{"config":{"moduleinfo":{"javascripts_count":[{"count_phone":0,"count":0}],"styles_count":[{"count_phone":0,"count":0}],"htmls_count":[{"count_phone":2,"count":2}]},"htmls":[],"styles":[{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link .sub-logo-image{height:22px !important;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link.pointer{display: flex;align-items:center;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.aliyun-language{display:none !important;}"},{"text":".aliyun-topbar {box-shadow: none !important;}"}],"javascripts":[{"text":"function isDingTalkFn() { var ua = navigator.userAgent.toLowerCase(); var isIn = /dingtalk/gi.test(ua); if (isIn) { var style = document.createElement(\"style\"); style.innerText = ` @media (max-width: 768px) { .aliyun-module.wb-aliyun-developer-h5-nav { display: none!important; } .aliyun-module[data-module-name=\"@ali/hmod-ace-homepage-2020-hmod-footer\"] { display: none; } } `; document.head.appendChild(style); } }; isDingTalkFn();"}],"countinfo":{"htmls":{"length_pc":0,"length":0}},"header":"activity","logo":"https://img.alicdn.com/tfs/TB1KR.SwYr1gK0jSZFDXXb9yVXa-160-40.png","logoLink":"https://chuangke.aliyun.com/"},"settings":{"uuid":"NOUUID"}}
中国站
联系我们
ICP备案控制台登录/注册
{"config":{"moduleinfo":{"question":"","rightTitle":"个人中心","menu_count":[{"count_phone":8,"count":8}],"article":"","rightMenu_count":[{"count_phone":3,"count":3}]},"menu":[{"menuTitle":"出发吧创业者","menuLink":"https://startup.aliyun.com/special/gostartup"},{"ismoreList":false,"menuTitle":"首页","menuLink":"//chuangke.aliyun.com"},{"menuTitle":"资讯","ismoreList":false,"menuTag":"","menuLink":"//chuangke.aliyun.com/info/","submenu":[]},{"menuTitle":"融资","menuLink":"","ismoreList":true,"menuTag":"","submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"投BP","morsubemenuLink":"//chuangke.aliyun.com/company/"},{"morsubemenuTitle":"源码资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/gaorongvc","morsubemenuTitle":"高榕资本"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/brv","morsubemenuTitle":"蓝驰创投"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/ebvc","morsubemenuTitle":"钟鼎创投"},{"morsubemenuTitle":"元璟创投","morsubemenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital"},{"morsubemenuTitle":"靖亚资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/emventures"},{"morsubemenuTitle":"清流资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/crystalstreamcap"}],"moresubmenuTitle":"找融资"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"专精特新直通北交所","morsubemenuLink":"https://chuangke.aliyun.com/startup-program/zjtx"},{"morsubemenuTitle":"线下园区入驻","morsubemenuLink":"//chuangke.aliyun.com/city"},{"morsubemenuTitle":"赛道明星班","morsubemenuLink":"//chuangke.aliyun.com/star"},{"morsubemenuTitle":"赛道训练营","morsubemenuLink":"//chuangke.aliyun.com/demoday"}],"moresubmenuTitle":"加速与孵化"}]},{"ismoreList":true,"submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuLink":"https://chuangke.aliyun.com/special/newstartups","morsubemenuTitle":"项目求报道"},{"morsubemenuTitle":"大企业创新场景对接","morsubemenuLink":"https://chuangke.aliyun.com/openinnovation"},{"morsubemenuTitle":"IoT框架技术内测","morsubemenuLink":"https://chuangke.aliyun.com/waft"},{"morsubemenuTitle":"阿里生态资源对接","morsubemenuLink":"//chuangke.aliyun.com/markets/aliyun/surpportive"},{"morsubemenuTitle":"