Young people, they are the masters of the future, the backbone of society, the representatives of vitality and creativity. A deeply rooted brand image can not only attract their attention, but also stimulate their emotional resonance, which in turn translates into actual purchase behavior. Therefore, creating a unique brand image for young people has become the key for enterprises to break through in the fierce market competition. In order to build an emotional connection with young people, Weilong Delicious followed the "Conspicuous Bag" bombing speech, and then made a masterpiece, and the "Weilong Laughing Rich New Year Film" series ** Heartwarming was launched. At the beginning of the "natal year", Weilong is using a set of combination punches to force the Spring Festival market.
The Chinese New Year short film shows that the flavor of the New Year is "spicy".
The Spring Festival is approaching, and Weilong invited "Jade Rabbit", "Dragon King" and "Monkey King" to shoot a series of short ** "Weilong Laughing and Rich New Year's Film" to show the flavor of the New Year. The number of short films on the whole network exceeded 300 million, and the number exceeded 20 million. Among them, the short film "Dragon King Comes Home" exceeded the brand's expectations in Xiaohongshu, purely relying on natural fermentation, and appeared on the hot search of social platforms, becoming a recent hit!
The picture shown in the tidbits is moving, after the filming of the actor of the dragon king, it is too late to change the makeup of the performance, and rush home to accompany the family for the holidays, after the "hardships" of the subway, bus, and shared bicycles, and then meet a kind person riding a motorcycle to send him back to his home in the countryside, although he ran around for a day, and arrived at the door of the house in the evening, but the "dragon king" adjusted his state as soon as he got out of the car, shouting "The dragon king greetings the New Year" and knocked on the door of his house, and it was a cute little girl who opened the door, She was silent for a few seconds before she recognized the person in front of her, and her cry of "Daddy is the Dragon King" was tearful. In the end, the two relied on each other, the warm picture gradually pulled away, and the subtitle "In the big world, we are all dragons." In the hearts of those who love you, everyone is a dragon king. ”
Netizens left a message under **: "A dad is the dragon king, crying." In the world of children, the dragon king is really a very powerful character! Some netizens said: "Come in with a smile and walk out crying." ”
In addition to the touching **, Weilong's "Lunar New Year" feature film this time shows a consistent production level. The 3 series of short films "Coming Home Spicy", "Eating and Drinking Spicy" and "Reunion Spicy" can be distributed independently or connected into a plot.
In the distant Guanghan Palace, the "left-behind workers" and the "in-situ retired rabbits" pasted couplets and hung lanterns, preparing to celebrate the Spring Festival together, but the homesick workers saw the lively scene of the earth with binoculars and sighed "This year is not spicy", and then summoned the Weilong Lion Dance Troupe not only sent spicy strips but also sent the workers home. The Jade Rabbit who stayed on the moon called the Dragon King to pay New Year's greetings**, but the Dragon King couldn't recall his brothers, when he shouted, "The dragons can't gather, this year is not spicy." But summoned the Weilong Lion Dance Troupe, not only brought performances, but also picked up the Dragon King's younger brothers, in a joyful atmosphere of red envelopes, attracting the little monkeys of Huaguo Mountain to compete in the group, under the transmission of the New Year's flavor, the Monkey King found that the Chinese New Year's Eve meal lacked spiciness, when shouting "the taste of the year is not spicy", it touched the receiving signal of the Weilong Lion Dance Troupe, adding more New Year's colors to everyone. In the end, the theme of "Weilong adds a little spicy to the New Year" is gradually revealed through three scenes.
Sun Yinong, executive director and CEO of Weilong, said that only a steady stream of creativity can make the company prosper in the global vision, and Weilong once again launched a new masterpiece of spicy casual snacks, opened up a diversified track of categories, fully developed the "spicy" application scenarios, and spread the traditional Chinese food culture to a broader world stage through a variety of snack carriers.
The brand image continues to break the circle.
Weilong's emphasis on the Spring Festival market is not only reflected in the short ** launch. At the beginning of January 2024, Weilong officially announced the opening of a joint theme store activity with the Xiaolongkan hot pot brand, and the two "Dragon" brands, which represent the "taste of China", joined forces on the occasion of the 2024 Chinese Year of the Dragon to seize the "opening battle" of Spring Festival marketing with fun and novel young brand activities.
It is understood that the two co-branded theme stores of Weilong and Xiaolongkan hot pot are located in Chunxi Road in Chengdu and Wuyue Square in Changsha respectively, setting off a spicy marketing frenzy in the Year of the Dragon in two cities famous for their spicy culture.
According to the relevant person in charge of Weilong, this joint activity with Xiaolongkan hot pot will form a series of marketing patterns for the Year of the Dragon with "Chinese New Year Weilong Spicy" as the creative chain. For example, during the event, the theme store launched Weilong x Xiaolongkan "Longhua Fugui" co-branded pot base, Weilong x Xiaolongkan limited dishes, and Longli New Year gift packs containing a variety of Weilong star products and Weilong x Xiaolongkan co-branded hot pot ingredients.
