以下文章来源于棱镜 ，作者温世君 ------------------------------ 棱镜 . 腾讯新闻出品栏目，《棱镜》聚焦泛财经深度记录。 作者：温世君 来源：棱镜 "说真的，我也好久没吃泡面了。"北京国贸写字楼里的陈宇（化名），端起办公桌上已经有点凉的 外卖奶茶，轻轻吸了一口。 十多年前他在宿舍赶论文时，康师傅红烧牛肉面是他的深夜战友。撕开调料包时指尖沾到的油渍、 开水注入后升腾的香气和热气，还有等待三分钟时的急迫感，似乎已经与青春的记忆一起，慢慢变 得模糊。 如今，外卖大战依然硝烟四起，国民茶饮品牌更是层出不穷。在骑手的敲门声与奶茶店叫号声的交 织中， 年逾六旬、执掌康师傅多年的CEO陈应让，正式官宣退休 。 所以魏宏丞目前最迫切的任务是： 康师傅这个承载着国民记忆的品牌，如何重拾增长？ 01 陈应让退休，带走了那个黄金时代 作为台商赴大陆创业的代表性企业，康师傅自1992年首款"好吃看得见"的红烧牛肉面在天津正式 投产至今，品牌发展历程已逾33年。虽然经历数轮的融资和扩张，但丝滑的代际交接背后，证明这 家企业仍旧牢牢地掌握在魏氏家族手中。 康师傅控股公告披露，魏氏家族"家庭成员及亲属实益拥 ...

以下文章来源于智趣财经 ，作者小趣姐 导语：康师傅必须回答，还能为今天的消费者提供什么价值？ 2026年1月1日，43岁的魏宏丞正式出任康师傅控股有限公司首席执行官。这位拥有伦敦帝国学院本科、哈佛商学院MBA背景，曾在黑石集团和 百事公司历练的"创二代"，如今接过的，不是父辈打下的江山，而是一碗汤水将尽、亟待重煮的方便面。 作为创始人魏应州的三子、现任董事会主席魏宏名的胞弟，魏宏丞自2007年加入康师傅以来，长期执掌饮品业务，成绩斐然。但当他从"饮品操 盘手"转身为公司掌舵人时，迎接他的，是一个在消费变迁与激烈竞争中略显疲态的食品巨头——方便面业务连年下滑，饮品增长引擎开始熄火， 渠道信心动摇，品牌信任遭遇挑战。 康师傅（0322.HK）这艘巨轮，正驶入一片前所未有的风浪区。 智趣财经 . 有趣有料的商业故事和商业人物 然而，今天的消费者早已不再满足于"用开水泡一碗面"。外卖平台30分钟送达热饭，预制菜琳琅满目，传统方便面的"便捷"优势被彻底稀释。 更关键的是，健康意识崛起，"高油高盐"的标签让方便面在新一代消费者心中逐渐失宠。 数据印证了这一趋势：2022年至2024年，康师傅方便面业务收入连续三年下滑，从 ...

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 indicates a positive outlook for the instant noodle industry, highlighting a shift towards health-oriented and high-end products as the main growth drivers [4][22][48]. Core Insights - The instant noodle market in China is projected to exceed 1 trillion yuan by 2026, driven by the "lazy economy" and increasing demand for convenient food options [7][12]. - The industry is experiencing a transformation from a focus on basic sustenance to a demand for healthier and higher-quality products, with mid-to-high-end instant noodles becoming mainstream [43][48]. - The competitive landscape is evolving, with major players like Kang Shifu maintaining a significant market share while new entrants and niche products are gaining traction [55][59]. Summary by Sections Current Status of the Instant Noodle Industry - Sales have decreased, with a notable trend towards health-conscious products and competition from takeout and pre-prepared meals [4][22]. - The market size is gradually increasing, with a focus on healthier options and mid-to-high-end instant noodles becoming the norm [4][29]. Development Trends in the Instant Noodle Industry - The market is expected to grow steadily, with health-oriented and high-end products leading the way [4][48]. - The rise of the "one-person dining economy" has led to 65.5% of consumers preferring instant noodles for convenience [9][11]. Competitive Landscape of the Instant Noodle Industry - Kang Shifu leads the market, holding nearly half of the CR5 market share, while other brands like Unification and White Elephant are also gaining ground [55][60]. - The market is shifting from traditional dominance by major brands to a more diversified competitive environment, emphasizing differentiated positioning and marketing strategies [55][59]. Health and Quality Upgrades - The industry is undergoing a health transformation, with companies focusing on reducing oil, salt, and sugar content in their products [25][41]. - High-end instant noodles are increasingly incorporating premium ingredients and innovative cooking techniques to meet consumer demands for quality and health [37][43]. Consumer Demand Changes - There is a significant shift in consumer preferences from merely filling hunger to seeking quality and nutritional value in instant noodles [43][48]. - The average price of instant noodles is rising as mid-to-high-end products are increasingly developed and marketed [48][67].

