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0Brands turn to traditional Chinese culture to attract young customers
为吸引年轻消费者，各品牌从传统文化中寻找答案
To celebrate the Year of the Rabbit, time-honored Beijing snack brand Daoxiangcun launched gift boxes featuring festive snacks and traditional Chinese packaging.
为庆祝兔年，北京老字号食品品牌稻香村推出以节日小吃和传统中式包装为特色的礼盒。
One of the gift boxes that has been particularly popular among young customers due to its cute appearance and trendy contents, features rabbit cake with soybean cheese carrot fillings, among other items.
在众多款式中，其中有一款礼盒特别受到年轻消费者欢迎，外观可爱，内容新潮，特色之一就是“兔兔饼”——兔子外形带有豆乳芝士胡萝卜内馅的糕点。
Shi Yan, deputy general manager of Beijing Daoxiangcun, said that in addition to the brand's 200 or so regular snacks, it is creating new products to tempt the taste buds of younger shoppers, in addition to launching seasonal products such as autumn red-leaf cake.
北京稻香村副总经理石艳表示，除了大约200款的常规小吃之外，稻香村正创造新的产品来吸引年轻消费者的味蕾，其中就包括推出诸如红叶饼的季节性产品。
"For those snacks that have been lost over the years, we are trying to replicate them by checking old recipe books and materials, as well as asking folklore experts about them," she said. "The current Chinachic trend is not just about a cool appearance, it has to resonate with traditional Chinese culture."
“我们正试着通过查阅老食谱和相关材料、咨询民间专家来复刻那些已经失传的小吃，”她说.“当下的国潮不仅仅是酷炫的外观，而是必须要和中国传统文化引起共鸣。”
Chinese pastry brands are looking to this trend to attract young customers through inheriting traditional Chinese culture, creating stylish products, and collaborating with other domestic brands.
中国糕点品牌意识到了这个趋势，通过传承中国传统文化、研制时兴糕点以及和其他品牌合作来吸引年轻消费群体。
According to a report on the pastry industry in China issued in December by the Timon Research Institute, which focuses on the food industry, although Chinese pastry accounts for a small proportion of the overall market, the prospects are promising. For instance, the size of the Chinese pastry market grew to 248.2 billion yuan ($36.7 billion) in 2019, up from 220.3 billion yuan in 2013.
“Timon Research Institute”是一家专注于食品行业的机构，其在12月发布了关于中国糕点行业的报告，根据该报告，尽管中式糕点在整体市场中所占份额小，其发展前景很明朗。在2019年，中式糕点市场规模增长到2482亿元（367亿美元），相较之下，2013年市场规模为2203亿元。
The report said that driven by China-chic, many new Chinese bakeries, such as Dim Sum Bureau of Momo and Tiger Attitude Chartered Pastry Bank, have entered the market in the past two years by focusing on Chinese style, which has attracted investors.
根据该报告，在国潮驱动下，许多新中式烘焙品牌，比如“墨茉点心局”和“虎头局·渣打饼行”在过去两年内打入市场，专注中式糕点，吸引了投资者。
Founded in 2019 in Changsha, capital of Hunan province, Tiger Attitude Chartered Pastry Bank acquired several rounds of investment in 2021 from organizations such as Sequoia China and Tiger Global.
虎头局渣打饼行于2019年在湖南省省会长沙市成立，2021年从红杉资本中国基金、老虎环球基金等机构获得几轮融资。
Aiming to revitalize Chinese pastry, the brand uses low-sugar content to attract young customers. It has also collaborated with Chinese sportswear brand Meihua, domestic beverage company Jianlibao, and Television Broadcasts Limited (Hong Kong).
怀着复兴中式糕点的目标，该品牌使用低糖产品来吸引年轻消费者，也和中国运动品牌梅花、国内饮品品牌健力宝以及电视广播有限公司（香港）展开了合作。
In the first 10 months of last year, Tiger Attitude Chartered Pastry Bank's new retail team achieved total revenue of more than 200 million yuan, while the bakery's stores earned an average of over 800,000 yuan a month each during this period.
在去年前十个月内，虎头局·渣打饼行的新零售团队总收入超过两亿元，期间该品牌店面月平均收入超过80万元。
