（文章来源：北京商报） 8月21日晚19点，罗永浩、张朝阳、黄执中等人亮相康师傅抖音直播间，参与新品发布会。新品开售仅1 小时，销量已突破7.1万单，两小时后，直播商品链接中限量1万份的"罗永浩专属"泡面组合显示已售 罄。 北京商报讯 8月22日，北京商报记者获悉，昨日，罗永浩和康师傅推出"特别特鲜泡面"联动，罗永浩官 微发文称"9年磨一面，特别特鲜泡面终于上市"。据称，该产品采用"单篓水煮工艺"，通过模拟真实煮 面过程，5分钟冲泡即可还原鲜煮面的口感，面条设计为劲棱面型（非油炸），强调柔韧弹滑，搭配鲜 浓汤底，宣称终结"泡面与煮面之争"，共推出海味龙虾、山野红酸汤、烧汁雪花牛肉三种口味。价格方 面，在抖音康师傅官方旗舰店，新品尝鲜价为39.9元/4盒。 ...

Core Viewpoint - The launch of the "TBT" instant noodles by Kang Shifu, which has undergone nine years of research and development, is positioned as a revolutionary product that redefines traditional instant noodles [1] Group 1: Product Development - The "TBT" instant noodles are described as having a core breakthrough that allows them to achieve the freshness of boiled noodles while being prepared in a shorter time [1] - The product was developed over a span of nine years, highlighting the company's commitment to detail and quality in its production process [1] Group 2: Marketing and Presentation - Luo Yonghao actively promoted the product during a live stream, emphasizing its innovative aspects and the significant changes it brings to the instant noodle market [1] - The marketing strategy includes positioning the product as a complete redefinition of instant noodles rather than just a minor improvement [1]

Group 1 - Luo Yonghao announced an innovative project called "TBT" aimed at redefining instant noodles, which led to speculation about his entry into the instant noodle market [1] - The project was revealed to be a collaboration with Master Kong, where Luo serves as a "special product officer" to promote the new "Special Fresh Noodles" [1][6] - The new noodles are non-fried and use a unique cooking method, offering three flavors: Braised Snowflake Beef Noodles, Seafood Lobster Soup Noodles, and Mountain Wild Red Sour Soup Noodles [3] Group 2 - Master Kong's revenue for the first half of the year decreased by 2.7% to 40.092 billion yuan, marking the first decline in mid-year revenue in five years [6] - The instant noodle segment saw a 2.5% drop in revenue to 13.465 billion yuan, accounting for 33.6% of total revenue, with specific product categories experiencing varied performance [6] - The collaboration with Luo Yonghao is intended to leverage his brand influence to enhance market exposure for the new product, amidst a highly competitive instant noodle market [7][8]

Core Insights - The instant noodle industry in China is experiencing significant growth, with a notable increase in new product launches and consumer demand [1][3][4] Group 1: Market Dynamics - In 2024, China consumed 43.8 billion packs of instant noodles, a year-on-year increase of over 1.6 billion packs compared to 2023 [3] - The market for instant noodles is still expanding, especially when compared to per capita consumption in Japan and South Korea [3] - Major brands are actively innovating and launching new products, indicating a strong market enthusiasm [1][4] Group 2: Product Innovation - Master Kong has launched over 10 new products in the first half of the year, covering a wide price range from 3 to over 20 yuan [4] - The company has developed a patented "0-fried" noodle technology, enhancing the health profile of its products while maintaining taste [6] - New products like "Special Special" and "Fresh Q Noodles" have been well-received, showcasing the brand's commitment to health and flavor [6][10] Group 3: Consumer Engagement - Master Kong's mini bucket and "Little Full Cup" products cater to outdoor and weekend consumption trends, appealing particularly to younger consumers [8] - The brand has successfully launched limited products in membership stores, receiving positive market feedback [10] - The company emphasizes cultural resonance and emotional connection with consumers, integrating traditional Chinese culinary elements into its offerings [16][18] Group 4: Financial Performance - Master Kong's gross margin increased by 0.7 percentage points to 27.8%, with net profit growing by 11.9% to 951 million yuan [15] - The company has established a robust profit model through digital transformation and efficient supply chain management [13][15] Group 5: Brand Positioning - Master Kong has consistently ranked among the top three in Kantar's consumer index for 12 consecutive years, reflecting strong brand loyalty [21] - The brand's focus on cultural depth and health needs has helped it avoid price wars and maintain a competitive edge [21]

