China's hot pot chains chase frugal consumers in price war

9.9-yuan ingredients served on conveyor belt to cut labor expense

20241204N Huoguo

At Yi Wei hot pot restaurants, customers are served ingredients on a conveyor belt, which help keeps costs down. (Photo by Noriyuki Doi)

NORIYUKI DOI, Nikkei staff writer

SHANGHAI -- Hot pot restaurants in China are rolling out dishes priced at just 9.9 yuan ($1.40) to woo penny-pinching customers hit by the country's real estate slowdown and a tough labor market.

The ultralow-price strategy was started by coffeehouse chain Cotti Coffee, which offered beverages for less than 10 yuan. It soon exploded into a so-called 9.9-yuan price war, and now this trend has ensnared the hot pot market.

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