In recent years, driven by both consumption power and willingness to spend, baked goods have become an important part of the daily life of more and more consumers. Based on the huge consumer base and high purchase frequency, China's bakery food market has experienced leapfrog growth, and the market size continues to expand. According to iiMedia Consulting data, the scale of China's baked goods market will reach 285.3 billion yuan in 2022, a year-on-year increase of 9.7%, and the market size is expected to reach 351.8 billion yuan in 2025, showing a rapid growth trend in the industry.
Thanks to the huge market space, the baked goods market has attracted many brands to increase their layout, and the competition in the industry has become more and more fierce. In such a market environment, Panpan Food has successfully stood out from many bakery brands with its excellent product innovation, brand building and channel expansion capabilities. Recently, Panpan Food announced that the sales of its strategic new product Panpan Roll Toast exceeded 10 million, which is also the fastest medium insurance product of Panpan Group to exceed 10 million sales.
Two months after its official launch, Panpan Roll Toast, an upstart in the baking field, quickly showed its extraordinary strength and potential. What kind of underlying logic is hidden behind the strong breakthrough of Panpan Roll Heart Toast? Can it create a baking myth of "Panpan Bread"? This series of issues has attracted the attention of the industry.
The first battle of the strategic new coiled heart toast was successful
Panpan Food recreates the myth of "small bread".
If you want to choose a keyword to accurately describe the current consumption trend of baked goods, "healthy" is undoubtedly the most appropriate choice. With the increasing health consciousness of consumers, more and more consumers are actively looking for products that are rich in nutrients and have health benefits.
Panpan Food has a keen insight into consumers' urgent needs for nutritious and healthy food, and at the end of last year, it strategically upgraded to a "national bakery brand", anchoring the short- and medium-term insurance, and is committed to providing consumers with fresher, nutritious and healthy baked goods. At the strategic upgrade press conference, Panpan Food launched the strategic new product of Panpan Roll Toast.
Characterised by its rich filling and nutritious taste, Panpan Roll Toast is carefully selected with low-sweet trehalose and ensures that the product is free of trans fatty acids, which perfectly meets the expectations of today's consumers for nutritious and healthy baked goods.
In order to ensure the quality of the product, Panpan Roll Toast selects high-quality ingredients from all over the world, and adopts a unique "roll" process in the production process to make the bread present a clear and exquisite texture, with an excellent taste of toughness on the outside and softness on the inside. In order to meet the diverse choices of consumers, Panpan Roll Toast has launched four flavors, including fresh matcha, sweet and sour hawthorn, delicious salted egg yolk, and raw coconut latte that combines coffee and coconut milk flavors.
With its excellent health value, rich nutrients and excellent taste, Panpan Roll Heart Toast has broken the circle as soon as it was launched, won the favor of a group of young consumers, and attracted the love and respect of several Olympic champions, which is the favor of Zhang Yufei's mouth "I choose roll heart toast for breakfast", and it is also the praise of Ge Manqi "will take roll heart toast abroad for foreign friends to taste", and also successfully won the 2024 International Taste Award known as the "Oscar of the food industry".
From the point of view of sales terminals, the performance of Panpan Roll Toast market is particularly outstanding, and the sales volume of Panpan Roll Toast has successfully exceeded 10 million in only 2 months after its official launch. Various data prove that Panpan toast has become a new favorite of consumers' breakfast. Next, Panpan will continue to upgrade and iterate around the "Roll Heart Toast", and at the same time will launch new "Roll Heart Series" products, and strive to recreate the myth of "small bread".
28 years of focus on the packaging baking track
"Champion quality" to build a brand "moat"
Behind the strong breakthrough of Panpan Roll Heart Toast, it is inseparable from the hard core power of Panpan Food. Since its establishment in 1996, after 28 years of deep cultivation, Panpan Food has already become a leading brand in the baking industry, and its products are not only favored in the domestic market, but also exported to more than 50 countries and regions around the world, such as Japan, the United States, and Canada, sharing health food with the world.
At the same time, Panpan Food has always been a long-term supporter of China's sports industry and an advocate of a healthy lifestyle, and has successively provided nutrition and energy supply guarantee for three major conferences such as the Shanghai Cooperation Organization Qingdao Summit and the Boao Forum for Asia, as well as large-scale sports events such as the Beijing Winter Olympics and Winter Paralympics, Hangzhou Asian Games, Chengdu Universiade, and the World Cup Chinese women's national football team, which has been unanimously affirmed and highly praised by the organizing committees of major events and conferences.
