**The former "FMCG Distributor Professional Management Consulting" has been renamed New Distribution Click "Read Original" to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer friends will gather in Fuzhou to discuss the internet transformation path of the FMCG industry. When it comes to the king of snacks, who comes to mind first? Big Big Roll, watermelon bubble gum, Raccoon crispy noodles, hawthorn rolls, dried figs, chocolate liqueurs... But surely also, Weilong Latiao! Jokes about latiao go something like this:
The security guard grandpa dismissed my idea of skipping school with a bag of latiao.
The sweetest words you can say to me are: "Here's a pack of latiao."
"What's it like being with someone you don't like?" "I wouldn't even share half a stick of latiao with them."
"Why does the air smell so willful?" "In plain words, who's eating latiao?"
"What do you do?" "I sell latiao." "Sis, if you meet a latiao seller, marry him."
I'll buy a pack of latiao to calm my nerves... These jokes are all created for "latiao." So many jokes centered around one snack food is truly unexpected, and it has shocked industry insiders in the snack food sector. For those in the snack business, "latiao" is a product that is both unfamiliar and familiar. It's unfamiliar because, apart from negative information, few have paid attention to this special category and industry. It's familiar because this category and industry have only been flooded with negative news over the years, never positive. These jokes suddenly appeared everywhere overnight, showing that the consumer base for this category is not to be underestimated, and further indicating that the market demand for latiao is substantial. The high attention on latiao stems from its label as a junk food childhood snack. When people think of latiao, their first reaction is junk food. If there's a second reaction, it's inevitably Weilong, the giant in the latiao industry. Thus, everyone equates Weilong with junk food. In memory, Weilong looked like this And also like this But now? Warning, high energy ahead! (Hold onto your phone...) Let's analyze from the beginning~ The first thing that caught my eye wasn't the product packaging's brilliance, but the copy's Hotstrip! I searched Baidu for a long time without finding it, but then I cleverly split the word and discovered the shocking secret behind it!! Together it spells 辣!!!条!!! (Latiao!) So awesome, I'm speechless... Continuing down burn kiss ??? You're probably wondering what burn kiss means, right? Check Baidu— Burning kiss!!! Let's all say it together: burn kiss! Continuing down Latiao Mini ...... Only 12.8 RMB... Now let's look at the detailed introduction of Hotstrip 2. First, the page's related poster Then the Hotstrip family product categories They are Hotstrip 1.0, Hotstrip 2.0, Hotstrip mini, burn kiss, and fish tofu...... I wonder which processor CPU your store's latiao uses...... In all my life, I never knew latiao was so nutritious. Who dares say latiao is junk food now??? Give me a Hotstrip 2 with 64G Oh, only 106G is available... I've only screenshotted part of the details; you can check the full page on their store. Now let's look at Apple's official website Weilong basically fully imitates Apple's style But Weilong's background color is relatively brighter, giving a clean and hygienic feel. Additionally, blue inherently carries a sense of safety, so the auxiliary blue small text adds a sense of security, especially since safety and hygiene are the most important aspects for latiao. This makes Weilong's entire page completely different from the common warm color schemes in Taobao's food category. While people enjoy eating latiao, the shadow and concern have always been about the hygiene and safety of latiao production. Once, rumors circulated that latiao was made from toilet paper, soaked in gutter oil, smoked in toilets for a heavy flavor, or even made from corpse oil, etc...... After eating it for so many years, I always thought it was a "three-no" product (no production date, quality certificate, or manufacturer)... @董VISION visited Weilong Latiao's food factory in Luohe and took a series of photos, which garnered 5.54 million views on Weibo... It seems everyone couldn't believe that the clean and tidy factory in the photos was actually Weilong Latiao itself. According to @董VISION, Weilong has automated production lines: Is this the production workshop? It can be described as "bright and clean"... Moreover, anyone entering the production line must be disinfected, wear shoe covers and hairnets, and change into uniform clothing: They also have a medicine room! #Impressive and mysterious Buckets and buckets of latiao are produced here, And then packed into Weilong's packaging bags! Everyone is as shocked as you are; when we were kids, adults always said latiao was a "three-no" product! Weilong latiao packed and boxed ▼ Netizens were completely blown away after seeing this. After all, when we were kids, adults always said latiao was a "three-no" product! In addition to public online information, on the evening of July 11 this year, Weilong also invited gold inspector Zhang Quandan (Zhang Quandan is a workshop employee at the mobile phone OEM giant "Futu Kang," a viral internet celebrity known as the "Foxconn Quality Inspection Prince." His real identity is the screenwriter of the show "Riotous Big Events," Xiuluo, and an actor.) to enter the production workshop for a Taobao Live broadcast titled "How Latiao Is Made." At its peak, the live stream had 200,000 viewers. The broadcast silenced all skeptics, slapped the face of one-sided news reports, and was a brilliant comeback! New Packaging Dazzles, Makes It onto US Luxury Food List To shake off the image of "made in school gate convenience stores," Weilong's new packaging and brand-new product advertisements are eye-catching. "Latiao on the Tip of the Tongue" seems poised to go viral globally. We've been eating an internationally popular food for 20 or 30 years without knowing it. It feels like "my dad is actually a billionaire, but he's not giving me money now because he's testing me." Do you think Weilong is only popular in China? A set of photos showing Chinese snack food latiao being sold at high prices in the US went viral online, sparking heated discussions among netizens. Netizens joked: This is the second Chinese food to make it onto the US luxury food list, after Laoganma chili sauce. The photos show that the same specification and quality of latiao, after crossing the ocean to the US, costs as much as $12, equivalent to 76 RMB, a price increase of more than tenfold. Weilong has indeed conquered the world! Well, congratulations, everyone has discovered a path to wealth—selling latiao abroad. The "Snack King" Forged Over 17 Years From brand establishment to nationwide presence, over 17 years, Weilong has overturned people's traditional impressions of spicy products, creating a new generation of high-end, healthy spicy products. However, tracing Weilong's development history, online reviews are mixed, mostly joking, but few know about Weilong's actual development.
