火锅店，看着铁 盘上还带着体温 的牛肉，听一 曲"笃笃笃"的捶 打牛肉丸声。这 一锅清汤，涮的 是肉，吃的是人 情，沸腾的是潮 汕人独有的年味 哲学。 从"灶王"到"胶己人"，年味里的那锅"随便" 如果你在农历腊 月二十四前后到 潮汕，会发现空 气中除了海风的 味道，还多了一 丝祭祀的香火气 和牛肉的脂香。 一锅清水煮乾 坤：潮汕牛肉火 锅里的年味密码 _南方+_南方 plus 在潮汕，牛肉火 锅永远是"常驻 嘉宾"。对于外 地人来说，那是 一道趋之若鹜的 美食；但对于潮 汕人自己，这口 锅更像是家里的 暖炉。特别是到 了年关，没有什 么比一句"走， 食牛肉去"更能 慰藉一年的风 尘。在外打拼 的"胶己人"回到 这片土地，最急 切的事情往往不 是看风景，而是 直奔那间熟悉的 这一天是潮汕人 的"小年"，也 叫"神上天"，是 各家各户送灶王 爷回天庭汇报工 作的日子。 在过去，祭灶是 个严肃活儿，供 品得讲究。潮州 柑（大吉）、姜 薯汤（甜蜜）是 标配，有钱人家 还得摆上三牲。 但潮汕人务实又 有趣，他们一边 给灶王爷供上又 甜又黏的"灶 糖"，想让老爷 子"上天言好 事"，一边又忍 不住琢磨："这 供完的肉， ...

潮汕牛肉在纽约 丨家乡的广货_ 南方+_南方plus 大年初二晚，汕 头内海湾的夜空 被烟花次第点 亮，映得海面波 光粼粼；万架无 人机组成光点阵 列协舞，凌空拼 出清晰的"广货 行天下"五个 字，悬浮在墨色 天幕间。拥挤的 人群中，我举起 手机录下这一 幕，发给了远在 纽约的老同学阿 桂。 昨日初一，我们 刚越洋视频通 话，他略带歉意 地说："今年回 不去了，不仅机 票涨价，汕头的 酒店更是离谱， 动辄两三千一 晚，索性就留在 美国过年了。" 阿桂是土生土长 的汕头人，大学 毕业后远赴纽约 读博、工作，一 晃已是十年。我 们隔着时差，聊 着汕头近几年的 变化——这座曾 经低调的海滨小 城，不知不觉间 已成了网红打卡 地，老市区的骑 楼修缮得古色古 香，小公园的街 巷挂满红灯笼， 而最热闹的，莫 过于遍布全城的 牛肉火锅店。 我感慨说："我 们常去的那几家 老店，现在火得 很，外地游客排 起长队，我都得 挤着才能吃上一 口。"阿桂也回 应道："以前在 汕头，下楼拐个 弯就有新鲜牛肉 吃，从不觉得珍 贵，到了纽约才 知道，那种本真 的鲜，花钱也难 寻。" 戴。往年春节， 阿桂总会挤破头 抢票回家，只为 吃上一口 ...

Overview - The Chaozhou beef hotpot industry is experiencing a shift in consumer demand from basic satisfaction to a focus on quality, health, and freshness, aligning with the trend of consumption upgrades [1][8] - The market size of the Chaozhou beef hotpot industry is projected to reach 50.52 billion yuan by 2025, with a year-on-year growth of 4.9% [1][8] Market Policies - The Chinese government has implemented various supportive policies to promote the development of the catering industry, including the Chaozhou beef hotpot sector, creating a favorable policy environment for growth [5] Industry Chain - The upstream of the Chaozhou beef hotpot industry includes suppliers of beef, beef bones, vegetables, and various condiments, while the downstream consists of dining channels and end consumers [6] - The quality of beef is crucial for the hotpot's flavor and overall quality, with China's beef production expected to reach 8.01 million tons by 2025, marking a 2.8% increase [6] - The consumer demographic primarily consists of individuals aged 20-49, with a notable preference for fresh ingredients and quality [6] Competitive Landscape - The Chaozhou beef hotpot market is competitive, with leading brands focusing on supply chain management and quality control to establish competitive advantages [9] - Notable brands in the industry include Bahe Li, Chao Fa, and Zuo Ting You Yuan, with Bahe Li ranked first in the 2025 top brands list [9] Development Trends - The industry is expected to integrate standardization and branding to overcome homogenization challenges, focusing on quantifying key processes [10] - There will be an expansion of consumption scenarios beyond traditional dining, catering to family meals, individual servings, and outdoor dining [12] - Cultural elements will be incorporated into the dining experience, enhancing the brand's cultural identity and facilitating global expansion [13]

