Hot pot is also in the trend of cost-effective slowly reduce prices.
Recently, Haidilao's hot pot sub-brand "Hi Liao hot pot" announced a brand upgrade and renamed "small hi hot pot". Hi Liao hot pot for last year's Haidilao launched affordable sub-brand, compared to the "small hi hot pot" compared to the previous a more obvious change is to the pot base price reduction.
Interface News compared the menu before and after the see, gold soup pickled fish mandarin ducks, tomato mandarin ducks, fresh fresh mandarin ducks 3 pot bottom price has been reduced to 9.9 yuan, compared with the opening of the initial 18.8 yuan discount. Some of the dishes also look to have been adjusted, for example, the price of thick-cut fatty beef has been reduced from RMB 29.9 to RMB 22, tiger skin phoenix claw has been reduced from RMB 26 to RMB 22, and black chicken roll has been reduced from RMB 18 to RMB 16.
However, in addition to removing the pot base is a unified price reduction, small hi hot pot different stores in different public platform dish prices are different, for upgrading the specific measures, at present, Haidilao side has not disclosed more.
The same in the price reduction is the goat hot pot factory under the Jiumao nine. June when a netizen issued a goat hot pot stores posted the announcement, said the price mobilization, pot base from 8 yuan, meat dishes from 9.9 yuan, vegetarian dishes from 6.6 yuan, stewed rice 6 yuan to eat. Interface news from the small program to see, the current goat hot pot "fruit and vegetable broth" pot base price of 8 yuan, Beijing, Shanghai, the two places to be more expensive 1 yuan, meat, chicken thighs, pig brain flower for 9.9 yuan, baby vegetables, bamboo shoots and other vegetarian dishes for 6.6 yuan.

In addition, compared with the menu in December last year, the menu also added a platter series of meat, fried food and vegetables suitable for 2-person meals, with a price range of 22-36 yuan, and the overall menu price drop of about 1-14 yuan.
However, there are also products with reduced capacity after price cuts, for example, in a Wenzhou store, drinks in the coconut cane juice cooler from 22 yuan to 16.8 yuan, the capacity has also been reduced from the pure liquid 330 ml to 290 ml, the white peach perfumed lemon tea from 18 yuan to 12.8 yuan, the capacity has been reduced from 350 ml to 280 ml.
Jiu Mao Jiu said to Interface News, "Goon Hot Pot Factory began optimizing and adjusting the tableware presentation, dish sets and prices of its stores nationwide in May this year, aiming to provide customers with more abundant and diverse food choices and to enjoy value-for-money catering services."
In terms of per-unit price, the overall price of both brands has dipped. Among them, Little Hi Hotpot's unit price was around 80 yuan when it first opened last year, and now VW Dianping shows it has dropped to 60 yuan. Goon Hot Pot's per capita consumption dropped from 129 yuan to 113 yuan between 2020-2023, and Narrow Gate's data shows its per capita at 108.15 yuan right now.
Not only these two brands in this year adjusted the selling price. May, sip feed released a new menu, single and double set meal price adjustment, set meal average price drop Fu more than 10%, sip feed said its set meal "price back to the old days". Nan hot pot also declared in May to open the store 3.0 era, to create a more daily, mass consumption scene, the per capita consumption down to 70-80 yuan.
The general consumer environment with the trend of cost-effective is the main reason for the collective price reduction of hot pot. The catering industry as a whole has been adjusting to this trend over the past year, with measures including price cuts and the opening of lower-cost satellite stores.
Price involution has also spread to the hot pot world, sip feed group founder He Guangqi has revealed in an interview with "China Entrepreneur", cost-effective impact on the industry, and the low threshold market under the growing number of competitors, so that it had to cut prices, "not to grab the market only starvation," he so described.
The main gathering scene is a hot pot once sold a high guest list of a reason, but consumers are also becoming conservative. Reflected in the books, in 2023, Haidilao revenue and net profit even more than before the epidemic, but per capita unit price fell to a new low in recent years - fell below 100 yuan to 99.1 yuan, as a comparison, in 2022 is 104.9 yuan.
Consumers have become more sensitive to the price. in May, Barnu hot pot part of the store dish prices appear 2-4 yuan rise rushed to the hot search, although Barnu official customer service has responded that the Department of raw material procurement prices and cost increases, but the comment area of the consumer does not buy this.
With the head of the brand price further down, the middle price of the hot pot track has also become crowded. The Hotpot Category Development Report 2023 shows that by 2023, 60-90 yuan is already the mainstream price of hotpot restaurants, with a market share of over 43%. Narrow door data show that at present, "hot pot" category stores ranked in the top 10 brands, 9 of the customer unit price are concentrated here.
A situation that can not be ignored is that the hot pot in catering to the consumer environment on the measures, there is a clear trend of integration with fast food.
In the affordable hot pot brand, part of the head brand opened a small hot pot for one person to eat the side brand, such as Haidilao's "rice hot pot dishes", as well as Barnu's "peach lady rice small hot pot". The other part comes from the gradual emergence of rotating small hot pot in second- and third-tier cities, such as "Su Xiaobei" and "Nong Xiaoban", of which Nong Xiaoban has stores in first-tier cities such as Beijing.
They are also ushering in more rivals. An unnamed catering industry personnel told Interface News that the industry currently believes that a promising model is "material small hot pot", this model against the hot pot dinner scene and the crowd, but the hot pot store common customers now shabu-shabu mode, changed to a fixed set of orders after the kitchen to cook up up, eliminating the cost of cutting and plating, the customer price of 50-60 yuan, the customer price of 50-60 yuan, the customer price of 50-60 yuan, the customer price of 50-60 yuan, the customer price of 50-60 yuan, the customer price of 50-60 yuan, the customer price of 60-60 yuan. The customer unit price is 50-60 yuan.
The logic of this cost reduction is closer to that of fast food, which also means that in the case of lower investment costs for a single store, the location and quality-price ratio will become the key to competition in the future, as well as a higher requirement for brands to control the supply chain and model.
This is also not a good business. According to the narrow door dining eye data, hot pot track in recent years added 220,000 new stores, but the net growth will be only about 84,000, which means that there are more than 130,000 hot pot restaurant left the field.