从长沙出发，最终还是回到长沙。 当文和友的市井烟火气在北上广深沦为"文化赝品"，当墨茉点心局的现烤麻薯因供应链断裂失去灵魂。 这座城市的网红品牌似乎被下了"围城魔咒"：在长沙是现象级顶流，在外地却成了"温室花朵"。 日前，墨茉点心局官方发布公告称，自9月1日起，暂时关闭邵阳、株洲、常德、衡阳外区门店，仅保留衡阳蒸湘万达店。 这似乎成为众多长沙发家的网红新消费门店的魔咒。 至此，这个曾以"国潮+现烤"席卷全国的新中式烘焙品牌，全国门店仅剩29家，其中28家集中在长沙。 从资本热捧的"单店估值破亿"到区域收缩的"战略聚焦"，墨茉的轨迹折射出整个中式烘焙行业的集体阵痛与转型。 从退守湖南到回到起点 从2021年"全国跑马圈地"到2023年"困守湖南大本营"，墨茉点心局的收缩轨迹，仅用两年多时间便画出了一条陡峭的抛物线。 图源：新京报 而到了2025年，又迎来了第二次收缩。 当时第一次收缩的时候，品牌负责人表示 "收缩是暂时的，关店的城市'会再回去'"。 可打脸的是，墨茉点心局没能再"回去"，随之而来的是第二次收缩。 毕竟，数字是最现实的，就像墨茉点心局官方说的，"自6月聚焦品质与服务以来，长沙门店业绩回归良性增长， ...

Core Viewpoint - The article discusses the evolution of the new Chinese baking industry over the past decade, highlighting the challenges in creating new "blockbuster" products like the "Meat Floss Little Cake" that once captivated the market. It emphasizes the need for a shift from short-lived trends to sustainable, long-term products that resonate with consumers' memories and experiences [5][38]. Group 1: Historical Context and Market Dynamics - The "Meat Floss Little Cake," developed by Bao Caisheng in 2004, became a nationwide sensation in 2014, marking a significant moment in the Chinese baking industry [3][4]. - This product represented a fusion of Chinese and Western flavors, breaking traditional boundaries and creating a new taste experience that appealed to consumers [6][11]. - The rapid expansion of bakery stores and the maturation of supply chain logistics in 2015 facilitated the widespread distribution of the "Meat Floss Little Cake," which was easy to standardize and replicate [8][9]. Group 2: Evolution of Product Categories - The new Chinese baking industry has undergone a transformation from "blockbuster" products to "evergreen" and "daily" products over the past decade [14]. - The "blockbuster phase" (2016-2018) was characterized by products that gained popularity through novelty and rapid social media sharing, such as salted egg yolk pastries and mochi [15]. - The "evergreen phase" saw products like egg yolk pastries become stable choices for consumers, focusing on long-term repeat purchases rather than short-term spikes in sales [17][20]. - The "daily phase" post-2020 integrated new Chinese baked goods into everyday consumer life, making them standard offerings in bakeries [22][23]. Group 3: Challenges and Market Saturation - The article notes that the market for new Chinese baked goods has become saturated, with the emergence of numerous similar products leading to intense competition and reduced profit margins [31][32]. - The rise of short video platforms has changed consumer behavior, making it difficult for any single product to achieve the same level of widespread attention as the "Meat Floss Little Cake" did in its heyday [26][29]. - Consumers are experiencing "taste fatigue," as the novelty of new flavors diminishes, leading to higher expectations for unique and memorable taste experiences [35][37]. Group 4: Future Directions - The industry must transition from a focus on one-time blockbusters to creating products that foster long-term consumer loyalty and repeat purchases [38]. - Emphasizing "scene economy" will be crucial, integrating baked goods into everyday life scenarios such as breakfast and celebrations to build consumer attachment [39]. - Establishing a "taste memory" rather than relying solely on trendy symbols will be essential for creating enduring products that resonate with consumers [42]. - A shift from "single product logic" to a "systematic logic" that combines product matrices and brand value is necessary for sustainable growth [44]. - Brands must develop self-sustaining cycles that focus on community engagement and long-term reputation rather than short-term viral marketing [45].

