康師傅方便麪品牌推廣不遺餘力

If you've ever wondered what it takes to market instant noodles in China, take a look at food and beverage giant Tingyi Holding Corp.'s results for the first half of this year.

如果你對如何在中國營銷方便麪感到好奇，那不妨來看看食品及飲料巨頭康師傅控股有限公司(Tingyi Holding Corp., 簡稱：康師傅控股)今年上半年的業績。

Tingyi, owner of the 'Master Kong' noodle brand and a partner with PepsiCo Inc., lists some of its promotional highlights so far this year in its report to the Hong Kong stock exchange, including:

北京一家超市中碼放的康師傅和統一企業方便麪。作爲“康師傅”方便麪品牌的持有者以及百事公司(PepsiCo Inc., PEP)的合作伙伴，康師傅控股在提交給香港交易所的中期財報中列舉了今年以來的部分重要營銷活動，具體如下：

-An ideological-sounding campaign called 'Adherence to Dreams, Loyalty to Original Taste.'

-進行了以“堅持夢想忠於原味”爲主題的品牌推廣活動。

-A promotional tie-in with the World Cup called 'watching soccer match overnight by eating braised beef noodles' which the company notes 'substantially extended the opportunities of eating instant noodles.'

-借勢世界盃話題，進行“熬夜看球，要吃紅燒牛肉麪”的世界盃網絡傳播。該公司稱，這一活動大幅延伸了“方便麪食用時機”。

-A push for Tingyi's pickled mustard flavored products, featuring the slogan 'not only sour and crisp, plenty of flavours are even better' and an intriguing-sounding promotion called 'You are the winner of sour and crisp expert award.' Perhaps as a result of these efforts, 'market share in the high-end pickled mustard flavor market continue to increase,' the company notes.

-爲推動酸菜口味方便麪的銷售，提出了“不止酸爽，超多口味更爽”的口號，並開展“酸爽行家獎的就是你”的促銷活動。該公司稱，高價酸菜口味方便麪的市場佔有率繼續提升。

-An online video show called 'Eating missions must be accomplished.'

-打造了網上娛樂美食節目《食命必達》。

As for the results themselves--which saw net profit rise 17.9%--analyst opinions were mixed, with Barclays noting that Tingyi's revenue for the second quarter was down 2%. That said, Barclays believed that the company 'has all the building blocks in place to substantially improve its margins over the next 3-5 years.'

康師傅控股上半年淨利潤增長17.9%。對於該公司的業績，分析師們看法不一。巴克萊(Barclays)指出，康師傅控股第二季度收入下滑2%。即便如此，該行認爲，康師傅控股具備了在未來三至五年大幅提升利潤率的所有條件。

BOCOM International meanwhile worried about Tingyi being squeezed by competition from rival company Uni-President China, which has introduced a new line called Gemian, or 'revolutionary noodle', which BOCOM deemed 'delicious.'

交銀國際(BOCOM International)擔心，康師傅控股正面臨來自統一企業中國控股有限公司(Uni-President China Holdings Ltd., 簡稱：統一企業中國)的競爭壓力，統一企業中國推出了名爲“革面”的新產品線，而交銀國際認爲這款產品“美味可口”。