内容概要：伴随国民收入水平持续提升、健康消费意识日益增强及生活节奏加快，国内消费趋势正 从"性价比导向"向"高品质、便捷化"方向升级，消费者对健康化方便食品的付费意愿显著提升，在此背 景下，主打老母鸡汤真实风味、以"轻负担、高营养"为核心定位的老母鸡汤方便面，迅速获得市场青 睐，其消费群体从核心年轻群体，进一步拓展至注重滋补养生的中老年群体、追求高效便捷的白领阶层 及亲子家庭等多元客群，消费场景也从传统家庭用餐、夜宵场景，延伸至办公午餐、户外露营、旅行应 急等多元场景，市场空间进一步拓展，据统计，2025年我国老母鸡汤方便面行业市场规模达21.9亿元， 同比增长75.2%，但与红烧牛肉、麻辣牛肉、老坛酸菜等方便面传统主流品类相比，老母鸡汤方便面市 场占比仍处于较低水平，不足5%，未来增长潜力巨大。 我国老母鸡汤方便面行业的发展是从传统方便面的口味延伸起步，经品类明确与技术突破，再到消费升 级驱动下的市场爆发与价值重构，呈现出清晰的阶段性演进特征，2021年以来，在消费升级与技术突破 双重驱动下，我国老母鸡汤方便面行业进入爆发阶段，企业通过温控熬煮、锁鲜工艺等创新，提升鸡汤 风味的真实性与稳定性；康师傅等头部品 ...

2025年春节应该是加多宝公司的一次逆操作，每个区域（省）上数千名的理货人员，基本与2024年春节力度相当，大有别人不好，我要力挽狂澜之势。但 事实证明，大势走弱的时候，谁都很难逆势而为。 伴随着加多宝2025年春节礼盒失利的、还有整个年度的正常销量，也算得上"严重下滑"。"企业刚变革时拿了几年好钱，今年基本上又还回去了"，而这背 后是整个加多宝如今仅为巅峰时期四分之一的销量。 距离史上"最长春节"还有一个多月的时间，可整个礼盒市场却有点静悄悄。要知道，在礼品市场的鼎盛时期，这个时间节点、各大厂家已经开始从下沉市 场举行各类订货会了，高档的烟酒店也陆续把货摆了出来，各类手提袋也套起来了…… 礼盒遇冷 "今年公司的力度明显下降，去年上的导购人员、理货员今年都会大面积减少"，加多宝河南某城市负责人谈到2026年的春节大战时说到："一方面是这几 年上的人员管控比较难，另一方面则是整个礼盒市场确实是振作不起来"。 当然，与加多宝一直相爱相杀的王老吉这两年也没好到哪里去。2025年春节前发生了从上到下的反腐运动，让整个春节的氛围都在一片阴霾中开展。或 许，正是因为这样的动荡，王老吉也借势推出了16罐的礼盒装——要知道， ...

