21书评︱“挨骂也要涨价”：马孔多创始人讲述十年突围

Core Insights - The article discusses the entrepreneurial journey of the company "Makondo," founded by Ai Guoyong, which has undergone multiple transformations over ten years in the sports industry [3][5][10]. Company Overview - Makondo was established in 2015, named after the fictional town in Gabriel Garcia Marquez's "One Hundred Years of Solitude," reflecting the founder's admiration for the book [3][4]. - The company operates in the running market, which is projected to grow from 492.6 billion yuan in 2023 to 598.9 billion yuan by 2025 [3]. Business Transformations - The company has experienced five significant transformations: 1. Transitioned from media to sports public relations, initially securing profitable projects but struggled to maintain a steady client base [5][9]. 2. Shifted focus to organizing running events, conducting 12 medium-sized marathons, relying on government support, registration fees, and sponsorships for revenue [5][9]. 3. In 2019, Makondo pivoted to focus solely on running gear, facing financial challenges but achieving a turnaround with a successful product launch during the "Double 11" sales event [10]. 4. Evolved from selling running gear to establishing a brand, emphasizing originality and quality over low pricing [11]. 5. In 2024, the company transitioned from low to mid-price segments, increasing prices to enhance profitability and product quality, despite some customer loss [12][13]. Financial Performance - In 2019, the company's revenue was 4.04 million yuan, which surged to over 200 million yuan by 2023, marking a 60-fold increase [3][10]. - The company faced challenges with profitability, as revenue growth did not translate into profits, leading to inventory issues and financial strain [12][13].