According to statistics, the sales of baked goods are increasing at a rate of more than 10% every year. The traditional soybean milk fried dough sticks breakfast is gradually being replaced by baked goods, and the younger generation and urban white-collar workers represent the transformation of this consumption pattern. Cakes and bakeries are mushrooming. Whether you go to the supermarket or go shopping, you may smell the irresistible baking aroma floating in the wind.

As far as the whole country is concerned, cake shops are open every day, but at the same time, it is not difficult to open a cake shop. As long as there is a certain amount of funds, it can be opened, but long-term operation is not easy.

Choose business district or residential area.

Proper site selection is one of the key factors for the success or failure of surgery. Choosing a densely populated downtown, business district or a street-facing house near a residential area depends on your customer orientation and investment scale. First of all, determine your business objectives and customer orientation, which will directly determine the size of your investment; Determine the business scope and mode, and lock in the consumption level and business type; Choose the pavement according to the scale of operation. If it is a factory distribution operation, you don't need to consider the roadside, you can choose a place with cheaper rent; The shop in front and the factory in the back should be in a conspicuous place where people can buy it easily. It is best to control the pavement rent at about 10% of the monthly turnover, which will affect your return on investment. It is necessary to conduct population mobility tests, consumption habits and survey and analysis of surrounding people in selected places. Usually open a shop in the business circle, and most of the customers are white-collar workers; Opening a shop in a residential area is mainly for residents, supplemented by floating guests.

The premise of legal accreditation

1. To engage in food production and operation, one must first obtain a hygiene license issued by the administrative department of health, and then apply for a business license from the administrative department for industry and commerce.

2. The site selection and decoration design should meet the hygiene requirements. The design review and project acceptance must be attended by the health administrative department, and the food hygiene license can only be applied after obtaining the certificate of completion and acceptance of the construction project.

3. Small-scale catering industry refers to the catering industry with fixed houses and an area of 30 ~ 100 square meters. Less than 30 square meters shall not engage in the production and operation of catering industry.

4. Before opening the business, you need to go to the local district and county environmental protection bureau for sewage declaration and registration.

5. Personnel must obtain health certificate before they can take part in the work, and they must have a physical examination every year.

6. Personnel must receive national food hygiene knowledge training before taking up their posts.

7. When purchasing food and its raw materials, it is necessary to obtain the inspection certificate or test sheet from the supplier in accordance with the relevant provisions of the state. Details can be found on the website sponsored by Beijing Municipal Health Bureau (? .

There's no reason why customers come to our house.

Yes, no one has come to the door yet, and it is useless for every investor to get angry in a hurry. At this time, don't blindly adjust your business ideas, but calmly analyze the reasons. Usually in the first three months of opening, it is normal that the business is bleak because of the low visibility of the store. If business is still sluggish after three months, you should find out why. The following are some common reasons why customers don't come to the door for reference and warning.

This product is fresh and delicious.

In the cake industry, product quality is a key factor to retain customers, and it is also a matter of life and death for the store. Whether the bread in your shop is fresh and attractive, and whether the cake is soft and delicious, determines whether this shop will prosper or close. In addition to the selection of personnel technology and materials, it is more important to operate in good faith that determines the quality of products. Generally, small and medium-sized shops are divided into two categories: sales staff and production staff. Shop assistants include: finance, foreman and ordinary shop assistants; Production employees include quality supervisors, foreman and ordinary production workers. The foreman should be carefully selected, and their quality and professional level directly affect the operation of the store. Employees must be trained after they arrive at their posts, because it is still chaotic, and a series of unified training is needed, such as standardizing service terms and sales methods, business skills training, product specifications, quality requirements, product appearance aesthetics training, etc. In addition, it is necessary to formulate in-store rules and train employees.

It doesn't matter if you are a layman, but you must ask a master with at least 5 years of experience to be responsible for supervision and management, preferably a foreign-funded star hotel. The skills of bakers and bakers can't just look at their working years, but must be assessed through field production.

West Point is an honest undertaking, and it must make efforts and cost to please customers. You should choose the best materials and bake them carefully. Although it will increase the cost, it is worthwhile to do so. You know the level of food as soon as you enter the door, and customers are always smarter than you. There is no shortcut in this business, and opportunism and cutting corners can only lead to self-destruction.

Whether the food is freshly baked is the most concerned factor. 74% people will try to choose freshly baked bread and are not interested in bread the next day. Delicious fresh bread freshly baked often attracts people to buy it, and many people even can't help but take a bite and enjoy it immediately. For overnight bread, either dry bread is used for other purposes or simply discarded to ensure that the food provided to customers is always the freshest.

The death point of investment

Incorrect income estimation, high rent and expensive decoration.

We must adopt a conservative attitude towards the investment income budget. Few enterprises have closed down because of overly conservative estimates, but many enterprises have closed down because of overly optimistic budgets. You might as well adopt the principle of 50% discount and make a 50% discount on your valuation. No problem. Rent is a large part of the cost and the risk is extremely high, so this part of the cost should be kept as low as possible. Choosing the wrong place is an extremely difficult, costly and even fatal mistake. Decoration expenses should not exceed the budgeted monthly turnover.

Comprehensive cake shop has the highest cost performance.

