Pleasing young women is a tacit understanding between Internet celebrity bakeries.
And they know very well that in order to capture a woman's heart, you must first catch a woman's eyes.
The smash hit Angsi cake has opened a 6,000-square-meter store in the most expensive business district in Shenzhen, which is very popular.
Hollyland's pink-themed store in Nanjing pokes at the girl's heart.
There are also various "dim sum bureaus" that are flooded, and the aesthetics from the inside to the outside are focusing on the revival of the national trend.
In addition, there are Internet celebrity items such as mochi, half-cooked cheese, meat floss scallops, tiger skin rolls, etc., which can easily arouse the impulse of young women to try and check in.
However, there is not only one routine to please girls.
In the past few years, there has been a bakery - Papa Candy - which can be described as a backbone.
The appearance of the store is mediocre, only the level of ordinary roadside stores.
What's even more dissuasive is that there are no dazzling Internet celebrity dim sum in the store, and it mainly sells a product that doesn't sound very delicious: toast.
The status of toast in Western food is equivalent to steamed buns or steamed buns in Chinese food, and it is a proper civilian food.
But its toast is often more than 30 yuan.
Who would have thought that Daddy Candy, which seems to be unpopular with women, has now opened more than 500 stores across the country, with an annual revenue of more than 600 million yuan, and has beaten many Internet celebrity stores.
How can a toast seller rob a woman from an Internet celebrity store?
8 years to get the girls all over the country, all by the opposite
The name Papa Candy, whether in Chinese or English, is very misleading.
There is an original female sex brand in China, called "Adult Candy", and there is a saying "Sugar Daddy" abroad, which is not a serious word.
Of course, according to the explanation of founder Cao Guoliang, the meaning of daddy candy is not complicated.
One is that he is also a father, and the other is that in his opinion, sugar = beauty.
Not only is the name a little arbitrary, but in the process of starting a business, Cao Guoliang is also very capricious.
The first is to focus on the baking industry.
According to Meituan's 2019 report, the average survival time of bakeries nationwide is 32 months, and 57.7% of bakeries will close down within two years.
Even if you enter the baking industry, you will still be the least sexy business.
Peers are racking their brains to make fancy dim sum, and Papa Candy is making toast with ordinary appearance and a single taste.
The model of making toast by peers is either "central factory + finished product" or "central factory + semi-finished product", which has high efficiency, low cost and long shelf life, which is more in line with the consumption level of most Chinese.
In contrast, Papa Candy is a "front store and back factory", and the efficiency is beaten.
The result is not only slow production, but also high costs.
For example, labor costs. A Papa Candy store needs at least 6 senior bakers to meet the supply demand, plus service staff, and the manpower of a store is at least 10 people.
With all the factors that make it to die, how did it survive?
Daddy Candy used two tricks to set up a character in the hearts of girls, and even later spread all over the country, thanks to these two tricks.
First, set up a high-end character design, and make the toast production process completely transparent.
From the perspective of bakery classification, products can be divided into long-term warranty, medium warranty, and short-term warranty. Most of the toast is a long-term and medium-term product.
But Daddy Candy is a combination of "short-term + fresh".
In order to be perceived, the store has a bright kitchen and a bright stove, so that people can see the whole process of making toast: dough, oil, puff pastry, and baking. At the same time, it is advertised that each toast needs to be manually beaten by the baker 300 times and folded 60 times......
The store also has a countdown to the time when the toast is baked to imply freshness.
The packaging is also printed with a variety of promises of zero additives and freshness.
All of this is to convince people that this is a healthy toast and that it is reasonably expensive.
What's more, Papa Candy has set up a breakfast personality for toast in China.
Previously, toast was difficult to get into the hall of elegance, and many Chinese ate it just for emergencies, after all, the taste and nutrition were too ordinary.
So Dad Sugar went to great lengths to have something to do with the Chinese's breakfast.
In addition to repeatedly emphasizing the quality of products and striving to reach the level of breakfast, Papa Candy also has a national breakfast plan in publicity, which was later called "88 Breakfast Festival", in short, three sentences are inseparable from breakfast.
Other places are also clearly telling users that they can eat toast for breakfast.
The fried dough and soy milk on the table at home were silently replaced with toast milk.
The most boring bakery,
is actually longer than his Internet celebrity peers
The baking business is difficult because it is faced with the most discerning people.
One is the middle class. Cao Guoliang said that Papa Candy only serves 20% of the population, urban white-collar workers and exquisite families.
One is a delicate woman. According to the data report of Meituan New Catering Research Institute, 85.26% of bakery consumers are women, and nearly 50% of them are between the ages of "18-26".
Even the popular Internet celebrity bakery can't stop these people from empathizing and not falling in love.
Lady M, once known as the "Hermes of the cake", once set a six-hour queue record, scalpers prices approached 1,000 yuan, and closed all stores in Chinese mainland two years ago.
The Tiger Head Bureau, which relied on Guochao dim sum to explode across the country, has now been filed for bankruptcy liquidation.
Why can a mediocre toast shop make more and more money?
1. To make toast, you should also be able to talk about parameters
Internet celebrity stores have a weakness, that is, they die on homogenization, especially the homogenization of products.
