烘焙食品的消费场景正经历多元化转变——从传统正餐延伸至日常加餐、休闲零食、DIY制作等多个维度,聚会、出游等休闲场景增长也为行业带来全新机遇。这种碎片化、个性化趋势,对企业提出 支撑这一策略的,是桃李面包扎实的研发体系与严谨的产品开发流程。公司依托上海、天津、沈阳三大研发中心,形成"区域洞察+集中攻关"的创新机制,深入捕捉区域市场细微差异,集中资源攻克 目前,桃李面包的产品矩阵已展现出较强的场景适配能力。针对健康轻食与健身场景,碱水结、恰巴塔面包以低糖油、高饱腹特性满足消费者对健康面包的需求。在精致休闲时刻,浓郁醇香可可味 尤为关键的是桃李面包在产品设计中的"场景矩阵化"思维——致力于突破单一场景限制。例如蛋皮吐司卷既可搭配牛奶作为高效早餐,也能作为午间轻食或深夜追剧时的陪伴零食。这种"一物多用 烘焙消费场景的持续延展,深刻考验着企业的综合应变能力。桃李面包将继续依托扎实的产品研发与场景化创新,为消费者提供更丰富、更契合不同生活时刻的烘焙选择,陪伴多元日常。 ...

Group 1 - Fonterra's Greater China region is undergoing a restructuring, merging its consumer brand team with its food service team to optimize operations and enhance synergies [1] - In the Chinese market, Fonterra's food service business significantly outperforms its consumer brand business, with food service revenue of NZD 2.377 billion (approximately RMB 10.133 billion) in FY2024, compared to consumer products revenue of NZD 394 million (approximately RMB 1.68 billion) [1] - The food service business is considered Fonterra's profit driver, generating a tax profit of NZD 299 million (approximately RMB 1.275 billion) in FY2024, while the consumer products segment reported a tax loss of NZD 15 million (approximately RMB 63.945 million) [1] Group 2 - Fonterra is facing intense competitive pressure, particularly from domestic brands like Miaokelando, which reported a 14% year-on-year revenue growth in its food service series, reaching RMB 1.31 billion in 2024 [2][3] - The ongoing price war in the food service sector is exerting downward pressure on prices, affecting Fonterra's profit margins in its food service business, which has already seen a decline in gross margin [4] - The adjustments being made by Fonterra may be just the beginning in response to market changes and competitive dynamics [5]

Industry Overview - The baking industry in China is experiencing rapid growth, with the retail sales of baked goods reaching 561.42 billion yuan in 2023 and projected to grow to 611.07 billion yuan in 2024, reflecting an annual growth rate of approximately 8.8% [3] - The total number of bakery stores in China reached 340,000 by November 12, 2024, with an increase of 92,000 new stores in the past year, despite 91,000 closures indicating a dynamic market adjustment [3] Consumer Behavior - Consumer acceptance and purchasing habits for bread vary significantly across different cities, with Kunming residents showing a preference for traditional brands, while Shanghai consumers are more open to diverse bread types [5] - In Shanghai, about 35% of consumers are heavy bread enthusiasts who actively try new products, while 20% prioritize freshness and another 20% make impulse purchases [5] Pricing Trends - In Shanghai, bread prices are categorized into distinct ranges: 10-25 yuan for community bakery offerings, 25-35 yuan for artisanal products, and above 35 yuan for larger staple breads [8] Competitive Landscape - The competitive landscape features two main types of popular bakeries in Shanghai: brand-driven and hit-driven, with brand-driven stores focusing on overall image and atmosphere, while hit-driven stores gain popularity through specific standout products [10][12] - The lifecycle of popular bread products is shortening, with rapid market entry of similar products following a successful launch, reflecting advancements in baking technology and imitation speed [17] Innovation and Health Trends - The market is seeing a rise in innovative products, such as alkaline water toast and other unique bread types, influenced by international trends, particularly from South Korea [14] - There is a growing demand for health-oriented bread products, including high-protein, ketogenic, and gluten-free options, with prices for these products being 20-30% higher than regular bread [19] Market Challenges and Opportunities - The bread market faces challenges such as intense competition and low store survival rates, but also presents significant opportunities for innovation and consumer upgrades [20]

开一家烘焙店铺最焦虑的事情是什么？当然是没有客人进店了！房租、原料、人工...一顿操作猛如 虎，回头一看营业额250，这种痛谁能懂啊！ 当然是其他主理人懂你！ 在刚刚结束的 2025年Bakery China 举行的 明星主理人沙龙——「烘焙市集·创见论坛」 中， 12 位来自全国各地的知名优秀人气烘焙店主理人围绕着产品与运营共同谈论了这个话题。 他们没有避讳过开店初期上过的当踩过的坑，也没有美化沉寂期的惨淡业务与焦虑心态，但是无论 拼产品力也好，拼品牌力也好，这些主理人都可以从低谷期中找到一条属于自己的独特之路—— 成本问题，员工管理，品牌营销，职人短板 ...他们把每天发生在一线门店里的 真问题、真选择、真 洞察 ，搬到台上，一一拆解剖析给观众。 这...是不付费就能听的吗？ 这么好的时机，还不抓时间记笔记？！幸好，我们都帮大家记下来了！ 一起来回顾明星主理人沙龙中的精彩论点！（本文为现场实录后期整理） 圆桌会议一 /// Fournil核心主题： 如何实现从500块到8W块的营收增长 Fournil 从产品与服务创新 为烘焙店注入差异化竞争力 主持人：王子 作为主持人，王子在开场分享了他在日本留学时创建 ...