In Guizhou, China, there are two "bottles" that are well-known throughout the country,
One is the Moutai wine that is highly sought after by everyone,
I don't know if it's good to drink, but it's really expensive.
And the other "bottle" is more close to the people,
That's a bottle that sells for only ten dollars.
The old dry mother who sells 600 million bottles a year,
With hot sales,
Lao Gan Ma not only contributes 2 billion yuan in taxes to the country every year,
And it has directly lifted 20 million people out of poverty and become rich,
It has made outstanding contributions to the economic development of the mainland.
Although we all know that the founder of Lao Gan Ma is Tao Huabi,
However, who could have imagined that Tao Huabi was actually a 26-year-old who lost her beloved husband,
A woman who hasn't been to school, comes from grassroots roots, and still has two children?
Tao Huabi started from the stall,
Facing the dividends of the mainland's reform and opening up,
Step by step, he led the old dry mother to today,
Her value is as high as 9 billion.
From the establishment of the enterprise to the present,
She has always adhered to her original four no's principles,
With the four no's principles that you adhere to,
Across the four major cycles, pushing the old dry mother to the world,
As Tao Huabi said,
Keeping the bottom line is the foundation of the company's success!
So what is Tao Huabi's four no-no principles?
Over the years, how has she adhered to the bottom line?
In the course of her entrepreneurship,
What are some of the places we need to learn?
With these questions, let's take a look at it together,
The wonderful story of "Old Ganma" Tao Huabi.
be unexpectedly rescued from a desperate situation
In 1947, Tao Huabi was born in a rural family in Zunyi City, Guizhou Province.
The family is very poor, even poor to the point of not having enough to eat,
Therefore, Tao Huabi dropped out of school early in the morning to help his parents do farm work.
Share the burden of the family, because the family is so poor,
Maybe it was to get her to work at home for a few more years,
Tao Huabi did not get married until she was 20 years old.
You know, in those days,
Girls in the countryside, generally married very early,
Many girls give birth to babies when they are fifteen or sixteen years old.
It is said that Tao Huabi was married well at that time,
The husband's family is not bad in the local area,
At least be able to eat enough.
Therefore, during that time, Tao Huabi lived a very happy life,
After that, he gave birth to two sons in succession.
Let the already happy family become more happy.
However, this happiness did not last long,
Soon after, Tao Huabi's husband fell seriously ill.
In order to treat her husband's illness, he spent all the money in the family,
After that, Tao Huabi decided to go south to work and earn money.
I want to treat my husband, but even so,
Her husband left her, and Tao Huabi was 26 years old at the time.
After the death of her husband, the burden of supporting the family,
It all weighed on the 26-year-old Tao Huabi,
To solve the family's livelihood problems
Started selling chili sauce at a stall.
In the beginning, Tao Huabi just sold on the street,
However, at that time, because the chili sauce she made tasted good,
As a result, they are often snatched up by their neighbors.
After that, Tao Huabi suddenly had the idea of selling chili sauce to more people.
So she took aim at the driver who often traveled on the road.
Because of the fatigue of the drivers,
So Tao Huabi often can't help but send them some sauerkraut and spicy tempeh,
It is convenient for them to eat on the way, and people always exchange their hearts for hearts.
Tao Huabi was sympathetic to these drivers,
It also made these drivers very moved,
Therefore, in his spare time, he will also help Tao Huabi sell hot sauce.
In this way, Tao Huabi's old mother is getting better and better,
With the help of many drivers, she earned the first pot of gold in her life.
Second, insist on not making Chinese money
In August 1997, Tao Huabi used the money,
Established "Laoganma Flavor Food Co., Ltd." in Guizhou Province,
However, I have to say that although Tao Huabi does not know one in big characters,
But he is a good hand at business.
Under her leadership, the old dry mother has been in line with these years
"Production price grasp with both hands, both hands must be hard" business philosophy,
Let the profits of the enterprise directly outperform inflation.
