The Mid -Autumn Festival is approaching, and the overwing is greeted by the supervision. This year's moon cakes change to "new clothes"

◎ Text "Fighter" magazine all media reporter Yin Xin

"I have worked in this store for more than ten years and have seen a variety of luxury packaging, but this year's mainstream moon cake brand packaging is relatively low -key." On August 26, Wu Mou, a chain supermarket manager in Haidian District, Beijing, accepted " The reporter said in an interview. State Administration of Market Supervision and Administration (National Standardization Management Committee) GB23350-2021 "Restricted Commodity Excessive Packaging Requirement Food and Cosmetics" National Standard No. 1 modification (hereinafter referred to as "new national standard") was implemented. There is a little difference in packaging.

▲ In the middle of the picture, the compact layout of the moon cake inside the gift box has become the normal state of the Mid -Autumn Festival moon cake packaging this year

Before the implementation of the new national standard, on August 5, the Chinese Consumer Association and the China Bakery Foods and Sugar Industry Association jointly stated that they would supervise the consumer of overpowered moon cakes, and some volunteers will collect and summarize moon cake packaging in the Mid -Autumn Festival. problem found. The State Administration of Market Supervision recently issued the "Notice of the General Administration of Market Supervision on centralized rectification of overpassed packaging," sky -high "moon cakes and crab card coupons, etc.", and carried out a two -month centralized rectification nationwide. The waves of moon cakes listed on the eve of the Mid -Autumn Festival this year have become the focus of attention.

The supermarket worked by Manager Wu is located near the community. She told reporters that the main customer group of this supermarket is a community resident, and the demand for gift boxes is not high, but even so, the "sky -high moon cakes" she have seen in recent years have also emerged endlessly. "It should be said that the effect of the new national standard is immediate."

Luxury packaging is "sky -high" moon cake

The packaging of foods such as moon cakes and rice dumplings has a long evolution process from simple to complex.

In the era when the commodity economy was not developed, a piece of paper could include a dozen or even dozens of moon cakes.

The earliest packaging consciousness was Cantonese -style moon cakes, which were originally engraved with the words "jujube mud", "five kernels" and "lotus" on the epidermis. Subsequently, some manufacturers began to portray various patterns on the cake skin, such as Sun Wukong and Chang'e. Driven by the pursuit of cake skin beauty, more manufacturers tend to produce Cantonese -style moon cakes with large production area and long diameter to increase the "creation" space.

After that, there will be luxury packaging from the body of the moon cake. According to Manager Wu, she has seen the most luxurious moon cakes in packaging in 2007 and 2008. "A big gift box, only 4 moon cakes and a few pairs of knives and forks, which cost hundreds of dollars at the time, at the time, at the time, the price was at the time. The level can be said to be 'sky -high "."

The type of luxury packaging is also different. The most common, the "cover" of the gift box is a painting with landscapes, characters, ink flowers and birds. Manager Wu told reporters that in order to have sufficient "creative" space, manufacturers are increasingly increasingly increasing the area of ​​the "cover", and the volume of the gift boxes has also expanded, but the number of moon cakes has not increased.

Another type is a maze -type multi -layer packaging, that is, setting layers or partitions inside the gift box. Consumers can open these covers on the left and right layers in order to "see the clouds and see the sun" and see the true moon cake. However, it was found that the mysterious moon cakes were not only ordinary, but also poor. "I have seen a gift box with only 4 moon cakes, which are divided into 3 layers of packaging." Manager Wu said.

"Sky price moon cakes" are suspected of selling dog meat on the head of sheep. In addition to moon cakes, children's toys, accessories, etc., and even more valuable metal jewelry, so there is "buying moon cakes and sending a house", "buying moon cakes to send earrings and earrings "Duanzi. The most "noisy guest" moon cake seen by Manager Wu is a gift box for a toy car. In the huge gift box, only two moon cakes were installed, and the rest of the space was occupied by toy cars. "The manufacturer does not know that this approach is violated, but they just like to be a gimmick to hype, and some consumers are willing to pay for it." Manager Wu said.

In the supermarket near the residential area, moon cake packaging has changed, but in the core commercial streets of tourists gather, over -packaging seems to have removal heat. In a shop in Wangfujing, Wangfujing, Dongcheng District, Beijing, the reporter compared two moon cake gift boxes. There are 10 moon cakes in the slightly smaller gift box, and the gift box is more than one foot height; the other slightly larger gift box is half meters high, 4 more moon cakes than the previous gift box, but the price is more than 100 yuan higher. In other words, consumers spend more than 100 yuan more, only buy 4 more moon cakes, and the rest are paying for packaging.