Investment Rating - The report does not explicitly state an investment rating for the instant noodle industry Core Insights - The report analyzes the social media heat trends and key events driving the instant noodle category from November 1 to December 31, 2025, across major platforms like Weibo, Douyin, Zhihu, and grass planting platforms. It evaluates changes in volume, interaction, and sentiment, aiming to provide actionable market insights and strategic recommendations for brands to enhance their influence and competitiveness on social media [4]. Summary by Sections Industry Definition and Market Overview - Instant noodles are defined as convenient, quick-to-prepare food products, typically consisting of noodle cakes, seasoning packets, and oil packets. They have maintained a significant role in consumers' daily lives, especially in scenarios like travel, overtime work, and home dining. Despite facing challenges from emerging food formats like takeout and pre-prepared meals, instant noodles hold a dominant position in the fast food sector, capturing a 40.78% market share in the instant food market with a year-on-year growth of 6.21% in Q1 2025 [5][6]. Social Media Trend Analysis - From November to December 2025, the overall volume and interaction of the instant noodle industry on social media showed volatility, driven by key marketing events and social occurrences. For instance, the launch of the "Pure Fresh Chicken Soup" series by Kang Shifu on December 11, promoted by brand ambassador Zhou Shen, significantly boosted related topic volume [8][10]. Additionally, promotional activities on e-commerce platforms also influenced social media heat, such as the "Find Ma Chao" New Year event in mid-December [10]. Key Marketing Events - Major marketing events included the launch of Kang Shifu's "Pure Fresh Chicken Soup" on December 11, which generated substantial social media engagement, and the "Heavenly Choice Good Noodles" campaign linked to space technology, which attracted considerable attention in early November [37][38]. The collaboration with celebrities like Zhang Linghe also contributed to heightened social media activity [10]. Consumer Sentiment Analysis - The sentiment trend for the instant noodle category showed fluctuations, with a notable decline in net sentiment ratio (NSR) in early December, likely due to food safety concerns or negative public sentiment. However, NSR rebounded later in December, possibly due to proactive brand responses to negative publicity [49][52]. The report emphasizes the importance of monitoring sentiment trends to identify potential risks and adjust marketing strategies accordingly [50]. Platform-Specific Insights - Weibo and Douyin emerged as the primary platforms for instant noodle discussions, accounting for 52.8% and 39.5% of total volume, respectively. Weibo is characterized by fast information dissemination and strong topic engagement, while Douyin excels in creative content and user interaction [43][44]. Zhihu and grass planting platforms, although lower in volume, offer unique user engagement opportunities focused on product recommendations and lifestyle sharing [46]. Consumer Core Perspectives - Key consumer insights highlight preferences for product taste and quality, convenience, health concerns, and the impact of celebrity endorsements. Positive sentiments were noted for specific flavors and the convenience of instant noodles, while negative feedback often centered on health implications and rising prices [54]. The report suggests that brands should adapt their strategies based on these consumer insights to enhance competitiveness and satisfaction [54].

Investment Rating - The report assigns an "Outperform" rating to multiple companies in the essential consumer goods sector, including Guizhou Moutai, Wuliangye, and Yili [1]. Core Insights - Downstream demand remains subdued, with modest fluctuations in costs across various consumer goods categories [1][34]. - The cost indices for six monitored consumer goods showed mixed trends, with soft drinks and instant noodles experiencing increases, while condiments, dairy products, frozen foods, and beer saw declines [34]. Cost Index Summary Beer - The spot cost index for beer decreased by 1.05% month-on-month, while the futures index increased by 0.88%. Year-to-date, the spot index has declined by 3.84% and the futures index by 7.87% [4][35]. - Glass prices fell by 1.9% month-on-month and 18.0% year-on-year, while aluminum prices showed mixed trends [12][35]. Condiments - The spot cost index for condiments dropped by 0.29% month-on-month, and the futures index fell by 0.47%. Year-to-date, the spot index has decreased by 3.95% and the futures index by 9.74% [16][36]. - Soybean prices showed a slight decrease in spot prices but an increase in futures prices [16][36]. Dairy Products - The spot cost index for dairy products decreased by 0.45% month-on-month, while the futures index increased by 0.39%. Year-to-date, the spot index has declined by 2.92% and the futures index by 4.19% [19][37]. - Raw milk prices remained stable at 3.03 yuan/kg, with supply pressures emerging due to cash flow issues in dairy farming [19][37]. Instant Noodles - The spot cost index for instant noodles rose by 0.49% month-on-month, while the futures index fell by 0.51%. Year-to-date, the spot index has decreased by 0.77% and the futures index by 7.05% [23][38]. - Palm oil prices showed a decline, impacting overall costs [23][38]. Frozen Foods - The spot cost index for frozen foods dropped by 0.54% month-on-month, and the futures index fell by 1.13%. Year-to-date, the spot index has decreased by 0.65% and the futures index by 2.42% [27][39]. - Vegetable prices experienced a month-on-month decline but a year-on-year increase, influenced by weather conditions affecting supply [27][39]. Soft Drinks - The spot cost index for soft drinks increased by 1.06% month-on-month, and the futures index rose by 0.99%. Year-to-date, the spot index has increased by 0.42% while the futures index has decreased by 10.18% [30][40]. - PET chip prices rose month-on-month, contributing to the cost increase in soft drinks [30][40].

