2025年"上海之夏"国际消费季火热进行中，夜间经济成为拉动内需、促进消费的重要引擎。入夏以来， 海底捞火锅开启"夜宵狂欢季"，以新产品、新场景为夜间消费增添新引力。 7月9日，海底捞夏日代言人曾舜晞空降上海龙之梦商场，为夜宵狂欢季注入明星活力。这位曾在《九 门》剧组被封为"火锅推广大使"的演员，现场展示"功夫捞面"绝活，并透露自己横店收工后常以海底捞 犒劳剧组，还推荐"鸳鸯锅全都要"的点单哲学。明星效应加持下，海底捞不仅收获爆棚人气，更以创新 产品与场景重新定义夏日夜宵体验。 产品层面，海底捞在此次夜宵档推出跳水美蛙鱼火锅等新品：锅底选用非遗马井老坛泡菜与炝锅油工 艺，再配自酿淡爽拉格啤酒，形成酸爽麻香、冰爽解辣的独特风味；食材严选湖南、湖北A级牛蛙与黑 鱼，搭配瀑布大鱿鱼片、瓜瓜派对蔬菜组合等创意涮品，同步上新芭乐莓莓牛油果饮品、椰椰柚子冰淇 淋等解腻单品。 场景层面，海底捞积极响应"鼓励夜间场景创新"的政策，目前已在全国布局近30家夜宵主题店。每晚固 定时段，门店一键切换"夜宵模式"，融合DJ舞池、打酒站等元素，把传统火锅店变成年轻人释放自我、 享受社交的Livehouse。 数据验证了"夜宵模式"的吸 ...

Core Insights - Haidilao is targeting the peak night snack period from June to August by launching a new summer night menu that includes a variety of hot pot bases, dipping items, snacks, drinks, and barbecues to cater to late-night consumer demands [1][2] - The new flagship product, the "Jumping Frog Fish Hot Pot," combines multiple cooking techniques and carefully selected ingredients, featuring Sichuan's intangible cultural heritage "Ma Jing Old Jar Pickles" and Haidilao's own lager beer [1] - The company has opened nearly 30 night snack-themed stores in cities like Shenzhen, Beijing, Shanghai, Suzhou, Hangzhou, and Zhengzhou since launching its first night snack store in Guangzhou in January [2] Product Offerings - The night menu includes unique items such as "Waterfall Squid Slices" and "Melon Party" featuring various summer vegetables, along with refreshing drinks like "Guava Berry Avocado" and "Coconut Grapefruit Ice Cream" [1] - Classic late-night combinations such as "Dipping Small Seafood," "Grilled Beef and Lamb Skewers," "Spicy Crayfish," and "Green Grape Ale" have also been upgraded [1] Consumer Engagement - To enhance customer experience, some stores are offering a themed interactive event called "Tang Dynasty Minister," where customers can exchange a red spherical item for fresh lychees after purchasing specific new hot pot bases [1] - The company aims to integrate "products + scenes + culture" to create appealing consumption scenarios for young consumers, contributing to the vibrancy of the night economy [2]

Group 1 - The experience economy is driving a strong recovery in summer consumption, with diverse business activities emerging [1] - Instant retail has become the mainstream choice for consumers purchasing outdoor sports gear, with significant sales growth reported [1] - Sales of sports apparel and equipment have seen over 200% year-on-year growth, with specific categories like swimming and hiking gear doubling in sales [1] Group 2 - The night economy is becoming a crucial factor in boosting consumer spending, with the restaurant market showing signs of recovery [2] - Innovative menu offerings from restaurants, such as Haidilao's summer specials, are catering to late-night dining preferences [2] - The expansion of night economy activities reflects a shift in consumer behavior, with a strong demand for social experiences during nighttime [2]