Mid-autumn mooncake popular "out of the circle"

Mid-autumn cultural mooncake popular "out of the circle"

Mid-autumn cultural mooncake popular "out of the circle", in recent years, the mooncake market co-branded traditional IP or fashion trend of cross-border marketing is not uncommon. These beautifully crafted mooncake gift boxes with deep cultural connotations are mainly based on Cantonese mooncakes. Well-packaged, beautifully crafted Cantonese mooncakes have become the preferred choice of consumers visiting friends and relatives

Mid-Autumn Mooncakes are popular "out of the circle" 1

Near Mid-Autumn, the annual "mooncake wars" and opened the curtain. In recent times, hospitals, museums, cigarette factories, fashion brands, milk tea brands have launched mooncake marketing, Beijing Taoxiangcun, Bao masters, box horse fresh life and other parts of the store also sells freshly baked mooncakes, welcomed by many diners.

On the one hand, there are more and more dim sum stores selling freshly baked mooncakes, and on the other hand, there are cross-border innovations of exquisite mooncakes to make eyeballs. In the "mooncake war" that has lasted for years, the mooncake market in the north and south has gradually polarized, finding different marketing paths and bringing more choices to diners.

Cross-border mooncake mooncakes and then "out of the circle"

"The people at the end of the long queue can not tell whether they are registered or buy mooncakes." Not long ago, the Shanghai Mental Health Center Minhang staff canteen launched "Wanping South Road 600" moon cakes, each of which is printed with the words "Shanghai Mental Health Center", as well as a "brain The image of "brain" is printed on each mooncake. Olympic medal "gold and jade" appearance, "from the mental hospital" gimmick as well as 8 yuan a super cost-effective, so that this moon cake quickly "fire out of the circle".

As this moon cake is not for sale, social platforms for a time appeared a large number of "group registered to buy the moon cake" "to buy" frenzied calls. The reporter noted that although the Shanghai Mental Health Center has clearly stated that this moon cake is limited to employees in the cafeteria card purchase, but Taobao platform or a lot of shopping, six moon cake price has risen to a maximum of 499 yuan, and many merchants selling the same pattern of "cottage" products.

In recent years, the mooncake market is not uncommon to co-brand traditional IP or fashion trend of cross-border marketing. This year's Mid-Autumn Festival, China Hotel and the Guangzhou Museum to jointly create the "disappeared mooncake", restore the Canton Museum collection of "the production of Mid-Autumn Festival cake materials catty two recipes" in the five flavors; SongHeLou and the Suzhou Museum of cross-border cooperation, to Wen Zhengming "three absolute picture scroll" as the inspiration for the launch of the "Mid-Autumn Festival moon" gift box; the "mooncake" gift box; the "mooncake" gift box; the "mooncake" gift box; the "mooncake" gift box. "Mooncake gift box; apricot blossom floor and the international food giant Nestle co-branded, follow the trend of launching the plant meat five kernel mooncake.

Reporters noted that these beautifully crafted, culturally rich mooncake gift boxes are mainly based on Cantonese mooncakes. Colorful crust is often beautiful shape, some also contain artistic characters and hand-painted patterns and other elements, wrapped in traditional or trendy fillings, so that many diners shouted more and more "do not want to eat", in the social media platform, "sun moon cakes" has become one of the increasingly important function of these gift boxes. The newest addition to the list is the newest addition to the list, the newest addition to the list.

Baked mooncake counter hot

With many cultural mooncake gift box "face" compared to the baked mooncake is freshly baked by virtue of the best taste, won the taste buds of many diners. The reporter noted that Beijing Taoxiangcun currently has nine stores selling freshly baked mooncakes, and since the listing, the freshly baked stalls often have long queues. "More than half an hour to buy, freshly baked mooncakes crisp and fragrant, waiting so long is also worth." The public is shopping in the stalls, said Mr. Li.

