贵价面包杀回北上广，它还是门好生意吗？

Core Insights - The high-end bakery market in China is experiencing a resurgence with numerous new brands entering major cities, particularly Beijing, where over 20 new baking brands have opened in popular shopping centers like He Sheng Hui [5][45] - Despite a previous trend of declining sales and store closures in the premium bakery segment, the current wave of brands is adapting by offering larger portions and more diverse product lines, appealing to consumer demand for value [14][38] - The marketing strategies of these new brands heavily rely on social media and in-store experiences, including transparent kitchens and queue marketing, to attract customers [29][35] Industry Trends - The average price of premium baked goods has risen above 60 yuan, with many brands offering products priced between 28 to 150 yuan [6][10][42] - Brands like UH祐禾 and B&C are expanding rapidly, with UH祐禾 achieving daily sales of 70,000 to 100,000 yuan per store, indicating strong market demand [44][45] - The bakery industry faces challenges such as high operational costs, low customer retention rates, and significant competition, leading to a high closure rate of 25% for new stores [47][48] Brand Strategies - New brands are focusing on unique product offerings and creative marketing, with names and designs that resonate with younger consumers [17][20] - Many brands are adopting a direct-to-consumer model, emphasizing high-quality ingredients and artisanal baking techniques to justify premium pricing [42][43] - The use of promotional strategies, such as discounts and social media campaigns, is common to drive initial traffic to new stores [36][37] Consumer Behavior - There is a noticeable shift in consumer preferences towards larger, more affordable products, with high-carb, large-volume items becoming popular [14][16] - Consumers are increasingly vocal about the high prices of premium baked goods, leading to discussions about value and quality on social media platforms [9][10] - The phenomenon of "queue marketing" has become a tactic to create buzz and attract customers, with long lines often seen as a sign of quality [34][36]