Can't escape the "appearance anxiety", can you still afford a box of "sky-high" moon cakes at 468 yuan?

There are still a few months before the Mid-Autumn Festival, but all kinds of moon cakes have been quietly put on the storage shelves of various shopping malls and supermarkets. As a special food for Mid-Autumn Festival, moon cakes are often called as a symbol of family reunion. In recent years, the mooncake sales market has been standardized and orderly as a whole, but some enterprises still rub hot mooncake prices in various forms, and "sky-high" mooncakes occur from time to time.

Guangzhou Restaurant Moon Cake is a franchise store of Likoufu Bakery located in Tang Shi Road, Tianhe District. The price ranges from 1 to 400. The reporter found in the store that its more expensive one, Ruyi Zunjian Soul Flow Moon Cake, costs as much as 468 yuan. This package is beautifully designed and equipped with metal handles. Guangzhou Restaurant and China Aerospace Creative Space, another brand-name shoe, launched a "Dream in Heaven" mooncake gift box with a market price of 338 yuan. The outer box of the box is made of hard paper shell and transparent plastic film, and the packaging for moon cakes is two "rockets" made of metal composite materials.

Metro Shopping Mall on Huangpu Avenue in Tianhe District sells all kinds of moon cakes, covering all kinds of famous brands. Among them, there is not only a box of scattered moon cakes in 8 yuan, but also a box of 400 kinds of classic moon cakes. The salesperson of the moon cake counter in a supermarket in Liwan District, Guangzhou told the Yangcheng Evening News reporter that the overall market price of the moon cake gift box in Guangzhou at this stage is in the middle of 180-390 yuan, with an average price of about 250 yuan; The market share above 500 yuan is very small, about 1%-2%, and the sales volume is very small. According to the reporter's understanding, the application of cherishing food to make moon cakes has not been found yet.

The reporter interviewed some customers at random in the supermarket. According to the market price of moon cakes, nearly 80% of consumers said that the price change of "sky-high" moon cakes would not harm his buying behavior and was insensitive to the price of moon cakes. Most customers think that Mid-Autumn Festival is an annual festival, and eating moon cakes is a traditional project on this day, and they will not choose moon cakes because of price changes. The quality of moon cakes and the reputation of manufacturers are widely concerned by consumers. Guangzhou Restaurant, Taotaoju and other local time-honored brands are the first choice of many Guangzhou people, especially "Laoguang".

For most consumers, the packaging of moon cakes is not the key factor that harms the purchase. For "finely decorated" mooncakes, most customers said that besides giving gifts, they would also care about the packaging box of mooncakes, or they would pay more attention to the taste and quality of mooncakes eaten at home. "Just appreciate the packaged moon cakes, and the price/performance ratio is not high." A citizen who bought moon cakes told the Yangcheng Evening News reporter.

However, on the online app, the reporter observed that the market price of moon cakes was basically the same as that of offline. Many stores not only innovate independently in the gift box of moon cakes, but also co-brand shoes with Disney, the Forbidden City and other brands, and incorporate the typical elements of Mid-Autumn Festival for product packaging design. In addition, the shape of the moon cake itself is "different". There are frosted moon cakes in the shape of French almond cakes, fresh fruits such as winter melon and peaches, and patterns of vegetables and fruits.