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Original title: Eight moon cakes are priced at 1,000 yuan. Why is it difficult to sell traditional delicacies in high season?
◎ Yao Yao, an all-media reporter from “Corporate”
“I haven’t eaten mooncakes during the Mid-Autumn Festival for several years in a row, and there’s no special reason. I just feel like the Mid-Autumn Festival now has a less and less festive vibe. Mooncakes are not new.If it weren’t for giving away, I really wouldn’t buy it!“Mr. Huang complained to the” Corporate “reporter when choosing gift boxes of moon cake at the supermarket.
Huang took a box of moon cakes, patted the western-style gift box, and told the reporter, “In the days before the festival, buying moon cakes is the most expensive thing. use this month to make a full year of money. In almost the last few years, many merchants have made ‘changing pattern’ moon cake gift boxes. Perhaps the price of gift boxes is expensive. “
To buy some boxes of beautifully packaged mooncakes, Mr. Huang went to several large supermarkets and found out after shopping.The price of “high-end” mooncakes is surprisingly high.He told reporters that “high-end” mooncakes sold in supermarkets cost more than 100 yuan, but on the Internet, the price of “high-end” mooncakes sold by individual e-commerce companies exceeds 1,000. yuan.
Marketing of “high-end” mooncakes is too heavy
The reporter searched JD’s shopping platform and found a moon cake called “Liuxin Custard Mooncake Gold Supreme Gift Box” sold by a merchant. The packaging was extremely exquisite and expensive. The gift box contains 8 moon cakes weighing about 50g and the group purchase price is 536 yuan. If you do not choose to buy in a group, but buy separately, you will have to pay a one-time purchase price of 1,072 yuan. In other words,The unit price of moon cakes weighing around 50 grams is 134 yuan.
The ad slogan on the purchase details page of this product is of course also a marketing term for high-end customers:“Gifts have face”, “exquisite packaging”, “high-end”And other words.Obviously, merchants have precisely positioned some of the consumer psychology and packaged traditional delicacies in gifts.
Another moon cake called “Cantonese Yingyue Zunjiang style bird’s nest custard liquid moon cake gift box,” the group purchase price is also 536 yuan, the one-time purchase price is 1072 yuan. The reporter saw that on the purchase page for this product, indications continued to appear that some consumers had participated in group purchases, and the product detail page was deliberately marked with the “package connotation” slogan:“Three-dimensional hand-painted illustrations”, “golden crafts”, “high quality gifts”, etc.. These can’t help but be confusingAre merchants selling traditional folk delicacies or carefully polished high-end artwork?
Some little mooncakes look like real money to the buying agent.A moon cake gift box sold by Lady M, who was born in New York and is known as the “wife in the cake industry,” posted a “high price” of 2348 yuan on an agent’s product page. shopping on the Taobao shopping platform, and the gift box only contained 6 A mini Cantonese-style moon cake with only 2 flavors.Although the merchant marked this as a “Limited Collection Moon Cake Gift Box”, mooncakes at such high prices are truly terrifying.
Consumers are concerned about taste or packaging
I don’t know when, mooncakes have become a must-have option for people to give gifts at festivals.“Good packaging” and “decent” have also become necessary conditions for people to buy.Childhood moon cakes are plain and simple, without complicated crafts and exquisite packaging, the whole family gathers and eats as a family, symbolizing harmony and reunion. A slice of moon cake is full of thoughts and a cup of tea is full of thoughts. Today, mooncakes only attract people’s attention with various flavors of “dark dishes” when the Mid-Autumn Festival rolls around.
From “Five-core moon cakes taken from the moon cake circle” to “Corporate welfare does not send moon cakes to be replaced by pork belly”The hot search topics related to mooncakes seem to be changing direction. Some netizens said that mooncakes are traditional Chinese food, even if they don’t like them, they will be bought and tasted during festivals, but many netizens also said:Mooncakes have a unique taste and luxurious packaging, some merchants have changed the taste of mooncakes.
Huang Yun, Hong Kong regional director Meiwang Mooncake Guangdong, said in an interview with a “Corporate” reporter that its products are primarily aimed at mid-range consumer groups. Because some surveys show that consumers are paying more and more attention to the quality of mooncakes.
