< p > With "the first meal in the Year of the Dragon" as the core IP, it is positioned as the first hot pot at the beginning of the new year. It carries the beautiful meaning of "good start, good luck, and new journey", and accurately hits many high-frequency consumption scenes such as family reunion, friend gathering, and workplace newcomers starting work during the Spring Festival. The brand has made simultaneous efforts in 300 + cities across the country, and has invested more than 100 million yuan in "hot pot fund" subsidies. It has launched joint pot bottoms, dishes and surroundings in conjunction with top IPs such as Guantang in the Forbidden City. It has also joined hands with Weilong spicy strips to create a cross-border theme store, playing the "dragon" element with the multiple interests of culture + trend + social interaction.