A lawsuit! Tens of millions of yuan in arrears in advertising fees, the old Ganma suddenly does not smell?

category:Finance
 A lawsuit! Tens of millions of yuan in arrears in advertising fees, the old Ganma suddenly does not smell?


In this regard, Beijing Business Daily reporter contacted and interviewed Lao Ganma, and the other side said that he would not accept the interview. However, on the evening of June 30, it was reported that the relevant person in charge of Laoganma company responded: there is no cooperation with Tencent. Tencent has been cheated, and Laoganma company has reported to the police.

However, Tencent told the Beijing Business Daily that in March 2019, Tencent and Laoganma signed a joint marketing cooperation agreement, and Tencent side put resources into Laoganma hot pepper series promotion. Tencent has fulfilled relevant obligations according to the contract, but Lao Ganma has not paid in accordance with the contract. Tencent had to sue according to law and applied for freezing the amount of arrears due from the other party. At present, the case is in the specific trial process of the court. .

Although Tencent did not disclose specific details of cooperation, relevant reports said that in 2019, Lao Ganma once named Tencents QQ flying car. At that time, some analysts believed that the e-sports user group was mainly young people, and Lao Ganma, who had rarely done marketing, cooperated with QQ flying car in order to put a young label on the brand, which was the signal of Laoganma mining young user groups.

Shen Boyuan, an expert in marketing strategy management, believes that Laoganma may have put the advertisement into QQ flying car at that time, but the return on investment did not meet the expectation.

As of the press release of Beijing business daily, Tencents response to the lawsuit against Lao Ganma has been on the hot microblog search list, with more than 28.82 million readers and more than 1340 discussions.

Tangled in lawsuits

It is worth mentioning that it is not the first time that Lao Ganma has been involved in a contract dispute.

Tianyan investigation shows that on June 18, 2020, Guizhou branch of Southwest Construction Engineering Group Co., Ltd. (hereinafter referred to as Guizhou branch of Southwest Construction Engineering) and Laoganma construction project construction contract dispute, refused to accept the judgment and filed an appeal. On March 9, 2020, the intermediate peoples Court of Qiannan Buyi and Miao Autonomous Prefecture of Guizhou Province filed a case.

According to the announcement, the two parties signed the contract for the first phase of earth rock works of guiding factory in Laoganma oil pepper Industrial Park on May 9, 2016, which agreed that the total project cost was 22.6 million yuan and the construction period was completed within 3 months after the contract came into effect.

Guizhou branch of Southwest Construction Engineering Co., Ltd. sued that Laoganma signed the words as qualified acceptance treatment in the completion acceptance report of the first phase of earth rock works of guiding plant in Laoganma oil pepper Industrial Park. Therefore, Laoganma should pay the project funds, and if not, pay the liquidated damages for overdue payment according to the agreement. Because Lao Ganma did not provide construction conditions, the mechanical equipment of Guizhou branch of Southwest Construction Engineering Co., Ltd. was idle. According to the agreement, Lao Ganma should pay 4.44 million yuan.

However, Lao Ganma believed that the project involved in the case failed to pass the completion acceptance and could not meet the payment conditions stipulated in the contract. Therefore, Guizhou branch of Southwest Construction Engineering Group has no right to ask for the payment of the project balance and refund of the deposit. At the same time, Lao Ganma also asked southwest construction engineering Guizhou branch to pay a penalty of 2 million yuan.

Finally, the court ruled that Lao Ganma paid 563000 yuan and interest to Guizhou branch of Southwest Construction Engineering Group, and returned 1 million yuan of deposit to Guizhou branch of Southwest Construction Engineering Group; Guizhou branch of Southwest Construction Engineering Group paid 2 million yuan of overdue liquidated damages for Laoganma project.

Li Hongjun, a lawyer with Shanghai Hengfu law firm, said in an interview with Beijing Commercial Daily that both sides had certain faults in the dispute, and the court made a reasonable judgment on the request of both parties based on their respective faults. As far as Laoganma company is concerned, the construction contract disputes may affect the bidding situation of Laoganma company. The bidding company will consider various risk issues after winning the bid in combination with this case.

In addition, Lao Ganma also had disputes with Beijing panoramic vision Network Technology Co., Ltd. and Guizhou huarunde Electromechanical Technology Equipment Co., Ltd.

Internal change

In the view of industry insiders, Laoganma defaulted on Tencents advertising fees and there were several contract disputes. On the surface, it was caused by differences between Laoganma and its partners, but behind it, it reflected that Laoganma had problems in internal management.

All cases occurred after 2014. It is understood that in June 2014, Lao Ganmas equity structure changed. Tao Huabi transferred only 1% of his own equity to his second son Li Miaohang, who became a major shareholder of Lao Ganma, holding 51% of the shares, and Li Guishan (Tao Huabis eldest son) held 49%.

After Tao Huabis decentralization, Lao Ganma has undergone a series of younger adjustments. In 2018, Lao Ganma launched a fashionable brand of sanitary clothes. In 2019, Laoganma launched the ghost animal advertisement, as well as the title QQ racing game, to attract young consumers.

Although Lao Ganmas actions are frequent, her income has declined. The revenue in 2016 was 4.549 billion yuan, and that in 2017 was 4.4447 billion yuan. In 2018, the revenue dropped to 4.389 billion yuan. For the decline in performance, the industry attributed the reason to Lao Ganmas replacement of Guizhou pepper with Henan pepper, which led to Laoganmas taste worse than before. At the same time, there were differences in business philosophy between Tao Huabi and her son.

In the face of declining performance, in 2019, Tao Huabi returned again, changing the raw material of Laoganma pepper into the original Guizhou pepper, and redistributing the production formula of Laoganma. In this year, Laoganmas income was 5.023 billion yuan, an increase of 14.43% over the same period of the previous year, reaching a record high again; the tax revenue turned in was 636 million yuan, with a year-on-year increase of 16.82%.

Marketing strategy management expert Shen Boyuan believes that Laoganma chili sauce does not have the gene of Pan entertainment, and it is far fetched to realize the rejuvenation through the above-mentioned online games and other marketing methods, and the sense of conflict is too big, which also reflects the unprofessional marketing team of Laoganma.

In addition, the market competition of chili sauce is increasing. At present, the market scale of chili sauce in China is about 40 billion yuan. The products on the market include Li Jinji, fansanguang and Limin, as well as Lin Yiluns Fanye, Yue Yunpengs chili sauce brand and Huang Leis joint efforts in launching his own chili sauce brand.

In addition, the market competition of chili sauce is increasing. At present, the market scale of chili sauce in China is about 40 billion yuan. The products on the market include Li Jinji, fansanguang and Limin, as well as Lin Yiluns Fanye, Yue Yunpengs chili sauce brand and Huang Leis joint efforts in launching his own chili sauce brand.

Lu Shengzhen, a marketing expert, said that fully online or younger is not the necessary mode for Laoganma. Its advantages lie in the traditional channels and network. Laoganma needs to do a good job in stable product quality and carry out local product innovation on the basis of maintaining the original flavor quality. Beijing Business Daily reporter Wei Wei Li Zhenxing Baiyang (photo source: tianyancha)