誰能想到，在2026年的今天，最硬的“社交貨幣”不是名包，而是面包。 “包治百病”的“包”，或許真正變?yōu)榱他溝闼囊绲拿姘?/p>

Who would have thought that the most valuable social currency in 2026 wouldn't be designer products, but bread!

面包愛好者能有多瘋狂？

How devoted are bread lovers?

為了吃上一口跨越幾千公里的“網(wǎng)紅味”，有人不惜在回國(guó)時(shí)將行李箱塞滿幾十個(gè)費(fèi)心搶購(gòu)的面包，把面包當(dāng)成“期貨”來囤；有人提前蹲守，只為在5分鐘內(nèi)的限時(shí)團(tuán)購(gòu)開始時(shí)成為第一批下單的用戶，以便更早一嘗美味。

Some bread lovers travel thousands of kilometers to try a unique flavor or viral bread trend, buying extras to bring home; others camp out in front of their screens, waiting to press "purchase" on a flash-deal, desperate to be among those lucky enough to get the limited-edition of that carb-y treat.

這種近乎瘋狂的消費(fèi)熱潮，讓面包早已超出了“果腹”的范疇，成為了一種維系社群、彰顯品味的紐帶。

This consumer craze has pushed bread far beyond the realm of mere sustenance, transforming it into a bond that builds communities.

在湖北武漢，一間名為“不晚”的面包店在2025年9月于線上平臺(tái)開團(tuán)售賣5分鐘，總訂單量超過12000單。購(gòu)買群體來自全國(guó)各地，更甚至有境外用戶為了吃上這一口“網(wǎng)紅面包”，愿意輾轉(zhuǎn)轉(zhuǎn)運(yùn)。一些錯(cuò)過團(tuán)購(gòu)的網(wǎng)友們?cè)谟魫炛?，選擇在網(wǎng)絡(luò)上發(fā)帖“求轉(zhuǎn)單”，甚至愿意高價(jià)找武漢的網(wǎng)友線下代購(gòu)再郵寄。

In Wuhan, Hubei province, a bakery named “Bu Wan” received more than 12,000 orders within a five-minute online sale in September 2025. The buyers came from all over the country, and some buyers located overseas even chose to go through the complicated transshipment process to get a taste of the trendy loaves.

Some netizens missing out on the group purchase have posted requests on social media, in the hope of finding someone who would like to transfer their orders, even offering to pay more for local shoppers in Wuhan to buy the bread from the offline bakery and mail it to them.

一些坐標(biāo)國(guó)外的面包愛好者們會(huì)選擇在回國(guó)時(shí)，一次購(gòu)入幾十甚至上百枚心儀的面包，在出國(guó)前塞進(jìn)行李箱作為未來一段時(shí)間的 “口糧”，堪比期貨。坐標(biāo)港澳的愛好者們則相對(duì)“省力”，只需通過轉(zhuǎn)運(yùn)，或者找內(nèi)地口岸附近的快遞點(diǎn)代收冷凍，再在假期親身提貨，便可一享美味。

Always wanting that special taste of home, bread enthusiast living outside China will stock up on their favorite loaves when they’re home, stuffing dozens or even 100 packs in their suitcases, keeping enough of their comfort carbs to hand no matter where they are in the world. For bread lovers in Hong Kong and Macao, the process is “l(fā)ess laborious” — they simply use transshipment services or have frozen bread collected by courier pickup points near Chinese mainland ports, then collect them up in person during holidays to enjoy their treats.

在這樣驚人的銷售體量之下，“面包”也早已成了維系一個(gè)群體的紐帶。不少面包店都有自己的微信群，而“包友”們則常會(huì)在群里分享自己最近吃的面包、推薦的店鋪等。即便是面對(duì)動(dòng)輒幾十元一個(gè)的高價(jià)產(chǎn)品，消費(fèi)者們也爭(zhēng)相購(gòu)買，一些網(wǎng)紅店鋪更是需要排隊(duì)或提前預(yù)定。

Many bakeries have WeChat groups, where bread lovers can share the bread they've recently enjoyed and recommend their favored bakeries. Even when faced with premium products that can easily cost several dozen yuan each, consumers still flock to buy them. Some trendy bakeries even require queuing up outside the shop or placing advance orders.

