Group 1 - The tourism market in Beijing is experiencing a surge during the "May Day" holiday, with traditional brands and popular restaurants seeing a peak in consumer activity [1][6] - The restaurant chain Haidilao has introduced new seasonal dishes, leading to increased customer traffic and reservations, with over 25,000 tables booked for the first day of the holiday [6][4] - The reopening of the traditional restaurant Meiwai Zhai has attracted many returning customers, with the establishment adding over 50 new dishes after renovations [6][4] Group 2 - Outdoor activities like camping have become popular, with areas like Mentougou and Miyun seeing increased visits, and Haidilao's camping hotpot location reporting a significant rise in customer flow [4][6] - Other traditional restaurants such as Quanjude and Bianyi Fang also reported high customer turnout during the holiday, appealing to both local and foreign tourists [6][1] - The overall increase in customer reservations and foot traffic indicates a robust recovery in the dining and tourism sectors in Beijing [6][1]

Core Viewpoint - The rise of wild vegetable hotpot reflects a growing consumer trend towards health-conscious eating, driven by nostalgia for natural and local ingredients, and the need for differentiation in a competitive market [30][31][36]. Group 1: Market Trends - Wild vegetable hotpot has gained popularity, with significant attention on social media platforms like Xiaohongshu and Douyin, where related content has seen substantial growth [3][5][30]. - The search volume for "wild vegetables" has increased dramatically, with a reported 23-fold rise since March 2025, indicating a strong consumer interest [5][30]. - The trend is characterized by low-cost offerings, with many hotpot restaurants providing unlimited wild vegetable options at prices ranging from 10 to 18 yuan per person [19][30]. Group 2: Health Consciousness - Increasing health awareness among consumers has led to a shift away from heavy, oily hotpot bases, with a 120% rise in high uric acid detection rates among the 18-35 age group over five years [31][32]. - Wild vegetables are perceived as healthier alternatives, often marketed for their natural growth and nutritional benefits, such as higher calcium content compared to milk [32][33]. - The demand for low-calorie and health-oriented hotpot options has surged, with a 23% increase in interest for low-fat bases among younger consumers [31][32]. Group 3: Industry Competition - The hotpot industry is experiencing intense competition, with over 520,000 establishments nationwide, leading to a net decrease of about 10,000 outlets in the past year [34][36]. - To combat homogenization, brands are innovating with wild vegetables as a key ingredient, enhancing their menu offerings and profit margins, with wild vegetables yielding a gross margin of 60-80% [36][37]. - Major chains like Haidilao and Banu have introduced new wild vegetable dishes, reflecting a broader trend of incorporating unique ingredients to attract customers [28][29][36]. Group 4: Cultural Nostalgia - The popularity of wild vegetables is also tied to a collective nostalgia among urban consumers for traditional, rustic flavors, as urbanization has distanced them from their rural roots [30][37]. - The emotional appeal of consuming wild vegetables is significant, as it allows consumers to reconnect with their childhood memories and the simplicity of nature [30][37]. - The surge in orders for wild vegetable hotpot has been notable, with a 179% increase reported, particularly among the Z generation and older consumers [30][37]. Group 5: Policy Support - Government initiatives, such as the development plan for wild vegetable industries in Guizhou, aim to establish large-scale production bases, enhancing supply chain stability [38][39]. - Local governments are integrating wild vegetables into rural revitalization strategies, promoting economic growth through agricultural and tourism synergies [39]. Group 6: Broader Market Opportunities - Beyond hotpot, various restaurant types are exploring wild vegetables, with establishments in Yunnan and Chengdu featuring them prominently in their menus [40][41]. - New product lines, such as wild vegetable dumplings and teas, are emerging, indicating a growing market for wild vegetable-based offerings across different food categories [41][42].

Group 1 - The core viewpoint of the article highlights the rising trend of wild vegetables among young consumers, indicating a shift in dietary preferences towards healthier, seasonal options [1][19]. - Sales data shows that spring vegetables have seen significant growth, with a 103% year-on-year increase and a 55% month-on-month increase in transaction volume [2]. - The introduction of nearly 50 seasonal vegetables by Hema, including well-known varieties and unique products, reflects the growing interest in wild vegetables [3]. Group 2 - The restaurant industry is responding to the demand for spring vegetables, with a 470% year-on-year increase in the number of dining merchants offering "spring vegetable" sets on Meituan [5]. - Various hotpot chains are competing to incorporate spring vegetables into their menus, showcasing innovative dishes that highlight seasonal ingredients [6][7]. - The popularity of wild vegetable hotpots is evident, with significant social media engagement, as the topic has garnered over 89 million views on Douyin [12]. Group 3 - The surge in interest for wild vegetables is linked to the rise of local cuisine and the exploration of unique food experiences by consumers, particularly during the Qingming holiday [20]. - The rich variety of edible wild vegetables in regions like Guizhou and Yunnan, along with the cultural significance of consuming these ingredients, contributes to their growing popularity [21]. - Seasonal offerings of wild vegetables not only attract customers but also enhance restaurant profitability, with some establishments reporting a 27% increase in profit margins from spring menus [25]. Group 4 - The trend of "foraging" for wild vegetables has become a new social activity among young people, leading to increased outdoor engagement and a rise in related dining experiences [27][28]. - The demand for fresh and healthy ingredients aligns with broader consumer trends, as evidenced by the rising prices and popularity of spring vegetables like Chinese toon [30]. - The restaurant industry must innovate continuously to capitalize on the wild vegetable trend, as it presents a unique opportunity for attracting customers and enhancing brand visibility [31][32].