2026 烤肉品类发展：性价比与情绪价值，驱动千亿市场再升级

Core Insights - The barbecue industry has evolved into a mature category with various sub-segments, including Chinese, Japanese, Korean, Brazilian, and Turkish barbecue, gaining popularity among young consumers [1] - The "Barbecue Category Development Report 2026" by Hongcan Research Institute highlights the growth trends and dynamics within the barbecue sector [1] Market Overview - By 2025, the number of barbecue stores in China is projected to reach 205,000, with a market size of approximately 106 billion yuan [2] - The search index for "barbecue" on Douyin has surged since 2023, peaking at nearly 6 million [2] - As of December 2025, the total video views under the "barbecue" topic on Douyin exceeded 31.9 billion, while Xiaohongshu and Weibo recorded over 4.3 billion and 9.9 billion views, respectively [4] - The number of barbecue-related enterprises in China increased from 86,000 in 2020 to 112,000 by December 2025 [4] - The barbecue market size in 2024 was 105 billion yuan, with a year-on-year growth rate of 1.6%, and is expected to reach 106 billion yuan in 2025 [6] Consumer Trends - There is a noticeable decline in per capita spending in the barbecue sector, with brands in the 60-80 yuan range increasing from 26.6% in Q1 2023 to 28.5% by Q4 2025, while those above 100 yuan dropped from 28.4% to below 20% [9] - The competitive landscape is shifting, with some brands facing store closures due to low cost-performance, product homogeneity, and poor management, while others are thriving through high cost-performance and differentiated strategies [9] Segment Developments - The self-service barbecue model is gaining traction, with brands like Gulu Te Self-Service Barbecue and Jiang Pang Pang Seoul Self-Service Barbecue expanding rapidly, each exceeding 200 stores [13] - Local specialty barbecues, such as Chaozhou fresh-cut barbecue and Guizhou hot pot barbecue, are gaining popularity, with brands like Xita Old Lady Mud Stove Barbecue opening over 490 stores [12] - The "beautiful meal" trend is influencing the barbecue sector, with brands incorporating high-visual appeal and immersive experiences to attract young consumers [16] Innovation and Differentiation - Barbecue brands are focusing on innovation through new ingredients, flavors, and dining experiences to stand out in a competitive market [18] - The trend of "fresh-cut" barbecue is emerging, emphasizing fresh ingredients and transparent preparation processes [27] - Unique and unconventional ingredients are being introduced to create novelty in the barbecue experience, appealing to consumer curiosity [29] Future Outlook - The barbecue sector's competition will extend beyond products and pricing to include supply chain, regional cultural elements, and emotional value [32]