年轻人聚会的餐桌，为啥总有烤肉的一席之地？从街头小摊到连锁品牌，从中式炭烤到异国风味，烤肉 凭啥能撑起千亿市场？ 红餐产业研究院刚发布的《烤肉品类发展报告2026》，正好揭开了这背后的答案。 新华网和21经济网在2026年1月先后报道了这份报告的发布，都强调烤肉已经从零散业态成长为餐饮行 业里独立成熟的重要细分领域，这场"烟火气里的生意经"，值得好好说道说道。 从"流量狂欢"到"千亿扩容"，烤肉圈的"内卷"进化论 烤肉能火到今天，核心还是踩中了年轻人的需求点。它自带的社交感、松弛感太对味了，一群人围炉翻 烤，边聊边等的过程，本身就是种情绪释放。 社交平台更是把这股热度推到了新高度。 抖音上"烤肉"话题的视频累计播放量超319亿次，小红书相关浏览量也破了43亿次，微博上的播放量也 逼近百亿。这种流量狂欢，自然引来了大批淘金者。 入局者扎堆，直接让烤肉门店数量和市场规模水涨船高。2025年全国烤肉门店数达到20.5万家，比上一 年增长了34.4%；市场规模也稳步扩张，2024年是1050亿元，2025年突破到1060亿元，正式站稳千亿级 别。 入局者多到什么程度？截至2025年底，全国烤肉相关企业存量已经从202 ...

烤肉品类 发展报告2026 2026年1月 摘要 p 本报告在红餐大数据的基础上，综合红餐产业研究院的桌面研究、调研数据、专家意见等，对烤肉的相关资料 进行整理分析。从烤肉的整体概况、竞争情况、门店数据、发展特征、发展痛点等角度，综合剖析了烤肉品类 的发展现状，旨在为烤肉从业者、投资人、消费者等提供参考 p 全文部分亮点如下： 据红餐大数据，截至2025年12月，全国烤肉门店数为20.5万家，相较去年同期，同比增长了34.4%。在此背景下，烤 肉赛道呈现市场规模稳步扩张的态势。据红餐大数据，2024年我国烤肉赛道的市场规模为1,050亿元，同比增速为 1.6%。2025年烤肉市场规模约为1,060亿元 在消费者需求日趋多元、文旅消费持续升温、消费观念转向谨慎，以及品牌持续创新的共同驱动下，烤肉赛道迎来新 发展。一方面，主打高性价比的自助模式和注重情绪价值的"漂亮饭"广受欢迎；另一方面，地方特色烤肉、美式烤 肉等细分赛道的热度上升 烤肉品牌主要围绕"新、鲜、奇"进行差异化突围。求新方面，品牌聚焦食材、风味、场景与体验等维度全力创新； 求鲜方面，随着消费者对食材新鲜度的追求愈发强烈，推动以 "明档现切、炭火现烤、 ...

经过多年的发展，烤肉已经发展成为一个独立、成熟的品类，细分出中式烤肉、日式烤肉、韩式烤肉、巴西烤肉、土耳其烤肉等多个细分赛道。 近期，自助烤肉、山野烤肉等热度居高不下，受到许多年轻消费者的追捧。 那么，烤肉赛道有哪些发展动向？又有哪些发展趋势？为了探寻这些问题，红餐产业研究院推出了《烤肉品类发展报告 2026》。以下为报告的部 分内容展示。 01 2025 年烤肉全国门店数达 20.5 万家，市场规模约为 1,060 亿元 近两年，烤肉一直是社交平台上的热门话题。在抖音指数平台，从 2023 年起 " 烤肉 " 关键词搜索指数一路高涨，出现了多个波峰点，最高的搜索 指数接近 600 万。 同时，在多个社交媒体上，烤肉话题也获得较高的关注度。截至 2025 年 12 月，抖音平台 " 烤肉 " 话题下的视频播放量累计超 319 亿次；小红书 平台上 " 烤肉 " 话题下的浏览量累计超 43 亿次；微博平台上 " 烤肉 " 话题下的视频播放量累计超 99 亿次。 由于烤肉兼具社交感、松弛感、氛围感、互动感等特征，年轻消费者对烤肉的需求持续增长，烤肉赛道近年来迎来新的发展机遇，也吸引了众多 入局者。企查查显示，截至 ...

