Supermarket salesperson is introducing the sales of moon cakes. Photographed by reporter Teng Feifei

The Mid Autumn Festival is coming. What new ways do businesses in our city have to play this year? What is the market situation of the Mid Autumn Festival economy? Recently, the reporter visited and investigated several large chain supermarkets, seafood markets, cultural and creative parks, bookstores and other bookstores in the city on the price, activity content and sales of moon cakes, aquatic products, drinks, culture, bookstores and tourism.

Play 1 Moon Cake

Diversified packaging with emphasis on culture

Fancy promotions are affordable

The Mid Autumn Festival is approaching, and the sales of moon cakes have entered the final "sprint stage". In recent days, the reporter visited many large supermarkets in our city and found that the mooncake sales market was "in flames". In order to get a share in the competition in the last few days, they began to play a big game of price and culture.

The reporter saw at the Yonghui Store of Longhuyuan that there were four shelves of mooncakes of various brands, including those in bulk, in cans and in gift boxes. The prices ranged from a few yuan to thousands of yuan. The reporter learned from the mooncake promoters that the group purchase channel of the mooncake market is extremely popular this year, and the group purchase price generally has 20% off, buy one get one free, buy more bulk mooncakes and other activities. In recent days, 60% of the sales of supermarket mooncakes come from group buying.

The reporter noticed in Yonghui Supermarket in the western district of Yubei that the price of boxed mooncakes this year is generally between 40 yuan and 400 yuan. For example, the original price of Xindaguan mooncake is 1080 yuan, and the discount price is 398 yuan. The salesperson on the side said, "If you buy more, the price is still favorable.".

Later, the reporter observed in Wal Mart Nanping store that the moon cake packaging is more cultural than in previous years. For example, Qinyuan's gift box packaging of "Huachen Yuexi", "Qiushi Qinyue" and so on, the name has a literary flavor: imperial dining box, antique drawer style, rattan woven box, blue and white porcelain box, etc. The reporter learned that these are the main products of the merchants this year, which are intended to highlight the cultural color.

The person in charge of Wal Mart Supermarket said that after several years of adjustment, "over packaging" and "sky high priced moon cakes" gradually disappeared, and the moon cake products basically returned to the natural attributes of traditional food and Mid Autumn Festival culture.

Technological upgrading, cross-border gold digging mooncakes, diversified tastes

Compared with the changes in price and packaging, this year's mooncake tastes more diversified. During the interview, the reporter found that the five kernel, egg yolk, lotus seed paste and other stuffing mooncakes still occupied the main position of the supermarket's mooncake section, but the traditional old-fashioned mooncakes, Cantonese style mooncakes and so on are not uncommon nowadays. At the 12th Chongqing Moon Cake Cultural Festival and Mid Autumn Festival Food Expo held in Yangjiaping a few days ago, new flavors of moon cakes such as cold eating rabbits, double cooked meat, crisp meat and vegetables also appeared.

In addition, some dessert stores that used to sell bread also improved and upgraded the technology, and launched a variety of new moon cakes. Just entering Chongqing, Master Bao, an online red cake, launched four ancient moon cakes. The person in charge of Master Bao's development technology department told the reporter: "It is a Chinese tradition to eat mooncakes in the Mid Autumn Festival, but consumers' tastes are changing, so mooncakes should also be innovated and upgraded. Master Bao introduced four types of cake skin mooncakes, such as egg yolk, lotus seed paste, flowers and roses, using the ancient process. The outer layer is mainly made of eggs, wheat flour, and raw soybean oil. The taste of the outer layer of the Cantonese and Soviet style mooncakes is very different, which can better meet the needs of consumers for diversified tastes. "

In order to meet the requirements of tourists trying to cook mooncakes in the dark, Meixin Red Wine Town specially launched mooncakes of Laoganma flavor, Shaobai flavor, mustard flavor, garlic flavor, red wine pear flavor, tofu meat stuffing, and so on, which were baked and made in the scenic spot for tourists to buy or book in advance after tasting. "By holding taste experience activities, more tourists can feel the festive atmosphere. At present, the red wine and pear flavor, the dried stem mother flavor, the pickled mustard flavor, and the roasted white flavor in the moon cakes are relatively successful, which are very consistent with the taste of Chongqing people, and once launched, they were snapped up." Yang Xiaoyong, the assistant president of Maxim's Group, said that they will also hold a mustard moon cake challenge, so that staff can also participate in the tasting, Finally, a marketable product will be launched.

