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在电视上我们经常会看到身材魁梧的法国大厨，“一袭白衣”穿梭于厨房，在一台烤箱旁“运筹帷幄”，随后几片糕点惊艳全场，赞不绝口。然而在中国很多家庭的烤箱大多是经历了从爱不释手的“蜜月期”到被打入“冷宫”“长眠”于此，而烘焙似乎并没有满城风雨，但是烘焙却大有文章。轻食记想要从食材到技术，玩出烘焙的新花样。
刘刚是轻食记的CEO，一位80后，之前深耕于冷冻食品的生产、加工和销售很多年，刚见到他时是在轻食记的大厅，大厅中间两张木色桌子上摆着一个烤箱，大厅后面则是轻食记的烘焙房和摄影棚，两边则摆放着一排木质的展示画板，简单但很细致。轻食记的“掌舵者”有4个，之前和互联网行业也曾同舟共济，刘刚告诉猎云网：“轻食记的‘轻’是比之于‘重’的，我们希望轻烘焙，重生活。而我们几位80后的合伙人都是我们之前在一起吃饭时聊到一起的，希望唤醒家中沉睡的烤箱，让烘焙变成一种好的生活方式。”
轻食记一开始并不钟爱于App的开发，而是对微信公众号情有独钟。而轻食记的初衷则是让一个烘焙小白也可以在四步之内烘焙出人间美味，让烤箱不再“闷头大睡”，烘焙的科学同样也能走进寻常百姓家。轻食记将C端消费者网罗于其微信公众号，然后可以销售加工过的冷冻面团（半成品）给消费者，之后用户就可以在冷冻面团上面施展八般武艺，对于烘焙技术限制会常出现的食材过度浪费或者烘焙失败也不必再牵肠挂肚。目前，在“轻食记”的微信公众号中，“轻食记”设置了诸多版块如轻市集、轻乐活、轻乐活、轻食谱和轻莳志。公众号的粉丝有1万多，选择购买轻食记产品的有10%左右，微信支付也可以派上用场。
轻食记能够受用户的青睐，其背后的故事也可圈可点。在食材的选用上，轻食记的其中一位合伙人负责打理食材的工厂，并可以看到食材曾经走过的“路”，选用的原料也可以让消费者放心。在配送上，你可以看到顺丰小哥满世界地跑。微信公众号的营销也是大动干戈，对于烘焙的拍摄有摄影达人助其一臂之力。刘刚告诉猎云网：“其中有次要拍带叶的胡萝卜，我们跑到了乡下农民的菜地里去买。还有一次办活动需要有斑驳感觉的木板，我们驱车去县里的菜市场才找到一块称心合意的。”
目前轻食记也在“憋大招”，场景烘焙和接入更多资源。从用户角度考虑增加烘焙的场景，会发起轻食记的用户体验调查，用户也可以提交心得体会，根据用户反馈共享给更多的用户，启发用户的烘焙场景思维。比如上海很多年轻白领会选择早餐吃面包，其实只要起床后拿出冰箱里的半成品，在烤箱里烤个几分钟就能快速尝到美味了，这就是一种场景，未来轻食记会有更多的场景让用户抉择。刘刚告诉猎云网：“我们主要是围绕产品的体验，做好创新，我觉得好的产品能够说话。在8月份轻食记也有可能和易迅合作推出一个烘焙频道，并和用户做好对接。”
然而烘焙行业发展并非顺风顺水，烘焙行业著名的克莉丝汀门店收缩，在绍兴的最后一家门店2014年底悄然关闭，超雅乳酪老板失联、门店倒闭、工厂停工等线下门店发展举步维艰，烘焙行业的线上模式却悄然兴起，上海的“楼下100”专注于做“垂直烘焙的电子商务网站”，好利来罗红的黑天鹅注重挖掘品类本身的高附加值，用移动互联网微店的著名餐厅“赵小姐不等位”也开始卖蛋糕，轻食记凭借半成品、微营销、烘焙理念等也分得了一杯羹。
关于轻食记的未来发展，刘刚告诉猎云网：“我们希望让十万家庭为之点赞，做出烘焙的品牌，形成烘焙行业的生态圈。”轻食记前不久获得了来自平安创投的千万级天使轮融资。
产 品：轻食记
公 司：上海轻莳电子商务有限公司
微信号：Qbaking
文/周小宁
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