Zhou Yan was stunned for a moment, then his face lit up with joy.
He hadn't expected that this side quest would reward him with a dish of Yu Xiang Shredded Pork!
In Sichuan cuisine, Yu Xiang Shredded Pork should be classified as a home-style dish, like twice-cooked pork, a common dish that ordinary families would often make.
This dish is very common on the menus of Sichuan restaurants, usually listed together with twice-cooked pork and Mapo Tofu.
However, this seemingly ordinary home-style dish is actually a Sichuan cuisine specialty that heavily tests one's seasoning skills, and it's one of the required dishes for chef certification exams.
A dish named "Yu Xiang (Fish Fragrant)" that contains no fish is as deceptive to outsiders as "Husband and Wife Lung Slices" that doesn't actually contain a husband and wife.
Besides Yu Xiang Shredded Pork, Zhou Yan also particularly likes Yu Xiang Eggplant.
The fish-flavored sauce is just as good with rice as Mapo Tofu, but it's milder in texture.
Salty, spicy, sour, and sweet, with a rich aroma, this is a treat for diners who don't like the numbing flavor of Sichuan peppercorns.
Just as Zhou Yan was about to open the recipe in his mind, Aunt Zhao's voice came from outside: "Zhou Yan! Mayor Huang is looking for you."
"Coming." Zhou Yan replied, glanced at his watch, half-opened the stove door, and got up to leave the kitchen.
Huang Chen was wearing a black jacket, followed by a young man in a navy blue Zhongshan suit, who was carrying a file bag.
"Mayor Huang, what brings you here?" Zhou Yan quickly stepped forward and said with a smile.
Huang Chen looked at him and said, "Zhou Yan, I'm here today to discuss the vigorous development and promotion of Cross-legged Beef, and I've brought you some good news."
Upon hearing this, Zhou Yan quickly said, "Please sit down, I'll make some tea, and we can chat slowly."
"Won't this interfere with your braised meat?" Huang Chen glanced towards the kitchen.
"No, it won't. I'm keeping an eye on the time." Zhou Yan smiled. "I'll be braising vegetables later, so I won't be able to chat with you then."
"Let's skip the tea and get straight to the point." Huang Chen said, pulling Zhou Yan to sit down at the table next to him. "Today we're going to talk about how to develop and expand the Cross-legged Beef industry, and see what your ideas are and what we can do."
After a moment's thought, Zhou Yan began to speak eloquently: "I personally think that Cross-legged Beef has great potential. Nowadays, our restaurant can sell 140 bowls of Cross-legged Beef a day. My cousins Zhou Jie and Zhou Hai also sell nearly 100 bowls at their stall at the dock.
Our prices are generally twice as high as other villagers selling soup pot in Zhou Village because we add more expensive sirloin and a variety of precious Chinese herbs and spices to our spice packet. It is this flavor that has won the recognition of our customers.
This interview and cover in Sichuan Cuisine magazine also confirms this point: my recreated and improved version of Cross-legged Beef has effectively become a new culinary calling card for Suji.
With the magazine's endorsement, Cross-legged Beef has become a brand with both reach and professional appeal. If it can maintain its reputation and continuously expand its fame, it may attract many tourists in the future, boosting the economic development of the entire Suji area."
Huang Chen nodded repeatedly as he listened, while the young man sitting next to him had already taken out his notebook and was scribbling notes.
"You have a very long-term vision. He Zhiyuan said something similar to me a few days ago. We held a special meeting to discuss this matter and plan to promote the 'Suji Cross-legged Beef' brand." Huang Chen said, looking at him. "In the past two years, with the successive issuance of cattle slaughtering licenses, the number of cattle slaughterers in your Zhou Village has reached nearly a hundred, slaughtering dozens of cattle everyday and transporting them to various parts of Jiazhou for sale.
There are numerous offal and other byproducts from slaughtering cattle, but only a portion can be made into soup pot and sold, a significant amount is wasted everyday. How to maximize resource utilization and generate income for cattle slaughterers is something we want to do.
We've already surveyed the area over the past two days. There are a total of 48 soup pot stalls in Suji Town and along the Qingyi River. Most of them aren't doing very well, selling only a dozen or twenty bowls a day, and they can't even sell all the leftover offal from their own slaughtered cattle.
