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 [3][4][30]. Group 1: High-Priced Mooncakes - Historically, high-priced mooncakes were often sold 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 [3][4]. - In 2022, regulatory bodies began to monitor mooncakes priced over 500 RMB to combat the trend of exorbitant pricing [3][30]. - By 2025, there is a resurgence of high-priced mooncakes, now appearing in more accessible locations like local bakeries, making it difficult for middle-class consumers to avoid [4][5]. Group 2: Consumer Reactions - The emergence of high-priced loose mooncakes, such as those priced at around 40 RMB each, is perceived as a direct affront to middle-class consumers [7][11]. - Brands like祐禾 and好利来 have faced backlash for their high prices, with consumers comparing the cost of a single mooncake to that of more substantial food items, like pork ribs [11][13]. - Despite claims of superior ingredients, many consumers find the taste of these expensive mooncakes does not justify the price, leading to skepticism about the quality and necessity of such high costs [15][16]. Group 3: Marketing and Consumer Sentiment - Marketing strategies have also drawn criticism, as seen with桃李面包's controversial advertisement that suggested consumers needed to experience life's hardships to appreciate certain mooncake flavors [25][26]. - The public sentiment is shifting, with consumers increasingly viewing mooncakes as mere shapes rather than premium products, leading to a preference for homemade alternatives [27][30]. Group 4: Regulatory Response - Regulatory efforts continue to address the high-priced mooncake phenomenon, with multiple government departments working to ensure mooncakes return to being affordable and culturally significant [30][33]. - The ongoing tension between businesses, consumers, and regulators highlights the delicate balance in the mooncake market, where consumer choices will ultimately dictate pricing strategies [33].