New enterprises continue to cross borders into the game, time-honored brands strive to innovate and break the circle, and surrounding industries are unexpectedly popular
[People's Livelihood and Economic Highlights] Mid-Autumn Festival is approaching, the mooncakes of the 3.0 era are full of new ideas
Reading tips
The Mid-Autumn Festival is approaching, and the popularity of mooncakes is soaring.
New companies and time-honored brands that entered the market across the border continued to bring new products and ideas, and won overwhelming responses from the market.
The industry believes that the further enrichment of the connotation of moon cake consumption will prompt enterprises to increase their efforts to explore and develop the market.
With the Mid-Autumn Festival approaching, moon cakes have become the protagonist of many people's shopping carts.
Affected by the epidemic, the mooncake market this year showed the characteristics of late start-up of the main sales period and short sales period, but people's love for mooncakes has not diminished.
As of September 15, the overall moon cake sales on JD.com's platform had increased by more than 125% year-on-year.
At the same time, this year's "cake ring" ushered in many cross-industry "newcomers", and many traditional manufacturers have also increased their innovation efforts, and various new products and new ideas have emerged one after another.
New and old topics related to mooncakes such as "Wuren Mooncakes", "High School Mooncakes", "Dare to stuff mooncakes" and other topics frequently appeared in hot searches. Netizens exclaimed: This year's "Mooncake Festival" is full of new ideas.
New products emerge one after another, and the status of traditional taste remains
In previous years, the discussion on five-core mooncakes was the most lively "reserved program" in the mooncake circle of the Mid-Autumn Festival every year.
This year, the popularity of "snail noodle powder moon cakes" surpassed that of five-core moon cakes, becoming the number one searched for the Mid-Autumn Festival.
This moon cake contains snails, sour bamboo shoots, rice noodles, beans and other materials. The sweet and sour crust collides with the hot and sour snails noodles, which has attracted a lot of attention.
In addition to snail noodles mooncakes, the high-tech college of Xi’an University of Science and Technology has launched mooncakes with flavors such as spicy pepper, beef with preserved sauce, gourd chicken and ice peak. These mooncakes incorporate traditional elements such as Shaanxi’s "Eight Monsters" and have local characteristics. .
Although new flavors are emerging one after another, the "Development Trends of China Mooncake Industry 2020" issued by the China Bakery and Sugar Products Industry Association shows that in terms of categories, traditional products and traditional flavors are still the mainstream, with lotus seed paste, five kernels, bean paste, jujube paste, and hundred Guo et al. still occupy a leading position in the market.
From the perspective of market sales, this year's mooncakes are still dominated by Cantonese, Soviet, and Beijing styles.
Among them, relying on e-commerce and logistics, Cantonese-style mooncakes have become the new favorites of many consumers.
"Suning Tesco 2020 Mid-Autumn Festival National Day Consumption Big Data" shows that the sales of moon cakes in the two weeks before the holiday increased by 215% year-on-year, and Cantonese flavors such as egg yolk lotus paste, custard liquid and rose fine sand are the most popular.
It is worth noting that in addition to taste, "health" has become an important keyword for this year's "Mooncake Festival".
A report pointed out that this year's moon cake consumption ushered in the 3.0 era, that is, healthy nutrition has become a new trend, and healthy, green, and low-sugar moon cakes are selling hotly.
The reporter saw in the supermarket that mini, individually packaged small mooncakes are loved by many customers, and the placement of low-sugar and multi-grain mooncakes is also conspicuous.
Consumer Ms. Zhang told reporters that in previous years, moon cakes were too big, and I felt tired after eating half a piece. Now there are more and more small moon cakes and loose moon cakes in the supermarket. "Take a bite to relieve the gluttony. , Not tired yet."
Cross-border integration, old domestic products transformed into new national trends
In the past 10 years, the registration growth rate of mooncake-related enterprises in my country has been stable at about 10%.
In the increasingly fierce "moon cake war", more and more companies that do not match moon cakes cross the border into the game, and many traditional time-honored brands have also increased their innovation efforts and tried to break the circle.
This year, Haidilao, a hot pot brand, launched a mooncake that can be eaten with dipping sauce. It is matched with spicy, spicy and original hot pot bottoms. The classic pot bottoms and popular products on the small table are incorporated into mooncakes, which are popular in the market. .
