Core Insights - The Chinese baking market is experiencing new development opportunities driven by consumer downturn and retail transformation, exemplified by the rapid expansion of the JiaYue Baking brand, which has opened its 100th store within a year [1] - JiaYue Baking's success is attributed to its unique "supermarket + baking" model, which has redefined consumer perceptions and provided a replicable success template for traditional retail transformation [1] Group 1: Quality and Competitive Advantage - JiaYue Baking emphasizes "freshly baked on the same day" as a direct commitment to quality, differentiating itself from pre-packaged products by having dedicated in-store bakeries with professional bakers [3] - Consumer feedback highlights the freshness of JiaYue Baking products as a key factor driving repeat purchases, establishing a significant competitive edge [3] Group 2: Pricing Strategy - The brand adheres to a "quality first" principle in raw material selection, using high-quality ingredients like Dutch Friesland royal butter for its signature "fresh milk butter toast," which, despite higher costs, has gained consumer recognition [4] - Market research indicates that JiaYue Baking's core products are generally priced lower than or on par with competitors, such as fresh milk toast at 6.9 yuan, butter croissant at 15.9 yuan, and crispy small cakes at 9.9 yuan, effectively appealing to consumers' desire for quality and affordability [4] Group 3: Market Positioning - JiaYue Baking targets everyday family consumption, offering affordable quality baking products, and differentiates itself from traditional supermarket baking sections through specialized product development and on-site production [6] - This "middle route" successfully opens a new market segment in the ready-to-eat category within supermarkets, combining convenience with a quality experience similar to that of professional bakeries [6] Group 4: Innovation and Future Outlook - Looking ahead, JiaYue Baking faces both opportunities and challenges, with increasing consumer demand for high-quality, cost-effective baking products amid a consumer downturn [7] - The brand plans to enhance single-store operational efficiency, deepen product innovation, and explore flexible store formats, such as community small specialty stores, to better meet diverse consumer needs [7]