Moon Cakes Circulation channel hidden murderous network group buy "flow of goods" raging

Comics: Zhang Jianhui food Safety for the king, "mold stuffing moon cakes" at least caused by the relevant enterprises less than 20 million small vendors or even individuals, pulling 35 partners, in Baidu, Google in the "Guangzhou, Shenzhen Moon cakes" and other keyword bidding rankings, to earn a certain rate of purchase, serial goods fraud, unscrupulous editor's glory, Beauty Heart, Chao Huang Moon cakes, lotus Incense Building, Tau Tau Chu ... if a purchase more than 5000 boxes, these well-known and high reputation of the moon cakes Enterprises, will give you a "jump price."　　Of course, you can also buy some obscure moon cakes, on top of the "high rebate" suspicion, playing welfare cards to cheat your employees. Anyway, the taste is better, good brand gifts face to foot, but we are more concerned about food safety. Baidu, Google and other search engines in the overwhelming number of mooncakes buy information, how many are genuine?　　This reporter recently with Guangzhou, Shenzhen, more than well-known mooncake production enterprises contact, to share the channels with readers of the story.　　Insider EM S why not sell "Glory Moon cakes"?　　Industry insiders revealed that the mooncake market has individual "shoddy" situation, may be the moon cakes business "intentionally" for it, or even to the distribution channel advantage to seize the mooncake market enterprises. A well-known dealer in charge of the reporter disclosed yesterday, the EM s was originally with Hong Kong Glory Moon Cakes have had cooperation in the South China region to provide Hong Kong glory moon cakes ordering. However, after a large amount of consumer complaints, said to the EM s to order the Hong Kong Glory Moon cakes, to their own hands, into the price of Hong Kong-Rong Moon cake with a difference of 50 yuan-60 yuan of "Dongguan Rong Moon cakes."　　EM S responded by saying "switched". "Do not look at all is the Glory Moon cakes, packaging are similar, Hong Kong glory Moon Cakes are Hong Kong, Dongguan Rong Moon cakes only on the box marked a very small word, the general people really do not recognize it."　　"The owner of the famous dealer said that Hong Kong's glory and Dongguan's glory shareholders are slightly different." "Taste is very far away, whether it is not the EM s internal personnel secretly switch, the move to e M s distribution Hong Kong Glory Moon cakes to form a fatal blow, then take the EM s channel of the Glory moon cakes Sales sharply atrophy." So e M s later did not dare to do Hong Kong glory moon cakes. "However, there are also sales of" problem Moon cakes "industry personage Chen Yin told reporters," one to the mid-Autumn Festival, the EM S logistics distribution will inevitably be tight, in order to ensure the volume of business, EM s to the Department of Moon Cakes delivery business Outsourcing to third-party companies, perhaps thereby breeding the Rong Hua Moon cakes of the Switch series goods event.　　"This reporter yesterday to e M S Guangzhou Bureau of the relevant responsible person to verify the matter, the person in charge of the meeting in Zhuhai, and said the problem is not what he can answer."　　The moon cakes are out of the street.　　July 8, Canton moon cake manufacturer Guangzhou a restaurant held "2009 Mid-Autumn Festival Moon Cake Exhibition", allegedly absorbed tens of millions of yuan, ignited the annual moon Cakes Stockpile sale of war. Another Cantonese-style moon cakes old Lotus Incense building also sit still, a change of "slow shot" ofCalm style, advance layout em S, EMU and online shopping platform and other new moon cakes sales channels. And the best-selling Canton-style moon cakes high-end brand Rong, the United States and the heart of the market overturned supermarket stock sales model, "the plan in the country-wide, the most popular mooncake card marketing, by the beauty Heart manufacturers free moon cakes door-to-door."　　"Rong Hua, beauty Heart Total distributor, Shenzhen Bao Zhi Lin company President He Hanlin told reporters." These mooncakes "leading shares" led to the plate in the other "stock" up. According to incomplete statistics, this year, Guangdong Mooncake market production budget has not shrunk, but there is a small increase in 5%~10%.　　The net buys the enterprise, the logistics enterprise and the pastry enterprise and so on the mooncake industry new enters the exerting force, in each link "the card position", the looting profit cake.　　Behind the madness, Moon cakes The generation path of profit myth is in striking agreement with capital manipulation.　　The net buys the Mooncake series goods to fake, unscrupulous according to China baked Food sugar Products Industry association incomplete statistics, mooncake production enterprises, including hotels and more than 10,000, the market annual sales of about 11 billion yuan, export delivery value of 500 million yuan, annual production of about 220,000 tons, the whole moon cake industry chain about the creation of 35 billion yuan social benefits.　　