The self-roasting and baking industry is moving towards a new blue ocean of tens of billions

Reporter Bao Xiaotie

Just use the air fryer to "turn on, put and off" and bake at 160 degrees Celsius for 5 minutes to eat freshly baked bread
.
"Self-baked baking" is an innovative category of the bakery industry supported by modern technology and cold chain logistics, which is considered to help realize the "bakery at home" and is increasingly favored by the market, and is expected to become a new blue ocean
of tens of billions of baking levels.
As a leading enterprise in domestic O2O baking, Shenzhen Happiness Mall Technology Co.
, Ltd.
is optimistic about this new trend, adopts differentiated competition strategies, and invests in self-baking
.
A few days ago, the Happy Western Cake New Product Strategy Conference and Investment Promotion Conference was held
in Bengbu City, Anhui Province.
Zhang Jiukui, Chairman of China Bakery and Confectionery Industry Association (hereinafter referred to as "China Bakery Association"), Yuan Huohong, founder of Happy Cake, Jiang Nanchun, Chairman of Focus Media, Zhao Xiuli, founder of Walnut Strategy Consulting, and representatives of retail enterprises such as Hema Xiansheng, Family Mart, Wal-Mart, and Meiyijia attended the event
.

Zhang Jiukui pointed out in his speech that since the outbreak of the new crown pneumonia epidemic, it has been nearly three years in the blink of
an eye.
Since the beginning of 2022, the complex and changeable international economic and trade situation coupled with the impact of the domestic epidemic has brought new challenges to China's economic and social development, and the bakery and confectionery industry has also been greatly impacted
.
Under the comprehensive influence of negative factors such as intensified fluctuations in raw material and energy prices, hindered warehousing and logistics operations, and weakening consumption expectations, the operating pressure of industry enterprises is generally greater
.
From January to September this year, the operating income of enterprises above designated size in China's bakery and confectionery products industry increased by about 4% year-on-year, but the total profit fell more year-on-year, and the pressure of steady growth and employment protection further increased
.
In this context, China has always adhered to the general tone of seeking progress while maintaining stability, implemented the requirements of epidemic prevention, economic stability, and development security, adhered to the overall planning of epidemic prevention and control and economic and social development, protected people's lives and health to the greatest extent, and stabilized the basic plate
of economic and social development.
At present, the bakery and confectionery industry has steadily recovered
under a series of government support policies.

Zhang Jiukui said that self-baking is a pre-processed baked product that is stored and distributed in the cold chain by freezing and locking fresh technology at minus 18 degrees Celsius, so that consumers eat it and bake it without thawing
.
Different from long-term warranty, short-term warranty and freshly baked bakery categories, this type of product allows consumers to conveniently eat freshly baked baked goods at home, catering to the dual needs
of emerging consumers for fast, convenient, delicious and delicious.
Self-baking is the innovation of the bakery industry under the support of modern technology and cold chain logistics, and the successful development of this new category will surely play a positive role
in promoting the high-quality development of China's baked goods industry.
Happy Cake has been striving to innovate a new model for the development of the baking industry, and its concept of "fresh and punctual" advocated by it is well recognized by consumers
.
Through more than ten years of efforts, Happy Cake has developed from a local brand in Shenzhen to a nationally renowned brand
covering more than 300 cities.

Yuan Huohong, founder of Happy Cake, pointed out that the strategic layout of Happy Cake to create a new category of self-baked bread is an innovative move
made after transforming into an O2O cake brand.
Happiness Cake will help the new category product line gradually transition from self-roasted croissant large items to multi-product line layout by using the advantages of product development, supply, production, warehousing, logistics and digital construction, and its self-baked bread product line is expected to enter more than 50,000 terminals
in 2023.
"We hope that consumers can eat freshly baked bread anytime, anywhere, and lead self-baked bread to become a big category
in the bread industry by creating a differentiated competitive strategy.
" Yuan Huohong said
.

Zhao Xiuli said that the strategy of Happy Western Cake to enter self-baking is at the forefront
of the development of the baking industry.
Happy Cake took the lead in seizing the self-baked baking market, and gradually transitioned from a single explosive product line to a multi-product line layout by creating a differentiated strategy, which is worth looking forward to
.

Liu Ping, President of Happy Cake, and Wan Peng, Partner and Vice President of Focus Media, signed a strategic cooperation agreement at the event to jointly launch the new blue ocean strategy
of 10 billion.
Jiang Nanchun pointed out that Focus Media has been working hand in hand with Happy Bakery for many years, and will make every effort to promote the development of Happy Cake self-baked bread in the future and lead the trend
of self-baked bread market.

Zhang Jiukui stressed that in the past year, enterprises in the national bakery and confectionery industry have forged ahead and have achieved good recovery and development
.
While affirming the achievements, we must also soberly see that the downward pressure on China's economy is still continuing, the pressure of continuous growth of comprehensive operating costs in the bakery and confectionery industry has not been lifted, and the sustainable and healthy development of the industry is still facing many problems and challenges
.
The industry should adhere to the concept of seeking progress in stability and innovative development, build a new development pattern with innovative thinking and solid measures, jointly promote the high-quality development of the baked goods industry, and make new and greater contributions
to meeting people's better lives.

China Food News(Version 05, December 05, 2022)