Laoganma Chili sauce can be said to be a childhood memory of the post-90 s. When I was a child, there was bound to be a bottle of Laoganma on every household's desk and cupboard. Today, the sales of Laoganma Chili sauce are still huge, but many people may not know that the sales of Laoganma Chili sauce also experienced a sharp decline in 20 14.
20 14, 65-year-old Tao Huabi struggled for Laoganma for most of her life. Seeing that her two sons have grown up, she divided the shares of the company equally between them. But she handed over the most important management right of the company to her second son, Li Miaoxing. It is said that there are two reasons behind it. First, Li Guishan, the eldest son of Tao Huabi, prefers to play with the real estate industry; Secondly, Li Guishan has always wanted to take Chili sauce as the main business and expand different business and development direction, which completely violates Tao Huabi's own business principles.
After Li Miaoxing took over "Laoganma", in 20 14 years, with the increasing power in Li Miaoxing's hands, watching "Laoganma" accumulate rising income every year, Li Miaoxing also played a "bad idea" in order to earn more. It turns out that "Laoganma" hot sauce uses Guizhou pepper. At this time, Li Miaoxing directly replaced the peppers with Henan peppers with lower prices. As the saying goes, you get what you pay. Although the cost of this Henan pepper is reduced, compared with the original Guizhou pepper, it is just like the candlelight of fireflies and the bright moon in the sky, trying to deceive consumers.
But the consumers of Laoganma's hot sauce are mostly loyal old customers. How can an old godmother who has eaten for more than 20 years not have a different taste? With the disappearance of the taste in childhood memories, Laoganma's reputation has declined, and even sales have fallen sharply. Li Miaoxing's opportunism not only failed to achieve his goal, but also put Laoganma in a huge situation.
20/kloc-in may, 2009, Tao Huabi, who was 70 years old, came out of the mountain again, revealing the dark history of Laoganma changing the raw materials of spicy sauce, and promising that it would taste absolutely the same as before. After only half a year, "Laoganma" hot sauce sold a good result of 5.023 billion yuan, reappearing its former glory.
In fact, if this ends, many people may ridicule Li Miaoxing's cleverness. However, in fact, it is understandable for Li Miaoxing to do so. After all, the "old godmother" at that time was already in turmoil.
In fact, the reason why "Laoganma" hot sauce had such excellent sales results was because the market at that time was basically a very single hot sauce, and no one had so many flavors of "Laoganma" hot sauce. Therefore, with its unique taste, it naturally seized the initial market. However, since the beginning of 2 1 century, various delicious dishes have appeared in the market, among which the most famous is Peng Sheng brand olive vegetables. Therefore, while many special dishes are gradually appearing in the market in China, the income of Laoganma is declining year by year.
In addition, with the rapid development of science and technology in 2 1 century, many hot sauces are sold online, and the huge netizens in China have made a lot of profits. However, "Laoganma" always insists on offline sales, ignoring that the main consumer now is no longer the older generation, but young people, and for young people, they actually prefer online shopping. Therefore, Li Miaoxing may be looking for a breakthrough to reverse the disadvantage of "Laoganma" in the market in one fell swoop, but from the later development, Li Miaoxing's initial intention is good, but it seems that he has found the wrong direction.
"Laoganma" Chili sauce has regained huge profits and reached its peak after its re-emergence in Tao Huabi. In fact, it can't completely explain that the traditional "Laoganma" hot sauce is better than today's next meal. After all, there may be some young people, even some of the older generation, just to find their former feelings, not for the traditional taste of "Laoganma". Just like the current Internet celebrity light bulb candy, a large part of the reason why it sells well may be to relive childhood memories and feelings after 90. After all, without emotional support, the so-called light bulb candy may be just an orange-flavored light bulb lollipop in the eyes of many unsuspecting people.
However, in fact, for commodities, it is difficult to go far simply by feeling. After all, the so-called feelings can only rely on a specific generation, no matter which generation, they will eventually disappear in the long river of history because of the passage of time. If a commodity wants to keep its own brand, the best way is to innovate constantly on the basis of tradition, instead of directly replacing the most important ingredients like Li Miaoxing, breaking the original formula and original flavor of the whole hot sauce, and ultimately it is not worth the candle. Of course, the inheritance of commodities can't just use the original formula as Tao Huabi did. After all, every generation has different tastes. We should not stick to the tastes of one or two generations, but make different changes according to the tastes of young people in different times. After all, if Tao Huabi didn't innovate the unique taste of the mainstream hot sauce in the 1980s, how could there be a brand of "Laoganma" that lasted for decades?
In a word, although Li Miaoxing is responsible for the sales decline of Laoganma 20 14, we can't deny that this young "head" has a very correct starting point. A brand actually needs innovation, so as to truly break the dilemma of Laoganma and make Laoganma's brand permanent.