苏式月饼行业研究：电商渠道普及，苏式月饼或焕“新生”头豹词条报告系列

Investment Rating - The report does not provide a specific investment rating for the Su-style mooncake industry. Core Insights - Su-style mooncakes are traditional pastries originating from the Jiangnan region of China, particularly known for their flaky crust and rich fillings, which blend traditional flavors with modern health trends. The industry emphasizes handcrafting methods to preserve cultural heritage while innovating to meet consumer demands [3][4][7]. Industry Definition - Su-style mooncakes are defined as traditional pastries made primarily in the Jiangsu, Zhejiang, and Shanghai regions, with a focus on maintaining authentic techniques and flavors [4][6]. Industry Characteristics - The industry is characterized by traditional and complex production processes, a balance of tradition and innovation, and a growing trend towards internationalization. The handcrafting of mooncakes is seen as a valuable cultural practice, and brands are increasingly introducing new flavors and packaging to attract diverse consumer bases [7][8][9]. Industry Development History - The development of the Su-style mooncake industry can be divided into three stages: the embryonic period (originating in the Han Dynasty), the initiation period (post-1949 with the establishment of various regional styles), and the rapid development period (2009 onwards, with recognition as intangible cultural heritage) [10][12][13]. Industry Scale - The market size of the Su-style mooncake industry grew from 2.425 billion RMB in 2019 to 3.169 billion RMB in 2022, with a compound annual growth rate (CAGR) of 9.34%. Projections indicate growth to 5.104 billion RMB by 2027, with a CAGR of 9.99% [24][25]. Policy Overview - Recent policies aim to regulate packaging standards and promote affordable mooncake options, while also ensuring food safety and quality. These regulations are designed to foster a healthier industry environment and protect consumer interests [29][30]. Competitive Landscape - The Su-style mooncake industry features a high concentration of competitors, with leading brands like Suzhou Daoxiangcun and Wufangzhai dominating the market. The competition is driven by brand recognition, product innovation, and extensive distribution networks [31][32]. Industry Chain Analysis - The industry chain consists of upstream raw material supply, midstream production, and downstream consumption. Raw material costs are significant, with fluctuations impacting profitability. Major brands leverage innovative marketing strategies and diverse sales channels, including both online and offline platforms, to enhance market presence [14][20][21]. Consumer Trends - The consumer base for Su-style mooncakes is primarily older adults, particularly in the Jiangsu, Zhejiang, and Shanghai regions. However, there is a growing interest among younger consumers, driven by cultural appreciation and social media engagement [22][23]. Key Companies - Major players in the industry include Suzhou Daoxiangcun, Wufangzhai, and Zhejiang Zhiweiguan, each leveraging their historical significance, brand loyalty, and innovative product offerings to maintain competitive advantages [37][39].