On December 22, Weilong's 2024 new product launch conference was successfully held in Luohe. At the meeting, Weilong's new flavor "Little Witch" konjac vegetarian hairy belly, the new category of "Crispy Huohuo" spicy crispy chips and the 2024 Weilong New Year gift box were unveiled. Liu Fuping, Vice Chairman of Weilong, Zhang Yun, Global CEO of Reece Strategic Positioning Consulting and Chairman of China, Sun Yinong, Executive Director and CEO of Weilong, Peng Hongzhi, Executive Director and CFO of Weilong, Liu Zhongsi, Executive Director and Senior Vice President of Weilong, and Yu Feng, Vice President of Weilong, attended the press conference, and thousands of Weilong partners from all over the country gathered in Luohe to witness the birth of Weilong's new strategic products.
Since its listing, Weilong has frequently added new members to the product family, and each new launch has shown Weilong's cutting-edge insight into the market and strong "hematopoietic" innovation, and Weilong's brand strategy has entered a new stage of quality improvement and upgrading in an increasingly resilient product matrix, and it has also shown the market that Weilong brand has fully opened a new era of marketing.
After the launch, new products were launched to "grab the beach" multi-category track.
Innovation stimulates brand vitality, and creativity keeps brands alive.
Looking at the development trajectory of the Weilong brand in 2023, it is just right to interpret what "innovation is vitality". The accurate insight into the consumer market and the unremitting pursuit of high-quality development have prompted the Weilong brand to frequently launch explosive models and continuously meet the diversified needs of consumers for continuous upgrading.
At the meeting, Zhang Yun, Global CEO of Reece Strategic Positioning Consulting and Chairman of China, made a wonderful sharing on brand positioning and category innovation, and the development strategy of multiple categories is constantly being verified to be correct.
Sun Yinong, executive director and CEO of Weilong, said in his keynote speech that only a steady stream of creativity can make the company prosperous in the global vision.
The new strategic products of Weilong released this time include a new flavor of "Little Witch" konjac vegetarian hairy tripe, a new category of "Crispy Huohuo" spicy chips and a 2024 Weilong New Year gift box. Among them, the sales of the "little witch" konjac vegetarian hairy belly, which has been launched in the first step, have increased by 6 times in 10 days after the e-commerce launch, and the sales on the first day of "Double Eleven" have exceeded 10,000, and the outbreak coefficient is as high as 400% compared with the daily life. The performance of the offline platform reached the monthly target of more than 224%, far exceeding the performance of other new product launches.
From a single spicy strip product to a rich category matrix, Weilong has been keeping up with consumer demand, filling the gap in the market, and leading the diversified development of the spicy snack food market.
According to reports, "Crispy Huohuo" selects high-quality wheat, selects high-quality peppers and peppercorns, and adopts non-fried extrusion and maturation process. Yu Feng, vice president of Weilong, said that Weilong entered the game with "crispy fire" spicy chips, and will rely on its own considerable accumulation in the field of spicy casual snacks to comprehensively open up the market blue ocean of spicy puffed snacks.
Based on consumer demand insights, open a new era of marketing.
As an important part of Weilong's corporate development strategy after the listing of Hong Kong stocks, the three new products officially announced this time are based on in-depth insights into consumer demand, and strive to further consolidate the competitiveness of Weilong's brand in the market.
In the face of the upcoming Spring Festival of the Year of the Dragon, Weilong has taken the lead in preparing for CNY marketing, and launched the 2024 Weilong New Year Gift Box as one of the three new products through insight into the consumption habits and trends of consumer groups for large-size gift boxes and gift bags. It is understood that the gift box is personally designed by Pan Hu, a famous Chinese packaging designer, and the creative inspiration is derived from the traditional Chinese culture dragon dance, using the concept of "Chinese New Year Dragon Spicy" to redefine the concept of eating fun and having a good New Year, fully meeting the emotional needs of Chinese for the Spring Festival. The creative stretchable gift box design also makes Weilong's Spring Festival gift box stand out from the traditional gift box packaging design, adding a fun opening to consumers.
As a brand that has accompanied the growth of each generation of consumers, Weilong has long been centered on young consumers and carried out a series of young and interesting marketing. Whether it is "Double Eleven" Buddhist marketing or "conspicuous bag" marketing, behind the novel and interesting content marketing is Weilong's insight into young consumer groups and grasp of trendy hot spots. It is reported that the new product "Crispy Fire" focuses on crispy and spicy fun, and will further expand the young consumer audience through the dynamic, funny and interesting brand tonality, and continue to build a brand image that plays with consumers.
With its perennial deep cultivation in young marketing, Weilong has been widely recognized inside and outside the industry, and has won three awards at the 11th TOPDIGITAL Innovative Marketing Award, the 2023 Xinhuanet "National Brand Innovation Journey" Marketing Case Award, and the People's Daily Online 2023 National Consumption "Consumer Fashion Leading Case" Award.
The development of any brand is iterative and progressive in the communication and interaction with consumers. Behind Weilong's frequent new launches, the brand constantly has insight into new market trends, always follows the development of society and changes in consumer values, constantly iterates and creates changes, and keeps pace with the times to give the brand new vitality.
In the future, Weilong will adhere to the product strategy of "multi-category large single product", continue to invest in the development of each single product brand, implement the strategy of multi-brand blossoming, and strive to make each single product form consumer mentality and industry competitiveness, so that authentic Chinese taste can go to the world.