Primary catering entrepreneurs have several characteristics: First, less money and more money. Second, no experience. Third, I don't know what to do. Fourth, the possibility of failure is high.
Such entrepreneurs are almost all white people who play entrepreneurial games, and the success rate of entrepreneurship is certainly not high. But there are still some people who insist on starting a business. Well, after preparing hundreds of thousands of venture capital and mental preparation for hardship, please be patient to understand the following picture and listen to my analysis, which may help you succeed in starting a business.
This picture is a statistical table of the number of brand stores. It looks simple, but if you chew it carefully, you can taste all kinds of flavors and find that it contains rich information. A large number of stores means:
1, the multi-brand operation mode of the store is very easy to succeed.
2. Brands with many stores are very easy to grow bigger.
3. The product categories with many stores are very popular with the public.
4. It is very easy to succeed to carry out multi-brand similar business in one store.
As entrepreneurs in the catering industry, it is necessary for small entrepreneurs and new entrepreneurs to find the information contained in the above picture, which will improve the success rate of entrepreneurship to a certain extent. Below, I try to analyze it, which may not be comprehensive, hoping to give you some inspiration.
First, joining the chain is the first choice for small stores to grow bigger. The above brands are all franchise chain models. Although it is a single store, once a brand is formed and widely accepted by the market, it is a big business. KFC and McDonald's are actually chains of small western-style fast food restaurants, but they have become super catering groups all over the world. Of course, you can build a single store, and then expand it into a super-large restaurant, but you have to know that no matter how big the whale is, it can't top the weight of 100000 small sardines. And once it fails, it is a complete failure. Join the chain model, even if several stores close down, it will not be affected as a whole.
Enlightenment: You should either create a brand to be a franchise chain or join a mature brand, which will make it easier to become bigger and have a higher success rate.
Second, the main chicken products are the easiest to popularize. There are 10 brands specializing in chicken products, accounting for 50% of the top 20 brands, and there are more brands of chicken products. The top three are mainly making chicken products. There are two meanings in this. First, chicken products are the most popular and easy to succeed. Secondly, the chicken product market is already quite saturated and the competition is fierce.
These two points seem quite contradictory. The former says it is easy to succeed, while the latter says it is not easy to succeed because of fierce competition. How do you explain this? In fact, it is not contradictory. Big brands specializing in chicken products entered the market very early, with stores everywhere and fierce competition. However, due to the wide adaptability of chicken products, once explosive products are formed on chicken products, it is very easy to succeed. For example, braised chicken rice has two brands in the top 20. Braised chicken rice is an explosive product of chicken products, which suddenly broke the eating method of fried chicken such as KFC and McDonald's, thus quickly occupying the market.
Enlightenment: Can we develop a new way to eat chicken products that can form explosive products? Chicken chops from KFC, McDonald's and Zheng Xin are fried, and braised chicken rice is cooked. Can I bake it and steam it? If you can form explosive products, congratulations, your store's success probability will be greatly improved. In addition, there are relatively few duck products similar to chicken products, only one tasteless duck neck. Transplanting the management mode of chicken products to duck products may produce miraculous effects.
Third, be a public, not a minority. Some people say that now is the era of consumption upgrading. To meet the special needs of a few people, there is a way out for being a minority. But look at these 20 brands, which one is a niche? It is difficult for niche enterprises to grow. Because the niche can avoid fierce competition, but after all, the number is small, the market is small, and the requirements for marketing ability are quite high. In the case of insufficient funds in the early stage, it is difficult to make a profit in the short term. This is far from the current situation that small entrepreneurs have little funds, insufficient experience, poor ability and can't afford to delay.
Enlightenment: For junior small entrepreneurs, it is the easiest to succeed without being a minority and making products that are accepted and loved by the public.
Fourth, avoid high-end From these 20 brands, there are very few high-end brands, only Starbucks and Pizza Hut, and they are only relatively high-end. However, both of them are big brands, and the investment in advertising fees is difficult to count. Obviously, junior small entrepreneurs have no brand and lack of funds, so it is difficult to invest a lot of money in publicity, so they should not be high-end products, but low-end products widely accepted by the public.
