大家好，我是专注即时零售领域研究的刘老实。 在当下中国零售业的格局中，社区小店正迅猛崛起。从盒马 NB、奥乐齐等品牌的快速扩张，到美团小象超市、京东七鲜等巨头的强势介入，再到沃尔 玛、联华华商等传统商超的纷纷效仿，社区小店角逐已经从单一业态的比拼逐渐演变为全产业链的激烈较量。 这种新兴的零售模式，正在逐步侵蚀传统商超的市场份额，还与即时零售、社区团购形成了短兵相接的竞争态势，更为关键的是，它悄然改变了消费者的 购物习惯，重塑了零售行业的底层逻辑。 01 社区小店的爆发 社区小店的异军突起并非偶然，而是在多重关键因素的共同作用下产生的必然结果。 消费趋势的深刻转变无疑是首要因素。 经历疫情之后，人们的生活方式和消费观念发生了巨大变化，"家门口经济"迅速从概念转变为切实的刚性需求。 消费者对"15 分钟生活圈" 的依赖程度日益加深，更倾向于在离家较近的地方满足日常购物需求，以节省时间和精力。与此同时，"精致穷""性价比优先" 等消费理念逐渐深入人心，消费者在追求高品质生活的同时，对商品价格的敏感度也在不断提高，期望能以实惠的价格买到质量上乘的商品。 供应链效率的提升则是推动社区小店兴起的核心动力。 以盒马 NB ...

Core Viewpoint - A new type of bakery factory, characterized by low prices and a wide variety of products, is gaining popularity in lower-tier cities, offering consumers affordable options for baked goods [3][5]. Group 1: Bakery Factory Overview - Bakery factories, also known as "super cake factories," are emerging as a new retail format, offering products at prices like 5.8 yuan for tiramisu and 8.8 yuan for pineapple puffs [3][5]. - The popularity of these factories surged in 2024, with a peak in social media presence due to the entry of new brands [3][5]. - There are two main types of bakery factories: chain stores using a franchise model and direct-sale factories located near production sites [7][8]. Group 2: Business Models - Chain stores often operate under names like "super cake factory" and have expanded rapidly, with brands like Shidou Chuan opening 47 stores since November 2023 [9][10]. - Direct-sale factories, such as those in Shanghai and Jiangsu, originally served as OEMs for major brands and now sell directly to consumers, leveraging their brand partnerships to attract customers [15][16]. Group 3: Product Offerings - Bakery factories offer a rich variety of products, including Western-style baked goods and traditional Chinese pastries, with many items priced at 9.9 yuan [19][20]. - Popular products include both trendy items like "dirty bread" and classic staples such as croissants and Hokkaido toast [24][25]. - Some brands use extremely low-priced items as loss leaders to attract customers, such as 1.99 yuan egg tarts [26][27]. Group 4: Cost Structure - Traditional bakeries have high gross margins (around 60%) but low net margins (about 9%) due to high costs in rent, raw materials, and labor [29]. - Bakery factories reduce costs by eliminating middlemen and selling directly to consumers, which allows them to maintain low prices [37][38]. - The operational model of bakery factories varies, with some using a central factory model while others sell ready-to-eat products directly from the factory [40][41]. Group 5: Quality Concerns - There are concerns regarding the quality and safety of products from super cake factories, with reports of misleading production dates and potential quality issues [43][45]. - The initial consumer interest may not translate into repeat purchases if quality does not meet expectations, which is crucial for the sustainability of these businesses [46][47].