In 2003, Chai Lei quit his job as a civil servant in the court and went to Shanghai to wander in the jungle of this adventurer with two fellow villagers who could pee and pee. Chai Lei and two fellow villagers opened a small stall for peeing beef balls. In the vast city of Shanghai, the business was unexpectedly hot. At the same time, Chai Lei also put out an advertisement in the newspaper about the size of dried bean curd, "4,800 yuan to teach the technology of peeing cow pills", and the registration phone almost exploded his mobile phone at one time. In just one year, Chai Lei and two fellow villagers have provided technical training for more than 600 people, and the return from this has reached 3 million yuan. In 2004, Chai Lei, who is aiming at greater development, co-invested with his friend * * * and opened a 240-square-meter "Liangquanqimeixian Noodle Restaurant" in Xianxia Road, Shanghai. In the same year, Liangquanqimei Company was established in Shanghai, and a noodle processing factory was invested to produce high-quality noodles such as udon noodles and vegetable noodles.

The homonym of "grain is the best of both worlds" is a famous idiom in China, which means "do one thing with care for both sides, so that both sides can benefit". Chai Lei attaches great importance to friends and partners, and has a soft spot for pasta, so he takes "the beauty of food" as the name of his own fashion pasta kingdom. In the summer of 2004, Chai Lei tasted the famous Taiwan Province snack "Snack with Onion" at Taipei Shilin Night Market, and his unique flavor made him want to stop. If you take it back to the noodle restaurant in Shanghai, it should be popular, right? "With the mentality of giving it a try, he brought the onion cake back to the noodle restaurant in Shanghai and renamed it" Taiwan Province Hand-grabbed Cake ". The reason why the word "onion" should be changed to the word "hand" is because this kind of biscuit adopts frying technology, and the finished product is as thin as a layer of paper, and the gluten can be torn off by hand one by one. The word "grasping" not only explains the connotation of cookies from the level of consumption experience, but also draws a clear line with the traditional pancakes, pancakes and scallion cakes in China, and abruptly subdivides an emerging market.

In order to make the hand-grabbed cakes not limited to eating in the hall, Chai Lei specially opened a window selling hand-grabbed cakes next to the gate of the noodle restaurant and sold them to more passers-by. Sure enough, this brand-new snack brought an unexpected surprise to Chai Lei. Hand-grabbed cakes, which cost only 3 yuan money, attracted diners to queue up in front of the exclusive window, bringing more than 6,000 yuan in sales on the first day of sale, even exceeding the revenue of 5,000 yuan in the noodle restaurant that day.

Just like a leopard biting its prey in the jungle, Chai Lei seized the opportunity to grab the cake. He began to try to play more tricks on the hand-held cakes, such as adding ingredients such as eggs, ham and cheese to the hand-held cakes. Although the price has risen from 3 yuan to 5 yuan, customers are still coming in an endless stream every day. Many diners come to the queue before the noodle restaurant opens in the morning in order to get some cakes for breakfast.

The monopoly window of hand-grabbed cakes with booming business is an excellent living advertisement. In September, 2005, a Shanghai businessman approached Chai Lei and frankly hoped to open a hand-held cake franchise store. This just caters to Chai Lei's familiar routine of "inviting investment to join and spread the project", and the cakes in hand began to go to the national market. Chai Lei, who has been in the catering industry for a long time, started a nationwide franchise with the help of the project of "grasping cakes", while opening a direct store of grasping cakes in Shanghai. In just two years, the national sales of Liangquanqimei hand-grabbed cakes exceeded 100 million yuan, and the number of stores exceeded 1000. Eight years later, there are tens of thousands of stores in China, and Quanmeimei has become the street noodle fast food brand with the largest number of stores in franchise chain, China.

In 2008, Quanmei entered the United States and opened three "Kung Fu Cake" stores in new york. Since then, Zhou Jinping, who once made product advertisements for famous brands such as Lipton, Volkswagen and Wanchai Wharf, has been invited to upgrade the image of Quanmei, and has been replaced in nearly 10,000 terminal stores across the country. In 20 10, the grain was delicious and the cake entered the Shanghai World Expo; At the same time, all kinds of excellent suppliers have been introduced into the whole food supply chain system, including Yihai Kerry, COFCO and McDonald's suppliers in the United States. In 20 12, Liangquanqimei newly launched the mini pizza "Weikete VICTOR", which was unveiled at the international franchise exhibition in September of that year. This refreshing pizza, in just a few months, took a crazy attitude to attack the city all over the country and set off a wave of pizza cyclones in Shanghai, Shenyang, Harbin, Xi 'an and other cities. Once again, it will expand the territory of the fashion noodle kingdom with all its beauty to a new height. In 20 14 years, the home-packed hand-grabbed cakes with all the beautiful grain added new flavors such as dried plum and whole wheat on the basis of the original flavor and onion flavor, which continued to lead the development trend of hand-grabbed cakes industry. In 20 10, many competitors emerged in the national market. These competitors are also holding the signboard of "Taiwan Province Hand-grabbed Cake", which makes it difficult for consumers to tell the truth from the false, and fully takes away the market share of Quanmeijin 15%.

As the founders of hand-grabbed cakes, Chai Lei and his company Quanqimei took the lead in proposing the name "Taiwan Province Hand-grabbed Cake", but they made a fatal mistake: the name "Taiwan Province Hand-grabbed Cake" belongs to snack category, not a brand. In the trademark protection law, the beauty of grain is a registered trademark, and "Taiwan Province Hand-grabbed Cake" is only protected by the graphic appearance. Once the latecomers change the font and color, there is no infringement at all.

In order to standardize the market and establish an image, Chai Lei took the initiative to change the trademark "Taiwan Province Hand-grabbed Cake" to "Food with All Its Beauty". In September of 20 13, the company officially announced a three-year cooperation with Jay Chou, two kings of Chinese music, and Meng Li, a movie star, with Jay Chou and Meng Li as spokespersons for the brand.

Here's a short story: When the representative of the whole grain beauty first contacted Jay Chou, Jay Chou felt that the grade of hand-grabbed cakes seemed to be low, and did not agree to speak. But later, after he tasted the delicious hand-grabbed cake, he was immediately attracted by its delicacy and immediately signed an endorsement contract. Nowadays, every time Jay Chou holds a concert, he will ask someone backstage to cook a hand-grabbed cake for him, so that he can satisfy his hunger during the concert break. During the concert in Guiyang in 20 14, due to various reasons, the cake was not delivered in time, and Jay Chou later complained to Chai Lei specifically for this.

Celebrity endorsements enhance brand awareness, and social marketing enhances consumer stickiness. After this marketing battle of high-altitude bombing and ground assault, the beauty of grain has further consolidated its position as a leader in the industry. Today, it has occupied a third of the hand-held cake market of nearly 4 billion yuan, with terminal sales reaching 10 billion yuan.