巨头加码，烘焙赛道迎来新风口？

Core Viewpoint - The article discusses the launch of the first handmade store by the baking giant Lukxihe in Nanjing, highlighting a shift towards a fully fresh-baked production model, which contrasts with their traditional factory-plus-store approach [2][11]. Company Summary - Lukxihe's new handmade store is located in Nanjing's Xinjiekou and features a production model where all products are freshly baked on-site, differing from their previous model where some items were produced in a central factory [2]. - The store retains popular items like meat floss cakes and egg tarts but introduces new products aimed at younger consumers, such as croissants and butter rice cakes [9]. - Pricing for popular items includes egg tarts at 8.9 yuan, croissants at 12.9 yuan, and butter rice cakes at 16.9 yuan, maintaining a mid-range pricing strategy [9]. Industry Summary - The handmade baking segment is emerging as a new trend in the baking industry, driven by intense market competition and a recent industry reshuffle since 2024, which has seen many once-popular brands decline [11]. - The rise of handmade stores is seen as a differentiation strategy for brands in a competitive environment, as traditional brands face challenges in maintaining market presence [11]. - Other brands, such as Youhe and Shitou Xiansheng, are also adopting similar handmade and fresh-baking models, indicating a broader industry shift towards this approach [9][11].