Moon cake sales enter the peak season, what kind of innovation in the market needs

Cover Journalist Ouyang Hongyu

As the Mid -Autumn Festival is getting closer, the sales of moon cakes enter the peak season. The moon cake market presents the situation of "hundreds of flowers and a hundred schools of contention". Sichuan, Soviet, Cantonese, Tide, Beijing -style, Yunnan, and Taiwan -style characteristic moon cakes emit new flavors in inheritance.

On August 29th, the 22nd China (Sichuan) Mid -Autumn Festival Food Expo and Mooncake Culture Festival Organizing Committee, the "Innovation Moon Cake Brand" was held for the first time and awarded the "Innovation Moon Cake Brand".本次评选活动，采取消费者网络投票和专家评审相结合的方式，最终评出嘉华、天府魏道、爱达乐、新都冠生园、中冠、格林丝汀、华美、美心、 Ji Qingxiang, Nantai Yue, Yuanzu, Kunming Guansheng Garden, Tianlun, Ji Zhi, Yishabeella, Sichuan Guanli Craftsman and other "innovative moon cake brands".

At the event site, the large moon cakes specially made by Xindu Guanshengyuan were unveiled, with a diameter of 1.4 meters and a net weight of 666 catties. According to reports, it took several days to make this large moon cake. , Stir, rubbing, molding, baking, etc. 19 production processes are carefully produced.

Theay of the mooncake industry is not high, raw materials are more conventional, and there is no difficult technical threshold. The early investment is small. With high profits attracted, more and more enterprises enter the field of moon cakes.

Ai Media Consultation data shows that Chinese moon cake companies have doubled in the past ten years. As of July this year, my country's mooncake companies have registered 40,478. In addition to traditional moon cake companies, more and more cross -border people want to share a share. Hotels, new tea, coffee and other brands have also launched moon cake "surrounding" in recent years.

Today's moon cakes are no longer sticking to several forms of mainstream. With the blessings of various IPs and brands, many new gameplay such as moon cake blind boxes and surrounding toys also appeared this year, which is loved by the new generation of consumers.

Some opinions believe that innovation and creation should return to the moon cake itself and return to traditional culture. Merchants should focus on the taste of moon cakes. For example, in recent years, in order to meet the needs of young people's low -card health, some merchants have launched low -sugar moon cakes; in order to enrich the flavor of moon cakes, some merchants have launched ice -skinned moon cakes, ice cream moon cakes, coffee moon cakes ... Innovating the cultural purpose of the eye -catching cultural purpose Make moon cakes become cultural consumption, thereby increasing product added value.

Recently, the moon cake launched by the Gansu Provincial Museum, the design elements are extracted from some national treasure -level representative cultural relics such as copper Benma, lotus -shaped glass cup, human head -shaped pottery bottle, and Warring States Ding -shaped copper lamps. "The historical timeline of connecting cultural relics has won the favor of consumers. Similar to innovation carrying culture and more competitive.

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