The net red moon cake is abandoned by the young people: I got hot search, but I can’t enter the shopping cart

The popular online cakes, which are highly sought after by young people, seem to be much less popular in this Mid -Autumn Festival.

Compared with the past Mid -Autumn Festival, the Mid -Autumn Festival has seized hot search, the moon cake gift boxes of major Internet companies, you sing, the new taste of new flavors such as the debut, snail powder moon cake, stinky catfish moon cakes have set off a boom on social platforms In the festival, the moon cakes are probably only Moutai moon cakes, the joint moon cakes of "Harry Potter" and 600 moon cakes of Wanping South Road.

Among them, with the hot frying of the ox,#其 其 其 其 其 其 其 其 其 其 其#and#600 moon cakes of#600 Wanping South Road have been fried to 599 yuan#其 其 其 其 其 其 其 其 其 其 其 其 其. But from the perspective of the comment area, there are not many netizens who are willing to pay for it. "I have to find an oxen for a mooncake", "Why do you sell so expensive moon cakes without Moutai?" Moon cakes, even on the second -hand trading platform, have bids more than a thousand yuan to buy, but still have no searches.

At the same time that the attention decreased, young people seem to be keen to pay for the net red moon cake.

The post -90s girl Yaqi sent a cloud leg moon cake launched by Meixin on the eve of the Mid -Autumn Festival, and she was waiting to buy the fresh meat moon cakes in the Luxi River. "Now there are many new -flavored net red moon cakes on the market. I also bought the flavored moon cakes of snail powder with the psychological psychology of hunting last year, but the taste really can't accept it, and it sells expensive. I will definitely not buy back."

Yaqi bluntly stated that in order to reduce the cost of trial and error, this year changed to choosing a traditional brand of moon cakes, "the taste and quality are guaranteed."

There are obviously many young people who do not repurchase like Yaqi. Burning Dimension retrieved "spicy bars moon cakes" and "snail powder moon cakes" on Taobao, and found that the monthly sales of merchants with the top rankings were only 8 orders and 500 orders, respectively.

Therefore, in order to please young people who "don't catch a cold" for strange and strange moon cakes, some new moon cake brands have been innovating. In addition to the increasingly strange taste and the increasingly expensive fillings, marketing methods such as cross -border co -branded, live broadcast and goods are also played. The gift boxes are designed as lanterns, exquisite storage wooden boxes, music boxes, etc. The co -branded peripheral products occupy most of the boxes, but moon cakes are like dispensable accessories.

But even so, the mooncake market is still the carnival of traditional brands as a whole. Ai Media Consultation "2022 China Mid -Autumn Festival Mooncake Gift Box Consumer Research Report Research Report" shows that the top ten of the moon cake gift box brand (from high to low) in order: Meixin, Daoxiang Village, Xinghua Tower, Jin Hua, Guangzhou Restaurant, Huamei, Jin Jiu, Zhiwei Guan and Pan Xiangji.

Ai Media Consulting CEO and Chief Analyst Zhang Yi told Nurbus that young people like innovation, but innovation and old -fashioned names are not contradictory. In recent years, traditional brands have been innovative, and they are closer to young people in taste and design, but it is difficult for the Internet celebrity brand to precipitate the same quality and reputation as old brands in a short time. Positive or offline, the highest sales ranking is basically traditional moon cake brands. "

As Zhang Yi said, the consumption concept of light people is more and more rational now, pursuing cost -effectiveness, no longer accepting high premiums, the peculiar taste of the "net red moon cakes" and high value, the attractiveness to young consumers is attractive to young consumers Gradually decreases.

The food industry analyst Zhu Danpeng also said that the launch of various cross -border products is to get the attention of more new generation consumers. Iteration. Enterprises are also trying water to make the brand youthful layout.

Zhu Danpeng further emphasized that in the short term, the launch of cross -border products can indeed attract young consumer groups, but from phased to medium- and long -term strategies and continuously attract the attention of consumer groups, the comprehensive strength of the enterprise can withstand the test.

Who is buying moon cakes

Amy is a post -90s after the 90s who do not like to eat moon cakes, but every eve of the Mid -Autumn Festival, she still pays attention to the dynamics related to moon cakes on social platforms, not for moon cakes.

Recently, when I saw some netizens on Xiaohongshu, the "Plush Monster Book" moon cake gift box jointly launched by "Holly Lai X Harry Potter". As a "Harbin Mi" AMY, he joined it without hesitation and became a snap -up. One of the army of Harry Potter's famous moon cake.

