图片来源：小红书 不知道从什么时候开始，进商场买面包，得先做心理建设。 进门后先深呼吸——不是闻香味儿，是压惊。 巴掌大一片吐司，标价28元。 感觉挺贵？要是找黄牛"代购"，价格能炒到300元。 排队都得先做好在门口"罚站"三四个钟头的觉悟。（这时间够上完一期烘焙速成班了） 没看错，不是抢限量球鞋，也不是追星前线，仅仅是买一块能吃的、会过期的的面包。 图源：作者拍摄 在北上广的商场里，单价30+的面包，比便利店里的关东煮还密集； 即便钻到B2层，想找个10块钱以下的面包，也得靠点运气。 随手拿上两三个，一张红票子瞬间蒸发。 逼得网友在线发问：为什么烘焙界没有瑞幸、雪王这样的"价格屠夫"？ 雪王都跨界卖啤酒搞早餐了，快来面包行业"整顿"一下吧！ "面包价格，已比我的时薪还贵了" 没人能说得清，面包的价格，是从什么时候开始悄咪咪进行了一场"静奢式"升级的。 只知道有一天心血来潮想尝尝新口味时，眼前的价格已经让人高攀不起了。 28元的可颂，只是"入门体验券"；30块的贝果，顶多算"中产身份证"。 标价98元一份的生吐司，才是是朋友圈妥妥的"社交硬通货"。 图片来源：大众点评 曾经早餐不知道吃什么，可能会去买两个面包 ...

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。 【独家采访 · 第 195 家】 在烘焙圈，有这样一位 "沉浸式深耕" 的达人 —— 泡泡 。 从"斜杠青年"到全职自媒体人，从早期公众号长图文测评到小红书视频直播，她在烘焙坑里 "躺平" 10 年，却始终保持着对行业的热忱与对粉丝的赤诚。 如今， 「泡泡烘焙不藏私」 已成为无数烘焙爱好者的 "取经地"，什么产品好用，什么地方踩坑， 泡泡用 "不藏" 的初心，在自媒体赛道上走出了专属自己的道路。 近期，我们对话泡泡，解锁她的烘焙创业秘籍、内容创作逻辑与行业深度洞察！ 东京烘焙职业人： 能否先和大家聊聊你的烘焙之路？ 从上班族到全职自媒体人，这个转变的契机是 什么？ 泡泡： 大家好，我是泡泡！一个深耕烘焙 10 年，且打算一直坚守下去的资深发烧友。2022 年之 前，我是典型的 "斜杠青年"—— 白天是朝九晚五的上班族，晚上和周末就化身烘焙测评博主「山贼 95270」，用超详细的长图文帮新手们 "避坑拔草 ...

Core Viewpoint - The bakery industry is experiencing a contrasting trend compared to the competitive "9.9 yuan price war" in the tea and coffee sectors, with high-priced products becoming increasingly common in popular bakery stores [1][2] Pricing and Consumer Perception - High prices for bakery items, such as 30 yuan for egg tarts and 50 yuan for loaves of bread, are prevalent, with most products priced between 20 yuan and 60 yuan [1] - Consumers express mixed feelings about the high prices, with some willing to pay occasionally while others find the quality lacking compared to cheaper supermarket options [1] - Long queues at popular bakery stores have become a hallmark, with consumers often waiting hours to purchase trendy items [1] Cost Factors - Rising raw material costs are a significant factor driving up prices, as many brands are competing for quality ingredients [1] - High labor costs are also a concern, as training skilled bakers takes months, and the industry faces a high spoilage rate due to short product shelf life [1][2] - The operational costs, including rent and labor, contribute to the overall pricing strategy of bakery products [2] Marketing and Consumer Engagement - To maintain brand relevance, trendy bakeries are continuously launching limited products and engaging in marketing activities, which are reflected in their pricing [2] - Social media plays a crucial role in promoting bakery products, with topics related to "must-try bakery items" gaining millions of views [2] - The appeal of trendy bakeries lies in their ability to meet the emotional and experiential needs of younger consumers [2] Industry Challenges - Product homogeneity is a significant issue, with many new offerings lacking true innovation, leading to consumer fatigue [3] - The presence of counterfeit products and negative experiences, such as long wait times, are eroding brand loyalty [3] - The decline in the number of registered bakery-related businesses over the past five years indicates potential challenges in the industry [2] Future Directions - Experts suggest that brands should invest in research and development to create healthier products and innovate in ingredients and processes [3] - Operational improvements, such as centralizing production and adopting smart technology, could help reduce costs and waste [3] - Shifting marketing strategies from attracting new customers to retaining existing ones through transparency and trust-building is recommended [3]