For more than a decade, the old dry mother has been stabilizing her own price band,
The price of about ten yuan has never had a big fluctuation,
With its own unique flavor and affordable price,
Lao GanMa dominates the hot sauce industry in the mainland,
It has even become a curse on the entire hot sauce industry.
As the old dry mother of the hot sauce industry leader,
Its price has directly become the benchmark for the price of the hot sauce industry,
Because there is no domestic hot sauce brand,
Have the courage to price yourself far more than the old dry mother.
However, in terms of maintaining the price, it is not easy for the old mother to do it.
Once the old dry mother, in order to rise in labor costs and price costs
Outperform inflation, maintain the original price of the old mother,
Therefore, the old mother decided to control the production cost,
With henan peppers with relatively low prices,
Instead of the high price of Guizhou local peppers.
Although this decision did allow the old mother to stabilize the price,
However, it also pushed the old mother to the outlet of public opinion.
Because of the old dry mother's change of pepper,
It is hyped up by many news media.
Some people even threatened that the old dry mother did not use Guizhou peppers,
You can't be called Guizhou Old Ganma,
The old mother also suffered an unprecedented crisis of trust,
Pushed to the cusp of the storm.
However, for these public opinions, the old mother did not pay attention to it at all,
Continue to work hard to engage in production, to do business,
After that, time directly corrected the name of the old dry mother.
Because the flavor of the old dried does not change at all,
In terms of taste, it is still irreplaceable,
Gradually, those public opinions were self-defeating.
However, some time ago, a drop was the "price adjustment letter" of Guiyang Nanming Laoganma Flavor Company,
It has triggered heated discussions among netizens, and the old mother, who has been maintaining stability in the price, has the news of price increase.
According to the "price adjustment letter", the 25 items under the old dry mother,
The price will be adjusted by 5%-15% from March 1,
Specifically, each box rises by about 10-20 yuan,
The increase in a single bottle of chili sauce is about one yuan.
In this regard, some netizens expressed dissatisfaction:
Milk tea can not afford to drink, instant noodles can not afford to eat,
Now even the old dry mother is not fragrant.
In fact, the old mother has been working all these years, in order to stabilize the price,
Really carried too much,
Even so, it has persisted until now,
Today's increase is actually within the acceptable range of everyone.
In fact, over the years, Tao Huabi has been practicing what he once said:
"I'm a Chinese and I don't want to make Chinese money.
If you want to earn, you have to earn the money of foreigners."
Lao Gan Ma is known in the United States as a "luxury product imported from China",
Because in a condiment in the United States,
What kind of price is more expensive,
The price is converted into RMB about 80 yuan a bottle,
Compared with the domestic price, it has increased by 8 times,
However, even so, it still sells well in the United States.
And in countries such as Europe and Japan,
Although the price of the old dry mother is not as high as that in the United States,
Probably just a bottle at 30 to 50 yuan,
But compared to the domestic, it is really expensive.
It can be said that over the years,
Tao Huabi in the pricing of the old dry mother,
It's really quite a conscience,
Tao Huabi's patriotic feelings,
Undoubtedly, it is also one of the reasons why the old mother has become bigger and stronger.
Third, use the principle of four noes to cross the four major cycles
However, the success of the old dry mother can not only grasp the price line,
The most important thing is that no matter how it changes from time to time,
Tao Huabi was able to keep his bottom line.
As she once said:
Keeping the bottom line is the root of victory.
And the "four noes principle" as Tao Huabi's bottom line,
Successfully crossed the "four major cycles" that all enterprises will face.
Over the years, the old mother has been insisting
The four principles of "no loan, no equity participation, no financing, and no listing",
In many enterprises, maintain that part of their own sobriety.
It is even more to make your business bigger and bigger,
However, now with the expansion of the scale of the old mother,
Founder cycle, team cycle,
The four major cycles of product cycle and market cycle,
It became a problem in front of Tao Huabi.
Especially the founder cycle,
It has become a big problem facing the old mother today.
Tao Huabi as an entrepreneur of the enterprise generation,
Create the old dry mother from scratch.
