年入54亿，躺平的老干妈重回巅峰

Core Viewpoint - Lao Gan Ma, a traditional food brand, has successfully achieved growth despite withdrawing from online sales and promotional activities, demonstrating a unique strategy in a rapidly changing market [2][7][12]. Group 1: Sales Performance - Lao Gan Ma's sales reached 5.391 billion yuan in 2024, nearing its historical peak of 5.403 billion yuan in 2020 [2]. - The company experienced a sales increase from 4.2 billion yuan in 2021 to 5.26 billion yuan in 2022, and close to 5.4 billion yuan in 2024, marking a nearly 30% growth over three years [7][8]. Group 2: Strategic Decisions - In October 2022, Lao Gan Ma disbanded its live-streaming team and ceased online operations, a move seen as counterintuitive during a time when competitors were heavily investing in e-commerce [4][5]. - The decision to withdraw from online channels was based on the observation that e-commerce sales never exceeded 5% of total sales, while online marketing costs accounted for over 30% of the total marketing budget, leading to an unsustainable investment-to-return ratio [5]. Group 3: Product Focus - Lao Gan Ma's growth is attributed to its unwavering commitment to product quality and taste, returning to its original recipe after a previous change negatively impacted sales [9][10]. - The company invested billions to upgrade production lines and established exclusive planting bases in Guizhou to ensure consistent quality [9]. Group 4: Market Strategy - While competitors focused on online channels, Lao Gan Ma concentrated on strengthening its offline presence, partnering with major retail chains and expanding its distribution network across the country [12]. - The brand maintains a dominant market share of around 55% in the chili sauce category, with competitors holding single-digit shares [12]. Group 5: Long-term Vision - Lao Gan Ma's founder emphasizes a steadfast approach to business, focusing on core competencies without being swayed by market trends [13]. - The company is exploring new product lines aligned with health trends while ensuring that classic product recipes remain unchanged, highlighting a commitment to long-term sustainability [15].