"Everything is an Oreo", this time, Mondelez International, the parent company of Oreo biscuits, plans to enter the Chinese baking market with Oreo cakes.

On September 25, a reporter from Beijing Business Daily learned that Mondelez International spent about 32 million yuan to build the "Oreo Cloud Cake" production line.

Aiming at the Chinese baked goods market, Mondelez has actually been in the market for a long time, and intends to use Oreo, a popular flavor in the baking industry, as a stepping stone.

However, at present, consumer demand in China's baking market is undergoing diversification and upgrading, and the industry continues to derive more consumption scenarios and subdivisions.

Even with the Oreo IP in hand, it will take time for Mondelez to achieve long-term development in the highly competitive baking industry.

　　Enter the bakery market

　　According to the official account of Mondelez China, the first batch of “Oreo Cloud Cakes” is planned to be launched nationwide in October 2022.

This means that Mondelez extends its products from biscuits to baked pastries.

　　In fact, Mondelez has already aimed at the Chinese baking track.

In November 2021, Mondelez signed and reached a strategic cooperation and investment agreement with Enxi Village, a well-known domestic bakery company.

On July 22, 2022, the first product "Oreo Cheesecake" after the cooperation between the two parties was launched, and the sales volume in the official flagship store of Mondelez has exceeded 10,000.

　　The first collaborative product and the new production line are Oreo cakes. Mondelez is interested in the popularity of Oreo flavors in the baking industry.

"Everything is an Oreo", Oreo-flavored snacks have always been loved by consumers. Searching for "Oreo cake" on Xiaohongshu, there are 240,000+ related notes; on Taobao, there are more than 4,000 Oreos Oreo cake merchandise; many brands and private baking workshops have also launched Oreo-flavored baked snacks, and Oreo cookies have long been tied to the baking scene.

　　Under the above circumstances, as the parent company of Oreo, Mondelez also intends to open up the Chinese baking market with Oreo, a popular IP.

At the New York Consumer Analysis Conference in 2022, Fan Ruisi, President of Mondelez Greater China, mentioned that it will enter the large-scale and fast-growing baked food field in China through the launch of Oreo (frozen) cakes.

　　Mondelez’s choice is not unreasonable. In terms of IP marketing, Mondelez has previously tried to co-brand Oreo IP with baked goods. In 2017, it launched Oreo-limited mooncakes. In 2020, Oreo and Holilai will join hands. In terms of channel penetration, Mondelez’s biscuit business in China has occupied 25% of the market share; in terms of productivity, official data shows that Mondelez Foods (Beijing) Co., Ltd. has global production capacity. The most powerful Oreo production line.

　　From the perspective of the industry, Mondelez's entry into the Chinese baking market with Oreo has advantages and disadvantages.

"Now Oreo is no longer limited to the carrier of biscuits, but has gradually become synonymous with a flavor. Oreo's parent company Mondelez launched Oreo cake, on the one hand, it is conducive to maintaining its own IP, better and faster. On the other hand, we must also consider the long-term acceptance of this flavor by the market.” said Shen Meng, chief strategist at Guangke Consulting.

　　Regarding the development plan of the baking business in the future, a reporter from Beijing Business Daily contacted and interviewed Mondelez, but no reply was received as of press time.

　　low market concentration

　　Holding the Oreo IP as a stepping stone, Mondelez, who has just entered the game, wants to achieve long-term development in the highly competitive baking industry, but also needs to consider the needs and changes of the Chinese baking market.

　　According to the "2021 Baking Industry Development Trend Report", the market size of China's baking industry in 2020 will be 235.8 billion yuan, and the growth rate of the market size will exceed 9%.

In 2020, the total market share of the top 5 enterprises in China's baking industry will only account for 10.8% of the entire industry, including Dali Foods 3.6%, Taoli Bread 3.5%, Panpan Foods 1.6%, Orion 1.2%, and Bimbo 0.9%. before, and there is no head brand that has formed a large-scale advantage.

On the whole, the baking industry is developing rapidly, with many entrants and low market concentration.

　　At the same time, Chinese consumers' demand for baked goods is diversifying and upgrading, and the requirements for low-sugar and healthy food are increasing, and the baked food market is constantly generating more consumption scenarios and subdivisions.

In the product comment area of ​​Mondelez's official flagship store "Oreo Cheesecake", some consumers suggested that "it's too sweet", "a bit greasy", "can't eat the difference from Holly Ladies"... High calorie, high sweetness Oreo may need to make localized and segmented changes to meet the diverse needs of consumers.

　　Shen Meng said that with the improvement of the consumption power of urban middle-class families, there are also significantly higher requirements for the quality of life, and baked food is no exception.

Driven by demand, the baking industry is expanding into multi-dimensional and multi-angle segments.

　　According to the analysis of Zhu Danpeng, Vice President of Guangdong Food Safety Promotion Association, Oreo's current brand vitality is not as good as it was in the past. At the node of personalized and high-end development of China's baking market, Mondelez entered the baking track with Oreo In fact, it is a bit "pseudo-innovation".

From the perspective of the industrial side combined with the consumer side, Mondelez’s extension to the baking field will take time to explore and innovate.

　　Beijing Business Daily reporter Guo Xiujuan Zhang Han