Group 1: Overall Trends in New Store Openings - The "first store economy" is experiencing significant growth, with over 2,200 new first stores expected to open in 16 cities by mid-2025, representing increases of 68.71% and 29.37% compared to the same periods in 2023 and 2024 respectively [2] - The peak period for new first store openings coincides with the "May Day" holiday, with over 300 new stores launched during the holiday, accounting for more than 10% of the total for the first half of the year [3] - The absolute number of first stores nationwide has rebounded in the first half of this year, increasing by 19.28% year-on-year to 198 stores [4] Group 2: Sector-Specific Insights - The "cultural and exhibition" sector and the bag and leather goods sector have seen a surge in new players, with significant increases in the proportion of first stores in these categories [5] - The beverage sector's share has decreased, but it remains among the top three alongside baked goods and women's clothing. Japanese cuisine and sportswear have seen notable increases in attention over the past three years [5] - The first half of the year has seen a significant rise in the number of first stores for Chinese cuisine and wellness services, while the proportion of cultural and artistic first stores has dropped by over 50% [5] Group 3: Regional Performance - The East China region continues to lead in first store openings, while North China and Northeast China are on the rise. Nanjing and Tianjin have shown remarkable growth, with first store proportions increasing by over 70% [6] - High-end shopping malls are increasingly attracting first stores, with Nanjing's Deji Plaza recognized as a "first store harvesting machine" with nine new first stores [6] Group 4: Women's Fashion Trends - The women's clothing sector is undergoing a transformation, with a significant increase in the number of first stores, particularly from light luxury and e-commerce brands, which now account for over 20% of new openings [15] - New players in the women's fashion market are focusing on high-quality, light luxury designs, with brands like AW PROJECT and MEIYANG making notable entries [15][16] - The trend is shifting towards brands that emphasize quality and affordability, appealing to consumers' demand for value [19] Group 5: Pet Industry Growth - The pet industry is maturing, with a significant increase in the number of pet stores, which have become a leading category in new store openings, surpassing traditional services like foot massage [20] - The market is evolving from basic pet supply stores to comprehensive lifestyle destinations for pet owners, with new concepts emerging that focus on pet health and wellness [21] - The perception of pets is shifting towards viewing them as family members, leading to increased demand for high-quality pet products and services [23]

Core Viewpoint - The article discusses the rising trend of "Southwest F4" flavors in the baking industry, highlighting how local ingredients from the Yunnan, Guizhou, Sichuan, and Chongqing regions are being incorporated into baked goods, reflecting a shift in consumer preferences towards complex and regional flavors [1][3]. Group 1: Emergence of Southwest F4 - More bakers are sourcing local ingredients from the mountainous regions of Southwest China, leading to a trend where flavors like wood ginger, sour soup, mushrooms, and rose are increasingly featured in new products [1][3]. - The traditional focus on foreign flavors is being challenged as younger consumers seek more authentic and locally inspired tastes [5][19]. Group 2: Flavor Characteristics - The "Southwest F4" flavors break the traditional sweet and salty dichotomy, introducing complex taste profiles that include umami, sourness, and spiciness, appealing to the evolving palate of consumers [19][23]. - The geographical and cultural richness of Southwest China provides a unique "natural flavor library," making it suitable for the new generation's taste preferences [24][30]. Group 3: Cultural Resonance - Young consumers are experiencing a sense of pride and recognition as their local flavors are elevated to a gourmet status, transforming the perception of "hometown specialties" into a new mainstream [28][32]. - The cultural significance of these flavors is less burdensome compared to other regions, making them more accessible and appealing to consumers looking for novelty and uniqueness [30][43]. Group 4: Product Development Strategies - Successful products are not merely about adding local ingredients but involve a thoughtful integration of flavors and narratives that resonate with consumers [32][37]. - Key flavor tags should be identified to create memorable taste experiences, ensuring that the essence of the local ingredient is preserved while adapting it to baking techniques [33][36]. Group 5: Future Directions - The article suggests that the future of baking will focus on local expressions of flavor authenticity, moving away from imported tastes to a more localized approach [43][45]. - There is an emphasis on developing systematic methods to transform local flavors into replicable and sustainable products, indicating a potential shift in the baking industry landscape [45][46].

