In fact, the per capita consumption of instant noodles in China is far below the level of other countries such as South Korea and Japan, even less than half of the average per capita consumption in South Korea. , Instant noodles sales suffered Waterloo what factors? China's consumer business situation what happened? "Daily Economic News" reporters through a large number of data to sort out, trying to find the answers.
As night falls, a pot of boiling water, a rising bowl of instant noodles on the heat and smell of rising, it was once overtime you, lazy you or catch the train you often encounter scenes.
Statistics from the World Instant Noodles Association show that in China before 2013, such an event took place on average about 40 billion times a year, and the amount of instant noodles consumed by the Chinese population is equivalent to half of the total world consumption.
But do not know when to begin, this life is fading out of your vision .People hand noodles are replaced by a variety of takeaway, once the record is no longer brilliant. 'Who is the director of this scene?' And let reporters opened for you veil……
Chinese instant noodles sales suffered Waterloo, who had?
In the past five years, China's instant noodle industry experienced a roller coaster.
According to the World Association of Instant Noodles, domestic sales of instant noodles increased from 42.47 billion bales to 46.22 billion bales in 2011-2013. Domestic sales of instant noodles increased by 0.4% in 2011, 3.7% in 2012 and 2013 respectively; 2013 A year-on-year increase of 4.97% .Either the sales volume or the growth rate all showed an upward trend year by year.However, this continuous and steady upward trend has changed since 2013.
From 2013 to 2016, annual sales of instant noodles dropped from 46.22 billion packets to 38.52 billion packets, a drop of 16.66%.
Meng Suhe, chairman of China Institute of Food Science and Technology, has said publicly that as an important sector of the food industry, the profit growth rate of instant noodles and other convenience food manufacturing industries in the country is lower than the overall level of the food industry and the industry is in a dilemma.
This development and prosperity by the collapse of 'V' font in the major domestic instant noodles enterprises also have a more intuitive expression, such as we all know Master Kong.
Master Kong instant noodles as a leader in the domestic instant noodles industry, its changing trend has almost become a 'barometer' of the instant noodle industry.China Commercial Research Institute data show that Master Kong brand instant noodles has been occupying half of the domestic market.From 2011 to 2015, Master Kong Sales market share has remained at 55% or more, in 2016 the market share declined to 51.9%.
The company's annual report shows that from 2006 to 2013, Master Kong instant noodle segment revenue increased from 1.052 billion US dollars to 4.332 billion US dollars in 2013-2016, the segment revenue fell to 3.23 billion US dollars.
Not only that, the whole instant noodles are not easy on the day and the middle. There are instant noodles dealer revealed that a box of 24 bags of Master Kong bagged goods, get goods from Master Kong 46.5 yuan ~ 47.5 yuan, down 1.98 yuan per pack, Terminal sales price of 2.5 yuan / bag. 'A bag of instant noodles can earn only 4 cents, sales do not increase, not only not profitable, or even lose money.'
Zhao Ping, director of international trade research at the CCPIT Research Institute, said the decline in instant noodles sales is a shift in the structure of people's consumption. "Consumers need healthy and nutritious diets at the moment, compared with the initial concept of" full food. "
All these phenomena make people wonder why the instant noodle sales in China became an important turning point in the rise and fall of domestic instant noodles in 2013. Domestic instant noodles companies seem to have suffered a severe 'winter' without any warnings. What exactly is instant noodle sales in Waterloo? ?
Admittedly, instant noodles are "stigmatized" by the Internet, and the immense convenience and convenience of transportation can have some impact on the instant noodle industry, but these are obviously not the key factors.
Only when the core conveniences such as convenience, convenience and cheapness of instant noodles are replaced by another business model will their market position be dominatingly affected.
This 'another business model' is the take-away industry that rapidly emerged around 2013.
Network booking size rose 8 times in 6 years, and why?
The Daily Economic News reporter conducted a random survey of 10 friends around him, of whom 50% said they had not eaten instant noodles for more than a year; 70% said instant noodles were not healthy foods; and 90% % Of respondents had Internet booking experience.
Compared with instant noodles, online booking has become a more popular consumer choice.In the past 6 years, the scale of online ordering market 'blowout' growth also fully reflects the changes in people's consumption patterns.
When instant noodle sales began to hit Waterloo, it was the time when the scale of online ordering in China was rapidly expanding.
According to the 2016-2017 China Online Catering Market Research Report released by AI Media Consulting, the online ordering market in China increased from 21.68 billion yuan to 166.24 billion yuan in 2011-2016, an increase of nearly 8 times in six years Agency forecast, online ordering market in 2017 will exceed 200 billion yuan mark.
In terms of growth rate, the order size of the online ordering market has been growing rapidly with an average growth rate of about 50% since 2012. Among them, the online ordering market grew by 54.8% in 2012 to reach RMB35.55 billion compared with that in 2011; growth in 2013 compared with 2012 49.8% to reach 50.26 billion yuan. In 2014, the figure was 71.3% higher than that of 2013, with the rate of increase exceeding 50% in one fell swoop and the scale also rose to 86.06 billion yuan.
