Core Insights - The article discusses the increasing popularity of sushi brands in China, particularly highlighting the launch of Haidilao's sushi brand "如鮨寿司" as a strategic move to diversify its offerings and attract younger consumers [5][7][19]. Market Trends - Sushi brands like Sushi Lang and Genki Sushi are gaining traction by targeting consumer demand through precise pricing strategies, with the Chinese sushi market projected to reach 69 billion yuan in 2024, a 2.2% increase year-on-year [8]. - The popularity of sushi is attributed to its appeal among younger consumers, with 38.6% of sushi consumers being under 30 years old, and a significant female demographic [13]. Haidilao's Strategy - Haidilao's sushi brand offers over 200 SKUs, with a pricing strategy that positions it in the mid-to-low price range, similar to competitors like Sushi Lang [9][11]. - The average customer spending at Haidilao's sushi outlet is reported to be 88 yuan, with weekend foot traffic averaging 800-1000 customers per day [11]. Competitive Landscape - The sushi market in China is competitive, with both international and local brands like Binh Sushi and Genki Sushi expanding their presence [16][17]. - Haidilao's sushi brand faces challenges in maintaining food quality and pricing balance due to its limited number of outlets compared to established competitors [17]. Financial Performance - Haidilao's diversification efforts have led to the launch of multiple new brands under the "Red Pomegranate Plan," contributing to a 227% year-on-year increase in revenue from other restaurant operations [19][21]. - Despite rapid growth in new business areas, the contribution of these diversified operations to total revenue remains limited, accounting for only 2.9% of total revenue in the first half of the year [21].