Text / Chang'an xi embroidery
01
It's the Mid-Autumn Festival again, and it's the best-selling season for mooncakes.
In the face of the variety of mooncakes in the supermarket, foreign, local, and supermarket workshops produce their own, and suddenly think of the local specialty dim sum crystal cake.
Radish greens, each has its own love, not to say that the crystal cake must be more delicious than the mooncake, but at least in terms of price is much more affordable than the mooncake, the more expensive Demaogong is also thirty yuan a box, and a random box of mooncakes, are one or two hundred. However, in the circle of various mooncakes, crystal cakes are very inconspicuous. The festival is so, usually so, and only during the Spring Festival can it be piled up to make a striking presence.
It is not tepid in the local area, let alone out of Shaanxi.
02
Datang Sleepless City has a demaogong direct sales store, located in the middle of the pedestrian street, the location is excellent. It is reasonable to say that it is a distribution center for tourists from all over the country and even the world, and Demao gong chose this place as a window, which can promote both the amount of promotion and the promotion of the brand.
Unfortunately, business looks average.
A few days before the last round of epidemics led to the closure of various scenic spots, I took the opportunity to buy a box of four-color crystal cakes, chatted with the clerk inside, and asked them how many boxes they could sell in a day. It would be nice if there were such sales, but the perception I often pass by does not quite match this "sales volume". Bored, I decided to observe outside the store for a while, from two o'clock in the afternoon to three o'clock for a full hour, except for one customer of mine, the store did not enter a single person.
Although it was not a holiday, it was also the peak tourist season at the beginning of the summer, and the City that never sleeps in Datang did not say that it was full of people, but also came and went. Although the reference of a short sample of one hour is not large, it is a very difficult task to sell one or two hundred boxes a day according to the clerk.
During the Spring Festival this year, it is still this shop here, and the business in the store is also average on the busy evenings.
It can only be said that this has little to do with the location and the flow of people, and the most critical point is that people from outside the city are not interested in Demaogong, and then in Dali, they are not interested in Dim Sum in Shaanxi.
03
Demaogong is a long-established brand in Shaanxi, and its crystal cake is known as the "first of Qin-style pastries". The "first of the pastries" is still like this, not to mention the crystal cakes and small snacks of other brands.
Also making dim sum, Daoxiangcun a southern dim sum, from Suzhou fire to Beijing, and from Beijing to the whole country, Xi'an many commercial bodies can see its storefront, sales are significantly better than the crystal cakes in the deep hidden supermarket.
Southern dim sum can gain a foothold in Xi'an, and crystal cakes that are more suitable for local tastes have been tepid.
If nothing else, the awareness of brand marketing is far behind.
It is said that the opportunity for crystal cake promotion and marketing is definitely better than that of southern dim sum such as Daoxiangcun. Chen Zhongzhong's "White Deer Plain" let the people of the whole country know the pants belt noodles, and a TV series "Loading Stage" also let the people of the whole country know the spicy garlic and sheep blood. Is it that these literary and artistic works that have spread all over the country have not given Shaanxi dim sum platforms? Apparently not. Whether it is the novel or the movie "White Deer Plain", Heiwa and Lu Zhaopeng are fighting because of the crystal cake. But it is just that, whether it is Demao Gong or the lime kiln, they all feel that it has nothing to do with themselves, and they all deal with it calmly as if it has nothing to do with themselves.
If DaoxiangCun can have such a famous free platform, then heiwa and Lu Zhaopeng will not be invited to be image spokespersons.
Small wealth is safe, get by and get by, which is probably the common urine of many old Shaanxi. Under such a urine nature, even the brand marketing opportunities that are sent to the door are not bothered to pay attention, let alone how much initiative there is.
04
Equally desireless and undesirable, it's not just crystal cakes.
Cool skin, meat sandwich steamed buns, cheek noodles, lamb bubbles, none of them have successfully stepped out of Shaanxi and can gain a wide foothold in the country. So much so that the Online debate on China's N largest noodles, Shaanxi, as a major pasta province, is often ignored.
Not to mention that a college student made money selling meat sandwich steamed buns in the United States, can this case represent that cool skin meat sandwich buns have become a common street shop in the country?
What Shaanxi cuisine can become the same as Lanzhou ramen, Shaxian snacks, and Hunan rice noodles nationwide?
By the way, in recent years, another gujue noodle patch has been added.
Every time, when I was eating a bowl of noodles similar to the flag flower noodles I ate as a child, I was deeply sad about the noodles in Shaanxi.
Lanzhou ramen, Shaxian snacks, Hunan rice noodles, have successfully moved from the local to the whole country, the most fundamental point, people have the awareness of taking the initiative, but also have the inertia of brand building, and even, in order to promote the initiative and brand building, the local government unified brand promotion and store support. On the other hand, shaanxi's various snacks and delicacies, occasionally going to other places to work hard, are also fighting alone, even if they barely insist, they are often complained about "not that taste". The locals complained, and the local Shaanxi people also complained.
In addition to "water and soil dissatisfaction", it is also because of the lack of various support.
Like the college student who sold meat sandwich steamed bread in the United States to earn money, it is rare. The Simple American Devils are good at fooling, and the mouth is Chinese, but it is not so easy to be confused.
05
Many foreign tourists often say that There are many food snacks in Shaanxi, and they eat well when they come to Shaanxi. The more this statement is, the more the snacks of Shaanxi people and Shaanxi are more and more floating.
However, have you ever thought that after people from outside the city visit and eat and leave Shaanxi, there are still a few people who will continue to be obsessed with some or some Shaanxi snacks?
After a long time, and I can't often meet you, who can remember you for a lifetime.