Core Insights - The emergence of "mountain wild hotpot" brands has rapidly gained popularity across major shopping malls, with brands like "San Chushan" and "Shan Huan Huan" expanding their presence significantly in a short time [1][3][19] - These brands share common characteristics, including a focus on mountain-themed decor and unique, often rare ingredients that emphasize a connection to nature [9][11][13] Brand Expansion - "Shan Huan Huan" opened 13 new stores in 13 cities within April 2025, bringing its total to 80 locations [1] - "San Chushan" increased its store count from 10 in November 2023 to 37 by April 2025 [1] Market Trends - The "mountain lifestyle" trend reflects urban consumers' desire to escape city life, with a growing interest in outdoor activities like camping and hiking [17][19] - Data from Meituan shows a 102% increase in searches related to "camping" among users aged 20-35 [17] Consumer Experience - The design of mountain wild hotpot restaurants aims to create an immersive experience reminiscent of nature, featuring earthy tones and natural elements [9][15] - The menu often includes unique mountain vegetables and ecological ingredients, with prices for some items comparable to meat dishes [11][21] Pricing and Market Position - The average consumer spending at popular mountain wild hotpot restaurants is around 130 yuan, contrasting with the overall decline in hotpot prices, which have dropped to an average of 59 yuan [21][24] - This pricing strategy allows new entrants to differentiate themselves in a highly competitive market, which is projected to reach 617.5 billion yuan in 2024 [24][26] Competitive Landscape - The hotpot market is increasingly saturated, with major brands like Haidilao and Xiaobai Xiaobai dominating the space [26][28] - New entrants are leveraging the mountain wild concept to carve out a niche, appealing to consumers seeking unique dining experiences [28]