2013年到2025年，外卖行业经历了多轮激烈竞争，每一轮都伴随着"方便面将被取代"的唱衰声。新速食、预制菜兴起、外卖等跨界挑战者持续冲击着方便面 市场。 然而，康师傅依然稳居行业龙头，市占率高达45%。 因为，康师傅能始终精准把握"对胃"与"卡位"，敏锐捕捉时代偏爱，持续交付标准化、高确定性的产品，从而牢牢赢得市场与消费者的信赖。 这，也正是康师傅如今敢于再次正面迎战外卖冲击的底气所在。 01 创新一代速食，比外卖"多快好省"？ 图注：潮卤牛三宝牛肉面\白松露鸡腿鸡汤面\PREMIUM 优选杯 再比如，康师傅聚焦场景积极拥抱新渠道——在山姆先后上架了用料扎实、口味独特的潮卤牛三宝牛肉面、选用珍稀食材的白松露鸡腿鸡汤面；在开市客推 出免撒料包的"宅家速食之光"PREMIUM优选杯，市场表现远超预期，终端销售数据亮眼。 最令消费者惊喜，也是对方便面有划时代意义的是——合麵，10元，把标准化的"正餐体验"装进速食。 合麵在"肉、菜、汤、面"上做足文章，4分钟就能泡出"劲道宽面+原切大块肉+脆嫩蔬菜+肉汁汤底"，满足了用户对"有饭有菜有汤"的正餐期待。凭借RP锁 鲜技术，合麵还解决了传统速食常见的味道不自然，让用户 ...

Core Viewpoint - Despite structural challenges in the market, instant noodles, particularly those from Kang Shifu, are experiencing a resurgence driven by product innovation and a shift in consumer preferences towards quality and health [2][4][22]. Group 1: Market Dynamics - Kang Shifu has maintained the number one market share for ten consecutive years, demonstrating resilience against pessimistic narratives about the instant noodle market [4]. - The company has successfully launched popular products that have sparked significant consumer interest and discussions on social media platforms [2][4]. Group 2: Product Innovation - Kang Shifu has redefined instant noodles through innovative products that cater to evolving consumer demands, such as the "Special Special" noodles that mimic the taste of freshly cooked noodles [6][7]. - The introduction of "He Mian," a meal replacement noodle, emphasizes nutrition and convenience, featuring high-quality ingredients and a quick preparation time [7][9]. - Custom products for specific retail channels, like the "Tide Braised Beef Noodle" for Sam's Club, showcase Kang Shifu's ability to adapt to market needs and consumer preferences [9][25]. Group 3: Technological Advancements - The company has developed a unique cooking process that combines zero-frying technology with a patented single-basket boiling method, significantly enhancing the texture and taste of its noodles [14][16]. - Kang Shifu's investment in research and development, including the application of aerospace temperature control technology, has positioned it as a leader in food safety and quality [18]. Group 4: Market Strategy - Kang Shifu's approach to marketing and product launches has transformed instant noodles into a premium product category, leveraging social media to create buzz and engage consumers [22]. - The brand has successfully positioned its products as high-quality alternatives to traditional fast food and takeout, appealing to urban professionals seeking convenient meal options [23].

New Consumption Overview - Mengniu launched cheese balls with strawberry and mixed fruit flavors, reduced sugar and fat, and a cheese content of ≥ 20% [4] - Huggies upgraded its Little Forest series with a new "0 mark" design for better comfort [7] - Meiji Savas introduced a new milk beverage providing 15 grams of protein per 250ml, with a 0 fat formula [7] - WE11DONE released its 2025 Autumn/Winter collection themed "Punk Wonderland" [7] - Babycare launched a lightweight stroller weighing only 6.5kg, designed for easy folding and portability [9] - DQ introduced new Angus beef burgers in Shanghai [11] - Qihua Dun appointed a new CEO, Christian Stammkoetter, effective March 1, 2026 [13] - Master Kong launched a new product aimed at competing with the takeaway industry [13] - Zhang Liang exited as a direct shareholder of Zhang Liang Spicy Hot Pot [13] - Yonghui opened its first modified store in Tangshan [13] - Walmart launched an AI-driven super agent to optimize shopping experiences [13] - Meituan's Happy Monkey supermarket opened its first store nationwide [12] - Douben Dou collaborated with the animated series "Pleasant Goat and Big Big Wolf" to launch a co-branded soy milk [12] New Products - Mengniu launched cheese balls with reduced sugar and fat, featuring real fruit jam and cheese [4] - Suntory is set to launch The Bezel s non-alcoholic beer, providing a beer-like experience with 0.00% alcohol [4] - Yili QQ Star introduced a new cheese stick made from A2 milk, suitable for children [4] - Haagen-Dazs released a Mid-Autumn ice cream gift box inspired by Dunhuang motifs [4] Industry Events - Qihua Dun appointed a new CEO, Christian Stammkoetter, effective March 1, 2026 [13] - Master Kong launched a new product to challenge the takeaway industry at the 25th China Convenience Food Conference [13] - Chanel celebrated the 10th anniversary of its "Through Her Lens" program at the Tribeca Film Festival [13] - Balenciaga launched a new tote bag priced at 8200 yuan [14] - Zhang Liang exited as a direct shareholder of Zhang Liang Spicy Hot Pot [13] - Yonghui opened its first modified store in Tangshan [13] - Walmart introduced an AI-driven super agent to enhance shopping experiences [13] Investment and Financing Trends - PhDUO completed an angel round financing of tens of millions [21] - KuaFu Technology secured several million in Pre-A round financing led by Fosun Rui Zheng [21] - PepsiCo increased its stake in Celsius through a $585 million deal [21] - Three Squirrels established a food company in Foshan with a registered capital of 100 million [23] - New Hong Electronics completed several hundred million in strategic financing [24] - ST United received approval for a 3 billion acquisition of RunTian Industrial [24] - GREENLAB completed nearly 10 million in Pre-A round financing [24] - Chery Holdings acquired 100% of Dream Future [24] - Huami Technology acquired core assets of Wild.AI to support female athletes [25] - Kering and Mayhoola announced a delay in acquiring the remaining stake in Valentino [25] Food Industry Developments - Starbucks announced the rollout of an AI inventory management system in over 11,000 stores in North America [27] - Meituan's Happy Monkey supermarket opened its first store in Hangzhou [27] - Yang Guofu Group established two companies in Dongjiang with a total registered capital of 155 million [27] - Douben Dou launched a co-branded soy milk with "Pleasant Goat and Big Big Wolf" [27] - HeMa launched a new rambutan juice drink with ≥ 35% fruit and vegetable juice content [28] - Starbucks opened its first store in Tokyo offering freshly baked bread [28] - Qing Shang introduced a new drink made from various natural ingredients [28] - McDonald's exited the American Restaurant Association over wage payment disagreements [28] - Fengxing Milk launched a new ginger milk product [31] - Dongpeng Beverage established a new company with a registered capital of 10 million [31]

