The "Daily Economic News" investigation found that there are two main ways to make money by making sesame cakes: one is to find franchisees and collect franchise fees; the other is to seek franchises and make money by making sesame cakes. . However, this ecological chain, which is very stable in itself, has been tilted due to the continuous leakage of the secret recipe of sesame cakes.

What is even more worrying is that as Tujia Shaobing goes downhill from its heyday, who will be the final payer of this "Tujia Shaobing Mobilization" campaign?

The Tujia Shaobing, which is fragrant in the streets and alleys, has gone downhill from its heyday. They also make money from a single batch of Shaobing. Who is making money and who is losing?

In an interview yesterday, "Daily Economic News" found that there are two main ways to make money by selling sesame cakes: one is to find franchisees, and the franchise fee for each franchisee is as high as more than 30,000 yuan; The only way is to seek franchises and make money by making sesame seeds and selling them.

However, this ecological chain, which is very stable in itself, has been tilted due to the continuous leakage of the secret recipe of sesame seeds. Some franchisees may become the final payers of the "Tujia sesame biscuits" stock after it was hyped up, and benefit the most. It seems that they are the "masters" who are foresighted and make money by selling secret recipes.

Franchisees selling secret recipes at low prices are complaining

“The biggest difference between the formula of 'Tujia Shaobing King' and other counterfeit brands is that we use dozens of pure natural spices, while the fake The brand uses additives that are harmful to the human body, and the varieties are very single. As long as you taste them carefully, you will find that the taste is different. "The "King of Tujia Shaobing" - Geng Dewu, owner of Shanghai Xindao Catering Co., Ltd., is currently everywhere on the Internet. When interviewed by the "Daily Economic News" about selling the so-called secret recipe of Tujia sesame cakes and the proliferation of Tujia sesame cakes following the trend, they always emphasized the characteristics of their sesame cakes.

In fact, the wide spread of the secret recipe for sesame cakes has indeed had an impact on Xindao’s search for franchisees, and relevant personnel from the company also confirmed this.

“With a secret recipe worth tens of yuan on one side, and a franchise fee of tens of thousands of yuan on the other, people who want to make Tujia Shaobing naturally have an account in mind.” An industry insider said this.

Although the franchise speed has slowed down, Xindao has gained more than 50 franchisees. The company's information shows that the franchise fee for each franchisee is 28,000 yuan. Based on this calculation, Xindao has received more than 1 million yuan in franchise fees.

Since March last year, a kind of Tujia-style sesame biscuits has been selling very well in Wuhan. Geng Dewu saw the business opportunities and introduced this kind of sesame biscuits to Shanghai as soon as possible and adapted it to the tastes of Shanghainese people. Improvements were made, and the "Tujia Shaobing King" was born. The brand became an instant hit in Shanghai in the form of a chain franchise, spreading rapidly with an average of 4 or 5 franchises per day. A one-time franchise fee of 28,000 yuan was charged, including technology transfer fees, personnel training fees, business district and store location evaluation, Store decoration and design, etc., products are uniformly distributed to various stores every day. Currently, the number of "Tujia Shaobing King" chain franchise stores in Shanghai has expanded to more than 50.

The cycle of following the trend that cannot be broken

As Geng Dewu expected, it didn’t take long for Tujia Shaobing to be copied and followed by many merchants, with similar tastes, similar cake aromas, similar store names, similar Different store styles, etc. have quickly saturated the entire market. Many merchants have opened many chain stores with lower franchise fees, dividing the market.

Tujia Shaobing restaurants are now everywhere. But now online, buyers can buy the so-called secret recipe of Tujia Shaobing for only twenty or thirty yuan. "Daily Economic News" bought a set of "secret recipes" for only 38 yuan on Taobao yesterday. The information is detailed. As long as there are sufficient funds, you can open a Tujia Shaobing restaurant immediately.

"Daily Economic News" found that the secret recipe of Tujia Shaobing has a large transaction volume on Taobao. It seems that there are indeed many people who plan to make a fortune through this shortcut.

