白象，不老实

Core Viewpoint - The article discusses the recent controversy surrounding the "Duoban" noodle product from Baixiang, highlighting the implications of marketing strategies and consumer perceptions in the competitive instant noodle market. Group 1: Product Controversy - Baixiang's "Duoban" noodle was found to be a trademark name rather than indicating a larger quantity, with only a 25g increase from the base product, leading to consumer backlash and accusations of misleading marketing [2][4] - Following the controversy, Baixiang announced a rebranding of the "Duoban" series to "Noodle 120g" and "Noodle 110g" to clarify the product's weight and avoid further consumer confusion [4][6] Group 2: Market Position and Growth - Baixiang's sales reached 9.175 billion yuan in 2023, closing in on the 9.849 billion yuan sales of its competitor, Uni-President [6][22] - The brand has gained significant market share, with reports suggesting it may have surpassed Uni-President in 2024, although this has not been officially confirmed [6][22] Group 3: Brand Evolution - Baixiang has transformed from a low-end market player to a leading brand, leveraging crises in the industry to position itself as a "national treasure" and appealing to consumer sentiment [8][13] - The brand's marketing strategy has included innovative product launches and a strong presence on social media platforms, contributing to its rapid growth [18][22] Group 4: Challenges Ahead - Despite impressive growth, Baixiang faces challenges such as reliance on marketing strategies that may not sustain long-term growth, and potential issues with pricing strategies affecting profitability [23][29] - The overall instant noodle market in China is experiencing stagnation, with a decline in consumption from 463.6 billion servings in 2020 to an estimated 438 billion servings in 2024, intensifying competition among brands [25][28]