/ Chaowen News/Guangzhou, August 18, 2022 -- What is the choice between convenience and health? Kids do multiple choice. Young people do all of them. Convenience, health, quality assurance... Behind these seemingly contradictory demands are the "small goals" of today's young people, which have catalyzed the growth of a whole new category of consumer goods.
Data also show that, based on the fast-paced and efficient working and life style of the young generation, convenience, health and intelligence have become the key words of consumption trend. The sales volume of instant food has increased by more than 50 times year-on-year, and it has become the "growth king" of FMCG category. Recently, the "2022 Instant Food Industry Research Report" released by the Machen Research Institute shows that the size of the instant food industry has grown steadily in recent years, and the domestic market is estimated to exceed 250 billion yuan.
Take White Elephant food as an example. It meets the needs of modern people's fast-paced life with both health and convenience, and is well recognized by consumers. White Elephant Food was founded in 1997. Since its establishment, White Elephant Food has spent 25 years to deeply cultivate the "soup" assets, and constantly upgrade the quality and taste innovation, so as to create the "taste of China" with ingenuity. Aiming at the key value point of nutrition and health, White Elephant Foods pioneered the development of China's first instant noodle with bone broth in 2003, becoming the pioneer of the "soup instant noodle" category in China.In 2012, as the representative of Chinese instant noodles, White Elephant Food's "Fine Stewed Big Bone Noodle Series" won the senior award of "Global Food Industry Award" at the World Food Science and Technology Conference, achieving a breakthrough in the 50-year history of this award in the global instant noodle industry. In September 2018, White Elephant launched the Instant noodle "Soup Good Drink", which filled the gap of "stock instant noodles" in the industry, and replaced the traditional sauce powder packet in the form of soup packet, which fully retained the delicious and nutrition through "boiling real stock in 6 hours".
It's not just the bone soup instant noodles that White Elephant has been innovating for decades, growing with the industry and users. With the emergence of consumption phenomena such as one-person eating, lazy economy and homebody economy, White Elephant closely follows the consumption preferences of young people born after 1995 and Generation Z. While continuously consolidating traditional strong categories such as bone soup noodles, White Elephant began to take the initiative to develop new categories to expand its market territory. From 2019 to 2020 alone, White Elephant has completed the research and development of more than 80 new products, with the product matrix spanning more than 10 categories such as instant noodles, noodles, instant noodles, snack food, frozen food, noodles, flour and drinks.
Good quality, consumers naturally eat out. Consumers' comments on Baixiang instant noodles on social media, such as Weibo and Xiaohongshu, show that they like Baixiang's soup and noodles. Comments such as "White elephant's gluten", "White elephant's noodles are suitable for cooking" and "White elephant's soup tastes delicious" frequently appear. On JD.com, Tmall and other platforms, White Elephant has also achieved remarkable results. Data showed that White Elephant soup topped the hot list of convenience food on JD store during the lunar New Year and continued to dominate the list. So far, about 660,000 people have bought White Elephant soup to enjoy the signature pork bone noodles; More than 30,000 pieces of White Elephant Soup Haodrink's signature pork bone noodles were sold during the 618 pre-sale period. On Tmall, Baielephant Soup Haodrink Instant noodles continued to top the hot list, added list and praise list of instant noodles on Tmall, with a comprehensive hot index of 9.9, about 40,000 people added orders, and the praise rate reached 99.9% within 30 days.
