Remember the tin box mooncakes in the apricot blossom building? On the box is the classic image of the gorgeously dressed Sister Chang'e running to the Moon Palace with a jade rabbit. The tin box mooncakes in The Apricot Blossom Building carry the memories of generations of Shanghainese. Because the special box is practical and beautiful, many Shanghainese still have such iron boxes in their homes to hold small objects. This year, the classic tin box mooncake of Xinghualou has a new packaging - Chang'e sister "changed her face". In addition to the refreshing packaging, Xinghualou also launched five new flavor mooncakes for the first time, such as milk tea, cat's claw, and new five kernels. Grab the young people's eyeballs, but also their stomachs.
The pattern on the classic tin box mooncake in the apricot blossom building is actually very interesting. In 1933, Xinghualou hired the famous Shanghai Chinese painter Hang Xiying to specially design and draw a heavy color Chinese painting with a strong national atmosphere, "Mid-Autumn Moon, Chang'e Running Moon", which was used as a moon cake packaging pattern. At the end of the 1980s, this pattern was upgraded and is still used today, which is the Chang'e Moon Chart that many of us are familiar with. This year, Xinghualou has made another upgrade to this packaging - Chang'e sister embraces the jade rabbit, and the clothing, makeup and hair accessories have also been adjusted, especially Chang'e sister's facial expression is clearer and more vivid, giving people a new feeling. The original classic pattern of the special box is still sold, and the newly packaged special box mooncake chooses the mode of online sales.
In addition to the changes in packaging, Xinghualou also has a great innovation in the taste of mooncakes this year. Zhi Jing, deputy general manager of Xinghualou Food and Catering Co., Ltd., said: "This year's Xinghualou mooncake 'new' strength is the largest in the past few years, and since last year's research and development, it is hoped to catch consumers of different ages, especially to better attract young people." ”
Nowadays, milk tea culture is popular among young people, and there is a saying that "young people rely on milk tea to survive". Apricot Blossom House launched the Flowing Milk Tea Mooncake this year, which uses the same recipe as net red milk tea. The classic round square print design gives people a sense of peace of mind for the century-old brand. Under one bite, the heart overflows, and the sweetness wanders between the teeth, making people instantly immersed and evoking the infinite aftertaste of milk tea. There are 4 flavors of flowing milk tea mooncake: brown sugar flow heart, qq coconut fruit grain flow heart, strawberry fruit grain and cheese soft heart, replica Hong Kong-style Mandarin duck and black tea flow heart, all of which are the most popular milk tea collocations.
Wine heart chocolate is the memory of many post-80s and post-90s children, and the apricot blossom house mooncake also has a wine heart flavor this year. 4 types of mooncakes outlined in the shape of flowers, each of which is lifelike and beautiful. The special mix of the inner filling of the heart makes the charm of the mooncake continue to increase, and four kinds of wines, such as osmanthus wine, rose wine, liqueur and tiramisu, rum and grapes, are accompanied by delicate petals, tasting a slightly drunk taste.
Young people eat, never just for taste, appearance is very important. Apricot Blossom House launched a cat's claw mooncake this year, round small paws, soft meat pads, very cute, selling particularly well. There are also chestnut mooncakes, shaped like a chestnut, which are bitten down, and there is a whole whole large chestnut hidden deep inside.
Wuren Mooncake, which was once "despised" by young people, was also used by Xinghualou to boldly innovate and change the traditional recipe to create a new Chaoren Mooncake. The raw material innovation on the filling, carefully selected pistachios, cashew nuts, pecans and other daily nut ingredients, delicious and nutritious, completely without the sweetness of the traditional five kernels, is a super material treasure mooncake.
The post-90s generation is already a buying group that cannot be ignored, and the speed of the layout of the young people's consumer market in the past two years has been very fast. This year, Xinghualou has set up a new marketing center and R&D center, from creative research and development to marketing and distribution, fully cooperating with the transformation and upgrading of long-established brands.
A few days ago, when the reporter visited Shanghai Xinghualou Food Marketing Co., Ltd., he found that they set up the live broadcast room in the marketing company. Recently, there are anchors live streaming goods every afternoon, and the September period before the Mid-Autumn Festival has been fully completed, and the products of Xinghualou have also frequently appeared in the live broadcast rooms of Wei Ya, Li Jiaqi and other top-stream live broadcasters. At the same time as the marketing breakthrough to the online, the traditional production and distribution workshop of Xinghualou has also undergone tremendous changes: at present, in addition to the five-kernel mooncakes in Xinghualou, 98% of the total 16 mooncake production processes have been mechanized, and 100 to 1.2 million mooncakes can be produced a day; next year, the Xinghualou distribution center will also be fully automated, and about 60 robots will work here. It is reported that in the future, Xinghualou will also focus on the development of leisure products, further expand the volume of baked cakes, and make the distance between time-honored products and citizens closer and closer.
Column Editor-in-Chief: Tang Ye Text Editor: Tang Ye Image Editor: Shao Jing
Source: Author: Tang Ye