Resisting "sky -high price"!E -commerce platform "but a hundred" moon cakes become mainstream

Data show that in recent years, the number of moon cakes has increased through online channels such as e -commerce platforms, and it has increased year by year, accounting for more than 30%. Due to the variety of online sales forms and low transparency in sales, major e -commerce platforms have become a large probability of "sky -high" moon cakes.

The Mid -Autumn Festival is near, and the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Commerce, and the General Administration of Market Supervision jointly released the "Announcement on Containing the" Sky "moon cakes and promoting the healthy development of the industry" (hereinafter referred to as the "Announcement"), which requires a box with a unit price of more than 500 yuan Moon cakes are carried out in key supervision to cultivate festivals. A few days ago, many e -commerce platforms such as Taobao Tmall responded to the call to standardize the pricing of moon cake products in the platform.

Wang Xiaojun, general manager of Jingdong Supermarket's resting water drinking department, said, "We do not purchase, do not online, and promote rectification for products that do not meet policy requirements in terms of price, packaging layer, packaging volume, ingredients, etc. The departments and platform governance departments will regularly inspect the merchants who settle in the open platforms on a regular basis, and find that products that do not meet the requirements of policy requirements will be removed immediately. "

According to the relevant person in charge of Taobao Tmall, at present, it is difficult for Taobao Tmall to find more than 500 yuan boxes of moon cakes, and more than 80%of the moon cakes are less than 100 yuan. The sales of moon cakes under 200 yuan accounted for more than 96%, which is the mainstream of moon cake consumption this year.

According to the National Development and Reform Commission, in recent years, online merchants have sold moon cakes, which not only exists not only to add valuable fillings, excessive luxury packaging, and high -priced products. Moon cake customization services and other issues. For example, some bids are 299 yuan per box, but notes "shoot two boxes to send a box", the actual price per box is 598 yuan; some are priced at 499 yuan, and the price difference is required to make up for 200 yuan. Set up 600 yuan high courier charges; some provide various types of luxury packaging according to customer needs, combine moon cakes with designated high -priced products, and issue invoices in the name of moon cakes to provide convenience for customized "sky -high" moon cakes.

In response to the disguised price increase of individual sellers by selling moon cake gift boxes and other methods, the "Announcement" has made targeted provisions: the price or price of virtual bidding products shall not be implemented by split orders or increase the number of products in disguise; Or in disguise to implement and mixed sales; it shall not violate the state's relevant compulsory standards. Relevant departments will take online sales as a key regulatory field, strengthen supervision, and strictly investigate in accordance with laws and regulations, and typical cases will be exposed.

The relevant person in charge of Taobao Tmall said that on the one hand, Tmall Taobao strictly controls and controls it, and on the other hand, it will start from creating a good business environment of small and medium -sized enterprises and strengthen publicity and guidance to merchants. On August 17, the Tmall Food Line was responsible for calling about 700 head moon cake merchants to reiterate relevant regulations and guide merchants to regulate pricing.

A few days ago, the "Development Trends of the Mooncake Industry in 2022" (hereinafter referred to as "Development Trends" released by the China Association of Bakery Food and Sugar Industry Association pointed out that this year's Mid -Autumn Festival moon cake supply pre -sale period, more sales channels, online sales ratio Further expansion, the product category is richer and more diverse. Cantonese, Soviet -style, and Beijing -style moon cake products will still occupy the main position, but the proportion of products that focus on local characteristics, novel flavors, national tide fashion and nutritional health concepts are expected to further increase further Essence

It is understood that in order to guide consumers low -carbon holidays, green consumption, Tmall combined with 9 brands such as Starbucks, Naixue's tea, and Wufangzhai to launch simple packaging gift boxes to use sugar cane residues, coffee residue, wheat straw and other materials Packaged at the moon cake.

According to the data of Ai Media Consultation, from 2016 to 2021, the market size of the Chinese moon cake gift boxes showed an upward trend. It is expected that the market size of the moon cake gift box in 2025 will reach 24.7 billion yuan.

The "Development Trend" pointed out that the form of moon cake packaging will be based on simple and moderate, multi -flavored product combination gift boxes, which shows that personality, combining characteristics, different shapes, strong design sense, IP joint names, etc. with cultural connotation and the characteristics of the times. And products will still be sought after by young consumers.

Source: People's Daily Online

Reporter: Shen Jiaping

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