China Overseas Chinese Network, September 10th. According to Malaysia’s Sin Chew Daily, the Mid-Autumn Festival is a major traditional festival. Although the market economy in Malaysia is not optimistic and there are fewer Singaporeans who patronize all the year round, merchants have followed the trend and adopted diversified marketing. With the help of the Internet to grab the source of customers, coupled with considerate delivery services, we will try our best to break through the siege and make everyone look forward to and cherish the 2020 Mid-Autumn Festival.

　　Affected by the new crown pneumonia epidemic, the Mid-Autumn Festival in 2020 is very different from previous years. With various uncertain factors, mooncake merchants are mentally prepared: the profit growth space is no longer as prosperous as before, and the operating pressure will inevitably be greater.

　　Mooncake merchants said that because of the exchange rate, Singaporean tourists and Malaysians working in Singapore have always occupied the main consumer group in the Johor Bahru mooncake market. About a month before the Mid-Autumn Festival, related fairs are often crowded.

Some shopping malls closed trade fairs

　　"In view of the epidemic situation and the standard operating procedures that must be followed, some shopping malls plan to close the Mid-Autumn Festival trade fair. Even if the trade fair is held, the atmosphere is not warm."

　　Merchants pointed out that the lack of a large-scale trade fair, a sales platform, will definitely have an impact on performance, and in the face of the downturn in the market, local consumers should be as cautious as possible and stop spending large amounts of money.

　　Mooncakes are seasonal foods, which are difficult to sell after the Mid-Autumn Festival. Considering this, merchants need to make adjustments on the production line to avoid overstocking.

In addition to traditional popular flavors, creative mooncakes put on the market, I believe there are not many choices in 2020.

　　In addition, the epidemic has changed the shopping patterns of most people, and the habit of "shopping with fingertips" has gradually become a trend. Merchants are also actively responding to market demand and using the Internet to create new ideas to seize business opportunities.

Zhang Xiaozhen: Shipping export orders increase by 15%

　　The Mid-Autumn Festival of 2020 falls on October 1. The epidemic and economic downturn will affect market supply and demand. Merchants believe that Malaysia’s overall mooncake sales will decline by 30% in 2020. As for South Malaysia, there is a lack of Singaporean customers to purchase mooncakes. "Decline" does not stop there.

　　Nylon Thai Xinshan District sales manager Zhang Xiaozhen pointed out that the strong consumer group in the local mooncake market is not entirely Singaporeans, but actually comes from Malaysians working hard in Singapore. When they taste traditional festive food, they will buy mooncakes in Johor Bahru As a gift.

　　She said that the shopping malls in downtown Johor Bahru do not see Lion City customers and Malaysians who are shopping in and out, and the atmosphere is much quieter. It is estimated that the mooncake market sales in 2020 will drop by 50%.

　　However, the price of mooncakes launched in 2020 by this time-honored brand bakery is the same as in previous years without any adjustments.

The traditional flavors of gold lotus seed paste, double yellow lotus seed paste, golden jade, iced moon cake series, golden leg moon cakes and Wu Ren Rou Yue are all products that are loved and highly inquired by regular customers.

　　Nylon Thai's moon cakes and filling products are also sold to the United States, Indonesia, Japan and Australia. In 2020, orders for seaborne exports to these countries have increased by 15%, which is a surprise to the company.

Provide intimate delivery service

　　The Mid-Autumn Festival symbolizes reunion. The epidemic has not yet ended. During the Mid-Autumn Festival in 2020, travelers cannot return to their hometowns to celebrate the festival. Merchants use traditional old mooncakes and old tastes to return to the original and convey positive energy.

　　Zhang Xiaozhen said that due to the epidemic, the opportunity for travellers to return to their hometown and their families to celebrate the Mid-Autumn Festival should not be lost. Set up temporary stores in Johor Bahru to provide customers with thoughtful delivery services.

　　This includes the Mid-Autumn Festival greeting card, which was first launched in 2020, to write blessings for the wandering customers who bought the company's moon cakes, and then sent to the designated address by the store staff.

　　"Although I can't meet people, but the handwriting can also make people feel a sense of warmth." Zhang Xiaozhen said.

Li Lingsheng: Focus on social media network platforms

　　Li Lingsheng, marketing manager of SDS Xinlixiang, pointed out that in the past, sales during the Mid-Autumn Festival fairs were quite impressive. In the current epidemic in 2020, the mooncake market may not be able to feel the heat until two weeks before the Mid-Autumn Festival.

　　"Store service is the most conservative strategy adopted by mooncake merchants. Of course, to cater to market demand, the industry has adopted different methods to stimulate sales, relying on online promotion and product introduction is one of the methods."

Introduce the old and create the new one higher and lower

　　Through the company's Facebook and retail stores, the company uses both online platforms Lazada and Shoppee to attract consumers of different age groups.

　　Li Lingsheng said that the challenges faced by mooncake operations in 2020 are not just factors that consumers on the other side "cannot come". Brand bakery operators still need to cope with the increasingly popular online shopping trend and the rise of online seller agents. High and low, grab the beach during the limited Mid-Autumn Festival.

　　He said that the industry must change its operating methods. In this regard, it is necessary to consider or establish an operating team linked to the Internet, so as to expand the consumer group and strengthen its competitiveness.

　　Li Lingsheng said frankly that in addition to price, the taste of mooncakes is very important to customers. It is no longer a goal to keep original customers in 2020 and create mooncakes with bold and novel flavors.

　　He said that for the company's best-selling frozen mooncakes, as well as traditional and health-preserving mooncakes, customers can choose their favorite flavors and purchase special gift boxes for gifts.

　　"The gift box has practical value and can be used to place various small ornaments as souvenirs."

　　Li Lingsheng also said that although the Mid-Autumn Festival 2020 is different, the people still don't forget to taste moon cakes and give gifts during the Mid-Autumn Festival to show their hearts and minds, highlighting the significance of the Mid-Autumn Festival to continue the tradition under the epidemic.