Core Insights - The article discusses the release of the "2025 Brand Footprint Report" by Worldpanel, highlighting the top 50 consumer brands in China's fast-moving consumer goods (FMCG) market, using "Consumer Reach Points (CRP)" as a key metric to measure brand penetration and purchase frequency [1][3]. Brand Rankings - The top ten consumer brands in China for 2024 are led by Yili with 1,167.2 million consumer reach points, followed by Mengniu with 968.4 million, and Kangshifu with 801.4 million [4][5]. - Other notable brands in the top ten include Haitian, Xinxiangyin, Vinda, Jinlongyu, Nongfu Spring, Wangwang, and Tongyi, all showing strong market penetration [6]. Growth Dynamics - The report indicates that the growth of brands in China is driven by a "dual engine" of penetration and purchase frequency, with 93% of growth among the top 250 brands coming from increased penetration [11]. - New entrants to the top 50 include Dongfang Shuye and Three Squirrels, both showing significant growth rates of 59% in consumer reach points [10]. Market Trends - The article emphasizes the importance of reaching new consumer households as a primary growth engine, with both penetration and purchase frequency being crucial for brand success in a complex market environment [11]. - The blurring lines between online and offline channels have amplified the need for brands to effectively reach consumers at every decision-making moment [11].

2025年的夏天，方便面行业格外热闹。 今年Q1以来，方便速食各重点类目中，方便面类目体量最大、上新活跃度也最高。Q1新品数量激增至高峰， Q2虽有所回落，仍处于高位。很显然，各大品 牌在推新上保持着很高的热情和执着。 你或许一定很奇怪为什么？再来看一组数据： 公开统计显示，2024年中国人一年吃掉438亿包方便面，同比2023年422亿包，年涨幅超16亿包；相较日韩的人均泡面指数，中国泡面的消费空间仍然很大。 在品牌频繁推新背后，不仅是看到了市场空间，更重要的是消费需求。 震惊同行的上新频率 俗话说得好，春江水暖鸭先知，热闹的方便面市场，自然少不了头部企业的身影。 据本尚书的不完全统计，上半年以来，康师傅至少上新了10+款产品，从3元价格带到20+元价格带的产品均有涉及，所以对于传言头部企业正在全面高端 化，抛弃消费者的言论实在难以站得住脚。 | 序号 | 产品名 | ■味 | 规格 | 价格带 | | --- | --- | --- | --- | --- | | 1 | 小饱杯 | 贵州红酸汤牛肉/奶油蘑菇汤/黑胡椒牛排/白胡椒猪肚鸡/山药猪骨汤 | 杯 | 3-4元 | | 2 | 鲜熟面 | 牛肉汤 ...

近日，康师傅披露2025年上半年业绩。报告期内，公司实现营业收入约400.92亿元，归属母公司股东的净利润同比增长 20.5%至22.7亿元，毛利率较上年同期提高1.9个百分点至34.5%。 业内人士指出，当前，食品饮料行业正处于转型升级的关键阶段。在消费升级和健康理念深化的背景下，行业高质量发展需 要突破同质化竞争和内卷困局，转向以创新驱动、品质提升和价值创造为核心的发展新路径。 面对消费趋势多元、渠道变革加速的外部环境，康师傅积极推进多元化创新战略，深入挖掘不同品类的市场潜力。 在方便面业务板块，通过"多价格+多场景+高质量"三维创新，不断推动产品升级，优化毛利结构。今年上半年，公司方便面 业务实现营业收入134.65亿元，毛利率较2024年同期提升0.7个百分点至27.8%，带动该业务归母净利润同比提高11.9%至 9.51亿元。 经典系列"红烧牛肉面"依旧保持市场销量领先地位，成为稳固大盘的关键力量。与此同时，康师傅不断推陈出新，以满足消 费者日益多样化的需求。基于"零油炸"专利技术的"鲜Q面"，凭借独特的口感与健康属性，产品力获得消费者广泛认可；以久 卤的配料与锁鲜技术为核心特色的"潮卤牛三宝牛肉面 ...

