These two days, Hangzhou has entered the high temperature mode of midsummer. As the temperature rises, there is also the moon cake market this year.
I feel like I just finished eating the Dragon Boat Festival Zongzi, and I am about to start eating moon cakes again. This week, well-known brands such as Zhiweiguan, Wuweihe, and Baiweiju in Hangzhou have successively held new mooncake product launches. It is expected that this year's mooncakes will be launched on a large scale in mid-August. Different from previous years, this year's mooncake flavors are also influenced by milk tea and coffee flavors. The popular flavors of Internet celebrities such as cheese fresh coconut, burning fairy grass custard and honey pomelo pulp are popular.
Bright Cheese and Fresh Coconut Egg Yolk Crisp Mooncake
This year's hot coconut wind blows into the moon cake industry
This summer, Luckin Coffee's raw coconut latte series has become an absolute hit, and it takes a long time to work hard every day buy. Many young people can't help but take pictures and post them on their Moments after they buy them. It's a top-notch drink this summer. This also kicked off the prelude to this year's drink "Everything Can Be Coconut". New tea brands such as HEYTEA and Naixue quickly followed the trend and launched drinks related to coconut . This Internet hotspot has also been noticed by the mooncake industry. This year, Wuweihe has launched a new coconut-flavored flavor: Panlan Cheese Fresh Coconut Egg Yolk Mooncake. Li Jing, general manager of Wuweihe , introduced that before the mooncake industry only used coconut fillings, this year is the first time that Wuweihe uses fresh coconut chunks, coconut oil and coconut puree and other raw materials into the fillings of moon cakes. With the addition of fresh eggs, it tastes rich in egg yolk and coconut flavor, which is very suitable for the taste of modern young people. This is also an attempt to rejuvenate the five flavors and products.
sold more than 200 million yuan last year. Zhiweiguan, the "moon cake boss" in Zhejiang, has also tried the taste of Internet celebrity this year.Zhou Yugang, assistant general manager of Zhiweiguan , said that this year Zhiweiguan adopted milk tea production technology, and launched the Roasted Immortal Grass Custard Egg Yolk Crisp, which was originally used in milk tea and made into moon cakes, making the taste more refreshing. Hangzhou's time-honored Baiweiju has also launched mooncakes with low sugar and low oil flavors such as honey pomelo pulp and mint sour plum. Li Jun, general manager of Baiweiju, said that today's consumers pay more attention to eating healthy, and the taste of mooncakes is also transforming. Try to use less sweetness and less oil, and develop refreshing fruit flavors.
The overall price remains unchanged
Sales are expected to continue to grow
Since the beginning of this year, the price of fast-moving consumer goods has continued to rise, popsicle of 60 yuan, yogurt of 30 yuan and instant noodles of 40 yuan and other " noble prices" one after another Appear. Will there be a "Hermes in the moon cake world" in the price of moon cakes this year? Judging from the current understanding, the price of moon cakes this year has generally maintained the level of last year, but due to the increase in the price of packaging raw materials, some products will rise slightly.
"Unlike ordinary fast-moving consumer goods, moon cakes are more of a festive gift." Li Jing said that the group purchase ratio of moon cakes is relatively high, and gift consumption is more cost-effective, so the price of Wuwei and this year is basically unchanged. . However, since the beginning of this year, the prices of bulk raw materials such as white cardboard and iron sheets have risen considerably, the prices of packaging factories have increased, and some products have risen slightly, but the mainstream gift boxes are still maintained at 100-200 yuan. "In addition to some of the following promotional activities, the price level of and has basically not changed." Li Jun, general manager of
Baiweiju, also mentioned that the overall price increase of the company's products this year does not exceed 5%.At the same time, he is very optimistic about the moon cake market this year: "With the further reduction of the impact of the epidemic, the demand of ordinary people to visit relatives and friends has been further released, which can be confirmed from the consumption of this year's May Day holiday and Dragon Boat Festival. "Li Jun predicts that the overall demand for the moon cake market may further expand this year, with a total increase of more than 10%.
Large-scale listing in mid-August
Freshly baked moon cakes such as dried crayfish and vegetables will be earlier
At present, in major supermarkets in Hangzhou, there are already sporadic moon cakes in tubes. Zhou Yugang, assistant to the general manager of Zhiweiguan, said that the launch of the hot summer mooncakes seems a bit abnormal, but it is actually related to the Mid-Autumn Festival this year being 10 days earlier than last year. Last year's Mid-Autumn Festival was on October 1, and this year it was moved to September 21. At present, Zhiweiguan's tube-packed mooncakes have been listed in small quantities in supermarkets such as Hema Xiansheng and stores in Zhiweiguan. The centralized large-scale listing generally starts 50 days before the Mid-Autumn Festival, that is, in mid-August.
Zhiweiguan Cantonese-style moon cakes
As for the freshly baked moon cakes that Hangzhou consumers are most concerned about, they will not be absent this year. According to Li Jing, general manager of Wuweihe, the freshly baked mooncakes will be on the market earlier than the gift box mooncakes, generally starting in early August. The price of this year's freshly baked mooncakes is the same as last year, 3-4 yuan per piece, except for the fresh meat, In addition to mustard fresh meat, dried bamboo shoots and fresh meat, bean paste and egg yolk meat floss, a new crayfish moon cake will be added this year. The freshly baked mooncakes usually end after the Mid-Autumn Festival. In this month and a half, Wuweihe will sell two or three million freshly baked mooncakes.
Zhou Yugang said that Zhiweiguan has launched a new dried vegetable and meat product this year. This is the first time that Zhiweiguan has made use of the advantages of and Hangzhou cuisine to include the filling of dried vegetables and meat in the freshly baked moon cakes. In addition to domestic sales, Zhiweiguan has also sold mooncakes to overseas markets such as the United States, Germany and Japan in the past two years."Generally, there are varieties that do not contain meat and eggs, such as lotus seed paste, five kernels, and red bean paste. They are mainly supplied to local Chinese associations and enterprises. Now the international epidemic has not been fully controlled, and some overseas Chinese do not It is convenient to return to China for reunion, so I buy moon cakes and send them out to express my homesickness.”
Source: City Express
