What is even more worrying is that with the decline of Tujia baked wheat cake from its heyday, who will be the ultimate buyer of this "mobilization of Tujia baked wheat cake" movement?
Tujia sesame cake, which smells fragrant all over the street, has gone downhill from its heyday. And make money from a batch of baked wheat cakes. Who is making money and who is losing money?
The National Business Daily found in an interview yesterday that there are two main ways to make money from sesame cakes: one is to find franchisees, and the initial fee for each franchisee is as high as 30,000 yuan; The other is to seek to join, and make sesame cakes to sell money in a down-to-earth manner.
However, this ecological chain, which is very stable in itself, has been tilted because of the constant leakage of the secret recipe of baked wheat cake. Some franchisees may become the ultimate buyers of Tujia sesame cakes, which have been heated up, and those who have the foresight to make money by selling secret recipes seem to benefit the most.
Secret recipe sales franchisees complain
"The biggest difference between the formula of' Tujia Sesame Cake King' and other counterfeit brands is that we use dozens of pure natural spices, while counterfeit brands use additives that are harmful to the human body, and the varieties are very single. As long as you taste it carefully, you will find that the taste is different. " Geng, the owner of Shanghai Xindao Catering Co., Ltd., the "king of Tujia cooking", has always emphasized the characteristics of Tujia cooking in an interview with National Business Daily, regarding the so-called secret recipes of Tujia cooking sold at low prices everywhere on the Internet and the phenomenon that Tujia cooking has followed suit.
In fact, the wide spread of the secret recipe of sesame seed cake has really affected the new way of seeking franchisees, and the relevant people of the company have also confirmed this.
"On the one hand, it is the secret recipe of tens of yuan, and on the other hand, it is the initial fee of tens of thousands of yuan. People who want to make Tujia cookies naturally have an account in their hearts. " An industry insider said this.
Although the joining speed has slowed down, Xindao has already gained more than 50 franchisees. According to the company's data, the joining fee for each franchisee is 28,000 yuan. According to this calculation, the new road has obtained an initial fee of 6,543.8+0,000 yuan.
Since March last year, a kind of baked wheat cake with Tujia flavor has sold well in Wuhan. Seeing the business opportunity, Geng introduced this kind of baked wheat cake to Shanghai for the first time, and improved it according to the taste of Shanghainese, thus giving birth to the "king of baked wheat cake of Tujia nationality". The brand became an instant hit in Shencheng in the form of franchise chain, and spread rapidly with the average joining speed of 4 or 5 stores every day. Received a one-time franchise fee of 28,000 yuan, including technology transfer fee, personnel training fee, business circle and storefront site evaluation, storefront decoration design, etc. Products are uniformly distributed to all stores every day. At present, the number of "Tujia Roasted Sesame King" franchise chain stores in Shanghai has expanded to more than 50.
Unbreakable follow-up cycle
As Geng expected, Tujia sesame seed cake was quickly imitated by many businessmen. Similar tastes, similar cakes, similar store names and similar store styles make the whole market quickly saturated, and many merchants have opened many chain stores with lower joining costs to carve up the market.
Now there are Tujia sesame seed cake shops everywhere. Nowadays, on the Internet, buyers can buy the so-called secret recipe of Tujia sesame seed cake for only twenty or thirty yuan. The National Business Daily bought a set of "secret recipes" on Taobao yesterday, which only cost 38 yuan. The information is detailed. As long as the funds are sufficient, it can open a Tujia sesame seed cake shop immediately.
The National Business Daily found that the turnover of Tujia sesame seed cake secret recipe on Taobao was quite large. It seems that many people intend to make a fortune through this shortcut.
Under the influence of a lot of follow-up, the business situation of "the king of Tujia sesame cakes" has also declined, and some stores can only sell 1000-2000 sesame cakes at most a day. Because it takes 1.5 years for the trademark registration of "Tujia Shaobing King" to be approved, Geng cannot crack down on counterfeit brands through legal means.
