Eating moon cakes year after year, Xing Hua Lou, Xin Ya, Yuan Zu, Haagen Dazs... overturned these brands. However, have you heard of “flying cakesâ€, “discus,†“net cakes,†and “house cakesâ€? They are also mooncakes, but not from the well-known moon cake manufacturers, but by large enterprises "exclusive customization."
In recent years, many companies have begun to quietly start their own specialty moon cakes, self-produced, or cooperative OEM. However, some people believe that such mooncakes are no longer purely festive foods, nor are they merely “upgraded†into gifts in a general sense, but also become a medium for companies to engage in advertising marketing. It is no wonder that netizens have put mooncakes into the corporate slogans: "Farmer Mountain Springs: moon cakes are a bit sweet", "Pepsi: moon cakes have no limits!", "Blue Sky and Six Cure: Good teeth, good appetite, good body, great Eating moon cakes is fast!"...Summary, "Brother is not eating moon cakes, it's advertising!"
Self-made moon cake to play creative creative self-propelled moon cake brand "thousands of horses and horses", the real estate business is a "big power." The Greenland Group no longer purchased branded mooncakes years ago. The original group has introduced a mooncake named “Greenspace Howard Johnson,†which is produced by the Group’s Howard Johnson Greenland Hotel, and packaged itself. “This kind of moon cake is generally small, the number is about 4 or so, and the emphasis is on small and fine, generally used to send customers.†A staff member of Greenland Group told reporters that moon cakes often come with the introduction of the property market or a real estate promotion. The advertising effect is obvious. The reporter learned that many real estate developers, such as Jingwei Landmark, have chosen to push their own moon cakes. They will commission a certain moon cake maker to produce, and then paste their own brand to expand publicity.
Tencent’s mooncakes are even more special. The mooncakes that the company has dubbed “penguin cakes†follow the advertising campaign “playing tricks†year after year. For example, Tencent is launching “QQ Farm†last year. The mooncakes are very special. Open the round jar, in addition to four small iron cans filled with moon cakes, also comes with a wooden model and 3 mysterious cloth bags, which contain nutritious soil and seeds. After eating moon cakes, the nutritious soil was poured into small iron cans, seeds were planted, wooden models were set up on houses and fences, and a QQ farm was born. However, creative mooncakes often make jokes. A customer once used two bags of black nutritious soil as tea. He took a sip and discovered it.
In addition, the transportation industry such as airlines is also a big custom moon cake. In addition to the catering and employee benefits of the passengers during the Mid-Autumn Festival, the Eastern Airlines moon cake launched by China Eastern Airlines is also sold outside. In the Mid-Autumn this year, the Shanghai subway department also tried to push moon cakes and join hands to create a “Chang Chang†moon cake with the whole family. It means that the subway runs smoothly and has a good taste. However, for various reasons, this discus was later "I can't put it into production.
Not only cut costs, but also advertised to discard brand moon cakes and instead customize and build their own mooncakes, companies seem to have realized the great marketing potential of the Mid-Autumn Festival. “Mooncake consumption is undergoing a new change.†Tang Yuejun, Department of Corporate Management, Fudan University’s School of Management, believes that if companies change their identity as buyers of mooncakes and instead customize moon cakes and launch their own brands, these moon cakes will be on boxes or moon cakes. More or less bring the company's logo, a certain role for companies to enhance their brand image. From another perspective, giving homemade moon cakes to employees and partners will add warm points to the company.
According to industry insiders, businesses are pushing mooncakes, and marketing is more cost-conscious. It is not difficult to see that most self-propelled moon cake companies are large-scale groups with a large number of employees and it takes a lot of money to send moon cakes to employees during the Mid-Autumn Festival. If a company purchases branded moon cakes in large quantities, although it can have certain “group purchase†discounts, profits are more likely to be distributed by moon cake manufacturers. Tang Yuejun believes that if the company customizes itself, it entrusts a certain hotel or mooncake maker to scale production: "The company can not only reduce costs, but also can deliver the mooncakes with its own LOGO to the people and achieve a 'win-win'."
The reporter learned from the Municipal Bureau of Industry and Commerce that companies can entrust authorized moon cake manufacturers to customize moon cakes. However, the moon cakes produced must be marked on the manufacturer's packaging, and indicate the ingredients, production date, shelf life, and other food production related labels. In addition, as long as these moon cakes are not infringed upon other people's trademark rights, it is feasible to independently own or not use any of the trademarks. The industry and commerce department stated that for the mooncakes launched by many enterprise groups, hotels, and bakeries during the Mid-Autumn Festival, the industry and commerce departments will ensure food safety through the sampling of moon cakes.
