CFIC Introduction
html Every year, there are always some mooncakes that get out of the circle and become Internet celebrities under the amplification of the Internet. Let’s take stock of all kinds of weird mooncakes this year and talk about the mooncake economy.Spiritual cakes and laxative cakes
Cakes from non-food companies are the most popular
When it comes to which mooncakes are most impressive in public memory this year, the mooncake gift box produced by the canteen of the Shanghai Mental Health Center is ranked second. No one else dares to say First.
When "No. 600 Wanping South Road", which has become an internet meme, decided to launch mooncakes with the words "Shanghai Mental Health Center" printed on them, regardless of the appearance, ingredients and taste of the mooncakes, and regardless of whether the majority of netizens can actually buy them. So far, it has become a viral meme on the Internet, triggering the pursuit of curiosity seekers, and the purchasing and imitation industry chains have subsequently been born. A reporter from
searched for keywords on relevant platforms and found that a netizen was so moved that he gave two "spiritual cakes" to his friends that he wrote a short composition. Some netizens have also left various positive comments in the names of merchants selling imitation products that have doubled in price.
It's like using magic to defeat magic. In the mooncake world, there are always more weird mooncakes to beat the weird mooncakes. This is also a mooncake produced by a non-professional food company.
knowledge sharing platform Zhihu expressed its gratitude and presented low-sugar mooncakes to many respondents (KOL, top account users) before the Mid-Autumn Festival.
Unexpectedly, some recipients became intolerant to the excessive maltitol (sugar substitute) added to the mooncakes, causing severe diarrhea and transforming into "Splatoon" after eating it. Soon some respondents wrote about this experience in their own books In his answer, there was a trace of embarrassment and amusement despite the hardship.
In the early days, in order to show his social status and level, a Zhihu respondent used "Thank you for the invitation, I am in the United States, I just got off the plane" as the starting sentence of the answer. "Thank you for the invitation" became a common use after being ridiculed a lot on the Internet. stem.
This time, Zhihu changed "thank you for the invitation" into "laxative", triggering another online carnival.
The above-mentioned positive and negative cases seem to be a good proof that any industry that engages in cross-border cross-border development is creative when done well, but once flaws appear, it becomes a joke. Even if you are the father of Party A and entrusts a food company to produce small mooncakes, you will still fail if you don't have basic knowledge of the industry and don't understand the ingredients in the ingredient list.
Creative elements, local tastes
Professional companies compete fiercely
It can only be a feast for the eyes. The Mid-Autumn Festival food that satisfies most people is a product from a professional food manufacturer.
In 2021, when baking enthusiasts can also easily make mooncakes, for traditional manufacturers, winning "Operation Red Sea" also revolves around the word creativity.
Hema Workshop and Shanghai Xinhua Media jointly launched the rare-character literacy mooncakes, which became very popular once they were launched.
The reporter searched the platform several times and found that fresh meat mooncakes with Xinhua dictionary packaging and rare characters printed on the crust are always hard to find, which makes Xiang (chi) and Yue know (yue). ) reporter who knew (bing) drooled with envy.
Moon cakes are, in the final analysis, a ceremonial food that embodies people's deep emotions of longing for family reunion and missing their hometown and relatives. Our country has a vast territory, and many regions have their own unique mooncake flavors. The fresh meat mooncakes mentioned above are a favorite of people in Jiangsu, Zhejiang and Shanghai. Moon cakes wrapped with milk skin and milk tofu have a huge market in pastoral areas and among dairy product lovers. Beijing-style mooncakes with jujube paste, nuts and even red and green silk traditional fillings are reminiscent of the taste of childhood.
has done well in these tracks, and food companies still have a bright future.
is located in Guangming Village on Huaihai Middle Road in Shanghai. The love of the people queuing up for its fresh meat mooncakes may have spanned the four seasons.
Moon cake products are an important source of revenue and profit for Guangzhou restaurants. Last year, Guangzhou Restaurant's mooncake series products achieved operating income of approximately 1.378 billion yuan, with a product gross profit margin of 58.37%.
"The No. 1 Bread Stock" Taoli Bread relies on products such as Beijing-style mooncakes, which also enabled its mooncake business revenue to reach 118 million yuan in 2020, accounting for 1.98% of total operating revenue.
Moon cake sales this year are expected to exceed 21.8 billion yuan
iMedia Research (iiMedia Research) data shows that from 2015 to 2020, China’s moon cake sales showed an upward trend, from 13.18 billion yuan to 20.52 billion yuan. In 2021, China’s moon cake sales are expected to reach 21.81 billion yuan. iiMedia Consulting analysts believe that the rise of the domestic high-end mooncake market and the trend of high-end and high-quality mooncake industry development will increase the overall mooncake price and drive sales growth. According to user surveys by
, more than 40% of Generation Z have tried cross-border mooncake brands. Limited products and new elements launched by cross-industry cooperation between mooncake companies are more likely to be sought after by this group. Zhu Danpeng, a food industry analyst at
, said in an interview with a reporter from Shanghai Securities News that in recent years, all walks of life have been making some cultural and creative products to show their own value. This is an important factor in the continuous improvement of China’s consumption structure. Performance. The consumption thinking and behavior of Chinese consumers have undergone great changes. They prefer things that have cultural connotations or are more in line with their own values and brand tonality. In the mooncake market, a market with a high degree of homogeneity and competition, continuous innovation is the driving force for industry progress.
Author: Wang Wenyan
Source of this article: Shanghai Securities News
WeChat Editor: Zhang Deren
Shanghai Securities News, sponsored by Xinhua News Agency, is a statutory disclosure media for securities market information issued by the China Securities Regulatory Commission. Founded in 1991, it is the first authoritative financial securities agency in New China. A national financial daily with professional information, it has now formed an all-media financial media matrix covering newspapers, websites, clients, videos, WeChat, Weibo and other platforms.
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