Core Insights - The high-end bread market is experiencing a shift towards premium pricing, with products like fresh toast priced at 45 yuan and signature toast at 32 yuan, leading consumers to express surprise at the rising costs of bread [1][5] - The market is characterized by a focus on quality, health, and social experiences, with increasing competition among similar products driving prices higher [1] Market Overview - A survey of a shopping center revealed eight bakeries offering a range of products priced between 12 yuan and 36 yuan, indicating a robust demand even on weekdays [3] - Popular items include various stuffed toasts, with prices ranging from 28 yuan to 45 yuan, and consistent restocking due to high sales [3] Consumer Behavior - The primary consumers are young professionals and families, particularly women, who are willing to pay a premium for high-quality and healthy ingredients [8] - There is a divide in consumer preferences, with some prioritizing cost-effectiveness and others willing to pay more for perceived value [8][10] Industry Dynamics - The intense competition among bakeries has led to a focus on in-store tasting experiences, with many brands setting up tasting areas to attract customers [11] - The proliferation of similar products has shifted consumer focus from novelty to value for money, with lower-priced options gaining popularity [14] Cost Structure - The cost of producing a 450g milk toast is approximately 16.20 yuan, factoring in direct materials, labor, rent, and other expenses, while larger chains can reduce costs significantly through economies of scale [18] - Smaller bakeries often rely on low-cost strategies, selling basic items at prices as low as 3 yuan, utilizing a "thin profit margin, high volume" approach [20] Market Trends - The market features a mix of national chains, regional brands, and local independent bakeries, with many products designed for social media appeal and gifting [21] - The trend of purchasing bread for social media sharing rather than consumption is prevalent, with consumers often prioritizing the experience of buying and photographing over eating [22]

Core Viewpoint - The article provides a comprehensive Q&A format addressing common questions about toast making, emphasizing the importance of techniques and timing in achieving the desired texture and flavor of the bread [2]. Group 1: Dough Preparation - The optimal time to add butter during kneading is when the gluten development reaches 70-90% [3]. - Adding butter later can enhance the fineness of the bread's texture and increase its expansion, but may affect the final volume [4]. - Overly strong gluten can make shaping difficult and lead to cracks in the final product due to rapid expansion in the oven [6]. Group 2: Baking Issues - Toast may collapse if the mold is not shaken to release gas during baking, leading to excess moisture and a soft structure [9]. - Insufficient baking can also cause the toast to lack support, resulting in a collapse [10]. - High moisture content in the dough can lead to a lack of structural integrity, causing collapse if the oven door is opened prematurely [12]. Group 3: Fermentation and Shaping - Poor fermentation can result from inadequate mixing, insufficient initial fermentation, or incorrect temperature and humidity, leading to a smaller volume [20]. - The tightness of rolling the dough affects fermentation; rolling too tightly can hinder expansion, while rolling too loosely can create air pockets [23][25]. - For cold fermentation, it is advisable to refrigerate the dough overnight before shaping to maintain quality [30]. Group 4: Baking Techniques - Using a convection oven can provide even heating, but longer baking times may weaken the bread's expansion and lead to dryness [26]. - The weight of the dough relative to the mold affects the final shape; too much weight results in a square shape, while too little leads to a round shape [31]. - The formula for calculating dough weight based on mold volume is essential for achieving the desired texture and structure [34][36]. Group 5: Common Problems and Solutions - Top collapse can occur due to high water content or overdeveloped gluten [48]. - For filled toast, inadequate baking can lead to an undercooked interior, causing collapse [49]. - Different methods of making toast, such as direct, intermediate, liquid, and cooked dough methods, each have unique characteristics affecting flavor and texture [47].