Group 1 - The core viewpoint of the article highlights the rapid growth of barbecue consumption in Shenzhen, which has reached a 35% increase, particularly among the post-95 and post-00 generations, who account for over 60% of the consumer base [1] - The Shenzhen Restaurant Association reports a 22% year-on-year increase in annual customer traffic to barbecue restaurants, indicating a strong demand for both local and trendy dining experiences [1] - Consumers face challenges such as disappointment from "internet-famous restaurants," difficulty in finding authentic flavors, and indecision over recommended dishes, reflecting a complex dining landscape in Shenzhen [1] Group 2 - Shenzhen's local cuisine is characterized by a blend of flavors from Cantonese, Chaoshan, and Hakka cultures, representing the city's diverse population and historical development [2] - Signature dishes include Cantonese dim sum, Chaoshan beef hotpot, and local specialties like Guangming pigeon and Shajing oysters, which are essential for both locals and tourists seeking the "Shenzhen taste" [2] - These traditional foods have become a part of the local culinary memory, with established restaurants serving as benchmarks for quality and authenticity [2]

Core Viewpoint - Chaozhou beef hot pot is at a pivotal moment of industrial transformation, aiming to evolve from a local delicacy into a global billion-dollar industry driven by modern supply chains and branding [1] Group 1: Market Position and Growth Potential - The market size of Chaozhou beef hot pot is projected to approach 50 billion yuan by 2024, with over one million tons of beef consumed annually in Guangdong [1] - The total number of hot pot outlets has surpassed 100,000, establishing it as a national staple alongside Sichuan hot pot [1] - The establishment of local standards for cooking and beef quality aims to facilitate the industrialization and scalability of the product [1] Group 2: Supply Chain and Global Expansion - Leading brands are testing international supply chains from locations like Hong Kong and London, validating the feasibility of complex cold chain logistics [2] - The pursuit of extreme freshness limits expansion radius, necessitating a shift towards pre-prepared dishes to enhance efficiency and standardization [2] Group 3: Pre-prepared Food Strategy - Chaozhou beef hot pot aligns well with the pre-prepared food model, emphasizing ingredient authenticity and simplicity [3] - Advanced technologies like liquid nitrogen freezing and vacuum sealing are being utilized to maintain freshness, transforming the product into a globally accessible daily meal [3] - The potential market expansion could see the hot pot evolve into a trillion-yuan global food brand, similar to the success of Norwegian salmon and Japanese Wagyu beef [3] Group 4: Learning from Global Leaders - The hot pot industry must adopt best practices from top players, focusing on creating a resilient supply chain that can deliver freshness globally [4] - Emulating Norway's salmon supply chain efficiency, which ensures delivery within 72 hours, is crucial for maintaining product quality [4] - The establishment of a robust branding and certification system, akin to Japan's Wagyu beef, is essential for building consumer trust and global recognition [5] Group 5: Strategic Development Initiatives - The Chaozhou government aims to establish itself as the "Capital of Beef Hot Pot," requiring a comprehensive action framework focused on global market engagement [6] - Recommendations include creating a public brand for Chaozhou beef hot pot, developing a modern industrial park, and establishing a national trading platform for beef [6][7] - A dedicated industry fund is proposed to support platform enterprises with global perspectives, facilitating the industry's globalization [7] Group 6: Vision for the Future - Chaozhou beef hot pot stands at a historical juncture, with the challenge of transforming from a regional delicacy to a globally recognized industry [7] - The path forward involves a significant transformation for Chaozhou, aiming to become a hub for global standards and supply chain connectivity [7]

