商业世界存在着两种"游戏"——有限的与无限的。纽约大学学者James Carse指出:有限游戏以短期取胜为目的，追求爆红产品和即时收益，这种思维模式 下，企业往往陷入价格战、营销战的红海竞争。无限游戏则旨在持续推动价值演进，打破行业边界创造新规则。当有限游戏玩家们还在为市场份额展开零 和博弈时，一个更深刻的商业命题正在浮现：在消费者主权时代，如何突破"同质化竞争"困境？ 真正的行业重塑者，懂得将竞争维度从"存量争夺"转向"增量创造"。比如，作为基础民生产业的方便面行业，从最初满足"充饥功能"到现在内卷"口味创 新"，多数品牌依然在进行有限竞争。但"头号玩家"康师傅已经在技术、产业、营销、渠道进行全方面升级，践行着"无限游戏"的精髓。当消费者对方便 面的期待早已超越"泡热水就能吃"的基础需求，这个看似传统的赛道正经历着前所未有的变革。 从饱腹到体验：技术创新重写方便面定义 长久以来，"方便面"因为"方便"二字和传统的使用场景，成为了一种具有很强标签属性的食品。但事实上"方便"并不"简单"，当消费者对方便面的期待早 已超越"泡热水就能吃"的基础需求，这个看似传统的赛道正经历着前所未有的变革。市面上的诸多品牌都在" ...

这是新消费智库第 2 6 8 1 期文章 新消费导读 1. 让茶作为「独家茶饮料」赞助浙江卫视《2025第十三届姚基金慈善 赛》 2. 莫高股份推出低泡葡萄酒 3. 康师傅推出 特别特鲜泡面 4. 乐事推出限定新品 5. AW 高端有机超市开中国首店 6. 杭州禾芃生物获天使轮融资 7. 京东完成对香港佳宝食品的 收购 8. 百吉福推出清新草莓味小三角芝士 9. 老金磨方新推跨界芝麻新品 10. 沪上阿姨推出「五黄高纤慢养瓶」新品 11. LV 美妆全球首家门店落户南京德基 12. 哈药集团三精儿童大药厂推出全新儿童护肤品牌 13. 珀莱雅官宣演员宋佳为品牌护肤全球代言人 . . . . . . 一周新品 1.让茶作为 「 独家茶饮料 」 赞助浙江卫视《 2025第十三届姚基金慈善赛》 让茶成为浙江卫视《 2025第十三届姚基金慈善赛》篮球赛事官方特别赞助合作伙伴，并作为"独家赞助茶饮料"为赛事提供无糖茶饮料支 持。该赛事于8月17日在杭州奥体中心圆满落幕，浙江卫视、抖音及优酷等平台同步直播。赛事现场特别设定NBA和CBA球星对阵，姚明亲 临现场，更有邓超、刘畊宏跨界上场比赛。 让茶连续两年携手浙江卫视，此次 ...

（文章来源：北京商报） 8月21日晚19点，罗永浩、张朝阳、黄执中等人亮相康师傅抖音直播间，参与新品发布会。新品开售仅1 小时，销量已突破7.1万单，两小时后，直播商品链接中限量1万份的"罗永浩专属"泡面组合显示已售 罄。 北京商报讯 8月22日，北京商报记者获悉，昨日，罗永浩和康师傅推出"特别特鲜泡面"联动，罗永浩官 微发文称"9年磨一面，特别特鲜泡面终于上市"。据称，该产品采用"单篓水煮工艺"，通过模拟真实煮 面过程，5分钟冲泡即可还原鲜煮面的口感，面条设计为劲棱面型（非油炸），强调柔韧弹滑，搭配鲜 浓汤底，宣称终结"泡面与煮面之争"，共推出海味龙虾、山野红酸汤、烧汁雪花牛肉三种口味。价格方 面，在抖音康师傅官方旗舰店，新品尝鲜价为39.9元/4盒。 ...