In your opinion, how can we significantly increase their sales?"
Zhou Yan smiled and shook his head, saying, "In such a small town as Suji, with no tourists, forty eight soup pot stalls are already unreasonably oversaturated. It's only because the weather is getting colder now that it's the peak season for soup pot. Otherwise, most soup pot stalls wouldn't even sell ten bowls.
I couldn't significantly increase their sales. The customers in Suji Town who like soup pot and can afford it regularly are fixed. Only by winning with taste can we win more customers in the fierce competition.
Customers are savvy, they will weigh taste against price. In the face of fierce competition, the price of twenty or thirty cents a bowl has no room to go any lower. Therefore, improving the quality of the soup pot and focusing on the taste has become the only way.
I can't share the recipe for Cross-legged Beef with everyone, it's how our restaurant makes a living. But I don't mind if the villagers in Zhou Village who sell soup pot use our Zhou Ji Qiao Jiao Niu Rou as a benchmark to improve and enhance their dishes.
Once these 48 hot pot stalls fully compete, and only 8 or 10 stalls remain that each have their own unique flavor and are recognized by customers, the cluster effect of Suji Cross-legged Beef will basically take shape.
Whether it's attracting tourists to sample the food or expanding beyond Suji to a larger market, there's great potential.
Those vendors who were eliminated can provide the ingredients, they might earn more and have an easier time than if they had to struggle to set up stalls.
The catering industry may seem to have no barriers to entry, but in reality, the barriers are incredibly high. Even if you are willing to support them, not everyone can survive to the end."
Huang Chen's eyes lit up as he listened, and finally he couldn't help but clap his hands in approval: "You really are an expert! We've been so focused on how to help vendors make more money that we've overlooked the objective laws of the market. You've hit the nail on the head.
You're right. Only flavors tested by the market can truly satisfy customers. Even with Cross-legged Beef, each stall should have its own unique flavor and characteristics. That way, tourists visiting Suji will be pleasantly surprised when they taste the different dishes."
"That's exactly the point." Zhou Yan nodded with a smile. This was actually an experience he had gleaned from later generations. Later, when the Cross-legged Beef restaurants ran out of new variations on Cross-legged Beef, they started adding other dishes.
Steamed beef with rice flour and pork intestines were nothing new, but Spicy Stir-fried Crispy Pork Intestines and Braised Tofu With Pork Brains were just some of the more eye-catching options. The main feature is a side dish that goes well with rice, where you can enjoy the Cross-legged Beef.
In fact, Zhou Erwa Restaurant now operates on this model.
It seems… less pure.
But it certainly earns more.
In a small town like this, where they specialize in Cross-legged Beef, Zhou Jie and Zhou Hai's stall are the limit, making about 60 or 70 yuan a day.
"Okay, I need to have a meeting tomorrow to discuss this further." Huang Chen nodded, took the file bag from the staff member next to him, opened it, and pulled out a stack of documents, saying, "We have prepared all the necessary materials for the three trademarks, 'Zhou Ji Qiao Jiao Niu Rou,' 'Zhou Erwa Restaurant,' and 'Zhang Ji Braised Food,' for you. You just need to sign them now, and I will have someone send them to the city. That way, you won't have to worry about anyone misusing these three names."
"Just a signature?" Zhou Yan flipped through the stack of documents, it was indeed a trademark application, with only the applicant's signature remaining. He couldn't help but feel a surge of emotion.
Mayor Huang was incredibly efficient. He had actually considered the trademark issue himself.
But he'd been incredibly busy lately. These days, getting a trademark done usually meant going to Jiazhou, and he didn't know what documents he'd need or how many trips he'd have to make, so the matter had been delayed.
Unexpectedly, Huang Chen came to his door with the documents, asking him to just write his name.
This kind of service was truly beyond his expectations.
The level of importance the other party placed on this matter exceeded his expectations.
After carefully reviewing the documents and confirming there was nothing amiss, Zhou Yan looked at Huang Chen and said, "Mayor Huang, I'd like to apply for a separate trademark for 'Cross-legged Beef'."
