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城里人有多会玩？6月18日，轻食记（公众号：Qbaking）正式上线，号称要教会大家正确打开烘焙的各种姿势；要拯救数以千万沉睡着的家庭烤箱；要小白用户在四步之内完成“高bigger”烘焙；让朋友圈秀的都是女朋友的烘焙爱。
“轻食记”用什么打动市场？换句话来说，在烘焙行业中，“轻食记”找准了什么痛点下手？四个字，“冷冻面团”。冷冻面团是行业术语，它解决了大多出烘焙初级爱好者在制作烘焙面皮时，由于技术不成熟造成的，过度浪费和烘焙失败，也解决了烘焙中最困难的一环，从面粉、鸡蛋，到擀面杖、厨房秤等原料的拿捏和工具的使用。
轻食记的烘焙产品
在创业前期，“轻食记”的联合创始人刘刚发现，由于烘焙技术的高门槛，直接导致了每年都成千上万的家庭用烤箱被搁置。最好笑的事情莫过于，“人们最会用烤箱最多的地方就是烤鸡翅。”而“轻食记”最简单、粗暴的目的，就是提高城市家庭烤箱的使用频次。
刘刚表示，“轻食记”选择在上海创业，是看好这上海，一个中国最西化的城市，对用烘焙食品的接受度和喜爱度都非常高。除此之外，“轻食记”的创业风格也非常符合南派务实的特点，这也是他们为何要选择产品型创业，电商型创业。
面对庞大的家庭烘焙市场，“轻食记”选择那些徘徊在烘焙市场周围的潜在客源下手，那些拥有烤箱却无法提高使用频次的客源下手。目前的战略是，先建立“轻食记”的品牌，使用进口材料、一流生产线打造用户口碑；第二步，则是将“轻食记”的品牌打造成烘焙界的一站式电商，未来更多硬件厂商，如烤箱、模具都希望接入“轻食记”。
烘焙是门艺术，和插花、茶艺一样，是一件极具打造性、创造性的家庭活动、社交活动。在6月18日，“轻食记”的品牌发布会上，四款造型各异、口味不一的烘焙产品居然是出自同一款“冷冻面皮”。负责市场的文娟介绍说，“通过对面皮的再塑形、涂抹蛋液、刷上果酱，一款冷冻面皮能玩出多少种花样我们还真不知道。”
轻食记的bigger商城页面
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。“轻市集”版块，是一个烘焙大超市，但凡所需，必有其有，从饼干、酥皮到披萨和派，各种原料应有尽有；而“轻乐活”版块则旨在形成一个线上到线下的烘焙社区，各种混搭，各种fashion。“轻食谱”可能是烘焙小白们最需要的了，旨在轻松几步教会各种烘培难题。
未来，“轻食记”留了很多想像空间，在烘焙市场这块，它弥合了烘焙技术高门槛带来的消费群流失问题，从原材料到硬件厂商，无不能从中获利；在烘焙文化这块，它又能将更多烘焙饮食带到平凡人家中，延伸更多的烘焙场景。借着“互联网＋”的东风，“轻食记”这样小而美的成长模式，非常专注、非常细分，同时也非常专业地把烘焙中最困难的问题解决。在上海，这样一个讲究吃、讲究精致、讲究西化的城市里，“轻食记”很有可能在这个不太有“创业范儿”的城市里成为一种创业风潮，即精细创业。
文/金艳璐
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