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Tao Huabi'S Famous History Of "Old Godmother"

2010/11/2 15:39:00 291

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Old Godmother Tao Huabi Entrepreneurial Management Team

She made a bottle of 5 yuan of chili sauce to make the brand that is the same as Moutai.

She sells 1 million 300 thousand bottles of chili sauce every day, up to 2 billion 500 million a year, and 9 cents 5 cents per bottle of chili sauce.

She only had one loan in 15 years, and her finances had only two simple accounts: how much she came in and how much she went out.

For 15 years, she has never changed the rules of business transactions.

She was illiterate, and she shook her head in the face of three words of her name: "these three words are too difficult and complicated."

At 3 a.m., from Guiyang Longdongbao Airport, most of the trees on both sides of the road were hidden in the dark. The only thing that's still on the top is a tall building. Old Godmother "Three red neon characters, behind them are rows of brightly lit factories.

Every day, about 1 million 300 thousand bottles of chili sauce will be produced, and the trucks that have been waiting for the factory will be dragged into the sales channels, and then they will be sent to the large and small supermarkets in all parts of China and more than 30 countries and regions that are spread over five continents.

Wahaha, a channel manager of Guizhou branch, said: "where there are Chinese, there is" Lao Mama ". Its greatest significance is to enhance the acceptance and dependence of Chinese on chili peppers and change the taste of Chinese people.

Xie Bangyin, general manager of Guiyang Lao Gan Ma flavor Food limited liability company, told financial weekly newspaper that the sales volume of "old godmother" is expected to be 2 billion 500 million yuan this year, with net profit exceeding 400 million yuan.

62 years old Tao Hua Bi And her family owns more than 90% of the "old godmother". She is the queen of the "chili sauce Empire" at the tip of Pyramid.

On the evening of November 22nd, in a cafe in the small cross of Guiyang, Xie Bangyin, general manager of "Lao Mama" and Wang Wu, chairman of the office of the chairman, were interviewed by the financial weekly newspaper reporter.

"The chairman authorized us to answer some questions." They emphasized this point. During the entire interview process, these two more than 30 year old young men were very cautious. They would always answer Tao Huabi's questions whenever he wanted to.

　　 "Where do the poor students go to eat?"

Tao Huabi will pay off all the meals owed by the students who are in trouble. "My impression is that as long as she meets the students who have not enough money, the weight is not only reduced but also more."

At the age of 20, Tao Huabi married a census surveyor of the 206 geological team in Guizhou. But in a few years, her husband died. During her husband's illness, Tao Huabi went to work in the south. She could not eat and could not afford to eat the food outside. She brought lots of chili peppers from her home to make her chili sauce. After continuous deployment, she made a "delicious" chili sauce, which is now "old mama" is still using the formula.

Tao Huabi, who had no income after his husband died, began to make rice tofu (one of the most common cheap jelly powder in Guiyang) in the evening to earn a living.

Because of the inconvenience of transportation, the raw materials for making rice tofu were also purchased at 5 kilometers away. Every time she needed to buy raw materials, she carried her back on her back to catch up with the first bus to the oil street. At that time, there were fewer cars and more people, so the driver often refused to let her get on the bus. So she had to walk to the oil street at most times. After buying the material, she walked back to the dragon hole fort with seventy or eighty Jin weight. As a result of perennial contact to make rice tofu raw materials - lime, until now, her hands will be peeling in the spring.

In 1989, Tao Huabi opened a "affordable hotel" with a cold noodle and a cold noodle on the outside of the gate of the Guiyang public house of Longdong fort, Nanming District, Guiyang. "It's a restaurant," she said. "In fact, she used half bricks and oil felt and asbestos tiles to set up the roadside stalls. The back wall of the restaurant is the enclosure of the public hospital." At that time, Mr. Han, the "regular customer" of the restaurant, still had a clear memory of the restaurant 20 years later.

Tao Huabi made rice tofu with low price and attracted many nearby secondary school students. Over time, many students lost money because they had no money to pay their bills. Tao Huabi understood that all the students who had difficulties in their families owed their meals. "My impression is that as long as she meets the students who do not have enough money, the weight is not only reduced but also more." Mr. Han recalls.

In the "affordable hotel", Tao Huabi used his own soy sauce and spicy sauce to make the jelly. Many guests had to buy some spicy sauce to bring back after they finished eating the jelly powder, and even someone did not eat the jelly to buy her spicy sauce. Later, her jelly powder business is getting worse and worse, but how much of the sauce is sold is not enough.

