Instant noodles accelerate the breakthrough towards high-end

Production enterprises are in a dilemma of price increases, dealers are facing the problem of shipping, and the current "bubble noodle jianghu" is a bit difficult

Rising raw material prices compress profit margins

In the first half of this year, practitioners in the instant noodle market generally reported that "business is more difficult than in previous years"

Without sales, price increases will not save the instant noodle market

In addition, a visit to some supermarkets and farmers' markets in Beijing found that the production dates of instant noodles of Brands such as Master Kong, Jinmalang and Baixiang on the shelves were mostly concentrated in April and May

Zhu Danpeng, vice president of the Guangdong Food Safety And Security Promotion Association, believes that in addition to the rise in raw material costs, the expenditure of logistics and related management costs is also the main factor that cannibalizes the profits of enterprises, "Coupled with the outbreak of the epidemic in some areas in the first half of the year, it has also increased the difficulty of

Homogenization competition intensifies

Nielsen data shows that in the first half of this year, the overall sales volume and sales of the instant noodle industry and the beverage industry have declined year-on-year, of which the overall sales volume of the instant noodle industry fell by 5.

"One wins and one loses

Wang Yong also feels the same way

Zhu Danpeng believes that the homogenization of channels and the homogenization of marketing are common diseases

"In the case of similar products and prices, in order to pursue the quantity, enterprises have begun to frequently carry out promotions through the way of tie-in gifts, which will make the sales end sell more and more losses

Giants want performance in the high-end market

It is worth mentioning that based on the pressure of raw material costs and the demand for consumption upgrading, enterprises have begun to look for high-end transformation paths, adjusting from product structure to improve profitability

Master Kong pointed out that in order to strengthen the layout of high-end products and enrich product tastes and specifications, the company launched the Tang Master series to meet the consumption upgrade needs of middle-income consumers

Master Kong's high-end product Express Noodle Restaurant, a single box of fragrant and large pieces of beef instant noodles priced at more than 15 yuan; The upgraded version of the unified Tang Da Ren "Ji Wei Guan" costs 59.

At the same time, both companies are accelerating digital transformation and the rejuvenation

Zhang Yi, CEO and chief analyst of Ai Media Consulting, said that in recent years, consumers have paid more attention to the quality of fast food than to price, and consumers are particularly concerned about the process

It is worth noting that the high-end development road of "giant-level" instant noodle companies may be difficult to smooth.

(Yuan Guofeng comprehensive finishing)

China Food News (2022-09-09-05 edition)

(Editor-in-charge: Yuan Guofeng)