【独家采访 · 第 182 家】 在上海这个烘焙"战场"，新店开得快，关得也快。有人拼装修、有人拼流量、有人拼联名，靠话题 感维持热度。但也有人选择逆行—— 「mbd（magnificent bread destination）」 。 直译"极好的面包目的地"，现在已经成为魔都人一日三餐的面包目的地，百吃不腻的回访地。 destination mificent 120 mbd 不开平台官方账号，不凑热闹，没有营销，只默默把面团揉好，把面包烤到最合适的状态。但八年 后，它却被媒体评为 "沪上最佳法棍" ， 恰巴塔 更是被魔都人民称为"抢不到的传说"。 东京烘焙职业人原创《中国烘焙匠人店》系列已开启。来 # 听创始人说，说他们精彩的创业故事。 我们希望能够从创始人、主理人的经历中，去记录、去观察、去思考开店这件不容易的事情，我们 相信，这是一种值得探索的事。 在一个人人争着"快"的行业里，「mbd」用"慢"赢得了时间。 近期，我们采访了 「mbd」的负责人。 很少有人知道，今天的「mbd」，最初差点成了一家卖包子油条的早餐铺。 2016 年末，几个朋友聚在一起聊创业点子，有人随口说："要不我们开个早餐店吧？"大家 ...

Core Viewpoint - The article emphasizes the importance of fine-tuning the cold fermentation method in baking to achieve desired textures and flavors in bread, highlighting four key factors: bubble quantity, mixing degree, refrigeration temperature, and dough thickness [1][31]. Group 1: Bubble Quantity - The primary consideration in bread making is the desired mouthfeel for consumers, which is significantly influenced by controlling bubble quantity [1][3]. - Different markets have varying preferences; for instance, French consumers favor a chewy texture, while Japanese consumers prefer a softer texture, leading to different applications of cold fermentation methods [5]. Group 2: Mixing Degree - Higher mixing degrees are required in cold fermentation to compensate for bubble loss during refrigeration, ensuring the dough retains sufficient bubbles for optimal texture [6][10]. - The article provides a comparative example showing that longer mixing times result in greater dough elasticity and larger final bread volume, with more bubbles leading to better baking expansion [10][12]. Group 3: Refrigeration Temperature - The fermentation speed of yeast increases with higher refrigeration temperatures, which also affects the dough's elasticity and bubble quantity [15][21]. - A temperature of -2°C results in the least bubble reduction and the softest texture, while higher temperatures lead to more chewiness and potential over-fermentation issues [20][21]. Group 4: Dough Thickness - Dough thickness significantly impacts the cooling effect during cold fermentation; thicker dough cools unevenly, leading to over-fermentation and poor quality bread [22][29]. - The article illustrates that a 5cm thick dough yields a more uniform cooling effect and better quality bread compared to a 10cm thick dough, which suffers from over-fermentation [29].

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].

Core Viewpoint - The article discusses the history and global rise of Ciabatta bread, created in Italy in 1982 as a response to the popularity of French baguettes, highlighting its unique characteristics and the marketing efforts that contributed to its international success [1][2][4]. Group 1: Origin and Creation - Ciabatta was invented in 1982 in the northeastern Italian city of Adria as a counter to the dominance of French baguettes in Italy [4][8]. - Arnaldo Cavallari, a rally champion and flour mill owner, initiated the creation of Ciabatta to reclaim Italy's bread market [7][8]. - The name "Ciabatta," meaning "slipper" in Italian, reflects its unique shape and texture, which features a crispy crust and a moist, airy interior [10]. Group 2: Global Expansion - Ciabatta's global success is attributed to health trends and Cavallari's marketing efforts, as he personally taught local bakers how to make Ciabatta across Italy [12][14]. - The bread first entered the UK market in 1985 through a partnership with Marks & Spencer, and later in 1987, it was introduced to the US as a high-end artisan bread [16][18]. - The 1990s saw Ciabatta become synonymous with Panini sandwiches, further popularized by marketing campaigns and events like the Milan Expo [18][20]. Group 3: Modern Developments - In the 2010s, Ciabatta gained traction in China, particularly in urban areas, as health-conscious consumers favored its high hydration and simple ingredients [27][29]. - The introduction of frozen Ciabatta products made it more accessible, with brands like La Famiglia achieving significant market share in Australia [25]. - The article emphasizes that Ciabatta's evolution reflects broader trends in modern dining and the global awakening of bread consciousness [40].