"If you apply for the 'Cross-legged Beef' trademark, will others be unable to use it?" Huang Chen pondered.
"Don't worry, I won't monopolize this trademark. What I'm worried about is that if someone with malicious intent registers it, they won't let the real people who make Cross-legged Beef use it. As long as the soup pot they make meets the standards of Cross-legged Beef, I will grant them permission to use it free of charge." Zhou Yan explained. "This is also a way to protect Cross-legged Beef, to prevent its reputation from being damaged before the brand is established. Once more Cross-legged Beef restaurants develop, we can establish a Cross-legged Beef Association and register the trademark as a collective trademark."
Huang Chen nodded repeatedly upon hearing this, "That's something we hadn't considered. Your suggestion is very forward-thinking. We'll prepare a trademark application form when we get back and send it to you for your signature today."
"Okay, thank you for your trust, Mayor Huang." Zhou Yan said, unscrewing his pen and signing his name.
There was definitely a bit of personal motive involved.
How to leverage the first mover advantage? One step ahead, and you're ahead every step of the way.
His goal was simple: to make Zhou Ji Qiao Jiao Niu Rou the number one Cross-legged Beef brand in Suji.
While making the pie bigger, he also wanted to take the biggest and sweetest slice.
Huang Chen got up to leave when a bicycle stopped at the door. A tall figure walked in and said, "Zhou Yan, Zhou Liangliang changed the signboard to look like our 'Zhou Ji Qiao Jiao Niu Rou.' Brother Jie asked me to come and ask you how to handle this. Should we just fight it out, or scold him first?"
"What?! Zhou Liangliang, that bastard, would do such a shameful thing?! It must have been that shallow-minded, thin-skinned woman Gao Cuihua's bad idea. Instead of improving her skills, she only knows how to take shortcuts. She doesn't do honest work, she only knows how to do other people's things!" Zhao Tieying, who hadn't said a word until then, stood up abruptly upon hearing this, her hand already gripping the kitchen knife on the cutting board.
"Is that so?" Zhou Yan chuckled upon hearing this and looked at Huang Chen beside him.
"Mayor Huang's here too." Zhou Hai paused for a moment upon seeing Huang Chen, then quickly greeted him.
Huang Chen said in a deep voice, "This kind of thing is absolutely outrageous! We must crack down on it severely. We absolutely cannot allow Zhou Liangliang's behavior to disrupt the market and damage the brand image we've just built!"
"Mayor Huang is right." Zhou Yan nodded repeatedly. "Do you think we should handle this ourselves, or…"
"Fighting is inappropriate. If you get arrested, it will waste a lot of time doing business." Huang Chen reassured him. "Don't worry, leave this to us. We'll make sure he changes the name back. Only you can use the 'Zhou Ji Qiao Jiao Niu Rou' brand. No one else can use it without authorization."
"Okay, I'm relieved to hear that." Zhou Yan said with a smile.
Huang Chen waved his hand and said, "You don't need to go. Just have Zhou Hai take me."
Zhou Hai looked at Zhou Yan.
"Brother Hai, you go with Mayor Huang. He'll uphold justice for us." Zhou Yan said, patting his arm with a smile. "Tell Brother Jie not to take any action and to listen to Mayor Huang."
"Okay." Zhou Hai nodded and went out with Huang Chen.
Seeing Zhao Tieying carrying a kitchen knife and about to follow them out, Zhou Yan quickly stepped forward to stop her, smiling and asking, "Mom, where are you going?"
"I'll go fight her!" Zhao Tieying said indignantly. "Zhou Hai and Zhou Jie are no match for Gao Cuihua. I'll go and support them, so Gao Cuihua doesn't twist the truth and end up taking over Zhou Ji Qiao Jiao Niu Rou."
"We don't need to go. Let Mayor Huang go." Zhou Yan said with a smile, taking the kitchen knife from her hand. "If we go and argue with her in the street, she'll lower our status, and it'll make things difficult for Mayor Huang and the others."
"Can Mayor Huang handle this?" Zhao Tieying frowned. "I've been fighting in the village for over twenty years, and I've never seen any man win against Gao Cuihua. Only I can deal with her."
