曾几何时，街角飘香的面包房、商场中岛的烘焙柜台，是许多人日常消费的温馨场景。空气里弥漫 着黄油与面粉烘烤后的香气，玻璃柜中陈列着刚出炉的菠萝包、肉松卷、奶油泡芙，它们是小时候 代表着"高端奢华体验"的味觉记忆。 然而，如今的烘焙行业却陷入了一场集体性的迷茫与焦虑：客流持续下滑、成本不断提高、同质化 竞争严重、消费者忠诚度日益稀薄、老品牌也卖不动情怀了……消费者说"现在的面包越来越贵，却 越来越不好吃"，让多少烘焙职人表示有口难言。 产品原料相比于曾经当然是越来越好的，但是为什么消费者感知不到了？ 消费者并没有消失，他们只是悄然迁徙——去了直播间抢购"健康面包"，去了山姆会员店囤积"超划 算麻薯"，去了便利店购买"现烤三明治"，甚至选择在家用空气炸锅制作"烘焙店平替"。 这场无声的"消费大迁徙"，背后是 渠道裂变、品类升级、代际更迭与供应链重构的多重变革叠加 。 烘焙行业正站在一个十字路口，传统模式遭遇前所未有的挑战，新兴力量则在快速崛起。 这篇文章就一起来讨论，为什么传统烘焙越做越难？烘焙行业的消费者到底去了哪里？出路又在何 方？ （1）成本结构僵化： 租金与人力双重挤压，重资产模式难以为继 传统烘焙店多位于 ...

Core Insights - The closure of Hema X membership stores indicates challenges faced by local membership store models in China, contrasting with the success of international players like Sam's Club [1][2][4] - Membership stores target middle-class families and high-end consumers, relying on high-frequency and high-ticket purchases to create customer loyalty [2][3] Group 1: Market Performance - Walmart's international business reported Q1 2025 revenue of $29.8 billion, with China contributing $6.7 billion, reflecting a 22.5% year-on-year growth, significantly above the global average [2] - Sam's Club in China has surpassed 5 million members by 2025, generating over 1.3 billion yuan in annual membership revenue [2] Group 2: Supply Chain Management - Successful membership stores like Sam's Club have a robust supply chain management system that encompasses product selection, quality control, logistics, warehousing, and pricing [3] - Sam's Club's product selection process involves optimizing supplier processes and even participating in product design, which is difficult to replicate [4] Group 3: Future Outlook - The exit of Hema X membership stores is seen as a temporary setback for local membership models, with expectations for more domestic companies to enter the market [4] - The future success of local membership stores will depend on refining supply chains and developing proprietary brands, rather than mere imitation of successful models [4]

Core Viewpoint - The rise of purchasing agents in county-level cities is significantly impacting traditional supermarkets, as consumers increasingly seek higher quality products and unique shopping experiences [11][12][22]. Group 1: Consumer Behavior - Many consumers in county-level cities are turning to purchasing agents for products from brands like Sam's Club and Pang Donglai, driven by the desire for quality and variety [2][8]. - A survey indicated that 68% of county consumers choose purchasing agents to buy items unavailable locally, while 55% trust the quality of these brands [11]. - The purchasing behavior reflects a shift towards higher quality expectations, with consumers no longer satisfied with the offerings of traditional supermarkets [12][20]. Group 2: Impact on Traditional Supermarkets - Traditional supermarkets are experiencing a significant decline in customer traffic, with over 60% of operators reporting a drop of around 20% in recent years [21]. - The competition from purchasing agents has led to a loss of approximately 30% of mid-to-high-end customers for some traditional stores [9][21]. - Traditional supermarkets face challenges such as low supply chain efficiency, high procurement costs, and a lack of digitalization, which hinder their ability to compete effectively [18][19]. Group 3: Market Trends - The county retail market is evolving, with consumers adopting shopping habits similar to those in first- and second-tier cities due to improved internet access and logistics [20]. - The future of county retail is expected to focus on online-offline integration, differentiated positioning, and community-based services [21][22]. - Traditional supermarkets must adapt by understanding local consumer needs and offering tailored products and services to survive in the changing market landscape [23].

