Core Viewpoint - Guizhou sour soup is rapidly gaining popularity across China, showcasing significant market potential and attracting attention as a new culinary trend, despite challenges in brand establishment and market sustainability [5][11][24]. Industry Overview - The search volume for Guizhou sour soup on Douyin surged by 1966% year-on-year in the first half of 2024, indicating its rising prominence in the restaurant industry [7]. - The total output value of the sour soup industry in Qiandongnan Prefecture exceeded 2.5 billion yuan in 2024, with an annual production capacity of 160,000 tons [7]. - As of the first quarter of 2024, there were over 8,700 restaurants in China featuring sour soup, with a growth rate of over 40% in the past year [7]. Market Dynamics - Major brands like Haidilao are leading the trend by introducing sour soup as a new hotpot base, contributing to its national recognition [8]. - Despite the hype, there is currently no dominant national sour soup brand, with existing brands struggling to expand beyond regional markets [9]. - The closure rate of sour soup restaurants in major cities has exceeded 30%, indicating a disconnect between online interest and actual consumer retention [9][22]. Consumer Behavior - The popularity of sour soup is driven by cultural and social media influences, with short videos and travel experiences enhancing its appeal [13][14]. - Many consumers are trying sour soup out of curiosity rather than forming habitual consumption patterns, leading to low repeat purchase rates [15][16]. Challenges in Brand Development - The sour soup category faces difficulties in standardization and brand recognition, with many local producers relying on traditional methods that hinder scalability [17][19]. - The unique flavor profile of sour soup, heavily dependent on local ingredients and fermentation techniques, complicates its ability to attract a broader audience [19][20]. Future Outlook - The potential for sour soup to evolve into a national brand hinges on addressing supply chain stability and enhancing operational efficiency [21]. - Innovative approaches, such as integrating sour soup into diverse culinary applications and leveraging social media for marketing, are essential for its growth [25][26]. - The industry must balance between niche appeal and broader market acceptance to ensure sustainable development [27].

Core Insights - Guizhou sour soup is rapidly gaining popularity across China, with a 1966% increase in search volume on Douyin in the first half of 2024, marking it as one of the most sought-after segments in the restaurant industry [1] - The overall industry scale of sour soup has expanded significantly, with Guizhou's sour soup industry surpassing 2.5 billion yuan in total output value and an annual production capacity of 160,000 tons [1] - Despite the surge in interest, there is currently no nationally recognized sour soup brand, with existing local brands struggling to expand beyond Guizhou [4][5] Industry Growth - The number of restaurants featuring sour soup has exceeded 8,700 nationwide, with a growth rate of over 40% in the past year, and a 60% increase in sour soup dishes [1] - Major brands like Haidilao are leading the trend by introducing sour soup hot pot bases, while new restaurant formats are emerging [1][8] - The rise of sour soup is attributed to a combination of cultural promotion, social media influence, and the influx of tourists to Guizhou [7][8] Market Challenges - Despite the initial excitement, the sour soup category faces challenges such as high closure rates in major cities, with over 30% in first-tier cities and more than 50% in some second- and third-tier cities [5] - The lack of a standardized product and a mature brand model hinders the growth of sour soup as a national category [5][11] - The flavor profile of sour soup, heavily reliant on local ingredients and fermentation techniques, complicates standardization and scalability [12][14] Consumer Behavior - The current consumer interest in sour soup is driven more by trends and social media than by habitual consumption, leading to a disconnect between online engagement and actual sales [10][11] - Many consumers are trying sour soup out of curiosity rather than forming a lasting preference, which affects repeat purchase rates [10][11] Future Prospects - The potential for sour soup to become a national brand is questioned, with industry experts suggesting that it may not be able to sustain itself as a standalone category [6][18] - Successful expansion may require integrating sour soup into broader culinary experiences and adapting to regional tastes [19][21] - Innovative approaches, such as creating new products and leveraging social media for marketing, are being explored to enhance the appeal of sour soup [20][22]