Analysis Report on Jinmailang's Channel Reform and Instant Noodle Market Competition

Based on the information obtained from searches, I will systematically analyze Jinmailang’s channel reform and the competitive landscape of the instant noodle market for you.

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According to data from Mashangying,

, ranking fourth in the industry with a significant gap from leading competitors [1]:

Brand	Market Share	Estimated Annual Sales
Master Kong	40.31%	Approximately RMB 28.4 billion
Uni-President	~16%	Approximately RMB 9.8 billion
Baixiang	15.13%	Approximately RMB 9.2 billion
Jinmailang	7.84%	Approximately RMB 6.4 billion

From Q1 2023 to Q4 2024, Jinmailang’s market share has been hovering between

, struggling to break through the bottleneck [2].

In recent years, Jinmailang has implemented a “Four Separations” strategy (separation between the manufacturer and distributors in warehousing, logistics, capital, and market development, etc.), but with little effect. The core problems are reflected in the following aspects:

• Channel diversification has led to significant price gaps across channels: obvious price differences between snack discount stores, traditional terminals, and e-commerce platforms
• Distributors are forced to engage in cross-region cargo diverting to clear inventory, further impacting the price system
• A vicious cycle has formed: manufacturer forced inventory loading → channel price gaps → slow terminal sales → distributor cargo diverting → price system chaos → further decline in sales [1]

• “In the industry downturn, distributors are more risk-averse”, and a large number of distributors are reluctant to take on Jinmailang’s business
• The selection logic of terminal stores has changed: only recognizing fast-selling hit products, high gross margin profit products, and stable products with small price differences
• Jinmailang’s products lack competitiveness and are difficult to meet the selection requirements of terminal stores [1]

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As the industry leader, Master Kong continues to consolidate its position with the following advantages:

• Comprehensive product portfolio
  : The “Classic Series + BIG Series” covers high, medium, and low-end markets
  • Sales of cup noodles reached RMB 14.012 billion, with a year-on-year growth of 3.7%
  • Although high-priced bagged noodles declined by 6.3%, the base is still large
• Huge marketing investment
  : In 2024, marketing expenses reached RMB 18.042 billion, with full efforts made both online and offline
• High-end strategy
  : Launched high-end products such as “Xian Q Noodles” and “Royal Feast”, while positioning “Master Kong 1.5x Portion” as cost-effective [3]

Baixiang has achieved a breakthrough with a differentiated strategy, leading in market share growth:

• Market share increased by 1.58%, with a year-on-year growth rate of 29%
  , ranking first in the instant ready-to-eat category [2]
• Obvious advantage on Douyin
  : The number of followers of Baixiang’s official Douyin store reached
  5.116 million
  , far exceeding that of Master Kong (1.083 million) and Jinmailang (1.531 million) [3]
• Product innovation breakthrough
  : Taking “bone broth” as a breakthrough, put forward the concept of “nutritious instant noodles”
• Cost-effective strategy
  : The price of Baixiang’s turkey noodles (RMB 18.9 for 5 bags) is only about 60% of that of Samyang’s turkey noodles (RMB 31.9 for 5 bags) [3]

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• In 2025, the instant noodle category recorded a decline of 5.67%
• Superposition of multiple factors such as increased consumer health awareness, impact of food delivery, popularization of high-speed railways, and increase in alternative ready-to-eat foods
• The downturn of the overall industry has accelerated the survival pressure of small and medium-sized brands [1]

• Compared with Baixiang’s “Delicious Soup” series upgrade and Jinmailang’s noodle flavor updates, Master Kong and Uni-President have faster new product iteration
• It is difficult to create a phenomenon-level product like Baixiang’s “Cilantro Noodles”

• The traditional distributor system is not well-adapted to the wave of channel diversification
• Failed to effectively seize the dividends of emerging channels such as Douyin and e-commerce

• In consumers’ minds, Jinmailang lacks a clear brand positioning and differentiated label

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• Suspend the forced inventory loading model
  and prioritize solving the problem of distributors’ overstocked inventory
• Strictly control cargo diverting
  and establish a regional protection mechanism
• Increase terminal profit margins
  to ensure distributors can make profits

Strategy Direction	Specific Measures
Focus on Cost-effectiveness	Strengthen the positioning of the “1 Series” and “50% Extra Quantity”, and deeply cultivate the sinking market
Channel Intensive Cultivation	Focus on breaking through county-level markets and closed scenarios (factories, internet cafes, schools)
Product Innovation	Develop healthy and functional new product categories to avoid direct competition with Master Kong

• Leverage the “From Wheat Field to Retail Store” whole industrial chain model to reduce production costs
• Establish cost barriers on the raw material side and use price wars to gain market share
• Explore upstream supply chain integration to improve overall operational efficiency

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The core challenge currently facing Jinmailang is the

. Under the pressure from Master Kong (40%+ market share) and Baixiang (15%+ market share), a market share of around 8% is difficult to support large-scale development.

lie in:

1. Whether it can rebuild dealer confidence and stabilize the price system by 2026
2. Whether it can find a differentiated product positioning and channel breakthrough point
3. Whether it can seize the trends of consumption upgrading and healthiness and establish advantages in niche markets

If Jinmailang cannot achieve substantive breakthroughs in the above aspects, its fourth-place position in the instant noodle market may be further challenged, or even marginalized.

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[1] Sina Finance - “Dealers ‘Fleeing’, Market Share Declining: How Can Jinmailang Regain High Growth in 2026?” (https://t.cj.sina.cn/articles/view/1077173264/40345c1000102hy58)

[2] 36Kr - “Jinmailang’s Plan to Challenge Uni-President is Intercepted by Baixiang” (https://m.36kr.com/p/3213927342820226)

[3] Securities Times - “Instant Noodle Market Transformation: Master Kong Shrinks, Baixiang and Others Rise” (https://www.stcn.com/article/detail/1614024.html)