From space to the dining table, this bowl of instant noodles cooks the stars and the sea

At 11:22 on April 29, at the Wenchang Satellite Launch Base in Hainan, white smoke several stories high billowed, and the thick, snow-white Long March 5 carrier rocket slowly left the launch pad, like the rising sun. Soaring straight into the sky, disappearing into the clouds, heading straight into the vastness of space.

This successful launch sent the "Tianhe core module" to the predetermined orbit, laying the first building block for the on-orbit assembly of the Chinese space station. This will be followed closely by three space station module launches, four cargo spacecraft launches, and four manned spacecraft launches, with the entire space station construction finally completed in 2022.

The entry of the "Tianhe Core Module" into orbit follows a series of breakthroughs such as the Chang'e-5 lunar exploration in 2020, the Beidou system networking, the Tianwen exploration of Mars, and the new Shenzhou spacecraft, leading the entire Chinese science and technology Industry is another big step towards the stars and the sea.

On April 30, when the "Tianhe" was soaring into space, a "*** Tianhe Core Module" was successfully launched at the Wuhan Science and Technology Museum in Hubei, more than 1,500 kilometers away from Wenchang. The aerospace science exhibition is also welcoming waves of enthusiastic people.

This exhibition was specially held by the China Space Foundation and its partner Master Kong for the anti-epidemic hero city, commercial aerospace base, Wuhan, the high-tech leader in central China, and the perseverance, bravery and wisdom of the people of Wuhan.

The cool aerospace models, wonderful explanations by famous experts, and the immersive VR experience have greatly stimulated the citizens, especially teenagers, to have a strong interest in the unknown space and the pride of China's aerospace industry.

In order to bring aerospace technology closer to ordinary people, Master Kong also brought a "Space Station" exhibition and a "Moon Exploration Area", and prepared a "Starry Sky Noodle House" for visitors. You can also taste the same product as "Space Noodles".

Under the careful guidance of the China Space Foundation, Master Kong has been committed to benchmarking aerospace quality, integrating cutting-edge aerospace food technology with the convenience noodles familiar to the people, introducing aerospace food technology and standards, and promoting Master Kong products towards delicious, The direction of health and safety is constantly innovated and upgraded.

Last year, Master Kong’s “Braised Beef Noodles” and “Suda Noodle House” were honored to become my country’s first “space noodles”, setting a precedent in the industry and leapfrogging the Chinese food industry in the civilian application of aerospace technology. an important step forward.

With the emergence of China’s aerospace lunar exploration, manned space station and other achievements one after another, Master Kong, who continues to learn from the aerospace industry, as one of the representatives of the national brand, takes the initiative to popularize aerospace knowledge, It is a social responsibility to improve the scientific literacy of young people and help my country's aerospace industry.

For more than three years, in line with the strategy of becoming a powerful nation in aerospace, Master Kong has carried out a series of aerospace science popularization activities in Wuhan, Xi'an, Chengdu, Lhasa, Shenzhen, Hangzhou and other important cities, reaching more than 500,000 students. , held nearly 100 lectures by aerospace experts, reaching about 550 million people online, building a bridge to communicate with the next generation, and sowing the aerospace dream in the hearts of thousands of teenagers.

Stepping out of market competition and returning to social welfare is how Master Kong continues to respond to the needs of the times and embarks on the path of transformation as a national enterprise by relying on technological innovation.

More than thirty years ago, the clarion call for reform and opening up sounded, the planned economy was loosened, and the market economy was broken. A generation of people bravely went to sea, and what followed was a change in the rhythm of three meals a day.

The non-stop pace of the times has opened up a vast convenience food market between traditional workplace canteens and family kitchens.

In the early 1990s, there were thousands of production lines all over the country for instant noodles alone. However, most of them were low-priced, had a single taste, and were poorly packaged. They could not keep up with people’s increasingly picky tastes after hard work. , convenience needs.

