A study on the attraction of New Bakery brand culture to young people: Taking YouHe as an example

Facing the instability of global economic environment and the pressure of domestic economic transformation, this paper discusses the change of young consumers’ behavior in this environment by analyzing the domestic and foreign macroeconomic background and the present situation of domestic baking market. Through questionnaire, interview and other methods, we collect a lot of data about YouHe young consumer groups, and conduct in-depth qualitative analysis to reveal the internal relationship between brand culture construction and the preferences of young consumers. Through the above methods, this paper found: YouHe bread brand culture construction and the preference of young consumers highly match, is the important reason for its market success. This study enriches the research field of the relationship between brand culture construction strategy and consumer behavior, and provides empirical support for the development of related fields. At the same time, this study has important reference significance for the development of related baking enterprises.