In the early days, most people considered latiao (spicy strips) an unhealthy food. But with the frequent appearance of Weilong latiao, it gradually became popular. Today, latiao is not only sought after domestically but also very popular abroad. In the US, a pack of latiao costs $7.20, almost matching Starbucks coffee prices. Weilong's success is due to improved production processes and, most importantly, marketing. So how does Weilong market its latiao? Humorous Ad Slogans for Effective Spread According to analysis, most latiao lovers are under 25, mostly students. To cater to young consumers, Weilong launched slogans like: "Eat a pack of latiao to calm down!" "Yesterday you ignored me; today I'm out of your league." "Never trust a woman's tears; they might be from eating latiao." With these personalized and youthful slogans, Weilong resonates emotionally with consumers. Moreover, joke-style slogans easily spread virally among young people. Celebrity Endorsements to Boost Brand Image In the past, latiao was seen as a "three-no" product from small workshops. However, as Weilong's production system became standardized, its image improved. In 2010, Zhao Wei became the spokesperson for Weilong latiao. Later, Yang Mi also became a brand ambassador. With their immense popularity, Weilong attracted attention and became one of the best-selling snacks nationwide. Besides increased sales, Weilong's image also became more upscale. Trend-Jacking to Attract Consumer Groups In the internet age, riding hot topics is a common marketing tactic. Weilong does this well. In 2015, when the variety show "Running Man" was a hit, Weilong launched a "Running, Latiao" promotional campaign. In October of the same year, Weilong leveraged League of Legends for a game quiz event. This activity deeply engaged gaming enthusiasts. Additionally, Weilong released the "Fight Back to School" video series, reaching young students. Through trend-jacking, Weilong successfully attracted diverse consumer groups. Interactive Marketing for Transparency In July 2016, Weilong partnered with Zhang Quandan for a live stream from its production facility. The stream attracted over 200,000 viewers, giving people a clear look at the production process. Weilong also mimicked Apple's marketing, from promotional copy to store design. Its flagship store adopted a minimalist style, and packaging echoed Apple's aesthetics. Since Apple's September launch, Weilong's flagship store has remained in the spotlight. Buzz Marketing to Raise Brand Awareness On June 8 last year, Weilong's Tmall flagship store staged a self-deprecating stunt. A consumer requested delivery to a remote area in Xinjiang, but Weilong didn't ship. The store was then flooded with red text: "Why didn't you ship my order?" This sparked widespread discussion and curiosity. Hours later, the store was filled with funny memes. Then Weilong released a five-day clue campaign. Just as speculation grew, Weilong clarified it was a planned marketing event. This successfully captured attention and was a big win. As a snack brand, Weilong has turned "eating latiao" into a pop culture phenomenon through a series of marketing events. Reviewing these events, two key characteristics emerge: ▸ Student-Centric with Nostalgic Appeal From "Running, Latiao" to LOL quizzes and "Fight Back to School," all target young students. Eating latiao is a childhood memory for many, and Weilong capitalizes on this to evoke emotion. ▸ Self-Deprecating Humor as a Marketing Trend Beyond nostalgia, self-mockery is a hallmark of Weilong's marketing. By staying current and using playful campaigns, Weilong connects with fans. With effective marketing, Weilong has become the "internet celebrity" of latiao, with annual sales nearing 4.5 billion yuan! Finally, a question: Why do you like eating Weilong latiao? About the author: Shiliu Jie, an internet observer focusing on the latest trends in internet, business, and workplace. The 3rd (CFIC) China FMCG + Internet Conference will be held in Chongqing in November 2017, under the theme "New Forces, New Ecosystem," inviting 1000+ distributors, 500+ brand owners, 200+ B2B platform founders, and 100+ investment institutions to explore cross-industry integration. Core Topics:

  • How can the FMCG industry leverage B2B for new growth opportunities?
  • How to build the new supply chain behind new retail?
  • How can intra-city logistics help B2B achieve leapfrog development? Highlights:
  • The industry's first "2017 China FMCG B2B Industry Competitiveness White Paper"
  • Case studies of excellent transforming distributors
  • Upgraded conference and exhibition: Hall 6 Internet Technology Expo for enhanced networking
  • Leaders from Alibaba Retail Link, GL Capital, EASIA Supply Chain, Best Store Plus, Yijiupai, and Hisense will deliver keynote speeches. Registration is now open: scan the QR code below or click "Read Original" to sign up. Add friend with note "Conference Registration". Click the link below to review the highlights of the 1st and 2nd FMCG + Internet Conferences: 2016 "FMCG + Internet" Summit Forum -END-