Analysis of the Impact of Juewei Ya Bo's Hot Braised Cup Product on Average Order Value Enhancement

Based on the collected information, I will detailedly analyze the actual effect of Juewei Ya Bo’s Hot Braised Cup product on average order value improvement for you:

Juewei Ya Bo simultaneously launched its core hot braised product “Juewei Hot Braised Cup” in multiple branches across the country on November 17, 2025, officially testing the hot braised track with a single product [1][2]. This product adopts a “braised food + staple food + hot soup” combination, including 160g rice noodles + side dishes + hot soup, with a group purchase price of 4.9 yuan and an original price of 8.9 yuan, focusing on main meal scenarios such as office building lunches and community dinners [2].

• Douyin Platform
  : Over 700,000 group purchase packages sold, 72,000 repeat customers, 40,000 collections [1][2]
• Dazhong Dianping
  : Over 170,000 group purchase packages sold [1][2]

This data shows that the Hot Braised Cup product has strong market appeal, especially gaining high attention among young consumer groups.

Based on current data, the Hot Braised Cup product itself is priced relatively affordably (group purchase price: 4.9 yuan, original price: 8.9 yuan), so its direct role in improving average order value is limited when considering this single product alone. However, its impact on overall average order value is reflected in the following aspects:

: As a drainage product, the low-priced Hot Braised Cup can attract consumers to enter stores, thereby increasing the chances of consumers purchasing other high-margin products [1].

: When purchasing the Hot Braised Cup, consumers may also buy Juewei Ya Bo’s signature braised products to form combined consumption, thereby increasing the overall average order value.

According to industry observations, after adding the hot braised category, braised food brands generally achieved positive effects, including “increased average order value, higher table turnover rate, and increased late-night sales” [2]. This indicates that hot braised products do have a positive effect on improving overall average order value.

From Juewei Food’s financial reports over the past three years, revenue has declined significantly in the fourth quarter each year (the relatively cold winter season), with a gap of hundreds of millions of yuan compared to the other three quarters [1]. The launch of the Hot Braised Cup is precisely to solve this seasonal sales slump problem.

Juewei Ya Bo has explored hot food through launching new store formats such as Juewei PLUS, Juewei Fresh Braised, and Juewei Bao Bao [2]. These new store formats usually have a dine-in area, and meals are sold in standardized package forms, which is conducive to increasing table turnover rate and improving average order value [2].

Currently, the braised food industry is facing growth bottlenecks. According to Hongcan Big Data, the market size of the braised food category in 2024 was 157.3 billion yuan, with a year-on-year growth rate of only 3.7% [2]. At the same time, as of April 2025, the number of braised food stores nationwide has shown a downward trend [2]. Against this background, hot braised products have become an important strategy for braised food brands to seek growth and improve average order value.

1. Mixed Reviews
   : On social platforms, consumers have divided opinions on the Hot Braised Cup, which may affect the product’s long-term market performance [2].

2. Acceptance After Price Return
   : The current group purchase price of 4.9 yuan for the braised rice noodles has indeed brought considerable traffic, but consumer acceptance remains to be seen when the product returns to its original price of 8.9 yuan [1].

3. Decline in Store Count
   : As of early October 2025, the number of Juewei Ya Bo stores has dropped to 10,606, a significant decrease compared to 15,076 in 2022 and 15,950 in 2023 [1], which may affect the promotion effect of the Hot Braised Cup.

The actual effect of Juewei Ya Bo’s Hot Braised Cup product on average order value improvement is reflected in the following aspects:

1. Significant Short-Term Drainage Effect
   : Over 870,000 units sold in total on Douyin and Dazhong Dianping within one month of launch, showing strong market appeal.

2. Indirectly Improve Average Order Value
   : Expected to drive the improvement of overall average order value through drainage and associated consumption effects.

3. Obvious Long-Term Strategic Value
   : Solve seasonal sales slump problems, promote store model upgrades, and respond to industry growth bottlenecks.

However, it should be noted that the low-price positioning of the Hot Braised Cup product itself is more as a drainage product, and its direct role in improving average order value is limited. The real effect of average order value improvement needs to be comprehensively evaluated by subsequent observation of consumers’ associated consumption behavior, the promotion of store dine-in models, and market acceptance after the product returns to its original price.

[1] Guancha.cn - “4.9 yuan a bowl of braised rice noodles, Juewei Ya Bo’s last-ditch effort” (https://user.guancha.cn/main/content?id=1573208)

[2] 21 Finance - “Juewei Ya Bo bets on hot braised, has braised food ‘main mealization’ worked?” (https://www.21jingji.com/article/20260105/herald/a08d78149aa4c6c3d395b1ff9cde34d9.html)