The Godmother

in New York Fashion show

Group members :
Baoqin DONG,
Agenda

I. Introduction: Who is godmother?

II. New York Fashion Week: Tmall China
Day
III. Company strategy & strategic planning
IV. Debate & Question
V. Conclusion
 Who is Godmother?
Sauce queen
Creator: TAO Huabi
In 1990s
Noodles shop to chili
factory

In 2015, Tao was included in

the Forbes list of richest
families in China with an
estimated worth of $1.05
billion.
 New York Fashion Week: Tmall
China Day-opening ceremony
September 10, 2018

• What are the products?

• How ? ( E-platform Alibaba)

• Why? ( brand maturing / single product/enter a new market)

• Impact ( in china: attract the young people’s attention and in

US: chinese quality brand / sales)
 Company strategy
• Establishing a deep impression sauce brand,
with a simple and recognizable logo and
signs.
• The company applies for the “Lao Gan Ma,”
trademark in all 45 trademark classes
• They make use of any possible combination
of a similar trademark.
• Customer oriented (about 4 million Chinese
and Chinese American people living in the
U.S)
• Participation in tradeshows
 Strategic Planning

Make the sauce a household name in the U.S.

Get the
product to sell • If wall mart sells the product all other
retail sellers will follow
into walmart

Eyeing Kroger • Consumer target are non-Asians

and Costco

Non-Chinese • Introduce
chefs and chinese spices in
restaurateurs. western dishes
 Debate & Question

If you were the strategy director of the sauce

company, would you go to the fashion show ?
And why?
 Conclusion

• Success:
In China: TMALL shop promotion: 99 bottles + I Fleece =
1288 yuan, the Godmother revenues = 240%
In US: The Lao Gan Ma Appreciation Society on Facebook
• Costs
• Risk : brand position
Bibliography
• http://www.laist.com/2018/09/19/lao_gan_ma_china_hot
_sauce_walmart_sriracha.php
• https://musa-trademark.com/trademark-blog/trademark-
strategy-the-hidden-power-of-one-of-the-most-successful-
entrepreneurs-in-china/
• https://www.theseus.fi/bitstream/handle/10024/128061/S
hu_Bing.pdf?sequence=1
• https://www.whatsonweibo.com/lao-gan-ma-story-chinas-
spicy-godmother-tao-huabi/