"Net red" Chinese pastry brand Bao master also in this year's Mid-Autumn Festival launched a handmade freshly baked mooncakes, a bite on the crumbled crust with lotus seed paste and egg yolk and other classic filling recipes, so that a lot of "fans" shouted surprise. "Previously, the family bought a month can not eat all the moon cakes, this time to buy the freshly baked moon cakes less than two days all gone." Citizen Xiao Jiang said. According to the Bao master store staff, since the listing, the popularity of the moon cake baked and even the classic product meat loaf small shells are not comparable.

A month ago, Box Office Workshop's Soviet-style freshly baked mooncakes also hit stores across the country. In addition to the previous year's fresh meat, milk and yellow heart, wasabi salmon and other flavors, Beijing this year, the new vine pepper flavor crispy beef moon cakes, Shanghai's box office stores will even beef brisket, beef leaves, beef trotters, tongue, tripe, porcini mushrooms sauce, as well as soybean skins, bamboo, bamboo shoots raw materials skewered, with fresh and spicy rattan pepper pot, red oil mixed with sesame, to make the "cold pot skewer The mooncake is now baked.

According to the Box Office, in the past six years, the Box Office Workshop total **** developed more than 30 kinds of freshly baked Soviet-style mooncakes, and the exclusive snacks of Jiangsu, Zhejiang and Shanghai have been successfully promoted to the whole country. "It is predicted that the overall sales of mooncakes from Box Horse Workshop will increase by 15% this year." Boxmart's relevant person in charge said.

"North and South mooncake" on a different marketing road

Reporters recently visited various superstores found that the Mid-Autumn Festival gift market, well-packaged, beautifully made Cantonese mooncakes have become the first choice of consumers to visit friends and relatives, and in the various confectionery stores, freshly baked, Fragrant mooncakes are the most popular varieties of mooncakes purchased by diners. Handmade baked mooncakes are now sold, short storage cycles, often focusing more on the crispy texture, while the main gift market of Cantonese mooncakes, in the shape and appearance of the crazy competition.

This year, the VIP Hotel launched a chess-shaped mooncake gift box, square red gift box with "car", "horse", "cannon" and other chess-shaped mooncake box, inside the colorful mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes, the mooncakes. The colorful mooncakes inside include traditional fillings such as white lotus egg yolk and date paste, as well as innovative flavors such as lemon cheese and osmanthus wine cheese. The National Museum's Peach Hill mooncakes include petals, rabbits, peaches and other shapes, and are small and delicate.

In order to reduce the waste brought about by the disposal of packaging, the mooncake gift box launched by Xi-Tea this year also takes into account the secondary use of the box, using a sturdy, high-transparency acrylic box as the inner packaging, which can also be used as an organizer after eating the mooncake, holding cosmetics, blind boxes of toys, stationery and other items. Tang Palace Hotel this year's mooncakes are packaged in a tote bag, after eating mooncakes can also carry a tote bag shopping, to achieve the reuse of mooncake packaging.

Mid-Autumn Mooncake Mooncake popular "out of the circle" 2

In the mooncake box to light up a round of the moon, the school logo printed on the pie crust, the Beijing Central Axis of ancient architecture a "eat" off ...... Mid-Autumn Festival is approaching, the holiday creativity is in vogue, museums, universities, libraries to carry out creative competition, not only in the face value and design full of ingenuity, but also pay more attention to reflect the cultural connotation and practical function.

The Forbidden City, as the first "out of the circle" of the cultural and creative originator, launched a moon cake, earrings, bracelets, paper lamps and other mid-autumn cultural and creative products. Paper sculpture lamp selected Qing dynasty gold lacquer dot cui glass screen in the beautiful peonies to do embellishment, the picture in the center, the Palace cat squatting sitting on the Taihu Lake stone, revealing naive back, in the full moon overlooking the Palace, the Palace cultural connotations and Mid-Autumn Festival imagery skillfully blended together.

