When it comes to instant noodles, it is natural to avoid the father of instant noodles-Chinese Japanese Ando Baifu, who formed instant noodles and put them on the market through improvement and invention.
Macroscopically speaking, the birth of instant noodles is actually required by the background of the times and made by history.
At that time, shortly after the end of World War II, there was a serious shortage of food in Japan, and the people were facing the crisis of food shortage. At that time, Ando Baifu often passed by a Lamian Noodles stall, watching people in the cold wind line up like a long queue, and he decided to develop a simple and fast-food instant noodle.
1958, based on the prototype of China Yimian, Ando Baifu developed a kind of "chicken sauce noodles" which can be eaten by adding hot water. The secret lies in the rapid dehydration of the noodles by frying, and many fine holes will appear in the noodles. When the cake is soaked in hot water, the water can quickly and fully penetrate into the pores of the noodles, so that the noodles can regain their elasticity.
Under the background of food shortage in Japan at that time, instant noodles quickly opened the Japanese market with the characteristics of delicious, affordable and long storage time. In the same year1February, Ando Baifu founded Nissin Food and listed it on the Tokyo Stock Exchange in 1963.
The first generation of instant noodles, which will become our spiritual rations in the future, has been born since then.
After the invention of instant noodles, its convenience and quickness were widely accepted by people, and then it became popular all over the world, so many new flavors were introduced. In China alone, there are more than 400 brands of instant noodles, many of which are memories of childhood.
Nowadays, instant noodles have long been an indispensable food for the belly in our lives, and at present, it is still in an irreplaceable position.
"Laotan sauerkraut" stuck in mud pool
As an "out-of-date online celebrity" instant noodle, perhaps no one expected that it would surprise everyone in another way at this year's 315 party.
The sauerkraut seasoning package of Laotan sauerkraut series instant noodles was accused of being a "pothole sauerkraut" bought from outside. As soon as the incident was exposed, the instant noodle market immediately became turbulent.
"Laotan Pickled Sauerkraut" series of instant noodles has also been pushed to the forefront of public opinion and instantly became the target of public criticism.
Affected by this, the video of Wang Han, a famous host, who filmed an advertisement earlier and staged instant noodles was also turned out by netizens, and once rushed to Weibo for hot search.
After the broadcast of the program, many e-commerce platforms have been unable to search for the "Laotan sauerkraut" series of products. At the same time, brand e-commerce flagship stores such as Master Kong have also removed the related products of Laotan sauerkraut beef noodles.
Affected by 315 "pothole pickled cabbage", the share prices of Master Kong and Uni-President fell sharply immediately after the opening. Based on this, the status of the two giants, Master Kong and Uni-President Instant Noodles, instantly fell from the altar.
At the same time, in the market competition, it has been tepid. Once, the sales volume was far less than that of several big head giants such as Master Kong. However, with the quality of conscience and the reputation of the people, the white elephant instant noodles produced in Henan quietly "out of the circle" and strongly occupied the taste buds of consumers.
The instant noodle market is different from other market industries, which can be described as changeable and iterative. As the generation of 80s and 90s, we witnessed the innovation of many brands and the sudden decline of some brands.
Among them, the famous "Xiong Yiwu".
It's a long story about the old instant noodle "Xiong Yiwu", which started 30 years ago.
In the 1990s, an instant noodle named "Xiong Yiwu" was once popular all over the country. At that time, it was even more famous as "the first noodle in China". Together with Huafeng and Beijing instant noodles, it became a daily ration snack that occupied the northwest and even most people.
"Xiong Yiwu" is an instant noodle brand from Shaanxi. Although it is just super ordinary fried instant noodles for the elderly, in the era when instant noodles have not been labeled as "junk food", "Xiong Yiwu" is really a "all-round snack" in the eyes of children.
At that time, at that time, there was no Taiwanese-funded enterprise "Master Kong" in the mainland, and there was no joint venture "unification". "Xiong Yiwu" made a big push into the consumer market, and it was the first place in the industry.
