Weilong is going public? Revealing the road of network celebrities with a pack of spicy strips

Recently, the news that Weilong, the leader of the spicy strip industry, is going public is rampant, and netizens have said that "we have another listed company"?

"I heard that Weilong is going public. I don't know if it is true or not, but we hope that the company will go public and hope that the company will get better and better. This is also the pride of Luohe people. " In Wei Long's hometown-Luohe City, Henan Province, almost everyone knows about Wei Long. Here is a place called "China Food City", and there are countless food enterprises.

Weilong has developed from a bag of spicy strips with a few cents to an annual revenue of more than 4.9 billion yuan, becoming a popular spicy strip brand in the country and becoming a "spicy strip brother".

After more than 20 years of ups and downs, how did Wei Long get rid of the label of "junk food" and turn it into an online celebrity product, a local business card, and even open the road to capital? Does Wei Long, which sits at the top of the industry, have another trump card besides spicy strips?

In the face of listing rumors, Wei Long has remained silent.

I heard that Weilong, which produces spicy strips, is going on the market?

This news not only circulated on the Internet, but also heard about Wei Long's listing in Luohe, but I don't know whether it is true or not. "It is not surprising that Wei Long has done so much." "Of course, I hope Wei Long will go public and do better and better like Shuanghui" ... This is the simple expectation of local people for their hometown industries.

Weilong was founded in 1999 and is headquartered in Luohe City, Henan Province. At present, a number of production bases have been established, including Luohe Pingping, Luohe Weilai, Zhumadian Weilai, Qinqin Dried Bean, Delong and Lewei.

According to media reports, from 20 17 to 20 19, Wei Long's revenue maintained a double-digit growth rate every year; Perhaps based on such rapid development, the news of Wei Long's listing began to spread in the market on 20 18. Recently, the rumor is more specific. It is said that Weilong will go public in Hong Kong in the second half of 20021,and it is planned to raise 10 billion US dollars.

In Wei Long, when asked whether the company has any listing plans, the employees of the company and the senior management of the group kept silent, saying "I don't know", "I don't know" and "No response".

Previously, Weilong had made frequent industrial and commercial changes, which was also regarded by the outside world as paving the way for listing. In 20 17, Liu Weiping, who holds 60% of the shares, and Liu Fuping, who holds 40% of the shares, both withdrew from the shareholder camp of Pingping Food, and Pingping Food was changed to be wholly owned by Luohe Wei Long Trading Co., Ltd.

Luohe Wei Long Trading Co., Ltd. was established in 20 14 with annual sales of 2.5 billion yuan. There are two shareholders behind, Luohe Hehe Food Technology Co., Ltd. holds 99%, and Yifeng Investment Development Co., Ltd. holds 1%. Luohe Hehe Food Technology Co., Ltd. was established on 20 18, and Hehe International Business Co., Ltd. holds 100%. Hehe International Business Co., Ltd. and Yifeng Investment Development Co., Ltd. are both China and Hongkong enterprises.

"At present, Weilong already has brand effect and scale effect, and it is expected that the capital will favor or even pursue Wei Long. I am optimistic about listing in Wei Long. " Zhu, a food industry analyst, said, "However, if it goes public, the regulatory authorities will pay more attention to its food safety and be stricter in the standardized operation of enterprises."

Zhu believes: "From the perspective of enterprise development, if it can be listed in the future, with the blessing of capital, it will also help to form a strong support for Wei Long's product innovation and diversified development."

Haiping Gao d, an analyst at Gaogang Consulting, believes that "Wei Long's scale and growth rate will make it a very good listed company, and it has this potential."

From small workshops to local business cards, Weilong will move towards a billion-dollar enterprise?

"Luohe is located in the plain, where Shahe River and Li River meet, and Han Jing Railway passes by. We have many varieties of crops, high output and convenient transportation, so there are many food factories. " According to local people in Luohe, "there are thousands of various food enterprises in the city."

Luohe is known as "China Food City". Besides Wei Long, Shuanghui's headquarters is also here. In addition, the largest base of famous brands such as Want Want, Uni-President and Cargill in Chinese mainland is also in Luohe.

Luohe Pingping Food Co., Ltd. is the first enterprise founded by Wei Long. The word "Pingping" is taken from the names of the founding brothers, Liu Weiping brothers and Liu Fuping brothers.

