On November 1-2, the "2021 9th China Bakery Industry Development Summit Forum" hosted by China Baked Food Sugar Products Industry Association and Beijing Bekerui Convention and Exhibition Service Co., Ltd. was held at sofitel Shanghai Hongqiao Xinhualian Hotel.
The comprehensive upgrading of this forum will focus on industry hotspots such as industry integration and symbiosis, intergenerational inheritance of industry enterprises, investment and financing, chain and franchise, new national tide annual gifts, IP empowerment, skilled talents, e-commerce, new retail and other industry hotspots in a richer and more multi-dimensional form and a deeper and broader vision, innovating and concentrating, empowering the future, and finding a new power source for China's baking industry.
Zhang Yi, CEO and chief analyst of Ai Media Consulting, was invited to attend the forum and released the "2021 Chinese Pastry New National Trend Development Report" on the spot. The report uses the data mining results of Ai Media's big data decision-making and intelligent analysis system to gain insight into the development trend of China's pastry industry, and makes a detailed analysis and interpretation around the industrial chain, consumer behavior, and development of the national tide baking brand in the baked food industry, and jointly looks forward to the future development trend of the baked food market.
China Baking Industry Development Summit Forum site map
The scale of the baked goods market continues to expand, and it will break through 300 billion yuan in 2023
Baked goods are made of flour, yeast, salt, sugar as the main ingredient, grease, dairy products, etc., baked through a series of technological means. With the changes in the dietary structure of Chinese residents, the per capita consumption level has shown an upward trend, and baked goods such as cakes and bread have become more and more important parts of consumers' diets.
In 2020, the average consumption of baked goods in Chinese was slightly reduced by the epidemic, and the per capita consumption was 7.3 kg. Per capita consumption is less than half that of Japan, a country with the same diet, compared with major countries around the world. Zhang Yi believes that China is in the stage of consumption upgrading, the per capita consumption level is on the rise, and the per capita consumption of China's baked food industry is expected to continue to rise.
At the same time, the Chinese government has introduced policies to promote the construction of the baking industry, and cold chain baking technology integrates the advantages of ready-made products, solves the pain points of baking shop operations, and also drives the development of the baking market. In this context, the bakery industry continues to expand. According to data from iimedia Research, the size of China's baked food market is estimated to reach 260.08 billion yuan in 2021, an increase of 19.9% year-on-year. With the gradual recovery of the epidemic, the baked food market will maintain a growth rate of about 10%, and the scale of China's baked food market will reach 306.99 billion yuan in 2023.
The upstream of the baked food industry chain is raw materials, the midstream is production and processing, and there are three main business models, central factory + wholesale, central factory + chain store, and bread workshop. The downstream sales channels of the industrial chain are supermarkets, bakeries, convenience stores, e-commerce platforms, etc. In view of the comparison of offline baking sales channels, the number of bakery stores in China reached 479,000 in 2019, and the growth of the number of stores tended to be stable, much higher than the number of stores in other channels.
From the perspective of the Chinese confectionery industry map, the upstream is the supply, including wheat flour, rice flour baking oil, sugar and other basic raw materials supply; the middle stream is production, including the production of bags, dumplings, cakes, dumplings, dumplings, rolls, cakes, crisps, etc.; the downstream is mainly channels, including e-commerce platforms, chain bakeries, fresh distribution, supermarkets, etc.
Atlas of the Chinese pastry industry
More than 80% of consumers consume baked goods every week, and taste and price are the main considerations
With the improvement of national purchasing power, consumers' baking consumption showed a steady growth trend.
According to Ai Media Consulting data, more than 70% of baked food consumers are aged 22-40 years old, and six have become female users. At the same time, more than 80% of consumers consume baked goods every week, of which 43.3% consume more than 3 times a week, while 12.8% of consumers buy baked goods every day.
Consumer portraits of Chinese baked videos
Zhang Yi believes that it can be seen from the data that young and middle-aged people are the main consumer groups of baked goods, and customers have formed the habit of buying baked goods every week. However, compared with other countries and regions, China's per capita baked food consumption is still low, which is an important possibility for the continuous expansion of China's baking market.
In terms of considering the purchase of baked goods, taste and price are the main considerations, accounting for more than 60%. At the same time, nutrition (54.1%), appearance (44.4%), packaging (35.7%) and brand (28.1%) are also one of the factors that consumers will consider when buying.
The main considerations for buying baked goods
In terms of brand sensitivity, 90.2% of consumers are more inclined to buy branded baked goods, and only 13.9% of consumers are more loyal to the brand and only buy one brand. This also means that most consumers are more inclined to buy brand products, and chain brands have the opportunity to strengthen consumer awareness of brands.
It should be noted that the top three pain points that consumers in the baked goods industry are worried about are safety and hygiene, product quality, and food additives. Zhang Yi pointed out that consumers have the first major concern about food safety, followed by the impact of food on their own health, and now some brands on the market are ready to sell and use high-quality materials to dispel consumers' concerns about food safety and health issues.
The awareness of the national tide of Chinese brands is rising, and the national tide wind is blowing to the baking industry
Guochao economy is a combination of traditional Chinese culture and modern trend elements, diversified media channels and marketing means, the establishment of brand IP, with the brand as the carrier applied to various categories of goods. Through the development of the national tide, it can help the traditional national brand to achieve brand rebranding, while providing development opportunities for domestic merchants and helping the development of the internal circulation of the economy.
In recent years, China's consumption upgrading and consumption diversification have promoted The construction of Chinese brands. At the same time, China's sense of national identity continues to heat up to help the development of domestic brands. The rise of national tide awareness is also reflected in Chinese pastry brands, such as the high acceptance of the joint mooncakes of the national tide IP by the Chinese Z generation group. For another example, China's national tide of Chinese pastry brands ranked high, and in the popular list of noodles and pastry in Guangzhou and Changsha, the Chinese dim sum brand Hutou Bureau ranked first and second.
Analysis of the development trend of the baking industry
Zhang Yi said that the national tide is blowing to various fields, and the baking industry is no exception. Among them, in terms of product innovation design, the packaging is closely related to the national tide style design. At the same time, the shop decoration focuses on the retro national trend, and the store logo, product advertising copywriting, store signs, etc., store colors, etc. are integrated into the national style cultural design, changing the impression of the customer's national style. At the marketing level, it is also closely related to the national tide style design. The network marketing advertising copywriting and poster style integrate elements such as fashion color and national style culture, giving customers the impression of baking and national style.
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