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Core Viewpoint - The article discusses the contrasting performance of two Guizhou-based consumer brands, Moutai and Lao Gan Ma, highlighting how Lao Gan Ma has successfully navigated a challenging market environment to achieve a revenue rebound, while Moutai has faced price declines [5][6]. Revenue Recovery - Lao Gan Ma's sales reached 5.391 billion yuan in 2024, nearing its historical peak of 5.403 billion yuan in 2020 [5][8]. - The brand experienced a significant revenue drop of 20% to 4.201 billion yuan in 2021, attributed to the pandemic's impact on offline consumption [8]. - Despite a decline in revenue growth rates from 14.23% in 2020 to 1.18% in 2022, Lao Gan Ma's revenue has been on the rise again, with figures of 5.26 billion yuan in 2022 and 5.381 billion yuan in 2023 [11][12]. Marketing Strategy - Lao Gan Ma has adopted a "laid-back" marketing strategy, avoiding regular live streaming and influencer promotions, relying instead on natural consumer repurchase [5][14]. - The brand's social media accounts have not been updated regularly, with the last post on WeChat in March 2022 and no live streams recorded in the past year [14][15]. - The decision to minimize investment in live streaming and online marketing is seen as a response to the high costs and low returns associated with these channels [16]. Product Development and International Expansion - Despite the perception of inactivity, Lao Gan Ma continues to develop new products and expand into overseas markets, with a reported 30% growth in international sales in 2023 [12][17]. - The brand has increased its global presence from 90 countries in 2019 to 160 countries by 2024, indicating a strong international strategy [17]. - Lao Gan Ma's products are gaining popularity among foreign consumers, with social media trends contributing to its recognition outside China [17]. Competitive Landscape - The article notes that while Lao Gan Ma maintains a strong position in the domestic market, it faces competition from emerging brands in the condiment sector that are adapting to new consumer preferences, such as low-fat options [21][22]. - The brand's innovation in product offerings has not yet aligned with the growing demand for healthier alternatives in the market [22]. - The pricing strategy for Lao Gan Ma's products remains competitive, but the brand must navigate the challenges of maintaining market share amid evolving consumer tastes [21].