Toly Bread(SH:603866) 创业邦·2025-06-06 09:47Core Viewpoint - The article highlights the significant decline of the once-dominant bakery brand, Tao Li Bread, reflecting a broader crisis in the traditional packaged bread industry as it struggles to adapt to changing consumer preferences and competitive pressures from new entrants and alternative products [3][10][19]. Financial Performance - In Q1 2025, Tao Li Bread's revenue fell by 14.2% year-on-year to 1.201 billion yuan, while net profit dropped by 27.07% to 84.04 million yuan, marking the worst quarterly performance since its listing [3][4]. - From 2021 to 2024, revenue growth rates decreased from 6.24% to -9.93%, with net profit declining for four consecutive years [4][10]. Market Dynamics - The bakery market is experiencing a shift from large-scale production to precise operations, with Tao Li's struggles mirroring the challenges faced by other traditional brands like Man Ke Dun and Da Li, which have also seen declines or exits from the market [10][19]. - The market is becoming increasingly fragmented, with new brands like Xiao Bai Xin Li Ruan and Hao Shi gaining traction, while established brands face challenges from convenience stores and fresh-baked alternatives [6][10][33]. Competitive Landscape - The top five companies in China's baking industry include Da Li Yuan, Tao Li Bread, Pan Pan, Oreo, and Xu Fu Ji, with a highly dispersed competitive landscape where the top three companies hold only 9.2% market share [6][10]. - The rise of convenience stores offering fresh sandwiches and baked goods is significantly impacting traditional brands, as they cater to immediate consumer needs [10][12]. Consumer Preferences - Consumer perceptions are shifting, with a growing acceptance of medium and long shelf-life products, challenging the traditional notion that short shelf-life equals freshness [29][30]. - New brands are leveraging innovative marketing and product differentiation to capture market share, while traditional brands struggle with product innovation and adapting to new consumer demands [30][42]. Industry Transformation - The article emphasizes that the challenges faced by Tao Li Bread are indicative of a larger transformation in the industry, where traditional brands must navigate a landscape increasingly dominated by new entrants and changing consumer behaviors [13][46]. - The competition is no longer just among similar brands but also includes a variety of channels and formats, such as convenience stores and online platforms, which are reshaping consumer purchasing habits [46][60].