当 "人间烟火气" 成为城市消费的核心吸引力，那些藏在街巷里的小店，正凭借一口绝活好味，成为人 们专程奔赴的理由。 2025抖音生活服务烟火榜正式发布，首期发榜覆盖10城，360家特色烟火小店。如今，一批上榜商家正 借助着抖音内容生态优势，让老手艺收获新客流，让小生意迎来大增长。抖音生活服务联合《三联生活 周刊》，记录了3家上榜小店的"新"味道。 朱师傅老长沙口味虾(太平街店) 凌晨挑虾的较真功夫，靠抖音在老街大店中站稳脚跟 开在太平街的朱师傅口味虾，十几年坚持凌晨亲自去市场挑虾，只选活力足、壳硬个大的汉川虾，用自 研酱料大火快炒出独属风味。 面对周边气派大店的竞争，这家家庭小店曾陷入 "人来人往却无人进店" 的窘境。不愿坐以待毙的朱师 傅，从零开始学拍短视频、做团购，记录挑虾、炒虾的真实过程，慢慢通过抖音找回客流。如今营业额 翻 2 倍多，越来越多年轻人拿着手机慕名而来，让家庭小店的绝活味道在老街扎下深根。 成华区快佳冒菜 15 年炒香一锅底料，抖音让巷子里的老成都味飘向全城。 为守住 "老成都味道"，成都快佳冒菜钻研冒菜口味 15 年，天天手工炒豆豉，融合火锅、串串、卤味精 髓打造专属风味。 曾经，这家靠 ...

Core Insights - The franchise market in China is experiencing explosive growth in 2025, transitioning from a phase of reckless expansion to one focused on refined operations and digital empowerment [1] - The hard discount market surpassed 200 billion yuan in 2024, while the restaurant chain rate exceeded 49%, indicating a shift towards brand-oriented and digitalized franchise operations [1] - The franchise industry faces both opportunities from policy support and consumer upgrades, as well as challenges from intensified competition and compliance requirements [1] Franchise Market Trends - The emergence of professional and super franchisees is notable, with over 30% of participants at the 2025 Beijing exhibition being experienced investors and institutional investors [1] - Super franchisees typically manage more than five stores, generating annual revenues exceeding 10 million yuan, and possess strong market insight and diverse marketing channels [1] Restaurant Sector Highlights - Pointing to the success of "Dian Ti Lei Jiao Pig's Foot Rice," which ranks first in the 2025 annual top 10 fast food franchise brands, the brand offers a unique dining experience with a "0 yuan franchise fee" and a gross profit margin of 60% [2] - "Shu Yi Shu Er Spicy Noodle" stands out with a mere 3% closure rate amidst a 56% closure rate in the restaurant industry, appealing to small investors with low risk and high return [4] - "Tasting China Hamburger" is recognized for its localized innovation in Western fast food, boasting over 8,000 stores nationwide, nearing KFC's scale [5] Retail Sector Developments - "Super Box NB" offers two franchise models, ensuring product cost advantages through direct factory connections and self-pricing, with a 60% share of private label products [8] - "Ji Xiao Guo Fruit Store" leverages smart store systems to provide a competitive platform for entrepreneurs, enhancing customer experience through intelligent services [9] Service Sector Innovations - Community smart health services provide integrated solutions for elderly care, with a 25% annual return rate on a 500,000 yuan investment [12] - The rental of new energy light logistics vehicles aligns with national carbon neutrality policies, offering lower operational costs compared to fuel vehicles [13] Emerging Franchise Opportunities - The pet service sector is gaining traction, with "Chong Pang Pang" opening its first store in Shanghai, combining shopping, experience, and social interaction [14] - The cultural and entertainment sector is witnessing accelerated growth, with various categories like sports, KTV, and internet cafes thriving [16] Strategic Recommendations for Franchisees - New entrepreneurs are advised to choose brands with low investment thresholds, standardized operations, and comprehensive training support, such as "0 yuan franchise fee" models [17] - Experienced investors may consider becoming super franchisees to achieve economies of scale [17] - Precise site selection and digital operations are critical for success, with brands like "Shu Yi Shu Er" utilizing data-driven models to avoid common pitfalls [18] Risk Management and Success Factors - Franchisees should prioritize brands with third-party audit reports and transparent operational metrics to mitigate risks [20] - Continuous learning and adaptation to local market conditions are essential for franchise success, emphasizing the importance of operational efficiency and customer loyalty [24][25] - The future of the franchise market will depend on the ability to cultivate capable super franchisees and maintain quality control and service standards [27]

