<h1 class="pgc-h-arrow-right" data-track="2" >01 From price to taste, mooncakes open the "inner roll" war</h1>
This mid-autumn festival, have you eaten mooncakes?
Just one day after the Mid-Autumn Festival holiday, the topic of #This mooncake has many rolls has landed on Weibo's hot search, from price, taste, packaging ingredients, etc., which have become the dimensions of this mooncake roll.
The first is that there are more and more mooncakes at sky-high prices.
Recently, the Minhang staff canteen of the Shanghai Mental Health Center launched the "No. 600 Wanping South Road" moon cake, because its moon cake is printed with the words "Shanghai Mental Health Center" and the pattern of the "brain" image, because this is the internal gift box of the staff canteen, it is not sold to the outside world, and soon, after being photographed and posted on the Internet, it has attracted a wave of competition.
In a second-hand idle transfer platform, the price of "spirit cake" soared to 599 and 699 yuan, and even broke the news to see a high price of 1288 yuan.
Not only is there market hype, but the self-pricing of other manufacturers is also surprisingly expensive. For example, Holly Lai and NASA jointly named space archive egg yolk mooncake cake gift box Mid-Autumn Festival gift box 6 pieces, priced at 656 yuan, the average price of each month cake is 110 yuan.
Another example is the joint "Louvre Moon" ice cream mooncake gift box between Häagen-Dazs and the Louvre Museum, which costs 1288 yuan and 148 yuan for a month cake.
At the same time, the annual mooncake coupon has always been a financial product, and many manufacturers have made a fortune by doing so.
This process is: first of all, the takeaway mooncake coupons, after passing through the hands of manufacturers, distributors and consumers, the mooncake coupons that realize the value of the gift are finally transferred to the hands of scalpers. At this time, mooncake manufacturers will recover these mooncake coupons at low prices from scalpers, and scalpers sometimes sell these mooncake coupons to other consumers at discounted prices.
But scalpers are mainly for popular products that consumers don't redeem, such as Häagen-Dazs's ice cream mooncakes and Starbucks' mooncake coupons.
Mooncake manufacturers will recover these mooncake coupons from the scalper's hands at a price lower than the issue price, and the difference between the round and back is the profit earned by the company, and the mooncake is not sold, and a single piece of paper can make money. And the more mooncake coupons you sell, the more room you have to make a profit from them.
The whole process may not have produced and consumed mooncakes, but in this circle, merchants made money, users earned face, and no one shouted injustice.
The 2019 annual report of Yuanzu Shares shows that the amount of cards and coupons that have not been withdrawn for more than a year is as high as 184 million yuan. Selling mooncake coupons is more profitable than selling mooncakes.
Secondly, the taste is getting more and more bizarre.
A few years ago, Starbucks launched a bamboo charcoal mooncake, due to the novelty of the concept is hotly discussed by netizens, but now, the taste of the mooncake is strange, people are not surprised: both the Internet celebrity hot snail powder, crayfish, but also pay attention to health care of bird's nest, goji berries, Ganoderma lucidum flavor. This year, the taste of poplar manna has become a favorite, and many Internet manufacturers' mooncake gift boxes are indispensable to this taste. In short, a variety of seven or eight flavors emerge in an endless stream.
According to the analysis of the mooncake consumption trend released by the Jingdong Consumption and Industry Development Research Institute, in terms of taste ranking, Wuren mooncake is still the first chair, new flavor mooncakes such as flowing heart and ice skin lead the way, and the taste of real fruits such as rose lychee and peach has become a new trend; after 95, it even pursues special flavors such as husband and wife lung slices and Baiwei chicken.
Compared with a group of mooncakes, Zhihu's mooncakes are out of the circle. Many Zhihu big V said that they ate Zhihu mooncake avatar spray warrior, and this news once appeared on the hot search. There are even some "sacrificial" zhihu netizens who have a strong spirit of "sacrifice" and specially eat mooncakes to experiment with whether to pull, how long to pull, and how long to pull.
