Selected location
Good wine fears the deep alley. Whether the location of teahouse is suitable or not plays a key role in the success or failure of teahouse management. If the location is not chosen properly, it will bring huge investment risks, so we must be careful when choosing the location of the teahouse, and generally consider the following main factors:
First, the building structure. It is necessary to know whether the area and internal structure of the building are suitable for opening a teahouse, whether it is convenient for decoration, and whether there are toilets, kitchens and safe passages. Whether effective remedial measures can be found against unfavorable factors.
Second, the business circle. Understand the surrounding enterprises and institutions, including operating conditions, personnel conditions, consumption characteristics, etc. ; The basic situation of the surrounding residents, including consumption habits, consumption psychology, income, leisure and entertainment consumption characteristics, etc. Understand the distribution and operation of other service enterprises around, mainly about middle and high-end hotels and guesthouses. If necessary, you can conduct in-depth market research, fully understand the local consumption situation, and analyze the feasibility of investment.
Third, the rent. Understand the amount of rent, payment methods, preferential conditions, transfer fees, etc. Because rent is the most important part of the teahouse in the future, we must consider it carefully and not make hasty decisions regardless of the consequences.
Fourth, water and electricity supply. Understand whether the water and electricity supply is complete and convenient, and whether it can meet the normal needs of opening the museum; Whether the renovation of hydropower facilities is convenient and whether there are any special requirements; Drainage situation; Price and method of water and electricity charges, etc.
Fifth, the traffic situation. Whether the traffic is convenient, whether there are enough parking spaces, parking requirements, traffic management, etc. Whether traffic and parking are convenient and safe often affects tourists. Poor traffic environment and insufficient parking spaces often bring certain difficulties to operation.
Sixth, operators in the same industry. Understand the number and operation of teahouses in a certain range; Understand the decoration style, business characteristics and business strategy of other tea houses; Overall competition, etc. The operating conditions of the surrounding teahouses reflect the characteristics and development trend of tea consumption in this area to some extent. By understanding other teahouses, we can have a more comprehensive understanding of the business environment.
Seventh, the policy environment. Whether the local government and relevant administrative departments have preferential policies for investment, whether they can provide a fair, just and relaxed competitive environment in management, and whether they have relevant support or preferential policies. Mainly understand the policies and regulations of industry and commerce, taxation, public security, fire protection, health and other departments on the management of service enterprises.
Eighth, investment budget. It is necessary to make a basic investment budget and compare it with the investor's financial strength and the amount to be invested. The estimated items include decoration expenses, expenses for purchasing furniture, tea sets and tea leaves, recruitment and training expenses, decoration expenses, inspection expenses, handling fees, working capital, office expenses, salaries of early-stage personnel, early-stage rent and other expenses.
Ninth, benefit analysis. According to the investment estimate and the daily cost estimate after opening, we can make a break-even analysis to determine a guaranteed sales. In this way, based on the data collected by market research and the prediction of future business conditions, as well as the analysis of the business conditions of other tea houses before and after 2008, we can basically determine whether it is worth investing.
In addition, there are other factors that need to be considered, such as the surrounding residents' environment, whether the homeowner collects the down payment, whether there are convenient conditions for further development, the stability of municipal planning and real estate, and the relevant policies of the state. These factors will also have an impact on the current operation or future development.
When choosing a location, investors usually inspect and compare multiple locations. In this way, the relevant information of different locations can be summarized and sorted out, and then compared and analyzed one by one to find out the advantages and disadvantages of each location. Finally, according to the comparison results and personal actual situation, make a decision and choose a more satisfactory position.
location
From the perspective of the overall development of the tea art market, the orientation of the teahouse is to establish a teahouse image with distinctive personality characteristics according to consumers' understanding, understanding, interests and preferences of tea art, so as to distinguish it from other operators, thus making its own teahouse in a favorable position in the market competition. Positioning is actually to solve the problems of who to serve (that is, target customers), what kind of service to provide (service content and grade) and how to serve (service means and methods). Customers have specific interests and preferences in consumption, and different people have certain differences in selection criteria, which is manifested in their preference for teahouses. By positioning, determining the target customers and defining their criteria for choosing teahouses, the pertinence of management can be enhanced, thus attracting customers better and improving the economic and social benefits of teahouses.
The positioning of the teahouse can be carried out by the following steps:
① Determine the market scope and conduct customer analysis. It is necessary to find out the areas that the teahouse may affect, the main customers, their consumption characteristics and habits.
(2) Determine the target customers and their criteria for choosing teahouses. There are all kinds of customers in the market, and only one or several types can be influenced by a teahouse. Through the analysis of customers, determine the types of customers that our teahouse will focus on in the future. On this basis, we can accurately understand their criteria for choosing a teahouse, their consumption characteristics and some new requirements, which will be an important reference for determining the type, style, grade and service items of a teahouse.
