It is the most terrible for enterprises to fail to keep up with the times. Just after 2012, at the beginning of the new year, the film giant Kodak crashed down. This American Kodak company with a history of more than 130 years. Due to debts of up to 6.8 billion U.S. dollars, it formally filed for bankruptcy protection on January 19, 2012 local time.

Kodak is the world's largest producer and supplier of imaging products and related services. Headquartered in Rochester, New York, USA, it is a listed company listed on the New York Stock Exchange with operations in 150 countries and regions. With 80,000 employees worldwide, the global turnover in 2002 reached US$12.8 billion. The company's position in 1967 was equivalent to today's Apple.

Kodak used to launch the world’s first generation of point-and-shoot cameras, and later invented digital imaging technology. Unfortunately, it was worried that digital cameras would destroy the main film business and failed to seize new opportunities, which eventually led to the entire company’s The wave of digital photography is fading. Was eliminated by the times.

Coincidentally, at the end of the Year of the Dragon, the American Hostess Food Company announced on November 16 that it had entered bankruptcy and liquidation proceedings.

It's a pity that Twinkie, a delicious pie that enthusiasts will remember, is suddenly disappearing. Earlier, Gooddis laid off 18,500 employees due to factory strikes. This is a figure sufficient to affect the unemployment rate in the United States. In the past 82 years, this company has produced and sold baked, casual, and puffed convenience foods covering almost the entire United States, including Twinkies (Pies), Dingdong (Doughnuts), Wonder Bread (Wonder Bread) and other products Has made fans enthusiastic. However, with the continuous criticism of "junk food" in the United States, no one cares about the products, and elimination is inevitable.

The proud age, wild growth

In the 1990s, the instant noodle industry was one of the most profitable industries. That was the age of sellers. As long as every company could run at full capacity, it could sit at home and count money every day. The car that was purchased was carrying money, and there was a long queue to do everything possible to load the goods. Listening to friends in the noodle industry telling the scene at that time was very exciting, as if they were doing a very great career. At that time, the scale of the enterprise, as long as you have the vision to invest, sales will increase by more than 100%, profits will increase geometrically, and the scale will double.

The founders of companies such as Master Kong, Uni-President, Jinmailang, Baixiang, Jinfeng, and Huafeng have all grasped the pulse of this era, and the company has quickly completed its original accumulation and market layout. The scale of enterprises has grown from hundreds of millions and billions to tens of billions. Master Kong has not only become the richest man in the instant noodle industry, but also the super-rich; except for Tibet and Qinghai Overseas, all provinces and cities in China will have their own factories in the next two years; Jinmailang has achieved an annual turnover of more than 10 billion in obscurity. ; Baixiang Group is also confidently planning a bright future-the dream of 100 billion.

Mandela said: "Sports has the power to change the world." The decision makers of instant noodle companies are well versed. In January 2005, Jinmailang strongly sponsored the Antarctic scientific expedition team; in August, the 23rd World University Summer Games was held in Izmir, Turkey, and Jinmailang was selected as the special ramen for the Chinese delegation to fight with the team. Instant noodles.

At 9:17 am on May 8, 2008, Baixiang 8848 Big Bone King instant noodles successfully climbed to the top of Mount Everest at 8848 meters with the Beijing Olympic flame, becoming one of the energy supplements for mountaineers.

In August 2008, Uni-President became the sole sponsor of instant noodles for the Beijing Olympics, and promoted instant noodles as a staple food to the world.

At the 2010 Shanghai World Expo, in the Expo Park, there were long queues lined up in front of Master Kong's private beef noodle restaurant. Everyone rushed to taste the classic Chinese noodles.

In terms of products, the products of various well-known companies have also been emerging in the past two decades. One of the four kings of Master Kong's "Broiled Beef Noodles, this is the flavor" can be said to be well known and eaten by all people.

The unified "Laotan Pickled Cabbage Noodle" is not only popular among consumers, but also popular among instant noodle companies; Jinmailang bone soup spring noodles lead a new taste with "chewy, smooth and nutritious"; the big bones of white elephant The propaganda of “nutrition in it” makes people like it before eating; Guohua’s “Zhengzhou Braised Noodles”, Huafeng’s “Spicy Spicy Noodles”, and “Wuhan Hot Dry Noodles” in Dahankou promote local traditions. The essence of the specialty snack noodle culture; Atlanta’s "Korean Dao Noodles" give people expectations; Nissin’s "Cup Fun" kids like it; Yuchang’s "Super Q Noodles" wins the market with shrimp and beef. ; Nongshim's "spicy cabbage" market is enduring; Jinfeng's "seafood noodles" can taste the original taste of Guangzhou soup. The winning of these awards interprets the vision of the entrepreneurs in the instant noodle industry, their minds, perseverance, courage to challenge and innovation. They are all pioneers in industry innovation.

