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Introduction:
As the old godmother of the "national goddess", as far as the American gangster and close to the grandpa and aunt around her, all have heard of its name. However, in this Internet era, we rarely see the news of the old godmother on the Internet.
Only occasionally a few oolong incidents, the old godmother appeared in people's field of vision, which can't help but make people curious, as a result, go to the official major platforms to see, all stopped, what happened?
One: Selling goods is only recorded and broadcast
The cause of the incident was that netizens found that when the official account of the old godmother was selling goods live, it only played the video of the old godmother Tao Bihua being interviewed, which caused different voices from netizens.
First of all, the old godmother's behavior of only playing interview videos can be said to have confidence. After all, not every brand dares to do this. By playing video interviews, the old godmother was able to show consumers the story behind the brand and the unique charm of the founder.
However, some netizens may find this practice a bit strange. They might think that live-streaming sales should show more on the product itself than on video interviews. After all, consumers care more about the quality and presentation of the product than just the story of the brand.
However, some netizens also expressed appreciation for this approach. They believe that by showing video interviews, consumers can better understand the brand's history and values.
Of course, some people think that this practice makes the content of the live broadcast too boring and unattractive, and will make the audience lose interest. After all, live streaming is an activity that needs to attract viewers to participate and buy.
If the audience is bored or unable to empathize, it will affect the sales effect. Therefore, most people think that the old godmother's practice is an irresponsible behavior for the sale of their own products.
Nowadays, with the rise of the Internet era, the old godmother has gradually lost its sense of existence, you must know that because the old godmother is convenient to carry, it can also be used for the wrong dish to cook, the price is quite affordable, and it has become a well-known national product in the mainland.
So much so that this hot bee tide has been pushed abroad, and there is even a shortage of goods in foreign supermarkets, and even some foreigners have specially found someone to buy on behalf of them.
But why do so many foreigners like to eat old godmothers? At first, these foreigners stopped at the old godmother, because the old godmother was packed in a glass bottle, and when the foreigners saw that the outer packaging was so greasy, they thought that it must not taste delicious.
Later, with the strong recommendation of some Chinese Chinese, some foreigners tasted it with the mentality of trying, but they did not expect that they fell in love with the old godmother since then.
Under the 100% praise of these people, the reputation of the old godmother abroad has gradually spread a hundred, at a speed of hundreds of spreads, in some foreign families, are deeply attracted by this Chinese style hot sauce, some even eat a bottle a week, has been inseparable from the old godmother.
At this time, some people can't help but ask, then why has there never been such a boom on the mainland? It is understood that at the beginning, people ate steamed buns to match the old godmother. Nowadays, the quality of life of mainland people has improved, and they pay more attention to health preservation in terms of eating, and they have begun to stop eating spicy and fatty ingredients.
And now there are more and more chili brands on the market for the taste of ordinary people, so the old godmother is actually not popular in some aspects of China. Many netizens lamented that when you eat old godmothers, it is when you are at your poorest.
Two: The dilemma of the old godmother
In fact, in recent years, the old godmother has indeed shown itself quite lonely in the fierce competition in the hot sauce market. As more and more new brands emerged on the market, sales of old godmothers gradually declined.
In 2014, Tao took a back seat and let his children take over the management. It has caused a series of problems, such as the company's growth and formula change.
And the convenience of changing the matching has caused a large number of loyal fans to be dissatisfied. They felt that the taste of the old godmother had changed. So why change the recipe? It turns out that the old godmother has recently begun to mix peppers from multiple origins. This is because Guizhou chili pepper, as the main raw material of the old godmother, has risen in price.
Although the production of Guizhou peppers is insufficient and the cost has soared, the old godmother did not raise the price of the product, insisted on stable product pricing, and did not let the rising cost affect consumers. Therefore, in order not to lose money, the old godmother had to mix peppers from other sources to cope with supply and demand.
And those loyal fans who are accustomed to the pure taste of Guizhou chili, and now suddenly have chili peppers from other places mixed in, of course, they will feel that something is wrong, which has also led to a large number of fans losing their powder.
Although the old godmother occupied the market early through the tough ability to spread goods, and turned the product into hard currency, for dealers, there can also be stable profit margins.
However, in recent years, new brands in the field of sauce have had a certain impact on the old godmother. This competition makes the old godmother's market position unstable. In order to reshape the brand image, the old godmother even cooperated with fashion magazines in 2018. Unfortunately, revenue has declined for two consecutive years.
Just when everyone was disappointed with the old godmother, Tao Huabi appeared! In 2019, she launched a magical brainwashing MV "Unscrew Godmother". This MV became popular all over the Internet for a while, bringing huge attention to the old godmother.
Unsurprisingly, revenue in 2019 exceeded 5 billion yuan, a record high. However, the road back has not been easy. In 2022, the old godmother tried to enter live broadcast sales, and the result can be imagined - the data is bleak.
Not only that, but there are also many emerging brands in the market, which has increased the competitive pressure on the old godmother. Coupled with the increasingly mature hot sauce market, brands such as Hubang and Chuanwazi have used takeaway platforms and low-price sales strategies to rise rapidly, and various brands have emerged one after another, and the competition is extremely fierce.
New brands have attracted a lot of capital attention through multiple rounds of financing, and it is difficult for old godmothers to occupy an advantage in market competition, and their position in the eyes of consumers is no longer so stable.
In addition to the challenges of the product, the social operation of the old godmother has also attracted much attention. In recent years, the old godmother's operation on social media has appeared to be somewhat aging. Their online and offline walk-by-step strategy didn't have the desired results, and consumers weren't interested in their interactions and content.
However, none of us can deny the development of the old godmother over the years, and their achievements should not be underestimated. Faced with the challenges of competition in the hot sauce market and the problem of brand positioning, the old godmother faces many challenges, but there are also opportunities.
In the past, old godmothers have always enjoyed a high reputation in the hearts of consumers, which is their advantage. However, to recapture consumers' taste buds, they need to deal with fierce competition, improve social operations and branding.
End:
On March 16, the old godmother issued a statement clarifying the rumors of withdrawal from the Internet that netizens were concerned about. They made it clear that the store is still open and urged everyone to buy with confidence.
So don't worry, the old godmother did not leave the Internet stage. What is even more exciting is that after the turmoil of the withdrawal subsided, the old godmother issued an announcement announcing that they were fully preparing for the release of new products.
It was revealed that the old godmother was about to launch ice cream, and the news attracted widespread attention. Some speculate that the old godmother may introduce ice cream with a unique taste, while others speculate that it may be the old godmother launching ice cream with chili sauce flavor.
No matter what kind of speculation, people are full of expectations, and I believe that the old godmother will bring us a surprising and delicious experience.