According to the Securities Times app, the "Weilong Spicy Strip Festival", which lasted for more than a month, successfully concluded its nationwide spicy search flash event. It is understood that the event started hot in Xi'an and then continued in Chongqing, Guiyang, Liuzhou, Wuhan, and finally ended in Changsha. The tour of the six cities can be described as full of surprises. In an era where mass consumer habits are increasingly fragmented, the spicy snack food brand Weilong (09985) has gathered the attention of the new generation by virtue of the "Weilong Spicy Strip Festival" IP, building a solid mental moat.

In the new era of consumer trends, how to leverage their own strengths to create differentiated positioning has become a strategic focus for many brands. In the leisure food track, a significant trend is that more and more brands are driving growth with creative new products, increasing user purchase intention through hot content. In the "Weilong Spicy Strip Festival" national spicy search flash event, Weilong once again showcased its differentiated marketing competitiveness by innovative experiences of various exotic flavors + following the hot trend of offline interactive fun.

According to the "2024 csi sws food & beverage index industry-wide marketing white paper" survey, in the snack food track, consumers have shown a preference for novelty and chasing after new trends, with creatively content and eating methods discussed online most able to attract consumer attention. At the same time, young people are often interested in fresh and interesting things, and the unique festival atmosphere and novel gameplay created by festival marketing align with their preferences.

Therefore, at the major stations of the "Weilong Spicy Strip Festival", Weilong delved deep into the local culture of the target areas, combining the brand with local features to create marketing scenes that are in line with local taste preferences yet novel and cross-boundary. For example, introducing Chongqing's special butter hot pot flavored spicy strips, Wuhan's special spicy braised flavored spicy strips, Changsha's special stinky tofu flavored spicy strips, and through on-site DIY tastings, brand interactive games, etc., allowing consumers to perceive up close Weilong's accumulation in "more than just a spicy". According to statistics, over 0.04 million people participated in the creative spicy strip DIY activity, and product tasting reached 0.34 million.

At the event site, many consumers have positively affirmed the taste of Weilong spicy strips. The funny short video creator blogger Archimedes DIYed snail powder and folded ear root-flavored spicy strips on the spot, and also mentioned that the snail powder flavor is very fragrant, and the folded ear root flavor is very authentic. Relevant statistics show that this year's Weilong Spicy Strip Festival's six-city flash online and offline total interaction exceeded 2.14 million, with a total exposure of 91.13 million.

The change in brand value requires multiple communications between the brand and consumers, and festivals are the most important way to establish this relationship, which is why Weilong chose to make the 'Weilong Spicy Strip Festival' a key factor in its long-term IP continuation. In the leisure snack industry, which pays more attention to 'conversation' with young consumers, creating festival-related marketing can allow brands to listen more closely to the voices of young consumers and help young consumers develop deeper emotional connections with the brand through their participation.

As a continuation of the 'Weilong Spicy Strip Festival' IP, this year's national spicy search flash activity not only marked a phased conclusion but also ushered in a larger brand development saga. Along with Weilong enriching its product line continuously, both major categories achieved sustained double-digit growth, and the differentiated brand assets accumulated by Weilong will inject more vitality into the market, making Weilong's future marketing strategies more anticipated by the market.