Core Insights - Chengdu is highlighted as an attractive travel destination due to its leisurely lifestyle, rich food culture, and deep historical background [1][3][4] Day-by-Day Summary Day 1: Wuhou Shrine - Jinli Ancient Street - Kuanzhai Alley - The journey began at Wuhou Shrine, dedicated to Zhuge Liang from the Three Kingdoms period, where visitors can learn about historical stories [3] - Jinli Ancient Street offers a variety of traditional snacks, including Chengdu specialties like Chuan Chuan Xiang and Rabbit Head [3] - Kuanzhai Alley features preserved architecture from the Ming and Qing dynasties, providing a glimpse into local life and culture, including tea culture experiences [3] Day 2: Chengdu Research Base of Giant Panda Breeding - Wenshu Monastery - The second day included a visit to the Chengdu Research Base of Giant Panda Breeding, where visitors can see pandas in their natural habitat and learn about conservation efforts [4] - Wenshu Monastery, a historic Buddhist temple, offers a peaceful atmosphere and opportunities to enjoy vegetarian cuisine [4] Day 3: Dujiangyan - Qingcheng Mountain - The final day featured a visit to Dujiangyan, one of the oldest water conservancy projects in the world, showcasing ancient engineering wisdom [5] - Qingcheng Mountain, known for its Daoist significance, provides a serene environment for hiking and cultural exploration [5] Cost and Experience - The average cost for a three-day trip in Sichuan is approximately 800 to 1000 yuan per person, with personalized itineraries arranged by local guides [8] - The guide, Linlin, is noted for her extensive knowledge of local culture and tourism resources, ensuring a tailored travel experience [8] Travel Tips - Weather in Chengdu can be unpredictable; travelers are advised to check forecasts and prepare accordingly [11] - Transportation options include convenient public transit, with recommendations for using regulated taxi services [11] - A variety of accommodation options are available, from luxury hotels to budget hostels, catering to different preferences [11] - Local food recommendations include hotpot, Mapo tofu, and other traditional snacks, emphasizing the region's culinary diversity [11]

Core Points - Sichuan is an attractive destination known for its unique culture, cuisine, and natural scenery, making it a romantic choice for couples [1] - The average cost for a four-day trip in Sichuan is approximately 800-1000 RMB per person, which includes transportation, accommodation, meals, and entrance fees, offering high value for money [3][8] - The itinerary includes visits to key attractions such as Kuanzhai Alley, Jinli Ancient Street, Wuhou Shrine, Chengdu Research Base of Giant Panda Breeding, Dujiangyan, Qingcheng Mountain, and Chengdu Museum [6] Itinerary Summary - Day 1: Arrival in Chengdu, visit Kuanzhai Alley and Jinli Ancient Street, enjoy local snacks [6] - Day 2: Visit Wuhou Shrine and Chengdu Research Base of Giant Panda Breeding [6] - Day 3: Explore Dujiangyan and Qingcheng Mountain, learning about ancient water conservancy and Daoist culture [6] - Day 4: Visit Chengdu Museum, free time for shopping or dining, and transfer to the airport [6] Travel Tips - It is recommended to book flights and hotels in advance to secure better prices and avoid peak season rush [11] - Plan the itinerary carefully to balance time and energy, focusing on quality experiences rather than quantity of attractions [11] - Be aware of local weather conditions and prepare accordingly [11] Accommodation and Transportation - Choose accommodations near metro stations or city centers for convenience and cost savings [12] - Public transportation in Chengdu is well-developed, with options like metro and buses for easy access to attractions [12] - For those preferring more flexibility, renting a car is an option, but traffic congestion should be considered [12] Local Cuisine Recommendations - Sichuan is famous for its diverse and flavorful cuisine, including hot pot, skewers, and various local snacks [14][15] - Popular dishes include hot pot, chuan chuan (skewers), ma po tofu, and long chao shou (dragon dumplings), each offering unique tastes [14][15]

