I. Overview of the Event In the traditional culture of our country, round moon cakes symbolize reunion and are traditional gifts for relatives and friends during the Mid-Autumn Festival. However, in recent years, sending moon cakes on Mid-Autumn Festival has gradually deviated from the traditional custom and evolved into a "gift-giving custom". Sending moon cakes is not only to taste and enhance the festive atmosphere, but also for public relations. A box of moon cakes has grown from a few dollars at first to tens of thousands of "high-grade" moon cakes, such as "abalone moon cakes" and "golden moon cakes". "Golden moon cake" has completely divorced from the essence of "tasting" and has become a gift collection or souvenir. They are all gold or gold-plated, and the essence lies in gifts. The invasion of foreign moon cakes has become a variation of traditional festivals in China, such as Haagen-Dazs moon cakes. Many mooncake manufacturers aim at this business opportunity and give mooncakes more gorgeous packaging, more considerate aliases and more creative shapes to create "sky-high mooncakes". This phenomenon of high-priced luxury moon cakes has attracted more and more attention. In this regard, the state has continuously introduced some policies to limit the moon cake market and the price of moon cakes, but the effect is not ideal. Second, related comments 1, "Financial Channel" Chen Qin: According to industry analysts, the moon cake market has become a battleground for Chinese and foreign businesses. First, although moon cakes are mass-produced in a short time, there is a huge profit margin; Second, because the Mid-Autumn Festival is a traditional festival, the sales of moon cakes as gifts are amazing. The high price and proliferation of moon cakes are normal for businesses. Unlike other commodities, moon cakes are seasonal commodities. One is willing to buy and the other is willing to sell, which does not belong to the category of profiteering at all. The Consumer Protection Law clearly stipulates that liberalizing prices does not mean blindly raising prices. If the unlimited price increase becomes "luxury", "extreme" and "feast", which violates the principle of "quality and price match and fair trade", it is suspected of profiteering. Whether the merchants admit it or not, under the exemplary role of "foreign moon cakes", the moon cake market of Mid-Autumn Festival is attracting many "amateurs" to share a piece of cake. West Lake Longjing and Huangshan Maojian have long been known to the public, but have you ever heard of Zhuyeqing moon cakes? Now, more and more tea brands are aiming at this market. In fact, from the beginning of foreign moon cakes, the proliferation of Mid-Autumn moon cakes has already appeared. "In fact, the proliferation of moon cakes in the Mid-Autumn Festival is a manifestation of' China waste' brought by' human moon cakes'." According to Cui Feng, deputy dean of the School of Political Science and Law of China Ocean University and a sociologist, it has always been a custom to visit relatives and friends to send mooncakes during the Mid-Autumn Festival, but nowadays, giving mooncake gifts is somewhat stale. Needless to say, despite the continuous improvement of people's living standards, few people enjoy the "gluttonous feast" of sky-high moon cakes in the Mid-Autumn Festival. From paying attention to emotion to paying attention to form, the gift-giving function of moon cakes has been constantly enlarged and become an indispensable gift-giving "prop". 2. Xinhua Daily Nie Wei: Five ministries and commissions, including the National Development and Reform Commission, recently jointly issued a document calling for strengthening the over-packaging of moon cakes. As the Mid-Autumn Festival approaches, the reporter visited the Zhenjiang market and found that most of the moon cakes listed this year have been "slimmed down", but the luxury moon cakes with more than 1,000 yuan have not disappeared, but have shown some new changes. There is less "over-packaging" of high-end moon cakes, but the price has not dropped much. The reporter saw in suguo supermarket, Jiefang Road, Zhenjiang that high-grade moon cakes with prices ranging from several hundred yuan to 1,000 yuan are still ostentatiously listed. The sales staff at the counter said that this year's luxury moon cakes are "one inside and one outside" luxury. "Integration" means that manufacturers make a big fuss about stuffing, basically selling abalone, shark's fin and bird's nest. "One-off" means that according to national regulations, other goods are not allowed to be tied up in moon cakes, so manufacturers have launched preferential price reduction activities, such as 20% off for 10 boxes, buy one for one, and buy moon cakes as gifts for tea and tea sets. The listing of fancy-renovated and fancy-renovated luxury moon cakes exposed