Core Insights - The consumption of food related to the "Liqiu" (Beginning of Autumn) festival has seen a significant increase, with Douyin (TikTok's Chinese counterpart) reporting a surge in group purchase orders for traditional dishes [1][3] Group 1: Consumption Trends - From August 1 to 6, group purchase orders for braised pork and pork knuckles on Douyin increased by 103% and 48% respectively, while lamb orders rose by 32% [1] - Watermelon orders on Douyin saw a year-on-year increase of 41%, and winter melon orders surged by 83% during the same period [3] Group 2: Cultural Significance - The "Liqiu" festival is associated with various cultural eating habits, such as "Keng Qiu" (biting into autumn) and "Tie Qiu Piao" (eating to gain weight for autumn), which have become popular on Douyin [3] - Topics related to "Liqiu" such as TodayLiqiu and MyLiqiuRitual have gained traction on Douyin, with users sharing their food experiences through short videos [3] Group 3: Business Strategy - Douyin's life service department aims to collaborate with quality merchants to provide a diverse range of products for consumers at seasonal nodes, thereby promoting seasonal consumption [3]