Shaping Global Bakery Innovation@Bakery China 2023 on 5.22-25

New Opportunities

2023 is the accelerated year of expanding domestic demand strategy. The horn of comprehensive boosting consumption has sounded. The Chinese bakery and confectionery industry, which has shown strong resilience in the past three years, is also expected to welcome the new round of high growth opportunities. As a bellwether and commercial platform for Chinese baking food industry, the 25th Bakery China will be held from May 22 to 25, 2023 at National Exhibition and Convention Center, Shanghai, organized by the China Association of Bakery and Confectionery Industry and Bakery China Exhibitions Co., Ltd.

Since its inception, Bakery China has been dedicated to building a business platform for the domestic and global bakery and confectionery industry. The 25th Bakery China will be relocated to the National Exhibition and Convention Center, Shanghai. A more specialized, diverse, and convenient business platform will be created with professional, international and digital efforts, and offer premium services with passion and professionalism.

The exhibition covers over 280,000square meters which exceeds 30% peak of the past with an optimized setting and scale over previous ones. Tens of thousands of new products under over 40 categories will be presented in 10 exhibition halls. Over 2,000exhibitors from 30 countries and regions, and 300,000 visits are expected in this one-stop business platform designed for the entire industry chain.

With the unprecedented changes of the times, the dual circulation of domestic and foreign markets, taking a domestic root with a global vision, has become a great trend. Based in China, we have been actively keeping innovating to follow trends with peers and to expand the boundary of  the time and space for exhibition services. We also enrich the business models of Bakery China and break the boundary of the bakery and confectionery industry, to explore the potential of "bakery plus" concepts.

Recognized as the world's largest exhibition for the bakery and confectionery industry, Bakery China has attracted many outstanding overseas companies and brands, 20% of which are from countries with an established baking industry such as Germany, Japan, Italy, the U.S., Belgium, the Netherlands, Switzerland, Austria, Sweden, Denmark, Finland, Ireland, Australia, Canada, Japan, Korea, Thailand, Malaysia, Turkey, Singapore,etc. Meanwhile, we closely partner with government agencies and industry organizations in various countries and regions in terms of business trade, information exchanges, events and activities. Utilizing Bakery China's comprehensive resources throughout the industry chain, we promote business and information exchanges for the industry at home and abroad.

Bakery China will keep its original aspirations and missions, and work hand in hand with its industry peers to face challenges and seek opportunities.

Having a full insight into fluctuating market and industry trends helps Bakery China sustain development. Bakery China is a witness to the industry development as well as a practitioner.

>> A new China Chic in Baking

China chic reflects consumers’ affection for traditional style and culture. As a new China chic in baking started, Bakery China has worked with its partners to present a variety of events featuring traditional Chinese pastry making, the 24 solar terms, traditional weddings, bamboo culture, a journey of a new Chinese bakery chic rice dumplings in Bakery China Talk, mooncakes, Chinese New Year gifts, etc., which promoted the new China chic among companies.

Washed out of appearance,  some people say "the trend comes and goes.” Has the China chic been out of date? Actually not. The second round of China chic upgrading is eagerly expected in the coming years.

>> Pre-made bakery

Pre-made bakery refers to bakery products such as frozen prepared pastries and bread. It starts late in China but develops rapidly with explosive growth since 2022. Enterprises in the worldwide industry chain started new factories, heavily backed by investment institutions, and promoted by e-commerce platforms. The chain-store bakery brands are also extending and improving their supply-chain. In response to the situation, Bakery China initiated the "Pre-made Bakery Festival" in 2022, and has so far assisted more than 1,000 upstream and downstream enterprises in the pre-made baking industry chain to connect with business, and joined hands with Tmall, TikTok e-commerce, JD.com, Euromonitor, CBN, Haitong Securities and other platforms and institutions to release a number of B2B and B2C industry reports related to pre-made bakery.

>> Bakery +

As an inclusive industry, drawing the developed market experience globally, the bakery combines with coffee, beverage, fast food, healthy diet, supermarkets, convenience stores, ice cream, leisure spaces and so on. It is  certainly more than just the sum of its parts. Successful cases can often be seen in recent years.

Since 2015, Bakery China has featured a special zone for coffee, beverage, snacks, sweets and finished products, which has developed into “Coffee & Beverage China” and” Fine Food & Snacks China”,covering about 30,000 square meters. More than 100 brands will present their products, including Jasblu Coffee, Hiangkie Coffee, Kingdom Coffee, Sunjuice, Cograin Food, Doking Food, OID Coffee, Googfarmer Yourfresh, Weiyi Food, Ouben Coffee, Tongren Gui Tea, Monin, Dazheng, Tongyu, Dedu, Cheng Bao, Good Seven, Willnicecake, Guwei Guxiang, Yun Mi, Tian Bao Bei,  Suntun, Naughty Rabbit and so on. With the trend of industry integration, Bakery China has also joined hands with its partners to launch coffee, tea ,beverage and pizza  competitions and industry forums on "bakery Plus".