Group 1: Coffee Industry Impact - The Trump administration announced a 50% tariff on Brazilian goods starting August 1, significantly affecting coffee prices in the U.S. [1] - Brazil, the world's largest coffee exporter, may halt coffee supplies to the U.S., potentially driving coffee prices to historical highs [1] - The U.S. imports approximately 8.14 million bags of coffee from Brazil annually, which constitutes one-third of its total coffee consumption [1] Group 2: New Store Openings - Yao Coffee, a brand under Beijing Jinxiang Fosun Pharmaceutical Co., has opened two new stores in Beijing, located at Fuxing Hospital and Guangwai Hospital [3] - The new stores feature a blend of white and wood color schemes, providing a pleasant environment for customers [3] - With the addition of these two stores, Yao Coffee now operates a total of five locations in Beijing [3] Group 3: New Product Launches - Cha Yan Yue Se has launched a new brand "Cha Yan Bing Fang," entering the new Chinese-style baking market with a variety of baked goods [4] - The new product line includes over 20 types of baked items, with member prices ranging from 3.3 to 9.9 yuan each, offering competitive pricing [4] - Currently, the new brand is only available at the Changsha Wanjiali store, indicating a limited initial rollout [4] Group 4: Expansion of Beverage Chains - Mixue Ice City has opened its 8th store in Hong Kong at Blue Bay Plaza, continuing its expansion in the region [5][6] - Since entering the Hong Kong market in late 2023, the brand has rapidly established a presence in key areas, including Mong Kok and Causeway Bay [6] Group 5: Incident Response - A vehicle incident occurred at a Nayuki Tea store in Wuhan, but no injuries were reported, and the store continued operations without dine-in services [7] - The incident took place during non-business hours, and the company is currently assessing damages [7]

Core Viewpoint - The article highlights the significant role of Jiangxi, particularly Zixi, in China's bread industry, showcasing how local entrepreneurs have transformed the region into a powerhouse for bakery products, despite its geographical disadvantages [5][62]. Group 1: Overview of Jiangxi's Bread Industry - Jiangxi, specifically Zixi, has become a dominant force in the bread industry, with over 16,000 bakeries generating an annual output value exceeding 30 billion [5][6]. - The region's success is attributed to a combination of local entrepreneurship, government support, and a unique culture of knowledge sharing among bakers [62][63]. Group 2: Key Entrepreneurs - **Bao Caisheng**: Founder of Bao Shifu, he turned a failed bakery into a brand valued at 10 billion, known for its signature product, "Meat Floss Little Cupcake," which sold 100 million units in a year [25][26]. - **Zhan Zhenhua**: Founder of Zhan Ji, he innovated traditional pastries to create a product that sells 750,000 pieces daily, expanding to nearly 300 stores by 2025 [36][37]. - **Huang Jin**: Founder of Lu Xi He, he established a brand with over 500 stores, focusing on modernizing traditional pastries to appeal to younger consumers [47][48]. Group 3: Development Strategies - The success of these brands is attributed to several strategies: - **Quality Control**: Bao Shifu emphasizes high-quality ingredients, often paying double for eggs and sourcing from top suppliers [26]. - **Product Innovation**: Zhan Ji and Lu Xi He have focused on modernizing traditional recipes to attract a broader customer base [36][48]. - **Market Positioning**: These brands have strategically chosen locations in high-traffic areas and focused on direct sales models to maintain brand consistency and customer experience [27][40]. Group 4: Community and Cultural Impact - The bread industry in Jiangxi has fostered a community of nearly 50,000 bakers, creating a local economy centered around baking [52]. - The region has established a full industrial chain for bread production, including training, supply, and distribution, which has led to a sustainable growth model [57][62]. Group 5: Conclusion - Jiangxi's bread industry exemplifies how local culture, entrepreneurship, and community support can lead to significant economic development, making it a vital player in China's bakery market [63][64].

