As the Mid-Autumn Festival approaches, the competition for mooncakes will also come to an end. In the wake of the rising cost of raw materials and other costs, the price of moon cakes has risen.

“Securities Daily” reporters visited the stores and cake shops and learned that consumers generally believe that the price of moon cakes has risen this year compared with previous years, and mooncake sales staff have different views. As a big seller of moon cakes in the Beijing market, people in Quanjude Market said in an interview with Securities Daily that ex-factory prices were not much different from previous years, but raw materials did rise, but the specific increase was “to ask the factory”.

Moon cake production in August, which is a stop-gap company involved in the production and sale of mooncakes, started preparing moon cake promotion as early as five months ago. In order to make the company occupy more market share, each production company also has its own ability. Taking Quanjude as an example, on April 21st, the company began to make moon cake promotion and ordering. At that time, sources said that the sales of Quanjude moon cakes should be increased by no less than 5% on the basis of last year.

In fact, as early as the beginning of the listing, Quanjude had a keen interest in the moon cake market. In the “prospectus”, it was disclosed that it plans to use raised funds to upgrade the imitation food production base. The total investment is about 54.87 million yuan. It is planned to invest approximately RMB 53.37 million in fixed assets, mainly for the purchase of cake maker production lines, moon cake production lines and ancillary equipment.

Quanjude 2011 semi-annual report shows that after listing, taking into account the monthly production and sales of moon cakes, the company did not have a one-time investment in the purchase of a new moon cake production line, but based on the gradual increase in demand, with the acquisition of funds in succession to purchase the moon cake production line equipment.

Now that sales are coming to an end, are the plans for April 21 successfully completed?

"Securities Daily" reporter called the Quanjude market department to inquire, the other party told the data not yet fully statistics, inconvenience revealed.

Judging from the production date of mooncake packaging, mooncake production ended as early as August. There are few moon cakes on the market that are printed with September production, even in chain cake shops. "Moon cakes are all delivered from the factory and are not produced in the shop. This is already the moon cake with the most recent production date." At the Tandoori Cake Shop, the clerk introduced.

The ex-factory price rises were different. According to public information, the prices of various products in the upstream of moon cakes rose in an all-round manner, and the major raw materials such as edible oil, sugar, and lotus seeds increased at a high rate. Under the comprehensive factors such as the increase in labor costs since the continuation of last year, the moon cakes in 2011 Price increases have become the most concern for consumers.

Prior to this, Daxiang Village Executive Deputy General Manager Chi Xiangdong had publicly stated to the media that the sales price of moon cakes rose by nearly 10% compared with the previous year. For consumers concerned about the price and other issues, Quanjude market participants said that the ex-factory price is not much different from previous years, but raw materials, etc. are indeed rising, the specific increase will have to "ask the factory."

Although the company stated that the ex-factory price is not very different from that of previous years, in the store, the “Securities Daily” reporter asks consumers in a random status as consumers. The consumer thinks that from the perspective of retail prices, “significantly rose” and “not so expensive last year”. ".

"Securities Daily" reporter visited the store and the cake shop as a consumer and learned that because of the sales cycle factors, the major brands in the current moon cake sales have been actively starting to discount. The general discount is about 20 percent, while mooncakes with higher prices have more discounts.