Core Insights - The integration of "media+" and instant retail is revitalizing the market for Chaozhou beef hotpot, creating new opportunities for growth and consumer engagement [3][4][6]. Group 1: Market Dynamics - The first Chaozhou Beef Hotpot Culture Festival highlighted the collaboration between local cuisine and platforms like JD and Meituan, clarifying the path for integrating regional food brands with new retail channels [6][7]. - Instant retail is becoming a necessary choice for industry upgrades, driven by changing consumer demands for immediate dining experiences [12][13]. Group 2: Consumer Trends - The growth rate of instant retail is projected to reach 21.9% in 2024, significantly outpacing e-commerce growth at 6.5% and social retail growth at 3.5%, indicating a shift in consumer preferences towards immediate gratification [14][15]. - The core competitiveness of Chaozhou beef hotpot lies in its freshness, with instant retail platforms enabling quick delivery of quality products, thus addressing traditional supply chain challenges [19][20]. Group 3: Product Innovation - Brands are innovating around instant retail scenarios by developing small portion hotpot packages for single consumers and pre-packaged sauces and frozen products to cater to various consumption contexts [48][49]. - The diversity of Chaozhou beef hotpot ingredients allows it to thrive in multiple consumption scenarios, including home dining, social gatherings, and outdoor activities, enhancing its market reach [33][40]. Group 4: Supply Chain and Ecosystem - Instant retail platforms are facilitating a comprehensive upgrade of the supply chain for Chaozhou beef hotpot, optimizing processes from production to delivery and creating a robust ecosystem for quality beef supply in the Guangdong-Hong Kong-Macau Greater Bay Area [62][63]. - The collaboration with platforms like JD and Meituan not only expands sales channels but also leverages data insights to optimize product offerings, significantly enhancing supply chain capabilities [62][63]. Group 5: Future Outlook - The digital transformation in the food industry necessitates that brands embrace instant retail trends, focusing on consumer needs to optimize product supply, innovate marketing strategies, and improve service efficiency for sustainable growth [66][68].

Core Insights - The event "Chaozhou Beef Hotpot Culture Festival" has attracted enterprises from eight major beef-producing provinces to the Guangdong-Hong Kong-Macao Greater Bay Area, highlighting the growing collaboration in China's beef industry [4][6][8] - The Greater Bay Area is recognized as an ideal market for beef industry development due to its strong consumer demand, estimated at over 1 million tons annually, and a significant consumption gap of over 500,000 tons [16][20][21] - The festival serves as a platform for showcasing high-quality beef products and fostering partnerships between northern beef producers and southern markets, enhancing the overall supply chain efficiency [29][96][132] Market Demand and Growth - The Chaozhou beef hotpot market is projected to reach 48.18 billion yuan in 2024 and is expected to exceed 50 billion yuan in 2025, indicating robust growth [18] - The average spending per customer for beef hotpot in the Greater Bay Area has increased from 85 yuan in 2020 to 128 yuan in 2025, reflecting a trend towards premium consumption [19] - The demand for high-quality beef is further emphasized by the low self-sufficiency rate in Guangdong, which is less than 6% [20] Industry Collaboration - The event has facilitated direct interactions between beef producers from provinces like Inner Mongolia, Jilin, and Ningxia, allowing them to present their unique products tailored for the hotpot market [41][50][54] - The introduction of the "Yue Mu You Pin" quality standard aims to enhance product quality and streamline market access for northern beef producers in the Greater Bay Area [108][110] - Collaborative efforts are being made to improve the cold chain logistics and supply chain efficiency, ensuring that beef products maintain freshness from production to consumption [114][116] Cultural and Culinary Integration - The Chaozhou beef hotpot has evolved into a cultural IP, combining traditional culinary techniques with modern standards, thus enhancing its appeal in both domestic and international markets [24][132] - The festival has leveraged media platforms to promote the cultural significance of Chaozhou beef hotpot, resulting in increased visibility and consumer engagement [172][175] - The integration of local flavors and cooking methods has positioned Chaozhou beef hotpot as a national culinary favorite, with significant online engagement and global expansion potential [173][176] Future Prospects - The collaboration between northern beef producers and southern markets is expected to reshape the beef industry landscape in China, creating a win-win scenario for both regions [182][186] - The continuous improvement of standards, supply chain optimization, and media engagement will likely elevate Chaozhou beef hotpot to a globally recognized brand, driving high-quality development in the domestic beef industry [185][187]

Core Insights - The article discusses the transformation of the beef industry in China, particularly focusing on the Guangdong-Hong Kong-Macao Greater Bay Area, which is becoming a key driver for upgrading the beef industry through a consumption power of over 100 billion yuan [6][7][12]. Group 1: Market Demand and Trends - The Greater Bay Area accounts for 10% of China's total beef consumption, with Guangdong province consuming over 1 million tons annually, and the Bay Area alone consuming over 800,000 tons [12][13]. - The average price for beef hot pot in the Greater Bay Area has increased from 85 yuan in 2020 to 128 yuan in 2025, with a 120% increase in the order rate for high-end cuts [14][15]. - The market for Chaozhou beef hot pot is projected to reach 48.18 billion yuan in 2024 and is expected to exceed 50 billion yuan in 2025 [16]. Group 2: Supply Chain and Collaboration - The article highlights the role of "media+" in bridging the gap between supply and demand, facilitating the integration of production and sales through various platforms [4][25]. - Media initiatives include offline tasting events and comprehensive reporting on beef production practices, enhancing brand recognition and connecting producers with Bay Area businesses [27][29]. - The media's involvement has also led to improvements in cold chain logistics, reducing circulation losses and enhancing product freshness [31][34]. Group 3: Standardization and Quality Improvement - The demand for high-quality beef in the Greater Bay Area is pushing for standardization and regulation in the beef supply chain [37]. - The Guangdong Beef Industry Development Promotion Association has introduced a standard evaluation system for beef, which serves as a "pass" for quality beef entering the Bay Area market [38][39]. - The media's promotion of these standards is fostering a virtuous cycle of production and procurement based on quality, enhancing regional collaboration [42][44]. Group 4: Future Prospects and Globalization - The collaboration driven by "media+" is optimizing resource allocation in the beef industry, with the Greater Bay Area leading the way in market-driven initiatives [49]. - The ongoing media empowerment is expected to strengthen long-term mechanisms for brand building, technology sharing, and market expansion, positioning quality beef as a nationally recognized brand [52][54]. - The Greater Bay Area's global hub status is anticipated to facilitate the export of domestic beef to international markets, contributing to rural revitalization and high-quality industrial development [54].

