以下文章来源于IC实验室 ，作者IC实验室 IC实验室 . 来源｜ IC实验室（ID：InsightPlusClub） 封面来源 ｜ Pixabay 这几年突然多了很多高端精致的「云贵川bistro」餐厅。 这些餐厅都有一些共性，首先名称里，必须是「山」、「野」、「果」、「云」这几个字排列组合，什么「野果」、「山野」、「云山」、都已经用烂了。 另外，店名一般会以一个bistro收尾，突出一个土洋结合。 门头装修，主打一个自 然森系 。招牌必须是大地色或者暗绿色，装修必须是原木风加民族风。而且哪怕开在商场里，门口也要摆上露营椅，搭配草垛和绿 植，让你身在城市，也能幻想自己心在山野。 然后就是菜色，既然是云贵川定位，那包浆豆腐、酸汤锅之类的，都属于基础操作。调味不会给你直接用榨好的木姜子油，而是拿着一整根木姜子给你现 削。普通人闻之色变的折耳根，在这里既不是凉拌菜，也不是做蘸料，而是要和奶茶组队。 另外就是土洋结合，什么云南菌子配酸面包，冰淇淋包谷粑粑，猎奇度和视觉张力拉满，配合扎染布艺背景，配暖黄灯光，好吃不好吃另说，发到小红书抖 音，那绝对出片，绝对点赞量蹭蹭蹭往上跳。 那么为什么「云贵川bistro」，突然 ...

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 popularity of hot pot among young people is declining, with many opting for alternatives due to factors like high prices, long wait times, and the emergence of healthier or cheaper options [21][22][35]. 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% and tomato hot pot at 40.4% [7][8]. - Preferences vary by age group, with 95s showing a strong preference for spicy hot pot (77.6%), while 00s lean towards tomato hot pot (over 50%) [9][10]. - Regional preferences also play a role, with different cities favoring specific types of hot pot, such as spicy hot pot in Chengdu and tomato hot pot in Suzhou [12][14]. Group 2: Hot Pot Dining Frequency - The frequency of hot pot dining among young people is decreasing, with an average of less than two visits per month, particularly among the younger age groups [24][25]. - The average score for hot pot cravings is lowest among 00s, indicating a generational shift in interest [22][24]. Group 3: Brand Preferences - Haidilao is the most frequented hot pot brand, chosen by 65.6% of respondents, followed by Xiaolongkan at 19.2% and Jiabujia at 18.7% [27][28]. - While taste is the primary factor influencing brand choice (90.2%), other factors like price, freshness, and wait times are becoming increasingly important [30][29]. Group 4: Market Trends - The hot pot market is facing competition from emerging dining trends such as small hot pots, grilled fish, and mala tang, which are gaining popularity due to their lower price points and convenience [40][41][43]. - The number of small hot pot establishments is expected to grow significantly, with a projected annual growth rate of 33.5% [40]. Group 5: Consumer Behavior - Young consumers are becoming more price-sensitive, with over half willing to pay between 100-200 yuan per person for hot pot, and nearly 40% preferring options under 100 yuan [35][36]. - The rise of "one-person meals" and the decline of large group dining indicate a shift in social dining habits among young people [45][56].

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]