Source: China.com, News.
In contemporary society, a unique consumption phenomenon is quietly emerging"2"The birth and development of Yuan Bakery has become a new favorite in the lives of many young people.
In today's age of material abundance,"2"In the eyes of consumers and merchants, this number represents a unique ** force - low price, which is changing the face of the traditional baking industry.
in the new era"2"The phenomenon of meta-bakery: a new trend of consumption under the interweaving of economy and culture
Since June 2023, 2 yuan bakeries have sprung up in Jinan, Shandong Province, and this craze has quickly spread to the whole province and even the whole country, becoming a new footnote in society, even on the streets of the capital Beijing, you can see 2 yuan bakeries.
Faced with 2 yuan bread, the public is full of questions: how safe is it?What about the taste?Can merchants really make a profit from this?What is the business logic behind all this?Through interviews with a number of operators of 2 yuan bakeries, we can get a glimpse of the industry dilemma behind this phenomenon.
In the cold winter, Yin Baiwei's 2 yuan bakery is very lively in front of itCollege student Wang Tianyu is one of them, despite the cold wind, she still waits patiently, just to taste the 2 yuan food.
The same situation played out in Rizhao, Shandong, where Shen Xin and other customers lined up in front of the bakery, as if they were snapping up limited edition items.
Xiao Manzhu from Zibo, Shandong Province, was surprised by the sight, and on the first day of the trial opening, her store generated 500 yuan in sales, far exceeding expectations, but even in such a hot situation, she had to tell customers that the bread was sold out.
This craze for 2 yuan bread originated in Jinan, Shandong, and then quickly spread to other cities, and with the help of the power of social **, it has achieved nationwide spread, and now, in an indoor shopping mall in Beijing Tiantongyuan, there is also a 2 yuan bakery.
In Ye Xiaoxin's 2 yuan bakery, two employees have to knead 1,000 pieces of dough a day, and even crazier is Yin Baiwei, who and her colleagues have worked more than eight hours straight to complete more than 3,300 bread production tasks, but the challenge is not over, they must sell all the bread in one day.
The success of 2 yuan bakery is not accidental, the secret behind it is to cater to the needs of the market, under the influence of e-commerce platforms such as Pinduoduo, consumers are increasingly inclined to high-quality and low-cost goods, and at the same time, changes in the economic environment have also made some former catering industry workers turn to low-cost business routes.
The rise of 2 yuan bakeries has also brought pressure to high-end dim sum shops, and in the face of this trend, we can't help but ask: how can the baking industry maintain its competitiveness in the face of low prices?
The survival challenges of the bakery industry and the rise of low-cost bakeries
With the improvement of living standards, the baking industry is gradually moving towards high-end, but in this context, the birth of 2 yuan bakeries is undoubtedly a clear stream, and they have brought new thinking to the industry with their low cost and unique business methods.
The baking industry has always been fiercely competitive, and in recent years, due to rising costs and changes in market demand, many high-end bakery brands have encountered business difficulties.
Well-known brands such as Angsi Cake, Renault French Pastry and Momo Dim Sum Bureau have successively announced the suspension of production or the closure of stores.
According to Meituan statistics, the average survival time of bakery stores in the country is 32 months, and more than half of the stores have closed down within two years, only 238% of bakeries survive for more than four years.
In Guangxi, Ye Xiaoxin's two bakeries are also facing the dilemma of continuous losses, and the high rent and continuous use of raw materials make it difficult for his bakery to maintain.
The cost of sugar, flour and butter has increased significantly in the past two years, which is undoubtedly worse for the entire baking industry.
It is in this context that the $2 bakery came into being in its own unique wayThese bakeries are usually located in densely populated areas, such as the corner of the first floor of a shopping mall or near a 10,000-person community, to attract customers with extremely low rates.
Most of their products are about 3 yuan, far lower than the price of ordinary bakeries, although the taste may not be as exquisite as ** bakeries, but its extreme low price and convenience still win the favor of consumers.
So, how does a $2 bakery make a profit?The answer lies in their cost control and large-scale production, with 100 grams of dough reportedly costing only a few cents, even with high-quality flour.
In order to reduce the cost of raw materials, 2 yuan bakeries may use different raw materials, such as using condensed milk instead of butter, and in addition, relying on large-scale sourcing and efficient production processes, these bakeries can increase their gross profit margins to 60% or more.
Although the emergence of the 2 yuan bakery is an interesting observation point for the baking industry, we cannot ignore the consumer needs and social phenomena reflected behind it.
