Author: Weilan
Source ID zhenghedao
If you want to dig into China’s snack map, then the Hunan people, who are known as the best eaters of spicy food, will have to make a significant contribution.
A party of soil and water, raise a party of people The same party of soil and water, also created a group of industry prosperity.
For example, Jiangxi’s lithium and Shanxi’s coal have led to a number of corresponding upstream and downstream enterprises in the industry chain falling into the local area. Another example is the Yangtze River Delta, which has created a world-class manufacturing cluster based on exports.
And look at China’s snack food industry, excluding Henan, the rest of the basic more or less and Hunan region Hunan people have this or that kind of contact
Data show that Hunan contributes 1.3% of the national annual output value of leisure food and 3.5% of the national annual output value of leisure cooked food. The first share of China’s independent manufacturing of leisure snacks was born in Hunan, and the province with the largest number of Chinese snack food enterprises is also Hunan.
Today we will take stock of the 5 Hunan people who stand behind China’s snack food industry.
From a small workshop to a 17 billion dollar giant, on what basis?
Zhang Xuewu, Founder of Yanjin Puzi
Zhang Xuewu’s entrepreneurial history is a legend as he went from a small workshop to the No. 1 market capitalization in the snack food industry.
Back in 2005, Zhang Xuewu, who had been working in a foreign food company on the coast for many years, returned to his hometown of Liuyang, Hunan Province, and took over his father’s small snack food factory.
Faced with a simple production line, Zhang Xuewu, who had higher knowledge and wider vision, knew that many international snack giants also started from small workshops.
China’s snack food industry has just begun to develop, and his small factory may not have the same opportunity.
After taking over his father’s small snack factory, Zhang Xuewu officially founded Yanjinpuzi.
In the early days, Yantianpuzi specialized in preserved fruits and candied fruits. At that time, Zhang Xuewu observed that the preserved fruits on the market were either unpackaged or in large packages, which was neither hygienic nor convenient to consume.
After researching and analyzing, Yanjinpuzi took the lead in launching independently packaged preserved fruit bulk food products, and the result was that the market quickly opened up as soon as it hit the market, and Yanjinpuzi formally gained a firm foothold.
Afterwards, Zhang Xuewu found that the entire snack food industry is mainly through the dealer shipments, which led to the dealer monopolized the channel, and even layers of code, snack food brands do not have a real voice, it is difficult to do big.
After comparing the path of international brands such as Holliday Ritz, Zhang Xuewu found that they are all direct cooperation with superstores, reducing the middleman link at the same time, but also more keenly perceive the needs of consumers.
So, Zhang Xuewu resolutely decided to focus on supermarkets, and Wal-Mart RT-Mart and so on to establish cooperation.
In 2006, Yanjinpuzi officially signed a contract with Wal-Mart, and opened the road of brand building with the directly-managed superstore mode.
For this strategy, peers are very puzzled, snacks produced directly to the dealers how much trouble, why take such a difficult route, we think Zhang Xuewu is a rash.
For Zhang Xuewu, from a small factory to enter the Wal-Mart, which is both a painful and hopeful process.
The pain is, Wal-Mart on product quality requirements are extremely stringent, Yantianpuzi must be in the plant, raw materials, technology, production line and other whole chain to do the best to meet the supply requirements.
But from another perspective, entering a large supermarket like Walmart means that Yantianpuzi can quickly build up its brand. In fact, after signing up with Walmart, it became easier for Yanjinpuzi to enter other supermarket channels and open up distribution channels.
By June 2016, Yanjinpuzi products had entered more than 1,700 stores in Walmart, RT-Mart, BBK, and many other large international and domestic supermarket chains.
A year later, Yanjinpuzi was officially listed on the Shenzhen Stock Exchange, becoming the first stock in the independent manufacture of casual snacks, and now has an annual revenue of 4.115 billion yuan and a market capitalization of 15.7 billion yuan.
