Home » On the eve of the Mid-Autumn Festival, the mooncake market in Beijing is deserted and manufacturers do not discount |

On the eve of the Mid-Autumn Festival, the mooncake market in Beijing is deserted and manufacturers do not discount |

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[Epoch Times September 20, 2021]Tomorrow (September 21) is the Mid-Autumn Festival, but the mooncake market in Beijing looks deserted. The mooncake exhibition area of ​​many supermarkets is different from the same period promotion in previous years. Some large supermarkets Moon cakes are not discounted but prices are increased. Because moon cake manufacturers “no discounts” this year, some upstream moon cake manufacturers have raised the prices of some products because of the sharp increase in raw materials and labor costs.

On September 15th, a reporter from China Business Daily visited several major supermarkets in Beijing and found that this year’s mooncakes were rarely promoted, unlike the 50% discount in the same period last year.

In a supermarket in Xicheng District, Beijing, almost none of the dozen or so mooncake brands are on sale. Wang Yili (pseudonym), a salesperson in the supermarket’s moon cake section, said that the moon cake market this year is indeed different from last year. This year, there are basically no discounts for major brands such as Maxim’s, Beijing Daoxiangcun, Suzhou Daoxiangcun, Quanjude, and some small brands.

Is there a price concession for mass purchase of moon cakes? Wang Yili revealed that only supermarkets engage in promotional activities and offer smaller discounts, which are incomparable to the discounts offered by group buying customers in previous years.

In a Wal-Mart supermarket in Xicheng District, Beijing, many mooncake brands did not carry out promotions. Supermarket salesperson Li Li (pseudonym) said that even if the amount of group purchases is large this year, it cannot be cheaper. In addition, a similar scene appeared in a Yonghui supermarket and a Carrefour supermarket in Fengtai District, Beijing.

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Li Li believes that there are two main reasons for the coldness of the mooncake market. On the one hand, the outbreak of the epidemic this year has affected people’s enthusiasm for visiting relatives and friends. On the other hand, as end consumers become more rational, upstream manufacturers will no longer blindly produce.

Some moon cakes have even increased in price. According to Wang Tao (a pseudonym), the person in charge of an upstream mooncake manufacturer in Zhejiang Province, the price of 30% of the mooncakes produced by his company this year has risen, an increase of about 10%. “The cost of raw materials and labor has risen a lot this year. Even if the price of some moon cakes rises to a certain extent, the company’s profits will still be compressed to a certain extent.”

Hong Kong media “Hong Kong Economic Times” signed a commentary that said that the Mid-Autumn Festival is approaching this year, and the mainland mooncake market has three characteristics: manufacturers are not discounting, merchants are not enthusiastic, and buyers are not enthusiastic. Mooncakes have always been regarded as a seasonal commodity, but also an “emotional commodity”, but this year they were laughed at as “Lying Ping”.

Market surveys in many major cities have shown that the mooncake market in China this year has been deserted because the manufacturers did not arrange for competition. Although the sales stores have discounts, they are all related to the sale of goods in the whole store, such as buying a full 300 yuan. The 10% discount has nothing to do with mooncake manufacturers. Last year, the mooncake promotion was a 50% discount.

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The article believes that some moon cake manufacturers are also forced to increase prices. This behavior is regarded as upstream manufacturers will no longer blindly carry out production. In addition, the public’s enthusiasm for buying mooncakes has been greatly reduced, which affects the sales of mooncakes in the main market.

According to the article, there are about 23,000 moon cake manufacturers in mainland China, and the moon cake market is about 20 billion yuan. Last year, the interest rate of moon cake manufacturers was as high as 58%. This year, it is estimated that the market size will shrink to a certain extent, and the profit margins of manufacturers and merchants will be correspondingly compressed. This phenomenon of “moon cakes lying flat” is a consumption phenomenon that economists say is worth paying attention to.

However, Wang Tao, head of the upstream moon cake manufacturer in Zhejiang Province, said that although the overall consumption of moon cakes this year is relatively deserted, there is more and more customized demand among them.

Editor in charge: Fang Ming

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