小龙虾价格一路坐“过山车”，餐饮品牌如何突围？

Core Viewpoint - The small lobster industry is experiencing significant price fluctuations, with prices rising sharply after a period of low prices, impacting restaurant revenues and prompting a need for brands to build core competitiveness amidst these changes [1][3][5]. Industry Overview - The average price of small lobsters in early June 2025 was at a historical low, with prices for 6-8 money (1 money = 5 grams) lobsters at 17 yuan per jin and 29 yuan per jin, representing declines of 66.7% and 65.1% respectively from January 2025 [3]. - By July 2025, prices surged to 35 yuan per jin and 55 yuan per jin for the same categories, indicating a rapid market reversal [5]. - The small lobster industry is transitioning from a rapid development phase to a transformation and upgrade phase, driven by both the breeding and restaurant sectors [6][7]. Breeding and Restaurant Sector Dynamics - The breeding sector is undergoing deep transformation, injecting new momentum into the entire industry chain, while the restaurant sector is characterized by regional deep cultivation and a drive to expand into national markets [6][11]. - The small lobster industry is marked by a high overall output value and a strong integration of primary, secondary, and tertiary industries, with a value ratio of approximately 2:1:7 [11]. Market Trends and Innovations - The popularity of pre-made small lobster dishes is rising, with various brands entering the market to offer diverse flavors through e-commerce platforms [11]. - Local brands are deeply rooted in their respective markets, with over 80% of small lobster brands having 10 or fewer outlets, highlighting a lack of scale [13][15]. - Regional brands such as "肥肥虾庄" and "靓靓蒸虾" are expanding beyond their local markets, with "肥肥虾庄" opening stores in multiple cities [18]. Product and Service Innovations - Small lobster brands are innovating in product offerings, introducing diverse flavors and combining small lobsters with other food categories to create a varied product matrix [19]. - The emergence of self-service small lobster restaurants is enhancing customer engagement, allowing diners to select and cook their lobsters according to personal preferences [21].