In recent years, many companies have begun to quietly start their own specialty moon cakes, self-produced, or cooperative OEM. However, some people believe that such mooncakes are no longer purely festive foods, nor are they merely “upgraded†into gifts in a general sense, but also become a medium for companies to engage in advertising marketing. It is no wonder that netizens have put mooncakes into the corporate slogans: "Farmer Mountain Springs: moon cakes are a bit sweet", "Pepsi: moon cakes have no limits!", "Blue Sky and Six Cure: Good teeth, good appetite, good body, great Eating moon cakes is fast!"...Summary, "Brother is not eating moon cakes, it's advertising!"
Self-made moon cake to play creative creative self-propelled moon cake brand "thousands of horses and horses", the real estate business is a "big power." The Greenland Group no longer purchased branded mooncakes years ago. The original group has introduced a mooncake named “Greenspace Howard Johnson,†which is produced by the Group’s Howard Johnson Greenland Hotel, and packaged itself. “This kind of moon cake is generally small, the number is about 4 or so, and the emphasis is on small and fine, generally used to send customers.†A staff member of Greenland Group told reporters that moon cakes often come with the introduction of the property market or a real estate promotion. The advertising effect is obvious. The reporter learned that many real estate developers, such as Jingwei Landmark, have chosen to push their own moon cakes. They will commission a certain moon cake maker to produce, and then paste their own brand to expand publicity.
Tencent’s mooncakes are even more special. The mooncakes that the company has dubbed “penguin cakes†follow the advertising campaign “playing tricks†year after year. For example, Tencent is launching “QQ Farm†last year. The mooncakes are very special. Open the round jar, in addition to four small iron cans filled with moon cakes, also comes with a wooden model and 3 mysterious cloth bags, which contain nutritious soil and seeds. After eating moon cakes, the nutritious soil was poured into small iron cans, seeds were planted, wooden models were set up on houses and fences, and a QQ farm was born. However, creative mooncakes often make jokes. A customer once used two bags of black nutritious soil as tea. He took a sip and discovered it.
In addition, the transportation industry such as airlines is also a big custom moon cake. In addition to the catering and employee benefits of the passengers during the Mid-Autumn Festival, the Eastern Airlines moon cake launched by China Eastern Airlines is also sold outside. In the Mid-Autumn this year, the Shanghai subway department also tried to push moon cakes and join hands to create a “Chang Chang†moon cake with the whole family. It means that the subway runs smoothly and has a good taste. However, for various reasons, this discus was later "I can't put it into production.
Not only cut costs, but also advertised to discard brand moon cakes and instead customize and build their own mooncakes, companies seem to have realized the great marketing potential of the Mid-Autumn Festival. “Mooncake consumption is undergoing a new change.†Tang Yuejun, Department of Corporate Management, Fudan University’s School of Management, believes that if companies change their identity as buyers of mooncakes and instead customize moon cakes and launch their own brands, these moon cakes will be on boxes or moon cakes. More or less bring the company's logo, a certain role for companies to enhance their brand image. From another perspective, giving homemade moon cakes to employees and partners will add warm points to the company.
According to industry insiders, businesses are pushing mooncakes, and marketing is more cost-conscious. It is not difficult to see that most self-propelled moon cake companies are large-scale groups with a large number of employees and it takes a lot of money to send moon cakes to employees during the Mid-Autumn Festival. If a company purchases branded moon cakes in large quantities, although it can have certain “group purchase†discounts, profits are more likely to be distributed by moon cake manufacturers. Tang Yuejun believes that if the company customizes itself, it entrusts a certain hotel or mooncake maker to scale production: "The company can not only reduce costs, but also can deliver the mooncakes with its own LOGO to the people and achieve a 'win-win'."
The reporter learned from the Municipal Bureau of Industry and Commerce that companies can entrust authorized moon cake manufacturers to customize moon cakes. However, the moon cakes produced must be marked on the manufacturer's packaging, and indicate the ingredients, production date, shelf life, and other food production related labels. In addition, as long as these moon cakes are not infringed upon other people's trademark rights, it is feasible to independently own or not use any of the trademarks. The industry and commerce department stated that for the mooncakes launched by many enterprise groups, hotels, and bakeries during the Mid-Autumn Festival, the industry and commerce departments will ensure food safety through the sampling of moon cakes.
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