---
title: "Spicy Konjac Market Grows Strongly, Weilong 'Creates Festival' to Attack Aggressively!"
description: "During market visits this year, distributors were asked what kind of big product gives them confidence to sell. A distributor from Wuxi said: doing business with young people is where growth lies. Weilong, a brand with high youth concentration, has been successful by continuously understanding and leanly operating for young consumer circles, turning product voice into brand sales through targeted strategies. Its 'Crazy 777' brand day for the Xiaomonv sub-brand, held on dates containing '7', used the homophone '777=eat eat eat' to create shopping rituals, driving significant sales growth, especially in O2O channels with a 842% month-on-month increase."
author: "田静"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2024-10-10"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/ZdY6yMi6SGAWJhELeH8oaA"
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# Spicy Konjac Market Grows Strongly, Weilong 'Creates Festival' to Attack Aggressively!

> During market visits this year, distributors were asked what kind of big product gives them confidence to sell. A distributor from Wuxi said: doing business with young people is where growth lies. Weilong, a brand with high youth concentration, has been successful by continuously understanding and leanly operating for young consumer circles, turning product voice into brand sales through targeted strategies. Its 'Crazy 777' brand day for the Xiaomonv sub-brand, held on dates containing '7', used the homophone '777=eat eat eat' to create shopping rituals, driving significant sales growth, especially in O2O channels with a 842% month-on-month increase.

