Nongshim, the biggest Korean instant noddle producer, entered the biggest Ramen market in the world at 1995. Over the last 18 years, Nongshim introduced more than 10 different Ramen to Chinese consumers, but to fail to gain preference over fierce competitor brands. The Chinese market leader Master Kang won more than 50% market share, Nongshim got less than 1%!What's the problems? This case investigate the dynamic change of distribution channel on Chinese FMCG markets especially the instant noodle market. Major market research data are provided for marketing executive to make decisions on developing the effective distribution channel strategy in turbulent Chinese FMCG markets.