Core Viewpoint - The article discusses the decline of the bakery industry, particularly focusing on the failures of several well-known brands and the underlying reasons for their struggles in a competitive market [4][5][9]. Group 1: Brand Failures - Several prominent bakery brands, including Huan Niu Cake House and BreadTalk, have recently closed stores or declared bankruptcy, highlighting a troubling trend in the industry [4][5][7]. - Huan Niu Cake House, founded in 2013, announced its closure in June 2025, with debts to suppliers amounting to 1.11 million USD and unredeemable membership funds [7]. - Tiger Head Bureau, once valued at 2 billion CNY, is undergoing bankruptcy liquidation due to aggressive expansion leading to a cash flow crisis [7]. - Other brands like Panda Not Going and Christine have also faced significant operational challenges, leading to widespread store closures [7][8]. Group 2: Market Challenges - The bakery market is experiencing a downturn due to three main factors: homogenized competition, pressure from retail channels, and the shortening lifecycle of popular products [9][10][12]. - Homogenized competition has made it easy for new entrants to replicate successful products, leading to a saturation of similar offerings in the market [10][11]. - Retail giants like Hema and Costco have begun to dominate the bakery segment, offering a wide range of products that compete directly with traditional bakery brands [12][13]. - The lifecycle of bakery products has decreased significantly, with popular items now only maintaining consumer interest for a month or less, compared to previous years where they lasted for 6-8 months [14][15]. Group 3: Consumer Behavior - The trend of consumer downgrading has led to a polarization in the bakery market, with high-end brands struggling while budget-friendly options thrive [18][19]. - Consumers are increasingly prioritizing affordability over luxury, as seen with new entrants like Haidilao's bakery brand, which focuses on low-priced offerings [20][21]. - Brands that fail to establish a unique product identity or quality are at risk of losing market share, as consumers gravitate towards more reliable and affordable options [22][23]. Group 4: Future Opportunities - Despite the challenges, there are opportunities for growth in the bakery sector, particularly as the market becomes more accessible and everyday [21]. - Brands that focus on creating long-lasting, high-quality products with clear consumer engagement can still succeed in this evolving landscape [24][25].

Core Viewpoint - The once-thriving chain bakery industry is facing significant challenges, with numerous brands shutting down due to overexpansion, lack of differentiation, and changing consumer preferences [1][2][11]. Brand Analysis - **Huan Niu Cake House**: Founded in 2013, received nearly 10 million USD in A-round financing in 2022, announced closure in June 2025, with debts to suppliers amounting to 1.11 million USD and unredeemable member prepaid cards [3]. - **Tiger Head Bureau**: Established in 2019, valued at 2 billion CNY at its peak, went into bankruptcy in January 2024 due to aggressive expansion leading to a cash flow crisis [3]. - **Panda Doesn't Go Cake**: Founded in 2017, faced a nationwide closure in March 2024, with over two months of unpaid wages [3]. - **Christine**: Founded in 1993, listed in 2012, delisted in December 2024, with debts to suppliers of 57 million CNY and 250 million CNY in consumer prepaid cards, resulting in the closure of over a thousand stores [3]. - **Duo Le Zhi Ri (China)**: Established in 2005, exited the Zhengzhou market in August 2024, closing multiple stores [3]. - **Slow City Cake**: Founded around 2012, closed all direct stores in Tianjin and Chongqing by November 2024, leaving only four franchise stores in Dezhou, Shandong [3]. - **Wu Li Tang**: Founded in 2021, all stores in Guangzhou closed by October 2024 due to cash flow issues [3]. - **ABC Cooking Studio**: Established in 2010 in China, closed 12 stores in mainland China by July 2024 [3]. - **Bread New Language**: Founded in 2000 in Singapore, closed 11 stores in Chengdu by July 2025 [3]. Industry Challenges - **Homogeneous Competition**: Many bakery brands have products that are easily replicated, leading to a saturated market where consumers opt for cheaper alternatives [4][5]. - **Retail Channel Pressure**: Supermarkets and retail chains have begun to dominate the bakery market, offering a wide range of products that compete directly with chain bakeries [6][7][8]. - **Shortened Product Lifecycles**: The lifespan of popular bakery items has decreased significantly, with trends shifting rapidly and leading to low repeat purchases [9][10]. Consumer Trends - **Consumption Downgrade**: The bakery market is experiencing polarization, with high-end brands struggling while affordable options gain popularity, reflecting a shift in consumer spending habits [11][12]. - **Emergence of Affordable Brands**: New brands targeting lower-tier cities with low-price strategies are becoming popular, catering to consumers seeking value [12]. Conclusion - The decline of many bakery brands can be attributed to a lack of product differentiation and quality, with successful brands focusing on long-term consumer engagement and product excellence [13][14][15].

