Recently, Swiss rolls have unexpectedly taken the social media scene by storm, not only trending on Weibo but also sparking a sales frenzy in major supermarkets.

This phenomenon began with a video shared by a mother on social media, capturing a dispute with her husband over a box of Swiss rolls, which ignited widespread discussion. The video quickly went viral, catapulting Swiss rolls into the spotlight as a must-have item, with stores like Sam's Club, Freshippo, and RT-Mart witnessing a surge in demand.

The Power of Social Media in Shaping Consumer Trends

In the age of social media, a simple topic can rapidly escalate into a widespread conversation. The Swiss roll craze not only highlights the power of social media to influence consumer behavior but also uncovers new opportunities for supermarkets to differentiate themselves in a competitive retail landscape. As customers rush to purchase Swiss rolls, they often add other items to their carts, boosting overall sales figures. Supermarkets are recognizing the immense potential of social media for product promotion and are likely to increase their focus on social media marketing to engage younger shoppers.

Sam's Club Swiss Rolls: A Recipe for Success

The popularity of Sam's Club Swiss rolls can be attributed to their exceptional value and premium ingredients. Priced at 59.8 yuan for a box containing 16 slices, each slice costs less than 4 yuan, satisfying consumers' desire for both affordability and deliciousness. Sam's Club's success also stems from its targeted market positioning, catering to mid-to-high-income families seeking a high-quality lifestyle. With a membership model, Sam's Club offers a unique shopping experience and has successfully attracted a loyal customer base through its differentiated service strategies.

Supermarket Strategies for Competitive Edge

In the increasingly competitive bakery market, supermarkets must prioritize enhancing product quality by strengthening oversight and management of baking product raw materials, production, and quality control to ensure products meet national standards and consumer expectations. Additionally, supermarkets can gain an edge through innovative marketing tactics and product placement.

The surge in popularity of Swiss rolls has not only brought substantial sales and profit growth to supermarkets but also new opportunities and challenges for the entire bakery industry. The baking brand exhibition notes that as consumer demand for bakery products continues to rise and market competition intensifies, supermarkets must innovate and refine their offerings to better cater to consumer needs and expectations, thereby securing a larger market share and competitive edge.

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Bakery China 2025, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China 2025 is the Asia Pacific's leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry. It is the first-choice trade fair to enter China's bakery market.

（source: Global Bakery Guide）