Under this circumstance, many mooncake gift box manufacturers have aimed their business at individuals and small and medium-sized enterprises, selling empty boxes separately, or launching customized mooncake gift box packaging services.

  Some merchants told the Red Star Capital Bureau that a delicately packaged mooncake gift box called "Flying Moon" is priced at 188 yuan, including 8 mooncakes, but if you only buy the packaged gift box, the price is 100 yuan, and the price for bulk purchases is 100 yuan. Available as low as $80.

  The Red Star Capital Bureau noticed that the sales of companies that "make money from paper" are quite considerable.

Taking the Alibaba platform as an example, the turnover of various mooncake packaging gift boxes in the past 30 days has reached one million yuan.

  Don't let "excessive packaging" "sell the packaging separately"

  With moon cake 180 yuan, without moon cake 100 yuan

  On August 15, the No. 1 revision of the national standard "Restriction of Excessive Packaging Requirements for Food and Cosmetics" approved and issued by the State Administration for Market Regulation was officially implemented.

  According to the requirements of the new national standard, the number of packaging layers for moon cakes should not exceed 3 layers; moon cakes should not be mixed with other products; for moon cakes with a sales price of more than 100 yuan, the proportion of packaging cost to the sales price will be reduced from 20% to 15%; the sales price of 100 For mooncakes below RMB 20, the packaging cost will remain unchanged at 20%; the packaging materials shall not use precious metals and mahogany materials...

  Previously, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Commerce, and the State Administration for Market Regulation jointly issued an announcement, clarifying the implementation of key supervision on boxed mooncakes with a unit price of more than 500 yuan.

  After the promulgation of the new national standard, some moon cake packaging manufacturers changed their previous sales models, taking out some packaging boxes that were originally only supplied to moon cake manufacturers and selling them separately, directly to consumers or consumer companies.

  The Red Star Capital Bureau noticed that recently, Taobao, JD.com and other e-commerce platforms have many novel and diverse mooncake gift boxes, including mooncake gift boxes that can be used as shadow puppet light boxes, hollowed-out paper gift boxes similar to pop-up books, and some that can be folded into a moon probe. Rocket's gift box, etc., sales are considerable.

  Some mooncake gift box sellers told the Red Star Capital Bureau that a variety of mooncake gift boxes in the store can be sold individually in gift box packaging.

  Take one of the moon cake gift boxes called "Flying the Sky and Embracing the Moon" as an example. There are multiple layers of drawing boards with different moon patterns embedded in them, and the gears can be turned to change the combination of different patterns.

  The customer service staff of the merchant said that the creative moon cake gift box of "Flying the Sky" is 188 yuan, including 8 moon cakes, but if you only buy the packaged gift box, the price is 100 yuan, and the price for bulk purchases can be as low as 80 yuan.

  Ordinary moon cake gift box packaging costs about 20 yuan

  Sellers with boxes sell millions of dollars per month

  How much is the production cost of the "Flying Moon and Moon" moon cake box priced at 100 yuan?

  The merchant did not disclose its production cost to the Red Star Capital Bureau, but Mr. Liu, the person in charge of another merchant specializing in the packaging of paper products, said that the cost of a box of paper mooncakes is about ten yuan. The packaging cost is also around 20 yuan. "The production cost is very low, mainly because the design creativity is expensive, ranging from thousands to tens of thousands."

  Mr. Liu told the Red Star Capital Bureau that in the past, the moon cake gift boxes for enterprises were more inclined to business style. "There are more dark blue and bright red, and the gift box should be simple and tall." The gift boxes that individual merchants like are actually more similar to cultural and creative industries. For the works, "the appearance should be exquisite and special, and it is best to use it twice."

  The Red Star Capital Bureau noticed that the sales of such companies that "make money from paper" are quite considerable.

On the Alibaba platform, the turnover of various mooncake gift boxes in the past 30 days has reached one million yuan.

Search "moon cake box" on Taobao, and the monthly sales of many products are also more than 5,000.

  In fact, as a seasonal food, the gross profit margin of moon cake gift boxes is quite high.

  Take the moon cake giant Guangzhou Restaurant (603043.SH) as an example. In 2021, Guangzhou Restaurant's moon cake business revenue will be 1.521 billion yuan, with a cost of only 662 million yuan and a gross profit margin of 56.46%, the highest gross profit of all businesses.

And this is the data after the gross profit fell due to factors such as rising raw material prices. Previously, the gross profit margin of its mooncake business exceeded 60%.

  Yuanzu (603886.SH), another listed company, has merged the mooncake gift box business with the Chinese and Western pastry business since 2020. The gross profit margin of its “Chinese and Western pastry gift box” segment was 51.51% last year, while in 2019, before the merger, Its moon cake gift box gross profit rate reached 65.85%, and the gross profit rate in previous years also exceeded 60%.

  Attracted by high profits, more and more companies have entered the moon cake field.

Data from iiMedia Research shows that Chinese mooncake companies have doubled in the past ten years. As of July this year, the number of registered mooncake companies in my country has reached 40,478.

The size of the moon cake market is also rising, from 13.18 billion yuan in 2015 to 21.81 billion yuan in 2021. It is expected that the sales of moon cakes in China will reach 24.38 billion yuan in 2022.

  Red Star News reporter Xie Yutong

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