[Cai Zhi Headline] After the Mid -Autumn Festival, where did the moon cakes go?

Photo source: Kale picture

Moon cakes are the indispensable festival foods for the Mid -Autumn Festival. This year, it continues to "popular" on the e -commerce platform.

According to Jingdong's "2022 Mid -Autumn Festival Consumption Trends Report", the report shows that festivals, drinks, and gift consumption have increased high growth. Among them, the sales of moon cakes and low -temperature moon cakes have increased by 21 times and 9 times each month.

In the data statistics from third -party research agencies, on the Douyin platform, the sales of moon cakes in the past 30 days reached 1.111 billion yuan, accounting for 61.27%of cakes and dim sum categories. Not only that, the sales of moon cakes on platforms such as Tmall and Kuaishou also reached a peak on the eve of the Mid -Autumn Festival.

Moon cakes also have the Mooncake counter in the supermarket in the supermarket in the name of the Mid -Autumn Festival, but as soon as the festival is over, these moon cakes no longer have a "star halo", and all overnight disappear. Are these moon cakes have been sold? Where did the moon cakes not sold?

Mooncake companies:

Mooncake gift boxes are reused in the coming year, and moon cakes are uniformly destroyed

On the eve of the Mid -Autumn Festival, the moon cake gift box also occupies the best sales position in the supermarket, equipped with promoters from different brands. However, the "status" of moon cakes on the Mid -Autumn Festival has begun to be guaranteed. Many supermarkets have begun to withdraw from Taiwan, and the traces of moon cake gift boxes have been quietly hidden.

According to the Southern Metropolis Daily, on the Mid -Autumn Festival on September 10, many shops began to sell moon cakes at low prices. A large supermarket has only one small table placed moon cakes, and the types of moon cakes are single, and the number is not large. The original price of 128 yuan, only 19.9 yuan at this time.

Picture source: Southern Metropolis Daily

In fact, the promotion of the moon cake gift box has begun as early as the first half of the Mid -Autumn Festival, and as the Mid -Autumn Festival approaches, the strength of discounts and buying gifts is getting greater. Some supermarket staff said that on the night of the Mid -Autumn Festival, some bulk moon cakes were sold one dollar one by one, and some customers were cheap when moon cakes were waiting for moon cakes.

No matter how strong the discount is, it is not possible to ensure that the moon cakes will be sold out. What should the moon cakes that can't be sold?

According to media reports, the current moon cake sales are mainly divided into two types: substation and purchase and sales, and the processing methods are different. After the festival, if there is still the remaining moon cakes, the business is handled by the Shang Chao, which is usually discounted and selling it; the moon cakes that sell can be returned to the dealer if the number is returned, and the dealer is handled uniformly. At the same time, the market supervision and management department will also conduct related inspections on moon cakes. If consumers find the problem moon cake, call 12315 to report.

The clerk of the supermarket revealed that the Mid -Autumn Festival is the last period for the sales of moon cakes in the supermarket, but the remaining moon cakes will be distributed to employees as welfare that night, and the internal digestion will be digested by themselves. CCTV also reported that the moon cake gift box returned to the food manufacturer from the retail side has a considerable part of it will be distributed to employees by the manufacturer as welfare.

"Basically, the discounts are strong, and they are all sold out. A small amount of remaining, especially gift boxes, are refunded to the manufacturer." The staff of another supermarket revealed differently. The Mid -Autumn Festival is the last day, no matter how much left, it will not continue to be sold after the holiday. The remaining moon cake will be removed from the shelves that night to contact the manufacturer for return. The clerk said the manufacturer would destroy the moon cake.

In recent years, the recycling method of moon cakes is mainly to "turn into zero", that is, the gift box is removed and reused, and the moon cakes are sold separately. Whether it is the remaining gift box packaging materials of the moon cake manufacturer, or the moon cake gift box of the manufacturer or distribution company from the retail side, it will continue to use it next year without affecting food safety.

The moon cake gift box can be reused in the coming year, but the moon cakes face the result of destruction. However, companies are produced according to orders. The market demand and actual situation of the prediction of the research and prediction will not be too much. There are not many moon cakes that need to be destroyed.

Although moon cakes have only less than two months of sales, in order to avoid a large number of remaining moon cakes, many moon cake manufacturers have to do "homework" for nearly half a year.

The person in charge of a moon cake manufacturer said that the moon cake season, whether it is its own brand or the customer customization, is based on the sales volume of the previous year and the market conditions to customize output. Some companies began to explore the market in March of that year and set production plans.

"Basically discontinued production before the Mid -Autumn Festival." The person in charge of another moon cake manufacturer revealed that moon cakes are the most special festival foods. Other festivals can be sold for a while after the Dragon Boat Festival, but the moon cakes have passed the Mid -Autumn Festival after the Mid -Autumn Festival. Some people will not buy anymore, so the enterprises will be carefully calculated, and even adjust the inventory in advance to stop production in advance.

"Some good -selling gift boxes are normal one week before the Mid -Autumn Festival", and if there is still a backlog of goods near the Mid -Autumn Festival, it will start to promote significantly. "Generally, it is buying gifts, after all, it is for clearing the goods." The person in charge said that even if there is a large scale of buying a gift, it may make it lose money, but it is far more than selling. In the end Essence

It is reported that the moon cakes sold in the market are generally about 90 days. For moon cakes that have not been sold near the shelf life, the relevant departments will be uniformly recovered in accordance with the relevant system, and destruction measures such as dyeing and forming will be carried out to ensure that the moon cakes that have not expired on the market will be sold again, and it will ensure that the manufacturers will not use the recycled moon cakes as the asset of the recycled moon cakes as the Raw materials, processed and produced again.

