下午两点，我屏住呼吸，准时点进选课系统。"劳动教育——烹饪课——选上了！"我转身宣布了这个好 消息，宿舍里顿时炸开了锅。没错，我被烹饪课幸运砸中了！ 我是中国人民大学一名大三学生。自2020年起，劳动教育成为大学教育阶段的必修课，每个学生需完成 至少24小时的实践学时。原以为不过是去打扫卫生、除草擦桌，谁曾想，学校跟我们"玩真的"。除了顶 流烹饪课，学校还开设了修水管、摘玉米、做木凳、咖啡拉花等一系列课程或实践活动。 36个名额，300多人选，十分之一的随机选中概率，让烹饪课稳坐"最难抢课程"的宝座。这已经是我在 选课系统中勾选烹饪课的第三个学期，去年，我还在"即选即得"阶段默默蹲守，暗自期望有人退课。 现在的大学，怎么还教起手艺活？大学生为何"抢"着上劳动课？ 答案其实很实在。烹饪课上不仅能品尝到食堂大厨的手艺，还能把亲手做的菜打包分享。一节课，既解 决了自己的晚饭，又肩负"投喂"舍友的重任，好玩又好吃，自然成了大家争抢的香饽饽。 第一次踏进位于食堂三楼的烹饪教室，空气中弥漫着若有若无的腥气与消毒水味。穿上白色厨师服，面 对眼前的锅碗瓢盆，我和搭子都略带忐忑。过去在家，我总是被念叨："你这笨手笨脚的，快别进 ...

下午两点，我屏住呼吸，准时点进选课系统。"劳动教育——烹饪课——选上了！"我转身宣布了这个好 消息，宿舍里顿时炸开了锅。没错，我被烹饪课幸运砸中了！ 我是中国人民大学一名大三学生。自2020年起，劳动教育成为大学教育阶段的必修课，每个学生需完成 至少24小时的实践学时。原以为不过是去打扫卫生、除草擦桌，谁曾想，学校跟我们"玩真的"。除了顶 流烹饪课，学校还开设了修水管、摘玉米、做木凳、咖啡拉花等一系列课程或实践活动。 36个名额，300多人选，十分之一的随机选中概率，让烹饪课稳坐"最难抢课程"的宝座。这已经是我在 选课系统中勾选烹饪课的第三个学期，去年，我还在"即选即得"阶段默默蹲守，暗自期望有人退课。 现在的大学，怎么还教起手艺活？大学生为何"抢"着上劳动课？ 答案其实很实在。烹饪课上不仅能品尝到食堂大厨的手艺，还能把亲手做的菜打包分享。一节课，既解 决了自己的晚饭，又肩负"投喂"舍友的重任，好玩又好吃，自然成了大家争抢的香饽饽。 第一次踏进位于食堂三楼的烹饪教室，空气中弥漫着若有若无的腥气与消毒水味。穿上白色厨师服，面 对眼前的锅碗瓢盆，我和搭子都略带忐忑。过去在家，我总是被念叨："你这笨手笨脚的，快别进 ...

哈喽，大家好，今天小睿这篇行业观察，就来拆解网红烘焙一年关店8.7万背后的真相：流量神话破灭 后，烘焙行业的淘汰赛已进入白热化。 2025年末，85°C济南最后一家门店悄然闭店的消息，为网红烘焙行业的寒冬再添一抹凉意。 两个月前，这个曾需要排队半小时才能买到面包的"网红鼻祖"，刚刚关闭了北京的最后一家门店，据光 明网报道，其今年在大陆的关店数量已超40家，创下近五年新高。 不止85°C，拿过千万美元融资的杭州品牌欢牛、社交媒体上风头正劲的广莲申、新店仅存活9个月的祐 禾等新旧网红品牌，均难逃关店厄运。 美团数据显示，截至2024年12月15日，过去一年国内面包烘焙店关停数量达87658家，日均关店240家， 行业平均寿命仅32个月，57%的门店撑不过两年。 消费者的热情进一步点燃了市场，在社交货币的驱动下，"排队一小时、拍照五分钟"成为常态，发朋友 圈分享网红面包的仪式感，甚至超过了面包本身的食用价值。 这种消费心态让品牌的溢价策略屡屡得手，头部品牌招股书显示，当时行业毛利率普遍高达60%以上， 部分品牌客单价达65元，毛利率更是飙升至68%。 高额利润吸引资本蜂拥而入，2022年烘焙赛道融资达22起，网红烘 ...

