The multifarious manufacturer is packed with Struggle for 11 billion markets across the circle moon cake

The multifarious manufacturer is packed with Struggle for 11 billion markets across the circle moon cake

Multifarious the intersection of filling and material, multifarious manufacturer, multifarious marketing channel flood the market of moon cake ' Caricature Yang Xin)
" multifarious " Four words, or can roughly summarize the market of moon cake of this year: Multifarious filling material, multifarious manufacturer, multifarious marketing channel.
, the increasingly many intruder takes " The new-type moon cake " Join, fight group, make annual moon cake competition, the Mid-autumn Festival after the financial crisis across the intersection of circle and wind, more lively than former years.
The old big restaurant holds a memorial ceremony for out " The sauted chicken cubes with chilli and peanuts "
The ones that should say between the old established firms are fought secretly, has already unveiled quietly as far back as the meeting for the placement of orders of moon cake which all parts held of July, bake the exhibition. Enter September, act as " a street of moon cake " of every emporium, supermarket Become scale gradually, the flavor of the smoke of gunpowder is getting dense too. Under the circumstances that many kinds of factors of implementing, exporting and meeting hindering etc. of new " food safety law " influence, not only compact singing get up protagonist at a low price in this year, promote at a reduced price but also come on early than former years.
The reporter finds in many supermarkets, the moon cake gift boxes reduce personal value one after another this year, many brands all put out prices within one hundred yuan " Economy " Gift box. In one hundred favourable supermarkets in peak selling period, the sales force of the brand of an old established firm said to reporters that can give a discount directly, buy many discounts are the more, the discount on net is more attractive. A consumer hesitating to move forward for a good while says to reporters, old established firms are all similar, incline which piece does it buy, calculate weight and price, buy first " cost performance " It is high. Obviously, in these brands that what's frequently heard can be repeated in detail, " price " May become the important competition " The content " The first.
Here at the time of a price war, the recommendation of town shop of the old established firm enter fillings one after another. Quanjude Peking Roast Duck-Since 1864 put out in early years " Duck's meat is crisp " Having,add Singapore " the crispy fried duck gizzard " , " duck's liver of thick fragrant smell " , " purpose-built crisp cover " ; Abundant the intersection of pool and garden, the intersection of Sichuan and hotel too the sea cucumber, sauted chicken cubes with chilli and peanuts" Bale " Get in the filling material of moon cake. Move menu of giving local brand of brain quite a few. It is reported Wuhan old established firm Cao auspicious to right away put out a set of " filling material of menu " last year while being Thai Moon cake, such as distiller's grains fish's moon cake, shelled shrimp moon cake, beef moon cake,etc..
Crook officials to draw near " Like sheep's sheep "
" intruder " Identity too multifarious.
Compared with foreign brand battle array of in the past, this year being stronger, the cottonrose hibiscus of morality, joining one after another of Starbucks, Nestle, no wonder the insider says with feeling, if McDonald or Kentucky puts out the set menu of moon cake one day, also already not at all surprising. Temper market of a few years, Hagen reach Sri Lankan, Starbucks one all foreign brand already " native country brand " Hit it consummately. And compared with the traditional moon cake, still stand high above the masses at the price of the foreign brand, Hagen reaches one section of Sri Lankan to name " gold one " Moon cake gift box,hold 8 pieces, 1280 grams, last 698 yuans price. Four hold " Exquisite compliment " ,The current price on market is above 200 yuan too.
Even the one that managed the cosmetics mainly, attended to the articles, fashion ornament, candy etc. crooked officials, develop two style too this year " Different class " Moon cake, a " pulp moon cake of Disneyland Resort pineapple " ,A style is " Like sheep's sheep and my darling very much of dust " Moon cake. These two style would rather say than say it is to sell the moon cake that sell " pack " ,Two packaging iron boxes differ from one another, " attractiveness " Exceed moon cake. It is sold very well that according to the introduction of shop assistant crooking officials in the century source shop of the money, ", walk very fast " .
Compared with the above-mentioned brand, " village the west shellfish You " Deserve to be called the absolute one " The native country " . The west shellfish cooks the moon cake, it is not from this year, but will sell the goal to fix on ten million yuan for the first time this year. Project manager of company of west shellfish food and beverage subsection of Beijing Tian FuYun claims, it was 2005 that the west shellfish cooked the moon cake first, the reason why it is a requirement of coming from some customers to do. Begin to roast in the store most, the material of filling is the both refined and coarse grains, there is no packaging, offer to the customer directly. The first year, the sales amount of the moon cake is 300,000 yuan. But in three years, this figure was 4 million, 7 million, 9 million respectively. The west shellfish has 8 fund to put out the moon cake this year, 6 kinds of taste, the marketing plan is 15 million yuan.
Often the line is busy for 114 moon cake hot lines
No matter the old enterprises defending the ring, or attack the intruder that hit, the marketing channel is the hotly contested spot. The store, supermarket, agent of post office, every manufacturer makes from one's own demands for the consumer quantity body. Quanjude Peking Roast Duck-Since 1864 specially opens the connection of moon cake in Quanjude Peking Roast Duck-Since 1864 promptly this year, even opened and paid the function on the net.
Each gift network, group purchase network, giving a discount in the competition of the network, hold even more in order to wash the trend of events of treasure network. The data reveal, in one week on 1 - 6 of September, it tops 6 million yuan to wash the turnover of moon cake of the treasure network.
Even, dial 114 of one, can order the moon cake too. Yesterday, reporters got through 114, switching ordered short time occasionally of special line the line is busy, young lady expresses wiring, though without concrete statistical data, all good that the cake, moon cake are ordered.
Beijing the intersection of candy and products bake the intersection of association and high wave, say brand, market, interests being large to drive again, the expansion in moon cake products, marketing channel,etc. began to appear slowly several years ago in fact, this trade has no special entry to limit, the food factory, Western-style pastry room, private workshop, star hotel, do not say overstating, there is a white case in every kitchen, everyone is unwilling to miss this chance, cause the miserable situation of the market competition of moon cake too objectively. Though bring and sell serial subsequent questions such as regulation, product quality, claim at the same time, but this is the trend of the times.
Come from China's baking the figures of the food candy products association, the annual sales amount of market of Chinese moon cake is about 11 billion yuan. A trade personage claims, influenced by different fields, this scale may present the acceleration rate to slow down even glide for the first time this year. That is to say traditional market of moon cake expand, want from existing " at the cake " It is more to cut, test the enter of the market of moon cake.
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