湘菜发展报告2025：千亿规模的湘菜，高性价比、土菜、市井菜持续出圈

Core Insights - The report indicates that the market attention on Hunan cuisine (Xiang cuisine) remains high, with discussions and reading volumes on social media platforms like Douyin and Xiaohongshu reaching billions. The market size for Hunan cuisine is expected to exceed 110 billion yuan by 2025 [1][2]. Group 1: Market Overview - As of November 2025, the number of Hunan cuisine-related enterprises has reached 16,400, with 1,677 new registrations in the first 11 months of 2025 [1]. - The total number of Hunan cuisine restaurants in China has reached 113,000, with a significant majority (97.7%) being small-scale or regional brands, indicating a large potential for brand and scale development [2]. Group 2: Store Distribution and Brand Development - The distribution of Hunan cuisine restaurants across different city tiers has stabilized, with over 20% of restaurants located in third and fourth-tier cities. The central regions of China (Hunan, South China, and East China) remain the most concentrated areas for these restaurants [4][6]. - Brands like Lanxiangzi, Dabanxiansheng, and others are leading the market, with Lanxiangzi having over 420 locations, while several other brands have more than 150 locations, indicating a healthy competitive landscape [6]. Group 3: Consumer Trends and Brand Strategies - Consumer spending on dining has become more cautious, with a significant portion of consumers expecting to reduce or maintain their spending in 2025. This has led to a rise in demand for cost-effective dining options [12]. - Brands are increasingly focusing on operational quality and organizational capabilities rather than just expanding the number of stores. For instance, Lanxiangzi has shifted its strategy to prioritize operational efficiency and product quality [7][14]. Group 4: Emerging Consumption Experiences - There is a rising demand for immersive and differentiated dining experiences, leading to the popularity of niche segments like mountain wild cuisine and local home-style dishes. These segments cater to younger consumers seeking unique dining experiences [16][19]. - The market for local home-style restaurants has seen a resurgence, driven by a strong customer base and positive word-of-mouth, indicating a shift towards more familiar and comforting dining options [17]. Group 5: Brand Building and Social Responsibility - Hunan cuisine brands are enhancing their brand power through unique marketing strategies, such as creating annual events to connect with consumers. Lanxiangzi has successfully established events like "Rice Festival" to strengthen consumer relationships [24]. - The importance of ESG (Environmental, Social, Governance) principles is growing in the restaurant industry, with brands like Lanxiangzi actively engaging in social responsibility initiatives, including educational projects and community support [28]. Group 6: Industry Chain Development - The Hunan cuisine industry chain is developing collaboratively across key areas such as ingredient supply, seasoning development, and logistics. The reduction in agricultural product loss and improvements in cold chain logistics are providing a solid foundation for restaurant expansion and product innovation [30]. Conclusion - The Hunan cuisine sector shows promising growth potential, with a focus on health-conscious dining trends and the differentiation of regional flavors becoming key strategies for long-term brand success. The internationalization of Hunan cuisine is also expected to progress systematically as the industry matures [33].