/PRZWT/As the Mid-Autumn Festival approaches, the sales of mooncakes on Wumart Supermarket's online platform, the Diandian APP, have seen growth. Data from the multi-point platform shows that this year's mooncake market features "an expanded price range and accelerated category innovation". From loose mooncakes priced at over ten yuan to high-end mooncake gift boxes priced at several hundred yuan, consumers with different budgets and needs can all find their favorite choices. Data also shows that mid-to-low priced innovative products are more favored by consumers. A Jingqu "Baofu Golden Pancake" priced under 30 yuan topped the category, driving a significant month-on-month increase in the overall sales of the category and becoming the biggest dark horse in this year's Mid-Autumn Festival consumption market.
Meanwhile, to support the consumption market in Beijing during the Mid-Autumn and National Day holidays, Wumart simultaneously renovated and opened 7 new stores in Beijing on September 26th. This upgrade focuses on optimizing the product structure and enhancing the scene experience. By expanding the freshly baked area, adding Mid-Autumn festion-themed displays, and optimizing the fresh food supply chain, it provides consumers with a "one-stop double Festival shopping" solution. On the first day of the store renovation, the number of visitors increased significantly year-on-year, highlighting the strong pull of the "Pang Donglai-style" retail experience on regional consumption.
Mooncake consumption: Brand and cost performance remain the key concerns of consumers
Data from multi-point platforms show that innovative products at medium and low prices are more favored by consumers. The Jingqu pancake, priced at less than 30 yuan, rose to the top of its category on the first day of its launch thanks to its creative concepts of "Embracing wealth" and "Good Moon comes True", as well as its affordable price. The person in charge of the relevant product stated that this mooncake has particularly gained favor among female consumers due to its auspicious meaning and sugar-reduced, sweet-light formula. The proportion of female users consuming this product is significantly higher than the average on the platform. Many users shared their orders, saying, "I placed the order with a playful attitude, but it turned out to be surprisingly delicious."
The data also shows that traditional brands remain popular among the public. For instance, Wufangzhai gift boxes, Maxin run-filled egg yolk mooncakes, Daoxiangcun gift boxes and Jingyun Fuli gift boxes all consistently rank among the top in sales. The person in charge of the Wumart Duodian APP stated that this year, the platform has launched a variety of small and medium-sized gift boxes, catering to the current consumers' preference for lightweight and scenario-based mooncake products. Data shows that this year's Mid-Autumn Festival consumption is characterized by "light gift boxes and heavy experience". Platform data indicates that gift boxes priced under 200 yuan contributed over 90% of sales.
In addition to traditional schools such as Cantonese and Beijing styles, diverse and innovative mooncakes have enriched consumers' choices. For instance, the time-honored brand Master Lu has launched Western-style mooncakes with flavors such as chocolate and cranberry, targeting daily snack consumption scenarios. Huangzhuang Yuexi focuses on health needs and has launched a sugar alcohol black sesame series, catering to modern dietary concepts with a low-sugar formula. Meanwhile, Wumart, in collaboration with Wufangzhai, has created the "Flourishing Flowers" cultural and creative gift box, which combines traditional cultural elements with modern design, enhancing the aesthetic and collection value of the gift box. In addition, Xinjiang yogurt mooncakes with regional characteristics have also entered a broader market through the platform, attracting a group of people who want to try them out with their unique flavors. A relevant person in charge of Wumart Dianping APP pointed out: "Mooncake gift boxes have transformed from single food items to 'cultural souvenirs', and cultural creativity and scene-based application have become key growth points." We meet consumers' complex demands for quality, emotion and innovation by introducing intangible cultural heritage elements, cross-border collaborations and upgrading health formulas.
Mid-Autumn Festival gifts are gradually becoming healthier and more personalized
Nowadays, the concept of a healthy and quality lifestyle is gradually taking root in people's hearts, and consumers pay more attention to the practicality and emotional value of gifts. A relevant person in charge of the Wumart Duodian APP stated that this trend has also driven the entire gift market to develop in a healthy and personalized direction. Even during traditional festivals, people do not stick to just one choice but make more personalized selections based on the different recipients of the gifts.
On the Wumart Dianping APP, high-end liquor, health products, fruits, seafood, nuts and various imported product gift boxes are all available. Many offline stores have specially set up theme display areas such as "Mid-Autumn Reunion Banquet", "National Day Visiting Relatives and Friends" and "Holiday Travel", deeply integrating consumption with scenarios. Corresponding to the data from the Dianping APP, the sales of festival gift boxes in offline stores also show the characteristics of "lightweight, healthy and personalized". Besides mooncakes, the sales of high-quality seafood, imported nuts, organic fruit gift packs and other products have increased significantly, reflecting that consumers pay more attention to practicality and health attributes when choosing festival gifts.
We have noticed that consumers are no longer content with merely "getting them" when it comes to festival gifts; they also hope to "buy well and smartly". The store manager of Wumart Supermarket in Xinjiekou, Beijing, introduced, "This time, the store has also newly set up a series of special display counters for double festival gifts. At the same time, the area for freshly made cooked food and baked goods has been expanded, and more tasting and appreciation activities have been added to provide consumers with more interactive and immersive experiences during the process of choosing gifts."
Driven by both online and offline channels, Wumart leads the new trend of "experience-driven consumption" during festivals
With the transformation of consumer habits, the retail model that integrates online and offline is becoming an important engine for the festival market. Industry insiders point out that in the festival economy, "experience" has become one of the key variables driving consumption. During this year's Mid-Autumn and National Day holidays, Wumart, through the interesting gift recommendations on its online Dianping APP and the renewal and upgrading of its offline stores as well as the creation of new scenarios, has formed a dual-wheel drive of "more convenient online ordering and richer offline experience", effectively enhancing customer stickiness and the growth of mooncake sales, and further promoting the formation of a consumption trend centered on "experience".
From the high cost-effectiveness, cultural and creative design, and lightweight nature of online mooncakes to the scenario-based and diversified product categories of offline "fat to store" gift boxes, Wumart is gradually building a new retail ecosystem centered on user needs and deeply integrated online and offline. In the future, as consumers' demands for shopping experiences continue to rise, "experience-driven consumption" may become an important engine driving the sustained growth of the retail industry.