But since 2007, instant noodles have become synonymous with "junk food" for one reason or another. Especially since the end of spring and early summer of 2011, the sales of instant noodles in the entire industry have stagnated, and the growth momentum of more than two digits before 2010 has disappeared. The industry is in a state of uncertainty. Some small companies have been squeezed out. Some companies focus on business. Transfer slightly.

Faced with this situation, this is a bottleneck and an opportunity. The instant noodle industry urgently needs a disruptive change, and leading companies need the courage to speak out.

Disruptive innovation opportunities

One of the innovations is "de-junk food impression". The spirit of the 18th National Congress of the Communist Party of China opposes waste, advocates economy, and eats work meals. We should seize this opportunity to make instant noodles, the main convenience food. Because instant noodles can be eaten as a meal among many convenience foods. As a student, when we first stepped into work, our lunch or supper was often instant noodles, but because today’s instant noodles are advertised as “junk food”, adults don’t eat them, and children are not allowed to eat them at all. I don't know what "junk food" means, but I am attracted by the delicious taste and often clamor to eat. As long as I say that I can eat instant noodles, he immediately cheers and is more excited than giving him ice cream.

Therefore, it is urgent to "get away from the impression of junk food", which requires our entire industry to act. "Impression of removing junk food" can be innovated from flour, noodles, processing methods, and noodle shapes. It is possible to change the popular uniform round noodle block or aspect block. "De-fried carcinogenic theory", Wugu Daochang has used whole grains series products in 2006, FD instant instant wonton noodles (wonton noodles, space noodles) series products, non-fried series products, including "non-fried, healthier "The advertisement has already paved the way for us. Although the first "crab-eater" has fallen, today's time has quietly arrived. It is another good opportunity for innovation. "Convenience, safety, health, nutrition, "Tasty" is the focus of consumers' attention. We should follow the situation and go for frying technology.

Vegetarianism, lightening, eating more vegetables and fruits is the future

A trend in diet, Chinese people like to eat cold vegetables. The current vegetable packs of instant noodles can be changed to various vegetables with FD technology. A bowl of noodles can put 2-3 vegetable packs (such as cucumber, bok choy, sea vegetables, Peanuts, green beans, etc.), and then put an appropriate amount of salt, oil, light soy sauce, sesame oil, balsamic vinegar seasoning package, consumers can according to their own taste, by the way, when instant noodles prepare various side dishes into a cool side dish flavor, that is, rich flavor and It is refreshing and can avoid the impression of junk food that is oily, salty, and fatty. If it is said that a bowl of instant noodles with a fruit is more popular with consumers than with an egg, why not change it.

Guangdong Jiangda Hefeng Flavors & Fragrances Co., Ltd. Zhang Shumin

Focus on internationalization and supply chain

Pay attention to the internationalization of the market. Except for companies such as Biod, Jindahui, Shengzhihe, etc., the instant noodle industry specializes in export. Although the existing large-scale instant noodle companies have already had export business or established foreign companies, their scale has not shown that they have not driven The growth of company efficiency. In today's economic globalization, when competitors have not yet achieved the transition from "multinational corporations" to "global resource integration", outstanding entrepreneurs should follow the trend, hurry up and change the status quo of "China responding to the world" to " The new thinking of responding to the world with the world. Plan ahead to better integrate global resources.

Pay attention to the choice of upstream supply chain and cooperate to jointly develop new products. Safety is the top priority of instant noodle companies. Everyone says that food is a good conscience, but I don’t think that food can be truly safe by conscience alone. Security needs the support of high-tech, the verification of basic research, the investment of software and hardware, the need for testing, the need for analysis, the protection of the security system, and every link in the upstream supplier's industrial chain up to the place of origin air, soil, water, and transportation , Environmental safety. In the future, the competition between enterprises will actually be the competition of resources and industrial chains. Because in reality, almost all enterprises consciously or unconsciously are embedded in the supply chain of a certain product in the world or a certain region, so they choose excellent upstream suppliers. The collaborator is one of the important factors of whether the product is safe and competitive.

From the perspective of global value chain analysis. The profit of an enterprise not only depends on its own strength, that is, the value chain link in which it is located, but also depends on the strength and quality of the cooperative relationship between enterprises in the value chain. Years ago, Liuhe Company "had something wrong with the chicken," and Shuanghui's stock price also immediately declined. This butterfly effect is intensifying. Therefore, large-scale enterprises should start from the concept of cooperation and game, and through the full cooperation of upstream and downstream enterprises, cultivate the cluster competitive advantage of the instant noodle industry and realize greater value.

When the opportunity comes, we should have the insights that will help us to refining the "unique skills" of our respective companies, in order to usher in our common expectation-the instant noodle industry is booming again.