Burning Dimension learned that there are two moon cake gift boxes of "Holi Lai X Harry Potter", namely the "Magic World" priced at 299 yuan and the "Monster Book of Monster" with a price of 599 yuan. It is reported that as of now, the pre -sale schedule of the two gift boxes has been ranked on September 29 and October 15, respectively.

What's more exaggerated is that although the gift box was not received before the Mid -Autumn Festival, it did not affect the fire of the moon cake at all. Not only are the social platforms full of unpacking and evaluation notes, but also more than 20,000 monthly sales.

"Monster books are made of hard cardboard, plastic and fake fur, which not only maintains the furry feel, but also highly restores the appearance of the monster book, and can also be used for storage." AMY said that the peripheral products are so fine People are tempted, "Even if it is for a long time, it doesn't matter."

Unlike Amy's consumption of "Buy the Pearl" type, the post -90s girl Qiqi pays more attention to the brand and quality of moon cakes because of the need for gifts to relatives and friends. On the eve of the Mid -Autumn Festival this year, Kiki bought a box of moon cakes in Beijing Daoxiang Village, a box of double -synthesis moon cakes in Shanxi, and a box of fresh meat moon cakes.

Kiki is from Shanxi and now works in Beijing. She introduced to Ranjinyuan that Shanxi has the customs of making moon cakes. Every Mid -Autumn Festival, every family will prepare the raw materials used for making moon cakes, either baking or sending them to the workshop for processing. "In the past, our family could process 100 pounds of moon cakes to send people. But with the decrease in the degree of mooncakes in the moon cake in recent years, this number has fallen to 20-30 catties." In Kiki, it may be that living conditions have become increasingly increasingly increasingly living conditions. The better, more and more gifts are available in festivals. People are no longer enthusiastic about sending moon cakes. "But customs cannot be forgotten, so this year I changed their patterns to my family and bought some old -fashioned moon cakes. You can also taste the new taste. "

Like Kiki, there are not a few consumers who buy moon cake gift boxes for gifts. According to the survey data of the Ai Media Consultation Data Center, 58.2%of consumers participating in the questionnaire survey purchased moon cake gift box products for the purpose of giving gifts. The main object of gifts is relatives, friends, and company colleagues. 85.7%of consumers will choose to buy moon cake gift boxes, and 71.3%of consumers who mainly buy moon cake gift boxes are exquisite.

Unlike AMY and Kiki buying moon cake gift boxes, Qi Mu, employees of Internet manufacturers, usually only buy bulk moon cakes.

"Our company will send a moon cake gift box every Mid -Autumn Festival. In previous years, I would send it to my parents, but the fillings of various fancy streams were too sweet to spit out by my parents. I put the moon cake gift box and sold it on the second -hand trading platform. "

Qi Mu bluntly stated that the reason why the moon cake gift box was released in the past few years has not sold it is that the supporting surroundings are beautiful and practical. And practical. "

Like Qi Mu, I don't need to buy moon cakes by themselves, and Meng Qi, a media practitioner. Every Mid -Autumn Festival, major brands and five -star hotels will send moon cakes to Meng Qi.

"The five -star hotel moon cakes, which had once seen the scenery in the early years, have been" outdated 'in recent years. By the way, Meng Qi said that since 2018, the "Mid -Autumn Festival Battle" of the Internet factories has officially appeared on social media.

Meng Qi bluntly stated that whether it is a large factory or a brand cross -border moon cake gift box, the taste is similar. You don't need to think about it and know that it is basically the foundry. "After all, moon cakes are just a tool, brand promotion and corporate culture communication are the focus. This year Under the regulatory system, it is normal to converge. "

Moon cakes are constantly pleasing young people

In fact, the reason why this year's "Moon Cake Wind" does not blow enough, on the one hand, consumption is rational, and on the other hand, it is mainly that young people's "love" of moon cakes is not deep enough.

Almost every year before and after the Mid -Autumn Festival, the topic similar to "young people don't like to eat moon cakes" will be discussed by netizens, and this year is no exception. At the end of August, most young people couldn't eat a moon cake#8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 said that eating moon cakes can basically taste only a taste. Some netizens also said, "This year, I bought a mini moon cake on the Mid -Autumn Festival."

