If you want to open an Internet cafe well and make a profit, you have to make a series of preparations before putting it into operation. When you have done the top eight suggestions before opening, your Internet cafe will not be far from making money.
The 21th century is the century to train bosses. It has become the dream of many people to open an Internet cafe and be their own boss. However, how to open an Internet cafe? It can't be done in a moment, and there is a lot of learning. Unfortunately, at present, the management of many small and medium-sized Internet cafes still stays in the primary stage of copying and imitating, lacking the flexibility and innovative consciousness of operation, and the operating results have not reached the best state. The opening of Internet cafes needs to be studied and discussed. We put forward eight suggestions on Internet cafes for your reference.
First, the location of Internet cafes is very important
Before opening an Internet cafe, a full investigation should be conducted. Without investigation, there is no right to speak. The population of the place where the Internet cafes are located, the nature of the units gathered nearby, the nature of work, the consumption capacity and habits of the region, and whether there are similar Internet cafes. If there are, it is necessary to investigate the business quality. The more in-depth understanding of the online target group, the more you can address their needs and preferences when positioning Internet cafes. Don't take over the transferred Internet cafes lightly. Careful observation at ordinary times, sometimes you will find that some internet cafes often write the word transfer, and the boss has changed one after another, indicating that they have not made any money. On the contrary, some Internet cafes have not changed for several years, which shows that the Internet cafes have business to do and money to earn, and their choices are correct. Generally speaking, the market survey before opening an Internet cafe includes the following aspects:
1. How is the environment around the Internet cafe
A good environment has two meanings. One meaning refers to the environmental conditions around the Internet cafe. Another meaning refers to the prosperity of the location of Internet cafes. Generally speaking, if an Internet cafe is located near a station, a densely populated area in a commercial area, a university or a street where peers are concentrated, this kind of environment for opening an Internet cafe should have great advantages. In addition, the location of the three-way intersection and corner is good, and the location on the slope, remote corner and high building is not good.
2. Whether the conditions are convenient
Whether it is convenient for customers to park after arriving at the Internet cafe; Is it convenient to take a bus from other locations to Internet cafes? Whether the traffic conditions are convenient or not has a great influence on the attendance rate of Internet cafes.
3. Are the facilities beneficial to Internet cafes
Although some Internet cafes are located next to urban main roads, the fences on both sides of the main roads have greatly affected the business. Therefore, we should pay full attention to this point when choosing street pavement. How to choose? There are two kinds of typical streets: one is that there are only lanes and sidewalks, and vehicles are driving on the road, so the line of sight can naturally sweep the pavements on both sides of the street; Pedestrians walk on the street and naturally enter the Internet cafe. However, if the street width exceeds 31 meters, it is sometimes unpopular. According to investigation and study, the street is 25 meters wide, which is the easiest to form popularity and customer tide. Another typical street: lanes, bicycles and sidewalks are separated. In fact, this is a closed traffic, and it is not good to choose this location to open an Internet cafe.
4. Population situation in the service area
Generally speaking, the more people near the location where Internet cafes are opened, the denser the better. At present, many large and medium-sized cities are relatively concentrated in various areas, such as commercial areas, tourist areas, university areas, etc. We should pay attention to analyzing this situation when opening Internet cafes in different areas.
5. Target customers' income level
Setting up business Internet cafes and high-end leisure Internet cafes in areas where the rich gather is the characteristic of targeting customers with high income. All kinds of commercial villas or graded communities built around the city are places where the rich gather.
There are many factors that affect the location of opening an Internet cafe, and the factors are also very different. Why is the business of Internet cafes in some remote small streets booming every year, while the business of Internet cafes in some prosperous areas is difficult? This is a philosophical saying: analyze the specific situation. A good ring of position is relative, not absolute. The quality of business depends not only on the location of Internet cafes, but also on the content, mode, service, image and marketing of Internet cafes.
The renovation of Internet cafes is also very important
Second, lay a solid foundation for the operation of Internet cafes
The foundation for the operation of Internet cafes can be summarized as "one center" and "two basic points".
1. "One Center" operated by Bar
The center of Internet cafes is the market, which is the target customers. Internet cafes must pay attention to the market, be market-oriented, and work around the market. Internet cafes take the market as the center, that is, they should follow the market rules, do a good job in market research and understand the market demand. They should not rely on subjective speculation to operate, but should adjust their business strategies in time with market changes and carry out the business activities of Internet cafes purposefully.
2. The "two basic points" of bar operation
The competition in the Internet cafe industry is sometimes very cruel. In order to win in the fierce competition, Internet cafes must first practice their internal strength and manage and coordinate all aspects of the work inside the Internet cafes, so as to enhance their operational strength and remain invincible in the unpredictable market. To do this, we must make great efforts in cultivating and bringing up high-quality staff and establishing correct business philosophy. These are two basic points in the operation of Internet cafes.
