Core Viewpoint - The rise of bread festivals in lower-tier cities reflects a growing demand for trendy and high-quality baked goods among young consumers, indicating a shift in consumer behavior and market dynamics in the baking industry [5][7][43]. Group 1: Bread Festival Trends - The first city bread festival was held in Lianyungang on November 2, with several other cities like Yancheng and Huai'an following suit, making bread festivals a new favorite autumn and winter activity [5][6]. - Bread festivals, once considered exclusive to major cities, are now attracting significant crowds in smaller cities, with events in Jiangmen and Shenyang drawing nearly 100,000 and 51,400 visitors respectively, generating substantial sales [13][25]. - The product offerings at these festivals show a remarkable similarity to those in first-tier cities, with many brands and products sharing names and styles, indicating a homogenization of the baking market across different city tiers [9][10][12]. Group 2: Consumer Behavior and Market Dynamics - Young consumers in smaller cities are increasingly seeking "upgraded" bread options, leading to a convergence in tastes and preferences with their counterparts in larger cities [7][8]. - The pricing of baked goods at these festivals is comparable to that in major cities, with most items priced between 10 to 40 yuan, making them accessible to a broader audience [12]. - The popularity of trendy bread products has led to a perception of these items as seasonal or regional specialties, with social media amplifying their desirability [21][24]. Group 3: Brand Expansion and Competition - Many emerging baking brands are using bread festivals as a platform to test new markets and expand their reach, resulting in a proliferation of similar brands across different cities [17][43]. - Traditional bakery chains like 85°C are struggling with declining sales and store closures, highlighting the competitive pressure from new, trendy brands that focus on niche products and social media marketing [25][26][27]. - The baking industry is becoming increasingly fragmented, with a significant number of small brands emerging, as indicated by the report predicting 338,000 bakery stores by 2025, with a large proportion being small-scale operations [34][35].

Core Viewpoint - The article discusses the rising trend of bread festivals in smaller cities in China, highlighting a shift in consumer behavior where young people are increasingly seeking high-quality, trendy bread products that were once considered exclusive to larger metropolitan areas [3][10][21]. Group 1: Bread Festival Phenomenon - The first bread festival in Lianyungang was held on November 2, with several other cities like Yancheng and Huai'an following suit, indicating a growing popularity of such events in autumn and winter [5][19]. - Bread festivals, initially perceived as a big city phenomenon, are now attracting significant crowds in smaller cities, with events in Jiangmen and Shenyang drawing tens of thousands of visitors and generating substantial sales [19][21]. - The pricing of bread at these festivals in smaller cities is comparable to that in major cities, with individual items typically priced between 10 to 40 yuan, often around 20 yuan [16][21]. Group 2: Market Dynamics and Consumer Behavior - The article notes that the product offerings at bread festivals in smaller cities closely resemble those in larger cities, with similar brand names and product types, indicating a convergence in consumer tastes [12][26]. - The expansion of trendy bread brands into smaller cities is narrowing the gap between urban and rural consumer experiences, as brands like HOT CRUSH have begun to open locations in less populated areas [22][26]. - Social media plays a significant role in driving the popularity of these bread festivals, as consumers share their experiences and promote the unique offerings available [24][55]. Group 3: Changing Landscape of Bakeries - The article contrasts the success of new trendy bakeries with the struggles of traditional chain bakeries like 85°C, which have seen a decline in sales and have closed multiple locations [38][39]. - New bakeries focus on niche products and unique offerings, often abandoning the traditional model of offering a wide range of baked goods, which has allowed them to capture consumer interest [42][44]. - The rise of social media and the desire for experiential consumption have made bread festivals and trendy bakeries appealing to consumers seeking a sense of happiness and fulfillment through food [58][63]. Group 4: Consumer Aspirations in Smaller Cities - Young consumers in smaller cities are increasingly seeking high-quality, trendy food experiences, reflecting a desire to enjoy the same lifestyle and products available in larger cities [66][72]. - The influx of trendy bakeries into smaller cities is filling a gap left by traditional private bakeries, catering to the growing demand for diverse and high-quality baked goods [73][75]. - The article emphasizes that this trend is not just a commercial phenomenon but also a reflection of changing lifestyles and aspirations among consumers in smaller cities [75].

严格来说，它已经在全球范围内红了600多年，是个老网红了。 毫无疑问，近两年年在国内爆火的单品面包，是贝果。 从被各大头部品牌的面包店单独分类开始，到北京、上海等大城市贝果专门店爆火，如北京的The Daily Bagel、Catch Bagel，上海的翠贝果、 Boom Boom Bagels等已经成为白领们的首选早餐店，与国内传统早餐品类豆浆油条打了个平手；再到连锁咖啡店的助推，贝果已经成为咖啡店标配 餐食，除了瑞幸、星巴克等，TIMS咖啡在之前公布2022年卖出950万个贝果，被戏称"Tims培养忠实用户咖啡没有做到，但贝果做到了。" 包括在采访的国内烘焙店铺主理人中，十家会有七家告诉我们，贝果是店里卖得最好的单品之一。 这些无不在昭示着贝果在国内的"顶级网红"身份，将在2025年持续下去。 本来在国内烘焙界，潮流产品呈现出的特征是"江山代有才人出，各领风骚数个月"，见怪不怪了。但贝果还真不一样，值得我们单独为它写篇 文章，唠唠它的身份背景。 贝果真正的发源地有很多猜测，目前没有完全确切的证据能够表明哪种是正确的，但是毫无疑问的是，贝果最早是一种犹太面包。 贝果发源地猜测1：它最早源自中国新疆。 根据英 ...