If you've ever wondered what it takes to market instant noodles in China, take a look at food and beverage¹ giant Tingyi Holding Corp.'s results for the first half of this year.

如果你对如何在中国营销方便面感到好奇，那不妨来看看食品及饮料巨头康师傅控股有限公司(Tingyi Holding Corp., 简称：康师傅控股)今年上半年的业绩。

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:

北京一家超市中码放的康师傅和统一企业方便面。作为“康师傅”方便面品牌的持有者以及百事公司(PepsiCo Inc., PEP)的合作伙伴，康师傅控股在提交给香港交易所的中期财报中列举了今年以来的部分重要营销活动，具体如下：

-An ideological-sounding campaign called 'Adherence³ to Dreams, Loyalty⁴ to Original Taste.'

-进行了以“坚持梦想忠于原味”为主题的品牌推广活动。

-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.'

-借势世界杯话题，进行“熬夜看球，要吃红烧牛肉面”的世界杯网络传播。该公司称，这一活动大幅延伸了“方便面食用时机”。

-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 promotion² 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.

-为推动酸菜口味方便面的销售，提出了“不止酸爽，超多口味更爽”的口号，并开展“酸爽行家奖的就是你”的促销活动。该公司称，高价酸菜口味方便面的市场占有率继续提升。

-An online video show called 'Eating missions must be accomplished⁵.'

-打造了网上娱乐美食节目《食命必达》。

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 margins⁶ over the next 3-5 years.'

康师傅控股上半年净利润增长17.9%。对于该公司的业绩，分析师们看法不一。巴克莱(Barclays)指出，康师傅控股第二季度收入下滑2%。即便如此，该行认为，康师傅控股具备了在未来三至五年大幅提升利润率的所有条件。

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.'

交银国际(BOCOM International)担心，康师傅控股正面临来自统一企业中国控股有限公司(Uni-President China Holdings Ltd., 简称：统一企业中国)的竞争压力，统一企业中国推出了名为“革面”的新产品线，而交银国际认为这款产品“美味可口”。