Internet cafe service is fashionable and avant-garde, with a certain technical content, and the contact between netizens and employees who provide services is multifaceted and extensive. Without first-class employees, there will be no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resources of Internet cafes. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of Internet cafe management.
Internet cafes are a new information service industry, and the service should be customer-oriented, so that customers can feel at home and satisfied everywhere when they come to Internet cafes. To do this, we must fully implement the business philosophy of "guests first" in Internet cafes, establish the working philosophy of "making customers satisfied as the first responsibility", consider and serve customers in all directions, and lay a good business foundation from ideological construction.
Third, the operation of Internet cafes should be innovative
The more developed the society and the more subdivided the market, the more specialized the operation of Internet cafes should be. In recent years, the phenomenon that the business projects of Internet cafes are the same, the same and the same is more prominent, which leads to intensified competition among Internet cafes, leading to rising costs and declining benefits. The diversification of consumer demand requires that the service items provided by Internet cafes must also be diversified. The hardware facilities of Internet cafes can't blindly compare with luxury, style and high configuration, but should try to design their own different styles, tastes, atmosphere and cultural characteristics based on limited investment. Internet cafe software facilities should also be "new, three-oriented" (personalized, characteristic and visualized) on the basis of "three-oriented" (standardization, standardization and programming). Internet cafes will be ruthlessly eliminated by the market if they don't carry out this kind of innovation and transformation work.
The innovation of Internet cafes should be carried out according to customers' requirements, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and new changes and enhance their loyalty to Internet cafes. For new customers, we should strengthen the publicity of the service characteristics of Internet cafes and highlight the differences with other Internet cafes. To retain customers, the service of Internet cafes must be changed, innovated and broken. If Internet cafes want to show distinctive differences, the easiest breakthrough is culture. Internet cafes can highlight their own characteristics in the aspects of house shape, interior decoration, service personnel's clothing, service form, background music and theme activities, and attract customers to choose their own Internet cafes for consumption.
Fourth, do a good job in internal marketing of Internet cafes
Internal marketing of Internet cafes is the promotion of all employees in Internet cafes, which is the continuation and extension of Internet cafe marketing and the best form of saving marketing costs. First of all, internal promotion is a promotion for customers or old customers who have already spent money online. Stabilizing existing customers means stabilizing existing market share. Secondly, internal promotion does not need full-time staff, which is easy and convenient compared with external promotion activities. Everyone can participate from the CEO of the Internet cafe to the webmaster, from the front desk to the background, and all the Internet cafes are voluntary salesmen. As long as the enthusiasm and initiative of all employees are mobilized and some methods and skills are properly mastered, Internet cafes will form a powerful internal sales force. Secondly, internal promotion does not require special funds. Unlike advertising and public relations, it doesn't need special funds, but at the same time, it doesn't lose no time to publicize the culture of Internet cafes to guests properly, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, the internal promotion is not subject to any restrictions, and it can be launched anytime and anywhere during the service process, which is very convenient. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion.
the guarantee of internal promotion is the quality of service. Only high-quality service will satisfy the guests, and they will be willing to accept the inducement of internal promotion, increase consumption and spend again. In addition, establishing and perfecting a set of incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing consciousness of all employees.
V. Taking the opportunity to carry out business promotion activities
Business promotion is a series of encouraging measures taken by Internet cafes to make them famous and attract tourists. Internet cafes often attract the attention of internet users through certain activities to achieve the purpose of stabilizing customers and promoting. This changed activity form is suitable for short-term special recommendation in a specific period or task, with the aim of strongly stimulating market demand in a short period of time and quickly achieving publicity results. The forms of business promotion of Internet cafes include various celebrations, holiday promotions, game competitions, cultural performances and exhibitions. Through this kind of activities, Internet cafes have gained benefits, displayed their image and expanded their influence. For example, in recent years, some chain Internet cafes hold colorful festival gatherings every Christmas and Mid-Autumn Festival, and take the opportunity to launch holiday surfing and leisure products, which have produced a sensational effect every time, aroused a good market response and achieved rich economic benefits.
