This week (9 14–19), the Mid-Autumn Festival shopping peak officially begins, with top supermarket brands intensifying competition through mooncake innovation and health-focused offerings. Wojixian launched hundreds of Mid-Autumn products; Sam's Club introduced "boundary-breaking" innovations in its 13 mooncake gift boxes; Hema saw a 70% growth in low-sugar mooncakes and debuted pet-friendly mooncakes; RT-Mart released snail noodle-flavored mooncakes. Meanwhile, Costco's continued expansion on JD.com deepens its presence, while Taopangxiao celebrates an impressive first anniversary in Chongqing.

Walmart's Own Brand

ProductCategoryPriceHighlights
Fruit & Herb Mooncake Gift Set (6 Flavor, 18 pcs)Seasonal FoodsApproximately $128 per boxFlowers, fruits, and tea fillings with a peach mountain milk crust; 6 low-sugar flavors
Medicine and Food Homology Wellness Mooncake SeriesSeasonal FoodsvariousDirectly sourced from core production regions: Jilin Ginseng, Anhui Polygonatum, Guilin Osmanthus, Anxi Tieguanyin, and 15-year Xinhui Chenpi.
Simple Mooncake Series (10+ Styles)Seasonal FoodsUnder 20Cloud ham and wild mushroom small cakes, American ginseng Yuling paste flavors, etc.; 2-3 pieces/box. Perfect for breakfast or afternoon tea.
Zootopia 2 Low-Sugar Molten MooncakesCollaboration Gift BoxAbout $995 low-sugar flavors; Sloth Lightning character design
New Store:Chengdu Shinsegae City opens its nation's first next-generation store on 9/16 (3800 sqm); Shenzhen Sino-Ocean Pop-up Store debuts on 9/14; Hubei 5 stores upgrade on 9/19.

Sam's Club

ProductCategoryPriceHighlights
Member's Mark High-Fiber Multigrain Mooncake Gift BoxSeasonal Foods179.9 USD/800gFan-shaped Chinese-style blue and white porcelain packaging; Western baking techniques; taro, purple sweet potato, or yam with mochi
Premium Chocolate-Centered Mooncake Gift BoxSeasonal FoodsAbout $199Innovative fusion of caviar and wine-filled mooncakes; three-layered experience with flaky crust, savory notes, and rich aroma.
Black Pork MooncakesSeasonal Foods55.9 per 12Member-favorite return; upgraded coarse-ground black pork filling
Business Updates:9 months added 100 million paying members, with annual membership revenue nearing 30 billion. JD Fresh expanded delivery coverage significantly, adding cold-chain warehouses in Xi'an, Dezhou, and Harbin.

Hema

ProductCategoryPriceHighlights
Low-Sugar Mooncake Collection (New: 3 Varieties)Seasonal FoodsvariousLow-sugar five-nut / Flower cake / Huangzhuang style; YoY growth of 70%
Chia Seed Kale Cheese MooncakeInnovative MooncakesAbout 15-25 yuanSuperfood + Medicinal Herbs + Dietary Fiber
Pet MooncakesPet Food$49.9 per box7 Mooncakes + Food Bowl; Crab-Stuffed Salmon / Poria Milk Rabbit / Five-Black Delicacy; Cat & Dog Safe
Store Updates:Xi'an's 23th store opens at MixC; Beijing prepares for Mid-Autumn Festival with 40 stores; select locations pilot fresh-brewed bulk liquor sales; Li Jiaqi's livestream Hema special event draws 20,000+ viewers.

ALDI China

No new products were detected this week.Expansion Dynamics:Anhui headquarters signs in Shushan District, Hefei. The first round of 6 stores is expected to open in 11, featuring 14 private brand series. Nationwide store count exceeds 120.

Tao Xiaopang

No new products detected this week.Anniversary Achievements:Chongqing Dadukou Store achieved annual sales exceeding 3.2 billion yuan, served over 300 million visitors annually, and 400+ private label SKUs contributed 30% of total sales. The inaugural day sales at the Luohe Flagship Store surpassed {40,000} yuan.

Costco

No new products detected in the China region this week.Deepening Collaboration with JD.com:JD.com is now the sole official e-commerce partner in China, with approximately 700 products listed. The minimum order value has been reduced to 99 yuan, covering over 2800 districts and counties nationwide. Costco Next global e-commerce platform has ceased operations.

RT-Mart

Mid-Autumn Festival Highlight:Luosifen-flavored mooncakes (novelty flavors), freshly baked Su-style pork mooncakes (Suning daily fresh bake), low-GI mooncake series (5 varieties). Fujian's "New Meaning Mid-Autumn" campaign: members get a 50 yuan coupon when spending over 99 yuan. Ningbo stores offer 123 items, with mid-to-low priced mass-market options growing by approximately 30%.

Yonghui Superstores

Dual Festival Event:Low-GI, low-sugar mooncake series (5 varieties) + freshly baked mooncakes (4 varieties) + Durian ice-skin mooncakes. Guangzhou Beijing Road Tianhe City store opens on 9/19 (Pang Yonghui model). Completed renovation of 331 stores to date; daily sales increased by 70%, foot traffic up 51%.

This Week's Cross-Brand Trends

🥮 The Healthy Mooncake Revolution

Low-sugar, low-GI, and "medicinal food" integration become industry standards; Hema's low-sugar sales grow 70%, Sam's introduces wine-infused innovation

🏷️ Private Labels Take Center Stage

Private-label mooncakes occupy prime display positions; China's penetration rate is approximately 8%, projected to reach 20-30% by year 2030.

🐾 Tap into the Pet Economy for the Holidays

Hema Pet Mooncakes from 49.9 yuan, bringing pets into the Mid-Autumn Festival reunion scene.

🛒 JD.com becomes a battleground for member store owners

Sam's Club and Costco Select JD.com as E-commerce Partner; Fresh Food Cold Chain Delivery Becomes Key Competitive Focus