Since the summer of 2006, a whirlwind of selling baked wheat cakes with "soil and dregs" has swept from west to east, sweeping through nearly half of China's dozens of cities, such as Chongqing, Wuhan, Hangzhou and Ningbo. For a time, this kind of flavor snack called "Chinese pizza" triggered a rush to buy, and almost every small shop lined up in front of it. However, the good times didn't last long. After only a few months, the "Tudiaozha" biscuit shop in Hangzhou, Ningbo and other places was deserted, and its joining method was even referred to as "MLM variant" in some places.
Its temporary popularity is that merchants have opened up a market segment through differentiated methods. This kind of baked wheat cake with a strong local flavor is different from the usual baked wheat cake in taste, which is bound to arouse people's interest in early adopters. Merchants are also quite ingenious in naming, using baking equipment in production, and using modern marketing concepts, adopting franchise franchisees for chain operation. The distinctive storefront signs and wrapping paper of the sesame cake shop have also injected certain cultural connotations. Only by opening a window, the waiting customers represent popularity, which has a serial attraction, thus stimulating people's desire for consumption, making the customer queue in front of the biscuit shop longer and longer, and the business will continue to be relatively hot.
On the other hand, the popularity of Tujia biscuits reflects a simple herd consumption psychology. When people eat the first bite of sesame seed cake, they feel "so much", and after satisfying their curiosity, they will not buy a second one, so the market will gradually shrink. In addition, some franchisees only transfer technology and do not pay attention to the strict management, standardization and supervision of franchisees. In this way, once the franchisee has problems, the negative effects will spread to all stores and even the whole brand.
Careful analysis of the popular snacks in recent years, from "Duck Neck King" to "Bobby Steamed Bread" and then to "Tujia Slag-dropping Sesame Cake", all took such a road: it became a hit-rushing headlong into it-it was a mess-dispersed in a hubbub. It can be said that "its prosperity is also rich, and its decline is also sudden."