"This isn't a street brawl. Mayor Huang went to warn and correct her behavior. Her tantrums and unreasonable behavior won't work." Zhou Yan said with a smile. "You should focus on protecting your broth. My braised meat will be ready soon."
Zhao Tieying nodded in agreement. "That's right. This pot of soup sells for over eighty yuan. It's not worth ruining a pot of soup by arguing with her!"
"Exactly."
"I was completely confused by what you two were saying. What exactly does Mayor Huang mean? Does he want to support us, or does he want us to hand over the recipe?" Zhao Tieying asked, looking at him.
"Mayor Huang didn't ask for the recipe, he supported us in building a good reputation for Cross-legged Beef, expanding the market, and leading everyone to prosperity." Zhou Yan said with a smile. "You see, he helped us handle these things, allowing us to open our restaurant with peace of mind. Isn't that a form of support?
Zhou Liangliang and his gang ran into trouble today. I reckon Mayor Huang will make an example of them to set a precedent for the soup pot vendors in Suji."
"Really?" Zhao Tieying was delighted, rubbing her hands together eagerly. "Now that you mention it, I'm even more eager to see her. It's rare to see Gao Cuihua make a fool of herself in all these years."
Seeing her eagerness, Zhou Yan smiled and said, "Why don't you ask Dad to take you? I'll watch the fire, it's just a matter of adding a piece of firewood."
"Zhou Miao! Come on, hurry up and get on the bicycle." Zhao Tieying called out.
Comrade Old Zhou finished cutting the last potato, washed the knife, greased it, and hung it on the knife rack. He then came out with a smile: "Come on, I'll take you to see the excitement."
"Hurry up, or we'll miss it." Zhao Tieying jumped onto the back seat and hugged Zhou Miao's waist.
Zhou Miao mounted his bicycle and headed towards the dock.
Zhou Yan watched their departing figures, a smile playing on his lips.
That's just how Comrade Old Zhou is, he never spoils Aunt Zhao's mood, and he's always enthusiastic and proactive whenever he can get something done.
Which Chinese person can resist watching a spectacle?
The gene for gossiping is ingrained in their bones.
Life is dull and tasteless, gossiping saves the day.
If Zhou Yan wasn't busy tending a pot of braised meat, he would have gone to see what the commotion was about.
...
At the dock.
"Come on! Authentic Zhou Ji Qiao Jiao Niu Rou! 35 cents a bowl, come and try it!" Zhou Liangliang was greeting customers, his face glowing with pride and high spirits, completely ignoring Zhou Jie's eye-rolling from the side.
Seven or eight customers were already seated at the stall.
Gao Cuihua stood behind the stove, hands on her hips, a smug look on her face.
Business had indeed improved since the signboard was changed.
The name "Cross-legged Beef" was indeed more appealing than "Soup Pot."
Zhou Jie's customers were hard to come by, but many who originally went to other soup pot stalls were drawn over by him.
She was there today to help her son and support him, with the change of signboard, knowing Zhao Tieying's temper, she was sure to come and give him a piece of her mind.
She had thought through all the lines last night, rehearsed all night, and hadn't slept well, ending up with panda eyes.
However, she was full of confidence. If Zhao Tieying came today, she was sure she could win the argument.
Moreover, she not only wanted to win the argument, but also to snatch the signboard of Zhou Ji Qiao Jiao Niu Rou .
They were all from Zhou Village, from the same ancestor. Zhou Yan used the signboard, Zhou Jie used the signboard, and Liangliang in their family could use it too!
Zhou Hai had been riding his bicycle for a while, probably on his way to invite Zhao Tieying.
Zhou Jie and Zhou Hai's mothers were both honest women, she could scold them until they cried even with half her mouth covered.
In Zhou Village, only Zhao Tieying could barely hold her own against her.
However, Gao Cuihua didn't see Zhao Tieying. Instead, she saw Deputy Mayor Huang Chen and several uniformed officers.
The bicycle bell rang, Zhou Hai had returned with them.
Zhou Jie was startled to see Huang Chen and his group, and gave Zhou Hai a couple of questioning glances.
"They're reinforcements Zhou Yan brought." Zhou Hai said quietly, stopping his bicycle and leaning closer.
