The price packaging doubles "slimming", the moon cakes above 500 yuan have disappeared

Elephant reporter Liu Xin/Wen Tu Video

This year's Mid -Autumn Festival was 11 days earlier compared to last year, and the moon cakes of major supermarkets have also been released early.

Recently, the reporter visited a number of large -scale commercial supermarkets in Zhengzhou and found that this year's moon cake gift box "slimming" was successful, and the packaging did not exceed three floors. In addition, compared with the "sky -high gift box" that had thousands of yuan in previous years, the mainstream moon cake gift boxes were priced in this year. At about 200 yuan, the reporter visited five Zhengzhou offline malls, and did not find a gift box with a price of more than 400 yuan. Even if the price of "moon cakes" is retrieved by "moon cakes" as the "moon cake", the most expensive moon cake gift box is only 499.99 yuan.

The packaging and price have been subtracted, but the flavor of moon cakes has continued the characteristics of all the flowers in the past two years. Tea stuffing, crayfish filling, Hu spicy soup filling ... This young man's tongue has really "seen the big market".

The packaging "slimming" is successful, and the gift box has not exceeded the three floors since then

For a long time, the problem of overplaying food such as loquat moon cakes has been criticized. There are three layers of inside and three layers. Many consumers vomit "Moon Cake 6 Two and 3 pounds of gift boxes", which can be called the modern version of "buying crickets and beads". However, this phenomenon seems to be almost "extinct" this year's moon cake market.

On August 9, the reporter observed in a number of large -scale businesses in Zhengzhou that although the bulk moon cakes have not yet been launched, the moon cake gift boxes of various brands have been placed in the conspicuous position of the mall. Compared with previous years, most of the gift box packaging this year is simple. The outermost layers are generally metal boxes or cartons. Inner packaging inside, plus the packaging bag of a single moon cake itself. Too fancy design.

The reporter learned that the State Administration of Market Supervision and Administration's "Requirements for Evergrading Products -Food and Cosmetics" will be officially implemented on August 15 this year. The new regulations require that the number of layers of moon cake packaging does not exceed three layers, and the necessary space coefficient of packaging is reduced from 12 to 7, which is equivalent to a 42%reduction in packaging volume. In addition, for moon cakes and rice dumplings with a sales price of more than 100 yuan, the proportion of packaging costs should not exceed 15%of the sales price. These regulations can effectively reduce packaging waste and promote "weight loss" for food packaging. The wasteful luxury gift box will disappear in the market this year.

The most expensive price is not over 500 yuan, the gift box is affordable

The packaging was successful, and the price decreased together.

The reporter learned in a number of large -scale commercial supermarkets in Zhengzhou that the current market mainstream moon cake gift box prices are about 200 yuan. The clerk at the Garden Road Store of Dennis Byte Supermarket told reporters that compared with previous years, the price of moon cake gift boxes this year is more affordable, mainly within a range of 100 to 200 yuan. The most expensive moon cake gift box in the mall is 398 yuan. The reporter visited a total of five offline merchants in Zhengzhou, and did not find moon cake gift boxes of more than 400 yuan.

Subsequently, the reporter was retrieved by the "moon cake" as the keyword price on a certain e -commerce platform. The most expensive moon cake gift box was priced at 499.99 yuan. In previous years, it was sold with tea, red wine, pure gold knife and fork and other products. The price of thousands of sky -high moon cake gift boxes are now disappeared.

In June this year, 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" Sky "Mooncakes and Promoting the Healthy Development of the Industry" (hereinafter referred to as the "Announcement"). A key supervision of boxes with a unit price of more than 500 yuan will be carried out. If necessary, a cost investigation will be carried out on the operator. In addition, the mixed sales of moon cakes are prohibited. Box moon cakes shall not sell other products in any form, and moon cakes shall be mixed with other products in the form of gift boxes. This provides policy support for the normalization of moon cake gift boxes.

Snail powder, crayfish, Hu spicy soup ... young tongue prefers "strange" flavor?

Su Shi has a poem: "The small cakes are chewing the moon, there are crispy and crickets." This poem shows two characteristics of traditional moon cakes -crispy skin and sweet filling. However, today's moon cakes are no longer satisfied with "crispy and 饴", and have started to have richer "connotations".

From the traditional Wuren bean yolk, to the cream tea black loose dew, to the crayfish, snail powder, and even Henan specialty food and spicy soup. Essence

(Snail powder moon cake)

The "Development Trend of the Mooncake Industry in 2022" released by the China Bakery Food and Sugar Industry Association this year pointed out that this year's moon cake products will be richer and tasteful. Traditional moon cake products will still occupy the main position, but the main local characteristics and novelty will The proportion of products with taste, national tide fashion and nutritional health is expected to further increase. In addition, according to data from JD Data Research Institute in 2021, 69.25%of the post -90s post -95s consumers are willing to try new flavor moon cakes, 42.85%of consumers like special flavors of moon cakes, and the market acceptance of "wonderful moon cakes" is not low. Essence Why do young people prefer the taste of "strange"? Song Xiangqing, a well -known economist and vice chairman of the China Business Economic Association, pointed out. The emergence of more and more novelty foods has benefited from the development of equipment and processes, and the improvement of market consumption power. The "wonderful" taste is a new demand for market evolution. Active market phenomenon. In addition, it has also enriched the experience of Mid -Autumn Festival culture to some extent, which is worthy of recognition.

Compared with middle -aged people who have been more solidified for traditional food concepts such as "moon cakes" and "dumplings", the younger generation has a more open mentality of "new interpretation" of traditional food, and has a distinctive psychology of consumption. As the "Gen Z" represented by 00 began to work, the consumption potential of the younger generation was further tapped. Therefore, in the past two years, various novelty tastes that are more in line with young people's aesthetics are becoming more and more popular.

Song Xiangqing also pointed out that although young people love novel, creative and fashionable products, this does not mean that as long as it is "hunting", they can harvest the love of young consumers. Innovation must also follow the basic laws of the food consumer market, work hard in product research and development, and cannot make a bunch of "dark cuisine" that is hard to "innovate" for "innovation". Only in this way, the "novel" taste can stand the test of time and become a "new moon cake", not the only one year's hunting madage.

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