Shen Feng smiled dumbly, no way, too much traffic is annoying!

At noon, I went to the staff canteen to eat, and by the way, I observed the welfare, and happened to find something by a table of staff meals, and was surprised: "This is the old godmother?"

Picking up the red bottle that was once full of college memories, is now becoming trendy?

Suddenly, a thought flashed in his mind, and after eating, he called Li Nanjun up and asked, "How is the market for bibimbap sauce?"

Li Nanjun was stunned for a moment, not knowing the boss's goal, so he could only guess: "What do you mean by the old godmother?"

"The past year has been a year of adversity for Lao Gan Ma, as the leading boss of the condiment industry and the national goddess in the hearts of fans, last year can be described as internal and external troubles. ”

Shen Feng nodded, he had not eaten Lao Gan Ma for many years, and asked, "How big is the market?"

According to public data, the current market size of condiments has exceeded 40 billion, of which chili sauce is 32 billion yuan, with an annual growth rate of more than 10%. ”

Li Nanjun has obviously done his homework and analyzed: "In general, the market is oversupplied, especially with the upgrading of consumption, many emerging brands have sprung up with the help of star effect or channel innovation. ”

"For example, Fan Ye founded by Lin Yilun sold 300,000 bottles when it was launched, and received three rounds of financing in two years, and the most expensive bottle sold for 40 ......"

"Tens of millions of big V Li Ziqi also sell chili sauce, more than 20 bottles, I bought it and made do with it......"

Shen Feng nodded, if you want to take out the market of four or five hundred billion easily, the bibimbap sauce is only one-tenth, and there is definitely still potential to be tapped.

Because the takeaway scene is very compatible with the dining environment of hot sauce, and at the same time, the takeaway audience is young people, willing to try new products, and has low sensitivity to price, as long as it suits the appetite, it doesn't care about paying more than ten or twenty.

"Although the market share of the upstarts is less than a fraction of the market share in front of the old godmother, and it cannot be quickly recognized by the mass consumer for the time being, but from the perspective of growth, these external troubles are enough to make the old godmother pay attention. ”

Li Nanjun said with a smile: "Of course, the biggest internal worry stems from Tao Huabi's retirement, and it is rumored that the grandmother transferred the only 1% equity in her hands to her second son Li Miaoxing, and she was out of management. ”

"The shareholding structure has become 51% of the shares held by Li Miaoxing, and the eldest son Li Guishan holds 49% of the shares, and it seems that the brothers are safe for the time being, and they can ...... later"

"Some media even revealed that Lao Gan Ma was forced to give up the use of Guizhou peppers due to the pressure of raw material costs, and instead chose Henan peppers with a more convenient price, which is another wave of verbal criticism......"

Shen Feng listened and thought about it, for the outside world, Lao Gan Ma and Tao Huabi are highly bound in brand recognition, and the unique corporate management style and development strategy are also because of her stubbornness!

Once the spiritual realm takes a back seat?

"Over the years, Tao Huabi's management method is very simple: just be a godmother!" Li Nanjun continued: "The company has two or three thousand employees, and she can call 60% of people's names, and even remember a lot of birthdays. ”

"Every employee has to be a witness to the marriage when they get married, and the employee will boil a few eggs by himself on a business trip, and then personally send people to the car. Employees reported that it was difficult to eat and live, and Tao Huabi immediately made a decision: all employees have room and board included!"

"Business is simpler: how to make hot sauce at first, and then to do it later. ”

Shen Feng laughed, a little interesting. In my opinion, the most awesome thing about the old godmother is still the twelve big characters:

No loans, no equity participation, no financing, no listing!

What age is it?

Others can't wait for one,

Do you still have enough food and clothing for your own people?

There are two old stubborns in the food industry who insist on not going public, one is Zong Qinghou, who used to be the richest man in Wahaha, and the other is Tao Huabi, who is an old godmother.

It's a pity that Wahaha has faced the dilemma of industry change and weak enterprise transformation in recent years.

Of course, people also have confidence, regardless of brand strength, business model and development trend, in all fairness, the impact of not listing is really small!

Gilt, an American luxury e-commerce company, even regards Lao Gan Ma as a noble condiment, and the price in the United States is equivalent to imported luxury goods.

In the European and American markets, it has been achieved that there are old godmothers in Huarao, and even a trip to Antarctica is a must-have.

Is it so awesome that you still need to advertise?

There was a joke circulating on the Internet: Tao Huabi slapped the table because of a mistake by the tax department and scolded: I obviously paid the first tax, how did I get the second, where did you get me the 300,000 taxes?

An entrepreneur who is jokingly called "unable to sleep if he doesn't pay taxes on time" has paid more than 2 billion yuan in taxes in three years, and is a proper deputy to the National People's Congress.

No debt!

This kind of coaxing sales model is also unique in the country, and its sales closed loop is incomparable to any brand, including Alibaba Tencent.

Just ask a question:

Who have you seen with 0 accounts receivable turnover and accounts payable turnover period?

Even in terms of pure cash flow, except for those state-owned monopoly industries, Shen Feng dares to assert that the cash in the hands of the old godmother kills nine out of nine listed companies!

"In the past two years, sea soybean paste has been very active, and it has a bit of a latecomer taste. Li Nanjun said: "All kinds of endorsements for young Rao variety shows, what a wonderful, spit conference, talk show conference, ......"

"This year, the old godmother finally can't sit still, after all, the mother has retired, and the expensive A8888 Rolls-Royce is playing mahjong and catching chickens everywhere, and the two sons can show their strength and play different things. ”

The assistant sent the research report over, and Shen Feng took it and said, "Started playing with the trend?"

"That's right, the old godmother directly turned into a girl, especially the latest advertisement on station B, whether it is the ghost animal dance steps or the brainwashing divine comedy, completely refresh the original cognitive ......"

"Last month's New York Spring and Summer Fashion Week, a sweatshirt with a red background, a portrait of the old godmother Tao Huabi on the chest, and two sleeves printed with the Chinese "National Goddess" and the English "saucesqueen" detonated the runway. ”

"The cat flagship store took advantage of the situation to launch promotional activities, priced at 1288 yuan of "99 bottles of old godmother + custom sweatshirt" package, as long as you get a custom sweatshirt over 1999, you can get a custom apron ...... over 999"

"Someone placed an order of 600 bottles at one time, and smashed in more than 8,000, just to wear the same sweatshirt with the sisters in the office!"

Shen Feng is also drunk, and has to change rapidly, marketing is always just a means, more like a stimulant for brand vitality, which can activate the vitality of the product within a specific time, but it cannot become the core barrier of the product.

If the brand wants to be evergreen, it must win the respect of consumers through real ingenuity quality, which is the biggest difference and advantage between Lao Gan Ma and many emerging food seasoning brands.

"With the three rules of the tipping point to analyze the reason why Lao Gan Ma is really an Internet celebrity, people have spent 30 years of deep cultivation, spending money to invite masters to re-establish their brand image, why is it not popular?"

Shen Feng looked at the market coverage rate of 96% and the market share of 70%, and sighed: "The addictive adhesion caused by the quality of ingenuity...... Individual people who are impressed by the hard-core management concept of "product is king...... The public opinion environment that has changed based on product sentiment ......"

"I have to be convinced!"

Along the way, Tao Huabi's entrepreneurial road is full of "earthy" and "hardcore", and the world's most powerful business models have one thing in common:

Addicted!