Last Thursday, Xinghualou announced that it and The Forbidden City Food jointly launched the Mid-Autumn Festival Apricot Blossom Building's exclusive mooncake gift box, blending national culture and mooncake culture. A few days ago, the reporter learned from the XinghuaLou that in just four days, tens of thousands of boxes of "Forbidden City" mooncakes have been booked, and only the Tmall flagship store has a small amount of inventory.
"The enthusiasm of the market is beyond imagination, there are many booking calls in these two days, and the Apricot Blossom Building allows more consumers to feel the charm of history and culture." Zhi Jing, deputy general manager of Xinghualou Food and Catering Co., Ltd., said, "I believe that the beauty of tradition can make Xinghualou products maintain strong vitality, and the hand in hand with the Forbidden City is the first wave of new products in Xinghualou this year, and also gives Xinghualou more cultural and creative ideas in products." ”
It is understood that the two gift boxes jointly launched by Xinghualou and Yuan's Heart and Forbidden City Food are inspired by the "Embroidered Rich and Noble Changchun Chart Axis" in the Qing and Qianlong periods. Among them, "Jin Box Yutang Fugui" takes several kinds of flowers such as peonies, magnolias, and begonias, and embroiders them on the surface of the fabric, and the metal reliefs on the sides are from the "Lanying Chengguan Atlas". After eating the 6 mooncakes inside, you can get a vintage jewelry box.
On the front of the "Round Box • Rich and Noble Changchun", there are three peony motifs jumping on it, and the highlight is that there is a Cantonese-style golden leg five-ren mooncake weighing 600g in the box. Its cake mold carving is supervised by Master Gao Gongbo, a national arts and crafts artist, a master of Chinese arts and crafts, and the inheritor of boxwood carving who has entered the national intangible cultural heritage list, and the design inspiration is "Yellow Dragon and Phoenix Pattern Disc". The center of the plate is made of red lacquer carved checkered floral brocade, and the dragon and phoenix carved with yellow lacquer soar above the seawater cliffs, frolicking in the tangled flowers, chasing a rolling fireball, and the whole pattern is magnificent and luxurious.
In order to achieve the best sales effect of this product, in addition to the official online flagship store and the Fuzhou Road main store, Xinghualou has also carefully selected a number of well-known distributors such as First Food and METRO to sell together. Lequn, general manager of Shanghai First Food Chain Development Co., Ltd., said that in order to enrich the variety of the upcoming "Mooncake Festival" held by First Food and increase the cultural connotation, they ordered a batch of "Forbidden City Mooncakes". "The inheritance of history and culture is the biggest added value of mooncakes, and these two gift boxes in Xinghualou are superimposed with elements of the Forbidden City, I think there is a good market opportunity, and many consumers have booked this product in the past two days." In addition to fans of the Forbidden City, some young people who pursue small freshness and the pursuit of quality of life will also become the main force of purchase. ”
Ms. Zhong, a white-collar worker, became one of the first batch of mooncakes in the Forbidden City, and she said that the mooncakes are very suitable for people who pursue more quality of life and pay attention to the sense of ceremony. By the way, you can also tell the children at home about the pictures on the mooncake box and conduct some traditional culture education.
At present, tens of thousands of boxes of "Forbidden City" mooncakes have all been booked. Industry insiders believe that cultural relics resources can not only be seen, but also can enter the mouth to taste the taste, with the improvement of consumption level, consumers are willing to pay for cultural and creative foods with cultural content.
Source / Fan Yuhao Network
Edited by / Huang Qianwen