Curry favor with China, with an annual income of 40 billion! Hang the old godmother's American hot sauce, specializing in the treatment of water and soil

Nowadays, the heat of Tianshui in Gansu has spread to all parts of the country.

There have been a number of Gansu spicy snacks in Beijing, and there has been a grand queue in the Gansu Beijing Office;

There are also many places where Sichuan Malatang was sold in the past, but all of them have been changed to Gansu.

The protagonist who makes everyone so good is not spicy tang in the final analysis, but the soul ingredient in it - chili.

What many people don't know is that in the chili pepper fever, it caught the rich and noble earlier than Gansu Tianshui, and this time-honored brand: McCorvoic.

This brand may sound a little unfamiliar at first glance, but as a time-honored American brand that is quite related to chili peppers, it has already imperceptibly "swept" the whole of China, and has been making a lot of money in a muffled voice, which is quite scheming.

Whether it's Sam's, Carrefour, or Hema you'll find McCormick's products. has been "lurking" in China for more than 30 years, and has made more than 100 billion yuan in gold over the years, which is more than 10 times that of Lao Gan Ma.

Many people can even find a condiment with the McCormick logo printed on it by flipping through the kitchen at home.

When it comes to Chinese catering or condiments, they have always been dominated by local snakes, making a lot of money in a high-profile manner, and living as the envy and envy of foreign giants.

In the shadow of the old godmother, he can still become a supermarket nail household, and McCormick is the biggest ruthless person.

The American "old godmother" has been lurking in China for 30 years

How exaggerated is McCormick's "sweep" in China?

Even if you haven't bought one of its products, you must have encountered it.

Eat KFC and Burger King, and the clerk will stuff you with a handful of sweet and spicy sauce dipping sauce with a delicious taste.

When you go to the supermarket, you can often see a row of McCormick pepper.

It is said that a seasoning called onion cheese launched by KFC is specially developed by McCormick for KFC, and many new products in KFC, such as hamburgers and fried chicken, also have McCormick.

Like the current top-notch status, McCormick had a smooth journey in the first half of his life, living like a cool male protagonist.

The brand was founded as early as 1889, not to make hot sauces or seasonings, but to develop products such as jams.

A 25-year-old American who started a business was not optimistic at first, but he didn't expect it to be successful as soon as he came up.

In the United States at that time, people preferred jams with rich flavors, so McCormick hugged the thighs of Western restaurants, and the ingredients were relatively clean, earning the first pot of gold.

With money, McCormick's ambition is getting bigger and bigger, not only satisfied with playing a supporting role in Western restaurants, but selling products directly to consumers, eyeing spices.

McCormick is quite smart, selling jams, and its presence can only be found in Western restaurants and fast food restaurants, while selling condiments is in the thousands of households of ordinary people.

But for McCormick at that time, spices were completely blind spots, so what to do? Anyway, McCormick did what all big companies do: buy, buy, buy, buy!

Unexpectedly, this purchase not only unlocked the condiment skills, but also completely opened McCormick's idea of going out of the United States.

After gaining fame in the United States, McCormick went to South America, Europe and other places to expand its market, and the first thing it did was to annex local companies, and McCormick's status rose again and again.

McCormick did not buy indiscriminately, but aimed at local powerful but not large-scale enterprises, not only monopolizing the seasoning business in the United States, but also blowing up its presence around the world.

Of course, to be able to continue to maintain the luck of the big male protagonist, it is far from enough to just buy and buy.

At that time, in the condiment market, people in various places had different taste preferences, but McCormick found a pattern: starting with Western restaurants, and then spreading to supermarkets, quickly opening up many countries.

However, this good fortune almost failed in China.

In 1989, McCormick just came to China and touched a gray nose, because no one had heard of it, and the sales were dismal, and there was no department dedicated to making chili sauce for Chinese at that time, the taste did not meet the taste of Chinese, naturally no one paid for it.

To add insult to injury, McCormick was bundled with large supermarkets in the United States, and there were no similar supermarkets in China at that time, and there was no advantage in channels.

However, since childhood, such an experience is much more beautiful, and the same is true when I come to China.

In addition to shopping, shopping, and shopping, we also did not forget to study the preferences of the locals and maintain this rhythm, Wei Duomei has been lurking in China for 30 years, and has also made a fortune for 30 years.

From a small transparent to a hot sauce brother,

McCormick has two loopholes

Over the years, McCormick has created many legends:

The annual income is 40 billion, which is 10 times that of the old godmother;

Large shopping malls around the world will set up condiment zones for McCormick;

Another data is even more exaggerated, at its peak, McCormick accounted for one-fifth of the world's condiment market.

In the United States, it is properly hegemonic, and in China, although it is a little uncomfortable at first, it has completely changed its life against the sky. Wei Duomei was able to counterattack, mainly because of two loopholes.

The first is the hole in the diamond category.

In the face of an unfamiliar market, McCormick's consistent strategy is to think of other ways if it doesn't work on one road.

As a result, McCormick began consumer research again. They found that at that time, China's chili sauce was generally produced in Hunan and Sichuan, and the taste was relatively spicy, and some people were not used to eating it at all.

