The cross-industry chain of baking is taking shape

From an international point of view, the European and American baking market has entered a mature stage after hundreds of years of development, and the perfect upstream and downstream baking industry chain has steadily supported the development of its baking industry. China's baking industry started late and is currently in a period of rapid growth, but there is still a large market space with mature markets. According to statistics, in 2014, the average annual consumption of baking products in China was 23.47 US dollars, with a compound growth rate of 11.16% from 2000 to 2014.

Because baked goods are necessities of life in Europe and the United States, they occupy a major position in the three meals of Western families. Therefore, the per capita consumption of baked goods in China is far less than that of Western countries, less than 1/10 of the per capita consumption in the United Kingdom and the United States. But there is also a gap of at least twice as much per capita consumption in China as in Japan, South Korea and Hong Kong and Taiwan, Asian countries with the same diet. In 2014, the market size of China's baking industry was 89.944 billion yuan. Assuming that China's per capita consumption level can reach the average per-capita consumption level of Taiwan and South Korea's baking industry of 57.60 US dollars, China's baking industry still has 130.796 billion yuan space, and the industry has huge room for growth.

From the domestic point of view, China's baking industry has entered the rapid growth period, the future change of consumption concepts and the increase of residents will promote the rapid development of the industry, and the trend of strict supervision, differentiated competition and brand dependence will promote the centralized integration of the bread industry. On this basis, the rapid development of the baking industry has driven the industrial chain of related industries, and China's cross-industry industrial chain of baking is taking shape.

From the perspective of the 12th China Bakery Exhibition in 2015, the bakery industry upstream agriculture and animal husbandry, agricultural product processing, supporting industry machinery, packaging, warehousing, electrical appliances, molds, downstream retail, chain, exhibition tools, decoration, takeout, transportation and other service industries and bakery dvi represented by personal consumption are fully involved, which fully shows that the bakery industry cross-industry complete industrial chain is rapidly forming.

Agricultural and sideline products processing industry is rapidly moving closer to the baking industry

The most prominent change in the baking industry in recent years has been a greater focus on personalization and taste. In the baking exhibition, grain and oil, nuts, preserved fruit, poultry eggs, cream, cheese, fresh fruit, meat floce, coconut, flowers and other agricultural and sideline products continue to occupy more and more positions, which reflects from a side of the baking industry in the personalized and taste driven by the baking industry and the upstream industry chain is becoming more and more perfect. From the perspective of the domestic market, the baking industry, especially high-end baking brands, a large number of imported raw materials, data statistics, from January to June 2015, China imported 2.5 million tons of fresh and dried fruits and nuts, an increase of 30.6% compared with the same period last year; Imports reached 22.251 billion yuan, up 36.4 percent year on year. This is the direct demand of domestic consumers for foreign fresh and dried fruits and nuts, and the rapid development of the baking industry is also an important reason for the rapid growth of imports.

In addition, judging from the development of the industry in recent years, grain and oil products in Henan and Hebei, nuts and preserved fruits in Xinjiang, dairy products in Inner Mongolia, northern fruits mainly in Shandong and Shaanxi, and southern fruits in Guangxi, Yunnan and Hainan have become important sources of auxiliary materials for the baking industry. Yunnan, Shandong as the main production areas of flowers and food, supporting manufacturers in these areas are actively participating in the bakery industry exhibition activities, expand their influence in the bakery industry, and become an important industrial chain link in the bakery industry.

Among them, Wu Zhongbo, the global president of Singapore Breadtalk, believes that Xinjiang's dried fruit market has great business opportunities. Xinjiang's raisins, dates, walnuts, figs, sines and other products, with pure sugar and natural color, are much-needed high-quality raw materials for Breadtalk. Breadtalk is very optimistic about Xinjiang's dried fruits, and will cooperate deeply with Xinjiang enterprises in the future. Through intensive processing, improving standards and improving bread quality, Xinjiang's high-quality dried fruits are introduced to the world.

Household baking appliances have developed rapidly

On April 15, Haier officially released a new generation of oven "small fresh meat" - Haier "tender" oven in Beijing. This oven provides users with more humanized services, can achieve mobile phone remote control, combined with Haier U+ smart baking ecosystem 2.0 to achieve a full set of processes from baking menu to training, and the price is only 1599 yuan. Haier U+ Smart baking ecosystem 2.0 introduces dozens of enterprises such as original life, food world, Gold Million, baking class to cooperate, and set up special baking classes for users to conduct baking training. End the history of consumers having to buy their own ingredients, buy equipment, look up recipes, and explore on their own. This adds a heavyweight player to the already white-hot market for baking appliances.