The ice cream brand Haagen-Dazs launched a variety of ice-cream mooncakes, allowing Chinese and Western dessert flavors to be integrated in the mooncakes. On September 19, the reporter saw at the Haagen-Dazs mooncake delivery office that the delivery area was full of people waiting in line. Sales are very tight.
"Eat taste and culture", the soft power competition in the moon cake market this year is extremely fierce.
The coffee and milk tea company Naixue’s tea and snack brand have created Chinese mooncakes with my heart. KFC teamed up with the Forbidden City, Pizza Hut and Dunhuang Museum to bring joint products... Many netizens lamented that this year’s mooncakes are full of cultural flavor.
At the same time, traditional brands are not far behind. Many time-honored brands have cooperated with e-commerce and top anchors to create online and offline sales combinations, striving to transform old domestic products into a new national trend.
Before the festival, Bainian Yili and Hema Xiansheng jointly launched eight-flavor Beijing-style mooncake gift boxes such as Erguotou, chocolate, and hazelnut filling, and increased promotion and marketing.
"One hundred years of justice and profit have inheritance and need to innovate." Xu Pengjie, the head of the marketing department of Beijing Yiqing Food Group Co., Ltd., said that in the past, companies were slow in launching new projects and were not sensitive to young customers. Now they are married with Internet companies to help a century of justice and profit. Found a fast lane for innovation and breakthrough.
In this year's mooncake market, the determination of time-honored brands to innovate and change is "visible to the naked eye".
This year Daoxiang Village chose to cooperate with brands such as King Glory, Jianwang 3, Master Kong, Crown Cookies, etc., to integrate mooncakes with online games, tea drinks and various life scenes, and actively get close to young consumers.
Time-honored brands such as Shen Dacheng use e-commerce and logistics to sell raw meat mooncakes. After consumers buy them home, they can defrost and bake them according to the eating method. They can also enjoy freshly baked mooncakes from Jiangsu and Zhejiang thousands of miles away.
Equipped with cultural and creative, mooncake "peripheral" sales are hot
As the Mid-Autumn Festival approaches, the mooncake market is soaring, which also ignited surrounding industries.
This year, many creative mooncake boxes have become new cultural and creative products and are sought after by consumers.
This year, the "Moonlight Gift Box" launched by the National Museum of China uses a colorful laser light envelope to mirror the rubbings of the "Astronomy Map" in the collection of the National Museum of China.
The Palace Museum also launched a jewelry box moon cake. After eating the moon cake, the moon cake box can be used as a jewelry box for a long time after a simple transformation.
A music gift box moon cake launched by Xiaomi can play music by tapping on the moon cake box... The highly creative design has made many consumers send out buying information on the Internet, and some netizens bluntly said "Just gift boxes, not moon cakes".
Since July, the number of searches on the Internet such as "Mooncake Practice" and "Mooncake Stuffing" has accelerated.
A seller said that the biggest change in the mooncake market this year is the unexpected popularity of homemade mooncake tools.
The reporter saw that on major e-commerce platforms, all kinds of moon cake making raw materials, from flour to molds, are selling hotly. In order to facilitate consumers' one-stop purchase, some merchants have also launched homemade moon cake sets.
On various gourmet apps, the sales of courses related to moon cake making have also risen rapidly, and keywords such as snowy moon cake and egg yolk cake have become popular content.
Recently, Ms. Meng, who lives in Beijing, bought various moon cake making materials such as moon cake molds, moon cake syrup, egg yolks, and moon cake packaging online.
According to online tutorials, after several attempts, she finally made her own "private house" Liuxin mooncakes.
"During the home office, the cooking skills have grown, so before the Mid-Autumn Festival, I started to make mooncakes by myself. The Liuxin mooncakes in physical stores are more expensive. Making them by yourself not only saves money, but can also be given to friends as a souvenir. Show your mind."
An industry insider told reporters that following the general trend of consumption upgrades, new flavors, new packaging and various creative marketing have emerged in the Mid-Autumn Festival mooncake market in recent years, and the consumption connotation of mooncakes, a traditional delicacy, has been further enriched.
Consumers have more choices and higher requirements, which is conducive to promoting the active development of the moon cake market and will prompt enterprises to increase their efforts in market mining and development.
Our reporter Cao Yue