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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
一 | 近日，卫龙美味发布港股上市公司2026年半年报。 Jennifer Lawrence and Josh Hutcherson are officially returning to the Hunger Games universe. This marks a major moment for fans of the global blockbuster franchise. The two original leads will reprise their iconic roles as Katniss Everdeen and Peeta Mellark in The Hunger Games: Sunrise on the Reaping. Lionsgate’s upcoming prequel film is slated to hit theatres on November 20, 2026. Though the studio has kept details under wraps, they are expected to be seen in a flash-forward scene. The franchise’s filmmaker, Francis Lawrence, returns for the film, which adapts Suzanne Collins’ newly released novel of the same name. The story unfolds on the morning of the reaping for the 50th Hunger Games. This is set 24 years before Katniss’ own uprising. The already confirmed cast includes Ralph Fiennes as President Snow, Jesse Plemons as Plutarch Heavensbee, Kelvin Harrison Jr. as Beetee, Kieran Culkin as Caesar Flickerman, and Elle Fanning portraying Effie Trinket. The cast also features Joseph Zada, Glenn Close, McKenna Grace, Maya Hawke and Whitney Peak. Jennifer Lawrence and Josh Hutcherson are officially set to return as Katniss and Peeta in ‘THE HUNGER GAMES: SUNRISE ON THE REAPING’ pic.twitter.com/tlfSg1252i — Film Updates (@FilmUpdates) December 11, 2025 The original franchise, led by Lawrence, Hutcherson and Liam Hemsworth, became a box-office phenomenon. The film collected over $3.3 billion worldwide across five films. Fans last saw Katniss and Peeta in 2015’s Mockingjay Part 2. The 2015 film closes out their story as a married couple raising children in a post-war Panem. Their surprise return signals a nostalgic bridge between the earlier series and this new chapter. Fans have been waiting for this moment for over a decade. The screenplay is set to be done by Billy Ray. Longtime franchise producers Nina Jacobson and Brad Simpson continue their stint through their production banner Color Force. Sunrise on the Reaping follows the 2023 prequel The Ballad of Songbirds & Snakes, which explored President Snow’s early years. The cast of ‘THE HUNGER GAMES: SUNRISE ON THE REAPING’ includes: • Jennifer Lawrence as Katniss Everdeen• Josh Hutcherson as Peeta Mellark• Joseph Zada as Haymitch Abernathy • Whitney Peak as Lenore Dove Baird• Ralph Fiennes as President Snow• Elle Fanning as… pic.twitter.com/zpQlvK4rqH — Film Updates (@FilmUpdates) December 11, 2025 Jennifer Lawrence recently earned a Golden Globe nomination for Die My Love, while Josh Hutcherson reprises his role in Five Nights at Freddy’s 2. With their comeback, anticipation for the next Hunger Games instalment has surged to greater heights.Also Read: Hunger Games Teaser: A First Look At The Deadly 50th Games。
二 | 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。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。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。
三 | 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。 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”。
四 | 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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