Chongqing's Latest Hotspot: 80% Retention, RMB 3.2 Million Sales in 8 Days

Chongqing Hotpot Insights: Why Nianbai Hotpot Stands Out

During the recent National Day holiday, over 30,000 hotpot restaurants in Chongqing sold more than 10 million hotpot meals. Pingjie Hotpot · Highway Night Market achieved a record turnover rate of 10.7 rounds per table. Beibuyuan Hotpot had over 1,000 customers waiting in line. Nianbai Hotpot earned over RMB 3.2 million in Chongqing alone.

The hotpot industry in Chongqing is highly competitive, with brands constantly improving their products, marketing, and supply chains.

Here’s what makes Nianbai Hotpot, a 2023 Dianping Must-Eat List winner, worth learning from:

1. Turn an Old Shop Into a Brand While Keeping Its Authentic Vibe

Nianbai Hotpot was formerly known as Nie Wu Hotpot and was founded in 1991. In 2019, it was rebranded as Nianbai Hotpot, positioning itself as a “community old shop.” The name means “old-school and incredibly tasty.”

By refreshing a traditional store and turning it into a branded experience, Nianbai preserved its nostalgic charm while attracting new customers. It is located in residential areas and offers a cozy, authentic atmosphere that makes people feel at home.

2. Traditional Taste Has Long-Lasting Appeal

Nianbai offers only two soup bases: pure beef oil and dual-flavor. The restaurant insists on keeping the traditional Chongqing hotpot taste unchanged.

Their slogan says: “Five pounds of oil, one pound of ingredients—authentic old Chongqing flavor.” Customers often praise the rich, aromatic soup base.

This focus on traditional taste leads to high customer loyalty—over 80% of diners return.

3. Focus on Flavor Over Trends

While many hotpot brands rush to launch trendy dishes, Nianbai takes time. They prioritize taste over looks.

For example, they tested fish mint dishes but did not launch them because the flavor didn’t hold up after cooking.

Their traditional brown sugar ice balls have sold over 100,000 portions in four years.

It sometimes takes one to two months to develop a new dish. Their squid fried rice, for instance, went through multiple tests before launch.

Customers’ suggestions are often taken seriously. The squid fried rice idea actually came from regulars.

4. Prioritize Comfort Over “Wow Factor”

Nianbai carefully designs lighting to make it comfortable—bright enough to show the food clearly but soft enough not to hurt the eyes.

They also make it easy for customers to find must-try dishes, drinks, and restrooms through clear menus and in-view signage.

Everything is placed where customers can easily see it.

5. Surprise Customers with High-Value Promotions

Nianbai often uses reverse logic in promotions—offering higher-quality products during campaigns to make customers feel they’re getting great value.

In one event, they gave away premium cosmetics, which delighted and surprised many guests.

Many great hotpot brands in Chongqing are innovating in their own ways:

•Beibuyuan Hotpot combines hotpot with tea.

•Pingjie Hotpot creates a highway night market vibe.

•Sijian Hotpot operates in standalone buildings.

Nianbai Hotpot stands out with its traditional taste, customer-first philosophy, and thoughtful branding.