Core Viewpoint - The baking industry in China is experiencing a significant downturn, with many once-popular brands rapidly closing stores and facing financial difficulties, indicating a shift from a booming market to a challenging environment [5][10][12]. Industry Overview - The baking market size is still growing, with a projected increase of 5.2% in 2024, reaching 110.5 billion yuan [17]. - In 2024, there were 103,000 new baking stores opened, but 95,000 closed, resulting in a net increase of only 8,000 stores [11]. Brand Performance - Notable brands like Huanniu Cake House and Qingdao Royal Meifu have closed multiple locations, reflecting a broader trend of closures among previously successful brands [4][8]. - The "bread first stock" Taoli Bread saw its revenue growth decline from 6.24% to -9.93% over four years, with net profit shrinking by 31.58% [13]. - Yuan Zu Co. reported a nearly 13% decline in revenue and a nearly 10% drop in net profit in 2024 [15]. Market Dynamics - The rapid expansion of baking brands led to oversaturation and increased competition, resulting in price wars and reduced profit margins, with gross margins dropping to 5%-10% [18]. - The industry faces challenges such as high raw material and labor costs, significant rental pressures, and frequent quality control issues [18]. Consumer Behavior - Consumer preferences are evolving, with a focus on taste (44.3%), freshness (43.2%), and nutrition (39.6%) being the top factors influencing purchasing decisions [25]. - The rise of tea beverage giants and supermarkets entering the baking space poses additional competition for traditional baking brands [20]. Future Outlook - The industry is undergoing a significant restructuring, with established brands struggling while new entrants like UH Youhe and One Bagel are attempting to differentiate themselves through quality and health-focused offerings [25][26]. - Successful navigation of the next five years will depend on product innovation, quality control, and strategic expansion [26].

Core Viewpoint - The article discusses the rising trend of "raw" products in the food industry, highlighting their appeal as fresh, high-quality, and unique offerings, particularly focusing on "raw" coconut drinks, chocolates, and breads [2][6][14]. Group 1: Popularity of "Raw" Products - The "raw" coconut latte from Luckin Coffee became a market sensation, selling 6.66 million cups in its first week and generating 1.26 billion yuan in revenue within eight months, with a total of 1.2 billion cups sold over four years [6]. - Other brands like Kudi, Guming, and Nayuki have followed suit, launching their own "raw" coconut beverages, with Kudi's raw coconut latte surpassing 100 million cups in sales [6][7]. - The dessert sector has also embraced "raw" coconut products, introducing various items such as raw coconut Swiss rolls and raw coconut blueberry cakes [6]. Group 2: Definition and Meaning of "Raw" - The term "raw" (なま nama) in Japanese culture signifies "unprocessed," "fresh," or "untreated," which is reflected in products like raw cream and raw beer [14]. - Raw chocolate products emphasize the absence of additives and preservatives, focusing on fresh ingredients and minimal processing [14][19]. - Raw bread, particularly Japanese-style raw toast, is made without eggs, using cream and butter instead, resulting in a soft, moist texture [17]. Group 3: Unique Characteristics of "Raw" Coconut - "Raw" coconut is a mixture of coconut water and coconut meat, often used in desserts and drinks, but may contain added sugars and fats, challenging the perception of being "pure" or "natural" [18][19]. - The marketing of "raw" products leverages the appeal of freshness and naturalness, even if the actual ingredients may not be entirely unprocessed [20][24]. Group 4: Naming and Marketing Strategies - The use of "raw" instead of "fresh" in product names conveys a sense of unprocessed quality and has become a common term in food culture, emphasizing the unique production methods and textures [24][25]. - The term "raw" is more concise and memorable, enhancing marketing effectiveness and consumer interest compared to longer phrases like "fresh chocolate" [26].