The Mid-Autumn Festival is approaching, and mooncakes, as a traditional festival food, should usher in the peak sales season, but this year there has been a decline in sales. This phenomenon is different from the market changes that some products such as Sunshine Rose may face, and mooncakes cannot simply be compared to the "collapsed house list". The following is an analysis of the reasons for the decline in mooncake sales:
1. Economic factors
- Economic downturn: The current economic environment is sluggish, consumers' purchasing power is weakened, and their willingness to buy non-essential items is reduced.
- The return of rational consumption: As consumers pay more and more attention to actual value and no longer blindly pursue luxury packaging and high prices, the consumption of the mooncake market also tends to be rational.
Second, changes in market demand
- Changing taste preferences: Consumers' demand for mooncakes is becoming increasingly diverse, and traditional high-sugar and high-calorie mooncakes are facing challenges. More and more consumers tend to choose low-sugar, low-fat, fruity mooncakes, and even some new flavors such as matcha, purple potato, and salty mooncakes are also becoming popular.
- Cost-effective concern: Consumers pay more attention to cost-effectiveness when choosing mooncakes, rather than simply pursuing brand effect and luxury packaging.
Third, market competition has intensified
- Influx of emerging brands: In recent years, more and more emerging brands and retailers have entered the mooncake market and launched more new products that meet the tastes of young people, intensifying market competition.
- Lack of innovation of traditional brands: Some traditional brands are insufficient in product innovation, and the homogenization of products is serious, making it difficult to attract the attention of consumers.
Fourth, policy factors
- Policy norms: With the implementation of a series of policies, regulations and standards issued by the state, such as the implementation of the "General Principles of Moon Cake Quality", the production and operation of moon cakes have been standardized, and excessive packaging of goods has been restricted, which has increased the production cost and market pressure of enterprises to a certain extent.
- Restrictions on the purchase of public funds: The regulations prohibiting the use of public funds to purchase mooncakes have also had an impact on the mooncake market, especially on the sales of high-end mooncakes that rely on group purchases.
5. Other factors
- Increasing awareness of environmental protection: Consumers' attention to environmental protection has increased, and simple and practical packaging has become a new preference, which has also affected the sales of high-end mooncake gift boxes that are over-packaged.
- Influence of health perception: Some consumers have reduced their demand for high-sugar and high-oil foods such as mooncakes due to health concerns.
To sum up, the decline in moon cake sales is the result of a combination of factors. Although facing many challenges, the cultural significance and market potential of mooncakes, as a traditional food of the Mid-Autumn Festival, cannot be ignored. Enterprises can respond to market changes and meet consumer needs by improving product quality, strengthening innovation, and expanding sales channels, so as to stand out in the fierce market competition.
As for the market changes in products such as Sunshine Rose, the reasons for the decline in sales of mooncakes are not exactly the same. Market changes for fruit products such as Sunshine Rose may be more influenced by a variety of factors such as season, yield, quality, price, and consumer taste preferences. Therefore, mooncakes cannot simply be compared to market changes for products such as Sunshine Rose.