商报记者朱光函 "我曾和前一家店的店员聊过，他这家店的租金占营业额的25%。黄油、面粉等核心原料价格波动剧 烈，这些都是他们关店的原因。"吕家澄说。 12月8日，浮力森林公众号发布了一则"破产公告"，这家在杭州开了20多年的老牌烘焙店正式画上句 号。自2020年7月首度关门闭店后，"浮力森林"三度关店两度重开：2020年7月首次关店，9月22日重 开；2021年7月再次关店，2022年4月重开；2023年2月关店。 从某个角度讲，浮力森林的破产可视为烘焙行业一味追求高单价高品质导致的后果。对于消费者来说， 在朋友圈晒一块高价面包即是"社交货币"的时代已经一去不回，当消费市场更为理性的当下，非刚需的 轻奢消费正在遭遇冲击。 实际上，浮力森林并不是今年第一家破产的烘焙品牌。早在今年4月，曾经的"烘焙第一股"克莉丝汀也 同样陷入破产清算境地，紧随其后的是今年6月，曾经拿下千万美元融资的杭州连锁品牌欢牛蛋糕屋， 以一封《致消费者的告别公告》宣告退场，称闭店是由于成本激增、市场竞争激烈加之自身管理失误等 原因。10月26日，"静安面包房门店全关"的消息则为这家有着40年历史的老牌烘焙店落下帷幕。 盛极一时的初代烘焙品牌 ...

这两年，中国烘焙圈存在一个很有趣的现象。 一边是资本宠儿们的集体崩塌——虎头局被申请破产清算，拖欠供应商、员工工资累计超2亿；墨茉点心局退守湖南，所有省外门店都已关闭。 另一边呢？ 鲍师傅估值达到 100 亿元，单店估值超1亿元；泸溪河逆势扩张，开启了百城万店计划；詹记在统治安徽市场之后，准备铺向全国。 而这些品牌，在烘焙圈还有另一个名字——江西帮。 这期内容，我们就来聊聊江西烘焙业。 我们在大街上能经常看到的烘焙品牌，鲍师傅、泸溪河、詹记、麦香人家、烘焙快车、麦香村，创始人要么是资溪人，要么是资溪人的徒弟。 相比于虎头局、墨茉点心局这些开局即融资的人民币玩家，江西面包帮的开局要困难得多。 资溪面包产业的发轫，最早要追溯到一个叫张协旺的退伍军人。 1987年，张协旺跟老战友开起了自己的面包店，结果开业第一年，就赚了3万块钱。 01 这个消息在老家资溪立刻炸开了锅，于是都来找张协旺学习开面包店。 之所以叫江西帮，是这些品牌的创始人或多或少都跟江西，或者更准确一点，是跟资溪有点关系。 资溪是江西省抚州市下面的一个人口只有10万人的小县城，80%是山地，既不种小麦，也不产面粉，却被称为「中国面包之乡」。 如果按照今 ...

