From the perspective of supply, the production scale of China baking industry is expanding. The operating income of enterprises above designated size in China pastry and bread industry increased from 1 129.8 1 billion yuan in 2065 to 438+0.170 billion yuan in 2020, with a compound annual growth rate of 16.50%.
From the consumption level, the baking retail market is growing rapidly. In 20 19, the national retail sales of baked goods reached 2.3171300 million yuan, up 10.93% year-on-year. It is estimated that the retail sales of baked goods in China will reach 288.588 billion yuan in 20021year.
However, the market concentration of China baking industry is relatively low. In 20 19, the CR5 of baking industry in China was 10.6%, which was much lower than that in Japan, Britain, Mexico, the United States and other countries, and the industry competition pattern was scattered.
2) At present, it is still limited to the regional market, and there are only a handful of baking enterprises that truly realize brand chain. The characteristics of regionalization are very obvious.
From the perspective of enterprise distribution areas, East China has the largest number of enterprises, accounting for 40.38%. Followed by Central China and South China, accounting for 22.95% and 10.57% respectively. There are fewer baking enterprises in the northwest and northeast, accounting for only 3.93% and 5.49% respectively. The regional distribution of baking industry also confirms this kind of enterprise distribution. East China and Central China are the main sales areas of baked goods, accounting for 37.06% and 32.57% respectively. The sales share in northwest and northeast China is relatively small.
3) The per capita consumption is low, and the core consumption group is women aged 25-35.
Baked food is mainly divided into four categories: bread, cake, cake and mixed dessert, which has been used as breakfast and staple food in Europe and America. However, in the Asia-Pacific region, because people's living habits and eating styles are different from those in western countries for a long time, baked goods are usually eaten as snacks instead of meals.
In the gender distribution of bakery consumers, the proportion of female consumers is 76.9%, which is the mainstream of bakery consumers. In terms of age distribution, more than 57% of consumers in baking shops are between the ages of 25 and 35, and young people who have just entered the workplace are typical consumers of baking shops. The proportion of consumers over the age of 35 in the bakery is 24%, which is higher than other restaurants. Middle-aged and elderly people are more enthusiastic about baking.
4) Market competition intensifies, products are assimilated and homogenized, China baking market is mixed, and cross-border people flood in.
Baked food has gone through a long process of market cultivation and development from scratch. However, at present, the strange circles such as homogenization of domestic baking products, homogenization of marketing, homogenization of management and homogenization of strategy are gradually prominent.
The market is mixed, filled with many small brands. An ordinary county-level city even has two or three brands, and a prefecture-level city still has seven or eight brands after rounds of reshuffle. The baking industry has extensive business model and low maturity. However, with the implementation of the market access system and the improvement of the access threshold of the baking industry, the middle and high-end market has become the focus of baking enterprises.
With the integration of external players who are good at marketing, and the emergence of cross-border experience spaces such as "baking+tea", baked food is integrated with "fashion" DNA, which also brings new development concepts to the baking industry.
2. The business model of baked goods
The business model of China baking industry can be divided into "central factory+wholesale", "chain store" and "central factory+e-commerce+cold chain logistics". Among them, the first two models are the main business models in the market at present, and the model of "central factory+e-commerce+cold chain logistics" is a new model, which accounts for a relatively small proportion, but has developed rapidly in recent years.
"Central Factory+Wholesale"
Enterprises set up production and processing plants in various cities to produce and process food through assembly lines and modern production equipment. They take the factory as the center, through centralized logistics and distribution, wholesale their products to local and surrounding cities' shopping malls, supermarkets or distributors, and then sell them to end consumers.
Osseth's point of view: this business model has a high degree of production automation and remarkable scale effect. Bread in shopping malls and supermarkets is more like a necessity in life, with a wide range of sales groups, but it takes a long time to cultivate a mature dealer team, and it is difficult to establish a good and stable customer relationship with large supermarkets.
