---
title: "Opinion: If the Big Player Dies, Will the World Be Better?"
description: "In 2016, if you weren't blackened, you couldn't call yourself an industry leader. Every FMCG professional felt a chill, or rather, a deep malice. We once thought we provided convenience, fair prices, and attractive promotions under the 4P and 4C theories, but consumers, aided by our peers, not only didn't appreciate us but deeply hated us."
author: "纳兰醉天"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-01-08"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/opinion-if-the-big-player-dies-will-the-world-be-better-39087a73.md"
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---

# Opinion: If the Big Player Dies, Will the World Be Better?

> In 2016, if you weren't blackened, you couldn't call yourself an industry leader. Every FMCG professional felt a chill, or rather, a deep malice. We once thought we provided convenience, fair prices, and attractive promotions under the 4P and 4C theories, but consumers, aided by our peers, not only didn't appreciate us but deeply hated us.

In 2016, if you weren't blackened, you couldn't call yourself an industry leader.
Every FMCG professional felt a chill in 2016, but that's nonsense; we felt malice, deep malice. We once believed that under the guidance of 4P and 4C theories, we provided consumers with convenient products, fair prices, and attractive promotions. Even if consumers didn't appreciate us for making their lives easier, they wouldn't hate us.
But we were wrong. With the help of our peers, consumers not only didn't appreciate us but deeply hated us. It seemed every penny we earned was soaked in their blood, and every effort we made was to deceive them—our hard work wasn't to make their lives more convenient but to trick them into rushing about; our delicious products weren't for their enjoyment but contained more deadly poisons. Overnight, FMCG professionals became walking killers.
What black is this black?
Let's review the industry leaders blackened in 2016: first, C'estbon was rumored to have poisoned products; then Blue Moon was rumored to have fluorescent agents causing cancer; then Xiduo coconut jelly was said to be plastic; and Wahaha's long-standing dairy products were claimed to be carcinogenic. As for Arawana oil, it goes without saying—its mission was to exterminate the Chinese people.
These rumors follow one main line: industry leaders are dangerous and toxic, their money is earned through dirty means, they are enemies of the people, and only by eliminating them can we welcome new life and move toward a new world.
I thought that after 2016 passed, the dark days would see some light, but then Master Kong came to add to the chaos. No wonder, as an industry leader, Master Kong can't avoid black articles. As the saying goes, "Six out of ten FMCG professionals nationwide come from Master Kong," though exaggerated, it shows Master Kong's contribution to the industry. Basically, marketing professionals with about ten years of experience have some Master Kong background, either having worked there themselves or their mentors did.
Master Kong was once a peak to look up to, not because of its Taiwanese background, but because of its mature market operation methods. However, in recent years, Master Kong has become a pitiful creature tied to a big tree, scolded by anyone who passes—simply because it's the industry leader blocking others' paths.
In those years, they said Master Kong had no good water sources. They told consumers beautiful stories about losing money for a persistent sentiment, then turned their employees into dealer employees. Master Kong said, "Even if I'm not good, we've never changed our practice of promoting and raising salaries every six months." In those years, they said Master Kong had no innovation and imitated everything, but then their new products flopped, companies laid off employees and tried to avoid compensation, while Master Kong's braised beef flavor has been selling for 18 years. After acquiring Pepsi, every time Pepsi caused trouble, Master Kong compensated.
In recent years, Master Kong has been in an awkward position: as an industry leader, it lacks the voice of a leader because it's a Taiwanese enterprise. If it doesn't set standards well, it gets summoned by organizations; if it wants to raise prices, consumers scold it; if it doesn't raise prices, peers scold it.
**It was just withdrawing from the Taiwan instant noodle market, but rumors said it was dissolving.**
Unfounded charges
When Qin Hui killed Yue Fei, Han Shizhong asked what crime Yue Fei had committed, and Qin Hui said "Moyou" (unfounded). Actually, Brother Hui was smart; he knew who wanted Yue Fei dead. After all, the Southern Song had signed a peace treaty with the Jin, and the world was harmonious—who needed Yue Fei? Why ask for a crime? Just behead him.
