长沙晚报全媒体记者 贾凯清 天上月圆，人间团圆。中秋将近，长沙已悄然被浓浓的节日氛围包裹。街头巷尾的货架上，各式月饼礼盒早已整 齐陈列，吸引着过往市民挑选。 与往年相比，今年的月饼市场格外热闹。不仅传统口味持续受欢迎，更有一大批与大热IP联名、紧跟健康潮流、 玩转创意造型的月饼新品集中亮相，为消费者带来了耳目一新的选择，也让这个中秋的"舌尖期待"变得更加丰富 多元。 在当下餐饮行业竞争日益激烈的背景下，月饼早已不局限于"节日糕点"的单一属性，而是在"好吃"的基础上，进 一步满足消费者的"情绪价值"。记者走访发现，除好利来外，多个品牌都在月饼"颜值"上巧下功夫。 泡泡玛特依托自身热门IP"星星人"，推出了"星夜奇境"月饼礼盒。这款月饼礼盒以身着可爱睡衣的星星人为造 型，售价188元，包含生巧流心、朗姆坚果、荔枝玫瑰、黑糖藜麦、奶黄芝士五种口味。目前，该月饼仅在北京、 上海、成都限量发售，暂未在长沙上线。 "期待了好几天，终于能来店里把这盒月饼带走了！"在位于长沙悦方ID Mall的好利来店内，高中生嘉嘉抱着一盒 好利来与动漫Chiikawa联名的月饼礼盒爱不释手。 这款月饼造型上使用了动漫中吉伊、乌萨奇、小八等 ...

Core Insights - The success of the "Provincial Hospital Mooncake" in Guizhou is attributed to its quality and simplicity, which has allowed it to sell well for over a decade [2][3] - The mooncake's appeal lies in its straightforward approach, featuring simple packaging, a short shelf life of 18 days, and a focus on genuine ingredients, which resonates with local consumers [2][4] Group 1 - The mooncake was originally produced as a welfare item for hospital staff, not intended for branding or marketing, highlighting the unexpected appeal of a product from a hospital [3] - The lack of complex marketing strategies and the straightforward pricing model contribute to its long-term popularity, as it reflects the true value of the product without unnecessary markups [3][4] - Similar successful products from hospital canteens, like the "253 Bread" from Hohhot, demonstrate that quality and authenticity can resonate with consumers, fulfilling a demand for genuine food experiences [3] Group 2 - The rise of the hospital mooncake serves as a reminder for the mooncake industry to focus on the essence of food rather than excessive packaging and marketing, which has led to inflated prices in the past [4] - The ongoing popularity of the hospital mooncake indicates a strong public demand for quality products that prioritize substance over superficiality, contrasting with the trend of overpriced mooncakes marketed as luxury gifts [4] - The challenge for mooncake manufacturers lies in adopting a more humble approach and resisting the temptation to overcomplicate their products with excessive branding and pricing strategies [4]