When it comes to instant noodles, it is natural to avoid the father of instant noodles-Chinese Japanese Ando Baifu, who formed instant noodles through improvement and invention and put them on the market.
From a macro point of view, the birth of instant noodles is actually required by the background of the times and created by history.
At that time, shortly after the end of World War II, there was a serious food shortage in Japan, and the people were facing a crisis of food shortage. At that time, Ando often passed by a Lamian Noodles stall and watched people queue up in the cold wind. He decided to develop a simple and fast-food instant noodle.
1958, based on the prototype of China, Ando developed a kind of "chicken noodle" which can be eaten by adding hot water. The secret is that frying will quickly dehydrate the bread, and there will be many fine holes in the noodles. When the cake is soaked in hot water, the water can quickly and fully penetrate into the pores of the noodles, so that the noodles can regain their elasticity.
Under the background of food shortage in Japan at that time, instant noodles quickly opened up the Japanese market with the characteristics of delicious, affordable and long preservation time. 65438+ In February of the same year, Ando founded Nissin Food, which was listed on the Tokyo Stock Exchange at 1963.
The first generation of instant noodles, which later became our spiritual rations, was born.
After the invention of instant noodles, its convenience and quickness were widely accepted by people, and then it became popular all over the world, so many new flavors were introduced. In China alone, there are more than 400 brands of instant noodles, many of which are childhood memories.
Nowadays, instant noodles have long been an indispensable food to fill our stomachs, and at present, it is still in an irreplaceable position.
"Laotan sauerkraut" is stuck in the mud pond.
As an "out-of-date online celebrity" instant noodle, perhaps no one expected that it would surprise everyone in another way at this year's 3. 15 party.
The sauerkraut seasoning package of Laotan sauerkraut series instant noodles refers to the "potherb sauerkraut" bought from outside. As soon as the incident was exposed, the instant noodle market immediately became turbulent.
The "Laotan Pickled Sauerkraut" series of instant noodles has also been pushed to the forefront of public opinion and instantly became the target of public criticism.
Affected by this, the famous host Wang Han's earlier video of shooting advertisements and performing instant noodles was also turned out by netizens and once rushed to Weibo for hot search.
After the broadcast of the program, many e-commerce platforms have been unable to search for the "Laotan sauerkraut" series products. At the same time, brand e-commerce flagship stores such as Master Kong have also removed the related products of Laotan sauerkraut beef noodles.
Affected by 3. 15 "pit pickled sauerkraut", the share prices of Master Kong and Uni-President immediately plummeted. Based on this, the status of the two giants, Master Kong and Uni-President Instant Noodles, instantly fell from the altar.
At the same time, in the market competition, it has been tepid. Once, sales were far less than those of several big-headed giants such as Master Kong. However, the white elephant instant noodles produced in Henan quietly "out of the circle" by virtue of the quality of conscience and the reputation of being close to the people, and strongly occupied the taste buds of consumers.
The instant noodle market is different from other market industries, which can be described as changeable and iterative. As a generation born after 1980s and 1990s, we witnessed the innovation of many brands and the sudden decline of some brands.
Among them is the famous "Xiong Yiwu".
It's a long story about Xiong Yiwu, an old brand of instant noodles that started 30 years ago.
In the 1990s, an instant noodle named Xiong Yiwu was popular all over the country. At that time, it was famous as "the first face of China". Together with Huafeng and Beijing instant noodles, it has become a daily ration snack for most people in the occupied northwest.
"Xiong Yiwu" is an instant noodle brand from Shaanxi. Although it is just super ordinary fried instant noodles for the elderly, in the era when instant noodles have not been labeled as "junk food", "Xiong Yiwu" is really an all-round snack in the eyes of children.
At that time, there was no Taiwan-funded enterprise "Master Kong" or joint venture "unification" in mainland China. "Xiong Yiwu" has entered the consumer market in a big way, and it is the first in the industry.
