In recent years, China has put forward the slogan of "mass innovation, mass entrepreneurship", which has set off an entrepreneurial upsurge throughout the country. Some people have achieved a life counterattack through entrepreneurship. Of course, some people have been photographed dead on the beach. I am the one who was photographed dead on the beach.

Success is the same, failure is different. The entrepreneurial project that killed me was Teahouse. Everyone else can make money, but I have been losing money. The more you lose, the more you persist, and the more you persist.

Teahouse started in May of 20 15 and ended in August of 20 19. For more than four years, I not only lost my savings for several years, but also got an employee. After that, I began to reflect on my entrepreneurial footprint in recent years.

If failure is the only way to success, then only after experiencing failure will you know that success is not easy.

Looking back on the life course of teahouse, it was the first opportunity to enter the tea industry. It was New Year's Day in 20 15, and a large shopping mall opened near the community. Once, the owner of the teahouse said that he could have tea when he was free, thinking that it was nothing anyway, and it didn't matter if he drank two cups of tea before leaving.

It was this cup of tea that plunged me into the abyss.

Here's the story. While I was drinking tea, my boss answered a phone call. It doesn't matter who made the call or what it was. The important thing is that the person who called my boss is from his hometown and communicates in his hometown dialect. Unfortunately, I can understand the dialect of their hometown. Unfortunately, it turned out to be my hometown and people from the same county.

When you meet an old friend from another country, the topics of * * * will naturally increase.

Later, whenever I have time, I will go to the teahouse in my hometown to have tea. After a long time, the boss revealed that the profit of tea is quite high and the workload is not big. It's much better to just open a few bills every day than to go to work, so I started to move. The idea that being a boss at work is not as good as getting a dead salary at work has taken root in my mind ever since.

I began to notice that there are shopping malls ready to open, tea houses to be transferred, and some things in life always like to play hide-and-seek with you. The more you look, the more you can't find it. When you are ready to give up, it will appear in front of you.

I've been looking for 1 month, but I can't find a suitable place to open a teahouse. Just as I was about to give up, I once saw a teahouse in a shopping mall in another community about 5 kilometers away from here. I told the news to my fellow villager, and he said he would go and have a look together when he was free.

I went to visit with my hometown. Although business is not very good, at least it's ok. Looking at the boss's running water, after deducting all costs, the balance is slightly stronger than the salary at work. I thought business was done by people, and it might be better in the future.

After several negotiations, we settled the matter at a price acceptable to both sides, and my tea business officially started.

My beginning was doomed to failure because I did the wrong thing in the wrong environment.

There is a specialization in the industry. If people who are not professionals do professional things, the result is doomed to failure. Everything needs a cost. If you don't spend time studying, you have to pay tuition for the result.

The purpose of starting a business is to start one's own business and get rid of the bondage of going to work, so I have always wanted to share a piece of the tea market.

Courage alone is not enough, but also wisdom and strategy.

Tea is a good project in the health tea industry. Because tea is popular in Guangdong, I am particularly optimistic about this business. Go to work from 8: 00 to 1 1 every morning. There are no weekends and holidays, because every day is hope.

When you don't feel tired when you do something, it means that you are really involved.

Blindly follow the trend and hide the crisis.

20 15 is not suitable for opening a store, because social e-commerce has risen this year. For example, in Pinduoduo, in terms of operating costs, the cost of physical stores is higher than that of e-commerce, but the traffic is lower than that of e-commerce, and the price is even less advantageous than that of e-commerce, so the crisis quietly strikes.

Before opening a store, I only knew to follow the trend blindly, regardless of professionalism, passenger flow orientation and competition brought by e-commerce. Because everyone else is making money, it is inferred that I should also be able to make money.

In the first half year, the business was relatively stable, and there was still a small profit after one month. At this time, another turning point appeared, which directly pushed me to a more dangerous abyss.

A friend who engages in investment promotion said in my tea here that it is difficult to do business in physical stores now. The best way is not to put all your eggs in one basket, but to open more branches to make money. For example, one store can earn 5,000 yuan, and five stores can earn 25,000 yuan, and the income is still considerable. I think the analysis is reasonable, so I began to have the idea of opening a branch.

Many things happen. Looking for resources for two months, there is a brand-new shopping mall just 0/5 km away from me/kloc-to attract investment. I drove to have a look, and it was quite large. At that time, I thought, other chain stores have already entered, and I believe it should be the result of an investigation. It is always wrong to follow the big V, and later it turns out that my idea is wrong.

After negotiation, the conditions are not within the tolerance of rent, but there is a condition that the mall must have a brand image. At that time, I also wanted to make tea a career, so I promised to join a tea brand and signed a contract smoothly.

This signing is also the beginning of a nightmare. First, joining the brand requires a lot of money, and second, the overall operation result of the mall is unknown.

