上海网红点心门店全关，健康烘焙是伪命题？

Core Viewpoint - The article discusses the challenges faced by health-oriented baking brands in the market, highlighting the closure of the popular Shanghai-based brand "Jiang Xiansheng Xian Dougao" and the struggles of other similar brands to maintain their market presence and consumer interest [6][14][20]. Group 1: Jiang Xiansheng Xian Dougao - Jiang Xiansheng Xian Dougao, founded in 2019, specialized in low-sugar, low-fat, and healthy snacks, gaining popularity in high-end shopping centers in Shanghai [6][9][13]. - The brand experienced rapid growth, with nearly 20 stores at its peak, but has since faced a decline, leading to the closure of all its locations by September 2023 [13][14]. - The parent company, Xi'an Beixianmei Catering Management Co., has initiated the process of deregistration, indicating a complete exit from the market [14]. Group 2: Market Trends in Health Baking - Other health-focused baking brands, such as Taoxi Manman and He Suo, have also struggled, with many closing stores despite initial success and funding [16][18]. - The concept of "healthy baking" is often criticized as being superficial, with many products merely substituting ingredients without achieving true health benefits [20][21]. - The balance between taste and health is difficult to achieve, leading to low consumer acceptance of products that prioritize health over flavor [23][26]. Group 3: Consumer Behavior and Market Dynamics - Consumers increasingly prioritize ingredient transparency and quality, but convincing them to pay a premium for health-oriented products remains challenging [25][28]. - Brands that once emphasized health are shifting their messaging to focus on quality and freshness instead [18][19]. - Innovative approaches, such as incorporating functional ingredients like traditional Chinese herbs, are emerging as potential solutions to attract health-conscious consumers [29].