Forbidden City Paper Sculpture Lamp

The Forbidden City and Taoxiangcun co-launched a mooncake gift box with the Palace Museum's collection of paintings from the Song Dynasty Wang Mengxi's "Thousands of Miles of Rivers and Mountains" as the source of the creation of the ancient paintings of the 'landscape' small landscape designed as a mooncake pattern, and also selected the yellowish background of the famous painting and thousands of miles of rivers and mountains of the green, so that the color of the heirloom masterpieces into the pie crust. Once launched, it was widely sought after, and sales have exceeded 20,000 in less than half a month of being on sale.

The National Museum mooncake is designed with imagery such as the jade rabbit, persimmon, maple leaf, white lotus, etc., which made netizens call out "nice and exquisite" and "can't wait to eat". The gift box adopts the form of the old Beijing food box, made the design of the baggage skin. Citizen Mr. Gu showed to the reporter, "the wrapping skin has a jade rabbit, the moon, laurel tree pattern, can also be given to the elders as a silk scarf". Open the gift box, exquisite paper sculpture box cover into the eyes, to the collection of cultural relics "pile color Chibi Fu round lacquer plate" as an element, restore Su Shi "Chibi Fu" in the distant mountains, the autumn moon and other imagery, "the box cover on the batteries is a small night light, giving people a kind of 'moon into the embrace ' a wonderful feeling." The official online store of Guobo shows that the mooncake gift box is limited to 300 copies, which are already sold out.

Guobo mooncakes

The mid-autumn cultural creations of the Shou Bo are full of old Beijing characteristics, and the cultural and creative products designed with the element of "Rabbit" are loved by consumers. "The rabbit is the old Beijing in the Mid-Autumn Festival should be a thing, meaning good luck, fortune and prosperity," the first cultural creation of the staff, in addition to the twelve Chinese zodiac as the theme of the rabbit ornaments, the first cultural creation of the rabbit into the elements of refrigerator stickers, keychains, notebooks and other daily necessities in the design. "Young people nowadays are very fond of keeping a handbook, so stationery with rabbit elements sells exceptionally well."

Rabbit Culture

The Shou Bo mooncake is inspired by the ancient architecture of Beijing's central axis, with patterns chosen to represent the seven classic palace gates and towers within the central axis, as well as the Jingde Street pagoda. Shou Bo cultural customer service told reporters that the moon cakes were on the shelves on the 3rd of this month, and were quickly booked up.

Shou Bo moon cakes

In addition to occupy a large share of the mid-autumn cultural creation market of the Forbidden City, the National Museum, Shou Bo and other head players year after year to push the new, there are colleges and universities, libraries to join the mid-autumn cultural creation of the war.

The National Library for the first time launched the "Chinese flavor" moon cake gift box, the National Library collection of Ming color painting book "Food Materia Medica" as a source of inspiration, with gourds, pomegranates, peanuts, persimmons, four traditional auspicious food patterns decorating the crust, implying the blessing of wealth and well-being, gold and jade, things go well, the good fortune of the good meaning, harvested consumer praise "full of consumers. The consumers praise "full of cultural sense"!

The addition of universities also makes the cultural flavor of the mooncake full of cultural creations. Tsinghua University Museum of Art and Tianjin confectionery old store Xianghe biscuit store launched a co-branded mooncake gift box, containing a symbol of "Niannian" "such as meeting" "ShengYi" "Well" four moon cakes, accompanied by four "Ruler sentiment Tsinghua scholars handwritten notes exhibition" letterhead and a blue and red glaze three fruit pattern high bowl, bearing the Tsinghua century of learning style and literati sentiment.

NPC mooncakes

Ren Pengfei, a freshman at Renmin University, sent a box of NPC mooncakes to his parents, hoping to send his family's blessings for the Mid-Autumn Festival, and to share the joy of being admitted to the NPC, "I love NPC's mooncakes with a five-nut filling, which are in fact the same as the other mooncakes in terms of taste, but with an added commemorative significance! --it is printed with the school emblem and can only be bought on the NPC campus." It is reported that Peking University, Renmin University, Beijing Jiaotong University, the University of Chinese Academy of Sciences and other colleges and universities in the Mid-Autumn Festival launched a unique emblem of the moon cake, highlighting the campus culture at the same time for the students to send festive blessings.