Under the influence of a large number of followers, the business conditions of the "Tujia Shaobing King" have also declined. Some stores can now only sell 1,000-2,000 Shaobings a day at most.

Since the trademark registration of "Tujia Shaobing King" will not be approved for another year and a half, Geng Dewu cannot crack down on counterfeiting through legal means for various current counterfeit brands.

Geng Dewu told "Daily Economic News", "As soon as the trademark registration is approved, we will immediately clean up these counterfeit brands."

Afterwards, "Daily Economic News" We interviewed another company in Shanghai that operates Enshi Tujia Shaobing, Shanghai Jiawei Food Company. The company’s current franchise fee is 5,000 yuan, and the filling fee is 4.5 yuan per catty. Its registered trademark is "Jinbeile" ". The company revealed that the current "Tuluozha Shaobing Shop" can only sell about 1,000 pieces per day on average. Faced with the current proliferation of Tujia Shaobings, the company said it is powerless and can only try not to set up franchise stores in places where Tujia Shaobings are sold. nearby.

“Quit the alliance” pursuer Yan Lin became nervous when the phone rang

After the 30 yuan secret recipe of Tujia sesame cakes appeared on the Internet, Yan Lin, the founder of Tujia sesame cakes, accepted the "Daily News" yesterday In an interview with Economic News, she said: "There is no so-called secret recipe for Tujia sesame cakes."

"Whether the food is delicious or not depends on everyone's preferences. I don't know that there is a secret recipe for Tujia sesame cakes." Yan Lin told "Daily Economic News". Previously, there were hawking secret recipes for Tujia sesame cakes on Taobao and eBay, with the lowest price being only 30 yuan.

Since the end of 2005, Tujia Shaobing has become a popular snack in Shanghai. Long queues can be seen at almost every cake stall selling Tujia Shaobing. The person who brought Tujia Shaobing out of Enshi, the place of origin, was Yan Lin, a 27-year-old Tujia beauty who graduated from Hubei University of Technology. She started from a 20-square-meter shop in February last year and developed Tujia Shaobing into a A brand that is well-known to almost everyone across the country.

However, Yan Lin, who was once known as the "Queen of Shaobing", has not been having an easy time these days. Although Shaobing stalls with "Tujia Shaobing" signs can be seen everywhere in Shanghai, Yan Lin said that these are not franchise stores authorized by her.

Indeed, Tujia Shaobing is almost inevitable to be counterfeited. Brands such as Tujia Shaobing, Luozhao Shaobing, Luozhaer Shaobing, Tujia Luozhao Biscuits, etc. are springing up like mushrooms after a rain, making it difficult to tell the real ones from the fake ones.

Yan Lin expressed her helplessness towards the bakery stalls that were following the trend. "It takes 18 months to apply for a patent. During this period, everyone can sell Tujia sesame cakes." Yan Lin sounded a little excited. "The final result is that no one has to do it."

According to local colleagues in Hubei, many Tujia Shaobing stalls in Wuhan have been closed.

This made the merchants who joined Tujia Shaobing during its heyday see that their business was gradually deserted, and felt that they had been cheated. They all asked Yan Lin to compensate for the losses and return the franchise fees they had paid. Yan Lin said that these things did happen, but less recently. She was also stressed out because she was being chased for repayment. She often became nervous when the phone rang.

Currently, Yan Lin is facing a situation like this: the patent she applied for for "Tujia Shaobing" has not yet been approved; the sales volume of her franchise stores is declining; and the franchisees are gradually losing confidence in Tujia Shaobing.

In order to solve the problem of a single product, "Horse Rolling" and "Pickled Pepper Soft Cake" are newly developed products by Yan Lin. However, franchisees believe that these two products have their own shortcomings and are unwilling to promote them.

“They no longer have a good mentality.” Speaking of franchisees, Yan Lin became excited. "I have no way to communicate with them properly."

In the interview, Yan Lin repeatedly told "Daily Economic News" that the main reason for the decline of Tujia Shaobing is "people". From the initial active request to join to the subsequent pursuit of the franchise fee, Yan Lin's disappointment was palpable.

