“躺平”后，老干妈卖了快54亿

Core Viewpoint - The article discusses how Lao Gan Ma, a well-known Chinese chili sauce brand, has managed to achieve significant revenue growth without engaging in typical marketing strategies like social media operations and live streaming, contrasting with other brands that are heavily investing in these areas [4][5][29]. Revenue Recovery - Lao Gan Ma's sales revenue reached 5.391 billion yuan in 2024, nearing its historical peak of 5.403 billion yuan in 2020 [5][12]. - The brand experienced a revenue drop of 20% in 2021, falling to 4.201 billion yuan, attributed to the pandemic's impact on offline consumption [7][9]. - From 2022 to 2024, Lao Gan Ma's revenue steadily increased from 5.26 billion yuan to 5.391 billion yuan, alleviating market concerns [12]. Marketing Strategy - Unlike many brands that focus on live streaming and social media marketing, Lao Gan Ma has adopted a "laid-back" approach, relying on natural consumer repurchase for online sales [5][14]. - The brand has ceased regular updates on its social media accounts, with the last posts dating back to March 2022 for WeChat and February 2025 for Douyin [15][16]. - The decision to minimize marketing efforts may stem from the high costs and low returns associated with live streaming and e-commerce channels [17]. Product Development and Innovation - Despite the lack of marketing noise, Lao Gan Ma continues to develop new products and expand into overseas markets, with significant growth in international sales [6][18]. - The brand has successfully entered 160 countries by 2024, with a 30% year-on-year growth in overseas markets [18][19]. - Lao Gan Ma has introduced over 20 new products since 2020, including various chili sauces, although its product innovation has not aligned with the rising demand for healthier options in the domestic market [25][28]. Competitive Landscape - Other brands like Fuling Mustard and Zhongjing Foods have faced challenges in maintaining revenue growth post-pandemic, highlighting the competitive pressures in the condiment market [10][11]. - The pricing strategy for Lao Gan Ma's products is constrained by competition, with many brands operating within a similar price range, necessitating a focus on volume sales [26][27]. - The emergence of new brands in the chili sauce category has led to a diversification of product offerings, but Lao Gan Ma remains a leading name internationally [19][24].