About 20 minutes' drive from downtown Luohe, Henan, you can reach Pingping cuisine. Outside the door, you can see the striking red banner with eight big characters-"Wei Long cuisine, China flavor".

According to the staff of Wei Long, Wei Long will stop production for three to four days at the middle and end of each month to carry out maintenance work such as cleaning and maintenance of equipment. "If the equipment is well maintained, they can work better."

Now, Pingzhi Food is no longer the headquarters of Wei Long. In the second half of this year, Wei Long headquarters moved to the newly-built second-phase park-Luohe Taste Food Technology Co., Ltd., which is an industrial park with an annual output of 654.38+10,000 tons of spicy food. Judging from the floor space, it tastes several times bigger than Pingzhi.

Pingping now mainly produces kiss products, and the production line here mainly produces konjac products.

The distance between Pingping cuisine and Weidao cuisine is 2. 1km, so it takes about 30 minutes to walk through four traffic lights, and you can also pass another branch in Wei Long-Luohe Weilai Food Technology Co., Ltd.

Interestingly, the trademark "Wei Long" was registered in 2003. Weilai Food and Weilai Food were established on 20 13 and 20 18 respectively, and the word "Wei Hou" was connected, which just formed "Longlai".

From July 2065438 to July 2008, the Management Committee of Luohe Economic and Technological Development Zone and Pingping Food Co., Ltd. held a signing ceremony for the project of Wei Long Leisure Food Industrial Park. June 5438 +2020 10, Wei Long Food Phase III Industrial Park Project was signed. "According to the company's strategy, it is planned to build leisure food industrial parks and e-commerce logistics parks such as vegetable products, meat products, egg products and flour products. After all the projects are completed and put into production, Wei Long Food will move towards 10 billion enterprises. "

The third phase of Wei Long Industrial Park is located at the intersection of Chashan Road and Dongfanghong Road in Luohe City, Henan Province, with a total area of 800 mu and a total investment of 3 billion yuan. At present, the third phase of the park is under construction and is expected to be completed and put into operation in 20021year.

Trying to get rid of the label of "unhealthy", how did KOL in the spicy strip industry develop?

However, "Wei Long's products are relatively simple, and products such as spicy strips are often dismissed as' unhealthy' and' garbage', which is also the pain point of Wei Long's future development and a minefield that needs to be overcome." Haiping Gao d said.

Wei Long has been proving the safety, hygiene and health characteristics of its products in various forms.

At the beginning of the development of the industry, due to the low production threshold of spicy strips, many small workshops and worrying product quality, several major crises of the whole industry were caused. According to media reports, "In 2005, the scandal of the black workshop in Pingjiang Gluten Factory illegally adding mildew inhibitor reduced the number of spicy strip enterprises from 2,000 to 500."

Since then, food safety problems in the spicy strip industry have been frequently reported in newspapers, and "black-hearted workshops" and "junk food" have become labels that are difficult to wash off.

Wei Long spicy strips also failed to pass the sampling inspection. On August 30th, 20 18, the US Food and Drug Administration in Hubei released the information announcement of food safety supervision and sampling inspection, which showed that Wei Long brand roast meat and gluten were illegally added. Both foods contain sorbic acid and dehydroacetic acid, but the standard requirement is that they cannot be used.

With strong marketing ability, Wei Long embarked on the road of network celebrity.

"Many things are done by us, and netizens prefer to watch them." Ryan, an executive in Wei Long, found that these grassroots V's are particularly willing to cooperate with spicy strip enterprises because they can quickly add powder.

It is reported that Ryan once saw a friend take a photo of eating spicy strips while working overtime on social networks, with the caption: "Actually, I should pack spicy strips quietly". Inspired by this, the marketing team decided to add scene elements to the product image setting. Soon, the phrase "actually, I should wrap spicy strips quietly" appeared on the outer packaging of a new product.

At present, Wei Long cuisine official Weibo has more than 360,000 fans, and various jokes are output every day. Some netizens ridiculed: If Wei Long is a human being, he must be a very "sultry" young man; If you peel off Wei Long's heart layer by layer, it must be a heart that wants to turn red.