"chain store model"
Chain store model is divided into "central factory+store" and "front store and back factory". Enterprises set up factories in surrounding areas to produce finished or semi-finished products, and set up various baking chain stores, including bakeries and baking rooms, in densely populated commercial areas and residential areas in urban areas. Through special logistics distribution, the semi-finished products or finished products made by the factory are sent to city stores for on-site processing and sales.
Osseth's point of view: the chain store model provides consumers with a good shopping experience and strong control over the terminal, but the operating cost is high. Because this model can create a warm and comfortable store atmosphere, meet customers' needs in product quality and experience to the greatest extent, and has the functions of leisure and social interaction, it is easy to form brand influence and is favored by high-end consumers.
"Central Factory+E-commerce+Cold Chain Logistics" Mode
After the promotion of the new retail concept, baking enterprises gradually developed an emerging model of "central factory+e-commerce+cold chain logistics" combining online and offline.
Osseth's point of view: Its main advantage is that this model has no physical stores, lighter assets, massive advertising and celebrity endorsements in marketing, and attracts consumers and new users with low prices and promotion strategies. However, the biggest disadvantage of this model is that its service is difficult to keep up with consumer demand, and the experience is worse than that of the store model.
Ousaisi brand observation
Six development trends of baking market
1. Branding and upscale trend: the brand concentration in the baking market will be higher and higher.
The market competition of baked goods will be increasingly fierce, consumption will tend to be famous brands and high-quality middle and high-grade products, and the capacity of middle and high-grade products in the market will continue to grow. Consumers' awareness of brand consumption is becoming more and more mature, and the brand concentration in the baking market will become higher and higher.
2. Safety trend: establish a reliable food safety protective wall.
2 1 century, the harmonious, healthy and orderly market environment made the baking industry enter the golden development stage. Food safety, nutrition and health have always been the focus of baking enterprises in the new century, and will exist as a development trend for a long time.
In recent years, due to frequent food safety incidents, the government and the public have paid more and more attention to food safety. Therefore, baking enterprises need to carry out food safety throughout production management, actively complete national certification and establish a reliable food safety protection wall.
3. Health and functional trends: Low-energy healthy baked goods are the general trend.
With the further development of the national public nutrition plan, some healthy functional raw materials will have an important impact on the product structure.
Functional baked goods will have great development prospects in the future. Enterprises should add nutrition and health elements to their products, promote the upgrading of baked goods structure, and make various preparations for the upcoming development of baked goods industry.
Baked food is changing the status quo of high sugar, high fat and high calorie, and developing in the direction of light and balanced nutrition. For example, low-fat, fat substitutes, low-sugar and sugar-free sweeteners partially replace sucrose, which is a topic facing baking enterprises. Low-energy healthy baked goods are the general trend.
4. Fashion and diversification trend: it is an unchangeable rule to develop innovative products to meet the needs of consumers.
The baking market is a guiding market, and the market needs innovative products to meet the needs of consumers. In recent years, consumers' pursuit of "fashion", "quality", "identity" and "health" is increasingly strong, and the innovation of baked goods is diversified, which is combined with candy, ice cream and other products to form a series of brand-new products. It is an unchangeable law to develop innovative products to meet the needs of consumers.
5. Cultural individualization trend: create a brand image with distinctive personality and profound cultural heritage.
In addition to pursuing health and food, consumers are increasingly pursuing "quality" and "identity". Therefore, how to stand out in the homogeneous product environment, how to break through the tight encirclement in the fierce market competition, and how to create a brand image with distinctive personality and profound cultural heritage are important issues facing enterprises.
6. The baking industry in China is also upgrading its consumption, which is reflected in the upgrading of products themselves and "product+".
With the emergence of new formats such as "baking+tea" and "baking+coffee", consumers' demand for baking is changing, from the original single demand to the social and fashionable compound demand. The boundaries between coffee shops, baking shops and tea shops are increasingly blurred. Bakeries provide tea and coffee, tea shops provide baked goods, and coffee shops provide baked goods, which are gradually accepted by consumers.