Group 1 - DeepSeek officially released DeepSeek-V3.1 on August 21, featuring a hybrid reasoning architecture, improved thinking efficiency, and enhanced agent capabilities. The new model supports both thinking and non-thinking modes, providing faster responses compared to DeepSeek-R1-0528 [1] - The official app and web model have been upgraded to DeepSeek-V3.1, allowing users to switch freely between thinking and non-thinking modes via a "deep thinking" button [1] - DeepSeek announced a price adjustment for API calls starting from September 6, 2025, and will eliminate night-time discounts. All API services will continue to be billed at the current rates until that date [3] Group 2 - Tesla launched a new six-seat Model Y in China, priced at approximately $47,200, with CEO Elon Musk indicating that this variant may not be produced in the U.S. due to the rise of autonomous vehicles [5] - Kuaishou reported a 13.1% year-on-year increase in total revenue for Q2 2025, reaching RMB 35 billion, with adjusted net profit growing by 20.1% to RMB 5.6 billion [11] - Xiaopeng Motors' chairman He Xiaopeng purchased 3.1 million shares at an average price of HKD 80.49, increasing his total ownership to approximately 18.9% [11] - Sohu's CEO Zhang Chaoyang stated that Sohu Video will not participate in short drama production, focusing instead on long dramas and live broadcasts [11] - NIO announced the pre-sale of its new ES8 model starting at RMB 416,800, with deliveries expected to begin in late September 2025 [23] Group 3 - Meta responded to rumors of freezing AI department hiring, clarifying that it is a basic organizational adjustment while establishing a framework for new AI projects [9] - KKR is reportedly the leading bidder for Nissan's global headquarters building, offering approximately $610 million [16] - Intel is negotiating with large investors to raise capital through discounted equity offerings [16] - Nuro completed a $203 million Series E funding round, achieving a valuation of $6 billion [18]

Group 1 - Luo Yonghao announced an innovative project called "TBT" aimed at redefining instant noodles, which led to speculation about his entry into the instant noodle market [1] - The project was revealed to be a collaboration with Master Kong, where Luo serves as a "special product officer" to promote the new "Special Fresh Noodles" [1][6] - The new noodles are non-fried and use a unique cooking method, offering three flavors: Braised Snowflake Beef Noodles, Seafood Lobster Soup Noodles, and Mountain Wild Red Sour Soup Noodles [3] Group 2 - Master Kong's revenue for the first half of the year decreased by 2.7% to 40.092 billion yuan, marking the first decline in mid-year revenue in five years [6] - The instant noodle segment saw a 2.5% drop in revenue to 13.465 billion yuan, accounting for 33.6% of total revenue, with specific product categories experiencing varied performance [6] - The collaboration with Luo Yonghao is intended to leverage his brand influence to enhance market exposure for the new product, amidst a highly competitive instant noodle market [7][8]

Group 1 - The core idea of the news is that Luo Yonghao announced the launch of an innovative instant noodle project called "TBT," which he claims has been in development for nine years, aiming to "reconstruct the imagination of instant noodles" [1][4]. - Luo Yonghao's previous focus on this project diverted attention from his other ventures, contributing to the failure of his smartphone company, Smartisan [3][4]. - The new product, "Specially Fresh Instant Noodles," utilizes a unique cooking method that mimics the taste of freshly boiled noodles, highlighting a significant innovation in the instant noodle market [4]. Group 2 - Luo Yonghao's entrepreneurial history includes a failed attempt to enter the AR market with his company, Xihongxian Technology, which faced significant financial losses and operational challenges [7]. - Currently, Luo Yonghao's business landscape is shrinking, with only 11 out of 33 associated companies still operational, while over 20 have been dissolved [7]. - Despite claims of having cleared previous debts, his company Smartisan is facing new legal challenges, with recent execution cases amounting to over 21.42 million yuan [7].