Ordinary hand-grabbing cakes, ordinary entrepreneurs

Chailei's story is extraordinary. Because not every entrepreneur can start an industry. And Chailei just in the ordinary to create an industry legend, from scratch, from weak to strong ... Now that the Giants are around, he is still on the road.

From ignorant ignorance, only by virtue of simple business intuition toss, to seek a set after the move, homeopathy and for, 10 years of entrepreneurship, Chailei in the creation of a new hand-grab cake industry, but also reshaped a new self-love toss, can toss, will toss.

This is precisely the logical starting point for Chailei to achieve business evolution. The sea ups and downs, change the survival. Observation of the business evolution, only rapid response, rapid change, can win the living space.

In a series of toss, the fate of Chailei still in the tumbling, metamorphosis, ascension ...

The road of ordinary

Ignorant of entering Shanghai

Chailei had a good job--a civil servant at the Linquan courthouse in Anhui Province. But he was a restless man. While in the civil service, he used to work in the hotel before the juice technology learned, in the local open a "Drink love" fruit bar, the provision of fresh juice and ice cream, the result of a monthly profit of two thousand or three thousand yuan, than he in the court 600 yuan per month wages, a full 5 times times more.

This little thing that happened in the 2001 sparked Chailei's greater ambitions. From then on he was completely tired of the rigid public service life, eager to a magnificent sea career.

2003, in the parents ' opposition, the 25-year-old Chailei quit the court's work, sold the "Drink Love" fruit bar, and then west to borrow a total of 300,000 yuan, and two will do a urine cow pill of the fellow, came to Shanghai this adventurer jungle.

The reason why I came to Shanghai, Chailei's idea is very simple, and even a newborn calf's ignorant and fearless: one is because Shanghai is the opportunity, and the second is because they plan to use the project to do the cow shot to do technology investment. "Shanghai is one of the most famous cities in the country, in our hometown that small county to do business to join, who is the reason you ah?"

At that time, the Shanghai catering industry is in a rapid update, there are more than 2000 catering brands, almost every day a business also closed. But the willow in these grand narratives hardly affect the seeds that are still in the soil. Newcomers to the Chailei, only a simple idea: by the Stephen Chow film "God" derived from the urine bull pill, in the fierce competition in Shanghai beach.

Fate soon favored the restless young man. Chailei and two fellow opened a small pee ox pill stall, in the big Shanghai city, business unexpectedly hot. At the same time, Chailei also played a piece of tofu in the newspaper advertising "4800 yuan to teach the urine cow pill technology", a moment registration phone almost exploded his mobile phone.

Today, in retrospect, Chailei felt like a dream. "The first issue of advertising a dozen out, the next day, more than 30 phone calls, the largest number of applicants that month, only tuition fees received more than 200,000 yuan!" In a short span of one year, Chailei and two villagers did the technical training for more than 600 people. In other words, this technology to teach the main way for them to bring the return to reach 3 million yuan!

"A stack of bills!" he said, "I've seen so much money!" After getting more than 1 million yuan of dividends, excited Chailei first time bought a modern cool sports car.

At the beginning of Shanghai beach, the first hoe went down to dig a golden doll, this is only because of luck?

Later, after the ups and downs of the sea, Chailei rational analysis of this life first bucket of gold, feel oneself in a mistake to step on the two key points: one, Stephen Chow film "God" has been for the urine ox pill to do a classic product marketing, urine bull pill has already had a broad and profound mass base, the detonation of the market becomes unusually easy; Take the way of technology output, with franchisee to do a one-time sale, realize the fast of capital, save the later management costs.

However, these two key points are like two double-edged swords. Pee NIU pill project quickly spread across the country, many master the technology franchisee, their own when the leader, to lower prices and poor quality to rob the market, not only lead to a mixed market, but also make Chailei business decline a lot. This became a lesson to Chailei later, to do hand-grabbing cake, he will be the formula technology firmly in their hands.

At that time, Chailei, trying to give up the cow pill project, to do noodle processing, the supply of thousands of Shanghai noodle shop, but the two partners flatly rejected. After all, there are a hundred thousand of yuan per month in the urine NIU pill project income, why still want to be difficult oneself?

