Lead: "Like football, instant noodles have become the most globalized category of food, the most WTO concept."
In 1958, instant noodles were born. After more than half a century, the Nissin Cup has set off a consumption boom in the United States. Indonesia's Indomie took the lead in seizing the African shelves. China's Master Kong opened the noodle restaurant to the Rio Olympic Games. Taiwan's Ashe Dry Noodle became a competition for tourists. Choosing a gift...
Koreans eat an average of 70 packs a year, Hong Kong has more than 500 tea restaurants serving instant noodles, and Thais are willing to pay 30% of their pay for instant noodles, while Chinese demand for instant noodles has reached 46 billion. , occupying half of the world market (global sales of 97.5 billion copies)...
From Asian roadside stalls to American restaurants, from European supermarkets to African social parties, instant noodles are good for people all over the world.
Instant noodles come with "convenient" and "free" attributes
Well-known producer Shen Hongfei once wrote, “If the unreasonable pursuit of 'convenience' or 'freedom' in human nature is that trade globalization is recognized as the most acceptable reason, then instant noodles are produced, transported and eaten. In terms of methods, there is no reason not to become the food of the WTO."
First of all, instant noodles are convenient and fast-food, creating a new food culture.
In just three minutes, we can get a hot face. It can be said that instant noodles should be provided to us as "time, not food." As the director of the Japanese Museum of Flavors said: Instant noodles have created a new food culture for people, which should be the most different from other foods.
Instant noodles were born in Japan in 1958 and are known as "Oriental cuisine." Eating instant noodles is a characteristic food culture of Asians who love pasta. When an Asian is in a foreign land, instant noodles are not only the hunger and thirst of the stomach, but also the spiritual and spiritual sustenance. Imagine that before the birth of instant noodles, I wanted to drink Tom Yum Kung soup but I had to find a thousand miles away from Thailand. I wanted to eat kimchi beef and travel long distances to Sichuan. The first thought of eating spicy cabbage was to find an authentic Korean restaurant... Raw instant noodles are naturally the first choice. Looking up at the moon, looking down on the noodles. The appearance of MAMA Tom Yum Kung Noodle, Master Kong Pickled Beef Noodles, Spicy Cabbage Xin Ramen, etc. satisfied the stomach of the hometown, and also melted the borders of the country and pulled the distance between people and people, becoming the window for people of all countries to know the world.
The palm-sized plastic bag condenses the essence of human food culture for centuries, and Asia can bring its own unique flavor and “lead the limelight†in the instant noodle market.
Once again, instant noodles are free, borderless, and the currency bearers interact.
In Japan, gift-packed instant noodles are even given to each other as gifts by consumers; in Zimbabwe, instant noodles provide a sample of economics with an unprecedented inflation rate of 231000000%, and now you can use instant noodles to exchange goods because of the same volume of banknotes. The value is not as good as the equal volume of instant noodles. In the United States, instant noodles are included in the prison's "Bretton Woods System", the trade name is "fried gold", and the "10 packs of Chinese instant noodles for 1 gram of cocaine" gold balance is already a customary rule. According to the media, the exchange rate of instant noodles between China, Japan and South Korea fluctuated between 1:2.2:5.
In some countries, instant noodles have been used by the WTO to act as currency. In other countries, buying instant noodles requires a different monetary value.
In Indonesia, a pack of instant noodles is 16 cents, compared to the cost of living for most Indonesians of less than $4 a day. Instant noodles are a good choice for the working class. In India, the average price of 0.19 cents per pack is the “exclusive†of the middle class and above. The bottom people can't afford it... In China, where consumption is higher, the consumption structure of instant noodles is changing quietly. Then the exclusive fast food of the blue-collar workers, the middle class is rising.
As the largest market for instant noodles in the world, will this change in the Chinese market trigger a WTO-style butterfly effect?
The world's largest instant noodle market is going high
In 2016, the world consumed about 97.5 billion instant noodles, of which China's total consumption reached 38.52 billion, accounting for nearly 40%. and
According to market research, the Chinese instant noodle market is far from saturated. "At present, the annual per capita consumption of instant noodles in China is more than 30 packs, which is only half of the per capita consumption level of mature markets such as Japan and South Korea. This shows that the growth of the instant noodle industry is not caused by the lack of potential demand." Cinhua consultant food industry researcher Jane Aihua said .
Today's consumers not only need to be "convenient", but also pursue "nutrition" and "health". In the view of Nisshin, the consumption upgrade brought by economic growth will bring good opportunities for high-end instant noodles.
Nissin Hong Kong is concentrating on the high end of the mainland in the IPO, considering the development of new tastes to re-engage the people who are reducing their consumption due to unhealthy cups. This is not the first, and all the fast food brands are trying to reverse the "unhealthy" image in the hearts of consumers. . Toyo Aquatic, which specializes in Japanese ramen, has introduced instant noodles with a 35% reduction in sodium content; Master Kong has also introduced instant noodles that do not contain MSG or non-fried. In addition, food company Kraft Heinz removed artificial colors from its classic macaroni and cheese; McDonald's tried to remove preservatives from the chickens; Mars' M&M brand removed artificial colors Red40 and Blue2 this year.
The demand of consumers for natural and other healthy foods and the pursuit of high-quality life are rising, and the era of the middle class leading consumption is coming. According to data from the Kaddu Consumer Index, this year, China’s middle class will reach 178 million, becoming the backbone of consumption. According to the trend of the past four years, the population of the middle class will exceed 300 million in 2021. Their interest in instant noodles has also shifted to new food scenes.
These new scenes are becoming a hot topic on social platforms: instant noodles are gradually becoming the staple food mix of families, young mothers are making creative dishes for children, marathons can be used as energy supplements, and overseas travels over 30% of love to carry instant noodles, and there will be future Hot pot noodles, baby instant noodles...
Where is the future? Instant noodles are in adolescence
The sales of instant noodles have declined in recent years. The Chinese instant noodles industry analysts analyzed that the instant noodle market is pyramid-shaped, the apex is high-end, the middle is the middle, and the bottom part is the low end; with the upgrade of consumption, the consumption map will become a cylinder. The proportion of the body, the high end and the middle part will increase.
Obviously, the Chinese instant noodle market is undergoing an unprecedented upgrade and transformation. According to the domestic instant noodle brand Kangshifu financial report, although the instant noodles still showed a downward trend in the first quarter of this year, the decline was narrowing and the business conditions of the company improved. This transformation has been very obvious since the second half of last year. Its net profit for the second half of the year was 120 million yuan, a year-on-year increase of 1413%, showing a steady trend of U-shaped recovery. The industry is recovering as a whole, and there has been a glimmer of light.
The instant noodle market needs to be thankful for the high-end products, but the high-end products are also questioned by the market. Whether the product quality can support longer-term consumption is the most critical factor for testing instant noodles.
In the face of challenges, companies can only actively explore new business channels, better meet new consumer scenarios, and respond to market changes efficiently, so that instant noodles can last forever. Such as the agile new policy implemented by Master Kang, the unified reform, and the “food education†advocated by Jinmalang, these actions will make the “elephant†quickly lead the industry.
In a survey of "Who do you want to eat instant noodles?", the Japanese people's answers are as follows: Tokugawa Ieyasu, Clinton, Sakamoto Ryoma, Oda Nobunaga, Napoleon, Cleopatra, Prince Shengde, Queen Elizabeth, The Beatles, Toyotomi Hideyoshi.
Instant noodles have reached a consensus with globalization.
Editor in charge: Shi Jinling
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