350元一盒的胖东来月饼，河南人也抢不到

Core Viewpoint - The controversy surrounding the design fee of the mooncake gift boxes from the popular brand "胖东来" (Pang Dong Lai) has sparked significant public interest, particularly after claims of a design fee reaching 10 million yuan were circulated, which the company has denied, clarifying that the actual design costs are 4.14 million yuan [2][10]. Design Fee Details - The design fee for the 2025 Mid-Autumn Festival mooncake gift boxes was stated to be 3.72 million yuan for 9 designs, while the packaging for 21 types of loose mooncakes cost 420,000 yuan, totaling 4.14 million yuan [2][10]. - The design was executed by the renowned Hong Kong designer Chen Youjian, known for his extensive work in branding and visual design [10][11]. Sales Performance - All mooncake products from Pang Dong Lai's online store were sold out by September 25, with high demand leading to significant shortages in both online and offline stores [4][8][9]. - The "追月" (Chasing the Moon) mooncake gift box, priced at 350 yuan, was particularly popular, selling out shortly after its release [7][9]. - In contrast, mooncake sales from five-star hotels are reportedly under pressure, with many hotel brands struggling to sell their products [7]. Market Positioning - Pang Dong Lai's mooncakes are positioned as premium products, with prices ranging from 97 yuan to 350 yuan, reflecting a strategy to avoid excessive packaging costs and maintain reasonable pricing [4][10]. - The brand's marketing strategy appears to leverage the high design fee controversy to enhance product appeal, with some consumers perceiving the mooncakes as art pieces [14].