Looking back on the development of Yanjinpuzi, it only took more than 10 years to reach this kind of achievement today, which is mainly attributed to the following aspects
1 Precision plowing of channels. Although Yanjinpuzi opened the road of brand building with the directly-managed supermarket mode, it does not mean that Yanjinpuzi has given up other channels. From the jittery e-commerce to the offline snack volume stores, from the box horse Samsung membership store to the Fat Donglai Walmart and other directly-managed KA superstores to set a benchmark, and then to dealers to fully expand the channel sinking, Yantianpuzi out of an omni-channel development mode. 2 Organizational structure change. With the trend of channel fragmentation, it is difficult for the sales, product and production departments to communicate with each other, and the products produced may not be adapted to the needs of the channel. Therefore, Zhang Xuewu decided to make a move on the organizational structure. In 2021, the front-end of Yanjinpuzi was divided into sales divisions based on channels, the middle-end was divided into brand and product divisions, and the back-end was divided into independent divisions for R&D and production. After this change, the efficiency and success rate of Yanjinpuzi’s product launches were improved. 3 All-category large single-model strategy. Like many snack food enterprises, Yanjinpuzi also adhere to the multi-category strategy, but on this basis, Zhang Xuewu and according to different channels to create the core standard large single product, such as in the snack volume retailer Snacks is very large, the launch of the topic of 9999999 meters of Baidao Spicy Stick a salted fish, such as oversized packaged snacks and then such as the big magic king vegetarian tripe, for the traditional husband and wife store and convenience stores, respectively, to adapt to retail price of one yuan and five dollars of goods, traditional supermarkets to bulk packages of goods, and the traditional supermarkets to bulk packages of goods, and the traditional supermarkets to bulk packages of goods. Commodities, traditional supermarkets to bulk weighing catty-based, snack volume stores are more volume of special packages. 4 Full-chain self-manufacturing. Since its inception, Zhang Xuewu has positioned Yantianpuzi as a manufacturing enterprise, so in the case of other snack brands that mostly adopt OEM mode, Yantianpuzi gradually improves its supply chain and industrial chain by building its own factories, which makes Yantianpuzi have at least a 15-point price advantage in its core single product compared with its competitors.
1 Precision plowing channels. Although Yanjinpuzi opened the road of brand building with the directly-managed supermarket mode, it does not mean that Yanjinpuzi has given up other channels. From the jittery e-commerce to the offline snack volume store, from the box horse Samsung membership store to the Fat Donglai Walmart and other directly-managed KA superstores to set a benchmark, and then to the dealer to expand the channel sinking, Yantianpuzi walked out of an omni-channel development mode.
2 Organizational structure change. With the trend of channel fragmentation, it is difficult for sales, products and production departments to communicate with each other, and the products produced may not be adapted to the needs of the channel.
Therefore, Zhang Xuewu decided to make a move on the organizational structure. In 2021, the front-end of Yanjinpuzi was divided into sales divisions based on channels, the middle-end was divided into brand and product divisions, and the back-end was divided into R&D and production independent divisions. After this change, the efficiency and success rate of Yanjinpuzi’s product launches were improved.
3 All-category large single-model strategy. Like many snack food enterprises, Yanjinpuzi also adhere to the multi-category strategy, but on this basis, Zhang Xuewu and according to different channels to create the core standard large single product, such as in the snack volume retailer Snacks is very large, the launch of the topic of the 9999999 meters of the bully Spicy Stick a salted fish and other oversized packaging snacks!
Another example is the big magic king vegetarian tripe, for the traditional husband and wife stores and convenience stores, respectively, adapted to the retail price of one yuan and five yuan of goods, the traditional superstore to bulk weighing catty-based, snacks volume stores are mostly volume loaded Specials loaded.
4 Full-chain self-manufacturing. Since its inception, Zhang Xuewu has positioned Yantianpuzi as a manufacturing enterprise, so in the case of other snack brands that mostly use OEM mode, Yantianpuzi has gradually improved its supply chain and industrial chain by building its own factories, and this has given Yantianpuzi at least a 15-point price advantage over its competitors in terms of the core single product.
Relying on ducks to become a 10,000-store brand with the highest market capitalization of over 60 billion yuan
Dai Wenjun, Founder of Jiewei Foods
In the same year that Yanjin Puzi landed on the Shenzhen Stock Exchange, another Hunanese also relied on casual marinated snacks to successfully list.
He was Dai Wenjun, who built an offline 10,000-store brand by selling duck products.
In 1968, Dai Wenjun was born, his university major for economic management. After graduating from college, Dai Wenjun has created a career in several industries, worked in the labor force, and then plunged into the position of sales.
