“不促不销” ! 看方便面行业的中年危机，这是衰退而非调整

Core Insights - The convenience noodle industry is facing challenges due to the rise of alternative products and changing consumer preferences, leading to a decline in the appeal of instant noodles [1][10] - Brands are resorting to promotions to boost sales, resulting in a dilemma of "no sales without promotions, no profits with promotions" [2][6] - Rising raw material costs and increased competition are squeezing profit margins, with many brands experiencing revenue growth without corresponding profit increases [3][5] Cost Challenges - High raw material costs are a significant issue, with key ingredients like flour and palm oil experiencing price volatility, impacting overall production costs [3][4] - The cost structure of instant noodles includes approximately 35% for raw materials, 20% for packaging, 25% for production, and 20% for logistics, all of which are under pressure from rising costs [3][4] - The industry is seeing a general increase in costs over the past decade, with raw material and production costs rising by 30%-65% [3][4] Market Dynamics - The convenience noodle market is entering a phase of stagnant or declining sales, with a reported decrease of 4 billion packages from 2020 to 2023 [5] - Brands are engaging in price wars and aggressive promotions, which further erodes profitability and creates a cycle of high investment with low returns [5][6] - Consumer loyalty is declining as frequent promotions lead to a reliance on short-term incentives rather than product value [6] Global Expansion - The trend of international expansion is evident, with significant growth in exports, particularly to the U.S. and African markets, although challenges such as tariffs and supply chain issues persist [7][8] - Brands like Nongshim and Samyang are benefiting from overseas sales, but they also face increased costs due to tariffs and logistical challenges [7][8] Consumer Behavior Changes - Changing consumer habits, including the rise of food delivery services and health-conscious eating, are negatively impacting instant noodle sales [10][11] - The popularity of high-speed rail has also reduced the demand for instant noodles as a travel food option [10] - Consumers are increasingly concerned about the health implications of instant noodles, leading to a shift towards healthier alternatives [10][11] Innovation and Product Development - Brands are attempting to innovate by introducing non-fried options and enhancing nutritional value, but many still struggle to change consumer perceptions [11][14] - There is a need for brands to embrace new consumption scenarios and extend product lines to meet diverse consumer needs [16][17] - The industry is shifting from a focus on volume to a focus on value, emphasizing quality and consumer experience over mere sales growth [14][15] Supply Chain Resilience - The importance of robust supply chain management is highlighted, with brands needing to localize production to mitigate costs and improve efficiency [12][13] - The industry is moving towards smart supply chain solutions, utilizing technology for better inventory and procurement decisions [13]