Haidilao opens dessert stands | Latest news
Haidilao's business formats are becoming increasingly diverse.
Recently, Haidilao's first "Super Dessert Station" made its debut at the Haidilao store in Shanghai Zhonggeng Wandering City. It offers more than 30 products, covering a range of casual beverages and frozen treats such as coffee, milk tea, lemon tea, shaved ice, and Gelato, as well as dessert series including bagels, sandwiches, cakes, and mousses. Over 90% of the products are priced under 15 yuan.
It is reported that the Super Dessert Station is located in the greeting area of the store, adjacent to the mall passage. It not only serves Haidilao hot pot customers but also caters to other non - hot pot consumers in the mall. Hot pot is a "must - have for group dinners", while the dessert station provides a "light social scenario", stimulating consumption demand during "non - meal hours".
Traditional hot pot consumption is concentrated during lunch and dinner. However, Haidilao's dessert station has successfully entered the all - day consumption scenario through a multi - time - slot layout of "breakfast + afternoon tea + post - meal extension". Statistics show that in current dessert consumption, the afternoon tea scenario accounts for 45%, social gatherings account for 30%, and the breakfast replacement scenario accounts for 15%. Women aged 18 - 35 contribute 70% of the customer base, and Generation Z (aged 18 - 25) accounts for 62% of the consumption amount. The average customer spending has also increased from 25 yuan in 2019 to 42 yuan in 2025.
The birth of Haidilao's dessert station is a precise response to this trend. For customers who still have leisure needs after a meal, they can directly purchase desserts and beverages to take away without having to go elsewhere. For consumers with breakfast or afternoon tea needs, the bakery and light food products such as bagels, coffee, and mousse cakes provided by the dessert station can meet their immediate and stock - up consumption needs.
Data shows that the scale of the Chinese dessert market reached 171.5 billion yuan in 2024, a year - on - year increase of 13.2%. It is expected to exceed 190 billion yuan in 2025, with an annual compound growth rate of about 8%. Among them, tea - based desserts and traditional desserts account for 34.6% and 34.9% of the market share respectively, and Western - style desserts account for 20.5%. The large market scale and the potential of segmented tracks provide opportunities for the development of Haidilao's dessert station.
The launch of this dessert station is another practice of Haidilao's modular layout of "hot pot + personalized modules". In recent years, through flexible combination models such as "hot pot + dessert station", "hot pot + beef workshop", and "hot pot + mutton workshop", Haidilao has gradually transformed from a "single - category" business to an "ecological matrix".
A relevant person in charge of Haidilao said that the launch of the dessert station is not only a supplement to the product categories but also an attempt by the brand to gain in - depth insights into consumption trends and innovate in scenarios. In the future, Haidilao will continue to optimize the "hot pot +" modular combination based on consumer needs, bringing more convenient and diverse dining experiences to consumers through a variety of products and scenarios.