China Food

The annual income is 2.5 billion yuan, and the price rise is even worse than Maotai! The nation is not old, and the male god is gone too?

“ 
can Fuling mustard, which makes money by raising prices, work?
 
 ”

(Chang Yi Chi / tr. by Phil Newell)

Source: jincuodao (ID: ijincuodao)

In the eyes of foreigners, there are two mysterious cuisines from the East:
One is the national goddess Lao Ganma hot sauce, which is called “the godother” by foreigners
Another is Fuling pickled mustard, the national God, which was translated into eternal mustard sticks and came to the table of foreigners.
In 2021, Wujiang mustard has been exported to more than 50 countries and regions in the world, such as Europe, the United States and Japan, and sold 15 billion bags globally.
In 2021, the revenue of Fuling mustard has reached 2.5 billion, and in the first half of 2022, the revenue has exceeded 1.42 billion.
However, compared with the old godmother who has not raised the price for more than ten years, Fuling pickled mustard can be called an ordinary price rising genius.
According to statistics, from 2008 to now, the price of Fuling pickled mustard has risen 13 times in the past 14 years, which is far higher than that of Maotai and has been criticized by Chinese netizens.
Fuling mustard, how does it become more and more expensive?
From “national diaosi” to “national male god”,
It all depends on this man
Fuling can become the first brother of mustard. It belongs to God to chase and feed.
First of all, let me show you that Chongqing, Zhejiang, Sichuan, Hunan and Guizhou are the only provinces in China that are most suitable for the growth of green vegetables.
Among the five provinces, Fuling area has the most crisp and tender green vegetable heads, and the local green vegetable heads account for nearly half of the national output.
Fuling people rely on the pickle skills to earn money to support their families, and at the same time, it also drives the rural economy. Everyone in Fuling has the unique skills of pickles, and sometimes comes to a pickle battle competition.

In 1988, Fuling mustard plants were integrated into Chongqing Fuling mustard group, and the mustard launched was Wujiang mustard.
But people who can pickle mustard may not be able to make brands.
By 2000, Fuling pickle company had a debt of 175 million yuan. More than 20 factories were all backward old workshops and had to support more than 4000 workers.
The annual loss is more than 5 million yuan, and the employee’s salary is almost unavailable.
At this time, the man who changed the fate of Fuling mustard appeared.
Zhou Binquan, who was 37 years old at that time, was still a state-owned enterprise executive of a listed company. However, he was transferred to serve as the general manager of Fuling pickle group.
There is no way out of heaven. Due to the impoundment of the Three Gorges, the company unexpectedly obtained a demolition fund of 140 million yuan.
At that time, Zhou Binquan led all the senior executives of the company to discuss how the money was spent on the blade?
He saw two “stubborn people” who made Fuling pickles lose more and more
Compared with Fuling mustard, the factory price of Maotai in 2008 was 438 yuan, and today’s retail guide price of 1499 yuan, an increase of about 240% in 10 years.
Just talking about the increase, Fuling mustard directly crushed Maotai, known as “Mustard Maotai”.
Is the Chinese people really so tolerant of the price rise of mustard?
In fact, it is not because of the 13 price increases, only 5 were direct price increases, and the rest were indirect price increases.

