The sensational "Angry Lady"
In the summer of 2003, the American couple Jack and Lydia set out on a trip to China, a country far east that is full of mystery and yearning for them. On the second day of arriving in the Yunnan town of Dehong, the two of them ran into a small local supermarket like children, wanting to see what special products they could buy.
"Oh my God, look at this!" Lydia was surprised to pick up a glass bottle with the face of an old lady with a bad face, "This sauce bottle design is too interesting!" Jack leaned over, and after a moment the two couldn't help but laugh.
Increasingly curious, the two decided to buy a bottle of this egg chili sauce called "Lao Gan Ma" and go back to the hotel to try it. Unexpectedly, the first time I tasted it, I was conquered by its unique taste - fragrant, numb, spicy, the three flavors are intertwined, and the aftertaste is endless.
Early the next morning, Jack hurried back to the small supermarket to buy all their stock. "This chili sauce is simply the most wonderful invention on this planet!" Since then, whenever he talks to friends about his trip to China, Jack is always excited to describe how memorable the "angry Chinese lady" and her masterpieces are.
It didn't take long for the name Lao Gan Ma to spread in his circle and become a household name in China.
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A strong woman in the limelight
In the 80s of the 20th century, in a small mountain village with poor mountains and bad waters, there lived a poor peasant surnamed Tao. Tao Huabi, a woman in this family, grew up in a poor family, and dropped out of primary school within a few days to help her parents plant rice and collect potatoes at home.
However, what everyone didn't expect was that Tao Huabi inherited a good craftsmanship from her ancestors, especially good at using the only few spices and chili peppers at home to make excellent and fragrant dishes.
Later, Tao Huabi's husband unfortunately died early, the children were still young, and the family was in trouble. In order to support her family, Tao Huabi opened a small restaurant at the entrance of the village with the help of ancestral secret recipes.
The variety of hometown dishes and special chili sauce she made quickly attracted many students. These students praised her for the delicious food she cooked, and affectionately called her "old godmother".
Seeing the popularity of her craft, Tao Huabi's eyes lit up and she was determined to launch her own products. She registered Lao Gan Ma Food Company, recruited employees, and began mass production of Lao Gan Ma brand chili sauce.
Through her own efforts, the brand of Lao Gan Ma has gradually become well-known in the local area, and Tao Huabi has deservedly become the title of "strong woman" in everyone's mouth.
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A heavy blow to the brand crisis
After entering the 21st century, the brand of Lao Gan Ma seems to have soared, and its sales and reputation have reached its peak, becoming the most famous chili sauce product in China. However, the good times did not last long, and in the hands of the new boss Li Miaoxing, the old godmother began to make desperate reforms.
In order to reduce production costs, Li Miaoxing replaced the ingredients of Lao Gan Ma's secret recipe without authorization. This change has directly affected the flavor and taste of the product, and many old customers have tasted different and posted on the Internet questioning whether Lao Gan Ma has gone bad.
This sudden crisis has dealt a heavy blow to the brand reputation of Lao Gan Ma. Negative news quickly spread on online platforms, and reviews plummeted. The 73-year-old founder, Tao Huabi, went back to the mountain to try to save the scene, resumed his practice and personally blended products, but he was unable to return to the sky.
At the same time, various cutting-edge chili sauce brands have also seized the market of Lao Gan Ma. This failure made Lao Gan Ma realize that if the brand does not meet the taste of the public, it will be abandoned by consumers.
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A new life after deep reflection
After experiencing a baptism of crisis, the old godmother re-examined herself and reflected deeply. Lee understands that in order for brands to integrate into the new era, they must keep pace with the times and pay close attention to consumer needs.
He has assembled an efficient marketing team with several top marketing planners in the industry to work with them on new ideas.
On the basis of maintaining the unique taste of Lao Gan Ma, they have developed a series of products with a variety of spicy options, designed new easy-to-carry small packages, and often launched limited edition co-branded models to enhance the sense of fashion.
Lao Gan Ma began to advertise in new media such as Douyin and Xiaohongshu, and her sales channels expanded from traditional supermarkets to self-operated e-commerce platforms. They are also actively expanding overseas markets, hiring local spokespersons and holding offline tastings.
Through a series of decisive measures, Lao Gan Ma's product sales and reputation are steadily rebounding, and the posture of the new life is clearly visible. Both Lao Gan Ma and Li Miaoxing understand that if brands want to gain a foothold in this era, they must embrace change and win consumer recognition.