网红面包卖不动了？烘焙门店平均存活时长仅32个月

Core Viewpoint - The closure of 85°C stores in China highlights the challenges faced by traditional bakery brands, indicating a significant strategic contraction in the industry as consumer preferences shift and competition intensifies [4][12]. Group 1: Company Developments - 85°C closed its last store in Jinan on December 27, marking a significant reduction in its presence in China, with over 40 closures planned for the year, the largest in five years [4]. - The parent company, Meishi-KY, acknowledged the need to optimize operations, leading to this strategic retreat [4]. - The last store in Beijing closed on October 31, further indicating the brand's declining footprint in major markets [1]. Group 2: Industry Trends - Established brands like 85°C and Paris Baguette are experiencing brand aging and a lack of product differentiation, resulting in diminished appeal to younger consumers [5]. - Paris Baguette has closed 205 stores over four years, with a net increase of only 26 stores, reflecting a broader trend of declining store numbers in the bakery sector [5][7]. - The bakery market is undergoing rapid changes, with new entrants leveraging innovative strategies to attract consumers, while traditional brands struggle to keep pace [7][13]. Group 3: Market Dynamics - The average lifespan of bakery stores in China is only 32 months, with over 57% closing within two years, indicating a highly volatile market [12]. - The competitive landscape is shifting as new players from tea, coffee, and convenience store sectors enter the bakery market, utilizing their existing advantages to capture market share [13]. - The demand for high-quality, cost-effective products is rising, with new business models like low-cost bakeries gaining traction in the market [14]. Group 4: Financial Insights - A typical 100-square-meter bakery store with a monthly revenue of 270,000 yuan faces significant cost pressures, resulting in a low profit margin of approximately 8.9% [12]. - The rising costs of ingredients and rent, coupled with the need for substantial marketing investments, are squeezing profit margins for traditional bakery brands [12].