以下文章来源于餐企老板内参 ，作者内参君 作者 | 餐 饮 老板内参 内参君 动辄二三十元 打工人连面包都快吃不起了？ " 今年的堂食客单价已经非常接近2015年。 " 这是美团核心本地商业 王莆中在今年10月份给出的相关数据。 餐企老板内参 . 餐饮头部新媒体平台！精准覆盖数百万餐饮产业高质量读者；财经作家吴晓波、源码资本等投资；业务涵盖媒体传播、峰会、培训、游学餐访、中餐出海、"餐里眼"大数据、"72餐"供 应链平台、行研报告等…(更多资讯服务下载：餐饮老板内参APP) 无论是连锁餐馆还是夫妻小店，在餐饮市场整体竞争加剧的环境下，降价成了不少店铺寻求生存的首要解法。 但降价潮中，烘焙却显得有些"格格不入"。 以北京为例，一个普通的面包售价常常达到30元/个，10元以下的面包几乎难觅踪迹。28元的可颂、30元的贝果、49元的恰巴塔乃至128元的吐司……定价仿佛没有上限。 而这种高价趋势，并不局限于一线城市。在 《县城面包，悄悄涨到35元/个》 中，内参君就曾提到，即使在下沉市场，面包的价格水平也依然居高不下。 尽管定价高昂，但销量仍十分可观。部分过于火爆的店铺，不仅动辄就要排起2小时的长队，甚至衍生出了需要 ...

2025年，是东京烘焙职业人走过的第十一年。 如果说过去十年，我们致力于成为行业的"记录者"与"分享者"，那么今年，我们更想成为 "解码 者"与"连接者"。 365天，365篇文章，不再只是内容的数量，而是观察的深度、思考的维度与行业影响力的刻度。 这份总结，我们希望不再仅是我们对于读者们的年终答卷，更是一份以全年洞察为基、贯穿行业上 下游的 "行业生态趋势报告"。 我们希望与你一起，穿透热点，看见规律。 中国可能会跑出一家全球最大的蛋挞B端品牌，从产品研发模式，到参与到品牌的爆款共创，中焙 蛋挞的每一步都在为行业进行探路，打好样板。 【独家专访】对话蛋挞超级大单品背后的创始人：全球蛋挞未来最大B端品牌也许是我们 全国烘焙产品销售额增长最快的品牌，并非连锁店，而是一家超市——盒马，盒马对于烘焙板块的 考量、策略，在很大程度上，也代表了新零售的风向，对于工业烘焙来说，也极具参考意义。 盒马烘焙的成长与战略转型——工业化转型下的零售烘焙新答卷 技术是翅膀，但飞翔的方向，仍需匠心把握。因此2025年我们也推出了全新的栏目： 《中国烘焙工 厂》 ，旨在链接更多品牌与前沿供应链，当台前的创意与幕后的支撑深度握手，整个行 ...

图片来源：小红书 不知道从什么时候开始，进商场买面包，得先做心理建设。 进门后先深呼吸——不是闻香味儿，是压惊。 巴掌大一片吐司，标价28元。 感觉挺贵？要是找黄牛"代购"，价格能炒到300元。 排队都得先做好在门口"罚站"三四个钟头的觉悟。（这时间够上完一期烘焙速成班了） 没看错，不是抢限量球鞋，也不是追星前线，仅仅是买一块能吃的、会过期的的面包。 图源：作者拍摄 在北上广的商场里，单价30+的面包，比便利店里的关东煮还密集； 即便钻到B2层，想找个10块钱以下的面包，也得靠点运气。 随手拿上两三个，一张红票子瞬间蒸发。 逼得网友在线发问：为什么烘焙界没有瑞幸、雪王这样的"价格屠夫"？ 雪王都跨界卖啤酒搞早餐了，快来面包行业"整顿"一下吧！ "面包价格，已比我的时薪还贵了" 没人能说得清，面包的价格，是从什么时候开始悄咪咪进行了一场"静奢式"升级的。 只知道有一天心血来潮想尝尝新口味时，眼前的价格已经让人高攀不起了。 28元的可颂，只是"入门体验券"；30块的贝果，顶多算"中产身份证"。 标价98元一份的生吐司，才是是朋友圈妥妥的"社交硬通货"。 图片来源：大众点评 曾经早餐不知道吃什么，可能会去买两个面包 ...

