Just as Taiwan Province's host teased that mainlanders couldn't afford Fuling squeeze, another "cooking artifact"-Laoganma also ushered in the market test. In China, Laoganma is a household name. Give me a spoonful of Laoganma and you can eat a bowl of rice! When the hot steamed bread is opened and Laoganma is added, it is simply delicious ...
Tao Huabi, the founder, insisted on "no listing, no loans and no financing", which was once passed down as a much-told story. However, she was too conservative and conservative, but she also lost many opportunities for Laoganma. According to the data of e-commerce companies such as Taobao and JD.COM, in recent years, the sales data of Laoganma has been slowing down day by day. In the first half of this year, it experienced a cliff-like decline, and the situation was worse than before. As a generation of legends and myths, we can't help asking: What happened to Laoganma?
The business of Tao Huabi, the founder of Laoganma, is actually very simple: how to make hot sauce at first, and how to make it later. However, Laoganma, who beat the world by taste and word of mouth, was frequently questioned that the taste was getting worse. There are even local people in Guizhou who broke the news, saying that their raw materials are shoddy and rely on a lot of monosodium glutamate to get the taste.
It is said that Laoganma's taste is getting worse. Is it true? Previously, Laoganma's raw materials have always used Guizhou peppers. According to Business magazine, the price of local peppers in Guizhou is rising due to the tight supply and demand. Later, Laoganma began to abandon Guizhou peppers and switch to peppers produced in Luohe City, Henan Province.
According to a dealer, the price of peppers in Guizhou is basically maintained at 12~13 yuan/kg, while the price of peppers in Henan is 7 yuan/kg, which is at least 5 yuan higher than that in a catty, and 1 ton is 1, yuan. Later, they began to gradually reduce the amount of peppers in Guizhou and continuously increase the amount of peppers in other places until they were completely used in 211.
It is estimated that Laoganma needs about 4, tons of peppers a year, which means that using Henan peppers can save 4 million yuan a year. In the case of rising raw materials, the secret that Laoganma has not raised prices for many years may also be here. At the same time, the competition in the market is also extremely fierce. In May 216, the hot sauce brand "Fanye" founded by veteran singer Lin Yilun was mainly aimed at the middle class and young Internet groups. Relying on the star effect, the sales of "Fanye" hot sauce Taobao shop exceeded one million, and the sales in 12 hours exceeded 3 million yuan. Only three months after its launch, Fanye received 83 million yuan in financing, with a valuation of 36 million yuan.
In September p>216, Yun-peng Yue, an actor from Deyun Society, founded "Hi Pippi Yun-peng Yue Star Store", which sold 18,6 bottles of hot sauce only one month after its launch. Then, actor Huang Lei also joined hands to launch his own hot sauce brand. According to data analysis, in 218, China's hot sauce market reached 32 billion yuan, and it continues to grow at a rate of more than 7% every year. Therefore, in addition to Laoganma, there are more than 5, hot sauce companies that share nearly 3 billion. With the entry of capital, the hot sauce industry has gradually moved from decentralization to concentration.