China Bakery Exhibition

With the singing of "Happy birthday to you", the baked flag is rising in the east. In 2024, Shanghai Bakery Exhibition will usher in its 26th year. The number of exhibitors reached 2200, with an exhibition area of 320000 square meters (official data), creating a new high in history. Lei Yishou will sum up four major development directions from the perspective of marketing management (product, price, channel, promotion) as follows: 1. Product volume refinement; 2. Green raw materials; 3. Product R&D prefabrication; 4. Packaging role IP labeling. I think the above four are the next four major development trends of the baking industry. First of all, we need to clarify why consumers consume baking products? Three meals, four seasons? Or eat to relieve hunger? Or something else? I don't think these two points are the essence of consumption, because the crowd structure has determined the functional value of baking. Whether it is Western style or Chinese style, the main consumers are young people, mainly young women, and young women are fleeing from three meals and four seasons. Especially women aged 18-27 are taking the initiative to separate themselves from three meals a day in order to lose weight and keep fit. In addition to young women who are the main consumers of baking products, children are next. Then, more and more people join in the diet habit of breaking away from three meals and four seasons. Which category can be replaced? I think it is dessert. High quality desserts, what are high quality desserts: sweet desserts without sugar are high quality desserts. This is the conflict definition mentioned above by Ye Maozhong, a master of planning for the greening of raw materials: where there is conflict, there is market. When people like to eat sweet, but they are afraid of sugar, if you can make it: sweet, but no sugar. You can win the market and customers. This requires healthy and green raw materials. However, it is impossible to realize the ability of cake shops and dessert shops across the country: sweet and sugar free. What should I do? It is necessary to develop a prefabricated baking mode to solve this problem. 3) Product R&D prefabrication The main venue of this Shanghai exhibition is basically the main venue of the national supply chain merchants. The reason for this industry development pattern is very simple. Generally, new bakeries in the baking industry have no R&D capability and can only be completed through large supply chain service providers. Therefore, R&D prefabrication is an inevitable industry pattern. 4) Packaging role IP labeling. How to deal with the problem of baking brand stores across the country is to develop a premium to the downstream. It is the deep link with the emotional value and ritual value of consumers. Because the main consumers are getting away from the three meals and four seasons, the products of Pingdi are desserts. That is, R&D prefabrication service providers are responsible for production and long-distance distribution, and baking shops are responsible for marketing and sales. How to market? How to sell? This requires a top-down brand strategy, that is, the ability to pay a premium to downstream/customers. When the gap between all products is getting smaller and smaller (unified distribution and service in the supply chain), consumers will buy who is more attractive in the terminal store. At this time, baking terminal stores are required to improve their ability to design IP, packaging and labels. IP、 Packaging and label design is the planning and design of emotional value and ritual value.