Another year with the fragrance of osmanthus and the full moon during the Mid Autumn Festival. After visiting tea cities, shopping malls, supermarkets, hotels, etc., the reporter strongly felt that "lightness" has become one of the keywords in this year's pre holiday consumer market. The price is "light" and the packaging is "light" and simple. In the exchange of gifts, the burden of human emotions is quietly reduced... The extravagance has faded away, and the burdens that used to make people feel stressed are now being unloaded, allowing the festival to return to its original flavor. Behind 'lightness' is a change in choices. Once upon a time, high-end gift boxes, precious fillings, famous liquor pairings, and "nesting style" packaging dominated, and "sky high mooncakes" became a shocking symbol. Nowadays, many mooncake brands have returned to authenticity, and consumers have a stronger willingness to purchase. How great it is now, healthy and affordable! I bought a few low sugar ones and kept them for myself to eat, and also brought two boxes to relatives, "said a customer tasting homemade mooncakes at the supermarket. In the tea market, multiple operators have expressed that people now prefer to buy high-quality tea to drink for themselves or give to their elders, "shifting from giving gifts to save face to enjoying benefits at home". In Yangcheng Lake, crabs with green backs, white bellies, golden claws, and yellow fur shimmer in the morning light, and farmers are waiting for the official start of fishing to be shipped in order. Nowadays, there are many people who buy and try new things for themselves, which makes crabs truly a delicious dish on reunion dinner tables. The change in consumer choices has also driven the reshaping of business logic. No longer keen on excessive packaging and conceptual hype, only by truly immersing oneself in researching what the people really need, putting effort into mooncake flavors, nutritional combinations, packaging practicality, and cultural connotations, can we truly impress consumers with quality and sincerity. The shift from the "gift giving economy" to "household consumption" has actually opened up a healthier, broader, and more sustainable space for mass consumption. Behind the 'lightness' is also a change in atmosphere. Labeling mooncakes with "sky high" labels, excessive packaging, and illegal bundling of gifts are not beneficial to the festive atmosphere of joy and harmony, but also inadvertently promote the unhealthy trend of extravagance and waste. The disciplinary inspection and supervision organs are persistently cracking down on the "holiday diseases" behind mooncakes, tea leaves, crab cards, crab coupons, etc., and continue to increase the investigation and publicity of the "four undesirable" issues such as public fund gift giving, in order to continuously build a strong dam of the central eight point regulation while adhering to the nodes, and prevent the rebound of the "four undesirable" issues during festivals. Through supervision to promote regulation, relevant departments have taken strong measures to rectify the chaos in the gift market, strengthen regulatory enforcement, and promote the improvement of the standard system for preventing excessive packaging. As regulation becomes increasingly strict and institutional cages become tighter, the concept of simplicity, environmental protection, and green low-carbon is becoming more deeply ingrained in people's minds. Pragmatism, integrity, and simplicity are gradually internalized as social consciousness. Until the end of the sky, I never took a private photo of a family. ”When the chaos of festive rituals is effectively contained, and when the gentle breeze lingers, the Mid Autumn Moon we see becomes closer to this clear state - clear and bright, filled with righteous energy, reflecting a festival that returns to its true essence and is clear and bright. (New Society)