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“味道战争”变成营销创意比拼网红月饼背后存复杂利益链

2018年09月27日 23:51来源:网络整理手机版

原标题:“味道战争”变成营销创意比拼 网红月饼背后存复杂利益链

又是一年中秋到,但月饼似乎悄然改变了它原本“甜腻”“厚重”的刻板形象,成为新一代网红食品。走上网红之路随即给整个市场带来可观的收益,2017年月饼市场的销售额超过百亿元,而要买上一块网红月饼,你可能要排上两三个小时的队。

今年的“月饼大战”已经打响,与以往的面点企业、酒店企业争抢月饼市场不同,“朋友圈私房自制月饼”“跨界月饼”纷纷加入战局,很多非月饼企业甚至非食品领域的企业加入到月饼的开发和销售行列,而市场则更追求口味和性价比。

从以往的“味道的战争”到营销创意的比拼,“月饼大战”的内涵越来越丰富,曾经被贴上“传统”标签的月饼也开始再度走红成为市场赢家。本报记者在过去两年持续关注中秋节月饼销售后,发现继私厨月饼以及养生月饼等各式噱头月饼外,月饼包装以及营销再次成为新热点,乱象频出。

缺乏透明度的网红款

近年来,月饼最红火的销售地,已经从面包房、星级酒店的大厅转移到朋友圈中。早在8月初,一些月饼企业和个体作坊开始“抢滩”微信朋友圈,很多人的朋友圈都被号称“纯手工、无添加、低热量”的私房月饼刷屏。

在北京,要吃上李可(化名)的私房月饼并不是一件容易的事,购买者必须提前参与抢购。“刚开始我只是担心连锁店月饼使用大量添加剂,高糖多油,想自制一款健康月饼给家人吃,并送一些给亲朋好友。后来做多了,便有了在朋友圈卖月饼的想法。”李可说,自制的月饼每个约20元至25元,一周大约卖出300个左右,因为积累了一定的口碑,产品常常在发布半天之内就被一抢而空。

与传统月饼销售商通过打品牌战、价格战的销售模式相比,月饼微商们走的是小而美的营销路线。作为“金牌卖家”的李可也总结出了一些制作爆款月饼的心得和经验:首先是口味好,一口咬开,黏稠的馅料流出,这样的流心月饼大约20元一块。其次是颜值高,配上简洁雅致的小盒和一袋贴心的乌龙茶包,加之诗意的文字表述,相比于高大上礼盒带来的审美疲劳,小清新的包装更能打动消费者。

这些私房月饼一般主打“手工制作、纯天然食品”等概念,绝大多数卖家会把食材、月饼制作过程等信息发布到朋友圈,给消费者吃上一颗定心丸。

当然,也有顾客质疑“朋友圈月饼”的品质,担心这些私家自制月饼既没有生产经营资质、外包装也无任何认证标志,更没有相关部门检测把关,属于“三无产品”。对此,9月18日,中消协提醒广大消费者,选购月饼,首先要选择具有食品生产经营资质、品牌信誉度高、产品质量稳定的商家,购买产品后要留存相关购物凭证,以便退换货和维权。其次,选购月饼时,要做到明辨真伪、识别优劣,例如商家宣称的“鲍鱼月饼”或许只是“鲍鱼味”,而非“鲍鱼肉”,所谓的“私厨月饼”或许根本不具备相应的食品生产及流通资质,实为“三无产品”,存在食品安全隐患。

眼下,私房月饼的各种乱象也随着市场走俏而产生。

私房月饼的店主发现,自己的竞争对手最近变得越来越“专业和庞大”。小江是浙江杭州最早做自制烘焙月饼的一批微商,但是最近他频频收到一些月饼厂家的邀请,“就是他们提供月饼,在我的朋友圈以我制作的名义销售,双方分成”。

“手工月饼的成本是很难计算的,很大一部分成本在于手工,每一个产品都是用心制作。一般来说,熬糖浆1个多小时;各种豆子、枣儿、莲子等蒸煮1个多小时;调馅、揉饼皮需要1个多小时;成型烤制1个多小时。工序复杂,耗费精力。”李可认为,手工成本投入不同,造成很多销售者定价悬殊,缺乏一定的透明度。

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