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 the affluent, despite regulatory efforts to curb excessive pricing, indicating a complex interplay between consumer behavior, brand positioning, and regulatory measures [5][28][30]. Group 1: High-Priced Mooncakes - High-priced mooncakes have historically been marketed in luxurious gift boxes, with examples like a 1688 RMB mooncake box from the Peninsula Hotel and a 2988 RMB box from the Kempinski Hotel, which included extravagant items [5][6]. - In 2025, there is a resurgence of high-priced mooncakes, now appearing in casual settings like bakeries, making them more accessible to the middle class [6][8]. - The emergence of high-priced loose mooncakes, such as those priced at around 40 RMB each, is seen as a direct affront to middle-class consumers [8][10]. Group 2: Consumer Reactions - Consumers have expressed dissatisfaction with the pricing of mooncakes, comparing the cost of a single mooncake to that of more substantial food items, such as pork ribs [10][12]. - Brands like Haolilai have defended their pricing by emphasizing the quality of ingredients, yet consumer skepticism remains regarding the actual value and taste of these expensive mooncakes [14][15]. - The trend of high-priced mooncakes has led to a shift in consumer attitudes, with many middle-class individuals no longer willing to showcase their status through expensive mooncake purchases [21][30]. Group 3: Regulatory Response - Regulatory bodies have been actively working to address the issue of exorbitant mooncake prices, with a recent announcement aimed at promoting the return of mooncakes to their traditional cultural significance and affordability [28][30]. - The ongoing tension between high-priced mooncake offerings and regulatory measures reflects a broader struggle among businesses, consumers, and regulators to find a balance in the market [30].