如何让方便面这个品类突围外卖围剿的时代，成为这个行业里每个企业都要面对的问题。 不是方便速食没新意，而是多数玩家没找对"戳中真实需求"的打开方式。2025年以来，康师傅接连推出30+新口味，其构建的全价格带矩阵里总有爆品能精 准击中不同客群需求。 值得我们深入探究的是：在消费需求迭代速度远超产品研发周期的当下，深耕方便面领域33年的康师傅，凭何保持"常青树"般的爆品输出能力？这种能力是 否存在可复用的系统性创新方法论？当行业多数玩家困于"低价内卷"时，它又能为产业升级指明怎样的新路径？ 01 速食"不将就" 合麵成全场景"正餐新秀" 中国食品产业分析师朱丹蓬一句话点透行业困局："中国方便面市场的关键问题，是创新升级迭代的速度与质量，匹配不上消费者的核心诉求。"在他看来， 企业需围绕"老品如何焕新，新品如何做精"双向发力，方能找到增量。 图：消费者购买方便粉面食品的吸引力 刚刚结束的第25届中国方便食品大会上，康师傅拿出了一个敢于叫板外卖行业的全新产品——合麵，运用RP锁鲜技术达到对标正餐的食材口感，被评为中 国方便食品行业科技与产品创新趋势代表案例，通过技术创新带动产业升级，刷新人们对于方便食品的想象。康师傅 ...

在当下的方便面行业之中，除了零和博弈，是否还有新的可能？ 刚刚结束的第二十五届方便食品行业峰会，聚集了来自全国各地的近百位嘉宾，60多家企业，全方位呈现方便食品行业在科技创新、智能制造、产业链贯 通、消费场景升级等方面所取得的最新进展，并一同探讨面对当下方便食品市场，企业如何"韧性生长，向新而行"。 持续关注一年一度大会的人会知道，"新"在近两年的提及频率很高，继去年"新质"之光后今年继续强调向"新"而行，大会组委会在顶层设计上似乎已经为行 业发展写下了"新"的注脚。 事实上，今年上半年以来，方便面行业的推新频率很高，各大品牌商卯足了劲创新产品吸引消费者的关注。在经过大会评选之后，康师傅创新产品"合麵"， 凭借"RP锁鲜"技术解决了方便速食行业料理包口感和风味痛点，被评为中国方便食品行业科技与产品创新趋势代表案例，通过技术创新带动产业升级。 合麵，瞄准10元正餐赛道 合麵之外，康师傅方便面今年新品也在持续井喷。 据统计，今年以来，从聚焦包装、用料的产品焕新，到切入细分场景的产品创新，康师傅截止目前已经上新了30+新口味，价格带覆盖3-20元不等，这种爆 发式创新并非偶然，而是企业长期深耕需求洞察与技术储备的必 ...

Core Insights - The convenience food industry is experiencing a shift towards innovation and quality, moving from price competition to technology-driven product development [1][3][12] - The recent launch of "He Mian" by Master Kong represents a significant step towards the "quality meal" segment, aiming to provide balanced nutrition and a dining experience akin to home-cooked meals [5][15] - Master Kong has introduced over 30 new flavors this year, reflecting a strong commitment to innovation and consumer demand insights [7][10] Industry Trends - The overall consumption of instant noodles in China is expected to remain stable from 2024 to 2025, indicating resilience in the market [3] - The industry is entering a new phase characterized by structural adjustments and value enhancement, focusing on technological advancements rather than just price competition [3][12] - The convenience food category has seen a price index increase, suggesting that product upgrades are driving growth [8] Product Innovation - "He Mian" is designed to meet consumer expectations for a complete meal, featuring high-quality ingredients and innovative packaging that enhances the dining experience [5][12] - Master Kong is actively developing customized products for specific channels, such as premium offerings for membership stores, catering to the preferences of middle-class consumers [8][10] - The introduction of "Fresh Q Noodles" showcases Master Kong's commitment to quality through innovative cooking techniques that enhance texture and flavor [11] Quality and Safety Standards - Master Kong has established a comprehensive quality management system, investing over 500 million yuan in food safety initiatives and achieving AIB certification, marking it as the first in the industry [14][15] - The company emphasizes transparency and traceability in its supply chain, ensuring consumer confidence in food safety [14][15] - The shift towards quality leadership is seen as a pivotal moment for Master Kong, aligning with global food safety standards and enhancing consumer trust [15]

