今年，北京稻香村在东城食尚店、零号寻宝馆两家门店恢复了摆放花糕塔的传统，为节日增添了浓厚氛 围。 北京商报讯（记者 王维祎）重阳将至，北京稻香村门店内的重阳花糕系列产品已上市，店内摆放的一 米高花糕塔吸引不少市民拍照留念。 据了解，北京稻香村的重阳花糕延续了传统工艺，选用青梅、山楂糕、核桃仁与桃脯作为果料。同时， 北京稻香村还推出了糖醇花糕，以糖醇桃脯、糖醇山楂糕与核桃等为原料，使节令食品更符合现代健康 饮食习惯。 值得关注的是，今年北京稻香村在重阳礼盒上新增了录音二维码。购买者扫描二维码后，可录制个性化 的语音祝福；收到礼盒的亲友再次扫码即可聆听。 从花糕塔，到秉承传统工艺制作的重阳花糕，再到可录音的礼盒设计，北京稻香村以美食为媒介，在传 承中不断创新。 ...

□ 节后剩余月饼的主要去向包括：全平台促销、员工内购、节后持续销售、发放福利，以及卖给第三方 或按规定销毁等。部分月饼礼盒会在电商平台上持续销售，其定位逐渐由"礼盒"向"零食"靠拢。 □ 当前，月饼生产头部企业已构建起动态生产模式，从原料采购到包装定制均实行精细化控制，大幅降 低商品积压的概率。 中秋节过去几天了，北京某大型商超的促销区内，月饼礼盒被摆在显眼位置。原价198元的礼盒如今只 卖85元。类似"中秋礼盒低至三折"等清仓信息也出现在电商首页或外卖平台上。 月饼是时令性很强的食品，节前铺货、节日高峰、节后冷清，形成每年重复出现的市场节奏。近年来， 我国月饼市场日益火爆，加入月饼生产的企业越来越多。如果供给端不能与需求端精准对接，便会出现 供过于求。每到节后，一个问题总会被反复提起——卖不完的月饼去哪了？ 行业研究也印证了这种转变。中国数据研究中心近日发布的《2025中国月饼行业消费与品牌现状白皮 书》指出，月饼行业普遍面临成本压力，原材料、人工、物流成本持续上涨，压缩企业利润空间。企业 需通过规模化生产、工艺优化和供应链管理降低成本。 中国数据研究中心相关专家表示，随着消费升级与数字经济的深度融合，我国 ...

"怎么买不到啊？""能买到，好像每天中午12点补货，我就是昨天中午12点抢到的！"真的好喜欢鸣潮稻 香村月饼啊！""我也是，就是不大好抢。"…… 2025年9月10日，百年老字号苏州稻香村与二次元游戏《鸣潮》联名的中秋月饼礼盒准时开启预售，数 百万玩家涌入抢购通道，限量礼盒瞬间售罄。在稻香村抖音电商的账号下也都是粉丝们"一浪高过一 浪"催"补货"的呼声。 "这带来的不仅是销售高峰。"何柳娜指出，"更是品牌在年轻群体中的'社交货币'和长久的话题度，其价 值远超单个产品。"她指出，当时为联名游戏角色月饼产品制作的视频，虽然没有刻意促销，却直接带 动品牌曝光量翻倍增长。"这证明，在抖音电商平台，当文化内容击中用户兴趣时，信任与购买行为是 同步发生的。" "这就是'从内容中来，到产品中去'的闭环" "好内容所带来的品牌声量在促进店铺销量方面是显而易见的。"稻香村电商部运营负责人何柳娜表 示，"通过优质的电商短视频，以及网友的消费体验分享，不仅能提升产品的质感和真实感，更能强化 品牌的美誉度，这在一个'看得见、摸不着'的消费空间里至关重要。" 这种"翻译"并非生硬的转换，而是一种精妙的场景构建与情感共鸣。何柳娜透露，稻 ...

