海底捞推出臻选店，人均消费700元，不仅想要瞄准高端火锅消费市场，背后还有更大的目标。 01 人均消费700元，海底捞臻选店来了 正当整个火锅行业竞争激烈，都在卷价格之时，没想到火锅巨头海底捞居然背道而驰。 《新品略财经》关注到，近日，海底捞在北京开了一家海底捞臻选店，主打臻选四季鲜食材，不是主打川味火锅，而是主打粤式海鲜火锅。 据媒体报道称，海底捞的这家臻选店锅底包括金汤花胶鸡锅、波士顿龙虾锅、澳门猪骨鸡脚火锅，食材皆为精选海鲜与优质禽肉。 粤式海鲜火锅主打食材新鲜，海鲜价格当然也较贵，海底捞臻选店客的单价高达700元/人，消费水平着实不低。 图 海底捞臻选店 / 图源：网络 据悉，海底捞这家臻选店所有服务人员均接受专业礼仪培训，侍茶师团队来自服务过米其林与黑珍珠餐厅的团队，多位工作人员有高端酒店、高端餐饮从 业经验，可见海底捞想再次拔高服务水平。 按照高端餐饮收费模式，海底捞臻选门店会向消费者加收"服务费"，包间服务费为15%，大厅的服务费为10%。 和现在的海底捞火锅门店不同，海底捞臻选店采取限量预定的接待模式，在工作日需要提前一天预订，如果是周五、周六节假日建议提前一到两天预订。 从媒体报道的海底捞臻 ...

近日，在北京CBD汉威大厦里，海底捞首家臻选店试营业半月就火了——包厢预订排两周，大厅傍晚6点前必满座，"人均500+吃海底捞"成热议焦点。 跳出"平价"标签，这家店以粤式火锅闯高端：活鲜池里帝王蟹鲜活，M9+和牛纹理精致，花胶鸡锅熬足72小时，连捞鱼皮都用冰雕衬出仪式感。15%包厢 服务费配米其林级侍酒师，九个包间藏着商务宴请巧思，调酒区笑脸标志旁多了"臻选"二字。凭27年供应链积淀，海底捞正给高端火锅市场递新答卷。 主打粤式火锅，人均500+ 目前，海底捞·臻选店处于试营业状态。该店一经开业，热度便居高不下。线下门店方面，一到夜晚，预订座位便会被一抢而空；线上也热议不断，诸 如"这还是我认知中的海底捞吗""海底捞要打起高端局"等讨论不绝于耳。 接下来，详细剖析一下这次海底捞首家臻选店有何不同之处？ 产品方面，主打粤式火锅，汇集和牛、澳洲龙虾等高端食材。与以往跨品类副业不同，这次海底捞聚焦的品类依旧为火锅，不过是聚焦于高端火锅，主打 粤式海鲜火锅。 为此，其在门店开辟海鲜明档池，展示海鲜的新鲜度，其中包括澳洲龙虾、加拿大象拔蚌、阿拉斯加帝王蟹等高档海鲜，且可现捞现做。 除了海鲜之外，门店菜单上也汇集了不少高 ...

Core Insights - The article highlights the complex landscape of the Chinese dining market, where consumer spending is cautious despite an increase in dining frequency [1][4] - Banu International Holdings Limited has submitted its application for a Hong Kong IPO, aiming to raise over $100 million, positioning itself as a significant player in the high-end hot pot market [1][4] Group 1: Company Performance - Banu's revenue for Q1 increased by 26% year-on-year to 709 million yuan, up from 564 million yuan in the same period last year, largely driven by store expansion [4] - The number of customers served in Q1 rose by 40% year-on-year to 5.41 million, compared to 3.87 million in the previous year, while the table turnover rate increased from 3 times to 3.7 times per day [4] - Despite the increase in customer traffic, the average spending per customer decreased by 5.3% year-on-year to 138 yuan, down from 148 yuan [4] Group 2: Market Position and Strategy - Banu is the third-largest hot pot chain in China with a market share of 3.1%, focusing on high-end positioning while expanding into lower-tier markets, with nearly 80% of its 145 stores located in second-tier cities and below [5] - The company has shown resilience in a challenging market, with same-store sales declining by 9.9% last year but rebounding with a 2.1% increase in Q1 of this year [5] - Banu's expansion strategy appears conservative, with plans to add 35 new stores in 2024, following 25 in 2023 and 11 in 2022, indicating a focus on maintaining strategic flexibility amid economic uncertainty [5] Group 3: Operational Efficiency - Banu's reliance on a central kitchen system is a core advantage, enhancing cost efficiency and ensuring consistent dining experiences across locations [6] - The company's restaurant operating profit margin improved from 21.3% in 2023 to 23.7% in Q1 of this year, contributing to a significant net profit increase of 58% year-on-year to 55.2 million yuan [6] - Banu's valuation is compared to Haidilao, with a potential market value range of 2 billion to 4 billion yuan, presenting an attractive investment opportunity for Hong Kong investors [6]

Core Viewpoint - Banu Mutton Hotpot is preparing for an IPO, with a projected revenue of 2.3 billion yuan in 2024, but shows a slowdown in revenue and profit growth compared to previous years [1][2] Financial Performance - Revenue for Banu Mutton Hotpot from 2022 to 2024 is projected to be 1.433 billion yuan, 2.111 billion yuan, and 2.307 billion yuan respectively, with adjusted net profits of -5.19 million yuan, 102 million yuan, and 123 million yuan [2][4] - The revenue growth rate is expected to decline from 47.38% in 2023 to 9.23% in 2024, while adjusted net profit growth is projected to decrease from 248.78% to 37.06% [2][4] Store Expansion Plans - The company plans to open 150 new stores over the next three years, significantly higher than the previous three years' average of 25 new stores annually [5][7] - As of March 2025, Banu Mutton Hotpot has 144 stores, with plans to increase this number to approximately 40, 50, and 60 new stores in 2025, 2026, and 2027 respectively [5][6] Customer Metrics - Average daily customer volume per store decreased from 387 in 2022 to 372 in 2024, while average spending per customer dropped from 147 yuan to 142 yuan [10] - In the first quarter of 2025, the average daily customer volume increased to 420, but average spending fell to 138 yuan [10] Market Strategy - Banu Mutton Hotpot aims to penetrate lower-tier markets, planning to enhance supply chain capabilities in central China and invest approximately 4 to 5 million yuan in satellite warehouses [8][10] - The company emphasizes a value-based pricing strategy, balancing brand premium and customer acceptance through quality and transparency [12] Controversies and Challenges - The high-end positioning of Banu Mutton Hotpot has faced criticism, particularly regarding its market appeal and recent controversies involving the founder [11][12]