Core Insights - The report by Hema highlights a shift in consumer behavior during the National Day and Mid-Autumn Festival, emphasizing health, self-indulgence, and meaningful consumption as key trends [1][5][6] Group 1: Consumer Preferences - Over 95% of consumers prioritize "health" when selecting mooncakes, indicating a strong trend towards healthier options [5] - Sales of freshly baked mooncakes increased by over 50% during the holiday period, with low-sugar varieties seeing a 50% growth [5] - The preference for "light gift boxes" over expensive mooncake gift sets reflects a desire for genuine sentiment in gifting [5] Group 2: Seafood and Meat Sales - Sales of king crabs surged by 185% year-on-year, with a 197% increase on the day of the Mid-Autumn Festival [6] - The sales of hairy crabs also grew by over 150%, while the sales of East Star grouper increased by 296% [6] - Beef steak sales rose nearly 20% during the holiday, with specific cuts like sirloin and tomahawk steak gaining popularity [6] Group 3: Floral and Decorative Items - The demand for flowers and plants has become essential for holiday celebrations, with sales of ornamental gourds increasing by 165% on the day of the Mid-Autumn Festival [8] - Sales of ornamental jade gourds rose by 30% week-on-week during the holiday period [8] - The popularity of osmanthus盆栽 has quadrupled compared to last year, reflecting a cultural connection to the season [9]

Group 1 - The core viewpoint of the report highlights three key trends in consumer behavior during the National Day and Mid-Autumn Festival holiday: "sober consumption," "deep self-enjoyment," and "health first" [1][12] - The sales of freshly baked mooncakes increased by over 50% during the holiday period, indicating a preference for quality and authenticity in festive foods [1] - A significant 96.7% of consumers prioritize "health" as the primary criterion for selecting mooncakes, with low-sugar options seeing a 50% year-on-year growth [3] Group 2 - The sales of king crabs surged by 185% year-on-year during the holiday, with a remarkable 197% increase on the day of the Mid-Autumn Festival [5] - The sales of hairy crabs also saw a substantial increase of over 150%, with cities like Jinan, Qingdao, and Kunming experiencing the highest growth rates of 450%, 400%, and 300% respectively [7] - The popularity of light meals surged, with a 32% increase in sales on October 6, reflecting a trend towards healthier eating post-holiday indulgence [12]

Core Insights - The Mid-Autumn Festival and National Day overlap this year, leading to an early surge in mooncake sales as consumers begin purchasing earlier than usual [5][7] - Traditional brands and flavors remain popular among consumers, but innovative products are also gaining traction [7][8] Sales Trends - Many supermarkets, such as Aeon, have set up dedicated mooncake promotion areas, with prices ranging from 100 to 500 yuan [3][5] - Discounts are prevalent, with some mooncakes offered at 10% off, and promotional activities continuing until September 30 [3][5] - The price range that consumers prefer is primarily between 100 and 250 yuan, indicating a trend towards affordability [5][7] Consumer Preferences - Classic flavors like double yolk lotus seed paste and modern options like low-sugar mooncakes are both in demand [7][9] - There is a noticeable divide in consumer demographics, with traditional customers focusing on brand and quality, while younger consumers seek health-conscious and innovative options [7][8] Online Sales Performance - Online platforms are experiencing a significant increase in mooncake sales, with search volumes for mooncake gift boxes in Guangzhou rising nearly eightfold week-over-week [8] - Local specialty mooncakes and low-sugar options are becoming mainstream for gift-giving, with sales on platforms like Meituan doubling compared to last year [8][9] New Product Launches - Companies like Hema are introducing their own low-sugar mooncake brands, which have seen over 40% growth since their launch [9] - The popularity of regional flavors, particularly from Yunnan and Guizhou, is on the rise, with new creative mooncake options being introduced [9]

Group 1 - The mooncake market is experiencing a shift towards healthier options, with 96.7% of surveyed consumers prioritizing health when selecting mooncakes [1] - Hema has introduced a variety of low-sugar mooncakes, with a significant increase of over 40% in sales since their launch [1] - New products include rice-based mooncakes and low-sugar options that meet national standards for sugar content [1] Group 2 - Regional specialty mooncakes, such as the Su-style fresh meat mooncake, have seen a sales increase of over 100% year-on-year [2] - Hema has also launched unique flavors like the Guizhou-style sour soup beef mooncake, incorporating local culinary elements [2]