Eat ant noodles, can the white elephant "wild consumption" be maintained?

I can't walk too long by feelings

Recently, the well -known instant noodle brand Bai Xiang was exposed to the cakes. While compensating consumers 1,000 yuan, the white elephant also stated that "this matter is by no means a quality problem in the production process of the company."

Food safety issues have always been the destiny of food companies. They have attracted the most attention of consumers and the least tolerated by consumers. It is likely that enterprises are not handling well.

As a once instant noodle hegemon, Bai Xiang finally waited for his highlight time this year after many years of dormant. The "Tukeng sauerkraut" will be exposed in the March 15 evening of 2022, which affects Master Kang and uniform instant noodle brands. The Bai Xiang phrase "No cooperation, rest assured, not afraid of the shadow oblique" let him gain a lot of netizens, and then ushered in a wave of "wild consumption", and its products have skyrocketed in the short term.

So, will this "ant door" make Baixiang overwhelming the reputation?

Ant was found in the noodle cake

The white elephant instant noodles were searched again, but this time it was because of ants.

According to Xiaoxiang Morning News, Consumer Li purchased a five -month -old Baixiang soup noodle on July 26 on July 26, and received the goods on July 27. On July 29, Ms. Li Kaifeng found that the noodle cake was full of small black dots, and she was all ants.

Picture/Xiaoxiang Morning News

Subsequently, Ms. Li took pictures for the first time and called the white elephant consumer hotline. The customer service said that after professional analysis, Ms. Li's photos cannot be identified from the product itself. Only the edge part of the opening of the bag is determined to be immersed by external insect pests. Ant also suggested that Ms. Li looked at the bag or torn it out and did not eat it in time to cause insect pests.

As for the compensation, the customer service said that she was willing to give Ms. Li's purchase price of 2 times. Ms. Li's purchase price was 14.8 yuan, which is a total of 29.6 yuan. Ms. Li did not accept this. After being communicated again, the white phenomenon stated that it had compensated the consumer 1,000 yuan in accordance with relevant laws.

However, on August 4th, the ants were found in the cake. The white elephant issued a statement saying that after verification, the matter was by no means a quality problem in the production process of the company. The white elephant has always attached great importance to product quality, and all production processes and production environments are strictly implemented in accordance with national and industry standards.

The company's inspection APP shows that in the food safety information column, the white elephant products were sampled 67 times, and the results were qualified. The investment companies and branches also involved nearly 300 random inspections, and the results were also qualified.

Zhu Danpeng, vice president of the Guangdong Food Safety Promotion Association, said that in recent years, food safety issues have repeatedly attracted social attention, indicating that the public's attention to food safety is very high, and it is almost a zero tolerance attitude. "After a problem, companies can often only explain the production side, but whether downstream distribution and logistics are regulated in place, and they rarely respond positively. This shows that there are still insufficient companies in the supply chain management system." China News Weekly. "China News Weekly. That is why there are ants in the face of noodle cakes to verify the white phenomenon, and as of press time, they have not received a reply.

Once the instant noodle hegemony

At present, whether the quality of the product is true and whether it will affect the future market sales of the white elephant, there is no final conclusion. However, from the response of netizens, it is more for the sorry for the white elephant. It is hoped that the company can take good quality. After all, the white elephant has just ushered in a high time this year.

At this year's "March 15" party, many vegetable processing companies in Yueyang City, Hunan Province have food safety problems, of which "old altar sauerkraut" is the hardest hit area. For a while, Master Kang, unified and well -known instant noodle companies apologized for involving them.

The white elephant has not been praised by consumers because it has not cooperated with the above -mentioned enterprises, which has also triggered "wild consumption" by netizens. On March 16, the Baixiang Douyin live room ushered in explosive growth. The cumulative number of viewers on the live broadcast room reached 1.87 million, an increase of 1.4 million people from the previous day. Two days later, the number of viewers in the official live broadcast room of Baixiang exceeded one million, and it reached 2 million on the 18th.

While the number of live viewers surged, the sales volume of white elephant products also ushered in surge. Related data show that the cumulative sales of the Baixiang Douyin live room on the 7th were 274,000, and the cumulative sales were 10.128 million yuan. In the previous three months, the sales of the official blogger of the white elephant were only 13 million yuan.

But just before this year, Bai Xiang's life was actually not good.

Established in 1997, the white elephant was a first -generation instant noodle hegemon. It was the four giants of China Institute with Master Kang, Unity, and Jinmailang. It was the memories of the post -80s generation.

Unlike Master Kang and the unification, the white elephant chose to cut into the low -end market with a "1 yuan face" positioning, and moved consumers with a cost -effective low -tier cities through cost -effectiveness. Data show that the annual sales of Baixiang in 2001 exceeded 1 billion yuan.

