Lao Ganma is a very well-known brand with its own traffic. They seem to never advertise, but they never lack topics. Moreover, Lao Ganma is not only popular in China, but also very popular abroad, and is even treated as a luxury in some areas. Logically speaking, Lao Ganma has it

Lao Ganma is a very well-known brand with its own traffic. They seem to never advertise, but they never lack topics.

And Lao Ganma is not only popular in China, but also very popular abroad, and is even treated as a luxury in some areas.

Logically speaking, Lao Ganma has its own traffic, which should be easy when doing live streaming and selling goods, and should be able to bring a lot of sales.

But reality slapped Lao Ganma hard.

Some time ago, Lao Ganma also followed the trend and started to play live streaming and sell goods. However, judging from the sales volume of Lao Ganma's live streaming and selling goods in recent months, it can only be described in one word, that is, it is terrible.

According to third-party data, the live sales of Lao Ganma Douyin official flagship store in the past month was only more than 900,000 yuan, and the average daily price was only about 30,000 yuan.

html cumulative live broadcast sales in 11 months is not as good as the sales of a small internet celebrity in one day. Compared with the sales of those top anchors that have tens of millions of sales in a live broadcast, it is even more incomparable.

Then why does Lao Ganma perform so poorly in live streaming sales? Are they just having fun, not having enough live broadcast time, or not enough live broadcast?

is actually not. Judging from the data statistics from third parties, Lao Ganma is still working hard in live streaming and selling goods.

For example, in the past 30 days, Lao Ganma has 36 live broadcasts, 33 live broadcasts, and the average live broadcast time has reached 2 hours and 31 minutes, but the average sales volume is only 500+, and the average sales are only between 10,000 and 25,000 yuan.

After seeing Lao Ganma's live streaming performance, many people found it incredible.

After all, Lao Ganma is famous. If you don’t look at monks and Buddha’s faces, even if you don’t eat Lao Ganma’s hot sauce, just relying on the three words Lao Ganma, many people should also give face and support, right?

However, the reality is very cruel. Although Lao Ganma is working hard, it has to be said that Lao Ganma is getting further and further away from the mainstream consumer group, and Lao Ganma's market performance is becoming less and less satisfactory.

We can see this from Lao Ganma's status among private enterprises in Guizhou and their revenue.

A few days ago Guizhou Federation of Industry and Commerce and Guizhou Enterprise Federation released the 2022 Top 100 Private Enterprises in Guizhou, which is based on the operating income of enterprises in 2021.

From this list, we can see that Lao Ganma ranks 11th among the top 100 private enterprises in Guizhou with revenue of 4.201 billion yuan, and has fallen out of the top 10.

In 2020, Lao Ganma ranked 7th among the top 100 private enterprises in Guizhou with revenue of 5.022 billion yuan; in 2021, it ranked 6th with revenue of 5.403 billion yuan.

Let’s review the revenue of Lao Ganma in the past 10 years.

From 2012 to 2021, Lao Ganma's annual revenue was 3.37 billion yuan, 3.72 billion yuan, 4 billion yuan, unknown, 4.549 billion yuan, 4.447 billion yuan, 4.389 billion yuan, 5 billion yuan, 5.4 billion yuan, and 4.2 billion yuan respectively.

Judging from the revenue data of Lao Ganma in the past 10 years, after Lao Ganma Tao Huabi withdrew from management in 2014, Lao Ganma's revenue has been declining. It was not until Lao Ganma came back in 2019 that its revenue rebounded.

However, after two years of highlights, Laoganma's revenue declined significantly in 2021, and its revenue in 2021 fell by more than 20% compared with 2020.

And judging from Lao Ganma's performance in online live streaming sales in 2022, it is estimated that the overall revenue in 2022 will not be too optimistic, and it may still decline further than in 2021.

After seeing the revenue data of Lao Ganma, some people joked that people usually brag about Lao Ganma, but when they really want to buy goods, they are reluctant to pay. This shows that everyone's love for Lao Ganma is "fake".

But in fact, the reason why Lao Ganma has this situation cannot be blamed for the lack of love for consumers. can only say that the market competition is too cruel, or Lao Ganma's reaction to the market is too slow.

Lao Ganma was founded by Tao Huabi. It has gradually developed from a small workshop at the beginning to such a large scale today, with a revenue of billions per year. This achievement is indeed very impressive.

But as Tao Huabi gets older and participates in business less and less frequently, Lao Ganma's business has also begun to go downhill.

Before, after Lao Ganma retired, she mainly handed over the business operations to her two sons, but judging from the actual performance of Tao Huabi's two sons, it can only be said to be average.

In the past few years, Lao Ganma has had various problems, such as changing the taste of Guizhou peppers with Henan peppers, which resulted in a change in the taste of the product; some consumers even complained about the existence of foreign objects in Lao Ganma spicy sauce, etc., which have had a certain impact on Lao Ganma's traditional brand image.

And when the overall sales performance is not ideal, Lao Ganma is still constantly raising prices.

In the past two years, Lao Ganma has also begun to raise prices due to the rising costs of various raw materials. For example, in March 2022, Lao Ganma announced that it would officially adjust the price of some products from March 2022.

From the price adjustment table of Lao Ganma, the increase of for each box of different condiments is between 10 yuan and 20 yuan. The increase of a single bottle of chili sauce is about one yuan.

After Lao Ganma's price increases, the market influence is actually quite large. After all, Lao Ganma's brand influence is no longer as great as before. There are more substitutes in the market. At this time, if Lao Ganma easily raises prices but product innovation is weak, it is easy to lose the support of many consumers.

After all, seasonings are not a necessity, and everyone is still sensitive to prices. When Lao Ganma raises prices, other brands are lower than Lao Ganma, so consumers will definitely give priority to other brands.

Moreover, in recent years, the seasoning market has undergone great changes. In addition to Lao Ganma, there are many brands in the market, and these brands know how to market and understand the market. Many products are aimed at young consumer groups, so they are more likely to gain the favor of young consumer groups.

When Lao Ganma's brand halo gradually loses, and they cannot change their business strategy in time, cannot innovate their products, and the marketing efforts are not enough. Once other brands are cultivated, Lao Ganma's life is not good, in fact, it is expected by the market.

So Lao Ganma's performance in live streaming is not good. Netizens cannot blame their love for Lao Ganma too fake. Compared with Lao Ganma, netizens love their wallets more.