After the sky -high moon cakes are banned, the merchants make a trick again!"Digital Mooncake" fry to 100,000 yuan ...

This year, after the relevant departments issued relevant announcements to curb the "sky -high" moon cakes, the moon cake gift box on the market basically did not dare to exceed 500 yuan, and the market demand was also more restrained than in previous years. However, there are also some behaviors that mix other ingredients such as chocolate and moon cakes, which are suspected of violating the regulations on curbing "sky -high" moon cakes.

In addition, the sales of moon cakes today are not limited to traditional channels and traditional forms, but even on some digital collection trading platforms, there are "digital moon cakes" with a price of 100,000.

The moon cake market "wipe the ball" is difficult to ban

In June of this year, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Commerce, and the State Administration of Market Supervision jointly issued a relevant announcement to curb the "sky -high" moon cakes, requiring key supervision unit prices of more than 500 yuan to make moon cakes. In the market check of the moon cake, this year's moon cakes finally bid farewell to the sky -high identity.

According to First Finance, the price of moon cakes this year has fallen compared with previous years. The price of some brands was simply changed to 499 yuan/box, and dare not over 500 yuan. Especially on e -commerce platforms, such as Daoxiang Village, Meixin, and moon cakes of some hotels, the highest price is 499 yuan/box. Vipshop data shows that the average price of moon cake gift boxes on the platform was about 100 yuan, and four of the top six of the moon cakes were priced below 100 yuan.

However, in order to show the high value of the product, some merchants played the border ball in the concept of the total moon cake ticket or product price. "Type 729" and so on.

Some brands also make articles on the product name, and the Mid -Autumn Festival gift box launched by Ge Difan is sold in the name of cakes. The official flagship store of Ge Difan shows that there is only one cake gift box that looks like 498 yuan like moon cakes, including 6 pastries and 4 chocolates. However, on the e -commerce platform, the reporter saw that there are many Mid -Autumn Festival gift boxes, ranging from 339 to 1699 types, and the price is about 200 yuan to 1100 yuan, all contain pastries and chocolate products.

In addition, Hagens Daz's Mid -Autumn Festival gift box is also sold in the name of ice cream moon cakes. A oxen told reporters that this year's Hagen -Dazs's ice cream moon cakes are divided into seven prices, of which the second high price "Golden Zun" package is priced at 650 yuan, the face value is 888 yuan, the most expensive "Louvre feast" The price is 800 yuan, and the ticket is worth 999 yuan.

According to 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". Other products.

Xu Hao, a lawyer of Beijing Jingshi Law Firm, said that the behavior of mixed other ingredients such as chocolate and moon cakes was suspected of violating the provisions of curbing "sky -high" moon cakes. According to regulations, the unit price and number of boxes should be listed separately. Selling moon cakes in the name of pastry belongs to the "hanging sheep's head to sell dog meat", which cover up illegal goals in a legal form and maliciously evade the administrative supervision of relevant competent departments. The operator marked the moon cake at high prices, but sold at low prices, and was suspected of price fraud.

The average production cost is only about 70 yuan?

"The profit of moon cakes is very high. Usually, the production cost of a box of moon cakes will not exceed 70 yuan, and the water inside is very deep. Some manufacturers can be several times as high as several times." , Food Industry Analyst Zhu Danpeng said in an interview with the media.

The relevant person in charge of the National Development and Reform Commission also introduced the media that according to the cost survey of the National Development and Reform Commission, as well as industry organizations and e -commerce platform data, from the perspective of market conditions, the average production cost of boxes of moon cakes is about 70 yuan/box, and the unit price is 200 yuan. The following boxes of moon cakes accounted for more than 80%, and the unit price of more than 500 yuan accounted for about 1%.

At present, some listed companies also have the main business of listed companies involving moon cake production and sales, including Yuanzu, Guangzhou Restaurant, Tao Li Bread, etc. According to the financial report of Guangzhou Restaurant, in 2021, the company's Mooncake series products were as high as 56.46%. During the reporting period, revenue was 1.521 billion yuan, which contributed nearly 40%of its revenue, and it was also the company's highest gross profit margin.

Yuanzu shares did not disclose the income and gross profit margin of moon cake products in the 2021 annual report. The company's moon cakes, rice dumplings and other products were divided into Chinese and Western -style pastries. During the reporting period, Yuanzu's Chinese Western -style pastry gift box revenue was 1.464 billion yuan. It accounts for nearly 60%of the main business income, and the gross profit margin is 51.51%.

The gross profit margin of the mooncake products of Tao Li Bread was slightly lower. In 2021, it was 22.66%. During the reporting period, the revenue was 133 million yuan, accounting for about 2%.

Why is the gross profit margin of moon cakes so high? "On the one hand, the production cost of moon cakes is not high, and there are no deep competition barriers in raw materials, production processes, sales channels, etc. The main raw materials of moon cake skin include flour, oil, sugar, eggs, etc. , Purple potato, ham, nuts, bean paste, etc.; It is not difficult to find food packaging suppliers in packaging. Most of the sales channels are offline merchants and e -commerce. "An analyst of a consumer goods industry told the media," Another another In terms of, moon cakes are seasonal essential products with certain social attributes, which also brings a premium to it, resulting in the market price is much higher than the production cost. During the Mid -Autumn Festival, not only most units will purchase moon cakes, but relatives and friends will also be between relatives and friends. Gifts from each other. Therefore, moon cakes also generated 'financial attributes' due to their social attributes. "" Digital moon cakes "are as high as 100,000 yuan

In addition, the sales of moon cakes are not limited to traditional channels and traditional forms. In some digital collection trading platforms, some forms of crescent cakes have also appeared. According to the Securities Times, a number of domestic metaphysical digital collection platforms have issued "moon cakes", and the issued price ranges from a few yuan to thousands of yuan. Some players hung out on the second -hand platform after buying moon cakes on the platform.

The "X Mate" yuan cosmic collection trading platform shows that one of the digital moon cakes named Ayayi whale scheduled moon cake 09, the price is as high as 100,000 yuan. Some players have introduced that the producer of this digital moon cake is Ayayi, a super -realistic digital man. Each of this NFT custom moon cake is equipped with an exclusive serial number, which cannot be tampered with and cannot be divided. In addition, many digital moon cakes are in the hands of a few people due to the small circulation volume, and they are already in a high degree of control.

Not only that, some listed companies and old -fashioned hotels have begun to sell moon cakes with "Yuan Universe", and some digital moon cakes hit "only grabbing", limited to release 10,000 copies, etc., attracting a number of digital trendy players. It is reported that the old -fashioned listed company Guangzhou Restaurant will be hungry. It will release 10,000 "China's first Cantonese digital moon cake".

Some analysts told the media that traditional moon cake companies issued digital moon cakes may be a promotional method or a corporate layout of the universe track. It may be a good idea to implant some symbols of traditional culture into the universe itself, but to resist disorderly hype.

Edit 丨 Wang Naixin Comprehensive First Financial, Securities Times, and Zhongxin Jingwei

Photo 丨 Beijing Commercial Daily, Oriental Fortune Network, X Mate Yuan Cosmic Collection Trading Platform Screenshot, Screenshot of E -commerce Platform

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