Be wary of order!The "sky -high price" moon cake, why this year is sold for 499 yuan ...

The Mid -Autumn Festival is approaching,

I don’t know if netizens buy the first box of moon cakes this year?

These two days,

#499 yuan#

The topic of the topic has been on Weibo hot search,

Treating the attention of netizens.

The price is 499 yuan to pay 1099 yuan?

On August 15th, searching for "Moon Cake Gift Box" on an e -commerce platform and found that many moon cake gift boxes were priced at 499.99 yuan, but only individual products showed that some people paid, and most of the monthly sales of gift boxes were 0.

Source: Screenshot of an e -commerce platform

It turned out that in June of this year, 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 issued the "Announcement on Containing" Sky "moon cakes and promoting the healthy development of the industry" (hereinafter referred to as the "Announcement"), which clearly encourages business operations For the cheap boxes of moon cakes that produce and sell items, they propose to implement key supervision of boxes with a unit price of more than 500 yuan; the operator shall transaction information for the unit price of more than 500 yuan in the box of moon cakes for 2 years to prepare for the relevant related The department checks in accordance with the law.

As a result, in order to avoid the above -mentioned "Announcement", many merchants had their brains at the price.

It is worth mentioning that although the price is controlled under the 500 yuan red line, the actual transaction price of the moon cake gift box is much higher than the price. In a gift shop, a "Tianlun" brand moon cake gift box (1540 grams) produced by Sichuan Tianlun Food Co., Ltd., which is priced at 499.99 yuan, but consumers need to pay 600 yuan in freight, calculate the price of the gift box as high 1099.99 yuan. The shop customer service staff said that the gift box was sold at the price at the price, and the shipping cost of 600 yuan was used to make up the difference.

Source: Screenshot of an e -commerce platform

At the same time, turning the high -priced moon cake gift box to offline selling seems to have become the "consensus" of some online merchants. Among another shops that specialize in selling various food gift boxes, you can see a lot of moon cake gift boxes with a price of 499 yuan and 498 yuan. When asked if there is a higher -end gift box, the staff of the shop clearly claims that "there is a certain there is "".

"This year, there is a prescribed moon cake gift box that cannot be sold online, but we have offline. The offline moon cake gift boxes are available in each price, and the high-end 500 yuan-20,000 yuan." The store does not have an offline store. If consumers want to buy a high -priced moon cake gift box, they can obtain the product quotation bill by adding WeChat. When paying, they can choose WeChat payment or transfer.

Gift boxes with the original price of 588 yuan have been temporarily dropped to 498 yuan?

In fact, not only online, offline merchants also have a lot of moon cake gift boxes with a price of about 500 yuan.

On August 15th, in a boutique supermarket in Beijing, most of the moon cake gift boxes were priced between 100 yuan and 300 yuan, but there were also some moon cake gift boxes close to 500 yuan, part of the higher.

Among them, Meixin's "Seven Stars Accompanied by Mingyue" moon cake gift box, priced at 578 yuan, a net content of 1350 grams, containing 8 moon cakes, an average calculated, a single moon cake price exceeded 67 yuan. Sales staff said that the brand still has a price of 200 yuan and 300 yuan for the monthly cake gift box. The above gift boxes are relatively high because of higher net content.

In a supermarket in Beijing, the moon cake gift box of Meixin's "Seven Stars with Mingyue" is priced at 578 yuan.

In addition, although the price of some moon cake gift boxes such as Yushayufu and Jinhua has not exceeded 500 yuan, it is also as high as 499 yuan and 498 yuan. "This year can only sell for less than 500 yuan. When some moon cake gift boxes arrived, the price was 588 yuan, and now it has fallen to 498 yuan."

In addition to a chain in Wuhan, the price of the moon cake gift box is also between 100 yuan and 300 yuan. Some moon cake gift boxes under Guansheng Garden are slightly higher. ) The price is 578 yuan, and another "national" moon cake gift box (2310 grams) is as high as 768 yuan.

In the Wuhan merchant, the "national" moon cake gift box of Guansheng Garden is as high as 768 yuan.

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. Some manufacturers can be several times as high as several times." Zhu Dan, vice chairman of the Food Safety Promotion Association and the food industry analyst of the Guangdong Province Peng said.

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

"In recent years, the country has continued to crack down on 'sky -high" moon cakes to make the entire consumption more rational, healthy, and orderly. Before this year, multiple departments jointly issued the above -mentioned "Announcement". To a very good guidance, "Zhu Danpeng said.

Before the Mid -Autumn Festival this year, the market supervision department

It will also carry out the "sky -high" moon cake special rectification operation,

I hope the merchant regulates sales behavior,

Let moon cakes return to the essence of mass consumer goods,

Put the business focus on improving the quality of the product,

Don't think about "wipe the ball" marketing.

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Recommended in the future

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Source: Zhongxin Jingwei

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