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卫龙不再只靠辣条：为什么越来越多品牌都在寻找“第二曲线”？_我的网站

A |       近日，卫龙美味发布港股上市公司2026年半年报。报告显示，上半年公司实现营业收入37.15亿元人民币，同比增长6.7%；净利润7.66亿元人民币，同比增长4.0%。分品类来看，调味面制品（辣条等）收入11.81亿元人民币，同比下降9.8%；蔬菜制品（魔芋爽等）收入24.4亿元人民币，同比增长15.8%。  从数据上看，卫龙确实在经历产业结构的变化。    Beginning next week, people wanting to enter certain public facilities in China will need to show proof of COVID-19 vaccination or of having a medical reason for not getting the shot, Li Ang, deputy director of the Beijing Municipal Health Commission, told reporters on Wednesday.,The list includes museums, theaters, stadiums, gyms, and other entertainment venues; in addition, elderly people will also have to show proof of vaccination to enter community facilities such as game rooms. Restaurants and public transportation are exempt from the new requirement.,The new mandate is in addition to a standing requirement for residents of the Chinese capital city to get tested every three days and to need a negative test to enter public venues.,A year ago, when the Delta variant of COVID-19 caused the worst outbreak in China since the one that started the pandemic, and Beijing responded by ushering in the “Zero Covid” policy, the National Health Commission urged provincial authorities to keep the vaccination program “informed, consented and voluntary” and not to introduce mandates for public access, as many Western states had done.,However, that was before China succeeded at vaccinating 87% of its 1.4 billion-strong population, including 97% of Chinese adults, and before the Omicron variant caused the worst and most persistent outbreaks for China until now in the pandemic.,The change also comes as the NHC relaxes travel quarantine requirements for the first time since the start of the pandemic in early 2020, but also as Beijing health authorities indicated they were planning for “Zero Covid” to last another five years.,The NHC reported 427 new cases on the Chinese mainland on Wednesday, most of them concentrated in the eastern provinces of Anhui and Jiangsu, and no new deaths. The news brings the total detected cases on the mainland since the start of the pandemic to 226,176, while total deaths remained at 5,226. The situation has been less rosy in Hong Kong, a special administrative region with greater autonomy, and in Taiwan, where an autonomous government with foreign backing rules in defiance of Chinese claims of sovereignty.,Paradoxically, Chinese elders have a lower vaccination rate than younger generations. Last month, the Financial Times reported that Chinese cities had begun offering “vaccine insurance” to people over the age of 60, pledging to cover their medical costs related to any potential complications caused by vaccination. Some two-thirds of Chinese citizens over 60 are under-vaccinated, with 95 million not having gotten their booster shot as of June 5.,Ma Chaofeng, a health official in Shaanxi’s capital of Xi'an, told reporters on Tuesday that more than two dozen cases had been detected in the city and were identified as the BA 5.2 subvariant of Omicron. The city introduced new mass nucleic testing on Wednesday in an attempt to stay ahead of a larger outbreak, with most commercial and medical institutions remaining open as normal. Nonetheless, in the West, where essentially all pandemic mitigation measures have been discarded, the move was described as “Xi’an shuts back down.”,“The transmission chain is clear, the source is clear,” Pang Xinghuo, deputy director of the Beijing Centre for Disease Prevention and Control, told reporters on Wednesday about the imported cluster in Xi’an. “The outbreak is considered to be controllable overall, based on the existing epidemic development trend.”。辣条这个曾经撑起品牌大半江山的品类，正在被魔芋制品超越。但这并非卫龙独有的现象。

B | 跳出卫龙看整个消费行业，类似的“第二曲线竞赛”正在多个赛道同时上演。  魔芋的消费场景正在被重新定义  据新华网发布的《我国魔芋食品产业发展的观察与研究》报告，2024年我国魔芋产业总产值已达320亿元，预计2030年将突破450亿元。其中魔芋零食作为新兴细分品类，从2014年几乎为零的市场，到2025年突破300亿元规模。  魔芋零食的增长并非偶然。《中国食物与营养发展纲要（2025—2030年）》明确提出加大魔芋等富含膳食纤维的特色食物供给。低热量、高纤维的天然优势，让魔芋完美契合了消费升级的趋势。艺恩2025年10月发布的《零食行业消费趋势洞察》显示，健康零食已成为核心增长引擎，2024年市场规模达8200亿元，2025年预计突破9500亿元，增速是整体零食市场的1.9倍。  与此同时，中国零食行业正经历“从数量扩张到素质提高”“从能量供给到复合需求”的双重转变。传统以膨化、糖果为主的零食增速放缓，市场陷入存量博弈；而以辣味、健康化为代表的新兴赛道正迸发出远超行业的活力。  魔芋食品的消费已从“单一场景、小众人群”转向“多元场景、广泛人群”，呈现“健康化、年轻化、便捷化”特征。在火锅、麻辣烫等传统餐饮渠道之外，办公室零食、下午茶、代餐、运动补给等新兴场景正在崛起。

C |   卫龙的变化：从“辣条”到“辣味休闲零食”  在这样的产业背景下，再看卫龙的变化，逻辑就清晰了。  卫龙以辣条建立了鲜明的品牌认知——这是它无法也不应抛弃的资产。调味面制品仍是其重要业务板块，2026年上半年11.8亿元的收入放在任何一个休闲食品品类里都不是小数目。据券商监测数据，卫龙在辣条品类的市场份额约达28%。  但卫龙同时在做另一件事：把辣条积累的品牌势能、渠道能力和供应链经验，平移到了魔芋这个新品类上。2014年，卫龙推出魔芋爽，将魔芋从火锅配菜变成开袋即食零食的品牌。十年后，以魔芋爽为代表的菜制品年销售额超30亿元，卫龙以超六成的市场占有率稳居魔芋零食赛道前列。  从辣条到魔芋爽，卫龙没有离开“辣味”这个最核心的消费者认知，而是在这一基础上不断扩展品类。辣味零食是一个比辣条大得多的赛道——它包含辣条，但不局限于辣条。卫龙的成长，本质上是从“辣条”这个小细分走向了“辣味休闲零食”这个大细分。  《报告》将卫龙魔芋爽称为“观察中国零食产业如何顺应消费趋势、实现价值升级的行业样本”。这个描述同样适用于卫龙的整个产品矩阵——从辣条到魔芋爽，卫龙用二十年的时间，完成了从单一爆品到多品类布局的进化。

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Published on:01:31:53