Core Viewpoint - The article discusses the changing dynamics of mooncake consumption, highlighting a significant decline in domestic sales while overseas markets are experiencing a surge in demand for mooncakes, driven by cultural curiosity and innovative flavors [4][11]. Group 1: Domestic Market Trends - In September, a prediction indicated that mooncake sales would decline by approximately 45.17% year-on-year, with gift box sales dropping by 49.04% [4]. - The younger generation's increasing health consciousness and rational consumption trends are contributing to the fading significance of mooncakes as a cultural symbol during the Mid-Autumn Festival [4]. Group 2: International Market Opportunities - Mooncakes are gaining popularity in overseas markets, with significant growth in exports. For instance, from January to August, Hangzhou's mooncake exports reached 46.25 tons, a year-on-year increase of about 250% [11]. - The export value of mooncake products from Yunnan reached 130 million yuan, primarily targeting Southeast Asian countries like Singapore and Malaysia [11]. - Guangzhou customs reported that the export value of mooncakes exceeded 46 million yuan, with the European and American markets accounting for 45.1% of this figure [11]. Group 3: Product Innovation and Cultural Integration - Companies are diversifying their product offerings to cater to different markets, introducing flavors like cheese custard and ice skin mooncakes to attract younger consumers [11]. - The integration of local flavors and innovative designs, such as durian-flavored mooncakes in Malaysia and chocolate mooncakes in the U.S., reflects a trend towards modernizing traditional products [7][8][11]. - Packaging innovations, including culturally themed designs and interactive elements, are enhancing the appeal of mooncakes in international markets [12]. Group 4: Regulatory Challenges and Adaptations - The article highlights challenges faced by mooncake exporters, such as strict food safety regulations in the EU and other regions, which require compliance with local standards [13]. - To adapt, some companies are reformulating their products to exclude restricted ingredients and exploring local production to meet regulatory requirements [13]. - The implementation of the Regional Comprehensive Economic Partnership (RCEP) has improved the competitiveness of Chinese mooncakes in member countries through tariff reductions and origin accumulation rules [12].

以下文章来源于霞光社 ，作者沧海明月生 然而，本应占据 C位的月饼却显得格外落寞。 近年来，几乎每逢中秋， "月饼卖不动"的话题总会抢先上热搜。 其实，这一现象的背后，早 已 埋下了时代的注脚：随着当代年轻人养生意识的觉醒，以及消费理性化趋向，月饼作为中秋文化载体的功能 注定被 逐 渐淡化。 在刚刚过去的 9月，国内某权威机构 基于 往年的消费数据提前预测，今年中秋前夕月饼销售额将同比下滑约 45.17%，礼盒销量 下 降 49.04％。 不过，有趣的是，墙内开花墙外香。当月饼在本土市场陷入沉寂时，海外市场却掀起了一股 "月饼消费热"。 月饼，这款诞生于农耕文明背景下的传统节令食品，正在异国他乡焕发新的商机。 01 中国月饼，异域新生 霞光社 . 赋能企业全球化 来源｜霞光社 作者｜ 沧海明月生 编辑｜刘景丰 丹桂飘香季，月满中秋时。 2025的国庆假期，在中秋节的双重buff加持下，居民的消费热情被彻底激活，各大商圈 人满为患。 中秋节吃月饼的习俗，起源于唐朝。 盛唐时期，那一轮皎洁的明月随着遣唐使的船只东渡，将赏月的风雅也带到了日本。 千年之后，这份中秋情结依然在这片土地上绵延生长。 日本的中秋节被称为 ...

丹桂飘香季，月满中秋时。 2025的国庆假期，在中秋节的双重buff加持下，居民的消费热情被彻底激活，各大商圈人满为患。 然而，本应占据C位的月饼却显得格外落寞。 近年来，几乎每逢中秋，"月饼卖不动"的话题总会抢先上热搜。 其实，这一现象的背后，早已埋下了时代的注脚：随着当代年轻人养生意识的觉醒，以及消费理性化趋 向，月饼作为中秋文化载体的功能注定被逐渐淡化。 在刚刚过去的9月，国内某权威机构基于往年的消费数据提前预测，今年中秋前夕月饼销售额将同比下 滑约45.17%，礼盒销量下降49.04％。 不过，有趣的是，墙内开花墙外香。当月饼在本土市场陷入沉寂时，海外市场却掀起了一股"月饼消费 热"。 月饼，这款诞生于农耕文明背景下的传统节令食品，正在异国他乡焕发新的商机。 中国月饼，异域新生 中秋节吃月饼的习俗，起源于唐朝。 盛唐时期，那一轮皎洁的明月随着遣唐使的船只东渡，将赏月的风雅也带到了日本。 千年之后，这份中秋情结依然在这片土地上绵延生长。 日本的中秋节被称为"栗名月"，在这一天，各家主妇会端出提前准备的"月见团子"——其制作工艺与中 国月饼异曲同工：将栗子、绿豆、芋头、绿茶、莲蓉等馅料包裹在糯米皮中，造型 ...

