Core Viewpoint - The "Shan Ye" dining model is rapidly reshaping consumer experiences in the restaurant industry, with a focus on integrating natural elements and local ingredients into various dining formats [4][60]. Group 1: Popularity and Expansion of "Shan Ye" Dining - "Shan Ye" hotpot has gained immense popularity, leading to a surge in the number of chain restaurants expanding their locations [4][5]. - The "Shan Ye + Hotpot" model has become a trending format, with significant social media engagement, including over 100,000 posts on Xiaohongshu and over 100 million views on Douyin [6][7]. - Other dining formats, such as "Shan Ye" barbecue and small hotpot, are also emerging, attracting younger consumers with unique flavors and experiences [9][19]. Group 2: Characteristics of "Shan Ye" Dining - The "Shan Ye" dining brands often incorporate natural elements like mountains, stones, and trees into their decor, creating an immersive dining environment [11][41]. - The product offerings emphasize local ingredients, such as wild vegetables and mushrooms, aligning with the "nature's transporter" concept [42]. - Many brands adopt a self-service or semi-self-service model, with average customer spending ranging from 30 to 80 yuan, making dining more accessible [56][58]. Group 3: Market Trends and Innovations - The rise of "Shan Ye" dining reflects a broader trend of integrating traditional dining concepts with innovative models, creating new pathways for growth in the restaurant sector [62]. - The "Shan Ye" model serves as an emotional refuge for consumers, allowing them to escape urban life and connect with nature [63]. - Various dining formats are evolving, such as rotating hotpot and self-service breakfast, which cater to the demand for convenience and unique experiences [70][76]. Group 4: Future Directions - Brands must go beyond superficial visual elements and genuinely engage with the outdoor spirit to resonate with consumers seeking authenticity [84]. - The essence of the "Shan Ye" model lies in addressing consumer fatigue with artificial experiences, emphasizing a sincere dialogue with nature [84].