Recently, the news that Weilong, the "bearer" of the spicy strip industry, is going public is rampant, and netizens have said that "we have another listed company"?

"We don't know whether it's true or not when we heard that Weilong is going public, but we hope that the company will go public and get better and better, which is also the pride of Luohe people." In Wei Long's hometown-Luohe City, Henan Province, when it comes to Wei Long, almost everyone knows it. Here is a place known as "China Food City", and there are countless food enterprises.

Wei Long has grown from a bag of spicy strips with a few cents to an annual revenue of over 4.9 billion yuan, which has become a popular brand of spicy strips all over the country and has become the "first brother of spicy strips".

After more than 2 years' ups and downs, how did Wei Long get rid of the "junk food" label, turn it into a online celebrity product, a local business card, and even open the road to capital? Does Wei Long, who sits on the top of the industry, have another trump card besides spicy strips?

In the face of listing rumors, Wei Long has always been silent.

I heard that Weilong, who makes spicy strips, will be listed?

This news is not only circulated on the Internet, but most people in Luohe have heard about the news that Weilong will go public, but I don't know whether it is true or not. "It's not surprising that Wei Long has done so much" and "I certainly hope that Wei Long will go public and do better and better like Shuanghui" ... This is the simple expectation of local people for their hometown industries.

Wei Long, founded in 1999, is headquartered in Luohe City, Henan Province. At present, it has established several production bases such as Luohe Pingping, Luohe Weilai, Zhumadian Weilai, Qinzui Dried Bean, Delong and Lewei.

According to media reports, from 217 to 219, Wei Long's revenue maintained a double-digit growth rate every year; Perhaps based on such a rapid development speed, the news of Weilong's listing began to circulate in the market in 218. Recently, the rumor is more specific, saying that Weilong will go public in Hong Kong in the second half of 221 and plans to raise 1 billion US dollars.

In Wei Long, employees of the company and senior executives of the group kept silent when asked whether the company had a listing plan, saying that they didn't know, didn't know and didn't respond.

Previously, Weilong had made frequent industrial and commercial changes, which was also regarded by the outside world as paving the way for listing. In 217, Liu Weiping, who holds 6% of the shares, and Liu Fuping, who holds 4% of the shares, both withdrew from the shareholder camp of Pingping Food, and Pingping Food was changed to be wholly-owned by Luohe Wei Long Trading Co., Ltd.

Luohe Wei Long Trading Co., Ltd. was established in 214, with an annual sales of 2.5 billion yuan. There are two shareholders behind it, Luohe Hehe Food Technology Co., Ltd. holds 99% and Yifeng Investment Development Co., Ltd. holds 1%. Luohe Hehe Food Technology Co., Ltd. was established in 218, and Hehe International Business Co., Ltd. holds 1% of its shares. Hehe International Business Co., Ltd. and Yifeng Investment Development Co., Ltd. are both China and Hongkong enterprises.

"At present, Wei Long already has brand effect and scale effect, so it is not surprising that the capital side favors or even pursues Wei Long. I am optimistic about listing in Wei Long." Zhu Danpeng, a food industry analyst, said, "However, if Wei Long goes public, the regulatory authorities will pay more attention to their food safety and will be stricter in the standardized operation of enterprises."

Zhu Danpeng believes: "From the perspective of enterprise development, if it can be listed in the future, with the blessing of capital, it will also help to form a strong support for product innovation and diversified development in Wei Long."

Haiping Gao d, an analyst at Gaogang Consulting, believes that "Wei Long's size and growth rate will make it a very good listed company, and it has this potential."

From small workshops to local business cards, Weilong will move towards a billion-dollar enterprise?

"Luohe is located in the plain, where the Shahe River and the Lihe River meet, and the Jinghan Railway passes. There are many kinds of crops, high yield and convenient transportation, so there are many food factories." According to the local people in Luohe, "there are thousands of all kinds of food enterprises in the city."

Luohe is known as "the famous food city of China". Besides Wei Long, Shuanghui's headquarters is also here. In addition, the largest base of famous brands such as Want Want, Uni-President and Cargill in mainland China is also located in Luohe.