Similarly, in this harmonious period, many people, like Brother Hui, pretend to be confused. It's clearly just a withdrawal from the Taiwan instant noodle market, but they say it's a complete dissolution; the court hasn't even ruled, it's a local government blunder, but rumor-mongers claim it's a victory for the "Operation Overwhelm." For some, I only listen to what benefits me; I don't care about law or truth. I only believe what's beneficial; if it's not beneficial, it must be a conspiracy. Consumers think, "I'd rather believe it exists than not. Whether you sell instant noodles or not, what's it to me?" Peers think, "Consumers are smart; their eyes are sharp. I'll go with the flow and add fuel to the fire. Everyone's happy."
Just like whether the Jin comes or not is the Zhao family's business; I'm just a taxpayer, and whoever comes, I pay taxes. Qin Hui thought, "Kill Yue Fei to please the emperor. The crime is like water in a sponge; if you squeeze, you'll get some." If Master Kong dies, then buy Kangshuai Fu.
Of course, Master Kong itself has problems. Even if it's hard, you should persist. Why play dissolution? This isn't an era where you can be willful just because you have money. Now, whoever is the leader waits to die; whoever has the voice holds the truth. Even if you lose money and can't sell products, isn't it better to hang a sign there? Is the loss from hanging a sign greater than the loss from rumors?
Taiwan's Brother Coat
Looking at Master Kong's history, it's a pure story of a loser's rise. Master Kong is a household name, and its largest shareholder is Ting Hsin Group, originally a small oil refinery in Changhua, Taiwan, formerly called Dingsin, later renamed Ting Hsin. In Taiwan, it lived under the shadow of the big brother Uni-President Group, or more precisely, Uni-President looked down on Master Kong then.
If it hadn't been unable to survive in Taiwan and turned to the mainland, perhaps there wouldn't be all these stories. Initially, Master Kong also sold oil in the mainland, showing a hopeless performance. It wasn't until 1992 that Master Kong switched to the instant noodle industry, and its business began to improve.
But it was just improvement, not the status it has today. In 2000, Master Kong planned to sell 33% of its shares to Uni-President, but the price wasn't agreed upon, so it continued to operate independently.
With China's economic rise and Master Kong's strong product capabilities and team execution, it gradually became one of China's largest food companies. At this point, Master Kong finally transformed from a poor, short, and ugly young man into a tall, rich, and handsome one—who knows what efforts Master Kong made over the years.
An old Chinese saying goes, "Returning home in glory is like wearing brocade at night." Liu Bang used this trick to make Xiang Yu leave the good Xianyang and return to his hometown Pengcheng (now Xuzhou), which had no natural defenses. Similarly, with the efforts of relevant organizations, Master Kong returned to its hometown Taiwan. It thought it would use its wealth to contribute to its hometown folks and repay their upbringing, a typical flaw of traditional Chinese education. But the hometown folks didn't greet you with warm dialect, warm millet porridge, or beautiful women's hot dances, but with cold eyes.
It feels like there's a poor guy in your village you look down on; he can't afford a house or a wife, so he leaves for a distant place. You think he should starve to death outside, but this guy doesn't follow your script. He not only lives well outside but also comes back with money, women, and a car to show off. He opens his mouth wide, revealing a few gold teeth, and says, "I'll repair the village road and build the ancestral hall." So rumors spread in the village, not thanking him for the road, but suspecting he robbed a bank, sold drugs, had his wife prostitute, or laundered money for some powerful person. He's done all the bad things. **You think of all his badness but never his efforts.** So with strong imagination, these baseless things become as real as facts. Since I can't achieve your success, I'll destroy you—do you think only Brother Coat experienced this? Isn't Master Kong also Taiwan's Brother Coat?