Huang Chen and his group parked their bicycles in front of Zhou Liangliang's stall, got off, and looked up at the newly made signboard on the stall:
Zhou Ji Qiao Jiao Niu Rou
The six large characters were painted in red, crooked and uneven, yet strikingly eye-catching.
Huang Chen frowned. The smell of paint hadn't even dissipated yet, this was clearly a newly painted sign, hastily done last night.
Zhou Liangliang's smile froze. He subconsciously took two steps back, glancing somewhat guiltily at his mother.
Why didn't Zhou Yan and his mother come? Why are the deputy mayor and police officers here?
It's just changing a signboard, is it really that big of a deal?
Gao Cuihua's smile vanished. As the village's women's director, she frequently attended meetings in town and was naturally familiar with Huang Chen.
He was brought back by Zhou Hai, and upon arrival, he immediately began examining the signs, clearly there for them.
The deputy mayor, accompanied by four officials, immediately attracted attention.
Zhou Liangliang and Gao Cuihua's actions were dishonest. They're from the same village, how could they steal someone else's business?
It's unreasonable and morally wrong.
Grandma Zhang is a capable housewife who is highly respected in the village.
The five Zhou brothers are all hardworking and reliable people, they never hesitate to help their neighbors whenever possible.
However, Zhou Liangliang's change of signboard had an immediate effect, business was much better than usual today, with more than ten bowls of soup pot sold in the morning alone.
Money moves people's hearts, seeing the effect of changing his signboard, other vendors couldn't help but have some thoughts.
Being honest won't put food on the table. If Zhou Yan and the others don't make a clean break and show their stance, they might all change their signboard tomorrow.
But why are the deputy mayor and police officers here?
Why call the police just for changing a sign?
Gao Cuihua approached with a beaming smile, "Mayor Huang, are you here for Cross-legged Beef? Come on in, have a seat. Our Cross-legged Beef is authentic, a family recipe passed down through generations."
Huang Chen stared at her with a stern face, remaining silent.
Gao Cuihua's smile gradually faded, and she awkwardly rubbed her hands together.
Her domineering nature in the village was utterly useless in front of Huang Chen and the police officers standing behind him.
"I believe your skill is inherited, but this signboard must have been copied yesterday, right?" Huang Chen said in a deep voice, "Gao Cuihua! You're supposed to be the women's director, how can you have no sense of shame?"
"Zhou Yan built up the reputation for 'Zhou Ji Qiao Jiao Niu Rou,' and the brothers Zhou Jie and Zhou Hai, who learned the skill from him, also used the same signboard with his permission."
"What kind of business is this? You just slap some paint on it and dare to call yourself Zhou Ji Qiao Jiao Niu Rou? How is this any different from robbery and banditry?! You're going to ruin the reputation of Cross-legged Beef!"
Gao Cuihua's face turned pale and then red as she listened. Being publicly criticized by the town mayor in front of so many people, she had truly lost all face today.
Upon hearing this, the vendors in Zhou Village changed their expressions slightly. Mayor Huang had come to support Zhou Yan, Zhou Jie, and Zhou Hai, and his words were quite harsh, showing no respect for Gao Cuihua, the women's director.
Zhou Liangliang and Wu Guihua, a married couple, shrank back, not daring to speak. This was the town mayor, after all, how could they dare utter a word?
Zhao Tieying squeezed to the front of the crowd, pulled out a handful of sunflower seeds from somewhere, and began to eat them with great relish, feeling incredibly satisfied.
She and Gao Cuihua had been fighting for years, and she had won more often than she had lost, but she had never been able to verbally humiliate Gao Cuihua to the point of being unable to lift her head or speak.
Mayor Huang wasn't particularly skilled at insults, but his official authority was immense.
Even a single rank can be devastating, the difference in rank between this deputy town mayor and the village women's director is immeasurable.
Gao Cuihua was about to give in, but when she saw Zhao Tieying smugly eating sunflower seeds to the side, a nameless fire ignited in her heart. She retorted, "Mayor Huang, aren't you being a bit harsh? We're also from Zhou Village, from the same ancestor. If Zhou Yan can use the name 'Zhou Ji Qiao Jiao Niu Rou,' why can't we? We're all just out here selling soup pot. Does he think he's more noble than us?"
