Core Viewpoint - The article highlights the unique approach of "Hiyori Tea" in the Chinese baking industry, focusing on health and quality rather than trends and quick profits. The founder, Bruce, aims to create a brand that offers both healthy and delicious baked goods, filling a significant gap in the market [2][5][6]. Group 1: Founder Background and Philosophy - Bruce, the founder of "Hiyori Tea," has a background in international trade and previously established a successful high-end French restaurant chain in Wuhan. His experiences shaped his understanding of quality and supply chain management [8][11]. - After realizing the lack of health consciousness in the Chinese baking industry, Bruce decided to pivot his career at the age of 50 to create a baking brand that prioritizes health and taste [12][16]. Group 2: Product Quality and Sourcing - "Hiyori Tea" adheres to strict sourcing guidelines, maintaining a whitelist for ingredients. Any unhealthy component is outright banned from their products, ensuring high-quality standards [16][17]. - The brand uses premium ingredients, such as top-grade Japanese flour and S-class cinnamon from Sri Lanka, to ensure the quality and taste of their baked goods [17][22]. Group 3: Production and Business Model - The company established a central factory before opening retail locations, which is atypical in the industry. This factory supports the production of stable, healthy products and adheres to Japanese baking techniques [32][34]. - The factory currently has the capacity to support 30-40 stores, allowing for expansion based on a prepared system rather than solely on financial resources [35]. Group 4: Market Positioning and Consumer Engagement - "Hiyori Tea" focuses on a restrained product line that emphasizes basic flavors rather than trendy, overly sweet items. This approach has led to high customer retention and repeat purchases [36][41]. - The brand's commitment to quality and health resonates with a demographic of 30-45-year-olds, contributing to its growth even during industry downturns [41][43].