Laodopted mother increases the price per bottle 1-2 yuan. Laoganma's price increase has both cost pressure and consideration of its own development. This is a comprehensive consideration of internal and external factors, and listing in the future will be his ultimate goal. Laodopted mother increases the price per bottle 1-2 yuan.
Laodopted mother increases the price per bottle 1- 1 in 2 yuan. According to the news from the media "Seasoning House", Laoganma, a condiment brand, sent a price adjustment letter to the dealers, and since March 2022, the sales prices of some products have been readjusted by 1.
Interface news confirmed the price adjustment news from many dealers. Although Laodopted Mother didn't specify the specific increase, according to the dealer, the increase rate is about 1-2 yuan per bottle, with an increase of 20-30 yuan per piece.
The price adjustment letter issued by Laoganma said that the reason for the price adjustment is that the cost of raw materials, labor and freight are rising every year, which seriously affects the production and stocking of some products of the company.
"Most condiment brands have increased their prices, not just Laoganma." A distributor in Zhongshan, Guangdong told the interface news that condiments rose once at the end of last year, and now it is the second time. Since 20021,the prices of soybeans, soybean meal, soybean oil and other commodities have risen, and Haitian Ye Wei, Arowana, Hengshun Vinegar and other enterprises have announced price increases. Haitian Ye Wei, Arowana, Hengshun Vinegar and other enterprises have announced price increases.
However, based on Laoganma's brand influence and market share, the price increase has not affected the delivery of dealers at present. "Some people only recognize the brand of dopted mother. Although other brands are cheap, they are not easy to sell. " The above dealers said that the sales volume of Laoganma is still relatively high among similar brands. A dealer in Kunming, Yunnan, even thinks it is still difficult for Laoganma to get the goods. "As long as you can get the goods, you can't sell them, and the circulation speed is very fast." The dealer said.
Laoganma's dealer strategy is different from the traditional FMCG, and she only chooses large regional dealers to be responsible for logistics and transportation. In order to achieve the sales purpose, regional distributors must develop and lay out two batches, and gradually form a distribution network all over the major regions. So in convenience stores, supermarkets and other places, Laoganma's products can be seen everywhere.
For dealers, the profit margin of Laoganma is not high, and a bottle is even only a few cents. However, the strong distribution ability made Laoganma occupy the market very early, turning the products into hard currency, and the relatively stable shipments also ensured the stability of dealers' profits.
In the field of hot sauce, Laoganma's status in the Jianghu is beyond doubt, but since last year, the new consumption wave has violently crushed the traditional brands in the industry, and new consumer brands such as Tiger List, Dianxiaowei and Chuanwazi have given Laoganma a certain degree of pressure with the blessing of capital.
Laoganma, who never advertised in the past, began to market frequently in the past two years. 20 19 Laoganma released the magical video "Unscrew the dopted mother"; In 2020, Laoganma's official flagship store cooperated with Taobao to launch "Laoganma loves bottles". Various attempts have also been made at the product end, channel end and terminal.
Laoganma not only continued to produce traditional products, but also introduced new products such as tomato Chili sauce, spicy dishes and hot pot bottom materials. These attempts have also kept Laoganma growing. In 20 19, Laoganma achieved a sales income of 5.023 billion yuan, a year-on-year increase of 14.43%. In 2020, Laoganma's sales reached 5.3 billion yuan.
Laoganma increases the price per bottle 1-2 yuan 2 "National Goddess" Laoganma increases the price.
Recently, it is reported that a Price Adjustment Letter signed by Guiyang Nanming Laoganma Flavor Food Co., Ltd. shows that the rising cost of raw materials, labor and freight has seriously affected the production and stocking of some products of the company. After careful consideration in many aspects, the company decided to adjust the sales prices of some products from March 1 day, 2022.
The implication is that Laoganma decided to raise the price because of the annual increase in raw materials, labor costs and freight.
Once upon a time, Laoganma, a must-have for dry rice people, was once famous all over the country for its cheap price and delicious taste. However, with the rise of emerging dipping sauce brands such as Tiger List, Ye Fan and Master Zuo, the hot sauce market that originally belonged to Laoganma began to be eroded. At the same time, young people and other groups began to abandon Laoganma.
