Instant noodle technology continues to innovate, which leading company dominates this billion-dollar market

As the saying goes, "Food is the heaven for the people.
" After 2020, national health is not only a family matter, but also a national matter.
This concept has been deeply rooted in the hearts of the people.

As an important industry that cares about people's livelihood, the food industry is further advanced along with the Healthy China strategy, and the health transformation driven by technological innovation will also bring more market opportunities to food industry giants such as Yili and Master Kong.

Technological innovation, healthy transformation

Technological innovation, healthy transformation

Exploring feasible solutions for the modernization of food industry

Exploring feasible solutions for the modernization of food industry

On March 22, the China Development High-level Forum hosted by the Development Research Center of the State Council and undertaken by the China Development Research Foundation ended in Beijing.

With the theme of "China on a New Journey of Modernization", this forum will focus on the "14th Five-Year" plan, technological innovation, and the construction of a healthy China.

The modernization of the food industry is one of the topics that global business leaders attending the conference focused on.
One.

During this China Development Forum, many relevant participants believed that the food industry will face many market opportunities under the overall situation of building a healthy China.

They will continue to carry out product innovation, cooperation model innovation and application technology innovation.
They are Yili, Mengniu, and Kangshifu.
These leading companies are the key to seizing these opportunities.

Promoting the transformation and upgrading of the food industry and accelerating high-quality development are always inseparable from the transformation and innovation of production methods and technology.

In recent years, the FD freeze-drying technology of aerospace food has been applied to the innovative cases of convenience food, which has become the technological innovation trend of the industry.

A large number of new technologies and leading technologies are widely used.

▲FD freeze-drying technology has been widely used by domestic food companies in recent years

Some industry experts said that technological innovation is promoting the modernization and upgrading of the food industry, and the total output value of the industry is expected to achieve the goal of breaking through 10 trillion yuan in recent years.

Among them, the dairy products and convenience food markets are the most concerned by the market.

According to data from the National Bureau of Statistics, the total retail sales of grain, oil and food products in 2020 increased by 9.

9% year-on-year.

Kantar Consumer Index "2020 Asian Brand Footprint" report pointed out that the top three brands in mainland China in terms of consumer reach are Yili, Mengniu, and Master Kong, all of which are national brands in the food industry, which shows their market position and attention.

.

Driven by leading companies and industry research institutions, the dairy industry has gradually ushered in the rise of domestic milk, and its technological innovation experience and achievements have received extensive attention.

It is understood that both Yili and Mengniu rank among the top 10 in the global dairy industry in terms of the number of invention patents, reaching the international leading level of the industry; the convenience food industry represented by Master Kong has also completed the reverse of health transformation through technological innovation in recent years.

With a series of innovative products such as soup noodles, hand-rolled noodles, self-heating noodles, and freshly cooked noodles, market demand has maintained growth for 5 consecutive years.

Behind the brilliant results is actually the result of the entire food industry's iterative upgrades, where safety and nutrition go hand in hand, and health and technological innovation complement each other.

This is not only the summary of the past decades of experience by Yili and Master Kong, but also the common expectation of the whole society for the future of the food industry.

According to the blueprint drawn by the "14th Five-Year Plan" and the Healthy China Strategy, the promotion of iterative upgrades through strict control of food safety and technological innovation has undoubtedly become a feasible solution for the future development of the food industry.

Technological innovation empowers healthy transformation

Technological innovation empowers healthy transformation

Instant noodles "Return of the King"

Instant noodles "Return of the King"

Around 2016, due to consumer demand for health and nutrition, coupled with the rise of online shopping and online take-out platforms, the instant noodle market demand has declined to a certain extent.
For a while, "Takeaway defeated instant noodles" and other statements appeared in the newspapers.

However, with the management adjustments and R&D innovations of industry giants such as Master Kong and Uni-President, market conditions have gradually stabilized and rebounded in recent years, and public opinion has exclaimed "The Return of the King of National Food".

The author believes that there are three main reasons for the recovery of the instant noodle market in recent years:

From the perspective of demand first: At the same time that the subsidy dividends for takeaways are declining, convenience foods are actively technological innovations to achieve high-end products.
The positive and negative effects have made fast food products show a "dinner-oriented" trend.