Moreover, the taste of chili sauce on the market is very similar, and there is no particularly differentiated product, so they started from this aspect.

Developed a sweet and spicy sauce, this sauce has both the spicy taste of chili peppers, and the taste of sugar to enhance freshness, at that time, sweet and spicy sauce is still a fresh category, this unique taste, no heavy oil and heavy sugar, in line with China's increasingly healthy needs, immediately attracted many people.

With a category foundation, McCormick in China has also copied a trick in the United States: binding big names.

Partnering with various fast food brands such as KFC and McDonald's, McCormick is getting stronger and stronger wherever there is fast food, and gradually has a stronger presence in China.

After seizing the category loophole, the second loophole that Wei Duomei seized was to camouflage domestic products.

Unlike foreign giants such as Nestle and Starbucks, which focus on authenticity, McCormick's first thing in China is to give itself a rather localized name, which is simple and rude, and you won't feel that it is a foreign brand at all.

A more intuitive embodiment of camouflage domestic products is appearance.

McCormick has specially designed several bottles, with bright red plastic lids with strong Chinese characteristics, so that everyone can not see McCormick's camouflage. The packaging is even more enlarged in Chinese, and the English logo is very small, and you will not find it if you don't look carefully.

Some people describe that if you don't pay attention, these spices will enter everyone's shopping cart.

At the same time, McCormick has also acquired many domestic condiment factories, and as the saying goes, if you can't beat it, you can buy it, and its market share has been quietly expanding, and even now, many people still think that McCormick is a local brand in China.

After this operation, McCormick has completely become the favorite of the supermarket.

Chinese hot sauce, what should be the aesthetics of good taste?

As we all know, inconspicuous condiments hide big gold mines.

Haitian, who sells soy sauce, makes more money than selling real estate, and Thirteen Spices, which sells seasonings, also makes a lot of money.

The same is true for hot sauce, in fact, in China, the exploration of hot sauce by various players has never stopped.

In fact, there is no shortage of well-known hot sauce brands in China, in addition to the well-known Lao Gan Ma, as well as Hubang, Limin, etc., many large factories have even started to make hot sauce, and they have also made a lot of money over the years.

But in terms of gold absorption and scale, it is still not a little worse than McCormick.

If you want to become the king of hot sauce, what should Chinese hot sauce be good attest? In Brother Dao's view, it is still the ultimate user thinking.

First of all, the volume price is not as good as the volume presence.

Hot sauce is getting more and more expensive, and even in order to save costs, when Lao Gan Ma and her youngest son were in charge, they exchanged Lao Gan Ma's raw materials in exchange for one-sided bad comments from the market.

When Lao Gan Ma's reputation overturned, McCormick once took advantage of the loophole and quickly occupied the majority of the market with its stable taste and diverse products.

Is McCormick really hard to replicate? No, the point is that it understands the Chinese too well.

With a multi-basket strategy, McCormick alone has more than 20 brands. Someone picked up a McCormick family photo and found that even if it escaped its hot sauce and ketchup, it was difficult to avoid pepper and chicken essence, which was simply impossible to prevent.

Even if it is the purchase of China Bridge Chicken Essence, it is completely unchanged, and it is impossible to see that it has been acquired by foreign giants.

Secondly, the volume is not as good as the quality of the volume.

Compared with many peers who "cherish feathers" and only do one category for the rest of their lives, McCormick can be said to have no frame at all, not only in its down-to-earth appearance, but also in what users need.

McCormick is ruthless, and several of its categories are not only acceptable to consumers, but also used by many catering and snack giants to learn.

Some people don't like sweetness, so McCormick develops flavors that are suitable for people with less sugar.

Everyone's taste is different, McCormick will go through the sukiyaki, army pot, tom yum gong type, etc.

Behind this, McCormick has invested heavily in research and development, and has set up a technology innovation center to study people's taste preferences, in order to make it easier to understand Chinese, build a factory in Shanghai, and spend time researching, so there are various spicy pot seasonings and stew seasonings, which can subtly sweep the lives of Chinese.

Being able to quickly gain a foothold in an unfamiliar field, boldly cross borders without overturning, McCormick is indeed worth learning from many Chinese counterparts.

In recent years, people's awareness of domestic products has risen, and time-honored brands such as Wahaha, Bee Flower, and Vitality 28 have found their own traffic passwords.

Just like after Gansu Tianshui spicy became hot, all kinds of gimmicky snacks of the same name poured out from all over the country for a while.

But pouring wealth is just an opportunity, whether to grasp it steadily, to what extent it can turn over, in the final analysis, it still depends on the real strength of the enterprise.

Just like in the past, Zibo became popular, and barbecue restaurants of the same name emerged in an endless stream, and if the popularity of Zibo was not good, it could only add blockage to consumers, and it would eventually die down.

Similarly, in the business world, empty feelings can't be eaten, and if China's time-honored brands want to avoid being poached by others, they still rely on their own products to be hard enough and their experience to be down-to-earth.

After all, the infiltration of "moisturizing things silently" is often more terrible than the boasting of holding things high.

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