Direct marketing: an exploration in "prosperity"

In the past, the direct marketing and self-management mode was also popular, which made the types of catering brands in Chongqing reach an unprecedented "prosperity". Because of the low threshold of direct marketing, individuals with a certain economic strength can set foot in the catering industry. At the same time, the advantages of small enterprise scale, easy brand management, strong monitoring ability and effective quality assurance also made many "elites" and special foods in the catering industry at that time. However, with the rapid development of the industry and the improvement of citizens' living standards, the investment in manpower and financial resources is large, and the risk of funds is high. Unified distribution, taking inventory risks, increasing business pressure; The disadvantages such as high operating costs, affected profits and unfavorable to rapid expansion are increasingly exposed. The direct and self-operated mode has increasingly become a stumbling block to the rapid development of our city and to meet the diversified needs of citizens, and a more scientific, systematic and rigorous self-operated mode is also coming to the fore.

Joining: Finding Variables in Exploration

Compared with Chongqing market, Chengdu catering market is relatively mature. As early as 1997, well-known enterprises such as Huangcheng Mama and Tanyutou had already embarked on the road of joining the chain, and enjoyed their fame in all corners of the country. At the time when Chongqing was directly under the central government, the catering industry was injected with a tonic, and entrepreneurs had a more rational thinking about the overall development of the catering industry. Basically, all catering enterprises also saw the excellent situation of chain-scale operation, and enterprises that successfully implemented the franchise chain model mushroomed everywhere in our city. The successful operation of this model in our city also laid a rich primitive accumulation for local well-known enterprises that will enjoy a good reputation in the country in the future.

joint venture: striving for the best among variables

joint venture requires joint venture and enterprise to * * * take risks and * * * enjoy profits. Compared with the business model of franchise operation, the joint venture requires higher financial strength for franchisees. Franchise chain operation generally means that enterprises charge franchisees a certain franchise fee, and then export their brands. For franchisees, this model only serves as an export of brands and technologies, and does not need to invest operating funds in franchisees. Franchisees are entirely responsible for the hardware construction and promotion costs of franchisees. The joint venture means that the joint venture should not only export brands and technologies, but also export funds. In this way, on the one hand, enterprises have funds to maintain the normal operation of the company, on the other hand, they inject funds into the associates through joint ventures to help the joint stores develop at a high speed. In this way, the enterprise can completely control the terminal and the brand image can be highly unified. However, there is no pure gold in gold, and every innovation has more or less exposed some unsatisfactory. The mode of joint venture makes enterprises invest too much, therefore, it requires enterprises to have certain economic strength. In addition, the large business risk is also a difficult problem that puzzles this mode. Because of the wide management, if you are not careful in operating the market, you will lose money. In this way, the responsibility of the enterprise is heavier, and it needs to be operated in an all-round way to avoid the operational risk of loss.

direction: innovate ideas for expansion

There are three advantages in adopting chain management mode for expansion and reproduction. One is the advantage of group advertising, and you can get greater advertising effect by investing a little joining fee. Second, the enterprise procurement advantage, catering industry needs a certain amount of material logistics, personal procurement can not be compared with enterprise procurement, enterprise procurement costs are much lower, thereby reducing the loss in logistics. Third, the enterprise cost advantage, the catering industry will face many difficulties, such as signing a contract with the owner, if the business can not be carried out normally due to the owner's reasons, it will pay a great price to hire a lawyer by personal strength. However, if you are a franchise store of a well-known enterprise, and the enterprise has perennial legal counsel, the group can help the owner reduce this investment risk, so that the franchise store can worry less and make more money. Fourth, as far as enterprises are concerned, franchise chains have virtually made fixed image advertisements for enterprises, so that the overall image of enterprises can be more completely displayed in front of consumers.

Throughout the spreading process of food culture in the two places, through learning from others and their own bold attempts, the food and beverage industries in the two places have made great achievements and milestone achievements on their own journey. Among them, the three self-operated management modes, namely, direct operation, franchise chain and joint venture, have successively become the magic weapon for famous catering enterprises to win by surprise, laying a solid foundation for enterprise expansion, primitive accumulation and management. The reason why there are so many self-operated modes is that with the development and growth of enterprises, the original mode has hindered the further development and expansion of enterprises. At the same time, the exposed defects and deficiencies also promote the continuous progress and self-improvement of self-management mode, and meet the healthy development of enterprises of different sizes and specifications with newer and more scientific management mode. At present, human resources, procurement logistics, training supervision, legal environment, capital chain and other major aspects have restricted the rapid development of the catering industry in the two places. However, it is gratifying that the catering industry in both places is responding to the market demand with a positive attitude, constantly breaking the traditional self-operated model and restricting bottlenecks, innovating business concepts, and expanding logistics channels, so that the self-operated model in both places is becoming more and more perfect and enterprises are becoming stronger and stronger.