以上?！?026環(huán)球美食匯”系列活動(dòng)為例，閔行萬象城“超級(jí)美好面包節(jié)”4天賣掉80萬只面包，面包銷售額突破1428萬元；在3月中下旬連續(xù)兩個(gè)周末舉辦的上海BFC外灘國(guó)際面包節(jié)3.0，逾220家國(guó)內(nèi)外烘焙品牌齊聚一堂，共售出70萬只面包。

In Shanghai, a four-day bread festival in March sold over 800,000 bread items, with sales revenue exceeding 14.28 million yuan ($2.1 million). Another bread festival in Shanghai, which took place over two consecutive weekends in March, brought together more than 220 domestic and international baking brands, selling a total of 700,000 items.

在社交網(wǎng)絡(luò)上，也能夠見到不少網(wǎng)友發(fā)帖曬出自己的面包節(jié)“必買清單”、“購(gòu)買攻略”等，亦有不少面包愛好者們提前組隊(duì)，以便分頭行動(dòng)排隊(duì)，事半功倍。

During these bread festivals, many aficionados posted their “must-buy lists” and “shopping guides” on social media. Some even formed teams in advance, allowing them to split up and queue separately at the festival – a move that ensures they buy the best with less effort.

除了銷量，面包的品類也日漸豐富，從傳統(tǒng)的白吐司，演變出了帶有地域特色的“料理”。

The variety of bread has also grown increasingly diverse. From traditional white toast, bread has evolved into “dishes” reflecting regional tastes.

以珠海的面包工作室“又見山海”為例，這間僅有數(shù)名員工的工作室，以線上開團(tuán)作為售賣渠道，每次都能吸引幾千人下單，直接拉滿幾個(gè)月的工作量。而吸引大量消費(fèi)者交出荷包的，很大原因是扎實(shí)的分量和新穎的口味。

Based in Zhuhai, a bakery named “You Jian Shan Hai” opts for online group purchases as its main sales channel, and usually attracts thousands of orders each time, filling its production capacity for months. Chiefly, the generous portions and the innovative, unconventional flavors are what attract so many consumers.

店主山海來自潮州，她說，目前工作室每次上架的品類大概是18種左右，基本按照季度開團(tuán)，每個(gè)季度都會(huì)上架應(yīng)季的新品，也會(huì)通過小紅書平臺(tái)，收集意見，了解大家的口味。

Hailing from Chaozhou city of Guangdong province, the bakery owner, Shanhai, said that the group purchase, mostly on a quarterly basis, usually offers 18 products each time and introduces new seasonal flavors to the menu. She also uses the social media platform RedNote to gather feedback and learn about consumers' preferences.

“面包本身就是一個(gè)包容性極強(qiáng)的載體，可以包容千千萬萬的食材，顧客都喜歡新鮮的東西，所以需要多吃，多嘗試，多結(jié)合當(dāng)下熱度，才可以創(chuàng)造更多的可能。”

“Bread is an inclusive medium, capable of embracing thousands of ingredients. We need to eat more, try more, and combine what's currently trending in order to create more possibilities,” she said.

瀏覽店鋪的菜單，也印證了這一多樣化——蝦棗、沙茶牛肉……這些富有地域特色的食材被包進(jìn)了面團(tuán)里，在傳統(tǒng)的面包店中也確實(shí)難覓。

Breaking away from the traditional ingredients, the bakery has incorporated her hometown flavors — such as Chaozhou's prawn roll and Shacha beef — into the pastries.

浙江大學(xué)管理學(xué)院教授王小毅告訴中國(guó)日?qǐng)?bào)，消費(fèi)者為高價(jià)面包買單，遠(yuǎn)不止為口味和原料付費(fèi)。品牌通過設(shè)計(jì)美學(xué)、稀缺性和情感敘事，構(gòu)建了高感知價(jià)值。例如，限量手工面包的“饑餓營(yíng)銷”制造稀缺感，而線下門店的烘焙香氣、藝術(shù)裝潢則強(qiáng)化了沉浸式體驗(yàn)。例如，通過木質(zhì)裝修、開放式廚房，結(jié)合有機(jī)食材和個(gè)性化定制，可以有效傳遞自然與高端感，提升消費(fèi)者的體驗(yàn)價(jià)值。

Wang Xiaoyi, a professor in the School of Management at Zhejiang University, noted that consumers don't just pay for flavor and ingredients. Brands build high perceived value through design aesthetics, scarcity, and emotional storytelling, thereby enhancing consumers' experiential value.