This is in stark contrast to the turning point in the domestic instant noodle industry that has experienced a decline and recession in 2013. The sales of instant noodles decreased for three consecutive years from 2013 to 2016, dropping nearly 8 billion bales in three years.
Since 2015, the scale of online restaurant market has slowed down, but the scale has been broken down to 100 billion yuan to reach 125.30 billion yuan. In 2016, the market size was 166.24 billion yuan, an increase of 33% over the previous year.
Wang Yaohong, former vice president of Baidu Takeaway, told the Daily Economic News reporter that although there was a network ordering platform in China before 2012, the growth slowed down and the online ordering market rapidly expanded in 2014. Since in 2013 Years later, there were a number of large-scale online ordering platforms in China that formed a scale effect and affected people's consumption choices.
Wang Yaowong believes that the rapid expansion of the order size of the Internet will undoubtedly create a cross-border crackdown on the instant noodle industry. "Whether it is instant noodles or take-out, its functional attributes are highly similar, but the online ordering mode is not only more convenient and faster than instant noodles, The taste is more diversified and the core strengths of instant noodles are almost completely replaced.
The new business model powerful, where is the big?
"2016 National Takeaway Bills" shows that in 2016, Chinese people ordered 3.3 billion single-take-away food and the take-away distributor's footprint was equivalent to 80,000 laps around the Earth's equator.
Whether it is instant noodles or take-away, its basic function is to meet the consumer in the time not enough state, quickly solve the problem of eating.However, as a rising star, take-away advantage and reflected in what? For this reason, "Daily Economic News Reporters interviewed many people, one by one to analyze the reasons behind the rise of takeaways.
1, passive consumption and take the initiative to choose
'In the past to buy instant noodles to eat, is passive consumption, but we open the takeout APP, there will be a wealth of choices.' 'Song Shen capital director Shen Meng accepted the "Daily Economic News" reporter interviewed that the takeaway platform through technical measures to Allow consumers to form a participatory or experiential consumption.
This is Li Hao, who has been working in Beijing for five years. He is a white-collar office worker who used to be a 'deep instant noodle user.' However, he told reporters that eating instant noodles was because he was too lazy to go downstairs.
2, Food Safety AI media released "2016 ~ 2017 China online food takeaway market research report" shows that Chinese users choose online takeaway platform considerations among the top three are food safety, delivery speed and discount activity.
From a food safety point of view, instant noodles have long been labeled unhealthy food labels, and take-out through message, evaluation, mapping and other channels to form a judgment in advance.
Zhang Jincai, director of the Institute of Business Economics of Henan Province, said although people are rumored to have rumors of "noodles being toxic and carcinogenic," people are still suspicious of instant noodles 'food safety. "These uncertainties will affect consumers' psychology and thus Affect product sales.
In the take-away industry, there is also a crisis of confidence in food safety, but Wang Yaohong said that now the platform and the physical store are bound together, and food safety problems, platforms and off-line physical stores all need to take responsibility.
3, convenience and speed
Hungry public relations staff Haili told the "Daily Economic News" reporter, takeaway delivery speed is one of the key factors affecting the user dining experience. 'To hungry platform, for example, overtime pay, complaint handling, user evaluation positioning service , Smart order, etc. to ensure delivery quality and efficiency.
Although there is no instant noodles delivery time, but the basic process of processing; takeaway delivery time inevitably exist, but the receipt can be eaten.
4, the price
There is no doubt that compared with takeaway, instant noodles cheaper, but some experts said that as the consumer structure transformation and upgrading, noodles continue to take the lower route is likely to be thankless.
Sun Baoguo, a member of the Chinese Academy of Engineering, said instant noodles, despite their cheapness and almost no price increase in the recent five years, have become synonymous with "junk food" in some people's opinion. "It is a long and arduous process to name the instant noodles."
Wang Yaohong said that China's labor costs and riders coverage is at a very matching stage, plus a variety of relief activities, consumers buy a takeout online even cheaper than in the store. 'This blood type of marketing Although the model also has drawbacks, but at least in the present shows a clear price advantage.
Conclusion
After the advent of instant noodles in 1958, it quickly became popular in Asia and became the well-deserved king of instant food industry.Following the rapid development of instant noodles and China's reform and opening up, instant noodles became more and more popular and the sales volume kept on rising. Almost 70% After 80, there is an exclusive memory of instant noodles.Industry, only in China, Master Kong, Unity, Jinmailang, South Street Village ... ... many instant noodles brand new products, promotion, engage in a joint, the interpretation of a span of up to dozens of Years of war stories.
However, after 2013, the situation suddenly changed. The entire instant noodle industry suffered a three-dimensional attack. The sales suffered Waterloo. As the industry giants such as Master Kong, they also suffered a lackluster. The reason is that the invaders were not rivals of the same track. The online booking is in the ascendant and the emerging technologies And China's labor force prices are still low convergence, in the context of consumer escalation, to better meet the needs of users eating quality and speed of pain points.
Under the wave of new technology, many traditional industries will inevitably be swallowed up by the new business model if they encircle their old minds, unable to ward off their wildest seeds, and die quickly at an unpredictable speed. In this perspective, the experience of the instant noodle industry Non-isolated cases.