Group 1 - Haidilao has opened its first "Mountain Wild" themed restaurant, which reflects a trend towards balancing standardization and personalization in the dining experience [1][7] - The restaurant features a unique visual style that caters to consumer desires for relaxation and a connection to nature, with both indoor and outdoor dining areas [2][4] - The interior design emphasizes a fresh forest style, contrasting with Haidilao's previous standardized decor, and includes a dedicated area for showcasing ingredients [4][6] Group 2 - The menu is simplified but highlights unique dishes, such as a fruit and vegetable sour soup base and various specialty meats, creating a complete mountain ingredient system [6][7] - The trend of "mountain wild" dining is being adopted by various brands, indicating a shift towards flexibility and responsiveness to niche market trends [10][11] - The "mountain wild" concept is evolving, with three main paths: sourcing local ingredients, creating outdoor-like dining environments, and emphasizing cultural nostalgia [10][13] Group 3 - The "mountain wild" hot pot segment is transitioning from a niche luxury to a more mainstream and affordable offering, with three notable trends: increased freshness, smaller dining formats, and lower price points [16][20] - New brands are emerging that focus on fresh ingredients and value for money, appealing to consumer preferences for quality and affordability [19][22] - The competitive landscape for "mountain wild" hot pot is intensifying, prompting restaurant owners to rethink their business models and customer value propositions [25]

Core Viewpoint - The rise of the "mountain and wild" dining trend is reshaping the restaurant industry, driven by consumer demand for natural ingredients and immersive dining experiences [1][13]. Group 1: Three Main Schools Defining "Mountain and Wild" - The "mountain and wild" movement in the restaurant industry can be categorized into three main schools: the Ingredient School, the Scene School, and the Culture School [3][10]. - The Ingredient School focuses on transforming the scarcity of natural ingredients into premium offerings, with wild ingredients like wood ginger becoming popular across various dining formats [4][6]. - The Scene School emphasizes creating visually appealing dining environments that alleviate urban anxiety, turning restaurants into immersive experiences [7][9]. - The Culture School aims to evoke collective nostalgia and emotional connections through local culinary traditions, enhancing the cultural significance of dishes [10][11]. Group 2: Consumer and Market Dynamics - The popularity of the "mountain and wild" trend is fueled by three emotional needs: health anxiety, the desire to escape urban life, and the need for social currency [14][15]. - The health-conscious consumer is increasingly drawn to natural ingredients as a response to industrialized food concerns, positioning these ingredients as "health currency" [14]. - The trend also serves as a "third space" for young consumers seeking relief from urban stress, with dining experiences becoming shareable social media content [17][18]. - The cold chain logistics revolution and the rise of wild vegetable cultivation are stabilizing supply chains, allowing regional ingredients to reach a national market [18][20]. Group 3: Industry Challenges and Opportunities - The "mountain and wild" dining trend faces challenges related to supply chain resilience and consumer experience fragmentation [26][27]. - The scarcity of wild ingredients can hinder menu stability, leading to two paths: industrializing wild ingredients or building direct supply chains to ensure freshness [27]. - The trend's popularity is also met with mixed reviews, highlighting a disconnect between consumer expectations and actual dining experiences, indicating a need for refinement in the business model [28][29].