One day at noon, after the sale of Tao Huabi's spicy hot sauce, the guests who ate the jelly powder had none. She closed the shop to see how others were doing business, and went to more than 10 restaurants and food stalls selling jelly powder, and found that every household's business was very prosperous. Tao Huabi discovered the common reason for the booming business of these restaurants - they were using her spicy sauce.

In 1994, Guiyang built the ring road, the former remote Longdong Fort became the main road of Guiyang South Ring Road, and the lorry drivers passing by were increasing. They became the main source of "affordable hotels". For the first time, Tao Huabi's instinctive business intelligence was brought into play. She began to give her drivers free snacks and condiments such as lobster sauce, spicy sauce and so on.

The verbal propagation of truck drivers is obviously the best form of advertisement. The name of "Longdong Bao Lao Ma Ma chilli" is spreading like wildfire in Guiyang. Many people even try to taste her chili sauce for a special trip from the downtown area to the "affordable hotel" at the main entrance of the public hospital to buy Tao Hua Bi's chili sauce.

For these guests who came to the door, Tao Huabi was half sold and half sold, but there were too many people coming to her. She felt that she could not afford to give up. In November 1994, the "affordable hotel" was renamed "Nanming Dow flavor food shop in Guiyang". Rice tofu and jelly were gone, and the series of chili sauce products began to become the main products of this small shop.

Although the product structure has been adjusted, the output of chili sauce is still in short supply. Longdong Street office and cadres of the Nanming industrial and commercial bureau of Guiyang began to lobby Tao Huabi to give up restaurant operations and run factories to produce chili sauce, but Tao Huabi simply refused.

Tao's reason is simple: "if the shop is closed, where will the poor students go to eat?" "Every time we talk about this topic, she says so that people can't get hold of it at all, and they cry every time," Liao Zhenglin, deputy director of the Longdong Fort Street office, recalled the scene at that time.

The call for Tao Huabi to run factories is getting higher and higher, so that the students who are taken care of by them are involved in lobbying "godmother". In August 1996, Tao Huabi borrowed the two houses of the village committee of Yun Guan Village in Nanming District, and started the chili sauce processing plant. The brand was called "Lao Gan Ma". {page_break}

　 "If you don't give me the bottle, I won't go."

The newly established chili sauce processing plant is a simple manual workshop with only 40 employees. There is no production line, and the whole process is operated by the most primitive manual operation.

"Lao Mama" staff recalled that at that time smash pepper, cut pepper is no one willing to do the hard work. The splash of foam in manual operation will keep your eyes burning. Tao Huabi did it herself. She held a kitchen knife in one hand, and two knives swung up and down, and her mouth kept saying, "I cut chili as apple, and it is not spicy at all."

Under the leadership of the boss, the employees also picked up the kitchen knife to "cut apples". The cost of Tao Huabi's death is severe shoulder periarthritis. The fingers of 10 fingers are all calcified because of the long stirring of hot and spicy sauce.

Soon Tao Huabi found that she could not find the right glass bottle for chilli sauce. She found the second glass factory in Guiyang, but at that time, Guiyang two glass, which had an annual output of 18 thousand tons, was unwilling to take care of the small customer with a small quantity of goods, and refused to request a glass bottle for her workshop.

In the face of the two glass factory director in Guiyang, Tao Huabi began her first commercial negotiation: "which child is a big one in her life, and she is growing up slowly. If you don't give me the bottle today, I won't go."

After a few hours of hard work, the two sides reached the following agreement: the glass factory allowed her to use the basket to pick up dozens of bottles and carry them back to the factory every time. Tao Huabi returned with satisfaction.

At that time, no one had expected that the original "agreement" will become the only reason for Guiyang's second glass factory to stand up or even grow in the tide of the collapse of state-owned enterprises.

After the explosive expansion of the production scale of "Lao Mama", there are many large enterprises in Chongqing, Zhengzhou and other places in the cooperative enterprises. Compared with these enterprises, Guiyang two glass has no cost and quality advantages, but Tao Huabi has never cut the share of Guiyang's two glass supply. Now, "old godmother" glass bottles of 60% products are produced by second glass factories in Guiyang, and 3 of the two glass 4 production lines are launched for 24 hours.

Although the production capacity of the "Lao Mama" in the workshop period is very small, it has not been able to digest the cold noodles shop just around the Longdong fort, and she must open up another market. Tao Huabi felt the pressure of operation for the first time.

Tao Huabi used a "stupid way": she used a basket to hold chili sauce, and went all the way to the canteens and roadside stores.