In order to maximize the cost, moon cake manufacturers have tried their best to sell the remaining inventory during the shelf life. In addition to discounting in the dense area of ​​people, companies will also transfer inventory to towns and rural markets. In addition, the remaining moon cakes will be sold to relevant companies to make animal feed, the most common is pig feed. consumer:

Tale for the removal of the remaining moon cakes

What about the remaining moon cakes after the holiday?

Mooncake manufacturers need to be carefully calculated to minimize the remaining condition of moon cakes. Consumers also have their own way of dealing with the remaining monthly cakes.

However, the shelf life of different brands of moon cakes is different, but compared to packaging food, its shelf life is relatively short. Among them, the longest shelf life is 90 days, the shortest is only ten days, and some are marked for 45 or 60 days. Essence For consumers, it is not too adequate to digest the remaining moon cakes.

In the recent investigating questionnaires launched by Ao Yinewang, nearly half of the interviewees said that the remaining moon cakes after the holiday said that "it can definitely be eaten", and 30 % of the respondents said "The person you need". However, nearly 20 % of the respondents said "to expire and throw away." In addition, 2%of the respondents said that they would kill the remaining moon cakes through various "fancy dishes" through cold mixing, frying, and porridge.

Photo source: Ao Yinewang

To this end, how to deal with the remaining moon cakes has become a new topic after the Mid -Autumn Festival. Some netizens said that they tried to stir -fry moon cakes with green peppers, but the taste was unexpectedly good. Some netizens frozen the moon cake and make it into desserts.

Fan Zhihong, a nutrition expert, said that moon cakes can be used as a staple food for breakfast. If you feel too sweet and greasy, some traditional flavors of Cantonese -style moon cakes, such as lotus, five kernels, jujube mud, bean paste, etc., you can put the pulp machine together to make the flavor soy milk; In the porridge; or cut into thin slices and sandwiched into the toast. Fan Zhihong suggested that the moon cake should not be stored for a long time, and you can put it in the refrigerator with packaging.

It should be noted that after the Mid -Autumn Festival, not all moon cakes disappeared from the market overnight.

According to Beijing Youth Daily, in Hema, there are freshly grilled fresh meat moon cakes in Hema, and sea salt ice skin moon cakes frozen in the freezer. In some Chinese -style snack shops, there are also baked moon cakes on sale.

"Rather than saying that it is a moon cake, it is a snack. You can call it glutinous rice, and it can be called fresh meat pie." A customer said that he likes to eat because it tastes, and it has nothing to do with it. Merchants also said that such products are generally available for medium and long -term supply. "Last year, the fresh meat moon cake was sold in November. It was because the weather was too cold, and the taste was temporarily withdrawn."

Mooncake industry:

Low cost, high gross profit margin enterprises have entered the bureau

Data show that the gross profit margin of the moon cake industry is generally as high as 50%-60%.

From the financial reports of the most representative listed companies in the moon cake business, the revenue of moon cake-based products has been increasing year by year, and the gross profit margin has been maintained between 50%-60%. From 2018 to 2021, the gross profit margin of the moon cake series products of Guangzhou Restaurant (603043.SH) was 63.22%, 62.27%, 58.37%, and 56.46%.

In 2020, Yuanzu (603886.SH) showed that in 2020, China and Western pastries achieved revenue of 1.388 billion yuan, and gross profit margin reached 55.96%, which was much higher than the gross profit margin of other types of foods and dairy products and baking products. The annual report of 2021 shows that the revenue of Chinese and Western pastries achieved revenue of 1.464 billion yuan, and the gross profit margin was 51.51%.

In 2021, the total cost of the moon cake business of Guangzhou Restaurant was 660 million yuan, but it brought it 1.52 billion yuan in revenue. Guangzhou Restaurant also disclosed the cost analysis table of moon cakes in an annual report of 2021, of which the cost of direct materials was 504 million yuan; the total amount of artificial, manufacturing and contract performance was only 157 million yuan.

The financial report over the years shows that in 2017, the monthly sales volume of Guangzhou restaurant was 10,500 tons, which increased year by year. In 2021, it reached 15,300 tons, an increase of 45.7%in 5 years.

What capabilities do small moon cakes have such a high gross profit margin?

"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 reporters," On the other hand, , Mooncake is a seasonal essential product with a certain social attribute, 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 mutual each other. Gifts. Therefore, moon cakes also generated 'financial attribute' due to their social attributes. "

The lively moon cake market and seductive gross profit margin have attracted listed companies, international big names and new consumer brands to enter the game. The old -fashioned company Quan Jude (002186.SZ), during the Mid -Autumn Festival in previous years, launched more than 30 all Jide and imitation meal brand gift boxes, more than 60 flavors of moon cakes; The Suzhou Museum launched the new joint version of the "Matsuma Moon Shadow".

In addition, diners, including Shuangta Food, Quanjude, Laidian, Shanghai Meilin, Guifa Xiang, Tao Li Bread, etc., including drinking companies such as Xicha, Starbucks, Vibrant Forests, etc.Snack brands, as well as Internet brands such as Xiaomi Group, Zhihu, Netease Cloud Music, have also entered the market one after another.(WeChat public account "Caizhi Headline" comprehensive self: CCTV Finance, First Finance, Beijing Youth Daily, Southern Metropolis Daily, Aoyi.com, etc.)

Edit: Bai Jing

School pair: Yuan Kai

Review: Gong Zimo

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