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].

湖滨商圈 刚过去的周末，西湖银泰百货内，海底捞旗下烘焙品牌"拾㧚耍·SCHWASUA"内人头攒动，消费者 为品尝"高性价比面包"慕名而来；与此同时，在钱江新城万象城的一楼外街，主打泰国菜的"富贵椰"门 前也排起长队……这些新晋的首店，正成为上城消费市场亮眼的"流量之王"。 如果把商业零售比作娱乐圈，那么首店无疑就是"顶流"，不仅带来超高人气，更实现显著的消费转 化。今年"五一"，"拾㧚耍·SCHWASUA"联合23个面包品牌举行了西湖面包节，多种风味烘焙一次集齐 ——"五一"假期，吴山商圈实现消费金额0.8亿元，同比增长13.26%。 今年一季度，上城区共迎来31家首店扎堆入驻，涵盖多个领域和品类。从选址来看，湖滨、钱江新 城、吴山三大核心商圈凭借成熟商业生态，成为首店争相落子的"兵家必争之地"；业态方面，餐饮、服 饰仍是热门选手。值得一提的是，除了数量上的增长，落户上城首店的级别也涵盖了全国首店、区域首 店、省份首店和城市首店，充分彰显了上城商业的吸引力和辐射力。 党的二十届三中全会提出，要"积极推进首发经济"——它是城市竞争力的新衡量标尺，也是消费升 级与产业革新的重要抓手。今年以来，上城区锚定"数智时尚 ...

Core Viewpoint - The article discusses the launch of Haidilao's first bakery brand "拾㧚耍·SCHWASUA" in Hangzhou, emphasizing its affordable pricing strategy and potential to disrupt the bakery market, leveraging Haidilao's established brand and supply chain advantages [1][4][10]. Group 1: Product and Pricing Strategy - "拾㧚耍" offers a range of affordable bakery products, with prices such as 5.8 for rye cranberry bread and 6.8 for sea salt rolls, averaging under 4 for croissants, which is surprising for consumers [6][10]. - The bakery focuses on a simplified SKU strategy, emphasizing core products like baguettes and croissants, while also introducing healthier options and local flavors, with prices generally between 6-12 yuan [13][16]. - The pricing strategy positions "拾㧚耍" significantly lower than competitors, with overall prices around 70% of other trendy bakery brands, making it appealing to students, office workers, and families [13][16]. Group 2: Consumer Engagement and Experience - Despite minimal pre-launch marketing, the bakery attracted a large crowd due to the Haidilao brand, featuring a free tasting area that became a popular attraction [8][10]. - The service model reflects Haidilao's customer-centric approach, with staff assisting customers and allowing the use of vouchers won in-store, enhancing the overall experience [8][10]. Group 3: Supply Chain and Operational Efficiency - The bakery benefits from Haidilao's established supply chain, utilizing shared resources for ingredients and logistics, which helps maintain low prices while ensuring freshness [16][17]. - This operational synergy allows "拾㧚耍" to balance between freshly baked goods and affordability, positioning it as a strong competitor in the bakery market [17][35]. Group 4: Market Trends and Consumer Demand - There is a growing demand for both high-end and affordable bakery products, with a significant portion of consumers preferring options under 10 yuan, indicating a robust market for quality yet affordable baked goods [19][21]. - The article highlights the importance of maintaining product quality while competing on price, suggesting that the bakery must avoid the pitfalls of relying solely on price cuts [33][35]. Group 5: Competitive Landscape - "拾㧚耍" is compared to other emerging brands like "巨人妈妈面包," which also targets the affordable bakery segment, indicating a trend towards value-driven offerings in the market [24][28]. - The success of "拾㧚耍" will depend on its ability to replicate Haidilao's operational efficiencies and customer loyalty in the bakery sector, as well as its adaptability to market demands [37].