High-end instant noodle market
From the development of instant noodle industry in the past two years, more and more instant noodle companies have launched more than 5 yuan products:
Master Kong has locked in the young consumer group and launched a “treasure material” with a retail price of 5 yuan. He has seized the high-end market through three major innovative products: love fresh meals, soup masters and treasures. Today, Mai Lang launched “one dish” The retail price is 7.5 yuan, the product production line is called "3.0 era of instant noodle industrial production"; Grain Dojo also launched the "salt chicken noodles" with a market retail price of 9.8 yuan/bag...
Judging from the joint efforts of many mainstream instant noodles, the high-end instant noodles of more than 5 yuan are still quite popular in the market.
According to industry insiders, the high-end market for instant noodle giants is based on two considerations: First, the growth of the instant noodle market is slowing down, and competition is becoming more intense, resulting in lower gross profit margins and higher prices in the high-end market. In this way, the profit margin will be improved. Secondly, the consumption level will be greatly improved in the future. The introduction of high-end instant noodles is also inevitable, and the company's move is in line with market changes.
The industry believes that the future instant noodle market will show a trend of high-end and low-end polarization, and the product pyramid structure is increasingly obvious. “In the past, all instant noodle products were at a price level, and there was no apex product at all.”
However, although the high-end market profit of more than 5 yuan is considerable, and the current market pattern is uncertain, the high-end instant noodles can delay the decline of the instant noodle market to a certain extent, but the high-end instant noodles are only a supplement to the big brands in their product lines. The role of “the icing on the cake”, in order to truly reverse the market downturn, must rely on the improvement of product quality and the improvement of production technology, from price competition to quality and health concept competition.
Food industry researcher Li Xian said that high-end is a major trend in the development of China's FMCG industry, and it is feasible for instant noodle companies to achieve differentiated development through high-end. However, it has to be acknowledged that the current market for high-end FMCG in China is still relatively small, and some high-end products have entered the market with “high-end boom”, but the quality is not true, which may lead to lower market acceptance of high-end products. With certain risks, instant noodles will take a certain period of time to embark on a truly high-end route.