However, today's Tao Huabi is 75 years old,
Such a large piece of family property must be followed by someone,
Therefore, the founder cycle has become a problem that the old mother has to solve quickly.
However, her two sons,
But it is completely in the type of mud that cannot support the wall,
Tao Huabi once tried to let his two sons take over lao Ganma.
Handed over the sales end of the old dry mother to his eldest son Li Guishan,
The production end was handed over to his youngest son, Li Miaoxing.
Not only that, but also divided the shares in his hands into two shares,
Handed over to the two sons, and in the hands of Tao Huabi,
Only one percent of the shares remained,
It is intended to make the two brothers join hands to make the old mother stronger and bigger,
Since then, the old mother has entered the "double Plum era".
However, what she did not expect was that
Soon after he handed over the old mother to his son,
Problems began to occur.
First of all, his eldest son embezzled the cash flow of the old dry mother,
In the name of the old dry mother directly into the real estate,
In the end, nothing famous was made, and a bunch of rotten buildings were also made,
It was rehabilitated by the owners.
After his own young son privately replaced the raw materials of the old dry mother,
As a result, the taste of the old dry mother has been greatly reduced, and it has been controversial.
Finally, Tao Huabi, who has just lived a retired life,
Had to re-emerge from the jianghu and turn the tide,
Clean up the mess for his two sons.
Now Tao Huabi, who is at the helm again, has begun to pay attention to the cultivation of corporate talents.
Entered the stage of "quenching" recruitment,
I believe that in the near future,
The old mother will definitely be able to cultivate qualified successors.
In the team cycle, the old mother has always adopted the "family affection" management,
It has touched countless employees and consumers.
When the size of the old dry mother reached 40 people,
Tao Huabi and the staff cut peppers.
When the size of the old dry mother reached more than 2,000 people,
Tao Huabi not only gives all but employees to eat and live,
And they will make longevity noodles for them by hand,
Let employees feel the warmth of home in the company.
At a time when the business is expanding again,
Family culture has been difficult to maintain the development of the old mother,
So the old mother conforms to the development of the enterprise,
Start building a team culture,
Through the organizational change of the old dry mother enterprise,
Helped the old mother to retain and cultivate a large number of talents.
With the joint efforts of these outstanding backbones,
Only to let the old mother become bigger and stronger,
It has always been firmly on the leading throne in the hot sauce industry.
In the product cycle, many netizens have told the plight of the old mother today.
"Now the old dry mother is not worth buying, and I used to buy a bottle and was reluctant to eat it.
But in two or three days you can finish a bottle,
Now I can't eat it, and after a few bites, I'll be left there waiting for mold. ”
In the previous era of extreme scarcity of materials,
Old dry mother bibimbap, old dry mother on the steamed bun used to be a hit.
However, with the development of the economy,
People's living standards have improved,
And the types of food are even more varied,
Even in the hot sauce track, brands have emerged in recent years.
For example, brands such as Plum Ziqi, Hubang, and Rice Ye are dazzling.
They find ways to characterize multiple categories and tastes,
Seize the market share of the hot sauce market,
As a result, people's dependence on the old mother has decreased.
Fortunately, the old dry mother enterprise has a strong brand,
As the moat of the enterprise, the status has always been as stable as Mount Tai.
Today's old dry mother has long been solidified into the hearts of consumers,
Product symbols of spicy oil, however other niche brands,
But it is difficult to have this brand power of the old dry mother.
In the product market, the old dry mother for many years,
Has been relying on their own product strength and channel power,
to cope with the rapidly changing market.
With the development of the market economy,
There are a lot of brands on the hot sauce track,
The road is becoming more and more crowded and the competition is becoming more and more intense.
Not only that, there are many companies that want to rub the heat of the old mother,
Therefore, there are many in the market, and the packaging is similar to the old dry mother,
It looks like it's actually Daddy's chili sauce,
Want to deceive consumers and achieve their own sales purposes.
The increase in the categories and imitations of the hot sauce market,
It has indeed caused the market share of the old dry mother to decline a lot.
