以下文章来源于剁椒Spicy ，作者剁椒团队 剁椒Spicy . 专注于电商、营销、流量生态，以及消费者洞察的全新商业自媒体 来源丨剁椒Spicy（ID： ylwanjia ） 作者丨 亚娜 图源丨Midjourney 海底捞正在以一种近乎疯狂的方式转身。 今年以来，在社交媒体上海底捞爆改夜店的相关讨论频频出圈，前有猛男DJ打碟，后有猫耳体育生妖 娆卖萌，边看腹肌边吃火锅，更是被网友调侃称，"道德在哪里？底线在哪里？地址在哪里？" 从"爆改男模夜店""批量孵化副牌"到"猛攻外卖"，在传统增长引擎逐渐失速之际，海底捞正寄希望通 过"整花活"来进行一场全新的战略博弈。 2025年上半年，海底捞交出一份营收利润双降的成绩单：营业收入同比下降3.7%，净利润下滑 13.7%，翻台率、客流量、门店数量三大核心指标持续承压。 刚刚过去的半年里，海底捞一边关店"止亏"，一边扩张，门店净减少5家。截至2025年6月30日，海 底捞品牌共经营1363家餐厅，其中自营餐厅中国大陆地区1299家，港澳台地区23家，另有加盟餐厅 共41家。 早期其凭借"变态"服务迅速崛起，中期依靠标准化复制实现了千店规模，如今传统商业模式已触及天 ...

Core Insights - The new brand "Lao Bao Jie" under Haidilao has opened its first store in Changchun, focusing on "Old Beijing | Trendy Hot Pot" [1][6] - Haidilao's "Lao Bao Jie" concept was first introduced in 2023 during a pop-up event in Guangzhou [3][6] - The opening in Changchun reflects Haidilao's strategic market positioning and the use of regional characteristics to expand its sub-brands [6] Brand Development Strategy - In 2024, Haidilao launched the "Pomegranate Plan" aimed at incubating and developing more new restaurant brands [6] - In the second half of 2024, Haidilao created 11 sub-brands through the "Pomegranate Plan" [6] - The company continues to diversify its offerings, introducing new categories such as the bakery brand "SHUA BAKERY" and the clay pot dish brand "Cong Qian Yin Xiang" [6] Market Positioning and Consumer Feedback - "Lao Bao Jie" is speculated to combine traditional copper pot hot pot with modern trendy elements, likely maintaining a high cost-performance strategy [6] - Some consumers have expressed concerns about the location of the new store, noting it is not easily accessible [6] - Despite Haidilao's continuous innovation and multiple brand launches, the visibility of its sub-brands remains relatively low [6]