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in recent years, the mooncake market has been undergoing profound changes as consumers change their lifestyles. the government's crackdown on "sky-high" mooncakes and people's increased awareness of health have made traditional mooncake gift boxes lose their living space. high-end gifts are no longer mainstream, and mooncakes have returned to their simple and plain essence: a traditional food for the mid-autumn festival.

this is not a simple market shift, but a move of the mooncake industry towards a healthier track. jiang han believes that the mooncake market is both a food market and a cultural and creative market. these two attributes have not disappeared, but have been continuously upgraded from luxury gifts to practicality. hu qimu emphasized that mooncakes, as an important carrier of traditional chinese culture, must show their charm in a more culturally valuable manner in order to better inherit and develop.

sun qingzhou believes that saving the mooncake market requires joint efforts from the government, enterprises and society. the government can provide venues or platforms to hold mooncake tasting events related to the mid-autumn festival to awaken more consumers' traditional memories and return mooncakes to their essence as an important festival food. at the same time, businesses should continue to launch innovative products and sales strategies to meet the diverse needs of consumers.

combination —— the “mooncake+” sales strategy combines mooncakes with other ingredients such as red wine or hairy crabs, which not only meets the various needs of consumers, but also sells mooncakes in passing.

the change in the mooncake market is not extinction, but a new beginning. it needs to rediscover its own value and attract consumers in a healthier and more diversified way in order to continue to prosper and develop in this era of change.