以下文章来源于九行Travel ，作者牧羊 九行Travel . 新周刊旗下文旅生活媒体，与你『行遍九州，探索世界』。 本文来自微信公众号： 九行Travel ，作者：牧羊，编辑：曾宝气，题图来自：作者供图 最近几周的周末，在城市的各种共享空间里，常常能看到这样一幅景象——近20人围着一张长桌， 桌上整齐地码放着10多个包装各异的蛋糕，空气中弥漫着奶油的香气。 别误会，这可不是公司下午茶，而是最近流行的 " 杀糕局 " 。杀糕局听起来有点凶狠，但其 实"杀"字源于"切"蛋糕的核心动作，形象地概括了大家分食蛋糕的场景。 在社交媒体上，杀糕局的召集帖往往在发布后数小时内便宣告满员。 以九行记者的亲身经历为例， 预定周六举行的活动，在周二发布预告当天就迅速集满20人。 第一次组织杀糕局的群主Momo对此也有些惊喜。在教育行业工作的她本就是甜品爱好者，对杀糕局 的概念非常感兴趣，但在网上搜寻了好几个局，都因为时间不合适无法成行。"既然如此，不如自己 组局杀糕，也算是一种独特的体验。"Momo说。 △杀糕局的蛋糕数量一般为8~12个，此次组局人 均180元。（图/牧羊 摄） 杀糕局的灵感，源于拼单。热衷甜品的网友既想品 ...

Core Viewpoint - The article highlights the rapid rise of "Nai Pi Zi Tang Hu Lu" (milk skin candied hawthorn) as a trending dessert in China, driven by its unique flavor and visual appeal, leading to significant consumer demand and market opportunities [6][11][25]. Group 1: Product Popularity - "Nai Pi Zi Tang Hu Lu" has become a top trending product, with social media buzz generating over 600 million views on platforms like Douyin [7][11]. - The product's price has surged, with offline sales reaching 48 yuan per skewer and online prices being speculated at 99 yuan, indicating high demand despite the elevated cost [11][14]. - Long queues at stores across cities like Shanghai and Nanjing reflect the product's popularity, with some consumers waiting up to 70 minutes to purchase [9][10]. Group 2: Product Innovation - The product features two key upgrades: a layer of milk skin made from fresh milk that enhances flavor and texture, and the introduction of various innovative fillings beyond traditional hawthorn [15][18]. - The combination of flavors and textures creates a multi-layered taste experience, appealing to consumers' desire for both taste and aesthetics [19][20]. - The visual appeal of the product, with vibrant colors and creative shapes, enhances its marketability as a "photo-worthy" item [23][24]. Group 3: Market Expansion - The success of "Nai Pi Zi Tang Hu Lu" has prompted other food and beverage brands to explore "Nai Pi Zi" as a core element in their product lines, leading to a diverse range of offerings [25][26]. - Tea brands have successfully integrated milk skin into their products, resulting in significant sales increases, such as a 60% rise in sales for a new product combining milk skin and hawthorn [26][29]. - The baking sector is also innovating with milk skin, creating products like milk skin cakes and rolls that cater to consumer preferences for unique flavors and textures [34][36]. Group 4: Underlying Factors for Success - The article attributes the rise of milk skin products to low innovation costs and a well-established supply chain, making it easier for brands to experiment with new offerings [55][56]. - The unique taste and clean ingredient profile of milk skin resonate with consumers seeking natural and additive-free products, enhancing its appeal [65][66]. - The versatility of milk skin allows for various consumption methods, from direct eating to incorporation in drinks and desserts, contributing to its popularity [67][68]. Group 5: Challenges Ahead - The lack of standardized definitions for "Nai Pi Zi" poses challenges for industry-wide consistency and scalability [76][78]. - High production costs, with approximately 3 kilograms of milk needed to produce 1 kilogram of milk skin, limit widespread adoption [79][80]. - The high-fat content of milk skin may conflict with current health trends, and the reliance on novelty may hinder long-term consumer loyalty [82][83]. Conclusion - The "Nai Pi Zi" phenomenon illustrates the potential for local ingredients to drive market trends, suggesting a replicable model for future product innovations in the food industry [88][89].