Landing in Baoji is the peak
This instant noodle is actually a sub-brand of Huafeng, which was founded in chencang district, Baoji City, Shaanxi Province, and named after its founder Xiong Yiwu.
Speaking of Xiong Yiwu, he is definitely a legend. He is the founder of Huafeng instant noodles. Because of the title of "Xiong Yiwu", he is called "the king of instant noodles in China".
From 65438 to 0984, Xiong Yiwu, as the stationmaster of a food factory in Zhuhai, Guangdong Province, with a keen sense of business, founded the "Huafeng" workshop in his early years to produce instant noodles by introducing Japanese instant noodle production lines. Not only that, but also the first instant noodle in Guangdong-Sanxian instant noodle was created with advanced technology and taste ingredients.
In addition to his keen market sense and innovative ability, Xiong Yiwu is also very shrewd in business promotion. In order to make the sales market of three fresh and one cotton go from Guangdong to the whole country, he added fuel to the fire, invited the famous Hong Kong star Shen Dianxia to speak for him, and designed a catchy slogan "Eat Huafeng, Passepartout", which was bombarded in prime time of major TV stations.
With advanced production lines and well-known spokespersons, Huafeng enterprise quickly became popular all over the country, and its three fresh noodles sold well all over the country.
Since then, Huafeng instant noodles have become a household name.
In the mid-1990s, Xiong Yiwu, the founder of Huafeng, voluntarily chose to retire according to the policy requirements.
To tell the truth, even if such a star entrepreneur withdraws from the commercial stage, people will still pay too much attention to him.
At that time, Baoji City, Shaanxi Province, which happened to be thousands of miles away, was planning to build an instant noodle food industrial chain, so the local government invited expert Xiong Yiwu to Shaanxi through various channels and efforts in the form of key investment projects to set up a factory in chencang district to produce "Huafeng Xiong Yiwu" series of instant noodles.
"Xiong Yiwu" instant noodles, named after Xiong Yiwu, was born in Baoji as a product name.
Combined with its long-term deep cultivation and experience accumulation in the instant noodle industry, "Xiong Yiwu" has successively launched four series of single-package, double-package, halal and crispy noodles, and its products include 16 kinds of spicy beef noodles, three fresh noodles and halal spicy beef noodles.
In the middle and late 1990s, an instant noodle named "Xiong Yiwu" quietly appeared on the supermarket shelves in the north, and soon it won the recognition of consumers with its excellent taste and classic taste.
A few years before the listing of "Xiong Yiwu", all kinds of packaging products sold well all over the country. The brand of "Xiong Yiwu" won the honors of "National Famous Brand Product in Food Industry" and "National Advanced Enterprise in Food Industry with Quality and Benefit", with a market value as high as 500 million yuan, which created a miracle in the sales history of instant noodles in China.
In those days, when Premier Li Peng visited Huafeng, he called Xiong Yiwu "the king of China". Xiong Yiwu explained this point well with his endless life, hard work and outstanding performance.
This is another origin of Xiong Yiwu, king of instant noodles in China. He may not have thought that he would once again reach the peak of the industry after retiring, and it was a brand founded in his name.
Xiong Yiwu is good at marketing. He once summed up his experience in three sentences: "Small commodities open up a big market", "Limited commodities, unlimited markets, and unlimited markets with limited products" and "The East is not bright and the West is bright".
I wonder if anyone in that generation had eaten "Xiong Yiwu" instant noodles when they were young. Anyway, it accompanied me all the way to junior high school. Fifty cents for two and one dollar for three can be eaten dry or as instant noodles. The taste is very fresh.
Soul eating is actually dry eating, crushing the bread, spreading out the bag, and shaking it hard with the bag. At that time, the material package was the material package, which was salty, spicy and spicy. Without all kinds of sauces, vinegar and chopped green onion, this package alone is enough to "light up" a package of instant noodles.
