文 | 财天COVER 张向阳 编辑 | 吴跃 01 营收占比再次提升 4月，卫龙正式官宣青年演员王安宇成为魔芋爽的品牌代言人。8月，卫龙又宣布管乐成为风吃海带的品 牌大使。此前，这两款产品都没有代言人。在短短4个月内接连签约两位人气高涨的年轻艺人，足见卫 龙对魔芋爽与风吃海带的重视程度。 签约代言人，自然是希望扩大品牌的影响力，拓展更多的消费者。魔芋爽与风吃海带，同属于卫龙旗下 蔬菜制品业务板块，这是卫龙美味业绩的核心驱动力。 不久前，卫龙美味发布的中期业绩显示，2025年上半年实现总收入约34.83亿元，同比增长18.5%；实现 归母净利润7.33亿元，同比增长约18%。 虽然业绩增速远不及2024年同期，但卫龙能取得双位数的增长也实属难得。 卫龙美味向《财经天下》表示，其上半年业绩的增长，主要有两大核心驱动力：一是蔬菜制品的持续爆 发式增长；二是全渠道战略的深化执行，特别是在新兴渠道的快速渗透。 在产品阵容方面，卫龙美味主要包含三个板块：一是调味面制品，也就是常说的辣条，主要产品有大面 筋、小面筋、麻辣棒、小辣棒、亲嘴烧、麻辣麻辣；二是蔬菜制品，主要有魔芋爽、风吃海带及小魔 女；三是豆制品及其他产品，主 ...

Core Viewpoint - The company, Weilong Delicious, has demonstrated strong performance in the first half of 2025, achieving significant revenue and profit growth, driven by product innovation and optimized channel structures [1][12]. Group 1: Financial Performance - In the first half of 2025, Weilong Delicious reported revenue of 3.483 billion yuan, a year-on-year increase of 18.5%, and a net profit of 736 million yuan, also up 18.5% [1]. - The company has achieved double-digit growth in revenue for one and a half years and in net profit for two and a half years [3]. - The revenue for 2023 and 2024 was 4.87 billion yuan and 6.266 billion yuan, reflecting year-on-year growth of 5.2% and 28.6%, respectively [2]. Group 2: Product Innovation - The company has focused on product innovation, launching differentiated products such as the spicy beef-flavored "Qin Zui Shao" and the sesame-flavored "Mo Yu Shuang" [6][9]. - The revenue from vegetable products has surpassed 60% for the first time, with the "Mo Yu Shuang" series being a significant contributor [8]. - The market for konjac products is expected to exceed 20 billion yuan by 2024, with a compound annual growth rate of 28% [8]. Group 3: Market Trends - The snack food market in China is evolving, with the spicy snack segment expected to grow from 51.7 billion yuan in 2022 to over 90 billion yuan by 2026, with a compound annual growth rate exceeding 15% [5]. - The company is positioning its seaweed products as a potential third growth driver, responding to the increasing demand for healthy snacks [10][11]. Group 4: Channel Optimization - The company has optimized its channel structure, achieving over 3.4 billion yuan in revenue from both online and offline channels, with offline revenue growing by 21.5% year-on-year [12]. - The company has implemented a multi-channel strategy, enhancing its presence in both online and offline markets to improve operational efficiency and market share [12][13].

Core Viewpoint - The company, Weilong, has demonstrated strong performance in the first half of 2025, achieving significant revenue and profit growth, driven by product innovation and channel optimization, amidst a stable economic environment in China [1][2][14]. Group 1: Financial Performance - In the first half of 2025, Weilong reported revenue of 3.483 billion yuan, a year-on-year increase of 18.5%, and a net profit of 736 million yuan, also up 18.5% [1]. - For the full year of 2025, Weilong's revenue is expected to exceed 7 billion yuan for the first time, following a trend of double-digit growth in both revenue and net profit over the past two and a half years [2]. Group 2: Product Innovation - Weilong's product lineup includes a variety of snacks, with the spicy noodle products being a stable revenue source, generating over 1.3 billion yuan in the first half of 2025 [2][5]. - The company has invested in product innovation, launching new flavors such as the spicy beef-flavored "Qin Zui Shao" and the sesame-flavored "Mogua Shuang," catering to evolving consumer tastes [5][8]. Group 3: Market Trends - The snack food market in China, particularly for spicy snacks, is experiencing significant growth, with the market size for spicy strips expected to exceed 90 billion yuan by 2026, reflecting a compound annual growth rate of over 15% [4]. - The demand for healthy snacks is rising, with consumers increasingly seeking products that combine taste and health benefits, which aligns with Weilong's strategy to expand its seaweed product line [10][12]. Group 4: Channel Optimization - Weilong has optimized its channel structure, achieving over 3.4 billion yuan in revenue from both online and offline channels in the first half of 2025, with offline revenue growing by 21.5% year-on-year [14]. - The company has focused on enhancing its brand presence among younger consumers through various marketing initiatives and collaborations, effectively reaching its target demographic [16].

