In recent years, once-popular ‘internet-famous’ bakeries across China are facing a severe downturn. Industry data shows that nearly 90,000 bakery outlets closed in 2023 alone, many of which belonged to trendy brands that had previously enjoyed massive social media buzz. These brands initially gained traction through visually appealing products, aggressive social media marketing, and the ‘queue-up-for-photos’ culture. However, their popularity proved short-lived. As consumers become more rational, they now prioritize product quality, value for money, and repeat-purchase appeal over fleeting online hype. Compounding the issue are problems like market saturation, unstable supply chains, and rising operational costs. Many brands, after rapid expansion, found themselves struggling with cash flow or even forced to shut down entirely. Experts suggest the bakery sector is shifting from a ‘traffic-driven’ model to one powered by both product excellence and operational efficiency. Only those who genuinely refine their offerings, enhance customer experience, and build reliable supply chains will survive this intense competition. The industry is likely heading toward a major consolidation phase, leaving behind only the most resilient and professional players.
近年来，曾风靡全国的网红面包店正面临严峻挑战。据行业数据显示，2023年全年，中国烘焙行业关闭门店近9万家，其中大量为曾经备受追捧的网红品牌。这些品牌早期凭借高颜值产品、社交媒体营销和排队打卡文化迅速走红，但热度难以持续。随着消费者回归理性，对产品品质、性价比和复购价值的关注度提升，仅靠‘流量’已无法支撑长期经营。此外，同质化严重、供应链不稳、成本上升等问题也加剧了经营压力。不少品牌在快速扩张后陷入资金链紧张甚至倒闭。专家指出，烘焙行业正在从‘流量驱动’转向‘产品与运营双轮驱动’，只有真正打磨产品力、优化用户体验并建立稳定供应链的企业，才能在激烈竞争中存活下来。未来，行业或将迎来一轮深度洗牌，留下更具韧性和专业性的品牌。
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