As a fast-moving giant in China, why can't Master Kong sell it?

Because people are pursuing a healthy life more and more, and most of Master Kong's products belong to fast-moving consumer goods, in other words, they are not healthy. Coupled with the "3 15" exposure of sauerkraut safety issues, as well as the impact of various products on the market now, resulting in more and more unwilling to pay for this brand.

Master Kong released the 2022 interim results report. The instant noodle business revenue was 65.438+03.548 billion yuan, up 6.49% year-on-year, accounting for 35.45% of Master Kong's total revenue, and the net profit decreased by 39.23% year-on-year to 544 million yuan. The revenue from beverage business was 24.295 billion yuan, up 9.08% year-on-year, accounting for 63.58% of Master Kong's total revenue. Net profit decreased by 37.06% year-on-year to 744 million yuan, and the increase in income did not increase profits. Master Kong attributed the main reason to the rising prices of upstream raw materials.

Master Kong's instant noodles are more and more expensive now, but there is no price advantage. Most people who are willing to buy have feelings for this brand. As for drinks, the way out is even more worrying, because there are too many drinks on the market that are constantly being developed and listed. For example, Yuan Qi Forest has all kinds of flavors, but Master Kong orange juice can't compare with Minute Maid fruit orange, and the best sellers are probably Master Kong iced black tea and green tea.

Master Kong can't be sold for many reasons. The following is my opinion:

First, food safety.

This year's 3 15 party, CCTV exposed the production process of "Tukeng sauerkraut" in Yueyang, Hunan. This is where the sauerkraut in Master Kong's Laotan sauerkraut beef noodles comes from, which is unsanitary. Workers directly step on sauerkraut, and even cigarette butts can be seen inside. As soon as this incident quickly fermented on the Internet, everyone dared not eat Master Kong's Laotan sauerkraut beef noodles, which is my favorite instant noodle.

There was a 3. 15 exposure before. In April, a consumer in Jilin found rat excrement in Master Kong's instant noodles, and another consumer also reported that there was a dead fly in the instant noodles he bought. I believe this problem is not the first time, and it is not only the two consumers who will encounter it, but it has not been exposed.

Second, the impact of new products.

I don't need to tell you how fast new products are on the market now. When you buy something, occasionally you will pay attention to the shelf or refrigerator. All kinds of products you haven't seen are constantly updated. Everyone is always curious about new things and wants to try, so they are more willing to buy other products.

Third, the collision of takeaway platforms.

In the past, when the take-away platform was not so strong, many people would prepare some instant noodles at home and soak them when they were hungry, but the instant noodles were really not delicious, and there was nothing to eat except noodles. But now when they are hungry, they open the take-away platform, and all kinds of food can be selected, no matter how late it is, it can be delivered to your door. Instant noodles are no longer the only choice.

Fourth, pursue a healthy life.

Nowadays, people are more and more able to eat and know how to eat. They also pay attention to whether food is nutritious, while instant noodles and drinks are naturally nutritious. They pay attention to health and naturally start to quit these foods.

Whether it is the rise of raw materials or the reasons I mentioned above, the fall of a fast-moving giant is by no means accidental. Enterprises should learn to find reasons from themselves and gain a good reputation in the market in order to regain the trust of consumers.