Core Viewpoint - The article highlights the entrepreneurial journey of Dong Shuyuan, co-founder of "Xin Yi Copper Cake," emphasizing the importance of product specialization and brand standardization in the bakery industry. Group 1: Entrepreneurial Journey - Dong Shuyuan sold his rising bakery brand to start anew in Shanghai, focusing on a single product, the copper cake, which has now expanded to 82 stores nationwide [2][4]. - The initial experience of running a full-category bakery led to the realization of its limitations in scalability and standardization [5][24]. Group 2: Product Development and Innovation - The copper cake is positioned as a versatile product that can fit various meal occasions, with a focus on local seasonal ingredients for fillings [7][8]. - The development of fillings follows a principle of one-third innovation, one-third classic replication, and one-third experimental flavors, ensuring a balance between novelty and customer familiarity [16][17]. Group 3: Business Model and Strategy - The brand underwent a significant transformation after a period of rapid expansion, shifting to a model focused on high efficiency and low-cost franchising [24][30]. - The company emphasizes the importance of maintaining product quality and customer experience, with strict criteria for franchise partners to ensure operational stability [30][32]. Group 4: Market Positioning and Trends - The brand's high repurchase rate is attributed to its redefined positioning of copper cake as a meal alternative rather than just a dessert, aligning with current market trends [21][36]. - The company plans to innovate further by launching flagship stores and expanding filling types while maintaining a clear narrative about its product offerings [36][38].