What are the new changes in the moon cake market this year?

Although it is more than a month before the Mid -Autumn Festival, this year's moon cake sales have begun. Offline loaded moon cake retail, gift box suit reservation; online shop live broadcast, vibrato discount distribution and other sales methods are dazzling. In addition, mooncake products with unique tastes, "health", cross -border joint, and packaging innovation are even more tricky. Why is the moon cake market so "lively" this year? Let's explore together.

【Visiting】

Don't wait for Mid -Autumn Festival to eat moon cakes

Bullet moon cake listing "warm field" gift box moon cakes start early sale

"Moon cakes have been sold long ago, and I have noticed it before buying food." On the evening of July 25, Ms. Liu, who was called a bulk moon cake in a supermarket in Nanjing, told reporters that she noticed that the moon cake was launched in mid -July. Essence Xinghua Tower, Daoxiang Village, and the bulk moon cakes of Nanjing local brand Guanshengyuan are full of display tables, rose bean paste, black sesame, cream coconut, egg yolk lotus and other traditional flavors are still the " The main force.

In addition, baked moon cakes have also become one of the first choice for customers to buy. In front of the supermarket's current roasted moon cake counter, Ms. Wang is buying a fresh meat moon cake by the merchant. She told reporters: "Now I want to eat moon cakes can be bought at any time without waiting for the Mid -Autumn Festival." After visiting it, I found that many pastries now have a lot of pastries. Stores and baked shops have made the current baking moon cakes as the mainstay. The present roasted moon cakes of a well -known dim sum shop in Nanjing have not only become the main product of the season since June, but also vigorously promoted on major video platforms. Buy an early adopter.

It is worth noting that the moon cake gift boxes of major well -known restaurants and star hotels in the province have also begun pre -sale, and some pre -sale products can even be collected. A few days ago, Mr. Lu in Nanjing received a pre -sale advertisement for moon cakes in a restaurant chain. Booking the moon cake gift box before August 1 can enjoy the pre -sale price below the normal price of about 20 yuan.

【Observed】

Moon cake sales model presents younger

"Chao Play" Mooncake Creative Multi -cross -border Co -branded

This year's moon cakes are not only listed early, but also more tricks. In order to better cater to the preferences of young people, a new generation of "tide play" moon cakes such as moon cake blind box and joint moon cakes are full of creativity.

The reporter found that the custom moon cake product of a well -known brand uses cultural blessings. It mainly focuses on the national tide Mid -Autumn Festival. The Mid -Autumn Festival elements such as jade rabbit, osmanthus, and moon use three layers of illustration design. bless.

A blind box moon cake launched by a brand with Disney, open the box to enjoy the fun of pumping the blind box, but also taste the creamy moon cakes. The classic animation image of Vini Bear, Tiger, Mickey Mini and other classic animations can really be moon cakes. Attracted many young diners.

The restaurant chain store that focuses on Nanjing cuisine also launched a joint Mid -Autumn Festival gift box in conjunction with the characteristics of food. It integrates traditional Jinling Food Culture with the emerging and young trend of "chicken" games. The Mid -Autumn Festival theme game map is printed on the bottom of the gift box, allowing consumers After the sugar ravioli moon cake, sugar taro seedlings and moon cakes, etc., after the unique Jinling flavor moon cakes, come to a stimulating offline game.

The moon cake gift box launched by the well -known coffee chain brand this year highlights the characteristics of the second utilization of environmental protection. It focuses on the concept of "moon cakes after eating the box", so that the packaging box transforms into a storage box, photo frame, dry flower display box, etc. How to play.

Not only that, in this year's moon cake market, the reporter noticed that sugar reduction or even sugar -free moon cakes, and medicine and food homologous moon cakes have become a big selling point.

【View】

Mooncakes are listed early is an inevitable

Health, daily, and trending are future development directions

"The phenomenon of lift moon cakes this year is very obvious." According to Yu Xuerong, president of the Jiangsu Catering Industry Association, "Mooncake products in the Jiangsu market in the past two years have become more affordable and rich in taste. Obviously. "Traditional moon cakes, under the" packaging "of these characteristics, are accepted by young people who are pursuing fashion on the one hand, and on the other hand, they are more adapted to the current needs of consumers to pursue a healthy diet. Combined with the festival attributes of moon cakes and the characteristics of production and sales, Yu Xuerong believes that some food -related foods, or food -related foods can always mobilize people's emotions. Moon cakes are listed early is a normal consumption phenomenon.

"Moon cake processing and consumption methods are more of a booking method. For some hotel catering companies, the booking method of booking has spawned the early listing of moon cakes. It is also detonating the moon cake sales market. "Yu Xuerong further analyzed," Now consumers need to have an emotional exit to get the emotions between people, moon cakes are undoubtedly a release of feelings and communication between people and people. Blind. From these perspectives, it is inevitable to list the moon cake early. "

Today, the addition of online videos and live broadcast platforms has also provided a sales scenario for moon cake sales. Yu Xuerong pointed out that "In fact, these sales methods are a means of marketing, the interface of 'traffic', and a way of drainage. No matter how the marketing method changes, as food itself, it is necessary to pay attention to quality and brand elements The marketing method of low price of the network is just a means to attract consumers. "

According to statistics, from 2015 to 2021, the sales of Chinese moon cakes were on the rise.Store purchases, online purchases, and gifts from others are a common way for consumers to get moon cakes.Among them, offline channels and e -commerce channels have become the main way for moon cake sales.Some points point out: "With the rapid development of Chinese pastry, new baking industries, moon cakes will gradually return to the baking cupped itself, and develop in the direction of more standardized, healthy, daily, and trend."Hu Jingjing Huang Huan intern Li Wenyu

Part of the picture source Visual China

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