Core Insights - The hot pot market is entering a new phase characterized by high quality and affordability, with the launch of a new self-service hot pot brand "Xiabuxiabu Ranch" by Xiabuxiabu Catering Management (China) Holdings Co., Ltd. [1][3] - The brand targets young consumers and emphasizes a "natural selection, enjoy food time" philosophy, aiming to provide a high-quality yet affordable dining experience [1][3]. Pricing Strategy - "Xiabuxiabu Ranch" offers a pricing strategy that includes dishes priced at 2.91 yuan, 5.91 yuan, and 8.91 yuan, with meat starting at 9.91 yuan, allowing for a single-person dining experience as low as 29.82 yuan, which includes a choice of broth, all condiments, and over thirty types of vegetables [4] - The brand also features unlimited drinks at 5.91 yuan and complimentary appetizers, ensuring a value-driven dining experience [4]. Quality Assurance - The brand leverages Xiabuxiabu's strong supply chain and quality control systems, utilizing organic lamb resources from a 161,000-acre ranch in Inner Mongolia, ensuring high-quality ingredients [4] - The company guarantees stable food quality through centralized procurement of premium beef, seafood, and fresh vegetables delivered daily [4]. Innovation in Model and Scenarios - The self-service hot pot model allows customers to choose from various ingredients in just 3-5 minutes, catering to diverse dining scenarios such as office lunches, student gatherings, and family meals [5] - The store layout includes both mall and community locations, with the first store accommodating up to 60 diners, enhancing customer experience and market adaptability through a high table turnover rate [5].
呷哺呷哺集团开拓业务新版图 “呷哺牧场” 高质价比自选小火锅抢占新消费阵地