Tujia sesame seed cake in Xi' an has been hot for three months

Last October, Tujia sesame seed cake appeared on the streets of Xi' an. Compared with ordinary sesame seed cake, this big pie with minced meat was sold in paper bags, which attracted the attention of many young people. Just two months after listing, Tujia sesame seed cake shops have mushroomed in the streets of Xi 'an. According to insiders, there were at least 311 stores in Xi 'an when Tujia sesame seed cakes were the most popular, and there were several around universities. There were only six between Northwest University of Political Science and Law of Chang 'an Road and College of Posts and Telecommunications, and five around Foreign Affairs College. When Tujia sesame seed cake first arrived, some Tujia sesame seed cake shops actually had a hot scene of queuing for purchase. Today, two months later, is Xi 'an Tujia sesame seed cake still as hot as franchisees said?

At 1 o'clock yesterday afternoon, the reporter visited Chang 'an Road and Foreign Affairs College respectively, and found that there was only one of the six shops on this road in the past. Although the master who sold cakes told the reporter that they sold a lot of cakes every day, yesterday afternoon, there were so many shops that it took more than ten minutes to get a customer. The number of Tujia sesame seed cake shops around the Foreign Affairs College has also been reduced from the previous five to two. A shopkeeper told reporters: "Nowadays, people want to eat fresh food, which was ok at first, but now fewer and fewer people buy it!" He said that Tujia baked wheat cake is not easy to sell now, and Hershey sells two or three hundred, at least dozens. According to the current situation, it is difficult for many newly joined Tujia baked wheat cake shops to recover tens of thousands of yuan of investment.

why did Tujia sesame seed cake become so popular in such a short time and suddenly cool down? College students who have eaten Tujia sesame seed cake think that the key to Tujia sesame seed cake's popularity is that it is a new taste, the store is simple and has the characteristics of Tujia, and it is unique in kraft paper bags, but the key to the vitality of a food is its taste, which is average in taste and no matter how well packaged, it is difficult for people to buy it. According to Wang Yang, a college student, all the girls in their dormitory have eaten it out of curiosity, and almost all of them have only bought it once. After they think the taste is average, they stop eating it. Even the person in charge of the head office of Zhongbing Wang said frankly: No matter how good the food is, it will be boring to eat it every day. Another Mr. Huang, who has eaten Tujia sesame seed cakes, thinks that Tujia sesame seed cakes are sold for 2 yuan money with more seasonings and minced meat, compared with 2.5 yuan, a Chinese hamburger in Xi 'an, which is more affordable to eat. Boss Wang, who wants to sell the store, thinks that the Tujia sesame seed cake market in Xi 'an is too chaotic, and anyone can sell recipes to develop franchise stores. Blind development is too excessive.

Who is the authentic Tujia sesame seed cake

There are more than 211 Tujia sesame seed cake shops in Xi 'an, and there are more than 21 names, including "Zhongbing Wang Tujia sesame seed cake", "Slag-dropping cake", "Dumping pie", "Dumping cake", "Slag-dropping cake", "Golden bubble cake" and "Wu Dalang Tujia sesame seed cake".

It is understood that the real Tujia sesame seed cake is the home-cooked meal of Tujia and Miao people in Enshi, Hubei. At present, there are more than three franchisees in the Xi 'an market who only develop franchisees as the general agent of "Dumped Tujia Cookies", and they all call themselves general agents. However, there are different opinions about the birthplace of the stuffed biscuits. A manager surnamed Wang said that it came from Wuhan, Hubei Province, while another general agent surnamed Liu said that he was from Huxian County, and he spent 51,111 yuan to buy out the general agent right in the northwest. A manager Huang even said that he got the secret recipe of authentic Tujia biscuits at a high price, and the source was confidential. When the reporters expressed their desire to see the power of attorney in their hands about the general agent of Tujia sesame seed cake, they all said that there was no need to read the power of attorney, and they had the right to operate and join if they spent money. Manager Wang said that at present, in addition to stuffed sesame cakes and dregs-dropping pies, all other names in the market make money under the name of Tujia sesame cakes. These shops get secret recipes privately and buy an oven to open stores.

Liu Jingli, another self-proclaimed general agent of "Slag-dropping Tujia Sesame Cake", said that "Slag-dropping Tujia Sesame Cake" won the title of "King of Cakes" in Wuhan, and the number of "Slag-dropping Tujia Sesame Cake" in Xi 'an has now grown to 111 franchisees. Who awarded the honor of "king of cakes"? In this regard, Liu Jingli said not clear. Yesterday, the reporter interviewed Wuhan Catering Association and Wuhan Catering Service Center by telephone respectively, and the responsible persons all said that they didn't know that there was such a thing as "the king of cakes". Regarding who is the secret Tujia sesame seed cake, Manager Pan, who claims to be the general agent of the Chinese cake king Xi 'an with more than 21 franchisees, told reporters that there are many names of Tujia sesame seed cakes in Xi 'an development franchise stores, and there are no fewer than 21 franchised stores. Who is the authentic Tujia sesame seed cake? Even these franchisees may not be clear.