As for the future of Tujia Shaobing, Yan Lin said that she may not necessarily continue to run the company, but she will find someone with more management capabilities to help. “I am a relatively good entrepreneur, but not a very good operator.

”

Yan Lin: The result of following the trend is that no one does it

NBD: There are many Tujia Shaobing stalls in Shanghai now. Do they all belong to you?

Yan Lin: None of them are mine.

NBD: It is said that many Tujia Shaobing restaurants in Wuhan can no longer operate.

That’s for sure. /p>

NBD: What do you think of the current popularity of Tujia Shaobing?

Yan Lin: In the end, no one made it.

NBD: There were rumors about you. Franchisees are demanding a refund of their original franchise fees.

Yan Lin: This happened years ago, and I don’t want to mention it anymore.

NBD: Your employees are still interested in Tujia Shaobing. Very confident, how about you?

Yan Lin: Tujia Shaobing is a mature product, of course I am confident.

NBD: How is the current business situation of Tujia Shaobing?

Yan Lin: Not very good.

NBD: Has the patent application for Tujia Shaobing been approved?

Yan Lin: Not yet.

NBD: Does that mean there is no patent for Tujia Shaobing?

Yan Lin: Yes, you can say that.

NBD: Although Tujia Shaobing has encountered some setbacks now. , but you have succeeded after all.

Yan Lin: After success, I feel that many things are not in my own hands, and I am under great pressure.

The secret of Tujia Shaobing recipe and procurement of raw materials<. /p>

Nowadays, buyers can buy the so-called secret recipe of Tujia Shaobing on the Internet for only 20 to 30 yuan. "Daily Economic News" bought one on Taobao for only 38 yuan yesterday. The seller sent the "secret recipe" to the reporter's mailbox less than 2 hours after the online transaction was successful. As of the deadline of this newspaper yesterday, the lowest transfer price of the "secret recipe" on eBay was only 8. Yuan.

A. Paper bag 027-856745520.15/piece must be a paper bag with food film inside. This is the cheapest! And you can save 0.03-0.04 yuan/piece by ordering it yourself. , discuss customization in detail.

B. Choose a single-layer or double-layer oven depending on the market. The price of a single layer is 1,300-1,600 yuan, and a double-layer oven is 1,800-3,000 yuan. Yuan.

Several manufacturers:

Shanghai Lihuan Machinery Manufacturing Co., Ltd.

Tel: 021-6769076967690444

Guangzhou Hongling Electric Heating Equipment Co., Ltd.

Tel: 020-8629521986295239

Ruian Hongwei Food Machinery Factory, Zhejiang Province

Tel: 0577-65773608

Recommendation: Use the HLY-2040 oven from Guangzhou Hongling Electric Heating Equipment Co., Ltd. This oven saves gas! The speed of each oven is 1 minute, 2800 yuan

C. Purchase oven equipment based on daily sales. About 10 stainless steel trays.

D. The dough mixer is very simple. You can just use products from the local food machinery store. I used the one from Zhejiang Yongkang Zengxiao Food Machinery Factory.

Tel: 0579-7215317400 yuan/piece

E. Meat grinder can also be purchased at the local food machinery store, 200-300 yuan/piece

F. Asbestos gloves G. Work table, white apron, 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 January 3, customers reported that the price of ovens has increased dramatically!

Explanation of Tujia Shaobing Seasonings

All condiments can be purchased in condiment markets across the country. Some franchise stores deliberately add a few condiments in order to continue to make money from franchisees. All kinds of condiments are mixed together and given a special name to become a condiment. And it requires franchisees to order from it or its joint merchants.

