烘焙业群雄逐鹿 抢食“天津蛋糕”A large number of heroes of bake course of study chases the deer-fight for the throne grab feed ” Tianjin cake “烘焙業群雄逐鹿 搶食“天津蛋糕”

  今年刚刚在滨海新区落脚的向阳坊食品有限公司就在津门掀起了一股并购潮。记者从天津向阳坊食品有限公司了解到,目前,该公司已收购30家维利康天津门店,预计到明年将再新开30家门店,并继续采取并购、合作经营或者直接开店的方式在津门跑马圈地。事实上,除了烘焙巨头向阳坊高调进军天津市场外,85°C、巴黎贝甜、法颂等一系列新兴品牌也悄然在津门安营扎寨,开始抢滩津门的烘焙市场。

  向阳坊吞下30家门店

  2011年初,天津向阳坊食品有限公司已完成工商注册手续,正式落户滨海高新区,注册资金为1000万美元,项目预计投资2000万美元,在滨海高新区建设华北地区营运总部。短短几个月,向阳坊迅速在天津扩张,不但自己新开5家门店,更是一口气将已在本市经营多年的维利康天津门店全部并购,涉及市区24家。新区6家。

  “前些天,拿着维利康的会员卡去买点心,才发现店面已经更名为了向阳坊”,新区市民李楠告诉记者,过去自己一直在维利康购买蛋糕,突然间店铺更头换面,还以为维利康倒闭了,自己的优惠劵全都打了水漂呢。

  不过让李楠庆幸地是,尽管店铺变为了向阳坊,但维利康当初发出去的会员卡和优惠劵向阳坊都予以认可。向阳坊食品有限公司华北区执行副总黄昱皓在接受记者采访时说:“向阳坊正在天津建设工业园。收购维利康天津门店,是公司市场战略规划的一部分。”黄昱皓还表示,目前在天津,虽然向阳坊门店数量不敌津乐园,营业收入比不上好利来,但公司计划3年内收入破2亿,争取在烘培业做到天津第一。

  据了解,向阳坊食品有限公司于1998年3月在厦门创立,发展至今,已形成了集产品研发、生产、销售一条龙服务的全国知名连锁品牌。目前,其在国内已拥有400家门店,凯丝恩贝、爱魅创艺都是旗下品牌,大家熟悉的面爱面也与其有合作,产品主要面向中高端市场。   

  多个品牌进入天津

  事实上,此次被吞并的维利康已在天津经营多年。对于维利康的退出,向阳坊方面解释是:维利康是家族企业,总部设在南京,退出并不是认为天津市场不好,而是在南京找到了更好的投资项目。除了吞并维利康外,向阳坊对接下来可能进一步实施的并购毫不隐讳。黄昱皓坦言,目前还与多家本地店铺正在接洽,不排除继续吞并一些本地企业,毕竟一些已经营多日的老店铺拥有一些固定的客户资源。在向阳坊大举进军津门的同时,记者了解到,很多台企、外企也看到了中国的市场,纷纷前来投资。85°C、巴黎贝甜、法颂等一系列新兴品牌纷纷现身国内市场。其中,巴黎贝甜是韩国历史最悠久的食品企业SPC集团旗下的韩国顶级烘焙品牌。目前在韩国、美国、中国拥有1500多家连锁店。而同样是主打蛋糕烘焙工艺的台资企业85°C已经超过星巴克成为全台最大的咖啡连锁店。目前台湾共有340多家分店,并且正扩展到大陆、澳洲及美国。与此同时,在本土市场上,已深耕多年的好利来、津乐园等“老牌”蛋糕坊当然也不会放弃这块“蛋糕”,都想在烘培市场上多争得一口羹。以维利康被吞并这一事件来看,烘培业在本市的竞争愈演愈烈,已有战国时代群雄逐鹿的景象。

