2025 年的中国餐饮市场，在 5 万亿规模的体量上步入深度存量博弈时代。 800 万家门店同台竞技，连锁化率稳步向 24% 攀升，而人均消费却降低到理性区 间， " 性价比为王 " 与 " 烟火气回暖 " 构成行业最鲜明的双重底色。当消费回归理性，如何平衡品质与性价比？当数智化成为必选项，中小商家如何借力不盲 从？当小店模式成为主流， " 船小好掉头 " 的优势如何转化为长久竞争力？在降价引流、品类跨界、减配求生的行业内卷中，这些穿越周期的餐饮品牌，究竟 藏着怎样的生存智慧？ "开在菜市场里最大的优势就是租金，保守估计能比商圈商铺租金省三分之一，甚至更多。"蔡竺呈直言，用空间成本的让利，换模式创新的空间。在她看 来，菜市场在消费者心中的"刻板印象"，恰恰是差异化的突破口，当所有人都在商圈里比拼装修、营销时，菜场里的火锅店本身就是场景稀缺品，同时也解 决了传统火锅的两大痛点。传统火锅店的生鲜食材保鲜难、损耗高，而福春通过消费者直采到门店加工的闭环，将食材损耗率降至近乎为零，同时节省30% 以上的人工成本。 放弃高毛利菜品 提及福春，消费者的第一印象几乎都是能自己拿着采购的菜篮子。"客人到店先领菜篮子，然后去菜 ...

Core Insights - The market for "Zhe Zhe Pot" has gained significant attention, with a report indicating its development potential and the emergence of numerous brands across various regions [1][2][10] Market Overview - As of 2025, there are nearly 15,000 "Zhe Zhe Pot" stores nationwide, with approximately 40% located in Guangdong [2][6] - The "Zhe Zhe Pot" originated in the 1980s in Guangzhou and has evolved through four stages: origin, growth, expansion, and deep adjustment [2][3] Development Stages - **Origin Stage (1980-2000)**: The dish was created in Guangzhou's street stalls, gaining popularity through its unique cooking method [3] - **Growth Stage (2001-2010)**: The dish was included in Cantonese restaurant menus, increasing its recognition in Guangdong [3] - **Expansion Stage (2011-2023)**: The rise of casual dining led to a surge in "Zhe Zhe Pot" brands across various cities [3] - **Deep Adjustment Stage (2024 onwards)**: Brands are exploring transformation and diversification due to intensified market competition [3] Consumer Trends - The popularity of "Zhe Zhe Pot" has surged on social media platforms, with Douyin's search index showing significant increases, peaking with 2.27 billion views on related videos by July 2025 [3][4] - Xiaohongshu has also seen 160 million views on "Zhe Zhe Pot" topics, indicating strong consumer engagement [4] Brand Landscape - The number of registered "Zhe Zhe Pot" related enterprises grew by 131.9% in 2023 and 72% in 2024, with a 35.8% year-on-year increase in total enterprises by July 2025 [6] - Despite growth, 96.3% of brands have fewer than five stores, indicating significant room for scaling [6] Geographic Distribution - The top five provinces for "Zhe Zhe Pot" store numbers are Guangdong, Zhejiang, Jiangsu, Guangxi, and Fujian, with Guangdong alone accounting for 39.6% of the total [8] - Major cities include Guangzhou, Foshan, Shenzhen, Beijing, and Shanghai, with the first three cities comprising 24.7% of the total store count [8] Brand Strategies - Brands are diversifying their offerings, with some introducing high-end ingredients and unique dining experiences, while others focus on affordability and quick service [11][13] - The "Zhe Zhe Pot" market is evolving to include various culinary styles and flavors, catering to diverse consumer preferences [14] Marketing Approaches - Brands are leveraging short videos, live streaming, and collaborations to enhance their market presence and attract consumers [20] - Innovative marketing strategies include themed events and interactive promotions to deepen consumer engagement [20] Conclusion - The "Zhe Zhe Pot" market is experiencing rapid growth and brand diversification, but challenges such as market education and product differentiation remain [22]