Healthy healthy, creative moon cake market "volume" a new height

China Business Daily (Lei Kexinwen/Picture) The Mid -Autumn Festival is approaching, and the moon cake market is hot. China Business Daily reporters have learned that this year's moon cake market "rolls" a new height again, and many brands have taken the "health" and "national tide" route. In terms of product innovation, cross -border marketing methods are endless.

The Mid -Autumn Festival is approaching, and moon cakes have become popular foods in the market.

Low sugar moon cakes are sought after

China Business Daily reporter search for online shopping platform found that health has become the keyword of moon cake consumption this year.

The old names such as Daoxiang Village, Zhiwei Guan, Meixin, and Guangzhou Restaurant are based on less sugar and less oil, and ingredients and other ingredients such as hypoltanose, xylitol, and grain are used to make low sugar moon cakes that are lower than traditional moon cakes. Consumers' "delicious and not fat" needs.

Not only the old -fashioned brand, some niche brands have also launched quinoa green cakes, claiming that "without sugar and no refueling". The calories are only half of the traditional moon cakes, which also attracts many customers.

In the supermarket, the Beijing Guang'an Store was sent. Ms. Zhou, a shopping guide, introduced to the China Business Daily reporter that although moon cakes are constantly innovating in taste, traditional lotus egg yolk, jujube mud, and five kernel taste are still a must -have for consumers to buy moon cakes. According to the recent sales statistics of moon cakes, while consumers respect the tradition, they are more inclined to buy moon cakes that indicate "low sugar" or "sugar -free" on the packaging box.

Consumers who are buying moon cakes Ms. Li told reporters that the content of traditional moon cake oil and sugar is often high. The elderly at home have diabetes and high blood pressure cannot eat these moon cakes. Individuals can enjoy the delicious moon cake.

In addition to being popular in the elderly, low -sugar moon cakes are also favored by young people, and sales have continued to rise. In a baking shop located in Dongshi North Street, Beijing, the reporter saw most of the young people who came to buy moon cakes to choose low sugar moon cakes. "The sweetness of the low -sugar moon cakes in the store is lower than that of traditional moon cakes and better digestion. Basically, the morning cake is sold short in the morning." Mr. Tian, ​​the person in charge of the store.

Brand co -branded marketing focus

In addition to catering the needs of consumers' "sugar -free and low sugar diet", more and more moon cake manufacturers choose to cooperate with "big country brands" with Chinese aerospace companies and China Post, and provide consumers with more creative ideas in a joint manner. There is also a new national tide -style moon cake with cultural connotation.

Aerospace elements are becoming a marketing hotspot of various brands. Laige Food and China Aerospace ASES (Shanghai Eiti Aerospace Technology Co., Ltd.) jointly launched the aerospace series theme moon cake; Guangzhou restaurant cooperated with China Aerospace and Yili Group to launch Star Month to explore the joint commemorative box; Completion of the cooperation signing, it is announced that it will develop a number of "Suzhou Daoxiang Village X China Aerospace" joint moon cake.

The national wind moon cakes with traditional art also "appear in ink." China Post Cultural and Creatives under China Post is inspired by "Thousands of Miles and Mountains", and launched a moon cake ice cream gift box with Hagagen -Dazas; the "Qi Baibai graphite moon cake" of the Cultural and Creative Center of the China Art Museum and Hema Baking; the old Chinese name Songhelou joined hands with the Suzhou Museum to launch a new joint version of the "Matsuma Moon Shadow" to make Song -style aesthetics from the end.

Advertising marketing practitioners Martin told the China Business Daily reporter that in recent years, "big national brands" such as China Post, aerospace and other "big country" have opened cultural and creative business, and the product design covers the fields of clothing, food, housing and transportation. The combination of cultural genes promotes the development and growth of the national tide brand.

"Now, my country's aerospace industry and traditional works have attracted more attention from more people, which reflects consumers' patriotic feelings. Brands combine aerospace elements, art elements and Mid -Autumn Festival The development of the country has enhanced national pride, "Martin said.

Reject "Mooncake Assassin"

"Obviously, I feel that this year's moon cakes are a lot cheaper than previous years. In the past, those high -priced moon cakes of six or seven hundred yuan were gone." Ms. Cheng, who lives in Haidian District, Beijing, told reporters, "Our family members eat moon cakes, How beautiful the moon cake is, mainly to experience the atmosphere of reunion with my family, and the price of loose moon cakes is more affordable. "

After being criticized for excessive packaging, the traditional food of moon cake is gradually returning to its essence. The "Development Trend of the Chinese Mooncake Industry in 2022" released by the China Bakery Food and Sugar Industry Association reported that under the constraints of a series of new rules of moon cakes, the packaging of moon cake gift boxes has become a foregone concentration. -"Sky price" moon cakes of more than 500 yuan will be greatly reduced.

At the Yulinli Store in Beijing Wumi Supermarket, the reporter saw that the most expensive product in the store was the Mixin Four Mooncake Gift Box, which was priced at 348 yuan. Essence In Daoxiang Village in Beijing, the moon cake gift box with a price of about 100 yuan accounts for the majority, and the price range of bulk moon cakes in the store is between 7-15 yuan. The person in charge of the store told reporters: "At present, the highest sales in the store are the moon cake gift box with a 99 yuan gear, followed by a gift box of 139 yuan and 169 yuan, and it is also sold quickly. More customers still like to bulk moon cakes, and they can combine different combinations. The taste is cheaper. "

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