Core Viewpoint - The bakery industry is experiencing a contrasting trend compared to the competitive "9.9 yuan price war" in the tea and coffee sectors, with high-priced products becoming increasingly common in popular bakery stores [1][2] Pricing and Consumer Perception - High prices for bakery items, such as 30 yuan for egg tarts and 50 yuan for loaves of bread, are prevalent, with most products priced between 20 yuan and 60 yuan [1] - Consumers express mixed feelings about the high prices, with some willing to pay occasionally while others find the quality lacking compared to cheaper supermarket options [1] - Long queues at popular bakery stores have become a hallmark, with consumers often waiting hours to purchase trendy items [1] Cost Factors - Rising raw material costs are a significant factor driving up prices, as many brands are competing for quality ingredients [1] - High labor costs are also a concern, as training skilled bakers takes months, and the industry faces a high spoilage rate due to short product shelf life [1][2] - The operational costs, including rent and labor, contribute to the overall pricing strategy of bakery products [2] Marketing and Consumer Engagement - To maintain brand relevance, trendy bakeries are continuously launching limited products and engaging in marketing activities, which are reflected in their pricing [2] - Social media plays a crucial role in promoting bakery products, with topics related to "must-try bakery items" gaining millions of views [2] - The appeal of trendy bakeries lies in their ability to meet the emotional and experiential needs of younger consumers [2] Industry Challenges - Product homogeneity is a significant issue, with many new offerings lacking true innovation, leading to consumer fatigue [3] - The presence of counterfeit products and negative experiences, such as long wait times, are eroding brand loyalty [3] - The decline in the number of registered bakery-related businesses over the past five years indicates potential challenges in the industry [2] Future Directions - Experts suggest that brands should invest in research and development to create healthier products and innovate in ingredients and processes [3] - Operational improvements, such as centralizing production and adopting smart technology, could help reduce costs and waste [3] - Shifting marketing strategies from attracting new customers to retaining existing ones through transparency and trust-building is recommended [3]

Core Insights - Shanghai is the leading city in China's baking industry, with over 8,000 baking stores, accounting for a significant portion of the 338,000 nationwide [1][4] - The city's baking culture has evolved through distinct phases, each reflecting changes in consumer preferences and market dynamics [6][8] Group 1: Historical Development of Baking in Shanghai - The baking industry in Shanghai can be divided into four key phases, each marked by unique characteristics and consumer trends [8][10] - The first phase (1990s) saw the emergence of local brands and a mix of traditional and modern baking styles, with brands like 凯司令 and local shops gaining popularity [8][10] - The second phase (late 1990s to early 2000s) marked the entry of foreign and Taiwanese brands, leading to a brand-centric market with chains like 面包新语 and 克莉丝汀 becoming household names [12][14] - The third phase (mid-2000s) introduced boutique bakeries focusing on artisanal products, emphasizing quality ingredients and craftsmanship, with brands like Sunflour and 百丘 leading the way [17][20] - The fourth phase (late 2010s to early 2020s) saw a resurgence of local flavors and innovative concepts, blending traditional Chinese elements with Western baking techniques [22][24] Group 2: Factors Contributing to Shanghai's Dominance - Shanghai's unique consumer base, characterized by a willingness to experiment and a high aesthetic standard, has fostered a vibrant baking culture [32][34] - The city's dense urban structure and strong social media presence facilitate rapid brand visibility and consumer engagement, making it a trendsetter in the baking industry [35][37] - The evolution of baking entrepreneurs, often with international experience, has led to a focus on brand storytelling and lifestyle integration, enhancing product differentiation [38][40] - The discerning nature of Shanghai consumers drives continuous innovation among baking brands, ensuring that they remain at the forefront of market trends [41][46] Group 3: Current Trends and Consumer Behavior - The current baking landscape in Shanghai is marked by a diverse range of offerings, catering to various consumer segments and preferences [27][29] - The rise of health-conscious consumers has led to an emphasis on ingredient transparency, with terms like "French flour" and "natural yeast" becoming essential in brand positioning [48][50] - A shift in aesthetic preferences has emerged, with consumers favoring simplicity and authenticity over ostentation, reflecting a broader cultural trend towards minimalism [51][53] - The concept of baking as a lifestyle and cultural expression has solidified, with products serving as social currency and identity markers among consumers [55][57]