Core Insights - The recent nostalgia wave in the consumer market highlights the enduring appeal of classic brands, as evidenced by the success of established names like Kang Shifu, which has maintained its relevance over 33 years through consistent quality and innovation [2][3][15] - In a competitive landscape characterized by rapid brand turnover, consumers are increasingly gravitating towards trusted, long-standing brands that embody stability and reliability [2][4] Product Innovation - Kang Shifu has launched several new products to cater to evolving consumer tastes, including the "Fresh Q Noodles" and regional flavor offerings, demonstrating a commitment to quality and innovation [4][6][9] - The introduction of the "Specially Fresh Instant Noodles," recognized for its unique cooking method, aims to redefine consumer expectations of instant noodles [8][12] - The "He Mian" product line offers a premium dining experience at an affordable price, addressing the demand for quality meals in a fast-paced lifestyle [10][11] Market Positioning - Kang Shifu's strategy includes targeting various consumer segments, from the Z generation seeking emotional value to older consumers prioritizing affordability, showcasing its adaptability in a K-shaped consumption era [4][12] - The brand's focus on high-quality ingredients and innovative packaging, such as the "premium cup" noodles, aligns with the growing consumer demand for convenience and quality [9][11] Technological Integration - The company leverages advanced food technology, including aerospace patents and freeze-drying techniques, to enhance product quality and safety, positioning itself as a leader in the instant noodle market [12][14][15] - Kang Shifu's investment in research and development, including a dedicated team of experts, underscores its commitment to continuous improvement and consumer trust [12][15] Brand Legacy - With 33 years of experience, Kang Shifu has established a strong brand identity that resonates with consumers, transforming instant noodles into a culturally significant food choice [14][15] - The brand aims to create a lasting legacy by integrating traditional culinary techniques with modern food science, ensuring its products remain relevant and cherished by consumers [14][15]

Core Insights - The instant noodle industry is facing challenges in 2025, with competition from food delivery services impacting market share, yet there are signs of resilience and adaptation within the industry [1][2] - Despite a decline in overall sales, companies like Kang Shifu are innovating and adapting to consumer demands for higher quality and diverse offerings, indicating a shift from a growth phase to a more mature market [2][4] Financial Performance - Kang Shifu reported a revenue of 13.465 billion yuan in the first half of the year, accounting for 33.6% of total revenue, with a net profit increase of 11.9% to 951 million yuan [1] - The gross profit margin for the instant noodle business improved by 0.7 percentage points to 27.8%, outperforming industry peers [1] Market Trends - The Chinese instant noodle market, while experiencing fluctuations, remains the largest globally, with a consumption volume of 438 million packages in 2024 [3] - The market is transitioning from a focus on quantity to quality, with consumers seeking better taste and health benefits [4][10] Product Innovation - Kang Shifu is actively expanding its product offerings, introducing over 10 new products and 40 SKUs in the first half of 2025, catering to various price points and consumer preferences [6][10] - The launch of the "Special Special" fresh noodle line, featuring zero-fried technology, highlights the company's commitment to quality and innovation [8][12] Consumer Engagement - The company is redefining the instant noodle experience by integrating products into various consumption scenarios, such as outdoor activities and late-night snacks, to increase frequency of use [6][10] - Kang Shifu's focus on digital transformation and supply chain optimization enhances its ability to meet consumer demands effectively [14][16] Long-term Strategy - The company's growth is attributed to a long-term strategy that emphasizes quality raw materials, advanced production techniques, and a robust supply chain [11][14] - Kang Shifu's commitment to corporate social responsibility and cultural heritage further strengthens its brand image and consumer trust [18][19] Industry Outlook - The current industry adjustment period presents opportunities for differentiation, with Kang Shifu positioned to attract previously lost consumers and expand its market reach [19] - The narrative of industry decline is seen as a superficial observation, with actual developments indicating a structural upgrade in consumer preferences and market dynamics [19]