the blind spot of mandatory "national standard" for moon cakes. On June, 2006 1, the mandatory national standard for mooncakes was officially implemented, which only stipulated the product classification, technical requirements, packaging, transportation and storage, and other national policies and regulations also focused on "the packaging of mooncakes and whether there is tying". In this regard, the competent authorities are also deeply helpless. Because the mandatory "national standard" for mooncakes only stipulates the standard, but there is no corresponding penalty clause, even if the manufacturer illegally produces and sells, it is difficult for the management department to impose penalties, and it can only refer to other laws and regulations, which is "unreasonable" and lacks supervision. In addition, the state implements a segmented management system for the production, processing, circulation and consumption of moon cakes, and the industrial and commercial departments are only responsible for checking whether the "national standard" is implemented in the circulation of moon cakes; Quality Supervision Bureau checks the source of materials and excessive packaging in the production and processing of moon cake enterprises; Health supervision departments supervise the quality and expiration of moon cakes; It is difficult for the price department to define the price and cost of luxury moon cakes. The reporter called the Consumers Association, and the other party claimed that it was not easy to manage because the luxury moon cakes did not infringe on the consumer rights of the buyers. All departments have multi-head management, but basically they can't manage it. Some folklorists suggest that the most important thing to curb the "extravagant wind" of moon cakes is for the state to give policy guidance, improve relevant laws and regulations, clarify a department as the main body of food supervision, clarify the supervision responsibilities of various departments, unify powers and responsibilities, and supervise the whole process of production, circulation and consumption. In addition, the whole society needs to carry forward the correct etiquette culture, abandon the concept of "only buying expensive, not buying right" and advocate rational consumption. 3. People's Daily, Xin Li and Zhang Hao: On March 20th, the Interim Measures for Moderate Packaging of Mooncakes in Shanghai was promulgated, which restricted the packaging of mooncakes in the form of industry self-discipline. On July 4, the National Development and Reform Commission and other four ministries and commissions jointly announced that it was clearly stipulated that the sale of moon cakes should not be tied with other commodities. On September 5th, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) and the National Standards Committee jointly issued a mandatory national standard for mooncakes to limit the over-packaging of mooncakes. In just half a year, the "slimming order" of Mid-Autumn moon cakes has been closely linked, and luxury packaging and sky-high moon cakes have faded out. Does this mean that Mid-Autumn Festival gifts will bid farewell to luxury? As the Mid-Autumn Festival approaches, the author made an unannounced visit to the Shanghai market and found that after the "slimming order", the Mid-Autumn Festival gifts "played" new tricks. When I investigated as a public relations purchasing company, I found that the undercurrent of luxury moon cakes was still surging; Other high-priced gifts often replace the previous high-priced moon cakes as the protagonists. A "slimming order" has brought other high-priced gift markets. Professor Yan Sanjiu, deputy dean of the School of Communication, East China Normal University, believes that the promotion of merchants has promoted and encouraged the social phenomenon of sky-high gifts to a certain extent, and the reason why merchants can continue to make profits is because they see that sky-high gifts have a broad living space in the market, which is almost a vicious circle. It seems that in order to break this vicious circle, there are more problems to be solved besides the "slimming order". 4. Neijiang Daily Zhong Rui: Mooncakes are a traditional food in China, reflecting the emotional appeal and good wishes of national culture. With the evolution of market economy, in recent years, this kind of goods with strong feelings of China people has been evolving towards high-grade and aristocratic trends. It is not so much eating "moon cakes" as saying that someone is "eating" face. Only in this way can we show the noble status of this person. In recent years, in order to standardize the "moon cakes" of merchants and guide consumers to rational consumption, the state has specially issued the "Compulsory National Standard for Moon Cakes", striving to standardize the appearance of moon cakes such as price, quality, packaging and tying. Violators can be fined up to 1000 yuan. However, "high-priced moon cakes" still appear on the counters of major supermarkets many times, but it is worth our deep thinking.