During market visits this year, I asked distributors a question: In one sentence, what kind of big product gives you confidence to sell?
A distributor from Wuxi said: **Doing business with young people is where growth lies.**
Indeed, young people have greater commercial imagination; capturing young people means capturing the future.
Among them, Weilong is a brand with a high concentration of young consumers.
According to Frost & Sullivan data, 95% of Weilong's consumers are aged 35 and below, and 55% are aged 25 and below. More than half are post-95s. If Weilong can make these young people eat its products from childhood to adulthood, it will achieve unimaginable capital valuation.
The most important factor in Weilong's success is **continuous insight into young consumer circles and lean, youthful operations, using products as a medium to implement personalized and refined strategies, converting product buzz into brand sales.**
**The underlying logic behind the 'festival creation' move**
On September 7, Weilong officially launched the **Xiaomonv 'Crazy 777' Brand Day**, sparking a brand festival craze and giving consumers a deeper sense of Weilong's youthful operations.
It is understood that on the brand day, specifically on September 7, 17, and 27, consumers could participate in activities on e-commerce platforms, short-video platforms, O2O platforms, and offline convenience stores like FamilyMart!
Why choose days containing '7'?
The surface meaning is easy to understand: Weilong uses brand festival creation to equate days with '7' in the month with the sub-brand Xiaomonv's festival celebration, using the homophone '777=eat eat eat' to implant a 'shopping ritual' into consumers' minds.
On a deeper level, only during specific festivals do people engage in 'spontaneous group behavior'. For example, do you think about why firecrackers are set off during Spring Festival? Do you hesitate whether a boyfriend should buy a gift for his girlfriend on Valentine's Day? No, consumers see these as natural shopping behaviors.
**Thus, festivals are repeated behavioral rituals that, through generations of inheritance, have become unthinking shopping habits. Because current consumers care more about why they buy than what they buy.**
During this brand day event, Weilong planned a series of 'crazy' marketing campaigns for online platforms using the '0.7 yuan meme', sparking heated discussions on social media. Using 'crazy literature' posters, wool-gathering guides, and other fun content, it guided target circles to generate UGC spontaneously. Brand Douyin live streams and influencer seeding also went live, boosting the brand day's popularity.
By combining node marketing with content outreach, while establishing and communicating emotions with consumers, it further shaped user behavior. Through this spontaneous group shopping behavior, it penetrated young people's high awareness of Xiaomonv konjac vegetarian tripe, bringing more benefits to the consumer group.
It is understood that the three brand day events in September gained significant exposure, with Xiaomonv sales growing rapidly, especially in O2O channels, achieving a month-on-month growth of 842%.
Since its launch in October last year, Xiaomonv's performance has been impressive. According to the latest Nielsen data, Xiaomonv's market share and month-on-month sales have continued to rise, making it another billion-yuan big product under Weilong. It also received the market position confirmation certificate of 'China's pioneer in strip-type konjac jerky' from Frost & Sullivan.
**Interlocking consumption paths**
At the 6th China FMCG Conference this year, Kantar Consumer Index advised brands: **To optimize the application of pricing strategies and launch corresponding solutions.** That is, brands need to find which consumer groups are willing to pay what price under what scenarios and packaging forms, and find a reasonable pricing position within this price and packaging matrix.
This is an interlocking consumption path. So what is the consumption path for the Xiaomonv 'Crazy 777' brand day? Let's look at it from the 'people, goods, place' model.
**Targeting young consumer groups**
In McKinsey's '2024 China Consumer Trend Survey' report, the third trend, 'Continued divergence in consumer confidence', divides the main consumer groups into five categories: urban Gen Z, affluent first-tier silver-haired, affluent third-tier middle-aged and elderly, new middle class in first and second-tier cities, and rural middle-aged and elderly.
The first category is urban Gen Z, referring to people aged 18-25. Most are students or just entering the workforce. Over time, Gen Z will gradually leave campus and become the backbone of society and the main consumer force. Their lifestyle and thinking patterns will have a profound impact on society as a whole.
The target audience for the Xiaomonv brand day is women aged 18-25. The event designed topics and memes that young people care about, turning the product into a social currency, vertically entering the new generation's cultural circle and horizontally focusing on more young circles.
**Products with social attributes**
A good product must meet four needs: **emotion, addiction, social, and health.**
The Xiaomonv series has two product lines: konjac vegetarian tripe and konjac vegetarian tendon. In terms of taste, it uses hot pot flavors favored by young people, with three representative flavors: spicy, sesame paste, and sour-spicy. The packaging is linked to the flavors, with three bright and eye-catching color schemes: red for spicy, yellow for sesame paste, and green for sour-spicy. The design style highlights the brand's 'playful, curious, and exploratory' tone.
The brand slogan 'Real big slices, truly satisfying', the crispy and chewy texture, the dietary fiber-rich ingredient list, and the three bold flavors create a strong appetite appeal.
**Expanding segmented consumption scenarios**
According to Kantar Consumer Index monitoring, the out-of-home consumption market has recovered rapidly in the past two years, with outdoor scenarios such as travel, entertainment, and sports significantly rebounding quarter by quarter. Leisure snacks naturally have many consumption scenarios, but they lack specific needs in concrete scenarios.
During the 'Crazy 777' brand day, Xiaomonv identified and concretized four segmented scenarios: home leisure, fitness and sports, office breaks, and travel gatherings. By driving and stimulating consumption needs through scenarios, it created a sales-driven model.
So precisely speaking, **scenarios = creating demand, scenarios = awakening demand. Vividly depicting the action elements in scenarios precisely reaches the C-end.**
Clearly, the brand day event is a complete combination of lean operations. It strongly links products, people, and scenarios, bringing strong consumption experience awareness, establishing core channels and a sales-driven closed loop, and opening up the consumption path.
**Doing business with young people**
When New Distribution visited the market, a snack distributor mentioned three logics for product selection:
> **1. Brand power has visibility and influence in the industry;**
>
> **2. The category must have significant capacity in the market;**
>
> **3. Do business with young people.**
As a leading brand in the snack food industry, Weilong, after firmly holding the position of the super big product in spicy strips, continues to lead the industry with its expanding product lines.
Currently, Weilong's product structure includes seasoned flour products mainly consisting of large gluten, small gluten, spicy sticks, small spicy sticks, and kiss burn; vegetable products mainly including konjac snacks and wind-eaten seaweed; and soy products and others mainly including soft tofu skin and 78° braised eggs.
More importantly, while the snack industry develops diversely and leanly, Weilong continuously seeks new growth points. In 2014, Weilong took the lead in launching spicy konjac. The konjac category, with its low-calorie and light-burden characteristics, has gained increasing popularity.
According to data from the China Konjac Association of the Chinese Horticultural Society, konjac products, as a representative category of spicy leisure snacks, have a market size of about 6 billion yuan, with an average annual compound growth rate exceeding 20%, far higher than the average for spicy snacks. Weilong, leveraging its rich technical experience and production capacity in the spicy snack field, has achieved a 60-70% market share in spicy konjac products, making it an undisputed leader.
One of the important reasons for its sustained success is **the early layout of youthful omni-channel marketing.**
When the head of Weilong's brand public relations spoke at the FMCG conference, he mentioned: The current market environment has shifted from high-speed growth to high-quality growth; consumers have moved from blind conformity to pursuing personalization, willing to pay for 'self-pleasure'; marketing no longer relies on a single communication channel, so Weilong aims to be a youthful brand.
Wei Zhe, former CEO of Alibaba and founder of Jia Yu Capital, once said: 'Only by penetrating women aged 25 can your brand overflow.'
Because young people have the strongest consumption radiation, influencing other age groups and determining what their partners, children, and parents consume, especially women around 25.
So looking at this brand day event, it's not hard to see that it amplifies the three product selection logics mentioned above: **Weilong's leading influence + the large konjac track & high momentum + the young generation passed down from generation to generation = a big opportunity for distributors.**
It is commendable that it has established a closed-loop sales-driven logic for terminals, continuously consolidating Weilong's leading position in the spicy snack industry while also establishing an efficient fulfillment model at the channel end, aligning with downstream distributor partners' demands, giving distributors more confidence in Xiaomonv and Weilong.


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