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扫码加钉群 十万创业者 与你为伴

老干妈业绩跌回4年前,都怪李子柒、元气森

老干妈坚持品质有错吗?没有错。只是时代变了,老干妈需要向前看,需要更多的创新和变化。

老干妈需要更多的创新和变化。

作为全国闻名的“辣酱茅”,与茅台同在一省的“老干妈”最近却有点焦虑,因为业绩,老干妈距离茅台眼看着是越来越远了。

近日,贵州省工商业联合会、贵州省企业联合会共同发布的“2022贵州民营企业100强”榜单显示,老干妈2021年度的营收额为42.01亿元,对比老干妈2020年的营收减少约12亿元,同比下滑约22.25%。不仅如此,这一下降还使老干妈跌出了贵州民营企业10强,只能屈居第11位。

根据往年的公开数据显示,2016-2019年,老干妈的营收分别为45.5亿元、44.47亿元、43.28亿元和50.23亿元。这意味着在创始人陶华碧重新出山的第3个年头,老干妈的业绩却又跌回4年前。

与老干妈在业绩不佳形成对比的是,以元气森林为代表的新兴势力还在杀入辣酱赛道。

在今年9月,以“阿香婆”辣酱为代表产品的西安太阳食品宣布完成增资扩股,新引入的股东包括元气森林。元气森林在相关采访中表示:牛肉酱属于复合调味品,既可以佐餐拌饭,也可以作为餐饮调味料,具有很强的延展性,元气森林很看好这些产品的未来。

老干妈业绩大幅下降,是因为元气森林们抢饭碗吗?

作为中国辣酱圈知名度最高的品牌,老干妈的未来又会怎么样?

有人盯上了你的生意

老干妈对于保护自家生意,其实一直是很上心的。

比如,为了防止别人冒用自家品牌,老干妈注册了近200个相关商标。

天眼查显示,老干妈公司及其对外投资企业和分支机构共注册过192个商标,其中2008年注册商标数量最多,达66个,基本覆盖商标全部分类,注册成功率达97%。除了对核心商标“老干妈”进行全类别注册,老干妈还注册了“老姨妈”“干儿女”“干儿子”“老干爸”“老干娘”“老干爹”“老乾妈”等老干家属系列以及“老千妈”“老于妈”等相似字的防御商标。

甚至,为了保护自家品牌,老干妈怒而与曾经的老乡“老干爹”对簿公堂。上世纪90年代,“老干爹”与老干妈在贵州市场的占有率可谓平分秋色,双方还一起参与起草制定《油辣椒》的国家标准。然而“老干爹”品牌却因错失注册商标的先机,被老干妈一纸诉状,逼退辣酱市场五年。

但仅靠注册商标,只能防住“老干爹”或其他类似品牌,却防不住元气森林们跨界而来,只要做辣酱看起来是一门好生意。

老干妈辣酱属于可以直接下饭,也可以用来炒菜的复合调味品,这个市场近年来一直在稳定增长。

艾媒咨询数据显示,2015-2021年我国复合调味品市场年增长率均在11%以上,而调味品行业整体年均增速在8.8%,预计2022年复合调味品市场规模将达到1786亿元。中商产业研究院数据也显示,中国辣椒酱行业市场规模从2017年324亿元增长至2020年373亿元,年均复合增长率达4.8%。

看起来不起眼的辣酱市场,目前已经吸引了近一千二百多家竞争者,品牌数超过5000多个。其中,除了元气森林、川娃子食品这样的企业,甚至有很多网红和明星来和老干妈抢生意。

比如,2014年,歌星林依轮创立辣酱品牌“饭爷”,2016年初,饭爷上线京东、天猫、淘宝等平台,开售两小时就达到3万瓶的销量;相声演员岳云鹏也盯上了辣酱生意,自己开淘宝店并推出了品牌 “嗨嗨皮皮”,上线1个月就卖出了1.86万瓶;李子柒推出国风辣椒酱,凭借国风特色包装和IP影响力,也迅速卖到脱销。

一眼望去,新兴势力们的辣酱生意一片光明,老干妈却在原地踏步甚至倒退,能不急吗?