Group 1: Rise of Purchasing Agents in County Towns - The emergence of purchasing agents for brands like Sam's Club and Pang Donglai in county towns is notable, with groups forming for pre-ordering products [2][6] - A county hospital doctor reported that her colleagues actively participate in purchasing groups, indicating a shift in shopping behavior towards these agents [2][6] - The local retail landscape includes both traditional supermarkets and new purchasing channels, with the latter gaining popularity due to better pricing and product variety [3][4] Group 2: Decline of Traditional Supermarkets - Traditional supermarkets in county areas are experiencing a significant decline in customer traffic, with some reporting a drop of about 20% in footfall [14] - The competition from purchasing agents has led to a 30% reduction in mid-to-high-end customers for local supermarkets, particularly affecting women aged 30-45 [6][7] - Many traditional supermarkets struggle with outdated business models, low supply chain efficiency, and a lack of digital integration, making them vulnerable to new retail formats [12][14] Group 3: Changing Consumer Preferences - Consumers are increasingly seeking higher quality products, with 68% of county consumers choosing purchasing agents to access items unavailable locally [7][8] - The popularity of brands like Sam's Club and Pang Donglai is attributed to their unique product strategies and high-quality offerings, which contrast sharply with traditional supermarket products [8][15] - The shift in consumer behavior reflects a broader trend towards premiumization and a desire for differentiated shopping experiences [8][15] Group 4: Challenges and Opportunities for Traditional Supermarkets - Traditional supermarkets must adapt to the changing market dynamics by enhancing their product offerings and customer service to remain competitive [15] - The future of county retail is expected to involve a blend of online and offline strategies, with a focus on community-oriented services [14][15] - Supermarkets that can effectively understand and meet local consumer needs will have opportunities for growth despite the challenges posed by purchasing agents [14][15]

Core Viewpoint - The article discusses the challenges faced by Sam's Club in China, particularly after surpassing the 100 billion yuan revenue mark, highlighting issues related to product quality and selection that could jeopardize member loyalty and retention [4][5][36]. Group 1: Industry Context - The retail industry in China has seen a trend where companies reaching the 100 billion yuan revenue threshold often experience a decline or strategic missteps shortly thereafter [4][12]. - Both Yonghui and RT-Mart, once leading players, have faced significant revenue drops and losses after reaching similar milestones, indicating a potential "100 billion curse" in the retail sector [14][15][12]. Group 2: Sam's Club's Performance - Sam's Club achieved over 100 billion yuan in revenue in 2024, marking a significant milestone, yet it has faced criticism for product quality and selection issues [17][18]. - Complaints regarding product safety and quality have surged, with a reported 65% increase in complaints in 2024, indicating a decline in consumer trust [20]. Group 3: Membership Strategy - Sam's Club's strategy focuses heavily on member retention and renewal rates, with a reported 92% renewal rate among its "excellent members," contributing significantly to its revenue [29]. - The company has been expanding its presence in lower-tier cities while struggling to maintain its market share in first-tier cities, where competition from other membership-based retailers is intensifying [31][33]. Group 4: Competitive Landscape - The competitive environment is becoming increasingly challenging for Sam's Club, with rivals like Costco and local platforms gaining traction and market share [33][35]. - The unique selling proposition of Sam's Club, which has been its stringent quality control and unique product offerings, is at risk as similar products become available at competing retailers [36].

Core Insights - The article highlights the surge in cross-border consumption by residents of Hong Kong and Macau at the Sam's Club in Zhuhai, which has become a popular shopping destination due to its larger space and lower prices compared to local options [3][9][25] - The implementation of policies allowing vehicles from Hong Kong and Macau to enter mainland China has significantly increased traffic and consumer activity at the Zhuhai Sam's Club, leading to a notable rise in sales [5][8][9] Group 1: Consumer Behavior - Approximately 7,000 vehicles with Hong Kong and Macau license plates cross the Hong Kong-Zhuhai-Macao Bridge daily, with many heading directly to the Zhuhai Sam's Club [4][8] - The Zhuhai Sam's Club achieved sales of 2.5 billion yuan in 2023, ranking 7th among over 800 Sam's Club locations globally, driven by the influx of cross-border shoppers [9][25] - The average spending per new member from Hong Kong at the Zhuhai Sam's Club exceeded 6,000 yuan, with 35% of new members being Hong Kong tourists [25] Group 2: Market Dynamics - The article notes a shift in consumer preferences, with many residents of Hong Kong and Macau increasingly opting for shopping in mainland China due to price differences and the availability of larger retail spaces [19][21][22] - The competitive landscape is evolving, with new entrants like Hema Fresh and plans for additional Sam's Club locations in Zhuhai, indicating a growing retail market [40][41] - The retail environment in Hong Kong is facing challenges, with a reported 7.3% decline in total retail sales value in 2024, prompting local retailers to adapt by opening new stores and offering competitive pricing [31][32]