Core Insights - The hot pot industry in China is experiencing a significant shift from "incremental competition" to "stock competition," with a noticeable slowdown in market growth and a focus on price-sensitive consumers [5][6][10] Industry Overview - The national hot pot market size for 2024 is projected to be 617.5 billion RMB, reflecting a 5.6% year-on-year growth, although this is a decline compared to 2023 [5] - The number of hot pot restaurants is expected to decrease from approximately 535,500 in Q3 2024 to 504,800 by Q1 2025 [5][6] Consumer Behavior - There is a marked shift towards budget-friendly hot pot options, with establishments charging 70 RMB or less seeing a 20.9% increase in market share, while those charging over 90 RMB have seen a 16.9 percentage point decline [6] - Consumer spending in the hot pot sector has decreased from over 80 RMB to around 70 RMB by the end of 2024 [6] Company Performance - Brands like Ba Nu and Cou Cou are facing declining average spending per customer, with Ba Nu's average dropping from 150 RMB in 2023 to 138 RMB in 2025, and Cou Cou's from 143.8 RMB to 137.8 RMB [8][9] - Ba Nu has adjusted its product offerings to maintain competitiveness, including changes to its menu and pricing strategies [13][14] Competitive Strategies - The industry consensus has shifted towards "price reduction for survival," with companies like Hai Di Lao reporting a drop in average spending to 97.9 RMB [7] - Ba Nu and Cou Cou are implementing various strategies, such as membership programs and smaller portion options, to attract price-sensitive consumers [14][15] Market Challenges - Despite efforts to lower prices, consumer perception of value remains a challenge, with many feeling that the quality of offerings has diminished [15][17] - The hot pot industry is facing systemic challenges, leading some companies to explore alternative revenue streams, such as launching sub-brands [18]
“人均150元火锅时代”翻篇，门店排队两小时背后：巴奴、湊湊客单价失守