海鲜火锅，脱下“贵价”长袍

Core Insights - The high-end seafood hotpot market is experiencing a price reduction trend, moving away from its previous association with luxury pricing [1][3][5] - Brands that failed to adapt to changing consumer preferences are facing closures, while more affordable seafood hotpot options are gaining popularity [5][16] - The emergence of seafood market-style hotpot restaurants is reshaping the competitive landscape, focusing on value and consumer demand [8][12][20] Price Adjustments - The price of high-end seafood hotpot has been significantly reduced, with examples like Yonghehui's price dropping from 599 yuan to 388 yuan for dinner [1][3] - Other brands, such as Songlu and Haidilao, have also introduced lower-priced options, with average price reductions exceeding 30% [3][12] Market Dynamics - The closure of several high-end seafood hotpot brands indicates a market correction, with consumers increasingly favoring value-oriented dining experiences [5][16] - The seafood hotpot segment remains robust, with significant consumer interest reflected in social media engagement [7][8] Emerging Trends - Seafood market-style hotpot, exemplified by brands like Zhu Fugui, is gaining traction, with over 30 new locations opened in various provinces [8][10] - Traditional seafood hotpot brands are adapting by introducing market-style offerings, such as Hai Tian Sheng Yan's new budget-friendly locations [10][12] Consumer Behavior - Consumers are now more price-sensitive, with a shift towards valuing quality and transparency in seafood offerings [17][19] - The demand for a lively dining atmosphere and emotional value is driving the success of market-style hotpot restaurants [19][20] Industry Outlook - The transition from high-priced seafood hotpot to more affordable options reflects a broader trend in Chinese dining towards rational consumption [20] - Future success in the seafood hotpot market will depend on maintaining quality, transparency, and a focus on consumer needs [20]