Why are there so many moon cakes with a price of 499 this year?

It is less than a month before the Mid -Autumn Festival this year, and a variety of moon cake gift boxes have begun to be online. Recently, the Sino -Singapore Jingwei Survey found that at present, the price of many moon cake gift boxes is priced at 500 yuan to regulate the red line. Some merchants even play the "wiping ball" and set the gift box price to 499.99 yuan, but the freight fee is as high as as high 600 yuan; there are even merchants who steal the moon cake gift box with a price of up to 2,000 yuan.

The price is 499 yuan to pay 1099 yuan?

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 operators to encourage operators The cheap box of moon cakes of production and sales of objects proposes to implement key supervision of boxes with a unit price of more than 500 yuan; the operator shall transaction information for the sales unit price of more than 500 yuan for moon cakes, and properly store it for 2 years to prepare the relevant departments to prepare the relevant departments to prepare the relevant departments to prepare the relevant departments Check it according to law.

However, Zhongxin Jingwei found in the actual survey that many merchants played the "border ball" in the price in order to avoid the above "Announcement".

On August 15th, Zhongxin Jingwei searched for the "Moon Cake Gift Box" on an e -commerce platform and selected the price from high to low. It was found that many moon cake gift boxes were priced at 499.99 yuan, and the 500 yuan regulatory red line was only a penny of one penny. Poor, but only individual products show that someone pays, and most of the monthly sales of gift boxes are 0.

Source: Screenshot of an e -commerce platform

"The country does not allow moon cake (gift box) to retail price of more than 499.99 yuan. The manufacturer is more afraid of this rule than us." A shop customer service staff introduced that the price of a store in the store is 499.99 yuan "new crown" brand moon cake gift box (1750 grams), and manufacturer retail sales The price was 498 yuan, and last year, the retail price of the gift box reached more than 1,000 yuan, and the store sold more than 800 yuan.

It is worth mentioning that the actual transaction price of the moon cake gift box is much higher than the price. Zhongxin Jingwei saw in a gift store that a "Tianlun" brand moon cake gift box (1540 grams) produced by Sichuan Tianlun Food Co., Ltd., the price is 499.99 yuan, but consumers need to pay another 600 yuan freight. The price of the gift box is as high as 1099.99 yuan.

Source: Screenshot of an e -commerce platform

The shop customer service staff said that the actual price of this gift box was more than 499.99 yuan. If the price was sold at the price, the freight of 600 yuan was used to make up the difference. He also mentioned that this gift box should not be sold on the e -commerce platform, and can only be sold offline. The reason why the price cannot be marked at the actual price is because of the "national regulations."

Turning the high -priced moon cake gift box to offline selling seems to have become the "consensus" of some online merchants. Zhongxin Jingwei saw on another e -commerce platform that in a shop that specializes in selling various food gift boxes, many moon cake gift boxes are priced at 499 yuan and 498 yuan. The shop staff clearly claims "yes."

"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 box with the original price of 588 yuan

Temporary drop to 498 yuan?

In fact, it is not only online, but also the price of some moon cake gift boxes is about 500 yuan.

On August 15th, Zhongxin Jingwei saw in a boutique supermarket in Beijing that the merchant has arranged the moon cake exhibition area for consumers to buy. The price is close to 500 yuan, and part of it is even higher, but compared with the moon cake gift box at other prices, the taste is not unique. From the appearance, it is reflected in the more luxurious and higher net content.

Among them, Meixin's "Seven Stars Accompanied by Mingyue" moon cake gift box, priced at 578 yuan, a member price of 543 yuan, a net content of 1350 grams, containing 8 months cakes, the taste includes white lotus, egg yolk, etc., the average calculation is calculated on average The price of a single moon cake exceeded 67 yuan. Sales staff said that the brand still has a price of 200 yuan and 300 yuan, which can be selected. The higher price of the above gift boxes is 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. Photo by Zhongxin Jingwei Yan Shuxin

Zhongxin Jingwei also saw in the supermarket that although the price of some moon cake gift boxes such as Yuchari and Jinhua has not exceeded 500 yuan, it is also as high as 499 yuan and 498 yuan. Among them, the Jinhua 815 Shengsheng gift box (1640 grams) is divided into the upper and lower layers, the upper layer contains 9 moon cakes, and the lower layer is some nuts and pastries. "This year can only be sold for 500 yuan. When this moon cake gift box was just arrived, we were originally awarded 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. Zhongxin Jingwei Photographed by the merchant super sales staff said that the taste fillings of different moon cake gift boxes are basically the same, and they are sold in the brand and packaging.

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, and the water inside is very deep. Some manufacturers can be several times as high as several times." , Food Industry Analyst Zhu Danpeng said in an interview with Sino -Singapore Jingwei.

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%.

Zhongxin Jingwei noticed that some listed companies on the A -shares are currently the main business of listed companies involving moon cake production and sales, including Yuanzu, Guangzhou Restaurant, Tao Li Bread, etc. According to the financial report of Guangzhou Restaurant, in 2021, the company's Mooncake series products were as high as 56.46%. During the reporting period, revenue was 1.521 billion yuan, which contributed nearly 40%of its revenue, and it was also the company's highest gross profit margin.

Yuanzu shares did not disclose the income and gross profit margin of moon cake products in the 2021 annual report. The company's moon cakes, rice dumplings and other products were divided into Chinese and Western -style pastries. During the reporting period, Yuanzu's Chinese Western -style pastry gift box revenue was 1.464 billion yuan. It accounts for nearly 60%of the main business income, and the gross profit margin is 51.51%.

The gross profit margin of the mooncake products of Tao Li Bread was slightly lower. In 2021, it was 22.66%. During the reporting period, the revenue was 133 million yuan, accounting for about 2%.

"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.

The aforementioned person in charge of the National Development and Reform Commission also mentioned that next, relevant departments will also take various measures to curb "sky -high" moon cakes, such as improving policy systems, strengthening industry guidance, and strengthening regulatory law enforcement.

It is reported that the market supervision, industrial and information departments have revised the "restricting goods and cosmetics", further strict core indicators such as the number of packaging layers and the gap rate coefficient. Formally implemented on the 15th.

In addition, before the Mid -Autumn Festival this year, the market supervision department will also carry out special rectification operations of "sky -high" moon cakes, focusing on the channels such as luxury hotels, e -commerce platforms, and conducting supervision and inspection. And if illegal acts such as the specifications of the price bidding and the implementation of price fraud, will be strictly investigated, and the relevant illegal illegal information is included in the national credit information sharing platform in accordance with the law and regulations. Public announcement.

Source: China News Network · Zhongxin Jingwei

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