拾㧚耍·SCHWASUA面包

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海底捞再跨界:全国首家面包店开业
36氪· 2025-05-14 09:39
Core Viewpoint - The article discusses the strategic expansion of Haidilao into the bakery sector through its new brand "拾㧚耍· SCHWASUA," highlighting the challenges and opportunities in the retail landscape, particularly in the context of the company's "Red Pomegranate Plan" aimed at overcoming growth bottlenecks in its core hotpot business [4][7][18]. Group 1: Market Context and Brand Launch - During the May Day holiday, Haidilao launched its bakery brand "拾㧚耍· SCHWASUA" in a prime location in Hangzhou, offering high-quality products at competitive prices, which quickly attracted consumer attention [4][6]. - The bakery's pricing strategy features over 60% of products priced below 10 yuan, with the most expensive item not exceeding 30 yuan, significantly lower than similar brands [6][8]. Group 2: Strategic Rationale for Expansion - The Chinese baking market is projected to grow from 561.4 billion yuan in 2023 to over 850 billion yuan by 2029, with an annual growth rate exceeding 9%, making it an attractive sector for Haidilao's diversification [7]. - The "Red Pomegranate Plan" is seen as a strategic extension to address the declining table turnover rate and falling customer spending in Haidilao's core business, allowing the company to reach a broader customer base through multiple brands [7][11]. Group 3: Competitive Advantages - Haidilao's strong supply chain integration allows for cost optimization across the entire production process, ensuring high-quality products at lower prices compared to traditional bakeries [8][12]. - The company leverages its existing customer base and membership system to drive traffic to its new bakery brand, enhancing customer retention and engagement [7][11]. Group 4: Performance and Challenges - Since the launch of the "Red Pomegranate Plan," Haidilao has opened 74 stores across various food categories, generating a total revenue of 4.83 billion yuan, indicating a mix of successes and challenges in brand performance [11][12]. - Despite some brands achieving market recognition, the rapid expansion poses risks of resource dilution and management challenges, particularly as some sub-brands struggle to achieve profitability [14][18]. Group 5: Industry Trends and Future Outlook - The multi-brand strategy is becoming a key approach for leading companies in the restaurant industry to overcome growth challenges, with Haidilao's efforts reflecting broader trends in the sector [16][18]. - The future competition among restaurant giants will focus not only on the number of outlets but also on supply chain resilience, organizational vitality, and strategic consistency [18].
上城推动首发经济“聚力成势”
Hang Zhou Ri Bao· 2025-05-14 02:38
湖滨商圈 刚过去的周末,西湖银泰百货内,海底捞旗下烘焙品牌"拾㧚耍·SCHWASUA"内人头攒动,消费者 为品尝"高性价比面包"慕名而来;与此同时,在钱江新城万象城的一楼外街,主打泰国菜的"富贵椰"门 前也排起长队……这些新晋的首店,正成为上城消费市场亮眼的"流量之王"。 如果把商业零售比作娱乐圈,那么首店无疑就是"顶流",不仅带来超高人气,更实现显著的消费转 化。今年"五一","拾㧚耍·SCHWASUA"联合23个面包品牌举行了西湖面包节,多种风味烘焙一次集齐 ——"五一"假期,吴山商圈实现消费金额0.8亿元,同比增长13.26%。 今年一季度,上城区共迎来31家首店扎堆入驻,涵盖多个领域和品类。从选址来看,湖滨、钱江新 城、吴山三大核心商圈凭借成熟商业生态,成为首店争相落子的"兵家必争之地";业态方面,餐饮、服 饰仍是热门选手。值得一提的是,除了数量上的增长,落户上城首店的级别也涵盖了全国首店、区域首 店、省份首店和城市首店,充分彰显了上城商业的吸引力和辐射力。 党的二十届三中全会提出,要"积极推进首发经济"——它是城市竞争力的新衡量标尺,也是消费升 级与产业革新的重要抓手。今年以来,上城区锚定"数智时尚 ...
海底捞面包开业了!个位数的性价比,要靠“穷鬼友好面包”再圈一波粉?
东京烘焙职业人· 2025-05-12 06:44
"行业鲶鱼"还得是你啊海底捞! 当然最关键的还是产品与价格。在此之前所有人都猜测过海底捞的面包店会以什么形式和大家见 面,但没想到——是全线的平价面包啊。 5.8的黑麦蔓越莓,6.8的海盐卷,均价不到4块的牛角包…这个定价的确让人大跌眼镜。"拾㧚耍"是 要跟盒马、山姆掰手腕? 尽管"拾㧚耍·SCHWASUA"的开业并没有太多预热与宣传,但是由于其"海底捞"的标签,一开业依 然吸引了一大票粉丝和消费者闻风而动,抢先体验。 门口摆放的"面包车"吸引了络绎不绝的顾客排队试吃 ,门店入口特设了免费试吃区,据现场反 馈"试吃区域都堪称景点" 。延续了海底捞一贯的贴心服务基因,服务人员主动为顾客取包、推荐搭 配,购买时还可使用先前在门店抽奖获得的代金券,种种细节都在强化"安心吃、放心耍"的品牌理 念。 五一假期前夕,海底捞旗下首家烘焙品牌"拾㧚耍·SCHWASUA"在杭州西湖银泰悄无声息的开业 了:全新黑金简约店面、摆满悬空的丰收麦穗,多元化的面包产品线、海底捞旗下首店的神秘感 ——无论哪一个都是排队关键词。 这些体验策略不仅制造了开业噱头,也契合海底捞低单价高频次的破圈打法,将传统火锅场景外的 烘焙业态打造成新的增长点 ...