From the sales income, if 11 billion yuan is 220,000 tons of moon cakes sales of all income, then the sales of each kilogram of mooncakes only 5 yuan, this price is obviously less than ordinary bulk moon cakes price, not to mention "sky-high" and high-end cakes gift box sales income. This means there is a bubble in the mooncake market.　　According to Shanghai Iris Market Consulting Co., Ltd. survey showed that in Beijing, Shanghai, Guangdong, Shandong and other major cities randomly selected 1000 years old between the age of 20 to 40 years old workers to conduct research, the result of 79.9% people said each year will receive more than 10 boxes of mooncakes. "The person who really eats mooncakes is not many, the Mooncake ticket sends to send a lot." "Aetna Economics and Management College, Shanghai Jiaotong University, vice Dean Wu charged to the moon cakes the derivative process of bubbles and the financial crisis is strikingly consistent: the quality of the stuffing is the" cottage Moon cakes, "the source of profiteering, followed by the lack of regulation, excessive packaging, and finally distorted the market demand.　　The economic crisis is essentially a loan problem for the underlying asset, followed by a lack of regulation and, finally, by distorting demand and creating a financial bubble. "In turn, dealers are also cheesecake Moon cakes, less personal consumption psychology, many self-employed, small vendors and even individuals, pulling 35 partners, hang out a website, and then in Baidu and Google in the" Guangzhou cakes buy, Shenzhen Moon cakes "and other keyword bidding rankings, to earn a certain rate of purchase, serial goods fraud, disrupting the market , at present unbridled.　　"The people who have done the online mooncake group buying business, Mr. Yin said. NET buys the moon cake why 60% "flow goods" all the layout is to hype profit.　　Shipping is the most important link to obtain high profits, and also the highest technology content. Mooncake brand through the classification and buyout agent power to achieve tight control of the source. According to the contract, the dealer's level is different, it needs to pay to the Mooncake brand merchant margin also gradually decline. OneLevel two level development, level two agent began to develop three, three agents and the development of retail investors.　　Deposit and order of a deposit, the future market on the moon cakes unsalable and the risk of falling prices on a level by the manufacturers to small distributors and retail delivery. "If the control is not good, the investment in front of the dealer not only all fell through, worse is the real gold and silver in return is a large pile of mooncakes to eat." Therefore, in the past few years, we are not fried finished cakes, but hype orders. Once the market demand is different, distributors will secretly transfer goods to each other.　　Mr. Yin told reporters, this inside the operation of a lot of, can be regular dealers and distributors to exchange brand authentic source, can also be some dealers into a number of brand authentic, and then commissioned a bakery or other small workshop factory, imitation brand-name mooncakes, fake and mixed, batch shipments. Hype often means profiteering, "cottage Moon cake" Stuffing quality problem is the source of the cake industry profiteering. Mr. Yin told reporters, "Generally speaking, the cost price of high-end mooncakes in brand name is about 60 yuan/box, this contains the raw material costs, processing costs, packaging costs, branding promotional fees, and so on, and the cottage version of the same ' flow of goods ' mooncake cost at most but 20 yuan/box, which means that dealers sell ' Stream goods ' Moon cakes profit is equivalent to sell 3 to 6 times times the goods, which is the net to buy 60% mooncakes for the ' flow of goods ' reasons. "It is" planned production "to create a sense of hunger in the market at the moment, the moon cakes dealers talk about more than the moon cakes consumption trend, but" how many goods do you deposit? " "Operating multiple brands of moon cakes distribution," Mr. Yin told reporters, "The annual best-selling moon cakes are no more than glory, beauty heart, lotus incense floor, such as pinch can count a dozen brands, well-known brands of relatively strict pricing, to give the dealer's profit space is very small, but also often under the orders also do not get the goods, the business is difficult to do, So now a lot of dealers are robbing goods, grab the more goods, this year the greater the probability of earning more. "" Even if the dealer prepaid payment, also want to drive queues waiting for sourcing.　　"Moon Cakes Production Shanglian Floor Media spokesman Zhang Yuelin told reporters that every mid-Autumn Festival Moon Cakes sales season, will face dealers complaints, the reason only a ——— out of stock. At such times, the management of moon cakes manufacturers always smiles with diplomats, calmly facing complaints, "Thanks for support".　　