GEORGE TOWN – Instead of lines of kiosks at malls, mooncake retailers are taking to Facebook Live, where the mooncake bids are getting viewers hyped up to purchase the season’s delectables.
Danny Gan, founder and baker at JY Bread House in Klang, has been making Shanghai mooncakes at this time of the year for the past four years, and he saw an increase in sales when he finally brought his fresh offerings online.
Located close to educational institutions, he had always relied heavily on walk-ins. There were many students in the area, so there was always business.
However, things changed once the movement control order (MCO) was first implemented early last year. With students back in their hometowns, he saw an immediate glut in his business. He decided to push his bakery items on delivery platforms to make for the shortfall.
“During that time, many people started to use Food Panda and Grab Food, and I realised that I had a wider reach.
“I used to only serve customers up to seven to 10 km from my shop, but now I serve customers in the Klang Valley.”
Two months ago, he started a Facebook Live show where he put up offers and got his audience to order via the comments. He instantly saw an increase in sales. Viewers started sending in orders, even those from Singapore.
“The online market is very big. Usually, we can sell around 100 to 200 boxes of mooncakes a year.
“This year, to date, I have already sold 500 boxes – and it is not even the Mooncake Festival yet. I believe more is coming.
“By moving online, my sales have tripled,” he said.
He advised those who have not gone online to do so because the traditional way of selling is not as effective anymore. However, he admitted that it is difficult to get the older folk involved.
“I can see that the elderlies, though they watch, find it difficult to navigate to purchase the items I sell. So I have people to teach them how to use the platform and even give cashback to them so they will be more inclined to learn,” he added.
Meanwhile, every year before the Mooncake Festival, Tai Tong Restaurant, famous for serving dim sum in the heart of George Town, will have hundreds of lanterns hung from its ceiling – all for sale. Many flock to the restaurant to purchase their mooncake sets.
However, acting restaurant manager, Yong Ang, told The Vibes that the festive feeling is muted due to Covid-19.
“We have been selling mooncakes and lanterns for close to 60 years, and this year, we tried to go on Facebook Live two times a week to promote our products.
“We had a number of orders, but as the date draws nearer, we see more people popping into our restaurant with their children to pick out their favourite lanterns. People are also able to cross from one district to another, so we do receive more walk-in customers for now.
“However, we are still not open for dine-in because the cases in Penang are so high, we are taking extra precautions and, moreover, opening for dine-in means we will have to hire more people because manpower is needed to check vaccination certification and all that comes with the SOPs."
The Mooncake Festival, also known as the Mid Autumn Festival, is observed by the Chinese, where it is customary to eat mooncakes, enjoy the full moon and children walkabout with lanterns after the sun goes down. This year, the festival is observed on September 21. – The Vibes, September 18, 2021
