There are two back-to-back months of June this year－a quirk of a leap year(闰年) in the Chinese lunar calendar－bringing Shanghai its hottest summer since the city started recording weather 140 years ago. The double Junes have also driven people to a five-year record for the number of mooncakes consumed.
The mooncake industry－traditionally dominated by gift buyers－has experienced a 20 percent sales declined nationally each year since 2013. Thanks to the double Junes, which postpones(延迟) Mid-Autumn Festival by a month to Oct. 4 this year, sales of mooncakes in Shanghai are likely to be back on track with great growth.
The city is expected to consume 22,000 tons of mooncakes this year. On one hand, the late festival is giving consumers more time to buy and enjoy the mooncake; on the other hand, restaurants and bakeries are taking advantage of the occasion to develop different kinds of products to promote sales and make up for the huge losses since 2013.
There are more than 200 types of mooncakes this year, up from 150 last year. Among the new offerings, more than two-thirds are the Su-style cakes, baked to order at a low price. This means they are aiming at the "real consumers". By contrast, mooncakes for gifts are usually the sweet types that are luxuriously packaged with wine and sometimes even gold bars.
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