Under the crisis, can the price increase really save Laoganma?
Price increase 15%!
Laodopted mother's price is no longer friendly.
According to the enterprise survey data, Guiyang Nanming Laoganma Flavor Food Co., Ltd. is a family joint venture in which Li Miaohang holds 565,438+0% and Li Guishan holds 49%. Li Miaohang and Li Guishan are both sons of Tao Huabi, the founder of Laoganma.
On Laoganma official website, Guiyang Nanming Laoganma Flavor Food Co., Ltd. is also the main registered place of the company. Some industry analysts pointed out that with Guiyang Nanming Laoganma Flavor Food Co., Ltd. sending a letter to announce the price increase, the nationwide sales price increase of Laoganma will soon be concerned by consumers.
As a matter of fact, the relevant customer service staff of Guiyang Nanming Laoganma Flavor Food Co., Ltd. has already admitted this matter when replying to external inquiries, saying that Laoganma has recently sent a price adjustment letter to all dealers, and the price increase will be implemented from March 1.
Laoganma dealers from Kunming, Yunnan and other places caught the opportunity of price increase and adjusted the price of their products. In addition, many dealers also revealed that the price of one (24 bottles) of hot sauce has probably increased by 20 yuan, and this time the price increase is between 5%- 15%.
With the emergence of the price increase of Laoganma, more and more people began to vomit, "(Laoganma) is worse than before" and "it is not the old Laoganma". Laoganma, once popular for its delicious taste and low price, has "no previous cost performance".
Abandoned by young people
Laodopted mother panicked?
On 20 14, the founder of Laoganma handed over the company he founded to his youngest son, Li Miaoxing, and began to take a back seat. Unexpectedly, after Li Miaoxing decentralized, the taste of Guizhou peppers was not as good as before, and the performance of Laoganma began to rise steadily and decline.
The data shows that the income of Laoganma was 4 billion yuan in 20 14 and reached 4.549 billion yuan in 20 16. However, in 20 17, with the departure of Tao Huabi, the founder of Laoganma, the company began to see a decline in revenue, from 4.447 billion yuan in that year to 4.389 billion yuan in 20 18.
Due to the sluggish performance, Tao Huabi, the founder of 20 19 Laoganma, returned, replaced Laoganma's seasoning with raw materials, and rearranged Laoganma's formula. Immediately, the company returned to the growth channel. In 20 19, Laoganma achieved a sales income of 5.023 billion yuan, a year-on-year increase of 14.43%, a record high, and the sales in 2020 reached 5.3 billion yuan.
However, in those years when the performance was low, many domestic online celebrity brands seized this opportunity, and many new brands appeared, such as Hubang, Ye Fan and Zuo Dashi. These brands quickly seize the minds of users through capital operation and financing, and try their best to seize market share in the hot sauce market. Laoganma's fault gives a new brand that covets the domestic hot sauce market a chance.
According to enterprise statistics, there are currently more than 5,000 enterprises related to Chili sauce, most of which were established in the last decade. Under the siege of many brands, consumers have more choices and a single taste. Laodopted mother seems to be less "fragrant". Most post-90 s and post-00 s groups began to turn to emerging online celebrity brands.
Searching for keywords such as mixed spicy sauce and bibimbap sauce in Tmall and JD.COM respectively, it is found that most of the top brands are Haitian Recruitment Bibimbap Sauce, Li Ziqi, Jixiang Ju, etc. If you don't directly search Laoganma, it is difficult to find its trace.
In the Internet world where the new generation of Internet groups are highly concentrated, it is difficult for Laoganma to be found by the new brands in "Internet Celebrity".
According to China food industry analyst Zhu Xiang Sina Technology, "Because the new generation of consumers have different thinking and consumption behavior from the old generation, they like the new and hate the old, and like some brands with high value and fast iteration of innovation and upgrading, which leads them to consider trying some new flavors and brands. This also forced the iterative speed and quality of innovation and upgrading of traditional enterprises. "
In addition, in addition to online stores, Laoganma's sales in some offline stores also began to decline. According to industry media's recent visit to many supermarkets in Beijing, it is found that the production date of Laoganma is hardly in 2022, and most of them are produced around 202 1 10. The oldest one was produced in June last year, which is only half of the shelf life of Laoganma1August.
