"Old Godmother" Tao Bihua went from a rural woman in Guizhou who couldn't eat enough to a rich woman worth 7 billion, and the bitterness of starting a business in the middle can be imagined.
Where there are Chinese, there is "old godmother", Tao Bihua not only made the market of "old godmother" in China, but also extended the brand to more than 30 countries overseas, ** several times that of China.
In the face of the high Chinese chili sauce, foreigners still can't put it down, calling it "the best artifact for rice".
Tao Bihua once responded to the pricing of foreign "old godmothers".It's about making foreigners' money, and more, the Chinese are all their own compatriots, and it doesn't matter if you earn a little.
When her chili sauce brand was on fire, Tao Bihua still did not relax, resolutely and strictly controlled the quality of chili sauce, and when she noticed something abnormal, she would take it seriously.
Once, because of the mistake of the glass bottle manufacturer, the bottle mouth was not tightly closed, and there were already 30,000 bottles of goods at that time.
The leaders in the factory said that it was enough to reseal the 30,000 bottles, so why should they be destroyed?
Tao Bihua said firmly"I am a chili sauce maker, and if I don't seal it for a long time, it will affect the taste of chili sauce, and I am a businessman and I am responsible for every one of my customers."
The company that he has adhered to all his life is not enough for his two sons to squander.
Tao Bihua was born in a poor family in Guizhou, she has eight brothers and sisters, she is still a girl, her father does not love her mother, she does not know a few big words, and she can't eat enough every day.
When she grew up, she married an accountant in the geological team, who had a stable accounting job and was honest and honest, much better than the life of her original family.
The relationship life of the two is good, the accountant goes out to work, and she takes care of the housework at home and takes care of the two lovely children.
The good times didn't last long, an unexpected accident, the accountant was seriously injured and went to the hospital, and after a few days of rescue, he finally left, which can be described as the sky falling for Tao Bihua.
At the time, she was young enough to ease the burden of life by remarrying, but looking at her two young children, she decided to take on the burden of supporting her family.
I have no culture or skills, so I can only do hard labor to support my family.
How can a child from a poor family be afraid of hardship?With Tao Bihua's efforts, he not only solved the problem of eating and drinking for the family, but also accumulated a lot of savings on hand.
As the child grew up and her life slowly stabilized, she opened a snack bar, which made his small shop business boom with its large and affordable and delicious characteristics.
When she was a child, her family was too poor, and she knew what it was like to be hungry, so when she saw a poor child who couldn't eat enough, he beckoned the child to eat in the store, and slowly, her reputation spread farther and farther.
Guizhou people have the Xi of eating chili peppers, in order to save costs, the chili peppers in Tao Bihua's store are slowly developed by themselves, not processed from semi-finished products, so that the taste is more delicious.
Once, after a guest finished eating, he wanted to buy some chili sauce to take home, Tao Bihua didn't expect to open a snack bar by himself, and chili sauce became a specialty.
After a few years in the snack bar business, Tao Bihua's small treasury in his hand has been accumulating higher and higher, and seeing that more and more people are buying chili sauce in the store, a bold idea appeared.
She wants to start a chili sauce processing factory, this investment is risky, and if it fails, her savings in the past few years will be wasted.
Opportunities and risks often go hand in hand.
In the early years, when I invited poor students to eat for free, I moved the students, so they affectionately called Tao Bihua "Lao Gan Ma", which was a response to the children's kindness and quality.
When she set up the chili sauce processing factory, she decided to use the special title of "Lao Gan Ma" to make a chili sauce brand.
After the large-scale production of chili sauce, the customers of the original snack bar could not solve the problem of sales at all, so Tao Bihua began to run the market one by one, and finally opened a sales channel.
With its own unique taste, "Lao Gan Ma" quickly became sought after by spicy people across the country, occupying 90% of the market share at that time.
In just a few years since its founding, a bottle of chili sauce has become a giant of Chinese flavors, turning a rural woman into a billionaire.
Tao Bihua was 49 years old when she founded "Lao Gan Ma", her own business had just developed, and she had stuck to her post for 28 years in line with the principle of being responsible for the enterprise.
When she was 67 years old, she decided to retire and prepare to enjoy her old age, so she handed over the company's business to her eldest son, Li Guishan, to take care of it.
Although his two sons are not highly educated, he has seized every opportunity to cultivate his two sons for so many years, hoping that under the leadership of his son, the "old godmother" can become bigger and stronger.
The ideal is very plump, and the reality is very skinny.
Li Guishan has always been interested in the real estate industry, and in the early years, he also mentioned to Tao Bihua that he wanted to do real estate, but Tao Bihua vetoed it.
She thinks that her son lacks brains in entrepreneurship and business, and he is still okay in managing the company on a daily basis.
After Li Guishan took power, despite his mother's dissuasion, he was paranoid that the "Lao Gan Ma" flavor had reached the top position in the industry under the leadership of his mother, and there was no room for improvement.
So he began to embezzle 400 million yuan to invest in the real estate field, becoming the largest shareholder of a company at that time.
Li Guishan relied on his wealth, he knew that he was throwing money, and he was played with by others as the stupid son of the landlord's family, and soon, the partner ran away with the money, leaving an unfinished building, and countless owners came to collect debts.
At that time, Li Guishan was still the first person in charge of "Lao Gan Ma", so it directly affected the sales of chili sauce.
Tao Bihua, who is 70 years old, had to go out of the mountain to solve the confusion of his eldest son, and at the same time compensate the owner, which slowly stabilized the market of "old godmother".
After the youngest son Li Miaoxing took office, he carried out a series of changes to the company, but they had no effect, so he focused on the cost.
In order to save costs and increase profits, Li Miaoxing replaced the original 12 yuan a pound of peppers in Guizhou with 7 yuan a pound of ordinary peppers.
Although it is the same recipe, the raw materials are different, and the taste is definitely different.
Many loyal customers who like to eat Lao Gan Ma will notice that the taste is different from before when they eat it, and they will slowly lose their desire to buy Lao Gan Ma.
After Tao Bihua was tossed by his eldest son, he no longer thought about his younger son continuing to grow bigger and stronger, and only hoped that he could keep the foundation he had worked so hard to lay.
But the result is still unsatisfactory.
The youngest son not only tampered with the formula, but also increased the price of the product, this wave of operations did make the company make a small profit, but this stupid act of losing the watermelon and picking up sesame seeds is not a long-term solution after all.
Tao Bihua may have known that her two sons are not suitable people, but how can she give up the hearts of the people who have worked hard to build the country!
A whale falls, and everything is born.
Lao Gan Ma "frequently has problems, creating opportunities for the emergence of other flavor products, and there are many other brands of chili sauce on the market, all of which are lower than Lao Gan Ma's.
At the age of 75, Tao Bihua decided to save his business and decided to go out for the second time.
She not only changed back to the previous recipe of chili sauce, but also made some improvements, and the products that had increased in price before were also reduced.
Many customers have reported that the newly improved chili sauce tastes good.
Despite this, Tao Bihua had to face the loss of a large number of customers, and it was difficult to recover, and the brand he founded was no longer a monopoly.
Tao Bihua was originally an entrepreneur who did businessIn line with the principle of healthy competition, also allowed other flavors to appear on the market, but she still saved the business she had worked so hard to build.
With the rise of live streaming, the 80-year-old Tao Bihua also began to bring goods live, which made netizens admire, but people will eventually grow old one day.
The example of "Lao Gan Ma" tells us that the country is easy to attack and difficult to collect, and we must not forget our original intention, stick to our principles, and take one step at a time to get out of the broad road.