Core Viewpoint - The launch of the "TBT" instant noodles by Master Kong, endorsed by celebrities like Luo Yonghao and Zhang Chaoyang, reflects the company's anxiety over declining sales and revenue growth in the instant noodle market [3][4][22]. Sales Performance - The "TBT" instant noodles achieved sales of over 107,000 units and a revenue of approximately 6.4 million yuan shortly after launch, with 71,000 units sold within the first hour [3][14]. - However, post-launch sales saw a significant drop, with hourly sales falling below 1,000 units after the initial promotional boost [4][14]. - The overall trend indicates a decline in instant noodle consumption, with Master Kong's revenue growth decreasing from around 10% in 2020 to approximately 0.29% in 2024 [22][25]. Financial Performance - Master Kong's revenue for the first half of 2025 showed a decline of 2.69%, marking the first negative growth in five years [22][25]. - The company's core businesses, instant noodles and beverages, both experienced revenue declines, with instant noodle revenue at 13.465 billion yuan, down 2.5% year-on-year [25][26]. - The overall revenue for Master Kong decreased from 41.201 billion yuan in H1 2024 to 40.092 billion yuan in H1 2025, a drop of 2.7% [26]. Market Trends - The instant noodle market has seen a significant decline in consumption, with a reduction of 4 billion packages from 2020 to 2023, and a projected drop to 43.8 billion packages in 2024 [32]. - The growth of the takeaway market has negatively impacted instant noodle consumption, with a 1% increase in takeaway services leading to a 0.0533% decrease in instant noodle sales [32]. Management Changes - The salary of Master Kong's CEO, Chen Yingrang, was cut from 13.032 million yuan to 7.036 million yuan, a reduction of 46% [4][33]. - Despite the overall decline in company performance, the salaries of the two controlling shareholders increased significantly, indicating a disparity in compensation amidst declining revenues [33].

Group 1 - Over 60% of Hong Kong businesses believe that mainland China is the most promising e-commerce market, with a significant opportunity due to the trust mainland consumers have in Hong Kong brands [1] - A report by the Hong Kong Trade Development Council indicates that 85% of consumers in first-tier mainland cities and 83% of young consumers purchased Hong Kong products online last year, with an average satisfaction rating of 8.7 out of 10 for Hong Kong products [1][2] - The second Hong Kong Goodies Festival, running from August 1 to 31, features nearly 260 Hong Kong brands across various e-commerce platforms, offering over 500 unique products with discounts as low as 75% [1][2] Group 2 - The Hong Kong government aims to support small and medium-sized enterprises in expanding into the mainland market, with the cross-border e-commerce market projected to exceed 17 trillion yuan in 2024 [2] - The Hong Kong Goodies Festival is a flagship event of the Trade Development Council's e-commerce initiative, with last year's event achieving over 90 million views across all platforms [2] - This year, 30% of participating brands are new to mainland e-commerce platforms, indicating strong interest from Hong Kong businesses in entering this market [2] Group 3 - Prominent influencers will host over 35 live-streaming sessions for more than 80 Hong Kong brands during August, with nearly 20 sessions being "source tracing" live streams directly from Hong Kong [3] - The effectiveness of influencer marketing has been highlighted, with businesses reporting a 10% increase in sales after participating in the Hong Kong Goodies Festival [4] - The festival provides a platform for Hong Kong businesses to better understand the live-streaming e-commerce ecosystem and adapt to the mainland market [4] Group 4 - The Hong Kong Trade Development Council has organized a series of training sessions for SMEs on cross-border e-commerce, logistics, payment tools, and live-streaming marketing techniques [5] - The first offline selection event for the Hong Kong Goodies Festival attracted over 40 popular influencers and teams from major platforms [5] - The festival includes immersive "source tracing" live streams to enhance product exposure and consumer trust in Hong Kong brands [6]

以下文章来源于骑鲸出海 ，作者李炜 骑鲸出海 . 中国企业出海前沿观察。 作者 | 李炜 新蓝海 。 来源 | 骑鲸出海 （ID： i-Seaging ） 全世界刷短视频时间最长的地方是哪里？不是中国，是非洲。 肯尼亚人平均每天在社交媒体上花3小时43分钟，南非人平均每天花3小时37分钟—— 比全球平均时间长三分之一。不用说，你都能猜到，非洲兄弟每天刷最多的是TikTok。 TikTok还成为了很多非洲人首选的购物平台。《非洲商业》杂志写道："非洲消费者已 经习惯通过TikTok等新兴社交媒体做消费决策，他们自己发布视频，观看直播，与主播 互动，搜索商品，也在社交平台购买商品……"而为了让非洲人花钱更痛快，TikTok更 是亲自上阵，开设网红主播培训班。 不止TikTok，包括Shein、Temu以及亚马逊，都在近一两年频频加码非洲电商市场。 非洲长期处于跨境卖家的关注之外，有卖家甚至以为非洲多数地方还没通网。如今，非 洲正在成为全球跨境电商巨头押注的新蓝海，也有不少中国商家率先在非洲赚到了第一 桶金。 批量制造带货主播 TikTok在2019年进入非洲，凭借标志性的"海量短视频＋推荐算法"，TikTok风靡 ...