Last June, 1 1, Tujia sesame seed cake appeared on the street in Xi 'an. Compared with ordinary sesame cakes, this kind of pancake with minced meat is sold in paper bags, which attracts the attention of many young people. Only two months after listing, Tujia sesame seed cake shops have mushroomed in the streets of Xi 'an. According to insiders, when Tujia sesame cakes were the most popular, there were at least 300 stores in Xi 'an and several around the university. There are only six between northwest university of politics and law and the Institute of Posts and Telecommunications on Chang 'an Road, and five around the 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 say?
Yesterday afternoon 1, the reporter visited Chang 'an Road and Foreign Affairs University respectively, and found that there was only one of the six shops on this section in the past. Although the cake seller told reporters that they sell a lot of cakes every day, it took more than ten minutes to get a customer yesterday afternoon. The number of Tujia sesame seed cake shops around the Foreign Affairs College has also decreased from the previous five to two. A shopkeeper told the reporter: "Now people want to eat fresh food, which was ok at first, but now fewer and fewer people buy it!" He said that Tujia sesame cakes are not easy to sell now, but when they are good, they sell two or three hundred, at least dozens. According to the current situation, it is difficult for many newly joined Tujia sesame seed cake shops to recover their investment of tens of thousands of yuan.
Why is Tujia sesame seed cake so popular in such a short time and suddenly cools down? College students who have eaten Tujia sesame seed cake believe that the key to its popularity lies in its new taste, simple storefront and Tujia characteristics, and its packaging in kraft paper bags is unique, but the key to the vitality of a food lies in its taste, which is average and it is difficult for people to buy. According to Wang Yang, a college student, all the girls in their dormitory ate it out of curiosity, and almost all of them only bought it once. They stopped eating after they thought the taste was average. Even the person in charge of Wang Zhongbing head office admitted frankly: No matter how good the food is, it is boring to eat it every day. Another Mr. Huang, who has eaten Tujia sesame seed cake, thinks that Tujia sesame seed cake sells 2 yuan money, and has more seasonings and minced meat, which is more affordable than a meat bun in 2.5 yuan. Boss Wang, who wants to sell the store, thinks that the Tujia sesame seed cake market in An is too chaotic, and anyone can sell recipes to develop franchise stores. Blind development is too much.
Who is the authentic Tujia sesame seed cake?
There are more than 200 Tujia biscuit shops in Xi 'an, with more than 20 names, including "Wang Zhongbing Tujia biscuit", "Dried dregs cake", "Dried dregs cake", "Golden bubble biscuit", "Wu Dalang Tujia biscuit" and "Princess biscuit".
It is understood that the real Tujia sesame seed cake is a home-cooked dish of Tujia and Miao people in Enshi, Hubei. At present, there are more than three franchisees in Xi 'an market who only develop franchisees as the general agent of "Dumping Tujia Cookies" and all claim to be general agents. However, there are different opinions about the birthplace of sandwich biscuits. A manager surnamed Wang said it was from Wuhan, Hubei Province, and another general agent surnamed Liu said it was from Huxian County. He spent 50,000 yuan to buy out the general agent right in Northwest China. A manager Huang even said that he got the secret recipe of authentic Tujia cookies at a high price, and the source was confidential. When reporters said they wanted to see the power of attorney about the general agent of Tujia sesame seed cake, they all said that they had the right to operate and join without looking at the power of attorney. Manager Wang said that at present, in addition to brewing sesame cakes and dregs cakes, others are making money in the name of Tujia sesame cakes. These stores get the secret recipe privately and buy an oven to open a shop.
