The Mid-Autumn Festival is approaching
There is a traditional custom of eating mooncakes
However, the filling and preparation of mooncakes vary from region to region
For Shanghainese
The best bite in my heart is the fresh meat mooncake
A big data in 2019 shows:
Shanghainese eat 53% of the country's fresh meat mooncakes!
the other day
Many Shanghai citizens braved the rain to queue up
Buy fresh meat mooncakes
Hours of queues can be overwhelming
Just to eat a bite of fresh meat mooncake
Related: How long do you have to queue up to buy fresh meat mooncakes now?
Why is the charm of fresh meat mooncakes so great
Can it stand out in the Shanghai mooncake industry?
Unlike other mooncakes with a sweet filling, fresh meat mooncakes are salty. And like raw fried steamed buns and small steamed buns, it is suitable for freshly made and eaten. Shops selling fresh meat mooncakes often set up a flat-bottomed stove on the street, baking on the spot, fresh meat mooncakes should be crispy and hot when they are baked, and the meat filling is slightly hot and juicey, and the bite is fresh and fragrant. For this delicious taste, Shanghainese are willing to queue for five or six hours. Statistics from 1980 show that a total of 147 units of shanghai's catering industry this year produced mooncakes, of which 127 households produced fresh meat mooncakes.
△ On September 25, 1963, a customer purchased mooncakes at Shanghai's First Food Store. Photo by Xinhua News Agency reporter Gu Songnian
△ At the end of the 1970s, mooncakes were listed in various food stores in Shanghai. Photo by Xinhua News Agency reporter Zhang Ping
Line up to buy fresh meat mooncakes
It was a landscape in the 1980s
In 1982, at the entrance of the "Old House in the West District" of Jing'an Temple, on the eve of the Mid-Autumn Festival, more than 14,700 fresh meat mooncakes were sold on September 7 alone. In the real old house, "the queue will stretch for tens of meters to Tianjin Road, becoming a unique scenery on Nanjing Road." It is said that in recent years, the store has also set a limit on the purchase price per customer. And open the door half an hour early, and sell at 8:30. When the queue is particularly long, the real boss will also issue number plates to customers to avoid disorder. "Once 500 numbers were sent, and there was still a long line behind it."
Whether the fresh meat mooncake should be one or two or half two, there was also a debate in the newspapers at that time. Some people think that half two is troublesome to do, but some people insist that half two mooncakes are easier to bake. Some reporters raised it to the perspective of serving the people, advocating that stores should make one or two mooncakes and also half two mooncakes to provide customers with more choices.
Always innovating
Launched a variety of fresh meat mooncakes
Nowadays, the net red mooncakes are often in addition to the traditional filling, and novel ingredients such as crayfish are added to attract people's attention. But in fact, as early as the 80s of the last century, smart shops have been trying. In 1983, the Beiwanxin Cake Dumpling Shop opposite the Cathay Cinema on Middle Huaihai Road added a special chicken mooncake with 73% chicken and 27% lean meat in the filling. The mooncake has the characteristics of crisp, fresh and tender, each half two, the price is one dime and five cents.
To this day
Guangming Estate, Sing Ya Cantonese Restaurant, Tai Hong
Sanyang, Wang Baohe, Shao Wansheng...
These old brands are still exploring new varieties
this year
These old-fashioned fresh meat mooncakes in Shanghai are new
See what varieties are there?
Bright Estate this year in addition to the traditional fresh meat mooncake
There are also crab powder fresh meat mooncakes
Xinya has "pickled tuk fresh" fresh meat mooncakes
Foie gras fresh meat mooncake, rattan pepper fish fresh meat mooncake, etc
Taikang squeezed vegetables fresh meat mooncake
Sanyang South Goods Store
This year, there are sanyang mushroom fresh meat mooncakes
Shao Wansheng also launched
Specialty rotten fresh meat mooncake
Netizens were hooked after watching it:
Fresh meat mooncakes! yyds！
Oriental Review:
Why the hot sales of the long-established fresh meat mooncake have been prosperous for a long time
Author: Miao Xun
Today's Shanghainese, if they say that they have not eaten fresh meat mooncakes, I am afraid that they are embarrassed to say that they are Shanghainese. Fresh meat mooncakes lead the way, creating a unique Shanghai Mid-Autumn Festival flavor.
The traditional fresh meat mooncakes and the hot sales of new mooncakes such as roast duck mooncakes, pickled fresh mooncakes, rotten meat mooncakes, and rattan pepper fish mooncakes launched in recent years have given many merchants in Shanghai such a revelation that in order to win profits, win more market share, and win the reputation of consumers, it is not that the more advanced the workmanship and the higher the "gold content", the higher the high-end commodities will definitely earn more profits. To do business, it is necessary to follow the mass line and conform to the actual preferences and real needs of the people. At the same time, even the old brand with centuries-old accumulation and loyal diners cannot lie flat on the golden signboard without thinking about "taste innovation", and must be innovative and creative every year to cater to and meet the tastes of Shanghainese who love to eat mooncakes of all ages.
Shanghai Taosha, Xinya, Taikang, Shen Dacheng, Shao Wansheng and The Guangming Village on Huaihai Road, Changchun and many other "old brands" on Nanjing Road have gone through ups and downs several times, but they can always dry wood in the spring in the predicament, relying on the exquisite skills and service concepts passed down from generation to generation, relying on the heavy heritage of traditional culture and the transformation and innovation of advancing with the times. Since the Eighteenth National Congress of the Communist Party of China, thanks to the guidance of external forces supported by policies, many "old brands" in Shanghai have worked hard to practice their internal skills, adapt to the fierce competition of marketization, innovate the management model, constantly innovate the old, and with the help of historical infiltration and modern nourishment, they have forged a new path of development with integrity and quality, and have also gained many young fans while retaining old diners.
Many long-established mooncakes in Shanghai have a long history, unique product quality and profound cultural heritage, carrying the good memories of generations of Shanghainese. The long-established brand precipitates the excellent traditional culture of China, and the protection of the old brand can not only protect and inherit the excellent traditional culture of China, but also play a positive guiding role in the development of modern commerce. Therefore, long-established operators have the responsibility to inherit and develop the long-established mooncakes and traditional brand foods well.
If the old brand wants to achieve great development, highlight new characteristics, and play a new brand, it must take the initiative to innovate and change. To strengthen brand awareness and innovation awareness, "good wine is also afraid of deep alleys", should be a good brand image to improve the visibility and reputation of products; may also wish to actively introduce new production technology. It is necessary to adapt to new consumer groups and marketing methods, innovate and launch products and services with distinct characteristics of the times and "youthful atmosphere", and attract and embrace more young people. At the same time, it is necessary to actively implement the "Internet + time-honored brand" project, realize the online sales of time-honored products, and continuously broaden the channels for the development of time-honored brands.
Mid-Autumn Festival this year
Did you buy fresh meat mooncakes?
What is your favorite stuffed mooncake?
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Source: Orient Net