The Mid-Autumn Festival will focus on the simple style of mooncakes

Now that the Mid-Autumn Festival is approaching, according to the reporter's visit, it has been found that the luxury moon cakes on the market are hard to find, and the packaging and prices of most moon cakes are relatively affordable. Experts pointed out that the moon cake market has gradually become rational, the overall trend of the industry is good, the degree of industrial concentration has been gradually improved, small enterprises and workshop-type factories with poor follow-up capacity have been eliminated; the future of the moon cake industry towards packaging is more simple and environmentally friendly, product trends Health and characteristics, companies focus on brand and personalized direction.

Buying moon cake is hard to beat

Recently, with the introduction of relevant bans, the moon cake market has begun to experience a cold wind in recent years. Many industry experts said that the overall sales of moon cakes this year will obviously shrink.

According to the relevant person in charge of China Bakery and Confectionery Industry Association, China’s moon cake market has been relatively mature, and the total annual demand is relatively stable. With the introduction of relevant policies, the output of high-priced moon cakes will obviously decline, and the number of group purchases will also be lower than in previous years. .

Zhu Nianlin, chairman of the China Bakery Products Sugar Industry Association, told reporters that the introduction of the ban would affect the purchase of moon cakes by public funds, and many companies would cancel their orders, causing the market to shrink and affecting overall sales.

“Currently, the sales of moon cakes during the Mid-Autumn Festival are declining. However, the overall sales volume will be affected by such bad judgments. It is expected that there will be a noticeable decline,” Zhu said.

Feng Enyuan, executive vice president of the Chinese Cuisine Association, also pointed out that the sales of mooncake companies are currently focused on expanding the general consumer market, and the purchase of moon cakes at public expense is decreasing.

According to media reports, the sales of moon cakes have experienced a sharp decline in sales. Many companies have cancelled fixed orders for the Mid-Autumn Festival, and the sales of moon cakes have not been in the past. Some companies do not even issue moon cake coupons.

Cheng Wenhua, deputy general manager of Daoxiang Village in Beijing, told reporters that because Beijing’s Daoxiang Village’s moon cakes are facing ordinary consumers, they are not currently affected.

"The ordering of enterprises has already begun. From the point of view of each store, it is rare for customers to contact and negotiate which product to order. There is very little unsubscription." Cheng Wenhua said that this is related to the product positioning of Daoxiang Village in Beijing, and the sales gift box is 200 yuan. The following products account for more than 80% of the total number of high-end mooncakes.

Luxury mooncakes are rare

“The same product of the same company is basically the same as last year's price.” In Beijing's many moon cake sales areas, the promoters have been busy picking up business as soon as they see the customer coming. They told reporters that there has been little change in the price of moon cakes this year. A very small number of products have been fine-tuned, and most of them still maintain their original prices.

The reporter saw from the shop's moon cake counter that the variety of moon cake brands and varieties was dazzling. However, the reporter visited several counters and did not find the luxury mooncakes that were widely criticized in previous years. The price of most moon cakes was concentrated between RMB 100 and RMB 300. The most expensive one is RMB 600 yuan, even RMB 1,000. Tens of thousands of moon cakes did not appear.

The “2013 National Mooncake Industry Market Trends” released by the China Bakery and Confectionery Industry Association shows that compared to last year, due to the increase in price of raw materials such as nuts and the increase in labor costs for moon cakes this year, the production cost of moon cakes rose by about 10%. However, fierce market competition factors have also restrained the growth of market prices. According to different product varieties, prices will rise or fall, and the overall increase is about 5%, basically the same as last year.

Feng Enyuan said that some mooncakes that are simply packaged, including “naked” mooncakes, are recognized by consumers. In the sales process of moon cakes, companies have also circumvented the take-over trend, such as taking high-priced wines.

Workshop-type enterprises are gradually eliminated

The reporter learned from the China Baking Food Sugar Industry Association that at present there are tens of thousands of mooncake enterprises in the country, and the types of enterprises include traditional cakes and pastry companies, chain cake shops, and hotels and restaurants. More than 50 companies have an annual production capacity of over 1,000 tons, and the top 100 companies in the industry account for about 40% of the total output.

“The workshop-type enterprises with poor technical conditions and poor market competitiveness will gradually be eliminated.” The relevant person in charge of the China Bakery and Confectionery Industry Association pointed out that branding and scale are the development trends of the industry, and the status of well-known enterprises will be more prominent. The brand concentration will increase, and 10% of brand enterprises will occupy more than 70% market share.

Cheng Wenhua also had an understanding of this point of view. She said that from the perspective of business surveys, the moon cake brands in the Mid-Autumn Festival market in Beijing have been greatly reduced during the past few years. This shows that the country's supervision of the moon cake industry is strengthened and the market brand concentration is increasing. Helps provide better products to consumers.

The reporter was informed that this year, the China Bakery and Confectionery Industry Association commissioned the National Food Quality Supervision and Inspection Center to perform spot checks on the moon cake industry, and tested a total of 134 moon cake products produced by 129 companies. After inspection, 128 kinds of moon cakes passed the pass rate of 95.5%. In recent years, the State Administration for Industry and Commerce has separately conducted special sampling inspections on moon cakes, with the passing rate exceeding 95%, and the overall quality level of the industry is stable.