The moon cake after "slimming" is better for selling

Editor's note:

In June of this year, the relevant national ministries and commissions issued the "Announcement on Controlling" Sky "Mooncakes and Promoting the Healthy Development of the Industry". The announcement specifically proposed that boxes of moon cakes shall not sell other products in any form; Mixed sales; packaging materials must not use precious metals and mahogany materials; key supervision of boxes with a unit price of more than 500 yuan. In order to better regulate and guide the high -quality development of the industry, promote festivals such as moon cakes and rice dumplings to return to the attributes of mass consumer goods and return to the origin of traditional culture. Standard No.1 Modification Form, the new country is officially implemented on August 15 this year. Near the Mid -Autumn Festival, the reporter visited the moon cake market and explored the new changes in the consumption of moon cake this year.

Changde Daily reporter once frame He Hua Wen/Picture

The summer heat has retreated, and the Mid -Autumn Festival is approaching. Various packaging and rich moon cakes quietly occupy the "C positions" of major supermarkets and e -commerce platforms. What new changes will there be in the moon cake market this year? Which one is your favorite taste? What new changes will be on the moon cake gift box that young consumer groups are keen to buy?

The packaging is simple, the price is very close to the people

A few days before the Mid -Autumn Festival, some cake baking shops, large commercial supermarkets and hotel moon cake gift boxes in the city areas have successively entered the peak sales season. On August 31, the reporter saw in the stores of the BBK Supermarket that several large moon cake counters were very conspicuous, including the gift boxes of brands such as Huamei, Guangzhou Restaurant, Sanzhenzhai and other brands.

Most of the moon cake gift boxes are made of paper materials and iron boxes. Most of the packaging of moon cakes is composed of outer boxes, inner boxes and plastic paper packaging. Almost all moon cake gift boxes are single or double -layer packaging. The clerk opened a moon cake packaging display, and the 30cm × 30cm moon cake box was compactly equipped with 9 60 grams of moon cakes. In this batch of gift boxes, the cheapest price is 29.9 yuan, and the most expensive price is 288 yuan.

"The price of the moon cakes we launched this year is below 500 yuan. Last year, there were moon cake gift box mixed with tea. This year, because of new standards and new requirements, it is simplified." In the city of Zeyun Hotel in the city, this year's moon cake gift boxes are placed in the hall in the hall. The "C" position, the salesperson introduced that there are 4 moon cake gift boxes recently sold, the cheapest price is 138 yuan, and the most expensive price is 498 yuan.

The reporter searched for a certain city takeaway platform and found that the most expensive gift box price was Starbucks Star Yueyue Mooncake Gift Box. The price was 388 yuan. Search on Taobao, and also found that the moon cake gift boxes of more than 500 yuan in the past have disappeared, but many brands price the gift box to 499 yuan.

A moon cake gift box launched by Zeyun Hotel. After the gift box packaging is used again, it can be used to play chess

Diverse taste, creative sales

Not only "slimming" on the packaging, many moon cake gift boxes are also innovative in environmental protection, interest, and taste, attracting consumers.

In the Starbucks store of Wanda Plaza, two moon cake gift boxes are placed on the display table in the center of the store. The gift box design is full of creativity. "The design point of the moon cake gift box is that after eating the moon cake, the remaining gift boxes can become a storage box, photo frame and frame, so that they all have a second life." The clerk told reporters that environmental protection and practicality are Starbucks this year Starbucks this year. A highlight of the moon cake gift box. A moon cake gift box launched by Zeyun Hotel is also ingenious. The bamboo and wooden box noodles are chessboards. After the moon cakes are eaten, remove the box noodles. Coupled with the bamboo and wood chess attached to the gift box, you can have it to have A complete game chess is full of fun.

The reporter noticed that there are many moon cake gift boxes with creative creative ideas. Some moon cake gift boxes can change lanterns in seconds, and some chain brands have launched joint gift boxes, which are full of creativity.

In addition to packaging and creativity and environmental protection, major businesses also boldly break through in the taste of moon cakes. The reporter saw in several commercial super -commercial and cake baking shops that various novel -flavored moon cakes are endless. There are sucrose flowing heart moon cakes, rattan pepper beef moon cakes, hazelnut chocolate moon cakes ... In the Hey Cake baking shop Several boxes of moon cake gift boxes and bulk moon cakes. The clerk introduced that this year, the store has a new flavor of seaweed wings.

In the step -by -step high supermarket, most of the packaging of the moon cake gift box counter, most of the packaging uses carton, iron box and other minimalist styles

Healthy first, cheap and better selling

Many citizens have a new taste moon cake, but the traditional lotus yolk, Wuren, fruit and other moon cakes such as lotus are not as hot as the heat. The reporter saw in the China Resources Wanjia supermarket that branded brands such as Guangzhou Restaurant and Huamei Mooncake occupied a large booth.