近日，康师傅披露2025年上半年业绩。报告期内，公司实现营业收入约400.92亿元，归属母公司股东的净利润同比增 长20.5%至22.7亿元，毛利率较上年同期提高1.9个百分点至34.5%。 业内人士指出，当前，食品饮料行业正处于转型升级的关键阶段。在消费升级和健康理念深化的背景下，行业高质量 发展需要突破同质化竞争和内卷困局，转向以创新驱动、品质提升和价值创造为核心的发展新路径。 多元化创新布局：实现高质量发展新进阶 经典系列"红烧牛肉面"依旧保持市场销量领先地位，成为稳固大盘的关键力量。与此同时，康师傅不断推陈出新，以 满足消费者日益多样化的需求。基于"零油炸"专利技术的"鲜Q面"，凭借独特的口感与健康属性，产品力获得消费者 广泛认可；以久卤的配料与锁鲜技术为核心特色的"潮卤牛三宝牛肉面"上架首月销额突破千万，强化了中高端客群品 牌认知。 在饮品业务板块，康师傅深入践行"积极推进产品结构调整""坚持以消费者为中心理念研发新品，加速品类布局"的规 划。今年上半年，饮品业务实现营业收入263.59亿元，毛利率较2024年同期提高2.5个百分点至37.7%，带动归母净利 润同比提高19.7%至13.35亿元。 ...

Core Viewpoint - Master Kong's revenue declined by 2.7% in the first half of 2025, indicating a situation of "profit growth without revenue growth," with both instant noodle and beverage businesses experiencing a downturn, prompting the company and competitors to seek innovation, with health-oriented products becoming a new direction [1][2]. Financial Performance - In the first half of 2025, Master Kong reported revenue of 40.092 billion yuan, a decrease of 1.109 billion yuan compared to the same period last year, marking a 2.7% decline, the first revenue drop in five years [2][3]. - Instant noodle revenue was 13.465 billion yuan, down 2.5% year-on-year, selling 349 million yuan less than in 2024 [2][4]. - Beverage revenue was 26.359 billion yuan, a decrease of 2.6%, accounting for 65.7% of total revenue [4]. - Net profit for the first half of 2025 was 2.271 billion yuan, an increase of 20.46% year-on-year, but this was partly due to non-recurring income, which, if excluded, would reduce the net profit growth rate to around 17% [3][4]. Market Trends - The instant noodle market is experiencing its coldest winter in 20 years, with consumption dropping by 4 billion packs from 2020 to 2023, and expected to fall to 43.8 billion packs in 2024 [2]. - The rise of new consumer preferences for healthier and more convenient food options is impacting traditional instant noodle sales, with a significant increase in pre-prepared meals and self-heating hot pot products [5][6]. Competitive Landscape - Master Kong's performance is lagging behind its competitor, Uni-President, which achieved double-digit growth in both revenue and profit in the same period [4]. - The company has adjusted its pricing strategy, increasing the suggested retail price of its instant noodles, which has led to a rise in gross margin by 0.7 percentage points to 27.8% [7][8]. Distribution Network - Master Kong's distribution network has contracted, with a reduction of 12.6% in the number of distributors by the end of 2024, and a further decrease in the first half of 2025 [7][8]. - The company is focusing on optimizing its distribution strategy to enhance profitability, targeting higher-quality distributors [8]. Innovation and Future Direction - To adapt to changing consumer preferences, Master Kong is introducing healthier product lines, including non-fried noodles and premium offerings [9]. - The rise of health-conscious consumers presents an opportunity for innovation in the instant noodle sector, with a growing market for health-oriented instant noodle products [9][10].

Core Insights - The Chinese apple juice market is experiencing steady growth, with production increasing from 180,000 tons in 2019 to a projected 504,000 tons by 2024, driven by stable demand and improved processing technology [5][2]. - The market size for apple juice is expected to rise from 8.5 billion yuan in 2019 to 12.8 billion yuan by 2024, reflecting a recovery in consumer demand and external market conditions [8]. - Major players like Andeli and Nongfu Spring are leading the market, focusing on high-quality and diversified products, while also expanding their global presence [8][9]. Industry Overview - The juice industry in China is characterized by a multi-category coexistence, with orange juice holding a 28% market share and apple juice (including concentrate) at 22%, together dominating the market [1]. - Tropical fruit juices, such as mango and pineapple, account for 12% of the market, indicating potential for growth [1]. Supply Chain Dynamics - The supply of apple juice is heavily influenced by upstream raw material availability, with apple production expected to grow from 42.4 million tons in 2019 to 50.4 million tons in 2024, maintaining a growth rate of 3% to 4.3% [2]. - Key production regions include the Bohai Bay and the Northwest Loess Plateau, with Shaanxi being a significant area for high-quality apple production [2]. Production Trends - Apple juice production in China is projected to recover from a dip in 2020 due to the pandemic, with a steady increase anticipated from 2021 to 2024 as supply and demand balance out [5]. Market Dynamics - The apple juice market is witnessing a trend towards consolidation, with leading companies like Andeli and Guotou Zhonglu expanding their market share through mergers and acquisitions [9]. - There is a growing preference for high-quality organic products in mature markets, while emerging markets show higher growth rates in demand [9].