Chinese and foreign companies' mooncake marketing campaign

Whether it is Starbucks or a local company such as 21 customers, in this marketing war, the symbol of victory is the branding.

Starbucks moon cake has become the favorite of young petty bourgeoisie. Like its coffee, Starbucks mooncakes do not have a slight improvement in quality. However, Starbucks mooncakes have attracted consumers since its appearance due to its brand effect and environmentally friendly packaging. The eyeballs also aroused their desire to buy.

According to the survey, most people who buy moon cakes nowadays are using moon cakes as a gift for mutual gifts. The majority of people who buy moon cakes to really eat moon cakes are not the majority. Under the premise of market demand, moon cake merchants have also made sufficient preparations. Each has its own characteristics in packaging and publicity. The ultimate goal is to make this box of moon cakes look different from other families.

A small moon cake is like a powerful explosive. Under this explosive, there is a huge commercial space that may be as high as 10 billion. Who will light the bomb this year?

Chinese elements in moon cake

According to the survey of the Bakery & Sugar Industry Association, the moon cake consumer market in 2008 will reach 8 to 10 billion yuan. Mooncake is one of the traditional food products. Its sales cycle is only 2 to 3 months. However, moon cake merchants usually need to prepare for half a year. In addition, in half a year, businesses must increase the production technology of moon cakes. More important is the formulation of moon cake marketing strategy. For moon cake makers, it is now the decisive battlefield.

In the past few years, when the moon cakes that were first filled with high-grade materials such as abalone and shark fins came to the market, they once caused a wave of high-end moon cakes in the market. Over the past few years, there have emerged low-sugar moon cakes, low-oil moon cakes, and moon cakes filled with various materials. There are green vegetables such as squash, bitter gourd, and spotted cilantro. They are also used as fillings, as well as yams, clams, and natural spirulina. For green tea, this has made a big difference compared to traditional moon cake moon cakes.

In the "Blue Ocean" moon cake market, light depends on the quality of the moon cake itself is not enough to win the market, how to use high-profile promotion of their own moon cake, so that more people know that this is not the SAMe as the moon cake, is the key to winning.

From August 6th onwards, more than 70 stores in Daoxiang Village, Beijing, the 1 meter-high "Yan Yeershan" appeared along with the moon cakes. Daoxiang Village has produced dozens of unique and popular new products with the theme of "Folk Rhyme," "National Conditions," and "Family of Wind" as moon cakes. According to the salesperson of Daoxiang Village's specialty store, the mooncake gift boxes “Lao Beijing” and “Yan Yeer” launched this time highlight the characteristics of folk customs. In addition, the packaging elements of "Chinese Blessing," "Yayun," "Beijing Yun," and "Red Cameo" moon cakes are also linked to the Beijing Olympics.

Followers of new trends

However, the marketing methods of moon cakes have not forgotten the trend of this era - health. Yao Ke, director of the 21-guest cake market, believes that “green moon cakes” will become the market trend. The 21-guest cake launched for the first time this year a 21-guest moon cake series called “Three Days”. The meaning of the name refers to the mooncake's shelf life of 3 days, and the moon’s roundest only 3 days. Of course, this year’s Mid-Autumn Festival holiday is just right. 3 days.

The “three days” mooncakes with novel meanings advocate the theme of urban environmental protection from the inside out. “Environmental protection and green are one of the characteristics of the products. From the ingredients of raw materials and packaging materials, every link is focused on environmental protection, green, and non-luxury. It is more simple and more essential." Yao Yao told reporters, "The 'three days' will first be wrapped with a layer of oil-impregnated paper imported from Japan, which is most suitable for wrapping frozen mousse. While ensuring functionality, it will also be environmentally friendly. It will not only prevent water vapor, but also have In addition, the outer layer is a naturally grown wheat straw pulp box, making full use of natural resources, which is a new choice for environmental protection and naturalism, while wood pulp paper ropes for paper bags are also conducive to environmental protection. Good solubility, recyclable, no negative impact on the environment."

"Three days" moon cakes practical and beautiful bags have become a lot of new consumer fashion, after eating the moon cake can not bear to throw away the bag. Environmental reuse is also a marketing strategy for the 21-guest cake. 21 guest cake launched an eco bag called "fun bag". What is the main function of a bag? With a capacity of 6 liters, the internal space of the bag was re-separated in consideration of the unequal mixing of items. When this eco-bag purchases mooncakes, the 21-guest cake is presented to the consumer as a gift, which is another reason why many consumers buy “three-day” mooncakes.

Foreign companies seize the market

The moon cake market, which may reach as high as 10 billion yuan, has also attracted the interest of foreign companies. The “ice-cream moon cake” launched by Haagen-Dazs in the United States has become the darling of the moon cake market, exquisite gift boxes and warm advertising, and Hagendaz’s Marketing strategy is full of friendship. But ice cream moon cakes are three to four times the price of ordinary traditional mooncakes.

Dove chocolate, famous for its production of chocolates, introduced chocolate moon cakes in 2008, and coffee chain Baiyi Coffee also introduced coffee moon cakes.

These foreign brands did not invest too much in promotional efforts like many old brands in China, and often adopted a low-key attitude. Starbucks stated externally that Starbucks' moon cakes are mainly targeted at people who regularly shop at Starbucks, and their brands are enough to make these consumers pay attention to their products. The person in charge of Haagen-Dazs Foods Co., Ltd. also believes that Yangyue's brand advantage has played a significant role in sales.