Core Insights - The mooncake market is experiencing a sales peak as the Mid-Autumn Festival approaches, with low-temperature mooncakes emerging as a significant growth driver, showing a sales growth rate of 73% [1][2][3] - The 2025 mooncake market is expected to exhibit five major trends: lightweight gifts, health consciousness, snackification, practicality, and multi-dimensional marketing [1][2][3] Market Dynamics - The supply side has seen a substantial increase, with 950 brands and nearly 50,000 new products launched on JD.com [2] - On the demand side, the user base for mooncake purchases on JD.com has grown by 32% year-on-year, with consumers planning to buy an average of over 4 boxes [2] - Low-temperature mooncakes heavily rely on cold chain logistics, with JD.com's "211 timeliness" cold chain delivery addressing consumer concerns about storage and delivery [2] Consumer Preferences - 73% of consumers prioritize "healthy ingredients," leading to a notable increase in low-sugar and additive-free products [3] - 54% of users now consider mooncakes as everyday snacks, expanding the consumption scenarios beyond traditional gifting [3] - 39% of consumers desire more practical packaging, while 31% prefer gift boxes that incorporate local cultural elements [3] Brand Strategy - The mooncake industry faces a challenge of seasonal branding, where brands often fade from consumer awareness post-festival [5][6] - To combat this, brands are encouraged to extend the festive cycle and integrate products into daily consumption, such as pre-sale strategies and post-festival promotions [6] - Successful brands are adapting by introducing popular festive flavors into their everyday product lines, thereby reducing reliance on seasonal sales [6][7]

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 ...