In fact, as early as the Weilong new product launch conference held at the end of 2023, Weilong has released the information of preparing for the Spring Festival marketing. Through insight into the consumption habits and trends of consumer groups for large-size gift boxes and gift bags, Weilong has launched the 2024 New Year gift box. The gift box is designed by Pan Hu, a famous Chinese packaging designer, and is inspired by the traditional Chinese dragon dance, redefining the concept of "Chinese New Year's Dragon Spicy", and the creative stretchable gift box design also adds a fun opening fun to consumers.
According to a research report released by Founder**, February 10, 2024 is the Spring Festival, and the 45 days before the Spring Festival are the traditional peak season for snack food, and the sales of New Year's Festival account for a large proportion of the annual sales. At present, the snack food industry is in active stocking, and leading companies have launched a variety of New Year's gift boxes to prepare for the New Year's Festival. New Year's Festival sales account for a large proportion of annual sales. In recent years, the demand for Spring Festival gifts is also changing, with the post-90s, post-00s and post-85s becoming the main consumer force, under the trend of health and fashion, the demand for gifts for nut gift boxes, snack gift boxes and other products has increased.
Founded in 2001, Weilong has had many out-of-the-circle marketing cases, and has used this to shorten the distance with consumers. For Singles' Day 2022, Weilong used a Buddhist marketing page, which is in stark contrast to other brands' bloody marketing methods. Then, on November 19, 2022, Weilong held the first "Weilong Spicy Noodles Festival" in Shanghai Global Port, which was set up with devices such as the Spicy Noodles Decompression Hall, the Giant Spicy Noodles Machine, the Spicy Noodles Super Factory and the Spicy Noodles Shaker. The 2023 "Conspicuous Bag" press conference will "detonate" the whole network, and the new super-large conspicuous backpack with "0 social fear" and "0 internal friction" will show Weilong's marketing skills to the fullest.
Fangzheng** said that Weilong's marketing theme is similar to the mainstream topics of young people, and it is easy to interact more with users, and it is significantly different from other spicy noodle brands, which helps to improve consumers' awareness and stickiness of the brand.
Play with consumers.
According to Frost Sullivan, Gen Z and millennial consumers are the main consumer groups in China's snack food industry, accounting for 38% of China's population and 688% of snack food consumption.
In the context of a market where young people have become the main consumer force, the leisure snack industry is ushering in growth opportunities.
According to iiMedia Consulting survey data, the market size of China's snack food industry is expected to reach 1,237.8 billion yuan in 2027, and the market size of China's snack food industry will shift from a rapid incremental market to a slightly increased market. Among them, the spicy snack food market is still one of the most promising and dynamic industries in the FMCG market. According to Frost Sullivan, the retail sales of China's spicy snack food industry will reach RMB 273.7 billion in 2026, with a compound annual growth rate of 96%, higher than 6 in China's non-spicy snack food industry in the same period0% growth.
Coincidentally, young people have always been an important customer group of Weilong, with 55% of Weilong's consumers aged 25 and below.
In addition, online channels continue to thrive due to the increased shopping demand from younger consumers**. According to the latest interim results disclosed by Weilong Delicious, in the first half of 2023, the revenue generated by the company's online channels increased from 23.9 billion yuan, an increase of 95% to 26.2 billion yuan. "With the help of e-commerce and social channels, we create a trendy and interesting brand image through interactive marketing campaigns, so that young people can become the evangelists of our brand spontaneously," he said. ”
We are committed to increasing our brand awareness, enhancing our brand influence and strengthening our relationships with consumers, especially younger consumers. Weilong Delicious said that China's young consumers grew up in the digital age and like to share topical and interesting things on social media. Weilong lays out the e-commerce and social channels where the young people gather, and through interactive marketing activities, young people spontaneously become the communicators of the Weilong brand.
In 2023, Weilong will successively launch multiple sub-brands such as Domineering Panda Spicy Spicy Strips, Little Witch Konjac Vegetarian Mao Belly, and Crispy Hot Hot Crispy Chips, and continue to deepen the domestic spicy snack food market. Weilong is further expanding the young consumer audience through dynamic, funny and interesting brand tonality, and continues to build a brand image that plays with consumers.
Weilong's management said that looking forward to the future, the company will continue to strengthen brand building, through brand activities with young consumers as the core, do a good job in consumer research and interaction in the brand, and actively explore the improvement of brand awareness and reputation, and at the same time, combined with in-depth online content marketing, the company will enhance user participation, so as to provide consumers with a better product experience.
The content of this article is contributed by the company and is for reference only.