Creating Multiple Firsts in the Spicy Snack Food Industry
Weilong Food was founded in 1999, focusing on snack foods for 15 years, with product quality widely recognized. The company is located in Luohe City, Henan Province, a renowned food city in the central plains with convenient transportation, and is a rapidly developing outstanding private enterprise. It has achieved multiple firsts in China's spicy snack food industry: the first enterprise to research and industrialize flour puffing, first in national production scale, first in market share, first in sales, and the first enterprise to advertise in media based on quality.
Weilong Food has now established a snack food industry chain integrating R&D, production, processing, and marketing, and is gradually moving towards large-scale, intensive production and scientific, innovative management. It has already built multiple production bases in Luohe, Zhumadian, and other places, employing over 2,000 people. In recent years, Weilong Food has focused on integrating national advantageous resources, building a complete market network and marketing system. Its products sell well in more than 30 provinces, autonomous regions, and municipalities directly under the central government, from Harbin in the north to Hainan Island in the south, from Urumqi in the west to Shanghai in the east, making it a truly famous spicy snack food loved by consumers. It actively invests in R&D funds, insists on introducing advanced technology and equipment to transform traditional snack foods. It has invested substantial funds to introduce several advanced technology and equipment units from developed countries such as Europe and the US, and through digestion, absorption, and re-innovation, achieved technology aligned with international standards, continuously opening new food production bases, striving to become a leading enterprise in spicy snack foods.
Weilong Food Development History
Enterprise Founding Period
In 1999, Chairman Liu Weiping founded Weilong Food.
Brand Foundation Period
From 2003 to 2004, Luohe Pingping Food Co., Ltd. was established and moved into the private industrial park, focusing on creating the "Weilong" series of snack foods.
Industrial Expansion Period
From 2005 to 2009, multiple production bases in Luohe, Zhumadian, and other places were put into operation. The Weilong trademark became a famous trademark and famous brand in Henan Province.
Rapid Development Period
From 2010 to 2013, Henan Qinzui Food Co., Ltd. was established, continuously expanding the snack food production field, creating the "Qinzui" series, and entering the soybean product industry. In 2010, it joined forces with popular star Zhao Wei to launch the "Weilong" classic series. In 2012, Weilong invited popular actress Yang Mi to endorse the "Qinzui" series, injecting a fresh vibe into Weilong.
Brand Upgrade Period
In 2014, a new brand "Weilai" was born. Weilong Food invested heavily to establish Luohe Weilai Food Technology Co., Ltd., with multiple modern production lines and top domestic product R&D and quality control teams. This began a new journey for the "Weilong Empire" in brand building.
Weilai is the first company in China to introduce点心面 (dim sum noodles) equipment from Taiwan. Its products are fundamentally different from the crispy noodles on the market, with unique taste and authentic craftsmanship. At the same time, Weilai is also the first and only domestic enterprise to achieve industrialization and assembly line production of konjac. The "Moyu Shuang" (Konjac Shuang) series uses high-quality konjac, with a crispy texture, healthy, Q-elastic, and delicious. Additionally, the company's steamed cake with filling, pork floss cake, and other pastry production lines have reached mass production. At that point, it had formed a diversified product portfolio including steamed cakes, dim sum noodles, konjac snacks, and dried tofu.
As a high-end snack brand under Weilong Food, Weilai relies on Weilong's advanced production management experience and marketing platform, and with its four major snack products—"Konjac Shuang, Dim Sum Noodles, Steamed Cake, and Dried Tofu"—it is advancing towards becoming a well-known domestic brand.
