“烘焙+”模式乘风起，跨界融合成增长新引擎

Core Insights - The baking industry is transitioning from a supporting role to a primary growth driver across various sectors, including tea, coffee, hot pot, and supermarkets, due to its strong synergy, high profit margins, and rapid response to trends [1][9]. Group 1: Baking Integration in Tea and Coffee - The "main category + baking" model is emerging, with tea brands increasing the sales proportion of baked goods from 5% to 15% in 2023, projected to exceed 30% market penetration [3]. - Major tea brands like Nayuki and others are actively pursuing baking strategies, with Nayuki aiming for equal emphasis on baking and tea by 2025 [3]. - Coffee brands are also adopting the "coffee + baking" model, with Starbucks and Luckin Coffee expanding their baking product lines significantly [4]. Group 2: Hot Pot and Supermarket Integration - Hot pot brands are entering the baking space, with Haidilao launching a bakery brand that incorporates hot pot elements into baked goods [4]. - Supermarkets are increasingly adopting the "supermarket + baking" model, with major chains like Sam's Club and Walmart focusing on high-cost performance strategies to capture market share [5]. - By 2024, offline supermarkets are expected to account for 37.7% of the baking product consumption channels, creating a balanced market structure with specialty stores and e-commerce [6]. Group 3: Consumer Demand and Market Trends - The rise of baking as a primary growth engine is driven by upgraded consumer demand and improved supply chain efficiency, making it a significant contributor to various industries [7]. - Young consumers are the main drivers of baking consumption, with nearly 90% of purchases coming from the middle-aged and young demographic [7]. - Brands are leveraging the "main category + baking" model to maximize commercial value, enhancing customer spending through combined offerings [7]. Group 4: Operational and Supply Chain Innovations - Supermarkets are utilizing large-scale supply chain management and standardized production to enhance efficiency and product quality in the baking sector [8]. - Leading brands are breaking down category barriers to create integrated membership systems that enhance user engagement and value extraction [8]. - The ability of baking to serve as a "second growth curve" for various industries is attributed to its strong synergy with existing businesses and high profit potential [9].