Core Viewpoint - The article discusses the rising trend of expensive artisanal bread in China, highlighting how young consumers are willing to pay premium prices for unique and high-quality products, despite the traditional perception of bread as a cheap staple [1][2][3]. Price Trends - The price of bread has significantly increased over the past decade, with items like a 128 yuan "Black Mountain Toast" becoming common, making it difficult to find bread priced under 10 yuan [2][3]. - Premium bread prices often exceed 30-40 yuan, with some items reaching as high as 300 yuan due to scarcity and demand [5][8]. Consumer Behavior - Young consumers are actively participating in the market for expensive bread, with reports of people waiting in line for over five hours to purchase these items [8]. - The phenomenon of "bread scalpers" has emerged, where individuals buy and resell popular bread items at a markup, indicating a growing secondary market [8]. Marketing Strategies - Premium bakeries employ four main strategies to attract young consumers: 1. **Scarcity**: Using imported ingredients and artisanal methods to create a perception of exclusivity [10]. 2. **Unique Naming**: Employing unusual names for products to enhance their perceived value [11][12]. 3. **Hunger Marketing**: Limiting the availability of certain items to create a sense of urgency and desirability [13]. 4. **Social Currency**: Positioning bread as a status symbol for social media sharing, enhancing its emotional value [14]. Industry Challenges - The bakery industry faces significant challenges, with 58% of stores failing within two years, and only 24% surviving beyond four years [15][18]. - Rising costs of key ingredients and high operational expenses, particularly in prime urban locations, are straining profitability for premium bakeries [18]. - The reliance on marketing alone is insufficient for long-term success; bakeries must also focus on product quality, service, and cost management to survive [18].

Core Insights - The rise of high-priced trendy bread has become a new norm in the market, contrasting with the previously affordable bread options [1][2] - Young consumers are willing to spend significantly on expensive bread, often waiting in long lines to purchase [6][10] Price Trends - The price of bread has increased dramatically, with items like a 128 yuan "Black Mountain Toast" and 58 yuan "Wellington Beef Croissant" becoming common [2][4] - High-end bakery brands are expanding rapidly in first and second-tier cities, with average prices exceeding 60 yuan [4][12] Consumer Behavior - Young consumers are actively participating in the "bread craze," with reports of long queues and secondary market transactions for popular items [6][10] - The concept of "social currency" is prevalent, where purchasing trendy bread is more about the experience and social media presence than just consumption [11] Marketing Strategies - High-priced bakeries employ tactics such as scarcity marketing, unique product names, and social media engagement to attract consumers [8][9][10] - The use of premium ingredients and artisanal baking methods enhances the perceived value of the products [8] Industry Challenges - The bakery industry faces significant challenges, with 58% of stores failing within two years and rising costs for ingredients and rent [12][14] - High operational costs, including labor and raw materials, are putting pressure on high-end bakeries, leading to potential closures [13][14]

Core Viewpoint - The article discusses the rising prices of baked goods, particularly the corn tart, which has sparked consumer dissatisfaction and highlighted broader industry issues related to pricing and consumer behavior [3][4][16]. Group 1: Price Discrepancies and Consumer Reactions - The corn tart, priced at 48 yuan, has become a symbol of overpriced baked goods, with consumers expressing outrage over the disparity between the low cost of corn and the high retail price of the tart [3][4][10]. - The emergence of the corn tart has led to a surge in consumer interest, with significant social media engagement, including 7 billion views on Douyin and 67.15 million on Xiaohongshu [7][8]. - Many consumers have reported dissatisfaction with the taste and quality of the corn tart, leading to a wave of negative reviews and discussions about its value [10][11]. Group 2: Market Trends and Consumer Behavior - The article notes a cyclical nature in the popularity of baked goods, with the corn tart currently replacing previous trends like butter rice cakes [6]. - The pricing of baked goods varies significantly among different vendors, with some offering corn tarts for as low as 6 yuan, indicating that high prices are not universal across the market [10][11]. - Consumer behavior is influenced by social media trends, leading to impulsive purchases driven by curiosity and peer pressure, as seen during events like the Guangzhou bread festival [8][10]. Group 3: Industry Insights and Future Outlook - The corn tart phenomenon reflects a broader trend in the baking industry where novelty items can command high prices, but sustainability in the market often requires a return to more reasonable pricing [22]. - Historical examples of once-popular baked goods, such as the "dirty" bread, illustrate that while some items may achieve lasting popularity, many will fade as consumer interest wanes [21][22]. - The article emphasizes that for baked goods to remain in the market long-term, they must balance quality and affordability, moving away from the high-margin strategies that characterize many current trends [22][23].