In China's pastry culture, there is a kind of existence called "old-fashioned pastries", which were born and gradually developed in the fifties and sixties of the last century, and they carry the memories of a generation.
With the passage of time, many old brands have gradually faded out of the market, but there are still some old brands that are still sticking to it. Can the classic flavors that once accompanied us rekindle their enthusiasm in today's market?
本文目录/ content
1: Nostalgia: Old taste, the bond of new emotions
2: Market Insights: Explore new opportunities in vintage pastry
3: Experiential consumption: Create an immersive offline experience
4: Future Outlook: Trends and Forecasts in the Vintage Pastry Market
1
Nostalgia: The old taste, the bond of new emotions
Old-fashioned pastry is an ancient traditional Chinese pastry that is mainly made with raw materials such as wheat flour, oil, sugar, etc. Although there are many types, the taste of old-fashioned pastries still maintains the original flavor and traditional craftsmanship, and has always been one of the favorite snacks of many people.
For example, the classic osmanthus cake, with its unique osmanthus aroma and soft and glutinous taste, has become a memory in the hearts of many people; There is also a crispy and layered walnut crisp, where you can taste the exquisite traditional craftsmanship and the mellow aroma of walnuts in every bite. These old-fashioned pastries not only satisfy people's pursuit of food, but also carry the love and inheritance of traditional culture.
Image source: Xiaohongshu user Storm Blue's Baiwei Kitchen
According to data, the size of China's pastry market has reached about 500 billion yuan, of which the pastry category alone occupies a market share of more than 100 billion yuan. In recent years, with the continuous improvement of people's living standards and the enhancement of health awareness, people are increasingly pursuing a healthy diet.
At the same time, the old-fashioned pastry industry is also constantly innovating, gradually taking low oil, low fat and low sugar as the main development direction, so that people can enjoy the benefits of healthy eating while tasting traditional delicacies.
Old-fashioned pastries attract many consumers with their unique taste and deliciousness. Old-fashioned pastries have been on the market since the last century. In Beijing's Daoxiang Village, for example, a time-honored pastry shop with a history of 100 years is not only popular in Beijing, but also attracts many tourists from other places. According to the data, Daoxiangcun's sales in 2023 increased by 15% year-on-year, of which the sales of old-fashioned pastries accounted for as much as 60%.
Image source: Xiaohongshu users' small big world
2
Market Insight: Explore new opportunities for vintage pastries
The popularization of the concept of healthy eating has made consumers more and more demanding of pastries. How to meet the health needs of modern people while retaining the traditional flavor is an important issue for whether Chinese pastries can occupy a place in the baking market.
On the one hand, old-fashioned pastries are constantly improved and upgraded by changing the production process and reducing production costs. For example, old-fashioned pastries replace the original lard with vegetable oil; reduction of saccharin and additives; Adjustments to the ingredients, etc., have resulted in a better taste and a longer shelf life for old-fashioned pastries.
On the other hand, consumers are no longer blindly looking for the taste of traditional pastries. For example, for the younger generation of consumers, they prefer fresh, unique flavors. And in this regard, old-fashioned pastries are also changing to meet consumer demand for texture and taste.
There is also a high demand for old-fashioned pastries in traditional Chinese festivals, especially during important festivals such as the Mid-Autumn Festival and the Spring Festival. These pastries not only satisfy the enjoyment of the taste buds, but also carry profound traditional Chinese culture and special memory points.
Image source: Xiaohongshu user Xindi
In order to meet the needs of modern consumers, some long-established pastry shops have begun to incorporate trendy elements to attract the attention of the younger generation. In Shanghai, for example, Shen Dacheng is famous for his delicate pastries such as Qingtuan and Tiaotou Cake. In order to attract young consumers, Shen Dacheng has launched a variety of new flavors and innovative packaging designs on the basis of retaining traditional tastes, combining traditional pastries with modern life scenes, so that young people can feel the charm of traditional culture in their busy lives.
Image source: Xiaohongshu user Shanghai Tudor David
Lao Dingfeng also actively explored ways to communicate with young consumers in Harbin, Heilongjiang Province, launched pastries such as Changbai cake and furnace fruit that integrated the concept of health, and also interacted with young consumers through social media to share the production process of pastries.
