Heavy | 2019 national moon cake industry development trend
Since 2018, China's economic operation has been steadily changing, changing and worrying. The external environment is complex and severe, and the economy is facing downward pressure. However, the national food industry has earnestly implemented the overall requirements and deployment of the central government, and has responded to market changes. The country's 40,909 food industry enterprises above designated size achieved a total revenue of 9.02 trillion yuan, a year-on-year increase of 5.29%. The main business income of the food manufacturing industry was 1.83 trillion yuan, a year-on-year increase of 7.26%. Among them, 903 enterprises above designated size in the pastry and bakery industry achieved a main business income of 113.971 billion yuan, a year-on-year increase of 8.94%, and the total profit reached 13.214 billion yuan, an increase of 9.04% year-on-year; the main business income from January to June this year was 53.909 billion yuan. The year-on-year growth was 9.41%, and the total profit was 5.26 billion yuan, a year-on-year increase of 9.94%.
Mooncake products play an important role in the smooth and rapid development of the entire pastry bread industry. Summarize and review the operation of the moon cake industry in recent years, refer to the changes in the domestic and international economic situation and the production plans of the key enterprises in the industry, and make the following analysis and forecast for the operating trend of the national moon cake industry in 2019 for the industry reference.
Since the 19th National Congress of the Communist Party of China, the political and economic environment at home and abroad has undergone great changes, especially the influence of Sino-US relations and trade frictions, which has caused the real economy to bear greater downward pressure. The food industry belongs to the people's livelihood industry. Relatively speaking, the pressure is slightly smaller, but it has also been affected. As a holiday product, moon cake products basically return to the natural attributes of traditional food and cultural carriers. The specific performance is that the output is growing steadily, the profit rate is stable and moderate, the brand concentration is getting higher and higher, and the overall development of the industry is stable.
This year's Mid-Autumn Festival is September 13 (Friday), a good time for family reunion and sharing the full moon. The Mid-Autumn moon cake market will show that the main sales period starts later, the sales period is shorter, and the short-term volume is large. Due to the rising cost of labor, raw materials, logistics, etc., the selling price is expected to rise slightly, and the production and sales volume of brand enterprises will increase, but there is little room for profit growth.
In terms of varieties, traditional products and traditional flavors will still be the mainstream, such as: traditional lotus seed, Wuren, bean paste, jujube, and fruit can still occupy the protagonist status, while in new varieties, the flow of milk, French cheese, Durian and other flavors with distinctive packaging will continue to be favored by the younger generation of consumers. In addition, the use of new ingredients such as crayfish, dried plums and other new flavors of moon cakes will also make the product variety more abundant; In terms of style, it will still be dominated by Cantonese, Soviet, and Beijing-style, but the market share will decline slightly. Due to the differentiated demand, after several years of market precipitation, other mooncakes will have The rise of the moon cake variety with regional characteristics and the combination of Chinese and Western will also be a new growth point, and will be widely available and become a new hot spot for consumption.
The concepts of healthy fashion, delicious nutrition, rich cultural connotation and individuality customization will become the direction of new product development. At the same time, the consumption concept of young consumer groups can not be ignored, fashion new varieties, new packaging, new ideas, new flavors of moon cake sales Will increase. Frozen semi-finished products and ready-made products will be another selling hotspot, and the experiential sales model will be more diverse.
Overall, the moon cake market in 2019 will show a stable and orderly, healthy nutrition, variety and rich taste development. It is expected that the overall sales and sales of the industry should increase by 5-8%.
Under the guidance of the country's policy policy of continuously strengthening food safety and social co-governance, government functional departments and testing agencies at all levels continue to strengthen the supervision of food safety, and relevant food safety regulations and standards are gradually improved, and relevant industry associations, enterprises, media and Consumers have made unprecedented improvements in food safety and quality awareness, which has led to continuous improvement in the safety and quality of moon cake products. Especially for well-known brands and key enterprises in the industry, the priority is to ensure product quality and safety, and the management system will be further improved. Production source and process management are the main means of quality control to ensure the safety and quality of products. This year's moon cake products will have obvious improvement and improvement in both intrinsic quality and packaging quality and form. Safe and safe consumption of moon cake products is guaranteed.