Core Points - Chengdu is highlighted as an attractive travel destination due to its leisurely lifestyle, rich food culture, and deep historical background [1] - The average cost for a three-day trip in Sichuan is approximately 800 to 1000 yuan per person, showcasing the affordability of travel in the region [8] Day 1 Summary - The first day included visits to Wuhou Shrine, Jinli Ancient Street, and Kuanzhai Alley, where tourists experienced historical insights and local delicacies [3] - Wuhou Shrine commemorates Zhuge Liang from the Three Kingdoms period, providing a historical context for visitors [3] - Jinli Ancient Street offers a variety of traditional snacks, enhancing the culinary experience [3] - Kuanzhai Alley features preserved architecture from the Ming and Qing dynasties, allowing visitors to immerse in local culture [3] Day 2 Summary - The second day featured a visit to the Chengdu Research Base of Giant Panda Breeding and Wenshu Monastery [4] - The panda base allows tourists to observe giant pandas in their natural habitat, emphasizing wildlife conservation efforts [4] - Wenshu Monastery is a historic Buddhist temple that provides a serene atmosphere for visitors [4] Day 3 Summary - The final day included trips to Dujiangyan and Qingcheng Mountain, showcasing ancient engineering and natural beauty [5] - Dujiangyan is recognized as one of the oldest water conservancy projects in the world, highlighting ancient wisdom [5] - Qingcheng Mountain is a famous Taoist site, offering scenic views and cultural insights [5] Travel Tips - Recommendations for local cuisine include hot pot, Mapo tofu, Zhong Shui Jiao, and other traditional snacks, emphasizing the culinary richness of Chengdu [13] - Transportation options in Chengdu are convenient, with public transport being efficient for accessing major attractions [13] - Accommodation ranges from luxury hotels to budget hostels, catering to various traveler preferences [13]

Core Insights - In Q1 2025, the total financing in the restaurant industry decreased by 42% year-on-year, yet the chain franchise sector saw multiple financing rounds in the tens of millions, indicating a shift in investor preferences towards resilient, standardized, and digitally capable brands [1][7] Financing Case Analysis - Financing Purpose: Building the largest intelligent central kitchen in Southwest China and upgrading the cold chain logistics network. The brand Shuyi Shuer is leveraging the "quick meal to full meal" potential, achieving an average monthly revenue of 280,000 yuan per store, appealing to investors for its market penetration capabilities [4] - Financing Purpose: Developing the third-generation intelligent cooking robot and optimizing the takeout store model. Wukouzao balances efficiency and taste with a "fresh cooking + pre-prepared dishes" approach, achieving a 65% takeout ratio and a payback period of only 9 months, aligning with investors' preference for quick returns [5] - Financing Purpose: Testing a "noodle shop + tea and coffee" hybrid store and launching a health-focused herbal soup noodle series. Hefulao Noodle is differentiating itself through "high-end positioning + product innovation," with a member repurchase rate of 55%, attracting capital for its brand upgrade potential [5] - Financing Purpose: Establishing a regional warehousing center and launching a "porridge + pancake" combo. Manling Porridge Shop benefits from all-day operational advantages, with 60% of new stores in second and third-tier cities, appealing to investors for its scalability [5] - Financing Purpose: Developing intelligent marinating equipment and promoting a "24-hour fresh sale" model. Ziyan Baiwei Chicken enhances average annual revenue per store to 1.2 million yuan through "short shelf-life products + membership subscriptions," attracting capital for its community ecosystem integration capabilities [5] Shifts in Financing Logic - The financing logic in the restaurant chain sector has shifted from "burning cash for scale" to "efficiency for profit," with brands like Shuyi Shuer and Wukouzao demonstrating that supply chain control, digital operations, and innovative scenarios are essential for navigating economic cycles [7] Key Capabilities of Financing Brands - Supply Chain Strength: Brands generally possess self-built central kitchens or intelligent equipment, such as Shuyi Shuer's cold chain logistics and Wukouzao's cooking robots [8] - Digital Integration: Brands like Hefulao Noodle and Manling Porridge Shop utilize membership data systems to optimize product structures through consumer profiling [8] - Scenario Innovation: Ziyan Baiwei Chicken is expanding its "marinated + hot food" community stores, while Hefulao Noodle is developing a "noodle shop + tea and coffee" hybrid model [8] - Asset-Light Models: Manling Porridge Shop and Wukouzao reduce rental costs through takeout-specific stores, with initial investment for franchisees kept under 150,000 yuan [8] Future Trends - Policy-Driven Financing: Local government industrial funds are increasingly supporting restaurant projects that align with "rural revitalization" and "common prosperity" initiatives [8] - Technology-Driven Valuation: Brands with AI dish development and automated cooking technologies are expected to receive higher premiums [8] - International Financing Growth: Southeast Asia and the Middle East are emerging as new focal points, with Ziyan Baiwei Chicken planning to open its first store in Malaysia by the end of 2025 [8]

