The price tag is 499 yuan, and the actual payment is 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" mooncakes to promote the healthy development of the industry (hereinafter referred to as the "Announcement"), explicitly encouraging operators to produce and sell boxed mooncakes with good quality and low price, and proposing to implement key supervision on boxed mooncakes with a unit price exceeding that of 500 yuan; 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. However, in the actual investigation, Zhongxin Jingwei found that many merchants played a "edge ball" on the price in order to avoid the above "announcement".
On August 15, Zhongxin Jingwei searched for "mooncake gift box" on an e-commerce platform, and selected the order of prices from high to low. It turns out that many mooncake gift boxes are priced at 499.99 yuan, only a penny away from the regulatory red line in 500 yuan. However, only a few goods show payment, and most gift boxes have zero monthly sales. The country does not allow the retail price of moon cakes (gift boxes) to exceed 499.99 yuan, and manufacturers are even more afraid of this regulation than we are. The customer service staff of a store introduced that a COVID-19 brand mooncake gift box (1750g) with a price of 499.99 yuan in the store had a retail price of 498 yuan. Last year, the retail price of the gift box reached 1000 yuan, and the store sold more than 800 yuan.
It is worth mentioning that the actual transaction price of the mooncake gift box is much higher than the marked price. Zhongxin Jingwei saw in a gift shop that a "Tianlun" brand moon cake gift box (1540g) produced by Sichuan Tianlun Food Co., Ltd. was priced at 499.99 yuan, but consumers had to pay the freight in 600 yuan, so the price of the gift box was as high as 1099.99 yuan. The customer service staff said that the actual price of this gift box is more than 499.99 yuan. If it is sold at the marked price, it will be a loss, and 600 yuan freight will be used to make up the difference. He also mentioned that this gift box should not be sold on the e-commerce platform, but only online. The reason why it can't be priced according to the actual selling price is because of "national regulations".
Turning high-priced mooncake gift boxes to offline sales seems to have become the "learning" of some online businesses. Zhongxin Jingwei saw on another e-commerce platform that in a store specializing in selling various food gift boxes, many mooncake gift boxes were priced at 499 yuan and 498 yuan. When asked if there is a more upscale mooncake gift box, the staff of the store clearly said "yes".
"This year, it is stipulated that mooncake gift boxes above 500 yuan cannot be sold online, but we do have them offline. The offline mooncake gift boxes are available at all prices, and the high-end 500 yuan is around 2,000 yuan. " The staff member said that there is no offline store in his store. If consumers want to buy high-priced mooncake gift boxes, they can add WeChat to get product quotations. When paying, they can choose to pay by WeChat or transfer the original price of 588 yuan to the company.
Temporarily reduced to 498 yuan?
In fact, not only online, but also offline, some mooncake gift boxes are priced around 500 yuan.
On August 15, Zhongxin Jingwei saw in a boutique supermarket in Beijing that the merchants had arranged a mooncake exhibition area for consumers to buy. The price of most mooncake gift boxes is between 100 yuan -300 yuan, but the price of some mooncake gift boxes is close to that of 500 yuan, and some are even higher. However, compared with other mooncake gift boxes, the taste is not unique. From the appearance, it is only reflected in the more luxurious packaging and net content.
Among them, Maxim's "Seven Stars with the Bright Moon" mooncake gift box, the price is 578 yuan, the membership price is 543 yuan, the net content is 1.350 grams, and it contains eight mooncakes, including white lotus seed and egg yolk. On average, the price of a single moon cake exceeds that of 67 yuan. Sales staff said that the brand also has mooncake gift boxes in 200 yuan and 300 yuan to choose from. The above gift boxes are more expensive because of their high net content. Xin Jingwei also saw in the supermarket that the prices of some mooncake gift boxes of brands such as Imperial Tea Dining Hall and Jinhua did not exceed those of 500 yuan, but they were as high as 499 yuan and 498 yuan. Jinhua 8 15 is a gift box (1640g), which is divided into two layers. There are nine moon cakes on the top floor, and some nuts and cakes on the bottom floor. "This year can only be sold within 500 yuan. When this mooncake gift box first arrived, our original target was 588 yuan, and now it has dropped to 498 yuan. "
In a supermarket chain in Wuhan, the price of mooncake gift boxes is mostly between 100 yuan and 300 yuan. The price of some moon cake gift boxes under Guanshengyuan is slightly higher. A "autumn moon" mooncake gift box (1.440g) costs 578 yuan, while another "national quintessence" mooncake gift box (23 10/0g) costs more. The salesperson in the supermarket said that different mooncake gift boxes are basically the same in taste and stuffing, selling brands and packaging.
The average production cost is only around 70 yuan?
"The profit of moon cakes is very high. Under normal circumstances, the production cost of a box of moon cakes will not exceed that of 70 yuan. The water inside is deep, and the gross profit margin of some manufacturers can be as high as several times. " Zhu, vice president of Guangdong Food Safety and Security Promotion Association and food industry analyst, said in an interview with Zhongxin Jingwei.
The relevant person in charge of the National Development and Reform Commission also introduced in an interview with the media that according to the cost survey of the National Development and Reform Commission and the data of industry organizations and e-commerce platforms, the average production cost of boxed moon cakes is about 70 yuan per box, and the sales volume of boxed moon cakes with a unit price below 200 yuan accounts for more than 80%, and the unit price above 500 yuan accounts for about 1%.
Zhongxin Jingwei noticed that some listed companies in the A-share market are mainly engaged in the production and sales of moon cakes, including Yuanzu, Guangzhou Restaurant, Taoli Bread and so on. According to the financial report of Guangzhou Restaurant, in 20021year, the gross profit margin of the company's moon cake series products was as high as 56.46%, and the income during the reporting period was1521000000 yuan, which contributed nearly 40% of its income, and it was also the highest gross profit margin product of the company.