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The popularity of baked wheat cakes has not only become a "hot product" of various businesses, but also a hot post on the Internet.
"Put white flour, yeast, warm water, butter and sugar in a basin to form dough, cover it and ferment for about two hours. Cut the dough and see that there are many small holes in the cross section to form dough. Chop the meat floss and shallots into pieces for later use. Chop the beef and garlic together so that the garlic flavor can fully enter the minced beef. " The reporter saw on Tianya and other well-known BBS that almost all the similar "tips for making Tujia biscuits at home" became hot posts, and many white-collar workers made their own "family version of Tujia biscuits" according to these simple and easy-to-operate cooking steps.
The low entry threshold leads to flooding
And the reason why the sesame cake shop can appear "flooding" is inseparable from its low entry threshold.
It is understood that the joining fee for a Tujia sesame seed cake franchise store is about 2, yuan. Equipment includes: automatic oven with digital temperature display, 15 to 5 yuan. Mixer, 5 to 1 yuan. Stainless steel console, 3 yuan. Cost of making cakes: calculated by the wholesale price of 2 yuan per kilogram of flour, 1 kilogram becomes 3.4 kilograms after adding water, and 18 grams of flour is used for one cake, which is about .16 yuan. The meat is 15 grams per kilogram of 16 yuan, which is about .24 yuan. Spices are used in .2 grams per kilogram of 36 yuan, which is about .72 yuan. Other ingredients per kilogram of 3 yuan, with 25 grams, about .75 yuan. 6 yuan per kilogram of oil, 2 grams, about .12 yuan. The cost of each cake is about .613 yuan. Considering the wear and tear of equipment, each cake should not exceed .64 yuan. According to the 2 yuan calculation of each cake, 5 cakes are sold every day, and the turnover is 1 yuan, so the daily income is 6 yuan, and the monthly income is 18, yuan. Because of the low initial investment and quick income, the low threshold operation mode makes almost everyone want to get a slice of the "Tujia sesame cake" tide.
patent experts
each has its own flavor, and it is difficult to define who is the first
"Even if you apply for a patent, you can only protect the formula of your own baked wheat cake, but you can't protect the trademark." Regarding the registration and protection of various "Tujia" trademarks, Tao Xinliang, president of the Intellectual Property Institute of Shangda University, believes that it is debatable whether it is possible to apply for the word "falling slag" as its own trademark. "Because these words are spoken words in people's daily life, it seems inappropriate to use common languages as trademarks."
At the same time, Tao Xinliang also said that even if the application for the "slag dropping" trademark is successful, it can only guarantee that other biscuit shops "cannot use the word" slag dropping "alone". "Besides, the flavor of each biscuit shop is different, and it is hard to say who comes first. Since the same raw materials are not used, the first person who built the shop can't produce the evidence of' first', so it is difficult to define who infringes on this issue."
The "founder" claimed that it took three months to develop the patent of Tujia sesame seed cake, but it had nothing to do with Tujia.
"It took me three months to taste Tujia sesame seed cake." Speaking of Tujia sesame seed cake, we have to mention one person-Xu Yuanhong. This 4-year-old Anhui native has been following the tastes of Shanghainese since he came to Shanghai in the 198s. He said that Italian pie, Tieqiao sesame seed cake and Tujia sesame seed cake are all his painstaking efforts. He said, "Because the word' Tujia' cannot be registered, we can only apply for the word' falling slag' as a trademark."
This edition of the article Wang Jiamin
started from making Italian pies
"In the early 198s, when I first came to Shanghai, I didn't have much money on me, so I wanted to do some small businesses with low cost and quick profits, so I began to try to make Italian pies myself." Xu Yuanhong said that at that time, he didn't expect it to be a big success. Italian pies were very popular. From a self-employed person with only one small shop to a big boss with many branches, Xu Yuanhong tasted success. At this time, many Anhui villagers also found him here, wanting to get a glimpse of his success.
Xu Yuanhong told reporters that he didn't know what "brand protection" was at that time, just for the simple reason that "fellow villagers should help each other". He always welcomed fellow villagers who came to "learn from the scriptures" and personally taught them the secrets of stuffing making, so that all kinds of "Italian pie shops" were spread all over the city.
"I feel sick when I try it."
"I just spent three months studying the ingredients." The packaging of kraft paper, crisp cakes with sesame flavor, and the "masterpiece" developed by himself are full of pride between Xu Yuanhong's words.
"I can't figure out how many baked wheat cakes I had to eat every day at that time." Xu Yuanhong told reporters that in three months, he and his R&D team spent every day in piles of biscuits. A little more salty, a little more cumin, and the cake should be baked crisply. In order to adjust the taste to the best state, Xu Yuanhong said that he tried to eat the sesame cake until he saw it. "After the sesame cake was introduced to the market, I never touched it again."
I was shocked by the popularity
When Tujia baked wheat cake was first developed, Xu Yuanhong was not sure if he could capture the market. As a sounding stone, he first changed one of his subordinate "Tieqiao Bakery Shop" into "Tujia Slag Bakery". Unexpectedly, after the launch, the bursts of cumin incense attracted countless diners' index fingers to move, and Xu Yuanhong couldn't believe it himself.
With the success of the first store, Xu Yuanhong quickly attacked and renovated almost all the "Tieqiao Biscuit Shop" to specialize in Tujia Biscuit. Half a month later, the first franchise store also opened. Originally, the dressing the of employees was the first basic requirement for franchise chains, but at that time, the development speed made Xu Yuanhong's franchise store rush into the horse without even having time to order the uniforms of employees.
Learn from the lesson and take the road of safeguarding rights
With the experience of "Italian Pie" in those years, the first thing that Xu Yuanhong thought of after the successful launch of Tujia baked wheat cake was "registering the trademark as soon as possible". "We have now passed the brand certification of' China Quality Miles'. If there are any consumer complaints and infringements, the industrial and commercial departments will come forward to defend their rights."
At the same time, the trademark of "Tujia dregs-dropping sesame seed cake" was applied for registration in December last year. "Because the word Tujia can't be registered, we can only apply for the word" scum "as a trademark. After six months of examination and approval, we will begin to safeguard the legal rights of our trademark" scum ".
Although there are many Tujia sesame seed cake shops everywhere nowadays, Xu Yuanhong claims to be a hundred reassured about his own sesame seed cake. "Others can use the same storefront, but he can't copy my raw material formula. I believe that anyone who has tasted my baked wheat cake can tell the difference."
Xu Yuanhong doesn't care about the current controversy about which Tujia sesame cake is baked first. "My store is the first in Shanghai, and my fillings are all developed by myself. I have confidence in my own brand. Moreover, every product has its own life cycle. I am already working on developing my new products. By then, I will naturally quit this battle. What is the point of who comes first? "
■ Folklore experts say
I have never seen a similar baked wheat cake when I visited Tujia
Since all baked wheat cake shops have put up "Tujia" signs, whether this baked wheat cake originated from Tujia has become the focus of attention. To this end, the reporter interviewed Chen Qinjian, dean of the School of Chinese as a Foreign Language of China Normal University and an expert on folk customs. "When I visited Tujia people in those years, I had never seen similar baked wheat cakes." However, he told reporters that although it was the first time that he heard about the new food "Tujia sesame cake", he was not sure whether Tujia people had this traditional food. "