新晋「排队王」被疯抢，有人爆卖3000万个，数周吸金10亿元

Core Viewpoint - The rise of butter rice cake as a trending product in the baking industry is attributed to product innovation and industry resonance, leading to significant market engagement and sales growth [7][9][14]. Market Dynamics - The butter rice cake has gained immense popularity across various channels, with over 200 million views on Douyin and more than 70,000 posts on Xiaohongshu, indicating a strong social media presence [4]. - Sales figures show that brands like 泸溪河 have sold over 30 million butter rice cakes in just 52 days, generating nearly 100 million yuan in revenue [12][14]. - Approximately 30% of the 75,000 baking stores in China have introduced butter rice cakes, highlighting its widespread adoption [13]. Product Innovation - The butter rice cake originated from a modification of the traditional French dessert canelé, incorporating glutinous rice flour and a significant amount of butter to create a unique texture [7]. - The product's appeal lies in its crispy exterior and soft, chewy interior, which aligns with consumer preferences for "glutinous" textures [16]. Pricing and Competition - The pricing of butter rice cakes has seen a downward trend, with current prices ranging from 2 to 4 yuan per piece in physical stores, and group purchase prices around 15 yuan for 4 to 6 pieces [11]. - The competitive landscape includes both large chain brands and independent stores, with the former leveraging economies of scale to offer lower prices [17][23]. Consumer Trends - The target demographic for butter rice cakes has shifted from primarily young social media users to families seeking everyday snacks, indicating a broader market appeal [25]. - The product's success has led to a rise in DIY recreations and consumer-driven evaluations, enhancing its market education without significant advertising costs [11]. Challenges Ahead - Despite its current success, the butter rice cake faces challenges such as price competition, quality control issues, and the need for product differentiation to maintain consumer interest [22][25]. - The baking industry is characterized by rapid product life cycles, and sustaining the popularity of butter rice cakes will require ongoing innovation and adaptation to consumer demands [26].