③ Compared with other teahouses. Through the analysis of the main competitors in the future (basically the same as their target customers), we can find out their advantages and problems in operation, so as to foster strengths and avoid weaknesses, avoid detours and strive for initiative in the positioning and operation of teahouses.
On the basis of extensive information collection, according to the analysis of target customers and competitors, combined with personal preferences, determine a competitive image for the teahouse. The content of positioning includes: the type and grade of tea house, the layout and decoration style of tea house, the content of tea art form and service, the characteristics of operation, the main means of attracting customers and so on.
decorative design
After positioning the teahouse, you can design and decorate it. Design can be done by yourself or by a professional design company. No matter who designed it, we should pay attention to the following questions:
① Fully reflect the characteristics and requirements of positioning. Design is actually the concretization of positioning, which should be carried out closely around positioning.
② Reflect the spirit of tea culture and the requirements of tea art, and pay attention to the fresh and natural style.
(3) Meet the psychological expectations of target customers.
(4) On the whole, form and function as well as various energy areas should be coordinated and echoed.
⑤ Pay attention to practicality and economy, do what you can, and don't blindly pursue high-grade, luxurious or unconventional.
⑥ Easy to construct.
⑦ The subjective feelings and suitability of consumers should be considered, and the requirements of fire safety, convenient service and management should be considered.
Today, we should fully investigate the market and understand the styles of other teahouses and related buildings in order to learn from their advantages.
Design is the blueprint of architecture. Once construction begins, it is difficult to make big changes. If you are not satisfied with the previous construction and make big changes, it will often cause great losses. Therefore, when designing, especially when determining the design scheme, we must be careful.
After the design scheme is determined, it will enter the construction stage. When choosing a construction team, we should choose a unit with certain strength and credibility, so as to ensure the construction quality. In the process of construction, it is necessary to strengthen the supervision and management of the construction site, pay attention to check the progress, quality and safety of the project, and make the construction unit complete the decoration project with good quality and quantity as planned.
Personnel recruitment and training
Under normal circumstances, after the renovation, we should consider the recruitment and training of employees. Recruitment can start 40-45 days before the business start date is determined, and training can start 20-30 days before the business start date is determined.
(1) Recruitment
The quality of recruitment directly affects the future management. High-quality recruitment and suitable personnel can not only improve the service quality, but also ensure the stability of the workforce. Improper selection of candidates, on the one hand, is not conducive to management, affecting service level, on the other hand, it will also lead to higher turnover rate and increase the cost of recruitment and training. Therefore, recruitment must be paid enough attention to.
1. Preparation for Recruitment In order to ensure the smooth progress of recruitment and leave a good impression on candidates, the following preparations must be made before the recruitment begins:
(1) Design and print the Candidate Registration Form.
(2) Determine the contents and methods of the initial test and the second test. The content of the test includes tea knowledge, social knowledge, ability and quality. The main methods are oral examination, written examination, live performance and specific operation.
(3) Determine the manual handling method. Including salary, bonus, welfare, vacation, accommodation, etc.
④ Determination of the person in charge of recruiting and testing personnel.
⑤ Determination of test standards and evaluation methods.
⑥ Determine the time of initial examination and second examination and the way to announce the results.
⑦ Determine the venue and required items for interviews, exams and performances.
2. The source of employees
(1) Colleges and vocational schools.
② Vocational skill training schools.
3 friends introduced and recommended.
4 advertising recruitment. Advertisements can take the form of media advertisements or poster advertisements. The advertisement should specify the job position, number of people, gender, age, education, personal data to be prepared, registration time, registration place, contact number, contact person, etc.
3. Recruitment process
(1) Registration must have a fixed place, with a special person in charge. Applicants should fill in the "Registration Form for Applicants" and inform the initial test time.
(2) When there are more candidates for the initial test, you can take the initial test, eliminate some people, and improve the quality of the second test. Some units regard the registration process as a preliminary test process. You can take the oral test for the first time and get to know the basic situation through communication with candidates. Testers objectively judge each candidate. After the initial test, the tester will determine the list of people who will take part in the second test based on their own judgment.
(3) Re-examination Re-examination can take different forms such as oral examination, written examination and specific operation. Each tester scores the candidates from different angles (such as language expression ability, thinking and reaction ability, personality, skills, etc.). After the second interview, the comprehensive scores of various tests are integrated to determine the list of admission personnel.
(4) After the announcement of the admission list is confirmed, it will be announced in an appropriate form, or the relevant personnel will be directly notified, and the time, place and matters needing attention of the training will be determined. Open a shop and go to chyee.com first.
(2) Training
Modern teahouses attach great importance to training and hope to improve management level through high-quality training.
