When the reporter searched for mooncake gift boxes on the e-commerce platform, the search recommendation showed that about 60% of platform consumers chose the price range from tens of yuan to 200 yuan, and about 9% of platform consumers chose mooncake gift boxes from 200 yuan to 800 yuan.
In a flagship food online store, there are 4 kinds of mooncake gift boxes with different tastes and 8 packages, and the price is 499 yuan. In another well-known moon cake brand's online shop, the price of1May cake and 10 moon cake gift box is 498 yuan. Among the relatively high-end mooncake gift boxes, the price tags of 499 yuan, 498 yuan and 488 yuan are relatively common, and almost no mooncake gift boxes cross the price threshold in 500 yuan.
In addition to the consideration of pricing strategy, this is actually related to the requirements at the policy level. Not long ago, the National Development and Reform Commission, the Ministry of Industry and Information Technology and other departments issued the Announcement on Curbing "Sky-high" moon cakes to promote the healthy development of the industry, in which it was mentioned that the boxed moon cakes with a unit price exceeding that of 500 yuan should be subject to key supervision. The operator shall keep the transaction information that the sales unit price exceeds that of 500 yuan boxed moon cakes for 2 years for the relevant departments to inquire according to law. If necessary, the operator will be investigated immediately. Therefore, the price of mooncake gift box does not exceed that of 500 yuan, which is a relatively safe choice for merchants.
What can be seen is that this year's moon cakes are more affordable and the packaging is more concise. /kloc-the new national standard will be implemented from August 0/5: the number of layers of mooncake packaging will be reduced from no more than 4 to no more than 3; In addition, the necessary space coefficient of moon cakes is reduced from 12 to 7, which is equivalent to a 42% reduction in packaging volume. This means that the mooncake gift boxes seen in the market this year will be the mainstream.
With the arrival of the moon cake sales boom, the relevant person in charge of the National Development and Reform Commission said on August 16 that market inspection and monitoring will be done well and supervision will be strengthened in view of the phenomenon that individual enterprises add expensive fillings, excessively luxurious packaging and mixed sales of high-priced goods.
We are also looking forward to it here. "