operational costs associated with high-quality ingredients and service may impact profitability, and the frequency of visits to high-end restaurants is typically lower than that of casual dining, raising concerns about sustaining operations [6][7] - The high-end dining market is geographically limited, primarily concentrated in first-tier and new first-tier cities, which may restrict the scalability of Haidilao's new store format [6][7]