But with the development of market economy, all kinds of capital began to inject. In order to gain profits, countless businesses have poured into the ranks of moon cakes. Among them, many merchants regard customers as fat sheep to be slaughtered. Some of them launch sky-high moon cakes, which will be eaten for three years after opening, and some will be shoddy and take a profit. I believe that in recent years, when it comes to coffee, the first thing that comes to mind is Starbucks all over the major shopping malls. Starbucks didn't miss the Mid-Autumn Festival.
This year Starbucks launched a mooncake gift box, and we chose two of them. One of these two mooncakes is 10, with a unit price of 59, and the other is 8, with a unit price of 57. So what should be the price of a normal mooncake? You can find that the moon cakes bought by Starbucks are not 1.2 points expensive. Then there may be friends who want to say that Starbucks represents the fashion trend after all. The old pastry industry like Wufangzhai and Daoxiang Village can't grasp the tastes that young people like, and the low price is normal.
But is this really the case? When it comes to fashion, it seems that Starbucks is famous for its coffee and drinks. Then let's take a look at another established enterprise, Yuanzu. I believe that when it comes to Yuanzu, there is no doubt about Yuanzu's status in the pastry industry. We can find that the price of Yuanzu's moon cakes is between 20 and 30, while Starbucks is twice as high.
So why do Starbucks sell moon cakes so expensive?
There are three reasons for this. First, Starbucks doesn't make a living from moon cakes and cakes. This is just a peripheral by-product of its enterprise. In other words, it's just good to "make a fortune" on the Mid-Autumn Festival. Therefore, under the premise of ensuring the quality, raising the price, using its own brand effect and the vast customer base, naturally it can be sold in full swing.
The second is the cost of packaging. Starbucks products have always been famous for their exquisiteness, so the mooncake gift box is no exception. Taking the mooncake gift box in a star-rated hotel as an example, we can find that the design and packaging cost is almost equal to the mooncake cost. As a large enterprise group, Starbucks will naturally spend a larger proportion of the cost to start the moon cake industry. And enterprises are always for the purpose of making profits, and the increase in costs naturally brings expensive unit prices.
Finally, it is caused by the current unhealthy social value guidance. Starbucks is just an example we cited today. From moon cakes to drinks and restaurants, countless people have spent several times the price in pursuit of the so-called brand effect. With the development of economy, people pay more and more attention to material life, and the mentality of keeping up with the joneses is everywhere. In this case, it is also a gift, you send Wufangzhai, I send Starbucks, you send one or two hundred and I send five or six hundred. The gap is obvious. As the saying goes, flies don't bite seamless eggs. If those merchants hadn't captured the psychology of our consumers, they would naturally reduce their prices no matter how expensive they offered and no one sold them.