在消费分级与理性回归并行的2025年，一种以"野菜自助"为核心的新模式正在快速崛起——陈氏人家豆米火锅12.9元套餐登顶区域热门榜、王奋斗酸汤火锅 推出18元野菜自助成为网友推荐必点……这些案例揭示着一个共同逻辑：高性价比模型+乡土情怀赋能，正在重构下沉市场的火锅消费密码。 当传统火锅品牌还在为牛肉卷成本波动焦虑时，野菜自助模式已悄然建立起成本护城河。以陈氏人家豆米火锅为例，其12.9元野菜自助套餐包含十几种不限 量时令野菜，成本结构显示：野菜采购价仅为普通蔬菜的1/3，毛利率却高达60%-80%。这种盈利模型，源于野菜产业的三大特性。 首先是供应链扁平化。通过在云南、贵州等地建立野菜种植基地合作，通过冷链物流将冰草、紫贝菜等多种野菜直送门店。其次是高附加值溢价，野菜自 带"天然""健康"标签，在大众点评用户评价中，"新鲜""营养""儿时味道"等关键词出现频率高达65%，消费者愿意为情感价值支付溢价。同时相较于传统蔬 菜，野菜还有生长周期短、耐储存等优势。 王奋斗酸汤火锅的18元野菜自助，表面看是价格战，实则是精准的价格锚点设计。通过对比其正价菜品，18元野菜自助形成强烈反差，让消费者产生"占便 宜"的心理暗 ...

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].