今天的逛购物中心，已经变成了一个换个地方去买同样的东西的无聊游戏，这就是内卷。 为什么会卷？是因为大家都做着同样的事情。 内容来源：刘润公众号（runliu-pub） 到底什么叫做卷？ 举几个例子， 中国好几个非常知名的风情街，看上去是不是长得几乎一模一样？ 我们去风情街，不就是为了尝一尝本地的特色美食，买一些本地的特色纪念品，体验下本地的 原生原味吗？ 但是， 今天的风情街都是一样的臭豆腐，一样的玻璃珠，一样的砖瓦墙。 我们再看 中国四个非常著名的购物中心，也非常雷同。 我们去购物中心，你会发现一楼几乎是同样的奢侈品，楼上几乎是同样的服装品牌，电影院放 着是同样的电影，地下的超市卖的是同样的日用品。 三浦展老师 是非常著名的日本社会心理学家， 他写过一些大家可能听说过的书，比如 《孤独 消费论》、《第四消费时代》、《下流社会》 等。 老师跟我们分享了很多，但是只有当他聊起 "下北泽" 这个地方的时候，两个眼睛才开始放 光。 下北泽，是在东京的一个社区，这个社区有两条地铁线经过，很多集市都在这个地方。 这让下北泽一直都是一个非常热闹的集市，非常热闹的社区。 但是也因为这个原因，越来越多的加盟连锁店进入到了下北 ...

Core Insights - The popularity of hot pot among young people is declining, with many opting for alternatives due to factors like high prices, long wait times, and the emergence of healthier or cheaper options [21][22][35]. Group 1: Hot Pot Preferences - The most popular hot pot base among young people is spicy hot pot, favored by 74.2% of respondents, followed by Chaozhou beef hot pot at 57.5% and tomato hot pot at 40.4% [7][8]. - Preferences vary by age group, with 95s showing a strong preference for spicy hot pot (77.6%), while 00s lean towards tomato hot pot (over 50%) [9][10]. - Regional preferences also play a role, with different cities favoring specific types of hot pot, such as spicy hot pot in Chengdu and tomato hot pot in Suzhou [12][14]. Group 2: Hot Pot Dining Frequency - The frequency of hot pot dining among young people is decreasing, with an average of less than two visits per month, particularly among the younger age groups [24][25]. - The average score for hot pot cravings is lowest among 00s, indicating a generational shift in interest [22][24]. Group 3: Brand Preferences - Haidilao is the most frequented hot pot brand, chosen by 65.6% of respondents, followed by Xiaolongkan at 19.2% and Jiabujia at 18.7% [27][28]. - While taste is the primary factor influencing brand choice (90.2%), other factors like price, freshness, and wait times are becoming increasingly important [30][29]. Group 4: Market Trends - The hot pot market is facing competition from emerging dining trends such as small hot pots, grilled fish, and mala tang, which are gaining popularity due to their lower price points and convenience [40][41][43]. - The number of small hot pot establishments is expected to grow significantly, with a projected annual growth rate of 33.5% [40]. Group 5: Consumer Behavior - Young consumers are becoming more price-sensitive, with over half willing to pay between 100-200 yuan per person for hot pot, and nearly 40% preferring options under 100 yuan [35][36]. - The rise of "one-person meals" and the decline of large group dining indicate a shift in social dining habits among young people [45][56].

Core Insights - The article discusses the evolving preferences of young consumers regarding hot pot, highlighting a shift in taste and dining frequency, as well as the emergence of alternative dining options. Group 1: Hot Pot Preferences - The most popular hot pot base among young people is "spicy hot pot," favored by 74.2% of respondents, followed by "Chaozhou beef hot pot" at 57.5% [2][3] - Different age groups exhibit varying preferences, with 77.6% of post-95s favoring spicy hot pot, while over 50% of post-00s prefer tomato hot pot [5][6] - Regional preferences show that spicy hot pot is most popular in Chengdu, while other cities have their own favorites, such as sour soup hot pot in Guangzhou and tomato hot pot in Suzhou [8][10] Group 2: Hot Pot Ingredients and Dipping Sauces - Beef is the most favored hot pot ingredient, chosen by 86.6% of young consumers, followed by shrimp paste at 57.1% and lamb at 53.0% [11][12] - The most popular dipping sauce is sesame oil, with a 62.8% preference, followed by minced garlic and sesame paste [14][15] Group 3: Dining Frequency and Brand Preferences - Despite a strong interest in hot pot, the frequency of dining out has decreased, with many young people eating hot pot less than twice a month [21][22] - "Haidilao" is the leading hot pot brand, preferred by 65.6% of respondents, indicating its strong market position [23][24] Group 4: Factors Influencing Hot Pot Choices - Key factors influencing hot pot choices include taste (90.2%), freshness of ingredients (60.9%), and price (76.0%), with waiting time also becoming a significant concern [26][27] - Young consumers are increasingly price-sensitive, with over 50% willing to pay between 100-200 yuan per person for hot pot, and nearly 40% preferring options under 100 yuan [32][34] Group 5: Emerging Trends in Dining - The article notes a rise in alternative dining options such as small hot pots, grilled fish, and skewers, with small hot pot establishments growing at a rate of 33.5% [36][37] - The shift towards "one-person meals" reflects changing consumer behavior, as young people seek more affordable and convenient dining experiences [43][55]