深圳千万上云补贴扶持","morsubemenuLink":"//chuangke.aliyun.com/szwqsy/"}],"moresubmenuTitle":"资源对接"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"创业大赛","morsubemenuLink":"//chuangke.aliyun.com/event"},{"morsubemenuTitle":"88帮帮节","morsubemenuLink":"//chuangke.aliyun.com/special/88"},{"morsubemenuTitle":"创业节","morsubemenuLink":"https://chuangke.aliyun.com/chuangyejie/1111/2021"},{"morsubemenuTitle":"创峰会","morsubemenuLink":"//chuangke.aliyun.com/chuangfenghui"},{"morsubemenuTitle":"云栖TechDay","morsubemenuLink":"//chuangke.aliyun.com/techday"}],"moresubmenuTitle":"热门活动"}],"menuTitle":"资源与活动","menuLink":""},{"menuTitle":"城市站","menuLink":"","ismoreList":false,"submenu":[{"submenuLink":"https://startup.aliyun.com/city/nb/","submenuTitle":"宁波海曙站"},{"submenuLink":"//startup.aliyun.com/city/vanke-wanchuang/portal","submenuTitle":"万创科技城站"},{"submenuTitle":"聊城城市站","submenuLink":"//startup.aliyun.com/city/lc/portal/"},{"submenuTitle":"太原城市站","submenuLink":"//startup.aliyun.com/city/ty/portal"},{"submenuLink":"//startup.aliyun.com/city/xt/","submenuTitle":"湘潭城市站"},{"submenuLink":"//startup.aliyun.com/city/zz/","submenuTitle":"郑州城市站"},{"submenuTitle":"岳阳城市站","submenuLink":"//startup.aliyun.com/city/yy/"},{"submenuTitle":"上海金桥站","submenuLink":"https://startup.aliyun.com/city/sh/"},{"submenuTitle":"成都","submenuLink":"https://startup.aliyun.com/city/cd/"},{"submenuTitle":"镇江","submenuLink":"https://startup.aliyun.com/city/zj/"}]},{"menuTitle":"活动中心","menuLink":"//startup.aliyun.com/event","menuTag":"","submenu":[],"ismoreList":false},{"menuTitle":"创业白皮书","menuTag":"","menuLink":"https://chuangke.aliyun.com/special/ebook"},{"menuTitle":"更多服务","menuLink":"","ismoreList":false,"submenu":[{"submenuTitle":"政策指南平台","submenuLink":"https://sme.aliyun.com/policy/"},{"submenuTitle":"创业直播间","submenuLink":"//chuangke.aliyun.com/live/"},{"submenuLink":"//market.aliyun.com/shuangchuang","submenuTitle":"创业服务市场"},{"submenuTitle":"人才招聘","submenuLink":"//edu.aliyun.com/recruit"},{"submenuTitle":"云栖大会科技专场","submenuLink":"https://chuangke.aliyun.com/special/yunqi/2021/live"}]},{"menuTitle":"直播间","menuLink":"https://chuangke.aliyun.com/live/","submenu":[{"submenuTitle":"云谷创新谈","submenuLink":"https://chuangke.aliyun.com/live/room/4"},{"submenuTitle":"星云计划公开课","submenuLink":"https://chuangke.aliyun.com/live/room/2"},{"submenuTitle":"一汽奔腾“智“”悦”座舱云上对接会","submenuLink":"https://chuangke.aliyun.com/live/video/250792"},{"submenuLink":"https://chuangke.aliyun.com/live/video/250721","submenuTitle":"钉钉专场:钉钉PaaS开放及生态策略"}]},{"menuTitle":"中小企业服务平台","menuLink":"https://sme.aliyun.com/"},{"menuLink":"https://chuangke.aliyun.com/brand/duoguan/","menuTitle":"品牌馆","submenu":[{"submenuTitle":"IT桔子","submenuLink":"https://startup.aliyun.com/brand/itjuzi/"},{"submenuTitle":"夺冠","submenuLink":"https://chuangke.aliyun.com/brand/duoguan/"},{"submenuTitle":"蓝驰创投","submenuLink":"https://chuangke.aliyun.com/financing/brv"},{"submenuTitle":"高榕资本","submenuLink":"https://chuangke.aliyun.com/financing/gaorongvc"},{"submenuTitle":"元璟资本","submenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital/"},{"submenuTitle":"源码资本","submenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap/"}]},{}],"rightMenu":[{"menuTitle":"我的项目","menuLink":"//chuangke.aliyun.com/project/my"}],"countinfo":{"menu":{"length_pc":0,"length":0},"rightMenu":{"length_pc":0,"length":0}},"publicity":{"img":"","link":""}},"settings":{"uuid":"NOUUID"}}