Therefore, in order to win the attention and purchase of young people, the brand of the new and old moon cakes has made great efforts, or the taste is innovative, or the cross -border joint name, or the blessing of the national tide, and some brands choose to cooperate with KOL or live broadcast. Continuously. Then, "moon cakes are a basket, and everything can be installed" has also become the most evaluation of moon cakes in recent years.

After the major moon cake brands have a "fierce" operation, all kinds of wonderful moon cakes were born. Among them, some moon cake flavors have become online celebrity products because they stepped on the curiosity of young people. For example, cheese lactic acid bacteria moon cakes, instant noodle moon cakes, Pu'er chrysanthemum moon cakes, chocolate spicy beef moon cakes, sauerkraut bullfrog moon cakes, old godmother moon cakes ... It can be said that only consumers can't think of it, no moon cake producers can't do it.

It is reported that in the Mid -Autumn Festival this year, a vinegar -flavored moon cake in Taiyuan, Shanxi became a burst. In an interview with CCTV, a purchase dealer said, "Because the moon cake cannot be made, the market is not in short supply. Pulling the goods once, it will sell at most one day."

These "strange" moon cakes even applied for patents. Data from Tianyan Check showed that as early as 2003, someone applied for the patent of lobster -flavored moon cakes. Later, there were patents such as Pu'er tea moon cake, wolfberry moon cake, ginkgo health moon cake, Ejiao moon cake, tingling man -made meat moon cake, hyaluronic acid moon cake and other moon cake patents.

But young people's moon cakes of these "wonderful" flavors may only be taped in early adopters.

In 2020, the "snail powder moon cake" was born. Subsequently, the topic#20 蛳 20 finally started with moon cakes#20 20 20 20 20. The World Finance mentioned in a series of "consumption of consumption" in the world that Taobao data shows that in 2020, the top five of the mooncakes of snail powder, spicy chicken, spicy strip, leeks, and pearl milk tea flavors. Among them, snail powder moon cakes, leek moon cakes, and durian moon cakes search volume on Taobao platforms rose 700%, 170%, and 30%, respectively.

However, after recently, the number of Burning Disposals searched for "snail powder moon cake" on the Taobao platform and sorted it according to the sales volume. The monthly sales of the first -ranking product were only 500+. What's more exaggerated is that the sales of many merchants are only two digits, even single digits.

"Moon cakes can be roughly divided into two consumption scenarios: gift giving and self -eating, but the market positioning of novel -flavored moon cakes such as snail powder, old godmother and spicy strips is not clear." Zhang Yi said that for gifts, consumers are more inclined to be more inclined Choose a brand moon cake that is more traditional and quality -guaranteed. For self -eating, personalized moon cakes launched by supermarkets or streets and baking shops will be more attractive. "Unless the new taste is really delicious, consumers will basically not repurchase after satisfying the psychology of hunting."

As a result, the innovation of moon cake brands on moon cakes is no longer limited to taste, and cross -border joint nicknames and national style design have also become the brand's marketing weapon.

Ranjidan learned that the joint moon cakes of "Harry Potter" were popular on social platforms. This year, the "Big Eye Meng Mooncake Gift Box", "Big Eye Meng Mooncake Gift Box", "Mo Mo Small Natural Creation" jointly launched the "Fairview Oriental · Flower Snow Moon" Mid -Autumn Festival gift box, and Hema Supermarket joined the China Art Museum of the China Art Museum The "Qi Baimai graphite rhyme moon cake" series launched, the five moon cakes correspond to Qi Baishi's "Shrimp", "Creek Bridge", "Furong Wandering Duck", "Spring Mountain Map", "Salted Eggs", all of which have captured a lot of Consumer wallet.

At the same time, the blessing of new retail channels, live broadcasts, short videos and other channels has also become a promoter for the moon cake brand to reach young consumers. According to incomplete statistics from Burning Dimension, traditional brands including Daoxiang Village, Huamei, Wufangzhai, Guangzhou Restaurant, Xinghua Building, etc. have seized consumer minds by opening online flagship stores and live broadcast rooms. , To further expand market share.

Moon cakes need to be shifted from "face value" to "quality"

In fact, moon cakes are constantly trying to please young people.

According to the data of China Business Information Network, the market size of the Chinese moon cake gift box is gradually growing, and the market size is expected to reach 18.87 billion yuan in 2022; another group of data from Ai Media Consultation shows that from 2015-2021 13.18 billion yuan increased to 21.81 billion yuan, and it is expected that China's moon cake sales will reach 24.38 billion yuan in 2022.

