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?百年烘焙品牌——三益祥项目介绍（中英文版）

Centennial baking brand -- introduction of Sanyi Xiang (Chinese and English version)

——烘焙历史的真实见证与实力还原

Real Witness and strength Restoration of Baking History

轻奢IN时代，挖掘140年前世代传承的烘焙历史品牌，发扬光大烘焙界的传统文化。

In the era of light luxury IN, excavate the historical brand of baking inherited from generation to generation 140 years ago, and carry forward the traditional culture of baking industry.

品牌故事——历史与传承

Brand Tales: background and inheritance

1878年清德宗光绪四年，台儿庄的一名小伙子只身一人来到济南府，在一家糕点作坊当了一名伙计。由于他聪明好学又勤快，得到了老掌柜的赏识，很快便掌握了糕点的全部制作方法。

In 1878, Guang Xu, a young man in Taierzhuang, came to Jinan alone and worked as a clerk in a bakery. As a result of his cleverness, studious and diligent, he was appreciated by the old boss, and soon mastered the whole method of making pastry.

几年后，他带着一身绝活回到了老家台儿庄，在台儿庄城内开第一家糕点加工作坊，取名“祥冒号”（后改为“三益祥”），由于他糕点技术精湛，加上诚信经营， “三益祥”生意红火兴隆，声名远扬。

A few years later, he returned to his hometown, Taierzhuang, with a special skill. He opened his first pastry processing workshop in Taierzhuang and called it the "Xiang Colon" (later changed to "Sanyi Xiang"), because of his skillful pastry. In addition, the integrity of the operation, "Sanyi Xiang" business thriving.

他去世后，他的儿子继承了“三益祥”的糕点事业，生意规模进一步扩大。

After his death, his son inherited "Sanyi Xiang"ˊs pastry business, and the business expanded.

1938年4月，日本鬼子打到台儿庄，台儿庄人撤出战区避难，临行前“三益祥”全体员工加班加点为守城官兵制作糕点。在台儿庄大战中，包括苏家老宅在内的所有建筑，都在这场大战中化为灰烬。

In April 1938, the Japanese came to Taierzhuang, where the Taierzhuang people took refuge in the war zone. Before leaving, "Sanyi Xiang" worked overtime to make cakes for the officers and soldiers of the city. During the Taierzhuang War, all the buildings, including the Su family's old house, were reduced to ashes.

1956年，“三益祥”加入了合作社为国家服务，特别是中秋节、春节集中帮政府生产糕点。

在1976年文化大革命这一特殊时期，“三益祥”全部生产模具被迫全部销毁。但“三益祥”与台儿庄古城相生相惜的命运却深埋在祖祖辈辈的心中。

In 1956, “San Yi Xiang”joined the cooperative to serve the country, especially the mid-autumn festival and the Spring Festival to help the government produce cakes. During the 1976 Cultural Revolution, a special period, all the molds of Sanyixiang were forced to be destroyed. But the fate of the “Three beneficial details”and the ancient city of Tai'erzhuang District is deeply buried in the hearts of generations.

历史轮回，2007年台儿庄区人民政府开始重建古城，“三益祥”的后代们又积极配合古城重建，响应政府号召，拆掉他们祖传的现古城凤凰台原址的6家院落，热烈支持古城重建工作。

In 2007,the people's Government of Taierzhuang District began to rebuild the ancient city, and the descendants of Sanyi-hsiang responded positively to the government's call to demolish the six yards of the original site of the ancient city of Phoenix, and enthusiastically supported the reconstruction of the ancient city.

当年为救国而毁家，如今为兴城而迁家，冥冥之中注定了“三益祥”几代人胸怀家国的无私奉献精神。

In order to save the country and destroy the family, and now move home for the city, doomed the "Sanyi Xiang" five generations of family selfless dedication.

