Instant noodles to become a market "abandoned child" difficult to get rid of unhealthy labels
http://sd.sdnews.com.cn/jinan/201609/t20160913_2135919.htm
with convenience and benefits, instant noodles are regarded by many as a necessary "artifact" to deal with overtime, travel and so on. Even some people are more dependent on instant noodles than rice, calling it a national food for China. It's not too much. But in recent years, with the change of consumption habits, takeout of foreign food and its own "unhealthy" and other labels, the instant noodle industry has also fallen into a dilemma. A few days ago, the data of China's convenience food conference showed that China's instant noodle production and sales have fallen for four years.
instant noodle production and marketing even fall for 4 years
random walk into a supermarket, instant noodles will inevitably occupy a large shelf space, from bagged to barreled, from domestic to import, taste from several to more than a dozen kinds. But in contrast to the continuous enrichment of flavors and categories, the heat of instant noodles has gradually decreased in recent years.
"now seldom eat instant noodles, and there are two barrels of instant noodles at home, which were bought two or three months ago, and have been kept. No one wants to eat them." The citizen Xiao Wang told the reporter. As a member of the post-1980s, instant noodle was once one of his favorite foods when he was a child, but now he has become dispensable.
instant noodle cold at consumers is also directly reflected in the production and sales volume. The Chinese shopper report, released by Bain and Kay's consumer index, showed a 12.5% decline in Chinese instant noodle sales in 2015, which has been the four year decline in instant noodle sales. The data published by the Chinese society of food science and technology in China's convenience food conference also showed that in 2015, the total output of instant noodles in China was 36 billion 249 million, down 8.54% from the previous year, and sales fell 6.75% to 49 billion 91 million yuan. In the 1-8 month of this year, major enterprises still failed to pick up, and the industry is still in the depth of adjustment. As one of the domestic instant noodle giants, Kang Shifu's financial report was bleak in the two quarter of 2016, with a net profit of only $18 million, which fell more than 87% year on year, and was called the worst performance in history.
multiple factors affect the production and marketing of
recently, in the lobby of a high-end office building in Western Ji'nan, it turned out to be only a vending machine selling instant noodles, drinks and small snacks, and a machine for selling refrigerated boxes, with several microwave ovens next to them. At noon and at night, many of the staff who did not want to queue up in the restaurant rushed to buy lunch boxes and heat them back to the office. In contrast, before the arrival of the refrigerated box, the instant noodle, which has been sold well in the vending machine, is now getting lower and lower. The
instant noodle market has fallen for four years. It has a big relationship with more and more substitutes in the market, especially with the development of mobile phone logging on the Internet, many consumers who do not want to go out have turned from instant noodles to more convenient takeout. According to the data, as of June 2016, the number of online takeout users was nearly 150 million, with the fastest growth rate of 31.8% in the first half of the year, the increase in the number of users on the end of the first half of the year was more obvious, the growth rate of half a year was 40.5%, and the user scale reached 146 million.
a wide variety of quick-frozen foods, to a certain extent, also played an important role in instant noodles. Whether consumers want to sleep, pizza, or braised pork and beef noodles, they can be found in the quick-frozen area. And the production program is very simple, only need to put them in the microwave oven or hot for a few minutes, it can be eaten, and the instant noodles have the same place, which makes the instant noodles become more easily replaced.
the unhealthy labels of instant noodles have affected the development of the industry. With the improvement of people's health concept, instant noodles' impression of "no nutrition" and "unhealthy" in people's minds has been gradually enlarged.
mention instant noodles, and people naturally classify them in junk food. On the cancer of instant noodles, 32 hours of non digestion, packaging toxic and other rumors in recent years has become more and more intense, making consumers smell the "face" discoloration, but also to the development of instant noodle industry has brought great obstacles.
high-end and healthy is the severe market situation facing the future way out of
and the change of consumption demand, which also let the whole industry begin to think about the strategy of transformation. Many enterprises have launched the high-end products with the concept of "health", so as to change people's traditional cognition of instant noodles.
a "Manchu banquet", such as a "Manchu banquet", marked 29.9 yuan, folding chopsticks, portable bowl cover, the delicate appearance of the yellow robe in Qing palace, which is quite attractive. In marketing, the business mainly through the micro store, Jingdong, Tmall and other online platforms and Beijing Shanghai and other frontline cities such as high-end boutique convenience stores and other channels, each month 6000 bowls limited sale.
in addition, like Kangshifu, nine nine love, white elephant, including foreign brands, Nissin, Nong, and so on, they also launched high-end instant noodle products.
on the one hand is the atrophy of traditional products, and on the other hand, the investment in high-end products by instant noodle enterprises is constantly increasing. Recently, Nissin announced that it would invest 10 billion yen in China to develop the high-end instant noodle market. It includes the establishment of new instant noodle factories in China and the increase of noodle production lines, and the sales of Chinese salesmen to 1000.
some industry experts believe that instant noodles will eventually become the "outcast" of the market if they do not tear off "unhealthy" labels.
China Brand Research Institute researcher Zhu Dan Peng said that the fundamental way out is the need for instant noodles to remould, to subvert their own attributes, to subvert unhealthy attributes, and to improve and subvert the material from the material to the process. But he also admitted that the difficulty can be imagined, or the enterprise has not been able to endure until the enterprise has torn the "unhealthy" label.