"Time-honored brands" are difficult to turn around, and upstarts encounter bottlenecks Is the baking market still fragrant?

Recently, the new baking brand "Hutou Bureau Standard Chartered Baking" has successively closed all stores in Chongqing and Chengdu, which has aroused heated discussions
among netizens.
Coincidentally, the Internet celebrity baking brand "Oxhorn Village" also suffered a rollover
.
Enterprise investigation information shows that Niujiaocun Company and its individual subsidiaries and branches have recently been listed as abnormal operations or marked as risk warnings
by the market supervision department.

In the past two years, the baking track has been
in constant trouble.
On the one hand, traditional bakery brands cannot hide their fatigue and have fallen into a wave of store closures; On the other hand, new baking brands have gradually declined from popularity to development
.
It can be said that new and old brands have their own troubles
.

Not long ago, Nanning's local baking brand Tilices announced its official closure and suspension of business
.
It is reported that the brand has been established for 24 years and is a well-known local baking brand in Nanning, with more than 80 directly operated stores and franchised stores at most
.

Tianyan inspection information shows that recently, Shanghai Christine Food Co.
, Ltd.
refused to perform the obligations stipulated in the effective legal documents because of its ability to perform, and was listed as a dishonest enforcer
by the Shanghai Fengxian District People's Court.
Christine is a long-established baking brand in Shanghai, and its business situation in recent years is not optimistic
.
Public information shows that from 2013 to 2021, Christine lost money for nine consecutive years, with a loss of 1.
305 billion yuan, and the total number of stores decreased from more than 1,000 in 2013 to more than 200 at present
.

Some insiders analyzed that the operation of a number of traditional baking old brands has failed to keep up with the changes in consumer trends, and has failed to achieve innovation from products to brand positioning, resulting in a gradual decline
in brand competitiveness.

The "old brand" is struggling, and the new players are not having a good time
.
When new baking brands such as Momo Dim Sum Bureau and Hutou Bureau first landed in first-tier cities such as Beijing, they staged a grand situation of "one cake is hard to find", and a large number of consumers were willing to spend hours queuing to buy it
.
Today, these once-popular brands have also ushered in a "cooling-off period"
of development.

Hutou Bureau suffered a storm of store closure; Momo Dim Sum Bureau has also tightened the pace of expansion, and its public account shows that only 8 new stores have opened this year
.
In addition, the scale of financing of baking brands this year is far from the previous amount of hundreds of millions of yuan
.

Industry insiders believe that in the past two years, the entire baking track brand has been increasing, and the products are highly homogeneous
.
Some new brands have insufficient brand operation capabilities and lack product innovation and marketing methods
that can continue to directly meet consumer needs.
Once the capital behind it loses patience and marketing efforts decline, it will inevitably lead to the loss of popularity of the brand and affect the business of the store
.
Niujiao Village is a lesson in the past, when the Internet celebrity game cannot be sustained, it is itself eaten
.

Relevant data show that there are more than 178,000 baking enterprises in China
.
According to iMedia consulting data, the domestic baking market has reached 260 billion yuan in 2021 and will reach 306.
9 billion yuan in 2023
.
The market size and consumption potential of the baking track are still very attractive, but the competition will definitely become more and more fierce
in the future.

In the face of fierce competition, brands are constantly embracing change
.
Since last year, they have used online channels and live broadcasts to attack the online market
.
"Xianghe Rao Shop" has officially started to do Douyin e-commerce goods since January 2021; Master Bao officially laid out online e-commerce in April this year and moved his products into the live broadcast room
of Tmall "Li Jiaqi".
Through digital transformation and upgrading, building private domain traffic and reaching consumers with high frequency has become a common choice
for brands.

Industry insiders analyzed that the current baking industry is facing tremendous changes, and the elimination, differentiation and rebirth have become mainstream
in the past 1~2 years.
For major brands, it is important to carry out more product innovation and all-round service upgrades, only in this way can consumers be fundamentally retained
.

(Reporter Yang Ranran)