After years of experience in the sales market, Dai Wenjun became the marketing manager of Qianjin Pharmaceuticals in just a few years. In Qianjin Pharmaceuticals, Dai Wenjun stayed for 5 years, after these 5 years of precipitation accumulation, Dai Wenjun got the experience of conducting business in the national market, but also harvested the network and the first bucket of gold.
In 2005, Dai Wenjun made up his mind to leave Qianjin Pharmaceuticals, and started the most important part of his life Founded Jelly Duck Neck.
In the next three years, we want to achieve hundreds of millions of business scale of the absolute flavor duck neck.
On April 12, 2005, three days before the official opening of the first Jiewei Duck Neck store, founder Dai Wenjun put out a bold statement to several partners at the company’s strategy meeting.
At the time, the others thought it was an exaggeration and asked Dai Wenjun to be more realistic. But probably everyone did not expect is that Dai Wenjun led the absolute taste of duck neck, not only ahead of time to realize his boast, but also in more than a decade later, the absolute taste of duck neck into China’s largest casual marinated products chain, sitting more than 14 million stores.
It is worth mentioning that in 2005, Dai Wenjun in Changsha opened the first jiemi duck neck stores, China’s marinated products market has appeared in a number of regional leading brands Huang Shanghuang, established in Nanchang in 1993, has been renowned throughout the Jiangxi region in 1995 in Wuhan Zhouheiduck also became the head of the marinated products in Hubei, the establishment of the 2002 JiuJiuYa has also been established in East China with 500 stores, the number of stores, the number of stores, the number of restaurants, the number of restaurants, the number of restaurants, the number of restaurants, the number of restaurants, the number of restaurants, the number of restaurants. stores in East China.
In order to realize the bend in the road, Dai Wenjun decided to take the expansion mode of franchising, through saturated stores, thus forming a brand effect.
In this strategy, the absolute flavor that year opened 61 stores, the number of stores reached hundreds of stores in the second year.
From 2007 to 2011, Jiewei stores is an average annual rate of 700 expansion, to the end of 2011, Jiewei has been in the number of stores close to 3700, while the same period of Zhouheiduck only has 320 stores.
In 2018, the number of Jiewei food stores exceeded 10,000, and by 2021, the number of Jiewei stores exceeded 13,000, with a revenue of 6.549 billion yuan and a net profit of 981 million yuan, exceeding the total performance of Zhouheiduck and Huang Shanghuang.
As of today, although the market capitalization of Jiewei Foods is not as good as it was back then, it is still riding high in the field of marinated food chains with nearly 15,000 stores.
Looking back to the absolute flavor of this way, it can later catch up and eventually realize the number of stores far ahead, there are a few keys
1 Let the franchisee first make money. With some other harvesting franchisee leek brand is different, the absolute flavor management created at the beginning of the awareness of the need to let the franchisee earn money, only the franchisee to survive, the absolute flavor of the franchise chain model to go on. To this end, in addition to minimize the cost of joining and give franchisees enough profit margins, tasteless will also maximize the standardization of the links to provide a mature and perfect marketing and management system to support the development of franchisees. As a result, Jiewei realized that the proportion of franchised stores accounted for all stores is up to 99% or more. 2 supply chain nationalization. On the basis of letting franchisees make money first, Jelly’s excellent franchise system management ability to promote the rapid nationalization of Jelly’s channels, and then Jelly took the lead in completing the nationalization of the production layout. For example, the early Zhouheiduck mainly by Wuhan Shanghai factory supply the country, taking into account the longer distance transportation, the product more MAP packaging, but the absolute flavor product industry can be realized by the local factory supply, to do the same day order production distribution and sales. Local production and distribution, in the effective reduction of the marginal cost of Jiewei products at the same time, but also be able to adapt to local conditions, to meet the differentiated needs of different regions. 3 channel supply double flywheel drive, realize scale effect. In the early days, Zhouheiduck central kitchen directly-managed stores model in the financial data to be significantly better than the front store factory, but with the rapid expansion of the absolute flavor, the scale of the absolute flavor of the advantages of the further highlights, whether it is the cost of production and management logistics costs or supply chain costs with the marginal benefit of diminishing revenue and net profit with other marinated meat brands to open up the gap, and sit on the throne of the leader.
