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新中式烘焙十年,为什么再没出下一个肉松小贝?
东京烘焙职业人· 2025-09-29 08:33
Core Viewpoint - The article discusses the evolution of the new Chinese baking industry over the past decade, highlighting the challenges in creating new "blockbuster" products like the "Meat Floss Little Cake" that once captivated the market. It emphasizes the need for a shift from short-lived trends to sustainable, long-term products that resonate with consumers' memories and experiences [5][38]. Group 1: Historical Context and Market Dynamics - The "Meat Floss Little Cake," developed by Bao Caisheng in 2004, became a nationwide sensation in 2014, marking a significant moment in the Chinese baking industry [3][4]. - This product represented a fusion of Chinese and Western flavors, breaking traditional boundaries and creating a new taste experience that appealed to consumers [6][11]. - The rapid expansion of bakery stores and the maturation of supply chain logistics in 2015 facilitated the widespread distribution of the "Meat Floss Little Cake," which was easy to standardize and replicate [8][9]. Group 2: Evolution of Product Categories - The new Chinese baking industry has undergone a transformation from "blockbuster" products to "evergreen" and "daily" products over the past decade [14]. - The "blockbuster phase" (2016-2018) was characterized by products that gained popularity through novelty and rapid social media sharing, such as salted egg yolk pastries and mochi [15]. - The "evergreen phase" saw products like egg yolk pastries become stable choices for consumers, focusing on long-term repeat purchases rather than short-term spikes in sales [17][20]. - The "daily phase" post-2020 integrated new Chinese baked goods into everyday consumer life, making them standard offerings in bakeries [22][23]. Group 3: Challenges and Market Saturation - The article notes that the market for new Chinese baked goods has become saturated, with the emergence of numerous similar products leading to intense competition and reduced profit margins [31][32]. - The rise of short video platforms has changed consumer behavior, making it difficult for any single product to achieve the same level of widespread attention as the "Meat Floss Little Cake" did in its heyday [26][29]. - Consumers are experiencing "taste fatigue," as the novelty of new flavors diminishes, leading to higher expectations for unique and memorable taste experiences [35][37]. Group 4: Future Directions - The industry must transition from a focus on one-time blockbusters to creating products that foster long-term consumer loyalty and repeat purchases [38]. - Emphasizing "scene economy" will be crucial, integrating baked goods into everyday life scenarios such as breakfast and celebrations to build consumer attachment [39]. - Establishing a "taste memory" rather than relying solely on trendy symbols will be essential for creating enduring products that resonate with consumers [42]. - A shift from "single product logic" to a "systematic logic" that combines product matrices and brand value is necessary for sustainable growth [44]. - Brands must develop self-sustaining cycles that focus on community engagement and long-term reputation rather than short-term viral marketing [45].
5个江西人,统治了中国面包界半壁江山
创业邦· 2025-05-12 10:06
Core Viewpoint - The article highlights the significant role of Jiangxi, particularly Zixi, in China's bread industry, showcasing how local entrepreneurs have transformed the region into a powerhouse for bakery products, despite its geographical disadvantages [5][62]. Group 1: Overview of Jiangxi's Bread Industry - Jiangxi, specifically Zixi, has become a dominant force in the bread industry, with over 16,000 bakeries generating an annual output value exceeding 30 billion [5][6]. - The region's success is attributed to a combination of local entrepreneurship, government support, and a unique culture of knowledge sharing among bakers [62][63]. Group 2: Key Entrepreneurs - **Bao Caisheng**: Founder of Bao Shifu, he turned a failed bakery into a brand valued at 10 billion, known for its signature product, "Meat Floss Little Cupcake," which sold 100 million units in a year [25][26]. - **Zhan Zhenhua**: Founder of Zhan Ji, he innovated traditional pastries to create a product that sells 750,000 pieces daily, expanding to nearly 300 stores by 2025 [36][37]. - **Huang Jin**: Founder of Lu Xi He, he established a brand with over 500 stores, focusing on modernizing traditional pastries to appeal to younger consumers [47][48]. Group 3: Development Strategies - The success of these brands is attributed to several strategies: - **Quality Control**: Bao Shifu emphasizes high-quality ingredients, often paying double for eggs and sourcing from top suppliers [26]. - **Product Innovation**: Zhan Ji and Lu Xi He have focused on modernizing traditional recipes to attract a broader customer base [36][48]. - **Market Positioning**: These brands have strategically chosen locations in high-traffic areas and focused on direct sales models to maintain brand consistency and customer experience [27][40]. Group 4: Community and Cultural Impact - The bread industry in Jiangxi has fostered a community of nearly 50,000 bakers, creating a local economy centered around baking [52]. - The region has established a full industrial chain for bread production, including training, supply, and distribution, which has led to a sustainable growth model [57][62]. Group 5: Conclusion - Jiangxi's bread industry exemplifies how local culture, entrepreneurship, and community support can lead to significant economic development, making it a vital player in China's bakery market [63][64].
5个江西人,统治了中国面包界半壁江山
36氪· 2025-05-10 10:17
Core Viewpoint - The article highlights the significant role of Jiangxi, particularly Zixi, in China's bread industry, showcasing successful entrepreneurs and their contributions to the sector. Group 1: Overview of Jiangxi's Bread Industry - Jiangxi, particularly Zixi, has become a powerhouse in the bread industry despite lacking local wheat production and facing geographical challenges [5][6][7]. - The province is home to over 16,000 bakeries, generating an annual output value exceeding 30 billion [7]. Group 2: Key Entrepreneurs 1. Bao Caisheng (Founder of Bao Shifu) - Bao Caisheng transformed from being in debt by 1 million to building a brand valued at 10 billion [9][10]. - His journey began in 1995 with a bakery in Zhengzhou, which initially failed, but he persevered and eventually created the popular "Meat Floss Little Cupcake" [18][30]. - By 2021, Bao Shifu had over 100 stores and sold 1 billion cupcakes, achieving a brand valuation of 100 billion [30][31]. 2. Zhan Zhenhua (Founder of Zhan Ji) - Zhan Ji, known for its peach crisp, achieved a remarkable daily sales record of 750,000 pieces [34][45]. - Zhan Zhenhua innovated traditional recipes to appeal to younger consumers, leading to rapid expansion and nearly 300 stores by early 2025 [46]. 3. Huang Jin (Founder of Lu Xi He) - Huang Jin, also from Jiangxi, established Lu Xi He, which has over 500 stores and is recognized as a leader in southern-style baking [63]. - The brand focuses on innovation in traditional products and efficient supply chain management [64][65]. Group 3: Development of Zixi's Bread Industry - Zixi's bread industry has thrived due to a unique culture of mutual support among local entrepreneurs, leading to a significant workforce in the sector [68][79]. - The establishment of the first county-level bread industry association and the creation of a comprehensive bread industry chain have been pivotal in promoting local brands [79][84]. Group 4: Factors Contributing to Success - Jiangxi's bread industry benefits from early market entry, government support, and a strong entrepreneurial spirit among its people [83][84][85]. - The local culture emphasizes hard work and resilience, which has driven the growth of the bread sector [86][87].