"Laoganma" The Legend of Chili Pepper Kingdom

"Lao Gan Ma" The Legend of the Chili Kingdom

The chili series products produced by the company require 1.3 million glass bottles for filling every day. According to the height of each bottle Calculated at 15 centimeters, the stack is 195 kilometers high.

From a roadside snack bar to a company with an annual sales revenue of 1.4 billion yuan, from an appetizer before meals to the number one chili brand in China, Guiyang Nanming Laoganma Flavor Food Co., Ltd. Created one miracle after another. Recently, reporters came to Laoganma to learn more about how this Guiyang-born company turned small peppers into a big industry.

The road to growth: hard work

In 2007, the output value was 1.35 billion yuan, and the tax paid was 180 million yuan. The registered trademark was recognized as "China's Well-known Trademark" by the State Administration for Industry and Commerce. The "Taohuabi Laoganma" brand oil chili food has been rated as "China's Famous Brand Product" and has been on the "National Private Enterprise Tax Ranking List" for many years. In recent years, "Laoganma" has achieved one dazzling honor after another, and the scenery is Behind it is Laoganma’s arduous entrepreneurial journey of more than 20 years.

Tao Huabi, the current chairman of Laoganma Flavor Food Company, is affectionately called "Aunt Tao" by everyone in the company. She still maintains the habit of going to the employees' homes every night to chat. Still living in an old house in the factory area. Over the past 20 years, she has turned a roadside snack bar into a leading enterprise today.

In the 1980s, Tao Huabi lived in Youzha Street, Guiyang. Every day, she carried the rice tofu she ground at home in a backpack to Longdongbao to sell it. Because the basket was too big, she often couldn't get on the bus. Thanks to hard work, Tao Huabi later opened a snack bar in Longdongbao.

After several years of operation, Tao Huabi accumulated some funds from the snack bar, and the snack bar was upgraded into a restaurant. Tao's restaurant is very popular among students near Longdongbao because of its delicious food and cheap prices. Tao Huabi was affectionately called "Lao Ganma" by the students because the meals she gave to the students were particularly generous.

The most attractive thing about the restaurant run by Tao Huabi is the free appetizer plate before meals? Chili oil mixed with black beans. Because it tastes so good, many people make a special trip to the store to taste it, and some even pack this special snack away in plastic bags. Since then, the reputation of oil chili peppers has become more and more popular, and the business has been getting better and better. Manual production can no longer meet the demand.

In 1996, Tao Huabi founded Laoganma Flavor Food Factory, which is the predecessor of today’s Guiyang Nanming Laoganma Flavor Food Co., Ltd.

Trademark dispute: a test of survival

As Laoganma’s oil and chili products sell well in various provinces and cities, counterfeiters, counterfeiters and marginaliars from all over the country are flocking to the market. Due to the phenomenon of "Lao Gan Ma" swarms, the legitimate rights and interests of enterprises have been seriously infringed. Among the many "Li Gui", the trademark dispute between "Lao Gan Ma" from Huayue, Hunan and Guiyang Lao Gan Ma is the most fierce.

Since the other party highly imitated Guiyang Laoganma in terms of trademark logo, the color, graphics and text of the trademark pattern were almost the same, and two months after Guiyang Laoganma registered the appearance patent, it was also granted the packaging patent Appearance patent, Guiyang Laoganma faces the biggest dilemma after the establishment of the company.

In order to safeguard the legitimate rights and interests of the enterprise, Guiyang Laoganma applied to the State Administration for Industry and Commerce four times to register the "Laoganma" trademark four times before April 1998, and fiercely competed with Hunan, and finally in 2001 In March 2020, the Beijing Higher People's Court ruled that Hunan Laoganma should stop using the "Laoganma" trade name on its flavored tempeh products; stop using bottle stickers that are similar to Guiyang Laoganma's flavored tempeh bottle stickers; and compensate Guiyang Laogan Mom’s economic loss was 400,000 yuan.

? It is with the support of party committees and governments at all levels that Laoganma, an enterprise, can continue to develop and grow to the scale it is today. Therefore, I have always told my employees that our enterprise must pay taxes with integrity. . When Tao Huabi talked about the company's development over the years, she was filled with emotion. As a "tax star" among private enterprises in Guizhou and even across the country, she said that integrity is an enterprise's responsibility, and paying taxes in accordance with the law is the integrity of the country and society.

Industrial chain: benefiting the masses

The development and growth of Laoganma not only continues to achieve rapid development of the company itself, but also drives the development of a number of upstream industries. According to relevant data, Laoganma has now increased the income of at least 200,000 farmers in Guizhou.

At present, Laoganma’s daily output reaches 1.2 million bottles. The company consumes 30 tons of dried chili peppers, 80 tons of vegetable oil, 40 tons of soybeans, and a large number of agricultural products such as peanuts, garlic, pepper, and ginger every day.

The statistics department has a set of statistics on Laoganma Enterprises: In 1997, the company’s purchase of three main raw materials: dried chili peppers, rapeseed oil, and soybeans were 170 tons, 1,700 tons, and 154 tons respectively. The purchase volumes in 2005 were 9,490 tons, 27,075 tons, and 10,200 tons, of which the usage of dried peppers and vegetable oil accounted for 1/7 and 1/3 of the total output of dried peppers and vegetable oil in Guizhou that year.

In the eight years to 2005, the company's cumulative procurement funds reached 1.25 billion yuan. Based on Guizhou's per capita cultivated land area of ??0.07 hectares, the company has solved the sales of agricultural products for 1.2636 million farmers, with a per capita income of more than 1,000 yuan.

The continuous growth of Laoganma Company has also promoted the development of the pepper processing industry in Guizhou Province. At present, there are more than 130 large and small chili condiment companies in Guizhou, thus forming a benign industrial chain, which not only drives the enthusiasm and planting area of ??farmers to plant chili, rapeseed and other crops, but also drives glass products, cartons, printing and other related industries. The development of industry has solved the employment problem of a large number of rural surplus labor force.

It is reported that Laoganma oil and chili products account for about 70% of the market share among similar products in the country and are sold in dozens of countries around the world. According to the company's long-term plan, it will strive to reach sales of 5 billion yuan in 2010, build a "tens of billions" enterprise as soon as possible, and become the leader of the chili pepper industry in China and the world.

The views expressed in this article only represent the views of the author or publisher and have nothing to do with the Beijing Job Fair

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