The Moon Cake's quantitative plan produces "the market hunger", is the Mooncake brand manufacturer receives the highest courtesy. The main high-end customer base of Guangdong Chao Huang Moon cakes head Gausu even further to the reporter explained, Chao Huang every year according to the master of the regular data, make the moon cake production budget accurately, "plan production", and then through to the internal staff at all levels to sell the task, by the staff to the Distributor to sell mooncakes orders, to maintain a unified distribution to protect the region　　, the supply balance between the channels to ensure the brand quality and pricing of mooncakes. Public opinion, let Mooncakes get rid of the cheap cake team Moon cakes Enterprises Why not expand capacity? In fact, the brand maker has a way to make a cakeThe way, has long been the elaboration of a careful operation plan. "The effective way to expand production capacity is mechanized production, while the production of moon cakes mechanization and manual production, the biggest drawback is that mechanized mass production is difficult to change according to the market, temporarily adjust the production line."　　Chao Huang Moon Cakes head Gausu even said. More importantly, "moon cakes are not necessities of life, but should be products, the total can not sell one months to let the factory empty moon cakes, so the regular moon cakes manufacturers, must have a complete pastry industry chain, to maintain the long-term operation of the production base, capacity expansion can not only be based on the requirements of mooncakes.　　"Lian Xiang Building media spokesman Zhang Yuelin said. Of course, public opinion is also the key link of product marketing. Planned production caused by the "market hunger" trend, is conducive to the moon cakes Merchants late pull price.　　And with the price of support, and then the culture of packaging and the concept of guidance, mooncakes are easy to come from the cheap cakes from the ranks, changing the gift of "Golden Phoenix." Many businesses have long been aware that the moon cake if the culture of the content, speculation of the durability will be greatly reduced. In fact, Hong Kong glory moon cakes, beauty heart cakes and lotus incense building, such as a number of Cantonese-style mooncakes, is based on "Hundred years old shop" profound traditional food culture accumulation. This year is the 120 anniversary of the Lotus Incense Building, which provides a good opportunity for the cultural propaganda of the Cantonese moon cakes. For example, Lotus-Rong as one of the most important raw materials, the use of moon cakes to make the process, is the Lotus building created.　　"Zhang Yuelin said. Also do food and beverage origin of the rising Tide Emperor food mansion, the "royal Style" and the mid-autumn culture of the spread of the face, such as imitation of the Emperor's Seal, the Moon Cake packaging design.　　And the introduction of Chinese herbal incense package, packaged into the northern Mid-Autumn Festival for the "Rabbit ye" profile, as a gift, marketing moon cakes. And the glory and beauty of the heart of the moon cakes to play the modern concept of pastry, "this year will cater to the healthy eating and consumption trends, focus on the introduction of sugar-free or Low-sugar mooncakes."　　"Shenzhen Bao Zhi Lin company President He Hanlin told reporters."　　In this way, the moon cake has been out of consumer goods, more into the cultural preservation of the characteristics, from the theoretical foundation of the moon cakes later marketing hype.　　Take a look at these "black-box operations." In contrast, the lifting price, the operating plate shipments, thus earning high profits is more secretive and lasting. The mooncake market is quite similar to that of stock markets, and most people follow it because of rapid price increases.　　According to industry sources, moon cakes manufacturers often signed a contract with dealers, the first time only to 20% or so products, and other prices to achieve the ideal price, will be all supply, so conducive to the production of hunger in the market. In general, mooncakes are to be in the Mid-autumn Festival one months before the sale of the supermarket shelves. And now, two or three months before the Mid-Autumn festival, moon Cakes manufacturers have begun to release "Mooncake ticket" into the market. "Mooncake enterprises to 75 percent of the group purchase, the moon cakes sold to corporate customers, and then by corporate customers distributed to the company employees, but these employees will not be fully cashed, someBy a scalper to 40 percent or lower price acquisition, and then sold back to 50 percent to the mooncake enterprise. So the Scalper can profit from it, and the moon cakes manufacturers in the absence of the sale of mooncakes, under the premise that can get more than 20% profit.　　