1. Training methods Training can adopt external training and internal training, or a combination of the two methods. External training should choose formal and responsible professional training units, such as influential tea houses, tea training schools and tea training courses. The internal training is undertaken by professionals with high tea art level, tea culture knowledge and management level in this teahouse.
2. Training Contents The training of tea artists mainly includes the following contents:
(1) The knowledge of tea art includes basic steps, action essentials, explanation contents, facial expressions, body language and so on.
(2) The basic knowledge of tea culture includes the classification of tea, the historical development of tea and tea art, the origin, quality characteristics, brewing methods, stories and legends, the basic knowledge of tea sets, the benefits of drinking tea, influential tea people, tea poems and so on.
(3) Service skills include all kinds of skills needed for tea performance and service provision.
(4) The service procedures include the specific steps and requirements of a series of processes, such as welcoming guests, serving food, checking out, seeing off customers and handling customer complaints.
(5) Service cases organize the problems often encountered in the process of tea service into cases and put forward practical solutions for tea artists to learn.
(6) Rules and regulations include labor discipline, gfd requirements, health system, attendance system, reward and punishment system, etc.
(7) Interpersonal skills include specific principles, methods and skills in dealing with relationships with colleagues, superiors and subordinates, and customers.
Step 3: Schedule
The training of tea artists is very practical, and theoretical study and practical operation can be combined and crossed in time arrangement. In the early stage, tea art was trained while learning theory, which increased the interest of training. Later, we will focus on training service skills, service processes and rules and regulations. Finally, actual combat simulation training can be conducted to increase the on-site experience of tea artists.
Preparation for business opening
The preparatory work before opening is complicated and complicated. To sum up, there are mainly the following aspects.
(1) Goods procurement
1. equipment
According to the overall layout of the teahouse, determine the number of seats that can be accommodated and configure the appropriate number of furniture accordingly.
2. tea
The configuration of tea should consider the business needs, the variety is safe, the quantity is appropriate, and the high, middle and low grades should be given consideration. Tea varieties to be purchased mainly include:
(1) Green tea includes West Lake Longjing, Biluochun, Xinyang Maojian Tea, Huangshan Mao Feng, Luan Guapian, Lushan Wu Yun, Mengding Gan Lu, etc.
(2) oolong tea such as Tieguanyin, Huang Jingui, Dahongpao, Frozen Top Oolong, Oriental Beauty and Phoenix Danzong.
(3) Black tea, Qimen black tea, Dianhong, etc.
(4) white tea and silver needles.
(5) Yellow tea, Junshan silver needle, etc.
(6) Black tea Pu 'er, etc.
(7) scented tea, jasmine tea, white orchid tea, etc.
(8) Pressing tea, such as Tuocha and Pu 'er tea.
(9) Health teas such as Gongju, Kuding, Rosebud and Lotus Root.
3. Tea set
It mainly includes tea set combination (fair cup, teacup, fragrant cup, tea ceremony group, tea towel, filter screen), tea boat, teapot, electronic tea maker, wind furnace, glass, etc. The required number of people is determined according to the number of units that can be accommodated and the maximum number of people that can be accommodated.
4. jewelry
Including calligraphy and painting, handicrafts, window decorations, lanterns, flowers and plants, musical instruments, audio, television and so on.
5. Teapots and tea cones
Teapots depend on the number of tea varieties. There are many kinds of teapots on the market now, so you can choose according to the style of teahouse. Generally, a 50-gram tea cone is selected, and the name and logo of the teahouse can be printed. The purchase quantity can be ordered for 2-3 months according to the sales forecast.
6. Tea and tea dishes
Tea can choose black melon seeds, white melon seeds, raisins, pistachios and so on. Tea can be bought in the market according to the style and personal hobby of the teahouse.
7. Other projects
Such as newspapers, magazines, books and chess.
(2) license processing
The licenses that need to be handled before the teahouse opens are:
(1) fire safety certificate.
② Health permit and health certificate.
③ Business license of public places.
④ Business license.
⑤ Tax registration certificate (and invoice receipt).
(3) service pricing and scheme
Pricing includes: service price, tea price, refreshment price, etc. When pricing, we should fully consider the pricing situation of surrounding tea houses to make the set price more competitive.
Tea spectrum has various forms, such as ancient style, menu, loose leaf and single item. The design of the menu should adapt to the style of the teahouse.
(4) Clothing positioning
Different styles of teahouses have different requirements for clothing, depending on the specific situation of teahouses. Most teahouses are dominated by national costumes.
(5) advertising
Before the teahouse opens, it is necessary to release the news of the opening through various channels in order to attract more people's attention. There are various forms available, such as newspaper advertisements, TV advertisements, news propaganda, banners, telephone notifications, interpersonal communication, etc.