Close. A box of moon cakes has grown from a few dollars at first to tens of thousands of "high-grade" moon cakes, such as "abalone moon cakes" and "golden moon cakes". "Golden moon cake" has completely divorced from the essence of "tasting" and has become a gift collection or souvenir. They are all gold or gold-plated, and the essence lies in gifts. The invasion of foreign moon cakes has become a variation of traditional festivals in China, such as Haagen-Dazs moon cakes. Many mooncake manufacturers aim at this business opportunity and give mooncakes more gorgeous packaging, more considerate aliases and more creative shapes to create "sky-high mooncakes". This phenomenon of high-priced luxury moon cakes has attracted more and more attention. In this regard, the state has continuously introduced some policies to limit the moon cake market and the price of moon cakes, but the effect is not ideal. Second, related comments 1, "Financial Channel" Chen Qin: According to industry analysts, the moon cake market has become a battleground for Chinese and foreign businesses. First, although moon cakes are mass-produced in a short time, there is a huge profit margin; Second, because the Mid-Autumn Festival is a traditional festival, the sales of moon cakes as gifts are amazing. The high price and proliferation of moon cakes are normal for businesses. Unlike other commodities, moon cakes are seasonal commodities. One is willing to buy and the other is willing to sell, which does not belong to the category of profiteering at all. The Consumer Protection Law clearly stipulates that liberalizing prices does not mean blindly raising prices. If the unlimited price increase becomes "luxury", "extreme" and "feast", which violates the principle of "quality and price match and fair trade", it is suspected of profiteering. Whether the merchants admit it or not, under the exemplary role of "foreign moon cakes", the moon cake market of Mid-Autumn Festival is attracting many "amateurs" to share a piece of cake. West Lake Longjing and Huangshan Maojian have long been known to the public, but have you ever heard of Zhuyeqing moon cakes? Now, more and more tea brands are aiming at this market. In fact, from the beginning of foreign moon cakes, the proliferation of Mid-Autumn moon cakes has already appeared. "In fact, the proliferation of moon cakes in the Mid-Autumn Festival is a manifestation of' China waste' brought by' human moon cakes'." According to Cui Feng, deputy dean of the School of Political Science and Law of China Ocean University and a sociologist, it has always been a custom to visit relatives and friends to send mooncakes during the Mid-Autumn Festival, but nowadays, giving mooncake gifts is somewhat stale. Needless to say, despite the continuous improvement of people's living standards, few people enjoy the "gluttonous feast" of sky-high moon cakes in the Mid-Autumn Festival. From paying attention to emotion to paying attention to form, the gift-giving function of moon cakes has been constantly enlarged and become an indispensable gift-giving "prop". 2. Xinhua Daily Nie Wei: Five ministries and commissions, including the National Development and Reform Commission, recently jointly issued a document calling for strengthening the over-packaging of moon cakes. As the Mid-Autumn Festival approaches, the reporter visited the Zhenjiang market and found that most of the moon cakes listed this year have been "slimmed down", but the luxury moon cakes with a price of more than 1,000 yuan have not disappeared, but have shown some new changes. There is less "over-packaging" of high-end moon cakes, but the price has not dropped much. The reporter saw in suguo supermarket, Jiefang Road, Zhenjiang that high-grade moon cakes with prices ranging from several hundred yuan to 1,000 yuan are still ostentatiously listed. The sales staff at the counter said that this year's luxury moon cakes are "one inside and one outside" luxury. "Integration" means that manufacturers make a big fuss about stuffing, basically selling abalone, shark's fin and bird's nest. "One-off" means that according to national regulations, other goods are not allowed to be tied up in moon cakes, so manufacturers have launched preferential price reduction activities, such as 20% off for 10 boxes, buy one for one, and buy moon cakes as gifts for tea and tea sets. The listing of fancy-renovated and fancy-renovated luxury moon cakes exposed the blind spot of mandatory "national standard" for moon cakes. On June, 2006 1, the mandatory national standard for mooncakes was officially implemented, which only stipulated the product classification, technical