In fact, in terms of the current domestic market environment, catering in China is not a good idea.
Because the catering industry is highly competitive, the entry threshold is low, and the return rate is not high.
Want to open up the situation and stand firm in this industry.
All investors will face such difficulties.
The first is the site selection. You want to make money in catering, regardless of whether you are in the first and second tier cities or the third and fourth tier cities.
You should first choose the address of the store, which must be a place with a large flow of people.
But if you choose to open a shop in such a place, the rent will greatly increase the operating costs.
Secondly, the store should have its own characteristics, especially in such a competitive market environment.
If you want to stand out, you must have characteristics.
The characteristics are divided into two aspects.
One is to have special features in the food, such as having its own main specialty and specialty dishes.
Only with its own characteristics can we retain repeat customers.
Xibei, for example, has done a good job in this regard.
The characteristics of local dishes in the west have been brought into full play, focusing on naked oats noodles and local specialties.
It won a very good reputation and stood out in the competitive market.
If you don't have any special features in the dishes, you should work hard on the other side.
For example, you need to provide excellent special services, and Haidilao is the leader in this field.
As a hotpot shop, their hotpot is not much better than others', and the price is expensive.
But they can stand out from many hotpot restaurants because of their unique service.
There is no need to complain about the service of Haidilao. Anyhow, everyone who has been there knows it.
Both of them have the same characteristics as today's scale.
They all bear high operating costs.
For example, Xibei, if you hire so many pastry chefs, the labor force will be higher than that of other families.
There are also western specialty dishes. Many ingredients are supplied through special channels, which increases the cost.
The other is Haidilao. If he didn't pay his employees high wages, I'm afraid they would have turned upside down.
He treats customers like an uncle and earns two or three thousand yuan in the last month. Who does that?
This is also the main reason why the two chains are famous in China, but their net profit margins are not high.
According to Jin Xuechen's understanding, the annual net interest rate of these two companies is about 3%.
The reason why we can make money is that we are large in scale and enterprises are good at capital operation.
So if you want to do a good job in catering, then the store location, food features, service features.
None of the three can be omitted.
These three problems are nothing to Jin Xuechen.
First of all, there is such a cash cow as Qinglang Eye Drops.
Jin Xuechen doesn't need to consider renting a house at all, just buy it directly.
Even in Beijing, stores in CBD area of first tier cities like Puhai.
A room of 200 square meters is only 10 million or 20 million yuan.
Now, Shude Hospital can buy three rooms in one day's profits.
Buying a store saves rent costs.
The second is the most important characteristic problem.
The light food restaurant Jin Xuechen wants to open has two characteristics.
One is the concept of green, health and weight loss.
The food inside is mainly green and healthy food such as vegetable salad and vegetable soup.
Generally, such food is not particularly delicious because of less oil and sugar.
But the shop of Jinxuechen doesn't have to worry about taste.
Yang Xiulin has developed a sauce mixed with Crete powder.
As long as the food is added with this sauce, there is no need to worry about the taste.
As long as the Crete powder with hallucinogenic pleasure is added, no matter how much unpalatable food, it will become a human delicacy.
This unique taste is his unique skill and brand.
It will also become the technical moat of his light food restaurant!
Competitors can copy their stores, but food tastes cannot be copied.
If anyone dares to do so, it is to give someone's head as his insole.
The third is featured service.
Jin Xuechen firmly believes that as long as the money you give to the employees is in place, the employees will be able to provide excellent service to the guests.
In this way, the three elements of success that are difficult to compare with those of other catering practitioners are easy for him.
The weather, the place and the people are harmonious. He has all of them.
Then when will you stay if you don't do it now?
And he opened a light food chain, but there is another idea.
That is, he is not going to do a new Haidilao, or Xibei!
What he wants to do is the apple of the catering industry!
Yes, that is, the mobile phone shipment only accounts for 20% of the global market share!
But it is Apple, which accounts for 87% of the global mobile phone industry!
Xibei and Haidilao are famous and distinctive.
But such enterprises have no core competitiveness.
Because they have no technical moat. To be honest, their technical content is not as high as that of Golden Arch. Kaifeng cuisine is high.
Those two companies start from the source of production materials, to the primary treatment after collection, and then to the cold chain transportation.
Then they go to each branch store for cold storage, and then they are made into food and sent to the customer's table.
The ability to realize the whole process supervision and the whole process unified standard is the technical strength of others.
This is why there are many fake western fast food chains in China.
But it can not threaten the main reason of the market position of Golden Arch and Kaifeng cuisine.
What they do is not fast food, but standard, which has already gone beyond the catering circle.
Enterprises like Xibei and Haidilao.
As long as the investor is determined, such a catering enterprise can be created in minutes.
But the main reason why no one did it was that the profit margin was too low.
Invest more than one billion yuan and work hard for one year, and earn 3% of the net profit.
So fortunately, they can open thousands of chains in just over a year.
It can make Starbucks, the industry's biggest brother, in a hurry, and can go to America for listing and financing in more than a year.
Do you think his management is not strong enough? No, they play capital very hard.
But why did a lucky guy finally get thunderstruck? Because the management is too impetuous and just wants to make quick money.
Don't look at the annual profit of 3%, just want to make a huge profit of 300%!
So now China has become a high-grade Chinese food chain, with only Xibei and Haidilao.
Because their management can stand loneliness and is willing to work hard in their own work field.
So they can have today.
Back to the point, how can Jin Xuechen make his fast food chain become the apple in this industry?
That's because he positioned the light food catering he wanted to do as a technological enterprise!
The first thing is to select the right customer group and know who your light food restaurant is facing?
The customer base of his light food restaurant is different from that of ordinary restaurants.
His hotel mainly faces high-income urban white-collar workers and gold collar customers.
To put it bluntly, those who have money want health.
But they don't like sports or don't have time to exercise.