丁丁哥哥
2021-02-16
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@华商韬略：
五毛买卖干出50亿收入，为行业正名和老干妈名扬美国，他靠啥？
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class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/086d7aa5dfbf488ad6435a6104ec84a5\" tg-width=\"550\" tg-height=\"344\"></p><p><strong>文 | 华商韬略 杨杨</strong></p><p><strong>春节的零食，怎么能少了辣条呢？</strong></p><p>辣条的味道，承载着80、90年代人的童年回忆。</p><p>这个工艺简单、售价低廉，却几十年经久不衰，甚至还走出国门的“奢侈”小零食（一小包3美元），和老干妈一起名扬美国。</p><p><strong>殊不知，曾经不起眼的“5毛钱”辣条，撑起了一个产值500亿行业，和一家50亿元的企业卫龙食品。</strong></p><p>卫龙，很可能会在今年登陆资本市场。</p><p><strong>天眼查专业版数据显示，目前我国企业名称或经营范围含“调味面制品、辣条”，且状态为在业、存续、迁入、迁出的辣条相关企业超过2,400家，卫龙所在的河南漯河是全国辣条相关企业第二多。</strong></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/80936a7290d7eed499f320dbe6fc4055\" tg-width=\"688\" tg-height=\"408\"></p><p><strong>为何卫龙能从上千家企业脱颖而出，让一度被视为“垃圾食品”的辣条，逆袭为“国民零食”？</strong></p><p>能有今天的光彩，得益于创始人刘卫平当年的关键决策。</p><p>2005年，有媒体接连曝光了黑作坊的脏乱差，让辣条坐实了“垃圾食品”的位置。一时间，整个行业陷入寒冬。</p><p><strong>危机关头，卫龙董事长刘卫平却认为这是一次重新“洗牌”的机会。他选择逆势而上：既然消费者觉得吃辣条不安全，那就让大家看看卫龙的辣条是怎么生产出来的。</strong></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/5a635dbeee7ee49cfa6cf818f1c2760d\" tg-width=\"627\" tg-height=\"413\"></p><p>合理揣摩到消费者心理，刘卫平将卫龙搬进了新修建的厂房，建立了全自动化的生产车间。</p><p><strong>为了洗清“垃圾食品”的印象，卫龙还专门邀请拍摄团队到车间，拍摄流水线和员工的日常工作，并对消费者开放了淘宝直播平台，让辣条生产流程透明化。</strong></p><p>种种举措，大幅降低了人们对辣条生产“黑匣箱”的猜测和担忧。虽不能彻底为辣条“洗白”，但也让卫龙和行业的公众印象有所改观。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/8545bdc71077731a99673722d91c50fa\" tg-width=\"500\" tg-height=\"307\"></p><p><strong>刘卫平具有前卫的品牌思维，比同行们更注重品牌形象的改善和提升。</strong></p><p>当各家辣条在拘泥于外包装上不停加大加粗“香辣牛板筋”、“火爆鸡筋”等产品名的时候，卫龙则已有意识地将自身品牌作为主体呈现，甚至塑造出辣条界iPhone的形象，并不惜花重金请来杨幂等大牌明星代言，提高知名度。</p><p><strong>如今很多消费者在看到辣条时，会很自然地想到卫龙；或是在看到卫龙时，会联想到辣条或是亲嘴烧、魔芋爽等零食。</strong></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/90f7d90b4868f71eec431eb1213099a0\" tg-width=\"688\" 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src=\"https://static.tigerbbs.com/80936a7290d7eed499f320dbe6fc4055\" tg-width=\"688\" tg-height=\"408\"></p><p><strong>为何卫龙能从上千家企业脱颖而出，让一度被视为“垃圾食品”的辣条，逆袭为“国民零食”？</strong></p><p>能有今天的光彩，得益于创始人刘卫平当年的关键决策。</p><p>2005年，有媒体接连曝光了黑作坊的脏乱差，让辣条坐实了“垃圾食品”的位置。一时间，整个行业陷入寒冬。</p><p><strong>危机关头，卫龙董事长刘卫平却认为这是一次重新“洗牌”的机会。他选择逆势而上：既然消费者觉得吃辣条不安全，那就让大家看看卫龙的辣条是怎么生产出来的。