Core Viewpoint - The article discusses the strategic transformation of 85°C, a bakery brand, as it introduces a new model focused on selling a single product, "raw donuts," in small, independent outlets, aiming to revitalize its brand and attract younger consumers amidst declining performance and increased competition [3][4][19]. Group 1: Business Model Transformation - 85°C is shifting from large, comprehensive stores to small, approximately 10 square meter outlets that exclusively sell "raw donuts," reflecting a significant strategic pivot in response to past challenges [3][4]. - The new "85°C DONUT" outlets are designed to be low-cost and efficient, leveraging existing store infrastructure and sharing customer traffic with the main 85°C stores [6][8]. - The business model emphasizes resource reuse and customer flow exchange, allowing the new donut outlets to attract customers who may also visit the main store for coffee [8]. Group 2: Pricing Strategy - The pricing strategy for "raw donuts" is set between 6-11 yuan, significantly lower than competitors who price similar products above 18 yuan, aiming to attract a broader, price-sensitive audience [9][11]. - Promotions such as "buy four, get two free" are employed to enhance value perception and drive traffic, focusing on high volume rather than high margins [11]. Group 3: Market Positioning and Consumer Engagement - The choice of "raw donuts" aligns with current market trends and consumer preferences for fresh, high-quality products, particularly appealing to younger demographics [13][19]. - The brand aims to rejuvenate its image and connect with younger consumers through a new visual identity and product offering, distancing itself from its older brand perception [16][20]. Group 4: Challenges and Future Outlook - Despite initial success, the long-term viability of the "raw donut" concept will depend on continuous product innovation and the ability to adapt to changing consumer tastes [18]. - The brand faces significant financial challenges, with reported losses expected to exceed 93 million yuan for the year if adjustments are not made [15].