1 Let the franchisee first make money. With some of the other harvesting franchisee leek brand is different, the absolute flavor management created at the beginning of the realization of the need to let the franchisee earn money first, only the franchisee to survive, the absolute flavor of the franchise chain model can go on.
To this end, in addition to minimize the cost of joining and give franchisees enough profit margins, tasteless will also maximize the standardization of the links to provide a mature and perfect marketing and management system to support the development of franchisees. As a result, Jiewei realized that the proportion of franchised stores accounted for all stores up to more than 99.
2 supply chain nationalization. On the basis of allowing franchisees to make money first, the excellent franchise system management ability to promote the rapid nationalization of the channels, and then the first to complete the nationalization of the production layout.
For example, the early Zhouheiduck mainly by the Wuhan Shanghai factory supply the whole country, taking into account the longer distance transportation, the products are mostly packaged with MAP, but the absolute taste products industry can be realized by the local factory supply, to do the same day order production, distribution and sales.
The local production and distribution of products can effectively reduce the marginal cost of Jiewei products, and at the same time, it can also meet the differentiated needs of different regions according to local conditions.
3 channel supply double flywheel drive, realize scale effect. In the early days, Zhouheiduck central kitchen directly-managed stores model in the financial data to be significantly better than the front store factory, but with the rapid expansion of the absolute flavor, the scale of the absolute flavor of the advantages of the further highlights, whether it is the production and management costs Logistics costs or supply chain costs with the marginal benefit of diminishing in revenue and net profit with other marinated food brands to open up the gap, and sit on the throne of the leader.
After 80 years of selling snacks, nearly 7000 stores, annual revenue of more than ten billion yuan
Snacks are busy founder Yan Zhou
In addition to being great at making snacks, Hunan people are equally great at selling snacks.
Five of the top ten Chinese mass-market snack brands were founded by Hunanese. Snacks are busy Snacks have Ming Dai Yonghong Love snacks Snacks preferred and other head of the business owners are authentic Hunan people.
Among them, Snacks is Busy is again riding far ahead of the other players.
Time back to 2016, in the real estate industry engaged in eight years of marketing planning Yan Zhou, by chance Coincidence smell small snacks in the country has great opportunities, some investigation, he found that most snack brand stores are concentrated in the middle and high end, the mass market, especially in the sinking market there is still a huge space for development.
So, Yan Zhou decided to cross-border entrepreneurship. 2017, Yan Zhou and a few partners put together more than 100,000 yuan, in Changsha, Hunan Province, less than 40 square feet of a small store began to sell snacks. This young team from Hunan, step by step to the national market.
After a difficult initial period of entrepreneurship, snacks are very busy to open franchising, opened more than 450 stores in four years, all over the streets and alleys of Hunan. The stores also evolved from the initial 30-40 square feet to 200 square feet flagship store with more than 1,500 individual products.
The turning point was in 2021, in May of that year, Snacks is Busy announced the completion of 240 million yuan of Series A financing, led by Sequoia China and Banyan Capital, followed by Qicheng Capital and Mingyue Capital, with a post-investment valuation of 2.5 billion yuan.
Since then, Snacks is Busy has started a high-speed expansion mode. Official data shows that by October 2023, Snacks are Busy had more than 4,000 stores nationwide, compared with 2,000 at the end of last year. In 2022, the retail turnover of the national stores of Snacks Very Busy reached 6.445 billion yuan, and the turnover in 2024 is expected to exceed 10 billion yuan, according to people familiar with the matter.
At the end of 2023, affordable snack collection store brands Snacks Very Busy and Zhao Yiming Snacks announced the completion of a strategic merger to establish the Ming Ming Very Busy Group, which now has more than 10,000 stores in total, sitting firmly as the industry leader.
