The Mid-Autumn Festival is approaching, and it’s the time to eat mooncakes again
Many bakery brands and stores in Kunming
have also launched Mid-Autumn mooncakes and started pre-sales
How is this year’s mooncake market?
Spring City Evening News-Open Screen News reporter visited
...
There are more types of mooncakes and the prices are lower
Snowskin mooncakes , spicy beef mooncakes, cloud leg cakes, big buckwheat cakes, lotus seed yolk cakes... …Although the Mid-Autumn Festival is still more than half a month away, reporters visited large supermarkets, farmers’ markets and cake shops and found that Kunming’s mooncake market has been preheated in advance, and mooncake gift boxes and bulk mooncakes are on sale. At the same time, most mooncakes are priced at an affordable price,” Sky-high-priced mooncakes are hard to find.
In the Wal-Mart Changyuan South Road store and Carrefour Zhengda store, many beautifully packaged mooncakes are displayed on the shelves. The prices range from tens of yuan to hundreds of yuan. There are no gift box mooncakes in the store that cost more than a thousand yuan. Supermarket promoters said that mooncakes are still being put on the shelves one after another. Old brand bulk mooncakes are relatively popular, and mooncake sales have begun to gradually increase. It is expected that supermarkets will complete the large-scale distribution of Mid-Autumn mooncakes in late September.
Reporters visited many supermarkets and found that although merchants have launched many high-end mooncakes this year, the highest price is only four to five hundred yuan. This is a significant decrease compared with the gift boxes that often cost thousands of yuan many years ago.
Yunnan mooncakes Dominate the mooncake market
Although there are many types of mooncakes, the authentic Yunnan Yunnan mooncakes are still unforgettable. Yunnan’s traditional time-honored mooncake brands still dominate the Kunming consumer market, accounting for half of the country.
Reporters visited and found that local Yunnan brands such as Guanshengyuan , Guimeixuan , Laopujia, Gaoshanggao, Hexianglou and other local brands are still the first choice of many consumers, and consumers are more willing to choose Yunnan. moon cake.
Cloud leg mooncake is one of the eight major mooncake factions in the country. After years of development, the cloud leg mooncake production process has achieved mechanization, automation, standardization and scale. Data show that there are currently more than 100 large-scale Yunnan mooncake manufacturers in Yunnan, with an annual output of about 10,000 tons of Yunnan mooncakes and an annual output value of about 600 million yuan. Judging from the sales situation, the Kunming market sells about 5,000 tons of cloud leg mooncakes every year, and about 2,000 tons of cloud leg mooncakes are sold outside the province.
From the past "flavor battle" to the competition of marketing creativity, this year's mooncake war has become more and more rich in connotation. Major mooncake brands have focused on the young people market. While stabilizing the quality of traditional mooncakes, they have launched more products suitable for young people. New products with human tastes, mooncakes that were once labeled as "traditional" have also begun to become popular again and become market winners.
The mooncake war is coming later than in previous years
Looking at major commercial districts, apart from sporadic merchants carrying out mooncake ordering promotions, it is rare to see large-scale mooncake exhibitions and ordering activities. Reporters at Wal-Mart and Carrefour shopping malls saw that although the sales of mooncakes had begun, they could not feel the smoke of the mooncake war.
In the skyscraper mall square, a mooncake exhibition and sales event venue has been set up. It is filled with mooncakes of various packaging brands. There are bulk fruit mooncakes that cost as little as 5 yuan each, and some that cost as much as 400 to 500 yuan. A box of cloud leg mooncakes. However, there are only a few citizens who come to inquire about and order mooncakes.
The relevant person in charge of Xuanwei Jinxuan Ham Food Co., Ltd. told reporters that the continued impact of the epidemic has brought considerable pressure to all walks of life, and consumers are also covering their pockets and spending money carefully. Therefore, this year’s mooncake war in Kunming did come later than in previous years.
Become more rational, businesses and consumers are calm
"Although this year's moon cake raw materials, in addition to pork prices, flour, eggs, nuts, lotus paste and other raw material prices and labor costs are rising, but the current overall economic situation is not Good, restraining the urge of mooncake manufacturers to raise prices," the sales manager of Xuanwei Laopujia ham mooncakes told reporters.
“Mooncakes are just for eating, and the price has returned to normal, which is quite good. Xuanwei The person in charge of a ham mooncake company said that the overall mooncake market this year is also relatively clear in terms of price grading. The proportion of high-priced mooncakes has further decreased, and mid-range mooncakes are relatively popular.
A person in the food industry revealed that many years ago, No one buys the high-priced mooncakes to eat for themselves, they all use them for delivery, especially the large number of orders from units. This year, there are basically no groups or units ordering mooncakes from the high clouds. They have fallen to the earth for many years. In the past, everyone was trying to make packaging as luxurious as possible. In recent years, people have paid more attention to the taste, the fillings used, and the affordable price. This is the true positioning of the mooncake market.
In addition to corporate rationality. , consumers are also more rational. Mr. Zhou, a staff member of Yunnan Xuanguiyuan Food Factory with more than 20 years of experience in mooncake production and sales, said that in recent years, consumers have become more rational and prefer mooncakes with high quality, reasonable prices and simple packaging. Companies are also paying more attention to ensuring the quality of mooncakes. During the visit to
, the reporter discovered a special phenomenon. Many company canteens and corporate hotels have begun to make various types of handmade mooncakes. While meeting the needs of the companies, they have also used their own resources to go online. In addition to its official WeChat direct sales channels, the hotel is also trying to open up a cooperative market and select third-party sales systems for high-quality customers outside the province to sell its self-produced traditional mooncakes to more areas.
mooncakes are sold online. Channels are still the main focus.
Reporters logged into Pinduoduo , Jingdong , Taobao and other platforms and found that this year’s Kunming “Mooncake War” online sales came very early, and some mooncake merchants have already started online pre-orders. , began accepting reservations in early August. In addition to starting mooncake sales in stores, supermarkets, and market stores, major brands are trying to seize more mooncake market shares.
The person in charge of a well-known mooncake merchant in Yunnan said that this year. The market is mainly dominated by group purchases. In addition to local mooncake brands seizing the mooncake market share, hotels also have the strength that cannot be underestimated. The peak period for mooncake sales this year will be around 8-10 days before the Mid-Autumn Festival.
Mooncake sales. , online channels are still the highlight, and merchants have their own unique tricks on mooncakes. Following the debut of leek mooncakes, fermented bean curd mooncakes, and durian mooncakes last year, this year's pre-ordered braised crayfish in oil and thirteen-flavor crayfish are sold online. , bullfrog sauerkraut, abalone , bird's nest, and garlic-flavored mooncakes are an eye-opener for consumers. However, judging from the current situation, the Kunming mooncake market is still tepid this year.
Spring City Evening News - Open Screen. Journalist Xia Tilei's photography report
Editor-in-charge Xu Hong
Proofreading by Guo Yi
Editor-in-chief Wang Yun
