Original editor of Catering Vision Research Laboratory
Picture source: Zhijian Brand, ACBA New World (infringement and deletion)
A few days ago, Guangzhou· Canton Fair Exhibition Hall held a three-day "25th China Baking" Exhibition", the 2022 " Futurism ·More than Baking" China Baking Industry Development Summit was also held at the same time. The organizer invited a number of industry giants to create a 2022 "Futurism·More than Baking" theme. A forum dedicated to the "tea + baking" ecosystem!
As the general manager of Zhijian Catering Brand and the head of the Catering Vision Research Laboratory - Long Yao, I am also honored to be invited to be a forum guest this time to discuss the future of food and humankind with experts in various fields. sustainable development.
Today I have compiled for you some content of a speech by some top experts in the forum on the theme of "Advantages of Catering to Help Baking". Let's take a look at it:
The title this time is - Chinese baking, the fire is indeed It is a fact, but it is also a fact that the foundation is unstable.. From the data on the forgotten line of baked products, we can see that the foundation of baked products is unstable compared with current catering, and the iteration of their hot products is even faster than tea drinks without roots.
Same as milk tea, baking is also a category with its own Internet celebrity attributes, but they are different. From the comparison chart below, we can see that the consumption stickiness of baking is obviously insufficient. Compared with tea drinks, baking is more Tend to "try out" .
Therefore, there are actually many difficulties faced by Chinese baking today. Zhijian summarized them into the following five points: New brands continue to enter the market, old brands are catching up, layout is stuck, product homogeneity, and cross-border competition. In addition to the 5 challenges, there are also 3 traps: 1. The category is too broad , so that the direction becomes more and more confusing; 2. expansion stalls , and the store may become heavy on assets, and then become a constraint on development. Baggage; 3. is highly homogeneous and does not have brand representativeness, so it is difficult to establish a long-term brand.
So how to build your own moat? In fact, is to find the "root" for baking and use long-termism to broaden and deepen this track. How to find "root"? Zhijian looks at baking from the perspective of the "literary goods market" of catering, and shares some suggestions with you:
The first thing we talk about is "literacy" - the new cultural movement of baking . Let's look at the new cultural movement based on the current market node. , Zhijian summarized the following three aspects: regional renewal, new works in the market, and new characters.
1. Regional update , through the choice of region, finally returns to the regional yearning, so that the product has cognition and cultural emotions; 2. The new market product , by returning to the market, makes up for the regret of consumers' loss and recovers Memory and cost-effectiveness; 3. Personal design Newly established , creating elderly design is one of the fastest ways to get closer to consumers.
The second is "goods" - to create consumers' three-dimensional memory . Zhijian uses the example of "Chef Fei" to expand: 1. Establish the earliest image of the brand through the combination of name + endorsement + hot products; 2. 270 °Large exhibition area + intersection location selection to create landmark brand recognition; 3 or 5-sided exhibition, high-frequency repetition, full focus, and enhanced consumer memory.
Finally, there is the "field" - a model variant that improves stickiness or gross profit, putting different products in one field to sell . For example, Qiao Niuer's "Milk Bar" is actually a product with low gross profit. In order to increase gross profit, the brand added products to it and put the products in the "nutritional convenience store" scenario to achieve the goal through new combinations. "High frequency and high hair".
From this sharing, we can see that catering and baking can actually be connected. By "taking the essence" to empower them, I believe that the baking market will also grow rapidly in the future. Let us look forward to it together!
Today’s topic:
What suggestions do you have for the current development of the baking market?
Creating a catering brand with store thinking
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