In the entire consumer market, the needs of different groups of people, such as Generation Z, the new middle class, and young people in small towns, have different needs.
This has given birth to different scenarios such as one-person food, family consumption, supper economy, outdoor leisure, etc.
, forming considerable consumption potential Sub-track.
This also provides a broad market potential for convenience food giants to promote technological innovation and layout segmentation scenarios.

Then from the perspective of supply: Whether it is the traditional giants represented by Master Kong and Uni-President, or the emerging manufacturers represented by Ramen Theory and Li Ziqi, they have actively tried new technology and craftsmanship, playing the trump card of category innovation.

Through the application of various new technologies, various kinds of instant noodles in bags, bowls, and cups, to snail noodles, self-heating pots, instant vermicelli, self-heating rice, freshly cooked noodles, etc.
emerge in endlessly.

At the same time, with the spread of grass on social media, various fancy eating methods such as brewing, dry mixing, fresh cooking, self-heating, microwave, etc.
also enrich the choices of consumers, and finally match the one-person food, home, outdoor Diversified consumption scenarios such as travel are gradually promoting the regularization of convenience food.

Finally, from a cognitive perspective: in the past few years, giants and emerging manufacturers have seized the dividends of the rapid development of online channels, making full use of social media to grow grass, live broadcast and other Internet marketing methods to capture the new generation of consumers.
The attention of the public has gradually made the public realize that instant noodles with continuously upgraded technology can also be a staple food, and the concepts of eating more nutritious and healthy with it are gradually being accepted by the public.

▲Relying on the innovation of technology and craftsmanship

A bowl of instant noodles can also create the experience of a noodle restaurant

It is not difficult to see that behind the “return of the king” of convenience food, in the final analysis, the entire industry chain is accelerating iterative upgrades with technological innovation.

Taking Master Kong as an example, this leading company has implemented technological innovation, digitalization, and deep integration with the company’s business, organization, and industrial chain by promoting a comprehensive digital strategy.
It is transforming from an Internet+ participant, learner, to using data throughout the entire The industrial chain empowers the leaders of the upstream and downstream digital ecology.

After experiencing sudden market changes last year, Master Kong was able to respond quickly and resume work and production in the fastest time to ensure market supply.
Its excellent digital capabilities are indispensable.

Master Kong has signed a contract to become a partner of China's aerospace industry since 2018.
Through the civil transformation of aerospace technology, it uses advanced technology to improve product quality.

It is worth mentioning that Master Kong has also invested a total of 300 million yuan to build a large-scale, domestic leading FD freeze-drying plant to meet product production needs.
In the cooperation with the aerospace industry, Master Kong has also transformed the use of aerospace technologies such as "RP rapid prototyping" and "broth extraction" in its high-end innovative products.

Under the leadership of leading companies like Master Kong in technological innovation, in recent years, the domestic food industry has also set off a trend of technological wind, and "FD freeze-drying", which was originally a little unfamiliar to the public, has become a high-frequency word in the industry.

At the same time, in order to be foolproof in food safety, Master Kong has established a food safety and quality control professional team of 3,000 people.
The annual quality index inspection exceeds 3.
5 million times, and the certification rate of food safety management system certification for conventional operating factories is 100%.
Food safety management audit coverage rate is 100%.

The comprehensive quality and safety management system has enabled Master Kong to realize the traceability management from farmland to table, turning food safety into the intrinsic gene of the operation of the industrial chain.

▲Master Kong uses digital technology to ensure food safety

From Master Kong, what we see is that food companies use multi-pronged technological innovation empowerment to promote industrial upgrading and transformation.
It is also the industry leaders headed by Master Kong that have risen to the challenge, which has revived the instant noodle market and opened up new exports through healthy transformation and high-end.

According to the forecast of the authoritative organization Frost & Sullivan, the compound annual growth rate of my country's high-end instant noodle sales will reach 12% from 2016 to 2021, far exceeding the overall growth rate of the industry.
When technological innovation promotes food health and safety to the extreme, the fierce competition among high-end convenience food industries has also entered a new level.