Over the past 28 years, Panpan Food has always attached importance to the optimization and upgrading of the product itself, and has upgraded the whole chain from supply, production, warehousing, logistics, to operation, etc., and has 17 large-scale modern production bases across the country. It has also made remarkable achievements in product research and development, technological innovation and digital transformation, providing a strong guarantee for the excellent quality and innovation of its products.
Panpan Food also actively embraces modern management methods, upgrades the professional production and sales system, introduces digital means, and realizes "intensive cultivation" of all aspects of operation by tracking the whole process of production and sales, analyzing products, channels, dynamic sales actions, and managing inventory, so as to enhance comprehensive competitiveness.
At the same time, we will adhere to the strategy of diversified channel development, and promote the healthy development of online channels, offline traditional circulation channels and modern channels through online and offline efforts. Online, we continue to cultivate mainstream e-commerce platforms, establish a rich product matrix, and successfully create a variety of hot-selling products. Offline, intensively cultivate the terminals of 100,000 cities and 10,000 stores, upgrade the 1 million+ terminals across the country, optimize the display of channel terminals, enhance the brand image of terminals, and implement correct and appropriate product policies and promotion resources. As a result, Panpan Roll Heart Toast successfully achieved regional task focus and sales concentrated blasting. Many dealers said that they were very optimistic about Panpan's baking product.
Offline dealers purchase rolls of toast in large quantities
With "champion quality" products, a strong supply chain system and abundant modern channels, Panpan Food has built a solid brand "moat", further consolidating its benchmark position in China's food baking field, and continuing to lead the innovation and development of the industry.
Multi-dimensional marketing channel layout
"National Hope" continues to evolve
The reason why Panpan Food has been able to emerge among many bakery food brands is due to Panpan Food's firm pursuit of "product quality" over the years, and it is inseparable from the continuous evolution of brand power and the continuous seizure of users' minds.
In order to better reach the core consumer group, Panpan Food closely follows the interests and needs of young consumer groups. On the one hand, through new media platforms such as Douyin and Xiaohongshu, the product was planted, and the consumer mind was firmly locked, and it was successfully built into an Internet celebrity product integrating deliciousness and warmth, realizing traffic monetization.
On the other hand, try to create activities that are close to the new generation. Taking the Spring Festival of 2024 as an example, Panpan Food and Sinopec Yijie launched the "Easy to Get Up and Look Home" public welfare activity, distributing heart-warming cheering packs, which received 200 million+ likes, so that new products can be quickly exposed and come out of the circle.
Image source: Panpan Food's official Weibo
Panpan Food is also continuously increasing brand investment, and through high-frequency brand exposure such as elevator advertisements and urban bus advertisements, it has broken the circle to reach more target consumer groups.
Roll toast KV covers more than 40 core city bus lines across the country
Roll toast TVC dominates the screen elevator advertising 29 cities
Next, Panpan Food will also serve as the official sponsor of the Chinese sports delegation, and bring Zhang Yufei, Ge Manqi, Wang Siyu and other champion spokespersons to participate in the Paris Olympics to show the world the strength and responsibility of Chinese enterprises. Based on this, the identity of Panpan Food's national baking brand will also be deeply rooted in the hearts of the people, and the brand influence will continue to strengthen.
epilogue
With the continuous progress and changes of the times, the baked goods industry has brought unprecedented opportunities and challenges to many brands. Only by keenly capturing the deep needs of consumers, keeping up with the pulse of the development of the times, and having the courage to break through the traditional category barriers, can brands win a place in the fierce market competition and lead the development trend of the times.
As a major national baking brand, Panpan Food, on the one hand, through product research and development and upgrading, meets the needs of consumers with better products, and has more and more consumers. On the other hand, with more modern means of communication, the brand has always maintained its popularity, successfully narrowed the distance with consumer groups, and seized the minds of consumers.
Through the success of Panpan Food, we can foresee that Panpan Roll Heart Toast is expected to achieve the future of "one super and many strong, one tyrant and many super" in its new growth curve.