At the same time, many brands are playing cross-border, and they also want to share in the moon cake market. For example, Oreo, Starbucks, Haagen Dazs, Disney, Godivan, etc. are also launching new concept moon cake products. On some online platforms, the reporter also found a variety of new flavor mooncakes, such as Piggy Page, Little Yellow Man, Spicy Duck and Crawfish.

Play 2 Aquatic

Hairy crabs become a gift

Comprehensive packaging and cooking services

The reporter saw more than 50 private cars stopping at the Sanya Bay Seafood Wholesale Market Square. The reporter came forward to ask and learned that, because it is a period of hairy crabs production recently, consumers want to taste fresh crabs, and it is also the Mid Autumn Festival, so buying a box of hairy crabs as a gift has become the main purpose of their trip. The reporter learned in the interview that at present, a hairy crab weighs about 2 liang, and the price is between 15 and 17 yuan.

Chen Qihong, sales manager of Zhangzi Island Seafood Business Department, said that most hairy crabs in Sanya Bay Seafood Wholesale Market came from Jiangsu Province, and now only female hairy crabs are popular with consumers. Therefore, they will sell out the stock in the warehouse before dark every day.

Wu Xueli, head of the Seafood Wholesale Business Department of the Book of Rites, told the reporter that almost every wholesaler has prepared two kinds of packaging nowadays: one is the economical type with ordinary appearance without foam box, and the other is the luxurious type with foam box inside and beautiful appearance. And now as long as they buy hairy crabs in the shop in the market and eat in the shop, they will cook them for free. If they are packed and taken away, only 3 yuan of processing fee will be charged for each hairy crab. In addition, the price of hairy crabs will be one day in the future, so customers who want to buy in large quantities can make a reservation first, and they will wait until the price is cheaper to ship them, and they will also deliver them home free of charge within the main city.

Play 3 Drinks

Coffee and tea are unwilling to be lonely

Come and join the Mid Autumn Festival

After entering the Chinese market, Starbucks, famous for coffee, did as the Romans did and played the "Mid Autumn Festival" brand. In addition to launching a variety of moon cake gift boxes, we also launched a number of limited products, such as red bean cheese lattes, pistachio lattes, and so on. You can enjoy the second cup of free activities before and after the Mid Autumn Festival. It is worth mentioning that Starbucks has also launched a mooncake dedicated to cold extract coffee. One mouthful of coffee and one mouthful of mooncake make the taste of both collide with new sparks.

The online black tea brand Naixue launched a creative gift box of "tea+moon cake" on the Mid Autumn Festival. This online black tea drink, which stands out by "one mouthful of European bags, one mouthful of tea", has not forgotten to continue its concept, launched five types of exclusive Mid Autumn tea, selected the right tea flavor according to different solar terms, and concentrated the flavor suitable for spring, summer, autumn, winter and all seasons in the tea. Naixue's tea related staff said: "Naixue's tea takes tea as the core of the brand, so it also wants to bring good tea to consumers during the Mid Autumn Festival, so that we can taste the flavor of the four seasons on the day of reunion and create a better festival atmosphere."

Play 4 Cultural Creativity

Humanities and technology integration

Bring scene based intelligent tourism

As a popular clocking place for tourists, the Cultural and Creative Park has always been able to provide people with many "new ways to play". With the advent of the Mid Autumn Festival, the Second Factory will hold 30 sharing sessions in three days in conjunction with the "Small Day Selection APP", and set the main venue on the roof of the Second Factory, with several branch venues, where you can enjoy the beautiful scenery while listening to the guests share their valuable experiences.

It is reported that the Mid Autumn Festival Sharing Fair will adopt the pass ticket system, which will allow you to enjoy the four rooftop viewing and enjoy the linkage discounts of businesses in the park. In addition, the T2 International Contemporary Art Center will also hold the "Smart Chongqing" interactive media art exhibition, which will combine humanities and technology to bring the audience a scene of "smart tourism". In this regard, the relevant staff of No. 2 Factory said: "I hope visitors to No. 2 Factory can experience Chongqing's humanistic lifestyle closely and spread this experience to all parts of the country."

