Core Insights - A new model centered around "wild vegetable self-service" is rapidly emerging in the hot pot industry, driven by high cost-performance and local sentiment, reshaping consumption patterns in lower-tier markets [1][3][10] Group 1: Market Trends - The wild vegetable self-service model has established a cost moat, with examples like Chen's Family Bean and Rice Hot Pot offering a 12.9 yuan package that includes unlimited seasonal wild vegetables, achieving a gross margin of 60%-80% [3] - In 2024, hot pot stores in third-tier cities and below will account for 55% of the market, with average spending only 60% of that in first-tier cities, indicating a price-sensitive consumer base [7] - The trend of "increased volume and decreased price" provides a fertile ground for wild vegetable self-service hot pots, appealing to consumers seeking quality at reasonable prices [7] Group 2: Consumer Behavior - Consumers in lower-tier cities are more sensitive to price but seek "refined savings" rather than absolute low prices, making the 12 yuan wild vegetable self-service appealing for social dining [7] - The emotional value associated with wild vegetables, such as nostalgia and health, resonates strongly with younger consumers, particularly those born in the 1980s and 1990s [10] - The wild vegetable hot pot model is not just about low prices but also about supply chain efficiency, cultural empowerment, and innovative dining experiences [10] Group 3: Competitive Landscape - Traditional hot pot brands are struggling with cost fluctuations, while the wild vegetable self-service model leverages a flat supply chain and high-value pricing due to the perceived health benefits of wild vegetables [3][8] - New brands are transforming wild vegetables from menu supplements into core immersive experiences, enhancing customer retention through value-added services [8] - The market shows remarkable elasticity, with both low-cost and high-end strategies proving viable, as seen in the success of premium brands using rare ingredients [8] Group 4: Future Opportunities - Despite the promising outlook for wild vegetable hot pots, challenges such as low standardization of vegetable varieties and food safety risks remain [10] - Future innovations may include developing "wild vegetable + tavern" models or portable hot pot packages for outdoor settings, expanding the market reach [10] - Understanding the needs of the lower-tier market will be crucial for industry players to gain a competitive edge in this evolving landscape [10]

Core Insights - The article discusses the evolving preferences of young consumers regarding hot pot, highlighting a shift in taste and dining frequency, as well as the emergence of alternative dining options. Group 1: Hot Pot Preferences - The most popular hot pot base among young people is "spicy hot pot," favored by 74.2% of respondents, followed by "Chaozhou beef hot pot" at 57.5% [2][3] - Different age groups exhibit varying preferences, with 77.6% of post-95s favoring spicy hot pot, while over 50% of post-00s prefer tomato hot pot [5][6] - Regional preferences show that spicy hot pot is most popular in Chengdu, while other cities have their own favorites, such as sour soup hot pot in Guangzhou and tomato hot pot in Suzhou [8][10] Group 2: Hot Pot Ingredients and Dipping Sauces - Beef is the most favored hot pot ingredient, chosen by 86.6% of young consumers, followed by shrimp paste at 57.1% and lamb at 53.0% [11][12] - The most popular dipping sauce is sesame oil, with a 62.8% preference, followed by minced garlic and sesame paste [14][15] Group 3: Dining Frequency and Brand Preferences - Despite a strong interest in hot pot, the frequency of dining out has decreased, with many young people eating hot pot less than twice a month [21][22] - "Haidilao" is the leading hot pot brand, preferred by 65.6% of respondents, indicating its strong market position [23][24] Group 4: Factors Influencing Hot Pot Choices - Key factors influencing hot pot choices include taste (90.2%), freshness of ingredients (60.9%), and price (76.0%), with waiting time also becoming a significant concern [26][27] - Young consumers are increasingly price-sensitive, with over 50% willing to pay between 100-200 yuan per person for hot pot, and nearly 40% preferring options under 100 yuan [32][34] Group 5: Emerging Trends in Dining - The article notes a rise in alternative dining options such as small hot pots, grilled fish, and skewers, with small hot pot establishments growing at a rate of 33.5% [36][37] - The shift towards "one-person meals" reflects changing consumer behavior, as young people seek more affordable and convenient dining experiences [43][55]