Behind the prosperity of Tujia sesame seed cake

Although no one can prove that they are authentic Tujia sesame seed cake, they are openly developing franchise stores as the general agent of "authentic Tujia sesame seed cake". According to a boss Li who once sold Tujia biscuits, how much money can he earn by selling cakes? Developing franchise stores is the real way to make money. It is reported that this boss Li started selling Tujia biscuits in October last year, and has "pulled out" to invest in other industries after developing a number of franchise stores in the first two months. According to him, at present, at least half of the hundreds of Tujia sesame seed cake shops in Xi 'an are charging franchise fees under various names. He calculated an account. At present, the joining fee in the market ranges from tens of thousands of yuan to as little as four or five thousand yuan. In addition, stuffing, paper bags and flour are uniformly distributed, and some of them are forced to sell ovens to franchise stores. The price of a three-layer gas oven is 6511 yuan, the delivery price of a special paper bag with film is 1.14 yuan to 1.15 yuan, and the delivery price of one kilogram of stuffing is 4.5 yuan ~5 yuan. A store sells 511 cakes a day, so the minimum income of developing a franchise store is also tens of thousands of yuan. For a Tujia sesame seed cake franchise store, in addition to paying the joining fee and management fee, it is also necessary to rent facade decoration and equipment, and the initial investment is at least 31,111 ~ 51,111 yuan. In this way, if each store calculates according to the current sales volume of 511 cakes a day, the retail price of one cake is 2 yuan, and the profit is calculated according to the 51% promised by the franchisee, it will take three or four months to earn back the investment. According to the boss Li, the popularity of Tujia sesame seed cake is only two or three months, and most franchisees will "retreat from the torrent" after developing dozens of franchisees.

according to industry analysis, the superficial popularity of Tujia sesame seed cake market is actually the illusion created by the rapid expansion of franchisees, including queuing to buy. The insiders also analyzed that there is an abnormal phenomenon in the current catering industry, that is, people like to join in the fun, and wherever there are many people, they are crowded. In fact, Tujia biscuits can't be compared with local meat sandwiches. Xi' an people are used to eating meat sandwiches every day, but few people eat Tujia biscuits three times in a row. Anyone with a little rational mind will find that Chinese hamburger shops with good taste and more benefits have always been operating smoothly, but the queuing phenomenon of Tujia sesame cakes is abnormal. The reason why they want to create a hot illusion is mainly to attract people to join. However, these franchisees know very well that this artificially created fake popularity does not rule out paying people to queue up to "pull". This kind of queuing purchase cannot stand the test of time. Some general demonstration stores have already started to transfer, which shows that some people have earned enough franchise fees and are ready to "pull out".

will Tujia sesame cakes make the same mistake as greedy ducks?

In the interview, the reporter saw that the facade of Tujia sesame seed cake shop was decorated neatly, but the sanitary conditions in some shops were worrying. On April 5th, the reporter saw in a general store of Tujia biscuits on Chang 'an Road that sewage was flowing across the floor of the operation room, the dough was put in dirty plastic buckets, the black meat was put in simple plastic baskets, the meat had been thawed, and the black water flowed down the ground. One of the workers who were putting meat on the bread was wearing plastic slippers barefoot, and the operation room gave off an unpleasant smell. The reporter found no hygiene license in his office and operation room, several operators who were making cakes did not wear health certificates, and the relevant licenses were not hung on the wall of the store. Tujia sesame seed cake is baked in such an environment, and the franchise environment developed by such a store is even more imaginable.

The reporter also learned that most Tujia sesame seed cake franchisees are indifferent to the location, related facilities, unified management and even technical training. They can join as long as they pay the money, and the joining fee has dropped from 5,111 to 6,111 yuan a few months ago to 2,111 to 3,111 yuan at present. As long as the money is paid and even sold together with the formula, there is no technical training for franchisees at all. At present, the recipe of Tujia sesame seed cake has also been publicly sold on the Internet, mostly from 511 yuan, and at least from 211 yuan. The method of making Tujia biscuits has been made public on the Internet, and housewives can make delicious Tujia biscuits according to the online introduction. The insiders believe that since the formula has been made public, the rights and interests of franchise stores will not be protected, and joining is meaningless for some small shops that want to engage in Tujia sesame cake business. Nowadays, many franchisees in Tujia sesame seed cake have closed their doors because they don't make money, and some franchisees have begun to transfer their stores. These signs are worrying.

The rapid popularity and sudden drop in temperature of Tujia sesame seed cake can't help but remind people of the phenomenon that in February, 2112, greedy ducks in Xi 'an market caught fire all over the streets overnight and soon disappeared from the market. After careful comparison, it is found that both the gluttonous duck and the Tujia sesame cake are from other places. They both expanded rapidly in Yangchun in March, and ended quickly two or three months later. The franchisees made a lot of money, but the franchisees were left out. After the greedy duck "flies" away, what will Tujia baked wheat cake be after its prosperity? We will wait and see. I hope that more operators will look at the world with a cold eye and remain rational and sober in various investment booms. Reporter Zhou Rui Intern Zhang Yongli