山野风，正在全品类扩张 今年，一个几乎横跨餐饮各大品类的趋势正在显现：山野风在扩张。 原本只是火锅赛道里的"网红概念"，如今"山野"元素正成为餐饮行业最新一波集体押注的方向——无论是烤肉、快餐，还是咖啡馆等等。 比如小泡熊·雲岭烤肉·山系火锅，就试图在"烤肉"和"火锅"之间同时开花。人均只要69元一位，不限量畅吃，性价比直逼传统火锅或烤肉的单一自助模 式。 店里甚至贴出了"回本攻略"，教顾客如何点单最划算。在食材上，它主打云南特色的山野食材，如山野黑松露、云岭百香果等，凸显地域差异化。有消费 者惊叹，居然在这里吃到了云南才有的七彩土豆。与空洞的装修相比，这种落在真实食材体验上的"山野"更具体，也更可感。 相比火锅和烤肉，土菜馆与"山野"更为天然契合，也因此成为另一股走红力量。 赣乡野·江西小炒：即将在北京朝阳万象汇开出首店，目前全国已有40多家门店。其定位是以赣鄱食材为基础，现点现炒，强调原汁原味与锅气十足。招 牌菜包括萍乡小炒肉、小炒高安黄牛肉、香酥油浸鱼等。门店设计则将乡野环境移植进城市，用绿色与铜色的搭配营造质朴氛围。 小江溪·山野江西菜：原本主打烟火气的江西菜馆，如今顺势推出"山野江西菜"新店型。门店 ...

Core Insights - The article discusses the rising popularity of a traditional Guizhou snack called "Bingjiang," which is being referred to as "China's own Gelato" and "Guizhou's light" by netizens, sparking interest from various beverage brands [3][7][8] Group 1: Popularity and Market Trends - Bingjiang has become a trending beverage in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen, with local street vendors and specialized stores gaining traction [5][7] - Guizhou-based brand "Qu Tea Mountain" has developed Bingjiang into a series of signature products, introducing colorful variations to attract consumers [5][7] - The beverage's appeal is enhanced by its unique regional identity, which resonates with consumers seeking authentic cultural experiences [8][10] Group 2: Health and Consumer Preferences - Bingjiang offers a fresh alternative to traditional fruit teas and milk teas, aligning with health trends due to its natural ingredients and low sugar content [12][14] - The addition of glutinous rice provides a unique texture and a sense of fullness, making it suitable for summer consumption and appealing to a broad audience [15][17] Group 3: Product Development and Innovation - Beverage brands are exploring various ways to incorporate Bingjiang into their offerings, focusing on standardization and quality control in production [18][20] - The potential for Bingjiang to replace ice cream or milk foam in drinks presents an innovative opportunity for product differentiation [23][25] - Emphasizing regional characteristics and storytelling can enhance the perceived value of Bingjiang products, attracting younger consumers [27][28]

Core Insights - The "mountain and wild" trend is sweeping the beverage industry, with brands like Heytea, Naixue, and Percent Tea introducing new products featuring wild ingredients such as sour papaya, wild sour stems, and seabuckthorn [1][3][5] - The popularity of "mountain and wild" products is driven by a consumer desire for natural, fresh, and healthy options, aligning with current health trends [9][11] - The trend is not limited to beverages but extends to the restaurant sector, with "mountain and wild" themed restaurants gaining traction in major cities and social media [5][7][8] Beverage Industry Trends - Major beverage brands are incorporating unique wild ingredients to differentiate their products, creating a sense of novelty for consumers [12][14] - The use of rare ingredients helps brands stand out in a crowded market, with "mountain and wild" beverages often becoming signature offerings for restaurants [14][19] - The flavor profiles of these beverages typically combine familiar fruit bases with wild ingredients, ensuring broad consumer appeal while maintaining uniqueness [21][23] Consumer Behavior - The "mountain and wild" trend resonates with urban consumers seeking a connection to nature and a temporary escape from city life [15][18] - The emotional value associated with natural ingredients and experiences is driving consumer interest and engagement with these products [15][18] - The trend reflects a broader societal shift towards valuing health, wellness, and natural experiences in daily life [8][11] Market Dynamics - The "mountain and wild" theme has led to a significant increase in the number of related restaurants and products, with a notable rise in searches for "Yunnan cuisine" and related terms on platforms like Xiaohongshu [5][8] - The market for "mountain and wild" products is expected to continue growing, with brands focusing on innovative product development that balances unique flavors with consumer preferences [24][25]