Wei Long: Spicy snacks become the first choice for young Chinese

In China, the 80s and 90s generations must know a snack that has been popular since childhood. It is a spicy strip which carries the childhood memories of the Chinese generation. The brand called Wei Long is the leading brand in the production and sale of spicy strips. Wei Long has set off a buying spree abroad, Like the "old godmother".

l  Brand mission: Let everyone in the world fall in love with China taste

l  Brand vision: traditional food entertainment, leisure, convenience, and people-friendly

How does Wei Long make the brand deeply rooted in the hearts of the consumers?

1. Production▼

A. Food quality

l  Materials: wheat flour, drinking water, vegetable oil, white sugar

l  Product taste: spicy taste

Wei Long invited the professional photography team to enter the workshop to shoot the company's promotional film, which will make the spicy strip production process transparent. The speculation and worry about the operation of strips’ production are greatly reduced. In addition, the official live broadcast is also opened on Taobao.

B. Package

The packaging design of a product will greatly affect consumers' judgment on the brand. In order to cater to the young main consumer groups, Wei Long launched a simple style packaging, all-white background color & funny statement, abandoning the original consistent packaging style, using this simple and non-transparent packaging to directly display the concept of products to consumers.

C. Price

As a domestically accepted snack, Wei Long spicy strip has always been a relatively affordable price in China. In 2016, the British Broadcasting Corporation (BBC) filmed three episodes of the Chinese New Year, introducing Chinese people to the various customs and habits of the Spring Festival. They mentioned the spicy strips and said that "the spicy strips are the most popular among Chinese under 25 years old. Snacks." Just because of this video, it has increased the sales of spicy strips abroad. The price can be enjoyed in China for only 2.5 yuan, and the price in the extranet is as high as 12 dollars.

2.    Product image▼

A.    Younger product

Wei Long’s image on the Internet has always been fascinating and interesting. Wei Long's main target group is entertainment, games, and the second-generation users of the 80s and 90s. In addition, in this part of the young group, the acceptance of comics is also very high, the users of the two are highly coincident, and the users who eat Wei Long also like to watch comics, so the cooperation between Wei Long and comics has created a lot of emoticon the pack which is easy to spread.

B.    Nationality

Wei Long spicy strips have set themselves to traditional, national and intimate products at the beginning of propaganda. Therefore, it is easy to cause people's emotional resonance and identity. It also distinguishes it from other snack brands at the cultural value.

3. Offline experience store ▼

This is a bold attempt to open a beautifully decorated offline store. A variety of different flavors of spicy strips are placed in glass display cabinets as exhibits. From the style of decoration to the way of displaying goods, it is completely different from the style of other snack brands. The contrasting design attracts the attention of young people and strengthens the brand image of Wei Long who is young, interesting, playful and adventurous in people's minds.

4.  Social marketing▼

Wei Long’s brand marketing has never overlooked online social marketing. With the powerful influence of the Internet, Wei Long launches brand activities at almost every festival or event. It looks for the most influential accounts to create or forward Wei Long activities on all channels online, including Weibo, WeChat, etc. Wei Long also cooperates with other brands that have the same target population. From posters to creative copywriting to small games, Wei Long appeared on almost online media platforms that young people browsed every day.


Sources：

http://www.sohu.com/a/161791771_744150