台儿庄古城建成后，全国各地游客蜂拥而至，台儿庄古城因此也名扬四海。为使“三益祥”这一非物质文体遗产能够永远传承下去，第N代传承人大学毕业后毅然决然回到古城，意欲再扛起三益祥的商号大旗，开创新时代下民族老字号“三益祥”的复兴之路，弘扬光大我国传统的糕点事业。

Taierzhuang after the completion of the ancient city, tourists from all over the country, Taierzhuang ancient city is known all over the world. In order to carry on the intangible heritage of "Sanyi and detail" forever, xx, the inheritor of several generations, decided to return to the ancient city after completing his studies, intending to carry the flag of Sanyi Xiang's business name again. Create a new era of old national name, "Sanyi Xiang", carry forward Everbright China's traditional pastry cause.

愿景

vision

小时候我们想要一块蛋糕却总不被允许，长大了可以任性吃了，然而却承受不了高热量的负担。于是在第33次经过蛋糕店时，终于下定决心：一定要做出可以任性吃却怎么也不会使我们长胖的大蛋糕！不管是佛系青年还是精致猪猪女，都能找到我们久久回味的味道。

When we were young we wanted a piece of cake but we were never allowed. When we grew up we could eat it as we pleased, but we couldn't bear the burden of high calories. So on the 33rd pass by the bakery, we finally made up our minds: must be able to eat how can not make us fat big cake. No matter is Buddhist Department youth or exquisite pig female, can find us long aftertaste.

浓情蛋糕

Affectionate cake

浪漫西点

Romantic West Point

麦风面包

Wheat bread

温馨大气的店面装修，明亮的窗户和橱窗。

自然又温馨，干净又舒适。

这里有灯光、有音乐、有道具。

高纯的色彩，聚光灯的烘托。

还有道具感极强的古老陈设，共同演艺着一场源自视觉的艺术盛宴。

Warm atmosphere shop decoration, bright windows and windows, natural warm, clean and interesting, there are lights, music, props. High purity of color, spotlight, and props sense of the ancient furnishings, performing together with a feast for the arts.

食客们的情绪与参与感，充满活力、轻松、创新和宽容的氛围，营造静雅舒适的环境。

Diners' emotional and participatory, energetic, relaxed, innovative and tolerant atmosphere, quiet and comfortable environment.

于功能休闲区域，悠闲的顾客聆听着古典音乐，坐在雅致的座椅里，细细品尝慢慢体会……

In the functional leisure area, stylish seats, customers buy some snacks, listen to classical music, sit in the cake shop to taste。。。。。

理念

idea

传统工艺是根本

Traditional technology is fundamental

以美食艺术构筑高品质生活方式

Constructing the High quality Life style by the Art of Food

以绿色健康食材制作出最高品质蛋糕

Make the highest quality cake with green and healthy ingredients.

努力创新又格外尊重传统

Innovation and respect for tradition

传承

Passing on.

品牌命名、品牌核心价值、品牌密码、品牌故事、品牌文化、品牌情怀

Brand naming, Brand Core value, Brand password, Brand Story

, Brand culture, brand feelings.

低调内涵，历史沉淀

Low-key connotation, historical precipitation.

百历史沉淀传统古法烘焙文化

A hundred years of History sedimentation the traditional Culture of Baking with Ancient methods.

企业烘焙文化传承

Enterprise baking culture inheritance.

在文化传承中不断推陈出新

In the cultural heritage and constantly bring forth new ideas.

目标

Target

短期目标：站稳脚跟，一年内收回投资成本

SHORT-TERM GOAL: To establish a firm foothold, within a year to recover the cost of investment.

长期目标：在众多蛋糕品牌中脱颖而出，发展成为实力雄厚并有一定市场占有率的蛋糕连锁公司，逐步打开国内市场,打造蛋糕行业的著名品牌

LONG-TERM GOAL: to stand out among the numerous cake brands, develop into a strong and have a certain market share of the cake chain company, gradually open the domestic market, to create a famous brand of the cake industry.

方式

Way

店面装修、店员形象、蛋糕制作，营造健康、卫生感觉

Shop decoration, shop assistant image, cake making, Create a sense of health and hygiene

休闲、功能区概念一体化

Concept Integration of Leisure and functional area.

会员增值服务

Membership card value-added services

宣传品、杂志……

讲述关于糕点饮料的知识、故事、文化……

提升品位,烘托气氛,增加消费者对品牌认知度与知名度……

Put some promotional materials, magazines, knowledge about pastry drinks, stories, etc. on the table to enhance taste, foil the atmosphere, and increase consumer's favorite brand.