VI. Scientific use of propaganda means
Internet cafes can attract customers to spend money, but they also need publicity, but the choice of propaganda media must be carefully considered. In today's information age, the media are diversified, and different media have different audiences and radiation ranges. Television, radio, newspapers, magazines, business letters, promotional materials, outdoor advertisements, mobile traffic advertisements and many other media and publicity channels often make it difficult for Internet cafes to choose and be at a loss. Through investigation, it is not difficult to find that although some Internet cafes also appear in some media advertisements, the real effect is not ideal. The reason is that the target customers of internet cafes are generally scattered, while the audience of the media is relatively concentrated, which is like fishing with a net on the water with sparse fish in Huguang, which is laborious and laborious. For the publicity covering the whole market, Internet cafes should publicize themselves by making news, such as trying to attract celebrities to spend money in Internet cafes and holding activities with great social repercussions, and make frequent appearances in the media to expand the influence of Internet cafes with the help of news propaganda. Or according to the mainstream customers of Internet cafes entering relevant areas, such as colleges, stations and streets, outdoor advertisements are set up, and letters, souvenirs and promotional materials are distributed to old customers and potential customers for door-to-door promotion, so as to receive better results.
VII. Adopting brand marketing strategy
Brand is an important intangible asset of Internet cafes, which has great economic value. Marketing by brand is a very effective marketing method. With the increasing diversification and individualization of consumers' consumption, the function of brand is becoming more and more important. The establishment of the brand of Internet cafes can trigger customers' consumption preferences, establish customers' friendly feelings, and enhance consumers' sense of identity and loyalty to the brand, thus achieving marketing purposes. Internet cafe brands let customers know and distinguish themselves from other Internet cafes through their names, logos and logos.
the establishment of the brand of internet cafes is based on the quality of service. Internet surfing in Internet cafes is an intangible product with service as its main content. It cannot be touched or consumed, and it relies heavily on consumers' perception of its quality beforehand. The quality reflected by the brand of Internet cafes is mainly conveyed to customers through the appearance characteristics of Internet cafes, which are embodied in the price, the appearance of the service personnel of Internet cafes, the appearance of buildings and other aspects that can obviously make a first impression on customers. These aspects of image enhancement and characteristic appearance are particularly important for building well-known brands of Internet cafes, and chain Internet cafes pay special attention to this aspect. However, the formation of well-known Internet cafe brands is not achieved overnight, but is achieved by long-term scientific management and unremitting marketing efforts of Internet cafes. Brand marketing itself is the process of creating famous brands. The purpose of brand marketing is to continuously improve the brand and form a famous brand. At present, the importance of famous brands has been recognized by more and more Internet cafes. Internet cafes can use famous brands to extend their products and penetrate the market.
VIII. Pay attention to relationship marketing in Internet cafes
Relationship marketing is a marketing aimed at key customers. The purpose of relationship marketing in Internet cafes is to improve the loyalty of regular customers and consolidate market share. The commonly used means in the relationship marketing of Internet cafes are: frequent customer discount, membership, etc. A personalized service experience will leave a deep impression on the guests. In the relationship marketing of Internet cafes, it is extremely important to collect information related to customers. In order to provide them with personalized services, Internet cafes collect the personal data of some high-end (business) guests through various information channels to accurately understand their online and game hobbies. When they come to the Internet cafe next time, the registration time can be shortened, and the service staff can properly address them and guide the guests to use their "dedicated" computers directly, and all the services meet the requirements of these customers, such as the comfort of seats and the internal layout of private rooms, timely connecting long-distance calls and providing business support, which meet their personalized requirements. Many customers have this potential requirement to establish friendly relations with Internet cafes. They hope to get personalized service from the Internet cafes for a long time, and hope that the service personnel will be familiar with them, care about them and take the initiative to contact them to provide them with high-quality services.
Most customers are willing to establish friendly relations with Internet cafes and express their views on the work of Internet cafes. Internet cafes regularly contact customers to find out their opinions and suggestions on service work, which will make them think that Internet cafes are a member of their own network and have a sense of closeness, and they will subconsciously choose the Internet cafes when they need to spend money in them. The initiative of Internet cafes in relationship marketing is very important. If customers take the initiative to contact Internet cafes every time they consume, they don't think they have any special relationship with Internet cafes, and relationship marketing can't achieve the ideal effect.
customers' loyalty to internet cafes is rewarded. Rewarding regular customers is a form of reward. At present, many Internet cafes have launched "reward programs" to reward regular customers in the form of free Internet access, free drinks and preferential prices, hoping to cultivate loyal customers in this Internet cafe. Rewards can take many forms, such as making a reward plan jointly with game companies and other Internet cafes, and benefiting from the same operation. The reward plan is not effective for all customers. For senior business guests, they pay more attention to the service facilities, service attitude and service quality of Internet cafes. In addition, the reward plan is easy to be imitated by competitors. When competitors adopt similar measures, the effect of incentive plan on customer loyalty will be greatly reduced. Therefore, the reward plan can exchange some customer loyalty, but it can't really create loyal customers. While carrying out relationship marketing, Internet cafes should make more efforts in service quality and management mode to really get results.