It stands to reason that daddy candy is more likely to be homogenized by opponents - a toast, how difficult can it be?
If you don't want to be dragged down by homogenization, you must break the differentiation.
Sticking to the hand-made freshly made on the day, using the finest flour and butter and other ingredients, all toast is sold only for one day, using a special process...... Papa Candy has repeatedly emphasized these differentiated selling points both online and offline.
But that's not the point.
The most perceptible value anchor of toast is softness and taste.
Generally speaking, after two or three days of buying bread, it will lose moisture and taste dry and hard.
Papa Candy made a breakthrough to make the toast still soft on the 3rd day.
In order to explain to users the Beef X of Papa Sugar Toast, they also popularized a key concept that affects softness: moisture content. According to him, with the unique ratio of raw materials and production methods, the moisture content of Papa's sugar toast can reach 80%, while the machine can produce up to 60%.
From the digital circle to the bakery, the routine of talking about parameters and PK has been tried and tested.
2. The more you can pick the door, the more you will make money
There is also a hard flaw in the online celebrity store, the ability to burn money is far greater than the ability to make money.
For example, the luxury store opened by Angsi Cake in Shenzhen costs 2.6 million yuan per month for rent, and claims to have invested 100 million yuan in decoration. also invited Yi Yang Qianxi, Chen Xuedong, Deng Ziqi, Fan Chengcheng and other stars to the platform.
Compared with spending money to become an Internet celebrity, the way of living that can save is more suitable for start-ups.
Papa Candy only does dry toast, and there are only about 30 SKUs, which is only 1/3 of that of traditional bakeries.
This means that the raw materials of Papa Candy are more focused and can be purchased centrally, which can reduce procurement, logistics and transportation costs.
Also in order to save money, Papa Candy produces frozen dough and other products at night. At 6 or 7 o'clock in the evening, I went to work to start batching, and around 12 o'clock I baked, cut and packaged.
One of the main reasons for this is that electricity bills are lower at night.
But to reach a higher level of picking, it is not enough to be able to do all kinds of streamlining.
Efficiency is the core killer feature.
For example, Papa Sugar's flour mill and sugar box factory are next to each other, and the flour can be fed directly into the sugar box factory, cutting transportation and packaging costs, and it is said that it can save 6% of the cost of bread production.
Anyone can spend money, but in the food industry, you must first learn how to make hard-earned money.
Why did a "foreign bun" escape?
There is no traffic retention and lack of repurchase, which is the fatal wound of the Internet celebrity store.
If you don't adapt to the water and soil, it is the fate of foreign food.
With these two layers of debuffs, few of the Internet celebrity stores that specialize in selling certain Western foods like Papa Candy will end well.
Dunkin' Donuts, which sells doughnuts, closed its last store in China last September.
In June last year, Niujiao Village, which is famous for its croissants, was revealed to have filed for bankruptcy.
Since 2023, "Yuefeng Tang", which specializes in croissants, has closed stores in many cities, and the number of stores is only about half of its peak.
Papa Candy escaped for the time being, but it was actually thanks to some caution.
Don't make more bells and whistles, but make monotonous toast, this is because in most people's hearts, cakes, dim sum and other products can only be used as snacks, but toast is different, it is a staple food in Western food, equivalent to Chinese steamed buns or buns.
Snacks VS staple foods, which is more likely to become a high-frequency rigid demand and guaranteed repurchase products, at a glance.
But the premise is that you must be able to hold the stomach of the Chinese.
The secret of Papa Candy's leap lies in a careful machine that has been used up but is difficult to do well: localization.
Many people have said on the Internet that the taste of Papa's sugar toast is not the same as traditional Western toast.
Cao Guoliang explained: This is because they combine the Chinese craft of making steamed buns and flower rolls, and the result is a more solid toast that is more in line with the taste of the Chinese.
In terms of taste, Papa Candy has more tricks to localize.
On the one hand, it is new every month, and the original dry toast is made into various patterns.
Such as chocolate, durian, caramel almonds, matcha red beans, flax seeds, whole wheat toast, and so on.
On the other hand, it is a hybrid innovation with Chinese cuisine.
Papa candy in different places has launched different special toasts. In Beijing, there is old Beijing sesame sauce toast, in Xuyi, there is crayfish toast, in addition to wormwood toast, osmanthus toast, rattan pepper chicken toast......
How it tastes remains to be tested, but at least it's full of highlights.
In addition to the toast products are changing, Papa Candy's stores are also constantly changing.
When he first started his business, Cao Guoliang deliberately spent 1 million yuan to open a store in each of three different business districts, namely commercial streets, shopping malls and communities. The end result was that the Daddy Candy store in the mall performed the best.
So for a long time, Papa Candy's location strategy was "preferred shopping mall".
But then it became a "preferred community", and now 60% of them are community stores.
The reason is simple, in recent years, the community business district has developed very maturely, and consumers are more and more accustomed to spending around the community. There are many brands that rely on community stores to grow quickly, such as Guoquan Shihui, Yuan Ji Yun Dumplings, Aunt Qian, and Snacks are very busy.
Localization is not only about what textures and tastes users like, but also where users like to stay now.
In a down-to-earth business, everything should revolve around the user.
The closer you are to the user, the farther away from the closure.
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