Mooncake gift box market survey: no moon cakes in the gift box of 2398 yuan

China News Service, September 3rd (Zhongxin Finance Zuo Yuqing) Recently, many departments such as the Development and Reform Commission have issued a densely published document to curb the "sky -high" moon cakes, and proposed key supervision of boxes with a unit price of more than 500 yuan. Near Mid -Autumn Festival, what is the current moon cake gift box market?

Middle and high -end business super: the price is almost cost -effective

During the visit, China New Finance found that although there are differences in the brand types, the prices are basically the same.

In a Yonghui supermarket in Beijing, the moon cake gift box is mainly Beijing Daoxiang Village, Suzhou Daoxiang Village, and imitation meals. The price ranges from more than 100 yuan to 400 yuan. Sales staff introduced to Zhongxin Finance that consumers purchase gift boxes at the price of 100-200 yuan.

Zhongxin Finance noticed that although the price of some moon cakes with a price of more than 300-400 yuan is higher, the cost is considerable. In addition to the more refined packaging, the number of moon cakes is more than 12 pieces, and the net content is 1.2kg-1.4kg. For example, the most expensive one in Suzhou Daoxiang Village Daoxiang Golden Cake Box Gift Box is 498 yuan, and the net content is 1460g.

In a high-end supermarket in Beijing SKP, the brand of moon cake gift boxes is richer, including Qihua, Hong Kong Meixin, Guangzhou Restaurant, Yu Tea Restaurant, etc. The price also ranges from more than 100-400 yuan, but some brands are the same price The net content of gift boxes is significantly lower than other brands. For example, Hong Kong Meixin's price of 338 yuan is a liquid yellow moon cake gift box with a net content of only 360g.

In terms of bulk moon cakes, most merchants are flat.

The content and price exist "wipe the ball"

Although most of the moon cake brands follow the requirements of the relevant departments, there are also some merchants played "wiping balls" in terms of gift boxes and prices.

Haagen -Dazs launched the Louvre joint Mid -Autumn Festival package before the Mid -Autumn Festival and labeled the "Mooncake Ice Cream Series". There are 7 gift boxes in this series, of which 4 gift boxes exceed 500 yuan, and the most expensive gift box price is 999 yuan.

"Is it a moon cake ice cream or an ice cream moon cake?" The name of the gift box does not mention "moon cakes", but it is also known as the "moon cake ice cream". Some netizens questioned this.

When China New Finance visited the Haagen -Dazs store, the clerk actively asked Zhongxin Finance whether to buy moon cakes, and said that the moon cakes in the moon cake gift box were all ice cream stuffing.

In terms of price, there were previous media reports that most of the moon cake gift boxes of some e -commerce platforms were priced at 499 yuan, and the freight of the moon cake gift box was set to 600 yuan. China New Finance Survey found that in addition to setting up sky -high postages, merchants on e -commerce platforms requested that consumers make up the difference when buying moon cake gift boxes. At present, a number of 499 monthly monthly cake gift boxes have been removed, but when the new financial consultant merchants, the merchants said that the moon cake gift box is still available, and it can be added to WeChat or open links to buy.

There is no moon cake in the gift box of 2398 yuan

When curbing the "sky -high" moon cakes, the relevant departments have clearly stated that production and sales of moon cakes must not be used to use precious metals, mahogany and other packaging moon cakes, nor can moon cakes be mixed with other products in the form of gift boxes. In short, moon cake gift boxes can only sell moon cakes.

However, China New Finance found that some merchants still have mixed moon cake gift boxes.

For example, a merchant who accepts a customized moon cake gift box on a certain e -commerce platform. In addition to moon cakes, it also includes ceramic museums, small cans of tea, Panxiang, and fragrant seats.

In SKP in Beijing, Zhongxin Finance noticed that the moon cake counter of the Peninsula Hotel has a number of moon cake gift boxes of more than 500 yuan, or even thousands of yuan, and a special "Mid -Autumn Festival Gift Basket", which contains only one tea gift package, and it contains only a tea gift package, which contains a tea gift package. A box of dragon crispy sugar, a box of chocolate, a box of honey and a box of chili sauce, the price is 2398 yuan.

Sales staff told China New Finance that because the moon cake gift boxes cannot be mixed this year, they specially removed the moon cake from the gift box and lost the moon cake money. "Moon cakes can be purchased additional gift boxes." Sales staff said that a 2398 yuan gift box can add a box of moon cakes with a price of 498 yuan.

In addition, the paper publication of the Peninsula Hotel only marked the size of the moon cake and did not clearly the net content. The applet did not introduce the content of the moon cake gift box specifications in the interface of the moon cake gift box gift card.

How hulem is the high -priced moon cake gift box?

So, how profit is the high -priced moon cake gift box?

Zhongxin Finance had consulting a dealer about a moon cake gift box with a price of 888 yuan. The dealer said that the minimum group purchase price of the gift box was 600 yuan/box, and the new Finance said that when the price was too expensive, the dealer finally eventually eventually It is called "the minimum 499 yuan can be sold."

The relevant person in charge of the National Development and Reform Commission said that according to the cost survey of the Development and Reform Commission, as well as industry organizations and e -commerce platform data, from the perspective of market conditions, the average production cost of boxes of moon cakes is about 70 yuan/box.

Ai Media Consultation pointed out in the previous monitoring report that the average annual cost of the mooncake packaging of Chinese moon cakes exceeded 2.5 billion yuan. From the announcement of the listed company with packaging as the main business, the gross profit margin of the moon cake packaging industry is as high as 27.5%.

Near the Mid -Autumn Festival, the CIA also issued a consumer warning. It is mentioned that the China Consumers Association encourages consumers to actively participate in social supervision and record over packaging and "sky -high" moon cakes that violate the standards and public order and good customs in the form of casual shots, and report to the local market regulatory authorities and the Consumer Association.

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