"Slimming Order" Implementation -Moon cakes and low -priced and beautiful "two -way go"

【Economic Interface】

High -end large wooden boxes, carved pattern decoration, basket or drawer design outer packaging, the box is wrapped in silk, carton and other layers. There are only a few small moon cakes ... Every year, Mid -Autumn Festival, and the false moon cake packaging often will often be packaged. Treating consumer criticism. This kind of moon cake gift box is expensive, and some can even be as high as about 1,000 yuan, which has also triggered a lot of consumers' call for market norms.

Since the beginning of this year, new regulations such as "Restricted Commodity Excessive Packaging Requirements (Food and Cosmetics)", "Announcement on Containing" Sky "Mooncakes and Promoting the Healthy Development of the Industry have been introduced. The Mid -Autumn Festival is coming. With the new rules of moon cakes, what new changes have the moon cakes on the market? Can moon cake production meet the new needs of consumers? The reporter conducted a survey of this.

1. Mooncake new rules reject market chaos

The reporter found in a supermarket in Beijing that on the shelf at the entrance, various moon cake gift boxes have been launched. Most of the moon cake gift boxes sold in the selling of cartons are made of simple packaging. In some online e -commerce companies, the top -ranking moon cake gift boxes are also mainly packaged in carton, iron boxes and other packaging. In terms of price, most moon cake gift boxes are priced at about 100 to 300 yuan.

The changes in the moon cake market are introduced from a series of new regulations. In May of this year, the "Limited Product Packaging Requirements (Food and Cosmetics)" was approved for release, and the modification content included: reduce the number of packaging layers, and the number of packaging layers of moon cakes and rice dumplings was reduced from the maximum of not more than four layers to up to three or three did not exceed three. Layers; reduce the cost of packaging. For moon cakes and dumplings with a sales price of more than 100 yuan, the proportion of packaging costs accounts for 15%from 20%to 15%; packaging materials must not use precious metals and mahogany materials. In June of this year, the "Announcement on Controlling" Sky Price "Mooncakes and Promoting the Healthy Development of the Industry" clearly stated that it implemented key supervision of boxes with a unit price of more than 500 yuan.

"The introduction of the new moon cake rules will have positive significance to the development of the market." Li Yu, an associate professor at the School of Food Science and Technology, Henan Agricultural University, pointed out that after the Mid -Autumn Festival, the expensive gift boxes and other packaging will often be reduced to garbage, causing waste of resources, and also for the environment. Come to pollute. In addition, the cost of packaging is also reflected in the price of moon cakes. After simplifying the packaging, consumers can spend less money and buy more varieties and better quality moon cakes, which will reduce a certain burden for consumers.

"Compared with previous years, this year's moon cakes have begun to return to the truth." Li Yu said that over -packaging and other issues were more serious in previous years. Most of the moon cakes on the market this year do not use precious materials such as precious metals, mahogany and other expensive materials, and they are more inclined to environmentally friendly packaging, and paper materials are even more common. In terms of price, most of the monthly cakes are priced below 300 yuan this year, and the market has also launched dozens of yuan a pack of moon cakes. The overall price is slightly lower than in previous years.

However, the reporter's investigation found that some shopping malls and e -commerce uses the use of sale to continue to sell high -priced moon cakes. On a certain e -commerce platform, some moon cake gift boxes priced at 499.99 yuan need to pay high freights ranging from 190 to 600 yuan; on other platforms, some moon cake gift boxes with a price of more than 500 yuan or even thousands of yuan, including tea leaves, containing tea leaves , Chocolate and other gifts, but do not include moon cakes, if consumers need need, they can buy a moon cake in another gift box.

Some moon cakes have a high premium, due to multiple reasons. Li Yu analyzed that on the one hand, moon cakes are seasonal foods and are almost necessities. Production companies will consider increasing prices; on the other hand, some new moon cakes with abalone and bird's nest flavors, the cost of food raw materials is relatively high, which will also lead to a premium premium. promote. In addition, moon cakes bear the needs of gifts as gifts, and high -priced moon cake gift boxes have a certain sales.

In response to this chaos in "Darkness", Li Yu pointed out that after the introduction of the new regulations, it is necessary to strengthen the supervision of the moon cake market and find that the chaos should be strengthened. At the same time, consumers also need to supervise together to maintain the healthy and healthy development of the market.

2. The traditional taste is still "singing the protagonist"

"I used to eat traditional moon cakes, and recently tried some new flavors." A few days ago, Ms. Liang, who was "circled" by fresh taste, shared her experience on social platforms. Lime grapefruit mooncakes are slightly sour, neutralized the sweetness of moon cakes, and the taste is fresh and unique. "In recent years, some new flavors of fruits, less oil and low sugar meet the new needs of young people for moon cakes. At the same time, many consumers still love traditional flavors such as Wuren and Egg Yolk Lotus. "The old people in the family prefer the five -kernel moon cakes. The traditional taste can make people feel a strong festival." Ms. Li, a Beijing citizen who was buying moon cakes, told reporters.

