Core Viewpoint - The article discusses the challenges faced by health-oriented baking brands in the market, highlighting the closure of the popular Shanghai-based brand "Jiang Xiansheng Xian Dougao" and the struggles of other similar brands to maintain their market presence and consumer interest [6][14][20]. Group 1: Jiang Xiansheng Xian Dougao - Jiang Xiansheng Xian Dougao, founded in 2019, specialized in low-sugar, low-fat, and healthy snacks, gaining popularity in high-end shopping centers in Shanghai [6][9][13]. - The brand experienced rapid growth, with nearly 20 stores at its peak, but has since faced a decline, leading to the closure of all its locations by September 2023 [13][14]. - The parent company, Xi'an Beixianmei Catering Management Co., has initiated the process of deregistration, indicating a complete exit from the market [14]. Group 2: Market Trends in Health Baking - Other health-focused baking brands, such as Taoxi Manman and He Suo, have also struggled, with many closing stores despite initial success and funding [16][18]. - The concept of "healthy baking" is often criticized as being superficial, with many products merely substituting ingredients without achieving true health benefits [20][21]. - The balance between taste and health is difficult to achieve, leading to low consumer acceptance of products that prioritize health over flavor [23][26]. Group 3: Consumer Behavior and Market Dynamics - Consumers increasingly prioritize ingredient transparency and quality, but convincing them to pay a premium for health-oriented products remains challenging [25][28]. - Brands that once emphasized health are shifting their messaging to focus on quality and freshness instead [18][19]. - Innovative approaches, such as incorporating functional ingredients like traditional Chinese herbs, are emerging as potential solutions to attract health-conscious consumers [29].

Core Insights - The closure of all stores of Jiang Xiansheng Xian Dou Cake in Shanghai highlights the challenges faced by health-oriented baking brands in the current market [1][2][6] - Despite initial popularity and expansion, the brand has seen a significant decline, leading to the application for company deregistration [6][7] Company Overview - Jiang Xiansheng Xian Dou Cake was founded in June 2019 in Shanghai, focusing on a traditional snack called "Xian Dou Cake," made from a mix of five types of beans [2][3] - The brand promoted a "low sugar, low fat, green health" concept, using high-quality ingredients and a transparent kitchen for handmade production [2][3][5] Market Trends - The health and low-sugar trend in the baking industry has not translated into sustainable success for many brands, including Jiang Xiansheng [5][8] - Other brands like Tao Xi Man Man and He Suo have also faced similar challenges, with closures despite initial funding and expansion efforts [8][10] Consumer Behavior - Consumers are increasingly concerned about ingredient quality, but the balance between health and taste remains difficult to achieve [11][14] - Many health-oriented products fail to meet consumer expectations in terms of flavor, leading to low repurchase rates [11][15] Industry Challenges - The concept of "healthy baking" is often criticized as being superficial, with many products merely substituting ingredients without achieving true health benefits [11][12] - The higher costs associated with healthy ingredients result in elevated prices, which may deter price-sensitive consumers [12][13] Future Directions - Brands need to find additional value points to appeal to both health-conscious and taste-oriented consumers, such as emphasizing freshness and quality [15][16]