(6) Trial operation
In order to ensure that the official opening can achieve the desired effect and avoid confusion and unexpected problems, a trial opening can be carried out 2-3 days before the opening. The "customers" of the trial operation are mainly friends and relatives. Through trial operation, on the one hand, it can increase the actual combat experience and confidence of tea artists, on the other hand, it can find problems and deficiencies, which is convenient for timely improvement and adjustment. The trial operation requires the participation of all service personnel, and the requirements shall be based on the actual combat standards. Management personnel observe and guide on the spot, make a detailed summary after the end of business every day, and put forward improvement opinions and new requirements.
(7) Incentive activities and opening ceremony
In order to attract customers and expand their influence, reward activities can be launched at the initial stage of opening, such as discounts, buy one get one free, gifts and so on. Content, form, requirements, person in charge, publicity, etc. Everything in the event should be arranged before the opening.
Some teahouses hold opening ceremonies when they open to create momentum and expand their influence. Because the opening ceremony has great influence and covers a wide range, it should be carefully planned, arranged and arranged to ensure foolproof. The planning and arrangement of the opening ceremony should consider the following aspects:
1, start time.
2. Program arrangement of the celebration.
3. Contact and confirmation of guests.
4. Contact and determination of news media.
5. Determination and layout of the site.
6. Sound preparation and debugging.
7. Contents and forms of activities.
8. Production and distribution of promotional materials.
9. Make and distribute gifts.
10, check in, receive and arrange guests and media.
1 1. On-site order and safety issues.
12. Determination of the person in charge of the activity, arrangement and division of labor of personnel, necessary rehearsals, etc.
The management of teahouse is to meet customers' needs through human service activities, using space, equipment and certain consumption materials, so as to realize economic and social benefits. Teahouse management is a professional job, which has its own characteristics and contents besides the common characteristics of the general service industry.
(A) the characteristics of teahouse management
1. Nationality of cultural characteristics
Teahouse displays tea art and tea culture, and its service content also represents the content of Chinese national cultural spirit. It can be said that the teahouse is the concentration of national culture. With the development of society, teahouse has become an increasingly important social place for people. Calligraphy and painting, simple and elegant furniture, melodious national music, ornaments with folk characteristics, decorations, national costumes, handicrafts with different styles, and various famous teas and fascinating tea performances make people feel the rich connotation of national culture while enjoying the charm of tea culture. Tea artists also show customers tea culture through language, body movements and emotional communication, and interpret China's excellent national culture.
2. The comprehensiveness of art
In terms of decoration and display, many teahouses highlight the characteristics of a certain era, fully penetrate and integrate various arts of that era, and fully display their artistic charm. There is not only tea art here, but also piano, chess, books, paintings, poems, words, songs, poems, costumes, handicrafts, food and so on. And jointly create a harmonious artistic atmosphere. In such an environment, employees are required to study tea art and tea culture knowledge hard, constantly improve their artistic accomplishment, and show the infinite charm of national culture and art through their own continuous efforts.
3. Diversity of customers
From the service object, the customers of the teahouse are diverse. Some people have high cultural quality and pursue elegant and quiet environment and artistic enjoyment; Some people are for social or business needs; Some people are arty and follow the fashion. People who go to the teahouse include celebrities from all walks of life, overseas Chinese, compatriots from Hong Kong and Taiwan, and international friends. Because of their different cultural qualities, hobbies, customs and tea tasting motives, their requirements for tea service are also different. This requires teahouses to constantly improve the service skills and service level of service personnel to better meet the needs of customers at all levels.
4. The uniqueness of the product
The core product of teahouse is service, which has the characteristics of invisibility, randomness, synchronization of service provision and customer participation, which makes it obviously different from the consumption of tangible products. This requires service personnel not only to have comprehensive knowledge and skilled skills, but also to have a unique vision, be good at observing and analyzing customers, understand their real needs, adjust the atmosphere in time, show the flexibility, randomness and affinity of service, integrate the atmosphere of customers and tea houses, actively participate in tea ceremony, and better understand and accept the service of tea houses.
5. Sociality of interests
Of course, the pursuit of good economic benefits is a necessary condition for the survival and development of teahouses. However, due to the particularity of tea art industry, its social benefits should be emphasized in the management process. Tea art can purify the soul, beautify life, improve society, promote harmony between people and promote the progress of social civilization. Teahouses should pay attention to the publicity and popularization of tea culture in the course of operation. At the same time, good social benefits can also promote the improvement of teahouse's economic benefits.
6. Complexity of operation and management
As can be seen from the above analysis, although most teahouses are small in scale, they put forward higher requirements for their management. The management of teahouses involves many aspects and its contents are complicated. In order to play the role of teahouse in the fierce market competition and achieve good economic and social benefits, it is necessary to continuously improve the management level.
These are some of my experiences. I'm joking.