Market cultivation will turn the moon cakes into daily food
From the entire domestic moon cake market, the food industry, catering and restaurants is the main source of supply of the moon cake market, it can be said that no industry products will be like the moon cake so that the sale of time, competitors, product categories in a highly concentrated state.
From the current stage of the market supply situation, the moon cake's "life" is only a short one or two months, if they can be turned into the public's daily food, its "life" cycle may be from two months into a year. At present, as people who buy mooncakes seldom eat them, many people buy them as gifts, which makes mooncakes always hover between food and gifts. Coupled with our food processing enterprises usually in the market consumer concepts are not guided, thus making the traditional moon cake faded out of the original food consumption market, moved to the noble gift market.
Liu Yulai, dean of the business school of Luoyang Normal University, to make the moon cake market, we have to find ways to expand the moon cake consumer market, so that more consumers will be gifts moon cake consumption, into daily life food consumption, such a consumer attitudes and habits of the formation of the need for business to the consumer groups to continue to guide. For this reason, the production of moon cakes must be the market cultivation of enterprises in the first place, and then carry out the refinement of the channel operation.
Publicity focuses on promoting nutritional and health elements
"The market positioning of mooncakes should be based on the low-end consumer market, and gradually build up the consumer base in the mass market. Price positioning should not be too high, the price of a single moon cake can be and the price of buns are not different, so that the public can be effective daily consumption guide." Liu Yulai.
"In addition, in terms of daily publicity for mooncake consumption, the focus should be on promoting the nutritional and health elements of mooncakes. For example, efforts can be made to guide consumers to form the habit of eating a mooncake and drinking a glass of milk every day, spreading the idea that mooncakes can be eaten every day as a core consumption concept. Then, in the market every day to launch a number of flavorful, low-priced and very good to buy moon cake varieties. Buns, steamed bread can enter the people's homes, and become a daily food, that is because it can be easily purchased, and low prices; moon cakes relative to buns, buns, a great advantage lies in its shelf life longer some of this huge business opportunity, who can seize, may become the "moon cake king".