In recent years, with the increasing entry of DIY baking into thousands of households, a variety of DIY appliances rapid development, in the existing traditional baking appliance brands Changdi, Changshi, Dongling, SKG, Zhongchen, Bear and other fierce competition, large household appliance brands Midea, Galansi, Haier, Jiuyang, Siemens, Panasonic, Fang Tai and so on continue to strongly enter this market. While the market competition continues to upgrade, it also brings more cost-effective products to consumers, paving a perfect industrial chain for baking into thousands of households.

\

The scientific and technological level of professional baking equipment has been continuously improved

With the increase of people's demand for baked goods, the domestic baking machinery market has been greatly developed. With the integration and adjustment of the baking industry, the competitive pattern of baking machinery has changed greatly, from the past price competition gradually evolved to research and development competition,

Improving the ability of independent innovation will become an important support for improving the overall quality of baking machinery. Among them, we will strengthen technological innovation, rely on major scientific and technological projects, and break through core and key technologies to become the three core.

From the perspective of development trend, intelligence is one of the important trends. Intelligent technology has been widely used in the control system of baking machinery, intelligent electronic control elements can effectively connect the single machine of baking machinery, which can not only improve production efficiency, but also play the potential of the machinery itself. Computer technology in intelligent technology can significantly improve production efficiency, reduce production costs, and enhance the market competitiveness of products.

At present, the new technologies promoted and applied in food machinery mainly include nanotechnology, intelligent technology, membrane separation technology, cold sterilization technology, extrusion technology, etc., among which nanotechnology and intelligent technology have relatively large advantages in baking food machinery.

In addition, energy conservation is another development trend. Energy saving has become the principle and goal of industrial development, from the perspective of energy saving, the development of energy-saving baking machinery is the trend of The Times, and the development of sub-critical and supercritical high parameters to meet the needs of the food processing industry in the direction of low energy consumption. Energy conservation and emission reduction, reducing energy consumption is not only the performance of corporate social responsibility, but also the need for their own development. Saving resources means reducing costs and increasing profits. Enterprises should make clear their main position in energy conservation and emission reduction, and should set an example in improving the environment.

\

Additives play an increasingly important role in the baking industry

Additives are an essential tool in the bakery industry that food producers can use to convert agricultural raw materials into bakery products that are safe, stable, of consistent quality and ready for immediate consumption. The content of food additives in food is less than 2%, but it plays an extremely important role in improving the color, aroma and taste of food, adjusting the nutritional structure, improving the processing conditions of food, and extending the shelf life. Therefore, it occupies an important position in the food industry. It can be said that there is no modern food industry without food additives. The food industry must rely on food additives if it is to meet customer demand for high quality, convenience and variety of products, offering a wide range of safe, healthy, nutritious and attractive products. The popularity of additive exhibitions also proves this.

Additives for multifunctional applications play an important role in the baking industry. There are now many categories of additives on the market, including preservatives, antioxidants, emulsifiers, stabilizers, thickeners, flavoring agents, sweeteners, colors, etc. For example, lecithin is used as a catalyst or stabilizer in frozen bakery products; Similarly, different acids can act as preservatives and antioxidants. For example, lactic acid in milk and milk products is used in the baking industry to extend shelf life and improve product flavor. This growth will continue in the future and is expected to produce innovative specialty baking additives to meet the needs of an increasing number of health-conscious consumers, while providing higher nutritional value.

From the development trend point of view, the addition-assisted frozen baking market will be a high-growth area in the future, according to relevant data forecast: by 2018, the global frozen baking market will have a compound annual growth rate of 71%, and the global frozen baking product market value will reach 32.5 billion US dollars. In Asia Pacific, people have introduced frozen bakery products in recent years, and the Asia Pacific market is expected to show the fastest growth trend.

Baking mold growth space is huge

In recent years, with the increasing requirements of consumers for baked goods, it is necessary to use the assistance of baking appliances, which also puts forward the requirements of more professional technology and safer products.

It is understood that the mold is mainly divided into glass, ceramic, silicone and metal according to the material. Metal mold and copper mold,

Aluminum alloy mold, iron mold, weather resistant steel mold and stainless steel mold. With the rapid development and growth of the baking industry in recent years, the demand for molds is also growing, and now more and more baking companies are aware of how to require themselves to the highest standards from the hardening of materials, surface treatment, functional durability and safety, so that their products are more standardized.