Core Insights - The Taiwanese bakery brand 85°C is closing over 40 stores in mainland China due to ongoing low profitability, marking a significant retreat of Taiwanese bakeries from the market [1] - New "baking forces" from Northeast China are emerging, with brands like "Entrance to Heaven" and "Kikimoto" rapidly expanding into various cities [4][6] - The baking industry in China remains highly fragmented, with no dominant brands, allowing for new entrants to find opportunities [1][13] Group 1: Market Dynamics - 85°C's closure of stores in cities like Hangzhou, Shanghai, and Nanjing indicates a strategic shift in its operations in mainland China [1] - The exit of Taiwanese and some Korean brands from the market has created space for new players, particularly from Northeast China [1][4] - The baking market in China is characterized by a lack of leading brands, which presents opportunities for regional strong brands to expand [1][13] Group 2: Emerging Brands - "Entrance to Heaven," a popular bakery from Shenyang, has quickly expanded to cities like Xi'an, Qingdao, and Tianjin, with plans for a store in Beijing [4][6] - "Kikimoto," another Northeast brand, has opened 19 stores across various cities, showcasing the growth of regional brands [6] - The rise of these Northeast brands is reshaping the competitive landscape of the baking industry in China [8] Group 3: Regional Insights - Jiangxi has historically dominated the baking sector in China, with a strong production base and a high number of bakeries [9][12] - The success of Jiangxi brands like "Zhan Ji" and "Lvxihai" is attributed to their ability to adapt products to consumer preferences [9][12] - The competition between Jiangxi and Northeast brands raises questions about who will emerge as the leading force in the baking industry [15]

Incident Overview - A consumer in Luoyang, Henan, reported finding a spring in a pastry purchased from Baoshifu, raising concerns about food safety management at the store [1] - The initial compensation offered by the store was 100 yuan, which was later increased to a full refund and an additional 300 yuan after negotiation [1] - The incident sparked widespread discussion on social media regarding the safety protocols in place for food preparation and equipment usage at Baoshifu [1] Company Response - On October 12, Baoshifu acknowledged the incident, attributing it to an employee's operational oversight during the preparation process [3] - The company has initiated a nationwide inspection of its stores to enhance operational standards and food safety management [3] Industry Commentary - Baoshifu, a well-known pastry chain, has built consumer trust through its products, but this incident highlights deficiencies in daily operational management and employee training [4] - Food safety is a critical competitive factor in the pastry industry, with consumer expectations extending beyond taste to include guarantees of "no foreign objects or contamination" [5] - The initial inadequate response to the consumer's complaint reflects a concerning attitude towards consumer rights at some retail locations [5] - The reliance on social media for consumer advocacy indicates a weakness in traditional complaint mechanisms, suggesting that brands may only respond to public pressure rather than addressing issues proactively [5] Safety Management Importance - Ensuring food safety management at every operational level is essential for rebuilding consumer trust and preventing isolated incidents from escalating into broader brand crises [6]

Group 1: Incident Overview - A consumer in Luoyang, Henan, reported finding a spring in a pastry purchased from Baoshifu, raising concerns about food safety management at the store [1][2] - The initial compensation offered by the store was 100 yuan, which was later increased to a full refund and an additional 300 yuan after negotiation [1] Group 2: Company Response - Baoshifu acknowledged the incident as a result of employee negligence during the preparation process and stated that all products are made on-site [2] - The company has initiated a nationwide inspection of its stores to enhance employee training and food safety management [2] Group 3: Industry Commentary - The incident highlights deficiencies in operational management, equipment maintenance, and employee training within Baoshifu, a well-known pastry chain [3] - Food safety is critical in the pastry industry, and consumer expectations include not only taste but also assurance of safety from contaminants [3] - The initial response to the consumer's complaint was perceived as dismissive, indicating a potential neglect of consumer rights at some store locations [3] - The reliance on social media for consumer complaints to gain attention underscores the weaknesses in traditional complaint mechanisms and the need for brands to prioritize daily customer service [3] Group 4: Incident Overview - Theme Park - On October 9, visitors at Universal Beijing Resort experienced a malfunction on the "Jurassic World" ride, leaving them suspended in the rain for nearly half an hour [4][5] - During the incident, seven guests reported discomfort due to exposure to the elements and a burning smell from the equipment [5] Group 5: Company Response - Theme Park - Universal Beijing Resort stated that the ride was halted as a precaution after the control system detected an issue, and staff guided guests to safety [6] - The park expressed regret for the inconvenience caused to visitors [6] Group 6: Industry Commentary - Theme Park - The incident serves as a test of operational management and emergency response systems in large theme parks [7] - While safety protocols are essential, the park must ensure that maintenance standards are not compromised and provide transparent technical explanations following such incidents [7] - The response to the emergency, including inadequate compensation for guests, raises concerns about the park's customer service and crisis management [7]

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].

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].