Is Master Kong lagging behind the popular fast-food market?

Are there snail noodles, self-healing pot, hot and sour noodles, and instant noodles still fragrant?

There are many choices of convenience food now.
For example, if you search for "convenient food" on Taobao, the first two screens of the search results include: self-heating rice with hot pot, haichijia hot and sour noodles, plum snail noodles, fresh-cooked noodles with hefu lao noodles, haohuan snails noodles, Yangbiao Yamano Nanchang Mixed Noodles, A Kuan Authentic Nanchang Mixed Noodles, Ramen Said Japanese Style Barbecued Pork Bone Soup.
.

Some of these search-recommended products are marked with "advertisements", and some are recommendations made by algorithms based on personal consumption habits.
However, in all the product recommendations, most of them are specialty snacks and self-heating foods, but the classic instant noodles are missing.
Have Master Kong and Uni-President left behind?

Master Kong's two-tier market consolidates its position as the “king of instant noodles”

According to the financial report released by Tingyi Holdings on March 22, Tingyi's revenue in 2020 will increase by 9.
1% year-on-year to 67.
618 billion yuan, and its net profit will be 4.
062 billion yuan, a year-on-year increase of 21.
95%.

Tingyi's income structure

Although the beverage business contributed more revenue, the net profit contribution of the instant noodle business reached a new high of RMB 2.
733 billion.
According to Nielsen data, the overall sales volume of the instant noodle industry in 2020 will grow 0.
1% year-on-year, and the sales volume will grow 4.
7% year-on-year.
In 2020, Tingyi's sales market share will reach 43.
7%, and the sales market share will be 46.

Master Kong said that in 2020, the instant noodle industry will be based on stabilizing people's livelihood and ensuring the supply of core products, conform to the trend of consumption polarization during the epidemic, develop the middle class, new generations, and deploy new rural areas.

Master Kong also focused on the results of digital transformation, through automated production, intelligent supply chain, logistics system and channel management tools to ensure that products reach consumer audiences in a shorter time.
Especially during the epidemic, work and production resumed as soon as possible, meeting market demand.

In terms of channels, it has achieved wider coverage and faster response.
The service coverage and service intensity of core urban stores have been greatly improved, meeting indoor consumption habits and needs under the normalization of the epidemic, and capturing community group buying, new retail, etc.
New opportunities for home channels.

Master Kong divides the instant noodle product series into three specifications: high-priced noodles and high-end noodles, ultra-high-end noodles, and medium-priced noodles/crispy noodles.

In 2020, Master Kong will focus on large-scale marketing and promotion activities for high-priced and high-end noodles.
Including Master Kong's braised beef noodles sponsored by "Wonderful", Laotan pickled beef noodles and "Kung Fu Panda", spicy beef noodles and "Peace Elite", Tengjiao beef noodles and "Douro Continent", etc.
, through various IP cooperation, Deepen the influence of instant noodle products in young consumer groups.

In order to meet the needs of market quality upgrades and family consumption, Master Kong launched the "Hand Rolled Noodles" series in May 2020 and upgraded the "Noodles" products.
On the whole, the high-priced noodles and high-end noodles have the most abundant product forms.

Master Kong also launched the ultra-high-end noodle "Express Soda Noodle House" that restores the taste of the noodle house.
The three specifications of boiled noodles, bowl noodles and self-heating noodles meet different consumption scenarios and seize new consumption trends.

Mid-priced noodles focused on meeting the affordable consumer demand in urban and rural areas, upgraded the packaging design of Jinshuang ramen and Super Fumanduo, and launched a large-volume product "Jingshuang 1 and a half" to achieve sales growth and further seize mid-priced noodles.
A large segment of the market.
The dry crispy noodles "Fragrant and Crispy" cooperated with Luo Tianyi to make a brand-new refurbishment, and launched new flavors such as "Chicken Sauce Original" and "Spicy Crab" to attract target consumer groups such as students.

Master Kong's sales of different specifications of pasta products

In general, Master Kong has stabilized his position in the instant noodle market through these measures.
However, Master Kong’s sales data on Tmall and JD.
com both show that the outstanding sales are still classic and affordable products, such as braised beef noodles and the bag series of Soup Masters, and the unit price of the products does not exceed 7 yuan a bag.

Challengers such as Zihaiguo and Li Ziqi have already achieved a unit price of more than 10 yuan.
At present, in the higher price range, Master Kong has not yet produced a "beatable" product.

