Mooncakes Market

 

Introduction of mooncake

Mooncake is a Chinese bakery product traditionally eaten during the Mid-Autumn Festival. The festival is for lunar worship and moon watching, when mooncakes are regarded as an indispensable delicacy.
Traditionally, mooncakes are offered between friends or on family gatherings while celebrating the festival. The Mid-Autumn Festival is one of the four most important Chinese festivals.

Mooncake Face- consumption

In today’s China, the meaning of mooncake has changed fundamentally. It means much more than a kind of bakery product. It’s more like a kind of face consumption goods now.

And many people have to pay for its extra meaning. We can see the importance of gifts from the data released by National Bureau of Statistics of China: Individuals spend ¥506 billion gifts and groups spend ¥768 billion on gifts in 2011.

Mooncake pic

Common people

For common people, Mid-Autumn not only means a t festival for family to get together but also means the time for sending gifts. However, to prepare gifts is not an easy thing. As most people choose mooncakes as gifts for friends and colleagues. However, it has lasted for decades and you can hardly find some mooncakes special that can keep it in receiver’s mind.

Company and government employees

Most companies in China have made budgets for gifts. And Mid-autumn is time to use the budget. And again, most people choose mooncake as their gift for their customers, officials and partners.
On one hand, companies make a pretty big budget for that, on the other hand, you have to choose the right type of mooncakes and send them to the right people.

Trend

As a result, cheap traditional mooncakes that Chinese have eaten for decades have lost its market. It has become a kind of high class food.

Gold mooncake

Gold mooncake

At the same time, most local companies focus on making gift mooncakes. Some companies have even made real gold and silver mooncakes to attract gift buyers.

Icecream mooncake

Icecream mooncake

Foreign companies also discover that mooncakes can help them make money and make new types of mooncakes such as icecream, coffee, green tea mooncakes to attract young Chinese buyers.

Although gift mooncakes take the most market, most people do not like those expansive gift mooncakes as the following posts online:
网友“陈国琴”:一盒月饼达到数千元甚至上万元,显然“醉翁之意不在饼”。而这些“天价月饼”很有可能会沦为腐败道具,成为把官员们“拉下水”的“糖衣炮弹”。
“those mooncakes cost over ¥10,000 are not belonged to food, but tools to corrupt officials.”
网友“姚明胜”:如果说“天价粽子”、“天价月饼”还带点传统味和人情味的话,那么目前市场上出现的“金银月饼”,透露的是一股“腐败味”、“铜臭味”。
“if zongzi and mooncakes at sky-high price still smell like food, those real gold and silver mooncakes simply smell stink of corruption and money”