Besides being a business platform, Bakery China is also an important channel for the exchange of ideas within and across industries. Up to now, more than 100 conferences, forums, activities and presentations have been held online and offline, and Bakery China has built a think tank that brings together leading bakers, entrepreneurs, founders, executives and professionals from industry and cross-industry companies, production enterprises, innovative brands, cross-border food and beverage brands, Internet platforms, government agencies and industry organizations, KOLs, KOCs, etc. In response to the changing market trends, our activities cover chain and franchise, coffee and tea, Internet, home baking, technical talent training, new retail, China chic baking, prepared bakery, intelligent baking, IP empowerment, investing and financing, e-commerce, best-seller marketing, entrepreneurship, wedding and gifts, camping, etc. We have organized Bakery China Summit, Bakery China Forum, Bakery China Talk, Bakery China Live, Immersive Camping Experience, Bakery China Innovation Award, Bakery and Coffee Fair, and Industry Celebrity Visits.

Among them, Bakery China Summit, Bakery China Forum, Bakery China Talk and Bakery China Live are the major knowledge sharing sections of Bakery China. Bakery China Summit focuses on annual review and trend forecast and features brand presentation along the exhibition in major city such as Shanghai, Shenzhen, etc. Bakery China Forum is a knowledge sharing platform running alongside the Bakery China exhibitions. Bakery China Talk is the platform sinking to various tiers cities, including Shanghai, Beijing, Guangzhou, Hangzhou, Chengdu, Changsha, Jiaxing, and Suzhou, Yingtan, etc.. It runs throughout the year to fuel local development in each regional market and break regional barriers to industry development. Bakery China Live breaks through the limits of time and space with live streaming, creating seamless communications. So far, Bakery China’s knowledge sharingsections have served more than 7 millionpeople online and offline.

The upgrading and development of the bakery depend on the progress of technology, but also the growth of talent. The industry in China is no longer only learning from and imitating others and is now seeking independent innovation, driven by the hard work and innovation of the generations alike. In recent years, professional bakers from China have garnered international recognition and snatched many gold medals. During Bakery China, a list of national talent competitions and international events are hosted, including Asian Pastry Cup, World Chocolate Masters China, Louis Roosevelt Cup China, World Bakery Competition China, World Pastry Championship China, etc. There are also professional events from entry-level to advanced, including MBA Barista Championship, China Pizza Elite Challenge Match, Chinese Modern Barista Competition.

Technology is the basis of industry development and innovation, and by joining hands with global partners, we spare no effort to nurture and select talent for the industry and boost the industry’s high-quality development.

Innovation is one of the vital driving forces for the development of the industry. In the new era when Made-in-China is shifting towards Intelligent Manufacturing-in-China and Created-in-China, innovation is critical for the industry and companies to move steadily forward. Every year, Bakery China is the preferred platform for many exhibitors to launch their new products and technologies nationwide and even globally.

Based on innovation with an insight into the future, the organizer presents the Bakery China Innovation Award during the exhibition to recognize the innovative power of the industry. Since its inception in 2018, more than 500 companies have competed for the award with thousands of products, from which innovative products in ingredients, equipment and packaging have been awarded to encourage industry peers to promote innovation and ensure the healthy and stable development of the industry in the future.

As a practitioner of information technology and digitalization, Bakery China has not only built exhibitor online manual and iBakeryChina e-platform, but also created a digital new media publicity matrix, and actively promoted the industry’s Internet, e-commerce, big data and intelligent development, providing information technology and digitalization testing ground for the industry with Bakery China's omnichannel and omniplatform resources, and using digital means to break through the difficulties and bottlenecks of industry development.

iBakeryChina is the online platform for online match-making, communications, talents hunting, market trends and thoughts exchange. Till now over 2,000 company online shops are launched and over 13,000products are hitting the shelves with over 500,000online visitors to provide an industrial online e-commerce solution.

In its process of digitalization, Bakery China has joined hands with Tmall, JD.com, Douyin, Meituan, Dianping, Kuai Tuan Tuan, Little Red Book and other e-commerce and digital service platforms to release annual big data reports. Since 2020, Bakery China has been promoting new business developments through its livestreaming platform and has organized 130 live streaming events lasting 540 hours in total, involving 689 brands and attracting nearly 7 million views. In 2021, Bakery China organized a series of online activities on 10 themes over 17 days, generating tens of thousands of inquiries.

Bakery China is an international exhibition and business platform serving the global bakery and confectionery industry, and we are grateful to all our friends for their 25 years of companionship and trust. The 25th Bakery China will take place from May 22 to 25, 2023 at National Exhibition and Convention Center, Shanghai, China. See you all soon.