Meixin and Royal Kitchen Works are still selling the "sky -high" moon cake industry competition has shifted from "face value" to "quality"

Our reporter Zhang Min, a trainee, Liu Zhao Mooncake, as a traditional food of the Mid -Autumn Festival, is entrusted by people's longing for a better life. In recent years, some enterprises have speculated about moon cake prices in various ways, and "sky -high" moon cakes have appeared from time to time. In June 2022, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Commerce, and the General Administration of Market Supervision issued the "Announcement on Containing the" Sky "moon cakes and promoting the healthy development of the industry" (hereinafter referred to as the announcement) Moon cakes are implemented in key supervision. The price of moon cakes is determined by the company's independent decision, encouraging operators to produce and sell the cheap boxes of moon cakes, and propose key supervision of boxes with a unit price of more than 500 yuan. One month before the Mid -Autumn Festival, the relevant departments are paying attention to the moon cake market again. On August 10, the National Development and Reform Commission issued a news that it has carried out the implementation of policy promotion, strengthening industry self -discipline, and strengthening local guidance work in conjunction with relevant departments. In the next step, the four departments will cooperate closely to strengthen information sharing, and work together to implement the above implementation. Has the relevant market entities strictly implemented the "Announcement" requirements? What are the current moon cake markets different from previous years? On August 10, a reporter from "Securities Daily" visited a number of Shang Chao in Beijing to investigate the sales of moon cake before the festival. The "sky -high" moon cakes and rare ingredients Moon cakes have not eliminated this year's Mid -Autumn Festival this year. Although there is still a month, the merchant has already arranged the moon cake exhibition area for consumers to buy. The reporter found that most of the boxes on the market are priced at 79 yuan/box to 388 yuan/box interval, including Beijing Daoxiang Village, Suzhou Daoxiang Village, Yili, imitation meal and other brands. However, some boxes of moon cakes played the price of the price. The unit price of the box exceeded 490 yuan, which was only one step away from the regulatory price of 500 yuan. In Beijing OLE 'Supermarket Financial Street Store, the reporter saw a moon cake price of Royal Tea Fang Dian Lehan Tang (Zheng) moon cake gifts priced at 499 yuan/box. The staff told reporters, "Such moon cakes have been priced above 500 yuan/box in previous years. This year, the superior regulatory authorities have put forward clear requirements that the merchant will control the price within 500 yuan/box." Individual boxes of moon cakes are touched up. The price of the price (photography/Liu Zhao) reporters also saw a Hong Kong Meixin moon cake in the store, with a net content of 1.35 kg and 8 in 1 box. /Box, the raw materials used are white lotus, egg yolk, bean paste, five kernels, etc. Calculated at the retail price, a single moon cake price reaches 72.25 yuan. Why does the Miyuki Moon Cake (Photography/Liu Zhao) sold by the Beijing OLE 'Supermarket Financial Street Store still maintain a "sky -high price"? "Securities Daily" reporter called Meixinxi Cake after sale department. Relevant staff recorded the reporter's questions and contact information, but as of the time being, no reply was for the time being. In a supermarket in Fengtai District, Beijing, the reporter also saw two boxes of moon cakes with a price of more than 500 yuan. The manufacturers were Royal Kitchen (Tangshan) Food Co., Ltd., with a net content of 1.06 kg and 11. The price is 556 yuan/box. Another net content is 1.7 kg, 18 installations, priced at 518 yuan/box. The raw materials are common ingredients such as egg yolk, chestnut, and five kernels. Two "sky -high" moon cakes produced by the Royal Kitchen Square (Tangshan) Food Co., Ltd. (Photography/Liu Zhao) "This is the two highest prices in our store this year." The staff complained to reporters, "To be honest, this is the truth, this, this The price is basically no one. "The" sky -high "moon cakes of more than 500 yuan in the offline market have been banned. What is the online moon cake market? The reporter searched for the "moon cake" keywords in Jingdong APP. The highest price of moon cake products displayed was 499 yuan/box. Search for "moon cake" keywords on Taobao app. Although the price of moon cakes sold by some merchants exceeds 500 yuan/box, all show that the sales volume is 0. The "Announcement" also proposes that industry organizations should actively promote industry self -discipline, advocate that rare ingredients such as shark fins and bird's nests, guide operators to pricing reasonably, and consciously maintain market order. In a business super in Haidian District, Beijing, the staff told reporters, "In the past few years, we have sold bird's nest shark fin and even Cordyceps moon cakes, but it is not ideal." (Tangshan) The two abalone boxes of Food Co., Ltd. are selling moon cakes for sale, and the prices are 132 yuan/box and 316 yuan/box. A consumer told reporters that he prefers to eat traditional moon cakes such as Wuren and Mud Lotus than rare ingredients such as abalone and bird's nest. "Why not buy fresh ingredients for abalone and bird's nest? After making moon cakes, the original taste of the ingredients." On the Taobao app, the reporter entered the keywords "abalone moon cakes" and "bird's nest moon cake". Mooncake products jump out, and many products have recently purchased records. The reporter found that two boxes containing abalone five -kernel moon cakes and abalone shark -finage Moon cakes, monthly sales have exceeded a thousand pieces. There is also a monthly sales of bird's nest moon cake gift boxes. Left: Monthly selling thousands of abalone moon cake box right: Zhejiang Xinyi enjoyed the Mid -Autumn Festival Bird Nest Mooncake Box Bo Wenxi in the Mid -Autumn Festival Bird Nest Cake Box, which is more than 200 monthly sales. The merchants are still risking to take the price to push the product pricing to obtain high profits.

