山野风，正在全品类扩张 今年，一个几乎横跨餐饮各大品类的趋势正在显现：山野风在扩张。 原本只是火锅赛道里的"网红概念"，如今"山野"元素正成为餐饮行业最新一波集体押注的方向——无论是烤肉、快餐，还是咖啡馆等等。 比如小泡熊·雲岭烤肉·山系火锅，就试图在"烤肉"和"火锅"之间同时开花。人均只要69元一位，不限量畅吃，性价比直逼传统火锅或烤肉的单一自助模 式。 店里甚至贴出了"回本攻略"，教顾客如何点单最划算。在食材上，它主打云南特色的山野食材，如山野黑松露、云岭百香果等，凸显地域差异化。有消费 者惊叹，居然在这里吃到了云南才有的七彩土豆。与空洞的装修相比，这种落在真实食材体验上的"山野"更具体，也更可感。 相比火锅和烤肉，土菜馆与"山野"更为天然契合，也因此成为另一股走红力量。 赣乡野·江西小炒：即将在北京朝阳万象汇开出首店，目前全国已有40多家门店。其定位是以赣鄱食材为基础，现点现炒，强调原汁原味与锅气十足。招 牌菜包括萍乡小炒肉、小炒高安黄牛肉、香酥油浸鱼等。门店设计则将乡野环境移植进城市，用绿色与铜色的搭配营造质朴氛围。 小江溪·山野江西菜：原本主打烟火气的江西菜馆，如今顺势推出"山野江西菜"新店型。门店 ...

Core Viewpoint - The "Shan Ye" dining model is rapidly reshaping consumer experiences in the restaurant industry, with a focus on integrating natural elements and local ingredients into various dining formats [4][60]. Group 1: Popularity and Expansion of "Shan Ye" Dining - "Shan Ye" hotpot has gained immense popularity, leading to a surge in the number of chain restaurants expanding their locations [4][5]. - The "Shan Ye + Hotpot" model has become a trending format, with significant social media engagement, including over 100,000 posts on Xiaohongshu and over 100 million views on Douyin [6][7]. - Other dining formats, such as "Shan Ye" barbecue and small hotpot, are also emerging, attracting younger consumers with unique flavors and experiences [9][19]. Group 2: Characteristics of "Shan Ye" Dining - The "Shan Ye" dining brands often incorporate natural elements like mountains, stones, and trees into their decor, creating an immersive dining environment [11][41]. - The product offerings emphasize local ingredients, such as wild vegetables and mushrooms, aligning with the "nature's transporter" concept [42]. - Many brands adopt a self-service or semi-self-service model, with average customer spending ranging from 30 to 80 yuan, making dining more accessible [56][58]. Group 3: Market Trends and Innovations - The rise of "Shan Ye" dining reflects a broader trend of integrating traditional dining concepts with innovative models, creating new pathways for growth in the restaurant sector [62]. - The "Shan Ye" model serves as an emotional refuge for consumers, allowing them to escape urban life and connect with nature [63]. - Various dining formats are evolving, such as rotating hotpot and self-service breakfast, which cater to the demand for convenience and unique experiences [70][76]. Group 4: Future Directions - Brands must go beyond superficial visual elements and genuinely engage with the outdoor spirit to resonate with consumers seeking authenticity [84]. - The essence of the "Shan Ye" model lies in addressing consumer fatigue with artificial experiences, emphasizing a sincere dialogue with nature [84].

Core Insights - The "Mountain Wild" dining trend is gaining popularity, with various brands expanding rapidly in the hot pot and barbecue sectors [3][4][5] - The rise of "Mountain Wild" hot pot has led to a surge in related dining concepts, including barbecue and small hot pot, which are attracting younger consumers [7][12] Group 1: Mountain Wild Hot Pot and Barbecue - Mountain Wild hot pot has become a significant trend, with brands like San Chu Shan planning to open 10 new locations in 2024, bringing their total to 20 [4] - The popularity of Mountain Wild hot pot is reflected in social media, with over 100,000 posts on Xiaohongshu and over 100 million views on Douyin [6] - New barbecue brands inspired by the Mountain Wild concept, such as Liu Zhenzhen Guizhou Barbecue and Xiao Pao Xiong Yunnan Barbecue, are emerging, featuring unique decor that immerses diners in a natural setting [7][8] Group 2: Product and Design Innovations - Barbecue brands are incorporating local ingredients like sand ginger and cilantro to create distinctive flavors, such as the sand ginger beef [10][11] - Small hot pot concepts are also adopting the Mountain Wild theme, with restaurants like Chongchun Mountain featuring natural decor and a menu focused on wild vegetables and traditional broth options [12] - Mountain Wild restaurants are emphasizing seasonal ingredients and local sourcing, with dishes like mountain vegetable dumplings and fresh river fish [13][22] Group 3: Market Dynamics and Consumer Trends - The Mountain Wild dining trend is characterized by a focus on natural aesthetics and local ingredients, appealing to consumers seeking a connection to nature [17][18] - The operational model often includes self-service or semi-self-service options, making dining more affordable, with average prices ranging from 60 to 80 yuan per person for barbecue [25][26] - The success of the Mountain Wild model indicates a shift in consumer preferences towards experiences that offer emotional and sensory connections to nature [27][28] Group 4: Broader Industry Implications - The Mountain Wild dining trend represents a broader movement in the food industry, where traditional dining concepts are being reimagined with innovative themes and operational models [27][29] - The integration of self-service and automated systems is becoming a common strategy to reduce costs and enhance customer experience across various dining formats [35][44] - Brands are encouraged to explore authentic connections with nature, moving beyond superficial themes to create genuine dining experiences [45]

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]