{"config":{"moduleinfo":{"searchLink":"//m.aliyun.com/product/search","channels_count":[{"count_phone":12,"count":12}],"searchText":"ecs","noAppDownload":true,"logo":"//gw.alicdn.com/tps/TB11eICOFXXXXaLapXXXXXXXXXX-130-39.png"},"channels":[{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/","title":"首页"},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/info/","title":"创业资讯"},{"link":"","title":"找融资","subChannels":[{"title":"投BP","link":"//chuangke.aliyun.com/company/"},{"title":"云融资","link":"//chuangke.aliyun.com/product/financing"}],"isOpenSubChannel":true},{"spmId":"0","channelStr":"频道描述","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"孵化与加速","subChannels":[{"title":"线下园区入驻","link":"//chuangke.aliyun.com/city"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/star","title":"AI赛道明星班"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/demoday","title":"赛道训练营"}]},{"spmId":"0","maxShowNum":"0","isOpenSubChannel":false,"title":"资源对接","subChannels":[{"title":"大企业创新场景对接","link":"https://chuangke.aliyun.com/openinnovation"},{"link":"//chuangke.aliyun.com/markets/aliyun/surpportive","title":"阿里生态资源对接"},{"link":"//chuangke.aliyun.com/szwqsy/","title":"深圳千万上云补贴"}],"link":""},{"link":"","title":"走进城市站","isOpenSubChannel":false,"subChannels":[{"link":"https://chuangke.aliyun.com/city/vanke-wanchuang/portal","title":"万创科技城"},{"link":"https://chuangke.aliyun.com/city/lc/portal/","title":"聊城城市站"},{"link":"https://chuangke.aliyun.com/city/ty/portal","title":"太原城市站"},{"title":"湘潭城市站","link":"https://chuangke.aliyun.com/city/xt/portal"},{"title":"郑州城市站","link":"https://chuangke.aliyun.com/city/zz/portal"},{"title":"岳阳城市站","link":"//chuangke.aliyun.com/city/yy/"},{"title":"上海金桥站","link":"https://chuangke.aliyun.com/city/sh/"}]},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"热门活动","subChannels":[{"title":"创业大赛","link":"//chuangke.aliyun.com/event"},{"title":"88帮帮节","link":"//chuangke.aliyun.com/special/88"},{"title":"创业节","link":"https://chuangke.aliyun.com/special/chuangyejie/spring2021"},{"title":"创峰会","link":"//chuangke.aliyun.com/chuangfenghui"},{"link":"//chuangke.aliyun.com/techday/","title":"云栖Techday"}]},{"link":"","title":"更多","isOpenSubChannel":false,"subChannels":[{"title":"求报道","link":"https://chuangke.aliyun.com/resource/apply/8/140#/"},{"title":"创业直播间","link":"//chuangke.aliyun.com/live/"},{"link":"//market.aliyun.com/shuangchuang","title":"创业服务市场"},{"title":"人才招聘","link":"//edu.aliyun.com/recruit"}]}],"countinfo":{"channels":{"length_pc":0,"length":0}}},"settings":{"uuid":"NOUUID","recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false}}}
{"config":{"adConfig":{"target":"_blank","pcImg":"","h5Img":"","icon":"","mode":"all","extraList":[],"linkList":[],"href":""},"windowSet":{"open":true,"dataList":[{"list":[{"url":"https://chuangke.aliyun.com/special/newstartups","text":"求报道"},{"url":"https://chuangke.aliyun.com/company/","text":"找融资"}]},{"list":[{"text":"创企榜","url":"https://chuangke.aliyun.com/special/startup"}],"bgi":"https://img.alicdn.com/imgextra/i3/O1CN01vevPS31ofSq4izkDg_!!6000000005252-2-tps-84-232.png","color":"#fff"}]}},"settings":{"recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false}}}
扫码加钉群 十万创业者 与你为伴

