中國高端烘焙食品市場之品牌探究以 Laduree 及 Magnolia 為例

Abstract

The last few decades has seen an unprecedented growth in the population and expendable income of the middle-upper class in China. Exquisitely prepared, high-end bakery foods are being increasingly integrated into the culinary lifestyle choice of the mainstream population, particularly in international metropolises such as Beijing and Shanghai, where consumers’ tastes and demand have expanded in proportion to living standards. Increased acceptance and appreciation for high-end bakery foods have led to the maturation and stability of market demand. The brand image of bakery foods now plays a pivotal predictive role in commercial growth and competitiveness. To investigate the impact of brand image, this study examines the three business brands: Laduree, Magnolia Bakery and Starbucks. Utilising principles of luxury commodity marketing and qualitative interviews with suppliers and consumers, this study analyses the impact of business brands where consumer acceptance and marketing success are concerned. The purchase and consumption of high-end bakery foods can be seen as a symbol of success, sophistication and trend. Consumers often identify with the lavish imagery and sophisticated lifestyle portrayed in advertisement and marketing, which drive purchase decision. Consistency, reliability and high standards of quality further translate in consumer uptake and patronage. iv This study identifies several consistent factors in branding success: 1) High-end bakery outlets prosper in geographical locations consumers associate with high-end retail and a relative high standard of living; 2) High-end bakery outlets need to meet certain standards of quality, customer service and retail ambience; 3) The allure of the brand and its social/lifestyle message needs to appeal to consumers, whose appreciation extends beyond taste to visual appeal, packaging and the overall consumer experience; 4) The branding exercise and quality consistency inspire trust, patron feedback and thereby, loyalty; 5) Dependability and consistency of a quality brand thereby ensures competitiveness and uniqueness, which consolidates the brand’s success and longevity. Relative to domestic brands, consumers appear to gravitate to brands of international origins. The current trend for the high-end bakery sector also appears to spotlight novel/niche products and innovations. These two factors reinforce the importance of incorporating international brands or foreign manufacturing technologies and an astute examination of current market trends and patterns. This study aims to analyze and discuss the impact of branding in high-end bakery foods and how it translates to consumer uptake and confidence. In doing so, this study opens up avenues for further research and investigation into business trends for high-end bakery foods in the Chinese market.