Core Insights - Beimu South BBQ is undergoing a significant transformation amidst the challenges faced by the restaurant industry, reducing its number of stores from a peak of 600 to over 200, which is seen as a strategic restructuring rather than a failure [2][12] - The rapid expansion did not yield the expected economies of scale, leading to increased operational costs and difficulties in quality management, prompting a shift in focus from quantity to quality [3][12] - The changing consumer behavior towards more cost-effective dining options, such as self-service BBQ, reflects a broader trend in the market towards rational consumption and quality upgrades [5][6] Company Strategy - The company is exploring a balanced approach between traditional and self-service models, recognizing that merely adopting a self-service format may not be sufficient to differentiate from established competitors [6][10] - Beimu South BBQ aims to establish a clear identity for Chinese BBQ, which currently lacks a strong national brand presence compared to Korean and Japanese BBQ [7][8] - The brand's strategy includes focusing on core offerings and transparency in food preparation to enhance consumer trust and satisfaction [9][12] Market Dynamics - The restaurant industry is experiencing a reevaluation of value as capital enthusiasm wanes, with a growing emphasis on cash flow and sustainable business practices [10][13] - The company has developed a robust supply chain and product development capabilities over nine years, allowing for better control over quality and pricing [12] - The current market environment favors brands that prioritize product value and financial health, positioning Beimu South BBQ to adapt and thrive in a more competitive landscape [13]

Core Insights - Haidilao is actively expanding its brand portfolio and experimenting with new restaurant concepts to adapt to changing consumer preferences and market conditions [3][9][12] Group 1: Brand Expansion and Strategy - Haidilao has launched the "Red Pomegranate Plan" to encourage internal entrepreneurship and develop new restaurant brands across various price segments [9][10] - The brand "Jugaogao," acquired from former Haidilao employees, offers a self-service hot pot experience at a significantly lower price point of 59.9 yuan per person, attracting high customer traffic [4][5][11] - The company has rapidly expanded "Jugaogao" to over 50 locations within six months, indicating a strong market demand for affordable dining options [6][11] Group 2: Market Position and Consumer Response - Despite the initial success of new brands, there are concerns about service quality and operational issues, with some consumers reporting inconsistent food quality and slow service [8][11][14] - The overall dining market is experiencing a downturn, with average consumer spending in the restaurant sector declining, which poses challenges for Haidilao's growth strategy [12][13] Group 3: Financial Performance and Challenges - Haidilao's aggressive expansion strategy has led to significant financial losses in the past, prompting a reevaluation of its growth approach [13][14] - The company's market valuation has fluctuated significantly since its IPO, reflecting a shift from high-growth expectations to a focus on sustainable profitability [13][14] - The new brands launched under the "Red Pomegranate Plan" have yet to contribute significantly to overall revenue, highlighting the challenges of scaling new concepts effectively [11][14]

