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    Home > Food News > Food Articles > The price of raw materials is hard to stop the mooncake windfall.

    The price of raw materials is hard to stop the mooncake windfall.

    • Last Update: 2020-09-17
    • Source: Internet
    • Author: User
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    Original title: raw material prices difficult to stop the mooncake windfall
    Mid-Autumn Festival approaching, moon cakes become the old name, food enterprises, star hotels and other companies hot target.
    first financial reporter interviewed a number of Shanghai coffee shop chains and dessert shops found that, including Starbucks, costa, TWGTea, Godiva and so on have mooncake sales, and the display position is significant. Some restaurants sell homemade mooncakes on the eve of the Mid-Autumn Festival, and some will pack some tea leaves, gifts, etc. into mooncake boxes for sale.
    " mooncake industry has a long history, but has not been like other food to develop too many leading enterprises. Because of the significant differences in taste or demand, it is difficult to have a brand of north-south eating. "A domestic baking listed enterprise insiders to the first financial reporter revealed that the mooncake industry chain has a windfall characteristics, all kinds of food-related or unrelated brands will pile up business opportunities, in order to use the existing brand awareness "ring powder."
    recent interview with reporters learned that, although all kinds of cost increases are obvious, but in order to increase sales, the major merchants of the moon cake prices are basically stable, there are few large price increases. In addition, the "Yellow" mooncake ticket business, which used to exist in large numbers, has been frustrated by increased safety regulations for mooncakes.
    Year Party business is difficult to do
    said Zhu Danpong, China's food industry analyst, moon cakes as a unique mid-autumn time food, has now formed a product as the core, brand-assisted, selling point as a supplement to the model. Mid-Autumn Festival as an important traditional festival, attention has been very high, merchants will "yu" Mid-Autumn moon cake fever, in order to achieve marketing diversification.
    each other to guide the flow, to increase exposure in the early part of this year's Mid-Autumn Festival is quite obvious. The old number five Fangzai and constellation popular IP with Uncle Dao pushed the "dumping star" constellation mooncakes, Guangdong Huamei and the film drama "Fantasy City" cooperation, the introduction of "fantasy city mooncakes", light catering enterprise Taoyuan Village and shrimp rice music co-launched the music mooncake gift box "in the moon meeting" and so on.
    " sharing or borrowing mature IP on inter-enterprise resources can expand consumer groups and gather online traffic. Mooncakes themselves are mid-autumn IP with their own traffic. The bakery company added.
    in the mooncake economic chain, mooncake tickets used to be a part of the crowd's way of making money.
    Zhang Hua (aka) is a "yellow cow" with many years of experience in selling mooncake tickets, low-cost collection of mooncake tickets and then increase the price to sell is their way of making money, but in recent years, "paper mooncakes" business is not so good.
    " We used to receive about 200 mooncake tickets a day on the eve of the Mid-Autumn Festival, but in recent years, the circulation rate of mooncake tickets decreased, I can only receive more than 60 mooncake tickets a day, business is relatively light. Zhang Hua said, now the Mid-Autumn Festival has a lot of other gift certificates, such as grain and oil, crabs or moon cakes, such as a few of the gift certificates, these have diluted the pure moon cake ticket business.
    First financial reporter after a covert visit to learn that "Yellow" to charge mooncake tickets is based on different brands to give different prices, such as apricot flower house mooncake tickets are the easiest to "ship", so the price is higher, up to the face price of 7 to 8 fold, and some bakery mooncake tickets in about 6 fold, Hagendas such brands of mooncake tickets in 5 to 6 fold. As for the star hotel mooncake tickets because it is difficult to "ship", so almost no "Yellow" is willing to charge.
    "If we take the hotel's mooncake ticket, it's the equivalent of taking it back and eating it, because we can't sell it." If I get this mooncake ticket at 50% off, then sell it at 70% off, in fact, the profit is not high, mainly by volume. Before the volume is relatively large, the Mid-Autumn Festival moon cake ticket business can easily earn tens of thousands of yuan, now it is more difficult. So we prefer to accept highly circulating shopping cards. Zhang Hua revealed.More than
    years ago, the industry's most popular trick was that some food manufacturers buy back their own mooncake tickets from the "next home", assuming they issue 1,000 mooncake tickets and buy back 500 of them themselves, equivalent to a 50% reduction in production stock and inventory. Manufacturers basically do not invest, but also may earn the difference. However, since the relevant departments for the mooncake safety supervision strengthened, so the operation of this trick becomes more difficult, "Yellow" mooncake ticket business is gradually frustrated.
    than 30% of the cost of packaging
    so far this year, moon cakes required a variety of raw materials and personnel costs have significantly increased. Among them, the moon cake gift box required paper packaging costs rose the most. First financial reporters in the interview found that from mid-July this year, paper packaging required pulp prices all the way up.
    Baichuan information data show that in late November 2016, corrugated paper from 3000 yuan / ton, rose to the beginning of this year more than 4000 yuan / ton, and then has been adjusted to May this year, from August corrugated paper began to continue to rise, the current price has exceeded 5000 yuan / ton. Mooncake enterprises mostly began to purchase raw materials for production in the first half of the year, because the mooncake gift box "slim" supervision for many years, "buy beads" high-priced mooncakes have been relatively reduced.wang Xiaoxue, a spokesman for
    Yuanzu Co., Ltd., , 85 degrees C, told First Financial News that the cartons used by enterprises account for a small proportion of the total cost and have limited impact.
    mooncake enterprise Guangzhou wine house in the latest financial report, said that the company engaged in food manufacturing and catering industry required the main material prices on the company's cost and profit impact, in recent years, some agricultural products, agricultural and sideline products market prices there are certain fluctuations, packaging materials and other accessories prices all the way up, the company has the risk of profit decline due to rising material prices.
    a mooncake production enterprise in Shanghai told First Financial News: "But where the price of the mooncake gift box more than 500 yuan, it must not comply with the 2015 national standards for the mooncake industry norms." In terms of content, no matter what kind of raw materials the enterprise uses, 8 grains, 10 grains of mooncakes can not be worth more than 500 yuan. There are still many enterprises in the market in the cost of packaging to reach 20% to 30%, or even exceed this number. Reporters
    Taobao, JD.com and other e-commerce platform mooncake sales page, found that thousands of yuan or nearly a thousand yuan of high-end mooncake gift box is still not unsowarded. Although it is not possible to directly test the value of its packaging, but from the content, that is, ordinary lotus, egg yolk, mung beans, lotus and other materials. Merchants say their value premium is due to organic ingredients and handcrafted materials.
    sales time is short, the price competition is fierce, most enterprises do not have the trend of sharp price increases. Reporters in the visit found that many enterprises to reduce the weight of content to reduce costs, or use alternative ingredients to produce moon cakes, while seeking to taste innovation to obtain the favor of young consumer groups.
    " innovative taste mooncakes in the industry over the past two years, such as crayfish flavor, bullfrog mooncakes, truffle mooncakes and so on. In a short period of time will attract the attention of the market, but novelty taste can occasionally taste fresh, but not long. "The impact of rising raw material prices on traditional pastry producers like ours is certainly there, but it is much smaller than the company's profit margin of more than 50%, " the responsible person responsible for marketing a mooncake production company in Shanghai told First Financial. (Le Lu Jinyu)
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