The raw coconut wind is scraped into the moon cake industry, and the moon cakes are listed in the market for more than a month to grab the market

Jimu News reporter Shi Qian

Photography reporter Li Hui

More than a month before the Mid -Autumn Festival, but this year's moon cake sales have begun. On July 28, Jimu Journalists visited and found that the raw coconut wind popular in the tea industry also scraped the moon cake industry and grabbed the market with traditional flavors. In addition, there are many products such as cross -border joint names, moon cake blind boxes.

Industry insiders pointed out that the periodic food cycle is extended to increase sales revenue. In addition, the time boundary of festivals is becoming more and more blurred, and it is gradually becoming a normal operating situation to seize a higher market share.

Mooncakes are on the market in advance to grab markets

It is not difficult for citizens to find that in many supermarkets in Wuhan, there are sporadic moon cakes or moon cake gift boxes. On the 28th, in Hema Xiansheng Crab Store, Wang Yuxia, Yangzijiang and other brands of bulk moon cakes were full of display tables. The traditional flavors such as egg yolk lotus, red bean paste, and black sesame seeds were still the main force of bulk moon cakes this year.

At the shop's baked moon cake counter, many diners stop to buy. "This moon cake shape is hippocampus, or the taste of chocolate, it should be delicious." Ms. Xu's child fancy this cartoon baked moon cake at a glance. Shopping cart, "The current baked moon cake is eaten fresh, no need to wait until the Mid -Autumn Festival."

Mooncakes are listed for more than 1 month in advance

This year's moon cakes are not only listed early, but also more tricks. Many brands have launched a joint moon cake or moon cake blind box to make the traditional food of moon cake full of "tide".

Jimu Journalists saw on the e -commerce platform that Meixin Moon Cake and Spider -Man jointly launched the Lotus Lotus Moon Cake. The box of the moon cake is printed with the image of Spider -Man, and the surface of the moon cake is also printed with a three -dimensional spider pattern.

Another merchant has launched a moon cake blind box packaging, which can be placed in different flavors of moon cakes. According to customer service, there are 8 grids in this packaging box, and each grid is printed with different blessings. When the box is for relatives and friends, they can let them experience the happiness of the unpacking lottery.

Raw coconut style sugar -free wind scrapes the moon cake industry

This year's moon cakes are not only innovative in packaging, but many businesses have also been new in taste, and the raw coconut elements that burst into fire in the tea industry are used to the moon cake industry. The reporter learned that some brands have launched moon cakes with coconut flavor, which are favored by the new generation.

On July 27, Wufangzhai had a new ice -skinned mooncake, with four flavors: raw coconut latte coffee, crispy chocolate, cheese explosion and durian. Many consumers who love to drink coffee on weekdays said that in the afternoon tea, cups of coffee and raw coconut with iron moon cakes are very pleasant to think about it.

The main sugar -free, sugar -reducing healthy moon cakes are becoming more and more common

In addition, the moon cake gift box of many star hotels has also begun pre -sale. In late July, the Shangri -La Hotel in Wuhan also released seven different packaging Mid -Autumn Festival moon cake gift boxes, ranging from 300 yuan to 500 yuan. One of the 489 yuan gift box launched a strong coconut moon cake.

In addition, in this year's moon cake market, sugar reduction and even sugar -free moon cakes are becoming more and more common. A happy moon gift box at the Shangri -La Hotel, replacing sucrose with sugar alcohol, and raw materials such as rose and jasmine, so that moon cakes are no longer a "sweet burden". There are also many brands who have launched miscellaneous moon cakes such as grain germ, which makes the same source of medicine and food a big selling point of moon cakes.

Foods gradually become normal operation

"Now the phenomenon of moon cakes and cross -border phenomena is becoming more and more common." From the perspective of Wang Peng, a researcher at the Beijing Academy of Social Sciences and researcher at the Intelligent Social Governance Research Center of Renmin University of China, this is a relatively obvious feature of the moon cake industry this year. For the brand, the joint name and cross -border are two birds with one stone, and on the one hand, they get sales revenue; on the other hand, binding marketing and increasing the exposure of dual brands.

Wang Peng analyzed that raw coconut is the explosive elements of coffee and tea recently. This year's moon cake industry will definitely use the element of raw coconut as an important selling point. However, Wang Peng believes that the most important thing is whether moon cakes are well sold as food categories. Excessive pushing out of new or excessive marketing, but the taste is generally high, but it is easy to form word -of -mouth reflection, and it will be lost.

Wang Peng also pointed out that the phenomenon of lining the moon cake this year is relatively obvious. Extend the listing cycle of the moon cake, and the merchants can market marketing in advance to get higher sales. In addition, the processing and consumption methods of moon cakes are more of a booking method. The booking method of booking has also spawned the early listing of moon cakes.

In addition, the fresh meat moon cakes and other grilled moon cakes are not as defined as the Mid -Autumn Festival moon cakes. It is a daily pastry, which has broken the time boundary of the festival food. Many merchants operate their normalization to obtain higher profits and larger market share.

Chinese food industry analyst Zhu Danpeng also said that with consumption upgrades, foods that can only be tasted in the past festivals have become more and more daily, such as rice dumplings, mung bean cakes, and current baked moon cakes. At the same time, he judged that due to the sporadic epidemic, this year's moon cake market will not increase much, and it will usher in a consumption climax in September.

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