火锅店排长队，人均消费却在下滑，这届消费者到底想要什么？

Core Insights - The hot pot industry is witnessing a shift in consumer behavior, with customers becoming more rational and value-conscious, focusing on the quality and price-performance ratio rather than just low prices [1][3][8] - Consumers are increasingly influenced by brand reputation and personal connections, with a significant percentage indicating that brand names enhance trust and impact their purchasing decisions [6][8] - The integration of emotional satisfaction and social experiences is becoming crucial in the hot pot dining experience, as brands adapt to meet the social and experiential needs of consumers [5][10][11] Consumer Behavior - Modern hot pot consumers evaluate the overall value by considering price, quality, portion size, environment, and service, rather than merely comparing prices [3] - The rise of social media platforms has increased information transparency, allowing consumers to make more informed choices and become more discerning [4] - Consumers are now more sensitive to promotional strategies, preferring simple and transparent discount systems over complex ones [3] Brand Strategies - Brands are responding to changing consumer preferences by adopting high price-performance strategies, with notable brands like Haidilao adjusting their pricing to attract more customers [8] - The trend of "real-name" dining is gaining traction, as consumers are drawn to brands that convey trust and personality through their names [6][8] - Hot pot brands are increasingly focusing on creating engaging and interactive dining experiences to enhance emotional connections with consumers [5][9] Market Trends - The hot pot industry is expected to evolve towards a blend of rational and emotional consumer engagement, with a growing emphasis on health-conscious dining options and customizable flavors [10] - The market is witnessing significant growth in niche segments such as family hot pot takeout and single-serving hot pots, indicating a shift in consumer lifestyles [10] - Competition in the industry is transitioning from a single-dimensional focus to a more holistic approach, with supply chain partners becoming integral to innovation and brand development [10][11]