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]

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]