Landing Baoji debut is the peak
This instant noodle is actually a sub-brand of Huafeng, founded in chencang district, Baoji City, Shaanxi Province, and named after the founder Xiong Yiwu.
Speaking of Xiong Yiwu, he is definitely a legend. He is the founder of Huafeng instant noodles. Because of the title of "Xiong Yiwu" as the first noodle in China, he was called "the king of instant noodles in China".
1984, Xiong Yiwu, the stationmaster of a food factory in Zhuhai, Guangdong Province, with a keen sense of business, established the "Huafeng" workshop in his early years to produce instant noodles by introducing the Japanese instant noodle production line. Not only that, with advanced technology and taste ingredients, it also created the first instant noodles in Guangdong-Sanxian instant noodles.
In addition to his keen sense of market smell and innovation, Xiong Yiwu is also very savvy in commercial propaganda. In order to make the sales market of Sanxian Yimian go from Guangdong to the whole country, he pushed through the crowd, invited Shen Dianxia, a well-known Hong Kong star, to speak for him, and designed a catchy slogan "Eat Huafeng, Passepartout", which was bombed in prime time of major TV stations.
With advanced production lines and well-known spokespersons, Huafeng enterprise quickly became popular all over the country, and its three fresh noodles sold well all over the country.
Since then, Huafeng instant noodles have shined brilliantly and become a household name.
In the mid-1990s, Xiong Yiwu, the founder of Huafeng, voluntarily chose to retire according to the policy requirements.
To tell the truth, even if such a star entrepreneur withdraws from the commercial stage, people will still pay too much attention to him.
At that time, it happened that Baoji City, Shaanxi Province, thousands of miles away, was planning to build an instant noodle food industrial chain, so the local government invited Xiong Yiwu, an expert, to Shaanxi in the form of key investment projects through various channels and efforts, and set up a factory in chencang district to produce "Huafeng Xiong Yiwu" series of instant noodles.
"Xiong Yiwu" instant noodles, named after Xiong Yiwu, was born in Baoji as a product name.
Combined with its long-term deep cultivation and experience accumulation in the instant noodle industry, "Xiong Yiwu" has successively launched four series of single-package, double-package, halal and crispy noodles, and its products include 16 kinds of spicy beef noodles, three fresh noodles and halal spicy beef noodles.
In the middle and late 1990s, an instant noodle named "Xiong Yiwu" appeared quietly on the supermarket shelves in the north, and soon this instant noodle won the recognition of consumers with its excellent taste and classic taste.
In the first few years when "Xiong Yiwu" was listed, all kinds of packaged products sold well all over the country, and the brand "Xiong Yiwu" was successively awarded the honor of "National Famous Brand Product in Food Industry" and "National Advanced Enterprise in Food Industry with Quality and Benefit", with a market value as high as 500 million yuan, which created a miracle in the sales history of instant noodles in China.
At that time, when Premier Li Peng visited Huafeng, he called Xiong Yiwu "the king of China", and Xiong Yiwu gave a good explanation with his endless life, hard work and outstanding performance.
This is another origin of Xiong Yiwu, the king of instant noodles in China. He may not have thought that he would reach the top of the industry again after retirement, and it was a brand founded in his name.
Xiong Yiwu is good at marketing, and once summed up his experience in three sentences: "Small commodities start a big market", "Commodities are limited, the market is infinite, and unlimited markets are opened up with limited products" and "The East is not bright and the West is bright".
I don't know if everyone in that generation had eaten "Xiong Yiwu" instant noodles when I was a child. Anyway, it accompanied me all the way to junior high school. Fifty cents contained two pieces, and one dollar contained three pieces, which could be eaten dry or as instant noodles. The taste was refreshing.
The soul eating method is actually dry eating, crushing the bread, spreading the material bag, holding the bag and shaking it hard. At that time, the material package was the material package, which was salty, spicy and spicy. Without the various sauces, vinegar and chopped green onion, this package alone was enough to "light" a package of instant noodles.