Master Kong is even worse off than Brother Coat. It wanted to return home and do something, but the hometown folks greeted it not only with cold shoulders but also with crueler rumors, which spread to the mainland where Master Kong relies on for survival.
Under the devastation of food rumors in recent years, mainland consumers believe that food worldwide is safer than mainland's—even North Korea is safer because it has no pollution.
With such inferiority complex among mainland consumers, Master Kong is in a dilemma. If in Taiwan it was just splashed with dirty water, in the mainland it's a mudslide, absolutely a house collapse.
It's said rumors stop at the wise, but having seen too many rumors, I feel deep malice. People panic over uncertain things, and panic to a certain degree becomes curses. If you now educate consumers that China's food safety is stricter than Taiwan's, they'll think you're making excuses for companies; if you reason with them that the company's headquarters is in the mainland and wouldn't sabotage itself, and those who've seen Master Kong's production lines know they're at least five years ahead, consumers will say you're a paid troll.
Now, reasoning doesn't work; force? Little one, how dare you do anything to your God?
Do it
Yes, the only way to prove your innocence is to keep doing well, work harder than before, and demand stricter standards. This isn't the time for reasoning. If you can solve it by doing, don't use words. After all, we're in the FMCG industry; instead of spending time on science education and debates, it's better to improve our service.
If the big player dies, will the world be better?
In recent years, industry leaders have faced unprecedented pressure, partly from consumer distrust in product safety and partly from peers' malice.
The best way to increase sales is to monopolize; if you can't, then kill your peers, especially if the leader dies, my product can replace it. You're overthinking and oversimplifying. If the industry leader has food safety issues, do you think consumers will believe the second player's food is fine? No, consumers will only think you're all the same, and your problems might be worse. Haven't all those palace dramas shown that when the queen dies, whoever seeks favor dies quickly?
In 2015, Japan's instant noodle production rose 1.2%, Russia grew at over 27%, South Korea's per capita consumption reached 72 packs, while China's was less than 25. While the global instant noodle industry grows steadily, China's is in a "cliff-like" decline. This loss isn't just for Master Kong; the entire industry bears it. How much of these rumors in the past two years were aided by peers? Since 2013, Wahaha has faced 30,000 rumor attacks, with 170 million reposts and views, and estimated losses of 5 billion yuan.
Don't say the industry will change if the leader dies. Even if the second player has problems, isn't the whole industry in danger? After Pepsi was acquired by Master Kong, how many thought Coca-Cola would dominate carbonated drinks? In reality, Coca-Cola sold its bottling business to COFCO and Swire this year, just four years after Pepsi sold its bottling business.
Old Na said: This wave of rumors has caused immense harm to Master Kong's instant noodles. Originally, Master Kong's sales data in the third quarter showed good progress, with signs of profitability. We should have sat down to analyze how Master Kong grew, seeking light and warmth in this cold winter.
This winter will be longer.
We FMCG professionals originally supported ourselves by providing convenience to consumers, but now we're synonymous with pests. It seems the more convenience we provide, the greater the harm to consumer health. They say sugary drinks are unhealthy, fried instant noodles are unhealthy, laundry detergent with fluorescent agents causes cancer, and snacks are high in calories and unhealthy.
If you say water is good, they think you're overcharging. If you tell consumers that foreign water is more expensive than drinks, they'll say that's abroad, this is domestic. People are good at double standards.
For consumers, I don't think I can write an article to change their views on our industry, nor can I write one to show how good Master Kong's instant noodles are. I believe this depends on Master Kong's own efforts; the future will be better.
FMCG professionals are too tired, rumors are too many, the road is too hard, but we must keep going. The FMCG ship is already battered; don't throw stones at it. We need industry leaders like Master Kong to lead the way. Please cherish our leaders.
**Source: FMCG Disciples (ID: nalanzt)**
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