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"Laoganma" overturned! Tao Huabi, who was cheated by his two sons in his later years, was miserable. ...
Once upon a time, Wahaha teamed up with Wang Leehom to create a popular image of mineral water endorsement. A bottle of mineral water with Wang Leehom's head on it has accompanied many post-80s and post-90s generations.

In the past twenty years, Wahaha has become "Wang Leehom" and Wang Leehom has also become "Wahaha".

However, because Fuli Zong, the head of Wahaha, said that "Wang Leehom is 43 years old and my aesthetics are a little tired" and "I don't like him", Wang Leehom's endorsement was withdrawn, which caused strong resistance from netizens.

Recently, some media exposed Wang Leehom's unkempt image: wearing a cap, black-rimmed wide-brimmed glasses and a wisp of beard growing wildly. However, this unkempt photo can't hide the fans' love for him. After being teased by netizens, he gained a lot of passers-by powder.

It is not difficult to find that both men and women prefer this kind of "national idol" that is close to the people in recent years to the traffic stars who are not dedicated, have no acting skills and have been criticized.

When it comes to the "national goddess" who comes from family workshops, many people will think of the "hot" woman-Laoganma.

If you haven't eaten Laoganma in China, you will probably be regarded as an alien.

When cooking, as long as Laoganma is put in, an ordinary home-cooked dish is delicious in an instant, which is simply an artifact.

A simple bowl of mixed noodles and a spoonful of Laoganma can remind many people of the past.

Laoganma Chili sauce is called "the most hometown flavor" by Chinese people.

The "Laoganma" with good quality and low price has an annual sales volume of 65.438+0 billion and sells 65.438+0.3 million bottles every day.

The most fascinating story is the story of Tao Huabi, the founder of Laoganma. Jin Yinan said that he admired Tao Huabi best.

"Who would have thought that decades ago, this illiterate woman almost became China's overseas brand spokesperson. Like the Red Army, she created a fairy tale! "

The strange girl Tao Huabi was born in 1947, a remote mountain village.

Because her family was poor, she didn't go to school for a day.

Guizhou is rich in peppers, and Tao Huabi likes to add the spicy taste of peppers when cooking. At that time, she and Chi Li forged a lifelong indissoluble bond.

At the age of 20, Tao Huabi married an intellectual. Her husband was too ill to work, so she shouldered the burden of supporting her family. A thin woman carries 100 Jin of goods on her shoulders, selling rice tofu, noodles, eggs and rice. Excessive fatigue made her suffer from a disease at a young age.

In one breath, Tao Huabi is so strong and capable. Years later, she said, "I was really tired at that time. Even ten people can't compete with me. "

Although the family's life is hard, whenever she watches her husband and two naughty sons fall asleep, her heart is secure.

However, there is only a thin line between happiness and misfortune.

In the fifth year of marriage, Tao Huabi's husband passed away, and the tens of thousands of dollars in medical expenses were heavily weighed on her shoulders, leaving orphans and widows to live hard. In order to raise children and pay off debts, Tao Huabi opened a "cheap snack bar". She took her eldest son and carried her youngest son, making her own bean jelly and Chili sauce. Since then, she has only rested for four hours every day, and her hard work for sixteen years has cultivated her keenness, honesty and tenacity as a businessman.

This store is the whole of Tao Huabi. With the stability of customers in the store, life is becoming more and more stable, attracting the attention of some people. People who do small businesses nearby are "hungry for food and demanding for cards", which is intolerable, and Tao Huabi is no exception. She said: "You can eat and give money! Eat and drink for free, I will hit you, I am not afraid of you! " In the long run, Tao Huabi is famous for its car-scrapping.

Everyone has a low point in life. Some people choose to be salted fish, while others choose to be sober.

As a single mother who brings home the bacon, no matter how hard and tired she is, she has never shed tears.

Tao Huabi said, "If I am not strong, I will have no food." .

Zhou Ning said in "Plants on Earth" that people who have experienced suffering are not afraid of suffering.

Tao Huabi brought pain to life. She does everything carefully and tries to play the bad cards in her hand.

After opening the store for a long time, Tao Huabi came across a student who frequented the booth and always wore a washed school uniform, and only bought the smallest one at a time. Tao Huabi learned that his family was in trouble, so he gave up the bean jelly money. Gradually, her kindness was spread by her classmates, and she was affectionately called "Laoganma", and more and more people came to the store to eat.

