On September 2, the Mo Mo Dim Sum Bureau, which was established in June last year, announced the completion of a new round of financing of hundreds of millions of yuan, which was exclusively invested by Meituan Dragon Ball. This means that the young bakery brand, since its establishment 15 months ago, has received 5 financings.
For the restaurant industry, such a frequency of financing is undoubtedly rare; but for the baking field, this financing is only one of nearly 20 financing cases in the past year, and it is not much different.
Of course, if you have to interpret something from the financing of the Mo mo dim sum bureau, then you can at least say two points: one is that the brand itself is more popular with capital at the moment, and the other is that the development of the baking industry is in full swing. As for how "strong" the wind in the baking industry is, let's start with a list.
<h1 class="pgc-h-arrow-right" data-track="7" >1 "Top 10 Most Popular Baking Brands List" was released</h1>
A few days ago, NCBD (Food Treasure Book) released the "2021 China Catering Golden Food Award Top Ten Most Popular" series list. A total of 36 lists are included, and nearly 300 brands are on the list. The list is ranked by the welcome index, which is based on a comprehensive score of 100 points based on consumer satisfaction, media influence, network sentiment, brand bad rating rate, corporate strength and industry experts.
Among them, those on the "Top Ten Most Popular Baking Brands List" are: Hollywood, Master Bao, Panda Does Not Go Cake, Yuanzu Food, Happiness Cake, Qian Ji, Wei Duomei, Luxi River Peach Crisp, Paris Beitian, West Tree Puff.
It is not difficult to find that several baking brands that have become the darlings of capital this year do not appear on the list. This is actually easy to understand: these "darlings" are basically still in the early stage of development, and although the fame is relatively large, it is natural to be unable to compete with the "predecessors" in terms of popularity in the whole industry.
Compared with last year, the top six of this year's list have not changed, and the top three are still Hollywood, Master Bao and Panda do not take the cake. Among them, Hollywood's top position on the list will seem difficult to shake for a while and a half: in terms of the number of stores, it has 991 stores (September 2, 2021 narrow door dining eye data), second only to Milanese cakes with 1406 stores in the industry, more than any other brand on the list; in terms of satisfaction and bad ratings, its performance is also among the best.
Followed by Master Bao and Panda do not go to the cake, this year has also developed steadily and achieved good results. Not long ago, Master Bao even reported news that the valuation of 10 billion yuan set a new record.
The panda, which has been established for more than three years, has been stationed in 24 cities such as Beijing, Guangzhou, Shenzhen, Hangzhou and Chengdu, with more than 20 million users and an annual revenue of more than 800 million. It is reported that in the future, pandas will not go with birthday scene services as the fulcrum, gradually extending scenes such as parent-child parks and party celebrations to create "the first brand of party services in China".
The bottom four of this year's list have two new faces, "Luxi River Peach Crisp" and "Paris Be sweet", "85 degrees C" and "Christine" did not make the list.
<h1 class="pgc-h-arrow-right" data-track="59" >2 Businesses have risen and fallen, but the industry continues to improve</h1>
Christine is the "first stock of baking", and this year even the top ten baking brands can not be squeezed in, a key reason is that it has been losing 8 consecutive years, and the latest financial report shows that in the first half of 2021, Christine continued to lose 68 million yuan.
Of course, Christine wasn't the worst. On August 26, Donghaitang, a well-known bakery brand with a history of 26 years in Guangzhou, announced on the WeChat public account that it was "officially closed". The announcement shows that due to the impact of the epidemic, some suppliers could not settle the payment in time, resulting in the company's account being frozen by the court, so that the company now has no funds for normal wage payment and rent payment, etc., can not continue production, and officially closed down.
Similar to Donghaitang, on June 15 this year, Yizhiduo, a 22-year-old bakery brand in Shanghai, began to stop production, and many stores were suspended. On July 7, Hangzhou Baking Brand Buoyancy Forest issued a notice saying that due to the adjustment of business strategy, the factory will close the store for a period of 3 months from July 8, while in July 2020, buoyancy Forest has closed the factory for more than 2 months due to the impact of the epidemic and fake recharge cards.
Such a bleak and depressed scene seems to be difficult to associate with baking, after all, the industry has had nearly 20 financings in a year, which can be called hot.
However, no matter how strong the contrast between the two is, this is the truth, as it is called: the company rises and falls, but the industry continues to improve.
According to NCBD's "2021 China Bakery Industry Development Research Report", the size of China's baking market in 2020 is close to 500 billion yuan, and it is expected to exceed 670 billion yuan in 2025.
NCBD's "June 2021 China Catering Monitoring Report" shows that in June this year, in addition to the first-tier cities, the number of bakery stores in some key cities of the new first-tier, second-tier and third-tier and fourth-tier cities achieved a slight increase from the previous month. The reason why the first-tier cities will fall is mainly due to the counterattack of the epidemic in Guangzhou in June, and it should be known that the number of baking stores in Guangzhou ranks first in the country.
<h1 class="pgc-h-arrow-right" data-track="60" >3 conclusion</h1>
The baking industry has always had a significant feature, that is, the brand is regionally strong. For example, DonghaiTang in Guangzhou has existed for 26 years and was established only one year later than Haidilao, but outside Guangdong, there is little popularity. Another example is Sichuan Aidale, founded in 1996, directly operated stores nearly 300, to have history, to have a volume, but outside Sichuan is also little known.
As for emerging brands, the same situation exists. For example, the Mo Mo Dim Sum Bureau, 5 rounds of financing a year, unlimited scenery, but now 28 have opened, 10 stores to be opened, all in Changsha. According to reports, The Mo Mo Dim Sum Bureau will also adopt a strategy of focusing on Changsha this year, planning to open 50 stores this year and 100 stores in Changsha in the future.
Of course, regional strength is not a problem. Food treasure book analysts believe that for the baking industry, what can really be called "problem" or even "challenge" is two aspects: food safety and industry technology level.
With the improvement of the entry threshold of the baking industry, some enterprises that have no advantages in product quality and do not have obvious characteristics will face greater pressure. Powerful enterprises pay more attention to consumer habits and preferences, pay more attention to brand building, narrow the distance with consumers, and obtain consumer recognition.