Luohe Pingping Food Co., Ltd. is the first enterprise established by Weilong. The word "Pingping" is taken from the name of the founder's brother, Liu Weiping and Liu Fuping.

it takes about 2 minutes to drive from downtown Luohe, Henan province, to reach Pingping Food. Outside the door, you can see eight big characters written on the striking red banner-"Wei Long Food, China Taste".

According to the staff of Wei Long, Wei Long will stop production for three to four days at the middle and end of each month to carry out maintenance work such as cleaning and maintenance. "Only when the equipment is well maintained can they work (run) better."

Now, Pingzhi Food is no longer the headquarters of Wei Long. In the second half of this year, the headquarters of Wei Long moved to the newly-built second-phase park-Luohe Weidao Food Technology Co., Ltd., an industrial park with an annual output of 1, tons of spicy food. From the perspective of floor space, Weidao Food has been several times larger than Pingzhi Food.

Pingping now mainly produces pro-mouth series products, while the production line of Weifang here mainly produces konjac products.

The distance between Pingping Food and Weifang Food is 2.1km, and it takes about 3 minutes to walk through four traffic lights. On the way, you can also pass another branch in Wei Long-Luohe Weilai Food Technology Co., Ltd.

interestingly, the trademark "Wei Long" was registered in 23, and Weilai Food and Weizhi Food were established in 213 and 218 respectively, and the word "Wei Hou" was connected, which just formed "Dragon Come".

In July 218, the Management Committee of Luohe Economic and Technological Development Zone and Pingping Food Co., Ltd. held a signing ceremony for the project of Wei Long Leisure Food Industrial Park. In January 22, the Wei Long Food Phase III Industrial Park project was signed. "According to the company's strategy, it is planned to build leisure food industrial parks such as vegetable products, meat products, egg products and flour products, and e-commerce logistics parks. After all the projects are completed and put into production, Wei Long Food will move towards 1 billion enterprises."

the third phase project of Wei Long industrial park is located at the intersection of chashan road and dongfanghong road in Luohe city, Henan province, with a total area of 8 mu and a total investment of 3 billion yuan. At present, the third phase of the park is under construction and is expected to be completed and put into production in 221.

trying to get rid of the "unhealthy" label, how did KOL in the spicy strip industry develop?

However, "Wei Long's products are relatively simple, and products such as spicy strips are often dismissed as' unhealthy' and' garbage', which is also the pain point of Wei Long's future development and a minefield to be overcome." Haiping Gao d said.

Wei Long has been proving the safety, hygiene and health features of its products in various forms.

at the beginning of the development of the industry, due to the low production threshold of spicy strips, many small workshops and worrying product quality, the whole industry suffered several major crises. According to media reports, "In 25, the black workshop scandal of Pingjiang Gluten Factory illegally adding mildew busters caused the number of spicy strip enterprises to drop sharply from 2 to 5."

since then, food safety problems in the spicy strip industry have been frequently reported in newspapers, and "black-hearted workshops" and "junk food" have become labels that are difficult to wash off.

Wei Long spicy strips have also failed the sampling inspection. On August 3, 218, Hubei Food and Drug Administration released the information announcement of food safety supervision and sampling inspection, which showed that Wei Long brand mouth-kissing roast and gluten were found to be illegally added. Both foods contained sorbic acid and dehydroacetic acid, but the standard requirement was that they should not be used.

with strong marketing ability, Wei Long has embarked on the road of online celebrity.

"We did a lot of things, and netizens like to watch them." Yu Feng, an executive in Wei Long, found that these grassroots V's are particularly willing to cooperate with spicy strip enterprises, because they can quickly add powder.

It is reported that Yu Feng once saw a photo of a friend eating spicy strips while working overtime on social networks, with the words: "Actually, I should pack spicy strips and be quiet". Inspired by this, the marketing team decided to add scene elements to the image setting of the product. Soon, the sentence "Actually, I should wrap the spicy strips quietly" appeared on the outer packaging of a new product.

At present, there are more than 36, official Weibo fans of Wei Long Food, who output all kinds of jokes every day. Some netizens teased: If Wei Long is a person, he must be a young man who is very "provocative"; If you peel away Wei Long's heart layer by layer, it must be a heart that wants to be red.