曾获IDG资本领投的上亿元融资,「爸爸糖

「爸爸糖」的品牌主节奏是「寻味中华」

进入2023年,新中式烘焙品牌「虎头局渣打饼行」获得新一轮数千万元融资,「泸溪河」完成首轮数亿元融资,这两个消息在某种程度上提振了处于阵痛期的烘焙行业的信心。

美团2019年报告数据显示,全国烘焙门店平均存活时长为32个月,57.7%的烘焙店会在两年内倒闭。快速爆火之后,如何提升「自我造血」能力,持续赢得年轻消费者的青睐,是新中式烘焙品牌需要回答的问题。

36氪近期接触的手工吐司品牌「爸爸糖」成立于2015年,2016年7月在江苏无锡开出首店,现今在全国167座城市开有450家门店(包含直营店和加盟店)。2021年6月,「爸爸糖」完成过亿元A轮融资,由IDG资本领投。2022年88早餐节,「爸爸糖」尝试做了三天抖音直播,取得品牌带货周榜全国第一名的成绩。

爸爸糖产品

手工吐司属于小众细分赛道,虽然进入门槛不高,但规模化门槛极高。有赖于创始人曹国亮此前的经历,「爸爸糖」不仅跨区域覆盖到一定数量的消费者,还做到了稳健增长。

2007年,曹国亮以联合创始人的身份加入某广东奶茶品牌。到了2011年左右,该奶茶品牌拥有1000余家门店。在坚持做好奶茶的前提下,团队很早便开始探索「茶饮+」模式,希望带动门店整体收益。

在江西省和湖南省一些中部城市,为满足当地消费者对于「空间」的需求,团队不仅开出200平左右的大店,还引进台湾炸鸡工艺,尝试「茶饮+炸鸡」模式。起初效果颇佳,但由于当时的供应链尚不成熟,一旦进行门店复制,就出现了品质不稳定的问题。加之对由培训、督导、稽核构成的「铁三角营运体系」的理解不够深入,这一模式也就难以为继了。「放到广东后,付出的代价是比较惨重的。」

2012年起,团队计划验证「茶饮+烘焙」模式。考虑到当时冷冻面团的技术并没有那么先进,团队首先推出了榴莲饼、鲜花饼等操作工艺较为简单的烘焙产品。尝试一段时间后,曹国亮发现茶饮店做烘焙存在两个问题:其一,消费者天然觉得不专业,品牌心智建设难度颇大;其二,相较于茶饮,烘焙产品操作难度更高,当门店增多,品质稳定又成了一个问题,极易损害品牌口碑。

就在这一年,喜茶创立,作为强有力的竞争者,它在产品和营销方面的创新为行业带来不少启发,也引发了曹国亮对其下个人生方向的思考。

从2013年年底开始,曹国亮退出该奶茶品牌的部分业务,前往韩国处理其他工作事宜。在韩国,曹国亮主要建立了两个认知:一是专卖店模式在该国尤为成功,将细分做到了极致;二是对于员工的培养也很到位,「这使得他们在备料等各个方面都做得更加彻底。」

经过市场调研,结合自身积累,曹国亮将眼光投向了烘焙领域中的吐司产品。原因有二:

第一,做全品类烘焙品牌,主要面临着从90年代就开始踏入市场的「老前辈」的竞争,比如总部位于北京的好利来,来自上海的元祖、克莉丝汀等品牌,它们在不少区域深耕已久。以好利来为例,仅在沈阳就开出了七十几家门店,其深厚的品牌力和高效的供应链能力已将很多新晋玩家挡在门外。

第二,在大部分烘焙门店中,吐司从来都不是核心产品,但它早已成为世界各地早餐的一种优先选择。在国内,它多以预包装形式出售,不但口味单一,而且口感不佳。

「那时,国内还没有出现手工吐司的头部品牌,我们就这样从战略上打出了差异化。」曹国亮说道。

爸爸糖爱之家LAB店

基于手工吐司的品牌定位,曹国亮及其团队从一开始就放弃了中央工厂的做法,也就是放弃对效率的追求。「爸爸糖」从上游做研发,提供定制化预拌粉,门店保留制作环节,这使得每一条吐司从面粉开始都是在门店完成的,保证了产品的品质。

