2024年开始，广东的烧烤老板们集体emo了。 不是因为外卖抽成，不是因为客流下滑，而是因为一个他们完全没想到的对手——湖南烧烤。 图｜来源网络 这玩意儿就像开了挂一样在华南地区疯狂复制，深圳、广州、东莞、佛山，到处都是。 有多离谱？ 我一个在广州开东北烧烤的朋友，去年营收还不错，今年直接腰斩。 他跟我说："半年时间，我们店周围开了5家湖南烧烤，我的客人全跑了。" 然后他去隔壁湖南烧烤店吃了一顿，回来就麻了。 为啥？ 因为他发现自己输得太彻底了。 不是输在价格，不是输在位置，而是输在人家玩的根本不是同一个游戏。 更恐怖的是，这帮家伙现在开始北上了。 天津有个叫"冰城串吧"的店，东北烧烤的架子，湖南烧烤的玩法，没到周末几乎天天排队100多号。 01 图｜来源网络 所以现在很多餐饮老板都在传：2025年，湖南烧烤要彻底杀疯了。 但问题来了。 东北烧烤、四川烧烤、徐州烧烤、淄博烧烤，这些老玩家还在卷生卷死呢。 凭什么湖南烧烤能杀出来？ 02 传统烧烤是怎么玩的？ 东北烧烤：大串大肉大腰子，油脂爆棚，一口下去全是脂肪的快乐。 四川烧烤：辣椒面疯狂撒，辣到你舌头麻木，辣到你怀疑人生。 徐州烧烤：羊肉孜然盐，烤到焦香四溢 ...

Core Insights - The rise of Northeast BBQ in China represents a significant evolution in the restaurant industry, transitioning from a regional specialty to a nationwide phenomenon with a market potential exceeding 100 billion yuan [1][2][21]. Group 1: Definition and Characteristics of Northeast BBQ - Northeast BBQ is a distinctive category within China's BBQ landscape, rooted in the culinary traditions of the Manchu, Korean, and Mongolian ethnic groups, characterized by a "everything can be grilled" approach [2][4]. - The ingredients used in Northeast BBQ emphasize freshness and regional characteristics, primarily utilizing grass-fed beef and lamb from Northeast China's rich agricultural resources [4][5]. - The grilling method is centered around charcoal grilling, with a focus on large cuts of meat and a straightforward flavor profile that highlights the natural taste of the ingredients [6][12]. Group 2: Development Stages of Northeast BBQ - The development of Northeast BBQ can be divided into four main stages: early exploration (pre-2010), initial expansion (2010-2015), rapid growth (2016-2020), and comprehensive expansion and upgrading (2021-2025) [13][20][21]. - The early stage was characterized by localized, family-run operations with limited brand recognition, laying the groundwork for future expansion [14][16]. - The initial expansion saw some businesses venture outside Northeast China, establishing a presence in major cities like Beijing and Shanghai, and beginning to adopt standardized operations [18][20]. - The rapid growth phase marked a significant increase in market share, with brands like Qiqihar BBQ reaching 12,000 outlets and generating over 10 billion yuan in revenue by 2020 [21][22]. - The current phase is focused on brand consolidation, digitalization, and internationalization, with projections indicating a market scale exceeding 30 billion yuan by 2025 [22][52]. Group 3: Key Brands in Northeast BBQ - Notable brands include "Xita Laotai" known for its traditional clay oven technique, "Jiutianjia" which combines Korean and Northeast flavors, and "Liutanzhang" focusing on high-quality beef at affordable prices [23][25][27]. - These brands have successfully expanded beyond Northeast China, establishing a significant presence in various regions and adapting their offerings to local tastes [30][34]. Group 4: Commonalities and Differentiation Among Brands - Northeast BBQ brands share a commitment to preserving authentic flavors and utilizing high-quality local ingredients, while also innovating in their business models and customer experiences [37][39]. - Brands are increasingly moving from traditional street-side locations to high-traffic shopping centers, enhancing their visibility and brand image [41]. - The evolution from product-focused to model-driven strategies is evident, with brands exploring new dining formats such as BBQ supermarkets and integrating entertainment into the dining experience [42][44]. Group 5: Supply Chain and Pricing Strategies - A strong emphasis on supply chain management ensures the freshness and quality of ingredients, with many brands implementing centralized kitchens and cold chain logistics [39][51]. - Competitive pricing strategies are a hallmark of Northeast BBQ, with average spending per customer typically ranging from 80 to 100 yuan, making it accessible to a broad consumer base [40].

Core Insights - The "Chagan Yujie" commercial landmark in Songyuan City, Jilin Province, has become a vibrant cultural hub, driving local consumption through diverse activities and attractions [1][5] - The summer consumption season has seen an average daily foot traffic of nearly 10,000 visitors, significantly boosting business for surrounding merchants, with some reporting a fourfold increase in revenue [5] Group 1: Cultural and Culinary Attractions - The food street has become a major draw, featuring local specialties such as Northeast barbecue, Korean cuisine, and Mongolian pastries, attracting visitors from nearby areas [3] - The "Intangible Cultural Heritage Corridor" has emerged as a popular spot, showcasing provincial-level intangible cultural heritage projects like Chagan Lake fish skin paintings, with live demonstrations by inheritors [3] - Various entertainment options, including an outdoor cinema and amusement areas, provide visitors with a rich experience, enhancing the overall appeal of the venue [3] Group 2: Events and Community Engagement - The third season of "Qian Guo Good Voice" on July 30 attracted numerous music enthusiasts, highlighting the cultural IP's ability to generate significant interest and engagement [4] - The summer consumption season will feature 31 events, with expectations to attract over one million tourists, further stimulating local economic activity [5] - The integration of lively market atmosphere with cultural elements aims to meet community needs while injecting new momentum into domestic demand [5]