  中高端市场将成焦点

  中投顾问食品行业研究员向健军对记者表示,我国蛋糕行业发展速度快,但企业发展呈现不平衡的状况,小作坊式的糕点坊、民营企业所占比例较大,这类主要经营低端蛋糕市场,中端市场主要由国有企业占据,高端市场被国外企业主导。针对像向阳坊这样的连锁企业吞并一些小品牌的案例,向健军表示,连锁模式发展到一定阶段将会出现规模经济,这将有效改变当前我国糕点企业投资大、生产成本高、利润率低、产品质量不稳定等问题,连锁模式能有效推动企业做大做强;而国外品牌的进入使我国蛋糕行业竞争愈发激烈,在一定程度上激发国内企业建立蛋糕自主品牌的意识。

  多种品牌烘培店的进入,必然会加速这一行业的市场竞争,实现优胜劣汰。向健军表示,随着国外品牌的进驻,国内企业逐渐意识到品牌营销的重要性,未来中高端市场将成为各企业争夺的焦点,加工、生产、服务趋于专业化、标准化。

下面是卢泳辰翻译所得
Just be in in the limited company of food of lane of exposed to the sun of stay of seaside new developed area this year ferry door lifted and buy tide. The reporter understands from limited company of food of lane of Tianjin exposed to the sun, current, this company already bought store of door of Tianjin of 30 Wei Likang, predict next year to will open 30 doors store again newly, continue to adopt and buy, collaboration is managed or the means of direct set up shop encircles the ground in ferry door horse race. In fact, besides lane of bake tycoon exposed to the sun high-key march outside Tianjin market, a series of burgeoning brands such as eulogy of Bei Tian of 85 ° C, Paris, law also pitch a camp in ferry door sadly, begin to grab the bake market of beach ferry door.

Get down of lane of exposed to the sun 30 doors inn

At the beginning of 2011, limited company of food of lane of Tianjin exposed to the sun already was finished industrial and commercial register formalities, high new developed area of formal settle seaside, register capital to be 10 million dollar, the project predicts to invest 20 million dollar, in seaside new and high area builds headquarters of carry of battalion of China north area. A few short month, lane of exposed to the sun is in Tianjin quickly outspread, not only oneself open 5 doors store newly, already will manage store of old door of Wei Likang Tianjin to be bought entirely in this city at a heat more, involve the urban district 24. New developed area 6.

“The other day, the member card that taking Weilikang goes buying mug-up, just discover storefront already more renown for lane of exposed to the sun ” , li Nan of citizen of new developed area tells a reporter, him past buys cake in Weilikang all the time, abrupt a shop more the head changes a face, still think Weilikang closed down, oneself favourable all hit water to float.

Let Li Nan feel happy the ground is nevertheless, although shop turned into lane of exposed to the sun, but the member check that Weilikang sends at the outset and lane of favourable exposed to the sun give approbate. China north area carries out limited company of food of lane of exposed to the sun deputy total yellow sunlighting bright says when accepting a reporter to interview: “Lane of exposed to the sun is building industrial garden in Tianjin. Buy store of door of Wei Likang Tianjin, it is the one part that company market strategy plans. ” yellow sunlighting bright still expresses, be in Tianjin at present, although amount of inn of door of lane of exposed to the sun not enemy ferry Eden, good profit comes to business income be not a patch on, but the company plans adduction 3 years to enter broken 200 million, strive for carbonadoing earth up course of study to accomplish Tianjin the first.

As we have learned, limited company of food of lane of exposed to the sun founded in Xiamen in March 1998, develop up to now, the brand of countrywide famous chain that already formed service of a coordinated process of volume product research and development, production, sale. Current, its already owned 400 doors store in home, evil spirit of shellfish of triumphant silk favour, love is achieved art it is banner inferior card, everybody’s familiar face loves a face to also have collaboration with its, the product is main market of the high end in facing.    

