Core Viewpoint - The rising prices of spicy hot pot dishes, particularly those from brands like Yang Guofu, have transformed them into a new status symbol, reflecting consumer spending power in 2025 [5][6][8]. Price Perception - The price of green bean sprouts at Yang Guofu is 28.8 yuan per jin, significantly higher than the 9.9 yuan per 600g at Sam's Club and 0.98 yuan per jin at Beijing's Xinfadi market, highlighting the disparity in pricing [6][8]. - Consumers are increasingly vocal about the high prices of spicy hot pot dishes, with many expressing shock at the final bill after selecting a few items [9][10][12]. Consumer Expectations - The high prices of spicy hot pot dishes often exceed consumer expectations, leading to disappointment when the final cost is revealed [13][18]. - Many consumers choose spicy hot pot as a casual dining option, expecting it to be more affordable than traditional hot pot, but are often surprised by the high costs [15][17]. Pricing Strategies - The pricing strategy of using smaller weight units (e.g., 50g, 100g) makes the dishes appear cheaper, while the combined pricing for different types of ingredients can lead to perceived unfairness among consumers [34][36]. - Additional charges, such as a "pot base fee," further inflate the cost, with some brands charging up to 28 yuan for this fee alone [40]. Market Dynamics - The spicy hot pot market is experiencing growth, with over 30,000 stores nationwide and a market size reaching 184 billion yuan in 2023, projected to exceed 200 billion yuan in 2024 [67][68]. - Despite the high prices, spicy hot pot remains a popular choice among consumers, indicating a stable demand in the market [66][78]. Industry Trends - The spicy hot pot segment is evolving into a fast-casual dining option, appealing to urban consumers seeking quick and customizable meals [46][49]. - Major brands are entering the spicy hot pot market, viewing it as a strategic opportunity to capture the growing demand for single-serving meals [56][63]. Consumer Behavior - There is a noticeable shift in consumer preferences towards familiar and traditional food options, with spicy hot pot being part of this trend as it offers a sense of comfort and nostalgia [82][85]. - The perception of spicy hot pot as a "price assassin" reflects consumer frustration with rising costs, leading to a desire for more affordable dining experiences [86][87].