In 2003, Chai Lei resigned from his job as a civil servant in the court and came to Shanghai, a jungle of adventurers, with two fellow villagers who knew how to make peeing beef balls. Chai Lei and two fellow villagers opened a small peeing beef ball stall. In the huge city of Shanghai, the business was unexpectedly booming. At the same time, Chai Lei also placed an advertisement in the newspaper about the size of a piece of dried tofu, "4800 yuan to teach the technique of peeing beef balls." At that time, the number of registration calls almost exploded on his mobile phone. In just one year, Chai Lei and two fellow villagers provided technical training for more than 600 people, resulting in a return of 3 million yuan. Chai Lei, who aspired to greater development, jointly invested with his friend *** in 2004 to open a 240-square-meter "Liangquanqimeixian Noodle House" on Xianxia Road, Shanghai. In the same year, Liangquanqimei Company was established in Shanghai and invested in a noodle processing factory, mainly producing high-quality noodles such as udon noodles and vegetable noodles.

"The best of both worlds" is homophonic to a famous Chinese idiom "the best of both worlds", which means "doing one thing takes care of both sides and benefits both sides". Chai Lei values ??his friends and partners, and has a unique passion for pasta, so he named "Grain in the Best" as the name of the fashionable pasta kingdom he founded. In the summer of 2004, Chai Lei tasted the famous Taiwanese snack scallion pancake at the Shilin Night Market in Taipei. The unique flavor made him want to stop eating it. If you bring it back to a noodle shop in Shanghai, it should be popular, right?" With the mentality of giving it a try, he brought the scallion pancake back to a Shanghai noodle shop and renamed it "Taiwanese hand pancake." The reason why the word "onion" is changed to the word "hand" is because this kind of pancake uses frying technology, and the finished product is as thin as a layer of paper, and the gluten can be torn off piece by piece by hand, and the word "grab" is not only used. It interprets the connotation of small pancakes from the perspective of consumer experience, and also draws a clear line with traditional Chinese pancakes, pancakes and scallion pancakes, and abruptly segments an emerging market.

In order to make hand pancakes more than just pancakes. Limited to dine-in only, Chai Lei opened a window specializing in hand pancakes next to the noodle shop's door, and sold them to more passers-by. Sure enough, this brand-new snack brought Chai Lei an unexpected surprise. The price was only . The 3-yuan hand cake attracted diners to queue up in front of the specialty window. It brought in sales of more than 6,000 yuan on the first day of sale, even exceeding the noodle shop's revenue of more than 5,000 yuan that day.

Like a leopard that clings to its prey in the jungle, Chai Lei seized this opportunity with hand cakes. He began to try more tricks with hand cakes, such as making hand cakes. Eggs, ham, cheese and other ingredients are added to it. Although the price has increased from the original 3 yuan to 5 yuan, there is still an endless stream of customers every day. Many diners rush to the noodle shop before it opens in the morning in order to have hand pancakes for breakfast. Come and line up.

The hot-selling hand cake store is an excellent advertisement. In September 2005, a Shanghai businessman approached Chai Lei and confessed that he hoped to open a hand cake franchise store. This is in line with the "investment and franchise expansion project" routine that Chai Lei is familiar with. Chai Lei, who has been in the catering industry for a long time, has begun to expand his business into the national market with the help of the "hand cake" project. Opened a direct-operated store for hand cakes in Shanghai, and started franchising nationwide. In just two years, the sales of Liangquanqimei hand cakes exceeded 100 million yuan, and the number of stores exceeded 1,000; Eight years later, Liangquan Qimei has tens of thousands of stores across the country, and Liangquan Qimei has become the street pasta fast food brand with the largest number of chain stores in China.

In 2008, Liangquan Qimei entered the United States, opening in New York. After opening three "Kung Fu Cake" stores one after another, Liangquanqimei invited Zhou Jinping, who has produced product commercials for famous brands such as Lipton, Volkswagen, and Wanchai Pier, to renovate the image of Liangquanqimei. Upgrading, uniform replacement was carried out in nearly 10,000 terminal stores across the country. In 2010, Liangquanqimei hand cakes entered the Shanghai World Expo; at the same time, various excellent suppliers were gradually introduced into the Liangquanqimei supply chain system, including Yihai Kerry, COFCO Group and McDonald's suppliers in the United States, etc. In 2012, Liangquanqimei launched a new hand-held mini pizza "VICTOR", which was unveiled at the International Franchise Exhibition in September of that year. In just a few months, the refreshing pizza has conquered cities and towns across the country with a crazy attitude, setting off a pizza whirlwind in Shanghai, Shenyang, Harbin, Xi'an and other cities.

Once again, the territory of the fashionable pasta kingdom with its best grains has been expanded to new heights. In 2014, Liangquanqimei family-sized hand cakes added new flavors such as prunes and whole wheat to the original original flavor and scallion flavor, continuing to lead the development trend of the hand cake industry. In 2010, many competitors emerged in the national market. These competitors all use the "Taiwanese hand cakes" brand, making it difficult for consumers to distinguish the real ones from the fake ones, and have taken away nearly 15% of Liangquanqimei's market share.

As the founder of hand cakes, Chai Lei and his Liangquanqimei Company were the first to propose the name "Taiwan hand cakes", but they made a fatal mistake: "Taiwan hand cakes" The name "Zhaobing" belongs to the snack category, not a brand. In the trademark protection law, Liangquanqimei is a registered trademark, and "Taiwanese Hand Cake" is only protected by its graphic appearance. Once a latecomer changes the details such as fonts and colors, there is no infringement at all.

In order to regulate the market and establish an image, Chai Lei made a prompt decision: changing the trademark "Taiwan Hand Cake" to "Grain Quanqi Mei Hand Cake". In September 2013, Liangquanqimei officially announced a three-year cooperation with two Chinese music kings Jay Chou and film and television star Meng Li. Jay Chou and Meng Li will serve as Liangquanqimei's brand spokespersons.

Here is a little story: When the representative of Liangquanqimei first contacted Jay Chou, Jay Chou felt that the hand cake seemed to be of a lower quality and did not agree to be an endorsement. But later, after he tasted the delicious hand cakes, he was immediately attracted by its deliciousness and signed an endorsement contract immediately. Nowadays, every time Jay Chou holds a concert, he will ask someone to fry hand cakes for him backstage to satisfy his hunger between concerts. During the Guiyang concert in 2014, Liangquanqimei failed to deliver the cakes in time due to various reasons. Jay Chou later complained to Chai Lei specifically about this.

Celebrity endorsements enhance brand awareness, and social marketing enhances consumer stickiness. After this marketing war of high-altitude bombing and ground assault, Liangquanqimei has further consolidated its position as an industry leader. Today, It holds a one-third share of the hand cake market that has reached nearly 4 billion yuan, with terminal sales reaching more than 1 billion yuan.