谁能想到，在2026年的今天，最硬的“社交货币”不是名包，而是面包。 “包治百病”的“包”，或许真正变为了麦香四溢的面包。
Who would have thought that the most valuable social currency in 2026 wouldn't be designer products, but bread!
面包爱好者能有多疯狂？
How devoted are bread lovers?
为了吃上一口跨越几千公里的“网红味”，有人不惜在回国时将行李箱塞满几十个费心抢购的面包，把面包当成“期货”来囤；有人提前蹲守，只为在5分钟内的限时团购开始时成为第一批下单的用户，以便更早一尝美味。
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.
这种近乎疯狂的消费热潮，让面包早已超出了“果腹”的范畴，成为了一种维系社群、彰显品味的纽带。
This consumer craze has pushed bread far beyond the realm of mere sustenance, transforming it into a bond that builds communities.
在湖北武汉，一间名为“不晚”的面包店在2025年9月于线上平台开团售卖5分钟，总订单量超过12000单。购买群体来自全国各地，更甚至有境外用户为了吃上这一口“网红面包”，愿意辗转转运。一些错过团购的网友们在郁闷之余，选择在网络上发帖“求转单”，甚至愿意高价找武汉的网友线下代购再邮寄。
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.
一些坐标国外的面包爱好者们会选择在回国时，一次购入几十甚至上百枚心仪的面包，在出国前塞进行李箱作为未来一段时间的 “口粮”，堪比期货。坐标港澳的爱好者们则相对“省力”，只需通过转运，或者找内地口岸附近的快递点代收冷冻，再在假期亲身提货，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 “less 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.
在这样惊人的销售体量之下，“面包”也早已成了维系一个群体的纽带。不少面包店都有自己的微信群，而“包友”们则常会在群里分享自己最近吃的面包、推荐的店铺等。即便是面对动辄几十元一个的高价产品，消费者们也争相购买，一些网红店铺更是需要排队或提前预定。
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.
以上海“2026环球美食汇”系列活动为例，闵行万象城“超级美好面包节”4天卖掉80万只面包，面包销售额突破1428万元；在3月中下旬连续两个周末举办的上海BFC外滩国际面包节3.0，逾220家国内外烘焙品牌齐聚一堂，共售出70万只面包。
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.
在社交网络上，也能够见到不少网友发帖晒出自己的面包节“必买清单”、“购买攻略”等，亦有不少面包爱好者们提前组队，以便分头行动排队，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.
除了销量，面包的品类也日渐丰富，从传统的白吐司，演变出了带有地域特色的“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“又见山海”为例，这间仅有数名员工的工作室，以线上开团作为售卖渠道，每次都能吸引几千人下单，直接拉满几个月的工作量。而吸引大量消费者交出荷包的，很大原因是扎实的分量和新颖的口味。
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.
店主山海来自潮州，她说，目前工作室每次上架的品类大概是18种左右，基本按照季度开团，每个季度都会上架应季的新品，也会通过小红书平台，收集意见，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.
“面包本身就是一个包容性极强的载体，可以包容千千万万的食材，顾客都喜欢新鲜的东西，所以需要多吃，多尝试，多结合当下热度，才可以创造更多的可能。”
“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.
浏览店铺的菜单，也印证了这一多样化——虾枣、沙茶牛肉……这些富有地域特色的食材被包进了面团里，在传统的面包店中也确实难觅。
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.
浙江大学管理学院教授王小毅告诉中国日报，消费者为高价面包买单，远不止为口味和原料付费。品牌通过设计美学、稀缺性和情感叙事，构建了高感知价值。例如，限量手工面包的“饥饿营销”制造稀缺感，而线下门店的烘焙香气、艺术装潢则强化了沉浸式体验。例如，通过木质装修、开放式厨房，结合有机食材和个性化定制，可以有效传递自然与高端感，提升消费者的体验价值。
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.
这类消费成为身份认同的符号——购买特定品牌是年轻群体彰显生活品味、融入社交圈层的“通行证”，不仅满足味蕾，更契合消费者对“精致生活方式”的向往。购买高价面包成为一种自我表达和社交炫耀的工具。他们通过分享消费行为获得社交认同感，王小毅说。
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.
伴随着新式面包店的层出不穷，一些老牌面包店们无声倒下——创立于1993年的克莉丝汀巅峰时期曾拥有超1000家门店，曾经的“烘焙第一股”在今年4月上旬公开表示进入破产清算；2000年在新加坡创立的品牌面包新语（BreadTalk）在北京的最后一家门店于3月12日闭店，其位于成都的11家门店则在2025年年中集体闭店。
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，老牌连锁烘焙的倒闭并非单纯产品力不足，而是未能适应消费代际变迁和营销范式转型。部分老品牌仍依赖高糖奶油蛋糕等传统品类，无法满足年轻人追求的低糖健康与视觉美感；老品牌的渠道单一化，过度依赖线下门店，忽视电商与外卖渠道，而新兴品牌通过“线上下单+社区自提”覆盖碎片化需求；情感价值方面，老品牌故事陈旧，难以连接年轻人情绪。
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.
不过，王小毅也提到，情绪价值是当前市场的催化剂，但非长久支柱。其爆发力体现在短期溢价和用户黏性，但行业持续增长需三大根基——首先是产品力：健康化趋势不可逆，低糖、高蛋白面包的技术研发是核心竞争力；其次是供应链韧性：冷链物流和中央厨房决定新鲜度与成本控制。情绪经济需附着于扎实的商业模式，否则将沦为泡沫。
“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.
记者：邵颖
图片来源：受访者供图
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