Many brands enter Tianjin

In fact, already was managed this in Tianjin by the Weilikang of annex old. To Weilikang exit, explanation of respect of lane of exposed to the sun is: Wei Likang is household company, headquarters is set in Nanjing, exiting is not to think Tianjin market is bad, found better investment project in Nanjing however. Besides annex Wei Likang, butt joint of lane of exposed to the sun comes down to may be carried out further buy none avoid mentioning. Yellow sunlighting bright says frankly, still be in with shop of much home this locality at present arrange with, do not eliminate to continue annex enterprise of a few this locality, after all a few old store that already ran much day have a few fixed client resource. March in a large-scale in lane of exposed to the sun ferry door while, the reporter understands, a lot of look forward to, foreign enterprise also saw Chinese market, come round to invest in succession. A series of burgeoning brands such as eulogy of Bei Tian of 85 ° C, Paris, law show a body in succession home market. Among them, parisian Bei Tian is the Korea with the subordinate group of food company SPC with Korea the longest history brand of top class bake. Own store of many 1500 chain in Korea, United States, China at present. is likewise advocate the stand that makes cake bake technology endowment 85 ° C has surpassed the industry astral Ba Kecheng is the coffee with complete the biggest desk to interlink inn. At present Taiwan shares many 340 branch, and expanding reach the United States to the mainland, Australia. Meanwhile, on native land market, already the good profit with old deep ploughing comes, ferry Eden ” old brand ” cake lane also won’t abandon this of course ” cake ” , want to carbonadoing earth up the market to go up to be contended for more an a thick soup. With Weilikang by annex in light of this one incident, carbonado earth up course of study to grow in intensity in this city competition, already had the picture that a large number of heroes of times of the Warring States chases the deer-fight for the throne.

High-end market will become a central issue in

Xiang Jianjun of researcher of advisory food industry is cast to express to the reporter in, rate of development of industry of our country cake is rapid, but business development presents lopsided state, place of company of the cake lane of small mill type, civilian battalion holds proportion bigger, this kind basically manages low end cake market, the market is carried to basically be held by state-owned company in, high-end market is guided by foreign proprietor of an enterprise. Be aimed at like lane of exposed to the sun such chain company annex the case of card of a few essay, xiang Jianjun expresses, chain mode evolution will appear to certain level dimensions economy, this will change enterprise of cake of current our country effectively to invest cost of big, production quality of low, product does not stabilize tall, profit margin wait for a problem, chain mode can drive an enterprise effectively to do do greatly strong; And of foreign brand enter make industry of our country cake competes to be sent more intense, domestic company is aroused to build cake on certain level the consciousness of own brand.

A variety of brands carbonado earth up inn enter, the market that can quicken this group course of study necessarily competes, realize superior bad discard. Xiang Jianjun expresses, as foreign brand garrison, domestic company realizes the value of brand sale gradually, market of the high end in future will make the central point that each enterprise contends for, treatment, production, service tends specialization, standardization.
下面是赵杨杨翻译所得
  今年剛剛在濱海新區落腳的向陽坊食品有限公司就在津門掀起瞭一股並購潮。記者從天津向陽坊食品有限公司瞭解到,目前,該公司已收購30傢維利康天津門店,預計到明年將再新開30傢門店,並繼續采取並購、合作經營或者直接開店的方式在津門跑馬圈地。事實上,除瞭烘焙巨頭向陽坊高調進軍天津市場外,85°C、巴黎貝甜、法頌等一系列新興品牌也悄然在津門安營紮寨,開始搶灘津門的烘焙市場。

  向陽坊吞下30傢門店

  2011年初,天津向陽坊食品有限公司已完成工商註冊手續,正式落戶濱海高新區,註冊資金為1000萬美元,項目預計投資2000萬美元,在濱海高新區建設華北地區營運總部。短短幾個月,向陽坊迅速在天津擴張,不但自己新開5傢門店,更是一口氣將已在本市經營多年的維利康天津門店全部並購,涉及市區24傢。新區6傢。

