“贵价面包”在高线城市不灵了？

Core Viewpoint - The rapid expansion of the bakery brand UH Youhe has been met with a surprising number of store closures in major cities, indicating potential operational challenges despite its popularity and growth in store numbers [4][5][9]. Group 1: Store Expansion and Closures - UH Youhe, established in 2016, gained popularity for its freshly baked products and transparent operations, expanding from Hubei to multiple cities including Changsha, Hangzhou, and Chengdu by 2024 [6][7]. - As of now, UH Youhe has opened over 130 stores across various cities, maintaining its expansion momentum [8]. - However, the brand has also closed several stores in cities like Beijing, Shenzhen, and Chengdu, with many closures occurring within a year of opening [9][10]. Group 2: Reasons for Store Closures - The closures are attributed to various reasons, including unsuccessful negotiations for lease renewals and broader business adjustments [10][11]. - Industry analysts suggest that these closures may reflect a strategic move to cut losses on underperforming locations [11]. Group 3: Pricing Strategy - To cope with high operational costs, UH Youhe has been quietly increasing prices across its locations, with individual product prices rising by 1-2 yuan [14]. - The average consumer spending at UH Youhe is around 40 yuan, indicating a shift in pricing strategy to maintain profit margins amidst rising costs [14]. Group 4: Market Trends in Bakery Industry - The premium bakery market has seen intense competition, with many brands facing growth pressures, leading to adjustments in store strategies [15]. - Some brands are shifting focus to lower-tier cities, where there is significant growth potential, as evidenced by the expansion of brands like HOT CRUSH and KUMO KUMO into third-tier cities [16][18]. - The down-market trend is driven by changing consumer preferences, with increased demand for quality and service in less saturated markets [19][21].