Laoganma's Guiding county branch in Qiannan Bouyei and Miao autonomous prefecture, Guizhou province. [Photo by Liu Boqian / chinadaily.com.cn]
Popular chili sauce maker Laoganma is approaching its 2020 revenue peak of 5.4 billion yuan (about $774 million), according to newly disclosed 2024 figures, with e-commerce marketing appearing to play a limited role.
The Guizhou Provincial Enterprise Confederation's list of the 2025 Top 100 Enterprises in Guizhou shows that Guiyang Nanming Laoganma Special Flavour Foodstuffs reported 2024 revenue of 5.39 billion yuan, nearing its peak after a decline in 2021.
Despite steady sales, the brand has faced persistent questions about taste after an alleged switch in chili suppliers.
Lei Bangchao, head of personnel and administration at Laoganma's Guiding county branch, said the company sources chilies from Guizhou, Xinjiang, and Henan.
He declined to disclose the exact formula.
External competition has intensified even as the company has maintained and recovered revenue levels. At the same time, Laoganma has, surprisingly, pulled back from online marketing. Rather than succumb to the competition or allegations, the company has opted to stand firm and let its product speak for itself.
"We have many long-serving employees who can judge the flavor by experience and ensure our taste remains consistent," Lei said.
Several official social accounts have stopped updating. The company's official WeChat account last posted on March 24, 2022. On Douyin, the flagship store's most recent short video was posted in February 2025, and there have been no livestreams in the past year.
Lei described the company's priorities as production and quality control. "We guarantee product quality and safety. We have pushed automation to over 90 percent, and we place less emphasis on external publicity," he said.
Starting as a humble snack stall in 1985, Laoganma has expanded into a major exporter of Chinese condiments. Exports account for roughly 10 percent of the company's sales.
The company's strong brand recognition remains visible on the factory floor: banners there read, "Where there are Chinese people, there is Laoganma."
Xinhua News Agency reported that Laoganma products are sold in 160 countries and regions, and have become a familiar presence on dining tables worldwide.
Chili sauce products are on display at Laoganma's Guiding branch. [Photo by Liu Boqian / chinadaily.com.cn]
