霞光社 . 赋能企业全球化 本文来自微信公众号： 霞光社 ，作者：沧海明月生，编辑：刘景丰，题图来自：AI生成 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。 以下文章来源于霞光社 ，作者沧海明月生 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 ...

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 ...

Core Insights - Häagen-Dazs is facing dual challenges from local brand competition and changing consumer perceptions, necessitating a strategy that maintains its premium positioning while optimizing cost-effectiveness and enhancing brand value through sustainable practices [1][12] - The potential sale of Häagen-Dazs' China operations has sparked industry interest, marking a significant turning point for the brand after nearly 30 years in the market [1][11] - General Mills is reportedly collaborating with advisors on potential asset disposal, with initial valuations reaching hundreds of millions of dollars, although negotiations are still in early stages [1][11] Industry Context - The news of Häagen-Dazs' potential sale contrasts sharply with Unilever's plan to spin off its ice cream business, highlighting a trend of foreign brands reassessing their strategies in China amid market challenges [2][11] - The decline in performance of international brands in China is evident, with notable examples including Pandora and Starbucks, which have also faced store closures and strategic adjustments [2][3] - General Mills reported a 5% year-over-year decline in net sales for Q3 of FY2025, with international markets, including China, contributing to this downturn [2][3] Market Dynamics - Häagen-Dazs has experienced a significant drop in store traffic, with double-digit declines reported, reflecting broader challenges in the high-end ice cream market [3][5] - The brand's fixed costs remain high while profit margins are under pressure, exacerbated by a shift in consumer preferences towards value-for-money options [3][8] - Local brands like Zhong Xue Gao and Moutai Ice Cream are capturing market share through differentiated strategies and competitive pricing, appealing to younger consumers [5][8] Strategic Implications - The potential sale of Häagen-Dazs could lead to a fundamental shift in its brand positioning and operational model, with new investors possibly adopting successful local strategies [11][12] - The ongoing transformation in the ice cream market may accelerate the reshaping of competitive dynamics, providing new opportunities for both local enterprises and international capital [12] - To regain growth, Häagen-Dazs must adapt to the "quality-price ratio era" by enhancing market penetration, optimizing pricing strategies, and reinforcing brand value through sustainable initiatives [1][12]