Almost every hotel enterprise in Guangdong will launch its own brand mooncake, which is not only one of the hotel brand images, but also a "way of hospitality", but also a "sales platform" with hotel users as an important part of hotel revenue.
Every year into August, Guangdong's hotel enterprises will enter the "track" of "mooncake sales", this year due to the impact of the epidemic, the tourism industry is more "difficult", most of them with "mooncake sales" and "sprint" performance, therefore, mooncakes to help fight the "epidemic"; the industry is shaking their hands, "mooncake track" is colorful.
This year's Guangdong mooncakes have "Forbidden City Moon" and "Disappearing Mooncakes"
As early as July, the China Hotel Under Lingnan Holdings has officially announced its cooperation with the Guangzhou Museum to continue the cultural tourism brand of "Disappearing Famous Dishes", continue to develop and reproduce the "Disappearing Mooncake", restore the taste of five centuries-old Cantonese mooncakes including Phoenix Moon, Xishi Drunken Moon, Roast Chicken Moon, Sausage Moon, and Zhongdou Min Moon; and take the national second-class cultural relics in the collection of the Guangzhou Museum - Qing · Black lacquer depicts gold open window courtyard character figure sewing box for the prototype to improve the production of mooncake packaging box, gift box depicts the Cantonese courtyard moon viewing of the years of quiet good scene, elegant, graceful and magnificent. The side of the box is painted with bats, butterflies, chrysanthemums, eight treasures and other auspicious ornaments; the gift box can also be used as a "jewelry box" for continuous use.
In August, the White Swan Hotel, a subsidiary of the Travel Control Group, officially announced its customized Mid-Autumn Festival ceremony with the Forbidden City Food - Forbidden City Month. According to the chief operating officer of the White Swan Hotel, there are 2 types of "Forbidden City Moon", the mooncakes are all made by the White Swan Hotel, the "Octagonal Mid-Autumn Festival Gift Box" box type is inspired by the fusion of the Forbidden City Royal Garden Qianqiu Pavilion Algae and the White Swan Hometown Water Golden Pavilion Tibetan ornamentation, and the "Golden Box MoonCake" gift box design is inspired by the Silk Yaochi Jiqing Chart Axis.
This year's mooncake cross-border innovation, the two companies are cautiously "testing the water", innovative mooncakes account for only a small part of the share, still based on traditional mooncakes. Lin Zhenhai, deputy general manager of the White Swan Hotel, said, "This year, the Forbidden City only accounts for 10% of the total."
Guangdong Travel Control Group launched the "full and all-round marketing" mooncake this year
Che Zhiqiang, secretary of the party committee and chairman of Guangdong Travel Control Group, said that under the background of normalization of epidemic prevention and control, as a comprehensive market-oriented competitive body, state-owned tourism groups should not only provide high-quality products and services for consumers, but also fulfill the economic responsibilities of state-owned enterprises without hesitation; not only to meet, guide and stimulate the demand side, but also to give full play to their advantages and continue to innovate the supply side. Based on this, Guangdong Travel Control Group launched full-staff and all-round marketing this year, and managers at all levels and all employees all actively took action. I hope that the efforts of Guangdong Travel Control Group can bring a little enlightenment to the industry.
The reporter learned that Guangdong Travel Control Group launched a total of 5 brands a total of 15 mooncakes this year, including the newly launched White Swan Caiyi brand, taken from the "radiant", the hotel brand first settled in Foshan Nanhai, this year's newly launched mooncakes for Cantonese milk puff pastry and white lotus paste, salted egg yolk; nearly 70 years of history of Guangdong Guest House Mid-Autumn Mooncake, in addition to the traditional double yellow white lotus moon, golden leg five ren moon, welcome four happy moon, this year also innovative launch of Hong Kong-style new style of the best flow heart month, jade rabbit flow heart month Adhering to the concept of low-sugar health, Landmark Hotel has launched three kinds of mooncakes with pure "Guang" genes, Namely, Huaxia Double Yellow White Lotus Rong, and Huaxia Golden Leg Five Rens; Baiyun Hotel has added salty and sweet interactive taste of Jinsha Milk Yellow Mooncake with good particles and full red bean sand mooncakes on the basis of the traditional double yellow white lotus paste and golden leg roast chicken five kernels.
Mo Xiaohui, deputy general manager of Guangdong Travel Control Group, introduced that the turnover of Guangdong Travel Control Mooncake this year is expected to increase by 20% to 30% compared with last year.
Guangdong mooncake, more "fragrant" outside the province
Over the years, Guangdong mooncakes have been loved by the market, not only the old Cantonese have a tradition of giving mooncakes to each other, but also guests from outside the province are increasingly fond of buying Guangdong mooncakes.
According to industry analysis, "In the past two years, relatives and friends have reduced their meetings or interactions due to the epidemic, and the intention of giving away mooncakes as a wish to miss and reunite has increasingly become an expression of the Mid-Autumn Festival."
Zhang Yanyu, director of catering at China Hotel, revealed that at present, the sales of traditional mooncakes account for 80%, and the innovative models account for 20%. This year's sales volume increased by about 10% compared with the same period in previous years; this year, it was found that in the early days of sales, more people chose provincial outsourcing mail than last year, and orders from other provinces can be compared with orders from other provinces near the Mid-Autumn Festival in the previous year. Therefore, the market situation in other places is better than last year.
Lin Zhenhai, deputy general manager of the White Swan Hotel, also revealed that from the current sales orders of mooncakes, there are many large orders such as Hubei Province.
This year, Guangdong hotels pay attention to mooncake IP, and pay more attention to mooncake "service"
The reporter learned that on this year's "mooncake track", Guangdong Longtou Hotel not only opened up cross-border innovation, but also made sufficient efforts in service providers.
Lin Zhenhai, deputy general manager of the White Swan Hotel, introduced that the total sales of the White Swan Mooncake last year reached 250,000 boxes, and there has been a team to follow up the "personalized" needs of customers, and this year," "SF" has a team stationed to carry out "customized" and "mail" to the end; and in response to the changes in the epidemic, it will respond to the transportation of orders outside each province to do more "plan".
Zhang Yanyu, director of catering at China Hotel, also introduced that the hotel has increased the promotion of mooncakes and logistics and distribution service capabilities this year, for example, on the basis of the original EMS, it has also increased SF's express delivery cooperation, making the mooncake service sent to outside the province more convenient, and also allowing high-quality "Cantonese goods" with Cantonese characteristics to enter thousands of households.
Written by: Nandu reporter Xiao Yang
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