Since it was first produced in a factory in China in 1971, instant noodles have accompanied China people for half a century. For many post-81s and post-91s generations, instant noodles were once cherished by them as "luxury happiness". In recent years, a news that a man was scolded for eating instant noodles on the high-speed rail revealed the embarrassing situation of instant noodles in today's society.

In the face of the challenges posed by the new consumer market, especially the impact of the take-away industry, the instant noodle industry has shown an overall decline, which makes people wonder if there is a future for the warm and delicious food that has brought generations of China people.

first, the "prosperity" of instant noodles

The embarrassing situation of instant noodles can be seen from a bucket of instant noodles on the high-speed train, and the prosperity of instant noodles should also start from a bucket of instant noodles on the train. In 1991, it was a bowl of instant noodles that was easily soaked and the aroma floated all over the train carriages, which aroused everyone's appetite in an instant, which gave great inspiration to Wei Yingxing, the founder of Master Kong, and made him sprout the idea of setting up an instant noodle company in the mainland.

At the same time, it is worth noting that this detail also reveals that it was the delicious instant noodles that conquered people in that era. As long as we grasp the mystery, we can achieve good results. Before the 1991s, China's instant noodle industry was still in its infancy, with small production scale, single taste and low quality noodles, which did not form a well-known brand.

the instant noodles sold in the market are either domestic noodles with low quality or imported instant noodles with high price. Wei Yingxing seized this market opportunity and founded Tianjin Dingyi International Food Co., Ltd. specializing in instant noodles in 192.

The strong instant noodle flavor that many people dislike today just met people's taste demand during the material shortage period at that time. Master Kong braised beef noodles selected by Dingyi Company from more than 111 recipes conquered China people with its oily sauce package and exquisite packaging, making Master Kong quickly become the industry leader. By 1994, Master Kong had sold more than 211 million packets of instant noodles.

At the same time, another instant noodle industry in Taiwan Province naturally wants to compete with Master Kong, but it is obvious that Uni-President did not understand people's appetite at that time, and the sales of hibiscus shrimp noodles produced by Uni-President were as tepid as its taste in the mainland market.

when master kong was doing well in the instant noodle industry, he attracted more and more people to join the instant noodle industry. For a while, all kinds of instant noodles competed on the stage in people's spare time at the table. In order to win people's favor, they launched the "taste war" and the innovation war of instant noodles-Huafeng instant noodles, Nanjiecun instant noodles, Jinfeng instant noodles and other Hualong instant noodles transformed from the low-end market to Jinmailang.

It was an era when the instant noodle industry was in full bloom. Instant noodles with various brands, tastes and new ideas became cherished childhood memories of many post-91s and post-81s, accompanying their growth. But in the end, it is those industries that can stay in the market for a long time: Master Kong, Uni-President, White Elephant, Jinmailang and so on.

After decades of development, the instant noodle industry in China ushered in its peak in 2112, with the annual sales of 44 billion packets of instant noodles, accounting for about half of the world market of instant noodles.

Second, the "decline" of instant noodles

Since 2112, the sales of instant noodles have been declining. Master Kong, a former industry leader, lost 91 billion yuan and laid off 25,111 people in just a few years. Other smaller brands and companies are unable to bear the burden of industry decline and gradually withdraw from the market.

In order to survive, instant noodle enterprises have come up with countermeasures. No matter the low-price war between Master Kong and Uni-President, or the high-end route, the instant noodle industry has not returned to the peak. Just as the instant noodle industry collectively sang down, the take-away industry rose with lightning speed.

In 2116, the sales volume of instant noodles dropped from 44 billion in 2112 to 38 billion, while the total sales volume of take-away food increased from 38.2 billion yuan in 2115 to 171 billion yuan in 2116. Undoubtedly, the rise of takeaway is an important reason for the decline of instant noodle industry.

In many TV dramas, in order to create urban white-collar workers who are too busy to eat, a bucket of instant noodles can explain everything to the audience, but now it is takeaway that replaces instant noodles. Instant noodles are transformed into a civilian symbol and a nostalgic symbol.

Take-away food dwarfs instant noodles because of its unique advantages. The first reason is that take-away food makes people's dietary consumption more active and provides people with diversified dietary choices. Today, when people open a takeaway APP, they can choose from a wide range of goods. Selling it to consumers provides a diversified and active consumption, while consuming instant noodles is single and passive.

Secondly, take-away food provides people with safer and more nutritious food. Even if it is scientifically proved that the acrylamide content in instant noodles is lower than the World Health Organization standard, the impression that instant noodles are unhealthy and unsanitary has been deeply rooted in people's hearts.

