One, you can't play the real estate people
Why the malls used to be very few catering, because catering is too unprofitable, shopping malls and other stores is to rely on the sales of commission, and catering is to pay the rent. In the past few years, shopping malls have no choice but to vigorously develop the king of the catering industry, only wanton large-scale investment, not moving is a good dozens of brands, the overall planning and management of catering and systematic marketing and promotion are very lacking, anyway, as long as there is a part of the strong, there are always a lot of food and beverage not afraid of death ho to play. This is to do catering to play but do real estate.
Two, do not only see the mature mall
North, Guangzhou, Shenzhen and other developed cities in the first tier of the land of large consumer dispersion, coupled with the world's international shopping malls brand and international catering brand training, consumers are gradually accustomed to the integration of integrated eating, drinking, playing and entertainment. And the second and third-tier cities in the Mainland, small people, consumption is concentrated, basically a center point (Changsha to today is still the May 1 shopping district), and people's consumption habits have not been cultivated mature, although young people are more like, but the number of people in this group must be and consumption capacity is limited, so the mainland two or three lines of the shopping mall store basically is "30% of the profit-making, 30% of the slight loss, 40% of a huge loss! Therefore, the second and third tier mall stores in the Mainland are basically "30% making money, 30% slightly losing money, and 40% making huge losses". Moreover, the mall store already has a characteristic, clear is to spend a large price to invest in the decoration design, no good design effect, a little better mall you even qualify to go in, the mainland mall store mode is not mature, especially the prefecture-level cities, not particularly characteristic of the project, be careful to enter.
Three, operating blank period, are you ready?
Many food companies have ignored the biggest trouble of the mall store - Monday to Friday cold, especially at noon, holidays and weekends and too good. Extremely unstable business brings a series of balancing problems in staff management, marketing, and production (just as many people feel that the farmhouse business is good because they all go there on holidays and don't see the dismal conditions on weekdays), resulting in many mall stores relying heavily on group buys and discounts on weekdays to maintain their basic popularity. Under the vicious circle, the young losers choose the first first check whether there is group buying and other activities, anyway, are entertainment consumption, and not to do business consumption. Therefore, the mall store is a large restaurant group to play the turf, for them, more concerned about the national layout, they play the market share, and even do the second-hand landlord, and then assess the financing, etc., the loss of one or two does not hurt the fundamental. But small food enterprises to measure according to their actual situation, can not afford to hurt!
I am not denying the mall store model, but I have always said that the first lot of food and beverage is the mall store, but currently on the Hunan and other mainland second and third-tier cities, and is not mature, but also the need for one or two years of the cultivation of consumer habits. Do not blindly to the north, Guangzhou, Shenzhen, Hangzhou and Wu of the fire as a learning target, in-depth understanding of the local market is the key.