To expand the southwestern market, the Chengdu production base is being actively planned. Once completed, it will further increase Weilong Food's market share in spicy snack foods and promote leapfrog development. The company has also planned to build a larger and more advanced production base in the northeastern region, which is rich in raw materials. Currently, the specific site selection is under investigation. In the near future, a Weilong Food enterprise centered on the Northeast, North China, and Southwest will radiate across the country, and the development prospects for Weilong Food and Weilai will be boundless.
Born Internet Celebrity, Marketing Tactics That Command Respect As a store launched only in 2015, Weilong's operations rarely invest in diamond exhibition spots, only occasionally using direct traffic. Even so, Weilong's natural search share on Taobao is as high as 40-50%, largely due to "Weilong itself being an internet celebrity." According to Weilong's operations team: Weilong's main promotion channels are on the internet, especially Weibo, continuously heating up the keywords "latiao" and "Weilong" to generate more direct visits and searches, which are then brought back to the Taobao system. Here are two examples: 1. The Hacked Store On June 8, 2016, news that Weilong's Tmall flagship store had been hacked went viral. The reason? Weilong simply hadn't shipped a customer's order. But look at the chat records—there was no way to ship! At the time, many netizens wondered why hackers were so idle. Sure enough, not long after, Weilong's Tmall store clarified the facts, saying: Yes, it was a marketing stunt. If you really believed it, there's nothing we can do. 2. Partnering with Riotous Comics, Leading the "Silly" Trend Besides the creativity, another important factor in the Weilong Tmall store hacking was the cooperation with Riotous Comics. To many, the cooperation between the two seems hard to understand: one is a food company, the other is a comic company known for humor on the internet. Why would two completely mismatched companies come together? But upon closer thought, the cooperation between these two companies seems like a match made in heaven. Weilong's official explanation is: Weilong's image on the internet has always been playful and fun. They learned that people who eat Weilong are generally users of entertainment, games, and two-dimensional (anime) content. Riotous Comics has a strong internet presence, and Weilong users like watching Riotous Comics. Therefore, the user bases of the two overlap to a high degree. The flagship store hacking incident also proved: The cooperation between Weilong and Riotous Comics not only rapidly increased Weilong's search volume online but also significantly boosted its flagship store sales. New Era · New Distribution —— 2016 China "FMCG + Internet" Summit Forum —— This is a grand event focused on how the FMCG industry's channels will transform under the trend of internet+ Agenda 08:00-09:00 Registration 09:00-09:05 Host opening 09:05-09:35 2016 China FMCG Industry Trend Analysis Report——Zhao Bo 09:35-10:05 FMCG Enterprise Transformation Strategy and Path——Liu Chunxiong 10:05-10:35 Opportunities and Challenges Brought by FMCG Channel Reform——Field 365 CEO Liu Zhao 10:35-11:05 Reconstructing Distribution Channel System, Promoting Urban Retail Upgrade——Alibaba Retail Link Big Backend General Manager Tian Yuan 11:05-11:25 Channel Efficiency in the Internet Era——Benlai Holding Vice President Fu Xiaoyun 11:25-12:00 Roundtable Forum——Brand Transformation: Improvement vs. Reconstruction? Guests: Liu Zhao, Liu Chunxiong, Fang Gang, Chen Feng, Shi Zhengchuan, Deng Xia 12:00-13:30 Lunch 13:30-13:50 Distributor Transformation: Urban Distribution Trends——Weijie City Distribution CEO Wang Qi 13:50-14:20 Roundtable Forum——Why Distributors Should Do Logistics in Transformation Guests: Zhao Bo, Wang Qi, Liu Zhongmin, Tang Guangliang, Wang Cheng, Sheng Yan 14:20-14:40 How FMCG Enterprises Can Leverage the Internet to Take Off——Xijiu E-commerce Operations Director Wang Hui 14:40-15:00 Detailed Explanation of Zhongshang Huimin's "One Machine, Two Wings" Strategy——Zhongshang Huimin Vice President Su Xiaoxin 15:00-15:20 Category Value and B2B E-commerce Development Strategy——Yijiupi CEO Wang Chaocheng 15:20-15:40 Supply Chain Finance as a Lubricant for B2B to Drive Traditional Business——51 Order CEO Chen Xian 15:40-16:00 Zhanghe Cloud Factory Helps Upgrade FMCG Supply Chain——Zhanghe Tianxia CEO Yang Lixiang 16:00-16:30 Integrating Small and Micro Retail, Reconstructing Business Ecology——Quanshi Vice President Miao Dong 16:30-16:50 B2B Investment Principles and Approaches——Junlian Capital Vice President Zhao Mingwei 17:00-17:30 Roundtable Forum——Who Is the King in FMCG B2B Models? Guests: Fu Xiaoyun, Zhuang Jianzhong, Jiang Tao, Zeng Weiqin 17:30-19:30 Dinner For manufacturers and distributors looking to transform, this is an event you can't miss. Interested friends can long-press the QR code below or click "Read Original" to register. Registration: Long-press the QR code below or click "Read Original" ↓↓↓ Click "Read Original" [Register]