Company Website
https://www.weilongshipin.com/
Company Introduction
WEILONG Delicious Global Holdings Ltd. (WEILONG) is a modern Chinese snack food company, renowned for its delicious array of spicy snacks. Headquartered in Luohe City, Henan Province, WEILONG enjoys a presence in numbers industrial parks and branch offices across China, with expertise that integrates R&D, production, processing, and sales. Under a mission to “Let the World Fall in Love with Chinese Flavors,” WEILONG’s aim is to make authentic Chinese culinary culture more engaging, accessible, convenient and affordable. It achieves this by harnessing digital tools and a business strategy that has brought joy to people for 123 years. With its modern take on traditional snacks, WEILONG is committed to supporting healthy lifestyles while bringing Chinese food to the world stage.
Product concept, highlights and added value
Based on the craftmanship of Konjac Shuang, XiaoMoNv offers next-level crunchiness in this vegetarian “beef tripe” using low-temperature frozen technology. It also has an improved cutting process, resulting in larger “35x35mm” pieces, providing consumers with a more satisfying experience in texture and taste.
XiaoMoNv’s packaging design continues WEILONG’s brand story and intellectual property (IP), enhanced by the fun “little witch” character that wears a chili pepper hat and rides a chili-shaped broom. Full with personality, the character not only makes the brand’s tone more distinct, but speaks to the emotional needs and aesthetic preferences of target younger consumers.
Product Images
Please briefly describe how your product communicates with consumers
1.Product Design: Targets the three core needs of konjac vegetarian tripe consumers, “larger pieces,” “crunchy and refreshing,” and “delicious.” To answer demands for larger pieces, we created the larger 35x35mm size – offering spice and crunch that is increasingly appetizing with every bite. It not only has rich dietary fiber and low calories but also provides a delicious and guilt-free snack for consumers who pay attention to keeping fit. The design of larger pieces is more satisfying.
2.Packaging Design: Based on the new positioning with larger pieces, we emphasized this new product advantage to establish our position as the top brand in the konjac vegetarian tripe category. Through the XiaoMoNv brand IP image, we reach young consumers with a vivid brand personality that embodies wit and curiousity.
3.Brand Communication: With our differentiation of large pieces, XiaoMoNv’s key message is “Real Large Pieces for Ultimate Satisfaction”. Under this theme, the communication team developed a communication campaign, complete with videos and key visuals, leveraging diverse media content including a media release, public relations, social media platforms, content-seeding, and offline promotions. We prioritized establishing our presence on platforms oriented towards young audiences, such as Weibo, Focus Media, RED, Douyin, and campus networks to communicate with target consumers and enhance brand awareness.
Product Images
Ingredients List Photograph
Launch Date
2023-10
Target Consumer
Our target audience is females from ages 18 to 25, defined in two categories. 1) Females ages 18 to 22 prioritize immediate gratification and make experience-driven decisions. They are not yet financially independent but seek more freedom in purchase decisions. Their social circles are mainly students. 2) Females ages 22 to 25 value a product for its quality and distinction, and chase more refined lifestyles. They are mostly financially independent and have the freedom to make their own consumer decisions. Their social circle mainly consists of workplace colleagues.
Weight/Volume per Pack
全渠道：散装，18g，50+30g，150g；零食渠道： 散装乐享装，42g乐享装
Price per Item
散装，零售价: 18.8元/500g； 18g，零售价: 1元/小包； 50+30g，零售价: 5元/袋； 150g，零售价: 9.9元/袋；散装乐享装，零售价: 15.8元/500g ；42g乐享装，零售价: 2.5元/袋；
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
Nationwide Distributors
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 其他销售渠道 O2O
Market Performance
During the campaign, within 10 days of online sales, revenue increased sixfold. Sales on the first day of the Double 11 sales event exceeded 10,000 with an explosive growth rate of up to 400% compared to regular daily sales. In the two weeks of its offline launch, the products have entered well-known NKA systems such as Yonghui, China Resources, and RT-Mart, achieving 96% of the monthly sales target, far surpassing the performance of other newly launched products.