At the beginning, food shops and canteens refused to accept this bottle of unknown chili sauce. Tao Huabi negotiated chili sauce to the store and cafeteria counter for sale, and sold it again, and then returned the money. Businesses are willing to test sales.

A week later, the shops and cafeteria called to let her double the delivery. She sent the staff twice and was soon out of stock. Tao Huabi began to expand production. She made a call to the two glass factory long hair Li Wei: "I want ten thousand bottles, cash in stock."

Whether it's buying chili peppers or selling chili sauce to dealers, Tao Huabi is always cash in stock. "I never owe anyone a cent, and no one else can owe me a cent." From the first time to buy tens of dollars of glass bottles, to today's sales of over 10 million always adhere to. "Old mama" has no inventory, nor accounts receivable and accounts payable, only the cash flow of up to tens of millions of yuan. {page_break}

　　 These three words are too difficult and too complicated.

Tao Huabi's memory and mental arithmetic ability is amazing. She doesn't understand anything like financial statements and so on. "Lao Mama" has only a simple account, which is read to her by financial personnel. She can remember one or two times, and then mentally calculate the general ledger of financial entry and exit, and instantly know whether there is a problem with the figures.

In August 1997, "Guiyang Nanming old godmother flavor Food limited liability company" was established, and the number of workers increased to more than 200. What Tao Huabi wants to do is not just to lead the chop of pepper, but also to examine all kinds of financial and personnel reports. Many foreign affairs such as industry and commerce, taxation, urban management and so on should be socially available. The relevant government departments often issue documents for her to carry out. In addition, she often participates in various meetings held by the competent government departments, and sometimes is ordered to speak on the stage.

Li Guishan, the eldest son who worked from the army to the 206 geological team car team, learned about her difficulties and volunteered to resign to help her mother. Although Tao Huabi was already a small celebrity businessman, she still felt that Li Guishan had resigned from the "iron rice bowl" to help her to become a "scholar who was in trouble." therefore, he strongly objected. However, Li Guishan could only "cut it off" before leaving the job to find Tao Huabi and become the first general manager of "Lao Mama".

Li Guishan, a senior high school student, did the first thing he did for Tao Huabi. One read, one listens. When Tao Huabi heard something important, he would suddenly stand up and point to the document and say, "this is very important. Stroke it down and do it at once."

Wang Wu and Xie Bangyin introduced Tao Huabi's memory and mental arithmetic ability to be astonishing. She did not understand anything like financial statements and so on. "Lao Mama" also had only simple accounts, which was read to her by financial personnel. She could remember one or two times, and then mentally calculate the general ledger of financial entry and exit.

The document that needs to be signed, Tao Huabi draws a circle in the upper right corner -- this is what she sees from TV. Li Guishan thought it was very unsafe. He wrote down three characters on Tao Huabi's paper to let her mother practice when she was free. Tao Huabi looked at the three words, shook his head, and sighed with embarrassment. "These three words are good for hitting the skull." (Guiyang Dialect: too difficult)! But in order to write her name, she wrote three days in a stroke like a child's red.

Someone asked her how she felt when she practiced calligraphy. Tao Huabi summed up with her "special language": "it's harder to chop chilli than to chop chilli." Three days later, when she finally "painted" her name, she was delighted to invite all the staff of the company to have a meal.

Until now, "Tao Huabi" is only 3 words that Tao Huabi knew. {page_break}

　　 "I am old, but you must not learn me."

"Lao Mama" has no board of directors, vice chairman and deputy general manager. There are only 5 departments. Under Tao Huabi, Xie Bang Yin and Wang Wu are in charge of business and management. Xie Bangyin jokes that he is a "business manager" because he has to rush to the front line.

In 1998, with the help of Li Guishan, Tao Huabi formulated the regulations of "Lao Gan Ma". Financial weekly reporters failed to get the original version of the system, but Xie Bangyin said they had no employee manuals, and the so-called rules and regulations were actually very simple. Only some sentences like "can't be lazy" are more like the teachings of the elders rather than the system that employees must carry out.

Relying on such a simple system, such as the United States Constitution, did not change a word, "Lao Mama" has remained stable for 11 years, and there has never been any problems within the company.

"Tao Huabi has his own set. You can call it" godmother management. " Xiong Fangceng, a lecturer at Guizhou University, interviewed Tao Huabi many times as a reporter. He said: "for example, Longdong fort is far away from the urban area of Guiyang, and there is no place to eat nearby. Tao Huabi decides that all employees are packaged by the company." From the beginning of the 200 small factory, "Lao Mama" has a dormitory, until now, 2000 people, their salary and welfare is the top in Guiyang.

