The transformation of several marketing modes in the baking industry in China

The first stage is based on the centralized distribution of the central factory: the characteristic is to realize the scale production. You know like cakes this kind of fast consumer goods product life cycle is very short, the fresh-keeping process is very important, but there is a central plant unified deployment, unified delivery, not only can reduce the cost, also can make the resources are relatively concentrated, but also improve the efficiency, can bring more benefits to consumers.

In this marketing mode, the first stage of its development is mainly based on the counter sales. The simple way of selling makes consumers very passive, and this way of selling makes shops feel narrow and monotonous. Bakery is mainly pastry, bread, Western cake and cake. The variety is relatively simple and the price is cheap. The shop assistant is the aunt of forty or fifty years old. We often see the middle and old people line up in front of the discounted time. Although the food manufacturing industry is the traditional, with fresh milk, but they represent a memory in Shanghai, many people have a special liking to this, such as ruby, small cream milk shed whipped cream in the hearts of many people, this is a classic flavor.

The second stage is based on self-service sales: it allows customers to choose products freely. This baking brand began to focus on product packaging design and brand innovation, in addition to cake and bread, innovation in products, and developing some new products that break the tradition. The issuance of the gift card, the gift box and the gift coupon is increased, and the launch of various advertising media is paid more attention. At the same time, the price has also been promoted, and the food materials gradually tend to be natural, organic and pollution-free.

The third stage marketing mode is a combination mode of customer self-service and on-site baking. It adopts self-service, on-site baking display marketing mode, so that customers can buy the whole process when they are buying. Actually, this baking display is a consumption experience of customers. "Fresh, let you see, delicious, let you smell, let consumers see the whole safety and hygiene production process is more vivid than any language explanation. After the shop, the factory's food manufacturing is still following the advantages of the unified distribution. The food raw materials or semi-finished products are uniformly distributed by the factories, concentrating resources and improving efficiency. The factory's background operation is perfectly combined with the baking demonstration of the store. The main products in addition to west point, bread and cake, also add on-site beverage (coffee, milk tea, etc.), compared with the first two models, this is a breakthrough in the baking industry marketing mode.