Core Viewpoint - The company is optimistic about the upcoming Mid-Autumn Festival market despite increased competition and a shorter sales window due to the overlap with the National Day holiday [2][3]. Group 1: Market Outlook - The company believes that more small players may exit the mooncake market this year, leading to increased brand concentration within the industry [3]. - The current mooncake market is undergoing significant changes, with a shift towards rational, health-conscious, and brand-oriented consumer behavior [3]. - The company has maintained growth amidst a challenging market environment, where many small enterprises have exited [2][3]. Group 2: Product Strategy - The company is focusing on a "National Trend + Health" product philosophy, with innovations in mooncake recipes and packaging [5]. - New product offerings include a "National Trend Art" series and low-sugar options, such as a rose-flavored mooncake that reduces sweetness by 30% [5]. - The company is targeting specific demographics, including office workers, women, and health-conscious young consumers, with new mooncake flavors based on traditional health concepts [5]. Group 3: Sales and Distribution - The company has seen over 35% of its sales come from online channels, indicating a strong e-commerce presence [8]. - The company has expanded its sales footprint across major cities in China, with a focus on the Beijing-Tianjin-Hebei region [8]. - The company has established partnerships with high-quality supermarkets and is actively exploring the "Old Brand +" model to integrate local cultural and tourism resources [8]. Group 4: International Expansion - The company has been exporting mooncakes for 12 years, with export growth rates between 30% and 45% since 2018 [9][11]. - The company has successfully penetrated markets in the U.S., Europe, and recently increased exports to South Korea and Japan [9]. - The company has established a significant overseas presence, exporting over 100 types of mooncakes to more than 60 countries, with a cumulative export of over 100 million mooncakes [11].

经济观察网8月8日，苏州稻香村集团举行2025中秋月饼开炉仪式，标志着苏州稻香村月饼大规模生产全 面启动。苏州稻香村集团总裁周立源表示，在2025年中秋营销季，苏州稻香村将推出更多"国潮+健 康"类型的月饼，特别是融合低糖低脂、低GI、"药食同源"等理念的健康月饼。此外，苏州稻香村还公 布，近十年已累积出口月饼突破1亿块。2024年，苏州稻香村月饼出口销售额同比增长超35%。 ...