Mid-Autumn Festival Wenchuang moon cakes are popular. In recent years, cross-border marketing of traditional IP or fashion trends in the moon cake market is not uncommon. These exquisite mooncake gift boxes with profound cultural connotations are mainly Cantonese mooncakes. Beautifully packaged and beautifully made Cantonese moon cakes have become the first choice for consumers to visit relatives and friends.
Mid-Autumn Festival Wenchuang moon cakes are popular 1 Mid-Autumn Festival is approaching, and the annual "moon cake war" has begun again. Recently, hospitals, museums, cigarette factories, fashion brands, milk tea brands, etc. Have launched moon cake marketing. Beijing Daoxiang Village, Bao Shifu, Boxma Xiansheng and other stores. They also sell freshly baked moon cakes, which are welcomed by many diners.
On the one hand, there are more and more dim sum shops selling freshly baked moon cakes, and on the other hand, cross-border innovative exquisite moon cakes earn attention. In the "moon cake war" that lasted for many years, the north and south moon cake markets gradually divided, found different marketing paths, and brought more choices to diners.
Cross-border Wenchuang moon cakes "out of the circle"
"The people at the end of the long queue can't tell whether to register or buy moon cakes." Not long ago, the Minhang staff canteen of Shanghai Mental Health Center launched "No.600 Wanping South Road" moon cakes, each of which was printed with the words "Shanghai Mental Health Center" and the image of a "brain". The appearance of the Olympic medal "gold inlaid with jade", the stunt of "from a mental hospital" and 8 yuan's super high cost performance made this mooncake "fire out of the circle" quickly.
Since this mooncake is not for sale, there have been a lot of fanatical calls for "buying mooncakes" and "seeking purchasing" on social platforms. The reporter noted that although the Shanghai Mental Health Center has clearly stated that this kind of moon cake can only be purchased by canteen employees, there are still many purchases on Taobao platform. The price of six-month cakes has risen to 499 yuan, and many businesses are selling the same "cottage" products.
In recent years, cross-border marketing of traditional IP or fashion trends in the moon cake market is not uncommon. This year's Mid-Autumn Festival, China World Hotel and Guangzhou Museum jointly created "disappearing moon cakes", which restored five flavors in the widely collected "Mid-Autumn Festival cake material making recipes"; Songhelou cooperated with Suzhou Museum to launch the "Mid-Autumn Festival to the Moon" mooncake gift box inspired by Wen Zhiming's "Three Unique Atlas"; Xinghualou and Nestle, an international food giant, jointly launched a five-kernel moon cake with vegetables and meat.
The reporter noticed that these exquisite mooncake gift boxes with profound cultural connotations are mainly Cantonese mooncakes. Colorful cakes are often beautiful in shape, and some also have artistic figures and hand-painted patterns. They are wrapped in traditional or trendy fillings, which makes many diners more and more reluctant to eat. Drying moon cakes on social platforms has become one of the more and more important functions of these gift boxes.
Baked moon cakes sell well at the counter.
Compared with the "noodles" of many Wenchuang mooncake gift boxes, the freshly baked mooncakes have won the taste buds of many diners with the best taste of freshly baked mooncakes. The reporter noted that there are currently 9 shops in Daoxiang Village in Beijing selling freshly baked moon cakes. Since the listing, there have been long queues at the freshly baked stalls. "It took more than half an hour to buy it. The freshly baked moon cakes are crisp and fragrant, and it is worth waiting for so long. " Uncle Li, a citizen who is shopping at the stall, said.
China pastry designer, a "network celebrity", also launched a hand-baked moon cake in this Mid-Autumn Festival. The crust of the moon cake, which was broken in one bite, was accompanied by classic stuffing formulas such as lotus seed paste and egg yolk, which surprised many fans. "I used to buy moon cakes at home, and I couldn't finish them in a month. The baked moon cakes bought this time were all gone in less than two days. " Citizen Xiao Jiang said. According to the staff of Master Bao's store, since its listing, the popularity of baked moon cakes is even comparable to the classic product-Pinnong Beckham.
A month ago, the Soviet-style freshly baked moon cakes of Box Horse Workshop were also listed in stores all over the country. In addition to the flavors of fresh meat, creamy yellow heart and mustard salmon in previous years, a crispy beef moon cake with rattan pepper flavor has been introduced in Beijing this year. In the Hippo Workshop in Shanghai, beef breasts, beef venetian blinds, beef tendon, beef tongue, tripe, boletus sauce, bean skin, yuba and bamboo shoots are even strung together, and red oil is mixed with spicy rattan pepper pot bottom and sesame seeds to make a "cold pot skewered freshly baked moon cake".
According to Box Horse, in the past six years, Box Horse Workshop has developed more than 30 kinds of freshly baked Soviet-style moon cakes, and successfully promoted this exclusive snack from Jiangsu, Zhejiang and Shanghai to the whole country. "It is estimated that the overall sales volume of mooncakes in Box Horse Workshop will increase by 15% this year." The person in charge of the box horse said.
"North-South moon cakes" have taken different marketing paths.
The reporter recently visited various supermarkets and found that in the Mid-Autumn Festival gift market, Cantonese-style moon cakes with exquisite packaging and exquisite production have become the first choice for consumers to visit relatives and friends, while in various snack shops, freshly baked and fragrant moon cakes are the varieties that diners buy the most every day. Nowadays, hand-baked moon cakes are sold, which have a short shelf life and often pay more attention to crisp taste. However, Cantonese moon cakes, which are the main gift market, are fiercely competitive in shape and appearance.