Core Insights - The new barbecue brand "Wandering Bubble" has shown impressive performance post-National Day holiday, with store wait times exceeding 3 hours and sales increasing by 20%-48% across various cities [1][3] Brand Exposure - The brand's appearance on Jiangsu TV's "Warm Guesthouse" created emotional recognition among viewers, leading to over 13 million discussions on social media about "Wandering Bubble's celebrity-style barbecue" [4] - Offline events, such as the "Dimension Carnival" in multiple cities and collaboration with Happy Valley for Halloween celebrations, effectively converted brand awareness into customer footfall [6] Operational Effectiveness - A two-year-old store in Guanggu has maintained monthly revenues between 800,000 to 900,000 yuan, with an average of over 8 table turnovers per day and a stable gross margin above 50% [7] - The success of this store has revitalized the surrounding area, attracting new brands to previously underperforming retail spaces [7] Systemic Support - "Wandering Bubble" has expanded to 19 provinces and over 100 cities, with more than 400 stores nationwide, supported by strong product quality and a robust supply chain [9] - The core product, "original sliced beef," has achieved annual sales exceeding 10 million plates, establishing a solid market reputation [9] Sustainable Development - The brand's comprehensive system, from innovative marketing to efficient store operations and strict product quality control, aims to ensure the success of each store [10] - This systematic approach not only drives continuous customer traffic but also lays a solid foundation for sustainable brand development through consistent quality and efficient operations [10]

Core Viewpoint - Haidilao has opened its first pet-friendly restaurant in Shenzhen, tapping into the growing pet economy and allowing customers to dine with their pets [1][3]. Group 1: Pet-Friendly Restaurant - The pet-friendly restaurant features a dedicated area for pets, with separate entrances for pet owners and non-pet customers [3]. - On its opening day, nearly 40 tables were occupied by pet owners, and over 150 tables were filled during the first weekend [1][3]. - The restaurant offers a "cute pet exclusive package" with daily specials like chicken breast and duck meat dishes, priced around 23 to 46 yuan [3][4]. Group 2: Industry Trends - Many restaurants in major cities like Beijing, Shanghai, and Chengdu are also embracing the pet dining trend [4]. - Other brands, such as Xiaobuxiang and Coucou Hotpot, have opened pet-friendly locations, although they do not yet offer pet-specific meals [5]. Group 3: Business Strategy - Haidilao has diversified its offerings by launching various themed restaurants, including night snack and community stores, and has introduced 14 sub-brands in recent years [6][7]. - The company aims to meet diverse consumer needs and increase revenue by exploring new market segments [7][9]. - The "Red Pomegranate Plan" encourages internal entrepreneurship, allowing employees to innovate and test new concepts [8][11]. Group 4: Financial Performance - Haidilao's revenue and net profit growth have slowed, with a 3.7% decline in revenue to 20.7 billion yuan and a 13.7% drop in profit to 1.755 billion yuan in the first half of 2025 [9][10]. - The decline in the hotpot segment is attributed to increased competition and changing consumer preferences [9][10]. Group 5: Challenges and Opportunities - Despite the challenges, Haidilao has sufficient cash reserves of 6.407 billion yuan to support new ventures and employee projects [11][12]. - The company has seen mixed results with its sub-brands, with nearly half of the 26 launched by March 2025 having closed, indicating the risks associated with rapid expansion [12].

Summary of Conference Call on the Restaurant Industry and Haidilao Industry Overview - The restaurant industry experienced a year-on-year decline in 2025, primarily due to the absence of consumer subsidies that were present in the same period last year, which ranged from 0.2 to 0.3 [4][3] - The price war among delivery platforms has also impacted the industry, with Haidilao opting not to participate in significant discounts, leading to a decrease in customer traffic [5][4] - The average table turnover rate in the restaurant industry was approximately 4 times in July and August 2025, consistent with national averages [2] Haidilao's Performance and Strategies - Despite pressure on table turnover rates, Haidilao maintained stable gross margins through cost control measures [4][8] - The company anticipates that the implementation of mandatory social security policies in September could increase labor costs by about 3 percentage points, but it does not plan to raise prices [8][9] - Haidilao is focusing on optimizing store locations and sizes to enhance space utilization and investment returns [10] - The company has lowered the threshold for franchise operations, resulting in new franchise stores performing comparably to company-owned stores, indicating acceptance of the new policies [12][13] Competitive Landscape - The competitive environment in the restaurant industry has intensified, with brands like Banlu Hotpot seeking to go public, creating pressure on existing players [11] - Haidilao aims to avoid direct competition with Banlu Hotpot, which targets a higher-end market, while Haidilao focuses on the mass market [11] Cost Management and Future Outlook - The increase in social security costs is manageable and will not significantly raise overall operational costs [15] - Haidilao's external delivery business remains limited, as the product offerings are not well-suited for delivery, and the company prefers to focus on scaling its sub-brands [14] - The company has implemented innovative strategies to enhance table turnover, such as themed events and promotions, which have yielded positive results in specific periods [18] - The overall market environment is challenging for new restaurant brands, with cautious consumer spending impacting the development of new brands [17] - The average customer spending for mass-market hotpot has been declining, while the spending for banquet-style barbecue remains stable at around 100-110 yuan [17] Conclusion - The restaurant industry is navigating a challenging landscape with various pressures, including competition and changing consumer behavior. Haidilao's strategic focus on cost control, franchise expansion, and innovative marketing is aimed at maintaining its market position and improving performance in the second half of 2025 [20][21]

