七年涨九倍,凭啥

  你吃过韩国泡面吗?这个看着不太起眼的食品,2021年出口十分强劲。韩国海关数据显示,韩国2021年前11个月出口方便面6.079亿美元,同比增长10.6%,创下历史新高。

  数据显示,2021年韩国方便面对中国大陆出口额最高,达到1.3342亿美元,占出口总额的近22%,对美国和日本的出口额依次排在第二位、第三位。

  近年来,韩国方便面不断加大在中国市场的推广力度,收获了不少中国粉丝。特别是在国内一些社交媒体平台,不时能刷到分享韩国方便面吃法的视频。数据显示,2014年中国进口韩国方便面的总额仅为1515万美元,对比2021年前11个月的数据,7年间增长至当年总额的近9倍。中国已成为韩国方便面最大出口市场。

  中国一直是全球最大的方便面消费国。根据世界方便面协会的统计,2020年中国消费了463.5亿份方便面,稳居全球第一。如今,虽然自嗨锅、螺蛳粉等花样繁多的方便食品让人们的选择越来越丰富,但方便面依旧是很多人心里割舍不下的一份念想。

  在国际国内众多品牌的激烈竞争中,韩国方便面为何能实现稳步增长?

  首先,口味是王道。随着人们对生活品质追求的提升,吃方便面早已不只是图个方便,消费者对口味也产生了更多个性化需求。和很多传统国内品牌相比,韩国方便面口感更筋道,适合煮着吃,辛辣的料包也更能刺激味觉,拉面加芝士等新吃法也让消费者更有新鲜感。

  其次,营销很走心。除了本土化的经营策略,韩国方便面企业还善于营销,尤其是将韩国方便面的宣传“植入”韩国电影、电视剧和综艺节目,起到了较好的传播效果。韩国知名方便面企业农心就曾表示,得益于韩国影片《寄生虫》中的“炸酱乌冬面”片段,该款方便面销量上涨。

  Again, the localization strategy.

As early as the 1990s, leading instant noodle companies in Korea, such as Nongshim and Samyang, began to deploy and enter the Chinese market early.

Nongshim, the first to enter China, currently has two factories in Shanghai and Shenyang.

More than 80% of the products sold in China are produced locally.

The localization strategy reduces costs by reducing intermediate links. Common Korean instant noodles such as Xin ramen and turkey noodles are mostly priced at four or five yuan per pack in China, which is more easily accepted by consumers.

  Of course, it should also be noted that although the sales of Korean instant noodles in China have risen sharply in recent years, and their reputation is good, their overall share in the Chinese market is not large, and there is still a lot of room.

In the face of fierce competition from local convenience foods, Korean instant noodles still need to be refurbished to satisfy the ever-increasing "appetite" of Chinese consumers.

  Yu Yang