Tingyi was born in Tianjin in 1991. After careful research, it seized the wave of consumption upgrading thirty years ago.

With multi-ingredient packages, bowls and forks provided, stronger noodles and the traditional classic "braised beef flavor", Master Kong refreshed people's understanding of instant noodles at the time, and became an instant hit and has become popular all over the country until today.

After 2016, another wave of “consumption upgrading” has emerged across society, disrupting people’s basic necessities of life.

Nano-anti-fouling shirts, ultra-thin sunscreen sportswear, fashionable items with strong national trends, etc. are constantly popular, which forms a clear contrast with the slow sales of mass-market goods. It is the result of people’s material and spiritual pursuits. A vivid portrayal of the more refined.

People used to think that “drinks are not worthwhile if they are not sweet.” Nowadays, there are a large number of healthy natural drinks with sugar substitutes, low sugar, and sugar-free, which means that people’s pursuit of diet is upgrading from appetite to green health.

In the field of fast food, takeout platforms are expanding fiercely, and the instant noodle industry is forced into a crossroads of change. In response to social needs, it has turned to health, high-end, and dinner, and has found a breakthrough in product and brand evolution.

Major instant noodle companies have begun to carry out technological innovation and process upgrades in terms of raw materials, ingredients, flavors, production processes, packaging, etc. In particular, Master Kong, as the industry leader, while supporting the development of the aerospace industry, also actively carries out "industry-university-research" cooperation and uses aerospace technology for innovative product research and development.

The vegetable packets in Master Kong’s instant noodles use the FD freeze-drying technology in the aerospace field, which keeps the vegetables fresh and delicious during the processing. When eaten, the original taste of the ingredients can be restored to the maximum extent, and it can last for a long time. store. In addition to FD technology, Master Kong also relies on RP technology, which is used in the aerospace field, in the innovative research and development of the high-end product Suda Noodle House. With the support of RP technology, the taste of the product can be better improved.

With the support of high technology, Master Kong continues to explore traditional food culture and combines it with modern consumption and eating habits. It has successively launched high-end series such as Suda Noodle House, Soup Master, and Boiled Broth, as well as vegetarian and dim sum cup noodles. , hand-made noodles and other service segmentation products, diversified products have raised the pursuit of deliciousness, health, nutrition, and safety in the entire industry to a new level, leading the entire industry to "return as the king" after a short period of low ebb.

Behind this is a food safety management team of more than 3,000 people, a digital raw material traceability system that can complete food safety process information traceability in 2 hours, and a connection with 40 million farmers and 900 million consumers. The digital operation system of the entire upstream and downstream suppliers, dealers, and retailers.

In September 2020, in view of its active fulfillment of social responsibilities, the United Nations selected Tingyi as a sustainable development benchmark.

In December 2020, Master Kong won the honor of "Top Ten Safety Management Enterprises at the China Food Safety Annual Conference" for the tenth time, and won the Golden Chopstick Award for the Annual China Food Benchmark Enterprise for six consecutive years.

In January 2021, Master Kong’s “digitalization” process received international recognition and officially passed the internationally authoritative ISO/IEC 27001 information security management system certification.

Thirty years later, when the epidemic hit, Master Kong’s long-term purpose of “serving consumers in everything” was once again confirmed.

In the early morning of January 23, Liang Enzhen, the director of Master Kong’s Wuhan factory, was just about to go to bed when an urgent call came telling him that Wuhan City had issued a notice and the passage from Han to Han was temporarily closed.

Liang Enzhen, who has worked for Master Kong for 22 years, understood in an instant that at this stall, the humble instant noodles are no longer an ordinary consumer product, but a vital part of people’s livelihood, so he decided to stay and make it. Order something.

In order to deliver supplies as quickly as possible to the most tense anti-epidemic front lines and residents who were caught off guard, everyone from Liang Enzhen to ordinary workers interrupted their original vacation rhythm and tried their best to do so under strict epidemic prevention. By gathering manpower, transportation capacity, and even private cars, a precious lifeline for food production and transportation was finally propped up.

