The retail platform releases the Mid -Autumn Festival moon cake consumption data, and the sales volume of "old moon cakes" in various places has increased by 79% year -on -year

Jimu Journalist Zhou Dan

Not long ago, the four departments such as the National Development and Reform Commission jointly stated that the popular food attributes of the moon cakes are adhered to the traditional culture of the Mid -Autumn Festival and reducing the excessive use of packaging materials. From the perspective of retail platform data, affordable and tradition have become the keywords of Mid -Autumn Festival moon cakes this year, and the moon cake market has gradually returned to rationality.

Meituan's preferential data show that this year's Mid -Autumn Festival, the enthusiasm for consumption in various places has continued. The sales of moon cakes in the first half of the quarter increased by 24%compared with the same period last year, and the proportion of simple moon cakes under 30 yuan accounted for 95%. In addition, the sales of local characteristics "old moon cakes" increased by 79%year -on -year. Among them, the sales of local moon cakes such as Lao Dingfeng, Zhiwei, and Jin Jiu rose by more than 100%. Traditional flavors such as Wuren, Egg Yolk, and Bean Paste still accounted for the mainstream.

"Chinese people eat moon cakes mainly to eat feelings, and their feelings do not need to be very expensive. Lao Dingfeng moon cakes are the main quality, delicious, and affordable, and have been adhered to this concept for more than 100 years." Hu Xiao, the person in charge of Harbin Lao Dingfeng retail channel During the interview. The old market for rooting the mass market, the old Dingfeng of the old -fashioned signboard and the retail platform, is now selling well in the local and national markets.

Wuren moon cake is still "top flow" in the Mid -Autumn Festival

"Moon cakes are the taste of childhood. There are not many packets, five packs, and it is very affordable and delicious to buy them or give them to their families." A user commented in the preferred product review area of ​​Meituan. This moon cake packaging is simple, without a special gift box, the price is 19.9 yuan, and the average moon cake is less than 4 yuan.

Optimal data shows that within a half months from August 20th to September 5th, the sales of moon cakes on the platform increased by 460%compared to early August, and an increase of 24%compared to the same period last year. Among them, most of the moon cakes are below 60 yuan, and the sales of simple and small moon cakes with a minimalist and small moon cakes of less than 30 yuan have confirmed that the cheap moon cake has gradually returned to the mainstream market.

From the taste point of view, the Wuren Moon Cake still occupies the top of the sales volume, accounting for more than 30%of all flavors, and the flavors such as egg yolk, bean paste, ham, and lotus seedlings follow closely. Similar areas have similar taste preferences. For example, Heilongjiang, Jilin, Liaoning, Hebei and other northern provinces have a soft spot for Wuren Moon Cake. Hunan, Guangdong, Fujian and other provinces love egg yolk moon cakes. The favorite is the ham moon cake.

Traditional moon cake flavors still occupy the mainstream, of which Wuren moon cakes are the most popular

It is worth noting that, with the advent of the "durian real incense" consumption trend in the past two years, the durian -flavored moon cakes are the sixth place in the most popular moon cake flavor, and even surpass traditional jujube mud and black sesame. At the same time, sugar -free and low -sugar moon cakes are also loved by consumers, becoming the main moon cake flavor chosen by young people for the elderly at home.

From the data point of view, the birth group from 85 to 90 is the main consumer group of Mid -Autumn Festival moon cakes, accounting for about 40%, of which the female group is the main. At the same time, young people in the post -95s are gradually becoming the main force of moon cake consumption. Account for about 30%of the overall crowd.

Consumers' evaluation of the old -fashioned five -kernel moon cake (picture source: Meituan preferred page screenshot)

"In the past two years, consumers' demand for affordable and convenient needs has gradually improved, and consumption has become more pragmatic. This year's Mid -Autumn Festival, we see that many people buy moon cakes through platform data, and also bought daily necessities such as vegetables and fruits. The main consumption scenario is mainly met at the same time to meet these needs. "Meituan preferably the relevant person in charge said.

It is reported that during the Mid -Autumn Festival this year, Meituan preferably launched the theme activity of "spend one yuan to cross the Mid -Autumn Festival". Through a variety of subsidies, consumers are allowed to benefit consumers. In addition to various cheap moon cakes, there are also special products such as pomegranate and osmanthus to meet the majority of consumption consumption. Personal needs for affordable and convenient. At the same time, because the Mid -Autumn Festival is on the same day as Teacher's Day this year, the data shows that the combination of carnations and other fresh cuts and moon cakes are also very popular with consumers.

Forgive long lines at the door, local "old moon cakes" borrowing retail platforms are popular

The month is the hometown, the cake is old -fashioned. Although there are many trendy net red moon cakes on the market, no one in the memory of the memory can not forget.

Meituan's preferential data shows that the sales volume of Lao Dingfeng, Zhiwei Guan, Guangzhou Restaurant, Guishi, Jinjiu and other localities increased by 79%compared with the same period last year. Among them, Lao Dingfeng increased by 248%, Zhiwei View increased by 223%, and the Golden September cake increased by 108%... The return of the old flavor of moon cakes is witnessing "the rise of the national tide".

As the old Chinese brand, Guangzhou Restaurant has the title of "Eat in Guangzhou", and its moon cakes are also loved by local citizens. Meituan's preferential data shows that the Guangzhou restaurant moon cake quickly became a key word for Meituan's preferred moon cake category hot search keywords. The sales volume increased by 56 times compared with the same period last month, which is 22%compared to the same period last year. Red bean paste, cheese milk Huang Liu Xin and other tastes are most loved by users.

In recent years, Guangzhou Restaurant has accelerated the online retail layout, especially the urban and rural markets through the new model of community e -commerce. The effect has also been seen in terms of transaction volume. "At present, the sales growth of community e -commerce is the most prominent in all sections. For those, the old -fashioned Yuepin, such as Guangzhou Restaurant, has more recognition and brings more new opportunities to the brand. "Lai Xiaoyan, the national sales director of Guangzhou Restaurant, said.

In Guizhou, the cheap and delicious Guishi moon cakes are loved by consumers. Due to the integration of Yunnan, Guang, and Soviet schools, it has innovated many times, becoming one of the well -known moon cake brands in Guizhou in the past two decades."From the perspective of the consumption characteristics of local users, more and more people want to avoid waiting for long lines to buy. I hope that you can buy cheap and delicious moon cakes on your mobile phone and send it to your doorstep as soon as possible." Guishi moon cake -relatedThe person in charge said.In the post -epidemic era, "Guishi" took the initiative to cater to consumption trends, connects community e -commerce, and the next day's model ensures that consumers buy cheap, delicious and fresh cloud leg moon cakes.

The sales of local specialty moon cakes have increased year by year. The "national tide style" of the moon cake industry uses the new format to lead the industry to inherit and innovate, becoming the backbone of the Mid -Autumn Festival consumption recovery.

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