Special flavor powder: also known as special spice-A3.5 yuan/20G

Qinghai Food Co., Ltd. 0577-8833576581851215

Chicken essence: 4 yuan/200G

Zhejiang Yiwu Chuhua Food Co., Ltd. 0579-5742338

Barbecue ingredients: 2 yuan/50G

Wuhan Clown Seasoning Food Co., Ltd. 027-83922929

Cumin powder: 1.5 yuan/40G

Zhumadian Wang Shouyi Thirteen Fragrance Condiment Group Co., Ltd. 0396-2914036

Thirteen Fragrance: 1.5 yuan/40G

Zhumadian Wang Shouyi Thirteen Fragrance Condiment Group Co., Ltd. 0396-2914036

Five-spice powder: 1.5 yuan/40G

Fujian Quanzhou Anji Food Co., Ltd. 0595- 2499666

Sweet baking powder: 3 yuan/40G

Guilin Xing'an Food Chemical Factory 0773-6228174

Five-spice sauce: ordinary bean paste

Red oil: Available in the market

The above seasoning prices are only approximate prices. You can negotiate based on the batch size and local market conditions. All seasonings are not restricted to one manufacturer! It depends on what brand you can purchase locally! But try to choose famous brands!

Postscript: Nowadays, sesame seed cakes are blooming everywhere, and everyone’s main flavor is the same. You can flexibly change it according to local tastes! This is why the cakes sold in many stores have different flavors!

Sesame cake making process

A. Water for making old noodles: 5KG New flour: 7.5KG Sweet baking powder: 35G Yeast powder: 30G

Water and flour Mix the medicinal ingredients with warm water and leave it for more than 5 hours. If you leave it with cold water for more than 8 hours, it will become old noodles.

B. Dough making 1. Ratio: water: old flour: new flour 5:1:8 Normal weather 5:1:9 Hot weather 5:1:7.5 Cold weather 2. Production points: First, add water (or warm water), then add the old flour, and finally add the new flour. If you accidentally mix the noodles dry when mixing the noodles, then add warm water (little by little) and mix it a few times and it will be ready!

If the mixed noodles feel sour, add a little warm water, then add 20G of sweet baking powder and melted water, and keep adding until the noodles are no longer sour.

A few points: the longer the fermentation time of the old noodles, the less the dosage. Do not use water above 45 degrees to mix noodles! When using a dough mixer to mix dough, you should first add water and then add flour. Add as much water as possible and add flour. Don’t add water if there is too much flour! Leave the mixed dough inside for 30 minutes before making the cake. It is best to cover the dough mixer with a cloth.

C. The ratio of fat to lean meat in the production of meat filling is 5:2. After preparing the meat, first cut it into small pieces, put it in a meat grinder and mince it into minced meat, weigh each ingredient according to the ingredient list, add water and mix well. Add the meat and mix. Generally, about 8 pounds of water can be added to 50 pounds of meat. Add less at first, then add more water if it seems too thick. When making this pie, go faster and save meat!

D. Preparation of dough

1. Proportion of dough: 175G Meat: inner stuffing 10-15G outer stuffing: 15-20G

2. Preparation first Mash the red oil, salad oil and bean paste into a bowl and set aside. Apply a little oil on your hands before making the cake. Take about 175G of dough and press it into a concave shape like a bun, and put 10-15G of meat in it. Surround it all around and shape it into a round bun with meat inside. Then put it on the countertop and flatten it evenly on all sides with your hands, trying to make the meat filling evenly distributed in the entire about 20CM cake.

The pressed cake will look round and even and flat. It can also be made into a square shape. Take 15-20G of meat filling and spread it on the surface of the pie, brush it with red oil, and sprinkle some chopped green onion and sesame seeds on top. This completes the making of a cake.

E. Baking of cakes: Place the prepared cakes on the pre-purchased stainless steel tray, and apply oil on the tray first.

Put six cakes on one tray, and set the oven temperature to about 300 degrees. If you use an upper and lower oven, adjust the lower oven to 300-320 degrees, and the upper oven to 280-300 degrees. Bake for about 4 minutes. At the beginning, you can pull it out frequently to check. Bake until the surface turns a little yellow and it's done! If you see any bubbles in the middle, pop them.

Notes and production experience

1. Choose a store in a school or a place with high customer flow.

2. In the past few days, ask your friends to come over to help support your popularity and line up.

3. When someone comes to buy a cake in front of the store, don’t give the cake too quickly. You can ask the customer to wait.