In Tao Huabi's company, no one called her chairman, all called her "old godmother", more than 2000 employees of the company, she can call out 60% of the names, and remember many of them birthdays. Every employee must marry herself as a witness.

In addition, Tao Huabi has been insisting on her "earth principles": she went to the house of workers and went to the house of employees; every employee's birthday arrived, and she could receive gifts from her and a bowl of longevity noodles plus two poached eggs; on the other hand, there were employees on a business trip, and she cooked their eggs for them as if they had sent their children to Guizhou, and they had been sent to the factory before they turned back. When the festival was held in Guizhou, there was a custom of eating dog meat. Tao Huabi built a dog farm specially, and kept more than 80 dogs for years.

In addition to the "godmother" management, Tao Huabi also has its own characteristics in the company's structural setup. "Lao Mama" has no board of directors, vice chairman and deputy general manager. There are only 5 departments. Under Tao Huabi, Xie Bang Yin and Wang Wu are in charge of business and management. Xie Bangyin jokes that he is a "business manager" because he has to rush to the front line.

In 1998, Tao Huabi took the management of the company in turn to Guangzhou, Shenzhen and Shanghai, so that they could visit the market and learn advanced management experience from some famous enterprises. She said, "I am old-fashioned, but you should not learn from me. You kids will bring me some culture back after they go out. "

In 2005, Li Guishan left the position of general manager. After the general manager's position was suspended for a while, professional manager Wang Haifeng took office, and now general manager Xie Bang Yin was assistant to the general manager. And the financial weekly reporter learned that Li Guishan was "nominal" and had no longer been involved in company management for a long time before the end of the class.

"Old godmother" Management team It is probably the most mysterious of the large enterprises in China. Tao Huabi's request for them is that they can not accept outside interviews. The evaluation of this team is generally: loyalty, diligence and low key. The reason why Li Guishan, the eldest son, has left the company has always been a mystery. {page_break}

　 "The government is also very difficult. We won't borrow it."

　　 Entrepreneurship During the period, Tao Huabi never had dealings with the bank. The only loan was after she was developed, the bank kept asking people to come to her to ask her for a loan, but she was reluctant to lend.

In 2001, in order to further expand the scale, Tao Huabi was going to build another factory building. At that time, most of the company's capital was on the raw materials. It was suggested that she should seek help from the government. The Nanming District Committee attaches great importance to the immediate coordination of the loan from the CCB. After coordination, the district office called her and asked her to negotiate with the District Committee.

Tao Huabi brought the accountant to the District Committee and took the elevator to the third floor of the district office. Because the elevator is very old, the door is broken. When Tao Huabi stepped out of the elevator, he was caught by the elevator door and fell to the ground.

When Tao Hua Bi got up, the entourage thought she was going to get angry, but she said, "you see, the government is also very difficult. The elevator is so rotten that we will not lend it."

The entourage thought she was joking, but she sighed and said, "we borrow money from the government (Note: Tao Huabi doesn't know what the government coordinates the bank loan to mean to borrow money from the government), which adds trouble to the country. I can't borrow it. Let's go back. "

During the pioneering period, Tao Huabi never had dealings with the bank. The only loan was after she was developed, the bank kept asking people to come to her to ask her for a loan, but she was reluctant to lend. A staff member of Guiyang commercial bank said that the most important thing Tao Huabi said to them was: "you just want me to get some interest money." {page_break}

　　 "Do I have to be afraid of counterfeit goods?"

Sun Guoqiang is now the vice governor of Guizhou province. He can communicate with Tao Huabi smoothly. He can use some very straightforward words to make Tao Huabi understand what some economics says, and is willing to follow suit. Many important decisions made by Tao Huabi during the development process may have been strongly influenced by Sun Guo.

With the continuous development of enterprises, the brand of "Lao Gan Ma" is widely known. However, "people are afraid of being famous and pigs are afraid of being strong." Things sell well, and counterfeit things happen naturally.

In the early days of "old godmother", Li Guishan applied for a registered trademark, but was rejected by the Trademark Office of the State Administration for Industry and Commerce on the grounds that "Mama is commonly used and is not suitable for trademark". This gives the counterfeit an opportunity.

There are more than 50 kinds of "old godmother" appearing all over the country, and Tao Huabi began to exert great efforts to fight against counterfeiting. Sending people to investigate undercover, each year allocated millions of yuan to set up the first anti-counterfeiting team of private enterprises in Guizhou, and began a nationwide crackdown.