Core Insights - The convenience food industry is facing challenges from the rise of delivery services, prompting companies to innovate and adapt their products to meet consumer demands [1][5] - Master Kong has introduced a new product called "He Mian," which utilizes RP fresh-lock technology to enhance the taste and quality of instant noodles, positioning it as a meal alternative [1][10] - The company has successfully launched over 30 new flavors since 2025, demonstrating its ability to meet diverse consumer needs and maintain a competitive edge in the market [3][18] Product Innovation - "He Mian" is designed to provide a complete meal experience with a combination of wide noodles, large chunks of meat, fresh vegetables, and a rich broth, all ready in just four minutes [8][9] - The product addresses the needs of young professionals who seek quick yet high-quality meal options during busy workdays [9][10] - The use of advanced technologies, such as aerospace temperature control and RP fresh-lock, enhances the product's quality and consumer perception, breaking the stereotype that instant food is inferior [15][17] Market Positioning - Master Kong's strategy focuses on identifying and addressing unmet consumer needs, transforming potential demands into actual consumption [10][18] - The company has established a comprehensive pricing strategy, offering products ranging from 3 to 20 yuan to cater to various consumer segments [10] - By leveraging technology and innovation, Master Kong aims to shift the industry focus from price competition to quality and efficiency [17] Industry Trends - The convenience food sector is experiencing a shift towards innovation and quality improvement, as highlighted by industry analysts [5][14] - Master Kong's approach to product development emphasizes the importance of understanding consumer trends and preferences, allowing it to stay ahead of competitors [18] - The company's commitment to food safety and quality has positioned it as a leader in the industry, setting higher standards for competitors [14][15]

Core Insights - The 25th Convenience Food Industry Summit highlighted the latest advancements in the convenience food sector, focusing on technological innovation, smart manufacturing, and consumer experience upgrades, emphasizing the industry's shift towards "new" growth strategies [1][3] - The convenience noodle industry is expected to maintain a stable consumption volume from 2024 to 2025, transitioning from price competition to technology-driven development, with increased R&D investments across various aspects [3][5] Group 1: Product Innovation - The "He Mian" product by Master Kong, recognized for its "RP Lock Fresh" technology, addresses taste and flavor issues in the convenience food sector, marking a significant innovation in the industry [1][5] - Master Kong has launched over 30 new flavors this year, with price ranges from 3 to 20 yuan, reflecting a strategic focus on consumer demand and technological advancements [7][10] - The "He Mian" product aims to meet consumer expectations for a balanced meal, featuring high-quality ingredients and innovative packaging that enhances the dining experience [5][12] Group 2: Market Positioning - Master Kong is strategically positioning "He Mian" in the 10 yuan meal segment, balancing convenience and quality to cater to rational consumer spending behaviors [3][5] - The company is also exploring customized products for specific channels, such as Sam's Club and Costco, to attract middle-class consumers with premium offerings [10][12] Group 3: Quality and Safety Standards - Master Kong has established a "space-grade quality management system" with over 500 million yuan invested, ensuring traceability and safety from farm to table [17][18] - The company has become the first in the industry to receive AIB certification, reflecting its commitment to high food safety standards and operational excellence [13][18] - The emphasis on digitalization and transparency in product information aims to enhance consumer trust and safety in the convenience food sector [17][18]

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]