物美价廉,随处可见

上世纪80年代,陶华碧开了间名为“实惠饭店”的小饭店,为小吃配上自己做的辣酱,赢得了很多消费者的称赞。甚至有人特意从大老远绕路来,就为了能吃上她做的辣椒酱,让“龙洞堡老干妈辣酱”的名号传遍了贵州。因此,陶华碧租了极简小房子开起了自己的辣椒酱工厂,就叫“老干妈”。

从几间房子的小厂成长为中国辣酱界最知名的品牌,老干妈的成功离不开陶华碧辛苦打造的核心能力优势。

1990年,两位管理科学家哈默尔和普拉哈拉德在《哈佛商业评论》发表了《企业核心能力》一文,它的产生代表了一种企业发展的观点:企业的发展由自身所拥有的与众不同的资源决定,企业需要围绕这些资源构建自己的能力体系,以实现自己的竞争优势。

麦肯锡咨询公司认为,所谓核心能力是指某一组织内部一系列互补的技能和知识的结合,它具有使一项或多项业务达到竞争领域一流水平的能力。

老干妈把辣酱业务做到行业内一流水平,靠的就是“物美价廉,随处可见”的核心能力。

在物质产品依然比较稀缺的90年代,老干妈用坚实的品质和口味锁定了一大批消费者。从大超市到小卖部、从大食堂到小厨房,甚至在海外很多有华人的地区,都能见到这瓶红色盖子、标签上印有创始人陶华碧图像的辣椒酱,多年来一直保持着不变的品质和味道。

虽然一度经历了换原料风波,老干妈重新走回了自己的品质道路。正如老干妈总经理李妙行所言,“只做一瓶辣椒酱,只为追求更高品质。”

而在今年3月涨价以前,老干妈的豆豉辣酱、油制辣椒等一众产品单价始终保持在8-15元之间,在很长一段时间里,老干妈几乎就是行业价格基准线,让比它便宜的品牌赚不到钱,而比它贵的又难以打开市场。

“随处可见”可以说是对老干妈强大渠道铺货能力的总结,甚至可以说是那一代成功企业家的共同特点。宗庆后就曾自豪的表示,娃哈哈将产品铺到了西藏,这是可口可乐也做不到的事。老干妈通过大区域经销商建立了遍布各大区域的经销网络,也让自己的产品实现了随处可见。无论是一线城市,还是农村乡镇的超市、便利店以及菜市场,到处都可以看到老干妈的产品。

老干妈,向前看

老干妈的品质依旧,渠道铺货能力依旧,为何却陷入停滞增长的疲态?

其实,就是企业的核心能力虽然没变,但却落后于时代了。哈默尔和普拉哈拉德在关于“核心能力”的论述中指出,企业核心能力积累的关键在于创建学习型组织,在不断修炼中增加企业的专用资产、不可模仿的隐性知识等。换言之,企业核心能力并不是一成不变的,而是应该根据时代变化而进化。

就中国的消费而言,越来越呈现出多元化的趋势,保障品质只是消费者对产品的最基本需求,企业还需要根据消费者的个性化需求不断进行产品创新,才能在新时代的竞争中修炼出自己的核心竞争力。

比如,同样是喝牛奶,三只小牛从正式上市以来,陆续推出三零牛奶、睡前30分牛奶、软牛奶等产品,满足了不同人群对牛奶的不同需求;李子柒品牌推出的铁观音味辣椒酱,也满足了一部分消费者对多元口味的追求。

而老干妈近几年最出圈的,却是走上纽约时装秀。2018年9月,老干妈将自家定制款卫衣送上了纽约时装周的舞台,成为继年初李宁之后又一个走上纽约T台的中国品牌。不过,李宁的主业本身就是服饰,而老干妈作为一个辣酱品牌,这样做多少显得有点“不务正业”。

老干妈也曾学可口可乐和江小白做过瓶身营销。在2020年初,老干妈官方旗舰店与淘宝合作,推出了“老干妈情话瓶”,每个瓶盖上都印着一句土味情话,让老干妈天猫旗舰店的销售额增长了20%。不过后来也是不了了之。

无论是走上时装秀还是情话瓶,都解决不了老干妈核心能力落后时代的现实问题。食品产业分析师朱丹蓬就曾对媒体记者表示,老干妈现在最大的问题就是整体业绩仍处于停滞不前的状态,造成这种现象的主要原因就是其产品创新力不足,且其公司内部矛盾比较明显,为日后发展埋下了隐患。

老干妈坚持品质有错吗?没有错。只是时代变了,老干妈需要向前看,需要更多的创新和变化。