lightning hot review | mooncake consumption returns to rationality, and the road to excellence is long-term
2024-09-14
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according to information released by the china baking products and confectionery products industry association in august this year, due to the short sales cycle of the mid-autumn festival this year, market competition is more concentrated and fierce. in addition, as consumption has returned to rationality this year, it is estimated that the production of mooncakes for the mid-autumn festival this year will be 300,000 tons, with sales of 20 billion yuan, which is the same as last year or slightly lower.
as the 2024 mid-autumn festival approaches, the mooncake market has once again become the focus of public attention. however, compared with the prosperous scenes in previous years, this year's mooncake market seems a little deserted.discounts, promotions, and lagging sales reflect the profound changes in the consumer market and the severe challenges facing the mooncake industry.
mooncakes, as a traditional food for the mid-autumn festival, carry profound cultural connotations and emotional value.against the backdrop of the return of consumer rationality in recent years, the mooncake market has also faced unprecedented challenges.on the one hand, consumers have become more cautious and rational in their purchase of mooncakes, no longer blindly pursuing high prices and luxurious packaging, but paying more attention to the quality and taste of mooncakes. on the other hand, the adjustment of the government's three public consumption policies and the reduction of corporate unit budgets have had a significant impact on mooncake sales.
faced with market changes, mooncake companies have to adjust their strategies to cope with increasingly fierce competition. price cuts, innovative flavors, and joint cooperation have become new means for companies to try to attract consumers. challenges often coexist with opportunities. against the backdrop of an overall decline in the mooncake market, mooncake brands that focus on quality, taste, and innovation have risen against the trend and become a bright spot in the market. healthy and low-fat products such as low-sugar nut mooncakes and low-sugar grain mooncakes not only meet consumers' needs for healthy diets, but also demonstrate the company's strength in product innovation. at the same time, joint cooperation has also brought new vitality to the mooncake market. for example, the joint gift box between maxim's and the "minions" not only attracted the attention of young consumers, but also increased the brand's visibility and influence.
in addition, the unexpected popularity of empty shell mooncakes and "provincial medical mooncakes" has provided new inspiration for the mooncake market. the unique gameplay and customized needs of empty shell mooncakes meet the psychology of modern consumers who pursue individuality and uniqueness; and "provincial medical mooncakes" have won the reputation and trust of consumers with their high-quality materials and excellent quality. in the context of "consumption downgrade", mooncake companies can only win the recognition and love of consumers by returning to the food attributes and focusing on taste and quality.
at present, the changes in the mooncake market are the inevitable result of the return of consumer rationality and an opportunity for the transformation and upgrading of the mooncake industry.in the face of challenges, mooncake companies should adhere to the principles of quality first and innovation first, continuously improve the taste and quality of their products, and meet the diverse needs of consumers.at the same time, enterprises should also actively seek opportunities for cooperation and win-win, and expand market channels and enhance brand influence through joint cooperation, cross-border marketing and other means. only in this way can they remain invincible in the fierce market competition and achieve sustainable development of the mooncake industry. (text/miao ruixiang)
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