In the West Point business, the sales profit of cakes is the largest, while the sales profit of bread is meager, but the sales volume is large. Among the sales of ordinary cake shops, the sales of cakes are about 40% and the sales of bread are 60%. In the sales of shops in high-end business districts, the sales ratio of cakes and bread is just the opposite. It can also be seen that different positioning will produce different sales results.

For investors, opening a comprehensive West Point store is far better than a single business return. There is both bread and cake; There are both coffee and tea; It can be taken away in retail, tasted and rested, providing customers with diversified choices.

Return on investment analysis

Selling vegetables or feeling life?

The White Paper on Retail Industry in China issued by China Business Federation in 2002 said that the Engel coefficient of urban residents' consumption in China has dropped to 37.9%. Engel's coefficient reflects the proportion of people's food consumption expenditure to the total household consumption expenditure, and the Engel's coefficient is getting smaller and smaller, indicating that people can use most of their income to improve their quality of life. From the trend, the proportion of food consumption is decreasing, while its absolute consumption is increasing. It can be seen that the era of fifty cents and two steamed buns to fill the stomach has passed, and the food sales industry is destined to take an emotional route, selling not only high-quality food, but also providing a good life experience. Constantly innovate and change, so that ordinary people like to eat and are willing to eat.

For investors, it is necessary to fully consider this point, make a long-term plan in determining business objectives and market positioning, and strive to meet the psychological needs of consumers in addition to high-quality products, which can be comprehensively considered from the aspects of store style, product appearance and meticulous service.

Twelve steps of business preparation

Step 1: Prepare funds, determine the scale, integrate production and marketing or separate them;

Step 2: prepare technical sources, hire employees, or do a job by yourself;

Step 3: Site selection. Determine whether to open in the business district, downtown area or residential area;

Step 4: Market research. Make a detailed investigation on regional food market demand, consumption status, consumption capacity, citizens' eating habits and competition in the same industry;

Step 5: Feasibility analysis. Are products and services acceptable to everyone? Is it better than peers? Where are the opportunities?

Step 6: Evaluate the turnover and market share. Determine the investment scale and then estimate the size of the target market. Calculate the number and turnover of competitors, compare yourself with competitors and estimate your turnover and market share;

Step 7: Decoration and license processing. The decoration conforms to the national regulations, and the facade is best decorated in warm colors, with its own characteristics but not too fancy.

Step 8: Buy equipment. There are more and more manufacturers operating equipment in baking industry. You may wish to consult your peers and choose slowly. It is best to choose after-sales service.

Step 9: design a special, interesting, clear, memorable and meaningful trademark, and it is best to register it to pave the way for launching a brand and building a brand-name product in the future;

Step 10: design product packaging, which should be practical and economical;

Step 1 1: Buy raw materials, which is a key link. Look at the product grade and contact the raw material dealer. In fact, the dealer knows that you want to start a business, and he came to you very early. The choice of raw materials is very important, which directly affects the quality of products. We might as well choose some products from manufacturers with stable product quality and good after-sales service.

Step 12: Publicity

Successful opening case

Keith Bain

Commencement date: February 2002

Business items: cakes, bread and other cakes.

Business location: High-end business district (International Trade Center, Oriental Plaza), convenient subway station.

Initial capital investment: about 200,000 yuan (International Trade Store)

Kaisenbei was founded by investors from Singapore and Hong Kong. Kaisenbei mainly produces and sells high-grade West Point. Since the establishment of the first exclusive store in International Trade Mall in February last year, its business has developed rapidly. By April this year, 22 specialty stores had opened. Yuan Guoqiang, the general manager, believes that Beijing's baking industry is a typical virgin land, without leading international or local brands, which provides a high-growth and low-competition market environment and reasonable profit return.

Customer orientation of Caesar Bain is a working girl, aged between 25 and 30, with a monthly income of more than 3,000 yuan. Therefore, only by opening a shop in the most upscale and convenient place can we establish an image. Operation uses the 5P elements of the market, that is, products, places, services, image, promotion and price, which are the key elements of the market and represent the characteristics and operation essentials of a brand.

Kesenbei's price is not low, but its value is high. In terms of price, it is 30-50% higher than ordinary bakeries. However, the materials used in Kaisenbei's products are all hotel-grade materials, and the price of the same product in the hotel is much higher than that of Kaisenbei.

Hollyland

Opening hours: 65438+September 0992

Business items: birthday cakes, cakes, cakes and bread.

Since its opening, Holiland has nearly 300 branches in 52 cities across the country. Its products are positioned in the middle and high grade, and its customers are usually people with certain spending power. Delicious products, clean and elegant environment, excellent service and reassuring quality are important factors to attract repeat customers. Product pricing is mainly based on the price and consumption level of the whole city, with slight differences in different specifications, materials and processes. It is very important to reserve sufficient reserve funds for West Point business.

Moscow bakery

Opening time: It's been a long time, about 20 years.

Business items: cakes, bread, moon cakes, etc.

Venue: East and West Side of Moscow Restaurant, Beijing Exhibition Hall

Russian bread in Moscow bakery can take you to just visit and recall your childhood when your parents took you to Moscow bakery to buy bread and cakes, just like everything is back to yesterday, sweet and warm. Manager Lin of Moscow Bakery believes that product quality is the first, and personnel management and promotion policies also play an indispensable role in the operation.