In recent years, the development trend of mooncakes and novelty has more obvious development trends. Ai Media Consultation recently released the "Research Report on Consumer Research on the Mid -Autumn Festival Moon Cake Box Gift Box of China in 2022" (hereinafter referred to as the "Report") shows that traditional flavors, fruit flavors, and new flavors occupy the main market size of moon cakes. In the past two years, consumer tastes have diversified development, new flavors are favored by the market, and the market size has increased.

Li Yu pointed out that affected by factors such as the long -term taste, habits, and nostalgic complexes formed. At present, the traditional flavor moon cake still occupies the mainstream of market choices. Among the post -60s to 80s, many people prefer to buy traditional moon cakes. For many young people, I hope to have some fresh flavors, such as many cake shops, dessert shops, etc. have launched new moon cakes such as ice -skinned moon cakes, ice cream moon cakes. Follow and buy more young people. In addition to focusing on taste choices, consumers also have more new requirements for packaging. Data show that 78.0%of moon cake consumers pay more attention to the taste of moon cakes when buying moon cakes; 53.9%of consumers pay attention to the processing process of moon cakes, prices, brands, food safety, outer packaging, etc. are also factor that consumers are more concerned about. Essence

"I bought a moon cake gift box with origami design. The overall packaging of the gift box is simple, and the highlight is the cultural design and origami creativity. The price is more than 200 yuan, and the price is more reasonable. "Mr. Xu, who placed the new moon cake on the Internet recently, told reporters.

Under the new regulations of packaging materials, layers, and costs, exquisite gift boxes with taste, cultural atmosphere, and design have become the first choice for consumers. Data show that consumers prefer the moon cake gift boxes packed in carton and environmentally friendly plastic packaging, with a ratio of 65.0%and 61.7%; over 70%of consumers hope that the design of moon cake gift box packaging is more unique and more novel in appearance. As consumers have gradually improved their environmental awareness, they also prefer manufacturers to use environmentally friendly materials to make gift boxes.

3. Abandon homogenization and win in creativity

Cultural elements, low sugar and oil, environmental protection packaging ... new requirements and new needs have also spawned moon cake manufacturers to continue to innovate. Before the arrival of the Mid -Autumn Festival this year, many museums, catering companies, and hotels launched a series of light packaging and creative moon cakes.

Cultural elements become a source of creativity. Inspired by the poem "Gongxin Qiong Mid -Autumn Festival" in the Palace Museum, the launch of the starry moon cakes. In the outsourcing design, it reflects the Chinese cultural elements and has attracted tens of thousands of people to place an order in e -commerce; Copper horses, post envoys, lotus -shaped glass cups and other cultural relic elements are designed to combine delicious and characteristic cultural connotation.

The concept of green environmental protection is also reflected in the design. Some merchants use environmentally friendly cardboard, circulaable pulp and starch environmentally friendly glue to make packaging, or the box is designed as a storage display box and photo box, which is not only easy to recycle, degradation, but also for secondary use.

"For the packaging of what materials are launched, we will continue to try and adjust according to consumer needs." At this year, a moon cake with low -carbon packaging attracted many participants' attention. Zhang Xiaomin, the relevant person in charge of the booth, told reporters: "From the perspective of the market trend, consumers are more popular with carton and wooden box packaging with a sense of design. Low carbon packaging with sugar cane as raw materials, carbon emissions are smaller, and the environment is even more environmental. Friendship has attracted a lot of consumers who pay attention to organic and low -carbon concepts. If the number of such consumers increases, the output of such packaging will also be increased in production. "

The "Report" shows that due to the high unit price of moon cake products, high gross profit margins, and large sales, it has attracted many companies to participate. The mooncake industry competition barriers are low, and the brands are imitated with each other. The appearance and taste of the product are converged. In the context of the prevalence of "Yan value Economy", the beautifully packaged and quality moon cakes are easier to leverage consumers' shopping desires. The design, craft innovation, and taste innovation of the moon cake gift box have become the new direction of the industry.

In taste research and development, seasonal elements such as tea elements, osmanthus wine and other seasonal elements, abalone, bird's nest and other high -end ingredients have become the creative source of moon cake companies when they launch new products in recent years.

Li Yu said that in the face of homogeneity, moon cake manufacturers should pay attention to consumer needs, make timely adjustments to product production, and seize development opportunities. In addition to paying attention to the development of new products, manufacturers should also pay more attention to marketing. At present, in major merchants, many moon cake manufacturers have set up booths. When launching new products, consumers will try to eat. Not only can they quickly get feedback on the product, they will also form a marketing effect and increase sales. In addition to this traditional marketing model, it should also actively use e -commerce live broadcast channels to break the boundaries of regions and time and space, and better adapt to the consumption habits of young people at the moment.

(Reporter Yao Yaqi)

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