Core Insights - The article highlights the trend of "Shan Ye" (mountain and wild) elements expanding across various dining categories, moving beyond its initial popularity in hot pot to include barbecue, fast food, and coffee shops [1][8] - The shift in consumer psychology towards valuing natural and authentic dining experiences is driving this trend, as customers become wary of overly marketed "refined dining" [8][9] - The emergence of low-cost, fast-casual dining options under the "Shan Ye" concept indicates a market segmentation, with traditional high-end "Shan Ye" hot pot brands facing new competition from budget-friendly alternatives [16][17] Industry Trends - The "Shan Ye" dining trend is characterized by a focus on regional ingredients and authentic experiences, with restaurants like "Xiao Pao Xiong" and "Gan Xiang Ye" emphasizing local flavors and rustic atmospheres [3][5] - New dining formats such as "Shan Ye" rice noodle shops and coffee cafes are emerging, creating unique experiences that appeal to younger consumers seeking an escape from urban environments [5][7] - The market is witnessing a diversification of the "Shan Ye" concept, with brands adopting different pricing strategies, from high-end experiences to low-cost self-service options [10][15] Consumer Behavior - Consumers are increasingly drawn to dining experiences that emphasize authenticity and value, leading to a preference for "Shan Ye" offerings that provide a sense of connection to nature [8][9] - The rise of budget-friendly "Shan Ye" hot pot options reflects a broader trend of consumption downgrade, where families and cost-conscious diners seek affordable yet enjoyable dining experiences [17] - The dilution of the "Shan Ye" brand as a marketing label poses a risk, as overuse may lead to consumer fatigue and a loss of the original appeal associated with high-quality, natural dining [16][17]