对于产品研发,「爸爸糖」提出了两点要求,分别是食品安全和工艺能够实现。前者易于理解,选用优质原材料,从源头上保证产品的口感。至于后者,曹国亮表示,与点心相比,吐司的技术要求更高。成立至今,「爸爸糖」已掌握多项核心技术,有效提升了吐司的柔软度、保湿性以及吸水率等等。此外,还研发了很多可在烘焙领域应用的不同物料,未来或考虑为其他品牌提供物料支持。

正因为专注于手工吐司品类的深度研发,「爸爸糖」吐司质量比传统全品类烘焙门店的更好,还在口味上做出了各种花样:在招牌牌原味吐司和招牌奶酥吐司之外,亦推出了巧克力吐司、榴莲吐司、焦糖巴旦木吐司、藤椒鸡肉吐司等多种口味。

爸爸糖门店产品

摈弃中央工厂的做法,还意味着在烘焙师的培养上下更多功夫。经过一个月培训,「爸爸糖」烘焙师方可上岗。一位资深的烘焙师,一天最多也就能做60条吐司,而一家门店至少需要6名这样的烘焙师才能满足供应需求。

直至今日,「爸爸糖」面临的最大挑战,仍是如何持续培养出更多优秀的烘焙师。而这个问题的关键,在于形成前文所述的「铁三角营运体系」。「它就像开卷考试,我们知道答案,但还是会有考不好的情况。」曹国亮告诉36氪,除了营运体系,供应链体系的完善以及数字化的建设,都有助于提升更多环节的标准化以及烘焙师的培养效率。

原材料和人工上的高成本,使得「爸爸糖」的定价是传统超市袋装常温吐司的2倍左右,但其利润和传统袋装吐司相比,相差无几。

从开店策略来看,「爸爸糖」经历了三个阶段:第一个阶段主打100平以上的社区店,便于输出家庭消费的概念。第二个阶段,当具备一定品牌知名度后,重点拓展商场店,进一步扩大用户辐射范围。在这个阶段,团队发现60~80平的坪效是最理想的。到了第三个阶段,品牌已拥有足够店数,经历疫情的考验后,团队心态更为平稳,社区店和商场店同步走。

爸爸糖像素风LAB店

团队培养慢,开店慢,「慢」成了「爸爸糖」的品牌特点。来看品牌名字,曹国亮这样解释「爸爸糖」的品牌理念:「吐司的第一消费场景永远是家庭,『责任』和『担当』非常重要,那代表这两个词的一定是爸爸。身为80后,我们这一辈子都是为家人,品牌建设自然会围绕着家的感觉来展开。」从品牌IP设计,到门店打造,再到内容输出,「爸爸糖」都在努力传递出「温馨」和「陪伴」的感觉。

「细分」成就了「爸爸糖」,但是「细分」必然会有缺陷,即用户群体会更小,用户的选择会更少。相较于全品类烘焙品牌,「爸爸糖」作为单品店,面临的产品多元化诱惑更为突出。诱惑,不仅仅来自于生意层面,还有自下而上的「建议」,比如消费者、员工、高管和投资人,「他们都觉得,只要拓展其他品类,都会有增长。」

但是,反过来想,很多企业因为过急,都死在了「多元化」的路上。在曹国亮看来,多元化的前提是品牌已经在某一品类里将产品做到极致,拥有稳固的用户基础和较强的品牌影响力。「手工吐司的技术供应链能够关联的品类还是很多的,我们一定会先完全占领了吐司的品类心智,再考虑产品多元化。」

爸爸糖寻味中华好运莲莲吐司

今年,「爸爸糖」的品牌主节奏是「寻味中华」,强调做出中国人自己的吐司,这主要体现为两点:第一,在供应链体系的调整优化上注入对于本土吐司新的理解;第二,做出一些爆款新品,从而有效拉升单店业绩,让从疫情中活下来的门店活得更好。