Back to the truth, the Heze Mooncake Market bids farewell to "Fat Fat"

On the occasion of the Mid -Autumn Festival, the sales of moon cakes ushered in the peak period. The sales of moon cakes in major business supermarkets and traditional moon cake workshops in our city are becoming more popular. In comparison, in recent years, the moon cake market in Heze has shown a situation of returning to true. Moon cakes have continued to "lose weight", allowing Mid -Autumn Festival consumption to return to this position. In the past few days, the reporter visited the city's major merchants and traditional moon cake workshops to explore the moon cake market.

Moon cake "slimming", 90 % of less than 300 yuan

In the past few days, the reporter visited many shopping malls and large supermarkets in our city and found that the moon cake "stalls" were placed in a conspicuous place and occupied a large number of best shelves. Specialized shopping guide personnel were promoted, and most of them were selling moon cakes. The gift box uses a simple packaging such as carton. In terms of price, the price of 90 % gift box moon cakes is below 300 yuan. It is difficult to find the "sky -high" gift box moon cake of more than 500 yuan.

The changes in the moon cake market are introduced from a series of new regulations.

On August 15th, the "Mooncake Slimming Order" jointly released by the four departments of the national four departments was officially implemented in the country. It directly hit the chaos of moon cake packaging, which was proposed in reducing the number of packaging layers, compressed packaging gaps, reducing packaging costs, and strict mixing requirements. Specific and detailed requirements, and clearly pointed out that the unit moon cakes with a single unit of more than 500 yuan are implemented.

"It's almost Mid -Autumn Festival. I bought a few boxes of moon cakes to walk away from relatives. I didn't expect the price to be so cheap, and the packaging was simple and generous. I just tried it for a while. The taste was very good. Too much. "On the evening of September 7, Zhao Ying, a citizen who was buying moon cakes in Jiahe Supermarket, told the Mudan Evening News all -media reporter," In the past few years, every few years, I am worried about the objects and I buy moon cakes. A large expenditure, but the elderly who are far away in other provinces like to eat moon cakes. Often, we buy high -priced moon cakes without discussing the elderly. The elderly always say that it is not that taste, no matter how expensive it is, it is not delicious. "

Most citizens have expressed their affordable moon cake prices for the price of moon cakes that have declined so much this year.

"Moon cakes have to be affordable by citizens. The moon cakes that had been thousands of yuan before were really valuable and so good? Obviously not. Moon cake packaging is simple and additional objects are rare. I am rare. I am rare. It feels like this is what to eat moon cakes in the Mid -Autumn Festival. "Many citizens who were interviewed said.

When the reporter asked if a number of merchant superconductors had higher prices, they all said that the suppliers did not produce high -priced moon cakes this year, and the moon cake gift boxes were also simple.

"I feel that the luxurious moon cake 'coat' is finally paid by consumers, which not only increases the burden, but also deviates from the beautiful original intention of gifts from relatives and friends to the Mid -Autumn Festival. Han Dongbin, who has operated a small convenience store in Huaying Road and has more than ten years of moon cake sales experience, told reporters, "This atmosphere is good."

During a few days of visits, reporters found that compared with previous years, the moon cake market this year has a "low -carbon minimalist style". It used to be three layers of three layers, gorgeous packaging, expensive prices, and even the luxurious packaging inlaid and mahogany. Moon cakes have quietly tracked, and the market is mainly based on simple packaging and affordable moon cake gift boxes.

The novelty flavors have appeared, and the traditional taste is still "singing the protagonist"

"In the past, traditional flavor moon cakes such as Wuman, Doudan, Hawthorn, Lotus Rong, and recently wanted to try some new flavors." Shan Yu, a citizen who was buying moon cakes in Wanda Plaza supermarket, said, "A few days ago," Friends ate a sweet -scented moon cake with osmanthus wine. It feels fresh. The rich osmanthus aroma and wine flavor are mixed with fermentation in the mouth. It is very delicious. This is not the moon cake that is similar to the flavor. It really made me discover a few fruit -flavored moon cakes, and the shape also simulated the fruit. It looks good and appetite. I am going to buy a box to try it. If you are delicious, you will have a face to get a gift. There must be face. "

The reporter found in the supermarket that in addition to the traditional flavored moon cakes that occupy the vast majority of the market, the new moon cakes, cultural and creative fruits, etc. launched by individual brands have also attracted the attention of many citizens. Among one of the new moon cake gift boxes, eight moon cakes are neatly placed, and a chic name is given to them, such as lychee man -dew moon cakes (golden mango), granular strawberry moon cakes (Tang Duqiu persimmon persimmons) ), Jinhe Chenpi Moon Cake (Wanshou Ginseng Fruit), Oolong White Peach Moon Cake (Queen Mother Pottery), etc., priced at 218 yuan.