Liu Jingli, another self-proclaimed general agent of "Slag-dropping Tujia Cooking Cake", said that "Slag-dropping Tujia Cooking Cake" won the title of "Cake King" in Wuhan, and Xi 'an's "Slag-dropping Tujia Cooking Cake" has now grown to 100 franchisees. Who awarded the honor of "the king of cakes"? In this regard, Liu Jingli said not clear. Yesterday, the reporter interviewed Wuhan Catering Association and Wuhan Catering Service Center respectively by telephone, and the person in charge said that they didn't know there was such a thing as "cake king". Who is the secret Tujia sesame seed cake? He claims to be the general agent of China Wang An. Manager Pan, who has more than 20 franchisees, told reporters that there are many names of Tujia sesame seed cake franchisees in An Development, and there are no fewer than 20 franchisees. 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 biscuits, they are all openly developing franchisees as the general agent of authentic Tujia biscuits. According to a boss Li who once sold Tujia cookies, 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 sesame cakes in June last year,165438+1October. After developing a number of franchise stores in the first two months, he has "pulled out" and invested in other industries. According to him, at present, at least half of the hundreds of Tujia biscuit shops in Xi 'an are collecting franchise fees in 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 even forcibly sell ovens to franchisees. The price of three-layer gas stove is 6500 yuan, the delivery price of special paper bag with film is 0. 14 yuan to 0. 15 yuan, and the delivery price of one kilogram stuffing is 4.5 yuan -5 yuan. The sales of a store is calculated by 500 cakes a day, so the minimum income of developing a franchise store is 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 the facade decoration and equipment, and the initial investment is at least 30,000 to 50,000 yuan. In this way, if each store calculates according to the current sales volume of 500 cakes a day, the retail price of a cake is 2 yuan, and the profit is calculated according to 50% promised by the franchisee, it will take three or four months to earn back the investment. According to Li, the boss, the popularity of Tujia sesame seed cake is only two or three months, and most franchisees will "retreat" after developing dozens of franchisees.
According to industry analysis, the superficial popularity of Tujia sesame seed cake market is actually the illusion caused by the rapid expansion of franchisees, including queuing to buy. Insiders also analyzed that there is an abnormal phenomenon in the current catering industry, that is, everyone likes to join in the fun, and crowded places are crowded. In fact, Tujia biscuits can't be compared with local Chinese hamburger. Xi people are used to eating Chinese buns every day, but few people eat Tujia biscuits three times in a row. Anyone with a little rational mind will find that the meat sandwich shop with good taste and many benefits has been operating smoothly all the time, but the queuing phenomenon of Tujia biscuits 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 artificial 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, indicating that some people have earned enough franchise fees and are ready to "get out".
Will Tujia sesame seed cake repeat the mistakes of greedy ducks?
The reporter saw in the interview that the facade of Tujia sesame seed cake shop was decorated neatly, but the sanitary condition of some shops was worrying. On April 5, the reporter saw in a Tujia biscuit head office on Chang 'an Road that sewage was flowing through the floor of the operation room, dough was put in a dirty plastic bucket, black meat was put in a simple plastic basket, the meat had thawed, and black water was flowing down the ground. One of the workers who was putting meat on bread was wearing plastic slippers barefoot, and the workshop smelled bad. The reporter found that there was no hygiene license in his office and operation room, several operators who were making cakes did not wear health certificates, and no relevant licenses were hung on the shop wall. Tujia sesame seed cake is baked in such an environment, and the joining environment developed by such a store is even more imaginable.
The reporter also learned that most Tujia sesame cake franchisees are indifferent to store location, related facilities, unified management and even technical training. You can join as long as you pay the money, and the joining fee has dropped from 5,000 yuan to 6,000 yuan a few months ago to 2,000 yuan to 3,000 yuan now. As long as you pay the money and even sell it 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 500 yuan, and at least from 200 yuan. The method of making Tujia cookies has been made public online, and housewives can make delicious Tujia cookies according to the online introduction. The insiders believe that since the formula is 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. Now many franchisees of Tujia sesame seed cake have closed down because they don't make money, and some franchisees have begun to transfer stores. These signs are worrying.
The rapid popularity and sudden cooling of Tujia sesame seed cakes can not help but remind people of the phenomenon that the greedy ducks in Xi 'an market spread all over the streets overnight in June and February 2002 and soon disappeared from the market. After careful comparison, it is found that the gluttonous duck and Tujia sesame cake are all from other places. They all expanded rapidly in Yangchun in March and ended quickly after two or three months. Franchisees make a lot of money, but franchisees are left out in the cold. After the greedy ducks "fly away", what will Tujia baked wheat cake look like after its prosperity? We will wait and see. It is hoped that more operators will look at the world coldly and remain rational and sober in various investment booms. Reporter Rui Zhou Intern Zhang Yongli