China News Service, Chengdu, September 2 (Reporter He Shao Qingyue Yitong) After browsing the pre-sale pages of cultural and creative moon cakes of major cultural and cultural institutions, Bloomberg, a 27-year-old citizen of Chengdu, finally booked 5 new models launched by the Sanxingdui Museum. Moon cake gift box.

Bloomberg said with a smile that he hadn't bought mooncakes for several years, but this year all kinds of cultural and creative mooncakes on the market aroused his curiosity, "Interesting ideas will attract me to buy, but I will repurchase only when it tastes good." .

Sanxingdui moon cake gift box.

Photo courtesy of the Industrial Development Department of Sanxingdui Museum Scenic Area Management Committee

  As the Mid-Autumn Festival approaches, the annual "Mooncake War" has started again.

Guochao Wenchuang Mooncakes, reduced sugar and oil-free mooncakes, special-shaped mooncakes, snail powder mooncakes...Many businesses have put a lot of effort into creativity, health, shape, and taste, trying to tear off traditional mooncakes with heavy oil and heavy sugar, outdated styles, single taste, etc. "Facebook" label, diversified innovation to reach "Generation Z".

The entrance of a small supermarket in Chengdu is full of mooncakes.

Photo by He Shaoqing

  Each Sanxingdui moon cake gift box selected by Bloomberg is full of special features-the "sacred tree of prayer" can be opened to three-dimensionally restore the scene of the ancient Shu people's sacrifice; the "moon in the rod" is based on the Sanxingdui golden rod. Storage Box.

According to Ren Ren, Director of the Industry Development Department of the Sanxingdui Museum Scenic Area Management Committee, this year is the third year that the Sanxingdui Museum has launched cultural and creative mooncakes. It is expected that the sales volume of cultural and creative mooncakes this year will exceed 30,000 boxes, 10 times that of last year.

"Our confidence comes from young consumers' love of traditional culture."

Merchants launched low-sugar moon cakes.

Photo by An Yuan

  In addition to the national tide, many moon cake merchants have also launched versions with reduced sugar, no oil and low fat, plant meat, and fresh fruit, to conquer the love of "Generation Z" consumers with health and nourish their stomachs.

"More and more consumers will look at the ingredient list before buying moon cakes, preferring moon cakes with lower calories and lower fat, and reject trans fats." Song Yan, a moon cake salesman at a supermarket chain in Chengdu, introduced sugar reduction a few years ago Sugar-free mooncakes were once regarded as exclusive foods for diabetics when they were first launched, but now some well-known mooncake brands even put the word "low sugar" on their packaging prominently.

The annual "Mooncake War" has started again.

Photo by An Yuan

  When the "hegemony" of all kinds of moon cakes has become intense, moon cakes such as milk skin moon cakes, crayfish moon cakes, snail powder moon cakes, spicy beef moon cakes, macaron moon cakes are favored by Generation Z due to their bold materials and styles, and quietly occupy a corner of the market. .

Open the shopping website page, the round shape has even become the most common shape in moon cakes. The various moon cake products made with cartoon characters, cute animals, flowers and trees as prototypes are dizzying, and there are even three-dimensional flower moon cakes, which look different from real flowers. Not much.

Customers buy moon cakes.

Photo by An Yuan

  The "2021 China Mooncake Market and Consumption Trend Survey Report" released by iiMedia Research Institute shows that although China's mooncake sales have increased from 13.18 billion yuan in 2015 to 20.52 billion yuan in 2020, the growth rate has continued to slow down.

Analysts believe that in recent years, the public’s emphasis on traditional festivals has gradually increased, and the demand for visiting relatives and friends has recovered after the epidemic prevention and control has become normal. The overall scale of the mooncake market industry will remain on the rise, and it is estimated that China's mooncake sales will reach 21.81 billion yuan in 2021.

The business promotes baked moon cakes.

Photo by An Yuan

  According to Wang Yi, a professor at the School of Business Administration of Southwestern University of Finance and Economics, traditionally, moon cakes are a commodity with strong emotional attributes, which play a role in expressing interpersonal bonds.

In recent years, Wenchuang moon cakes, moon cakes from various Internet companies, and moon cakes from major colleges and universities have earned enough attention in the online social circle, indicating that moon cakes, a star product that only appears on the stage once a year, have begun to have cultural attributes, which are in line with the self-expression of young consumers. Value appeal.

  Wang Yi said that as the "Generation Z" consumer customer base gradually becomes the key to the growth of the consumer market, companies can combine cultural and creative design, cross-border marketing, functional superposition, and diverse scenarios to enrich product value and break through their original boundaries. Unity.

"Remove the old with the new. To remove the'Facebook' label for mooncake products, a new label needs to be established. Culture, emotions, identity expression, and even funky play carriers can all become choices." (End)