In Beicang, the lighting atmosphere will be created during the Mid Autumn Festival. When you come here, you can not only drink Beicang customized cola, but also hear the concert held by Chongqing local musicians in the evening. "The Mid Autumn Festival is a traditional festival. Through the use of beauty and Chen, we add photo spots and use music to evoke the memories of those years, hoping to give visitors and young people a different festival experience," said Zhu Zhu, the brand director of Beicang.

Play 5 Bookstore

Romantic Mid Autumn Festival

Invite you to write a small love letter to life

Bookstores are cultural landmarks of the city. What surprises will they bring to readers when the Mid Autumn Festival is coming? The reporter learned that during the Mid Autumn Festival and National Day, Sisyphus Bookstore will not only launch discount activities such as full coupons, but also launch "small love letters for life" activities for cultural and creative areas. "During the Mid Autumn Festival and the National Day, the bookstore will usher in a peak flow of people. Especially on the romantic day of the Mid Autumn Festival, Fuji Wenchuang took this opportunity to launch the activity of 'Little Love Letters for Life', presenting readers with notepads or pens, hoping to convey the beauty of life to more people."

While Dangdang Bookstore carried out online and offline linkage activities during the Mid Autumn Festival. The relevant person in charge said: "There will be promotional activities online, while offline stores will have full gifts and other activities."

Nanzhishan Bookstore, located in Nanshan Scenic Area, will launch a special reading meeting for the Mid Autumn Festival. Che Yun, one of the founders, told reporters: "The theme of the Mid Autumn Festival is' getting together ', so we invite friends from the neighboring book world to talk about the wonderful fate of books."

Play 6 Travel

Local Wizard

Become an "online celebrity" tourism mode

With the arrival of the Mid Autumn Festival, National Day and other holidays, the "online tour guide" service also ushered in a new round of booking period. The reporter learned from Ctrip that the number of family parent-child and free travelers increased significantly, and the number of orders increased more than five times than usual. It is reported that local guides mainly provide destination services such as accompanying tour explanation, chartered bus pickup, and special experience activities, and can directly provide fresh and accurate destination information, travel suggestions, and personalized travel plans. Open the wizard page, you can also see the self introduction and order quantity of each wizard. Tourists can select the wizard they like according to the comments, talk with the wizard directly, and then select the appropriate order.

Song Zhen, the general manager of Ctrip's local guide, told the reporter: "In the process of free travel, tourists have been plagued by problems such as asymmetric destination information, language barrier, traffic inconvenience, lack of depth of play at the destination, and difficulty in solving emergencies during travel. The emergence of local guides will provide information and personalized travel services for tourists. In addition, it can also provide global emergency rescue when necessary, so that tourists can plan more reasonably, play more deeply and eat more authentically. "

It is understood that up to now, the order volume on Ctrip Guide platform in 2018 has increased by more than 100% compared with the same period in 2017, with 67% of the orders coming from home and 33% from abroad. The top ten most popular destinations in China are Xi'an, Sanya, Chengdu, Xiamen, Hangzhou, Beijing, Lijiang, Shanghai, Zhangjiajie and Xining; The top ten most popular overseas destinations are Phuket, Bangkok, Tokyo, Bali, Pattaya, Sumei, Singapore, Chiang Mai, Seoul and Osaka.

■ Sound

Festival economy presentation

Diversified development trend

Jiang Wei, a famous management expert and MBA professor of Chongqing University of Science and Technology, believes that "the economic and social situation has changed greatly in 2018, and the consumption of the mainstream population shows a diversified development trend, which reflects the festival economy: from the rapid transformation of material consumption to spiritual consumption, from the function oriented, luxury oriented to personality oriented, cultural oriented."

Jiang Wei pointed out that there are several obvious characteristics of the current consumption mode: first, there should be personality, and people should not be crowded, because too many people means the public, which means lack of personality and taste; The second is to have culture, that is, to have connotation and quality. Even if you go to the clocking place, you also pursue a differentiated way. For example, online ground company, this kind of consumption seems to have personal taste and cultural appeal. In short, the festival economy based on non-public expenses is no longer large and unified, and the era of a place expecting a scenic spot, a product, and a service to make a lot of money is fading away. Businesses also need to keep pace with the times. (Reporter Teng Feifei, Tang Xiaolian)

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