According to China Resources Wanjia clerk, this fruit -flavored bulk moon cake is most popular with citizens

The staff told reporters that among the bulk moon cakes, the fruit -flavored moon cakes per catty of 10.8 yuan are the most popular. "This year's moon cakes advocate simple packaging, the price is close to the people, and the sales volume has increased compared with last year. At this stage, the group purchase of the unit and the enterprise is mainly." Among the gift box moon cakes, the Gansu brand moon cakes of 39.9 yuan are the highest. After more than 500 boxes, most of the monthly sales sales of moon cake groups are mostly purchased by units and enterprises, as employee benefits.

"Most of the hotel moon cakes are units and enterprises to buy groups. At present, we have sold more than 2,000 boxes. Among them, a gift box of 138 yuan is sold best, accounting for half of the total sales. This year's sales are almost the same as last year. "Zeyun Hotel salesperson introduced that every year the hotel will set thousands of boxes of moon cakes to the manufacturer in advance, mainly concentrated in the Mid -Autumn Festival and sold it. Cheap is the "killer" that attracts citizens to buy moon cakes. So what kind of moon cakes do you like to eat for young people? The reporter interviewed many citizens randomly and found that the price of cheap moon cakes continued to be favored.

Mr. Citizen said that in recent years, the most purchased on the online shopping platform is the mini low sugar moon cake: "The volume is about the same size as the egg, and the two or three can be eaten." For the simple requirements of this year, he said: "This policy is good. , Can control waste. The exquisite packaging is not only high, but not environmentally friendly. "

Related Links:

What are the "weight loss" requirements for moon cake packaging in the National Standard No. 1 of "Restricting Commodity Packaging Requirements"?

The first is to reduce the number of packaging layers. The number of packaging layers of moon cakes and rice dumplings is changed from up to four layers to no more than three layers.

The second is to reduce packaging costs. For moon cakes and rice dumplings with a sales price of more than 100 yuan, the proportion of packaging costs accounts for sales prices from 20%to 15%; for moon cakes and rice dumplings with sales prices below 100 yuan The cost of packaging generally refers to the packaging purchase price signed by food companies and packaging companies. The sales price generally refers to the contract sales price signed by the food company and the sales company. At the same time, the packaging of moon cakes and rice dumplings must not be used as precious metals and mahogany materials.

The third is to compress the packaging gap. The necessary space coefficient is the core indicator of the packaging gap, which reflects the compactness of packaging. The smaller the value indicates the smaller the packaging gap. This time, the necessary spatial coefficient of moon cakes was reduced from 12 to 7, which was equivalent to reduced the packaging volume of 42%; the necessary spatial coefficients of the dumplings were reduced from 12 to 5, which was equivalent to reduced the packaging volume by 58%.

The fourth is strict mixing requirements. Moon cakes should not be mixed with other products, and dumplings should not be mixed with other products exceeding their prices.

Reporter's note:

Moon cake "slimming", simple is not simple

Moon cakes are "slimming", not to simply reduce the weight and go to the overwing, but simple and not simple. Simplicity is just right.

Due to the implementation of the new national standard, the topic of "weight loss" of moon cakes became hot. In addition to the innovation in style and taste, a very prominent trend is the simplified decoration in the above report saving new winds. Yes, yes, this year's moon cakes also began to take the "minimalist" route.

The "streamlined" mentioned here does not refer to cutting materials in the inner quality of moon cakes, but to simplify packaging as much as possible, especially to avoid excessive packaging phenomena; "saving" here, of course Instead, it means to avoid extravagance and waste, and buy moon cakes in terms of price or capacity. It is enough to eat enough. The so -called weight loss refers to the bloated packaging of moon cakes, and more small specifications and small packaging are used to meet people's new needs.

Moon cake "slimming" provides a new opportunity for curbing the overpassed packaging. It is necessary to meet the needs of consumers and avoid waste. It is necessary to reflect the product taste and luxury, and put forward higher requirements for the design. It is by no means a simple matter. For example, lantern gift boxes, chess gift boxes, and photo frame gift boxes are all ingenious designs that raw manufacturers re -use the gift box.

Little moon cakes, records and witnesses are the changes of the times. Every year, people are different, and the "cakes" are different every year. The Mid -Autumn Festival moon is still very round, and the delicious moon cakes will always be eaten, but in the future, the simple wind, simple fan and light packaging moon cakes and the "moon cake civilization" new "moon cake civilization" new "moon cake civilization" passed by it Fashion is more suitable for the Mid -Autumn Festival in the new era.

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