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人均150元火锅时代终结?
3 6 Ke· 2025-10-13 12:59
Core Insights - The hot pot industry is experiencing a significant shift from "incremental competition" to "stock competition," with a noticeable slowdown in market growth [6][8] - The main battleground for hot pot consumption is shifting towards affordable price ranges, with a marked increase in stores offering average spending of 70 RMB or less, while those above 90 RMB are declining sharply [3][8] Industry Overview - The national hot pot market is projected to reach 617.5 billion RMB in 2024, maintaining a year-on-year growth of 5.6%, although this is a decline compared to 2023 [6] - The number of hot pot establishments is expected to decrease from approximately 535,500 in Q3 2024 to about 504,800 by Q1 2025 [6] Consumer Behavior - Consumer spending in the hot pot sector has been on a downward trend, dropping from over 80 RMB to around 70 RMB by the end of 2024 [8] - The proportion of stores with average spending above 90 RMB has decreased by 16.9 percentage points, while those at 70 RMB or below have increased by 20.9 percentage points [8] Company Performance - Brands like Ba Nu and Cou Cou are facing declining average spending, with Ba Nu's customer spending dropping from 150 RMB in 2023 to 138 RMB in 2025, and Cou Cou's from 143.8 RMB to 137.8 RMB [10][12] - Ba Nu's same-store sales fell by 9.9% from 2023 to 2024, despite an increase in table turnover rates [15] Competitive Strategies - The industry consensus is shifting towards "price reduction for survival," with companies like Hai Di Lao and Nan Hot Pot announcing significant price cuts to adapt to market conditions [9][10] - Ba Nu is cautiously adjusting its product offerings and pricing strategies to maintain competitiveness, while Cou Cou is struggling to adapt to the changing market dynamics [15][16] Consumer Feedback - Consumers express dissatisfaction with the perceived value of mid-to-high-end hot pot brands, indicating that price reductions have not effectively addressed their expectations [17][19] - The challenge for brands is to maintain quality perception while adjusting to lower price points, as many consumers feel that the quality has diminished over time [20] Future Outlook - The hot pot industry is facing systemic challenges, and companies may need to diversify their offerings beyond traditional hot pot to sustain growth [21]
“人均150元火锅时代”翻篇,门店排队两小时背后:巴奴、湊湊客单价失守
Mei Ri Jing Ji Xin Wen· 2025-10-13 08:50
"双节"假期后的首个周末,北京热门商圈的巴奴、湊湊火锅店外大排长龙,等位超过两小时成为常态。然而,这份门庭若市的繁华背后,隐藏着整个火锅行 业正在经历的深刻变局。 红餐大数据显示,2024年全国火锅市场规模增速已明显放缓,行业正式从"增量竞争"转向"存量厮杀"。 更关键的是,火锅消费的主战场正不可逆转地滑向大众平价区间,2023年至2025年一季度,人均消费70元及以下的"性价比"门店逆势扩张,而90元以上的门 店占比大幅萎缩。 近日,《每日经济新闻》记者走访调查发现,在这场席卷行业的降价潮中,曾以"产品主义"自居的巴奴和以"火锅+茶憩"走红的湊湊,成为最受关注的缩 影。公开资料显示,两家品牌客单价持续下滑,今年上半年已分别跌至138元和137.8元。那个曾被它们定义为标杆的"人均150元火锅时代",真的要落下帷 幕了吗? 火锅店排队两小时 盛宴下的暗流:"降价求存"成共识 10月11日晚8时许,北京朝阳合生汇商场的巴奴火锅店外依旧坐满等位的顾客。 "我们已经排了两个多小时。"一位消费者对《每日经济新闻》记者说。此时,门口显示屏上的小桌待餐数已跳至95桌。同一商场内,湊湊、三出山等其他火 锅品牌也均告满座,线 ...