专“割”中产的贵价火锅，一年赚了2个亿

Core Insights - The average consumption per person at Banu Hotpot is 142 RMB, significantly higher than the industry average of over 70 RMB and 40 RMB more than Haidilao's 97.5 RMB, but this "premium" label struggles to support actual profitability [1][2] - Banu's store count increased by 67.4% over two years, driving revenue growth, yet it faces challenges with declining single-store efficiency. Daily average customer traffic is projected to drop by 6.5% in 2024, with same-store sales down 9.9% year-on-year, and sales in first-tier cities have decreased by 25.5% over two years, indicating a "quantity over quality" growth trap [1][4][10] - Banu's "quality" brand image has faced multiple controversies, from the "expensive potato" incident to allegations of meat adulteration, alongside controversial statements from the founder, such as "if you earn 5000 RMB a month, don't eat hotpot," which have damaged brand trust [1][2][14][22] Revenue and Profitability - Banu's total revenue from 2022 to 2024 was 14.33 billion, 21.12 billion, and 23.07 billion RMB, with adjusted net profits of 415 million, 1.44 billion, and 1.96 billion RMB respectively, indicating growth in both revenue and profit [4][6] - In 2024, Haidilao's revenue reached 42.755 billion RMB, 18 times that of Banu, with 1368 stores compared to Banu's 144, highlighting a significant disparity in scale [6] Store Expansion and Efficiency - Banu operates a direct sales model, increasing its store count from 86 in 2022 to 144 in 2024, with a notable concentration in Henan province [9][12] - Despite the increase in store numbers, Banu's average daily customer volume and sales per store have declined, with first-tier cities showing a more pronounced drop [10][11] Brand Image and Controversies - Banu's high-end positioning has been challenged by food safety issues and brand identity controversies, which have tested its reputation and management capabilities [14][18] - The "duck meat in lamb rolls" incident and the "expensive potato" controversy have particularly impacted consumer trust, revealing vulnerabilities in Banu's supply chain management [15][17][19] - The founder's remarks and the company's marketing strategies have further alienated potential customers, raising questions about its ability to connect with the target market [22][23]