Core Viewpoint - The article highlights the significant role of Jiangxi, particularly Zixi, in China's bread industry, showcasing successful entrepreneurs and their contributions to the sector. Group 1: Overview of Jiangxi's Bread Industry - Jiangxi, particularly Zixi, has become a powerhouse in the bread industry despite lacking local wheat production and facing geographical challenges [5][6][7]. - The province is home to over 16,000 bakeries, generating an annual output value exceeding 30 billion [7]. Group 2: Key Entrepreneurs 1. Bao Caisheng (Founder of Bao Shifu) - Bao Caisheng transformed from being in debt by 1 million to building a brand valued at 10 billion [9][10]. - His journey began in 1995 with a bakery in Zhengzhou, which initially failed, but he persevered and eventually created the popular "Meat Floss Little Cupcake" [18][30]. - By 2021, Bao Shifu had over 100 stores and sold 1 billion cupcakes, achieving a brand valuation of 100 billion [30][31]. 2. Zhan Zhenhua (Founder of Zhan Ji) - Zhan Ji, known for its peach crisp, achieved a remarkable daily sales record of 750,000 pieces [34][45]. - Zhan Zhenhua innovated traditional recipes to appeal to younger consumers, leading to rapid expansion and nearly 300 stores by early 2025 [46]. 3. Huang Jin (Founder of Lu Xi He) - Huang Jin, also from Jiangxi, established Lu Xi He, which has over 500 stores and is recognized as a leader in southern-style baking [63]. - The brand focuses on innovation in traditional products and efficient supply chain management [64][65]. Group 3: Development of Zixi's Bread Industry - Zixi's bread industry has thrived due to a unique culture of mutual support among local entrepreneurs, leading to a significant workforce in the sector [68][79]. - The establishment of the first county-level bread industry association and the creation of a comprehensive bread industry chain have been pivotal in promoting local brands [79][84]. Group 4: Factors Contributing to Success - Jiangxi's bread industry benefits from early market entry, government support, and a strong entrepreneurial spirit among its people [83][84][85]. - The local culture emphasizes hard work and resilience, which has driven the growth of the bread sector [86][87].

2021年，虎头局乘风而起，渴望用"麻薯"的软糯、饼干的酥香撬动一个中式烘焙的新时代；2023 年，随着闭店潮起办公楼空，品牌的神话也悄然落幕。 虎头局作为新中式烘焙的标志性品牌，从2019年诞生至2023年陷入倒闭危机，其历程浓缩了资本狂 热、品类风口与行业泡沫的典型特征。它的兴衰不仅是一个品牌的沉浮史，更是新消费浪潮下烘焙 行业的缩影。 当然，从复盘的眼光来看，急于讲好"新中式烘焙"的故事，虎头局的扩张决策可谓十分激进：2021 年一年门店已经覆盖北上广深等一线城市核心商圈，单店投入高达200万-300万元，但坪效不足万 元，远低于茶饮品牌。人力与租金成本占比超60%，单店盈利模型未经验证即大规模复制。 它的主打产品，包括 麻薯老虎卷、Q提子麻薯、纯乳酥酥泡芙 等，也成为了网友分享打卡的主力 军，甚至快速成为了长沙旅游的打卡点。 虎头局的崛起几乎踩中了所有当时的新消费"黄金定律"—— 国潮风口、中式点心的复兴叙事、视觉 上的网红属性，以及极具社交货币价值的产品。 用酥皮包裹咸蛋黄，肉松、麻薯与港式点心融合，再憨态可掬的"老虎"IP包装...虎头局成功将传统 中式糕点包装成新消费玩家心中的"现象级新品类"。 ...