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本报告研究涉及企业/品牌/案例：广州酒家，稻香村，陶陶居，华美月饼，美心，元朗荣华，五芳斋，北京稻香村，功德林，淘宝，天猫，京东，拼多多，沃尔玛，华润万家，家乐福，大润发

　　随着中国消费者生活质量持续改善，中国月饼市场规模不断扩大，iiMedia Research(艾媒咨询)数据显示，2019年中国月饼销售个数达13.8亿个，销售额规模196.7亿元，同比增长7.9%，月饼成传统节日主要赠礼，带动礼物经济。口味方面，78.4%的受访消费者更偏好传统口味月饼，但随着国民对月饼的赠礼需求和健康营养需求提高，推动中国月饼品牌发力包装及口味创新，推出健康营养、包装精美的高端月饼，目前保健口味月饼获得2.3%消费者的喜爱。此外，随着电商渠道的扩大，消费者购买月饼渠道更多样化，以线上为主、线下为辅。通过对比各大品牌月饼的网络口碑及热度情况，发现老字号月饼凭借包装、口味创新牢牢把握消费者，其中美心以跨界IP合作取得热度榜第一，广州酒家以口味创新获得最好网络口碑。

　　With the continuous improvement of the quality of life of Chinese consumers, the scale of China mooncake market continues to expand. As the data of iiMedia Research showed, the amount of mooncakes sold in China in 2019 reached 1.38 billion, and the sales volume was 19.67 billion yuan, increased by 7.9% from the same period of last year. Mooncakes have become a major gift in traditional festivals which drives the Gift Economy. In terms of taste, 78.4% of the surveyed consumers prefer traditional mooncakes. However, with the increasing demand for gifts and health of mooncakes, China's mooncake brands are promoted to innovate packaging and taste, launching high-end mooncakes with health, nutrition and exquisite packaging. Currently, health flavor mooncakes are favored by 2.3% of the surveyed consumers. In addition, with the expansion of e-commerce, the channels for consumers to buy mooncakes are more diversified, mainly online and supplementally offline.