As the Mid-Autumn Festival is approaching, while major retailers are still sprinting for moon cake sales, a reporter from Beijing Youth Daily found on August 24 that online sales of moon cake packaging boxes this year have also become a "business", and many popular packaging gift boxes are sold in the month of August. The transaction volume has reached more than 10,000 orders.
Under the background of the new national standard of "Restricting Excessive Packaging of Commodities to Food and Cosmetics" (GB 23350-2021), many moon cake gift box manufacturers have aimed their business at individuals and small and medium-sized enterprises, and launched various "eye-catching" packaging designs. Come for the DIY and custom market.
Mooncakes are sold individually
Hot selling price around 10 yuan
"Our mooncake packaging box is made into a small flip-top and drawer style. After eating the mooncakes, this box can also be used as a storage box." A reporter from Beiqing Daily found that in addition to mooncake gift boxes and bulk mooncakes in the mooncake market this year, some original Commodities that are only supplied to moon cake manufacturers are also taken out by merchants for "dismantling and selling", and moon cake packaging boxes are one of them.
This year, the new national standard "Restriction of Excessive Packaging Requirements for Food and Cosmetics" (GB 23350-2021) will be officially implemented on August 15, which will further regulate the packaging and mixing of moon cakes.
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; packaging materials should not use precious metals and mahogany materials... The announcement of the new national standard also gave moon cake packaging manufacturers more play. Opportunities for creativity to blog sales.
The Beiqing Daily reporter noticed that unlike the previous moon cake gift boxes that emphasized the complexity of the packaging box and the expensive materials, among the various moon cake packaging boxes sold online today, the most popular are the elegant and reusable packaging. And a variety of fun packaging.
In a store of an e-commerce platform, the "blind box mooncake packaging box" sold by the store is very popular, and the monthly sales have exceeded 20,000.
The packaging gift box is similar to the slug music that many children have played.
This gift box not only needs to open the cover layer to get the moon cakes inside, but there are also various blessings at the position where it is opened.
Another gift box packaging that can hold 6 small moon cakes, after taking out the moon cakes, you can "transform" into small lanterns.
This mooncake box also sold more than 10,000 orders this month.
In the same store, the minimalist style of the country and the calligraphy inscription gift box of "No cake is not happy" also sold more than 10,000 orders.
In addition, there are also some packaging boxes that incorporate paper sculpture elements, which can be turned into a 3D picture after opening the packaging, and the lining material of the box can be removed, and it can also be used as a three-dimensional puzzle packaging box.
Some boxes open into a well-proportioned inner box, and when closed, they can form a tightly stitched magic packaging box.
Other boxes themselves are made of PU material with generous color matching and patterns, and with a silk scarf wrapped around the handle, it can become a packaging box that looks like a lady's handbag.
The sales of such novelty mooncake packaging boxes are also considerable, and most of them are priced around 10 yuan.
The gift box that can be turned into a small lantern is priced at 14 yuan for a set of 3, and the store also sends an additional LED light string.
The paper carving 3D gift box with a more complicated style is priced at 58 yuan.
Some online stores said that if the purchase amount is more than 50 pieces or more than 100 pieces, they can also be discounted according to the proportion of the goods.
which consumers
buy mooncake box
Miss Niu is a purchaser from a kindergarten, and their kindergarten will have a parent-child activity of making moon cakes before the Mid-Autumn Festival.
Among her purchases for the event this year are mooncake boxes.
"In previous years, parents and children took the moon cakes directly after making them, but this always felt that the sense of ceremony was not strong enough. This year, we specially purchased a batch of moon cake gift boxes that can be turned into lanterns on the Internet to make this event look even better. There is a sense of ritual in traditional festivals, but also a more festive atmosphere.”
Ms. Zhao, who bought a tinplate mooncake gift box online, said that this year she plans to make her own mooncakes and decorate them for relatives and friends.
"The moon cakes made by myself will not be bumped, and they will be more sincere. You can make the dumplings for the Dragon Boat Festival by yourself, so why do you have to buy moon cakes?" Ms. Zhao also chose the gift box made of tinplate for the convenience of herself. To create, to be unique.
"I have done this kind of product for individual users and small and medium-sized users before, but in previous years, the focus was on large customers. However, the booking situation of large customers is not good this year, so we devote part of our energy to be individual and customized users. .” Mr. Song, who is engaged in the production of moon cake outer packaging, said that for packaging companies, luxury gift boxes are naturally expensive and profitable, but with the new national standard and price limit, coupled with the market environment, some moon cakes originally had cooperation. The output of production enterprises has dropped a lot, and the packaging has also declined.
In Mr. Song's view, the moon cake gift box used for gift-giving is still somewhat different from ordinary people's aesthetics.
"It turns out that gift boxes are all made in the direction of business. Gift boxes should be good-looking and tall enough. Most of the ones for personal use should be fine and simple, and it is best to reuse them again." This requires packaging or manufacturers to spend more thought.
However, Mr. Song also admitted that this part of the effort is worthwhile, not only can the products sold to individual customers retain a larger profit margin, but also new "buyers" have emerged in the process.
"Some online stores specializing in DIY and baking ingredients also ask us for goods, not only mooncake packaging, but also many other categories of packaging, adding new big customers."
multiple consumer protection organizations
Advocate against over-packaging
A reporter from Beiqing Daily learned that many consumer protection committees and consumer associations have issued proposals: resist excessive packaging and practice green consumption.
Market regulators in many places have also taken corresponding actions.
The Zhejiang Provincial Consumer Protection Committee said on August 24 that packaging is a "silent salesman" for commodities.
Products with high-value packaging often stimulate consumers' desire to buy.
However, in the development and innovation of packaging, some operators do not start with functions, but blindly over-package to create a gorgeous, high-end, and precious atmosphere, so as to raise the "value" of commodities.
For example, some moon cake gift boxes on the market are beautifully packaged and extremely elegant, and even use precious metals, mahogany and other precious materials, causing consumers to be confused about "buying lint for pearls".
The Shanxi Consumers Association issued an initiative to curb the excessive packaging of moon cakes to the whole society, and effectively strengthened the ideological, political and action consciousness of strictly saving and opposing waste, and created a good social atmosphere of saving resources and protecting the environment.
Text / reporter Zhang Xin
Coordinator/Chi Haibo