I. Introduction of the Project
(1) project background
# # Tea was born in Tai 'an District, Taipei in 2007. Adhering to the concept of making every cup of tea with heart and making every customer feel healthier and more delicious, # Tea has developed from a small bubble tea shop in the business circle of National Taiwan University into a boutique fashion tea chain company with nearly 200 stores in Taiwan Province Province in just five years. I admire Chinese mainland's long-standing tea culture, and deeply feel that # Tea entered the mainland market on 20 12, although there are a hundred schools of thought contending in the mainland beverage market, aiming at providing high-quality tea service by joining a chain, so that more people in China can experience the high-quality tea culture in Taiwan Province Province. It is against this background that I wrote this business plan, hoping to help entrepreneurs.
(2) Project introduction
? Brand is the guarantee of quality? . Although some people say that they are not superstitious about brands, they still agree with this statement. Opening a branded tea shop will make consumers feel more at ease. # # Tea insists on always insisting on quality and health! Achieve the first brand of healthy drinks! The principle of product development, bringing the healthiest products to consumers is the pursuit of # # all the time.
(3) Market prospect
What is sold now is milk tea, which is one of the favorite drinks for young people and urban white-collar workers. Drinking milk tea has become a fashion trend. And with the popularity of milk tea, their demand for milk tea will be greater, and the milk tea market will be broader. Moreover, there is no difference between off-season and peak season, and milk tea can be made all year round. The ups and downs of the market will not be too great, and the income is guaranteed.
# # The target consumers of tea are young people and urban white-collar workers, which is in line with the mainstream consumers of milk tea. Its market segment is the mid-range market, with outstanding quality. With the improvement of people's living standards, the demand for quality is getting higher and higher, and inferior milk tea will inevitably be eliminated. It is an inevitable trend that milk tea tends to be quality.
Second, the industry analysis
(A) the status quo of the industry
The beverage industry to which milk tea belongs is constantly developing, and various products emerge in an endless stream. Milk tea develops rapidly because of its variety and changeable taste. With the emergence of bubble tea in Taiwan Province Province, milk tea has quickly swept the country, and various milk tea shops have mushroomed in the streets of the city. After more than ten years of evolution and development, consumers tend to be rational in their consumption of milk tea and pay more attention to its quality. This has slowed down the development of milk tea shops, and investors have become more critical about the quality of milk tea.
The rapid development of tea shops also means fierce competition for milk tea. Milk tea is also developing in two opposite directions: first, middle and low-grade milk tea shops fight price wars to win more customers; The other is the quality of high-end tea shop, which has excellent quality, good environment and high price. Both have their own consumer groups, but the consumers of milk tea are more middle class. Therefore, a tea shop with moderate price and guaranteed quality will be more favored by consumers.
(B) SWOT analysis
, advantage analysis
(1) Milk tea is sold and drunk now. Moreover, most of the products of the tea shop can be used as both cold drinks and hot drinks, and there is a market all year round.
(2) Milk tea is generally divided into three aspects: main ingredients, auxiliary materials and additives. The main ingredients are red beans, peanuts, pearls and raisins. So there is milk tea at the same time? Eat? Among them, other drinks provide a single additive, which is incomparable to milk tea.
(3) The facade can be large or small, with small one-time investment, low risk, short investment return period and high rate of return.
(4) The technical threshold for opening a tea shop is low and the operation is simple. It can be operated in a few days after training, and there are few operators, usually about three.
(5)## milk tea has more than 10 series and more than 100 special products, with wide product range and strong selectivity. # # Milk tea includes milk tea, fruit juice, tea, smoothies and coffee series.
(6)## Milk tea has brand and quality assurance, insist? Zero cream, zero fruit powder? Principles of product development.
Disadvantages: analysis of disadvantages
(1) The low threshold of capital and technology for tea shops is both an advantage and a disadvantage. Because of the low threshold of capital and technology, there are many people who can open milk tea shops, and the milk tea market can easily reach saturation, and the focus of competition is price competition.
(2) The added value of milk tea is low, so we can't dig the connotation worthy of aftertaste.
(3) The business of tea shop depends largely on the location of the shop. Consumers who buy milk tea generally conform to the principle of proximity and will not run far for a cup of milk tea.
(4) The quality of the store's products directly depends on the quality of the raw materials he uses. Moreover, the source of raw materials is transparent, and successful shops are easily copied by others, making it difficult for shops to operate for a long time.
(5) Due to the propaganda of the media, consumers have misunderstood milk tea and think that milk tea is? Pigment water with essence and sugar? .
(6) Without the ability to research and develop raw materials, we can only passively accept raw materials provided by manufacturers, so that our products are not unique.
Opportunity: opportunity analysis
With the continuous promotion of # # milk tea, what does # milk tea emphasize? Zero cream, zero fruit powder? It has formed a deep impression in the minds of some consumers and used it as a quality standard to measure milk tea. Therefore, as long as the franchisees of # # milk tea spare no effort to publicize and emphasize this concept in the process of opening a store, so that it is deeply rooted in the hearts of the people, consumers will take it as the quality standard for evaluating milk tea. When other brands can't do this, they will naturally choose # # milk tea. ? Zero cream, zero fruit powder? It is USP of # # milk tea, which is a unique consumption proposition. Threat: threat analysis
(1) The quality of tea shops is uneven, and the price of middle and low-grade tea shops is relatively low, which is attractive to some consumers.
(2) Milk tea is a substitute product, and consumers can choose other drinks to replace milk tea. Therefore, to open a # # milk tea shop, we must not only compete with other milk teas, but also compete with other kinds of drinks.
Third, product introduction
# # Milk tea has developed more than 10 series and more than 100 products, which are divided into three types: cold, warm and hot, and have a market all year round. And # # milk tea will launch new products every season, as the main product of this season, to ensure the upgrading of products. # # Milk tea menu can be adjusted freely according to local actual situation and sales situation.
Fourth, the store location.
In addition to the location around the university, we can also choose shops with low cost and great value-added potential from the aspects of regional economic development trend, income level, planning and population quality, and from the aspects of passenger flow, quality and quantity of purchasing power, and quality of shops themselves. Specific reference is as follows:
Location selection of regional stores
A shopping mall/supermarket/commercial pedestrian street in the downtown area
Catering area flavor food street
Recreation area playground/large entertainment square/tourist resort
Universities/primary and secondary schools in the campus
Business district office building
There are four elements to pay attention to when choosing a store:
First: the location of the gold content of passenger flow must pay attention to the flow of people, consumer groups and purchasing power. The size of passenger flow directly affects income.