On the eve of Mid-Autumn Festival in 2025, in front of the mooncake display cabinet in Daoxiang Village, Suzhou, the number of young consumers increased significantly compared with previous years. Behind this is inseparable from Suzhou Daoxiangcun’s improvement of mooncake ingredients - the three newly launched innovative mooncakes that combine the concept of “medicine and food” have become a “trendy traditional food” that young people have sought after.
Now, the concept of healthy eating has been deeply rooted in people's hearts. Young people pay special attention to the ingredients list when purchasing food, and the content and ratio of sugar and fat are the core indicators of attention. As a leading company in the mooncake industry, Suzhou Daoxiangcun launched three mooncakes, "tangerine peel bean paste Ganoderma lucidum", "jujube and walnut donkey-hide gelatin" and "rose American ginseng" during the 2025 Mid-Autumn Festival marketing season. Both the names and ingredients show their health and health attributes.
National Trend+Healthy: So beautiful, more delicious
The concept of "national trend + health" practiced by Suzhou Daoxiang Village is quietly becoming the mainstream direction of the traditional pastry industry. The brand has laid out the market in advance and accurately adapted to the trend of healthy consumption. It not only developed a series of low-sugar and low-fat pastries (including mooncakes), but also actively explored new ingredients and new flavors, and continued to open up new market segments. For example, the "Wu Ren Stinky Tofu Cake" launched in Changsha flagship store in 2025 combines traditional Wu Ren filling with Changsha's famous snack stinky tofu, presenting it to consumers in the form of pastries, breaking the limitations of traditional pastries in taste and ingredients, and becoming a local specialty "urban souvenir".
In 2025, Suzhou Daoxiang Village also upgraded the design of mooncake gift boxes - retaining the essence of traditional culture, optimizing visual presentation, and more in line with current aesthetics, truly realizing innovation from "from the inside to the outside". This dual-dimensional innovation of products and culture not only injects new vitality into the brand, but also accurately reaches young consumers. For example, the "National Trend Painting" series of mooncake gift boxes integrate Suzhou Guanqian Street original site store, Huqiu Tower, Pingjiang Road, Shantang Street, as well as Suzhou cultural elements such as blue bricks and black tiles, small bridges and flowing water into the packaging design, giving the gift box a deeper historical and cultural heritage.
The young ones win the world: the time-honored brand "breaks the deadlock"
At the brand level, Suzhou Daoxiang Village is also actively practicing the path of youth. Suzhou Daoxiang Village, which started in 1773, is a time-honored Chinese brand with a profound heritage: it has a long history and a rich cultural heritage, and has unique skills and core products passed down from generation to generation. The charm of time-honored brands lies in "old", but the key to development lies in "new" - the core of the "new" here is to fit the young market, that is, it can meet the current consumer needs in every era. This is the fundamental for the long-term development of the brand.
Faced with the changes in demand of young consumer groups and the expansion needs of the international market, Suzhou Daoxiang Village, which has a history of two and a half centuries, refused to "rely rely on the elderly to sell their old age" and always kept up with the pace of development of the times to achieve resonance with the times by inspiring new things. The brand's keen market insight in its youthful and international layout also allows consumers to clearly feel their firm determination to embrace the young group.
Suzhou Daoxiangcun's brand rejuvenation practice confirms the only way for the transformation and upgrading of time-honored brands: the youth of "from the inside out" is not only reflected in the product level, but is more deeply embedded in the brand core. The pursuit of young consumers is the best proof of their youthful results; and the continuous iteration of more and more youthful products has also become a solid foundation for brands to achieve long-term youthful development.