In the process of selling rice noodles day after day, Tao Huabi found that some customers like to bring an extra Chili sauce before leaving, so they made more without thinking. Until one day, she found that the bean jelly and the sauce used in the restaurant in two nearby streets were made by herself. Tao Huabi changed his mind. "Since Chili sauce is so popular, let's sell Chili sauce!"

In this way, 1996, she opened a Dow flavor food factory and began to produce Chili sauce. Tao Huabi always knew the importance of word-of-mouth, so she gave some Chili sauce to truck drivers to make them have a good time on the road, and promoted it with her Chili sauce. More and more people buy Chili sauce, so Tao Huabi decided to launch a brand called Laoganma.

Tao Huabi pays attention to the word "honesty" when doing business. In order to ensure the taste of the sauce, she only uses Zunyi pepper in Guizhou, and is meticulous in raw material origin and production technology. Laoganma has captured the hearts of many diners with its unique flavor, and its business is getting bigger and bigger.

Tao Huabi said, "As long as a woman is enterprising, she can go anywhere."

No matter how deep the bottom is, there will be a day to go.

She finally laughed and lived a proud life.

200 1, an agent found 25,600 bottles of Chili oil leaking when receiving the goods. Tao Huabi said nothing, but returned it and destroyed it. Although she lost money, she believes that quality is word of mouth. "People will only buy my sauce if they trust me."

In 20 12, Laoganma paid 400 million yuan, and Tao Huabi was selected as the second largest taxpayer. She didn't like being angry, ran into the tax department with the account book and swore:

"You son of a bitch, give Lao tze to find out. I obviously paid taxes first. How can I get the second and 300 thousand tax? Where did you get it for me? "

The original tax statistics are less than 300,000, so it is not intended to be made public during the appraisal.

Tao Huabi insisted on setting a new record. "I can't sleep if I owe a penny."

A supplier said that she had never defaulted on the payment, but the quality of peppers should be guaranteed, and only the tail stalks should be cut.

"Iron Lady" Tao Huabi is strong and decisive, and also has a spring breeze.

After the establishment of the factory, Tao Huabi formed a heart with employees: she can name thousands of employees; When employees are on a business trip, she will personally cook some eggs and send them to the car; When an employee gets married, she is a witness, and everyone calls her "Laoganma". She eats and lives in the factory, and whenever she hears glass bottles and cans banging, she feels very at ease.

Tao Huabi believes that as long as people stick together, no matter how difficult it is, she can overcome it.

She once taught her two sons, "For customers, from raw materials to every process, we do it seriously to ensure quality."

No pains, no gains. It is because Tao Huabi is honest everywhere that she has brought a good reputation to Laoganma. However, the two sons did not understand the true meaning of her mother's brand as an old godmother.

20 12 with laodopted mother becoming a national brand, 65-year-old Tao Huabi came up with the idea of hasty retreat: since the family business has grown, it would be fine to leave it to his sons to struggle and retire.

Soon, the younger son Li Miaoxing took over Laoganma, and the eldest son Li Guishan turned to capital.

After Li Miaoxing took office, she changed the conservative business model of Laoganma in the past. She did not advertise, did not promote sales, only received cash, and diversified Laoganma from offline to online.

Laoganma cooperated to launch a cross-border joint sweater and put in an advertisement of "unscrewing dopted mother", which increased Laoganma's online sales by 20%. Although Laoganma conforms to the commercial trend, there is little applause in the market. People say Laoganma is not close to the people.

In order to reduce the cost of Chili sauce, Li Miaoxing replaced Guizhou pepper with Henan pepper. After changing the formula, although the raw materials saved 5 yuan per catty, people did not buy the change of taste. "Laoganma's taste is getting worse" went on hot search, and sales continued to decline. Subsequently, it was attacked by online Chili sauce brands, such as Ye Fan (Lin Yilun) and traditional condiment brands Haitian and Lee Kum Kee.

20 17, also known as "the first year when hot sauce broke out", more and more brands joined the market melee and carved up 15% market share from Laoganma.

The youngest son took the helm and destroyed the Great Wall. The eldest son's behavior also made Tao Huabi feel sad.