It is reported that in recent years, the export of spicy strips has continued to grow. On Tmall's overseas platform, "the export of spicy strips has increased by over 12% in the past six months; Japan has become the largest importer of spicy strips. In addition, the sales of spicy strips in Singapore, the United States, South Korea, Malaysia, Australia and the United Kingdom have also increased significantly. "

In the topic of # Spicy strips conquer the world #, it shows that spicy strips have appeared in the BBC documentary and are considered as "the most popular snack for young people under 25 in China"; In 217, the price of Wei Long spicy strips in foreign countries rose by more than ten times, becoming a "foreign luxury snack".

Nowadays, no matter other platform accounts in Weibo, Tik Tok or Wei Long, they are full of vitality, and the surrounding area of Wei Long is becoming more and more eye-catching: four-piece bed, mobile phone case, spicy pillow, bracelet, earrings, umbrella, nail polish, slippers, spicy perfume, spicy toothpaste, spicy mouthwash, spicy bibimbap sauce and spicy zongzi ... in Wei Long's eyes.

The Pingjiang brothers fought in Luohe, and the founder of Wei Long made a fortune.

In Luohe, an important impression of Wei Long in the eyes of local people is that "employees have high salaries, but they often work overtime".

This year, the news that Wei Long paid against the market during the epidemic caused a heated discussion. According to the company's announcement, "After 22 days of attendance, the fixed salary is 2,4 yuan, the piece-rate salary is more than 1,5 yuan, and the comprehensive salary is more than 3,9 yuan; Attendance for 26 days, fixed salary of 3,2 yuan, piece-rate salary of more than 1,8 yuan, and comprehensive salary of more than 5, yuan; After 28 days of attendance, the fixed salary is 3,6 yuan, the piece-rate salary is more than 1,95 yuan, and the comprehensive salary is more than 5,55 yuan. "

when you walk into Wei Long headquarters (Wei Dao Food), on the left side of the lobby on the first floor, you can see the six characters of Heaven, Filial Piety and Teacher's Way. This is Wei Long's corporate culture. We follow the principle of customer first in our work, thank the founders of the company at the initial stage of business, and encourage employees to learn from each other to accelerate their growth.

Liu Weiping and Liu Fuping are from Pingjiang, Hunan Province. As we all know, Pingjiang, Hunan Province is the birthplace of spicy strips.

In 1998, a flood disaster occurred in Pingjiang, resulting in serious losses of agricultural products, which doubled the price of raw materials for making dried soy sauce. In order to reduce the cost, the old masters of local dried soy sauce workshops used gluten instead of dried beans to make gluten snacks with similar taste and low price, which is the embryonic form of spicy strips.

However, Pingjiang County is located in a mountainous area and is not rich in wheat, so Pingjiang people have no cost advantage in producing gluten. Therefore, a group of Pingjiang people began to leave Hunan, and Liu Weiping, who graduated from high school, was one of them.

In 1999, Liu Weiping chose Luohe, a city rich in wheat, and led his younger brother Liu Fuping and his hometown people to start from a small workshop.

in 23, the trademark of "Wei Long" was registered, and the first brand of China spicy strip industry was born.

As a long-term observer and researcher of Wei Long, Zhu Danpeng, a food industry analyst in China, thinks: "Wei Long can become the leader of spicy strips, and the business philosophy of its founder Liu Weiping has contributed a lot. The threshold of the spicy strip industry itself is not high. In the early stage of development, many small workshops ignored the quality of products, which led to spicy strips being regarded as junk food by the public. From the very beginning, Liu Weiping attached great importance to the quality of products, the hygiene of the production environment and food safety. It is precisely because of the high requirements on the details of factories, processes and raw materials that Wei Long spicy strips stand out. "

"In terms of distribution channels, many spicy strip enterprises wholesale to township supermarkets, taking low-end channels, while Wei Long's products have long been stationed in large supermarkets. From taste to packaging, brand and service system, Wei Long is already very complete, so we can see that Wei Long's customers are very sticky, which is one of the reasons why Wei Long can become the industry leader." Zhu Danpeng said.

Wei Long has diversified its layout. At present, Weilong has five series of products with more than 4 kinds. In addition to the well-known seasoning flour products and bean products, konjac products, vegetarian products and meat products have also been added.

in 219, Wei Long put forward the "1111" project: in the next three years, Weilong will achieve an annual output value of over 1 billion, an annual tax payment of over 1 billion, introduce 1, intelligent robots and create 1, jobs.