? College students start a business? The topic of "self-employment" has always been a hot topic, especially under the background of employment difficulties and policy encouragement in the past two years, but how can we succeed? A story of a college graduate who graduated in 2006, opened a restaurant in 2007, and achieved three stores in two years with a turnover of 7 million.

A year? Flying solo?

? The original boss was not very happy, because he ran away after training for a year, leaving with several excellent employees. ? Recalling that he was embarrassed to start a business in the catering industry for two years, he still stressed that of course I brought my girlfriend. ?

You, a graduate of the Department of Physics and Electricity of Minzu University of China in 2006, started his business in 2007. At present, he and his girlfriend run three egret restaurant chains in Jiangxi cuisine, and all this stems from a coincidence when he graduated: he bumped into a catering enterprise. When I was in college, I went out to sponsor a club and got in touch with my boss. We got to know each other better and went to work there when I graduated. ?

The owner of Youhe Bingkou is a chain restaurant specializing in Yunnan specialty in Beijing. He opened a new store in Sanlitun at that time. When you He Linbing graduated, he did not find a job related to his major, but stepped into the catering industry that he had never touched before, and began his experience here.

Every link is familiar.

? He is a man who cuts his hands. I am familiar with the whole process, from decoration to the opening of new stores, to how to publicize profits, and then to how to adjust and improve them. ? You He Bing said that in the beginning, there were not enough people and dishwashers. He even washed the dishes for a long time, basically did all the coolies, and was familiar with every link, which laid the foundation for him to go out alone.

For going it alone, you He Bing said that one of the reasons is that the boss wants to open another new store and let him go out and find a place. He chose many places, but the boss was not satisfied. Either I think it is too small, or I think the consumption level is not enough. I thought everything was fine, so I made it myself. ? Is the other reason yourself? Office romance? After being discovered, the boss was very unhappy: Your girlfriend in He Bing is the head waiter in the front hall of the restaurant.

? Everyone had the idea of starting a business when they were in college. Now that they are mature, they will chip in and do it themselves. ? Of course, when I went solo, I took away my girlfriend who was already the backbone of the restaurant business, which made the boss more? Unhappy? .

Theme restaurant? Popular?

? In fact, it is a popular route for theme restaurants. ? Different from many high-end theme restaurants in Beijing at present, He Bing has chosen a misplaced route, with its address around the school and its specialty dishes in its hometown? Jiangxi cuisine? Concept, where was the initial customer segmentation? Jiangxi people? And then what? Student? In these two groups, the price is also higher than some special restaurants in Sanlitun and Chaoyang District. Popular? A lot, similar to ordinary home cooking.

? Catering is an industry that needs diligence, so it must be carefully thought out and accurately positioned. ? You and Bing feel that their original positioning is relatively accurate and the price is not high, which is acceptable to students. Many Jiangxi specialties attract many Jiangxi people who drift to Beijing to drive here, and these two groups basically ensure that the restaurant is slightly profitable.

But the problem is that these guests come more on holidays and less at ordinary times. After comprehensive consideration, Youhebing added some home-cooked dishes for the surrounding residents and some passing guests, expanding the consumer groups. After the success of the first store next to the Central University of Finance and Economics, You He Bing opened two stores in China Agricultural University and Minzu University of China. At present, the annual turnover of these three stores is close to 7 million.

Jiangxi local restaurant: in-depth understanding of characteristics.

? After all, restaurants are still places to eat, and eventually they will be popularized. Some basic things are still needed. The dishes should be healthy and nutritious. I can't say they are particularly strange. The price should be moderate. ? You introduced it to Bing.

According to his understanding, to be a restaurant with a distinctive theme, the first thing is to have a deep understanding of catering culture, such as Jiangxi cuisine. What's the difference with other cuisines? Cooking? And it uses the least seasoning, which is very nutritious and healthy. The disadvantage is that cooking is slow, but this way of cooking can attract many regular customers.

Secondly, raw materials, the same dish grows differently in different places, the local taste is completely different, and the taste is completely different, so many ingredients are supplied locally.

Then there is an authentic sense of culture, which is also needed by theme restaurants, including menu design, decoration design and tableware, all of which must have their own characteristics. ? If you are a guest from Jiangxi and a waiter from Jiangxi goes to order food, how often do you feel? Very authentic? Cultural identity will be strong. ? You talk to Bing.

It is much better to make a local food theme restaurant than to make a home-cooked meal, and it is also cheaper than a purely cultural theme restaurant. In recent years, there have been more people doing this business, which has diverted many consumers of home-cooked dishes and cultural theme restaurants. And those restaurants that make local dishes particularly authentic also meet the needs of Beijing's growing floating population in recent years.

Just fighting? Cultural card? Difficult to succeed

With the rise of Chinese fast food and special catering, the catering industry is a hot industry for college students in Beijing, but few of them can be expanded.

? In fact, the risk factor of catering is very high, because the whole process is very complicated and must be explored in the industry, otherwise it will soon be lost. ? One practitioner said that only he knew that most of the students who engaged in catering in several schools in Beijing this year failed.

Several students invested 300,000 yuan to open a barbecue shop in Wudaokou. Later, the money they sold every day was not enough to pay their wages, and they closed in three months. There is also a student from a university for nationalities. Because of the good location of the store, he bought a store of more than 500 square meters at once and invested nearly 500,000 yuan in Shui Piao.

Therefore, following the footsteps of successful enterprises, it is very important to do basic preview work first, especially positioning and dishes. ? It is meaningless to play cultural cards and fry concepts without making special dishes. The pure sensation effect comes and goes quickly, and once the novelty is over, the business will soon turn pale. ? Experts said that this is also a common problem in specialty restaurants at present.

The characteristic of the catering industry is that once it is operated, there will be cash flow, if it can offset the daily costs. Critical point? For example, if a store earns 5,000 yuan a day to break even, it will lose a lot if it is less. Once it exceeds 5,000 yuan, it will basically be pure profit. It is normal for it to make a profit for three months to six months, but it is difficult to maintain without these.

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