Core Viewpoint - A barbecue restaurant in Yichang, Hubei, decided to waive the bills for all customers due to a power outage, which lasted several hours, to enhance customer experience and satisfaction [1] Group 1: Company Actions - The restaurant owner stated that the decision to waive the bills was made to address the negative dining experience caused by the power outage [1] - Approximately 56 tables were affected, leading to a total bill of around 18,000 yuan, which the owner considered manageable for the sake of long-term business [1] Group 2: Customer Reactions - Customers responded positively to the decision, with some moving their tables outside to continue dining and others opting to take their food home [1] - The owner noted that the customers were happy with the decision, indicating a successful customer service strategy [1]

Core Viewpoint - Haidilao's performance in the first half of 2025 showed a decline in key financial metrics, prompting the company to explore new growth avenues through multi-brand strategies and an increased focus on takeout services [1][10]. Financial Performance - Haidilao reported a revenue of 20.703 billion yuan and a net profit of 1.754 billion yuan for the first half of 2025, with core operating profit at 2.408 billion yuan, all showing a decline compared to the same period last year [1]. - The company closed 33 restaurants while opening 25 self-operated and 3 franchised locations, bringing the total to 1,363 restaurants as of June 30, 2025 [1]. Multi-Brand Strategy - Haidilao has launched 14 sub-brands under its "Pomegranate Plan," generating 597 million yuan in revenue, a 227% increase year-on-year, although this only accounts for 2.9% of total revenue [1][8]. - The sub-brand "Yuanqing Barbecue" has gained traction, opening 46 new locations in the first half of 2025, totaling 70 locations [2]. - The company has introduced four new brands in 2025, including "Haini Beef Spicy Soup" and "Shiwa Baking," focusing on affordable dining options [4][5]. Franchise Development - Haidilao plans to expand its franchise model to sub-brands, with 41 franchised restaurants as of June 30, 2025, a net increase of 40 from the previous year [9]. - Franchise revenue surged from 189,900 yuan in 2024 to 9.084 million yuan in 2025, marking a growth of approximately 47 times, although it still represents a small portion (0.4%) of total revenue [9]. Takeout Business Growth - The takeout segment saw significant growth, with revenue reaching 927 million yuan, a 59.6% increase from 581 million yuan in the previous year [11]. - Takeout now constitutes the second-largest revenue source for Haidilao, driven by offerings like "Single-Serve Hot Pot Dishes," which contributed over 55% of takeout revenue [12][11]. Future Plans - Haidilao aims to enhance its takeout offerings by testing new product categories and establishing dedicated takeout stores in various cities [14]. - The company is also focusing on improving in-store experiences to attract customers back to physical locations, launching themed stores and interactive dining experiences [15]. Conclusion - The first half of 2025 has been a challenging period for Haidilao, but the company's multi-brand expansion and takeout service growth are beginning to show positive results, although converting these efforts into stable growth remains a key challenge [18].