Planning Plan for the Zengcheng Mooncake Fair
Chapter One: Media
1. Growth leads to improvement
Growth leading to improvement has become an undeniable fact. If the first Zengcheng Mid-Autumn Famous Mooncake Fair in 2003 was a starting point and an experiment, then the second fair in 2004 should be a new development. We must find ways to make this year's mooncake fair better, more comprehensive, and more successful than last year’s, turning it into another major festival in Zengcheng after the Lychee Festival and the Denim Festival. This will be a mooncake exhibition festival that uses the festive atmosphere to expand market demand and stimulate food consumption.
2. The Mid-Autumn Famous Mooncake Fair is also part of holiday economics
1) Holiday economics have developed under the policies of the state to expand domestic demand and stimulate consumption. The emergence of holiday economics has had an incomparable拉动effect on China's long-term sluggish consumer market.
2) In the formation of past holiday economics, holiday tourism has been the main player, having a huge promoting effect on holiday economics. However, holiday economics does not equate to tourism economics. Holiday economics are economic activities caused by various needs, supply, and resource allocation. Their consumption prerequisites are to have money, leisure time, and culture. The higher the consumption level, the more concentrated its cultural characteristics, the greater its cultural content, and the wider its consumption scope.
3) On the lunar calendar's August 15th, it is China's traditional Mid-Autumn Festival, which is also the second largest traditional festival in China after the Spring Festival. As August 15th falls right in the middle of autumn, it is called the "Mid-Autumn Festival." According to ancient Chinese calendar methods, the eighth month of autumn is referred to as "Zhongqiu," so the Mid-Autumn Festival is also known as the "Zhongqiu Festival."
In recent years, the Mid-Autumn Festival in the eyes of the public has evolved from ancient moon worship activities into a family reunion event with grand scale and diverse forms of public moon enjoyment activities. The custom of eating mooncakes continues to this day, having evolved from simple eating functions into a form of modern social etiquette. The production of mooncakes has become increasingly sophisticated.
4) The customs and culture contained within the Mid-Autumn Festival are sufficient to form a transition from festival culture to holiday economics. This Mid-Autumn Famous Mooncake Fair aims to transform this into a细分project and continuous extension project within holiday economics, becoming one of the highlights of holiday economics and a major platform for stimulating consumption and promoting economic growth in Zengcheng.
3. Creating a Mooncake Sales Street for the Mid-Autumn Festival
Based on the above analysis and the foundation laid by the first Zengcheng Mid-Autumn Famous Mooncake Fair in 2003, we will continue the cultural essence of the first fair and hold the second Mid-Autumn Famous Mooncake Exhibition, creating a street dedicated to mooncake sales that showcases rich traditional Mid-Autumn Festival culture and gathers well-known brands.
Chapter Two: Theme
1. Let culture promote mooncake sales, and experience culture through mooncake sales;
Let mooncake sales drive culture, and spread culture through mooncake sales.
2. Transform the Mid-Autumn Famous Mooncake Fair into a major stage for Zengcheng food exhibitions;
Shape the Mid-Autumn Famous Mooncake Fair into a sustainable development brand.
3. Time: September 21 - September 28
4. Location: Chengfeng Road