面包届，真的很需要一个“蜜雪冰城”！

Core Insights - The baking industry has experienced rapid growth in recent years, particularly in first-tier cities, but this growth model is facing challenges when replicated in lower-tier cities [2][14] - The high price point of baked goods may not indicate true market expansion, as it creates barriers for broader consumer access [4][16] - The industry is at a crossroads, with a choice between catering to a niche, high-end market or addressing the everyday needs of a larger consumer base [5][13] Market Structure - The domestic baking market is highly segmented, with a premium segment offering luxury products, such as "black swan" pastries from brands like Haolilai, which are positioned as luxury items [7] - There is a middle-class comfort zone represented by brands like B&C and Mr. Stone's Oven, which provide stable, quality products that resonate with middle-class aspirations for a quality lifestyle [8] - Community-oriented stores and regional flavor shops fill the market, relying on local craftsmanship and consumer habits, but struggle to create a unified commercial language [10] Industry Challenges - The rapid evolution of the industry has overlooked the essential infrastructure needed for mass-market appeal, leading to a disconnect between high-end offerings and everyday consumer needs [13][16] - The entry of high-priced bakery models into lower-tier cities does not align with the local consumer's purchasing power and structure [14] - The industry's focus on high-end narratives has created a barrier for broader market access, transforming bread from a staple into an event-driven luxury [16][28] Competitive Landscape - New retail supermarket baking sections are quietly capturing market share by offering high-quality products at significantly lower prices, leveraging efficient supply chains [19][22] - Supermarkets provide a "convenient purchase" scenario, integrating baked goods into regular shopping habits, thus reducing decision-making costs for consumers [22] - The baking industry faces challenges in scaling due to the complexity of bread production, reliance on skilled craftsmanship, and a long-standing focus on individual artisans rather than systematic approaches [23][25][27] Future Directions - The industry needs a transformative shift towards supply chain narratives, focusing on efficiency and technology in production rather than just storefront aesthetics [31] - There is a call for enhancing the value of basic baked goods, such as bread and rolls, to establish a foundation for frequent consumer purchases [33] - A balance between cultural appeal and addressing fundamental consumer needs is essential for creating a widely accepted baking brand that resonates with everyday life [35][37]