Core Viewpoint - The article discusses the strategic expansion of Haidilao into the bakery sector through its new brand "拾㧚耍· SCHWASUA," highlighting the challenges and opportunities in the retail landscape, particularly in the context of the company's "Red Pomegranate Plan" aimed at overcoming growth bottlenecks in its core hotpot business [4][7][18]. Group 1: Market Context and Brand Launch - During the May Day holiday, Haidilao launched its bakery brand "拾㧚耍· SCHWASUA" in a prime location in Hangzhou, offering high-quality products at competitive prices, which quickly attracted consumer attention [4][6]. - The bakery's pricing strategy features over 60% of products priced below 10 yuan, with the most expensive item not exceeding 30 yuan, significantly lower than similar brands [6][8]. Group 2: Strategic Rationale for Expansion - The Chinese baking market is projected to grow from 561.4 billion yuan in 2023 to over 850 billion yuan by 2029, with an annual growth rate exceeding 9%, making it an attractive sector for Haidilao's diversification [7]. - The "Red Pomegranate Plan" is seen as a strategic extension to address the declining table turnover rate and falling customer spending in Haidilao's core business, allowing the company to reach a broader customer base through multiple brands [7][11]. Group 3: Competitive Advantages - Haidilao's strong supply chain integration allows for cost optimization across the entire production process, ensuring high-quality products at lower prices compared to traditional bakeries [8][12]. - The company leverages its existing customer base and membership system to drive traffic to its new bakery brand, enhancing customer retention and engagement [7][11]. Group 4: Performance and Challenges - Since the launch of the "Red Pomegranate Plan," Haidilao has opened 74 stores across various food categories, generating a total revenue of 4.83 billion yuan, indicating a mix of successes and challenges in brand performance [11][12]. - Despite some brands achieving market recognition, the rapid expansion poses risks of resource dilution and management challenges, particularly as some sub-brands struggle to achieve profitability [14][18]. Group 5: Industry Trends and Future Outlook - The multi-brand strategy is becoming a key approach for leading companies in the restaurant industry to overcome growth challenges, with Haidilao's efforts reflecting broader trends in the sector [16][18]. - The future competition among restaurant giants will focus not only on the number of outlets but also on supply chain resilience, organizational vitality, and strategic consistency [18].

"行业鲶鱼"还得是你啊海底捞！ 当然最关键的还是产品与价格。在此之前所有人都猜测过海底捞的面包店会以什么形式和大家见 面，但没想到——是全线的平价面包啊。 5.8的黑麦蔓越莓，6.8的海盐卷，均价不到4块的牛角包…这个定价的确让人大跌眼镜。"拾㧚耍"是 要跟盒马、山姆掰手腕？ 尽管"拾㧚耍·SCHWASUA"的开业并没有太多预热与宣传，但是由于其"海底捞"的标签，一开业依 然吸引了一大票粉丝和消费者闻风而动，抢先体验。 门口摆放的"面包车"吸引了络绎不绝的顾客排队试吃 ，门店入口特设了免费试吃区，据现场反 馈"试吃区域都堪称景点" 。延续了海底捞一贯的贴心服务基因，服务人员主动为顾客取包、推荐搭 配，购买时还可使用先前在门店抽奖获得的代金券，种种细节都在强化"安心吃、放心耍"的品牌理 念。 五一假期前夕，海底捞旗下首家烘焙品牌"拾㧚耍·SCHWASUA"在杭州西湖银泰悄无声息的开业 了：全新黑金简约店面、摆满悬空的丰收麦穗，多元化的面包产品线、海底捞旗下首店的神秘感 ——无论哪一个都是排队关键词。 这些体验策略不仅制造了开业噱头，也契合海底捞低单价高频次的破圈打法，将传统火锅场景外的 烘焙业态打造成新的增长点 ...