Core Insights - The baking industry is experiencing a significant wave of closures, with many popular brands going out of business, indicating a deepening crisis in the sector [1][4][8][10] - Despite the closures, there is still a high level of interest in baking, with new brands emerging and expanding rapidly, particularly those focusing on premium products and innovative offerings [14][15][18][24] Closure Trends - In 2024 and early 2025, numerous well-known baking brands have announced closures, including major names like "Bread New Language" and "Gontran Cherrier," highlighting a troubling trend in the industry [1][4][12] - The net number of new baking stores has turned negative recently, with a decrease of 1,986 stores, indicating a contraction in the market [11] - The survival rate of baking stores has dropped significantly, with the median lifespan now at just 8.2 months [24] Market Dynamics - The baking market is undergoing a bifurcation, with a clear divide between high-end and low-cost offerings, while mid-tier brands are being rapidly eliminated [24][25] - New entrants, including established food brands like "Tea Yan Yue Se" and "Hai Di Lao," are entering the baking space with competitive pricing strategies, further reshaping the market landscape [18][21][27] - The focus on supply chain efficiency and consumer insights is becoming crucial for brands to survive and thrive in this competitive environment [26][27] Emerging Opportunities - Premium baking brands are gaining traction among younger consumers, emphasizing product innovation and quality ingredients [14][15] - The rise of baking factories and low-cost options is catering to the underserved lower-tier markets, presenting new growth opportunities [15][16] - The future of the baking industry may revolve around health-conscious, scene-based, and digital strategies, with brands that can adapt to these trends likely to dominate the market [27]

Core Viewpoint - Overnight fermentation has become an indispensable method for bakers, enhancing flavor while reducing workload [1] Group 1: Types of Overnight Fermentation - Overnight fermentation can be further divided into three methods based on when the dough is left to rest overnight: dough refrigeration, shaping refrigeration, and dividing dough refrigeration [2][4][6] - The basic recipe for the butter roll used in the comparison includes high-gluten flour (100%), semi-dry yeast (1.4%), sugar (12%), salt (1.8%), and skim milk powder (3%) [5] Group 2: Comparison of Results - The results of the three methods show that the overall dough refrigeration and divided dough refrigeration yield similar products, while the shaping refrigeration shows more significant differences [11] - The shaping refrigeration results in smaller volume and a lack of smoothness on the dough surface, with some "fish eyes" appearing [12][13] - The shaping refrigeration method leads to a flatter shape due to excessive relaxation of the dough, while the other two methods maintain a more upright structure [18][22] Group 3: Flavor and Texture Differences - Despite the belief that cold fermentation enhances flavor, the comparison of butter rolls did not reveal significant flavor differences [22] - The texture differences are more pronounced, with shaping refrigeration resulting in less fluffiness but a crisp texture, which may be preferable for sandwiches [24][25] Group 4: Impact of Dough Handling - The key reason for the differences in overnight fermentation outcomes lies in whether manual handling occurs before baking [44] - Overall and divided dough refrigeration involve manual handling, which helps restore the dough's elasticity, while shaping refrigeration does not [46][48] - The absence of manual handling in shaping refrigeration leads to a relaxed dough state directly entering the baking phase [55] Group 5: Adjustments for Desired Outcomes - For achieving a chewy and elastic texture, no adjustments are needed; however, for a crisp texture, the dough's gluten strength should be slightly reduced [52] - Suggested adjustments include using lower gluten flour, mixing in low-gluten flour, avoiding vitamin C, and using less water [53][56] - In shaping refrigeration, adjustments must be made in advance to compensate for the inability to restore dough elasticity after long resting periods [55][57]

Core Viewpoint - The article emphasizes the importance of scoring techniques in baking French baguettes, detailing how proper cuts enhance the bread's appearance and texture during baking [1][2]. Scoring Techniques - Scoring is crucial for the aesthetic and structural integrity of the bread, as improper cuts can lead to an unappealing appearance [2]. - For a 50 cm French baguette, five diagonal cuts at a 20-degree angle, each 10 cm long and spaced 2 cm apart, are recommended for optimal results [3]. Baking Process - Maintaining the internal carbon dioxide during shaping is essential; excessive force can weaken the dough's ability to expand [5][6]. - The use of a stone baking surface is preferred for French bread, as it provides better heat conduction compared to standard ovens [7]. Steam Generation - Steam plays a vital role in the baking process, preventing the crust from hardening too quickly and allowing for better expansion of the dough [8][9]. - Electric ovens with steam functions produce superior results compared to traditional methods, which may not achieve the same level of glossiness on the crust [8][9]. - If a steam oven is unavailable, placing a small pan with heated stones and adding water can create steam during baking [10].

