Reporters learned from Dingdong Shopping Platform on September 15 that under the influence of the Mid Autumn Festival holiday effect, Dingdong Shopping continued to usher in the peak of online shopping, and the sales of commodities related to the Mid-Autumn Festival, autumn and other seasons showed a significant growth trend. Among them, the overall sales of mooncakes before and after the Mid-Autumn Festival can increase by at least 30% compared with the same period last year.
Mooncake sales have seen a significant increase
It is reported that on the Dingdong Maicai platform, consumers from different regions have varying preferences for mooncakes. Fresh meat mooncakes are quite popular in Shanghai, Suzhou, Nanjing, Hangzhou and other Jiangsu and Zhejiang regions. In addition, traditional sweet mooncakes such as rose bean paste and creamy coconut milk also have high sales in southern cities. Shanghai consumers also enjoy various types of Su style mooncakes. In Hangzhou, flavors such as Su style bean paste, black sesame nuts, and five nuts are also popular.
Dingdong Maicai stated that there are also some baked desserts with a strong "internet celebrity" feel that have recently emerged on the platform. It is reported that Dingdong's own baking brand "Baoluo Workshop" launched a one pound "taro paste egg yolk sesame sweet potato pancake" before the Mid Autumn Festival, and designed a "working person" copy on the packaging that is close to the language style of young people, which is widely popular among young consumers.
In Shanghai, the sales of mooncakes and baked goods with egg yolk, taro paste, and sweet potato flavors have increased nearly threefold compared to when they were first launched; In Beijing, this flavor, together with Su style bean paste moon cakes, Zilai Hongjing style moon cakes and Durian ice skin moon cakes, has become the top 4 selling mooncakes before the Mid Autumn Festival.
Dingdong Maicai introduces that this year, the team still follows the concept of simplified packaging and environmental protection in the selection and development of mooncake gift boxes, advocating that consumers do not over package and waste. From this platform, it can be seen that although the packaging styles of gift boxes vary from the simplest boxed, bagged to hand-held bags, baskets, etc., most of them are simplified packaging materials or reusable forms, and the overall price ranges from 30 yuan to 300 yuan.
Hairy crabs are not absent
In the southern regions, especially in Jiangsu, Zhejiang, and Shanghai, hairy crabs are always present at Mid Autumn Festival family reunions. This year, due to the late opening of core production areas such as Yangcheng Lake, Yangcheng Lake hairy crabs, which have the strongest user mentality, failed to catch up with the sales peak of the Mid Autumn Festival.
Dingdong Maicai stated that with the advantage of its aquatic supply chain, the company launched the hairy crab tasting season in late August, introducing high-quality hairy crabs from other production areas such as Shandong Huanghekou hairy crab and Xinjiang fresh Tianshan snow crab, which completed molting earlier and could be launched earlier, to Jiangsu, Zhejiang, and Shanghai. They, together with the clear water hairy crabs directly supplied by the source of the the Taihu Lake Lake water system, portunus crabs from the East China Sea and imported crabs such as treasure crabs, Russian king crabs, green crabs, and so on, filled the gap of the "highlight" on the Mid Autumn dinner table.
A week before the Mid-Autumn Festival, the sales of hairy crabs in the Yellow River Estuary salt fields have increased more than four times month on month, and the growth rate is more obvious near the Mid Autumn Festival. Dingdong Buying Vegetables is expected to sell about 400000 hairy crabs in the Yellow River estuary and Xinjiang in three days during the Mid-Autumn Festival holiday.
In addition to mooncakes and hairy crabs, various categories such as pre made vegetables, alcoholic beverages, flowers, and fruits have also seen rapid sales growth recently. Dingdong shopping platform shows that Huizhou stinky mandarin fish, Cantonese Roast squab, etc. are among the top selling "Dingdong trump dishes" near the holiday; In addition, the sales of home cooked dishes such as Cai Changqing soy sauce pork ribs and French cut lamb chops, which are ready to cook/eat, have also experienced rapid growth recently.