In this regard, Zhihu officially issued a statement, saying that the original intention was to purchase healthier low-sugar mooncakes, ignoring the sucrose substitute--- maltitol may cause some people to be intolerant, and added excess, so Zhihu decided to recall all mooncakes, and reminded friends that receiving mooncakes must be less eaten.
The third is that packaging is becoming more and more culturally confident.
Under the background of the rise of the national tide, the major museums full of cultural heritage have long been regular visitors to the design of mooncakes.
The Guangzhou Museum is a Qing Dynasty black lacquer depiction of gold sewing box image into a mooncake packaging, the Mid-Autumn Festival full moon, traditional cultural ornaments, Peking Opera face, light Luo Neon clothes and other national style, national tide elements are overwhelmed.
Sanxingdui Museum launched the "Praying God Tree" mooncake gift box.
Suzhou Museum, in conjunction with Suzhou's time-honored Songhe Tower, launched the "Mid-Autumn Festival to the Moon" gift box inspired by Wen Zhengming's "Three Absolute Picture Scrolls" treasured in the Suzhou Museum.
Young people are willing to pay for the appearance, in order to impress this young people, many traditional manufacturers have spent a lot of thought on the appearance design, such as Daoxiangcun's "palace style" mooncake packaging gift box, looking for a designer who cooperates with Dior; the long-established Maxim's borrows the popular minion IP to make a mooncake gift box, and Hollywood has found NASA to launch a joint mooncake.
<h1 class="pgc-h-arrow-right" data-track="123" >02 Players are divided into three camps, and mooncakes are still a good business</h1>
Every year, the mooncake industry is always indispensable to controversy, and people's controversy is nothing more than two points, on the one hand, the sky-high price of mooncakes, on the other hand, it is over-exaggerated packaging.
In the end, it is still because the mooncake is still a good business, or even a profiteering business, manufacturers see that the money is easy to earn, or will go to great lengths to attract consumers.
Relevant data show that in 2020, the revenue of Guangzhou's restaurant mooncake business 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%; the mooncake giant Yuanzu shares had a mooncake gift box revenue of 829 million yuan in 2019, and the overall gross profit margin also remained above 63% (no mooncake revenue was announced in 2020).
According to the "2020 Mooncake Data Consumption Report", there are currently 24,000 "mooncake" related enterprises in China.
Nowadays, mooncake players are mainly divided into three camps: established catering companies, baking/pastry companies, and cross-border enterprises.
First of all, there are a number of long-established brands, Daoxiang Village, Guangzhou Restaurant and Lianxianglou were founded in 1895, 1935 and 1889 respectively, with a longer brand history. At the same time, long-established brands have established deep-rooted brand perceptions in the market due to their other businesses such as shortbread and catering.
Cantonese mooncake Huamei and Beijing-style mooncake Daoxiangcun, Hollywood and other old brands, its positioning in the middle, the practical attributes of the mooncake are strong, take the cost-effective route, the price of a monthly cake is about 10 yuan, because the mooncake is a typical seasonal product, these long-established business is not only mooncakes, there are more baked dessert product lines, mooncakes are in the form of "sub-business lines" in the company.
Among other brands, Hong Kong-style mooncakes are the most important, Maxim's and Ronghua positioning high-end, the average unit price can reach 4-5 times that of domestic mooncakes, and a monthly cake is 50-60 yuan, which is much higher than that of general brands, so its social attributes are stronger, and it is regarded as a standard brand for gift-giving.
Beauty Flow Heart Mooncake
However, in the past two years, the market demand for such high-end mooncakes has become more and more vigorous, according to the budget survey of Chinese consumers buying mooncakes in Ai Media Consulting, the proportion of mooncakes purchased more than 100 yuan in 2021 has increased significantly, and the growth space of high-end mooncakes is still broad.
Many new internet celebrities have also crossed over to join the mooncake track. These brands take advantage of the marketing advantages of their respective products, and the mooncakes launched also have a strong internet celebrity style.