Core Insights - Haidilao is adapting to the evolving Chinese dining market by introducing lower-priced meal options, such as a 22 yuan self-service lunch, which is significantly less than its traditional hot pot offerings [1][4] - The company is facing challenges with high idle rates during lunch hours, prompting a reevaluation of its operational strategies [4][8] - Haidilao's innovative approach includes transforming employee cafeterias into public dining options, thereby maximizing supply chain efficiency and addressing off-peak dining hours [5][8] Group 1: Business Strategy - The "Red Pomegranate Plan" involves the development of 11 sub-brands, creating a diverse product range from formal dining to fast food, leveraging existing supply chains [7] - Cost control measures are highly effective, with employee meal standards being directly converted into consumer products, optimizing resource utilization [7] - The company is implementing a regional experimentation strategy, allowing for tailored offerings in different locations, such as self-service in Xi'an and boxed meals in Beijing [7][8] Group 2: Market Positioning - Haidilao is addressing the lunch market gap by offering a 22 yuan meal, which has increased table turnover rates to 4.1 times per day, outperforming the industry average by 30% [8] - The company has established a tiered product system, ranging from 97 yuan for formal dining to 1.5 yuan for tea eggs, balancing brand integrity with consumer demand [8] - By granting regional stores pricing autonomy, Haidilao is successfully combining standardized services with personalized products, reshaping the expansion logic of chain restaurants [8] Group 3: Industry Trends - The restaurant industry is shifting towards maximizing existing customer bases rather than solely focusing on growth, as evidenced by Haidilao's strategic pivot [11] - The ongoing "lunch revolution" highlights the need for businesses to adapt to consumer behavior and preferences in a fragmented market [11] - The future of dining is increasingly tied to the real-life movements and needs of consumers, necessitating a balance between premium branding and mass-market accessibility [11]

Core Viewpoint - Haidilao is diversifying its product offerings by introducing lower-priced meal options, including a weekday self-service lunch priced at 22 yuan, to attract more customers and adapt to market competition [1][4]. Group 1: New Product Offerings - Haidilao has launched a weekday self-service lunch at 22 yuan, featuring various dishes including hot and cold dishes, fruits, drinks, and staple foods [1]. - The company previously introduced "small portion dishes" priced between 4-25 yuan, catering to solo diners [4]. - In addition to self-service lunches, Haidilao has started selling breakfast and boxed meals at street locations, with prices like 1.5 yuan for tea eggs and around 15 yuan for boxed meals [7]. Group 2: Financial Performance - In the 2023 annual report, Haidilao reported total revenue of 427.55 billion yuan and a net profit of 47.08 billion yuan, with a customer turnover rate of 4.1 times per day [13]. - Despite revenue and profit growth, the growth rate has slowed significantly, with 2023 revenue at 414.53 billion yuan, a year-on-year increase of 33.6%, and net profit at 44.95 billion yuan, up 174.6% [13]. - The company is facing challenges in its core hot pot business due to market competition and is exploring new growth avenues [13]. Group 3: Strategic Initiatives - In 2024, Haidilao initiated the "Pomegranate Plan," launching 11 sub-brands, including "Flame Grilled Meat Shop" and "Little Hi Hot Pot," covering various dining scenarios [13]. - The revenue from other restaurant operations reached 4.83 billion yuan in 2024, reflecting a year-on-year growth of 39.6% [13]. - Haidilao has applied for multiple trademarks for new products, indicating plans for further expansion in the food and beverage sector [13].