This year, the VIP hotel launched a mooncake gift box in the shape of chess. The square big red gift box contains mooncake boxes in the shape of chessmen, such as cars, horses and cannons. The colorful moon cakes inside include traditional fillings such as white lotus egg yolk and jujube paste, as well as innovative flavors such as lemon cheese and osmanthus wine cheese. The Taoshanpi moon cakes in the National Museum have petals, jade rabbits, peaches and other shapes, which are small and exquisite.
In order to reduce the waste caused by discarded packaging, the moon cake gift box launched by Xicha this year also fully considers the secondary utilization of the packaging box, and adopts a solid and highly transparent acrylic box as the inner packaging. After eating moon cakes, they can also be used as cosmetic storage boxes, toy blind boxes, stationery and other items. This year, the moon cakes in Tang Palace Hotel are all packed in handbags. After eating moon cakes, you can go shopping with a handbag to realize the reuse of moon cake packaging.
Mid-Autumn moon cakes are popular "out of the circle" 2. Light a bright moon on the moon cake box, print the school emblem on the cake skin, and "eat" the ancient buildings on the central axis of Beijing ... Mid-Autumn Festival is coming, and festivals are popular. Museums, universities and libraries carry out creative competitions, which are not only full of ingenious ideas in terms of face value and design, but also pay more attention to embodying cultural connotations and practical functions.
As the first "out-of-the-box" cultural originator, the Forbidden City has launched some creative Mid-Autumn cultural products such as moon cakes, earrings, bracelets and paper lanterns. The paper carving lamp is decorated with beautiful peony with gold lacquer glass screen in Qing Dynasty. In the center of the picture, the cat in the Forbidden City crouches on the Taihu Stone, revealing an embarrassing figure, overlooking the Forbidden City in the full moon, skillfully blending the cultural connotation of the Forbidden City with the Mid-Autumn Festival image.
Forbidden city paper carving lamp
The moon cake gift box jointly launched by the Forbidden City and Daoxiang Village is based on Wang Mengxi's "A Thousand Miles of Rivers and Mountains" collected by the Palace Museum. The small landscape in ancient paintings is designed as a moon cake pattern, and the light yellow background of famous paintings and the turquoise of thousands of miles of rivers and mountains are selected to blend the colors of famous works handed down from generation to generation into the cake crust. Once launched, it was widely sought after, with sales exceeding 20,000 in less than half a month.
The moon cakes in Guo Bo are designed with the images of Jade Rabbit, Persimmon, Maple Leaf and White Lotus, which makes netizens call them "beautiful and exquisite" and "reluctant to leave their mouths". The gift box is in the form of an old Beijing vegetable box, and the wrapping paper is designed. Mr. Gu, a citizen, told the reporter that "there are patterns of jade rabbit, moon and laurel on the foreskin, and they can also be given to the elders to make scarves". Opening the gift box, the exquisite paper carving box cover came into view. Taking the collection of cultural relics "painted red wall" as an element, this paper restores the image of autumn and moon in the distant mountains in Su Shi's Fu on the Red Wall. "Installing a battery on the lid of the box is nightlight, which gives people a wonderful feeling of' holding the moon in your arms'." According to the official online store in Guo Bo, the mooncake gift box is limited to 300 copies and has been sold out.
Guo Bo moon cake
The Mid-Autumn Festival Wenchuang of Shoubo is full of old Beijing characteristics, and the Wenchuang products designed with "male prostitutes" as the elements are deeply loved by consumers. "Male prostitute is a toy for Mid-Autumn Festival in old Beijing, representing good luck and happiness." The staff of Shoubo Chuangchuang introduced that in addition to male prostitute ornaments with the theme of the zodiac, Shoubo Chuangchuang also incorporated male prostitute elements into the design of refrigerator magnets, key chains, notebooks and other daily necessities. "Nowadays, young people like to keep accounts, so stationery with male prostitute elements is particularly popular."
Male prostitute wenchuang
Hand-held moon cakes are inspired by the ancient buildings in Beijing's central axis, and the patterns are selected from the seven classic Gongque gatehouses and Jingdezhen archway in the central axis. The customer service of Shoubo Culture told the reporter that the moon cakes were put on the shelves on the 3rd of this month and were quickly booked out.
Shoubo moon cake
In addition to the head players such as the Forbidden City, Guo Bo and Shoubo, which occupy a large share of the Mid-Autumn Festival cultural and creative market, universities and libraries have joined the Mid-Autumn Festival cultural and creative war.
The National Library first launched the "China Charm" mooncake gift box, which was inspired by the colorful book Edible Materia Medica collected by the National Library and decorated with four traditional auspicious food patterns: gourd, pomegranate, peanut and persimmon. It contains the beautiful meaning of "happiness, happiness forever, good luck and good luck" and has won the "full cultural sense" of consumers!
The participation of colleges and universities also makes Wenchuang moon cakes full of cultural atmosphere. Tsinghua University Art Museum and Tianjin pastry shop Xianghe Bobopu jointly launched a mooncake gift box, which contains four kinds of mooncakes: Missing, Meeting Like You, Happiness and Peace, with four letters of "Notes Exhibition of Tsinghua Scholars on Su Chi Feelings" and a blue-and-white glazed Gao Zuwan bearing Tsinghua's century-old academic demeanor and literati feelings.
NPC moon cake
Ren Pengfei, a freshman in Renmin University, sent a box of moon cakes to his parents. He hopes to send Mid-Autumn Festival wishes to his family and share the joy of being admitted to the National People's Congress. "I like moon cakes stuffed with five kernels of the National People's Congress best. In fact, it tastes the same as other moon cakes, but it is commemorative-it is printed with the school emblem, which can only be bought on the campus of the National People's Congress. " It is reported that Peking University, Renmin University, Beijing Jiaotong University, University of Chinese Academy of Sciences and other universities have launched unique moon cakes with school emblems on the occasion of the Mid-Autumn Festival to show campus culture and send holiday wishes to students.