月饼在海外市场找到存在感

Core Viewpoint - The article highlights the significant growth in the export of mooncakes from China, driven by increasing acceptance among non-Chinese consumers and changing domestic consumption trends [3][10]. Export Growth - In the first eight months of this year, mooncake exports from various regions in China have surged, with Hangzhou customs reporting an export volume of 46.25 tons, a 2.5-fold increase year-on-year [6]. - Yunnan province exported 7,520 tons of mooncake products worth 130 million yuan, primarily to Singapore and Malaysia [6]. - Guangzhou customs reported a mooncake export value exceeding 46 million yuan in the same period [6]. - Suzhou Daoxiangcun's export business grew by 21% compared to 2024, with mooncakes accounting for a significant portion of the company's annual export business [6][11]. Changing Consumer Demographics - The consumer base for mooncakes is expanding from overseas Chinese to local populations, with products like Suzhou-style mooncakes becoming integrated into local dessert markets [7][13]. - Online platforms such as Amazon and Asian grocery sites are selling a variety of Chinese mooncakes, with prices ranging from $30 to $120 per box in North America, significantly higher than domestic prices [7]. Domestic Consumption Trends - A report from JD.com indicates that the mooncake market is shifting towards lighter gifts, health-conscious options, and snack-like products, with 73% of consumers focusing on "healthy ingredients" [8]. - Brands like Zhiyueguan and Daoxiangcun are incorporating health-oriented products and cultural elements into their offerings, transforming mooncakes into cultural gifts and expanding consumption scenarios [8][13]. Challenges in Exporting - Despite the positive export trends, companies face challenges such as varying food additive regulations across countries, necessitating thorough research and adjustments to product formulations [12]. - Gaining acceptance for traditional Chinese pastries in mature Western dessert markets remains a challenge, requiring consumer education on taste and cultural significance [12][13].