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as the mid-autumn festival approaches, mooncake sales are usually the busiest time, but this year the market is particularly quiet.

"in previous years, the half month before the festival was the peak sales period, and business was the hottest. we were busy shipping goods until the early morning. but this year the number of orders has decreased significantly, and the intensity of work has also decreased." on september 2, ling feng (pseudonym), the sales manager of a mooncake oem factory in shenzhen, told the times weekly reporter.

the factory where ling feng works has contracted the mooncake manufacturing business for a number of star-rated hotels in shenzhen, but this year's market conditions have left him somewhat at a loss.

ling feng's feelings are not an isolated case. according to data from the china bakery and confectionery industry association, my country's mooncake production will reach 320,000 tons and sales will reach 22 billion yuan in 2023. this year's mid-autumn festival mooncake production and sales are expected to be about 300,000 tons and about 20 billion yuan, which may be slightly lower than last year.

in the trend of quality-price ratio consumption, people have become more and more cost-conscious, and it has become increasingly difficult for traditional brands to sell mooncakes. at the same time, new cross-border consumer brands and new retail brands have also flooded into the shrinking market.

the mooncake business is becoming increasingly difficult.