But the counterfeit "Lao Mama" is like leek, cutting a stubble and a stubble, especially Hunan "old mama", the trademark and Guizhou "Lao Gan Ma" almost exactly the same.

Tao Huabi has been stubborn this time. She has been fighting for 3 years with Hunan's "Lao Mama". She has been hitting the Beijing high court from the second middle court of Beijing, and has fought several times for the national trademark office. This case became the ten typical case of safeguarding rights in China in 2003.

In August 10, 2000, the court of first instance concluded that the "old mama" flavor lobster sauce produced by Guiyang Lao Mama company has a certain historical process. The old mama in Hunan constituted unfair competition. It decided to stop using it and destroy the bottle bottle paste similar to the old godmother of Guiyang before the patent right was granted, and compensate for the economic loss of 150 thousand yuan.

This means that the two "old mama" can coexist with life. This is unacceptable to Tao Huabi. She appealed quickly.

There were many people who advised Tao Huabi to give up the lawsuit, but Tao Huabi faced with the people who came to ask for advice: "I am the real" old godmother ". They are Wai goods (Guizhou Dialect: fake). Do I have to be afraid of the goods?

In the end, Tao Huabi and Hunan Lao Gan Ma's lawsuit were under the mediation of the two officials of Guizhou Province: Sun Guoqiang, then mayor of Guiyang, and Long Yongtu, then the chief negotiator of China's accession to the WTO. Guiyang Lao Gan Ma finally defeated Hunan's "old godmother". In May 2003, Tao Huabi's "Lao Mama" finally obtained the registration certificate of the national trademark office, and the registration of Hunan's "Lao Gan Ma" before being registered at the national trademark office was canceled.

Sun Guoqiang is now vice governor of Guizhou province. "It is very simple that he can communicate with Tao Huabi smoothly." Sun Guoqiang, a lecturer at Guizhou University, told the financial weekly newspaper that "Sun Guoqiang can use some very straightforward words to make Tao Huabi understand some of the economics, and is willing to follow suit. Many important decisions made by Tao Huabi may have been influenced by Sun Guoqiang."

Tao Huabi almost did not deal with government officials. As the three stage condominium business of the provincial and urban level, the completion of the two phase project of "Lao Mama", Sun Guoqiang was still invited to the scene as vice governor of charge of "Lao Gan Ma". It is rumoured that only he and Long Yongtu are Tao Huabi willing to "buy". {page_break}

　 "I worked so hard that I was working for you."

Even with the expansion of the company's production scale, Tao Huabi maintained his stubborn caution. Guiyang officials were also very difficult when persuading Tao Huabi. Finally, in the two levels of the city's main officials' frequent persuasion, Tao Huabi reluctantly agreed.

In 2003, a number of government leaders in Guiyang suggested that Tao Huabi could help the old godmother company to backdoor listing and raise the size of the company.

Tao Huabi, who seemed to be reluctant to do so in other enterprises, was denied by Tao Huabi. The answer was: "what is the listing and financing of these ghosts? I am ignorant of them. I only know fried chilli. I only do what I do." Some officials sighed that it would be more difficult to talk about the diversification of financing with Lao Gan Ma than with foreign businessmen.

Now, Tao Huabi rarely goes to her office, and the Mercedes Benz is rarely used because she sits uncomfortable. In addition to going to workshop workshop two or three times a month, all she lived was playing mahjong with several old ladies.

One day on the mahjong table, someone asked her, "how much money have you spent so much that you can't spend all your life? What are you doing all this?" Tao Huabi did not answer it. In the evening, she was lying in bed thinking about this problem, almost sleepless all night.

The second day is catching up with the company's convening of the staff meeting. According to the arrangement before the meeting, as the chairman, she will give the staff the current economic situation, how to deal with the challenges after the entry into WTO, and then the specific work indicators will be issued by the general manager.

According to Tao Huabi's practice of speaking in public, Li Guishan has already prepared a speech for her. Tao Huabi listened to it three times, and he could almost recite it once and for all.

But when she spoke at the meeting, she suddenly remembered yesterday's question and changed her topic: "there are several old aunt asking me," you have so much money, and you still feel bitter about it. I haven't thought of it for a whole night. Seeing you dolls, I came up with a smell: I can't take away the business card, nor can I take this card. Chairman Mao has said that the future is yours. When I think about it, I worked so hard that I was working for you. Do you think this is the reason? For yourselves, you must do well! "

After a few seconds of silence, loud applause broke out.