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

The homonym of "the best of both worlds" is a famous idiom in China, which means "do one thing with the best of both worlds to benefit both sides". Chai Lei attaches great importance to friends and partners and has a special liking for pasta, so he takes "the beauty of food" as the name of his fashionable pasta kingdom. In the summer of 2004, Chai Lei tasted the famous Taiwan Province snack "Onion Snack" in 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 very popular, right? With the mentality of giving it a try, he took the scallion 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 biscuit adopts frying technology, and the finished product is as thin as a layer of paper, and the gluten can be torn off one by one by hand. The word "grab" not only explains the connotation of biscuits 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. Only 3 yuan's hand-grabbed cakes attract diners to line up in front of the exclusive window, bringing more than 6,000 yuan in sales on the first day of sale, even exceeding the income of 5,000 yuan in the noodle restaurant that day.

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 queue up before the noodle restaurant opens in the morning in order to have some cakes for breakfast.

The prosperous hand-grabbed cake monopoly window is an excellent living advertisement. In September, 2005, a Shanghai businessman found Chai Lei, and frankly hoped to open a specialty store of hand-held cakes. This just catered to Chai Lei's usual routine of "inviting investment to join and spreading projects", and the cakes in his hand began to go to the national market. Chai Lei, who has been deeply involved in the catering industry for a long time, started a franchise store nationwide with the help of the "grabbing cakes" project, while opening a cake-grabbing direct store in Shanghai. In just two years, the national sales of Liangquan Qimei hand-grabbed cakes exceeded 1 100 million yuan, and the number of stores exceeded 65,438+10,000. Eight years later, the United States and the United States have tens of thousands of stores in China, becoming the street pastry fast food brand with the largest number of franchise chain stores in China.

In 2008, the United States entered the United States and opened three "Kung Fu Cake" shops in new york. Since then, Zhou Jinping, who used to shoot product advertisements for famous brands such as Lipton, Volkswagen and Wanchai Wharf, was invited to upgrade the brand image of the whole country and replaced it in nearly 10,000 terminal stores nationwide. In 20 10, there were abundant grains and cakes 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 in the United States. In 20 12, wuguquan qimei launched a new mini pizza "Weikete VICTOR", which was unveiled at the international franchise exhibition in September of that year. This refreshing pizza has attacked Shanghai, Shenyang, Harbin, Xi and other cities in a crazy way in just a few months, setting off a pizza whirlwind. It will once again expand the territory and beauty of the fashion noodle kingdom to a new height. 20 14 delicious home-cooked hand-grabbed cakes have added new flavors such as dried plum and whole wheat to the original flavor and onion flavor, and continue to lead the development trend of hand-grabbed cakes industry. In 20 10, many competitors emerged in the national market. These competitors are all holding the signboard of "Taiwan Province Province Hand-grabbed Cake", which makes it difficult for consumers to tell the truth from the false, and fully takes away nearly 15% of the market share in the United States.

As the founders of hand-grabbed cakes, Chai Lei and his company were the first to put forward the name "Taiwan Province Hand-grabbed cakes", but they made a fatal mistake: the name "Taiwan Province Hand-grabbed cakes" belongs to the category of zero food, not a brand. In the Trademark Protection Law, the beauty of five grains is a registered trademark, while "Taiwan Province Hand-grabbed Cake" is only protected by 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 of "Taiwan Province Hand-grabbed Cake" to "Baimei Food". On September 20 13, Quanqimei officially announced that it had reached a three-year cooperation with Jay Chou, two kings of Chinese music, and Li Meng, a movie star. Jay Chou and Li Meng became brand spokespersons of Quanqimei.

Here's a short story: When the representative of Five Grains Beauty first came into contact with Jay Chou, Jay Chou felt that the grade of grabbing cakes seemed a little low, and he didn't agree to endorse them. But later, after he tasted the delicious hand-grabbed cake, he was immediately attracted by its delicacy and immediately signed an endorsement contract. Now, every time Jay Chou holds a concert, he will ask someone backstage to make him a hand-grabbed cake, so that he can satisfy his hunger during the concert break. During the concert of 20 14 in Guiyang, due to various reasons, the cake was not delivered in time, and Jay Chou later complained to Chai Lei specifically for this.

Celebrity endorsement enhances brand awareness, and social marketing enhances consumer stickiness. After this marketing battle of high-altitude bombing and ground assault, the beauty of five grains further consolidated its position as an industry leader. Today, it has occupied one-third of the hand-held cake market of nearly 4 billion yuan, with terminal sales exceeding 654.38+0 billion yuan.