At the beginning of 2004, under the hard-hearted Chailei decided to go it alone, set up in Shanghai, the United States, the company invested in a noodle factory, is intended to make udon noodles and vegetables noodles, such as high-quality Noodle, to rob Shanghai Noodle customers. Unexpectedly, each noodle shop has already fixed cooperation Noodle factory, at the same time Chailei noodles cost is too high, for a small-scale noodle restaurant is not practical. In six months, Chailei before earned more than 1 million yuan, lost all.

In the spring of 2004, Chailei's life fell into a trough. During the day he was driving a sports car to talk about business, on the surface of the radiating, night he can only sleep in the company's warehouse floor, anxious to sleep at night secretly tears.

Caught in a hand-grab cake

In a short period of time experienced the sea ups and downs of the Chailei, is no longer that a pat on the forehead to make the decision of the green boy. The beginning of the experience, let him begin to really sink down, gradually understand the inherent laws of business, and rational search for the real meaning of business opportunities.

Unwilling to fail he found a friend to open a noodle shop for his factory to provide noodles for the store.

In the summer of 2004, the 240-square-metre "food-all its fresh noodle restaurant" opened in Shanghai Xian Xia Road, the water reached four thousand or five thousand yuan a day. This not only let Chailei relieved, still in the invisible for him to bring the opportunity to turn over the fish.

Shortly after the opening of the noodle shop, Chailei came to the Taipei Shilin Night Market at the invitation of a Taiwanese diner. He spent 30 NT dollars to buy a snack called spring onion grab cake, bite down, the kind of crispy and tasty and chewy taste, immediately let him stop.

"Would it be welcome to take it back to the noodle shop in Shanghai?" Holding to try the mentality, he will take the onion grab cake back to the Shanghai noodle Shop, and its makeover named "Taiwan Hand grab cake." The reason is to change the word "onion" to "hand", because this kind of cake uses the frying technology, the finished product is thin as a layer of paper, can use a piece of the hand to tear the gluten to eat. and "grasping" the word not only from the consumer experience level of the meaning of the small cake, but also with the Chinese traditional pancakes, pancakes and onion pancake clear boundaries, abruptly subdivided into an emerging market.

At this time the Chailei has faded with a daring to venture into the world of recklessness, his business logic has evolved into a rational market based on micro-innovation.

In order to let the hand grab cake is not limited to the food, Chailei specially in the noodle shop next to open a monopoly hand grab cake window, outside to sell more passers-by. Sure enough, this new snack to Chailei brought an unexpected surprise. Price only 3 yuan hand grab cake, attracted diners in the monopoly window in front of a long line, in the first day of the sale brought more than 6,000 yuan of sales, or even more than the day of the noodle shop more than 5,000 yuan revenue.

It's the right bet! Chailei, who has been in the catering business for a long time, is acutely aware that this is a lucrative project, even more than the original Pee bull pill. In fact, the two of the villagers who insisted on peeing the ox pill were also transformed into other projects shortly after Chailei left.

Just like the jungle in the prey of the leopard, Chailei firmly seized the opportunity to grasp the hand cake. He began experimenting with more tricks, such as adding eggs, ham, and cheese to his hand-grabbing pie. Although the price from the original 3 yuan rose to 5 yuan, but every day customers are still a constant stream, many diners to eat for breakfast to grab the cake, at the noodle shop in the morning before the door deliberately came in line.

Business hot hand grab cake Monopoly window, is an excellent live advertising. September 2005, a surname paid Shanghai businessman found Chailei, frankly hope to open hand-grab cake franchise shop. This is to cater to Chailei familiar with the "investment to roll out the project" routine.

"This is not right my way?" said the man. "Chailei will join the cost set in 4600 yuan, than the urine ox pill to 200 yuan less, one is to have a difference with the urine ox pill, the second is to let more people more easily accept." He also set the rules: the dough must be purchased from his own hands. The reason is simple: To learn the lesson of the urine pill, not only "even" live more franchisee, but also through the dough they "lock" up.

Hand grab the cake market door is so Chailei one foot kick open. During that time, Chailei was busy dealing with franchisees from Shanghai and the Yangtze River delta area every day. Noodle Kitchen In a few hand grab cake master, before the daily only used for thousands of pieces of cake, and later, as the franchisee increased, must do tens of thousands of cakes a day, still in short supply.

The past of America

In the second half of 2005, the hand-grab cake did fire in the Yangtze River delta area. But from the national market, the emerging hand-grab cake is no more than from the film derived from the urine bull pill, and not well-known.

