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summary: more expensive but better, instant noodles are worth it

a piece of bread, a few packets of noodles, sauces and vegetables, a simple combination, but it soothes many hungry stomachs.

the reason why consumers are captured by diverse and delicious foods is that the market concentration is getting higher and higher, and the convenience food industry has entered a mature stage of rational competition.

specifically, the instant noodle market is facing the diversification of the fast food track and is subject to "cross-border robbery" from other fast food categories and even takeout and pre-prepared meals.

in addition, the rising prices of raw materials and labor in recent years have forced product prices to increase, and some netizens said that they cannot afford the price increases.

but no matter how expensive a packet of instant noodles is, it only costs a few dollars, while the price of takeout noodles is often over twenty dollars. why can't we afford the cheap ones?

the problem is definitely not the price.

the answer is actually very simple.because consumers' demands have become higher and more diverse. in addition to filling their stomachs, they expect food to have better nutritional combinations, innovative flavors, and even provide more emotional value.

the path of reducing specifications, satisfying but monotonous food will not attract young people today. the only way to grab future growth is to go high-end, nutritious and functional.

the long-term gradual increase in the unit price of the category is the best explanation. however, simply raising prices is not a good idea. the correct way to open it is to offer higher quality products at new prices.

data source: win now

after studying the market for nearly two years, we found thatmaster kong instant noodles continued to achieve profit growth despite a weakening overall environment for the category.

where does growth come from?

my guess is that the quality improvement has achieved some good results. some products launched in recent years have also won authoritative awards in the industry.

for example, the "dry noodles club" and "suda noodle house" series won the 2022-2023 china convenience food industry outstanding innovative products award. this year,the dry noodles series of products has won the honor of china's convenience food industry innovative products in 2024.

the dry noodles series of products won the 2023-2024 convenience food industry innovation product

in essence, it is by relying on better quality and innovations that better meet consumer needs that it has won the favor of consumers and recognition from the industry.

with cautious optimism, the industry's big brother has found a way to the future.

the high-end category value is maximized first

the public has their own psychological anchor point for the price of instant noodles. if you want consumers to accept a higher price, you have to find and break it.

in 2024, when everything is competitive, making better and more high-end products requires a more holistic approach.

it’s better to take a look at how other fast-moving consumer goods categories are doing it.

for example, in the beverage market, sugar-free is an obvious trend. whether using sugar substitutes or completely unsweetened tea drinks, they meet consumers' needs for health and nutrition and have achieved great success.

in the yogurt market, more protein and less sugar are also significant trends, attracting people who pay more attention to health and have greater purchasing power.

including the fruit juice case that li jin had previously studied, a certain grapefruit juice product not only had better quality and taste, but also established an insurmountable barrier for itself at the raw material level.

focusing on the instant noodles category,product upgrades must first give consumers a more intuitive sense of value and gain.

for example, last year's award-winning suda noodle house series,consumers can easily enjoy the delicious taste of noodle shops, and at a glance they can see larger chunks of beef and vegetables with better taste. this is a dimensionality reduction attack considering that most instant noodles only come in powder packets and vegetable packets.

the quality is just as good as that of the restaurant products, but the price is much higher, so why not choose master kong?

the award-winning product in the dry noodles series, the crayfish noodles, is also full of sincerity. it contains real crayfish, has an innovative flavor, tastes delicious, keeps up with the trend, and has well-made details. it uses aerospace technology's rp fresh-keeping technology to restore the taste and flavor, and has won the hearts of many consumers.

master kong dry noodles series

only by improving the quality can we have the confidence to talk about upgrading.

it should be said that in the entire instant noodle market, master kong took the lead in upgrading and was the first to refuse to "cut prices", which was extremely courageous and acted like a company that leads the development of the industry.

why is master kong so confident that its growth will come from product category upgrades?

this is partly because he has a keen sense of consumer and market changes, and the products he launches find a balance between quality, price and consumer preferences.

but more importantly, as a leading brand in the industry, it is natural for it to set a benchmark for the industry.

the above analysis shows that on the issue of how to give consumers a sufficient sense of value, the company has demonstrated how to write the correct answer. in areas that consumers cannot see intuitively, it also has its own persistence and ambition.

for example, in terms of food safety, master kong instant noodles has established an internationally leading food safety testing center and continuously improved the traceable food safety management system from farmland to table. it also held a transparent factory event to allow consumers to witness the entire production process of instant noodles.

hangzhou digital future factory

in the field of technology reserves, he is also far ahead of the industry.

for example, in order to keep the vegetable packets in instant noodles more fresh and delicious, the fd freeze-drying technology used is one of the results of long-term cooperation with the aerospace industry. other technologies used to make and extract soup stock, and the rp fresh-locking technology that can lock in the taste and nutrition of meat are also the products of its deep investment in research and development.

even the small details of the packaging have been carefully considered. for example, the award-winning dry noodle series has a patented water droplet-shaped water filter design, which makes the water filter faster and smoother; for the powder packets commonly used in instant noodles, the packaging solution is optimized to make them easier to tear open, and the eating experience is realized from the details.

these are the underlying guarantees that master kong instant noodles provide consumers with a sense of value.

comments on asphalt gold

industrial upgrading has occurred equally in all consumer categories, and instant noodles are no exception.

why do we need industrial upgrading? for brands, it is to increase revenue and profits; for consumers, it is to meet better experience and more diversified needs.

for the category, especially for instant noodles, the key is to get rid of labels such as "cheap and non-nutritious".

to achieve this, we naturally need more effective innovation, better quality and higher quality delivery.

in fact, what consumers really care about is not that things are sold at a high price, but that they are afraid that because they do not understand or have no choice, they will have to "pay tuition" and buy a bunch of mismatched, high-priced and low-quality goods.

making products well and refined will not only satisfy consumers and make them willing to support with real money, but will also provide businesses with more possibilities and growth opportunities.

for master kong instant noodles, making better products is not just about finding a second growth curve for the company. to some extent, you can also think that doing these things well is the responsibility of the leading company and a process that must be experienced to become a leading company.

behind the single-point innovation is the understanding of new quality productivity. by releasing the potential energy of new quality productivity, it not only covers the people with the greatest consumption power, but also targets the future. this is the basis for its growth.