Core Viewpoint - The company must reconstruct a win-win model with franchisees, optimize the supply chain, control prices, and strengthen food safety measures to alleviate its current survival predicament in the context of a challenging hot pot industry landscape in 2025 [2][32]. Group 1: Industry Overview - The hot pot industry is experiencing a dual scenario of decline and growth, with a significant drop in new registrations of hot pot enterprises, only 22,000 in the first half of 2025 compared to 50,000-100,000 annually from 2021 to 2024 [33]. - Despite the industry's downturn, the company is projected to achieve revenue of 1.85-2.05 billion yuan in Q3 2025, representing a year-on-year growth of 13.6%-25.8% [33]. - The company's stock price has nearly doubled from 1.57 HKD per share in January 2025 to 4.44 HKD in November 2025, reflecting a 98.1% increase [33]. Group 2: Franchisee Challenges - Franchisees face three main challenges: significant regional differences in dietary preferences, food safety issues eroding consumer trust, and limitations in the hot pot category that hinder new business exploration [35]. - Many franchisees report a drastic decline in daily sales during peak seasons, with some stores earning only a few hundred yuan, leading to unsustainable losses due to high fixed costs [37][38]. - The competitive pricing of external hot pot restaurants has diminished the appeal of the company's at-home hot pot offerings, with consumers increasingly opting for cheaper alternatives [38]. Group 3: Market Dynamics - The average consumer spending on hot pot has decreased from over 80 yuan to around 70 yuan by the end of 2024, with leading brands also experiencing a drop in average transaction values [39]. - The company’s internal competition has intensified due to the rapid opening of new stores, leading to customer traffic dilution and unhealthy competition among franchisees [41]. - The target demographic of young consumers is increasingly absent from county and town markets, as many have migrated for education or work, leaving behind a primarily older demographic with different consumption habits [42]. Group 4: Strategic Responses - The company has implemented several strategies to address its challenges, including expanding its product offerings, enhancing online and offline marketing efforts, and investing in smart store technologies [45][46]. - Despite these efforts, franchisees report a decline in overall profit margins, with many experiencing a drop to 15%-20% due to high delivery platform fees and operational conflicts arising from diverse retail scenarios [46][47]. - The company’s reliance on frozen and pre-packaged foods is increasingly at odds with consumer preferences for fresh and made-to-order meals, further complicating its market position [48]. Group 5: Industry Pressures - The frozen food industry is facing a downturn, with many companies reporting declining revenues and profits, exacerbating competitive pressures on the company [54][55]. - The shift towards direct-to-consumer sales by frozen food manufacturers is undermining the company's traditional distribution model, making it harder to maintain price competitiveness [55]. - Franchisees are burdened by stringent performance metrics and penalties imposed by the company, which further complicates their operational challenges [27].
穿透锅圈食汇“增长神话”，品牌与加盟商的2025冷暖鸿沟