  “前些天,拿著維利康的會員卡去買點心,才發現店面已經更名為瞭向陽坊”,新區市民李楠告訴記者,過去自己一直在維利康購買蛋糕,突然間店鋪更頭換面,還以為維利康倒閉瞭,自己的優惠劵全都打瞭水漂呢。

  不過讓李楠慶幸地是,盡管店鋪變為瞭向陽坊,但維利康當初發出去的會員卡和優惠劵向陽坊都予以認可。向陽坊食品有限公司華北區執行副總黃昱皓在接受記者采訪時說:“向陽坊正在天津建設工業園。收購維利康天津門店,是公司市場戰略規劃的一部分。”黃昱皓還表示,目前在天津,雖然向陽坊門店數量不敵津樂園,營業收入比不上好利來,但公司計劃3年內收入破2億,爭取在烘培業做到天津第一。

  據瞭解,向陽坊食品有限公司於1998年3月在廈門創立,發展至今,已形成瞭集產品研發、生產、銷售一條龍服務的全國知名連鎖品牌。目前,其在國內已擁有400傢門店,凱絲恩貝、愛魅創藝都是旗下品牌,大傢熟悉的面愛面也與其有合作,產品主要面向中高端市場。   

  多個品牌進入天津

  事實上,此次被吞並的維利康已在天津經營多年。對於維利康的退出,向陽坊方面解釋是:維利康是傢族企業,總部設在南京,退出並不是認為天津市場不好,而是在南京找到瞭更好的投資項目。除瞭吞並維利康外,向陽坊對接下來可能進一步實施的並購毫不隱諱。黃昱皓坦言,目前還與多傢本地店鋪正在接洽,不排除繼續吞並一些本地企業,畢竟一些已經營多日的老店鋪擁有一些固定的客戶資源。在向陽坊大舉進軍津門的同時,記者瞭解到,很多臺企、外企也看到瞭中國的市場,紛紛前來投資。85°C、巴黎貝甜、法頌等一系列新興品牌紛紛現身國內市場。其中,巴黎貝甜是韓國歷史最悠久的食品企業SPC集團旗下的韓國頂級烘焙品牌。目前在韓國、美國、中國擁有1500多傢連鎖店。而同樣是主打蛋糕烘焙工藝的臺資企業85°C已經超過星巴克成為全臺最大的咖啡連鎖店。目前臺灣共有340多傢分店,並且正擴展到大陸、澳洲及美國。與此同時,在本土市場上,已深耕多年的好利來、津樂園等“老牌”蛋糕坊當然也不會放棄這塊“蛋糕”,都想在烘培市場上多爭得一口羹。以維利康被吞並這一事件來看,烘培業在本市的競爭愈演愈烈,已有戰國時代群雄逐鹿的景象。

  中高端市場將成焦點

  中投顧問食品行業研究員向健軍對記者表示,我國蛋糕行業發展速度快,但企業發展呈現不平衡的狀況,小作坊式的糕點坊、民營企業所占比例較大,這類主要經營低端蛋糕市場,中端市場主要由國有企業占據,高端市場被國外企業主導。針對像向陽坊這樣的連鎖企業吞並一些小品牌的案例,向健軍表示,連鎖模式發展到一定階段將會出現規模經濟,這將有效改變當前我國糕點企業投資大、生產成本高、利潤率低、產品質量不穩定等問題,連鎖模式能有效推動企業做大做強;而國外品牌的進入使我國蛋糕行業競爭愈發激烈,在一定程度上激發國內企業建立蛋糕自主品牌的意識。

  多種品牌烘培店的進入,必然會加速這一行業的市場競爭,實現優勝劣汰。向健軍表示,隨著國外品牌的進駐,國內企業逐漸意識到品牌營銷的重要性,未來中高端市場將成為各企業爭奪的焦點,加工、生產、服務趨於專業化、標準化。

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