Jilin traditional spicy strips joining conditions video

Recently, news of Wei Long's listing in Hong Kong spread like wildfire. According to media reports, Wei Long is currently cooperating with CICC, Morgan Stanley and UBS, and plans to raise $202 1 IPO in Hong Kong.

Although Wei Long officials have not yet responded, it has increased speculation and curiosity. How did the once unremarkable street snack 50 cents become online celebrity food, earning 4.9 billion yuan and expanding its capital to Zhang Zhilu?

Big business in a small workshop

Speaking of spicy strips, I have to mention "the hometown of spicy strips in China"-Pingjiang, Hunan.

According to statistics, there are nearly 1 000 spicy strip enterprises in China, with an annual output value of about 58 billion yuan, while Pingjiang county accounts for half of the country, with an annual output value of 20 billion yuan. It is widely rumored that more than 90% of the operators of spicy strips in China are from Pingjiang.

Pingjiang is also the hometown of Liu Weiping, the founder of Wei Long.

From 65438 to 0999, Liu Weiping, who graduated from high school, took his younger brother Liu Fuping from Pingjiang, Hunan Province to Luohe, Henan Province, where wheat was produced, and started a small gluten workshop.

However, he is not satisfied with the benefits brought by small workshops. He found inspiration from the traditional snack beef tendon noodles and developed the first spicy strip in China. Then the equipment was improved and mass production was realized. In 2003, it registered the trademark of "Wei Long" and became the first brand in the spicy strip industry in China.

In 2005, Wei Long ushered in the growth period, and small gluten and big gluten in Wei Long came out one after another, which became a beautiful memory of the post-80s and post-90s.

Wei Long's way to break the game

In order to ensure the quality, Liu Weiping has spent millions to fully automate the packaging machine, set up a quality management organization and built a fully automatic aseptic production workshop.

In terms of distribution channels, while many spicy strip enterprises are still wholesaling to township supermarkets, Wei Long chooses to enter large supermarkets and chain convenience stores to establish a nationwide dealer network.

In 20 15, Wei Long officially laid out e-commerce channels and settled in JD.COM, Tmall and other major e-commerce platforms. According to the statistics of Pettitte, Wei Long is currently in Tmall flagship store * * *, with 3.09 million fans and more than 20 categories, among which the monthly sales of big gluten, konjac cool, kiss boiled, small gluten and flavored kelp are all 50,000.

After nearly 20 years' development, Wei Long can be said to have firmly taken the first place in the domestic spicy strip industry, and even once made the American luxury food list, with a price of about 1 1 USD, equivalent to RMB about 80 yuan.

On Tmall's overseas platform, the export of spicy strips increased by over 1.20% for half a year. Wei Long spicy strips have been sold to more than 60 countries and regions around the world 1.60, with Japan becoming the largest importer of spicy strips, followed by Singapore, South Korea and the United States.

According to the Development Report of Snack Industry under the Background of Consumption Upgrading issued by the Circulation Industry Promotion Center of the Ministry of Commerce, by 2020, the total output value of snack industry will be close to 3 trillion yuan. Among them, only the annual output value of spicy strips is nearly 60 billion yuan. Wei Long ranks first in market share, about 8. 1%.

According to the data of Weilong Caibao, the revenue of Weilong in 20 19 was 4.909 billion yuan, up 43% year-on-year. Liu Weiping, the founder of the brand, said at the Wei Long Food 2020 Partner Conference that Wei Long's target this year is 7.2 billion yuan. At the same time, according to the plan of 20 18, Weilong will be sold at 202 1 sell 10 billion.

It is reported that Wei Long food produces 30-40 million packets of spicy strips every day, accounting for 10% of the national spicy strip industry. The annual sales revenue of konjac products in Wei Long alone reached 83.06 million yuan, a year-on-year increase of 170.03%.

Marketing circle

Besides successful channel construction, another highlight of Wei Long is talent marketing.

1) Take advantage of marketing.

2065438+In September 2006, on the day when Apple released the new iPhone7, Wei Long took advantage of the situation. Launched a wave of "Apple Style" marketing, produced a series of Apple Style advertisements for its spicy strips, positively displayed the "high-end" image of spicy strips products, and made a demonstration analysis of the ingredients of spicy strips.

2) Invite celebrities to speak for themselves

20 10 Zhao Wei, a popular star, launched the classic series "Wei Long". On 20 12, Wei Longli invited Yang Mi, a popular actress, to join in and speak for a series of products such as "kiss roast" and "kiss dried bean curd".

The popularity and influence brought by celebrity endorsements have promoted the brand competition in Wei Long to a new height.

3) Brand image upgrade

In order to improve the brand image, Wei Long invited a professional photography team to photograph the company's assembly line and workshop. It also introduces the concepts of simple spicy strip packaging, all-white background tone+funny sentences and opaque packaging, giving up the old packaging and showing the products directly to consumers.

The clean and refreshing appearance of the new packaging reflects the sense of high quality, changing the low-end and cheap feeling of the previous spicy strips.

Wei Long's Dangers and Opportunities

On August 7th, 20 18, Wei Long "kissed by mouth" was blacklisted by Ningbo zhenhai district Market Supervision Administration. The unqualified reason is also that the detected sorbic acid content is 0.2 19g/kg, and the dehydroacetic acid content is 0.0989g/kg, which is prohibited by the standard.

20 18 In the early morning of September 4th, Wei Long Food responded to this in its official Weibo, saying that Wei Long products were completely legal and compliant.

Wei Long said that since 2007, local standards for seasoning noodle products (spicy strips) have been implemented (including local standards for seasoning noodle products in Henan Province (DB4 1/T5 15-2007) and local standards for extruded cakes in Hunan Province (DBS 43/002-2065437)).

20 19 CCTV 3. 15 party exposed dangerous spicy strips, and the production conditions were extremely unsanitary, without any sanitary protection measures. Affected by this, Wei Long fell into a crisis of confidence.

Because the price of spicy strips is relatively cheap, most of them are 50 cents 1 yuan. In order to ensure the profits of all links, it is difficult for these low-priced snacks to meet the national requirements in terms of production environment and workers' requirements, and there will inevitably be some security risks.

Although spicy strips are delicious, how to get rid of the label of "junk food" will be a great test for Weilong.

Generally speaking, the development path of Wei Long is relatively stable, but in recent years, news about food safety issues still appears from time to time.

In addition, the single variety of production is also one of the bottlenecks of Wei Long's growth. At present, Wei Long is constantly enriching the product chain, but the category expansion is not achieved overnight. With the snack giants scrambling to lay out spicy strips, the competition in the future spicy strip market will become more and more fierce.