Many people, like housewives, think that instant noodles are an unhealthy food, and only their own cooking is healthy. The combination of take-out and physical catering enables people to have a nutritious and sumptuous meal even if they don't do it themselves. Once again, the advantages of convenience and quickness that once made instant noodles proud are also facing challenges.

today, as long as you place an order, the takeaway brother can quickly take an order to deliver a steaming meal to your table. The price advantage of instant noodles is gradually disappearing. With the improvement of people's living standards, eating nutrition and eating health are people's consumption needs, even if it is expensive, it doesn't matter. The most important thing to eat when you are busy is peace of mind.

This makes the low-price dispute between Master Kong and Uni-President seem awkward and powerless. Low-priced instant noodles are no longer food for the people, and even become a symbol of life embarrassment. The taste of instant noodles is no longer attractive but choking, which leads to the debate about whether to eat instant noodles on the high-speed rail.

of course, apart from the impact of the selling industry on instant noodles, there are other reasons for the decline of instant noodles. Instant noodles used to be the favorite food of migrant workers who moved between urban and rural areas since the 1981s. Today, this trend has declined, the population of migrant workers has decreased, and instant noodles have lost a large consumer group.

Let's talk about the bucket of instant noodles that attracted people on the train. Today, people travel more quickly and conveniently, and instant noodles, as an important "dry food" on the train, are no longer necessary for people to travel. Nowadays, there are not only dining cars that can provide people with all kinds of nutrition and delicious food, but also take-away food covering the high-speed rail for people to choose from.

in addition to external factors, vicious competition within the industry is also an important reason for the decline of the instant noodle industry. The situation of blooming flowers in the instant noodle industry is just a flash in the pan, and it is normal to be monopolized by industry leaders such as Master Kong and Uni-President for a long time.

however, these two companies are fighting with each other endlessly within the framework of traditional thinking on the development of instant noodle industry. For example, the two atmospheric enterprises focused on the competitive advantage of instant noodles' low price at first, and kept pushing down the price of instant noodles. The income of residents living in China has increased by about 47 times in recent decades, while instant noodles have increased from 1.98 yuan in 1992 to about 3 yuan today.

This practice makes instant noodles self-devalued, which is rejected by people who are pursuing high-quality life today.

third, how can instant noodles get the future?

while the traditional instant noodle industry in China is declining, other convenience foods do not seem to be impacted by the take-away market. Korean turkey noodles and spicy ramen noodles once became popular online celebrity foods in China. In addition, various self-heating hot pots and instant snail powder can still highlight the encirclement of takeout, which is welcomed by people and becomes a new choice for urban white-collar workers to work overtime at night.

during this year's epidemic, instant noodles have also become a necessity for people's homes, giving people the most simple and stable warmth in the face of crisis. All these phenomena show that fast food, including instant noodles, still has a great market space and a broad future.

the biggest limitation of instant noodles is that they can't meet people's healthy and nutritious dietary needs. Therefore, in order to regain people's favor, instant noodles should get rid of the previous development thinking of low price and strong taste. To study and analyze people's taste needs and develop more nutritious and healthy instant noodles.

The explosion of snail powder also provides a development idea for the traditional instant noodle industry. Today, people's tastes are increasingly diversified, and instant noodles can take a road with regional characteristics. In the past, braised beef noodles, hot and sour beef noodles, and Laotan pickled noodles only worked hard on seasonings.

it is a new development idea if we can combine the unique flavor of each place and make the urban migrant workers who are confined in the office building eat a bucket of instant noodles in a foreign land or even exotic flavor conveniently and quickly.

Today, people's consumption is not just to satisfy food and clothing. Eating healthy is a consumer demand, and eating interesting is also a more important demand. Self-heating hot pot which can be cooked by adding a glass of water is not only convenient, fast and delicious, but also creates a lively and warm home for people.

the interesting packaging, copy and pictures of food also meet the needs of consumers to show their individuality. Instant noodles should also explore people's more needs besides satisfying food and clothing. In short, instant noodles can no longer continue to take a low-cost route, otherwise it will run counter to people's consumption demand today and eventually come to a dead end.

Although convenience is as nostalgic as a symbol for many people, there is no need to feel too sad about the decline of the instant noodle industry, because its decline reflects the gradual increase of the dietary consumption demand of China people. If the instant noodle industry wants to develop, it must jump out of the traditional development thinking and keep up with people's consumption demand in time, so as to gain new life.