The last time a similar scene occurred was on the night of the May 12 Wenchuan earthquake in 2008. Hubei Master Kong colleagues opened the warehouse together and loaded the goods onto the train to the disaster area overnight.

When the epidemic hit in 2020, Master Kong Group also immediately launched a national emergency plan. Under the instructions of the State Administration for Market Regulation to “guarantee price, quality and supply”, while raising hard-core materials for epidemic prevention, it also We have made every effort to promote the resumption of work and production in factories across the country, and used big data to solve problems such as production and marketing coordination, logistics and transportation, and supply of raw materials. We have sent company products to 837 hospitals in 26 provinces and 299 cities and other front-line anti-epidemic hospitals.

Since then, the catering industry has completely stagnated, and demand for home consumption and catering has skyrocketed since work resumed. Master Kong, which has withstood the most severe test, has taken advantage of the trend and adapted to changes.

In May, Master Kong launched new "hand-rolled noodles" and upgraded "mixed noodles" as well as new specifications of its bag noodles. It also upgraded its mid-priced noodle brands "Jinshuang Ramen" and "Super Fumanduo". "'s packaging design, the large-volume product "Jingshuang 1 and a half times" was launched to meet the consumer needs of various groups such as cities, towns, factories, and communities, and truly achieved "whatever consumers need, Master Kong produces."

In view of its active role in the fight against the epidemic, Master Kong won the "Outstanding Social Responsibility Enterprise Award" at the 2020 China Corporate Social Responsibility Cloud Summit hosted by Xinhuanet and co-sponsored by the China Enterprise Reform and Development Research Association.

In 2020, China’s economy became the only growth spurt in the global economy, and the instant noodle industry also achieved a counterattack, with overall sales increasing by 0.1% year-on-year and sales increasing by 4.7% year-on-year.

Among them, Tingyi’s sales volume market share is as high as 43.7, and the trend continues to rise, ranking first in the market. The 2020 financial report disclosed in March showed that Master Kong’s instant noodle business achieved a profit of 2.733 billion yuan, a year-on-year increase of 24.28%.

Grasping the pulse of the times and working together with our family and country have become the core competitiveness of the company.

In April 2020, in order to stimulate the economy and break out of the trough, the country’s new infrastructure policy was born, and satellite Internet was among them. Private commercial aerospace also showed a trend of leading the industry after the investment boom, which is in line with the national Strategy and the destiny of mankind are closely related. Top companies are about to be born.

As an industry at the top of the pyramid, behind the explosion of the aerospace industry is the emergence of all walks of life under strong internal and external pressure, and finally go to the stars and the sea.

From Huawei, which resists sanctions, to Wuling, which builds whatever people want, to BYD, which counterattacks on electric vehicles, in the context of China's global rise, competition in all walks of life has become fierce. The long-term running ability of enterprises increasingly depends on whether they can comprehensively and continuously respond to the needs of the country, society and the times.

It is generally believed that the value creation of enterprises is ToC for consumers and ToB for merchants. In the post-epidemic era, health has become the foundation of people's livelihood. For the convenience food industry that sticks to the home front and protects the foundation of people's livelihood, in addition to ToB and ToC, there is another ToS, and "S" means "society".

Food is the most important thing for the people. Master Kong has a heavy social responsibility on their shoulders. There is a blue ocean of a market worth hundreds of billions in front of them. Only by practicing the "dual upgrade" of product technological innovation and social welfare can we achieve this goal. The vision of "Happy Eating, Beautiful Life" ensures that the national brand will last for centuries.

This article involves content about listed companies and is the author’s personal analysis and judgment based on the information publicly disclosed by listed companies in accordance with their legal obligations (including but not limited to temporary announcements, periodic reports and official interactive platforms, etc.) ; The information or opinions in this article do not constitute any investment or other business advice, and Market Value Watch does not assume any responsibility for any actions resulting from the adoption of this article.

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