超市跨界火锅堂食 盒马、永辉们的“餐饮化”竞争再起

Core Insights - The retail industry is witnessing a resurgence in "dine-in" services as supermarkets like Hema and Yonghui introduce hot pot dining options, leveraging their fresh supply chain advantages to attract consumers [1][3] - This trend reflects a broader transformation in traditional supermarkets as they adapt to competition from e-commerce and community fresh food services [1][4] Group 1: Market Trends - Supermarkets are launching hot pot dining services with prices ranging from 78 to 88 yuan for set meals, while Yonghui offers self-service hot pot with ingredient pricing at various tiers [3] - The "dining+" strategy aims to reconnect supermarkets with consumers by integrating dining experiences into retail spaces, which has been positively received on social media [3][6] Group 2: Consumer Behavior - Consumers are increasingly seeking value and experiential dining, preferring lower prices than traditional restaurants while enjoying the interactive cooking experience [6] - The hot pot dining experience encourages additional purchases, as customers often buy drinks and snacks while dining, enhancing overall sales [5][8] Group 3: Operational Challenges - Supermarkets face challenges in merging retail and dining operations, requiring careful testing and specialized teams to manage product development and service [7] - The success of this dining model depends on key metrics such as repeat purchase rates, average transaction values, and overall sales growth from dining areas [8] Group 4: Future Opportunities - The integration of dining services may lead to customized supply chain developments, such as exclusive hot pot bases and pre-prepared dishes, creating opportunities for upstream suppliers [8] - Supermarkets must also consider the spatial design of dining and shopping areas to ensure a harmonious customer experience, addressing potential issues like noise and odors [8]