For example, the joint gift box of Hey tea and specialty coffee brand Seesaw this year contains 4 classic flavor mooncakes, and two hidden flavors are added, and Nesher's tea has launched a noble gift box, which also continues the exquisite sense of Naisher's past desserts.
The new Internet celebrity brand Yuanqi Forest launched a joint Mid-Autumn Festival gift box with the long-established Daoxiang Village, selecting 6 classic flavor mooncakes such as rose bean paste with oolong burning tea, while the new tea drinking internet celebrity brand Tea Yan Yue Color added the cultural and creative tea cup product of "Tea Face Blind Selection" to the Mid-Autumn Festival gift box. The price of these net red mooncakes is not low, with an average price of 60-70 yuan.
<h1 class="pgc-h-arrow-right" data-track="124" >03 Will low-sugar, low-fat healthy mooncakes be the next trend? </h1>
In today's era when consumers pay more and more attention to health and hygiene, various mooncake manufacturers may consider a different way of thinking, not necessarily in the packaging, price of the roll, but can spend more time at the product level.
In the public perception, mooncakes have always been high oil, high sugar products, on the amount of consumption, there are professional doctors suggest that adults eat the amount of mooncakes a day as much as possible not to exceed one hundred grams.
Moreover, for healthy mooncakes, market demand has risen significantly in recent years. According to data, more than 40% of consumers aged 25 and below prefer low-sugar and low-fat healthy ingredients to become the new standard of mooncake products, and more and more consumers buy "sugar substitute mooncakes".
How to make the mooncake more healthy, so that more people can eat the mooncake without burden, and make the whole cake bigger, is the next problem that many manufacturers will solve.
To this end, many merchants have launched fat-reducing and sugar-reducing mooncakes that focus on low-fat, low-calorie, high-protein and other health concepts.
In addition, there are also plant meat mooncakes, fresh fruit mooncakes, low-sugar mooncakes, etc. have also attracted much attention.
However, the production of "sugar substitute" mooncakes must pay attention to the amount of sugar substitutes and reminders, in addition, some merchants over-exaggerate the banner of health mooncakes.
For example, the use of green tea as a filling, called clear heat and fire; the use of olive oil to make the crust, said to contain no cholesterol, etc., as well as in the raw materials, add bird's nest, abalone, shark fin and other expensive ingredients with health care effects.
Are these mooncakes, which claim to have health benefits, really as well-known as advertised?
Experts pointed out that whether it is green tea, bird's nest or abalone, these added ingredients are actually only an accessory in the mooncake, accounting for a very small part. Due to the limited content, the health care effect is also very "limited", and this type of moon cake cannot be relied on for health care.
Moreover, health care ingredients are difficult to counteract the adverse effects of high-fat, high-sugar, and high-calorie foods such as mooncakes on people, so it is still not advisable to eat more. In addition, the mooncakes on the market under the banner of sugar-free are not really sugar-free, but there is no additional sugar such as sucrose, and most of them are replaced by sugar substitutes.
However, some sugar-free mooncakes may contain glucose syrup, maltose syrup, etc., and even raise blood sugar faster than sucrose, which is not suitable for diabetics.
Some industry insiders pointed out that according to the requirements of China's packaging food label, the sugar content ≤ 0.5g/100g to be called the real "sugar-free", in fact, the mooncake that can meet this requirement is basically no, and the sugar-free mooncake also contains a lot of oil.
In short, there is no healthy mooncake in the absolute sense on the market, the best way is to try to choose low-sugar and low-fat mooncakes, the taste has a certain guarantee, and then control from the amount of consumption.
Although the mooncakes are delicious, don't be greedy.
Resources:
"This edition of the mooncake, from the inside to the outside of the volume", Pintu Business Review;
"This year, there are 620 new mooncake enterprises, the sales scale reached 21.8 billion yuan, and the tripartite battle divides the food market", and the finance is unscrupulous