1. What is the Chinese instant noodle industry?
Is there any chance for the instant noodle industry? How to plan for the new product of instant noodles? This is a problem that I often encounter when doing marketing planning for the company.
Statistics show that in 2008, domestic instant noodle production fell by 10%, sales increased by 10%, and for the first time, the sirens of production decline were shocked. In the first half of 2009, while production fell 4%, sales fell 2%, showing a double down curve. The total number of instant noodles dropped from 49.8 billion bales in 2007 to 44.9 billion bales in 2008, the first industry downturn. Does the data indicate that the domestic instant noodle industry is starting to decline, and the entire industry is facing an unprecedented dilemma?
the answer is negative. Measuring the development of the industry can not only limit production and sales in the past one or two years, but must be comprehensively analyzed from the global perspective and industry history: First, from a global perspective: in 2008, the world consumed about 94 billion packets of instant noodles, and the Chinese want Eat 48% of it, about 44.9 billion packs; compared to the total consumption, China's per capita annual consumption is very small - about 34 packets of instant noodles, while South Korea's per capita annual consumption of about 80 packs. This one-and-a-half foot sees the future potential of the industry; Second, from the history of the industry: Since 1992, Master Kong has unified the introduction of instant noodles into China, and the two brands have accelerated the promotion of China with advanced marketing concepts and strong product development. The formation of industrialization of the instant noodle industry. Domestic instant noodle production has increased from 1.473 million bales in 1997 to 4.49 million bales in 2008, with an average annual growth rate of 20%, and production has tripled in 10 years.
In view of the decline in production and sales of the domestic instant noodle industry in 2008-09, the author believes that it is precisely the proof of the instant noodle industry upgrade. For example, in 2008, domestic instant noodle production fell by 10%, while sales increased by 10%. The decline in production and the increase in sales are enough to prove that domestic instant noodle products are shifting to the middle and high end, reducing the output and increasing the selling price. With the acceleration of the globalization marketization process, the broad development prospects of the Chinese instant noodle industry cannot be ignored or questioned.
The author believes that the power of the instant noodle industry upgrade comes from the upgrade of consumer demand. With the increase in income, consumers pay more attention to health and put forward higher requirements for the quality, taste and diversity of instant noodles. This kind of demand is not only an urgent challenge for instant noodles, but also a good opportunity to regain the position. And by continuously marketing new products to meet changing consumer demand, it will become the core strategy for instant noodle companies to participate in market competition. That is, only instant noodle companies that can continuously plan successful new products can survive and develop in the fierce competition in the future.
Second, instant noodle brand marketing "very 5"
How do instant noodle companies plan new products reasonably and effectively? Combining the actual combat experience, the author summarizes the instant nouveau new product marketing as “very 5 stylesâ€. What is "very"? "Very" has three major connotations:
A. "Very" is the soul of instant noodle brand marketing. Marketing is a war from nothing. Especially for the instant noodle industry with high market concentration and maturity, the “very†idea can find a way out for success, to capture the minds of consumers, to seize the market of competitors, and to create new products and new products. The mind of the person pierces the barriers of the competitors, and there is no doubt that it is necessary to do "extraordinary" in order to be surprisingly successful.
For example, the instant noodle cake is square, I will be round; other people's instant noodles are soaked, I will specialize in instant noodles for cooking; only this obvious and unique "very" can stimulate Consumers pay attention to, try and form consumption habits; for example, instant noodles on the market belong to the mass market, I will develop a instant noodle for beauty and beauty for white-collar workers; for example, ordinary instant noodles are fast-moving products, and I combine the characteristics of crafts with special features. Culture, to create a "gift" with instant noodles as a carrier; only subverting the regular "very", can make the market shine bright and refreshing, and finally achieve "a thrilling jump from product to capital."
B. The “very†core and main line is the target consumer preference. Value innovation is a breakthrough in solving the real problems of target consumers. Consumers suspect that instant noodles do not fight, Jin Mailang launched "ball surface"; consumers are afraid that instant noodles are not nutritious, white elephants promote "big bones"; consumers eat hot noodles in summer, Master Kong provides "dry noodles"; consumers Worried about the carcinogens in instant noodles, the grain road is a great stick: non-fried and healthier. And "very" from brand positioning, product development, and even 4P combination must all start from the target consumer preferences, and everything is attributed to the target consumer's preferences.
C. “Very†must follow the concept of system marketing. The author often hangs on the door is "plan is equal to half, half is equal to zero", brand marketing planning is the key to the success or failure of new products, so "plan is equal to half"; and even the best planning must be based on the company's own resources The premise must be based on the execution of the enterprise, otherwise "half is equal to zero." “Very†must follow the concept of system marketing: product design, channel planning, and communication methods must all inherit the big strategy, ensuring that every person must achieve targeted focus for every penny! Resolutely prevent the consequences of two paths of planning and tools, strategy and process.
"Very" is finished, then what is "5"? “5-style†is the 5 goals of instant noodle brand marketing, and it is also a 5-step thinking path, and it is also the 5 tools for marketing promotion. Type 5 includes: locking a precise consumer group, creating a new category, grabbing a good name, planning a bright package, and highlighting a main screen.
(1) Locking a precision consumer group Instant noodle brand is precisely pointed. For example, Hualong noodles are in the countryside, today, Mai Lang is playing white-collar workers, Datun is undoubtedly a gold collar, and the farmer is a housewife, and the Fuman is a student.
The essential work of marketing is nothing more than finding customers to get customers. Based on the strength of the company, it is especially important to target a precise consumer group. When serving a company, it was found that the products that had been in operation for half a year were not even determined by the target consumers. The shortcomings of the target object, of course, all marketing mixes are ineffective. Instant noodles enterprises must lock in a segment with a high turnover rate at the beginning of the product launch, and lock in a precise consumer group. The follow-up marketing can visualize the target, simplify the task, and clarify the steps.
Repeatedly persuaded the target consumers to form a purchase, supplemented by product line design, and gradually affect other related groups to expand the market. For example, Hualong Noodle has a low price and established a foothold in the rural market, and then launched the Jinmailang brand, locked in the new urban consumer group, and took the strategy of encircling the city in rural areas.
Whether to choose a target consumer group that is more in line with product strength and corporate strength is directly related to the success or failure of the entire brand marketing. The so-called business road is humane. At this time, entrepreneurs need to be close to the market, understand the deep consumption characteristics, and complete the "typical consumer portrait." That is to say, with the deepening of research and thinking, the images of the target consumer groups in the entrepreneur's mind are more and more clear, vivid and accurate, and will form a simple and powerful intuitive thinking. At this time, the whole marketing has been successful. For example, after Wahaha Zongqing: In the past 20 years, Zong Qing has never left the first-line market. Half a year is spent all over the country and on the plane. I got off the plane, went straight to the market, and walked the streets. From big dealers, to distributors at all levels below, and even to the various commissaries, there is no one. Zong Qing had been running around for more than 200 days in a year, and sometimes he ran to more than 10 places in a month. In August 2002, Zong Qinghou set a record of running through most of China in 12 days for the site selection of the new branch. Many of Zong Qinghou's new ideas come from these small shops in the street.
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