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China's Spicy Strips, a Global Test: An Analysis of Weilong's Marketing Strategy
- 1 Shanxi University of Finance and Economics
* Author to whom correspondence should be addressed.
Abstract
With the development of the national economy and the improvement of resident’s the consumption levels, the leisure food market is experiencing rapid growth, and spicy leisure foods have gradually become a part of consumers' daily lives. As a leading company in spicy leisure foods, how Weilong Food maintains its market leadership through effective marketing strategies amidst fierce market competition and evolving consumer demands is a significant topic worthy of research. This study aims to analyze Weilong Food’s marketing strategies and their effectiveness, exploring how it enhances brand awareness and expands market share through precise positioning, multi-channel sales, and cross-industry cooperations. By employing data collection methods and integrating the SPT model and 4P theory, this paper systematically analyzes Weilong's marketing status and brand innovation strategies. The research indicates that Weilong has successfully attracted a large number of young consumers through accurate market positioning and has continuously increased brand awareness and market share through multi-channel sales and cross-industry collaborations. However, Weilong also faces challenges from market competition and the diversification of consumer demands, necessitating continuous innovation in marketing strategies and product quality improvements. This study provides valuable insights for the marketing strategies of other leisure food brands.
Keywords
Marketing, positioning, differentiation, channels, customer experience
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Cite this article
Ma,J. (2025). China's Spicy Strips, a Global Test: An Analysis of Weilong's Marketing Strategy. Advances in Economics, Management and Political Sciences,177,1-7.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development
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