Laoganma mentioned in the official letter of price adjustment that the price increase is due to the rising trend of raw material cost, labor cost and freight every year, and the rising cost has seriously affected the production and stocking of some products of the company.
With the price rising, the discussion about Laoganma immediately returned to our field of vision. In recent years, Laoganma was born and grew stronger day by day. At this time, some netizens found that Laoganma was also playing. In order to prevent shanzhai, Guiyang Nanming Laoganma Flavor Food Co., Ltd. applied for a batch of Laoganma, Laoganma and Laoganma from 202 1 to 1. As of February this year, Laoganma Company and its foreign-invested enterprises and branches * * * registered trademarks 193, with the largest number of registered trademarks reaching 66 in 2008. Laoganma Company not only registered the core trademark Laoganma, but also registered the old menstruation, adopted son, adopted son and adoptive father.
Laoganma's popularity has been in short supply. Since ancient times, the network has appraised talents. A netizen said: Laoganma has been working for 37 years, but it is still better than Viya for two years. Laodopted mother made many people find jobs, and Via made many people lose their jobs.
Moreover, some experts commented that Laoganma's success and taste are on the one hand, and her advantages also include pricing: First of all, Laoganma can't sell higher than it, and it will lose money if it sells low, which can be said to be the limit of management.
So many comments are following suit. How much wind and rain does Laoganma, a domestic brand, have to go through to defend its title? Let's have a look.
No matter how good the enterprise is, there will be stormy dark moments. In fact, Laoganma Company has had a hard time in recent years.
Not long ago, Tao responded to his eldest son's investment in real estate: personal behavior has nothing to do with Laoganma Company. Before this, the secret recipe was stolen, and then it was falsely accused by Tencent. Laoganma Company is also a fireman.
And these are just signs of troubled times.
On 20 12, Li Guishan, the eldest son of Tao, invested 29.4 million yuan to invest in Kunming Guishan Tianyang Real Estate Development Co., Ltd. with friends. The company spent more than 4 million yuan shooting a plot in Panlong District, Kunming. The property, named "Yun Run Tianyang", was originally planned to be delivered in the middle of 20 15, but a large number of commercial houses have not yet been accepted for delivery. Because of this unfinished building, Li Guishan was included in the list of dishonesty and became Lao Lai. He had an agreement with Laoganma Company, so this incident did not affect Laoganma.
And such a promise seems to be hitting the left face and hitting the right face.
After Tao's youngest son took over, the performance of Laoganma Company began to decline from 20 14. In 20 16, the sales reached 4.5 billion yuan, and decreased to 4.3 billion yuan two years later.
In 20 14, there was such a resolution that Tao Huabi decided to hand over his company to his second son, Li Miaoxing, who already held 5 1% of the company's shares.
In less than a year, a related topic about the taste change of Laoganma hot sauce appeared on the Internet. After investigation, it was discovered that it was li miao who made more money from it and replaced the Guizhou pepper that Laoganma had been using with Henan pepper.
If the quality is good, the price of Guizhou pepper will be relatively expensive. The price of a kilo is between 12 yuan and 13 yuan, while the price of Henan pepper is 7 yuan, which is equivalent to being at least 5 yuan cheaper than Guizhou pepper. A kilo can save five dollars, a ton can save ten thousand dollars, and a year can save four hundred million dollars.
This decision made Laoganma Chili sauce lose a large number of fans, and the sales of Laoganma Chili sauce also showed a cliff-like decline.
Faced with this situation, Tao Huabi, who is 73 years old, had to personally come forward to save the company's situation. He not only sincerely apologized to consumers, but also personally inspected every process. Thanks to Tao Huabi's efforts, the company has ushered in new development.
In 20 19, the sales of Laoganma reached about 5.023 billion yuan, and Tao Huabi reversed the decline of the company's performance, and Laoganma began to get on the right track slowly.
Embarrassed, a woman's shoulders once shouldered what kind of difficulties and hardships, and now, she still has to rely on her own to turn the tide.
1989, the founder Tao Huabi initially opened a snack bar with bean jelly and cold noodles as the main ingredients. In order to win customers' love, Tao Huabi not only prepared some materials like pepper, soy sauce and shallots, but specially developed a kind of original spicy sauce, which is the predecessor of Laoganma Chili sauce. Later, after continuous improvement, the flavor of hot sauce is more unique. Some guests even bought hot sauce with their own money.
This made Tao Huabi see business opportunities. 196, Tao Huabi borrowed two small workshops and hired 40 workers to start a business, specializing in the production of Chili sauce. The sales location of these Chili sauces has also expanded from a few small restaurants to various grain and oil stores and unit canteens, and soon Laoganma Chili sauce became famous in Guizhou.
1In August, 1997, Tao Huabi established Guiyang Nanming Laoganma Flavor Food Co., Ltd. ... After 22 years of struggle, in 20 19 years, Laoganma's annual sales income reached 540009 billion yuan, a record high, and it firmly took the first place in domestic Chili sauce enterprises.
In the United States, Gilt, a luxury e-commerce company, regarded Laoganma as a noble condiment, and once promoted it at a limited-time snapping price of 1 1.95 dollars for two bottles. This price can really be regarded as "luxury goods imported from China".
Tao Huabi once said in an interview that every pepper and beef in Laoganma's Chili sauce are genuine, absolutely not adulterated, and absolutely not shoddy.
In addition to the care of raw materials, Laoganma's insistence on quality is also reflected in the "clumsy" production process. Laoganma has been using traditional manual stirring methods for more than ten years to keep Laoganma's taste unchanged.