4. It is best to prepare a small oven and keep it warm when it is empty. Emergency when busy.

5. Depending on the taste of different places, the ingredients are not static and can be adjusted appropriately.

6. You can use methods such as adding more pickles to attract customers.

7. If the competition is fierce, the pie can be made smaller and the meat filling remains the same, then the taste will be much better!

8. Use gifts or other marketing methods to attract customers!

Who will pay for the "Tujia Shaobing Mobilization" campaign?

With the nationwide "mobilization" of Tujia Shaobing franchise craze, who will ultimately pay for it?

Geng Dewu introduced the prospect of franchising to "Daily Economic News": The total investment in each franchise store is about 30,000 to 50,000 yuan, and the best-selling store in the market's peak period can sell as much as 100,000 yuan a day. Sell ??6000-7000 sesame cakes, of which the profit can be as high as about 70%. Calculated at 2 yuan per sesame cake, the daily turnover alone can reach 12000-14000 yuan, and the profit can reach 8400-9800 yuan. In other words, after joining It only takes 1 or 2 months to earn back the cost.

In addition to developing chain franchise stores, Geng Dewu has also developed more than a dozen directly operated stores, which are operated and managed by employees of Shanghai Xindao Catering Co., Ltd. It’s much higher than the salary paid to them by the company!” Geng Dewu couldn’t help but say proudly. This has become the best footnote for franchise profits.

However, "Daily Economic News" visited a "Tujia Shaobing Shaobing" on Zhaojiabang Road at noon yesterday and found that although there was still an endless stream of customers coming here to buy sesame cakes, one customer said : "Business is not as good as before. We had to queue up every day before. The taste is not as good as before, and the fillings are obviously less than before."

The owner of another Tujia Shaobing shop on Zhaojiabang Road told the Daily Economy News", the store has been open for more than 2 months, and the franchise cost has not been recovered yet. Watching the market begin to shrink, I feel very anxious.

It is understood that Tujia Shaobing has been popular in Shanghai for about three months. Many franchisees who joined last year have already recovered their costs and made money. However, some merchants who joined recently have not been optimistic about their prospects. They may become the final payers of the "Tujia Shaobing Movement".

Biography of Yan Lin, the "Queen of Shaobing"

Yan Lin was admitted to Hubei University of Technology in 1997, majoring in bioengineering. After graduating in 2001, she worked in sales for an environmental protection company. A year later, Yan Lin became the manager of the company's northwest Hubei region.

The first time she thought of selling sesame cakes from her hometown to big cities was when Yan Lin came home and felt that the sesame cakes made by her mother were particularly delicious. In addition, it was popular to eat farm food in the city at that time, so Yan Lin I think that maybe selling such sesame cakes in cities will have good sales.

At the beginning, Yan Lin brought the sesame cakes made by her mother to the company, and received various praises. So she decided to start her own business starting from sesame cakes. Moreover, Yan Lin believed at that time that “the bigger the city, the bigger the market should be.” After market research, Yan Lin found that there was no real Tujia Shaobing restaurant in Wuhan, and her products could fill this gap.

Yan Lin’s Tujia Shaobing was quickly recognized by Wuhan customers, and local media in Hubei immediately reported on it. After that, Yan Lin received hundreds of calls every day asking to join. "Actually, we never thought about opening a franchise store at the beginning," Yan Lin said.

Currently, Yan Lin’s Wuhan Huozhaer Food Management Co., Ltd. has 39 franchise stores.

In February 2005, Yan Lin raised 20,000 yuan to rent a storefront of about 20 square meters in front of Wuhan University. She decorated the store in a unique way with bamboo and renovated the packaging bags of sesame cakes. Designed with environmental protection and Tujia cultural concepts in mind. At one time, hundreds of people lined up to buy the sesame cakes from her shop.

"Although opening a store was considered a very low-level thing at the time, I felt that if I had a higher level of knowledge, I would be better than others even if I opened a store. This may be the reason for my success in the first place." Yan Lin said.

Recalling the scene when she first started her business, Yan Lin seems to miss it very much. "It was very hard at the beginning. I had to put in seventeen or eight hours of physical labor every day." Yan Lin said, "I am tired now, but the tiredness now is the pressure.