The premium of cultural and creative mooncake gift boxes is serious: the unit price of the Forbidden City joint model exceeds 1,000 yuan, causing doubts

The premium of cultural and creative mooncake gift boxes is serious: the unit price of the Forbidden City joint model exceeds 1,000 yuan, causing doubts

As the Mid-Autumn Festival approaches, the mooncake market ushers in its peak sales season. However, the premium phenomenon of cultural and creative mooncake gift boxes this year has attracted widespread attention, especially the joint mooncake gift boxes of well-known IPs such as the Forbidden City and Sanxingdui, whose unit price is even more than 1,000 yuan, and are questioned by consumers for "over-packaging" and "flasty".

1. The price of cultural and creative mooncake gift boxes is huge, with the maximum co-branded model of the Forbidden City reaching 1,688 yuan.

Through a survey of e-commerce platforms and offline stores, it was found that the price ranges of cultural and creative mooncake gift boxes vary greatly, ranging from 100 yuan to 100 yuan. The following is a comparison of the prices of some popular IP-jointed mooncake gift boxes:

As can be seen from the table, the unit price of the joint mooncake gift box of the Forbidden City is as high as 1,688 yuan, far exceeding the price of ordinary brand gift boxes, while the number of mooncakes is even smaller.

2. Analysis of the cost of cultural and creative gift boxes: the packaging cost accounts for more than 60%

According to industry insiders, the high premium of cultural and creative mooncake gift boxes mainly comes from packaging design and IP licensing fees. Taking a gift box priced at 1,000 yuan as an example, the cost composition is as follows:

Data shows that the cost of packaging and IP authorization accounts for as much as 60%, while the raw material cost of mooncakes itself accounts for only 15%. Most of the fees actually paid by consumers are paying for "cultural added value".

3. Polarization of consumer attitudes: some people pursue it, some people boycott it

Regarding high-priced cultural and creative mooncake gift boxes, consumers have obvious differences in their views:

Supporters’ views:

1. It has collection value and unique IP co-branded model design;
2. Suitable for gifts and showing cultural taste;
3. Limited-time sale to meet personalized needs.

Opposing views:

1. Overpackaging violates environmental protection concepts;
2. The price is inflated and the cost-effectiveness is extremely low;
3. Encourage the trend of comparison and deviate from the quality of Japanese quality.

User reviews of a certain e-commerce platform show that the positive review rate of the Mooncake Gift Box of the Forbidden City was 82%, but 30% of the five-star praise clearly stated that "it will be bought and collected, and it will not be eaten."

4. Regulatory authorities speak out: curb the chaos of "sky-high mooncakes"

In response to the premium of the mooncake market, the National Development and Reform Commission and other departments have jointly issued the "Announcement on Curbing "Sky-high" Mooncakes and Promoting the Healthy Development of the Industry", which clearly stipulates:

Despite this, some merchants still evade supervision through the names of "limited funds" and "art collections". Experts suggest that consumers should purchase rationally and avoid blindly pursuing the IP effect.

Conclusion:

The premium phenomenon of cultural and creative mooncake gift boxes reflects the current hot and impetuous cultural consumption market. How to find a balance between cultural creativity and practical value still requires the industry and consumers to explore together. This Mid-Autumn Festival, will you pay for the thousand-yuan mooncake gift box?