If the old mother of the imperial city is the 1.0 era of Chengdu hot pot, and Da Longyi and Xiaolongkan are the 3.0 era, then Shu Jiuxiang and the old wharf and the Bashu mansion are undoubtedly the three protagonists of the 2.0 era. Shu Jiuxiang is also one of the first brands in Chengdu to go global, and it is not an exaggeration to say that he is the originator of Chengdu's Internet celebrity hot pot.

When Shu Jiuxiang was established, it was positioned in the mid-to-high-end market, and many branches were named "hot pot restaurant" to show their identity. However, in the past ten years of expansion, problems such as inadequate management and aging of the brand have gradually been exposed. The current Shu Jiuxiang not only does not keep up with the trend of change, but even the environment and service are difficult to compete with cheap hot pot restaurants like Xiaolongkan. In 2017, Shu Jiuxiang ushered in a brand upgrade and divided its hot pot restaurants into four sub-brands: the ART series focuses on the high-end market, and the store is equipped with artistic design; The iHome series takes warmth as the theme, which is suitable for family dinners and friends banquets; The ipot mini series is decorated with petty bourgeoisie, which is the best place for a date; The LOFT series is a night bar style with a wide variety of drinks. It is not difficult to see that compared with the differentiation strategy of Da Longyi and Shu Daxia, Shu Jiuxiang has chosen market segments to create different dining experiences for different customer groups.

Like the old wharf, the bottom of Shu Jiuxiang's pot is also unpacked in front of customers. Red pots are divided into 88 yuan cauldron and 68 yuan medium pot according to the amount of butter used, which is a little higher than a hot pot restaurant of the same level in terms of price alone. The taste is also a little disappointing, although there is a layer of butter floating on the bottom surface of the pot, the boiling soup is still white soup, and there is basically no fragrance in the middle of eating. In order to solve the problem of insufficient oil fragrance, Shu Jiuxiang has added a la carte butter option to the menu, and customers can continue to add butter after eating, although this move is intimate enough, but its effect is not very effective.

More than a dozen branches of Shu Jiuxiang in Chengdu are in prosperous areas, with different branch positioning and different environments. The decoration of several old stores in Yulin store, rainbow store and Nanfu store is slightly old, but fortunately, the distance between the tables is spacious, and the comfort of dining is not affected. The level of service in the restaurant is uneven, and some of the service staff are cold, and the response speed will be reduced during peak hours.