China News Service, Jinan, September 25 (Chou Yujuan and Wang Yaoyao) As the Mid-Autumn Festival is approaching, all kinds of mooncakes are coming to the public's attention.
A week before the holiday, reporters from Chinanews.com visited the Jinan moon cake market and found that under the influence of the epidemic and national policies, moon cakes this year had a "new look": bulk moon cakes bid farewell to "naked sale", and gift box moon cakes were replaced with "light packaging".
Jinan's local brands bring forth the new, highlighting the characteristics of Spring City, and focusing on the "feeling brand" to seize the market.
In an old-fashioned pastry shop on Wenhua East Road, Jinan, a tall "gift box tower" is piled up at the door.
Photo by Qiu Yujuan
Bulk moon cakes under the epidemic: Refusing to sell naked, so consumers can rest assured
On September 25, the reporter saw in a large supermarket on Wenhua West Road, Jinan, that a wide range of bulk mooncakes with rich flavors were placed prominently on the supermarket shelves.
The mooncakes that were sold "naked" in the past are now dressed in "new clothes", and each is wrapped in a transparent plastic wrap, making it cleaner and more hygienic.
In this regard, the supermarket staff said that due to the impact of the epidemic, the sales notice received this year is that mooncakes are not allowed to be sold naked. A layer of plastic wrap can protect the mooncakes from moisture and ensure hygiene. Customers will buy More at ease.
Jinan citizen Wang who is shopping for mooncakes in the supermarket gave a thumbs up to the new way of selling mooncakes in bulk.
She said that mooncakes wrapped in plastic wrap made people more willing to buy.
"Looking at more health and safety, the epidemic has not completely passed, so we should pay more attention to diet."
A student surnamed Li who studied in a nearby university also told reporters that she usually likes to buy bulk mooncakes and can choose the flavor she likes, but she is often worried about the large flow of people in the supermarket and the prolonged exposure of bulk mooncakes. Hygiene cannot be guaranteed. Particularly concerned during the period.
"Now that these bulk mooncakes are wrapped in plastic wrap, the packaging cost is low and environmentally friendly, which reduces concerns."
The picture shows the moon cakes sold in the supermarket, with different flavors such as jujube puree, five kernels, and bean paste.
Photo by Wang Yaoyao
"Take off the Chinese clothes" gift box moon cakes: simple and environmentally friendly, featuring local features
In an old-fashioned pastry shop on Wenhua East Road, Jinan, a tall "gift box tower" has been piled up at the entrance, attracting many customers to buy mooncakes.
This year, in the context of the country's call for strict economy and opposition to waste, the pastry industry has also set off a trend of environmental protection and conservation.
"In previous years, the moon cake gift box packaging was at least two and three layers, but this year almost all have changed to one layer." According to a store manager surnamed Feng, as an old brand that has been passed down for hundreds of years, the store has designed moon cake gift boxes. Innovative in the above, the formal focus on simplicity and environmental protection has won the recognition of many consumers.
Ms. Gou, who was shopping for gift boxes of moon cakes for her friends in the store, said that in the past, the gift boxes of moon cakes were too gorgeous and flashy, and it was difficult to disassemble them.
"This year, this kind of light packaging is very good. It is not fancy and easy to eat."
In order to stand out in the highly competitive mooncake market, many local brands in Jinan have also spent a lot of thought on outer packaging.
"Impression of Jinan", "Remembering Jinan" and other major "feelings" packaging designs are full of creativity, and many moon cake packages incorporate Jinan's iconic landscape "Daming Lake" and "Baotu Spring".
According to the production leader of a local moon cake brand in Jinan, when the frugality prevails, the moon cakes they produce focus on economical benefits, and the packaging is simple and distinctive. The flavors include jujube puree, grape soft moon, black sesame seeds, and flow heart. 6 kinds of custard.
"It produces about 30,000 catties a day, and it is mainly sold through wholesale and group purchases before the holiday. The market response is good."
According to reports, the Mid-Autumn Festival mooncake market in 2020 is expected to show the characteristics of late start of the main sales period, short sales period, and large short-term quantities.
Photo by Qiu Yujuan
The reporter also discovered during the visit that the group buying period for mooncakes this year has not yet come, and the overall sales situation is not as optimistic as expected.
According to the staff in the moon cake sales area of a national chain supermarket, the number of customers who came to buy moon cakes before the festival increased a lot than usual, but most of them stayed and watched and placed fewer orders.
"In particular, the group purchase orders have decreased a lot from last year. In previous years, there is still a period of time before the Mid-Autumn Festival, and customers have been in an endless stream. Now there is only one week left before the festival, but the group purchase period has not yet entered."
Sales staff in the bulk moon cake area also said that they do not process moon cakes, but they buy and sell directly from various manufacturers.
However, it is also obvious that the overall sales volume of moon cakes this year is not as good as in the past. It is speculated that it is affected by the epidemic.
The "2020 China Mooncake Industry Development Trend" report released by the China Bakery and Sugar Products Industry Association in August this year shows that the Mid-Autumn Festival mooncake market in 2020 is expected to show the characteristics of late start-up of the main sales period, short sales period, and large short-term volume.
Due to the rising costs of labor, raw materials, logistics, etc., the selling price is expected to be basically the same or increase slightly, but there is little room for profit growth.
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