Core Insights - The innovative dessert "Milk Skin Candy Hawthorn" has rapidly gained popularity, becoming a trending item across various cities in China, with significant social media engagement and long queues at stores [1][4][6] Group 1: Product Popularity - The product has seen a surge in demand, with related posts on Xiaohongshu reaching hundreds of thousands and Douyin views exceeding 600 million [1] - In Shanghai, the offline price for a single Milk Skin Candy Hawthorn is 48 yuan, while online prices have soared to 99 yuan, indicating a strong market demand despite high prices [6][8] Group 2: Product Differentiation - The Milk Skin Candy Hawthorn features two key upgrades: a layer of milk skin made from fresh milk that enhances flavor and texture, and the introduction of various innovative fillings beyond traditional hawthorn [9][10] - The dessert offers a multi-layered taste experience, combining crispy outer sugar coating, soft and fragrant milk skin, and juicy fruit fillings, appealing to both taste and visual aesthetics [10][11] Group 3: Market Expansion - The success of Milk Skin Candy Hawthorn has prompted tea and bakery brands to explore "Milk Skin +" product lines, integrating milk skin into various offerings, such as drinks and baked goods [12][18] - New products like milk skin-infused teas and cakes have emerged, demonstrating the versatility and market appeal of milk skin across different food categories [20][21] Group 4: Industry Challenges - The lack of standardization in defining "milk skin" poses a challenge for the industry, as different brands interpret and utilize the ingredient in various ways [40] - High production costs and fluctuating raw material prices hinder the widespread adoption of milk skin products, with significant resource loss during production [41] - The high-fat content of milk skin may conflict with current health trends, and the reliance on social media for sales raises concerns about long-term consumer loyalty [42][43] Group 5: Future Outlook - The milk skin phenomenon illustrates the potential for local specialty ingredients to create market excitement, suggesting a replicable model for future food innovations [44][45]

Core Insights - The article discusses the rising popularity of Chinese street food, particularly spicy hot pot (麻辣烫), in Japan, highlighting how these foods have transformed from local staples to trendy, high-end dining experiences for young Japanese consumers [1][3][21] Group 1: Popularity of Chinese Street Food in Japan - Spicy hot pot has become a new social currency in Japan, with an average price of 2000 yen (approximately 95 RMB) for 500 grams, making it a premium choice compared to traditional Japanese meals [3][9] - The experience of queuing for hot pot has turned into a social media event, with young people eagerly sharing their experiences online [3][5] - The selection process for ingredients is likened to shopping for cosmetics, enhancing the overall dining experience [5][11] Group 2: Cultural Adaptation and Innovation - Chinese dishes have been localized in Japan, with unique adaptations such as ice cream-filled fried dough sticks and strawberry-flavored mapo tofu, appealing to local tastes [13][18] - The core recipes of these dishes remain unchanged, but their presentation and marketing have been revamped to create a sense of luxury and exclusivity [12][20] Group 3: Global Expansion of Chinese Cuisine - The article emphasizes that Chinese cuisine is gaining traction globally, with examples like Din Tai Fung in Dubai and Liu Yishou hot pot in New York, showcasing the versatility and appeal of Chinese flavors [23][25] - The supply chain advantages from Chinese pre-made food companies ensure consistent quality and lower costs, facilitating the global expansion of these once-local street foods [21][25]

Core Insights - Zhao Ji Chuan Cheng, a Cantonese dessert brand, has opened over 650 stores nationwide and is rapidly leading the Northeast dessert market with its signature Ginger Milk Pudding [1][3] - The brand aims to transform the "desertification" of the Northeast dessert market and expand its presence across China, with new stores in various regions generating significant customer interest [3][9] Expansion and Market Performance - During the National Day holiday, new stores in Shenyang and Changchun achieved sales exceeding 20,000 yuan on their opening day, quickly ranking first in local popularity [1] - Zhao Ji Chuan Cheng has opened over 40 new stores across 19 cities recently, with total store count surpassing 650, indicating strong market demand and brand recognition [9] Product Innovation and Customer Engagement - The brand has innovated its traditional Ginger Milk Pudding preparation method, enhancing its appeal to modern consumers and achieving over 15 million servings sold annually [3][5] - Zhao Ji Chuan Cheng offers a diverse product range with over 50 dessert varieties and more than 20 snack options, catering to young consumers' preferences [5] Store Design and Customer Experience - Starting from July 2025, the brand will upgrade its store design to reflect a new Chinese style, enhancing the dining experience and increasing table turnover rates [7] - To address long wait times, the brand has introduced thoughtful services such as gifts for extended waiting periods, demonstrating its commitment to customer care [5]

Core Insights - The dessert market in China is experiencing significant growth, with projections indicating that the market size will exceed 190 billion yuan by 2025 [1][4] - The emergence of dessert-focused establishments, such as the "super dessert station" by Haidilao in Shanghai, reflects a shift in consumer preferences towards multi-functional spaces that cater to various needs [3][4] Industry Overview - The dessert market in China is expected to reach 171.5 billion yuan in 2024, marking a year-on-year growth of 13.2%, and is projected to grow to 192.8 billion yuan by 2025 [4] - The market is segmented into tea-based desserts (34.6%), traditional desserts (34.9%), and Western desserts (20.5%) [4] - The Z generation (ages 18-25) accounts for 62% of the dessert consumption, with women aged 18-35 contributing 70% of the total consumer base [4] Consumer Behavior - Young consumers are increasingly drawn to dessert shops, as evidenced by the high density of dessert and bakery stores in locations like Nanjing's Jinling Tiandi [2][3] - Promotions such as buy-three-get-one-free and buy-one-get-one-free offers are attracting young shoppers to dessert establishments [2] - The trend of integrating dessert options into dining experiences, as seen with Haidilao's dessert station, caters to the fragmented lifestyle of younger consumers who seek convenience [3]

