Core Viewpoint - The article discusses the decline of the baking industry in China, highlighting the bankruptcy of established brands like "Floating Forest," which reflects broader systemic issues within the traditional baking sector [5][9][26]. Group 1: Company-Specific Insights - "Floating Forest," a well-known bakery brand in Hangzhou, has officially entered bankruptcy proceedings after over 20 years of operation, marking a significant event in the local baking landscape [9][12]. - The company faced multiple operational challenges, including a data breach in 2020 that led to a crisis with fake recharge cards, contributing to its eventual downfall [21][24]. - Despite attempts to revive the brand, including reopening stores, "Floating Forest" ultimately succumbed to financial difficulties, with debts amounting to approximately 27.5 million yuan [24][26]. Group 2: Industry Trends - The article notes a shift in consumer preferences towards healthier options, with traditional baking brands like "Floating Forest" struggling to adapt to these changes, leading to a decline in their market relevance [30][41]. - New entrants in the baking market, particularly those leveraging modern marketing strategies and healthier product offerings, are gaining traction, while traditional brands are losing their appeal [40][41]. - Supermarket baking sections are emerging as "explosive product manufacturers," with brands like Sam's and Hema successfully launching popular items that resonate with current consumer demands [43][55]. Group 3: Competitive Landscape - The competition in the baking industry is intensifying, with supermarkets redefining the game through supply chain innovations and consumer engagement strategies [43][55]. - The success of products like Sam's Swiss roll and Hema's strawberry box cake illustrates how modern baking brands are effectively meeting consumer expectations for quality and convenience [47][49]. - The article emphasizes that traditional baking brands must enhance their core competencies in product innovation, brand building, and service upgrades to remain competitive in this evolving market [57].