The footsteps of the Mid-Autumn Festival are gradually approaching.
"Some of the styles of mooncakes we produced this year have all been sold out, and we have completed the task ahead of schedule." Guangzhou's long-established Tao Taoju mooncake production enterprise staff said. This year's mooncake market sales early, the factory received the purchase order, immediately put into production, the current production workshop is working overtime production, supply terminal.
At the terminal, various types of mooncakes such as national tide mooncakes, cultural and creative mooncakes, fresh mooncakes, ice cream mooncakes, traditional mooncakes, etc., compete online and offline. Suning Carrefour, China Resources Vanguard, Hema and other chain supermarket stores in the mooncake, lantern and other seasonal goods sales gradually heated up, the "mooncake economy" showed strong vitality.
Compared with previous years, this year's Mid-Autumn Festival mooncakes show new trends such as national tide, health and environmental protection.
Industry insiders expect that this year's mooncake consumer market will be stronger than last year, "last year, because of the epidemic, enterprises in the industry were relatively conservative and did not dare to increase production, and the result was that the market actually exceeded expectations; this year, production enterprises and brands have expanded their production capacity and started the market in advance." ”
Healthy mooncakes and national tide mooncakes are sought after
Recently, Guangdong's time-honored Quxiang played cross-border art, and the "YUE Fun Moon Appreciation Party" held in the Small Western-style Building in Dongshan, Guangzhou, Van Gogh mooncake self-portrait, "Starry Moon Night" projection, Sending Mingyue Chinese and Western poetry painting exhibition, party lighting exhibition and other diversified interactive projects attracted many young people to punch in.
According to the person in charge of the company, the moon viewing party will integrate the traditional moon appreciation scene of the Mid-Autumn Festival with the fashion trend, cut into the new consumption scene, through immersive experience, bring healthy foods such as special mooncakes, pastries, snacks and so on to consumers, and through diversified and interesting creative interaction, so that consumers can experience brand culture in the activities and further deepen the connection with young consumer groups.
National tide, cultural creativity, health, these hot words for young people, have a certain appeal.
"Healthy" mooncakes are one of the mainstream this year, and many mooncake manufacturers have launched low-sugar and low-fat products.
Nut mooncakes are popular with some healthy people.
Guangzhou's long-established Lianxianglou has newly launched mooncakes such as low sugar and low fat, and its low-sugar mooncake gift boxes are very popular in the market, as well as new mooncakes such as the best mooncake gift boxes, the flower good moon full moon gift boxes, and the colorful Jiaguo mooncake gift boxes. Guangzhou Restaurant also launched two low-sugar mooncakes.
"Our Liuren mooncake, which has become a hit this year, has been replenished three times so far, and its sales volume has increased by 20% over the same period last year." The relevant person in charge of Guangzhou Datong Restaurant said that the brand has a total of three mooncakes, and the retail price is the same as last year. Except for the six-ren mooncake, the other two traditional filling mooncakes sold flat with last year.
Rokuren Mooncake.
Chen Liji, a long-established pharmaceutical company, has been trying to "fashion life" in recent years, and the brand's tangerine skin mooncakes and low-sugar low-fat mooncakes have now been sold out. The person in charge of the brand said that in order to ensure quality, the company's mooncake production this year was the same as last year.
"We follow the product development concept of low sugar and low oil, and launched a number of new mooncakes. Among them, the mooncake with silk filling, the black goji berry vine pepper beef Su-style mooncake, the sea buckthorn juice cranberry mooncake and the bubble tea peach skin mooncake have their own characteristics, all of which are popular choices. The relevant person in charge of the fresh e-commerce original life network said that the company also launched a barley mooncake, which integrates the barley into the filling of the peach mountain skin, and the taste is soft and sticky.
"People's demand for low-calorie, low-calorie healthy food has increased, and low-sugar and low-oil mooncakes are becoming more and more popular, which is gradually becoming a new trend in mooncake sales." Originally, the person in charge of the life network said that according to big data, young people's acceptance of innovative mooncakes is high, and the sales of new flavor mooncakes have increased significantly. In particular, personalized customization of mooncakes has become a new trend this year, and the platform is expected to grow by more than 2.5 times this year.