In the market, foreign products such as German Kaiser, Japan Bein, the United States and other brands, domestic Saneng, exhibition and other well-known brands.

Baking boosts the development of China's cold chain logistics

China's cold chain logistics has been greatly developed, but the complete independent cold chain system has not been fully formed, and the marketization is not very high. However, the baking industry alone is one of the industries with the highest penetration rate of cold chain logistics at present. The rapid development of the bakery industry has led to the sale of refrigeration equipment and the development of supporting cold chain transport enterprises, and the development of cold chain logistics has also provided a standard temperature control for each step from the origin of baked goods to the cold chain supply chain until the food is shipped to the hands of consumers, and the quality of food has been guaranteed, so that consumers can enjoy baked goods more at ease.

Bakery chains are on the rise

With the development of China's economy and the improvement of people's income level, more and more consumers begin to pursue delicious, healthy and fast eating ways, which greatly promotes the development of baking industry in China. Over the past few years, local bakery chains have expanded and foreign brands have flocked to China.

Paris Baguette focuses on high-end decoration and the concept of top French bread, realizes the segmentation of customers in the middle and high-end market, and establishes a sales mechanism to meet different preferences. The latest Signature concept store is a nod to the growing trend toward handcrafted products.

The introduction and improvement of coffee bread from Malaysia came from Changsha, Hunan Princess Luoti, in the form of baking and selling to break the traditional bakery business model, and rely on the unique taste of toast by the majority of consumers favor, but also created a daily sales of 500 toast to daily sales of 2000 toast miracle. Born in 2000, the Singaporean brand BreadTalk, breadtalk, mainly promotes sweet soft bread suitable for Asian tastes, and its open-style management features, so that each customer can see the baker's baking process through the window. BreadTalk designs a beautiful story for each loaf. Customers can not only enjoy delicious bread, but also "read" the bread, and the bread begins to talk to customers.

In addition, Christine, 85 degrees c, Kanchi, Eli, Rosa continue to enter the market, increasing the intensity of competition.

While traditional enterprises, Holilai, Daoxiang village, Jinfeng Chengxiang, etc. focus on traditional pastry characteristics, occupying an important share of the market segment.

Baking DIY momentum is strong

Worries about food safety, urban white-collar stress reduction, enjoy the fun of making food, children's entertainment, corporate publicity activities gather popularity and other reasons, making diy baking more and more popular. In recent years, with the increasing popularity of home baking, baking DIY culture has gradually become the product of urban life culture and fashion. More and more consumers begin to pay attention to the culture, fashion and leisure attributes of baking, baking has become a trend and a new choice for leisure and stress reduction advocated by young Chinese consumers, urban white-collar workers or housewives. Baking is rapidly reaching the individual consumer.

"Now, not only domestic staff or catering staff come to the baking training, many young white-collar workers, housewives also come to learn baking, and sometimes some college students." The head of a training school said that baking training, which used to be unpopular, has taken off in recent years, with the number of students increasing by a third in the past two years compared with previous years. "In the past, people learned to bake just to get a job. Now, more and more people are learning to bake just as a hobby." It is understood that baking and health products in Western families are products that improve the quality of life and taste of life, and the household penetration rate has reached more than 50%. The penetration rate of these two categories in China is far from the level of Western countries. But increasingly affluent Chinese households have exploded with surprising spending power. Insiders said that today, with the continuous improvement of consumption levels and the continuous upgrading of consumer products, young people's consumption patterns and consumption habits are increasingly international standards, and consumers are paying more and more attention to the culture, fashion and leisure attributes of baking.

Overall, baking brands in China started late and are still mostly limited to regional markets. There are only a handful of local bakery enterprises that truly realize brand chain, and there are almost no leading brands that occupy absolute advantages in the national market. It can be predicted that China's baking industry will no longer be an independent manufacturing industry, but will gradually develop into a bakery industry chain similar to mature markets such as Europe, the United States and Japan, integrating with agriculture, animal husbandry, etc., extending down with individual consumers, forming a cross-industry complete industrial chain. The formation of the bakery industry chain has effectively promoted the development of China's bakery industry and the improvement of international competitiveness; The rise of the baking industry has greatly promoted the development of related industries and become an important driving force for the development of China's food industry and even the national economy.