這類消費(fèi)成為身份認(rèn)同的符號(hào)——購(gòu)買特定品牌是年輕群體彰顯生活品味、融入社交圈層的“通行證”，不僅滿足味蕾，更契合消費(fèi)者對(duì)“精致生活方式”的向往。購(gòu)買高價(jià)面包成為一種自我表達(dá)和社交炫耀的工具。他們通過分享消費(fèi)行為獲得社交認(rèn)同感，王小毅說。

Spending on expensive, artisanal bread has emerged as a form of self-expression and social display.

Wang says sharing consumption habits online brings social recognition to consumers. Purchasing a particular brand also serves as a “passport” that not only gratifies the palate, but also aligns with consumer aspirations for an exquisite lifestyle.

伴隨著新式面包店的層出不窮，一些老牌面包店們無聲倒下——?jiǎng)?chuàng)立于1993年的克莉絲汀巔峰時(shí)期曾擁有超1000家門店，曾經(jīng)的“烘焙第一股”在今年4月上旬公開表示進(jìn)入破產(chǎn)清算；2000年在新加坡創(chuàng)立的品牌面包新語(yǔ)（BreadTalk）在北京的最后一家門店于3月12日閉店，其位于成都的11家門店則在2025年年中集體閉店。

Along with the rise of new-style bakeries, a number of traditional bakery brands have gone out of business. Founded in 1993, Christine — the mainland's first listed bakery business — was delisted from the Hong Kong Stock Exchange in 2024, with all its thousand-plus outlets shuttered. BreadTalk — a popular brand from Singapore — closed down all its stores in Chengdu, Sichuan province, in July last year. In March this year, BreadTalk also quit the Beijing market.

王小毅指出，老牌連鎖烘焙的倒閉并非單純產(chǎn)品力不足，而是未能適應(yīng)消費(fèi)代際變遷和營(yíng)銷范式轉(zhuǎn)型。部分老品牌仍依賴高糖奶油蛋糕等傳統(tǒng)品類，無法滿足年輕人追求的低糖健康與視覺美感；老品牌的渠道單一化，過度依賴線下門店，忽視電商與外賣渠道，而新興品牌通過“線上下單+社區(qū)自提”覆蓋碎片化需求；情感價(jià)值方面，老品牌故事陳舊，難以連接年輕人情緒。

The demise of prominent bakery chains is not merely due to a lack of productivity, but an inability to adapt to generational shifts in consumption and the transformation of marketing. Wang says delays in product innovation, an over-reliance on offline shops, neglecting e-commerce and delivery channels, and a lack of emotional value are to blame.

不過，王小毅也提到，情緒價(jià)值是當(dāng)前市場(chǎng)的催化劑，但非長(zhǎng)久支柱。其爆發(fā)力體現(xiàn)在短期溢價(jià)和用戶黏性，但行業(yè)持續(xù)增長(zhǎng)需三大根基——首先是產(chǎn)品力：健康化趨勢(shì)不可逆，低糖、高蛋白面包的技術(shù)研發(fā)是核心競(jìng)爭(zhēng)力；其次是供應(yīng)鏈韌性：冷鏈物流和中央廚房決定新鮮度與成本控制。情緒經(jīng)濟(jì)需附著于扎實(shí)的商業(yè)模式，否則將淪為泡沫。

“Emotional value is a catalyst in the current bakery market. Yet, it's not a sustainable pillar for the industry,” says Wang, stressing that the explosive impact of emotional value is evident in short-term premiums and customer stickiness. For continued growth, the industry requires fundamental pillars, including the product’s own strength and supply chain resilience.

Without a solid business model, the emotional value will pop like a bubble, he added.

記者：邵穎

圖片來源：受訪者供圖

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