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]