Haidilao Opens Huanxianbao Sub-brand in Wuhan, Focuses on Fresh Beef Burgers Starting at RMB 19.9

Haidilao opened the first store of its new sub-brand Huanxianbao in Wuhan on July 24. The brand focuses on freshly made beef burgers, launching six fresh beef burger products such as the Cheese Sizzling Double Fresh Beef Burger and the Juicy Pineapple Fresh Beef Burger, which are paired with potato wedges and soft drinks in sets priced between RMB 19.9 and RMB 41.9. In addition, two fried chicken burgers are available at around RMB 19. Douyin group buying shows that more than 3,000 sets of the RMB 19.9 Cheese Sizzling Fresh Beef Burger set have been sold. The Huanxianbao menu also includes nearly 50 SKUs of pizza, pasta, salad, snacks, desserts, and drinks. Most pizza and pasta main courses are priced between RMB 30 and RMB 60, Gelato ice cream starts at RMB 9.9 per scoop, and drinks range from RMB 5.9 to RMB 11.9. The store features single-person tables, although multi-item products such as pizza are typically suitable for sharing.

Previously, Haidilao launched a sub-brand Xiaohai Aizha in 2024, which was upgraded to Xiaohai Aizha·Hiburger at the end of 2025, expanding its product range toward burgers. Huanxianbao and Xiaohai Aizha have overlapping products; for example, the Cheese Sizzling Double Fresh Beef Burger set is priced at RMB 41.9 at Huanxianbao and RMB 39 at Xiaohai Aizha, with a price difference of around RMB 3 for other similar items.

In the burger segment, the brand Weisili currently has more than 70 stores nationwide, covering 16 provinces and cities. Haidilao's hotpot business already offers multiple beef products such as Angus beef chuck, short ribs, and top blade, and these supply chain resources can be leveraged for its burger products.