Spicy Tiao is about to go on the market, how can Shenpaweilong make 50 billion yuan by marketing

From a small workshop to an IPO, the empire created by Liu Weiping, a young man in a small town, can cope with the mood, and can it continue to cope with changes in consumption concepts?

Spicy strips are the god-level food that many people dream of when they were young.

However, just like we are no longer the primary school students who distributed a packet of snacks at the school gate, La Tiao is not the La Tiao of the year.

Some time ago, Weilong, a elder brother in the Latiao industry, broke out that he would go to Hong Kong for an IPO this year, raising US$1 billion.

Weilong Foods plans to raise US$1 billion in IPO

This fundraising amount is the same as Nongfu Spring, which went public a few months ago.

The listing of Nongfu Spring directly allowed founder Zhong Sui Sui to reach the top of China's richest man-although it only took a long time to reach the top.

There is no doubt that the listing of Weilong, which has an annual output value of more than 50 billion yuan, will definitely make Liu Weiping, the founder behind it, get rich.

This young man from a small town in Pingjiang, Hunan, has only a high school education, but he is a marketing genius who can silence Durex and make Apple cry.

Weiping Liu, founder of Weilong Foods

Next, let's take a look at how Liu Weiping took Weilong on the road to IPO.

Wei Long started

Wei Long started

Porter of Spicy Tiao Craft

Porter of Spicy Tiao Craft

Counting it down, La Tiao’s history is actually only 20 years old.

Liu Weiping is not the inventor of spicy strips, but a porter of spicy strips.

The real inventors of spicy noodles are the three masters who made dried sauces in Pingjiang, Hunan.

Spicy strips

In 1998, they pioneered the use of flour instead of soybeans to make a cooked food similar to gluten.

The salty and spicy taste is similar to dried sauce, but the price is much cheaper.

In China, the entrepreneurship in the food industry is focused on the fellow villagers, just like the Babi steamed buns listed in Huaining County, Anqing; Shaxian dominates the minds of users of noodle dumplings.

After the spicy strips turned out, the whole Pingjiang County exudes a sweet scent of spicy.

In 1999, many fellow villagers were still setting up factories in Pingjiang.

At this time, Liu Weiping turned his attention to Luohe, Henan.

Why is Luohe? The answer is still the magic code: cheap.

"Chinese Kitchen"-Luohe, Henan

Luohe is a "Chinese kitchen" with abundant grain production and a complete industrial chain.

Shuanghui, Lotte, COFCO, and Wangwang have all built factories in Luohe.
Panpan, Qinqin, and Qiaoqiao from Fujian have also taken root in Luohe.
Liu Weiping was just one of the thousands of outsiders who came to Henan to set up factories in the late 1990s.

Since then, La Tiao has been divided into Hunan and Henan sects.

When the La Tiao national standard was established, there were several fights, and no one was convinced, but this is a story.

Spicy Tiao's Two Martial Arts

In short, at the beginning of his business, Liu Weiping had no money, no connections, and no reputation, but his marketing strategy was a dimensionality reduction blow to other small workshops at that time.

He hired farmers to push the land, centered on the Weilong Spicy Tiao processing plant, with a radius of 200 kilometers, from Carrefour, Wal-Mart, to schools, and community shops, and Weilong Spicy Tiao posters can be seen everywhere.

Schematic diagram of Weilong's initial marketing strategy

In order to make it easier for students to put the spicy strips directly into their pockets, Liu Weiping changed the original 12 cm large package to a size smaller.

These tricks, using popular marketing techniques, are to accurately figure out the user's psychology.

Internet companies are doing wall-cleaning and ground-pushing, and it's a bit later than the hot strips.

In 2003, Liu Weiping registered the "Weilong Weilong" trademark again.
Just like there is no wife in a wife's cake, chicken feet are not phoenix claws, and there is no dragon in Weilong spicy sticks.

Weilong registered the "Weilong" trademark in 2003

Regarding the origin of the name "Weilong", there is a saying that at that time Liu Weiping's idol was Jackie Chan, so he combined his name and Jackie Chan's name with one word each and named "Weilong.
"

I had a CP with my idol, and this is probably the "second-most" star-chaser in the 21st century.

Just like Chen Jiaju, played by Jackie Chan in "Police Story", he can make an empire into an empire.
In the process, Liu Weiping really fought a few hard battles.
It sounds like a story today, but it was an accident back then.

Weilong Breakthrough

Weilong Breakthrough

Achievement in the spicy world

Achievement in the spicy world

At the end of 2004, La Tiao ushered in its ever-precipitous decline.

CCTV exposed the use of prohibited additives in a food factory in Pingjiang County.
Since then, food safety incidents and illegal addition scandals surrounding spicy strips have never stopped.
It also left the urban legend that "the spicy strips that taste is strange and tasty must be a group of aunts who don't like to wash their feet stepped out to deceive children with bare feet.
"

Spicy urban legend

For Liu Weiping, this food safety storm has little impact from a policy perspective.
Because before that, he put all the money he earned into the renovation of the production workshop.

He bought an expensive production line from Europe and changed the packaging machine from semi-automatic to fully automatic.
He is no longer the small vendor who produced in a small workshop and sold snacks on the streets and alleys.

Weilong's fully automatic production line

However, from the market side, Weilong is not much different from other spicy noodles, and they are both unhealthy foods.

Consumers lose trust, leading to a shrinking market, and the oversupply of spicy noodles is even more serious.
Only about 10% of profitable companies can survive.
The only way to survive is to upgrade.

While many spicy strip producers across the country are striving to protect themselves and reduce costs, Liu Weiping is ready to fight back.

In 2010, Weilong completely jumped out of the single model of spicy products and created the "Cheese Dried Bean Curd" series, invested 50 million yuan, and began to formally enter the soy products industry.

Weilong enters the soy products industry

I think all the master craftsmen in Pingjiang County turned from dried soybean paste to flour products, and they broke into the sky of spicy strips.
But more than ten years later, dried bean curd gave Weilong spicy tiao the second spring.

I have to say that the trend is a circle, and the history is also a circle.
By constantly pushing new products and expanding the factory, Weilong survived.

From 2008 to 2014, the number of spicy strip enterprises nationwide dropped sharply from 2,000 to more than 500.
With the survival of the fittest, Weilong's advantage in its advance deployment has been revealed.

The total number of spicy strip enterprises in the country from 2008 to 2014

But if you just stay here, no matter how powerful Weilong is, it will only be a small snack sold in supermarkets and canteens, and it will not become a real internet celebrity.

How did Weilong’s latina world’s carry handle and the top-notch name in the Internet celebrity world come from?

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