In 2005, the white elephant launched the "big bone side", using soup as a selling point, further seeking differentiation with Master Kang and unified. It is understood that the product sold 60 million packages in just 8 months. In 2007, the annual output of Baixiang instant noodles reached 7.43 billion packages, with annual sales of 5.2 billion yuan.

In a blink of an eye, around 2010, the white elephant adjustment strategy at that time advanced to the high -end market, from 1.5 yuan/bag product to 2.5 yuan/bag product.

At the same time, Mailang began to vigorously promote 1.5 yuan/bag of the Japanese field instant noodles, and successfully snatched the sales of nearly 30 million/month from the white elephant mouth, and began to successfully gain a foothold in the low -end market. In 2012, Baixiang Food announced that it was intended to be listed in the A -share market. However, after waiting for three years, the IPO plan of the white elephant was aborted.

According to statistics from the China Food Science and Technology Convention Association, the Chinese Instant Noodle Market in Mainland China in 2020, Master Kang, Uniform, and Jinmailang accounted for 46%, 15%, and 11%, respectively, stabilizing the top three positions. In contrast, the share of the white elephant is only 7%, ranking fourth.

How long can "wild consumption" last?

Although the white elephant relying on the help of 3.15, it was not easy to maintain this heat.

You know, it is more emotional leading "wild consumption". Fans break into emotions and leave because of enthusiasm. Hongxing Erk, a company that was patronized by "wild consumption", has increased by dozens of times in the short term. The staff of the live broadcast room said that "sewing machines are smoking." But only a hundred days later, Hongxingrke's live room lost nearly 10,000 fans every day.

According to the data of Gray Dolphin, in the past month, the number of new fans of the Baixiang Junyin has fallen from 541,000 in March this year to 95,000, and the monthly sales have also declined from 15.1 million yuan in March to 5.773 million Yuan. From early May to the present, the monthly sales of the account have not exceeded 10 million yuan. The real -time number of live rooms is also decreasing, from tens of thousands of people in the peak to hundreds of or even dozens of people today.

"The white elephant has received a wave of traffic bonuses through this circle performance, but this sales volume is more from online channels, and the main battlefield of instant noodles is offline." Zhu Danpeng analyzed. In fact, even in March with the hottest sales of white elephants, China News Weekly visited Beijing offline channels, it is difficult to find it. It can only see a small amount of white elephants in the husband and wife shop and some small supermarkets.

Zhu Danpeng said that due to the brand tone and product positioning of the white elephant, the audience area of ​​the white elephant is relatively narrow, mainly in the northern sinking market in the fourth and fifth -tier cities, and the first and second -tier market share is small. Sales terminal data may also prove this. According to the official website of Baixiang, it has nearly 1.2 million sales terminals, while Master Kang's sales terminal is 5 million.

The more difficult problems in front of the white elephant, and the instant noodles may be forgotten by the times.

Today, there are fewer and fewer instant noodles on the shelves of supermarkets. In addition, take out the takeaway that can directly place an order, which is a decrease in diminishing noodles. According to data from the World Instant Noodle Association, in 2013, my country's instant noodle sales reached the peak of 46.22 billion packages. The sales volume of three years from 2014 to 2016 decreased by nearly 8 billion packages, which directly slipped to less than 40 billion packages.

Transformation and change have now become a must -have road for instant noodle companies to survive. The white elephant is no exception. In recent years, a series of new products have been launched to seize the mid -to -high -end market.

In 2020, Bai Xiang launched the "Fresh Noodles" of mid-to-high-end fast-food products. The price ranges from 12-15 yuan. In order to distinguish the difference, the white elephant even opened online shops for fresh faces. However, the Weibo of Fresh Noodles has stopped updating in September last year, and the Tmall flagship store has been closed.

Sun Wei, a brand marketing consultant of Tsinghua University, said that the white elephant is not the founder of the high -end field, and it is difficult to gain market trust. At the same time, because the white elephant brand positioning belongs to the low -end market, it is difficult to build a high -end market in the short term and it takes time to accumulate.

Zhu Danpeng said that the Chinese instant noodle industry is now highly concentrated. If the white elephant wants to turn over, it will return to the innovation and upgrade of the product, as well as the iterative speed and development level. This is a system. Go to change.

For any enterprise, although the "wild consumption" is a good thing, it cannot truly enhance the strength of the enterprise. When the tide is retreating, it is the moment when the tide is retreating. Consumers look forward to the market data of white elephants to prove themselves.

Author: Yu Yuan ([email protected])

Edit: Li Zhiquan

Operation editor: Xiao Ran

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