Image source: Xiaohongshu user durian-flavored soy sauce
While inheriting the essence of traditional pastries, these stores combine modern elements to create new and interesting products, and revitalize old-fashioned pastries through trendy packaging designs, innovative pastries, and online and offline interactions, attracting the attention and love of more young consumers.
3
Experiential consumption: Create an immersive offline experience
Behind the popularity of old-fashioned pastries in the market is people's adherence to traditional culture. In addition to the old-fashioned pastries sold in some supermarkets, some new Internet celebrity stores have also begun to play the "nostalgic card", focusing on "immersive experience".
There is an Internet celebrity pastry shop in Nanjing - Luxihe. Luxi River is a local brand in Nanjing, and it is now included in the scope of Nanjing's special products. Although it is a new style pastry shop, this shop has a strong traditional cultural heritage.
Image source: Xiaohongshu user Met Mai Design
Here you can see a lot of old-fashioned pastries, handmade dim sum, as well as a variety of classic foods and Chinese dim sum. In addition to traditional pastries, there are also some new snacks and teas that can be purchased, such as pine scallops, flower cakes, etc.
Image source: Xiaohongshu user Nannan is silent
Among them, peach crisp, as the signature product of Luxi River, is the most popular. In addition to the traditional taste, it also combines consumer preferences and market trends to make some taste innovations. Such as salt and pepper, chocolate, coconut milk and other flavors. This shortbread is made in a traditional way, with classic techniques and traditional recipes, mixing, molding, and baking, retaining the original aroma of the ingredients, sweet but not greasy, and with a long aftertaste. Shortbread can also be made into various shapes and colors for customers to choose from, such as pineapple crisp, durian crisp, etc. Consumers can buy and make according to their preferences and needs.
Image source: Xiaohongshu user Strawberry
In addition to satisfying consumers' experiential consumption through offline experience stores, in recent years, many traditional brands have also achieved high sales and good reputation through e-commerce platforms and live streaming. Industry insiders said: "Consumers are more willing to buy products and services with emotional colors when shopping online. With the help of live streaming and other methods, online celebrity products can be sold better and faster. ”
4
Future outlook: trends and forecasts in the vintage pastry market
With the improvement of people's living standards, consumers' consumption concepts are also changing, and they are more willing to pay for good quality and healthy products. After years of development, traditional pastries have formed their own unique consumption scenes and brand culture, and have high brand value.
Guangzhou's Lianxianglou and Chengdu's Wenshu Monastery Court Pastry are market leaders to watch. Through continuous innovation, Lin Heung Lou has launched a variety of pastries that combine traditional and modern, such as red bean crisp and mung bean cake, which are deeply loved by young consumers. According to the data, Lianxianglou's sales in 2023 increased by 18% year-on-year.
Image source: Xiaohongshu user Yan
Chengdu Wenshu Monastery Court Pastry has launched a combination of online ordering and offline experience through cooperation with Internet platforms, expanding its market coverage.
Image source: Xiaohongshu user Xiao Wang really loves to eat
Under the wave of digitalization and globalization, the vintage pastry market is undergoing unprecedented changes. Among them, IP co-branding, as an emerging market strategy, is becoming an accelerator for brand growth, bringing new vitality and opportunities to the old-fashioned pastry market.
Image source: Xiaohongshu user Kanshi
Taking Wufangzhai as an example, they have actively cooperated with various well-known IPs in recent years. For example, the cross-border joint launch of the zongzi with the small noodles, and the "tea fragrant zongzi" with the blessing of "double intangible cultural heritage" with the Bama Tea Industry. These co-branded products have not only been enthusiastically sought after by young consumers, but also led to the rapid growth of the brand's overall sales.
Image source: Xiaohongshu User Pack
The Chinese pastry market is constantly expanding. According to data from the Prospective Industry Research Institute, the market size of Chinese pastries in 2018 has exceeded 100 billion yuan, and it is expected to exceed 2 trillion yuan in 2025. The market prospect of Chinese pastry is very broad. In the future, with the advancement of technology and consumers' pursuit of a healthy lifestyle, the Chinese pastry market will have more room for development.
5
Write at the end
In order to seize market opportunities and achieve sustainable development, old-fashioned bakery brands need to constantly innovate and improve their products, improve quality and service levels, and create a unique brand culture and consumer experience.
At the same time, it is also necessary to pay attention to market changes and changes in consumer demand at any time to adjust their business strategies and directions in a timely manner. Only by constantly following the development and progress of the times can we maintain competitiveness and be invincible.