Core Viewpoint - The article highlights the entrepreneurial journey of a community bakery named "Bread Commune" in Qingdao, focusing on its unique offerings and the founder's innovative approach to baking and customer engagement [2][4][48]. Group 1: Entrepreneurial Journey - The founder, Xiao He, transitioned from a corporate trade job to baking due to a personal need for authentic French bread, which was unavailable in her area [6][8]. - Initially lacking baking knowledge, Xiao He learned through online resources and formal training, demonstrating resilience and a willingness to adapt [11][12]. - The bakery was established to fill a market gap for healthier, savory breads, contrasting with the prevalent sweet options in the region [12][13]. Group 2: Product Offerings and Market Strategy - "Bread Commune" offers nearly 100 SKUs daily, including over 60 types of bread and 30 types of pastries, with the signature product being the ciabatta [25][27][30]. - The bakery emphasizes seasonal innovation and customer co-creation in product development, fostering a community-oriented atmosphere [36][40]. - Pricing strategy focuses on affordability, aiming to provide high value to customers, especially during economic downturns [42]. Group 3: Brand Growth and Customer Engagement - The bakery has gained a loyal customer base through word-of-mouth, with customers traveling long distances to purchase products [45][46]. - Transparency in the baking process and the use of high-quality ingredients, such as imported French flour, enhance customer trust and satisfaction [22][42]. - The founder's vision is to create a sustainable community bakery that prioritizes quality and customer relationships over rapid expansion [48][50].

Core Viewpoint - The article discusses the importance of spraying water on dough before baking, highlighting its effects on the texture and appearance of different types of bread, specifically sweet and hard bread [1][3][45]. Group 1: Effects of Water Spraying - Spraying water on dough helps to expand the crust during baking, resulting in a crispier texture [3][8]. - The method of injecting steam into the oven originated from French bread baking techniques in the mid-19th century [5][6]. - The optimal temperature for baking bread is typically above 204 degrees Celsius, where steam injection allows the bread to expand before the crust hardens [8]. Group 2: Experimental Comparisons - An experiment was conducted comparing sweet and hard bread with varying amounts of water spray (0, 3, and 10 sprays) [10][28]. - For sweet bread, the best results were observed with 3 sprays, which provided a good balance of moisture and texture [26][27]. - For hard bread, 3 sprays also yielded the best appearance and texture, while excessive moisture led to a denser and harder product [43][44]. Group 3: Observations on Appearance and Texture - Sweet bread with no spray had a less appealing shape and texture, while 3 sprays resulted in a shiny surface and good internal structure [20][21][24]. - Hard bread without spray showed cracks and uneven baking, while 3 sprays produced a well-shaped loaf with good internal organization [36][37][40]. - The texture of sweet bread improved with moisture, while hard bread became lighter and airier with the right amount of spray [44].

Core Viewpoint - The article highlights the journey and philosophy of Pain Chaud, a French bakery in Shanghai, emphasizing its unique approach to blending traditional French baking techniques with local flavors to cater to a diverse customer base [3][5][60]. Group 1: Company Background - Pain Chaud started in 2013 with its first store on Yongkang Road and has since expanded to 9 locations, becoming a benchmark for French bread in Shanghai [9][5]. - The bakery initially attracted a predominantly foreign clientele, with 70% of customers being foreigners at its inception [13]. Group 2: Founder’s Journey - The co-founder, Master Yu, has over 20 years of experience in baking, having trained under renowned French chefs, which laid the foundation for his expertise in French bread and pastries [8][6]. - The decision to open a French bakery was driven by a market gap in Shanghai, where demand for French bread was high but competition was low at the time [8][14]. Group 3: Product Philosophy - Pain Chaud focuses on using high-quality ingredients, including self-cultivated sourdough and imported French flour, to maintain authenticity in its products [14][47]. - The bakery has adapted its product line to include local flavors while preserving traditional French techniques, creating a unique blend that appeals to both local and foreign customers [18][27]. Group 4: Market Adaptation - The COVID-19 pandemic shifted customer demographics and preferences, prompting Pain Chaud to consider localizing some of its offerings while maintaining its French roots [17][21]. - The bakery aims to find a balance between traditional French baking and local tastes, incorporating ingredients like Yunnan mushrooms and pumpkin into its products [27][54]. Group 5: Future Plans - Pain Chaud plans to explore smaller, more refined store models to reduce operational pressures while maintaining product quality [50][51]. - The company is committed to developing a unique "Chinese bread language" by utilizing local ingredients and flavors in its offerings [55].