"Basic tourists who buy moon cakes on this street are basically tourists. In order to give gifts, they don't care about a few moon cakes inside, and they care about face." The merchant's words seem to have been saying for a long time. "Basis of public opinion".

New national standard implementation moon cake packaging is "slimming"

In the packaging standard, the necessary spatial coefficient is an important parameter, and it is an important indicator of the so -called packaging gap rate except for the net content of the product in the packaging. The necessary packaging volume is represented by the necessary space coefficient of the product: take the moon cake with a net content of 500 grams as an example. In the previous standards, the moon cakes belong to the "pastry" category, and the necessary space coefficient is 12, then the 500 grams of 500 grams The necessary packaging volume of moon cakes is 500 × 12, that is, 6000 cubic centimeters, coupled with the national standard for a 30%packaging gap rate for products with a net content of more than 50 grams. With 6000 × 130%, the packaging of 7,800 cubic centimeters.

However, the new national standard released in May this year has modified the necessary spatial coefficient of moon cakes to separate the moon cake from the "pastry" category. It no longer applicable to the "pastry" category coefficient 12, but reduced to 7. In other words, 500 grams of moon cakes can only be used for 500 × 7 × 130%, that is, 4550 cubic centimeters of packaging volume, which has decreased by more than 40%compared to the original standard. It is worth noting that the new national standard also separates the rice dumplings from the "pastry" category, and the zongzi no longer applies the 12 coefficient, but changed to 5. Taking a dumplings with a net content of 500g as an example, under the previous standard, it can be used to be used at most 7,800 cubic centimeters of packaging volume. Now it can only be used for 3250 cubic centimeters of packaging, down nearly 60%. From the figure, the "weight loss" operation against moon cakes and dumplings this time is not small.

The new national standard has changed the number of layers of the packaging: the requirements of moon cakes, dumplings, and grain and processing products are required from up to four layers to three layers; moon cakes and rice dumplings with a sales price of more than 100 yuan will be The proportion of packaging costs to the sales price is reduced from 20%to 15%; the moon cakes should not be mixed with other products, and the rice dumplings should not be mixed with other products exceeding its price.

During the visit, the reporter found that many merchants gave consumers a lot of their own rights. They could use plastic bags to "go away" with a piece of moon cakes, and they could buy gift boxes separately. After the moon cakes purchased from scattered are filled, there are almost few spaces left in the gift box.

A marketing professor who does not want to be named told reporters that the so -called excessive packaging and sky -high moon cakes are actually the dislocation of the value of the product itself and the value of packaging. "People pay attention to the packaging effect. Value. "He also said that the aesthetics of pursuing packaging do not have to increase packaging costs without limit, expand the packaging volume of packaging, and make the packaging more and more" bold ". Consumption cost, allowing manufacturers to pursue the beauty of packaging on the basis of good cost control. "

Strict operations of operations in many places

At present, the supervision and enforcement operations of over -packaging are carried out throughout the country.

The Guangzhou Market Supervision Bureau of Guangdong Province has organized a middle -month rectification operation in the past few days, and has severely investigated and dealt with bad business behaviors such as mooncakes over packaging and seriously rectifying "sky -high" moon cakes. Beginning on August 12, the Liwan District Market Supervision Bureau inspected a total of 97 related operating venues, and issued a price reminder to warn 17 copies. The Haizhu District Market Supervision Bureau has inspected 146 operating venues, 20 batches of moon cakes (15 batches of inspection). No price violations and unqualified products have been found. More than 600 warning letters have been posted by the wholesale price.

Shandong Yantai Market Supervision Bureau specializes in the city's special rectification work such as the hotspot of food safety, and comprehensively carried out the special rectification of moon cake over packaging and "sky -high" moon cakes. Focus on the label logos, packaging materials, prices, advertising promotion of the raw materials, food additives and moon cakes used in moon cake production and processing, and inspect consumers' rights and interests in crab card coupons. Strict investigation. As of press time, Yantai City has investigated 401 business entities such as production units, supermarkets, catering, etc., and the number of inspections was 556.

"We are law enforcement in accordance with the instructions of the General Administration, but there are no details of law enforcement to disclose. Maybe until the law enforcement is over, we will disclose the detailed situation of this round of law enforcement." Essence

Editing ｜ Cui Xiaolin

Edit ｜ Huiningning

School pair ｜ Zhang Bo Zhang Xuehui

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