Market survey of moon cake gift box: there is no moon cake in the gift box of 2398 yuan

　　China News Service, September 3 (Zhongxin Finance and Economics Zuo Yuqing) Recently, the National Development and Reform Commission and other departments have intensively issued documents to curb "sky-high" moon cakes, and proposed to implement key supervision on boxed moon cakes with a unit price of more than 500 yuan.

As the Mid-Autumn Festival is approaching, how is the current mooncake gift box market?

Mid-to-high-end supermarkets: the price is almost the same as the price/performance ratio

　　During the visit, Zhongxin Finance found that although there are differences in the brand types of mooncake gift boxes sold in mid-to-high-end supermarkets, the prices are basically the same.

　　In a Yonghui supermarket in Beijing, the mooncake gift boxes are mainly from Beijing Daoxiangcun, Suzhou Daoxiangcun, Fangshan and other brands. The price ranges from 100 yuan to more than 400 yuan. Some gift boxes can also be "buy one get one free".

The sales staff introduced to Zhongxin Finance that the price of consumers buying gift boxes is mostly concentrated in the 100-200 yuan stall.

　　Zhongxin Finance noticed that although some mooncakes with a price tag of more than 300-400 yuan are more expensive, they are more cost-effective. In addition to more delicate packaging, the number of mooncakes is more than 12, and the net content is mostly 1.2kg-1.4kg.

For example, the most expensive Suzhou Daoxiangcun Daoxiang Jindian mooncake gift box is priced at 498 yuan and has a net content of 1460g.

Mooncake gift boxes sold in a Yonghui supermarket in Beijing.

Photo by Zuo Yuqing of Zhongxin Finance and Economics

　　In a high-end supermarket in Beijing SKP, there are more brands of moon cake gift boxes, including Kee Wah, Hong Kong Maxim's, Guangzhou Restaurant, Imperial Tea Restaurant, etc. The price also ranges from more than 100-400 yuan, but some brands have the same price. The net content of the gift box is significantly lower than other brands.

For example, a gift box of custard cream mooncakes priced at 338 yuan from Hong Kong Maxim's has a net content of only 360g.

　　For bulk mooncakes, the unit prices of most supermarkets were flat.

There are "edge balls" in content and price

　　Although most moon cake brands have followed the requirements of the relevant departments, there are also some merchants who have played "edge balls" in terms of the content and price of the gift box.

　　Before the Mid-Autumn Festival, Haagen-Dazs launched a co-branded Mid-Autumn Festival gift box of the Louvre, and marked it as "Mooncake Ice Cream Series".

There are 7 gift boxes in this series, 4 of which are more than 500 yuan, and the most expensive gift box is priced at 999 yuan.

　　"Is it moon cake ice cream or ice cream moon cake?" The name of the gift box does not mention "moon cake", but it is also called "moon cake ice cream". Some netizens questioned this.

A Mid-Autumn Festival set gift box co-branded by the Louvre Museum displayed in a Haagen-Dazs store.

Photo by Zuo Yuqing of Zhongxin Finance and Economics

　　When Zhongxin Finance visited the Häagen-Dazs store, the clerk took the initiative to ask Zhongxin Finance whether to buy moon cakes, and said that the moon cakes in the moon cake gift box were all ice cream fillings.

　　In terms of price, media reports said that most mooncake gift boxes on some e-commerce platforms are priced at 499 yuan, and the shipping fee for some mooncake gift boxes is set at 600 yuan.

A survey by China-Singapore Finance found that in addition to setting sky-high postage prices, merchants on e-commerce platforms also remarked that consumers should make up the difference when purchasing mooncake gift boxes.

At present, a variety of 499 yuan mooncake gift boxes have been removed from the shelves, but when Xinjing Finance consulted the merchant, the merchant said that the mooncake gift box was still in stock, and you can add WeChat or open another link to buy.

There is no moon cake in the gift box of 2398 yuan

　　Relevant departments have clearly stated that when producing and selling boxed mooncakes, they should not use precious metals, mahogany, etc. to package mooncakes, nor should they mix mooncakes with other products in the form of gift boxes.

In short, the mooncake gift box can only sell mooncakes.

　　However, Zhongxin Finance found that some merchants still have mixed moon cake gift boxes.

　　For example, a merchant on an e-commerce platform that accepts customized moon cake gift boxes, in addition to moon cakes, a certain gift box set also includes a ceramic cloisonne incense burner, a small pot of tea, a coil of incense, and an incense holder.

　　In Beijing SKP, Zhongxin Finance noticed that the mooncake counter of the Peninsula Hotel has a variety of mooncake gift boxes that cost more than 500 yuan, even thousands of yuan, and a special "Mid-Autumn Gift Basket", which only contains a tea gift bag, A box of halved candies, a box of chocolates, a box of honey candy and a box of chili sauce are priced at 2,398 yuan.

The Peninsula Hotel's "Mid-Autumn Festival Gift Basket" priced at 2,398 yuan does not include moon cakes, and moon cakes need to be purchased separately.

Photo by Zuo Yuqing of Zhongxin Finance and Economics

　　The sales staff told Zhongxin Finance that since it is stipulated that the moon cake gift box cannot be mixed this year, they specially removed the moon cake from the gift box and deducted the moon cake money.

"Moon cakes can be purchased additionally and added to the gift box." The

.

　　In addition, the paper flyer of the Peninsula Hotel only marked the size of the mooncake, and did not specify the net content; its applet also did not have a detailed introduction to the specifications of the mooncake gift box in the interface of purchasing the mooncake gift box gift card.

How profitable is the high-priced mooncake gift box?

　　So, how profitable is the high-priced mooncake gift box?

　　Zhongxin Finance once consulted a dealer about a mooncake gift box priced at 888 yuan. The dealer said that the minimum group purchase price of the gift box was 600 yuan per box, and when Zhongxin Finance said that the price was too expensive, the dealer finally It is said that "the minimum 499 yuan can be traded".

Mooncake gift boxes sold at a boutique supermarket in Beijing SKP.

Photo by Zuo Yuqing of Zhongxin Finance and Economics

　　The relevant person in charge of the National Development and Reform Commission once said that according to the cost survey of the National Development and Reform Commission and the data of industry organizations and e-commerce platforms, from the perspective of market conditions for many years, the average production cost of boxed mooncakes is about 70 yuan per box.

　　iiMedia Research pointed out in a previous monitoring report that the average annual cost of mooncake packaging in China exceeds 2.5 billion yuan. According to the data released by listed companies whose main business is packaging, the gross profit margin of the mooncake packaging industry is as high as 27.5%.

　　As the Mid-Autumn Festival is approaching, the China Consumers Association also issued a consumer warning.

Among them, it is mentioned that the China Consumers Association encourages consumers to actively participate in social supervision,

that violate laws and regulations, public order and good customs, and report to local market supervision departments and consumer associations.

　　Are you still buying mooncake gift boxes this year?

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