Weilong official issued a late-night apology for the controversial packaging copy. Weilong official issued a late-night apology for the controversial packaging copy. Previously, some netizens reported that the outer packaging of Weilong spicy strips was printed with words such as "Yuema", "thief big", and "tough".

Vulgar marketing, pornographic sidelines.

Weilong official issued a late-night apology for the packaging controversy.

Weilong officially issued a late-night apology for controversial packaging copywriting. 1 According to news on March 30, Weilong apologized for the allegedly sexually suggestive slogans on food packaging, decided to stop the production of packaging with controversial copywriting, and at the same time optimized the layout copywriting and design.

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(Photo source: Sino-Singapore Jingwei) The slogans of Weilong Spicy Tiao include "thief big", "date", "fat times", etc., which have obvious sexual implications. Weilong Spicy Tiao is aimed at men, women, old and young.

With the growth of a generation of post-80s and post-90s consumers, it is now also loved by many primary school students.

As a product that is also targeted at young people, Weilong should really try to avoid using such words as advertising slogans.

For a brand, brand image is very important. Only by establishing a brand image can products have a certain price premium and the company's gross profit margin can be higher.

Although such slogans achieve a certain eye-catching purpose, they may not necessarily increase consumers' desire to purchase.

Weilong Spicy Tiao has a unique taste. People who like it will like it very much, but people who don't like it may not have eaten it a few times. The eye-catching slogan will not change the appeal of the product.

The reason why Moutai has no worries about sales is precisely because its brand image has been established.

Although some consumers do not like to drink Moutai themselves, they still give Moutai as gifts. For this kind of "high-end" consumer products, it will never use sexually suggestive words as slogans.

While Weilong uses new vocabulary to promote sales, it should also consider its own brand image.

The Weilong brand has a high reputation among the younger generation. It can use its popularity to develop other categories of food and beverages, not just the spicy strips themselves.

Nowadays, many young people are pursuing a healthy diet. Weilong can completely develop artificial meat and use more plant proteins to replace animal proteins.

Many consumers like the spiciness of Weilong spicy strips. Weilong can make a fuss around spiciness and develop some related hot pot bases, spicy potato chips and other products.

From the perspective of my country's population structure, Generation Z is the last generation with a large population in our country. These people will be the main consumers in the future. Weilong can make a fuss around the preferences of this group of people.

Weilong can do more research on certain subcultures that Generation Z likes, and can also launch co-branded products with some IPs, which can greatly arouse the consumption desire of some fans.

Weilong officially issued a late-night apology for the controversial packaging copy. 2 On March 30, Weilong issued a response to the previous online controversy about Weilong's packaging copy. Weilong said that it apologized for the content of the product packaging copywriting that caused controversy among some netizens.

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The company will stop the production of controversial copywriting packaging and at the same time optimize the layout copywriting and design.

Weilong said that Weilong is a home-grown consumer brand that deeply processes agricultural and sideline products. Since its establishment more than 20 years ago, it has been accompanied and supported by consumers until today. In the future, we will continue to listen to consumer feedback and continue to

Improve the consumer experience.

"Wei Long, who is in his twenties, must learn to listen, grow in listening, and change in criticism." It is understood that some netizens previously reported that the outer packaging of Weilong Spicy Tiao was printed with "Yue Ma", "Thief Da", "

Words such as "tough" are vulgar marketing and borderline pornographic.

The products involved are Weilong Big Spicy Stick and Weilong Small Spicy Stick. Weilong’s official flagship store shows that the monthly sales of the Big Spicy Stick are 5,00 and the monthly sales of the Small Spicy Stick are 10,00. The products involved are still on sale.

The reporter saw on the e-commerce platform that the product details page showed that the packaging was basically full of advertising words such as "spicy", "chewy" and "dry goods", and no controversial words were found.

However, in the comment area, many consumers posted photos of packaging containing controversial words such as "Yue", "Tough" and "Big Thief".

Public information shows that the founders of Weilong, Liu Weiping and his brothers, started the production of spicy strips in Luohe in 2001. The company is mainly engaged in the production and sales of spicy strips. Its products include large gluten, large spicy sticks, Qishui Shao, konjac powder and meat products.

On November 15, 2021, Weilong passed the listing hearing.

The prospectus shows that from 2018 to 2020, Weilong's total revenue was 2.752 billion yuan, 3.385 billion yuan, and 4.12 billion yuan respectively, with a compound annual growth rate of 22.4%.

Net profits were 476 million yuan, 658 million yuan, and 819 million yuan respectively. Among them, the net profit margin in 2020 was 19.9%. According to the Frost & Sullivan report, this data was about 10% higher than the Chinese snack food industry in 2020.

average net profit margin.