Core Viewpoint - The article discusses the rising trend of baked goods in supermarkets, highlighting their increasing sales and popularity as a response to the challenges faced by traditional fresh food categories [3][10][19]. Group 1: Sales Performance of Baked Goods - Sam's Club's Swiss roll became a phenomenon, contributing 8%-10% to monthly sales in some stores, with annual sales exceeding 1 billion yuan [6]. - Hema's strawberry box sales approached 200 million yuan during the recent sales season, with four baked goods surpassing 100 million yuan in sales since 2020 [6][10]. - The "big mooncake" from Pang Donglai reportedly exceeded 200 million yuan in annual sales [7]. Group 2: Shift in Supermarket Strategy - Supermarkets are shifting focus from fresh produce to baked goods due to the inability to differentiate in the fresh food market, which has been impacted by e-commerce and community group buying [9][10]. - Dazhonghua's new brands "Runfa Workshop" and "Good Wheat" emphasize fresh and healthy baked goods, with products like potato bread selling out on launch day [11][13]. - The bakery segment has significantly boosted sales for stores like Yonghui, with some locations seeing over 520% year-on-year growth in bakery sales after adjustments [13]. Group 3: Competitive Pricing and Quality - Supermarket baked goods are gaining popularity due to their high cost-performance ratio, with prices significantly lower than specialty bakeries [19][21]. - For example, Sam's cranberry bagels are priced at 23.8 yuan for seven, while Costco's cinnamon raisin bagels are 19.5 yuan for six [19]. - Supermarkets maintain quality by using premium ingredients, such as 100% animal cream and imported New Zealand milk powder, while also employing longer fermentation processes for better flavor [23][24]. Group 4: Marketing and Consumer Engagement - Supermarkets leverage social media platforms like Xiaohongshu to promote new products and engage consumers, creating a buzz around popular items [27][31]. - Special promotions and limited-time offers during holidays further drive consumer interest and foot traffic to stores [29][30]. - The combination of competitive pricing, quality ingredients, and effective marketing strategies has positioned supermarket baked goods as attractive options for consumers [24][27]. Group 5: Industry Trends and Future Outlook - The traditional bakery sector is facing challenges, with notable brands like Christine and Huan Niu Cake House shutting down due to financial difficulties [15][17]. - The market share of traditional bakeries is declining as supermarkets capture a larger portion of the baked goods market, with offline supermarkets accounting for 37.7% of the main consumption channels in 2024 [17]. - The competition in the baking sector is expected to intensify, with supermarkets increasingly focusing on product innovation and consumer trends to differentiate themselves [41].

在江西东部的大山内，有一个常住人口不到10万人的小县城，靠做面包走出了20多位亿万富翁、160多 位千万富翁，这就是"中国面包之乡"——资溪。我们熟悉的"鲍师傅""詹记""泸溪河"等品牌，都是资溪 人闯荡中国面包界的缩影。 30多年前，沐浴着改革开放的春风，当时的资溪人渴望着生活能有新奔头。1987年，在资溪县马头山镇 杨坊村长大的退伍军人张协旺在江西省鹰潭市开了一家面包店，取名"鹭江面包店"，自此资溪人有了第 一家面包铺子。 外形小巧、外酥里嫩、奶香四溢的小餐包，是资溪面包的代表产品。靠着这样的小餐包，"第一代资溪 面包人"完成了农民到商人的"蜕变"。许多人经过艰难的"几轮"打拼才站稳脚跟，逐渐找到面包生意 的"门道"。 像张协旺这样的"第一代资溪面包人"在经营规模逐步扩大时，通过亲帮亲、邻带邻的方式，一村带一 镇，一镇带一县，使得资溪面包产业不断发酵膨胀。杨坊村也得名"中国面包第一村"。 在资溪面包产业的起步阶段，政府就开始提供小额"面包贷款"。只要有人想去外地开面包店，很方便就 能贷到几千至数万元不等的启动资金。20多年前，资溪县还成立了全国第一家县级面包行业协会，为在 外地的面包商户提供法律、资金及技 ...