Core Viewpoint - The high-priced bakery market is rapidly expanding in first and second-tier cities, with significant price increases and a growing consumer interest in premium baked goods [2][3][4]. Market Situation - High-priced bread is quickly occupying shopping malls in first and second-tier cities [3]. - In the past year, several premium bakery brands have aggressively expanded their presence in major cities [4]. Consumer Behavior - The average spending per person at these premium bakeries is around 60 yuan, surpassing the cost of a regular meal [5]. - The scarcity marketing strategy, such as limited-time offers and purchase limits, creates a sense of urgency and drives consumer demand [6]. - Consumers often feel compelled to buy more after waiting in long lines, driven by loss aversion psychology [7]. Industry Trends - Despite a general trend towards rational consumption, the popularity of high-priced bread aligns with the "lipstick effect," where affordable luxury items thrive during economic downturns [8][9]. - The target demographic for these brands primarily includes young consumers aged 20-35, who value aesthetics and social attributes in their purchases [9]. Business Challenges - The bakery industry's business cycle is shortening, with a significant number of new openings being outpaced by closures; approximately 58% of new stores close within two years [10]. - Recent incidents, such as food poisoning linked to a popular bakery, highlight the risks associated with rapid expansion in the premium bakery sector [10].

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