Core Insights - The market for "Zhe Zhe Pot" has gained significant attention, with a report indicating its development potential and the emergence of numerous brands across various regions [1][2][10] Market Overview - As of 2025, there are nearly 15,000 "Zhe Zhe Pot" stores nationwide, with approximately 40% located in Guangdong [2][6] - The "Zhe Zhe Pot" originated in the 1980s in Guangzhou and has evolved through four stages: origin, growth, expansion, and deep adjustment [2][3] Development Stages - **Origin Stage (1980-2000)**: The dish was created in Guangzhou's street stalls, gaining popularity through its unique cooking method [3] - **Growth Stage (2001-2010)**: The dish was included in Cantonese restaurant menus, increasing its recognition in Guangdong [3] - **Expansion Stage (2011-2023)**: The rise of casual dining led to a surge in "Zhe Zhe Pot" brands across various cities [3] - **Deep Adjustment Stage (2024 onwards)**: Brands are exploring transformation and diversification due to intensified market competition [3] Consumer Trends - The popularity of "Zhe Zhe Pot" has surged on social media platforms, with Douyin's search index showing significant increases, peaking with 2.27 billion views on related videos by July 2025 [3][4] - Xiaohongshu has also seen 160 million views on "Zhe Zhe Pot" topics, indicating strong consumer engagement [4] Brand Landscape - The number of registered "Zhe Zhe Pot" related enterprises grew by 131.9% in 2023 and 72% in 2024, with a 35.8% year-on-year increase in total enterprises by July 2025 [6] - Despite growth, 96.3% of brands have fewer than five stores, indicating significant room for scaling [6] Geographic Distribution - The top five provinces for "Zhe Zhe Pot" store numbers are Guangdong, Zhejiang, Jiangsu, Guangxi, and Fujian, with Guangdong alone accounting for 39.6% of the total [8] - Major cities include Guangzhou, Foshan, Shenzhen, Beijing, and Shanghai, with the first three cities comprising 24.7% of the total store count [8] Brand Strategies - Brands are diversifying their offerings, with some introducing high-end ingredients and unique dining experiences, while others focus on affordability and quick service [11][13] - The "Zhe Zhe Pot" market is evolving to include various culinary styles and flavors, catering to diverse consumer preferences [14] Marketing Approaches - Brands are leveraging short videos, live streaming, and collaborations to enhance their market presence and attract consumers [20] - Innovative marketing strategies include themed events and interactive promotions to deepen consumer engagement [20] Conclusion - The "Zhe Zhe Pot" market is experiencing rapid growth and brand diversification, but challenges such as market education and product differentiation remain [22]