Enlightenment: Junior small entrepreneurs should focus on the middle and low end, and the actual price of main products should be within the range of 15 yuan to 25 yuan.
Light snacks are the mainstream big fish and big meat, which takes a lot of time. For fast-paced modern people, it is not a normal demand every day. At the same time, China people are mostly working-class, with low wages, high mortgage pressure and high cost of living, but they want to taste delicious food, and light snacks perfectly meet this demand.
Enlightenment: Snacks and snacks are in line with the spending power of the working class, with a wide range of customers, low cost and rich taste. For entrepreneurs, it is very easy to innovate and easily form explosive products, which is very suitable for junior small entrepreneurs to achieve breakthrough development.
Sixth, the top 20 brands must have explosions. Without exception, there are explosives, and there is no shop without explosives. On the basis of explosive products, the product line is extended to form a long tail effect.
Enlightenment: The key to the success of junior small entrepreneurs is not how much money they have, whether they have experience and ability, but whether they have explosive products. Money with explosives is not a problem. With rapid development, all problems can be solved easily.
Seven, fast food The pace of modern people is very fast. Most people want to eat both delicious food and fast food, and fewer and fewer customers sit down and eat slowly. Most of these 20 brands belong to fast food series.
Enlightenment: Fast food, simple processing, fast delivery and high turnover rate are the business models that junior small entrepreneurs need to focus on.
Eight, the main products with heavy taste, mainly sweet and spicy, most of these 20 brands are engaged in products with heavy taste, such as Zheng Xin salt and pepper chicken chops, Yanzi's stews, COCO, Holiland desserts, braised chicken rice, tasteless and spicy products and so on.
It's easy to impress customers with heavy tastes. Most people are addicted to desserts, and dessert sales have always been in the forefront. Spicy food makes people sweat all over and tastes very enjoyable. Light and tasteless food, you forget the taste after eating, and it is difficult to form explosive products.
Revelation: Your products must have a strong flavor, either sweet or spicy, or have a lot of spices, not bland.
Nine, do high value-added products, high value-added products, the price far exceeds the value. There is considerable profit margin. On the one hand, we can adopt a variety of marketing strategies, such as substantial profits, discounts, full gifts and so on. On the other hand, it can improve product positioning and leave a high-value impression on customers.
What is high added value? First, the brand is big and famous. Eating brands and drinking online celebrities, not just the actual value of food. Second, good reputation. Others say yes, which is often more convincing. Third, the profit of single products is high. For example, coming to Iraq is convenient to carry and has a long shelf life. If a large part is dismantled and sold one by one, two or more can be sold.
Enlightenment: You should find ways to enhance the added value of products, such as enhancing brand reputation, becoming famous products and network celebrities through various media; For example, it is rich in functions, and can be used for health care, aphrodisiac and beauty; For example, improve the quality of service, eat special services in stores and so on.
X. Small storefront, no food, few employees, very high initial investment requirements, often hundreds of thousands of millions of funds, heavy assets, high cost, many employees, low turnover rate, high failure cost and difficult turnover. This forces operators to raise the price of meals, so as to achieve profitability, but this is not in line with the business direction of low and medium mainstream prices, and objectively forms a congenital deficiency in the business model. Small shops don't even need to eat in the lobby, and the requirements for storefronts are low, so customers can take them away by standing there for a while. Like COCO and typhoon shelter.
Enlightenment: If you want to start a business with the least cost, you must minimize the cost. The biggest cost lies in rent and employees. For a small shop without food, ten square meters and three or two employees are enough, and the monthly rent of three or five thousand is completely affordable.
Finally, I wish you all success in starting a business and present the three-character sutra of opening a shop:
Want to open a shop and study hard; Large enterprises, chain manufacturing;
Preliminary creation and cost control; Small facade and few employees;
No brand, you should join; To be a brand, the media burns money;
No explosives, no shops; Pay attention to marketing and have a good reputation;
Far high-end, low-end; High added value and high profit;
Light food, the main direction; Heavy taste, easy to remember;
Fast food, fast pace; Emphasize chicken products and innovate patterns;
Don't be a minority, be suitable for the public; If you are willing to use your head, you will be rich.