Today is the Mid-Autumn Festival, as the festival's core gift moon cake market war is drawing to a close. Beijing Youth Daily reporter visited Carrefour, Wal-Mart, Wumart, China Resources, and other local supermarkets and found that traditional moon cakes have been affected by people’s consumption upgrades, health concept changes, and the society’s reduction in gifts due to strict governance. In recent years, the Mid-Autumn Festival Moon cake market continued to shrink. Against this backdrop, more and more businesses are targeting a new generation of young people, and mooncakes of various types of monetized and black technology appear in the eyes of consumers.
However, whether these efforts can make moon cakes such traditional foods win younger groups and revitalize the moon cake market still require further examination.
phenomenon
Iron Man, Mickey Mouse, and Mouth Mooncakes are selling their best
Beiqing News reporter found that in the moon cake shape design, targeting the young consumer market, the major moon cake brands quietly added embossed and various shapes to sell Meng, many net red moon cake box can be reused in addition to the appearance of fashion.
For example, Disney’s new mooncake series this year adopts a new process of blending chocolate with Taoshan. It changes the tradition of using wheat flour as a mooncake cake, and combines new Chinese and Mickey elements on the outer packaging.
Shanghai Hongfang Culture has launched a series of moon cakes such as mouth monkey and trending brand Huang Xiaoya. This year, the two cartoon series moon cakes not only highlight the cute mouth monkeys and yellow ducklings. After the moon cakes are eaten, the boxes can also be used to hold daily necessities and serve two purposes.
After cooperating with Star Trek, Hong Kong Maxim's Mooncake has chosen to cooperate with Marvel this year to launch two mooncakes, Iron Man Green Tea Red Bean Moon Cake and Spider Man Milk Yellow Moon Cake. The moon cake also has a cool Iron Man A word shape. And spiderman gesture sign styling. In addition to the mooncakes that boys like, Haagen-Dazs also introduced the girls's "Frozen" ice cream moon cakes and pink fantasy Mickey Minute moon cake series to attract fans to unpack their wallets.
"Project moon cake" is rich in black technology to attract eyeballs
In addition to a variety of alternative stylings, this year an ice cream brand has exclusively customized the black technology moon cake boxes for Tmall. The Beiqing Daily reporter asked the official flagship store to publish the video. It can be seen that the brand side has a customized Tmall image device for consumers who purchase moon cakes. Using the gravity sensor technology, the moon cake can project a new one. Months, each moon will be “fat†and it will turn into a full moon. The moon cake set, named Moon Illusion Box, has only two moon cakes, including a spoon and a bag. The set price is 138 yuan.
It is understood that the "project moon cake" is limited to 2,000, and is only available in its official flagship store. One on-line pre-sale has caused everyone to rush and has sold 720 pens. The main consumers are 22-35 years old, among whom are Shanghai buyers. The largest, followed by urban consumers in Beijing, Jiangsu, Zhejiang and Guangzhou-Shenzhen.
This new product utilizes the unique big data insight and global marketing matrix of the network to feed consumers' needs back to the brand at any time, enabling them to customize new products that are suitable for the young generation consumers after the 80s and 90s. .
Moon cake sales hotspots to cafes and cake houses
In addition to supermarkets, hotels and other traditional sales locations, in recent years, places represented by coffee shops and cake houses have obviously become another important battlefield for moon cake sales. Starbucks, COSTA Coffee and Weiduomei stores have begun to sell moon cake delivery vouchers in mid-autumn one and a half months ago. Due to the large number of these stores and their proximity to office-intensive shopping centers, they have attracted many white-collar workers. The eyes of the young group, sales have doubled in the past few years.
Starbucks has been launching moon cake gift boxes year after year. It has become Starbucks' most anticipated product each year. Different from traditional moon cakes, the moon cakes they launch are all mini-sized, and they are consistent in flavor with the coffee shop, so they can attract the attention of loyal customers.
And Wei Duomei is a combination of moon cakes and French bread-making techniques that have been promoted in recent years. New rose flavors of rose cheese and rose litchi in French-style cakes this year are mainly designed for female consumer groups.
Related
Traditional mooncake companies increase
Low age marketing investment
A survey conducted by the Beijing Youth Daily reporter found that the mid-autumn festival commodity market has shrunk to a certain extent, coupled with numerous new products that continue to erode the market share, and traditional old brands have also begun to introduce new ideas to consider the market demand of young people. Insiders pointed out that from the sales of moon cakes this year, traditional old brands are gradually expanding their investment in the Internet. Through cross-border, big data customization and marketing innovations, they are revitalizing the traditional food industry with new “imaginingsâ€.
Recently, Daoxiang Village in Beijing organized citizens to experience the Mid-Autumn moon cake making activities together with the master to experience the atmosphere of the Mid-Autumn Festival in advance. At the event, under the guidance of Master Dao Daoyun, the inheritor of Daoxiang Village in Beijing, he learned how to make moon cakes and appreciate the handmade bag making features of traditional Beijing style moon cakes.
market
Raw materials taste or moon cake
Some young people do not buy it
Ms. Liu’s family’s twin sons usually like Iron Man and see the online sale of Iron Man green tea and red bean cakes. She immediately placed an order. “I really bought it for the Iron Man's styling, even though the moon cake was printed with cool Iron Man A characters. The styling is really new, but the taste is still the sweetness of the moon cake, and the child does not like to eat a small sip. This time you should taste something fresh and won't buy it again next year."
In addition to the marvel moon cakes that boys like, for the Minnie moon cakes like ice cream, because the price is too high, consumers do not think it is worthwhile. "Actually, it is a few pieces of ice cream, made into a moon cake and a little cartoon element. When the child sees it, he cries and wants to buy it. Besides, the price of six pieces is actually 628 yuan, which is equivalent to a piece of one hundred yuan. It's too expensive! Yuan can buy several buckets of ice cream,†complained Mr. Yuan.
In addition to the parents of young children, mooncakes with cartoon shapes touched the wall in front of a group of young consumers. After 90, Mr. Sun stopped in front of a row of moon cake shelves in Guoluo Supermarket. “If you think about the value of cartoon moon cake boxes, It's really attractive, but when you look at the moon cake taste and the list of ingredients, it's still a combination of high oil and high sugar. The moon cakes come and go and eat and feel all about the same taste. Anyway, I'm not interested. I usually buy a box at home every year to visit the elderly. "This version of the text / reporter Li Jia
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