针对产品成本测算，合理价格定位

Reasonable pricing for Product cost Measurement

产品包装以清新风格为主，线上融合助力线下体验与分享

Packaging in a fresh style, Online fusion, offline experience and sharing.

节假日店庆等开展促销活动

Holiday shops and other promotional activities.

6.6公里内免费配送

Free delivery within 3 km

与单位或组织合作，发展代销商

Develop affiliates in collaboration with units or organizations

与科研机构以及众多单位联合，开发口味众多的不同单品，满足不同顾客的需求，推出自己独特的主打产品

Cooperate with scientific research institutions and many units to develop different products with many tastes, meet the needs of different customers, and launch their own unique main products

联合科研机构研发新产品、新口味

Joint research institutions to develop new products, new taste.

与各类组织和单位合作，开展diy活动，顾客亲自动手，参与制作面包和点心

Cooperate with various organizations and organizations to carry out diy activities to enable customers to do their own work and participate in the bread and snack making process.

找到并解决消费者痛点

Find and resolve consumer pain points.

开发低脂、营养、低糖产品，满足不同消费群体、不同口味需求

Development of low-fat, nutrition, low-sugar products to meet the needs of different consumer groups, different tastes.

提升线上产品的市场竞争力，加强消费者线下购买过程的体验和分享

将传统的烘焙业与互联网结合，借助网络平台精准营销

Will the traditional baking industry and the Internet, with the help of network platform precision marketing.

Enhance the market competitiveness of online products and enhance the experience and sharing of consumers in the offline purchasing process.

产品、文化与爱国主义情怀的完美结合

The perfect combination of product, culture and patriotism.

时效性

chronergy

特点

Characteristic

对健康和健康产品感兴趣的顾客

Customers interested in health and health products

新鲜营养健康食品

Fresh nutritious healthy food

保障食材的安全性和渠道供应

Ensure the safety of ingredients and supply channels

根据客户需求改进自身的服务和流程，争取让尽可能多的顾客感受到方便

According to customer needs, improve their services and processes, and strive to make as many customers feel convenient.

让顾客感受到我们对他们的重视、尊重，增强信任感

Let customers feel that we value them, respect them and enhance their sense of trust.

产品口感适合不同年龄不同群体喜好

The taste of the product is suitable for different ages and different groups.

全方位满足现代人不断追求高品质生活需求

Meet the needs of modern people in pursuit of high quality of life

概念

Concept

女士、儿童去蛋糕店的频率：女士对蛋糕的依赖远大于男士，添加更多的女性化和儿童元素，以吸引更多的顾客。

Women, children go to cake shop frequency: women depend on cake much more than men, adding more feminization and children elements to attract more customers.

生日还是蛋糕的主要销路，在制作diy蛋糕的同时，附带生日用具，使生日更加独特.

Birthday is also the main market for cake, making diy cake at the same time, accompanied by birthday utensils, making birthdays more unique

选材

select (suitable) material

纯真自然严选食材

Pure natural and strict selection of food materials.

北纬37度优质元麦，精致原磨

North latitude 37 degree quality barley, exquisite grinding.

原产地进口低脂奶油，健康0负担

Low fat cream imported from country of origin, health 0 burden.

非遗第N代一脉传承，古法制作，精心研制，保持对食材最原始的尊重

The NTH generation of Feilai inheritance, the ancient law production, elaborate development, maintain the most primitive respect for food materials.

当地应季水果百变混搭

Local seasonal fruit mix.

为品牌注入纯正地道基因，为食客带来不一样的味蕾享受，身与灵的放松，感受传递到每一个细胞的愉悦

Infuse the brand with pure and authentic genes, bring different taste buds to the diners, relax the body and spirit, and pass the pleasure to every cell.

市场分析(M.A.)

Market Analysis (M. A.)

经济发展、人们生活消费水平提高，人们对美味可口西点产生浓厚的兴趣

With the development of economy and the improvement of living standard, people have a strong interest in delicious Western Point.

西点作为一种高品质的生活方式，已被世界绝大多数国家认可

As a high quality lifestyle, West Point has been recognized by most countries in the world.

