Those who sell fried chicken, milk tea, and stewed vegetables... all come to sell moon cakes this Mid-Autumn Festival

　　What are the accounts behind the cross-border joint mooncakes?

　　As the Mid-Autumn Festival is approaching, mooncakes, as a representative of the festival’s visualization, have also ushered in the peak sales season.

In addition to traditional mooncake companies, more and more people have entered the mooncake industry in recent years.

KFC, Pizza Hut, Xibei Noodle Village and other catering companies, tea brands such as Heytea, Naixuenocha, and snack brands such as Baicaowei and Three Squirrels have all launched Mid-Autumn Mooncake gift boxes.

　　Not only that, the mooncakes launched by some companies are not "simple" mooncakes, but cross-border "co-branded mooncakes" with other brands. For example, Naixue's tea cross-border Forbidden City IP "My Heart" launches national tide mooncakes, Pizza Hut crosses Jie Dunhuang jointly launched the moon cake gift box "Flying on the moon and enjoying the Mid-Autumn Festival"... Mid-Autumn moon cakes have become a battlefield for major brands to compete with creativity.

Catering, tea, and snack brands have become a norm in the mooncake field. What are the reasons and purposes behind this?

Crossover

Tea and catering brands

Make moon cakes one after another

　　On the morning of September 20th, the reporter came to Naxue’s Tea Chengdu International Financial Center store. In this store mainly selling tea and bread, the reporter did not see the promotional materials about moon cakes, nor the gift boxes of moon cakes. in stock.

The reporter asked the staff in the store whether there are mooncakes for sale, and the staff replied: "It's already sold out."

　　The reporter saw on the official WeChat account of Nai Xue no Tea that on September 4, the official account pushed the article "Palace Mooncakes Preemption", click the purchase link in the article, and see that the mooncakes are offered at a discounted price of 298 yuan One box, one box contains 6 mooncakes, but the product is no longer available.

　　Later, the reporter went to the KFC Chunxi Restaurant and asked the staff who ordered the meal if they could buy mooncakes. The staff member said that he did not know whether there were mooncakes in the store.

Then, another staff member told reporters that moon cakes can be purchased in the store.

Under the guidance of the staff, the reporter saw a moon cake gift box priced at 168 yuan in the "Mid-Autumn Mooncake" column of the KFC ordering applet.

The staff member told reporters that the mooncakes can be picked up from the store after the order is placed. “Generally, young people come to buy them, but they are relatively rare.”

　　In addition, the reporter saw that Pizza Hut, Zhou Hei Ya, Rui Xing, Xibei Noodle Village, Hey Tea, Baicao Wei and other brands have also launched moon cakes across borders, trying to get a piece of the pie.

Joint name

United Forbidden City, Dunhuang and other museums

Design Featured Gift Box

　　The reporter noticed that most of these cross-border mooncakes have the label of "joint name".

　　Naxue no Tea co-branded the National Palace IP "My Mind" to launch national tide mooncakes. In the introduction page of the purchase link, it says "drawing from the Palace Museum's collection of cultural relics, calligraphy and painting as creative inspiration".

The reporter noticed that there are two different styles of moon cake gift boxes, which are designed with the inspiration of the Qing Dynasty "Cloison enamel double phoenix pattern mirror" and "Plain three-color dark flower cloud dragon flower fruit pattern".

Many buyers are attracted by the gift boxes of moon cakes.

　　KFC is the first to set foot in the field of moon cakes this year, and the Palace Museum jointly launched the "Flowers and Cuddled Moon" moon cake gift box.

Pizza Hut and Dunhuang Museum jointly produced the mooncake gift box "Flying in the Moon and Enjoying the Mid-Autumn Festival", which contains two Dunhuang culture-limited mooncakes, "Prosperity Golden" and "Hu Xuan Shenglian".

　　In addition, Luckin Coffee co-branded LINE FRIENDS to launch moon cake gift boxes. Yuanji Forest and Xianghe 饽饽饽pu launched the moon cake gift box "Human Joy". Wangwang and "Qicheng Culture TRADITIONOW" launched the Taohuawu wood board New Year picture project, and launched the "Wang Yue" new year painting charm. The two moon cake gift boxes of "Huanju" and "Wangyuexile"...the joint name has become an important label in the crossover of the brand.

Behind the crossover fever

The brand has its own moon cakes

Promotions have a soul

　　Catering, tea and snack brands have stepped into the mooncake field. What are the reasons behind it?

　　First, it is "easy".

In an interview with reporters, the big marketing celebrity Gao Zhenzhen, the manager of Gao Zhenzhen’s brain cell marketing official account, said that the food supply chain support is getting better and better, and it is very easy for brands to find mooncake manufacturers to cooperate and represent. work.

"Therefore, the difficulty of execution and operation cost for catering businesses to produce moon cakes are not high."

　　In addition, the business logic behind this is to take advantage of marketing.

Gao Zhenzhen said that festivals like the Mid-Autumn Festival have their own attention to potential energy.

"Before the brand did not have its own mooncakes, at most discounts were used for promotions, but now it has its own mooncakes, which makes the promotional activities more soulful and products."

　　"Cooking mooncakes by yourself is named and profitable. If you can sell it, you can sell it, but you can't sell it. It's equivalent to doing a gimmick, at least you get the name.

　　Brands choose to launch mooncakes in the form of joint names. In this regard, Gao Zhenzhen said that in fact, many domestic brands now like joint names.

"Co-branding is a process of mutual empowerment, combining strong forces, creating content for communication, and benefiting each other."

Impact on traditional brands

Different sales channels

Traditional moon cakes will not increase competitive pressure

　　So has the appearance of these cross-border and joint mooncakes have an impact on traditional mooncake brands?

The reporter interviewed the relevant person in charge of Xindu Guansheng Garden.

Zhong Hua, manager of the publicity department of Xindu Guansheng Park, told reporters: “It will not increase too much competitive pressure.” As for the reason, Zhong Hua said that this is because the customer groups that everyone faces are different.

"Moon cakes in restaurants and tea shops are more aimed at customers who come to the store for consumption. Moon cakes from moon cake manufacturers are mainly distributed to the market through wholesale and sold through the supermarket system."

　　At the same time, Zhong Hua said that the field of cross-border mooncakes of many brands reflects from another level that everyone is paying more and more attention to traditional festivals.

"Demand stimulates consumption, which naturally brings the market."

　　Chengdu Commercial Daily-Red Star News reporter Peng Jing