Core Insights - Major restaurant chains like Pizza Hut and Jiumaojiu are entering the barbecue market, following Haidilao's earlier move, indicating a growing interest in this segment [1][10]. Company Strategies - Jiumaojiu is launching a new brand focused on Chaozhou beef barbecue, with an average customer spend of approximately 126 yuan, emphasizing fresh ingredients and a transparent supply chain [2][4]. - Pizza Hut's new brand "Pizza Hut Grilled Skewers" operates in a dual capacity, serving traditional pizza during the day and barbecue at night, with an average spend of around 70 yuan [7][8]. Market Dynamics - The barbecue market in China is projected to exceed 600 billion yuan in 2024, with over 520,000 stores, but lacks dominant brands, presenting opportunities for major players [10][11]. - The entry of leading brands into the barbecue sector is driven by the potential for resource sharing, such as supply chain and operational efficiencies, which can significantly reduce costs [11][13]. Competitive Landscape - The barbecue industry is experiencing a dichotomy, with traditional models facing challenges while innovative concepts are emerging, such as self-service and interactive dining experiences [14][22]. - New entrants in the Korean barbecue segment are adapting to consumer preferences for social dining experiences, moving away from traditional marketing strategies [16][19]. Innovation and Trends - The self-service barbecue model is evolving, focusing on product quality and customer experience, with brands like "Liulang Paopao" leading in value competition [17][19]. - Innovative dining formats, such as rotating conveyor belt systems and barbecue convenience stores, are enhancing customer engagement and operational efficiency [21][22].