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].

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].