“辣酱女王”归来 老干妈营收拉回54亿

Core Insights - The article highlights the resurgence of Lao Gan Ma, a leading Chinese chili sauce brand, which has recently returned to high revenue levels, reflecting a struggle between nostalgic taste memories and current business realities [1][7]. Company Background - Lao Gan Ma was founded in 1989 by Tao Huabi, who initially opened a small restaurant in Guiyang, where her homemade chili sauce gained popularity, leading her to pivot to chili sauce production [2]. - The brand is characterized by its low-key marketing approach and a focus on maintaining product quality, with a strong presence in both domestic and international markets [2][10]. Recent Performance - Lao Gan Ma's sales reached 5.391 billion yuan in 2024, nearing its peak sales of 5.403 billion yuan in 2020, indicating a recovery in performance [7]. - The company has adopted a more refined distribution strategy by dividing provinces into smaller regions for better market penetration, supported by strong cash flow and an efficient distributor network [4]. Challenges and Changes - The brand faced significant challenges after Tao Huabi's retirement in 2014, leading to a decline in product quality and sales due to changes in management and sourcing practices [8][9]. - The shift to lower-cost chili peppers and mechanized production methods led to consumer complaints about the loss of the original flavor, resulting in a decline in revenue from 2016 to 2018 [9]. Recovery and Future Outlook - After Tao Huabi's return in 2019, the company reinstated its original recipe and halted diversions from its core business, which contributed to its recent sales recovery [9][10]. - The brand's long-term success relies on establishing a sustainable management system that does not depend solely on its founder, while balancing innovation with traditional values [10][11].