"More importantly, speculators sell mooncakes at low prices in the market, and then recover at high prices, it is easy to create the illusion of price increases and out of stock, after several cycles, through dealers at all levels to control the delivery rhythm and quantity, the moon cakes in the final flow to the end of the market in a round of "Generally in the Mid-Autumn Festival half a month, to reach the highest point of the market price of mooncakes, at this time is also the manufacturers, distributors, channels and other cakes supply chain to achieve an unprecedented expansion of the timing point." However, the supply chain reaction speed of the two or three-grade mooncake dealers is relatively slow, so there will be a lag of regional price reaction.　　Mr. Yin, who knows the ropes, told reporters. In other words, the moon cake Price is fluctuating, and fast to mid-Autumn festival, the price fluctuation is also bigger.　　This is similar to the "time value" of financial trading options, and it provides speculators with room to speculate.　　How can the banker "toss" in a rhythmic manner? Moon Cakes Merchants join hands with large dealers organized shipments, will inevitably attract more small distributors and retail investors to follow up.　　When the price of cakes to the market makers think the highest point, retail and attract funds also to a huge support surface, so, the banker has the rhythm of the "toss" began. At this point in time, supermarket stores everywhere, "buy one Get One", the promotion of a wave high waves. "Before the pot is full of money, the rest is the new moon cakes and the factory date of the earlier moon cakes a whole brain dumping out, can sell a box is a box." And because many supermarkets are to take rental store shelves of the way to operate, only the moon cakes merchant rent, this model of the moon cake inventory pressure must be borne by the moon cakes Merchant, which is also the reason for the late moon cakes big dumping.　　"Engaged in the sale of supermarket cakes Miss Ouyang told reporters."　　Next, the price of mooncakes began to fall, madness will be attributed to calm. Moon Cakes Supervision is a difficult problem, but also rely on consumers "self judicious" moon cakes liquidity bubble overflow, the entire market a prosperous, once the speculation of the withdrawal of funds, due to lack of basic needs of support, the market immediately ruins. Because "Mooncake ticket effective use rate is generally only 30%."　　Industry personage Mr. He says. Undoubtedly, the moon cake tail goods became the most headache problem. In addition, "some mooncake brands also allow the supermarket's moon cakes piled up with the old for a new", that is, will be on the shelves for a period of time to return the moon cakes manufacturers, fresh baked Moon cakes sales. It is said that the returned moon cakes will sometimes be the manufacturers to turn over the cooking.　　"Engaged in the sale of supermarket cakes Miss Ouyang revealed. Mr. Yin said that 2007 New X reported in Guangzhou a restaurant cakes mildew and hair events, although the opening of a restaurant in Guangzhou to admit that "the problem of moon Cakes is a regular product", and then changed to say "counterfeit products", regardless of the truth, this has seriously endangered the legitimate rights and interests of consumers, but also to the relevant enterprises It is reported that the brand moon cakes on this questionThe solution of the problem is rather embarrassing: one side denies "The question Moon cake" is own production, on the other hand all returns "The question Moon cake". According to industry sources, ironically, the famous Mooncake brand suffered from the "Moon Cake Stuffing mold" crisis, its "planned production and manufacturing shortage" of marketing tactics, but also in turn stimulate the "black cakes" industrial prosperity, "for a time, many small factories in Dongguan, bakery, restaurant restaurants have invested in the brand ' Guangzhou a restaurant cottage cake ' production. "And the New Food Safety Act, which began on June 1 this year, provides for a division of labor according to the food chain." Guangzhou Food Research Institute Feng Stationmaster thinks, this model can solve the quality problem of moon cakes relatively effectively, "but because the new law implementation time is shorter, at present still difficult to judge, whether still exist link gap breed question Moon cake." "Play back Guangzhou" mold Mooncake event "Happy to buy 32 boxes of Guangzhou a restaurant moon cakes, but did not think of two boxes of moon cakes without production date, another box of cakes also moldy and hairy!" "In Guangzhou Baiyun District doing business, Mr. Guo September 9 in Baiyun District a large supermarket bought 32 boxes of mooncakes intended to give people, but encountered such a difficult to accept things." Immediately, Mr Guo complained to a restaurant in Guangzhou but was "slammed in the cold".　　Angry Mr Guo later complained to this newspaper, the restaurant was soon sent to investigate and the second day to replace the question moon cakes. However, to make Mr Guo more angry is that the former Guangzhou restaurant officials admitted that the "problem Moon cakes is a regular product," but 14th the restaurant staff in an interview, but also changed their tune, claiming that "the problems are all fake mooncakes".　　