Core Viewpoint - The Chinese baking market is experiencing a shift from independent bakeries to new retail channels such as supermarkets and convenience stores, indicating a change in consumer demand despite stable market demand [1]. Group 1: Market Dynamics - In 2024, the number of baking stores in China saw a net growth of nearly zero, with 92,000 new stores and 91,000 closures, highlighting a stagnation in traditional bakery growth [1]. - New retail channels are showcasing strong sales, with examples including Sam's Club's Swiss roll sales exceeding 1 billion yuan, Hema's strawberry box cake generating 200 million yuan in seasonal sales, and Pang Donglai's mooncake sales estimated at 200 million yuan [1]. Group 2: International Comparisons - The trends observed in the Chinese baking market are not unique but are part of a broader global phenomenon influenced by the development of industrial food technology and rapid market expansion [4]. - Mature baking markets in Japan, South Korea, Europe, and North America have established stable supermarket baking models that meet consumer needs while continuously creating popular products [5]. Group 3: Asian Market Insights - Japan and South Korea serve as benchmarks in the Asian baking market, characterized by high-frequency purchases and a preference for soft bread, with a supply chain model centered around short shelf-life products [6]. - The emphasis on freshness is a common principle in Japanese and Korean supermarkets, supported by a mature "factory collaboration + regional distribution" system [7]. Group 4: Consumer Preferences - In Japan, 82.8% of consumers prefer to buy bread from supermarkets, while in South Korea, this figure is 76%, indicating a strong consumer preference for supermarket-bought baked goods [11]. - Health considerations have become essential, with products like "no added sugar toast" and "low GI whole grain bread" dominating sales in Japan and South Korea [12]. Group 5: North American Market Characteristics - The U.S. baking market is characterized by family-oriented consumption, with supermarkets catering to bulk purchases and family needs, leading to a unique model of large packaging and high cost-effectiveness [23]. - Supermarkets in the U.S. account for approximately 70% of total bread sales, with a focus on stable quality and low prices, although they lack the innovative marketing strategies seen in Japanese convenience stores [30]. Group 6: European Market Trends - The European baking market is projected to reach $157.36 billion by 2025, with supermarkets contributing approximately 60%-70% of sales, reflecting a high dependency on supermarket channels [31]. - Different countries in Europe have tailored their baking strategies based on local consumer preferences, with Germany focusing on cost control through self-owned factories and local ingredients [33]. Group 7: Strategic Recommendations for China - Chinese supermarkets and chain brands can learn from international practices by adopting strategies such as fine segmentation, local sourcing, and fresh product delivery to enhance consumer trust and satisfaction [42][43]. - Emphasizing family-oriented products and transparent labeling can help build consumer confidence and cater to local market demands [44][46].

如果说过去十年是"甜软面包"的黄金时代，那么当下的面包消费潮流，正在悄悄转向另一个方向 ——高水含量、长发酵、原料纯净、组织优秀。 从软欧到杂粮面包再到恰巴塔、法棍，近年来不断涌现的大单品几乎都是"少添加"的健康款式，消 费者对风味、气孔、口感层次的要求越来越高，也对面团背后的"工艺逻辑"提出了更多挑战。 尤其是对于那些试图实现标准化生产的中央厨房、中型面包工厂来说，一块面团该怎么更有效率 的"好好处理"，成了令人头疼的问题。 随着烘焙市场近几年高含水量面包、含果干、杂粮类面包的火爆，面团生产也 非常明显地发生了改 变：面团开始变"软"了。 这类面团带来的难度也显而易见：它们更容易粘手、拉扯不定型、无法直接切割，称重精度下降等 问题，对后段整形、发酵乃至烘焙结果都有直接影响。 过去的生产逻辑——"快点切、赶紧排、压实收口"——在这类面团面前几乎失效。你越快，它越 塌；你越压，它越黏。对于烘焙师基本功也提出严格要求：一个不注意，面包成品走形，或者是生 产效率被拖垮。 很多工厂开始面临一个核心矛盾：想要做产品创新，提升产品品质，就必须使用更"敏感"的面团； 但敏感的面团又撑不起原有的机械流程。 在工业化"大进步" ...

Core Viewpoint - Haidilao's first bakery store "拾㧚耍·SCHWASUA" opened in Hangzhou, marking a significant step in the company's exploration of restaurant sub-brands [1][2] Company Overview - The bakery is located in a prime area of Hangzhou, featuring an eye-catching design with a giant croissant installation and a unique product display [3] - The brand promotes a philosophy of "安心吃、放心耍" (Eat with peace of mind, Play with ease) and offers a variety of products including bread, drinks, and cakes, with a customer price point starting at over 10 yuan [5] Market Positioning - The bakery targets a cost-conscious mass market, with 60% of products priced below 10 yuan, aligning with current consumer trends [8] - Despite the low pricing strategy, the bakery's product pricing is not significantly competitive compared to local brands, with some basic products priced higher than competitors [8] Product and Innovation - The bakery claims to offer a unique "West Lake Longjing" flavored bread, but overall product innovation appears limited, leading to a lack of distinctiveness in a highly competitive market [10][15] - The store has implemented various promotional activities, including significant discounts and membership benefits, to attract customers [10] Operational Strategy - The operational model emphasizes high standardization and replicability, leveraging Haidilao's supply chain advantages to reduce operational costs [11] - The store's location in a bustling commercial area near West Lake is strategically beneficial for attracting foot traffic, especially from younger consumers [11][13] Market Trends - The Chinese baking market is experiencing growth, with a retail market size exceeding 560 billion yuan in 2023 and projected to reach 859.56 billion yuan by 2029 [16] - The market is seeing a divide between high-end brands and low-cost bakeries, with various players entering the space, including tea brands expanding into baking [16] Challenges and Future Outlook - The bakery's ability to establish a successful single-store model remains uncertain, with the need to validate profitability and consumer loyalty [18] - Haidilao's experience with sub-brands has been mixed, with many failing to sustain operations beyond initial phases, raising questions about the bakery's long-term viability [18]