短保破局者卡尔顿：以 “营养美一顿” 穿越烘焙行业 “三国杀”

Core Viewpoint - The article discusses the competitive landscape of the baking industry, highlighting the "short shelf life baking" strategy of Carlton, which focuses on fresh, nutritious, and convenient baked goods to meet evolving consumer demands [3][5][14]. Group 1: Market Trends and Challenges - The baking industry is experiencing a "three-way battle" among fresh baking, frozen baking, and pre-packaged products, emphasizing efficiency, experience, and cost [3][14]. - Carlton identified a market gap in traditional long-shelf-life products, which often compromise on taste and convenience due to preservation methods [7][8]. - The company has successfully implemented deoxidizers in its products to enhance freshness and taste, establishing short-shelf-life baking as a new industry trend [8][17]. Group 2: Product Development and Innovation - Carlton's product development follows a "differentiated deep cultivation" principle, focusing on unique offerings or significant upgrades to existing products [10][11]. - The company emphasizes a demand-driven approach to new product development, ensuring that products address specific consumer needs such as low sugar, high protein, and convenience [24][26]. - Successful products like the egg skin toast and baked cakes have undergone a comprehensive process from demand capture to market validation, resulting in annual sales exceeding 100 million [27][29]. Group 3: Brand Positioning and Consumer Engagement - Carlton's brand positioning as a "nutritional baking solution provider" aligns with the health-conscious trends among consumers, differentiating it from traditional baking brands [13][21]. - The company aims to resonate with younger consumers by focusing on aesthetics, taste, fun, and values, creating a lifestyle connection beyond just food [17][18]. - Carlton's commitment to transparency in ingredients and clean labels reflects a response to consumer demands for healthier and more understandable food options [39][41]. Group 4: Competitive Strategy and Future Outlook - Carlton views competition as an opportunity for recognition and aims to maintain its market leadership through continuous innovation and quality improvement [45][46]. - The company plans to leverage a dual growth strategy focusing on clean labels and product innovation to ensure sustainable growth over the next three years [49][50]. - Carlton aspires to lead the industry back to a focus on product nutrition and quality, promoting a healthier and more consumer-centric baking landscape [50].