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 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]