国内烘焙消费市场销量非常可观，前景大好，行业大势发展 ?

Domestic baking consumption market sales is very considerable, good prospects, the general trend of the industry.

挖掘痛点：真正的需求，在痛点背后，赢得占领市场机会

Tap the pain point: the real demand, behind the pain point, to win the market opportunity.

烘焙市场还有长期可持续的增值空间

There is room for long-term sustainable growth in the baking market.

面包目标客户群体老少皆宜，市场巨大?

Bread target customers of all ages, the market is huge.

文化包装创造重要的附加值

Cultural packaging creates important added value.

标准化、规范化、现代化经营理念

Standardization, and modern management concept.

蓬勃发展的第三方交付平台，消费支付更为便捷

Booming third-party delivery platform makes consumption more convenient.

卫生、安全、清洁、文化、情怀吸引高层次的消费者

Hygiene, safety, cleanliness, culture and sentiment attract high-level consumers.

新鲜营养健康的食品越来越受到人们的喜爱与关注

The fresh nutrition health food more and more receives people's affection and the attention.

中国人的烘焙盛世已经到来

The Chinese Baking Age has arrived.

事实

Fact

健康消费意识，选择新鲜、营养、健康的食物

Healthy consumption consciousness, choose fresh, nutritious, healthy food

追求浪漫情调年轻时尚群体追捧

The pursuit of romance, the pursuit of young fashion groups

巨大的景区市场经济

A huge market economy in scenic spots

火爆人气

Hot popularity

社交属性，自带流量，互联网+烘焙，婉转圈子，汇聚消费人群

Social attributes, self-traffic, internet baking, cozy circles, gathering of consumers

消费者主动分享，手动点赞，口碑传播

Consumers actively share, manual likes, word of mouth dissemination

景区的食品消费量相对较高

Food consumption in scenic spots is relatively high

百年传承传统烘焙经验

A hundred years of traditional baking experience

百年老字号烘焙品牌——三益祥。

A hundred-year-old bakery brand-Sanyi Xiang.

机会

Chance

消费者想要体验传统的美食

Consumers want to experience traditional food

蓬勃发展的西餐和生活方式

A thriving Western food and lifestyle

来自外国连锁特许经营公司的竞争仍然很低

Competition from foreign franchisees is still low

市场满足度

Market satisfaction

由于地理位置处于景区,客源相对丰富

Due to its geographical location, the tourist resources are relatively abundant

目标群体

Target group

80后90后00后人数占全国人口近1/3，20-35岁人群贡献了70%的餐饮消费

The number of people born after the 1990s accounted for nearly 1 / 3 of the population of the country, and the population aged 20-35 contributed 70% of the consumption of food and beverage.

20至45岁的中青年专业人士

Young and middle-aged professionals aged 20 to 45

城市时尚达人追求浪漫诗意情趣的生活，需要有充分的体验

The pursuit of romantic poetic life by urban fashion talents requires full experience

回头客

Returning customer

游客

Visitor

景区游客，人流量大，消费能力强

Scenic area tourists, large flow of people, strong consumption power

商圈内横向引流

Transversal drainage in commercial area

支持

Support

产品端研发与整合

Product end R & D and Integration

品牌运作

Brand operation

评估选址

Evaluation of site selection

店铺市场评估

Store market evaluation

装修指导

Decoration guidance

优质产品端

High quality product end

员工培训

Staff training

营销策划

Marketing Planning

专家营运

Expert operation

风险把控

Risk control

物流仓储

Logistics storage

餐饮优化

Catering optimization

优势

Superiority

高品质的饮食原料

High quality raw materials for diet

成熟传统手工作坊、烘焙文化传承

Mature traditional handicraft workshop, baking culture heritage

选用美国、加拿大原装进口面粉，新西兰、澳洲原装进口油脂，德国、比利时等国家进口原辅料配制，国际先进的生产设备进行制作

Select the United States, Canada imported flour, New Zealand, Australia imported oil, Germany, Belgium and other countries imported raw materials to prepare, international advanced production equipment for production.

