“涨了5毛钱”被商家“背刺”，康师傅少卖11亿元，方便面饮料都在跌，半年流失3400多个经销商

Core Viewpoint - Master Kong, once a beloved national brand, is now facing challenges with stagnant revenue growth, as evidenced by its recent financial report for the first half of 2025, which shows a revenue decline of 2.7% year-on-year [1][10]. Revenue Performance - In the first half of 2025, Master Kong reported revenue of approximately 400.92 billion yuan, a decrease of over 11 billion yuan compared to the previous year [1]. - The company's net profit attributable to shareholders was 22.71 billion yuan, reflecting a year-on-year increase of 20.5% [1]. Segment Analysis - The decline in revenue is attributed to falling sales across major product categories: - Instant noodle sales decreased by 2.5% to 134.65 billion yuan, with container noodles down 1.3%, high-priced bag noodles down 7.2%, and mid-priced bag noodles up 8% [2]. - Beverage revenue fell by 2.6% to 263.59 billion yuan, with tea drinks down 6.3%, water down 6.0%, and fruit juice down 13.0%, while carbonated drinks saw a growth of 6.3% [4]. Distribution Network Changes - Master Kong is reducing its distribution network, with the number of distributors decreasing by 3,409 to 63,806 and direct retailers down by 1,499 to 219,124 compared to the end of 2024 [4]. - This trend of declining distributors and direct retailers has been ongoing since 2021, indicating a strategic shift towards optimizing less efficient channels [4]. Market Position and Competition - The company is facing structural challenges in the consumer market, as highlighted by an analyst who noted that despite a focus on cost-effectiveness, sales continue to decline due to reduced distribution channels [5]. - Master Kong's beverage segment is attempting to enhance product competitiveness through improvements in taste, packaging, and processes, resulting in a 2.5 percentage point increase in gross margin to 37.7% [5]. Pricing Strategy - There has been a noticeable increase in prices for some products, with reports of price hikes ranging from 11% to 20%, which may affect price-sensitive consumers and provide opportunities for competitors [6][10]. Industry Trends - The instant noodle market is experiencing significant challenges from emerging fast-food alternatives, such as spicy noodles and self-heating hot pots, necessitating a transformation within the industry [10]. - Master Kong is responding to market trends by launching new herbal drinks, but faces stiff competition from other players entering this emerging segment [10].