In order to cater to the tastes of young people, manufacturers are also constantly introducing new mooncakes. On the basis of retaining the classic taste, Xu Fuji also launched the milk yellow flowing heart mooncake, the black truffle flowing heart mooncake, the foie gras flowing heart mooncake, and the fruit-flavored peach mountain skin mooncake this year.
Hema launched the rattan pepper flavored crispy beef mooncake, which was inspired by the Sichuan-style cold pot skewers that are widely loved by young people. The new style mooncakes in LianxiangLou include banlan and black sesame flavored mooncakes.
Data show that mooncake consumers are beginning to show youthfulness and shift to the sinking of the market. In terms of taste, 78.4% of people prefer traditional tastes, but 21.6% of consumers still have a lot of interest in innovative tastes.
Since the Forbidden City Food and Food Production Enterprises opened cultural and creative food, there have been more and more cultural and creative mooncakes of joint and cross-border models. This year's "Heart of decay · Forbidden City Food has cooperated with Guangzhou White Swan Hotel and Guangdong Jinjiu Food Company to launch a joint mooncake; China Hotel has also cooperated with Guangzhou Museum in mooncake production. Hong Kong Maxim's Mooncake and Minions jointly launched the "Stewart Series" of The Lotus Mooncake and the "Dave Series" of Purple Sweet Potato Mooncake, which have gained a large wave of people who love the Forbidden City and cartoons after their listing.
Traditional food cross-border joint "out of the circle", so that traditional culture to find an innovative path. Yu Jian, the relevant person in charge of Guangdong Jinjiu Food Co., Ltd., said that guochao culture is the "point" that young consumers like at present, and the company hopes to attract young people through some novel and creative packaging, so that they can fall in love with Chinese food and traditional Chinese culture.
Gift box packaging is environmentally friendly and can be reused as a practical object
Every Mid-Autumn Festival, the problem of over-packaging will be mentioned. Especially in the past two years, with the implementation of urban garbage classification, the concept of environmental protection is more accepted, and the new generation of young consumers has a strong environmental protection concept, and they have new needs for the packaging of goods.
This year's Mid-Autumn Festival mooncake gift box packaging has many environmental highlights, such as environmentally friendly material production, secondary utilization, DIY modification, etc., in various forms.
Gift box that can be reused.
Starbucks mooncake gift box can be turned into a magazine storage box, stationery storage box, electronic product holder, or natural amplifier, plus its gift box is made of begonia red, lotus pond green, the moon shadow three fresh and elegant national style color matching and rich oriental charm of the floral pattern, placed on the table, for people to add a corner of bright color.
Jinjiu's "The Heart of Yuan" · Forbidden City Food "Moon Cake Gift Box", the box with the Golden Moon Gaosheng Art Porcelain Plate designed by the Intangible Cultural Heritage Master, the outer packaging screen design inspired by the Qing Dynasty "red satin Land Cantonese embroidery flower and bird four fan screen". The box can be collected as a work of art or as a home decoration. Another lantern can be transformed into a portable lantern on the gift box; take out the round card and insert it into a fan handle, and it can be turned into a tuan fan.
Guangzhou restaurant's "Bright Moon Thousand Miles To Send Acacia" Mid-Autumn Moon Cake Gift Box, the outer packaging is a postbox shape. After the mooncake is eaten, the mailbox can be transformed into a recyclable work of art such as piggy bank, storage box, ornament, etc., which has both practical value and aesthetic value.
It is reported that in order to reduce the problem of excessive packaging, recently, the state has introduced mandatory national standards for restricting excessive packaging of goods, strictly limiting the number of packaging layers and costs. Including: it is stipulated that the grain in food and its processed products should not exceed three layers of packaging, and other foods and cosmetics should not exceed four layers of packaging. At the same time, the packaging porosity limit requirements and calculation methods are revised.
For the cost of packaging, the Standard proposes that the cost of all packaging shall not exceed 20% of the sales price of the product, except for the packaging that is in direct contact with the contents. For example, a mooncake priced at 10 yuan, in addition to the packaging in contact with the mooncake, the cost of the second and third layers of packaging shall not exceed 2 yuan.
[Reporter] Ou Zhikui
【Intern】 Wang Yishu
【Author】 Ou Zhikui
【Source】 Southern Press Media Group South + client
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