Even a distributor who has been selling condiments in the vegetable market for five years said, "It is obvious that Laoganma is becoming more and more difficult to sell. Although some people still recognize this brand, the sales volume is obviously not as good as before. Now in the face of customers who want to buy hot sauce, Laoganma will no longer give priority to it. "
Can the price increase save Laoganma?
Under the circumstances that online and offline sales are facing challenges, can the price increase really help Laoganma break the deadlock and tide over the current difficulties?
With the rising population of spicy food in China, the population of spicy food in China has exceeded 650 million in 20021year, and it is still expanding at an annual growth rate of 10%. Under this node, there will be more players in the whole hot sauce market in China in the future, and the embrace and welcome of new brands by capital and the whole industry will be further enhanced.
"Laoganma's price increase has both cost pressure and its own development considerations. This is a comprehensive consideration of internal and external factors. With the continuous development of Laoganma in the future, listing in the future will be his ultimate goal. But now, we must first sort out some factions and interests within it. " Zhu said to:
In Zhu's view, Laoganma currently has a market share of nearly 5 billion, and the share of emerging brands such as Xiang and Hubang is still very small. It is still impossible to shake the status of Laoganma in the short term. However, with the entry of new brands, the whole domestic hot sauce industry pattern will enter an all-round and multi-dimensional state of flowers blooming. Laoganma needs to do the top-level design as soon as possible to avoid the complicated internal relations of the subsequent family business.
Laodopted mother may raise the price per bottle 1-2 yuan On March 9, Red Star Capital Bureau found that there were recent media reports that Laodopted mother sent a "price adjustment letter" to the dealer on February 28. The content of the official letter shows: "Because the cost of raw materials, labor and freight is rising every year, the rising cost has seriously affected the production and stocking of some products of the company. After careful consideration in many aspects, the company decided to adjust the sales prices of some products from March 2022, starting from 1. "
In this regard, the Red Star Capital Bureau called Laoganma's general distributor in Chengdu and confirmed it. "All the series have gone up in price. One (24 bottles) rose by ten or twenty yuan. " At the same time, the dealers said that they received the news of the price increase on March 1 and had not heard any relevant news before.
Red Star Capital Bureau also contacted Laoganma official website by phone, but no one answered. Laoganma Tmall flagship store customer service replied to the Red Star Capital Bureau on March 9, and there is no price increase notice yet. On the same day, I bought a bottle of Laoganma-flavored lobster sauce 280g at Tmall flagship store, and the price was still 9.9 yuan.
Screenshot from Laoganma Tmall official flagship store on the morning of March 9.
"The market competition is too fierce now." The banker lamented the Red Star Capital Bureau. Although the official letter said that the reason for the price increase was rising costs, some media reported that some dealers said that the price increase was more likely to come from sales pressure. Laoganma is also facing a sharp increase in costs on 20 19. At that time, the price of fresh dried peppers in Guizhou rose by about 50%, and Laoganma chose to change peppers instead of raising prices. However, it is also facing the pressure of public opinion that "changing peppers will make the taste worse and worse". After that, Laoganma changed back to Guizhou pepper, but the price still didn't rise.
Now not only is the cost rising, but the competition on the hot sauce track is also rising. Since 20 16, the new brand of hot sauce has stood out and been favored by users and capital.
Against Laoganma, Huzhou Hot Sauce found a way out by using the former's weak online shopping and take-away channels-during the period of "Double 1 1" in 20265438, it sold 6.9 million cans and became the first hot sauce category on the online platform. Last year alone, I got two financing with a little taste, and Chuanwazi raised nearly 300 million yuan.
Laodopted mother obviously felt the pressure. The Red Star Capital Bureau found that Laoganma is currently promoting a new tomato hot sauce in her Tmall flagship store. Laoganma has also developed hot pot bottom materials and "spicy dishes" similar to mustard tuber. However, consumers' awareness of these new categories is not high, which is related to Laoganma's dislike of advertisements, especially those of specific categories.
Zhu, a food industry analyst, believes that Laoganma's advantages in products, channels and terminals are declining, and then it needs to be laid out from multiple scenarios, channels and categories.