The outbreak of COVID-19 at the beginning of this year led to a surge in the entire instant food industry, with sales skyrocketing. However, as the pandemic enters a normalized phase and people's lives across the country return to normal, how can instant food companies continue to maintain their upward trend? How can they retain the dividends and develop new market opportunities in the post-pandemic era? -01- New Track Growth, Family Consumption Emerges When the whole nation stays at home, a consumption track that cannot be ignored is reignited – family scene consumption. The pandemic has driven the home economy to boom, and household consumer products have grown rapidly, especially in the food industry, particularly in the instant noodle category. According to the Kantar Consumer Index report, during the pandemic home stay period, instant noodles stood out among sub-categories of household food consumption, achieving a significant growth of 138%. It is evident that instant noodles remain the top choice for home consumption for most people. The prosperity of the family consumption scene has also made more food companies see opportunities. We see innovative products such as self-heating hot pot, river snail rice noodles, and fruit cereal are rapidly rising. Moreover, in the post-pandemic era, consumers have not given up purchasing just because life has returned to normal. These companies are still maintaining high-quality growth. This is a very large track, and instant noodles, as a major player, are highly recognized and have great room for growth. Against this backdrop, Master Kong, as a leading enterprise in the instant noodle category, has taken the lead in initiating innovation and upgrading of instant noodles. Based on the previous "instant noodles" (泡面), it has uniquely created a new era of "boiled noodles" (煮面) for the family consumption scene. -02- Product Innovation, Capturing New Customer Groups Hand-rolled noodles (手擀面), as the name suggests, use modern techniques to restore the texture of noodles made by masters by hand. They are as if freshly made by hand, allowing consumers to experience the quality of freshly made noodles at home. This is a truly healthy and convenient product that sets a new standard for "boiled noodles". On September 3, the 20th China Instant Food Conference and Instant Food Exhibition was held in Beijing. Master Kong's newly launched hand-rolled noodle series this year, with its innovation in noodle body and processing technology, truly restored the authentic hand-rolled noodle taste of "chewy noodles and rich soup", winning unanimous recognition from review experts, and was awarded the 2019-2020 China Instant Food Industry Best Innovative Product Award. Analyzing specifically, Master Kong has captured the following excellent innovation points in this product. 1. Category Innovation From "instant noodles" to "boiled noodles", this is the creation of a brand-new category, setting an industry benchmark in the boiled noodle sector. It will completely change consumers' previous perception of instant noodles. Boiling noodles at home is actually a habit for many families, especially in the north, where many families have noodles as a main meal. Products like hand-rolled noodles that require "boiling" naturally carry a restaurant-level perception, no longer just fast food. 2. Technological Innovation According to the introduction by the person in charge of Master Kong's hand-rolled noodles at the China Instant Noodle Conference, to solve the gap in taste between instant noodles and traditional handmade noodles, the R&D team consulted multiple folk masters and specifically upgraded the process innovation to "three kneadings and seven rollings" (三揉七擀), making the noodles not only resistant to boiling but also more chewy, restoring the authentic taste of traditional hand-rolled noodles. On this basis, with the rich broth pack ensured by extraction technology and the cooking pack made from selected ingredients, they ultimately created this "new benchmark for boiled noodles" that balances deliciousness and nutrition, making it a "piece of cake" for consumers to enjoy a good bowl of noodles at home. 3. Audience Positioning Innovation This boiled noodle product captures a group of "new people", mainly the new urban group aged 25-35, supplemented by the middle class. These people have a fast pace of life, are willing to spend money for convenience, have a demand for quality upgrades, have the habit of "boiling" instant noodles at home, and lean more toward family consumption. -03- Leading New Trends, Promising Future With the continuous growth of new consumer groups and the diversification of consumer demand, under the wave of new consumption, all industries are worth starting again and innovating diligently. The instant noodle industry is no exception. Now Master Kong's innovative move allows consumers to consume a high-quality bowl of boiled noodles as a main meal in the home scene, leading the entire instant noodle industry into a new "boiled noodle" era. This is a rapidly changing and opportunity-filled consumption era. Only those who truly discover opportunities and put them into practice can seize the dividends of the times. As an industry leader, Master Kong is not doing convergence but using innovation to lead consumers, guiding their consumption habits, lifestyles, and values. We see that only truly good products can achieve this. As a leading enterprise in the instant noodle industry, Master Kong has a solid brand foundation in consumers' minds. At the product level, this product possesses the core technical capabilities endowed by the enterprise, high-quality raw material supply, and mature production processes, making it stand out among many products and unique. In terms of channels, in addition to relying on Master Kong's strong deep distribution capability to quickly push products to terminals, for this product positioned at new groups, Master Kong has also made some channel innovations, such as testing the hottest live-streaming e-commerce. It is understood that hand-rolled noodles sold 225,000 packs in 10 minutes in Luo Yonghao's live stream, with hot sales and widespread consumer pursuit. In addition, as a large comprehensive food manufacturing enterprise, Master Kong is actively embracing corporate digital transformation and will carry out strategic cooperation with data companies such as Tencent, gradually realizing data-empowered growth. Under the wave of the new era, Master Kong will achieve reshaping and innovation of its business model, management model, and development model. Hand-rolled noodles, born against this background, will surely benefit and have a promising future. Once the tip is adopted, a payment of 400-2000 yuan will be made.