Ngoxuan mooncake industry leverages new logistics to counter market decline

The mooncake industry in Ngoxuan, a county in Guangdong province with an 800-year-old tradition, is adapting to a shrinking market. While the overall Chinese mooncake market saw a 5.9% revenue decline in 2025 to 28.24 billion yuan due to reduced consumer spending, Ngoxuan's local enterprises are finding new ways to reach customers.

One local business, Jinjiu, has secured distribution deals with the Guangdong branches of Sinopec and China Post. This strategy places mooncakes in gas station convenience stores and utilizes postal logistics networks to expand reach.

Ngoxuan currently hosts over 200 mooncake manufacturing enterprises employing more than 30,000 people. The county produces approximately 15,000 tons of mooncakes annually, with a production value exceeding 2 billion yuan, up from previous levels of 12,000 tons and 1.2 billion yuan.