＂Nezha emoticon pack＂ moon cakes sell well for young people： it is most important to look good.

Screenshot of "Forbidden City Moon Cake" Taobao webpage

Screenshot of "Nezha Moon Cake" Taobao webpage

　　Moon cakes printed with "Nezha Expression Pack" each cost more than 50 yuan; The moon cakes produced by Taobao in the Forbidden City are most praised for their creative "packaging boxes". In this year’s moon cake market, creative cultural moon cakes are highly respected, and young people pay more attention to traffic and "face value" when choosing moon cakes.

　　Moon cakes should also be rubbed hot.

　　Consumers are willing to pay for traffic.

　　The highly acclaimed film Nezha has heated up the "Nezha School" in the moon cake market. In a food flagship store in Taobao, the Yangzi Evening News reporter found a "Nezha Moon Cake", which was well received. In fact, there were only three milky yellow moon cakes engraved with Nezha’s emoticons, plus a bottle of spicy lobster sauce. In the movie, Nezha’s invitation to Ao Bing’s birthday party turned into a Mid-Autumn Festival invitation in the gift box, and the shuttlecock symbolizing their friendship was also in the gift box. The price of this Mid-Autumn Festival gift box on Tmall is 168 yuan, and the purchase price after receiving the coupon is 158 yuan. On the back of the Mid-Autumn Festival gift box, it is indicated that "shuttlecock, invitation and spicy lobster sauce are all gifts and will not be sold separately", that is, three moon cakes engraved with Nezha’s emoticons and the packaging box need about 160 yuan.

　　The customer service told the reporter that "Nezha’s Magic Boy officially authorized the Mid-Autumn Festival Gift Box of Nezha Expression Pack" is the first official cooperation fund, which is only available online for the time being, and these gift boxes will be removed after they are sold out. The reporter observed that the production date of this batch of moon cakes is from August 1 ST to August 10 th, and the shelf life is 80 days. At present, it is the flagship product of this flagship store, and it has been on the shelves for more than ten days. Up to yesterday, 473 people have paid for it.

　　In the evaluation column, the reporter noticed that consumers are all fans of Nezha. Although many consumers pointed out such problems as "the design of the gift box is not very wise", "the invitation is made of paper" and "the expression printed on the moon cake is not very pure", most of them expressed their willingness to recharge the money for Yi Er.

　　Looking good is the most important thing.

　　Take care of packaging to win the hearts of young people

　　"I buy moon cakes mainly to collect their packaging boxes." Ms. Liu, who just worked, waits for the moon cakes in the Forbidden City Taobao shop to be "new" every year. This year, their store launched a black-skinned Chinese high-grade mooncake gift box in the Forbidden City with the theme of "Qiu Guang is full of poems". The skin of this moon cake is all black, and the stuffing inside is white lotus egg yolk, brown rice matcha, Shanghai milk yellow and red wine cranberry. Together with the black skin, the traditional five-color concept of "green, red, mysterious, yellow and white" is formed. The moon cake is also carved with flower-and-bird paintings, bamboo interesting paintings and landscape paintings, and the packaging picture is taken from "Qiu Jiang Waiting for Crossing". In this regard, many consumers call "no culture, they are embarrassed to eat."

　　This mooncake is 8 in a box, and the price of Tmall is 216 yuan. The reporter found from the online evaluation that most consumers’ praise for the packaging is far greater than the evaluation of the moon cake itself, and even many consumers said that just buying a box is worth it. Some netizens also reported that the taste of moon cakes in the Forbidden City is really average.

　　The reporter noticed that young people are mostly "face value control", and buying moon cakes is mostly for "face value". A "paper shadow flower viewing" lantern moon cake gift box, the mobile phone or LED light is placed in the box, and the gift box is lantern-shaped. According to the details of the goods in its shop, the design of the gift box combines the traditional paper carving art and Sichuan shadow play, citing the folk allusions of Li Bai’s invitation to the moon and Yue Bai, The Story Of Diu Sim. In addition to the general taste, this moon cake also has meat flavors such as "abalone with fresh sauce, spicy duck with Sichuan flavor, and beef with rattan pepper". Although it is currently in the pre-sale stage, it has gained many loyal fans, and many post-90 s customers think that this moon cake is not only beautiful but also practical, so it can be placed as an ornament at home.

　　In the era of traffic, in order to win the favor of young consumers, creative IP and cultural IP are becoming more and more important, and merchants are also trying their best to enlarge their skills, especially those who are "half-way monks" and "temporary monks". However, while rubbing heat and repackaging, merchants should ensure the quality and taste of moon cakes, so as to win a good reputation and achieve a win-win situation.

　　Yangzi Evening News/Yangyan reporter Jiang Jingyi