关注 | 泡泡玛特、美团小象布局线下烘焙，“烘焙+”融合趋势显著

冷冻食品02-03

近期，盲盒潮玩品牌泡泡玛特与本地生活平台美团相继布局烘焙领域，标志着这一传统食品赛道又迎来跨界入局的新动态。随着市场规模持续扩大、渠道结构快速演变，烘焙行业竞争已从产品供给升级为供应链整合与研发创新的系统化比拼。盲盒巨头杀入烘焙赛道，美团小象烘焙开设线下店1月22日，潮玩品牌泡泡玛特旗下独立烘焙品牌“POP BAKERY”正式入驻小红书，标志着其进一步加码烘焙赛道。图片来源：小红书据悉，该品牌在线...

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BAKERY并非简单的IP授权或短期联名，而是由泡泡玛特集团全程主导的品牌项目。从品牌定位、产品研发到定价策略、门店选址，均由集团统一规划。快闪店及餐车的空间设计与视觉呈现，也深度融入了IP元素，打造出沉浸式的品牌体验。图片来源：洞见商机公众号无独有偶，几乎同一时间，美团小象超市旗下自有品牌“小象烘焙”也在北京后沙峪、望京等区域试点线下专门店。图片来源：搜狐网此前，美团小象超市线下首店已于2025年12月在北京万柳购物中心开业，其自有品牌矩阵涵盖小象、象大厨、象小家及小象烘焙四大板块。目前，小象烘焙已从超市烘焙区独立出来，不仅设有专门收银区域，还单独登陆外卖平台，成为小象超市首个实现“独立运营+平台上线”的自有品牌。曾经作为附属品存在于菜单一角的烘焙品类，如今正凭借供应链升级与场景融合的双重驱动，强势切入餐饮市场核心战场。上下游企业齐入局，预计2029年将突破8595.6亿元在经历了行业整体承压的“最难上半年”后，2025年全年来看，多家冻品上市公司业绩预告仍显疲软。然而，冷冻烘焙细分赛道却展现出逆势增长的强劲势头。1月21日，冷冻烘焙的行业先锋立高食品发布公告称，公司预计2025年归母净利润为3.11亿元至3.31亿元，比上年同期增长16.06%至23.52%。公告表示，公司业绩预增的主要原因为公司核心商超、餐饮连锁、海外等渠道销售规模同比增长，其中2025年度海外市场销售额破亿，随着销售体量的提升渠道盈利能力增强。整体烘焙市场也在持续扩容。数据显示，2024年中国烘焙食品零售市场规模达6110.7亿元，同比增长8.8%，预计2029年将突破8595.6亿元。红餐大数据指出，2024年烘焙专门店市场规模同比增长5.2%，达1105亿元。随着“味觉疗愈”消费需求的增长，烘焙市场有望持续释放潜力。竞争加剧也推动品牌走向差异化发展。与传统的“大而全”模式不同，越来越多品牌选择聚焦细分品类，以打造核心单品构建竞争壁垒。从渠道分布来看，烘焙产品主要通过烘焙专门店（含连锁、独立、私房）、跨界餐饮店及零售渠道（商超、电商）销售。2024年，烘焙专门店占比达77%，其中独立店与连锁店分别占42.1%和33.7%。跨界餐饮与零售渠道则分别占10.4%和12.6%。值得注意的是，“烘焙+”融合趋势日益显著，茶饮、咖啡、火锅等业态纷纷引入烘焙产品。同时，商超与电商渠道增长迅猛，尤其商超对烘焙产品的采购需求显著提升。预计到2030年，专门店占比将降至71%，跨界餐饮与零售渠道则分别提升至14%与15%。图片来源：搜狐网烘焙企业向上游延伸，研发能力定胜负当前，烘焙赛道已汇聚专业烘焙企业、冻品巨头及跨界品牌等多方力量，行业竞争从“规模扩张”转向“品质与创新之争”。随着参与者增多，市场日趋拥挤，行业整合加速。据第三只眼零售报道，有从业者指出，烘焙行业已进入“大鱼吃小鱼”的洗牌阶段，头部企业虹吸效应明显。与此同时，市场对烘焙供应商的要求也持续提高。一方面，消费者品位不断提升，即使在经济波动时期，其对产品品质、创新性与性价比的期待并未降低。另一方面，下游渠道不再满足于简单的产品供应，更希望供应商具备从研发到生产的全链路能力。因此，越来越多烘焙企业正从单一生产向“研发驱动型综合供应商”转型，将产品创新、工艺升级与成本管控纳入核心能力体系。可以说，自主研发能力已成为衡量烘焙企业竞争力的关键指标，并将持续影响行业格局的演进。文章资料参考：1.洞见商机：《盲盒巨头杀入烘焙赛道，泡泡玛特为什么亲自下场做烘焙？》2.超聚焦foci：《小象烘焙开设线下店，巨头们沉迷在螺蛳壳里做道场》3.第三只眼看零售：《烘焙赛道“无限战”：上下游企业齐入局，商超渠道成必争之地》延伸阅读：↓↓↓\\|/产业共融，提质创变。近年来，中国冷冻食品行业经历了飞速的发展，产业结构完善，技术创新不断推进，市场规模持续扩大。但同时，消费群体改变、渠道调整以及行业格局变迁，冷冻食品市场竞争激烈，行业内卷加剧。因此，冷冻食品行业充满机遇与挑战，亟需创新与变革。围绕“创新”“变革”，冷冻食品重磅推出《创变18》，从人物、企业、品类、事件等多维度梳理速冻食品行业变迁发展，欢迎订购。识别下方二维码在线下单↓↓↓了解更多统筹丨王晓玲编辑丨陈花平 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