从“深山土疙瘩”到“国民新零食”，卫龙魔芋爽的超级单品增长密码

Core Insights - The event held by Weilong on December 10 focused on the theme of "Healthy Snack New Proposition: Super Ingredient Konjac," gathering various stakeholders to discuss the transformation and future opportunities in the konjac industry [1] Company Performance - Since its launch in 2014, Weilong's Konjac Snack has achieved annual sales exceeding 3 billion yuan, with revenue from vegetable products centered around Konjac expected to grow by 59.1% year-on-year to 3.371 billion yuan in 2024, accounting for 54% of total revenue [3] - By the first half of 2025, this revenue is projected to further increase to 6.055 billion yuan, establishing a strong second growth curve for the company [3] Product Strategy - The success of Weilong's Konjac Snack is attributed to a systematic approach involving brand, product, and channel strategies, effectively capturing industry trends and young consumers' demands [4] - The product strategy focuses on continuous improvement of basic flavors, with classic spicy flavors being the core of repeat purchases, supported by 24 production processes that ensure a chewy and crispy texture [6] - Recent innovations include regional and scenario-based products, such as the launch of Hunan-style spicy crayfish flavor and collaborations with Sam's Club for high-fiber products, aligning with health trends [6] Market Strategy - Weilong has adapted its marketing strategies to resonate with young consumers, emphasizing fun and engaging content through social media platforms like Douyin and Kuaishou, leading to a 38% year-on-year increase in online channel revenue, reaching 700 million yuan in 2024 [6] - The brand's marketing also focuses on emotional resonance, creating social conversations through limited edition flavors and creative packaging [7] Industry Outlook - The konjac industry in China is projected to have a total output value of 32 billion yuan in 2024, with an expected annual compound growth rate of 11.8%, potentially reaching 45 billion yuan by 2030, indicating significant growth opportunities [9] - The development of konjac food enterprises is fostering regional agricultural clusters, enhancing farmers' income and contributing to the industry's overall growth [9] - The chairman of Weilong stated that the konjac ingredient is undergoing a value redefinition, with the company holding a 61% market share in the category and leading the establishment of industry standards [9][11]