Summary of moon cake sales in 2019

The 2011 national moon cake market performed well, and the big brand companies gained a lot. According to statistics, the national moon cake output is 250,000 tons, with sales of 12 billion to 13 billion yuan, up 6% from last year.

Zhu Nianlin, director of the China Toast Sugar Association, said at the meeting that despite the good performance of the moon cake industry this year, it was still affected by the aftermath of the "melamine incident", the formal promulgation and implementation of the Food Safety Law and the introduction of the over-packaging regulations. The industry is facing a dishwashing, and enterprises are facing the principle of market competition for survival of the fittest. "Only quality is the way to survive."

This year, the overall market of the moon cake market was stable, and supply and demand became saturated. This showed that the moon cakes were listed early, the market started early, and the brand competition became increasingly fierce. According to Gao Bo analysis, the market share of small and medium-sized moon cake enterprises began to decline, especially the cross-regional sales decline accelerated, but the Guangdong brand went north and west, and marketing was in the forefront of the country. In addition, due to the increasing level of industrialization and quality control, food safety continues to maintain a high level, food safety is still the bottom line; excessive packaging is clearly contained, enterprises focus on new product research and development to meet diversified needs; affected by the buyer's market, environment, price The overall adjustment declined; the pass rate of moon cakes was maintained at a high level, and the overall quality was high. Gao Bo predicts that the market demand for moon cakes will be basically saturated next year, brand competition will be more intense, and product differentiation is the trend. He pointed out that innovations such as simple packaging and diverse sales methods will receive miraculous effects.

Zhu Nianlin stressed at the meeting that the most important thing is that enterprises need to continue to strengthen product quality and give full play to their specialties to bring the moon cake industry into a new era. He said that the current state is vigorously adjusting its products and industrial structure, and industrial enterprises are also facing a turning point. All enterprises must keep pace with the times and actively adjust their development strategies. Under the premise of keeping the basic point unchanged, accurately locate, continue to build its own brand, make a fuss about product characteristics, regional characteristics, and diversified development; pay attention to the distinction and unification between product inheritance and innovation, relying on science and technology, innovation The strength of the company, to enhance the height of the enterprise, to seize the opportunities in the industry turning point. He said that the association will further increase its efforts, and exchange activities between multi-branch enterprises to contribute to the industry and advance and retreat with industry enterprises.

Nearly 100 representatives from 78 companies across the country attended the conference. Through exchanges, it was found that there was an oversupply of mooncake market in some regions this year. The introduction of new products injects vitality into the market and brings new growth points for enterprises; the increasingly diversified sales methods drive the industry forward. At the meeting, everyone also actively discussed issues related to food additives, moon cake packaging and how to further improve food safety and security, respond to the current economic crisis, and put forward constructive opinions.

Zhu Nianlin, Chairman of China Bakery and Sugar Products Industry Association, Vice Chairman and Secretary General Zhou Guangjun, Chairman of the National Pastry Professional Committee Gao Bo, Secretary General Zhang Shuai, and Director of the National Quality Inspection Center Song Quanhou attended the meeting. The meeting was chaired by Secretary General Zhou Guangjun.

At the meeting, Zhang Shuai, secretary-general of the National Bakery Committee of the China Baking Sugar Association, made a summary of the work of the National Pastry Professional Committee in 2019 and the work arrangement for next year. Luo Antian, Chairman of Christine Foods Co., Ltd., delivered a speech on behalf of the co-organizer.