Cover news reporter Lei Qiang Fu Wenchao intern Chen Zeyu
The Mid-Autumn Festival is approaching, of course, there are mooncakes. Today's mooncakes have quietly undergone great changes, paying more attention to refinement, deliciousness and appearance... This has also become the annual mooncake consumption award.
On September 18, Tmall, JD.com, Dingdong and other platforms have released data related to the consumption trend of Mid-Autumn Festival mooncakes. According to the data, it can be seen that although a variety of new and peculiar flavors emerge in an endless stream, the classic mooncake flavor is still the mainstream of consumption; in addition, emerging brands such as national tide elements and cross-border combinations are favored by young people.
Traditional tastes still dominate
People in the Sichuan-Chongqing region love salty cloud leg mooncakes
According to the dingdong shopping consumption trend report, although a variety of new and exotic flavors emerge in an endless stream, the classic mooncake flavor still occupies the top five of this year's sales list, followed by rose bean paste mooncake, fresh meat mooncake, egg yolk lotus mooncake, wuren mooncake and cream coconut mooncake.
Among them, people in the Sichuan-Chongqing region love the salty cloud leg mooncakes, and the people of Shanghai like to eat sweet rose bean paste mooncakes and fresh meat mooncakes. In addition, the traditional Wuren mooncake is still the best choice for the people of North China, and the egg yolk lotus mooncake is the favorite of Users in South China.
According to the consumption survey of Jingdong Consumption and Industrial Development Research Institute, this year's Mid-Autumn Festival mooncake Cantonese style is still dominant, and nearly 50% of consumers are ready to start; gifts are loved by eating themselves, and after 00, they are more willing to pay for the appearance after picking tastes.
In addition to the popularity of traditional flavors such as Wuren, new flavor mooncakes such as flowing hearts and ice skins lead the way, and the taste of real fruits such as rose lychee and peach has become a new trend; after 95, it even pursues special flavors such as husband and wife lung slices and baiwei chicken. According to the survey, 42.85% of the respondents liked ham mustard, spicy strips, crayfish, snow girl and other flavors. Compared with other groups, most of the post-90s and post-95s with new and special flavors of grass are planted. Traditional flavors, on the other hand, have slowed down, but they still dominate.
In addition, young people are not sloppy in eating healthily. According to Quark's latest "Young People's Mid-Autumn Festival Appreciation Report", since entering September, the number of searches for "food" topics has shown a steady upward trend. Sugar-free, low-calorie, whole-wheat is the most common combination when searching for mooncakes.
Show off between old and new brands
Creativity + face value strong out of the circle
In terms of sales, according to the data of Jingdong Consumption and Industry Development Research Institute, long-established brands are more popular with consumers, such as Daoxiangcun, Huamei, Guangzhou Restaurant, Maxim's, etc. occupy more than 60% of sales; 23% of respondents are impressed by the cultural creativity of traditional long-established brands, and 22.6% of respondents care about cross-border innovation.
On the other hand, the new mooncake brand has accurate insight into the needs of users, and has gone out of the circle in a short period of time with high-value differentiated products, and has become the object of consumer pursuit. Among them, the sales volume of Ocha Dining Room, YOTIME, Starbucks and other brands increased by more than 50% year-on-year. The survey also found that in terms of packaging design, 49.52% of the respondents hope that the mooncake packaging can be "creative and personalized design", 49.45% of people like simple and concise packaging that is not excessively wasteful, and 47.96% of the interviewed netizens expect the packaging to integrate fashion elements such as animation themes and big-name designers.
The innovative marketing method to promote the long-established mooncake brand to break the circle has also been corroborated on the Tmall platform. This year's Mid-Autumn Festival, the post-95 generation of enthusiasm for the consumption of time-honored mooncakes is high, the consumption volume increased by nearly 2 times year-on-year, the golden nine flower lanterns first on the gift box, Wufangzhai love mooncake gift box and other young people love.
At the same time, the museum's cultural and creative mooncakes have become a new Internet celebrity in this year's mooncake industry. On the Tmall platform, this year's top Sanxingdui Museum has created 4 new mooncakes on Tmall, and the exterior design inspiration is all from the cultural relics of Sanxingdui. In addition, 8 Chinese and foreign museums, such as Dunhuang Cultural creation, Louvre Museum and British Museum, have also participated in the joint cultural and creative mooncake. It is not difficult to see that behind the museum's cultural and creative mooncake fever is the enthusiasm of contemporary young people's cultural consumption, and it is also the museum's "cultural relics restoration" through cultural and creative innovation.
<b>[If you have a news thread, please report to us, once adopted, there is a fee reward.] WeChat attention: ihxdsb, QQ: 3386405712].</b>