"辣条一哥"卫龙正在降低对"辣条"的依赖。 8月14日晚间，卫龙美味（09985.HK）发布了上半年业绩报告。 卫龙还在持续强化蔬菜制品的市场优势。据了解，公司上半年推出的麻酱魔芋爽、7月上市的清爽酸辣 味风吃海带新品已在电商平台热销。日前，更官宣艺人管乐为风吃海带品牌大使，进一步扩大产品市场 影响力。 相比之下，贡献度较低的豆制品及其他产品表现疲软，上半年收入仅0.6亿元，同比下降48%，占总收 入比重也从4.2%降至1.9%。 渠道方面，线下销售市场依旧是卫龙业绩根基所在。 上半年，公司线下渠道收入31.47亿元，同比增长21.5%，占总收入的90.4%；线上渠道收入3.36亿元， 同比下滑3.8%主要由于各线上渠道流量持续分化，公司调整运营策略。 业绩披露后的首个交易日（8月15日），卫龙美味股价应声上涨9.83%，报收13.3港元/股，总市值323.3 亿港元。 从产品结构来看，公司传统"主业"调味面制品相对承压。该品类包含大面筋、小面筋、麻辣棒、小辣 棒、亲嘴烧等，也就是市场所熟知的"辣条"产品，上半年实现收入13.1亿元，同比下滑3.2%，主要由于 公司主动调整资源配置，优化产品矩阵；调味面制品占 ...

Core Viewpoint - Weitlong Delicious Global Holdings Limited reported strong mid-year performance for 2025, with total revenue of 3.483 billion RMB and net profit of 736 million RMB, both showing a year-on-year growth of 18.5% [1] Group 1: Financial Performance - Total revenue for the first half of 2025 reached 3.483 billion RMB, representing an 18.5% increase year-on-year [1] - Net profit for the same period was 736 million RMB, also reflecting an 18.5% year-on-year growth [1] - The board declared an interim dividend of 0.18 RMB per share, maintaining a payout ratio close to 60% [1] Group 2: Product and Market Development - The vegetable products segment, led by konjac products, generated 2.109 billion RMB in revenue, marking a 44.3% increase and accounting for 60.5% of total revenue [2] - New product launches, including sesame-flavored konjac and spicy beef-flavored snacks, have expanded the product range and met consumer demand for innovative flavors [2] - The spicy snack market is projected to grow at a compound annual growth rate of 9.6%, with the konjac product segment growing at 28%, significantly above the industry average [2] Group 3: Strategic Initiatives - The company is transitioning from a "spicy strip leader" to a "spicy snack ecosystem builder," focusing on health-conscious products and reducing additives to enhance nutritional value [3] - Weitlong Delicious is committed to a multi-category strategy, increasing investment in R&D, production, and marketing to diversify its spicy snack product line [3] Group 4: Channel Expansion - Online sales generated 336 million RMB, accounting for 9.6% of total revenue, with a focus on e-commerce platforms like Douyin and Kuaishou [4] - Offline, the company has strengthened partnerships with snack retailers and membership supermarkets, achieving significant breakthroughs, including entry into Sam's Club [5] - As of June 30, 2025, the company collaborated with 1,777 offline distributors, enhancing market penetration across various retail channels [5] Group 5: Consumer Engagement and Production Capacity - The company is actively engaging younger consumers through diverse brand activities and leveraging celebrity influence to enhance brand appeal [6] - Weitlong Delicious has introduced its seventh-generation konjac production equipment, significantly improving production efficiency and product quality [6]

