一桌好火锅点燃冬日消费热情：广东、江苏人最爱吃火锅，都市银发消费增长瞩目

Core Insights - The report highlights a significant increase in hot pot consumption during the winter season, with a 33% year-on-year growth in overall payment GMV for hot pot-related products from November 25 to December 2, 2025, totaling 702.4 million orders [1] Group 1: Consumption Trends - Hot pot ingredients and base products saw a substantial rise in orders, with low-temperature meat and egg products increasing by 56% and seasonings and dried goods by 63% year-on-year [1] - A total of 810,000 merchants participated in the hot pot festival, marking a 23% increase, with 210,000 merchants specifically related to hot pot live streaming [1] - The top five provinces for consumer orders were Guangdong, Jiangsu, Zhejiang, Shandong, and Henan [1] Group 2: Regional Preferences - Various hot pot styles showed impressive performance, with Sichuan-style hot pot items like beef tripe and rice noodles experiencing 130% and 392% growth in transaction value, respectively [4] - In the Chaoshan beef hot pot category, beef balls saw a 90% increase, while shrimp and fish balls became popular choices for family hot pots [4] - The Guizhou sour soup hot pot, represented by its base product, saw a 45% increase, with the Guizhou yellow beef experiencing an 862% growth [4][8] Group 3: Consumer Demographics - The report identifies urban seniors, new white-collar workers, and seasoned middle-class consumers as the top three demographics for hot pot consumption, with urban seniors showing a willingness to spend on quality ingredients [12] - The most favored hot pot styles among consumers were Sichuan, Cantonese, and Beijing styles, while the fastest-growing styles included Northwest, Hainan, and Guizhou hot pots [12][15] Group 4: Engagement and Marketing - The hot pot festival generated over 560 million views on related topics, with continuous content production transforming consumer interest into actual purchases [16] - Douyin e-commerce plans to invest in supply chain development, industry support, and content creation to promote high-quality hot pot ingredients from various regions to a national audience [26]