requirements, packaging, transportation and storage, and other national policies and regulations also focused on "the packaging of mooncakes and whether there is tying". In this regard, the competent authorities are also deeply helpless. Because the mandatory "national standard" for mooncakes only stipulates the standard, but there is no corresponding penalty clause, even if the manufacturer illegally produces and sells, it is difficult for the management department to impose penalties, and it can only refer to other laws and regulations, which is "unreasonable" and lacks supervision. In addition, the state implements a segmented management system for the production, processing, circulation and consumption of moon cakes, and the industrial and commercial departments are only responsible for checking whether the "national standard" is implemented in the circulation of moon cakes; Quality Supervision Bureau checks the source of materials and excessive packaging in the production and processing of moon cake enterprises; Health supervision departments supervise the quality and expiration of moon cakes; It is difficult for the price department to define the price and cost of luxury moon cakes. The reporter called the Consumers Association, and the other party claimed that it was not easy to manage because the luxury moon cakes did not infringe on the consumer rights of the buyers. All departments have multi-head management, but basically they can't manage it. Some folklorists suggest that the most important thing to curb the "extravagant wind" of moon cakes is for the state to give policy guidance, improve relevant laws and regulations, clarify a department as the main body of food supervision, clarify the supervision responsibilities of various departments, unify powers and responsibilities, and supervise the whole process of production, circulation and consumption. In addition, the whole society needs to carry forward the correct etiquette culture, abandon the concept of "only buying expensive, not buying right" and advocate rational consumption. 3. People's Daily, Xin Li and Zhang Hao: On March 20th, the Interim Measures for Moderate Packaging of Mooncakes in Shanghai was promulgated, which restricted the packaging of mooncakes in the form of industry self-discipline. On July 4, the National Development and Reform Commission and other four ministries and commissions jointly announced that it was clearly stipulated that the sale of moon cakes should not be tied with other commodities. On September 5th, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) and the National Standards Committee jointly issued a mandatory national standard for mooncakes to limit the over-packaging of mooncakes. In just half a year, the "slimming order" of Mid-Autumn moon cakes has been closely linked, and luxury packaging and sky-high moon cakes have faded out. Does this mean that Mid-Autumn Festival gifts will bid farewell to luxury? As the Mid-Autumn Festival approaches, the author made an unannounced visit to the Shanghai market and found that after the "slimming order", the Mid-Autumn Festival gifts "played" new tricks. When I investigated as a public relations purchasing company, I found that the undercurrent of luxury moon cakes was still surging; Other high-priced gifts often replace the previous high-priced moon cakes as the protagonists. A "slimming order" has brought other high-priced gift markets. Professor Yan Sanjiu, deputy dean of the School of Communication, East China Normal University, believes that the promotion of merchants has promoted and encouraged the social phenomenon of sky-high gifts to a certain extent, and the reason why merchants can continue to make profits is because they see that sky-high gifts have a broad living space in the market, which is almost a vicious circle. It seems that in order to break this vicious circle, there are more problems to be solved besides the "slimming order". 4. Neijiang Daily Zhong Rui: Mooncakes are a traditional food in China, reflecting the emotional appeal and good wishes of national culture. With the evolution of market economy, in recent years, this kind of goods with strong feelings of China people has been evolving towards high-grade and aristocratic trends. It is not so much eating "moon cakes" as saying that someone is "eating" face. Only in this way can we show the noble status of this person. In recent years, in order to standardize the "moon cakes" of merchants and guide consumers to rational consumption, the state has specially issued the "Compulsory National Standard for Moon Cakes", striving to standardize the appearance of moon cakes such as price, quality, packaging and tying. Violators can be fined up to 1000 yuan. However, "high-priced moon cakes" still appear on the counters of major supermarkets many times, but it is worth our deep thinking.