中新 为落实《关于遏制"天价"月饼、促进行业健康发展的公告》要求,推动月饼回归大众消费品属性,近期,国 家发展改革委、工业和信息化部、商务部、市场监管总局等四部门专题研究做好遏制"天价"月饼工作。 ...

本报记者 梁傲男 在政策规范、行业自律与消费观念升级等多重因素推动下，月饼市场有望逐步告别奢华包装与高价炒作。朱丹蓬表示，对 月饼行业的层层监管，有利于推动节日食品回归大众消费品属性，促进产业链全面重构与优化。 中国焙烤食品糖制品工业协会理事长张九魁此前表示，行业和企业要自觉抵制"天价"月饼，引导健康、理性消费的新观 念。企业应贯彻绿色低碳理念，自觉抵制过度包装，推动行业绿色发展。 "从市场层面来看，'天价'月饼已基本失去生存空间。"广东省食品安全保障促进会副会长朱丹蓬对《证券日报》记者表 示，消费者对品牌和产品的核心诉求已发生变化，如今更加注重性价比与质价比的统一。 在政策与行业的共同引导下，月饼市场正呈现积极变化。《证券日报》记者近日实地探访多家商超发现，月饼礼盒已占据 卖场核心位置，以往月饼礼盒内混搭茶叶、红酒等高价商品的现象已基本消失。月饼生产企业在包装上做"减法"，多数礼盒采 用单层包装，少量礼盒为两层，环保包装和可回收材料的使用也成为趋势。 9月15日，据国家发展改革委官方公众号消息，为落实《关于遏制"天价"月饼、促进行业健康发展的公告》要求，推动月 饼回归大众消费品属性、回归传统文化本源，近期， ...

中秋佳节临近，消费者究竟需要什么样的月饼？近期，北京本来工坊科技有限公司（以下简称"本来生 活"）商品中台总经理卞宁在接受《证券日报》记者采访时表示，从企业采购角度来看，月饼商品需具 备五个核心要素：品质好、有面子、预算低、能定制、交付稳。 卞宁从月饼的文化起源谈起，对记者阐述了产品设计思路，并回应了当前市场对"健康、美味、有仪式 感"的真实需求。 月饼作为中秋文化的象征，其出现与发展与中国传统节日文化、礼仪文化密不可分。它不仅是时令食 品，更承载着中国人的情感与审美，是中国最重要的礼仪性食品之一。因此，中秋佳节始终离不开"买 月饼、送月饼、发月饼"的习俗，而月饼本身也应兼具美观与美味。 然而，传统月饼往往存在过甜、过油、口感腻、外形单一等问题，与其历史上所代表的"宫廷美学"及中 国人的最高审美水准有所偏离。正是基于这些思考，本来生活旗下品牌"糕上有点"在2025年中秋月饼研 发中，确立了"三轻"理念——轻糖、轻养、轻奢，旨在推动月饼从食材到工艺的全面创新，向"低糖、 高纤、少油"健康方向升级。 "轻糖"即降低糖分，回应消费者对"不甜"的普遍需求。本来生活所有自有品牌月饼均实现低糖、高纤 维、少油配方，并通过 ...

四部门：做好遏制"天价"月饼工作 中新网9月15日电 据国家发展改革委微信公众号消息，为落实《关于遏制"天价"月饼、促进行业健康发 展的公告》要求，推动月饼回归大众消费品属性、回归传统文化本源，近期，国家发展改革委、工业和 信息化部、商务部、市场监管总局等四部门专题研究做好遏制"天价"月饼工作。 今年以来，四部门加强源头治理，充分发挥行业协会等组织作用，加强对生产、销售企业的政策宣贯， 引导企业依法合规经营，并对各地有关部门进一步做好2025年遏制"天价"月饼工作提出明确要求。 下一步，四部门将指导各地有关部门强化监测分析，加强市场巡查，发现问题及时督促整改，加大重点 领域监督检查力度，依法查处违法违规行为，营造良好市场环境，维护风清气正的节日风尚。 来源：中国新闻网 编辑：徐世明 广告等商务合作，请点击这里 本文为转载内容，授权事宜请联系原著作权人 中新经纬版权所有，未经书面授权，任何单位及个人不得转载、摘编或以其它方式使用。 关注中新经纬微信公众号(微信搜索"中新经纬"或"jwview")，看更多精彩财经资讯。 ...

今年以来，四部门加强源头治理，充分发挥行业协会等组织作用，加强对生产、销售企业的政策宣贯， 引导企业依法合规经营，并对各地有关部门进一步做好2025年遏制"天价"月饼工作提出明确要求。 新京报讯据国家发展改革委官微消息，为落实《关于遏制"天价"月饼、促进行业健康发展的公告》要 求，推动月饼回归大众消费品属性、回归传统文化本源，近期，国家发展改革委、工业和信息化部、商 务部、市场监管总局等四部门专题研究做好遏制"天价"月饼工作。 下一步，四部门将指导各地有关部门强化监测分析，加强市场巡查，发现问题及时督促整改，加大重点 领域监督检查力度，依法查处违法违规行为，营造良好市场环境，维护风清气正的节日风尚。 ...

