TINGYI(HK:00322) 3 6 Ke·2025-08-25 23:22Core Insights - The launch of TBT instant noodles, priced at approximately 10 yuan per bucket, generated significant consumer interest, with 71,000 orders and sales exceeding 2.8 million yuan within the first hour of release [1][9][10] - The marketing strategy employed by Luo Yonghao and the collaboration with Master Kong (康师傅) has successfully created a buzz, transforming TBT from an unknown product to a trending topic [10][12] - The product's unique selling points, including a revolutionary cooking method that allows for a "boiled" taste using just hot water, and a focus on high-quality ingredients, cater to the evolving preferences of younger consumers [12][14] Sales Performance - TBT achieved impressive sales figures, with potential revenues calculated at over 2.8 million yuan based on the lowest price point of 39.9 yuan for a four-pack, and up to 7.09 million yuan at the highest price point of 99.9 yuan for a ten-pack [9][10] - The product's initial success indicates a strong market demand, despite skepticism regarding its pricing compared to traditional instant noodles [9][10] Market Context - The instant noodle market in China has seen a decline in consumption, dropping from a peak of 47.23 billion servings in 2020 to 43.12 billion servings in 2023, with a reported 8.9% year-on-year decline in sales for Q2 2025 [11][12] - Despite the overall market challenges, China remains the largest instant noodle market globally, holding a 35% market share, indicating potential for innovative products to succeed [11][12] Product Differentiation - TBT's unique features, such as the "single pot boiling" technique and the use of fresh ingredients, aim to redefine consumer perceptions of instant noodles from mere convenience food to a gourmet experience [12][14] - The collaboration with Luo Yonghao leverages his influence and brand recognition to attract consumers, particularly targeting the younger demographic seeking quality and innovation in food products [14]