Unified development of new high-efficiency, high-efficiency pasta and rice

As industry veterans, Uni-President and Master Kong's income structure are very similar.
But in comparison, Uni-President pays more attention to the layout of high-priced products.

According to the annual report of Uni-President, the group's revenue in 2020 was 22.
762 billion yuan, an increase of 3.
4% from the 2019 revenue of 22.
020 billion yuan.
Food business revenue rose 10.
9% to 9.
425 billion yuan, and beverage business revenue fell 1.
3% to 12.
56 billion yuan.

Unified income structure

In the food business, Uni-President is committed to infiltrating products into different consumer scenarios, focusing on brand value, enhancing brand loyalty, and constantly improving craft and taste innovation, strengthening product capabilities, and meeting the diverse needs of consumers.

Uni-President stated that the demand for the instant noodle industry in the first half of 2020 will increase sharply, and the growth rate will be obvious, and it will return to normal in the second half of the year.
In 2020, Uni-President’s instant noodle business recorded a revenue of 9.
055 billion yuan, an increase of 7.
2% over the same period last year.

Among them, the income of "Tang Daren" achieved double-digit growth for 12 consecutive years.
In addition to product strength, Uni-President has also carried out many marketing activities to strengthen brand loyalty.
For example, inviting the new generation of actor Liu Haoran to endorse, holding the "Tang Daren Yuanqi Music Festival", etc.
, to strengthen communication with the new generation and achieve steady growth in sales.

The launch of the high-end lifestyle "Man-Han Feast", with the product concept of "really have a big piece of meat", brings consumers a more enjoyable experience.
In the second half of 2020, Man-Han Banquet launched semi-dried fresh noodles and entered the noodle market.
With richer ingredients and more flavor of Chinese noodles, it won consumers’ approval.
Fat whale noticed that in the same day In the cat flagship store, the two products of "Manhan Restaurant" respectively achieved the first and second best-selling results.

Unified new product layout

In addition to instant noodles, Uni-President also successfully launched the self-heating rice brand "Kaixiaozao".
"Kaixiaozao" invited Xiao Zhan as the brand ambassador and quickly expanded the brand awareness.
In the second half of 2020, "Kaixiaozao" launched new hot pot series products, "Spicy Beef Hot Pot" and "Mandarin Duck Hot Pot", which further extended the consumption scene.
It is reported that the income of "Kaixiaocao" will achieve multiple growth in 2020.

In addition, Uni-President has also launched "Q Xiaoxian" and "Najie Naxiang" sub-brands.
The former continues to deploy in the cold chain cold fresh market, focusing on boutique supermarkets and e-commerce platforms.
Unified said that under the 2020 epidemic, consumers' pursuit of freshness and health has driven the sales growth of "Q Xiaoxian".

"Najie Naxiang" focuses on local cuisine.
Through the upgrading of sterilization and preservation, seasoning and packaging technology, in 2020, two regions, "Guilin Rice Noodles" (fresh rice noodles) and "Lanzhou Beef Noodles" (semi-dry boiled noodles) will be launched.
Good food.
Both products have established a cooperative and guiding relationship with the local "time-honored brand", which is very close to the local taste.

Fat Whale noticed that although "Nar Street N Alley" did not have a large-scale promotion, it has also achieved very good sales results through word-of-mouth communication.
The sales volume of "Guilin Rice Noodles" in two boxes of Tmall shops in that street and alley exceeded 50,000 copies this month, and the three-piece "Lanzhou Beef Noodles" also exceeded 10,000 copies.
On JD.
com, “Lanzhou Beef Noodles” also ranked No.
10 on the list of best-selling convenience foods, promising to compete with Internet celebrity products such as Li Ziqi snail noodles and Haidilao self-heating hot pot.

"New fast food" market old players have no names yet

It is not difficult to find that the two industry giants have different focuses: Master Kong continues to consolidate its market position through channel construction and supply chain optimization, while product innovation is weak; unified emphasis on taste innovation and a diversified product layout, but new products are not enough Drive the growth of overall revenue.

We mentioned in the article "Snail noodles and self-heating pots have become the daily giants of young people to seize the convenience food market", the convenience food market is setting off a new upsurge, forming a diversification of Internet celebrity brands, catering companies, and traditional food companies.
The pattern of melee.

Whether it is local snacks, self-heated foods, quick-frozen foods, or semi-finished dishes, the new product strategies of these market segments are pursuing the trend of refinement, health, and quality, which also means high quality and high prices.

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：Foodaily,

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