Instant noodles have been 60 years old. How can Chinese national food go through Asia to the world?

In 1958, instant noodles were invented. This extremely simple and convenient food has become a must-have for efficiency-oriented people in the period of rapid economic development. In 1992, Master Kong's braised beef noodle market really detonated China's instant noodle market. It is absolutely hard to imagine that this instant noodle that accompanied us from small to large has a history of 60 years. How does this product from Asia, which is developed in China, go to the world?

I. The instant noodle big country struggling with reform and opening up

In 1978, China's southern seashore painted a circle. China officially opened its doors to the world. In the forty years of China's closed and open, reform and opening up, instant noodles are almost accompanied by the lives of every Chinese. Instant noodles are essential in the memory of any entrepreneur, and there is always a place in instant noodles in the memory of every struggler in China:

Lens one

In 1995, Ma Yun resigned from the school to create the Chinese Yellow Pages. At the beginning of the company's establishment, everyone only had instant noodles. When they were poor, they couldn't afford the money. The only thing that Ma Yun can satisfy everyone is to send instant noodles for free. During the period, a girl came to apply. Ma Yun asked her: “What do you like to eat?” The girl replied: “Instant noodles.” Ma Yun immediately became happy. “Good!” The girl added another sentence: “I can cook instant noodles 18 Kind of taste, the students called me ' instant noodles to reach people'." Ma Yun immediately made a decision: "You, I want it!" Under her escalating iteration, instant noodles were cooked more than 50 flavors.

Lens two

In 2016, the Rio Olympics was in full swing. After the Chinese national table tennis finals ended, Zhang Jike lost the gold medal. The way that the head coach Liu Guoliang came up with the two disciples who inspired Ma Long and Zhang Jike was to give them instant noodles in the contest village. Back to the Olympic athletes village, it is already midnight, Liu Guoliang personally cook, for the newly completed Ma Long and Zhang Jike cook Kang master, also added eggs, and used Laoganma chili sauce.

Lens three

In 2018, when the NBA was in full swing, when the stars were crazy preparing for the NBA game, the physical energy of the stars was guaranteed. No one thought of a bowl of instant noodles but conquered the stomachs of NBA superstars and won their hearts. For them, a bowl of steaming instant noodles has become a kind of food with a strong oriental temptation.

According to the data of the World Instant Noodles Association, only the data of 2014 is taken as an example. In 2014, the world's total sales volume was 103.96 billion, and China's consumption was 44.4 billion. It can be said that instant noodles are essential in every struggle. Partner, China has become a leader in the world economy in the 40 years of reform and opening up, and China has become a well-known instant noodle country.

Second, upgrade from consumption to killing

According to the World Instant Noodles Association, the annual demand for instant noodles in China increased to 46.22 billion in 2011-2013. After 2013, the overall market demand began to decline. This downturn was summarized by many industry observers as a consumption upgrade, because the takeaway began to rise. Under the impact of various takeaway foods, instant noodles began to go downhill, and sales appeared. Negative growth, so many people have issued instant noodles, is the end of the question?

However, over the years, all the instant noodle companies have begun to enter their own concentrating upgrades. All the instant noodle giants have begun to extract Chinese traditional foods for research and development. Master Kong has introduced “black and white pepper”, “golden soup noodles” and “chicken stew”. "Mushroom", "Oil-spiced sour noodle soup", etc., unified the "Tangda people", "Man Han feast", "Metro small hall", today Malang launched "one dish side", and the oldest instant noodle giant Nissin has launched a "three-piece cup of flavored seafood flavor."

At the same time, instant noodles also began to come out of a wave of red flow, the major "bubble up to people" brushed all over the fast, vibrato, net red instant noodle shop has become a must-have for the younger generation of food. I still remember how many TVB's RTHK hits, the heroine's classic saying to take care of the actor is "I will give you the food below," and then a bowl of steaming instant noodles was put on the table. In the online restaurant, which is spread from Japan to China: in the late-night dining hall, a variety of instant noodle dishes are also dazzling.