此外，21世纪经济报道记者还了解到，宾堡在B端毛利率相对不错。"B端省去大量渠道成本、营销费用，C端品牌也为打开B端市场起到背书 作用。"宾堡相关业务负责人称。 21世纪经济报道记者贺泓源、实习生李音桦 面包市场继续分化。 桃李面包披露的财报显示，在2025年前三季度，该公司营收同比下滑12.88%至40.49亿元；归母净利润同比下滑31.49%至2.98亿元。其中，三 季度营收同比下滑11.64%至14.37亿元；归母净利润同比下滑35.05%至0.94亿元。 背后是，桃李面包面临全国性销售下滑。三季度，该公司分华北/东北/华东区域分别实现营业收入3.21/6.43/4.70亿元，分别同比下滑10.14%/下 滑14.24%/下滑8.25%。仅华中区域营收同比增长7.78%至0.60亿元。经销商数量上，前三季度，桃李面包净减少1个至974个。 作为对比，宾堡集团在华处于扩张期。 该公司披露，截至2025年第四季度，宾堡在中国的有效销售点数较去年同期取得明显提升。2025年至今，宾堡中国在电商、O2O、会员商店等 渠道生意增速显著。另据21世纪经济报道记者了解，宾堡在华营收大概率处于增长区间。 需要注意的是， ...

Core Insights - The article highlights the significant role of Henan province in China's instant noodle industry, emphasizing its production capacity and local flavors as key strengths [5][14][32] - Despite its strong production capabilities, Henan's instant noodles struggle to achieve national and global recognition compared to brands like Master Kong and Unification [15][22][32] Group 1: Production Strengths - Henan accounts for one-third of China's instant noodle production, with two of the top ten instant noodle companies based in the province [6][7][14] - The province benefits from a complete supply chain, including wheat production, which supports the local instant noodle industry [9][10] - The food industry cluster in Henan, particularly in cities like Luohe, enhances production efficiency and reduces costs [6][10] Group 2: Market Challenges - Henan instant noodles primarily target local markets, with limited presence in southern cities and international markets [18][19][30] - The brands focus on traditional flavors and low price points, which may hinder innovation and appeal to younger consumers [16][17][18] - Marketing efforts have not effectively engaged younger demographics, leading to missed opportunities in brand visibility and cultural relevance [18][22][25] Group 3: Comparison with Korean Noodles - Korean instant noodles are positioned as lifestyle products, while Chinese instant noodles are often seen as emergency food options [22][23] - Korean brands leverage cultural exports and innovative flavors to maintain global appeal, contrasting with the more traditional offerings of Henan brands [22][24][25] - The lack of cultural narratives and modern marketing strategies limits the global reach of Henan's instant noodles [25][27] Group 4: Recommendations for Growth - Henan instant noodle brands should focus on leveraging local ingredients and cultural heritage to create unique products [28][30] - Engaging in targeted marketing campaigns and collaborations with local cultural institutions could enhance brand appeal among younger consumers [28][30] - Expanding distribution channels and developing region-specific flavors could help penetrate southern markets and improve overall sales [30][31]

Group 1 - The core viewpoint of the article highlights the transformation of instant noodles from being perceived as unhealthy, high-oil, and high-salt products to a healthier, gourmet option that fits various modern consumption scenarios [1][2][4] Group 2 - The convenience food industry is undergoing a health-oriented transformation driven by consumer concerns over health impacts of fried products, leading to innovations such as non-fried processing techniques and the "three reductions" strategy (reducing oil, salt, and sugar) [2] - New technologies are being implemented to enhance flavor while reducing unhealthy ingredients, including the use of potassium chloride as a salt substitute and freeze-drying techniques to preserve the original taste of ingredients [2] Group 3 - Instant noodles have evolved from basic products to include premium ingredients like beef, eggs, and even luxury items like crab roe, with significant advancements in broth technology enhancing the overall quality [3] - Marketing strategies have also adapted, with brands collaborating on limited edition flavors and innovative packaging designs that cater to single-serving needs and health-conscious consumers [3] Group 4 - The usage scenarios for instant noodles have expanded beyond traditional contexts to include family meals, social gatherings, and even as a social medium in urban "noodle cafes," reflecting a shift in consumer behavior and lifestyle [4]

