A box of 8 Maxim's milk yellow mooncakes sold for 300+ yuan, which has made the three mouths feel prohibitive.
Unexpectedly, at this time, a B station appeared, which once again refreshed the unit price limit of mooncakes in my mind.
B station mooncake, two-dimensional "leek"?
As early as 2018, Station B sold a box of mooncakes for 233 yuan. The mooncake pattern is the pawn of station B, "22 Niang" and "33 Niang", and pet "Small TV".
At this time, the "leek flavor" is not so strong, at least a box of 6 month cakes, divided up to nearly 40 pieces.
Unexpectedly, 3 years later, the "leek flavor" did not fall but rose.
It is still priced at 233 yuan, but the mooncake has been reduced to 4.
Good friends in mathematics should react quickly, this mooncake, 58 yuan a piece. Even if there is a preferential price in the early pre-sale, it is 199 yuan, which is still nearly 50 yuan.
This year's mooncake design is relatively simple, it is four "small TVs" with different expressions, corresponding to the four flavors of coconut, milk yellow flowing heart, rattan pepper beef and amber Longjing.
But looking at another thing in the gift box, you may find that the focus of Station B is not on the mooncake.
Astronauts' small TVs are made into bricks and placed in gift boxes, while regular lunar vehicles and hidden observation vehicle blocks are available for consumers to choose from.
After the blocks are put together, the box that is used as the outer packaging of the mooncake can also be used as a building block display box.
It turned out that I had wrongly blamed Station B because they were selling blocks to send mooncakes.
Mooncake gift box, rolled up
Every year in the Mid-Autumn Festival, do you say that the major brands are playing mooncake marketing? No, they're walking in package marketing.
It doesn't matter how big the mooncakes are, as long as the packaging is complicated enough.
Starbucks is a leader in packaging.
Remember one year when Starbucks' mooncake box sold in four figures? Because that year, Starbucks' mooncake gift box was made by hermès brands.
When you buy a Starbucks gift box, it's the equivalent of buying a handbag.
This year, Starbucks has become much more frugal, and the main highlight of its mooncake gift box is the variable storage box, which encourages everyone to use it twice.
In the eyes of the three mouths, it may be because the people who used the mooncake gift box to pack miscellaneous things when they were children grew up, so they designed such a paper box that can be used as a storage and bracket.
Hollyoaks directly co-branded with NASA, the shape, taste, and packaging of the mooncake have been made into a design to explore the universe and the moon.
You're not eating mooncakes, you're taking "space-specific supplements"!
This year's popular national tide dim sum brand Mo Mo Dim Sum Bureau, taking the shadow puppet culture as the starting point, designs the mooncake packaging and creates a "play out of the East" mooncake gift box.
The mooncake is printed with the brand image of the little lion, and the taste follows the national tide route.
These are all three casual examples of brands, combined with other brands are also working design, you can think of how many rolls the packaging gift box in the mooncake market should be, right?
What is the focus of the mooncake gift box?
In the past, we bought mooncake gift boxes to send our sincerest blessings to relatives and friends.
But later, the mooncake gift box became more and more complicated, and the price became higher and higher.
The younger generation has become the main consumer, and the high-sugar, high-calorie mooncakes are not very popular with them. Therefore, the brand will think of "curve to save the country", design a variety of beautiful packaging, and rely on soft power to make consumers "yield". With complex packaging, consumers will be less strict about prices.
Coupled with the fact that mooncakes are seasonal goods, the sales time is too short. In the eyes of most people, anyway, they buy it once a year, so they are not very sensitive to the price, so that the merchant has the confidence to raise the price.
But we put the topic back to the beginning, we buy mooncakes, send mooncakes, not to express blessings to friends and family?
Mooncakes should be a symbol of the traditional culture of the Mid-Autumn Festival, rather than a "good time to make money" once a year for merchants.
B station mooncake 233 yuan you think is expensive, it will be flattering to add building blocks toys, forced to make you accept the high price.
But you calm down and think about it, do you buy a mooncake gift box for blocks or mooncakes?