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<p>全新口味的「小魔女」<a href="https://www.lsf-tw.com/kt4yf7ab.html">魔芋素毛肚</a>、全新品類的「脆火火」辣脆片、2024年新春禮盒。近日的衛龍2024年新品上市發佈會上,這三大新品成為現場的主角。而「脆火火」辣脆片的發佈意味著衛龍入局辣味膨化零食賽道。</p> <p>作為「辣條第一股」,<a href="https://www.lsf-tw.com/spicy-gluten/">辣條</a>一直是衛龍的主要業績來源,其營收佔總營收的比重自2020年以來均超50%。為解決產品單一問題,<a href="https://www.lsf-tw.com/spicy-gluten/">衛龍</a>確定「多品類大單品」戰略,以多元化發展尋求新的業績增長點,以持續的創意營銷吸引年青人的興趣體驗。</p> <p>擴展辣味膨化零食賽道</p> <p>衛龍在發佈會上一口氣連推三大新品。其中,2023年10月上市就表現不俗的「小魔女」魔芋素毛肚此次新推了2.0版本麻醬口味,採用低溫急凍技術,還原了真實毛肚的爽脆感。</p> <p>「脆火火」辣脆片主打又脆又辣,原料考究與技術升級造就了這一口感,選用優質小麥、辣椒、花椒等,以非油炸擠壓熟化工藝,口感脆而不碎、醇香可口。值得注意的是,這是衛龍首次推出辣味膨化食品。</p> <p>共研網《2022-2028年中國膨化食品市場調查與投資潛力分析報告》顯示,2010年到2022年,膨化食品市場規模從4100億元增長至11654億元,2023年行業規模或突破1.2萬億元。</p> <p>面對這樣一個突飛猛進的市場,衛龍基於對當下消費特點的精準把握,為膨化食品注入了全新活力。正如衛龍副總裁餘風所說,「『脆火火』辣脆片是衛龍涉獵的全新品類,將憑藉自身在辣味休閑零食領域的長足積累,全面開拓辣味膨化零食賽道的市場藍海,引領辣味休閑食品向多元化發展。」</p> <p>另外,龍年將近,衛龍準備了2024年新春禮盒,「折起來是個方形禮盒,拉開是一條龍」,創意靈感源自中華傳統文化舞龍,「中國年 衛龍辣」,禮盒中每個龍身夾層藏著不同的<a href="https://www.lsf-tw.com/spicy-gluten/">辣條零食</a>產品,層層辣味疊加出濃濃年味。</p> <p><strong>多元化佈局探尋新增長點</strong></p> <p>三大新品的發佈,見證著衛龍從「辣條」多元化向「辣味」多元化的轉變。</p> <p>1999年,劉衛平、劉福平兩兄弟在河南省漯河市創立衛龍,深耕辣條領域二十餘年,目前已形成包含<a href="https://www.lsf-tw.com/spicy-gluten/">大麵筋</a>、<a href="https://www.lsf-tw.com/spicy-gluten/">小麵筋</a>、<a href="https://www.lsf-tw.com/spicy-gluten/">麻辣棒</a>在內的多元化辣條產品線,這也使辣條成為衛龍多年的營收主力。數據顯示,2020年—2022年以及2023年上半年,衛龍辣條產品(調味面製品)在總營收中的佔比數別是65.3%、60.8%、58.7%以及55.4%。</p> <p>隨著市場競爭加劇,以辣條出道的衛龍面臨挑戰,想要發展必須拓寬產品線。於是「多品類大單品」的戰略確定下來,衛龍在經典麵筋產品的基礎上,推新品類,尋求新增長點。2014年推出蔬菜製品魔芋爽,2019年推出風吃海帶,2020年推出78°滷蛋等。2022年衛龍港股上市後,又相繼推出霸道熊貓辣條及「小魔女」素毛肚等系列產品,拓展多元化。</p> <p>目前,衛龍已經形成調味面製品、菜製品、豆製品及其他品類四大板塊的產品矩陣,多元化發展初具規模,新的業績增長點逐步形成。其中,<a href="https://www.lsf-tw.com/spicy-gluten/">魔芋爽</a>在多家主流電商平台成為暢銷產品,遠銷全球40個國家和地區,成為衛龍第二個年銷售額超10億元的大單品。<a href="https://www.lsf-tw.com/2lz3sv8i.html">風吃海帶</a>、霸道熊貓辣條等也是銷售爆款,成為大單品指日可待。</p> <p>「多元化發展降低了對單一產品的依賴,也分散了市場風險。未來,衛龍將致力於產品創新和品質提升,持續推動多元化發展,進一步擴大市場份額。」衛龍方面說。</p>
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