Even more surprisingly, 15th reporter again to Mr. Guo friend identity to ask a restaurant in Guangzhou, but was told that "Mooncakes are really a restaurant in Guangzhou authentic." From the perspective of the X-report in recent years, the state and related sectors of the food market to regulate more and more stringent, and the moon Cakes industry-related regulations and standards are also following: 2005 National Four Ministerial committee issued the "on the standard moon cakes price, quality, packaging and tying and other acts of the announcement"; 2006 "Moon Cakes" (GB1985 5-2005 the compulsory national standard is formally implemented; 2007 Mooncake implementation of food quality and safety market access system (Q s certification), 2008 "Food stuffing" national standards promulgated and implemented; 2009 "Food Safety Act" was formally implemented; 2010 restrictions on excessive packaging of goods-food and　　Cosmetics "national standards will be implemented. Reporter observes the cottage version of the moon Cakes "wild goods" in the relentless provocation not all Chinese companies are so lucky, can stand on the highland of an industry to "high profits" to launch a charge.　　In those industries that are likely, mooncakes should be one of the most promising, originating in China's Guangdong province, where there is a deep consumer market and popular recognition. According to incomplete statistics, the local Guangzhou restaurant is the only one of the Chinese mooncake enterprisesThe value of the moon cake to achieve nearly 1 billion of the enterprise, its annual production volume of the Mid-Autumn festival more than 3.5 million boxes, occupies half of the Guangzhou Moon Cake Market (Guangzhou mooncake Total sales about 6.5 million boxes).　　And the same is the local brand Lotus House is one of the country's few cakes filling suppliers and cakes finished products manufacturer, its Lotus Rong raw material production and sales in the country and even the world's first. But in the agile supply chain in the era of success or failure, even a restaurant in Guangzhou, Lotus Incense Building, such as the "leading stock" is also helpless encounter net shopping, Shanzhai version of the moon Cakes "wild goods" relentless provocation. "Guangdong mold industry so developed, pastry shop one night can bake out dozens of cases of counterfeit moon cakes, more quickly than regular factory."　　"The industry personage Mr. He says. Since June 1, the implementation of the "Food Safety law" on food packaging requirements, although the year has not been targeted for the mooncake industry, will be implemented next year. However, in any case, the mooncake industry by packaging to earn high profits of the good days have come to an end, then, how to adjust the profit model, to deal with the industry change?　　It is also a problem that all moon cakes merchants have to face.　　Go left, or turn right? The Mid-Autumn festival culture marketing of Chao Huang Moon Cakes is very Chinese.　　It has jumped out of moon cakes to sell mooncakes, in the Canton-type moon cakes can continue to tap the space is not large, the introduction of homologous mid-autumn culture of the northern "Rabbit Ye" and Xiamen "Bo Cake", in restaurants and other specific places set up a special counter, will be mooncakes, tea, jewelry, bo cake game for bundling, "Food + culture" to create a strong mid-autumn day economy. On the contrary, the beauty Heart Moon Cakes Card marketing is very western. Baozhilin company President He Hanlin told reporters, the United States with China resources million, Wal-Mart, Tianhong department store, such as K-a bargain, plan to start selling mooncakes in supermarkets in August, buyers with the number of cards on the card with the manufacturers contact (manufacturers direct delivery, the province of the dispatch of free logistics costs).　　This mode of marketing subversion of the moon Cakes merchants and distributors of the traditional mode of cooperation, directly cut off the intermediate agent link, "Class finance" Paper Moon cakes hype for the larger retail investors. Whether these two new marketing models can open up new market segments and profit patterns, still need to wait and see.　　Moon Cakes Industry's top game has been the fight, the market competition oligarchs to be present.　　Moon Cakes Manufacturers desire to create a market hunger 1 according to the Iris Market Consulting survey, in Beijing, Shanghai, Guangdong, Shandong and other major cities randomly selected 1000 of the age of 20-40-year-old workers in the survey, 79.9% of the people said each year will receive more than 10 boxes of mooncakes. The 2 mooncake market is quite similar to stock markets, and most people follow up because of the rapid price increase.　　Moon Cakes manufacturers often signed a contract with the dealer, the first time only to 20% or so of the products, such as prices to achieve the ideal price, will be all supply, so conducive to the production of hunger in the market. Thematic planning: Wu Ling Special topics: Reporter Xiaoxin Consulting Tel: 020-87388888-6213