1, star instant noodles
Instant noodles, as overtime partners, entrepreneurial partners and Spring Festival artifacts, used to be important "friends" in our lives, but this scene has undergone a dramatic reversal in the past five years. Statistics show that before 20 1 1 year, the sales volume of instant noodles in China kept a double-digit growth for 18 years, and the annual sales volume reached a brilliant record of 46.2 billion packets in 20 13 years. However, since 20 13, the sales of instant noodles have declined for three consecutive years, leaving only 38 billion packets.
Have the former "star products" been saturated? People in the industry do not agree with this. In fact, the per capita consumption of instant noodles in China is far below the level of countries such as Korea and Japan, and even less than half that of South Korea. Then, what factors have affected the sales of instant noodles when they encounter Waterloo? How has the consumption format in China changed? The National Business Daily reporter tried to find the answer by combing a lot of data.
As night falls, boil a pot of boiling water and eat a bowl of instant noodles. The heat rises and the fragrance overflows. This used to be a common scene when you were working overtime, being lazy or catching a train.
According to the statistics of the World Instant Noodles Association, before 20 13, this kind of scene happened about 40 billion times a year on average in China, and the instant noodles eaten by China people were equivalent to half of the world's total consumption.
But I don't know when this kind of life gradually faded out of your sight. People's instant noodles have been replaced by various takeaways, and their previous achievements are no longer brilliant. "Who directed the play?" Let the reporter unveil the veil for you.
2, instant noodle sales roller coaster
In recent five years, the instant noodle industry in China has experienced a "roller coaster".
According to the data of the World Instant Noodles Association, from 20 1 1 to 20 13, the annual sales volume of instant noodles in China increased from 42.47 billion packets to 46.22 billion packets. In terms of growth rate, the sales volume of 20 1 1 domestic instant noodles increased by 0.4% year-on-year; 20 12 increased by 3.7% year on year; 20 13 increased by 4.97% year on year. Both sales volume and growth rate are increasing year by year. However, this continuous and stable upward trend turned to a turning point after 20 13.
From 20 13 to 20 16, the annual sales volume of instant noodles in China decreased from 46.22 billion packets to 38.52 billion packets, with a decrease of 16.66%.
Meng Suhe, chairman of chinese institute of food science and technology, has publicly stated that as an important sector of the food industry, the profit growth rate of instant noodles and other convenience food manufacturing industries in China is lower than the overall level of the food industry, and the development of the industry is in trouble.
This V-shaped development process from prosperity to decline is also relatively intuitive in domestic instant noodle enterprises. For example, the familiar Master Kong.
As the leader of the domestic instant noodle industry, Master Kong's instant noodles have almost become a "barometer" of the entire instant noodle industry. According to the data of China Commercial Industry Research Institute, Master Kong brand instant noodles have always occupied half of the domestic market. From 20 1 1 to 20 15, the market share of Master Kong's sales remained above 55%, while that of 20 16 decreased to 5 1.9%.
According to the company's annual report, from 2006 to 20 13, the income of Master Kong's instant noodle plate increased from 65.438+0052 billion US dollars to 4.332 billion US dollars. From 20 13 to 20 16, the revenue of this sector fell to $3.239 billion.
Not only that, the whole upstream and downstream days of instant noodles are not easy. According to an instant noodle dealer, a box of 24 bags of Master Kong's bagged noodles is quoted by Master Kong manufacturers at 46.5 ~47.5 yuan, which is converted into 1.98 yuan, and the terminal price of Shang Chao store is 2.5 yuan/bag. "A pack of instant noodles can only earn 4 cents, and sales can't go up. Not only do you not make money, but you will even lose money. "
Zhao Ping, director of the International Trade Research Department of the Institute for the Promotion of International Trade, said that behind the decline in instant noodle sales is the change in people's consumption structure. "Compared with the original concept of' full', at present, consumers need healthy and nutritious meals."
All kinds of phenomena make people wonder why 20 13 will become an important turning point in domestic instant noodle sales. Domestic instant noodle enterprises seem to have encountered a harsh "cold winter" without warning. What is the reason for the sales of instant noodles in Waterloo?
It is true that instant noodles are "stigmatized" by the Internet and the great speed and convenience of transportation may have a certain impact on the instant noodle industry, but these are obviously not the key factors.
Only when many core advantages of instant noodles, such as convenience, quickness and cheapness, are replaced by another business model, its market position will be obviously impacted.
This "another business model" is the take-away industry that rose rapidly around 20 13.
3. Online ordering is very popular.
The reporter randomly surveyed 10 friends around him, and 50% of the respondents said that they had not eaten instant noodles for more than 1 year. 70% of the respondents think that instant noodles are not healthy food; And 90% of the respondents have had the experience of ordering food online.
Compared with instant noodles, online ordering has become a more popular choice for consumers. In the past six years, the "blowout" growth of the online ordering market has also fully reflected the changes in people's consumption patterns.
When the sales of instant noodles began to encounter Waterloo, it was the period when the scale of online ordering in China expanded rapidly.
According to the Research Report of China Online Catering Takeaway Market in 20 16-20 17 released by Ai Media Consulting, the online ordering market in China has increased from 2116 to1662.4 billion yuan. According to the agency's forecast, the scale of online ordering market will exceed 200 billion yuan in 20 17.
In terms of growth rate, since 20 12, the online ordering market has grown rapidly, with an average growth rate of about 50%. Among them, the online ordering market in 20 12 increased by 54.8% compared with 20 1 1 year, reaching 33.55 billion yuan; 20 13 increased by 49.8% compared with 20 12, reaching 50.26 billion yuan; Compared with 20 13, 20 14 increased by 7 1.3%, with an increase of over 50% in one fell swoop, and its scale also climbed to 86.08 billion yuan.
This is in sharp contrast with the century turning point of the rise and fall of the domestic instant noodle industry in 20 13. From 20 13 to 20 16, the sales volume of instant noodles declined for three consecutive years, and nearly 8 billion packets were lost in three years.
Since 20 15 years, the growth rate of online catering market has slowed down, but the scale has exceeded 1000 billion yuan, reaching1250.3 billion yuan. In 20 16, the market scale was1662.4 billion yuan, still increasing by 33% over the previous year.
Wang Yaohong, former vice president of Baidu Takeaway, said in an interview with the National Business Daily that before 20 12, although there was an online ordering platform in China, its development was slow. 20 14 became a year of rapid expansion of the online ordering market. "Because after 20 13, several large-scale online ordering platforms appeared in China, which formed a scale effect and affected people's consumption choices."
Wang Yaohong believes that the rapid expansion of online ordering has undoubtedly dealt a cross-border blow to the instant noodle industry. "Whether it is instant noodles or take-away, their functional attributes are highly similar. The online ordering mode is not only more convenient and faster than instant noodles, but also has richer consumption choices and more diversified tastes. The core advantages of instant noodles have been almost completely replaced. "