上海网红点心门店全关，健康烘焙是伪命题？

Core Insights - The closure of all stores of Jiang Xiansheng Xian Dou Cake in Shanghai highlights the challenges faced by health-oriented baking brands in the current market [1][2][6] - Despite initial popularity and expansion, the brand has seen a significant decline, leading to the application for company deregistration [6][7] Company Overview - Jiang Xiansheng Xian Dou Cake was founded in June 2019 in Shanghai, focusing on a traditional snack called "Xian Dou Cake," made from a mix of five types of beans [2][3] - The brand promoted a "low sugar, low fat, green health" concept, using high-quality ingredients and a transparent kitchen for handmade production [2][3][5] Market Trends - The health and low-sugar trend in the baking industry has not translated into sustainable success for many brands, including Jiang Xiansheng [5][8] - Other brands like Tao Xi Man Man and He Suo have also faced similar challenges, with closures despite initial funding and expansion efforts [8][10] Consumer Behavior - Consumers are increasingly concerned about ingredient quality, but the balance between health and taste remains difficult to achieve [11][14] - Many health-oriented products fail to meet consumer expectations in terms of flavor, leading to low repurchase rates [11][15] Industry Challenges - The concept of "healthy baking" is often criticized as being superficial, with many products merely substituting ingredients without achieving true health benefits [11][12] - The higher costs associated with healthy ingredients result in elevated prices, which may deter price-sensitive consumers [12][13] Future Directions - Brands need to find additional value points to appeal to both health-conscious and taste-oriented consumers, such as emphasizing freshness and quality [15][16]