According to reports, in recent years, the export of spicy strips has continued to grow. On Tmall's overseas platform, "the export of spicy strips has increased by over120% for half a year; Japan has become the largest importer of spicy strips. In addition, the sales of spicy strips in Singapore, the United States, South Korea, Malaysia, Australia and the United Kingdom have also increased significantly. "

In the topic # spicy strips conquer the world #, it shows that spicy strips have appeared in BBC documentaries and are considered as "the most popular snacks for young people under 25 in China"; In 20 17, the price of Wei Long spicy strips abroad rose by more than ten times, becoming a "luxury snack abroad".

Nowadays, Weibo, Tik Tok and other platform accounts in Wei Long are full of vitality, and the surrounding area of Wei Long is becoming more and more noticeable: four-piece bed, mobile phone case, spicy pillow, bracelet, earrings, umbrella, nail polish, slippers, spicy perfume, spicy toothpaste, spicy mouthwash, spicy bibimbap sauce and spicy zongzi ... In Wei Long's eyes, "everything is ok.

The Pingjiang brothers fought in Luohe, which was the way for Wei Long's founder to get rich.

In Luohe, an important impression of local people on Wei Long is that "employees are paid high wages, but they often work overtime".

This year, the news that Wei Long adjusted its salary against the market during the epidemic caused a heated discussion. The company announced that "the attendance is over 22 days, the fixed salary is 2,400 yuan, the piece-rate salary is more than 1500 yuan, and the comprehensive salary is more than 3,900 yuan; Attendance for 26 days, fixed salary of 3200, piece rate of 1800, comprehensive salary of 5000; Attendance for 28 days, fixed salary of 3,600, piece rate of 1950, and comprehensive salary of more than 5,550. "

Walking into Wei Long Headquarters (Taste Food), on the left side of the lobby on the first floor, you can see the six characters of Heaven, Filial Piety and Teacher's Way. This is the corporate culture of Wei Long. We follow the principle of customer first in our work, thank the founders in the early days of the company, encourage employees to learn from each other and accelerate their growth.

Liu Weiping and Liu Fuping are from Pingjiang, Hunan. As we all know, Pingjiang, Hunan Province is the birthplace of spicy strips.

During the period of 1998, floods occurred in Pingjiang, resulting in serious losses of agricultural products, which doubled the price of raw materials for making dry sauce. In order to reduce the cost, the old masters of the local dry sauce workshop used gluten instead of dried beans to make gluten snacks with similar taste and low price, which is the embryonic form of spicy strips.

However, Pingjiang County is located in the mountainous area and is not rich in wheat. Pingjiang people have no cost advantage in producing gluten. As a result, a group of Pingjiang people began to leave Hunan, and Liu Weiping, who graduated from high school, was one of them.

From 65438 to 0999, Liu Weiping chose Luohe, which is rich in wheat, and led his younger brother Liu Fu and his hometown people to start from a small workshop.

In 2003, the trademark of "Wei Long" was registered, and the first brand in China spicy strip industry was born.

As a long-term observer and researcher, Zhu, an analyst in China food industry, said: "The business philosophy of its founder, Liu Weiping, has contributed greatly to becoming the leader in the spicy strip industry. The threshold of the spicy strip industry itself is not high. In the early stage of development, many small workshops ignored the quality of products, which led to spicy strips being regarded as junk food by the public. From the beginning, Liu Weiping attached great importance to product quality, environmental sanitation and food safety. It is precisely because of the high requirements for details such as factories, processes and raw materials that Wei Long spicy strips stand out. "

"In terms of distribution channels, many spicy strip enterprises are wholesale to township supermarkets, taking low-end channels, while Wei Long's products have entered large supermarkets. From taste to packaging, brand and service system, Wei Long is complete, which shows that customers in Wei Long are very sticky, which is one of the reasons why Wei Long can become the industry leader. " Zhu said to:

Wei Long has achieved a diversified layout. At present, Wei Long has more than 40 kinds of products in five series. In addition to the well-known seasoning flour products and bean products, konjac products, vegetarian products and meat products have also been added.

In 20 19, Wei Long put forward the "11"project: in the next three years, Weilong will achieve an annual output value of over 100 billion, pay taxes over 100 billion, and introduce intelligent robots/kloc-0.