Geng told the National Business Daily, "Once the trademark registration is approved, we will immediately clean up these counterfeit brands."
Subsequently, the National Business Daily interviewed Shanghai Jiawei Food Company, another company in Shanghai that manages Enshi Tujia biscuits. At present, the company's initial fee is 5,000 yuan, and the cost of stuffing is 4.5 yuan per catty. Its registered trademark is "Kimberly". According to the company, at present, the "earth carving restaurant" can only sell about 65,438+0,000 cakes a day on average. However, in the face of the current phenomenon of Tujia biscuits flooding, the company said that there is no other way but to try not to set up franchise stores near Tujia biscuits.
When Lin Yan heard the telephone ring, "leaving the union" made her nervous.
After 30 yuan's secret recipe of Tujia sesame seed cake appeared on the Internet, Lin Yan, the founder of Tujia sesame seed cake, said in an interview with the National Business Daily reporter yesterday: "There is no such thing as a secret recipe."
"Whether something is delicious or not depends on everyone's hobbies. I don't know if there is a secret recipe for Tujia biscuits. " Lin Yan told national business daily. Previously, the secret recipe of Tujia sesame seed cake was sold in Taobao and Yi Bei, and the lowest was 30 yuan.
Since the end of 2005, Tujia sesame seed cake has become a popular snack in Shanghai, and almost every cake stall selling Tujia sesame seed cake can see a long queue. Lin Yan, a 27-year-old Tujia beauty, graduated from Hubei University of Technology. She took Tujia biscuits out of Enshi, where she came from. She started from a small shop of 20 square meters in February last year, and developed Tujia biscuits into a well-known brand in almost the whole country.
However, in recent days, Lin Yan, once known as the "queen of baked wheat cakes", had a hard time. Although there are many baked wheat cake stalls with the signboard of "Tujia baked wheat cake" everywhere in Shanghai, Lin Yan said that these are not her authorized franchise stores.
Indeed, Tujia sesame cakes almost inevitably encountered counterfeiting. Brands such as Tujia sesame seed cake, slag-dropping sesame seed cake, slag-dropping sesame seed cake and Tujia slag-dropping sesame seed cake have sprung up like mushrooms, and it is difficult to distinguish between true and false.
Lin Yan expressed helplessness to those cake stalls that followed suit. "It takes 18 months to apply for a patent. Everyone can sell Tujia cookies during this time. " Lin Yan's tone seems a little excited. "The end result is that no one has to do it."
According to a local colleague in Hubei who told the National Business Daily reporter, many Tujia sesame seed cake stalls in Wuhan are closed.
This made the merchants who joined Tujia sesame seed cake in its heyday see that their business was gradually deserted, and felt that they had been cheated. They demanded Lin Yan to compensate for the losses and return the initial joining fee they had paid. Lin Yan said that these things did happen, but they have been rare recently. She used to be nervous when the phone rang because she was under great pressure to be repaid.
At present, what is in front of Lin Yan is such a situation: the patent of "Tujia sesame seed cake" she applied for has not been approved; Sales of self-owned franchisees declined; Franchisees gradually lose confidence in Tujia sesame cakes.
In order to solve the problem of single product, "Ma Gungun" and "Soft Cake with Pickled Pepper" are newly developed products in Lin Yan, but franchisees think that these two products have their own defects and are unwilling to promote them.
"They no longer have a good attitude." Speaking of franchisees, Lin Yan began to get excited. "I can't communicate with them well."
In the interview, Lin Yan told the National Business Daily many times that the main reason for the decline of Tujia baked wheat cake was "people". Lin Yan's disappointment is beyond words, from the initial voluntary request for joining to the later recovery of the joining fee.
Regarding the future of Tujia sesame seed cake, Lin Yan said that she may not continue to run the company, but she will find someone with more operational ability to help. "I am a better entrepreneur, but I am not a good operator."
Lin Yan: The result of following the trend is that everyone has nothing to do.
