从长沙出发，最终还是回到长沙。 当文和友的市井烟火气在北上广深沦为"文化赝品"，当墨茉点心局的现烤麻薯因供应链断裂失去灵魂。 这座城市的网红品牌似乎被下了"围城魔咒"：在长沙是现象级顶流，在外地却成了"温室花朵"。 日前，墨茉点心局官方发布公告称，自9月1日起，暂时关闭邵阳、株洲、常德、衡阳外区门店，仅保留衡阳蒸湘万达店。 这似乎成为众多长沙发家的网红新消费门店的魔咒。 至此，这个曾以"国潮+现烤"席卷全国的新中式烘焙品牌，全国门店仅剩29家，其中28家集中在长沙。 从资本热捧的"单店估值破亿"到区域收缩的"战略聚焦"，墨茉的轨迹折射出整个中式烘焙行业的集体阵痛与转型。 从退守湖南到回到起点 从2021年"全国跑马圈地"到2023年"困守湖南大本营"，墨茉点心局的收缩轨迹，仅用两年多时间便画出了一条陡峭的抛物线。 图源：新京报 而到了2025年，又迎来了第二次收缩。 当时第一次收缩的时候，品牌负责人表示 "收缩是暂时的，关店的城市'会再回去'"。 可打脸的是，墨茉点心局没能再"回去"，随之而来的是第二次收缩。 毕竟，数字是最现实的，就像墨茉点心局官方说的，"自6月聚焦品质与服务以来，长沙门店业绩回归良性增长， ...

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].