Core Viewpoint - The launch of the "TBT" instant noodles by Master Kong, endorsed by celebrities like Luo Yonghao and Zhang Chaoyang, reflects the company's anxiety over declining sales and revenue growth in the instant noodle market [3][4][22]. Sales Performance - The "TBT" instant noodles achieved sales of over 107,000 units and a revenue of approximately 6.4 million yuan shortly after launch, with 71,000 units sold within the first hour [3][14]. - However, post-launch sales saw a significant drop, with hourly sales falling below 1,000 units after the initial promotional boost [4][14]. - The overall trend indicates a decline in instant noodle consumption, with Master Kong's revenue growth decreasing from around 10% in 2020 to approximately 0.29% in 2024 [22][25]. Financial Performance - Master Kong's revenue for the first half of 2025 showed a decline of 2.69%, marking the first negative growth in five years [22][25]. - The company's core businesses, instant noodles and beverages, both experienced revenue declines, with instant noodle revenue at 13.465 billion yuan, down 2.5% year-on-year [25][26]. - The overall revenue for Master Kong decreased from 41.201 billion yuan in H1 2024 to 40.092 billion yuan in H1 2025, a drop of 2.7% [26]. Market Trends - The instant noodle market has seen a significant decline in consumption, with a reduction of 4 billion packages from 2020 to 2023, and a projected drop to 43.8 billion packages in 2024 [32]. - The growth of the takeaway market has negatively impacted instant noodle consumption, with a 1% increase in takeaway services leading to a 0.0533% decrease in instant noodle sales [32]. Management Changes - The salary of Master Kong's CEO, Chen Yingrang, was cut from 13.032 million yuan to 7.036 million yuan, a reduction of 46% [4][33]. - Despite the overall decline in company performance, the salaries of the two controlling shareholders increased significantly, indicating a disparity in compensation amidst declining revenues [33].