Overpackaging in China's mooncake market has eased. Figures show that sales of pricey mooncakes are down this year. Sales of mid- and low-end cakes has surged.
Figures show that most supermarkets in Shanghai are selling mooncakes priced between 100 to 200 yuan a box. There are hardly any fancily wrapped traditional cakes priced at over 500 yuan a box in the shops.
Shen Jun, Manager of Shanghai Supermarket said "The most expensive mooncake in our supermarket is 300 yuan a box. But sales of mooncakes around 100 yuan are better."
Major supermarkets say, not many people are enthusiastic for elaborately packaged mooncakes these days. More customers are actually buying simply wrapped treats this year.
Shanghai consumer said "The most important thing about mooncakes is quality. I won't buy those with luxury packaging. It's just a waste of resources. And the stuff inside won't be any good."
Industry insiders say, low- and medium- cost mooncakes are more popular this year, which helps their manufactures earn quite a profit.
Mooncake Manufacturer said "Sales of mooncakes without packaging are doing quite well this year, up 10 percent year on year. But the number of mooncakes in boxes is unchanged. As far as I know, the sales this year of Hong Kong's Wing Wah Mooncake have not even reached their 2008 volume. We only sell 75 yuan ones, but the Hong Kong manufacturer is selling them at 250 yuan per box. "
Industry insiders say, shrinking corporate demand and group orders are the main reasons for the decline in demand for luxury mooncakes.
Feng Fusheng, Department Secretary-General of Shanghai Confectionery Ind. Assoc. said "Figures show, the previous average price of group orders was above 200 yuan. But many companies now only want relatively cheap goods now. Over 80 percent of the products in Shanghai are priced around 200 yuan a box. Last year, the most expensive mooncakes in the city were nearly 900 yuan per box. But this year, they're around 700 yuan."
Industry insiders say, consumers have become more rational these days. They believe the time has come for the ancient family reunion symbol to return to its true nature.
(CCTV September 21, 2009)
