月饼界的“爱马仕”一粒售价40元 中产不买账了

Core Viewpoint - The article discusses the rising trend of high-priced mooncakes targeting affluent consumers, despite regulatory efforts to curb excessive pricing in the market [1][10]. Group 1: High-Priced Mooncakes - High-priced mooncakes have transitioned from luxury gift boxes to being sold in regular bakeries, making them more accessible yet still expensive for middle-class consumers [2][4]. - Examples of exorbitantly priced mooncakes include a 1,688 yuan gift box from the Peninsula Hotel in Shanghai and a 2,988 yuan box from the Beijing Kempinski Hotel, which included additional luxury items [1][4]. - The emergence of high-priced loose mooncakes, such as those sold by brands like祐禾 and好利来, has sparked consumer backlash due to their high prices compared to traditional mooncakes [4][5]. Group 2: Consumer Sentiment - Consumers are increasingly questioning the value of high-priced mooncakes, with many feeling that the quality does not justify the cost [5][7]. - The trend of high-priced mooncakes is met with skepticism, as consumers express a preference for homemade options over expensive commercial products [9][10]. - The backlash against high-priced mooncakes indicates a shift in consumer behavior, where the middle class no longer seeks to showcase wealth through expensive mooncake purchases [7][10]. Group 3: Regulatory Response - Regulatory bodies, including the National Development and Reform Commission, are actively working to control the pricing of mooncakes and promote their return to being a common consumer item [10][11]. - The government's efforts aim to address the issue of "sky-high" mooncake prices and ensure that the products align more closely with traditional cultural values [10][11]. - The ongoing tension between consumers, businesses, and regulators highlights the complexities of the mooncake market and the need for a balanced approach to pricing and quality [10][11].