After eating the plastic packaging of instant noodles, you can also decorate the pencil case. There is a thin white film in the plastic bag. Gently tear off this layer, and the colorful packaging outside looks brighter.
Somehow, after junior high school, the familiar "Xiong Yiwu" instant noodles seem to have suddenly withdrawn from the market and disappeared around us.
Henan cuisine came from behind.
The disappearance of "Xiong Yiwu" did not happen for no reason, but for a reason.
Unexpectedly, just as Xiong Yiwu was preparing to do a big job, it was also the most brilliant moment of "Xiong Yiwu" instant noodles, but this leading enterprise suffered a huge blow.
1996 10, Xiong yiwu, the person in charge of "Xiong yiwu", was admitted to the hospital because of a car accident. Shortly after the end of February, Xiong Yiwu died unfortunately because of his injuries, thus ending his legendary life.
Later, the story was even bloodier. Xiong Yiwu's departure immediately triggered a series of changes. In order to compete for the control of the company, his wife and descendants got into a long-term property dispute and finally had to resort to court.
Therefore, Xiong Yiwu's sudden departure and the deterioration of the relationship between his widow and children have laid a hidden danger for the future decline of the enterprise. A series of accidents finally delayed the production and product innovation of enterprises, which made the reputation of "Xiong Yiwu" instant noodles in the business world discredited, the company and brand plummeted, and gradually faded out of people's vision, which became a great pity for the food industry in Shaanxi.
Later, the market fluctuated greatly. Henan, a populous province adjacent to Shaanxi, once led the central and western regions, while Shaanxi gradually lost the opportunity of instant noodle industry. Even if Hua Feng Xiong Yiwu regroups and wants to start over, it's a pity that the glory of the past is gone.
The world is still that world and the market is still that market. "Xiong Yiwu" is no longer the legend, and the era of "Xiong Yiwu" has become a thing of the past.
You sing, I go on stage.
At the same time, many foreign instant noodle enterprises are optimistic about the Chinese mainland market and set up factories in the form of joint venture and sole proprietorship. Lucky in Singapore, Unification in Taiwan Province Province, Good Chef and Yingduo in Indonesia and Top One in Japan have all made great efforts in the middle and high-end instant noodle industry.
In the later period, foreign brands such as Master Kong and Uni-President rose resolutely, eroding the market share of Huafeng instant noodles, and Huafeng instant noodles naturally declined, especially Xiong Yiwu.
At present, all kinds of instant noodles common on the market, except white elephants, such as Beijing and Yuzhu, are headquartered in Henan. There are Shuanghui ham sausage, lotus gourmet powder and so on. Is the leading food industry in Henan and the main supply channel in China.
In addition, all kinds of spicy strips, all kinds of bean products, training and other minority foods are made in Henan in all likelihood.
Comparatively speaking, in neighboring Shaanxi, except Bingfeng and Hans in Xianyang, there seems to be no other well-known brands of food and beverage exported to other places.
Nowadays, the once prosperous "Xiong Yiwu" has gradually drifted away. Although it still appears in the market, it only relies on feelings to get customers, and the overall business situation is obvious.
As a young person in the 1980s and 1990s, childhood memories are an indispensable part of our memories. Almost everyone has a favorite instant noodle in his childhood.
"Bubble is noodle soup. After soaking for one minute, the taste is rich and crisp, and it becomes smooth and tender after soaking for three minutes; It is crispy noodles, sprinkled with half a packet of seasoning, holding the packaging bag and shaking it up and down, and even the last residue should be poured into the mouth. " That feeling seems to be ringing in my ears right now.
At that time, eating "Xiong Yiwu" at ordinary times was an extravagant hope. Every year on Children's Day, everyone wants two more bags, one soaked and the other dry, not to mention how strange it feels.
Nowadays, this kind of instant noodles has disappeared for a long time in life, and now it appears in the market a few years ago. Although there is innovation, it has not caused much waves.
Childhood is the pure taste of childhood, which has nothing to do with the present and has become a memory.