In the current economic climate, more and more people are starting to pay attention to value for money and sustainable consumption, and 2 yuan bakery just meets this need, providing a new option for those looking for affordable food.
New consumption
With the rise of 2 yuan bakery, merchants and capital are constantly looking for new business models to ensure profitability and attract more consumers, a 2 yuan bakery brand headquartered in Harbin, in order to expand its scale, introduced two new expansion models of investment promotion and teaching fees.
The investment franchise model is divided into two forms, one is 16,800 yuan including three major machinery and equipment, as well as follow-up technical guidance, brand use and in-store operation, and students need to find the store and decorate it by themselvesThe other is a "super store" of 29,800 yuan, in addition to the above rights and interests, you can also attract investment and recruit students on your own.
For investors, such a way to join can return on investment fasterAn investment promotion staff said with a smile: "Tens of thousands of yuan, no matter how you earn back, you can basically return the cost within two months,"
In addition, teaching fees have also become another way for the expansion of the 2 yuan bakery, and Yin Baiwei, as a live broadcast expert, takes teaching as her main business.
She provided 9,800 yuan of technical training services, including learning core technologies, free brand use rights and unified façade design drawings.
When accepting the franchise consultation, she will also give the first technical training fee, and she said without hesitation: "Now is the bonus period, and the net profit of a month is more than 100,000,000,000,".
Yin Baiwei's live broadcast room has also attracted the attention of many franchisees, who hope to realize their entrepreneurial dreams by joining the 2 yuan bakery, and the franchisees have learned the secret of the success of the 2 yuan bakerySeveral questions were raised, such as the amount of manpower required, return on investment, and gross margin.
After they had enough experience to understand the scale and profit of the 2 yuan bakery, some investors couldn't help but ask Yin Baiwei if there was an opportunity to join, but Yin Baiwei only focused on teaching and gave a reasonable technical training fee.
While $2 bakery has attracted a lot of attention in the market, its business model and sustainability are still being questioned, and for entrepreneurs who want to open a store, they must accurately calculate costs and profits, and find the right market positioning to ensure the success of the store.
Yin Baiwei and Ye Xiaoxin gradually stood out in the field of 2 yuan bakeries with the help of their business wisdom and brand awareness, Yin Baiwei was constantly consulted, she knew how to operate the bakery effectively, and Ye Xiaoxin was looking for more sales channels in the urban area for her 2 yuan bakery.
With continuous expansion and improvement, the business model of 2 Yuan Bakery is also evolving, and entrepreneurs need to figure out the best business model in an uncertain market, while considering cost and quality issues.
By seeking the right franchise concept and teaching method, they will be better able to respond to market changes and win the favor of consumers, and ultimately, a successful 2 yuan bakery needs the support of perseverance and full confidence, which will become the cornerstone of realizing the entrepreneurial dream.
"The Miracle of $2: The Low-Cost Revolution in Bakeries"
Behind this seemingly insignificant figure, there are profound economic and cultural implications, and under economic pressure, young people face difficulties in finding jobs and low incomes.
In this context, ** pro-people"2"Yuan bakery came into being to meet people's demand for high-quality and low-cost goods, and its low price ** made it affordable for more young people, thus relieving their life pressure.
From the point of view of the business model,"2"Meta bakery adopts a strategy of small profits and quick turnover, reducing costs through large-scale production and sales.
The success of these stores, which are often located in second- and third-tier cities with lower rents, further reduces operating costs, reflecting the demand for innovative and flexible business models.
2"The rise of the meta bakery is not only an economic issue, it reflects the change in the consumption concept of young people - from the pursuit of luxury to the pursuit of practical value.
After years of consumption upgrading, more and more people realize that reasonable consumption is king, so even in the face of economic pressure, young people still insist on rational consumption and look for cost-effective goods.
Although"2"The meta bakery has relieved the economic pressure on young people to a certain extentBut it also exposes some problems, for example, in order to reduce costs, some merchants may play tricks on the quality of raw materials.
This requires strengthening supervision to protect the rights and interests of consumers, and at the same time, the society should also advocate a healthy consumption concept and guide young people to establish correct values.
"2"The rise of the meta bakery is the result of multiple factors such as economy, culture and consumption concept, while enjoying the convenience it brings, we should pay more attention to the deep-seated problems behind it and seek solutions, only in this way can we ensure the healthy development of this phenomenon and truly benefit the society and the public.