Core Insights - The mooncake market is experiencing a sales boom as the Mid-Autumn Festival approaches, with low-temperature mooncakes emerging as a significant growth driver, showing a sales growth rate of 73% [1][3] - JD Supermarket has seen a double-digit growth in user scale and transaction volume for mooncake categories, with over 950 brands and nearly 50,000 new products launched [1][3] Market Trends - The average consumer plans to purchase more than 4 boxes of mooncakes, with southern-style mooncakes (Cantonese, Hong Kong, Suzhou) being preferred by over 60% of surveyed users [3][4] - Five major consumption trends are reshaping the mooncake market: lightweight gifts, health consciousness, snackification, practicality, and multi-dimensional marketing [3][4] Consumer Preferences - Approximately 59% of consumers prefer simple packaging that is affordable, portable, and reusable, leading brands to simplify packaging and include features like handles and greeting cards [4] - Health-conscious ingredients are crucial for purchasing decisions, with 73% of consumers focusing on "healthy ingredients," leading to a rise in low-sugar and additive-free products [4] Product Innovation - The consumption scenario for mooncakes has expanded, with 54% of users considering mooncakes as everyday snacks, prompting brands to introduce non-gift box, bulk, and mixed products [4] - Brands are increasingly incorporating local characteristics and cultural elements into packaging, with 31% of users favoring gift boxes that reflect local heritage [4] Competitive Strategies - To combat homogenization, brands are shifting from single-product competition to differentiated competition based on multi-dimensional value [5] - JD Supermarket is leveraging data insights and supply chain capabilities to assist brands in growth, with exclusive new products seeing a GMV increase of over 300% [6] Quality Assurance - JD Supermarket has established the industry's first sensory quality standards for mooncakes, covering 29 evaluation indicators to ensure product quality and service experience [6] - The company offers various consumer guarantees, such as timely delivery, damage return, and price protection, to enhance consumer trust and satisfaction [6]

Core Insights - The mooncake market is experiencing a sales peak as the Mid-Autumn Festival approaches, with low-temperature mooncakes emerging as a significant growth driver, showing a sales growth rate of 73% [1][2][3] - The 2025 mooncake market is expected to exhibit five major trends: lightweight gifts, health consciousness, snackification, practicality, and multi-dimensional marketing [1][2][3] Market Dynamics - The supply side has seen a substantial increase, with 950 brands and nearly 50,000 new products launched on JD.com [2] - On the demand side, the user base for mooncake purchases on JD.com has grown by 32% year-on-year, with consumers planning to buy an average of over 4 boxes [2] - Low-temperature mooncakes heavily rely on cold chain logistics, with JD.com's "211 timeliness" cold chain delivery addressing consumer concerns about storage and delivery [2] Consumer Preferences - 73% of consumers prioritize "healthy ingredients," leading to a notable increase in low-sugar and additive-free products [3] - 54% of users now consider mooncakes as everyday snacks, expanding the consumption scenarios beyond traditional gifting [3] - 39% of consumers desire more practical packaging, while 31% prefer gift boxes that incorporate local cultural elements [3] Brand Strategy - The mooncake industry faces a challenge of seasonal branding, where brands often fade from consumer awareness post-festival [5][6] - To combat this, brands are encouraged to extend the festive cycle and integrate products into daily consumption, such as pre-sale strategies and post-festival promotions [6] - Successful brands are adapting by introducing popular festive flavors into their everyday product lines, thereby reducing reliance on seasonal sales [6][7]