Core Viewpoint - Weitron's impressive growth in the first half of 2025 is attributed to its successful multi-category strategy and deepened execution of its all-channel strategy, particularly in emerging channels [1][3][12] Revenue and Profit Growth - In the first half of 2025, Weitron's total revenue reached 3.483 billion yuan, representing an 18.5% year-on-year increase, while net profit was approximately 736 million yuan, also up 18.5% [1] Multi-Category Strategy - The significant growth driver for Weitron is its successful multi-category strategy, with revenue from vegetable products, particularly konjac snacks, increasing by 44.3% year-on-year [4][7] - The rise of the vegetable product matrix is a proactive response to the diversification of consumer tastes, with konjac snacks being a prime example of successful product innovation [4][7] All-Channel Strategy - Weitron's all-channel strategy has effectively captured market changes, with total revenue exceeding 3.4 billion yuan in the first half of 2025, and offline channels growing by 21.5% year-on-year [8][9] - The company maintains strong partnerships with 1,777 distributors while actively expanding into new retail formats, enhancing brand visibility and consumer engagement [8][9] Product Innovation and Capacity Expansion - Weitron follows an innovation logic of "spicy + X," launching new products like sesame konjac snacks and spicy beef-flavored snacks, showcasing strong R&D capabilities [10] - The company has invested in new production equipment in Henan, which doubles capacity while reducing space requirements by half, aimed at maintaining cost advantages and establishing a production moat [10] ESG and Brand Strategy - Weitron's strategic layout extends to ESG initiatives, focusing on reducing environmental impact and enhancing workplace inclusivity, which are key to building a sustainable development moat [11] - The company has successfully engaged younger consumers through collaborations with popular brands and celebrities, enhancing brand image and extending product life cycles [11] Conclusion - Weitron's growth in the first half of 2025 is a result of strategic upgrades, transitioning from a product-driven model to a "category + channel" growth model, driven by product innovation, channel operations, and brand marketing [12]

Core Insights - Wei Long, a leading player in the spicy snack food industry, has signed Guan Le as the brand ambassador for its "Feng Chi Hai Dai" seaweed product, aiming to enhance its market reach and accelerate the growth of its vegetable product line centered around konjac and seaweed [1][7] Brand and Product Alignment - Guan Le's public image of sunshine, health, and vitality aligns perfectly with the characteristics of "Feng Chi Hai Dai," which promotes a non-greasy, pure, and refreshing experience [3] - The collaboration emphasizes a commitment to high-quality ingredients and craftsmanship, ensuring the natural crispness and flavor of seaweed are preserved, which resonates with consumer trust [3][5] Target Consumer Engagement - The partnership effectively targets the core consumer group of young individuals, particularly young women, who prioritize quality of life, health management, and sharing experiences [5] - The introduction of creative videos showcasing the product in relatable daily scenarios aims to lower the barriers to trying the product and foster a habit of frequent consumption [5] Product Innovation and Market Strategy - Wei Long is expanding its product offerings from "Classic Spicy Flavor" to "Refreshing Sour and Spicy Flavor," indicating a strategic move towards diversifying its vegetable product line following the success of "Mo Yu Shuang" [7] - The collaboration with Guan Le is not just about a single product but represents Wei Long's broader strategy to promote multi-category and youth-oriented growth, reinforcing its position as an industry leader [7]

Core Viewpoint - Recent management changes at Weilong Delicious, including the resignation of CFO Peng Hongzhi and the appointment of Yu Feng, reflect potential challenges the company faces in product and market areas [2][3][4] Management Changes - CFO Peng Hongzhi will resign on August 31, with Executive Director Yu Feng taking over from September 1 [3] - This marks the second management change within six months, following the appointment of a new CEO in April [3] - The current executive directors are all members of the Liu family, indicating a strong family control over the company [3] Industry Challenges - The snack food industry is becoming increasingly competitive, prompting the Liu family to regain control of key positions to ensure consistent strategic direction [4] - The traditional "spicy strips" product line is losing popularity among mainstream consumers due to health concerns, impacting sales [5][7] - Sales of spicy strips have declined from 193,600 tons in 2021 to 124,400 tons in 2023 [5] Financial Performance - In 2024, Weilong Delicious reported revenue of 6.266 billion yuan, a year-on-year increase of 28.63%, and a net profit of 1.069 billion yuan, up 21.37% [6] - Revenue from vegetable products reached 3.371 billion yuan, growing 59.1% and surpassing the revenue from spicy strips [6] Product Development - The company is shifting towards healthier product offerings, increasing the sales of vegetable products like konjac snacks [6][7] - However, the konjac products have faced quality control issues, leading to consumer complaints [7] - The market for konjac snacks is becoming crowded, with competitors like Salted Fish and Three Squirrels entering the space [7]