It is such a scene of the Internet era of various instant noodle giants is also changing, instant noodles out of the train compartment, into the young people's kitchen. The scene revolution of instant noodles represents that instant noodles are gradually maturing, and consumption upgrades will not let instant noodles disappear. Instead, instant noodles will become more contemporary, and all instant noodle giants will gradually move toward a new era of consumption upgrades and scene upgrades. Therefore, instant noodles also seem to have stepped out of the down channel, and another way out of the take-away chasing.

The “2010 Online Instant Noodle-Related Consumer Series Study” report released by CBN shows that from April 2016 to March 2017, the overall online instant noodle sales volume more than doubled over the same period of the previous year, and the sales volume of domestic products increased by 3 More than double, the growth rate is as high as 311%. In the newly released Master Kong Annual Report, in 2017, Master Kong’s turnover was 58.954 billion yuan, up 6.07% year-on-year, while net profit was 1.819 billion yuan, up 56.59% year-on-year. This is the first time that Master Kong’s net profit has stopped falling within 5 years. . The unified annual report shows that its instant noodle business profits have reached record highs, reaching 412 million yuan. According to Nielsen's research report, overall sales of the instant noodle market increased by 0.3% in 2017, and sales rose by 3.6%.

A new era of instant noodles seems to be back?

Third, the new business card of the noodle country

The three countries of China, Japan and Korea are all members of the East Asian Chinese cultural circle. Noodles have a pivotal position in various countries. On April 24th, Hans Lienesch, known as the “God of Instant Noodles” in the United States, released the world's instant noodles list. Instant noodles from Asia have become world-class super nets. It is undisputed that instant noodles is a product invented by Wu Baifu. This Chinese born in China, I am afraid I will never think of it. After decades, it will be carried forward by his motherland. Instant noodles are becoming a fighter in food. His plasticity is extremely Strong, it is not only a low-end food to solve hunger, but also an important food main force.

In China's short video applications such as vibrato, fast hands and so on, the hottest diet videos will always be inextricably linked with instant noodles. Everyone who eats goods is crazy looking for how to make instant noodles better and more delicious. The secrets of the students, and a large number of international students from all over the world, brought the instant noodles out of China and brought them to the world. In many live shows on the streets of Europe and America, Chinese instant noodles are almost one of the most photographed foods, and The video of people from all over the world combines instant noodles with various seasonings in their own country, and has a variety of instant noodle dishes with different tastes. So far, in the Chinatown supermarkets around the world, Master Kong instant noodles have been cooked with Laoganma. The food from China, such as photosynthetic bean curd, has become a super net red in short supply.

Among the countries along the Belt and Road, China's Master Kong instant noodles have begun to appear in major Chinese supermarkets. Whether it is developed or underdeveloped, Master Kong has developed the instant noodle culture and become an important representative of Chinese food, plus instant noodles. With strong matching attributes, it can be integrated with any country's food culture and become one of the most successful food business cards in China.

Even Chinese instant noodle manufacturing companies like Master Kong instant noodles are not only satisfied with selling instant noodles to the rest of the world, but also to the instant noodles and aerospace. In November 2017, Master Kong and China Aerospace Foundation held a signing cooperation ceremony. Master Kong became China Aerospace. The business partners will promote the development of food safety with the aerospace quality as the requirement, and improve the food safety level of the industry in an all-round way.

In the 60 years of history, instant noodles not only keeps pace with the pace of consumption upgrades, but also touches the pulse of popular culture. It also transforms itself from a hard food that can cure hungry to a soft business card that best represents Chinese food culture. The Chinese instant noodles that are going to the world seem to be going further and further and better.

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This article was first published on WeChat public account: Jiang Yan vision observation. The content of the article belongs to the author's personal opinion and does not represent the position of Hexun.com. Investors should act accordingly, at their own risk.

(Editor: Zhang Yang HN080)