Core Insights - Haidilao is expanding its business model by introducing a "Super Dessert Station" in Shanghai, offering over 30 products including beverages and desserts, with more than 90% priced under 15 yuan [1][2] - The dessert station aims to cater to both Haidilao's hotpot customers and other shoppers, tapping into non-dining consumption periods and enhancing social dining experiences [1][2] - The dessert market in China is projected to grow significantly, with a market size of 171.5 billion yuan in 2024 and an expected compound annual growth rate of approximately 8% [2] Business Model Innovation - The launch of the dessert station is part of Haidilao's modular strategy, combining hotpot with various personalized modules, transitioning from a single-category to an ecological matrix approach [2] - Haidilao's recent opening of a community store in Beijing emphasizes a "light store model" that offers a variety of dining options, including hotpot, snacks, and delivery services, catering to diverse consumer needs [3]

Core Viewpoint - Haidilao is innovating its consumption scenarios by launching its first "Super Dessert Station" in Shanghai, offering over 30 products, including beverages and desserts, with more than 90% priced under 15 yuan [1][2] Group 1: Market Overview - The Chinese dessert market reached a scale of 171.5 billion yuan in 2024, growing by 13.2% year-on-year, and is expected to exceed 190 billion yuan in 2025, with a compound annual growth rate of approximately 8% [1] - The market shares for dessert categories are as follows: tea-based desserts and traditional desserts each hold 34.6% and 34.9%, respectively, while Western desserts account for 20.5% [1] Group 2: Consumer Behavior - Traditional hot pot consumption is concentrated during lunch and dinner, while the dessert station targets all-day consumption with breakfast, afternoon tea, and post-meal options [1] - Afternoon tea accounts for 45% of dessert consumption, social gatherings for 30%, and breakfast alternatives for 15%, with women aged 18-35 contributing 70% of the customer base [1][2] - The Gen Z demographic (ages 18-25) represents 62% of the consumption, with average spending per customer increasing from 25 yuan in 2019 to 42 yuan by 2025 [1] Group 3: Business Strategy - The launch of the dessert station is part of Haidilao's strategy to adapt to consumer trends and innovate its service offerings [2] - Haidilao reported a revenue of 20.703 billion yuan and a net profit of 1.755 billion yuan for the first half of 2025, focusing on diverse consumption scenarios [2] - The company operates 14 restaurant brands, including "Yanjing Barbecue" and "Xiangqian Yinxing," with a total of 126 restaurants, and "Other Restaurant Revenue" reached 597 million yuan, growing by 227% [3]

Core Insights - Haidilao has launched its first "Super Dessert Station" in Shanghai, offering over 30 products including beverages and desserts, with more than 90% priced under 15 yuan [1] - This launch is part of Haidilao's modular strategy of combining hot pot with various personalized modules, transitioning from a single-category focus to an ecological matrix [1] - The introduction of the dessert station reflects the brand's deep understanding of consumer trends and innovation in dining experiences, aiming to provide a more convenient and diverse culinary experience [1] Company Strategy - The dessert station is a new addition to Haidilao's existing combinations such as "Hot Pot + Dessert Station" and "Hot Pot + Beef Workshop," showcasing a flexible model [1] - Haidilao is focusing on "demand segmentation + multi-scenario coverage" to achieve a "thousand stores, thousand faces" approach [1] - The company plans to continue optimizing its "Hot Pot +" modular combinations based on consumer needs, enhancing product diversity and dining scenarios [1]

Core Insights - Haidilao has launched its first "Super Dessert Station" at the Shanghai Zhonggeng Mall location, offering over 30 products including coffee, milk tea, lemon tea, snow ice, Gelato, bagels, sandwiches, cakes, and mousse, with over 90% of the products priced under 15 yuan [1][3] - The introduction of the dessert station aligns with the emerging consumer trend of fulfilling multiple needs in the same space, catering to customers who wish to purchase desserts and drinks after their meal without additional effort [3][4] - Haidilao is transitioning from a "single category" model to an "ecological matrix" by combining hot pot with dessert stations and other offerings, indicating a deep understanding of consumer trends and an innovative approach to dining experiences [4]