Core Insights - The event "Media+ First Chaozhou Beef Hotpot Culture Festival" aims to promote the Chaozhou beef hotpot culture and enhance the beef industry in Guangdong, showcasing the integration of local culinary traditions with modern consumption trends [4][5][139] - The festival serves as a platform for industry collaboration, connecting breeding, sales, and culinary culture to drive economic value from regional cultural IP [11][13][131] Industry Overview - The Chaozhou beef hotpot industry has an annual output value of nearly 50 billion yuan, indicating its strong market appeal and consumer demand [28] - The Guangdong beef industry faces a significant supply-demand gap, with over 500,000 tons of beef consumed annually but a self-sufficiency rate of only 6% [39][40] Event Highlights - The unveiling of the "Yue Mu You Pin" regional public brand marks a milestone in the industry's upgrade, aiming to enhance quality and trust [6][71] - Over 300 industry participants attended the event, fostering cooperation and promoting industry standards [15][16] Market Dynamics - The event highlighted the collaboration between northern beef production areas and the high-demand market in the Greater Bay Area, addressing the "high demand and low supply" issue [39][46] - Various regions, including Inner Mongolia and Ningxia, showcased their unique beef products, enhancing the diversity of offerings in the market [49][60] Technological and Standardization Efforts - The industry is focusing on standardization and technological empowerment to address structural issues and improve efficiency [78][80] - Innovations in breeding and processing are being emphasized to enhance product quality and meet consumer expectations [96][100] Media and Brand Integration - The "Media+" approach has effectively bridged the gap between production and consumption, facilitating better market access for quality beef products [116][120] - The festival utilized both online and offline strategies to promote the Chaozhou beef hotpot, enhancing its cultural significance and market presence [123][125]

Core Viewpoint - The first Chaozhou beef hot pot festival aims to promote Guangdong's culinary culture and attract nationwide participation, showcasing the region's unique flavors and boosting local consumption during the festive season [7][9][10]. Group 1: Event Overview - The Chaozhou beef hot pot festival will take place on December 20, 2025, in Guangzhou, as part of the "Enjoy Guangdong" consumption season [8]. - The festival is designed to integrate culinary experiences with cultural elements, enhancing the overall consumer experience [21][22]. - The event is expected to stimulate local economies by driving traffic to surrounding restaurants, retail, and accommodation sectors [80]. Group 2: Cultural Significance - The festival highlights the traditional craftsmanship of Chaozhou beef hot pot, emphasizing the importance of cultural heritage in modern culinary practices [18][19]. - It serves as a platform for showcasing the rich culinary traditions of Guangdong, aiming to elevate the region's cultural identity on a national and international level [10][106]. Group 3: Economic Impact - The Chaozhou beef hot pot industry is valued at nearly 50 billion yuan, positioning it as a key driver for local economic growth and consumer engagement [95]. - The festival facilitates the integration of supply chains from northern beef production areas, enhancing the quality and variety of offerings available to consumers in Guangdong [40][51]. - The event is part of a broader strategy to promote consumption and support the agricultural sector through collaborative efforts across regions [38][46]. Group 4: Media and Promotion - The "media+" approach is utilized to enhance the festival's visibility, leveraging various platforms to reach a wider audience and promote the event as a national culinary highlight [74][81]. - The festival's marketing strategy aims to create a strong brand presence for "Eating in Guangdong," enhancing its appeal and driving consumer interest [76][90]. - The integration of storytelling and cultural narratives in promotional activities aims to deepen consumer engagement and understanding of the culinary heritage [78][82].