In addition to the market size, moon cake products far exceeding 50%of the gross profit margin is also one of the reasons for players to seize the market.

According to data from the Institute of Guoxin Securities Economics, the cost of moon cakes usually does not exceed 11 yuan/piece. If it is a common filling, the lower limit of the cost of a single moon cake is 3.5 yuan. The moon cake gift box is calculated by 6-8 moon cakes, which means that the total cost of making is 30-50 yuan/box.

According to the financial report of Guangzhou Restaurant, in 2021, the company's Mooncake series products were as high as 56.46%, which was much higher than the average gross profit margin of all business in Guangzhou that year. During the reporting period, the revenue of the mooncake series products also reached 1.521 billion yuan. Data from another Yuanzu shares, in the 2021 annual report, revenue from the Chinese and Western pastry gift boxes containing the moon cake gift box of 1.464 billion yuan, accounting for nearly 60%of the main business income, and the gross profit margin was 51.51%.

The lively moon cake market and seductive gross profit margin have attracted listed companies, international big names and new consumer brands to enter the game. In addition to the Guangzhou Restaurant and Yuanzu shares mentioned above, including dinota foods, Quanjude, Laide, McMull, Shanghai Meilin, Guifa Xiang, Tao Li Bread, etc. Waiting for beverage brands; snack brands such as Liangpinpu, three squirrels, and Internet brands such as Xiaomi Group, Zhihu, Netease Cloud Music, have also entered a share.

"This has nothing to do with the low threshold for market entry." Lai Yang said to Lai Yang, a member of the Expert Committee of the China Commercial Federation, stated that the production threshold of moon cakes is not high. Third party. And selling moon cakes during the Mid -Autumn Festival is more to enjoy the marketing effect brought by the Mid -Autumn Festival. In addition, it is also to create a lifestyle brand and enhance the brand's influence.

However, as more and more brands have joined, it has also led to the homogeneity of the industry. In order to stand out in homogeneity, the brands have begun to "innovate". The taste of moon cakes becomes more and more strange, the ingredients are getting more and more expensive, the packaging is getting gorgeous, and the price is naturally rising.

With the continuous rise of "price", "sky -high moon cakes" have almost become an indispensable topic and controversy for social platforms on the eve of the Mid -Autumn Festival.

In June of this year, the "Announcement on Controlling" Sky Price "Mooncakes and Promoting the Healthy Development of the Industry" was officially released, which clearly stated that it implemented key supervision of boxes with a unit price of more than 500 yuan. In early August, the General Administration of Market Supervision issued the "sky -high" moon cake centralized rectification notice, and the inspection of price behavior was one of the important contents.

Zhu Danpeng said that the introduction of a series of new regulations will accelerate the survival of the fittest and promote the healthy and healthy development of the industry. "The competition between enterprises will also shift from 'face value' to 'quality'. Enterprises that are carefully doing products will be more practical during the operation, and companies that are used on excessive packaging will be eliminated."

Zhang Yi pointed out that the Mid -Autumn Festival as an important traditional festival has become increasingly valued by the public, and the trend of the development of the mooncake industry in the direction of high -end, quality, and health is becoming more and more obvious.

Lai Yang pointed out that current consumers will pay more attention to the taste and quality of moon cakes, and start to pay attention to innovative products, such as the unique taste of Chinese and Western integration.

"However, when some companies are doing so -called innovation, they only pay attention to consumers' interest in early adopters and pay too little attention to the value of sustainable development." Lai Yang further pointed out that consumers will pay more attention to the cultural connotation and artistic aesthetics of moon cakes in the future Enjoying and taste enjoyment, luxurious packaging, or simple rough method of putting high -end ingredients into moon cakes will eventually be abandoned. Moon cakes will eventually return to the meaning and value of moon cake itself. In this regard, Zhu Danpeng believes that as a traditional festival product, moon cakes have become the mainstream of sales in recent years, and their demand for products is no longer limited to their own functions, but pursuing fun and novel social functions Essence

"Under such a big background, differentiated applications have naturally emerged. Merchants have pushed out new and enhance differentiated advantages to attract new generations consumers. From the perspective of industrial end, taking differentiated routes and product innovation will become become a differentiated route and product innovation. One of the main trends in the moon cake market. "

Source: Burning Finance Editor: Zheng Chuqiao

- END -