从热点城市分布看，伴随不少年轻人选择邀请父母到工作城市团聚，"反向流动"带动除夕、初一客流向大城市集聚。 北京、深圳两地海底捞门店除夕及大年初一客流分别较去年同期增长超过18%和17%。与此同时，长沙、杭州、西 安、三亚等地海底捞的除夕预订中则显示出，不少外地顾客以"旅游+团圆"的方式过除夕。 春节返乡和旅游出行热，给在热门旅游城市、下沉市场、重点景区、交通枢纽拥有布点优势的品牌，带来足够多的机 遇。 家庭团聚带来的县域、乡镇和超一线城市的人流聚集，让不少餐饮门店的"春节不打烊"策略，实现了预期中的业绩大 涨。而品牌给加盟商的补贴、给一线员工子女的安置福利，也让产业链上的更多从业者分享到这份额外成果。 长达9天的春节假期，催化了春节返乡及出游人流增加。据华创证券引用数据显示，春节假期前两天，全国重点零售 和餐饮企业日均销售额同比增长10.6%，假期前四天同比增长8.6%；重点监测的78个商圈的假期首日客流量、营业额 分别同比提升23.2%和33.2%，前三天分别增长4.5%和4.8%。 "集团春节期间全国总营收超7000万元，客流量超百万人次。"呷哺呷哺集团方面透露，在呷哺呷哺，最受欢迎的锅底 ——印度风味咖 ...

Core Viewpoint - The article discusses the strategic expansion of Haidilao into the bakery sector through its new brand "拾㧚耍· SCHWASUA," highlighting the challenges and opportunities in the retail landscape, particularly in the context of the company's "Red Pomegranate Plan" aimed at overcoming growth bottlenecks in its core hotpot business [4][7][18]. Group 1: Market Context and Brand Launch - During the May Day holiday, Haidilao launched its bakery brand "拾㧚耍· SCHWASUA" in a prime location in Hangzhou, offering high-quality products at competitive prices, which quickly attracted consumer attention [4][6]. - The bakery's pricing strategy features over 60% of products priced below 10 yuan, with the most expensive item not exceeding 30 yuan, significantly lower than similar brands [6][8]. Group 2: Strategic Rationale for Expansion - The Chinese baking market is projected to grow from 561.4 billion yuan in 2023 to over 850 billion yuan by 2029, with an annual growth rate exceeding 9%, making it an attractive sector for Haidilao's diversification [7]. - The "Red Pomegranate Plan" is seen as a strategic extension to address the declining table turnover rate and falling customer spending in Haidilao's core business, allowing the company to reach a broader customer base through multiple brands [7][11]. Group 3: Competitive Advantages - Haidilao's strong supply chain integration allows for cost optimization across the entire production process, ensuring high-quality products at lower prices compared to traditional bakeries [8][12]. - The company leverages its existing customer base and membership system to drive traffic to its new bakery brand, enhancing customer retention and engagement [7][11]. Group 4: Performance and Challenges - Since the launch of the "Red Pomegranate Plan," Haidilao has opened 74 stores across various food categories, generating a total revenue of 4.83 billion yuan, indicating a mix of successes and challenges in brand performance [11][12]. - Despite some brands achieving market recognition, the rapid expansion poses risks of resource dilution and management challenges, particularly as some sub-brands struggle to achieve profitability [14][18]. Group 5: Industry Trends and Future Outlook - The multi-brand strategy is becoming a key approach for leading companies in the restaurant industry to overcome growth challenges, with Haidilao's efforts reflecting broader trends in the sector [16][18]. - The future competition among restaurant giants will focus not only on the number of outlets but also on supply chain resilience, organizational vitality, and strategic consistency [18].