Looking back on Snacks are Busy’s journey, its rapid expansion and eventual realization of 10,000 stores could not be achieved without these aspects
1 Timelessness. As the fastest 10,000-store player on the new track, the success of Snacks is Busy cannot be separated from the founder’s grasp of market opportunities. As a trillion-dollar market with categories and weak brands, Snacks is Busy has accurately captured the needs of a new generation of young consumers The endless new snack products are attracting more and more consumers’ attention, and the consumption habits are quietly changing, not enough for meals, snacks to come together, snacks are infinitely expanding the consumption scene, but at the same time, the traditional snacks distribution system is quite complicated, snacks from the factories to the hands of consumers, after layers of price increases, they become snacks, and then they become snacks. But at the same time, the traditional snack food distribution system is quite complicated. In a steady growth in demand in the red sea market, Yan Zhou found a piece of the remaining urgent need to develop the blue sea market, which is the snacks are very busy with the premise of rapid development. 2 The advantage of the land. At the same time to seize the opportunity, snacks are very busy and Hunan as the base camp, and Hunan’s snack supply chain is precisely very complete, which makes snacks are very busy in the initial stage, in the supply chain also has the advantage, and then, snacks are very busy and then to take the strategy of encircling the countryside to quickly seize the still blank China’s huge county market. From the opening of the first franchise in 2017 to the breakthrough of 1,000 stores, snacks are very busy with five years, and from 1,000 to 4,000, snacks are very busy with only one year and seven months. 3 people and. Compared with other friends, snacks are very busy to maximize the win-win situation with franchisees, suppliers and consumers. For example, in terms of operation, snacks very busy first established a set of standardization system, and after the merger with Zhao Yiming snacks, Ming Ming very busy group also from the past standardization construction to digital marketing full force, all-round support for the franchisee, and the franchisee cohesion, so that the store business to improve more simple.
1 Timeless. As the fastest player in the new track of 10,000 stores, the success of snacks very busy can not be separated from the founder’s grasp of market opportunities. As a trillion-dollar market with categories and weak brands, Snacks is Busy has accurately captured the needs of a new generation of young consumers The endless new snacks are attracting more and more consumers’ attention, and the consumption habits are quietly changing, not enough for meals, snacks to come together, snacks are infinitely expanding the edible scene, but at the same time the traditional snacks distribution system is quite complicated, snacks from the factories to the hands of consumers, after layers of price increases, they become snacks, which are the most expensive snacks in the world. The snacks from the factory to the hands of consumers, after layers and layers of price increases, it becomes a snack assassin.
In a steady growth in demand in the red ocean market, Yan Zhou found a piece of the remaining blue ocean market is in need of development, which is the snacks are very busy premise of the rapid development.
2 The advantage of the land. At the same time to seize the opportunity, snacks very busy and Hunan as the home base, and Hunan snacks supply chain is precisely very complete, which makes snacks very busy in the initial stage, in the supply chain also has the advantage, and then, snacks very busy and then take the strategy of encircling the countryside to quickly capture the still blank in China’s huge county market.
From the opening of the first franchise in 2017 to the breakthrough of 1,000 stores, snacks are very busy with five years, and from 1,000 to 4,000, snacks are very busy with only one year and seven months.
3 people and. Compared with other friends, snacks are very busy to maximize the win-win situation with franchisees, suppliers and consumers.
For example, in terms of operation, snacks very busy first established a set of standardized system, and after the merger with Zhao Yiming snacks, Ming Ming very busy group also from the past standardized construction to digital marketing full force, all-round support for the franchisee, and the franchisee cohesion, so that the store business to improve more simple.
Hunan brothers started from scratch, the most bullish spicy noodles sold 4.9 billion yuan a year
Weilong founder Liu Weiping Liu Fuping
Once a humble workshop, created today’s Weilong.
Liu Weiping was born in Pingjiang County, Hunan Province in 1978. This small county in the mountain pass has a very long history of making dried sauces, dried spicy sauces, and spicy bean tendons.
According to the records of Pingjiang County, more than 300 years ago, Pingjiang Dried Soya Sauce was listed as a tribute to the court by the Qing Dynasty. As a result, many people in Pingjiang know how to make dried sauce, and Liu Weiping has learned the art of making dried sauce from his mother since he was a child.
In 1998, Pingjiang County suffered a flood, dried soybean raw materials from more than 70 cents a catty, soared to 1.5 yuan. In order to reduce costs, the local sauce dry workshop masters, with gluten instead of dried beans, to make the flavor and sauce dry similar to the price of cheap gluten food, which is the 80 after 90 after the memory of the prototype of the chili.