From focusing on flavor to focusing on packaging, improving quality, and updating gift boxes,On the one hand, the impotence of consumers and, on the other hand, the problems of merchants to “please”,The change in consumption concepts seems to reflect the heritage of traditional culture on the one hand.
Traditional culture is a type of culture that reflects the characteristics and style of a nation that has evolved from the evolution of civilization. It is the global expression of various ideological, cultural and conceptual forms in the history of various nations. The heritage of traditional culture should not be a burden to humanity, andHow to make people actively choose traditional food, remember and promote traditional culture, may be a question that more people should think about.
Branded moon cakes focus on the “low-end price band”
Wu Qiang, marketing manager of Beijing Daoxiangcun, said in an interview with the “Corporate” reporter that Beijing Daoxiangcun’s packaging this year focuses on traditional cultural characteristics. The elements of Yutu and Tuerye have been fully applied to the overall design of the product, such as “Xiangyun Jingcheng” gift box, cheese and hawthorn. Mooncake-filled cake noodles are two cute running bunnies, expressing the beautiful meaning of jade rabbits praying for blessings and riding on the wind and waves. Additionally, a variety of moon cake gift boxes incorporate shapes like paper sculptures of cute rabbits, nostalgia, and national trends. The traditional gift boxes are infused with “cultural and creative charm”, conveying a strong flavor of Beijing and the Mid-Autumn Festival, with corporate symbols and obvious cultural characteristics.
Wu Qiang said: “Our moon cake gift boxes are mainly concentrated in the low-end price range. The consumer power of nostalgic people and private enterprises continues to grow. If bulk moon cakes are products for personal self-consumption, so gift box mooncakes are of this type. A must-have for the consumer group as a holiday gift. “
Wu Qiang believes that mooncakes are the protagonists of the Mid-Autumn Festival market, which is unshakable. It is a product that combines emotion, reason and meaning. It has social attributes and can guide the audience to feel life, thank relatives and bring blessings. This year’s Mid-Autumn Festival is the first traditional festival after the improvement of the epidemic. In order to promote economic recovery, governments at all levels have carried out various “government payments and corporate profit” activities to promote market consumption.Therefore, the purchasing power of the Mid-Autumn Festival market is still considerable.
However, Wu Qiang predicts that this year, Beijing Daoxiang Village will be affected by both politics and the epidemic, and the decline in group orders will be greater than in previous years, affecting the sales of cake gift boxes. of Moon. Huang Yun also said that overall, this year’s domestic Meiwang moon cake sales are expected to decline by 20%.
This year’s Mooncake sales are expected to decline by more than 2 billion
So how are the moon cake market sales this year?According to data from iiMedia and China Commercial Industry Research Institute,This year’s mooncake sales are expected to decline by more than 2 billion yuan compared to last year.In 2015, mooncake sales were only 13.18 billion yuan, and in 2019 they increased to 19.67 billion yuan. However, in 2020, due to the impact of the epidemic, the efficiency of many companies has deteriorated.
▲ Data source: iiMedia and China Commercial Industry Research Institute
According to company data, the number of mooncake-related business registrations in 2010 was less than 1,500 and exceeded 3,000 in 2017. The number of new registrations in 2019 was 2,873, almost the same as in 2018. Affected by the epidemic, in the first eight months of this year, the number of moon cake-related companies registered in China was 1,692, a year-on-year decrease of 19.1%.
▲ Data source: Enterprise Chacha, China Commercial Industry Research Institute
Although sales in this year’s market have declined, overall, the mooncake market is considered a “necessary only” consumption and its market potential and prospects continue to improve. According to media reports, moon cake-related companies, especially some publicly traded companies, have a gross profit of more than 60%, attracting a large amount of capital to settle. However, the development market must not ignore the nature of its traditional culture.
It is understood that there are basically three types of manufacturers in the moon cake market: the first type is the traditional pastry companies, which produce products regularly; the second type are catering companies and hotels, which personalize special moon cakes; The third type is the special moon cakes of Internet celebrities. Traditional offline channels are still the main sales channels for mooncakes, such as supermarkets, hypermarkets and traditional stores. Online channels are also ushering in an explosive period. For example, traditional companies are on the line and innovative brands are moving from online to offline. In short, online and offline supplements have become the mainstream of mooncake sales.
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