Core Viewpoint - Haidilao is diversifying its product offerings beyond hot pot, introducing affordable meal options like a 22 yuan self-service lunch to attract cost-conscious consumers, particularly workers [1][5][6] Group 1: New Product Offerings - Haidilao has launched a self-service lunch priced at 22 yuan, featuring various dishes including hot and cold items, fruit, drinks, and staples [1] - The company previously introduced smaller portion dishes priced between 4-25 yuan, reflecting a strategy to cater to individual dining preferences [4] - New products like breakfast items and boxed meals are being sold at lower prices, such as 1.5 yuan for tea eggs and around 15 yuan for boxed meals [8] Group 2: Market Strategy - The introduction of lower-priced offerings is a response to increased competition and a challenging market environment, as Haidilao seeks new growth avenues without extensive new store openings [4][11] - The company is focusing on meeting the needs of budget-conscious workers, leveraging its brand reputation to provide affordable dining options [5] Group 3: Business Performance and Adjustments - Haidilao's average customer spending has decreased from a peak of 110.1 yuan in 2020 to 97.5 yuan in 2024, indicating a shift towards more affordable dining experiences [14] - The company has implemented a decentralized management approach, allowing regional managers to tailor offerings to local tastes, which has contributed to a more diverse product range [13] Group 4: Franchise and Expansion - Haidilao is cautiously exploring franchise opportunities, having received over 20,000 applications but only opening 13 franchise locations by the end of 2024, with most being transfers of existing stores [20] - The franchise model aims to reduce operational costs while providing support to franchisees, although the current contribution to total revenue remains minimal at 0.1% [18][20]

Core Viewpoint - The article discusses the changing dynamics of the hot pot industry in China, highlighting the increasing consumer dissatisfaction with high-priced hot pot brands and the rise of alternative dining options that offer better value and experience [2][4][76]. Group 1: Consumer Sentiment and Market Trends - In 2024, the average monthly salary for residents is 3,000+ yuan, making a 5,000 yuan salary above average, indicating that consumers are reevaluating their spending on dining experiences [4]. - There is a noticeable shift among the new middle class, who are abandoning high-priced hot pot options in favor of more affordable alternatives [7][8]. - The perception that high prices equate to high quality is fading, leading to a growing distrust among consumers towards expensive hot pot brands [24][30]. Group 2: Pricing and Cost Challenges - The restaurant industry has entered a cost-up cycle, with operating costs in the dining sector rising nearly 50% year-on-year by Q3 2024 [25]. - High-end hot pot restaurants are facing a closure rate of approximately 30%-35%, with average losses exceeding 2 million yuan per store [28]. - Brands like Ba Nu have faced backlash for their pricing strategies, with some items priced excessively compared to their actual value [10][14][16]. Group 3: Competitive Landscape - The rise of alternative dining options such as "mala tang" (spicy hot pot) and "ma la kuan" (spicy skewers) is diverting consumers from traditional hot pot restaurants, with these alternatives offering lower prices and more diverse dining experiences [45][52]. - Major supermarket chains like Sam's Club and Hema are entering the market, providing consumers with safer and more convenient dining options at home [43]. - The emergence of differentiated dining experiences, such as KTV-themed hot pot restaurants, is becoming a trend to attract younger consumers [73][74]. Group 4: Future Directions - Hot pot brands are beginning to recognize the need for a balance between pricing and quality to meet consumer expectations [55][56]. - The concept of "hot pot+" is emerging, where brands are exploring additional services and experiences to enhance customer engagement [68]. - The focus is shifting towards creating unique dining experiences that resonate with younger consumers, who prioritize enjoyment and social interaction over mere food quality [71][75].