Technology upgrades promote the modernization of healthy food

Technology upgrades promote the modernization of healthy food

Breeding hundreds of billions of new blue oceans

Breeding hundreds of billions of new blue oceans

Before this round of leading the new wave of high-end convenience foods, the Chinese people’s perception of three meals a day can be traced back to the impact of catering culture brought by foreign fast food such as KFC and McDonald’s in the 1980s and 1990s.
.

The market repercussions detonated by foreign fast food have opened the eyes of the Chinese people, and the standardization process of traditional Chinese cuisine has begun, vowing to regain the Chinese fast food market.
Many years later, the foreign fast food giants remain in the limelight, but the "Chinese fast food" that continues to simplify the cooking process has fallen into shame one by one, and has even raised concerns about the future of traditional cuisine.

Also in the 1990s, instant noodles that were originally just for intermittent replenishment of energy, but under the leadership of industry leaders such as Master Kong, enriched flavors, added ingredients, equipped bowls and forks, and improved noodles.
When the braised beef noodles became popular throughout the country, it also revealed the way to open up the future of traditional food-using modern technology to empower and make traditional food additions.

How to do it? The Suda Noodle Shop series of innovative high-end products under Master Kong is the best example.

▲Suda Noodle Shop, a high-end product created by Master Kong using aerospace technology

In order to make instant noodles comparable to the quality of noodles in noodle shops, Master Kong upgraded the traditional cooking process and innovatively used low-temperature vacuum tumbling and fresh-keeping technology to retain the soft elasticity and nutrition of the noodles.

It also uses "FD freeze-drying technology", "RP rapid prototyping technology", and "stock extraction technology" to keep the fat and amino acids in large meat chunks stable for a long time, creating a unique process that locks meat, vegetables, and broth at the same time.
Ensure the nutrition and deliciousness of its original ingredients.

In 2020, Master Kong instant noodles will also launch two subdivided products, Suda noodles boiled noodles and Suda noodles self-heating noodles, for the home and outdoor scenes, further satisfying the consumer demand of the crowd in multiple scenarios.

In addition to leading companies like Master Kong to enrich the instant noodle category by continuously increasing technological innovation, local specialties such as self-heating pot, self-heating rice, hot and sour noodles, and snail noodles have all found ways to open up to emerging consumer groups, relying on novel tastes.
, The ingredients are rich, and it has become popular throughout the Internet.

Since then, the connotation of the term "convenience food" is not only convenient and instant food, but also deliciousness and health upon call.

Therefore, under the extremely severe internal and external environment in the first half of 2020, convenience food has ushered in a bright moment.
While other industries are still recovering slowly, from January to June, convenience food manufacturing enterprises above designated size across the country achieved operating income of 137.
15 billion yuan, a year-on-year increase of 4.
7%.

As the industry leader, Master Kong restarted production in the first time, using big data to solve the problems of production and sales coordination, logistics transportation, raw material supply, etc.
, and according to the growth of home consumption demand, introduced hand-made noodles, Suda noodles, etc.
to meet different scenarios Demand for high-end innovative products.

Master Kong’s latest financial report shows that the full-year revenue of the instant noodle business in 2020 will increase by 16.
64% year-on-year to 29.
51 billion yuan, and the market share of sales has further increased to 46.
3%, firmly firmly established as the market leader.

▲2020 financial report data of Master Kong's instant noodle business

As of 2020, the scale of my country’s instant noodle market has reached RMB 99 billion, and a blue ocean market of hundreds of billions of dollars is about to emerge.
The market size of the entire convenient food market, including self-heating pots and self-heating rice, has exceeded 250 billion yuan.
The scale has increased by more than 70% in the past year, and it will continue to expand in the future.

China's economy has entered a competitive ecosystem of head-oriented competition.
Some traditional manufacturers that have suffered low-end squeeze and high-end weakness have repeatedly suffered setbacks in the market, further widening the gap with leading companies; while the newcomers favored by capital, It has yet to withstand the long-term test of the market.

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