The day after tomorrow, it is the Mid-Autumn Festival! What kind of mooncakes did you buy? Last year, the sales scale of the mooncake market has exceeded 20 billion yuan, and it is expected to reach 21.81 billion yuan in 2021. This year can be described as lively, before the Shanghai Mental Health Center launched a box of mooncakes is difficult to find, the price was speculated to 1299 yuan. After the "invitation" mooncake that was known, it was spat on the hot search.
In fact, in recent years, the mooncake market has long become a stage for major brands to brush their faces, naixue's tea, hey tea and other tea drink players, three squirrels, good shops and other snack companies, starbucks, Haagen-Dazs and other foreign giants, Tiffany, Mani and other fashion brands are involved.
Snail powder, leek eggs, coriander, spicy crayfish, mustard garlic paste, spicy strips and other strange fillings are the key elements in this marketing war. In order to attract the attention of young consumers, in addition to taste innovation, packaging has also been further upgraded, and the national tide is prevalent. For example, the cultural and creative mooncakes launched by Sanxingdui Museum, Guangzhou Museum and forbidden city are highly sought after by the market.
But then again, although many mooncakes have made great efforts in taste innovation and appearance, after tasting fresh, people are still willing to return to the original taste. According to the survey data, consumers are more willing to buy traditional mooncakes, with more than 40% choosing Cantonese-style mooncakes, Beijing-style mooncakes and Su-style mooncakes, while only 20.24% choose creative mooncakes or special flavor mooncakes.
According to the "2021 Top 10 Chinese Mooncake Brands" released by Ai Media Gold List, the 7-10th places are Yuanzu Mooncake, Huamei Mooncake, Herb Mooncake and Rice Flag Mooncake. There are five long-established brands in the top six, and Zhiweiguan ranks sixth, which is the first batch of "Chinese time-honored brands" recognized by the state, which has a history of 108 years. As one of the most well-known catering enterprises in Hangzhou, it mainly operates various famous dishes such as fresh meat small cage, Wushan oil crisp, happiness double, lotus crisp, etc., supplemented by West Lake vinegar fish, Longjing shrimp, Called Hua tong chicken, West Lake lettuce soup and other famous dishes in Hangzhou.
In fifth place is the Guangzhou Restaurant. In recent years, mooncake sales and revenue have been rising, and last year alone, 14,600 tons of mooncakes were sold, which is calculated at 100 grams per block, which is enough for the people of the whole country to share one piece per person. Revenue reached 1.378 billion yuan, accounting for more than 40% of the total revenue, and the gross profit margin was as high as 58.37%. Although it is a traditional Cantonese mooncake manufacturer, Guangzhou restaurants are very good at mingling with young people, and this year launched a joint Mid-Autumn Festival gift box with well-known animation IP Doraemon and Pokémon to expand the development space of cultural and creative products.
The fourth-ranked Xinghualou, a long-established brand in Shanghai, is also a representative of Cantonese mooncakes, born in the first year of xianfeng in the Qing Dynasty (1851 AD), founded by a group of Cantonese merchants in Shanghai. The Xinghualou mooncake brand rose at the beginning of the last century, and today, it occupies half of the total sales volume of the Shanghai mooncake market every year, and exports to the United States, Japan, Australia and other countries.
Originated in Jiaxing, Zhejiang, is already a hundred years old "advanced age" of Wufangzhai ranked third, many people mention this old brand, the first thing that comes to mind is zongzi, which can sell 400 million pieces a year. In fact, Wufangzhai is not only the "King of Zongzi", but also has mooncakes, tangyuan, pastries, egg products and other rice products, and expands to chain catering services and e-commerce.
Maxim's Mooncake came in second place with a gold index of 92.90. Founded in the mid-1950s, Maxim's Group has 1,700 branches in Hong Kong, Macao, Chinese mainland and Southeast Asia, covering Cantonese cuisine, Chaoshi cuisine, Jingchuan, Shanghai and Hunan cuisine, Western food, fast food, Western cakes, coffee shops, Japanese chain restaurants, etc., while providing a series of seasonal foods.
Since the launch of the first box of double yellow lotus mooncakes in the 1980s, Maxim's mooncakes have been highly sought after by the market, becoming the sales champion in Hong Kong for 21 consecutive years, and won the "Super Gold Award" of Monde Selection's "World Selection" quality food. This year, Maxim's Mooncake and Minions jointly launched a gift box, which was sought after by a large number of cartoon fans as soon as it was launched.
China's first brand of mooncakes: Suzhou Daoxiangcun, the gold list index reached 93.51. Founded in Suzhou in 1773 (the thirty-eighth year of the Qianlong Qing Dynasty), it has been in continuous operation for nearly two and a half centuries (248 years) and currently has more than 800 specialty stores across the country.
As a long-established enterprise, DaoxiangCun has new and old genes. "Old" is reflected in the insistence on the spirit of craftsmanship, traditional skills are passed down through the way of "master with apprentice", which has been passed down for 6 generations. "New" is reflected in active innovation, and the brand IP of Miaoke Lando, Peace Elite, Yuanqi Forest, Lele Tea and other brand IPs have launched a joint mooncake, and actively "touched the net" to promote it on social platforms such as Xiaohongshu and B Station.