Li Guishan, the eldest son, used the money given by his mother to invest everywhere and repeatedly lost money.

One of the real estate development companies was unable to deliver the building due to huge losses in successive years, and even the lawsuit hit the Supreme Court. The developer is suspected of "selling one room and two houses", and Li Guishan is listed as "restricting high-consumption personnel".

The exposure of the uncompleted residential flats incident dealt a great blow to Laoganma, and 73-year-old Tao Huabi had to quit the retirement life and take charge of Laoganma again. She cut the gordian knot and announced three things: clarifying the relationship between her eldest son's investment company and "Laoganma"; Hurry back to the hot sauce formula to restore consumer trust.

With her efforts to turn the tide, Laoganma's 20 19 revenue exceeded 5 billion, and it stopped falling and rebounded.

Tao Huabi was heartbroken when her son did something wrong. Although she works hard, she can't help her son all her life. 202 1 was a severe year for Laoganma, so Tao Huabi, who had retired for many years, had to come forward for an interview. At first, Tao Huabi told her son that it was easy to do business. She said: "There must be quality to have a market."

Tao Huabi's two sons are so careless about the quality of products that their godmother, who has enjoyed a good reputation for many years, is in danger. In recent years, there are not a few companies that have overturned because of one thing and one sentence. When others get used to you, even if you are just a little bad, it will lead to the collapse of word of mouth.

Whether it is an enterprise or an artist, if you want to go further as a brand, you have to rely on fans and users to cluster.

On 202 1, actress Zheng Shuang was exposed to a large number of personal misdeeds and was directly banned as a bad artist.

Zheng Shuang, created by "pure natural" people, was once brilliant, abandoned the public and acted recklessly. In order to fall in love better, she had plastic surgery during the contract with a cosmetic endorsement, which made the gold owner suffer heavy losses.

What's more, he left without saying goodbye in a business interview and broke the contract. Because Zheng Shuang refused to apologize, he didn't receive an invitation to shoot in the fashion circle for several years.

However, Zheng Shuang's parents first thought that she was not wrong.

With all kinds of confusing behaviors of Zheng Shuang, the topic about her flew to hot search again and again to get traffic, and her pay also exploded. When filming Ghost Story, the pay was as high as1.60 billion yuan. However, this "yin-yang contract" for tax evasion turned out to be the biggest culprit along the way. Even her investor, Beijing Culture, couldn't hold back after the problem of tax evasion through contracts was exposed.

Chen Rui, chairman of Billie Billie, has this signature on WeChat: Tetris tells us that the mistakes made will accumulate and the successes won will disappear.

It is easier to destroy the Great Wall than to hold it for a hundred years.

Even if your career is top-notch, you can't lose your initial intention to do things.

Tao Huabi suffered too much from starting a small handicraft workshop from scratch to being on Forbes' list of China's richest people. She knows the difficulty of making money, so she never owes money. Some early suppliers of the factory have been used to this day.

In the eyes of many people, Tao Huabi is an incorruptible person.

Although the company's income has increased year by year, as a large local taxpayer, Laoganma has not paid less taxes.

Whenever someone saw that Laodopted Mother's business was booming, they advised her to list Laodopted Mother as hot money step by step, but Tao Huabi refused.

She said: "We have no national debt, no national taxes and no loans. Do as much as you can, and do it in a down-to-earth manner, and your career will last long. "

Others say that Tao Huabi doesn't know how to be flexible in business, but I see a simple truth in her:

Single-minded, don't forget your initiative.

Time flies, Tao Huabi has worked hard for most of his life, and suddenly he finds himself old.

In the interview, she talked about her wish: "I think success in my career is my greatest happiness, and it is my greatest wish to make Laoganma bigger and stronger like a cake."

After Tao Huabi retired, her two sons didn't follow her instructions, so she went out and pulled them back to the route.

This hardworking old man sold Laoganma all over the world.

"Where there are Chinese in the world, there are Laoganma."

As my brand from snacks to spicy sauce, a bottle of Laoganma with simple packaging carries too many memories.

With the marriage of classmates who are laughing around her, the humble storefront has been replaced by a base factory building, and Laoganma has entered every household. Perhaps no one can stand the test of years, only the unchanging spirit of Laoganma continues.