However, Pingjiang County is located in the mountainous area, and does not produce wheat, Pingjiang people do not have a cost advantage in the production of gluten. Therefore, a group of Pingjiang people began to go out of Hunan, Liu Weiping is one of them. At that time, Liu Weiping, a high school graduate, was working in a factory in Guangdong. After seeing his hometown friends start their own business, he was also eager to try.
In 1999, Liu Weiping chose Luohe, Henan Province, where wheat is abundant, and led his brother Liu Fuping and his hometown to start from a small workshop. With gluten as the raw material, combined with the dried sauce craft, produced a slightly sweet, slightly spicy, refreshing and full of aftertaste products. At that time, their products were well received in the market. 2001, Liu Weiping found inspiration from the traditional cow gluten noodles and developed China’s first spicy noodles Spicy Shreds.
At that time, there were many chili bar manufacturers, most of which were small workshops. For Liu Weiping, he was not satisfied with the output of the small workshop. 2002, he advocated the improvement of equipment, production increased dramatically In 2003, Liu Weiping registered Weilong Weilong trademarks, Weilong spicy strips officially born. Since Liu Weiping registered the trademark, he started the brand marketing work.
Sending advertisements and writing articles, Liu Weiping to push the form of initial testing and expansion. Soon, Weilong opened the Luohe market, and began to Zhengzhou Henan province and even the country radiation expansion. Since then, Weilong gradually known. 2004, Luohe Pingping Foods Co., Ltd. was established, Weilong became the first company to set up a company in the country’s spicy noodles business.
The rise of Weilong, marketing is not to be missed.
In 2010, Weilong also found the then first-class star endorsement, launched Weilong classic series. 2012, Yang Mi joined endorsement kiss mouth burn kiss mouth dried beans and other series of products Later, Weilong also imitated Apple, repeatedly on the microblogging hot search. Later, Wei Long also imitated Apple, repeatedly on the microblogging hot search. After Wei Long also imitated millet, came a slogan for spicy snacks enthusiasts and born.
Online marketing promotion, not only make Weilong earn enough eyeballs, but also bring real revenue. 2019, Weilong only e-commerce channel revenue 559 million yuan.
To this day, Weilong has established its position as the industry leader in the entire spicy snack bar world.
From 1999 to 2022, Liu Weiping and Liu Fuping, who have a high school education, have spent more than 20 years, starting from nothing to make the five-cent snack into a big business with billions of dollars in revenue, and also created a huge empire of spicy noodles.
Looking back at these 20 years, Weilong can reach today’s results, mainly due to the following points
1 Product-oriented, establish brand standards. At the beginning of the founding, Liu Weiping realized that, according to the thinking of the small workshop will always be a small workshop, so in 2003, Liu Weiping registered Weilong trademark, in addition, Weilong has long been aware of the problem of chili pepper health, automation and modernization of production, in order to get rid of chili pepper on the food safety and health of the original sin labels, Weilong is the first to take photos and videos of the factory, rebranding image. 2 Comprehensive coverage, channel is king. If the product is the root of Weilong, the channel is the soul of Weilong. Weilong 90 sales rely on offline, so Weilong has built an immense offline distribution network, now there are more than 2,000 dealers offline, distribution network covering more than 700,000 retail terminals. 3 Textbook marketing. Founded in the early days, Weilong has had a precise placement of marketing awareness, around the channel point of the spicy strips, that is, large supermarkets, schools and communities, through the stalls, posters, hanging banners and other traditional marketing methods, so that hundreds of miles around the consumers know Weilong’s spicy silk, a full range of information coverage, the brand memory of Weilong is rooted in the minds of the public. Since then, Weilong has also staged a number of marketing magic operations, through a series of marketing means such as self-hacking, playing terriers, cross-border and leveraging, capturing a large number of young audiences, establishing a brand image of fun, funny, trendy and innovative, and maximizing the brand’s occupation of the user’s mind.
1 Product-oriented, establish brand standards. At the beginning of the founding, Liu Weiping realized that, according to the idea of small workshop will always be a small workshop, so in 2003, Liu Weiping registered Weilong trademark, in addition, Weilong has long been aware of the problem of chili pepper health, production automation and modernization, in order to get rid of chili pepper on the food safety and hygiene of the original sin labels, Weilong first shoot factory photos and videos, rebranding image.