Unfortunately, due to the investment of less than 60%, the whole shopping mall was forced to open. Customers don't want to buy it when they see that the mall is empty. Except some aunts to buy some fresh fruits and vegetables, the rest can't be sold. The whole shopping mall was closed in less than three months, and the hundreds of thousands of dollars invested did not even take a bubble and sank directly into the water.

Faced with this result, I want to cry, and everything is paying for this wrong decision.

Looking back on the entrepreneurial experience of these four years, except for a slight profit in the first half of the year, the next three and a half years are either loss or flat. The key is to set foot in a person. I originally wanted to cut meat, but my brain kept telling me that the current market is like this, and maybe it will get better after a while, because others say that "persistence" can succeed. Now it seems that "blind persistence" will only lead to extinction.

China people have a characteristic in doing business, that is, when they see others making money from a project, they blindly follow the trend and plunge into it, and finally smash themselves to pieces.

For example, a Jew opened a gas station and made a lot of money because of the large number of people. The second Jew saw it and opened a small supermarket next to it, which was not bad. The third Jew saw it and opened a small fast food restaurant next to it, making money. The fourth Jew opened a small coffee shop and made money. A China man opened a gas station and made a lot of money. The second saw a gas station not far away. Third, fourth, Chinese people are still running gas stations. . .

After the tea business closed, I summarized the following three reasons for failure:

1, layman's ignorance

The tea industry seems simple, but it's not like this. On the surface, it's just a cup of tea, buy buy. If you don't know the history and efficacy of tea, have no professional tea ceremony training, and don't know the doorways of the industry, then you will fail in making tea.

Ignorance will make you blind and confident, and ignorance will push you to the abyss.

2. Blind expansion

Blind expansion seems to be the favorite mistake of all industries, and it is also the greed of human beings.

Seeing others open a chain store to make money, they will desperately look for a second store or a third store. Even if the surrounding environment is not good, you will try your best to give yourself enough reasons to verify that your choice is right, including daydreaming. Our minds will be trapped by the aura of success and can't stop. It seems that stopping means failure. Until one day, you really failed, you will suddenly wake up, and it is too late.

3, trapped in self-limitation

In self-cognition, I don't take facts as the basis of subjective judgment, I am self-centered, blindly confident, always feel good about myself, have no sales experience, and think that everyone is the same business model. Good business may be just luck, and there are no fixed customers. We believe that customers have no correct vision and never deeply reflect on their own problems, such as the quality, types and prices of tea. These are all activities in self-restriction.

When you are trapped in thinking limitations, you will always be in a stable and comfortable environment, and your brain will feel that you are fine. Bad business is just a bad environment. After a long time, when you find that your customers are getting less and less, your peers have far surpassed you, because while you are enjoying it, others are also developing, improving services and improving product quality, and when you want to catch up, you are beyond your power.

Tea in China has been passed down for thousands of years, and the tea market has always existed. It depends on whether you can do it. The expansion of market competition is just to filter out my unprofessional tea shop. Therefore, there is still some tea business to do, the key depends on how you do it. I summed up the three essential elements of opening a tea shop with my failed experience, as follows:

First, the location is reasonable.

No matter what business you do, the location of the store is very important. Some people say that the rent in the central area is expensive, but what I want to say is the truth. Imagine if you open a tea shop in an alley or alley, and no one opens it at low rent, then the shop will naturally lose many opportunities for customers to pay attention, which is also very unfavorable for the promotion of the shop.

Therefore, it is very important to have a business atmosphere with healthy competition around, so that people can see the store at a glance. Choosing the right position is half the battle.

The second is professional tea knowledge.

Tea is a professional industry. If you are not a professional in the tea industry, you will never win high-end customers. Without high-quality customers, your business will never be big. Without opportunities, there will be no way out.

It is impossible to open a tea shop without rich knowledge of tea, including the origin, variety, processing and quality of tea products in the store, as well as extensive knowledge of tea culture, tea art and tea set. At the same time, operators should always know the market dynamics and consumer demand, so as to predict the changing trend of tea consumption and update the business plan of the store.

Without adequate preparation, there is no certainty of success.

The third is to master real-time dynamics.

Great changes are taking place every day. Mastering information means mastering wealth, and mastering resources means mastering treasure. You can't shut yourself off and feel good about yourself. Only by grasping the market situation in time can we be in an invincible position.

For example, e-commerce networking, synchronization with e-commerce information, grasp the price and sales channels of competitors, find out the differentiation of their respective businesses, and formulate corresponding differentiation strategies.

Success is not accidental, but the reward behind the efforts.

Tea shops used to be an important force in the traditional tea industry, which made great contributions and played a pioneering role in promoting the development of the tea industry. The reason why the traditional tea shops on the market are getting colder and colder now is that the tea industry is more specialized and refined because of the big waves.

For anything, success will not happen overnight, and every effort you make will eventually pay off. Similarly, if you are blind and confident, the result will be ruthless.

Finally, run your business with a realistic and sincere attitude, broaden your horizons and meet a bright future.