Investigation source:
The annual Mid-Autumn Festival is coming. As a traditional Mid-Autumn Festival food, with the passage of time and the changes of the times, do modern people still follow the habit of eating moon cakes in the Mid-Autumn Festival? Do they still like to eat moon cakes? In recent years, moon cakes have made great progress in quality and taste. There are also a variety of foreign moon cakes and theme moon cakes in the market, which are deeply loved by consumers, especially young consumers. So, how do people view this phenomenon? Can foreign moon cakes beat traditional moon cakes in the market? To this end, Shanghai Kuth conducted a nationwide online survey using its first survey network in September 2006.
This survey mainly adopts the way of online questionnaire survey, and the respondents are mainly residents of large and medium-sized cities in China. The age of the respondents is 12-70 years old, and more than 70% of them are junior college or undergraduate, and the overall education level is high. The valid sample is 130 12.
The habit of eating moon cakes in Mid-Autumn Festival has not changed.
According to the survey, 66.9% of the respondents said that they like or like eating moon cakes very much, and 74.5% of the respondents said that they would definitely buy moon cakes this Mid-Autumn Festival. It shows that most people have not changed the habit of eating moon cakes in Mid-Autumn Festival, and moon cakes are still the most popular food in Mid-Autumn Festival.
From the purpose of purchase, 48% of the respondents said they would buy mooncakes for their families, 22.9% said they would buy mooncakes as gifts, and 29. 1% said they would buy mooncakes for themselves. It can be reflected that the Mid-Autumn Festival and moon cakes are integrated and inseparable in people's minds. Mooncakes convey people's desire to be reunited with their families.
The survey shows that the packaging of people buying moon cakes is related to the purpose of buying moon cakes. 43.6% of the respondents said that the most common packaging form of mooncakes they buy is ordinary packaging. They buy moon cakes for their families, and generally don't need special exquisite packaging. 32.6% and 13.5% of the respondents indicated that they would choose mooncakes with exquisite packaging or gift packaging, and their main purpose of buying mooncakes was to give them away. 10.3% of the respondents said that they buy bulk moon cakes most often, mainly by themselves.
When choosing moon cakes, taste is the most important thing.
The survey shows that the first three factors that consumers are most concerned about when buying moon cakes are taste, quality and quality. With the improvement of people's living standards, the price of moon cakes is no longer a factor that consumers are very concerned about. 50- 100 yuan moon cake is the most commonly purchased price by consumers; However, the price of buying moon cakes is also related to the purpose of buying moon cakes. As a gift, most consumers generally choose mooncakes with a price above 100 yuan, while those who buy mooncakes below 30 yuan mainly buy them for themselves. Consumers generally believe that the price of moon cakes on the market is too high now.
From the channel of buying moon cakes, consumers generally choose to buy moon cakes in large supermarkets or shopping malls. 63. 1% of the respondents said that they usually buy moon cakes in supermarkets, followed by convenience stores and shopping malls, accounting for 65.438+08.9% and 65.438+03.8% respectively. It reflects that large supermarkets or shopping malls are more reassuring to consumers in terms of product quality.
The moon in my hometown is still round, and the moon cakes in my hometown are still sweet.
According to the survey, 64.3% of the respondents said they would buy moon cakes of local brands, 33.6% said they would choose moon cakes of foreign brands, and only 2. 1% said they would buy moon cakes of foreign brands. It shows that most of the interviewees prefer traditional moon cakes in China. This is also related to the relatively short time for foreign moon cakes to enter the China market. Most consumers are not familiar with foreign moon cakes. Except Starbucks, Disney and Haagen-Dazs, some interviewees know them, and the popularity of other foreign moon cakes is generally low.
In terms of traditional moon cakes, Chinese, Soviet-style and Cantonese-style moon cakes are the favorites of the respondents, with 43.6% of the respondents saying that they buy Chinese-style moon cakes most often, 33. 1% saying that they buy Cantonese-style moon cakes most often, and 14.3% saying that they buy Soviet-style moon cakes most often. For the choice of mooncake flavors, mooncakes with egg yolk stuffing, fruit stuffing and bean paste stuffing are the respondents' favorite flavors. Some chocolate and ice cream moon cakes are becoming more and more popular among young consumers because of their unique taste.
Can foreign moon cakes beat China moon cakes?
According to the survey, 80.3% of the respondents believe that foreign moon cakes can't beat traditional moon cakes in the market in the short term. First of all, after all, the Mid-Autumn Festival is a traditional festival for China people. Moon cakes of foreign brands may cater to the freshness of young people, but a box of moon cakes contains thousands of years of civilized China culture, which is irreplaceable by foreign moon cakes. Secondly, the price of foreign brands is much higher than that of traditional brands. Although people's consumption level has improved, the price of moon cakes abroad is not acceptable to ordinary consumers in a short time. Third, foreign moon cakes can't become the new favorite of ordinary people in a short time because of the low brand awareness of the moon cake industry and the cost-effective factors of food. Fourthly, with the strengthening of national food quality control, domestic moon cakes have made great progress in quality and taste, and are increasingly recognized by consumers.
15.4% of the respondents said that foreign mooncakes may beat traditional mooncakes. They think that young people nowadays like fresh food. Foreign moon cakes divide the target market into young people, and making popular and trendy moon cakes can seize part of the market. Secondly, foreign mooncakes are more innovative than traditional mooncake manufacturers in sales. These foreign brands have not invested too much publicity as many old brands in China, and often adopt a low-key attitude. Starbucks moon cakes are mainly aimed at people who often go to Starbucks for consumption, and their brands are enough to make these consumers pay attention to their products. Third, the uniqueness of foreign moon cakes and the quality service in the sales process.
Only 4.3% of the respondents believe that foreign mooncakes can definitely beat the traditional mooncakes in China. They believe that moon cakes are a kind of luxury with low cost and high income, with low entry threshold and many brands. Foreign moon cakes have their brand advantages, and the special meaning they give can attract consumers more. Facing the same high-priced moon cake products. Consumers are likely to choose foreign moon cakes. Secondly, foreign moon cakes are different from traditional moon cakes in China in terms of material, color and fragrance, and will be welcomed by some "trendy" young people, because buying foreign moon cakes represents fashion and taste. Third, the strength of foreign companies, advanced marketing methods and original brand advantages are likely to overwhelm domestic brands.