Core Viewpoint - The bankruptcy of "Jing'an Bakery" marks a significant event in the baking industry, reflecting the challenges faced by traditional brands in adapting to changing consumer demands and market dynamics [1][3][36]. Group 1: Historical Context - "Jing'an Bakery" was established in 1985, becoming a symbol of sophistication and modernity in Shanghai, introducing French baking techniques to the local market [4][6]. - At its peak, "Jing'an Bakery" operated over 40 stores and held an 18% market share in Shanghai's French bread segment, significantly influencing the city's culinary landscape [9][12]. Group 2: Decline Factors - The decline of "Jing'an Bakery" was gradual, with store numbers reducing to 35 by 2023 and a drop in gross margin from 42% in 2014 to 18% in 2024 [12][21]. - The bakery failed to innovate and adapt to the fast-evolving baking market, lagging behind competitors like Paris Baguette and other emerging brands that embraced modern consumer preferences [14][16]. Group 3: Consumer Demand Shift - Consumer preferences shifted from a desire for "foreign sophistication" in the 1980s to a focus on health, aesthetics, and immediate satisfaction by 2025 [16][18]. - "Jing'an Bakery" did not capitalize on new trends such as "baking + coffee" or community group buying, leading to a disconnect with younger consumers [18][19]. Group 4: Brand Narrative and Identity - The brand's identity, rooted in traditional French baking, became a liability as younger consumers sought modern interpretations of quality and health [19][21]. - The bakery's failure to evolve its brand narrative resulted in a perception of being outdated, as it clung to its historical prestige without adapting to contemporary market realities [19][35]. Group 5: Industry Implications - The bankruptcy of "Jing'an Bakery" highlights the vulnerability of traditional brands in the baking industry, with similar fates befalling other iconic names like Christine and 85°C [21][22]. - The key to survival for traditional brands lies in modernizing their operations and breaking free from nostalgia-driven business models [22][28].

Core Viewpoint - The first "Love True Cup" China Baking Master Entrepreneur Competition showcased the creativity and entrepreneurial spirit of a new generation of bakers, emphasizing the importance of social responsibility and innovation in the baking industry [5][12][101]. Group 1: Competition Results - The champion of the competition is "8号黄油" from Nanjing, led by Chen Zhiteng [5]. - The runners-up include "MUNMUN Cake Shop" from Shenzhen, led by Cao Xinyu and Niu Tianzi, and "艾斯甜烘焙" from Nanjing, led by Zhan Xuanyi [8]. - The third place winners are "起风了烘焙" from Hulunbuir, led by Zhang Wenjing, Hai Rihan, and Ji Meiyan; "你好马塔Bakery＆Cafe" from Nanning, led by Zhao Huihui; and "素生麦·植物烘焙" from Suzhou, led by Ziqi [10][48]. Group 2: Special Awards and Social Responsibility - The "Social Responsibility Award" was awarded to "阳光烘焙" for its long-term commitment to public welfare [12]. - The stories of deaf and mute bakers highlighted the unique strengths derived from their challenges, showcasing the powerful social value created through their work [14]. Group 3: Industry Insights and Future Directions - Zhang Jiu Kui, Chairman of the China Baked Goods and Sugar Products Industry Association, emphasized that the competition serves as a platform for exchange, resource sharing, and collaboration within the industry [17]. - Li Yantong, head of the baking channel market operations at the competition's sponsor, noted the importance of supporting bakers in transitioning from craftsmanship to brand management [21]. - The competition's judging panel included industry leaders and experts who evaluated participants on creativity, brand philosophy, and business models [23]. Group 4: Competition Themes and Participant Engagement - The final competition theme was "My Baking, My Chinese New Year," where participants expressed their interpretations of the theme through their creations [26]. - The event highlighted the diverse expressions of baking culture in China, with many participants showcasing local ingredients and traditional flavors [56]. Group 5: Future Opportunities - The conclusion of the competition marks the beginning of a new chapter for the baking industry, encouraging more young entrepreneurs to redefine the future of baking in China [101]. - Registration for the second edition of the competition has already begun, aiming to attract more talented bakers [101].

