As the Mid-Autumn Festival is getting closer, a unique way to make money is emerging: "mooncake vouchers". They are similar to crab cards in that you can pick up the goods, but they are different in that they can be recycled for money. The wonderful thing about this project is that it seems to be selling mooncakes, but in fact, not many boxes are sold, but it can make participants earn a lot of money every day, which is amazing. Today, let's disassemble this.
A friend of mine knows the market well. He found that although mooncakes may have lost their former charm in the hearts of young people, they are still the first choice for bosses who want their employees to have a happy holiday. So he decided to take a different approach and sell high-priced mooncake coupons, tailored for the gift market where "buyers don't eat, and eaters don't buy".
They established a partnership with a long-established factory that specializes in producing Hong Kong-style mooncakes. This factory not only has superb craftsmanship, but can also provide high-end mooncakes worth hundreds of yuan per box, while the cost is only tens of yuan. The one they chose is the Musang King Durian Snow Skin Mooncake.
Then, he cleverly created a brand called "Hua Da Bing" (this is just a fabrication, don't worry about it), focusing on the double yolk white lotus paste mooncakes and the fashionable Musang King durian snow skin mooncakes that combine tradition and modernity. Do you think they are going to start selling mooncakes? No, in fact, they are directly selling mooncake vouchers. Of course, mooncake vouchers can also be exchanged for mooncakes.
The next most exciting stage was the marketing phase. The team promoted the product on a large scale through online marketing, set a national unified price of 498, sold mooncake coupons at a 20% discount, and provided online redemption and free shipping services. Even better, they launched a 40% discount recycling policy, allowing recipients to cash out easily. This not only attracted a large number of buyers, but also made gift giving simple and convenient.
In the end, the project was an unprecedented success. In just two months, sales exceeded 50 million, while the actual production of mooncakes was almost zero. This innovative sales model, originally a project to sell mooncakes, allowed his team to make a lot of money without investing almost any money in the production of mooncakes.
Sometimes, making money is not about selling products, but about selling ideas and strategies.
