New Consumption Observation ｜ Traditional flavors, low sugar health, cheap gift boxes become a new trend of moon cake consumption this year

Cover reporter Wu Yujia Fu Wenchao

The moon is imminent, the Mid -Autumn Festival is approaching. In traditional culture, Mid -Autumn Festival means that the family reunion is one of the most ritual traditional festivals in China. Mid -Autumn Festival this year also shows a variety of highlights in consumption trends. On September 7, e -commerce platforms such as Taobao, Tmall, JD.com, and Vipshop announced this year's moon cake consumption trend.

Taobao, Tmall: Moon cakes under 200 yuan are the mainstream of consumption, and moon cakes are obviously slimming

Moon cakes under the Taobao Tmall account for more than 96%of moon cake sales, which is the mainstream of moon cake consumption this year.

Sales data show that low sugar moon cakes, sugar -free moon cakes, ice cakes, and flowing moon cakes are the most popular with consumers. Sales in the past two weeks have increased by nearly 35%year -on -year. The old moon cake brands such as Guangzhou Restaurant and Wufangzhai have launched low -sugar moon cake gift boxes to meet people's demands for health.

Moon cakes are obvious, mini small moon cakes are loved by young people. Data show that a large number of moon cakes are slimming from 180g to 50g, 35g, and even coin cakes this year.

Jingdong: Moon cake sales show a trend of "going to the Mid -Autumn Festival", traditional Cantonese moon cakes are the most concerned about moon cake flow school

In the first half of 2022, the turnover of moon cakes increased by more than 70%year -on -year, and the turnover of low -temperature moon cakes increased by more than 170%year -on -year. Judging from the mooncake sales trend from 2021 to 2022, the overall moon cake sales this year are more daily.

Since August 2022, there have been more than 100 kinds of moon cakes sold by JD.com, and the sales of gift boxes in moon cakes have exceeded 90%. Traditional Cantonese moon cakes have become the most concerned moon cake genres in the survey, followed by traditional Beijing -style moon cakes. With the traditional Soviet moon cake.

From the perspective of search popularity, Wuren moon cakes, cloud legs moon cakes, egg yolk lotus moon cakes, etc. have received greater attention; from the perspective of consumer data, the TOP May cake type is the egg yolk lotus moon cake, the heart milk yellow moon cake, the Wuren moon cake, Black sesame moon cakes, bean paste moon cakes, the sales of these five types of moon cakes have increased by 37 times, 68 times, 10 times, 9 times, and 4 times from the previous month, which has received great attention from consumers. Sales year -on -year (lunar calendar cycle) increased faint moon cake types are soy milk moon cakes, Momashan jasmine matcha moon cakes, chocolate milk moon cakes, sales have increased by 10 times year -on -year; butter moon cakes, chocolate flowing moon cakes, green plum moon cake sales have increased by 5 times year -on -year Essence

Judging from the sales volume of moon cake flavors, the sales volume of Wuren Moon Cake is 8.5 times the cloud legs of the moon; At the same time, in the new taste, moon cakes derived from traditional flavors are more concerned, such as chocolate flowing heart moon cakes, Xue Mei Niang Liu Xinyue moon cakes, milk tea flowing heart moon cakes have received higher attention, and the sales of chocolate flowing heart moon cakes The heart moon cake is 2.8 times.

Vipshop: Mooncake consumption returns to rationality, national tide -style gift box packaging is favored by young people

One week before the Mid -Autumn Festival, moon cakes have a peak of sales on the e -commerce platform. At Vipshop, the sales of moon cakes have increased by 4 times year -on -year. The sales of moon cakes in gift boxes are the most prominent, becoming the first choice for consumers to give gifts to each other.

From a brand point of view, traditional old -fashioned brands such as Huamei, Guangzhou Restaurant, and Golden September cakes have increased significantly. On the other hand, new brands such as Baicao flavors and good products are mainly young people as the main consumers. It is also welcomed by young consumers, and the overall sales volume has also increased year -on -year.

The national tide -style gift box packaging is particularly favored by young consumers. The sales of moon cake gift boxes with theme of "Flowers Good Moon" and "Reunion Auspicious" have risen, especially when sales from post -95s. about.

The consumption of moon cakes is returning to reason. This is due to the joint choice of moon cake brands and consumers. Domestic consumers are more pragmatic on selecting moon cakes. Taste and value have become important considerations for their considerations. The cheap moon cake gift box is welcomed by consumers. This year, in addition to the traditional flavors such as egg yolk lotus, creamy milk, and red bean paste, the most popular moon cakes have gradually become popular among young people.

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