NBD: Now there are many Tujia sesame seed cake stalls in Shanghai. Are they all yours?
Lin Yan: None of them are mine.
NBD: It is said that many Tujia biscuit shops in Wu Hanyou can't do it anymore.
Lin Yan: That's for sure.
NBD: What do you think of the popular Tujia sesame seed cake?
Lin Yan: In the end, everyone didn't do anything.
NBD: There was a rumor that your franchisees demanded a refund of their initial joining fee.
Lin Yan: That was a few years ago. I don't want to talk about it.
NBD: Your employees still have great confidence in Tujia sesame cakes. What about you?
Lin Yan: Tujia sesame seed cake is a mature product. Of course I have confidence.
NBD: What is the current business situation of Tujia sesame seed cake?
Lin Yan: Not so good.
NBD: Did the patent application for Tujia sesame seed cake pass?
Lin Yan: Not yet.
NBD: So there is no patent for Tujia sesame seed cake now?
Lin Yan: Yes, you can say that.
NBD: Although Tujia sesame seed cake has encountered some setbacks now, you have succeeded after all.
Lin Yan: After my success, I feel that many things are out of my own hands, and there is a lot of pressure.
The recipe of Tujia sesame seed cake reveals the procurement of raw materials and equipment.
Nowadays, on the Internet, buyers can buy the so-called secret recipe of Tujia sesame seed cake for only twenty or thirty yuan. The National Business Daily bought a set of "secret recipes" on Taobao yesterday, only for 38 yuan. Less than two hours after the online transaction was successful, the seller sent the "goods" to the reporter's mailbox. As of yesterday's deadline, the lowest transfer price of this secret recipe on Ebay is only 8 yuan.
A. Paper bags 027-85420.438+05/ Only paper bags with food films can be used. This is the cheapest! And you can save 0.03-0.04 yuan/piece directly. This is the public price, and the details of customization are discussed.
B. gas food baking depends on the market. Business choice single or double oven. Two floors are generally recommended. Single price 1300- 1600 yuan, double price 1800-3000 yuan.
Several manufacturers:
Shanghai Li Huan machinofacture co., ltd
Tel: 02 1-6769076967690444
Guangzhou Hongling electric heating equipment co., ltd.
Tel: 020-862952 1986295239
Zhejiang Ruian Hongwei food machinery factory
Tel: 0577-65773608
Suggestion: Use HLY-2040 oven of Guangzhou Hongling Electric Heating Equipment Co., Ltd., which is more fuel-efficient! The speed of each furnace can be fast 1 minute, 2800 yuan.
C. Purchase stainless steel trays for oven equipment according to the daily sales volume of about 10.
D the equipment of the dough mixer is very simple, just use the products of the local food machinery shopping mall. I use: Zengxiao Food Machinery Factory, Yongkang City, Zhejiang Province.
Tel: 0579-72 153 17400 yuan/piece.
E. Meat grinder This can also be purchased in the local food machinery shopping mall, 200-300 yuan/piece.
F asbestos gloves g workbench, white tunic, hat, brush, stainless steel bowl, shovel, cash register, 2 gas tanks and other necessary items in the store.
Postscript: Because there are so many people buying ovens now, on June 38+1October 3, customers reported that the price of ovens was extremely high!
Interpretation of Tujia sesame seed cake seasoning
All condiments can be bought in condiment markets all over the country. In order to make money for franchisees, some franchisees deliberately mix several condiments together and take a special name to become a condiment. But also require franchisees to order from them or their joint businesses.
Special flavor powder: also known as special flavor-3.5 yuan /20G.
Qinghai Food Co., Ltd. 0577-8833576581851215
Chicken essence: 4 yuan /200G.
Zhejiang Yiwu Chuhua Foods Co., Ltd. 0579-5742338
Barbecue material: 2 yuan /50G.
Wuhan clown seasoning foods co., ltd. 027-83922929
Cumin powder: 1.5 yuan /40G.