Core Viewpoint - The article highlights the evolution and significance of Kang Shifu's Braised Beef Noodles as a classic symbol of Chinese culture and culinary innovation over the past 33 years, emphasizing its role in accompanying generations through various life stages and national events [1][3][9]. Group 1: Historical Context - In 1992, Kang Shifu's Braised Beef Noodles was first produced in Tianjin, quickly becoming a popular choice due to its rich flavor and convenience, marking a significant shift in the Chinese instant noodle market [3]. - The product has been a companion to many during pivotal moments in Chinese history, such as the 2008 Olympics, where it was consumed by students and athletes alike, reinforcing its status as a national comfort food [5]. Group 2: Emotional Connection - The noodles have resonated emotionally with consumers, providing comfort and warmth during challenging times, such as natural disasters, where the company has actively participated in relief efforts [5][9]. - Kang Shifu's products have been associated with national pride and cultural identity, especially during significant events like the Olympics, where they served to connect Chinese athletes with their homeland [5]. Group 3: Innovation and Adaptation - Kang Shifu has embraced innovation by incorporating advanced technologies, such as aerospace temperature control technology, to enhance product quality and consumer experience, with plans to achieve certification for its products by 2025 [8]. - The company has diversified its product offerings to include various formats and flavors, adapting to modern consumer preferences while maintaining the essence of its classic taste [8]. Group 4: Cultural Significance - The brand represents a blend of traditional Chinese culinary culture and modern innovation, aiming to create a value network that connects cultural identity with technological advancement [8]. - Kang Shifu's journey reflects broader industry trends and societal changes, symbolizing the aspirations and resilience of the Chinese people [9].

Core Insights - The article discusses the historical competition between Taiwanese instant noodle giants, Master Kong and Uni-President, in the Chinese market, highlighting their initial successes and subsequent challenges due to a food safety scandal and changing consumer preferences [2][17]. Group 1: Historical Competition - In the 1990s, both Master Kong and Uni-President entered the Chinese market, with Master Kong successfully adapting to local tastes by offering beef-flavored noodles and convenient packaging, while Uni-President failed to cater to the preferences of migrant workers [4][6][8]. - Master Kong's strategy of conducting extensive market research and focusing on cost-effectiveness allowed it to surpass Uni-President in revenue by 1998, achieving over 10 billion in sales [8][10]. Group 2: Product Innovation and Market Dynamics - The introduction of Uni-President's pickled cabbage beef noodles in 2008 successfully tapped into consumer demand for flavor variety, leading to annual sales exceeding 4 billion [10]. - Master Kong quickly responded by launching a similar product, resulting in a fierce price and promotional war that ultimately harmed both companies' profitability [12][15]. Group 3: Industry Crisis - A food safety scandal involving the pickled cabbage product severely damaged consumer trust in both brands, leading to a decline in the overall perception of the instant noodle industry [17][20]. - The instant noodle market has faced significant challenges since 2011, with a decline in sales attributed to a shrinking migrant worker population and the rise of alternative food options, such as high-speed rail and food delivery services [19][22]. Group 4: Current Market Trends - Official data indicates that instant noodle consumption in China dropped from 47.23 billion servings in 2020 to 43.12 billion in 2023, reflecting a significant downturn in the industry [20]. - Master Kong reported a decline of 1.1 billion in sales over six months, indicating broader struggles across its product lines as consumer preferences shift towards healthier and more diverse food options [24].

