新消费C位丨从“隐形冠军”到“标准定义者”：一枚蛋挞的供应链革命

Core Insights - Zhongbei has won the prestigious "Seven Star Award" in the food health sector, highlighting its significant role in the supply chain and the transformation of the value chain through high standards [1][18] - The company has focused on the egg tart category for over a decade, with a compound annual growth rate of 20% for Portuguese egg tarts, driven by innovative products like "baking cream" [1][18] Company Development - Founder Yang Xiaoqing emphasizes the importance of meticulousness in every step of production, from ingredient selection to process refinement, which has led to recognition and validation of their long-term commitment [4] - The company has developed a unique 64-layer puff pastry technology that ensures each layer is independently crisp, achieved through precise control of dough and butter ratios, temperature, and humidity [6][7] Consumer Insights - Consumer preferences have shifted towards products that not only satisfy taste but also provide emotional value and cater to various consumption scenarios, prompting the company to enhance product experience [5][12] - The introduction of a "clean label" concept reflects the growing consumer demand for simple, natural ingredients with minimal additives, indicating a future trend in product development [12][19] Market Strategy - Zhongbei has expanded its market presence from baking channels to supermarkets and hotels, which has tested and strengthened its supply chain capabilities [12] - The company has transitioned from being a supplier to a growth partner, collaborating with clients to innovate and define products, thus enhancing market value and expanding the egg tart market [15][16] Technological Innovation - Significant investment in R&D has allowed Zhongbei to address consumer pain points, resulting in increased sales and market capacity, with individual stores selling up to 3000 egg tarts daily [10][19] - The company has successfully developed technologies that maintain the crispness of egg tarts even when served cold, ensuring quality across different consumption scenarios [7][10] Industry Impact - Zhongbei's approach illustrates a shift in the Chinese manufacturing sector towards quality production and value chain enhancement, emphasizing the importance of deep industry insights and collaborative ecosystems [18][19] - The company's story signifies a broader trend in the industry where the focus is on establishing standards and activating value chains through collaborative thinking, rather than mere product promotion [18][19]