2 Comprehensive coverage, channel is king. If the product is the root of Weilong, the channel is the soul of Weilong. Weilong 90 sales rely on offline, so Weilong has built a huge offline distribution network, now there are more than 2,000 dealers offline, distribution network covering more than 700,000 retail terminals.
3 Textbook marketing. In the early stage of its establishment, Weilong has already had the marketing awareness of precise placement, around the channel point of the spicy noodles, that is, the big supermarkets, schools and communities, through the stalls, posters, hanging banners and other traditional marketing methods, so that hundreds of miles of consumers know Weilong’s spicy silk, all-around coverage of the information, the brand memory of Weilong is rooted in the minds of the public.
Since then, Weilong has also staged a number of marketing magic operations, through a series of marketing means such as self-hacking, playing terriers, cross-border and leveraging, capturing a large number of young audiences, establishing a brand image of fun, funny, trendy and innovative, and maximizing the brand’s occupation of the user’s mind.
Why Hunan?
Whether it’s Yanjinpuzi, Jiewei Foods, or Busy Snacking Weilong, they are all epitomized by Hunan people playing around with the snacking industry in China.
Like Zhang Yudong single-handedly created the spicy prince, Zhou Jinsong founded Jinzai food, and in addition to snacks are very busy, snacks have Ming Dai Yonghong love snacks and a number of head of the mass-market snacks brand, many not mentioned in the article of the enterprise and entrepreneurs are from the vast world of Hunan out of the run.
National snacks to see Hunan, it can be said that is known as the national casual snacks brand weathervane Hunan is ignored by many people.
Why is Hunan snack industry so developed? The reasons behind the analysis are as follows
First, Hunan has the advantage of raw materials. Hunan has always had a deep agricultural foundation, as the land of fish and rice, Hunan solved the problem of raw materials for snacks, which also led to the birth of a rich snack culture, Hunan people love food and snacks, which laid the foundation for the outbreak of snack industry and catering and consumption industry in Hunan.
Secondly, the government is positive and active, to promote the transformation of enterprises from the era of small workshops to the era of specialization, so that the products from Hunan to the country, the formation of snacks industry clusters can not be separated from the wholesale, warehousing, logistics and other large number of links in the aggregation of the development of the links hidden behind the scenes need to be the government through the policy of infrastructural and other ways to strive to promote.
Thirdly, Hunan has a good environment for new consumption. Consumers in Hunan, especially in Changsha, have a higher sense of happiness and relaxation in China, which is reflected in the consumption of many delicacies and a better consumer culture, coupled with the fact that the housing prices in Changsha are slightly lower than those in other provincial capitals, and the disposable incomes of the consumers are relatively high, Hunan has the basic advantages of people, goods and venues to cultivate new types of consumption.
Finally, behind the industry lies a key point: people. Hunan has formed a unique local entrepreneurial culture. The success of an explosive product will influence more entrepreneurs to dig business opportunities from other snacks. Such as the absolute flavor of the duck neck Yanjin candied fruits Jinyi small fish black classic stinky tofu, are using modern business means to transform the traditional snacks.
The new generation of entrepreneurs immersed in this atmosphere will stand on the shoulders of their predecessors and push the industry to evolve, and under the role of Chinese clan culture, they will form a chain of command, which will become the dividends of the industry in a village, a town, and a county.
Look over the growth history of Hunan snacks industry belt, the product is changing mode is changing, the only constant is the spirit of Hunan people’s background color not afraid of death, enduring boredom, eat bitter, bully brutality. This is also reflected in Hunan enterprises and entrepreneurs.
It is also because in this land, countless Hunan people are not afraid of death, enduring boredom, eating hard, bully brutality, so that Hunan has become a force to be reckoned with in China’s snack food industry.
In China’s snack food industry, had to say to the people of Hunan Hunan hometown, good job!
References
1 Hunan people are about to monopolize the snack food industry in China, China Business Towers.
2 Changsha Boss Sells Snacks, Hoping for 5 Billion , 21st Century Business Review
3 10,000 Snack Shops Sweeping Through the County , Investment World
4 Which province holds up half of China’s snacks? , Snacks Express
5 This pair of Hunan brothers, by a small spicy strips to hit the IPO, sold 4.9 billion a year , Investment World
6 6 Brands That Supported China’s Ten Thousand Store Era! JHI
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