In order to be able to this fire to the national market, Chailei intends to join the Beijing franchise exhibition. However, the 50,000-yuan exhibition fee has made him difficult. In fact, at this time although he received a lot of franchise fees, but are used to plate the noodle shop, his purse almost empty.

What to do? After some thought, he ruthless down the heart of cheap sold the sports car and gold necklace, desperate to take the hand grab cake northward joined the franchise exhibition. A man of pains is not to be held in heaven. Hand-grab cake This kind of investment is not big, but the profit margin is high, like the fast boat sea-like commercial form, quickly attracted a big help small and medium entrepreneur, became one of the most popular projects at that exhibition.

The market was completely detonated like a volcano. In less than a year, a sports car for the Chailei in exchange for more than 2000 franchisee. But the problem comes with it. Although Chailei has moved the dough from the noodle kitchen to a factory in Minhang, Shanghai, it is still unable to cope with the soaring demand for dough.

More and more reminders of the phone began to let Chailei overwhelmed, let him into a long tangle: if let the franchisee to make their own dough, will repeat the mistakes of the cow pill, but if not let go, will inevitably lose the opportunity to seize large blank market.

Weigh repeatedly, Chailei come to the conclusion: "The way to lock the franchisee can be found, but it is no longer the lost." Then he announced to the franchisee, after that can be in accordance with the technical quality standards of their own production of bread, and the so-called technical quality standards, in addition to the selection of good flour, it is important to use the JY from the headquarters to buy powder.

This JY powder was assembled by Chailei a group of food research and development experts, after countless experiments, developed the exclusive formula powder, will be added to the dough in a certain proportion of the production process, to enhance the taste and taste of bread, can be said to be the production of hand-grabbing cake, one of the necessary raw materials, even more became Chailei release the right to seize the dough after the market, Locking the chain of franchisees ensures that the basic movement of hand-grabbing cakes in rapid expansion is not shape.

Proud of Horseshoe disease, a day to see all Chang ' an flower. Up to 2008, the grain of the United States hand-grab cake in the national terminal number exceeded 4,000, the market share was once as high as 95%. Seemingly restless Chailei at this time with greater ambition.

When a franchisee from Guangdong emigrated to the United States, he invited Chailei to bring his hand-grabbing cookies to the U.S. market. Chailei immediately agreed to come down: "Hamburg sandwiches can be popular in China, why not hand-grab cakes into the U.S. market?!"

At the end of 2008, Chailei flew to the United States, registering the "American food all its American limited". His plan is to copy the domestic development model, first through the direct battalion to start a reputation, and then chain to spread out the market.

"is to make Americans think our cookies are delicious!" The following July, Chailei opened the first of about 80 square meters of stores in New York's bustling Chinatown. He also deliberately renamed the hand Cake "Kung Fu Cake", with a Kung Fu panda for the shape of the logo, hoping to borrow the most mysterious Chinese kung fu as a selling point, to attract customers to open the market.

"The people there are doing business on a global horizon, with their mouths shut in the Asia-Pacific or South American North Africa." "In fact, in the international Metropolis of New York, the catering business is not just" a new product plus a routine "can play a turn, more importantly, supporting the front-end background of the standardization and industrialization system.

What is standardization and industrialization? For example, Chailei plans to make several fresh soup products around Kung fu cakes. But how does an American snack bar make soup? He found that several fast-food restaurants were buying soup bags from suppliers instead of buying their own stew.

After the contact, Chailei received a supplier of soup packets, he was surprised to find that, like the ingredients of instant noodles, each soup bag has nearly harsh standardized ingredients, they only need to pour the soup into the pot, and then the corresponding proportion of hot water, became a pot of aroma overflowing delicious soup. "This is the commercial evolution of standardization and industrialization!"

Although later, because the United States regulations are difficult to achieve investment, their own operating costs are too high, while the domestic hand-grab market mutation, grain all its U.S. performance decline, Chailei had to give up the United States market three direct stores and return to the fire, but this experience in the United States, undoubtedly let Chailei understanding of the business of the upper floor-

He was not only profoundly aware that standardization and industrialization is the only way to make more Chinese snacks bigger, and more importantly, through international business practice, he has already lifted a share in the global market for Chinese snacks to contend with the foreign fast food. It was this sense of mission that became the vision of the entire team in the future, prompting the grassroots enterprise to evolve in the ordinary way.