Core Viewpoint - The article discusses the challenges faced by Master Kong (康师傅) as it transitions under the leadership of new CEO Wei Hongcheng, emphasizing the need for the company to redefine its value proposition to modern consumers amidst declining sales in its instant noodle segment and increasing competition in the beverage market [4][11]. Group 1: Instant Noodle Business Challenges - Master Kong's instant noodle business has seen a decline in revenue for three consecutive years, dropping from 29.634 billion yuan in 2022 to 28.414 billion yuan in 2024, with a further 2.5% decrease in the first half of 2025 [10]. - The traditional convenience of instant noodles is being undermined by the rise of food delivery services and a growing variety of ready-to-eat meals, leading to a shift in consumer preferences [9]. - Health consciousness among consumers has negatively impacted the perception of instant noodles, which are often viewed as high in oil and salt [10]. Group 2: Beverage Segment Performance - Since Wei Hongcheng took over the beverage division in 2019, Master Kong has expanded its product range significantly, with beverage revenue increasing from 35.6 billion yuan in 2019 to 51.621 billion yuan in 2024, accounting for 64% of total revenue [12]. - Despite this growth, the beverage segment faced a rare decline of 2.6% in revenue in the first half of 2025, indicating potential challenges ahead [13]. - The competition in the sugar-free tea market is intensifying, with rivals like Nongfu Spring and Suntory gaining market share, while Master Kong struggles to establish a strong brand identity [13]. Group 3: Distribution and Brand Trust Issues - Master Kong's distribution network has shrunk significantly, with the number of distributors dropping from 76,875 in 2024 to 67,215, marking the largest decline in five years [15]. - A price increase in 2024 for several key products has led to consumer dissatisfaction, as competitors have not followed suit and have increased promotional efforts [15]. - The brand's credibility is at risk as consumers perceive new products as mere marketing gimmicks rather than genuine improvements, leading to a loss of loyalty [16]. Group 4: Leadership and Future Directions - Wei Hongcheng's appointment as CEO is seen as a pivotal moment for Master Kong, requiring a shift from merely managing beverages to a comprehensive strategy that rebuilds brand trust and addresses the challenges in the instant noodle segment [17]. - The company must answer critical questions about revitalizing its instant noodle offerings, establishing a distinctive brand in the beverage market, and restoring trust with both distributors and consumers [17]. - The year 2026 is highlighted as a crucial period for Master Kong to adapt and thrive in a rapidly changing consumer landscape dominated by Generation Z [17].