Master Bao entered the post-online celebrity stage.
After he became popular all the way, Master Bao launched the sub-brand "Haofudao" from upgrading the store to actively closing the store and then releasing new products. Recently, beijing business today reporter learned from Master Bao, a bakery brand, that some Beijing stores have been changed to "Haofudao" one after another, and the adjusted stores are mainly those with an area of less than 41 square meters. At present, it mainly involves five small shops in Beijing, and this brand is mainly based on traditional Chinese cakes. Master Bao's previous actions have always regarded quality as the core competition point. Now, in the stage when Master Bao's anti-counterfeiting work is still in progress, Master Bao is gradually getting rid of the original label of online celebrity baking and starting to take a diversified and subdivided development route, which is obviously different from the development model of early online celebrity catering brands focusing on marketing and heavy flow. Master Bao's change is also the beginning of early online celebrity catering brands entering the post-online celebrity era and exerting their strength in catering business itself.
The name of the small store is changed to Tianzi brand
beijing business today reporter learned from Master Bao that Master Bao will adjust the previously opened stores in Beijing with an area of less than 41 square meters in the near future, including Beijing Xi 'an Store, Beijing Huawei Store, Beijing Dongsi Store, Beijing Xinjiekou Store and Beijing Fuchengmen Store. It is worth noting that the above-mentioned stores will operate as a sub-brand of "Bao Shifu" under the name of "Haofudao", and the brand will not accept joining, and will maintain the direct mode.
It is understood that "Haofudao" is also different from the main brand Bao Shifu in terms of products. Haofudao is located in the traditional Chinese pastry shop in the community, and it is mainly made of traditional Chinese cakes. In terms of products, besides the traditional cakes of Master Bao, such as egg yolk cake, pineapple cake and raisin cake, traditional cakes such as original jujube cake, milky peach cake, millet peach cake and black rice peach cake will also be added, but Beckham, as a "online celebrity" product, is not among them.
In fact, Master Bao, who had few stores, closed three stores in Beijing, namely Xidan Store, Majiapu Store and Andingmen Store, in June this year. At that time, Bao Caisheng, the founder of Master Bao, told beijing business today that it was difficult to meet the food safety standards required by the company because the stores with large sales volume were too small. In order to ensure the food safety standards of the company, it was decided to close the smaller stores. This time, the adjustment of smaller stores did not choose to close the store directly.
Bao Caisheng told beijing business today that after evaluation, some small-area stores opened in Beijing in the early years could not meet the requirements of Master Bao for the production environment of some products, so he decided to adjust the products produced and sold by these stores, and at the same time, these stores will be renamed as "Haofudao". Among them, Haofudao stores no longer sell "Beckham", mainly in the process of producing Beckham, and some production links are difficult to control in smaller stores. However, Bao Caisheng also admitted that doing so would affect the profits of these stores in the short term.
Competing for market segments
"Master Bao", who has been beset by fake shops, has carried out rights protection and anti-counterfeiting work in various ways, such as big shop strategy, bright kitchen and bright stove, and store upgrade. At the beginning of this year, Master Bao has implemented the "Bright Kitchen and Bright Stove" project in all stores across the country. Consumers can see the pastry production process through the transparent glass window in the store, and there is also a display screen outside the store to broadcast the pastry production process live. In internal management, a series of kitchen hygiene management systems have been formulated. In addition to seeking sustainable development measures in management, Master Bao also launched a new product "Cod Shell" this year. In the eyes of the industry, Master Bao's series of actions are also a measure to seek differentiated competition from brand service and management, and to seek sustainable development through scale and branding, but also to suppress cottage stores in disguise.
This time, the adjustment of small stores and the launch of sub-brands seem to be Master Bao's next rights protection plan. In this regard, Bao Caisheng told beijing business today that the name change has nothing to do with trademark rights protection. In the future, Master Bao's store will be a large area store with an area of more than 81 square meters, and Haofu Road will mainly be a community store with an area of about 41 square meters. Among them, Haofudao Club aims at the daily consumption of families, and there is no plan to lay out Haofudao on a large scale for the time being.
China food industry analyst Zhu Danpeng said that from the launch of sub-brands and the adjustment of small stores, it can be seen that Master Bao began to operate in the direction of branding and capitalization. The dual-brand strategy began to classify Master Bao's products, stores and scenes. For the brand, it carried out clear and standardized strategic management from trademark protection, product development and operation, store operation and other aspects, and also played a certain supporting role in Master Bao's future brand promotion and all-round promotion.
Opportunities and risks coexist
Zhu Danpeng said that distinguishing the products, positioning and consumers of parent brand and its sub-brands is helpful to the development of the brand. In addition, Chinese cakes are currently popular with the new generation of consumers and middle-aged and elderly consumers, and we can also see the target audience that Master Bao's sub-categories tend to be. However, the key issues of dual-brand strategy are how the overall operation mode of parent brand and sub-brands develop together, and how to guarantee and divide the quality and investment of sub-brands. In addition, master Bao's going to the cottage is still an urgent problem to be solved.
According to Lai Yang, executive vice president of Beijing Business Economics Association, what pastry brands like Master Bao need to explore is how to enhance the brand value. If the brand wants to continue to develop, it can't be supported by one or two items alone. More importantly, it needs to enrich the brand connotation and give consumers a comprehensive quality experience. Prior to this, due to too many cottage stores, Master Bao has been focusing on safeguarding rights, and brands like Master Bao, which have become popular through the "strength" of food, need to further explore how to keep their brands in the market without falling. This time, adjusting the stores and launching sub-brands will be helpful to the sustainable development of enterprises. However, Master Bao's upgrading and rights protection measures will put forward higher requirements for enterprises in business philosophy, supply chain and management.