康师傅合麵：正餐新选择，无需叫外卖

Core Insights - The convenience food industry is experiencing a shift towards innovation and quality, moving from price competition to technology-driven product development [1][3][12] - The recent launch of "He Mian" by Master Kong represents a significant step towards the "quality meal" segment, aiming to provide balanced nutrition and a dining experience akin to home-cooked meals [5][15] - Master Kong has introduced over 30 new flavors this year, reflecting a strong commitment to innovation and consumer demand insights [7][10] Industry Trends - The overall consumption of instant noodles in China is expected to remain stable from 2024 to 2025, indicating resilience in the market [3] - The industry is entering a new phase characterized by structural adjustments and value enhancement, focusing on technological advancements rather than just price competition [3][12] - The convenience food category has seen a price index increase, suggesting that product upgrades are driving growth [8] Product Innovation - "He Mian" is designed to meet consumer expectations for a complete meal, featuring high-quality ingredients and innovative packaging that enhances the dining experience [5][12] - Master Kong is actively developing customized products for specific channels, such as premium offerings for membership stores, catering to the preferences of middle-class consumers [8][10] - The introduction of "Fresh Q Noodles" showcases Master Kong's commitment to quality through innovative cooking techniques that enhance texture and flavor [11] Quality and Safety Standards - Master Kong has established a comprehensive quality management system, investing over 500 million yuan in food safety initiatives and achieving AIB certification, marking it as the first in the industry [14][15] - The company emphasizes transparency and traceability in its supply chain, ensuring consumer confidence in food safety [14][15] - The shift towards quality leadership is seen as a pivotal moment for Master Kong, aligning with global food safety standards and enhancing consumer trust [15]