Labeled at 499 yuan paid 1099 yuan?
In June this year, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Commerce and the General Administration of Market Supervision jointly issued the "Announcement on Curbing the "Sky-high" Price of Mooncakes and Promoting the Healthy Development of the Industry" (hereinafter referred to as the "Announcement"), which explicitly encourages the operators to produce and sell mooncakes in boxes that are good quality and inexpensive, and proposes that mooncakes in boxes with a price of more than 500 yuan should be subject to the following regulations. The Notice clearly encourages operators to produce and sell inexpensive mooncakes, and proposes to implement key supervision for mooncakes with a unit price of more than 500 RMB; operators should keep the transaction information on the sale of mooncakes with a unit price of more than 500 RMB for 2 years, so as to prepare for the checking by relevant departments according to the law. However, in the actual investigation, the new Jingwei found that many businesses in order to circumvent the above "Notice", in the price of the "rubbing ball".
August 15, China's new Jingwei in an e-commerce platform, search "moon cake gift box", and choose the price from high to low sorting, the results found that a lot of moon cake gift box price of 499.99 yuan, from the 500 yuan regulatory red line is only a penny difference, but only a few individual commodities show that some people paid for the majority of the monthly sales of the box is 0. The state does not allow moon cakes to be sold in the market, but it is not allowed. 0. The state does not allow the moon cake (gift box) retail price more than 499.99 yuan, manufacturers are more afraid of this rule than we are." A store customer service staff, its store a price of 499.99 yuan "new crown" brand moon cake gift box (1750 grams), the manufacturer's retail price of 498 yuan, while last year, the retail price of the gift box of more than 1,000 yuan, the store sold more than 800 yuan.
It is worth mentioning that the actual transaction price of some mooncake gift boxes is much higher than the marked price. In a gift store, a gift box of "Tianlun" brand mooncakes (1540 grams) produced by Sichuan Tianlun Food Co., Ltd. is priced at 499.99 yuan, but consumers are required to pay another 600 yuan in shipping costs, which works out to be as high as 1,099.99 yuan for the gift box. The store customer service staff said that the actual price of the gift box is more than 499.99 yuan, according to the price of the sale if the loss, 600 yuan shipping is used to make up the difference. He also mentioned that the gift box should not be sold on the e-commerce platform, can only be sold offline, the reason why the actual price can not be in accordance with the price tag, because the "national regulations".
The high-priced mooncake gift box to sell offline, seems to have become part of the online business "*** knowledge". In another e-commerce platform, a store specializing in selling various types of food gift boxes, many mooncake gift boxes priced at 499 yuan, 498 yuan, when asked if there are more upscale mooncake gift boxes, the store staff said clearly "yes.
"This year, there are regulations online can not sell more than 500 yuan moon cake gift box, but we are offline. Offline mooncake gift boxes are available at all price points, with high-end ones ranging from about 500 yuan to 2,000 yuan." The staff said, its store does not have offline stores, consumers who want to buy high-priced moon cake gift boxes, you can add WeChat to get product quotations, payment can choose WeChat payment or public transfers original price tag of 588 yuan gift box
Temporarily reduced to 498 yuan?
In fact, not only online, offline supermarkets also have some mooncake gift boxes priced at around 500 yuan.
August 15, in Beijing, a boutique supermarket to see, merchants have set up a moon cake exhibition area for consumers to buy, most of the moon cake gift boxes priced between 100 yuan -300 yuan, but there are also some moon cake gift boxes priced close to 500 yuan, and some are even higher, but compared with the other price point of the moon cake gift box, the taste is not unique, from the appearance of the see is only embodied in the The packaging is more luxurious and the net content is higher.
One of the Maxim's a "seven stars with the moon" mooncake gift box, priced at 578 yuan, the member price of 543 yuan, the net content of 1,350 grams, containing eight mooncakes, flavors, including white lotus seed paste, egg yolk, etc., the average price of a single mooncake more than 67 yuan. Sales staff said the brand also has 200 yuan, 300 yuan price of moon cake gift box can choose, the above gift box price is higher because the net content is higher. The new latitude and longitude also saw in the supermarket, the Royal Tea Cafeteria, Jinhua and other brands part of the moon cake gift box price is not more than 500 yuan, but also as high as 499 yuan, 498 yuan. Among them, the Jinhua 815 Shengxiang gift box (1,640 grams) is divided into two layers, with the upper layer containing nine mooncakes and the lower layer containing some nuts and pastries. "This year we can only sell it for up to 500 yuan, and when this mooncake gift box first arrived we had marked it at 588 yuan, but now it's down to 498 yuan."
In Wuhan, a chain of supermarkets, mooncake gift boxes are also priced between 100 yuan and 300 yuan, some of the mooncake gift boxes under the Guan Sheng Yuan are sold at slightly higher prices, one of which is "Autumn Bright Moon" mooncake gift box (1,440 grams) is priced at 578 yuan, and another is "National Essence" mooncake gift box (1440 grams) is priced at 578 yuan, another "National Essence" mooncake gift box (1440 grams) is priced at 578 yuan. "moon cake gift box (2310 grams) is as high as 768 yuan. The supermarket sales staff said that the flavor of different moon cake gift box filling is basically similar, selling is the brand and packaging.
The average production cost is only about 70 yuan?
"Mooncakes are very profitable, usually, the production cost of a box of mooncakes will not be more than 70 yuan, inside the water is very deep, some manufacturers can be as high as several times the gross profit margin." Zhu Danpeng, vice president of the Guangdong Food Safety Protection Promotion Association and a food industry analyst, said in an interview with CNA.
The person in charge of the National Development and Reform Commission has also introduced in a media interview, according to the National Development and Reform Commission cost surveys and industry organizations, e-commerce platform data, from the market situation over the years, the average production cost of boxed mooncakes is about 70 yuan / box, the sales of boxed mooncakes with a unit price of less than 200 yuan accounted for more than 80% of sales, and a unit price of more than 500 yuan accounted for about 1 percent.
China Newswire notes that there are also some listed companies on the A-share market whose main business involves the production and sale of mooncakes, including Yuanzu Corporation, Guangzhou Restaurants and Tao Li Bread. And according to the financial report of Guangzhou Restaurant, in 2021, the gross profit margin of the company's mooncake series products was as high as 56.46%, and it realized revenue of 1.521 billion yuan during the reporting period, which contributed nearly 40% of its revenue, and it is also the company's product with the highest gross profit margin.