"Exactly." Zhou Liangliang echoed softly.
The onlookers remained silent, only staring at Huang Chen. They wanted to see what the town mayor's attitude was towards this matter.
"Shameless! Ignorant country bumpkin!" Huang Chen pulled a piece of paper from the file bag and said loudly, "Zhou Yan has applied for four trademarks: 'Cross-legged Beef,' 'Zhou Ji Qiao Jiao Niu Rou,' 'Zhou Erwa Restaurant,' and 'Zhang Ji Braised Food.' No one else may use them without authorization except him and his authorized personnel, otherwise it will constitute infringement and lead to a lawsuit."
"A lawsuit!" Gao Cuihua's expression changed upon hearing this.
The crowd erupted in an uproar.
Using a signboard could lead to a lawsuit?
The consequences are too severe!
"Is this even possible?" Zhou Miao asked softly.
"I just found out too. No wonder Zhou Yan told me not to worry about it." Zhao Tieying stuffed a handful of sunflower seeds into Zhou Miao's hand and started cracking them even more enthusiastically. It felt so good.
"This little thing has to lead to a lawsuit? Mayor Huang, you're not kidding me, are you?" Gao Cuihua's voice trembled slightly.
Zhou Liangliang and Wu Guihua looked terrified. Looking at the police officers standing behind Mayor Huang, they were afraid they were there to arrest them.
"I'm here today to educate you on the law. If you don't know, I'll explain it to you clearly. Trademarks are protected by law and cannot be infringed upon." Huang Chen said solemnly.
"Zhou Yan got Cross-legged Beef on the cover of Sichuan Cuisine magazine and gave an exclusive interview, which made Cross-legged Beef famous.
We take this very seriously and are determined to take advantage of this opportunity to develop and expand our Suji Cross-legged Beef industry.
However, the development of the industry requires fair and reasonable competition. We will severely crack down on any behavior that maliciously seizes the brand and shamelessly claims to be the authentic Zhou Ji Qiao Jiao Niu Rou."
"Once an illegal act is committed, depending on the severity of the offense, a fine and revocation of the individual business license will be imposed!"
After he finished speaking, the crowd immediately fell silent.
What is most important for self-employed individuals?
It's just a business license!
Without a business license, it's illegal operation, and they'll be chased around everyday.
Gao Cuihua wanted to argue further.
Zhou Liangliang and his wife rushed forward, one covering the mouth and the other pulling back.
"Change it! We'll change the sign back right away! Mayor Huang, please be lenient!" Zhou Liangliang said hastily.
Even without changing his sign, he could earn three to five yuan a day, more than the wages of a textile factory worker.
If his business license is revoked, where will they earn money?
The vendors who had initially considered changing their signs all backed down.
Zhou Yan's backer is too powerful, who can afford to offend him?
"I'll come again tomorrow. I don't want to see this sign again." Huang Chen said, looking at Zhou Liangliang.
"Okay!" Zhou Liangliang nodded vigorously.
"We're not targeting anyone in particular, but we hope that Cross-legged Beef can become a calling card for Suji, bringing development opportunities to Suji and making money for everyone." Huang Chen said loudly, looking at the surrounding vendors.
"Next Monday, we will invite all the individual vendors making soup pot to a meeting to discuss how to develop and grow their businesses. As long as your soup pot meets the standards, you can use the name Cross-legged Beef. This is how we can build the Cross-legged Beef brand."
Everyone's eyes lit up at this, and they all agreed, "Great!"
"Make sure you rectify things properly." Huang Chen warned Zhou Liangliang, then said a few words to Zhou Jie and Zhou Hai before leaving with his men.
"Instead of copying someone else's signboard, you should focus on figuring out how to make a good soup pot. A dung beetle wearing a mask—shameless!" Zhao Tieying sneered at Gao Cuihua before turning and walking away.
"Zhao Tieying, you...you better not be so smug!" Gao Cuihua stomped her feet in anger.
"Mom, just say less." Zhou Liangliang tore down the signboard and said with a bitter face, "All the customers have left. Don't help anymore. Go home and take this with you."
"You dare to look down on me?" Gao Cuihua glared. "I'm furious!"