Dingdong buy vegetables launched the "Baoluo Workshop", how to bake its own brand to break the situation

Recently, Dingdong Grocery has launched its own baking brand called "Baoluo Workshop", and has initially launched more than a dozen self-developed baking products, including Hokkaido milk toast, rose maple toast, whole wheat toast, Basque cake, Italian flavored tiramisu, butter kosong, butterfly puff pastry and so on.

One of the basic logics of The Baoluo Workshop's development of goods is to use high-quality raw materials to minimize sugar and fat loss, to be delicious, but also to restore the natural taste and flavor. For example, for basic commodities such as toast and small cakes, Paulo Workshop will often use high-quality animal butter/cream, fresh milk, imported milk powder, fresh cheese and other raw materials, and its hot-selling Hokkaido milk toast is based on the ordinary formula, upgrading the milk and imported animal butter from Asahi Viper's self-operated farms, plus secondary fermentation technology, avoiding high-sugar fake sweetness, flavor, and also achieving a rich milky taste and flexible and dense form.

It is understood that most of the team members of Paulo Workshop have been working in the baking industry for many years and have rich experience in product research and development. As the first fully self-developed online baking brand in the field of instant retail, Baoluo Workshop has also "inherited" the supply chain resources of Dingdong Grocery Shopping, which can gain insight into data for the needs of different seasonal nodes and core target users, and achieve high-frequency updates and flexible replacement. In addition to optimizing the basic baking category, Paulo Workshop will also develop differentiated products based on innovative raw materials for the characteristics of different user groups.

In the face of the upcoming Chinese New Year festival, Bao luo workshop will also launch a series of Spring Festival baking products at the end of January, including a New Year cake suitable for Chinese New Year's Eve meals and family dinner scenes, as well as a "bite" cake with large fruits that means full of blessings and good expectations, so that users can also use fresh and sweet baking products to adjust the taste after enjoying a sumptuous Chinese New Year's Eve meal.

Public data show that the market size of the baking industry in 2020 is close to 250 billion yuan, and the scale and growth rate in the next few years are very impressive, so it has also become one of the key development tracks of Dingdong shopping.

At present, the Paulo Workshop series has been successful in testing the waters in the East China market, and the sales volume (share) growth rate is strong, and it has doubled 10 times in about a month after going online, of which the sales growth rate of Hokkaido milk toast has reached 300%, and the praise rate is as high as 99.9%. Paulo Workshop also revealed that as the distribution of SKUs gradually stabilizes, these bakery products will soon be rolled out in the national market.