中秋将至，月饼市场迎来销售旺季。 《中国经营报》记者注意到，根据京东超市发布的《京东月饼品类2025年趋势洞察报告》（以下简称 《报告》），低温月饼成为今年增长黑马，不仅商品数量增长近三成，销售额增速更是以73%领跑行 业。 其次则是需求端，在京东平台，购买月饼的用户规模也实现了同比32%的增长，消费者计划购买盒数平 均超4盒，临近中秋购买意愿显著提升。 而在产品类型上，今年中秋市场，低温月饼表现尤为亮眼，整体销售额增速高达73%。但实际上，低温 月饼的销售极其依赖冷链配送。据京东相关负责人介绍，凭借"211时效"冷链配送能力，京东超市解决 了消费者对低温存储和配送时效的核心痛点，成为品牌拓展低温品类的关键助力。 此外，《报告》显示，2025年月饼市场呈现出轻伴手礼、健康化、零食化、实用性及多维度营销五大趋 势变化。 "轻伴手礼"成为市场主流。在政策引导与消费观念升级的双重影响下，礼盒设计呈现轻量化、便携化和 高感知特点。 数据显示，约59%的消费者偏好简约包装，关注价格适中、携带方便和可重复利用。不少品牌通过精简 包装层数、内置提手、附赠心意卡等方式，回应现代消费者实用与情感兼顾的需求。 成分健康也是影响购 ...

Overview - The demand for frozen buns in China is projected to reach 474,900 tons by 2024, with a market size of 11.872 billion yuan, and an average product price of approximately 25,000 yuan per ton. The increasing income levels and consumer preferences for convenient and high-quality frozen foods are expected to drive market expansion, particularly in urban areas [1][11]. Market Policy - Recent food safety regulations in China have become increasingly stringent, impacting various stages of the frozen bun supply chain, including raw material procurement, production, packaging, storage, and sales. These regulations aim to standardize market practices and protect consumer rights, promoting sustainable industry development in the long term [4]. Industry Chain - The frozen bun industry consists of upstream suppliers of raw materials (flour, meat, vegetables, etc.), midstream production processes, and downstream sales channels (supermarkets, convenience stores, e-commerce, and restaurants). Consumer preferences for convenience, taste, and health are driving innovation and product upgrades across the industry chain [7][9]. Competitive Landscape - The frozen bun market in China is highly competitive, with key players including Anjijia Food Group, Sanquan Food, Guangzhou Restaurant Group, and others. In 2024, Anjijia Food is expected to achieve total revenue of 15.13 billion yuan, followed by Sanquan Food with 6.632 billion yuan, and Babi Food with 1.671 billion yuan [13][16]. Development Trends - Future trends in the frozen bun market will focus on health-conscious products, including low-fat, low-sugar, and additive-free options. There will be an emphasis on diverse flavors and the incorporation of local specialties into frozen products, catering to the evolving tastes of consumers [21].

速冻素肉包、虾仁面、大颗粒虾肠……在位于广州番禺的广东雪印集团食材体验中心，超百种预制菜产 品整齐陈列在十余个冷柜中。作为集团负责预制菜产品出口平台的负责人，广州雪印食品股份有限公司 （下称"广州雪印"）总经理李煌随手拿起其中一样，便对其产品特点、出口情况如数家珍。2022年，广 东大力推进预制菜产业发展，李煌察觉到其中的商机，加入了预制菜出口行业。他认为："企业要实现 加快发展，就要踩准风口、提前谋划布局。持续保持领先身位，才能赢得发展主动权。" 目前李煌的预制菜出口平台运作模式是：平台对接海外有需求的客户—将需求发给预制菜工厂生产—协 助产品出海，平台角色类似于阿里巴巴等购物网站。"目前我们大多做的是To B的生意，向国外的华人 餐厅特别是连锁华人餐厅出口产品。全美最大的中餐连锁店熊猫快餐就是我们平台的客户。" 海外预制菜市场潜力群体可达3亿人 李煌最早接触到预制菜产品，是在2010年广州举办第16届亚洲运动会时。当时他还在一家跨国仓储超市 工作，发现这种新产品具有易保存、易运输、方便快捷等特点。那时候的预制菜产品，还叫"免洗净 菜"，但其时这一产业尚未形成体系。 转机出现在2021年至2022年。那两年 ...