Queue of baked mooncakes: 20,000 per day sold at time-honored stores
Recently, the Mid-Autumn Festival is approaching, and long queues are lined up in front of time-honored mooncake shops in many places across the country, and baked mooncakes have become a hot spot for consumption. Among them, the average daily sales of well-known time-honored stores in Shanghai, Beijing, Guangzhou and other places exceeded 20,000, setting a historical record. This phenomenon not only reflects consumers' enthusiasm for traditional seasonal food, but also highlights the dual attractiveness of time-honored brands in terms of innovation and quality.
1. List of sales data of freshly baked mooncakes
| City | Time-honored brand | Average daily sales (pieces) | Queue duration (hours) |
|---|---|---|---|
| Shanghai | Guangming Estate | 22,000 | 3.5 |
| Beijing | Daoxiang Village | 18,500 | 2.8 |
| Guangzhou | Lianxianglou | 15,000 | 2.5 |
| Hangzhou | Knowing the taste view | 12,000 | 2.0 |
2. The reason behind the popularity of freshly baked mooncakes
1.The combination of traditional craftsmanship and modern needs: Freshly baked mooncakes retain the traditional hand-made process, and at the same time cater to consumers' pursuit of fresh and healthy food. Time-honored brands allow consumers to experience the "freshly released" taste through baking and selling, which has become the key to attracting crowds.
2.Limited supply and hunger marketing: Some stores adopt a limited sales strategy and only supply a fixed amount of mooncakes every day, which further stimulates consumers' desire to buy. For example, Shanghai Guangming Estate has a limited supply of 22,000 pieces per day, causing customers to queue up several hours in advance.
3.Social media boosts: On the short video platform, the topic of "Currently Baked Mooncakes" has been played more than 50 million times. Netizens spontaneously share queue experience and purchase strategies, forming fission-like transmission. The following are the relevant platform data:
| platform | Related topics | Number of views/readings (10,000) |
|---|---|---|
| Tik Tok | #Line baked mooncakes | 3,200 |
| Little Red Book | "Old-brand mooncake check-in" | 1,800 |
| #Mid-Autumn Mooncake Battle | 2,500 |
3. Consumer portraits and purchasing motivations
According to market research data, the number of people who buy freshly baked mooncakes is mainly concentrated in the age of 25-45, among which:
| Age group | Percentage | Main purchasing motivation |
|---|---|---|
| 25-35 years old | 45% | Social sharing, try it out |
| 36-45 years old | 35% | Family reunion, nostalgia |
| Over 46 years old | 20% | Traditional seasonal habits |
4. Industry impact and future trends
1.Time-honored brands are reborn: The hot sales of freshly baked mooncakes have driven the overall performance growth of time-honored brands. Taking Guangming Estate in Shanghai as an example, revenue during the Mid-Autumn Festival increased by 40% year-on-year, and other products such as fresh meat mooncakes and crispy cakes were also taking advantage of the opportunity to sell them.
2.New players' entry intensifies competition: Some emerging baking brands have begun to imitate the fresh baking model and launch "Internet celebrity" mooncakes, such as cheese flow, chocolate hazelnuts and other flavors, trying to share market share.
3.Exploration on the combination of pre-made dishes and freshly roasted: Some companies have tried to apply pre-made vegetables technology to mooncake production, uniformly make semi-finished products through the central kitchen, and then bake them in the store to balance efficiency and taste needs.
Mid-Autumn Festival is approaching, and the queue for baking mooncakes will continue. This consumption boom is not only a return to traditional culture, but also a successful breakthrough for time-honored brands in the new era. In the future, how to balance production capacity and quality, innovation and inheritance will become a key topic in industry development.
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