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“老干妈”陶华碧:酱缸中的生意
日期: 2015-01-12  浏览:[ 1020 ] [关闭] [打印]
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“老干妈”陶华碧:酱缸中的生意
“老干妈”陶华碧:酱缸中的生意
日期:2013-02-25 浏览:523 来源:财富中文网
  国人眼中原本稀松平常的“老干妈”,被美国商家捧成了“高端食材”,同等分量一瓶辣酱,国内外价格相差数倍。所谓“物以稀为贵”,自由市场经济中,商品价格由供需关系决定,“老干妈”扬名海外,正应了那句老话,“壶里乾坤大,洞中日月高”,小生意亦可蕴藏大商机。
  陶华碧是偶然发现辣酱中的商机的。1989年,困窘中的陶华碧在贵阳街头开办了一家快餐店,开业后顾客盈门,生意日益红火,不料有一天,生意一落千丈,陶华碧百思不得其解,打听之下才恍然大悟,原来小店之所以日日客满,是因为顾客喜食店中免费提供的麻辣酱,对主食反倒并不在意,恰逢这日辣酱耗尽,顾客食之无味,纷纷败兴而归。麻辣酱有促进食欲的功效,陶华碧原为增加消费而提供的免费作料,最后竟“喧宾夺主”地成为吸引回头客频频光顾的“法宝”,索性关闭快餐店,一门心思钻研辣酱制作工艺,才有今日“老干妈”品牌。
  当然,并非只有陶华碧一人看中了这门生意。“老干妈”问世不久,市场上即出现“老干爹”、“阿香婆”等竞争对手。不过,“老干妈”与它们一样,均是这个行业的晚来者,与领导者相比简直微不足道——在湖南双峰县,“永丰辣酱”已经存在了几个世纪,它曾作为贡品被进献给咸丰皇帝,因之名声大噪,进而摆脱地域束缚,走向广阔市场。及至1980年代,永丰辣酱不仅畅销全国各地,还远销港澳台及日本、美国市场,形成年产1500吨的产业规模。
  1500吨——一个今天看来微不足道的数字。如果企业有其增长峰值的话,永丰辣酱的辉煌便停留在了这一水平,然后便开始走下坡路,最终湮没无闻。然而,这个拥有绝对优势的行业领头羊并不是被“老干妈”、“老干爹”等后来者冲垮,与其说它在惨烈的市场竞争中一次次败下陈来,不如说是称霸市场之后战略失焦、一系列错误举措导致的“自毁长城”。
  永丰辣酱因产于湖南省双峰县永丰镇而得名,以此地盛产的灯笼辣椒为原料,以民间制酱手法加工,明代即形成传统工艺。1986年国营永丰辣酱总公司成立,下属众多分公司均以“永丰辣酱”品牌上市销售,由于市场需求旺盛,一些分公司为迎合市场而扩充产能,大肆收购外地辣椒代替本地辣椒,任意缩短工艺流程,甚至掺杂面粉、豆渣,对品牌形象造成巨大伤害。当时有人痛心疾首地评论道:“具有三百年历史的永丰辣酱牌子砸在了当代人手中”。
  之所以热衷表面文章,一方面是基于品牌知名度而生的投机心理,自以为“皇帝女儿不愁嫁”,忽视市场营销,根本不把消费者放在心上。另一方面,则是根深蒂固的骄纵自满情绪作怪。永丰辣酱的管理者认为,永丰辣酱之所以被评为名优产品,全因采用传统土法技艺生产,没有必要耗资引进先进工艺和机器设备,因此对科学工艺退避三舍。对于上级拨付的技术贷款,永丰辣酱三厂却用来购置锅炉、修建水池,并没有用以提高自身的生产能力和工艺水平。而与此同时,陶华碧等草根创业者却将千辛万苦筹措到的有限资金,投入现代化生产线的建设当中。
  永丰辣酱与“老干妈”,这则百年老字号与后起之秀的故事又一次提醒人们,商业世界中,此消彼长的巨大落差往往在一念之间注定,那些看似强大的行业领导者也许并没有意识到,在他们风光无两时候,也正是转变即将发生的时刻。当他们终于感到危机意识,一切已经来不及了。
  现在,“老干妈”取代永丰辣酱成为这个市场的领导者,如日中天的它能否有不一样的未来?
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