Image source: Photo.com
In recent years, celebrities have also been happy to open stores, with super high popularity and traffic, many celebrities have seen their huge influence in business, and have chosen to open their own brand stores, involved in various fields, such as clothing, cosmetics, catering, etc. As the popularity subsided, some consumers found that the food safety problems of celebrity restaurants, such as poor hygiene conditions and poor quality of ingredients, affected consumers' trust in celebrity restaurants. In addition, the prices of some celebrity restaurants have also been criticized as ridiculously high, which is unaffordable for ordinary consumers.
According to the Morning News, recently, on Anfu Road, Shanghai, the pop-up store of Wang Hedi's brand D.DESIRABLE was lined up in a high temperature of nearly 40 degrees. According to the pictures taken by netizens, this store mainly sells a whole piece of toast, priced at 88-118 yuan, and there is a set of 2 pieces of toast + coffee, which sells for 48 yuan. The high price of the goods in the store has attracted many netizens to complain, saying that most bakeries have a maximum of 20 toast.
But soon a fan explained, "In addition to the authentic products, that is, coffee and toast, there are also pendants, aromatherapy tablets, tea bags and other co-branded peripherals in the package, which are still worth it if you carefully calculate it." What's more in line with fans is that the pop-up store is decorated in the style of co-branded toys, with multiple check-in and photo spots. The same is "passers-by can't understand it, fans can't grab it", and Bai Jingting's brand GOODBAI. One of them is called "GOODEES Big Satisfaction", and two small biscuits are priced at 21 yuan.
According to data, the number of mainstream stars in China has exceeded 300. More than 60% of celebrity singers have chosen to be their own clothing brands, and many of them have chosen to become trendy brand managers.
According to Qichamao, the operating entity behind D.Desirable is Guangzhou Jiadi Garment Co., Ltd., established on October 21, 2022, with a registered capital of 1 million yuan and Wang Hedi holding 51% of the shares. sales of raw and auxiliary materials for shoemaking; wholesale of shoes and hats; sales of leather products; professional design services; clothing and apparel inspection and finishing services; sales of clothing accessories; Domestic trade agency, etc.
In this regard, netizens have mixed comments. Some netizens commented that it was cutting vermicelli leeks, and it looked ugly to eat. Some netizens also said that it is very cost-effective, star effect, buy emotional value, not expensive!
From "a star opens a store and sells a loaf of bread to a high price of 118 yuan", look back at the development of the baked food industry:
-- Competition in the bakery industry has intensified
At the end of the Qing Dynasty and the beginning of the Ming Dynasty, bread and other Western pastries had already entered the Chinese market. In the 30s of the 20th century, old bakery companies such as Kaisling began to be established, but at that time, bread and other Western-style pastries were only the exclusive food of the wealthy. Before the 80s of the 20th century, the bakery food industry was dominated by Chinese pastries, mainly including traditional products such as moon cakes and peach cakes, and Western-style bakery products such as bread were still not popular; In the 90s of the 20th century, foreign brands such as Manhattan and Haoliyou entered the Chinese market, and the ancestors also came to the mainland from Taiwan, and China's Western-style pastry industry developed and developed. Since the beginning of the 21st century, with the increase of residents' income and the growth of consumer demand, China's baked food industry has entered a stage of rapid growth, foreign brands have poured into the Chinese market, and local brands are gradually growing. Since 2015, a large number of enterprises have poured into the industry, various innovative products have emerged in an endless stream, industry investment and financing have also been extremely active, and competition between domestic and foreign brands has intensified.
-- The chain rate of China's bread and dessert enterprises is still at a low level
From 2019 to 2021, the chain rate of Chinese bakery and dessert enterprises has gradually increased, and by the end of 2021, the chain rate of Chinese bread and dessert enterprises is about 26%, which is still at a low level compared with the United States market, which has reached 50% chain rate.
——The market size of China's bakery food industry
Since 2015, many new brands in the baking industry have entered the field of vision of consumers, and bakery chain brands have also increased their store layout, and the scale of the bakery food market has shown an upward trend. According to preliminary statistics, the size of China's baked food market in 2022 will be more than 280 billion yuan.
According to the analysis of the Prospective Industry Research Institute, there is a large gap between China's per capita consumption of baked goods and other countries, and there is still a lot of room for development in the future. With the increase in per capita disposable income and the innovative development of new brands and new products, the size of China's baking market will show an upward trend and is expected to exceed 400 billion yuan by 2028.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Forecast and Analysis Report on Brand Competition and Consumer Demand Investment in China's Bakery Industry" by Qianzhan Industry Research Institute.
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