"In the hype, high -priced moon cakes have been reduced to gift giving tools Zhang Dexin, editor -in -chief of Chinese cultural tourism innovation and entrepreneurial think tank series, told the" Securities Daily "reporter," In fact, the cost of raw materials for moon cakes is not high. Channel and store. The essence of moon cakes is fast -moving consumer goods. Under the bad speculation of the market, it has become a gift giving tool. "The above" Announcement "proposes to implement key supervision of high -priced boxes of moon cakes. Clarifying the price of moon cakes is determined by the enterprise independently, encouraging operators to produce and sell the cheap box of moon cakes. Regulatory. If necessary, a cost survey will be carried out on the operator. The three boxes of more than 500 yuan above will obviously violate the requirements of the announcement. "'Sky price' moon cakes have repeatedly prohibited not only mainly derived from the custom of gifts. As a gift, moon cakes with high or rare ingredients are easier to be accepted than valuable gifts. "Wang Peng, an associate professor of the Intelligent Social Governance Center of Renmin University of China, said in an interview with the Securities Daily reporter that" the National Development and Reform Commission and the joint law enforcement of law enforcement are conducive to maintaining the legal order of the moon cake market, cracking down on the phenomenon of "sky -high" moon cakes and returning to moon cakes As the essence of festivals. "In the IPG China chief economist, Bo Wen likes that the moon cake market is more common in the situation of the mooncake market for the so -called innovation and for profit, under the pressure of competition pressure, excessive marketing, and high pricing. In order to prevent the same problem from being prolonged again. Bo Wenxi told the Securities Daily reporter that "At present, there are still some moon cakes in the market higher than 500 yuan/box. Many moon cakes are hovering under the red line of 500 yuan. The reason why the price is difficult to decline is to make high profits with high pricing. "Mooncake -related listed companies turn to quality competition in the capital market, and many listed companies involve moon cake business. Among them, Yuanzu shares, Guangzhou restaurants, peaches, and McMail and other companies account for relatively large monthly cake business. The price of moon cakes is between 188 yuan and 498 yuan, and the price of two most expensive moon cakes is 498 yuan/box. The reporter also noticed that the raw materials of the moon cakes are only egg yolk, rose pine seeds, and ham Wuren. , Last year, the truck moon cakes in the moon cake gift box with a price of up to 598 yuan are gone. The reporter of the Securities Daily called Yuanzu shares. The price of more than 500 yuan or the production of precious ingredients. "From the perspective of sales in previous years, the sales of moon cakes produced by more than 500 yuan or precious ingredients are not ideal. Essence "In 2021, the operating income of the Guangzhou Restaurant Mooncake series of products was 1.521 billion yuan, and the gross profit margin was as high as 56.46%. From the official website of Guangzhou Restaurant to the flagship store of Guangzhou Restaurant, the reporter saw the price of boxes from 98 yuan to 488 yuan. Among them, the best selling is a double yellow pure white lotus moon cake gift box that sells for 128 yuan/box. "Securities Daily" reporter called Guangzhou Restaurant. It has not sold moon cakes made of more than 500 yuan and precious ingredients. The recently issued announcement on curbing 'sky -priced' moon cakes will not affect the company's performance. "Chinese food industry analyst Zhu Danpeng told the Securities Daily reporter that" the National Development and Reform Commission and relevant departments have adopted comprehensive measures to curb the 'sky -priced' moon cakes, which will further accelerate the industry's survival of the fittest and promote the healthy and healthy development of the industry. The competition between moon cake production enterprises will shift from 'face value' to quality '. Enterprises that are carefully doing products will be more practical during the operation. The phenomenon of high moon cake prices will also be curbed. "Picture | Site Cool Hero Bao Map.com

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