Core Viewpoint - The article discusses the evolution of food and beverage consumption in train carriages in China over the past 26 years, highlighting a shift from basic functional needs to experience-oriented consumption, particularly during travel periods like the National Day holiday [8][12]. Group 1: Historical Context - In 1999, the introduction of the "Golden Week" holiday led to a significant increase in domestic travel, with 28 million trips and a total tourism revenue of 14.1 billion yuan [8]. - By 2024, domestic travel reached 765 million trips, with total spending hitting 700.817 billion yuan, indicating a substantial growth in travel culture and consumer spending [8][12]. Group 2: Changes in Food Consumption - The food and beverage consumption on trains has transitioned from simple snacks like peanuts and instant noodles to more diverse and experience-driven options, reflecting changing consumer preferences [9][10]. - Consumers now seek visually appealing, emotionally satisfying products during travel, such as specialty teas and creative snacks, rather than just functional food [10][12]. Group 3: Iconic Products - Instant noodles, particularly the Kang Shifu brand's beef noodles, became iconic in train carriages due to their convenience and affordability, with initial pricing at 1.98 yuan compared to higher-priced train meals [17][18]. - The introduction of various flavors and local specialties in instant noodles has further solidified their popularity among travelers [19]. Group 4: Innovations in Packaging and Offerings - The development of new packaging technologies, such as the "modified atmosphere packaging" by Zhou Hei Ya, has improved the freshness and convenience of ready-to-eat foods like marinated meats, making them popular in train settings [36][37]. - The rise of instant coffee and fruit teas in convenient packaging reflects the growing demand for portable and easy-to-prepare beverages among travelers [41][42]. Group 5: Cultural and Regional Influences - The emergence of culturally themed snacks, such as creative ice creams representing local train stations, showcases a trend towards localized and experiential food offerings in train travel [50][55]. - Regional specialties are increasingly featured in train menus, allowing travelers to experience local flavors, enhancing the overall travel experience [56][64].

Core Insights - The article discusses the evolution of food consumption on trains in China, highlighting the shift from traditional snacks like instant noodles to more diverse and experiential food options that cater to modern consumer preferences [4][6][9]. Group 1: Historical Context - In 1999, the introduction of the "Golden Week" holiday led to a surge in domestic travel, with 28 million trips taken that year, generating 14.1 billion yuan in tourism revenue [5]. - By 2024, domestic travel during the National Day holiday reached 765 million trips, with total spending hitting 700.8 billion yuan [5][6]. - The transition from traditional green trains to high-speed trains has significantly reduced travel times, enhancing the travel experience [6]. Group 2: Changing Consumer Preferences - Consumers are increasingly seeking food and beverages that offer aesthetic appeal and emotional satisfaction during travel, moving beyond mere sustenance [6][9]. - New food items like specialty milk teas and creative snacks are becoming popular, reflecting a shift towards experiential consumption [7][9]. Group 3: Evolution of Train Food - Instant noodles, particularly brands like Kang Shifu, became iconic in train dining due to their convenience and affordability, with Kang Shifu's beef noodles launched in 1992 [12][14]. - The introduction of various snacks, including spicy chicken feet and ready-to-drink congee, has diversified the food options available on trains [18][20]. - The development of packaging technologies, such as modified atmosphere packaging, has improved the freshness and convenience of ready-to-eat foods like marinated meats [27][28]. Group 4: Regional and Cultural Influences - The rise of regional specialty foods on trains reflects a growing consumer desire for local experiences, with products like beef jerky and traditional snacks gaining popularity [42][47]. - The introduction of themed creative ice creams on trains showcases the blending of cultural elements with food offerings, enhancing the travel experience [38][39].

Core Insights - The article discusses the evolution of food and beverage consumption on trains in China, highlighting the shift from basic sustenance to experience-oriented products that enhance travel enjoyment [4][6][20]. Group 1: Historical Context - In 1999, the introduction of the "Golden Week" holiday led to a surge in domestic travel, with 28 million trips taken and a total tourism revenue of 14.1 billion yuan [1]. - By 2024, domestic travel during the National Day holiday reached 765 million trips, generating a total expenditure of 700.8 billion yuan [2]. Group 2: Changing Consumer Preferences - Consumers now prefer visually appealing and emotionally satisfying food and beverage options during travel, moving beyond mere hydration and sustenance [4][6]. - The demand for experience-oriented products is expected to surpass last year's levels during the National Day holiday [6]. Group 3: Food and Beverage Innovations - The introduction of instant noodles, particularly the iconic Kang Shifu beef noodles in 1992, revolutionized train food consumption, meeting the needs of travelers for convenience and affordability [8][11]. - The rise of various snack options, such as spicy chicken feet and eight-treasure porridge, reflects a diversification in train food offerings, catering to modern consumer tastes [12][16]. Group 4: Packaging and Preservation Advances - The introduction of "modified atmosphere packaging" by brands like Zhou Hei Ya has extended the shelf life of ready-to-eat products, making them more suitable for train travel [22][23]. - The growth of portable and fresh options, such as freeze-dried coffee and instant fruit teas, indicates a trend towards convenience and quality in travel snacks [25][26][28]. Group 5: Cultural and Regional Influences - The emergence of cultural-themed ice creams and regional snacks on trains highlights a growing emphasis on local experiences and culinary diversity during travel [34][36]. - Passengers are increasingly exposed to regional specialties, enhancing their travel experience and connecting them to local cultures [38][41].