Although the price of a bottle of Laoganma is only about 8 yuan, it stands out successfully in the hot sauce market because of its good taste and low price. On average, it can sell more than10.3 million bottles every day, and the annual consumption of peppers reaches10.3 million tons and soybeans10.7 million tons, with an annual sales of 4.5 billion yuan. From 1998 to 20 13, in just fifteen years, its output value increased from 50 million to about 3.8 billion yuan, equivalent to 74 times.
However, does old Tao Huabi mean old dopted mother company? If Tao can't solve the successor problem, does it mean that Laoganma Company can't develop by leaps and bounds? Laodopted mother wants to cross the founder cycle, is it necessary to break her traditional thinking?
While Laoganma is at home and abroad, competitors never miss the opportunity to overtake at every corner, and foreign brands even pretend to be domestic brands. For example, American Chili sauce has been "lurking" in China for 30 years, but its income is seven times that of Laoganma, and it has always been mistaken for domestic products. Laoganma's annual income has reached 5 billion, while American Chili sauce is as high as 33.7 billion, which is 7 times that of Laoganma, and
It has been pointed out that it is a pity that Laoganma is not listed. Now if Laoganma goes public, its market value may reach 654.38+000 billion, even exceeding the market value of Haidilao. Even if the Taoists only take 654.38+00% of the shares, there are 654.38+000 billion.
However, some people retort that these are all book values. Laoganma didn't go public because Tao Bihua thought it was "circling money". It is better to run a company and make products well.
Of course, the main reason why Laoganma insists on not listing is that Tao Bihua feels that he is not short of money and does not need financing, but the market is changeable. There are many hot sauce brands like Laoganma on the market now, and maybe Laoganma will be replaced by other brands one day. Again, the market is not always the winner, and only by continuous innovation can we remain competitive. I hope Laodopted Mother Do not forget your initiative mind will make loyal fans feel that Laodopted Mother is not as good as before.
Tao Huabi said to Laodopted Mother: "I don't know the ghost story of listing and financing. I only do what I can do. "
But for real entrepreneurs, listing is only a step towards a higher stage, not the stage itself.
It is obvious that listing helps enterprises to improve their financing ability. After listing, the credibility and popularity of the enterprise will be improved. Under the background of difficult loans for private enterprises, the endorsement of the government and the capital market is too important. Finally, listing is often regarded as a symbol of entrepreneurs' success in society, so many entrepreneurs have great enthusiasm for listing.
But not everyone thinks so. The boss's electrical appliances are on the market, but Tai Fang just can't. ZTE is listed, but Huawei is not listed; Haitian is listed, but Laoganma just doesn't go up; Haidilao went public, but Siebel shouted the slogan of never going public.
The so-called unlisted remarks may be the information that Laoganma wants you to receive, which is also a marketing tool. Entrepreneurs such as Xiaomi and Wahaha Zong have been clamoring for resolute non-listing at first, but in the end they all took the initiative to ask for listing.
In the past, Laoganma Company adhered to the principle of "no fund raising, no listing and no loan", and it was difficult to make its own success by relying on product quality. However, the reason why Laoganma can become today's Laoganma is not marketing and saving money, but excellent quality. However, the product quality storm caused by the successor problem has also made Laoganma questioned. From this speculation, perhaps Laoganma thinks that it is not yet time to go public.
So, how does Laoganma, who claims to be unlisted, cross the market cycle? Do you want to develop products in multiple matrices or continue to deepen your taste? Or continue to cultivate new people through the new marketing of Guo Chao Packaging.
Seeing that the cakes in the hot sauce market are getting bigger and bigger, many new hot sauce products are on the market one after another. In 20 16, Lin Yilun established its own hot sauce brand-Ye Fan, and the price of each bottle was between 25-40 yuan, mainly aimed at young consumers. In just three months, the brand's financing scale reached 83 million yuan. In the same year, Yun-peng Yue also launched its own hot sauce brand, and sold 1.86 million bottles in less than 30 days. It is difficult to answer whether Laoganma will be replaced. Compared with many enterprises we have witnessed, we thought it was a hundred years, but it could not go through 30 years of ups and downs.
But Xu Xiaonian thinks Laoganma is a company that has done a very good job in innovation. Laoganma is a company that makes Chili sauce in a traditional way. It doesn't talk about fashionable concepts such as cloud computing and big data, but it can sell its products all over the world, so that Laoganma Chili sauce can be found in places where there are Chinese. In Xu Xiaonian's view, the innovation of Laoganma is that it can build a global sales network.
Xu Xiaonian concluded: "Therefore, innovation is not a fad, not necessarily the most avant-garde technology at present, but something that oneself and others have never done, bringing new products, new technologies, new business models, new ideas and new services to the world and the market to achieve differentiated competition." Therefore, everyone is crowded in a tuyere, but they are not innovative and scrambling to imitate. This is precisely not the differentiated competition that innovation wants to advocate.
In my opinion, if your enterprise can survive through an advantage accepted by customers and has the cultural attributes of a country, it is a cultural business card, which is a very powerful thing. For example, Coca-Cola has changed its taste and catered to the market, but it still has a group of loyal fans. As long as Coca-Cola produces products, they will happily buy them. Just because Coca-Cola represents the taste and culture they agree with.
In fact, we hope that Laoganma's foundation will last forever. After all, it belongs to the taste and culture of the times and China. Over time, when Laoganma's hot sauce becomes the dowry of her married daughter and the cultural label of China in the world, Laoganma will continue to be herself. Of course, this phenomenon already exists. Overseas students bought Laoganma Chili sauce at a high price in foreign supermarkets and ate the "hometown flavor" in the aroma of lobster sauce Chili. Some foreign netizens said, "When you marry a woman in China, you marry two women: your fiancee and Tao Huabi".
As for whether to use the national fashion to package, it is actually not very important, just because Laoganma wants to tell the story that belongs to China in the simplest way.