, which just ended not long ago, Weilong seems unique among the lively marketing of a number of brands because it is very Buddhist. The picture on the owner's page of the flagship store is not a hot-selling product or event information, but an operator with an expression of "no hopelessness", and the copywriting is also very unique.
has "order is fate", "you order is fate, I order one, and the operation will get off work soon", "all is not expensive, Buddhist face", and "Buying whatever you want is all fate."
It feels like lying flat.
01
However, judging from Weilong's latest performance, it does not seem to be qualified to be flat. Data shows that in the three years from 2019 to 2021, Weilong's revenue was 3.385 billion yuan, 4.12 billion yuan and 4.8 billion yuan respectively, which is a steady increase and has developed quite well.
However, the situation has changed in 2022. Although Weilong sold 80,000 tons of spicy strips in the first half of this year and achieved a total revenue of 2.261 billion yuan, its net profit turned into a loss, and the loss amount reached 261 million yuan, which is not optimistic.
and some people even swear by Wei Long, believing that this is a signal that he has begun to go downhill.
Although the performance loss is indeed worthy of the brand's vigilance, there is no need to be too pessimistic, because in the prospectus, Wei Long explained the reasons for the loss in the first half of the year, saying that it was mainly affected by the one-time share-based payments related to pre-IPO investment.
In other words, Weilong's losses in this wave are not the operating losses caused by poor brand management, but the result of some early investment layout.
02
Of course, you can be moderately optimistic and you need to be prepared for danger in times of peace. Even if there is no problem with the brand's operation, it is a foregone conclusion that "the main business revenue fell by 4.3% year-on-year.
There must be more than one reason behind this, such as the rise in raw material prices, and changes in consumer eating habits. The spicy strip industry has always had a "difficult" problem, which is that in the inherent perception of many consumers, spicy strips are always labeled as negative labels such as "unhealthy". As people increasingly pursue healthy diets, spicy strips have been kicked off the shopping list by many people.
So in the future, as one of the representative brands of the spicy strip industry, what Weilong continues to do in marketing is to "prove" the product, help it tear off negative labels and dispel consumer concerns.
In fact, according to Brand Jun’s observation, Weilong has already taken action in this regard. In daily marketing activities, he will occasionally use the method of publishing factory photos and spicy strip production process to prove that the product is safe and hygienic and can be eaten with confidence.
If you want to gain a foothold in the field of casual snacks, Weilong still has one thing to do - increase the categories and improve the product matrix, and open up a high-end healthy snack layout.
Looking at the top brands in all walks of life, almost none of them rely on individual or single-category products to fight alone. Diversified layout has gradually become a trend.
products involve more categories. On the one hand, it can reduce the brand's operating risks, and on the other hand, it can also help brands reach more consumer groups in the circle.
In short, the market advantages of Weilong's main products are obviously insufficient, which more or less restricts Weilong's development. If you want to get rid of this layer of constraints and let the brand reach a higher dimension, what Weilong needs most is to work hard on the products and "endorse" itself with products that meet market needs and consumers' preferences.
If Weilong can produce one or two hot products in addition to spicy strips, then it may really reach a higher level.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-