从守土到远征，康师傅重写方便面的价值坐标

Core Insights - The article discusses the K-shaped divergence in consumer trends, highlighting simultaneous consumption upgrades and downgrades, with a focus on the food industry, particularly instant noodles [1][2][4]. Group 1: Consumer Behavior - Consumers are shifting from mere sustenance to a focus on quality, indicating a market demand gap [4]. - The popularity of instant noodles is evident, with significant engagement on social media platforms, showcasing a desire for innovative and enjoyable consumption experiences [3][4]. Group 2: Brand Innovation - Brands like Kang Shifu are responding to new consumer needs by launching innovative products that enhance value perception, such as the "Specially Fresh Noodles" which mimic the taste of freshly cooked noodles [5][9]. - Kang Shifu's introduction of the PREMIUM selection emphasizes convenience and quality, appealing to modern consumer preferences [11][14]. Group 3: Market Positioning - Kang Shifu is strategically positioning its products to fill market gaps rather than merely competing on price, focusing on quality and unique offerings [16][22]. - The company is redefining instant noodles from a low-cost option to a viable choice for regular meals, thus expanding its market potential [19][33]. Group 4: Technological and Quality Advancements - Kang Shifu's success is attributed to its investment in technology and quality control, with a dedicated team and numerous patents enhancing product innovation [23][26]. - The company has implemented advanced cooking techniques and quality assurance measures, ensuring a superior product experience [23][26]. Group 5: Marketing Strategies - Kang Shifu employs innovative marketing strategies, including collaborations with popular culture to engage younger consumers and create emotional connections with the brand [27][31]. - The brand's initiatives aim to integrate instant noodles into everyday life, transforming consumer perceptions and usage scenarios [32][34].