Core Viewpoint - The article highlights the unique journey and philosophy of "Avec Toi" French bakery in Shanghai, emphasizing its longevity and success through craftsmanship and quality over mere marketing and trends [1][3][34]. Group 1: Bakery Longevity and Philosophy - The average lifespan of a bakery in Shanghai is around three years, with five years considered exceptional, yet "Avec Toi" has thrived for 11 years [1][3]. - The bakery's success is attributed to a commitment to time-honored techniques and a focus on quality ingredients rather than relying on marketing hype [3][34]. - The founder, an elderly Japanese baker, brought his expertise from France to Shanghai, blending French baking traditions with Japanese precision [5][7]. Group 2: Leadership Transition - The current leader, Pang Junjie, transitioned from a management role in a major dessert brand to a hands-on role in baking, emphasizing a return to craftsmanship [10][11]. - Pang's experience in a fast-growing chain provided her with insights into the balance between quality and scale, which she now applies to "Avec Toi" [10][11][13]. Group 3: Product Offerings - Signature products include a unique cream baguette, which has become a symbol of the bakery, and a new egg tart that has quickly gained popularity [17][22]. - The bakery emphasizes the use of high-quality imported ingredients and traditional methods, such as hand-kneading, to create distinctive flavors and textures [33][25]. Group 4: Market Position and Future Plans - "Avec Toi" operates without paid promotions, relying instead on word-of-mouth and customer loyalty, which has allowed it to stand out in a competitive market [34]. - Future expansion plans are cautious, focusing on maintaining quality and the handmade process rather than rapid growth [34].

Core Insights - The baking market is currently dominated by three main categories: meal kits, croissants, and toast, with savory flavors becoming increasingly popular among consumers [1] Flavor Trends - The fastest rising flavors in the baking market include savory options such as garlic and sea salt, alongside traditional favorites like butter and chocolate [2] - Consumers are showing a preference for savory croissants, which are now competing with traditional sweet varieties [3][12] Consumer Preferences - There is a notable shift in consumer expectations for croissants, moving beyond traditional flavors to seek more interesting shapes, diverse fillings, and adaptable consumption scenarios [13] - Savory croissants are gaining traction as they align with the trend of high-protein, low-sugar diets, making them suitable for various meal occasions [26][28] Market Dynamics - The rise of savory croissants does not signify the decline of sweet varieties; rather, both can coexist and serve different market needs [16][30] - Sweet croissants are being repositioned in stores to focus on brand perception and social sharing, while savory options are seen as practical and versatile [20][21] Product Innovation - Innovative savory croissant offerings include combinations like ham and cheese, bacon and egg, and various international flavors, appealing to a broader consumer base [10][24][70] - The market is witnessing a blend of sweet and savory options, creating a more robust product structure that caters to diverse consumer preferences [31][33]

Core Viewpoint - The article highlights the journey of "Linggan Bakery" in Wenzhou, which focuses on healthy, oil-free, and sugar-free French bread, emphasizing the importance of quality and traditional baking methods in a market dominated by pre-made products [2][5][17]. Group 1: Company Background - "Linggan Bakery" has become a pilgrimage site for French bread enthusiasts, offering a menu that includes hard European bread, baguettes, and croissants, all without oil or sugar [2][17]. - The founder, Zhou Jun, has over 20 years of experience in the baking industry, starting from a factory worker to a skilled baker, and has a deep passion for the craft [8][11][12]. Group 2: Business Strategy - Zhou Jun chose to differentiate the bakery by focusing on health-conscious products, despite the market trend favoring soft and sweet breads [17][22]. - The initial investment for the bakery was planned at 200,000 yuan but eventually exceeded 1 million yuan to create a professional and systematic space for healthy European bread [23]. Group 3: Product Development - The bakery uses a self-cultivated yeast that has been maintained for five years, contributing to the unique flavor of their bread [23]. - Zhou Jun emphasizes the importance of local ingredients and has innovated by incorporating local flavors into traditional recipes, such as using local soy sauce and various grains [29][32]. Group 4: Market Reception - Initially, the local consumers were not receptive to the hard, oil-free bread, but Zhou Jun engaged with customers to educate them on the benefits of his products, gradually building a loyal customer base [26][50]. - The bakery's reputation improved significantly after winning the "Best Artistic Bread Award" at the French Bread Festival, which helped local customers recognize the quality of their offerings [39][41]. Group 5: Future Aspirations - Zhou Jun aims to elevate the status of French baking in China, aspiring for a cultural respect similar to that in France, where only certified masters can display national symbols on their uniforms [41]. - The bakery continuously updates its menu, reflecting a commitment to innovation and customer feedback, ensuring that products remain fresh and relevant [43][44].