According to people familiar with the matter,
Lao Gan Mama's current market share,
It has gone from a decline of nearly five percentage points.
Based on this, Lao Gan Ma began to strengthen the protection of her own brand,
Crazy Registered Trademarks,
Since then, the old dry father, the old dry father, the old aunt to the dry son, the dry daughter and so on,
They are honored to be one of the old mothers.
Not only that, the old mother also introduced new things in order to conform to the trend of the times.
Start innovating your own marketing methods,
For example, the launch of the old dry mother love bottle,
And the magical video advertisement "Unscrew the old mother" and so on,
To help lao gan mama seize the hot sauce market.
It can be said that the span of the four major cycles of the old dry mother,
All are inseparable from the solid four no's principle of the old mother.
"No loan, no equity participation, no financing, no listing",
These four principles make the reform road of the old mother's enterprise unimpeded.
It can be said that in the business process of the old mother,
As long as there is an inappropriate place,
The old mother can make a response at the first time,
The ability to respond to crises is quite rapid.
Over the years, the old mother has not forgotten her original intention,
Stick to your original bottom line.
For more than 20 years, it has been stabilizing the price line of the hot sauce industry.
Adhere to their "four principles",
However, not all companies can keep their hearts,
For example, Sanlu, once the leader of the milk powder industry.
Fourth, keeping the bottom line is the fundamental to victory!
Sanlu 14 years ago was a well-deserved leader in China's dairy industry.
Its position in the milk powder industry,
Just like the status of the old dry mother in the hot sauce industry today,
It can be said that it is a "thousand troops and horses" that directly swept the industry.
In the beginning, Sanlu was like the old mother,
Are in their own industry conscientious, continuous deep ploughing,
However, gradually Sanlu began to be blinded by interests.
In order to make their own milk powder, measured higher protein content,
So Sanlu found the chemical melamine.
Since it is known that melamine is harmful to health,
So Sanlu began to add very little dosing to milk powder,
This allows for higher protein measurements,
And there is no harm to the child.
And after adding melamine for a while,
Sanlu found that there was no problem,
So the dose was increased in the milk powder.
Due to the ultra-high protein content,
Let Sanlu firmly occupy the hegemonic position of the milk powder industry.
Suddenly, Sanlu had unlimited scenery in China.
However, this scenery did not last long,
In 2004, there were many babies who used Sanlu milk powder.
Became a "big-headed doll",
Sanlu has also been subjected to many consumer complaints.
There was also an uproar on the Internet.
Subsequently, Sanlu immediately launched an emergency press conference.
Claiming that their milk powder is very healthy, everyone may be mistaken,
After that, some netizens posted on the Tianya forum,
Claiming that his children have consumed Sanlu milk powder,
Causing abnormal urination, unsuccessful negotiations with Sanlu Group,
Soon after, however, the post was mothballed.
Until the major hospitals have received a large number of "big head dolls",
This matter has begun to attract widespread attention from society.
Major newspapers also began to compete for coverage,
Sanlu was pushed to the cusp of the storm.
In 2008, this matter attracted the attention of the state
The State Council officially launched the National Major Food Safety Accident Level I Response,
A special team was also set up to investigate the Sanlu incident.
It was only when Sanlu milk powder, which poisoned many children, was proven harmful.
At the moment when the truth is revealed,
Sanlu, who was firmly in the hegemony of the milk powder industry, was pulled off the altar,
Overnight, Sanlu became stenchy.
After that, all Sanlu milk powder on the market was recalled,
The personnel involved were also brought to justice.
Tian Wenhua, then chairman of Sanlu Group,
He was also sentenced to life imprisonment.
Once those who belonged to Tian Wenhua's splendor,
The splendor that belonged to Sanlu was all empty.
Therefore, whether it is an enterprise or an individual, it should keep its original intention,
The so-called do not forget the original heart, to always!
Keeping the bottom line is the root of victory.
So what do you think of Tao Huabi?
I also want to learn more about the entrepreneur's story,
Welcome to leave a message in the comment area!
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