拥有良好信誉老字号“三益祥”注册商标

Has a good reputation, the old name "Sanyi Xiang" registered trademark

能注册非物质文化遗产

Be able to register intangible cultural heritage

产品结构和口味在行业中遥遥领先

Product structure and taste are far ahead in the industry

健康低脂

Healthy low fat

优质工艺

High quality technology

造型独特

Unique styling

精致化的道路，个性化的特色

The road of refinement, the characteristic of individuation

享受美食和热情的服务

Enjoy delicious food and warm service.

充分体验生活的乐趣

Fully experience the joys of life

有效的新鲜产品保证当日生产当日销售。

Effective fresh products guarantee the same day of production sales.

成本控制

Cost control

概况手册(待制作)

Fact sheet (to be produced)

投资与收益分析?

Investment and income analysis

附件：投资预算与利润分配表

“烹小鲜如治大国，我们要做让人感动的食物。”

"to cook small and fresh as to rule a great country, we must make moving food."

“让人感动的食物不仅外观很好看,也很好吃,还要让人吃完以后感动,觉得眼睛都会湿润的那种感动,很难忘掉,这才是西点烘焙的最高境界。”

"the moving food not only looks good, but also tastes good. It also makes people feel moved after eating, feeling that the eyes will be wet and it is hard to forget. This is the highest level of Western Point baking."

“潜心追求品质和服务,只有用好的面粉,好的油脂,好的原材料,加上管理和技术的用心及创意,才能创造出让人感动的食品方案,帮助客户制作出通过味道就能令人记住的食物,共同打造一个通过食物就能让人记住的烘焙王国。”

"dedicated to quality and service, only with good flour, good grease, good raw materials, management and technical care and creativity, can we create a moving food program. Help customers make foods that are remembered by taste, and work together to create a baking kingdom that can be remembered by food. "

三益祥家族文化传承

Sanyixiang family culture

苏家“三益祥”糕点起源于清光绪年间，距今已有140余年历史，祖孙N代，一脉相承，祖传秘方，台儿庄古城糕点行业“老字号”，这一濒临失传的非物质文化遗产必将在此次商业开发、挖掘中焕发新生。

Su "Sanyixiang" pastry originated in the Qing Dynasty Guang Xu years, has more than 140 years of history, six generations of grandchildren, generations, because of the family secret recipe, for the ancient city of Taierzhuang "old name", The intangible cultural heritage, which is on the brink of extinction, will be reborn in the commercial development and excavation.

为抗日战争和新中国古城重建做出突出贡献。

For the War of Resistance against Japan and the reconstruction of ancient Chinese cities to make outstanding contributions.

1938年抗日战争，支援抗日前线

The War of Resistance against Japan in 1938 to support the Anti-Japanese Front.

2012年响应政府古城重建工作，举家配合拆迁工作。

In 2012 in response to the government reconstruction of ancient cities, the whole family to cooperate with the demolition work.

十年磨一剑，百年铸辉煌，谁说传承不能兼容时尚？作为一份有历史情怀的蛋糕，拥有百年老字号+历史沉淀的品牌，扎根古城、深入民心，在民族大义和国家利益面前，能够时刻“舍小家为大家”，深厚的民族情感，谁能不为之动容？

Ten years of grinding a sword, a hundred years of glory, who said that heritage can not be compatible with fashion? As a cake with historical feelings, with a century-old brand of historical precipitation, it is rooted in the ancient city and deeply rooted in the people's heart. In the face of national righteousness and national interests, it can always "turn small families into people" and have deep national feelings. Who wouldn't be moved?

“三益祥”，将带您走近一场“手感烘焙之旅”，从眼、耳、鼻、舌、身、意，全方位体验、品尝你久久难忘的独特味道。

Sanyixiang, will take you to a "feel baking journey" , from the eyes, ears, nose, tongue, body, mind, all-round experience, taste your long-lasting unique taste.

这是一场既美味又浪漫，美食与心灵的盛宴之旅！

This is a delicious and romantic, delicious and spiritual feast trip!

尝一块蛋糕，能让人认识一个品牌……

品一个味道，能令人记住一段历史……

弘扬历史文化，能激发人的爱国情怀……

Taste a cake, can let a person know a brand...

Taste a taste, can let a person remember a period of history...

Carry forward historical culture, can arouse people's patriotic feelings...