Zhumadian Wang Shouyi shisanxiang condiment group co., ltd. 0396-29 14036
Thirteen incense: 1.5 yuan /40G
Zhumadian Wang Shouyi shisanxiang condiment group co., ltd. 0396-29 14036
Spiced powder: 1.5 yuan /40G.
Fujian Quanzhou Anji Foods Co., Ltd. 0595-2499666
Sweet baking powder: 3 yuan /40G.
Guilin Xing 'an Petrochemical Plant 0773-6228 174
Spiced sauce: common bean sauce
Red oil: It is available on the market.
The above seasoning prices are only approximate prices, which can be negotiated according to the batch and the local market. All seasonings are not from any manufacturer! See what brands can be bought locally! But try to choose famous brands!
Postscript: Now there are baked wheat cakes everywhere, and everyone's main melody tastes the same, which can be changed flexibly according to local tastes! This is why many shops sell cakes with different tastes!
Processing technology of sesame cake
A. Water for making old noodles: 5KG of new flour: 7.5KG of sweet baking powder: 35G of yeast powder: 30G.
Water and flour ingredients are mixed with warm water for more than 5 hours, and cold water for more than 8 hours becomes old noodles.
B. make dough 1. Proportion: water: old noodles: new flour 5: 1: 8 General weather 5: 1: 9 Hot weather 5: 1: 7.5 Cold weather 2. Key points of production: first put water (or warm water), then put the old noodles, and finally put the new noodles. If you accidentally dry the noodles when stirring, add warm water (bit by bit) and stir for several times!
If the mixed noodles feel sour, add a little warm water, then add 20G sweet baking powder and melt the water until the noodles are not sour.
Several points: the longer the fermentation time of the old noodles, the less the dosage. You can't mix noodles with water above 45 degrees! When using the dough mixer, you should add water first, and then add flour. Put as much water as possible, and then add the flour. Don't add water when there is too much flour! Put the mixed noodles in for 30 minutes and you can make a cake. You'd better cover the dough mixer with a cloth.
C. The ratio of fat meat to lean meat is 5: 2. First cut the meat into small pieces, put it in a meat grinder and grind it into meat stuffing. Weigh the ingredients according to the ingredient list, add water and mix well. Add meat. Generally, 50 kg of meat can be added with about 8 kg of water. Add a little at first, and then add water when it looks too thick. When making cakes like this, speed up and save meat!
D. making dough
1. Dough ratio: 175G Meat: inner stuffing: 10- 15G Outer stuffing: 15-20G.
2. Mash and mix the red oil, salad oil and bean paste into a bowl for later use. Before making a cake, put a little oil on your hands, take about 175G of dough, press it into a concave shape like a steamed stuffed bun, and put 10- 15G of meat in it. Surround it and knead it into a round bag with meat inside. Then put it on the counter in turn and flatten it evenly around by hand, so that the meat inside is evenly distributed on the whole cake of about 20CM.
The pressed cake looks round, even and flat, or it can be made into a square. Spread 15-20G meat stuffing on the cake surface, brush with red oil again, and sprinkle with some chopped green onion and sesame seeds. Just made a cake.
E. bake the cake. Put the cake in a pre-purchased stainless steel tray and oil the tray first. Put six cakes on a tray and set the temperature of the copy box at about 300 degrees. If the upper and lower ovens are used, the lower oven is adjusted to 300-320 degrees, and the upper oven is adjusted to 280-300 degrees. Bake for about 4 minutes. At the beginning, I often pull it out to have a look. Just bake until the surface is a little yellow! If you see a bubble in the middle, break it.
Matters needing attention and production experience
1. The store should be located in schools or places with heavy traffic.
2. A few days ago, I asked my friends to come over and help people, and there was a queue.
When someone buys a cake in front of the store, you don't have to give it too early. You can ask the customer to wait.
It is best to prepare a small oven and do more heat preservation when you have time. Emergency when busy.
