Core Viewpoint - The article discusses the current state and market dynamics of the spicy hot pot (麻辣香锅) industry, highlighting its high prices and the paradox of its continued popularity despite consumer complaints about costs [5][39]. Group 1: Market Dynamics - The spicy hot pot has evolved from a local specialty to a recognized dining category, with approximately 3,583 new related enterprises registered in China from January to November 2024, and a total of over 29,000 existing businesses [35]. - Despite the perception of being expensive, the spicy hot pot remains popular, with significant online engagement, including over 8.91 billion views on Douyin and more than 440,000 related posts on Xiaohongshu [38]. - The market for spicy hot pot is characterized by a lack of dominant brands, with 54.2% of brands having five or fewer stores, indicating a fragmented market with substantial growth potential [45]. Group 2: Pricing Strategies - The pricing system of spicy hot pot often obscures the actual costs, with items priced per weight or portion, leading to consumer confusion and higher bills than expected [13][15]. - For example, the price of certain ingredients can be significantly higher in restaurants compared to supermarkets, with a comparison showing that 200g of green bamboo shoots costs 17 yuan in a restaurant but only 5.98 yuan in a grocery app [17]. - The additional costs, such as base pot fees ranging from 10 to over 20 yuan, further contribute to the perception of high prices, making the dining experience feel more like a hot pot than a casual meal [29]. Group 3: Consumer Behavior - The article notes a shift in consumer behavior, with many opting to prepare spicy hot pot at home due to the high costs associated with dining out, as evidenced by the popularity of home-cooking tutorials on social media [49][51]. - The appeal of spicy hot pot remains strong among young consumers, who continue to seek out recipes and share their experiences online, indicating a lasting affection for the dish despite its pricing issues [55]. - The article suggests that the spicy hot pot industry faces challenges in distinguishing itself from similar dining options like hot pot and spicy noodles, leading to a competitive market environment [48].
月薪3万，也不敢吃“快餐界爱马仕”