Core Insights - The mooncake market is experiencing a sales peak ahead of the National Day and Mid-Autumn Festival, with a blend of traditional and innovative products, as well as online and offline collaboration among brands [2][3] - Consumer preferences are shifting towards cost-effective and quality products, with mainstream mooncake prices ranging from 120 to 180 yuan due to macroeconomic uncertainties [2][4] - The market is seeing a rise in health-conscious options, with low-sugar and no-sugar mooncakes gaining popularity, reflecting a broader trend towards healthier eating [4][5][6] Market Trends - The mooncake market is characterized by a diverse range of offerings, including traditional flavors and innovative collaborations, with a focus on affordability and quality [3][4] - The trend of freshly baked mooncakes remains strong, with many brands adopting a "front store, back factory" model to ensure freshness [4] - The demand for low-sugar mooncakes has surged, with some products experiencing over 40% growth since their launch [5][6] Consumer Behavior - Consumers are increasingly seeking mooncakes that are not only visually appealing but also healthy, indicating a shift from traditional gifting to personal enjoyment [6][9] - The emotional value of products is becoming a key driver for sales, particularly among younger consumers who prioritize health and novelty [7][9] Competitive Landscape - The mooncake market is becoming saturated, prompting companies to explore new growth areas, such as the broader snack market, which is significantly larger than the mooncake segment [7] - Brands are innovating with health-focused ingredients and cross-industry collaborations to attract a diverse consumer base [7][8] - Companies that focus on technological innovation, product quality, and enhanced customer experience are likely to thrive in this competitive environment [9]

Group 1 - Zhejiang mooncakes are gaining popularity in Southeast Asia, with innovative flavors being well-received by overseas consumers [1][2] - The Xu Shang Su bakery in Longgang, Wenzhou, is experiencing a surge in orders for mooncakes, which are being shipped to countries like Indonesia and Malaysia [1] - The mooncakes produced include a modified version of the traditional five-nut filling, enhanced with egg yolk and meat floss for a richer taste [1] Group 2 - Taizhou City has successfully exported over 8,000 mooncakes valued at over 100,000 RMB to Vietnam, marking a significant milestone [2] - The order was initiated by a Vietnamese client at an international baking exhibition, with expectations for future orders totaling around 1 million RMB [2] - Companies like Hangzhou Zhiwei Guan are also exporting mooncakes in gift boxes, combining "moon elements" and "Chinese style" to convey festive wishes to overseas consumers [2]

Core Viewpoint - The article highlights the innovative approach of a traditional food business in Gansu, China, where a new type of steamed mooncake, inspired by the non-heritage craft of flower steamed buns, is gaining popularity ahead of the Mid-Autumn Festival. This product combines traditional flavors with modern presentation, appealing to contemporary consumer preferences. Group 1: Product Innovation - The newly introduced "steamed mooncake" is made using the non-heritage technique of flower steamed buns, offering a unique twist on traditional mooncakes [1][2] - The product is designed to be bite-sized, allowing for individual servings that reduce waste and enhance the festive experience [2][4] Group 2: Market Demand and Sales - The business has received over 300 orders for the "steamed mooncake," with deliveries extending to major cities like Beijing and Shanghai, as well as international locations such as the United States [2][5] - The owner, Ma Rui, has noted a significant increase in customer interest, particularly after the introduction of themed designs that resonate with cultural significance [2][5] Group 3: Production and Quality - The production process is complex, requiring careful adjustments to maintain the shape and texture of the steamed mooncakes during fermentation [4] - The business operates on a "made-to-order" basis, ensuring freshness and quality by avoiding preservatives and mass production [5] Group 4: Cultural Significance - The steamed mooncake not only serves as a food item but also embodies cultural meanings and traditions, making it a sought-after item for various celebrations [5] - The owner emphasizes the importance of innovation in preserving traditional crafts, indicating a commitment to continuous learning and adaptation [5]

Core Points - The Beijing Daoxiangcun Qingshi Pastry Making Skills Exhibition Hall opened to the public for the first time on September 5, showcasing traditional pastry-making techniques [1] - The exhibition hall is part of the 2025 Dongcheng District "Intangible Cultural Heritage Renewal" project, which aims to promote traditional skills through themed activities during festivals [1] - This season's theme focuses on Beijing-style mooncakes, featuring demonstrations by intangible cultural heritage inheritor Xie Daoyun and other mooncake masters [1] - Visitors can engage with traditional cultural practices through historical objects and mooncake molds displayed in the exhibition hall [1]