The reporter learned that in recent years, some new -taste moon cakes with fruits, less oil, and low sugar have met the new needs of young people for moon cakes. The development trend of diversified and novel moon cake tastes has been obvious, and the market size has increased. "I prefer fresh flavors of moon cakes, such as the ice skin moon cakes, ice cream moon cakes I have eaten before, and they also integrate Chinese elements and taste into moon cakes and packaged. I feel that this can attract many young people's attention and purchase. "Li Ke, who just graduated from college this year, told reporters.

"The moon cakes purchased online some time ago just arrived last night. The overall packaging of the gift box is simple. The highlight is the cultural art design and origami creativity. After trying, the taste is very good. The price is more than 200 yuan, and the price is more reasonable. "Wei Yancai, who is trying to eat different flavors of moon cakes in the moon cake sales area.

But at the same time, most consumers still love traditional flavors such as Wuren, Egg Yolk, and Lotus Rong. The reporter's investigation found that the city's moon cake market is also singing "protagonist". "The elderly and I prefer Wuren moon cakes. Traditional flavors can make people feel a strong holiday taste." Ms. Zhang, who was buying moon cakes, said that her point of view represents many citizens of Heze. "New taste moon cakes also ate a lot. To be honest, there are a few of them. Novelty is novel, but it is lacking a little taste bud, and the charm of the Mid -Autumn Festival is missing. Ran Yu, the "post -90s" of the old moon cake shop in the veteran moon cake shop.

Affected by factors such as the taste and habits formed for a long time, including the nostalgic complex and other factors, the traditional flavor moon cakes still occupy the mainstream of the Heze market. Among the "post -70s" to "post -90s" people, many people prefer traditional moon cakes.

Moon cake is severe homogeneity, and the market "kills" to win creativity

In addition to the pursuit of novel tastes, the moon cake itself gives unique cultural elements, advocates low sugar and less oil healthy diet, and simple creative and environmentally friendly packaging, which has become the main direction of moon cake manufacturers to meet market innovation.

During the interview, the reporter encountered a well -known moon cake producer Heze market investigator in the province. The investigator said that the flavor of moon cakes and environmental packaging were equally important in the moon cake market.

"The head office has done a market research. From the big data analysis, it can be seen that the exquisite gift box with taste, cultural atmosphere, and design has become the first choice for consumers. The appearance is more novel, and the gift boxes of environmentally friendly materials are more popular. "The investigator said.

For the taste of moon cakes, the investigator said that the homogeneity of moon cakes in the market is very obvious. Moon cakes with the same filling often have advantages in packaging, or local old moon cake brands are more popular. "Now, while many moon cake brands pay attention to the development of new products, they are also worried about marketing methods. For example, in major business supermarkets, many moon cake manufacturers have set up booths. When launching new products, consumers will try to eat. Not only can you quickly get feedback on the product, but also a marketing effect and increase sales. In addition to this traditional marketing model, you should also actively use the e -commerce live broadcast channels to break the boundaries of the region and time and space, and better adapt to the young people today Consumption habits. "He introduced.

At the same time, the market supervision department of our city has been deployed in advance to continue to check key areas such as shopping mall supermarkets, farmers' markets, and surrounding schools. Essence During the inspection process, through on -site explanations, guided merchants to understand relevant legal knowledge, urged merchants to strictly implement the food purchase inspection system and create a good market environment. At the same time, carry out supervision sampling inspections, comprehensively eliminate hidden safety hazards, and ensure food safety during the Mid -Autumn Festival.

The moon is clear from the Mid -Autumn Festival. Moon cakes not only mean reunion in traditional culture, but also have a metaphor of breeze and bright moon. The essence is "eating". Instead of speaking and hard work to fight "face", it is better to improve the "li" such as product quality and taste. With the coat, moon cakes can "return to the truth."

Heze Newspaper All Media Reporter Meng Xin

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