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中秋越来越近了，各家公司的中秋节礼品也已经开始陆续发放。
近期，发改委等多个部门密集发文严禁商家们生产销售“天价”月饼，还对超过500元的月饼礼盒进行重点监管，“让传统美食回归本源”。
那么，成效如何呢？
在中高档的超市里，我们可以看到很多传统、网红品牌的月饼礼盒百花齐放，虽然口味、种类并不相同，但价格基本相差不大，均价都在100-400元左右，有一些高价礼盒还标着“买一送一”的标签。
而那些价格更高一点，标价在300-400元档位的月饼，里面的月饼数量也会更多一点，基本都在12枚以上。可以说，比起普通的6-8枚来说，单枚月饼的价格基本是持平的。
而面向更低端人群的散装月饼价格更是相差无几。
不过，虽然重点监管的举措让大部分的品牌都遵守相关部门的要求，也有不少的商家不愿放弃月饼礼盒这块暴利的市场，选择通过礼盒名称、内容等方面打价格的“擦边球”。
比如冰淇淋“大佬”哈根达斯，就选择在中秋节前这段时间推出了一系列跟卢浮宫联名的“中秋套装礼盒”。这个系列一共有7款礼盒，其中有4款都超过了500元的红线，最贵的一款售价999元。而虽然是中秋套装，这礼盒的名称也不叫月饼，而是美其名曰“月饼冰淇淋”，像月饼又不是月饼，这个边擦得还真“恰到好处”。
还有媒体也曝光了一些电商平台的高端月饼礼盒，虽然严格按照“500元红线”把售价定位499元，却通过运费或者领补差价的方式把价格补了上去，甚至有礼盒的售价一度高达600元。
这些月饼很多都被投诉下架整改了，但是如果咨询商家，依然能通过微信或者单开链接的方式进行购买。
还有同样被有关部门明令禁止的“不得以礼盒等形式将月饼同其他产品混合销售”，就算三令五申，也依然有商家屡禁不止。
比如很多商家的定制款月饼礼盒，除了月饼，还有很多其他伴手礼：小罐茶、香炉、香座、盘香、巧克力……
有媒体报道，一款中秋礼篮标价2398元，包含一份茶叶礼包、一盒龙酥糖、一盒巧克力、一盒蜂蜜糖和一盒辣椒酱，就是没有月饼。但销售人员同时表示，这是受限于月饼礼盒不能混装的新规，因此他们将月饼从礼盒中“减掉”了，想要月饼可以单独买了放进去。
如此种种，只有你想不到，没有擦不了的边。为什么在层层红线之下，商家依旧如此疯狂呢？
暴利是最主要的原因。
从发改委多年的成本调查以及行业组织、电子商务平台数据来看，标价大几百的盒装月饼成本均价在70元左右，而包装行业的毛利率则高达27.5%。可以说这是让很多传统行业都羡慕不已的毛利率了。
其实，商人逐利，是可以理解的，但需要在合规合法的前提下“取之有道”。如某些月饼商家一样在红线违规的边缘反复横跳，很容易就“翻船”，敛财不成，反遭罚款。
中消协也在9月2号再次发布中秋消费警示，不仅提倡消费者抵制过度包装的高价产品，还鼓励消费者“随手拍”举报这些过度包装和天价月饼。一旦发现商家存在违规或者侵犯消费者权益的行为，可以直接通过消协、12315热线或网站进行举报投诉。
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