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一桶卖10元,罗永浩TBT遭全网疯抢:“专割”小资和中产的泡面?
3 6 Ke· 2025-08-25 23:22
Core Insights - The launch of TBT instant noodles, priced at approximately 10 yuan per bucket, generated significant consumer interest, with 71,000 orders and sales exceeding 2.8 million yuan within the first hour of release [1][9][10] - The marketing strategy employed by Luo Yonghao and the collaboration with Master Kong (康师傅) has successfully created a buzz, transforming TBT from an unknown product to a trending topic [10][12] - The product's unique selling points, including a revolutionary cooking method that allows for a "boiled" taste using just hot water, and a focus on high-quality ingredients, cater to the evolving preferences of younger consumers [12][14] Sales Performance - TBT achieved impressive sales figures, with potential revenues calculated at over 2.8 million yuan based on the lowest price point of 39.9 yuan for a four-pack, and up to 7.09 million yuan at the highest price point of 99.9 yuan for a ten-pack [9][10] - The product's initial success indicates a strong market demand, despite skepticism regarding its pricing compared to traditional instant noodles [9][10] Market Context - The instant noodle market in China has seen a decline in consumption, dropping from a peak of 47.23 billion servings in 2020 to 43.12 billion servings in 2023, with a reported 8.9% year-on-year decline in sales for Q2 2025 [11][12] - Despite the overall market challenges, China remains the largest instant noodle market globally, holding a 35% market share, indicating potential for innovative products to succeed [11][12] Product Differentiation - TBT's unique features, such as the "single pot boiling" technique and the use of fresh ingredients, aim to redefine consumer perceptions of instant noodles from mere convenience food to a gourmet experience [12][14] - The collaboration with Luo Yonghao leverages his influence and brand recognition to attract consumers, particularly targeting the younger demographic seeking quality and innovation in food products [14]
方便面失宠,罗永浩下场“营救”康师傅?
Xin Lang Cai Jing· 2025-08-22 09:11
Core Viewpoint - The launch of the "TBT" instant noodles by Master Luo and Zhang Chaoyang reflects the anxiety of Kang Shifu as its revenue growth has declined for the first time in five years, indicating a broader trend of decreasing demand for instant noodles in the market [2][16][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 [2][8]. - However, post-launch, the sales dropped significantly, with hourly sales falling below 1,000 units after the initial promotional boost [2][8][16]. Financial Performance of Kang Shifu - Kang Shifu's revenue growth has been declining since 2021, with a drop from around 10% to approximately 1% in recent years, and a negative growth of 2.69% reported for the first half of 2025 [16][18][22]. - The revenue from the instant noodle segment decreased by 2.5% to 13.465 billion yuan in the first half of 2025, while the beverage segment also saw a decline of 2.6% [18][19]. Executive Compensation - The salary of Kang Shifu's CEO, Chen Yingrang, was reduced from 13.032 million yuan to 7.036 million yuan, marking a 46% decrease [2][23]. - Despite the overall decline in company performance, the salaries of the two controlling shareholders increased, highlighting a disparity in compensation amidst declining revenues [23][24]. Market Trends - The overall consumption of instant noodles has decreased significantly, with a reported drop of 4 billion packages from 2020 to 2023, and a further decline to 43.8 billion packages in 2024 [23]. - The expansion of the takeout market has negatively impacted instant noodle consumption, with estimates suggesting a 0.0533% decline in consumption for every 1% increase in takeout market share [23].