After eating the plastic packaging of instant noodles, you can also decorate the pencil case. There is a thin white film inside the plastic bag. Gently tear off this layer, and the colorful packaging outside looks brighter.
Somehow, after junior high school, the familiar "Xiong Yiwu" instant noodles seemed to suddenly withdraw from the market and disappeared around us.
Henan food comes from behind.
The disappearance of "Xiong Yiwu" didn't happen for no reason, but there was a reason.
Unexpectedly, or just as Xiong Yiwu was preparing to do a big job, it was also the most brilliant moment of "Xiong Yiwu" instant noodles, but this leading enterprise suffered a huge blow.
1996 10 In October, Xiong Yiwu, the head of "Xiong Yiwu", was admitted to the hospital because of a car accident. Soon after, at the end of February, Xiong Yiwu died unfortunately because of his injuries, thus ending his legendary life.
Later, the story was more bloody. Xiong Yiwu's departure immediately triggered a series of changes. In order to compete for the control of the company, his wife and future generations fell into a long-term property dispute and finally had to resort to court.
Therefore, Xiong Yiwu's sudden departure and the deterioration of the relationship between his widow and children have laid a hidden danger for the future decline of the enterprise. A series of accidents finally delayed the production and product innovation of enterprises, which made "Xiong Yiwu" instant noodles lose its reputation in the business world, and the company and brand plummeted, gradually fading out of people's field of vision, which became a great pity for Shaanxi food industry.
Later, the market was ups and downs. Henan, a populous province adjacent to Shaanxi, suddenly emerged as a new force, once leading the central and western regions, while Shaanxi gradually lost the opportunity of the instant noodle industry. Even if Huafeng Xiong Yiwu regrouped and wanted to start over, it was a pity that the glory of the past was no longer there.
The world is still that world, and the market is still that market. "Xiong Yiwu" is no longer that legend, and the era belonging to "Xiong Yiwu" has become a past tense.
You sing and I'll go on stage.
At the same time, many foreign instant noodle enterprises are optimistic about the Chinese mainland market and set up factories by means of joint ventures and sole proprietorship. Singapore "Lucky", Taiwan Province "Unification", Indonesian "Beautiful Chef" and "Yingduo", and Japanese "Top One" have made great efforts in the middle and high-end instant noodle industry.
In the later period, foreign brands such as Master Kong and Uni-President rose resolutely, eroding the market share of Huafeng instant noodles, and Huafeng instant noodles naturally declined, especially Xiong Yiwu.
At present, all kinds of common instant noodles on the market, except white elephants, such as Beijing and Yuzhu, are headquartered in Henan. There are Shuanghui ham sausage, lotus gourmet powder, etc., which are the leading food industry in Henan and the main supply channels in China.
In addition, minority foods, such as all kinds of spicy strips, all kinds of bean products and training, are made in Henan in all likelihood.
Comparatively speaking, in neighboring Shaanxi, except Bing Feng and Hans in Xianyang, there seems to be no other well-known brands for food and drinks exported to other places.
Today, the once-prosperous "Xiong Yiwu" has gradually drifted away. Although it still appears in the market, it only relies on feelings to get customers, and the overall business situation is obvious.
As the childhood memories of young people in the 1980s and 1990s, they are an indispensable part of our memories. Almost everyone has a favorite instant noodle in his childhood.
"Soaking is noodle soup. It tastes rich and crisp after soaking for one minute, and becomes smooth and soft after soaking for three minutes; It is crispy noodles, sprinkle with half a packet of seasoning, pinch the packaging bag and shake it up and down, and even the last residue should be looked up and poured into your mouth. " That feeling seems to be ringing in my ears right now.
At that time, it was an extravagant hope to eat "Xiong Yiwu" at ordinary times. Every year on Children's Day, everyone wanted to have two more bags, one soaked and the other dry, not to mention how strange that feeling was.
Today, this instant noodle has disappeared for a long time in life, and now it appears in the market a few years ago. Although it is innovative, it has not caused much waves.
Childhood is the pure taste of childhood, which has nothing to do with the present and has become a memory.