In order to reduce the negative emotions of consumers, Fuling mustard prices are often raised secretly.
Or “short weight”. In 2020, Fuling mustard directly reduced its main products from 80 grams per bag to 70 grams, realizing a disguised price increase.
Or “slightly” increase the quantity while raising the price, from 1 yuan 60g to 1.5 yuan 88g;
Fuling pickles have become more and more powerful in making money by increasing prices.
For example, from 2016 to 2018, Fuling pickled mustard once relied on price increase, with revenue growth exceeding 20% and net profit growth exceeding 50% for three consecutive years.
This seems to make Fuling mustard taste sweet. In 2020, it reduced the cost by reducing the grams of some products to achieve the purpose of increasing profits.
It even launched a mustard gift box with an official price as high as 888 yuan and a “five-year Chenxiang gift box” mustard, but the price was as high as 1521 yuan.
In the past ten years, Fuling pickled mustard has relied on this set of price increase methods to increase its net profit from 30 million yuan in 2008 to 600 million yuan in 2018.
In addition to entering the high-end market, Fuling pickled mustard also wants to stand on one side, that is, health.
This year’s CCTV “315 party” opened the dark curtain of tukeng pickles. On the same day, Zhujiang economic station and consumer report magazine also published a list of “top ten products not recommended in 2021”. Among them, Wujiang pickles, the main product of Fuling pickles, was listed because of its high sodium content.
This incident attracted great attention from Fuling mustard, and specifically responded that mustard complies with national standards.
However, this incident did hit the soft spot of Fuling mustard, because the direction of Fuling mustard in recent years is to “vigorously grasp the three growth points of mustard price adjustment, health and new development”.
But the problem is that pickled pickled mustard is hardly linked to health.
For example, the sodium content of Maotai flavor, Qingxiang flavor, sour and spicy flavor of Wujiang mustard is 2165 mg / 100g, and that of spicy flavor is 2558 mg / 100g;
Generally speaking, the food with sodium in solid food exceeding 600 mg / 100 g and the food with sodium in liquid food exceeding 300 mg / 100 g belong to high sodium food.
That is to say, no matter how much salt is reduced, Wujiang mustard still belongs to the category of high sodium.
Many marathon runners will choose more professional salt pills when they supplement salt. The sodium content of pickled mustard is more than 2.5G per 100g, and the sodium content of salt pills per 100g is generally more than 20g, which is 10 times that of the former.
It is hard to justify the fact that salt is replenished and salt is reduced.
Fuling mustard is a listed company, different from the old godmother who insists on not going public.
Tao Huabi, the leader of Lao Gan Ma, has a famous saying: Lao Gan Ma will not be listed, and listing is a fraud.
This may be a bit extreme, but it is not as easy as expected for Fuling mustard to support its profits by raising prices.
Rather than being high-end, it is better to stick to national level explosive products. Mustard is mustard after all. Don’t lose the life of Maotai, but fall into the pit of rising prices.
If time-honored brands and national products want to continue to be popular, we must remember:
Come from the masses and go back to the masses.
Reprint authorization and media cooperation: Jennifer (wechat: 15151447934);
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Read the original text
The annual income is 2.5 billion yuan, and the price rise is even worse than Maotai! The nation is not old, and the male god is gone too?
为了降低消费者的负面情绪,涪陵榨菜的涨价方式,往往暗中发力。
要么“缺斤少两”,2020年涪陵榨菜直接把旗下的主力产品从最初每袋80克减少到了70克,实现变相涨价。
要么在提价的同时“微微”提量,从1元60g升级至1.5元88g;
靠着涨价,涪陵榨菜赚钱能力越来越猛。
比如在2016-2018年间,涪陵榨菜就曾靠着提价,连续3年营收增速超过20%,净利润增速超过50%。
这似乎让涪陵榨菜吃到了甜头,在2020年它又通过减少部分产品的克数来缩减成本的投入,以达到增加利润的目的。
甚至曾经还推出了一款官方售价高达888元的榨菜礼盒和“五年沉香礼盒装”榨菜,售价却高达1521元。
十年间,涪陵榨菜靠着这套涨价打法,把净利润从2008年的3000万元,暴涨到了2018年的6亿。
除了进军高端,涪陵榨菜还想立住的一个人设,就是健康。
今年央视“315晚会”,揭开了土坑酸菜的黑幕,而就在同一天,珠江经济台联合《消费者报道》杂志也发布了一份“2021年度十大不推荐产品”名单,其中涪陵榨菜旗下的主产品乌江榨菜因钠含量过高名列其中。
这件事,引起了涪陵榨菜的高度重视,还专门回应称榨菜符合国家标准。
但这件事确实戳中涪陵榨菜的软肋,因为这几年涪陵榨菜的方向就是, “狠抓榨菜调价、健康、拉新三大增长点”。
但问题是,腌制榨菜跟健康,几乎很难挂上钩。
举个例子,乌江榨菜酱香、清香、酸辣口味含钠量分别为2165毫克/100克,麻辣口味则是2558毫克/100克;
而一般来说,固体食物中钠超过600毫克/100克,液体食物中钠超过300毫克/100克的食品都属于高钠食品。
也就是说,乌江榨菜无论怎么减盐,还是属于高钠范畴。
在涨价的效果下,涪陵榨菜保持着高毛利率。
主营产品榨菜和萝卜,即便在2021年毛利率同比下降均超5%后,也分别高达54.80%和49.05%,对比一下,康师傅泡面毛利率只有23.89%。
被中国人捧起的“国民男神”,
还得回到群众中去
闷声不响涨了12年价,实在是让很多人眼红。
因为在产品,尤其是家喻户晓的品牌,涨价一直是一个老大难问题。
企业一旦宣布产品涨价,老用户流失是一方面,更容易被贴上“用不起”标签,直接粉转黑。
苹果公司够强势,在iphone X系列后,一部手机起售价就飙到五位数,这涨价的自信,让中国网友大呼离谱。