5. According to local tastes, the ingredients are not fixed and can be adjusted appropriately.
6. You can attract customers with more mustard tuber.
7. If the competition is fierce, you can make the cake small, and the meat stuffing will be the same, and the taste will be much better!
8. Attract customers with gifts or other marketing methods!
Who will pay for the "Tujia sesame seed cake mobilization" activity?
Who will pay the bill in the national "general mobilization" of Tujia sesame cakes?
Geng introduced the prospect of joining the company to the National Business Daily: the total investment of each franchise store is about 30,000-50,000 yuan, while the best-selling stores in the heyday of the market can sell 6,000-7,000 biscuits a day, and the profit can be as high as 70%. According to the calculation of 2 yuan for a biscuit, the turnover of one day can reach1.20,000-1.40,000.
In addition to developing franchise chain stores, Geng has also developed more than a dozen direct stores, which are managed by employees of Shanghai Xindao Catering Co., Ltd. "The money our employees earn in the stores every month is much higher than the salary paid by the company!" Geng Wude can't help but say proudly. This has become the best footnote to join Yizhou.
However, at noon yesterday, the National Business Daily came to a "Tujia people's slag-dropping sesame cake" on Zhaojiabang Road, and found that although customers who came here to buy sesame cakes were still in an endless stream, one customer said, "Business is not as good as before. In the past, we had to queue up every day. The taste is not as good as before, and the stuffing is obviously less than before. "
The owner of another Tujia sesame seed cake shop on Zhaojiabang Road told the National Business Daily that this shop has been open for more than two months and has not recovered the joining cost. Seeing that the market began to shrink gradually, he was very anxious.
It is understood that Tujia sesame seed cake was popular in Shanghai for about 3 months. Many franchisees who joined last year have recovered their costs and made money, while some businesses who joined recently have poor prospects. They may become the ultimate buyers of Tujia sesame seed cake movement.
Biography of "Cookie Queen" Lin Yan
Lin Yan 1997 was admitted to Hubei University of Technology, majoring in bioengineering. 200 1 after graduation, she went to an environmental protection enterprise to do sales. A year later, Lin Yan became the manager of the company in northwest Hubei.
The first time I thought of selling baked wheat cakes from my hometown to big cities, it was when Lin Yan came home and found her mother's baked wheat cakes particularly delicious. In addition, it was popular to eat farm food in the city. Therefore, Lin Yan thinks that maybe such baked wheat cakes will be sold in cities, and there will be a good market.
At first, Lin Yan brought her mother's sesame cake to the company, which was very popular. So she decided to start with baked wheat cakes and start her own business. Moreover, at that time, Lin Yan thought that "the bigger the city, the more there should be a market." After market research, Lin Yan found that there was no real Tujia sesame cake shop in Wuhan, and her own products could just fill this gap.
Lin Yan's Tujia sesame seed cake was quickly recognized by customers in Wuhan, and the local media in Hubei also reported it immediately. Since then, Lin Yan has received hundreds of calls every day, asking to join. "In fact, we didn't even think about opening a franchise store at first." Lin Yan said. At present, Lin Yan Wuhan Diaozhaer Food Management Co., Ltd. has 39 franchise stores.
In February, 2005, Lin Yan raised 20,000 yuan, rented a 20-square-meter storefront at the entrance of Wuda University, decorated the storefront with bamboo, and designed a biscuit packaging bag with the concept of environmental protection and Tujia culture. At that time, hundreds of people lined up to buy cookies in her shop.
"Although opening a shop at that time was considered a very low-level thing, I felt that my knowledge level was a little higher. Even if I opened a shop, I would definitely be better than others. This may be the reason why I succeeded in the first place. " Lin Yan said.
Recalling the scene when starting a business, Lin Yan seems to miss it very much. "It was very hard at first, and I had to pay seventeen or eight hours of physical labor every day." Lin Yan said, "I am very tired now, but I feel a lot of pressure now."