Competitors have emerged in batches, and the most difficult moments of the old godmother are here

Speaking of "national seasonings", the status of the old godmother has always been obvious to all. Open the lid and eat it. Simple can be directly porridge with rice and white porridge. The complex points can directly add flavor to powder, noodles, etc. The light jar of chili sauce is the most familiar flavor in the memory of the Chinese people. Even if it is going abroad, a spoonful of pepper pepper The sauce is eaten casually, and the foreign dishes have a kind taste instantly, so that the foreigners who travel far away can briefly relieve the mood of thinking in the food.

Although it is almost a pepper sauce that is almost necessary for each household, the establishment of the "old godmother" is step by step in the hardships and hardships. When it comes to "old godmother", it has to be mentioned that the core founder of the brand, Tao Huabi.

Tao Huaibi was born in 1947. As the eighth girl in the family, in the age of eating and wearing, she did not receive the attention and love of her family. At the age of 20, she married an accountant. She thought she would improve her life, but had to face the difficult and difficult situation of her husband's serious illness and two children to be fed. With one person's power, she provoked the entire home. She carried more than 100 pounds of yellow mud in the construction company, a big hammer of ten hours, and selling vegetables and selling jelly. After a while, there was a turnaround when there was a simple restaurant.

She found that whether it was the children in the surrounding schools or the working people who came and went, they had a soft spot for Tao Huabi's free chili sauce, and some of them ran away just to eat the chili sauce she made. Even the competitive restaurants around her also recruited more business because of her chili sauce. With the encouragement of many parties, a factory building of more than 40 people opened, and Tao Huabi, who was affectionately called "old godmother" by the children, used this as the brand name.

In 1998, the annual output value of the old godmother had exceeded 50 million yuan. When it was exported to the United States, because the material was high -quality, the test was quickly passed. Note. The old godmother sells 1.3 million bottles a day, using 13,000 tons of pepper and 17,000 tons of soybeans a year. 16 years later, the annual output value of the "old godmother" reached 3.37 billion yuan and the tax paid 430 million yuan.

Tao Huabi, who has already soared 9 billion, does not have the basic standard of successful businessmen in the impression. It has not learned system management science, let alone not to talk about the education of elementary school. What about the national brand step by step and bigger? In fact, these three points are inseparable.

The first point: unique taste and strict quality. The old godmother is produced in Guizhou, but it has a good balance of spicy and fragrance, so that consumers from all over the country are used to eat well. The pepper raw materials used by the old godmother are Zunyi pepper, which is a lot more expensive than ordinary peppers on the market. In the process of providing pepper, each one must be cut to ensure that the pepper has no impurities. Products that are not eligible, once they are found to never cooperate, ensure the stability of quality.

Second point: without advertising, give back the money back to the product. As a company that never advertises, Lao Ganma is different from the advertising ideas of traditional industries. Instead, they directly break the gap with consumers. Playing display directly on the shelves of major supermarkets. The money on advertising is rewarded to users. Therefore, the price of each bottle can basically stabilize at about 10 yuan, better balance the cost and quality, and at a high -quality taste of affordable prices, so that different consumer groups are allowed to allow different consumer groups affordable.

Third point: Management is directly and simply. Tao Huabi has no systematic management experience. Therefore, the company's organizational structure is relatively simple and direct. It is enough to manage production, sales, finance, employee, and company affairs. It has not completely copied the traditional enterprise system, and the departmental leadership positions have been set too much. Not only did they increase the cost of wage, the administrative efficiency gradually lowered. Simple things kicked each other, which led to low efficiency and lost money. Therefore, in the case of sufficient book funds, it is also resolutely not listed.

The importance of these three points, when Tao Huabi put the management power to the two sons, was more proof. At the age, Tao Huabi divided the 9 billion production production to her two sons. Under the strong reform of the son, the sales volume of the old godmother fell straight up and the problem continued.

In order to fake other brands of other brands, he did not hesitate to spend millions of "old godmother", but he followed the cost of raw material costs. In order to reduce costs, the son directly replaced the important raw materials and replaced the expensive "Zunyi Pepper" with an affordable "Henan Chili". For speaking, the high quality of the pepper sauce is constantly vomiting, "The old godmother has changed, not before it is delicious." In addition, the old godmother who never made advertisements launched a magical advertisement and changed the familiar LOGO, and the consumption positioning had a serious deviation.

The turnover of the "old godmother", which has been changed, has declined for many years, and various brands have begun to occupy the market, and all kinds of chili sauce has emerged endlessly. Sippot brands such as Hubang, Zuo Lion, Fan Ye have begun to appear. These brands are mainly small packaging, fresh spicy sauce, perfectly fitting the take -out scenes, and achieved breakthrough development. At this time, the market share of the old godmother accounted for only 10%.

Today, the scenery of the old godmother is different in the past, and it is difficult to have a unique family. Even if Tao Huaibi later came out of the rivers and lakes, it was too late to recover the reputation of the enterprise. If you don't understand how you grow up, you will inevitably have a problem on the road in the future. The decline of the old godmother is the disagreement of the manager's competitiveness, mistaken in market positioning, blindly cater to the public, and thus thoroughly wear out his advantages. The competitiveness of the old godmother has decreased year by year, and the reform is inevitable. The more single taste can no longer meet people's needs. The concept of hard work and simplicity is being challenged. If the new situation cannot be adapted, the old man is afraid that it will be difficult for the first throne of the pepper sauce industry.

This is the best era and the worst era. With capital thinking and innovation models, the world is your stage!

In the new business world, there are no eliminated industries. Only the eliminated products and outdated business models will focus on product innovation and model innovation in the future.

If a company or a boss, if the shortage of innovation ability is destined to be defeated in advance, please remember that there is no innovation, how can you have imagination!

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