This year's moon cake market will continue to increase R&D innovation while focusing on traditional classic taste products. It is mainly divided into product innovation and concept innovation. Product innovation mainly adopts new raw materials, new processes and outstanding advantages, such as: truffle moon cake, 枸杞 moon cake, buckwheat moon cake, fresh fruit freeze-dried moon cake, etc.; concept innovation is mainly reflected in product creativity, packaging design creativity and marketing creativity, cross-border integration, giving products new attributes, such products are more suitable for young consumer groups and online Sales, such as the Palace Mooncakes, the motherland tribute moon cakes and so on. Emerging moon cake production or sales companies are mainly based on conceptual innovation products.
In addition, due to the industrial industrialization degree and the increasing concentration of production, the frozen semi-finished moon cakes produced by the factory produce unformed moon cakes from the factory, which are refrigerated and refrigerated, delivered to stores, outlets, and then baked. This type of "fresh" freshly baked moon cake has also been of a certain size.
Strengthening road confidence, theoretical self-confidence, institutional self-confidence, and cultural self-confidence are the theoretical foundations of a new era of socialism with Chinese characteristics. Culture is the soul of a country and a nation. For our industry, the firm cultural self-confidence is to strengthen the confidence of traditional Chinese culture, strengthen the traditional culture of the Mid-Autumn Festival, strengthen the confidence of the local culture, and strengthen the corporate culture, and integrate these cultures into one product or a series of products. , packaging design, marketing plan, brand positioning, channel selection, customer service and other aspects to optimize as much as possible, to create the company's exclusive Mid-Autumn Festival products, to achieve differentiated competition, is the only way to high-quality development of the industry, but also the current industry needs to actively explore and practice Optimized development model.
With the development of social economy, the production and operation costs of industrial enterprises are also continuously rising. In order to ensure reasonable profits and sales, the prices of products will be raised appropriately. On the other hand, enterprises should formulate reasonable production on the basis of market research. Plan to ensure sales and reasonable inventory. The price range is basically unchanged. The price of most mooncake gift boxes will be concentrated between 60-150 yuan. The olive-type price pattern remains unchanged. The medium-priced products are still the main products of the market. Enterprises should keep some of the output according to the actual production capacity. Before the upcoming festival, in order to solve the inventory backlog and ensure a reasonable profit.
In recent years, the state has vigorously advocated environmental protection, and environmental awareness has been deeply rooted in the hearts of the people. It is expected that the style of mooncake packaging will continue to promote traditional Mid-Autumn Festival culture and simple environmental protection. The preferences of young consumer groups have gradually become a factor that enterprises are considering. The packaging and products that show individuality, combination of features and shapes are more popular. Mid-Autumn moon cake products will be more colorful, and the gift boxes of various flavor products will still be loved by consumers.
In the form of packaging, it is still box-based. Lite (bag, barrel) and bulk products are expected to account for 20% to 30% market share. Chain cake shops, catering companies, emerging brands, and online companies are boxed. The main, simple, bulk moon cake products will account for a relatively small proportion.
This year, commercial supermarkets, stores and other channels are still the main channels of traditional enterprises. If there are no accidents, group purchases will rise, and online product sales will continue to rise, but profit growth is limited. With the gradual maturity of the Internet platform and the rise of various high-traffic APPs and community e-commerce, the sales channels of moon cakes are also increasing.
Today, the convenience store is very large, with many outlets and long sales time. It is also a channel for mooncake sales to try. How to develop the corresponding product system and marketing strategy according to the characteristics of the convenience store is an issue that industry enterprises need to actively explore.
Mid-Autumn moon cake is one of the important carriers of Chinese traditional food culture. Whether it is the moon cake itself or the industry changes related to it, we can feel the progress of the times and the innovative development of Mid-Autumn culture every year. At present, the state strongly advocates the spirit of craftsmen and revitalizes traditional crafts. The inheritance and rejuvenation of moon cake production skills is not only the basis for the survival and development of enterprises, but also the concentrated expression of brand value and craftsman spirit. The excavation and promotion of the traditional crafts and culture of moon cakes is the common responsibility and mission of our industry. Scientifically use new raw materials and new technologies, continue to innovate on the basis of inheritance, and use the spirit of craftsmanship to produce safe, nutritious and culturally rich moon cake products to meet the needs of consumers, and always be the direction and development of our efforts. The source of power.
In 2019, the moon cake industry will strive for progress and improve the year of progress. We firmly believe that many companies in the industry will accurately grasp the situation and create new achievements.