紧接着,苹果在中国就遭遇了销量的全面下滑,后续发布的iphone系列手机不得不又将价格降了回去。
2020年疫情过后不久,另一个行业龙头海底捞产品悄悄涨价,这次更狠,直接被中国网友一路骂上热搜。
事情的结局是,海底捞不得不很快降价,并发布道歉信表示:此次涨价是公司管理层的错误决策,伤害了海底捞顾客的利益。
涨价事件,虎头蛇尾的告终了。
海底捞老老实实宣布,中国内地门店菜品价格恢复到停业前的标准。
涪陵榨菜毕竟是榨菜,不可能提价太多。
从5毛涨到1块,大部分人都不会介意到哪里去。但如果涨到3块5块呢?就可能触及消费者的消费底线,去选择更廉价的平替。
老字号比涨价风险更大的是悄悄换料。
比如,今年7月起生产的乌江榨菜就在榨菜里掺入了萝卜,被外界质疑是为了降低成本,自砸招牌。
当时,涪陵榨菜的回复是,微量添加萝卜,并非对冲成本,而是对市场进行调研测试,让消费者口感体验更饱满。
此萝卜非彼萝卜——公司使用的萝卜,是东北辽宁凌海的原产地萝卜,主要质量指标远优于一般蔬菜市场的萝卜;凌海萝卜运到重庆涪陵,其成本不比榨菜低。
或许是高端化执念太深,涪陵榨菜明显已经有些剑走偏锋。
乌江榨菜给自己的新人设是“运动补盐神器”,开始在全国各地赞助马拉松。
但跑马拉松靠吃榨菜补盐,这个卖点就显得相当鸡肋。
很多马拉松选手在补盐时会选择更专业的盐丸,榨菜的每百克含钠量也就2.5克多,而每百克盐丸的钠含量普遍在20克以上,后者是前者的10倍。
一会儿补盐,一会儿减盐,很难自圆其说。
与坚持不上市的老干妈不同,涪陵榨菜是上市公司。
老干妈的掌门人陶华碧有一句名言:老干妈不会上市,上市就是骗钱。
这句话或许说的有点极端,但涪陵榨菜想要靠涨价撑起利润,并没有想象中的那么容易。
与其打高端化,不如死磕国民级爆品,榨菜毕竟是榨菜,千万别没茅台的命,却掉进涨价的坑。
老字号和国民产品要想一直火下去,还得记得:
从群众中来,回群众中去。

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