Core Insights - The food and beverage industry is experiencing intense competition, leading to stagnation or negative growth in several segments, yet Wei Long has achieved significant growth through its core products, spicy strips and konjac snacks [2][4] - The event hosted by the Riss Category Innovation Entrepreneur Club attracted over 100 industry leaders to explore how Wei Long has successfully navigated the market and achieved a billion-scale business through category innovation [2] Group 1: Industry Challenges and Wei Long's Strategy - The industry is facing extreme competition, with companies struggling to find growth as channels and content become saturated [4] - Wei Long has differentiated itself by not only dominating the spicy strip category but also strategically positioning itself in the health-oriented konjac category, leading to a 59.1% year-on-year revenue increase in konjac products, reaching 3.371 billion yuan [4][8] - The company has established a dual growth model with both spicy strips and konjac snacks driving revenue, showcasing a successful second growth curve [4][8] Group 2: Category Innovation and Market Positioning - Wei Long's success is attributed to its focus on category selection and mental anchoring, moving beyond mere product innovation to redefine consumer perceptions [7][8] - The company has transitioned from a broad category approach to a more focused strategy, emphasizing differentiation over mere improvement of existing products [9][10] - The strategic choice of categories must align with consumer trends, as seen with konjac products that cater to health-conscious consumers, thus creating a new market segment [10][12] Group 3: Strategic Growth Paths - Riss Category Innovation outlines three strategic growth paths for brands: enhancing mental representation, expanding market reach, and creating new categories [14] - The first path, enhancing mental representation, involves becoming synonymous with a specific category, as demonstrated by Wei Long's konjac snacks [15] - The second path focuses on market expansion through new usage scenarios and sales channels, which Wei Long has achieved by broadening its consumer base [16] - The third path emphasizes category creation through innovative product positioning, which can lead to significant industry growth opportunities [21] Conclusion - The key takeaway from Wei Long's approach is that growth stems from category innovation rather than tactical improvements, urging brands to reassess their market positioning and category relevance [21]

Core Viewpoint - Despite challenges in the consumer market and intensified industry competition, Weilong (09985.HK) has demonstrated resilience and growth, achieving a total revenue of 6.266 billion yuan in 2024, a year-on-year increase of 28.6%, and a net profit of 1.068 billion yuan, up 21.3% [1] Group 1: Financial Performance - In 2024, Weilong's total revenue reached 6.266 billion yuan, reflecting a 28.6% year-on-year growth [1] - The net profit for the same period was 1.068 billion yuan, marking a 21.3% increase [1] - The gross profit margin remained stable at 48.1% [1] Group 2: Product Strategy and Market Position - The balanced product matrix contributed to Weilong's growth, with seasoning noodle products (spicy strips) and vegetable products accounting for 98.9% of total revenue [3] - Vegetable products surpassed spicy strips for the first time, contributing 53.8% of revenue compared to 42.6% from spicy strips, establishing a "dual-engine" growth model [3] - Revenue from spicy strips was 2.667 billion yuan, showing a 4.6% year-on-year growth, while vegetable products saw a 59.1% increase to 3.371 billion yuan [3] Group 3: Competitive Landscape - The Chinese spicy snack food market is projected to reach 273.7 billion yuan by 2026, with a compound annual growth rate (CAGR) of 9.6% from 2021 to 2026 [4] - Weilong is transitioning from "product competition" to "strategic ecosystem competition," leveraging its multi-category strategy and brand positioning [4] - The company is expanding its market presence through collaborations and innovative product launches targeting younger consumers [4] Group 4: Operational Efficiency - Weilong achieved significant operational improvements, with offline channel revenue increasing by 27.5% to 5.562 billion yuan and online channel revenue surging by 38.1% to 0.705 billion yuan [5] - The production capacity utilization rates for seasoning noodle products and vegetable products improved to 65.4% and 96.3%, respectively [5] - The company has implemented cost control measures and optimized production processes to enhance gross profit margins [5] Group 5: Industry Outlook - The Chinese snack food market is expected to reach 1.2378 trillion yuan by 2027, with a CAGR of over 10% in the next five years [6] - The spicy snack food segment remains one of the most promising and dynamic sectors in the fast-moving consumer goods market, providing a fertile ground for Weilong's continued growth [6] - The industry is shifting from "scale expansion" to "value creation," aligning with Weilong's mission to promote Chinese flavors globally [6]