Hershey, Pennsylvania
New York, New YorkBeijing, China

Weilong: Journey From Regional Delicacy to Global Brand

Zihui Yang (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: © 2025 |Pages: 172
EISBN13: 9798369396667|DOI: 10.4018/979-8-3693-2921-4.ch010
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Abstract

This case study explores the rise of Weilong, a leading player in China's spicy snack market, examining its transformation from a regional brand to a national and international powerhouse. Led by CEO Liu Weiping and CFO Peng Hongzhi, Weilong strategically navigated challenges like intense market competition and low brand loyalty through innovative branding, extensive market expansion, and effective cultural promotion. The case details Weilong's journey from localized marketing strategies in Henan province to national prominence, leveraging digital platforms and cultural resonance to engage a youthful consumer base. It highlights key strategies such as product innovation, diversified marketing campaigns, and CSR initiatives, showcasing how Weilong capitalized on China's spicy snack craze while promoting traditional Chinese culture globally. Through meticulous market positioning and operational optimization, Weilong exemplifies effective growth strategies in the dynamic Chinese consumer goods sector.
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