</strong></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/5a635dbeee7ee49cfa6cf818f1c2760d\" tg-width=\"627\" tg-height=\"413\"></p><p>合理揣摩到消费者心理，刘卫平将卫龙搬进了新修建的厂房，建立了全自动化的生产车间。</p><p><strong>为了洗清“垃圾食品”的印象，卫龙还专门邀请拍摄团队到车间，拍摄流水线和员工的日常工作，并对消费者开放了淘宝直播平台，让辣条生产流程透明化。</strong></p><p>种种举措，大幅降低了人们对辣条生产“黑匣箱”的猜测和担忧。虽不能彻底为辣条“洗白”，但也让卫龙和行业的公众印象有所改观。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/8545bdc71077731a99673722d91c50fa\" tg-width=\"500\" tg-height=\"307\"></p><p><strong>刘卫平具有前卫的品牌思维，比同行们更注重品牌形象的改善和提升。</strong></p><p>当各家辣条在拘泥于外包装上不停加大加粗“香辣牛板筋”、“火爆鸡筋”等产品名的时候，卫龙则已有意识地将自身品牌作为主体呈现，甚至塑造出辣条界iPhone的形象，并不惜花重金请来杨幂等大牌明星代言，提高知名度。</p><p><strong>如今很多消费者在看到辣条时，会很自然地想到卫龙；或是在看到卫龙时，会联想到辣条或是亲嘴烧、魔芋爽等零食。</strong></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/90f7d90b4868f71eec431eb1213099a0\" tg-width=\"688\" tg-height=\"231\"></p><p>在iPhone7推出期间，卫龙也推出了Hotsrtip7.0。</p><p><strong>因此，卫龙没有被辣条埋没，反而成了整个辣条行业的代名词。</strong></p><p>在保障食品安全的基础上，运用合理的策划进行营销，使得卫龙的品牌形象得到了快速飞跃。</p><p><strong>就这样，在市场环境风云突变的逆境之中，刘卫平在危机中抓住机会，让卫龙抢先成为辣条界实至名归的第一品牌。</strong></p><p>——END——</p><p>欢迎关注【华商韬略】，识风云人物，读韬略传奇。</p><p><strong>版权所有，禁止私自转载！</strong></p><p><strong>部分图片来源于网络</strong></p><p><strong>如涉及侵权，请联系删除</strong></p></body></html>","text":"文 | 华商韬略 杨杨 春节的零食，怎么能少了辣条呢？ 辣条的味道，承载着80、90年代人的童年回忆。 这个工艺简单、售价低廉，却几十年经久不衰，甚至还走出国门的“奢侈”小零食（一小包3美元），和老干妈一起名扬美国。 殊不知，曾经不起眼的“5毛钱”辣条，撑起了一个产值500亿行业，和一家50亿元的企业卫龙食品。 卫龙，很可能会在今年登陆资本市场。 天眼查专业版数据显示，目前我国企业名称或经营范围含“调味面制品、辣条”，且状态为在业、存续、迁入、迁出的辣条相关企业超过2,400家，卫龙所在的河南漯河是全国辣条相关企业第二多。 为何卫龙能从上千家企业脱颖而出，让一度被视为“垃圾食品”的辣条，逆袭为“国民零食”？ 能有今天的光彩，得益于创始人刘卫平当年的关键决策。 2005年，有媒体接连曝光了黑作坊的脏乱差，让辣条坐实了“垃圾食品”的位置。一时间，整个行业陷入寒冬。 危机关头，卫龙董事长刘卫平却认为这是一次重新“洗牌”的机会。他选择逆势而上：既然消费者觉得吃辣条不安全，那就让大家看看卫龙的辣条是怎么生产出来的。 合理揣摩到消费者心理，刘卫平将卫龙搬进了新修建的厂房，建立了全自动化的生产车间。 为了洗清“垃圾食品”的印象，卫龙还专门邀请拍摄团队到车间，拍摄流水线和员工的日常工作，并对消费者开放了淘宝直播平台，让辣条生产流程透明化。 种种举措，大幅降低了人们对辣条生产“黑匣箱”的猜测和担忧。虽不能彻底为辣条“洗白”，但也让卫龙和行业的公众印象有所改观。 刘卫平具有前卫的品牌思维，比同行们更注重品牌形象的改善和提升。 当各家辣条在拘泥于外包装上不停加大加粗“香辣牛板筋”、“火爆鸡筋”等产品名的时候，卫龙则已有意识地将自身品牌作为主体呈现，甚至塑造出辣条界iPhone的形象，并不惜花重金请来杨幂等大牌明星代言，提高知名度。 如今很多消费者在看到辣条时，会很自然地想到卫龙；或是在看到卫龙时，会联想到辣条或是亲嘴烧、魔芋爽等零食。 在iPhone7推出期间，卫龙也推出了Hotsrtip7.0。 因此，卫龙没有被辣条埋没，反而成了整个辣条行业的代名词。 在保障食品安全的基础上，运用合理的策划进行营销，使得卫龙的品牌形象得到了快速飞跃。 就这样，在市场环境风云突变的逆境之中，刘卫平在危机中抓住机会，让卫龙抢先成为辣条界实至名归的第一品牌。 ——END—— 欢迎关注【华商韬略】，识风云人物，读韬略传奇。 版权所有，禁止私自转载！ 部分图片来源于网络 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