01. 从"社交梗"到"内容共建" 专业价值如何走出品牌话语体系 今年，国民品牌康师傅的一系列动作，就体现了这一点。在 IP 联名、明星合作、内容创新的层层组合 拳下，爆款频出。郭麒麟的"好面相"、罗永浩 x 特别特鲜泡面……每一个案例都画面感极强，在年轻圈 层里口口相传。 近日，康师傅方便面事业 品牌总监邓勇在知萌咨询《2026 消费趋势大会》(以下简称"大会")上进行了 一次演讲分享。我们结合本次分享内容，以及康师傅全年重点动作，试图回答这个问题： 当消费语境不断变化，康师傅是如何通过人群沟通、内容共建与场景适配，让品牌始终留在年轻人的日 常讨论之中的？ 当下年轻人的沟通方式，正在从"被告知"转向"可参与"。 他们更容易接受像朋友聊天一样的表达，而不是被解释、被教育的品牌宣讲。也正是在这样的社交语境 变化下，康师傅开始尝试把专业的品质标准，转译为消费者听得懂、记得住、愿意拿去转述的表达方 式。正如邓勇在大会上所说："将专业的品质标准，转化为消费者听得懂、记得住、想传播的流行梗。" 以"相声梗"解构品质标准。今年年中，康师傅官宣郭麒麟为品牌代言人，围绕"好面相"搭建了一整套可 被年轻消费者理解和转述的表达体 ...

12月18日，康师傅控股有限公司(00322.HK，下称"康师傅")发布公告称，现任首席执行官陈应让决定退 休。他与康师傅之间的服务合约将于今年12月31日届满，将不再续签。 康师傅的"二代"传承早已启动系统性铺垫。2018年12月，康师傅宣布创始人魏应州于2019年1月1日正式 辞任执行董事兼董事会主席职务，仅担任公司资深顾问，就公司策略规划及业务发展提供意见；同时， 委任长子魏宏名接任董事会主席、兼任薪酬与提名委员会成员；委任三子魏宏丞担任执行董事。 与此同时，康师傅的发展压力也落到了魏宏丞肩上。其财报显示，今年上半年，康师傅营收为400.92亿 元，同比下降2.7%；净利润为22.71亿元，同比增长20.5%。其中，康师傅方便面和饮品业务收入分别同 比下降3.49亿元和7.06亿元，降幅分别为2.5%和2.6%。对于营收下滑，康师傅仅在介绍方便面业务时提 到"受市场承压以及产品结构调整"。至于净利润的增长，康师傅在财报中将原因归结为"毛利率同比提 高带动"，称"得益于成本结构的优化和运营效率的提高，毛利率增加1.9个百分点至34.5%"。 公告还介绍，魏宏丞为康师傅董事会主席兼执行董事魏宏名的胞弟，其家 ...

2025年岁末，康师傅控股有限公司迎来关键人事调整：现任首席执行官陈应让将于12月31日退休，自2026年1月1日起，由执行董事魏宏丞接任。此次交接不 仅是一次管理层的新老交替，更发生在公司财务稳健但增长承压的微妙时刻，预示着这家食品饮料巨头或将开启新一轮战略转型。 香港交易及結算所有限公司及香港聯合交易所有限公司對本公告的内容概不負責, 整性亦不發表任何聲明,並明確表示,概不對因本公告全部或任何部份內容而產生 容而引致之任何損失承擔任何責任。 康師傅控股 TINGYI (CAYMAN ISLANDS) HOLDING COR 康 師 傅 控 股 有 限 公 司* (於開曼群島註冊成立之有限公司) (股份編號：0322) 更 換 首 席 執 行 官 首席執行官退休 康師傅控股有限公司(「本公司」,連同其附屬公司統稱「本集團」董事 宣佈,陳應讓先生(「陳先生」已決定退休,不再與本公司續期服務合 陳先生作為本公司首席執行官之間的服務合約將於2025年12月31日] 陳先生向本公司確認,其與董事會並無意見分歧,亦無有關其退休的 公司股東(「股東」)或香港聯合交易所有限公司(「聯交所」)垂注。 陳先生自2013年2月 ...