Group 1 - The article highlights the increasing popularity of traditional mooncakes, particularly the innovative "old vinegar mooncake" in Shanxi, which combines traditional techniques with new flavors, resulting in a 20% increase in orders compared to the previous year [6][4][1] - In Hangzhou, the "Tingzhi mooncake" remains a top seller, with a production capacity of 40,000 pieces per day, yet still facing high demand and supply shortages [14][7] - The "Tingzhi mooncake" has a rich history of over a hundred years and has adapted to modern tastes by introducing new flavors while maintaining traditional production methods, appealing particularly to younger consumers [13][10][7] Group 2 - The production process of the "old vinegar mooncake" involves mixing traditional hollow mooncake textures with the flavor of aged vinegar, which has garnered significant consumer interest [6][4] - The "Tingzhi mooncake" production involves seven traditional steps, ensuring the quality and authenticity of the product, which contributes to its sustained popularity [14][13] - The article notes that the demand for mooncakes is particularly high as the Mid-Autumn Festival approaches, leading to increased production efforts in various regions [6][1]

Core Insights - Suzhou-style mooncakes have gained international recognition, exporting to over 50 countries and regions, with a notable export value of 50 million yuan recently [1] - The company Suzhou Daoxiangcun has achieved an export revenue of 80 million yuan this year, marking a 21% year-on-year increase, with mooncakes constituting a significant portion of its export business [1] - The company is focusing on low-sugar and low-fat products to enhance the appeal of its mooncakes in overseas markets, particularly in countries along the Belt and Road Initiative [1] Group 1 - The peak export season for mooncakes is from June to August, during which the Suzhou Industrial Park Customs has implemented measures to ensure efficient customs clearance and food safety [1] - The customs authority has introduced a "cloud signing" system to streamline the process of export inspection and quarantine certification, significantly reducing clearance times [1] - The customs has also assisted companies in establishing comprehensive food quality and safety management systems, ensuring risk control throughout the entire supply chain [1] Group 2 - The Suzhou Industrial Park Customs has prioritized "stabilizing foreign trade and promoting development" as its core objective, providing tailored support to key enterprises [2] - The customs authority engages with companies to understand their export plans and offers customized guidance on compliance and regulatory requirements [2] - This initiative aims to facilitate the internationalization of traditional brands, helping them navigate foreign technical trade measures and meet international market access standards [2]

Core Viewpoint - The recent controversy surrounding the marketing campaign of Tao Li Bread highlights a disconnect between the brand's messaging and consumer sentiment, leading to significant backlash and a decline in brand reputation [1][3][10] Group 1: Marketing Missteps - Tao Li Bread's advertisement for its "Egg Mooncake" included the phrase "life's beating," which was perceived as condescending and led to public outrage, prompting the company to retract the ad and apologize [3][5] - The company's marketing strategy appears to prioritize aggressive advertising over product quality and consumer experience, as evidenced by a 40.38% increase in advertising expenses to approximately 42.96 million yuan, while R&D spending decreased by 30.81% to about 10.66 million yuan [5][7] Group 2: Industry Context - The domestic baked goods industry is expanding, yet it remains fragmented, with the top five companies holding only 26.3% market share, indicating a highly competitive environment that necessitates product differentiation [5] - Tao Li Bread's revenue for the first half of 2025 is projected to be 2.611 billion yuan, reflecting a year-on-year decline of 13.55%, while net profit is expected to drop by 29.7% to 204 million yuan [5] Group 3: Consumer Sentiment and Brand Values - The disconnect between Tao Li Bread's marketing approach and the values of younger consumers, particularly Generation Z, is evident, as they favor brands that communicate with empathy and authenticity rather than condescension [7][9] - Successful nostalgic marketing typically evokes positive emotions, while Tao Li's use of negative language in its campaign undermines the emotional connection between food and consumers [9][10] Group 4: Brand Governance and Future Directions - The incident reveals systemic failures in brand governance, risk assessment, and value alignment, suggesting that Tao Li Bread must prioritize product quality and consumer respect over marketing gimmicks to rebuild trust [10]

Group 1 - The article highlights the latest bakery product launches from various brands, showcasing innovative flavors and ingredients [2][3][4][5][6][8][11][13][15][18][22][24][26][28][30][32][33][39][41][43][45][47][49][51][55][57][59][60][62][64][66][68][70][71][73][76][78][80][83][84][87][89][90][92][95][97][99][101][104][105][108][110][112][114][117][119][120][121][122][123][125][126][127][128][129][131][133][135][137] Group 2 - The article discusses the rise of supermarket bakeries and the competition among chain bakeries, indicating a shift in consumer preferences [140] - It mentions the collaboration between various brands and cultural institutions, enhancing product appeal through thematic marketing [120][121][122] - The article notes the expansion of certain bakery brands, such as BAKER & SPICE, which has opened its 100th store, reflecting growth in the sector [128]

Core Insights - A new individual business named "Yunshang Bakery" has been established in Shangri-La City, with a registered capital of 20,000 RMB [1] Business Overview - The legal representative of the bakery is Huang Xian'e [1] - The business scope includes licensed projects such as food sales, small catering, and food workshop operations, which require approval from relevant authorities [1] - General projects include delivery services, sales of gifts and flowers, personal internet live streaming services, packaging services, and sales of pre-packaged health foods [1]