With the continuous improvement of people's income and living standards, milk tea has gradually become one of the mainstream drinks in the city. On the other hand, the tea shop is an entrepreneurial project with low capital investment, wide consumers, fast recovery cost and easy search. Generally, except for store rent, labor and daily expenses, the management of tea shop does not need much working capital, which is very suitable for small enterprises to start their own businesses. Because of its low cost and low expenses, it is undoubtedly a good entrepreneurial project for newly graduated college students. The development trend is very good and has great potential, but whether the tea shop can make a profit should pay attention to the following points:
1. Your operation must have its own characteristics. There is no market for products without characteristics.
2, your quality is better, and your taste is consistent.
3. Small shops should also be managed professionally.
4. Keep abreast of consumers' preferences and peers' products, and adjust your products and tastes in time.
I. Industry Analysis
With the development of the times and the further change of people's life concept, the milk tea industry is also developing rapidly. Milk tea belongs to mass consumption, with many consumers, mainly young students. There is a great market demand now and in the future. However, the competition in the tea shop industry is fierce, so we must make characteristics in order not to be eliminated and stand out in the industry. At present, most tea shops have the same taste. If you want to do it well, you must innovate, such as adding new tastes and using strange and interesting cups to make customers feel refreshed. At the same time, we should pay attention to the hygiene of the tea shop, so that customers will feel clean and fresh as soon as they enter the tea shop.
Regarding the pricing of products, we conducted a survey on the beverage consumption of college students in 20xx. According to the survey results, we come to the conclusion that the price that students can accept is around 5 yuan. So we will set different prices according to different tastes, generally around 5 yuan, which is the same as the average market price. We seize the market share with the competitive advantage and the quality and characteristics of our products.
For example, the business of a tea shop is booming because of its good location, and the business of some shops is booming because of its good product mix and good quality. Some shops have a high return rate because of their high service level and distinctive products, and some shops earn a lot of money, but they adopt a reasonable management system and a good incentive mechanism. In addition, it is necessary to know what kind of milk tea and related foods consumers need, what kind of taste and taste they like, what kind of price they can consume, and what kind of environment and atmosphere they like; Understand the demand, and then you need to know the resources that support you to open a shop, such as where the suppliers of raw materials and equipment for milk tea are, whether there are local suppliers, whether all varieties are incomplete, whether all raw materials and ingredients are purchased, if there are no local suppliers or incomplete suppliers, whether the cost of purchasing from other places is high, and whether the technology needed to make milk tea can be solved by truly professional technical service providers or experts; After completing the market survey before opening a store, you can make a cost budget according to the data and compare the input-output ratio. If the profit rate is lower than 30%, the risk of opening a store is relatively high, and it is necessary to re-evaluate or consider whether it is necessary to continue opening a store. If the profit rate is as high as 70%, you can start the next stage optimistically.
Second, market positioning and analysis of major consumer groups
Tea shops are mainly aimed at the young people's market, and the prices should be low, medium and high-end, aiming at consumers with different spending power. The main consumers of tea shops are:
1, students, mainly college students, high school students and junior high school students, are the main consumers of tea shops.
2. Young people, after work, with friends, colleagues, girlfriends, etc. Consumption in tea shops is also the main consumer group of tea shops.
3. Female friends, especially young women, and female students are the main consumers of tea shops.
Nowadays, leisure food culture has become the mainstream culture of catering industry. Therefore, while operating milk tea, we also introduce other products, such as snacks and cakes. For some consumers, leisurely drinking milk tea, eating desserts and chatting with friends will be a kind of enjoyment. Moreover, after observation, the distribution of milk tea in this area is limited, and it will not be distributed if the quantity is not enough. In view of this situation, because the consumer groups we are targeting are mainly students in this field, our delivery service is not limited by quantity and responsive. For some students, they are keen on the existing products in the market, while some consumers prefer to try new products, but no matter what kind of consumers, they value the quality of service more. According to different seasons, consumers have different demands for milk tea. People prefer cold drinks in summer and hot drinks in winter.
Third, the entrepreneurial advantages of college students
Advantages of 1
1) College students are often full of hope for the future, with young blood, full of vigor and the spirit of "newborn calves are not afraid of tigers", which are all qualities that an entrepreneur should have.
2) College students have learned a lot of theoretical things at school, and they have a higher level of knowledge and skill advantages. The importance of knowledge is self-evident, and "intelligence for capital" is the characteristic and the only way for college students to start a business.
3) College students belong to the younger generation, have a strong sensitivity to fashion, can always be at the forefront of fashion, and are suitable for such projects.
2 Policy advantages
In recent years, in order to support college students' entrepreneurship, governments at all levels have introduced many preferential policies, involving financing, business opening, taxation, entrepreneurship training, entrepreneurship guidance and many other aspects. According to the relevant regulations of the state and municipal government, fresh college graduates in various regions can enjoy four preferential policies: free risk assessment, free policy training, free loan guarantee and partial tax reduction and exemption. Specifically, college graduates (including junior college students, undergraduates and graduate students) who are engaged in self-employment are exempt from self-employment registration fee, self-employment management fee and economic contract demonstration text cost within one year from the date of approval. In addition, informal enterprises can be exempted from tax for three years as long as they are registered in the streets of their districts and counties. College students who start their own businesses can apply for a loan guarantee of up to 654.38+10,000 yuan from the bank and enjoy a loan discount.
Fourthly, the competition analysis of tea shops.
1, competitor
At present, there are many milk tea shops along the street, each with its own characteristics. The competitors are various manufacturers who make milk tea series, such as Xiangpiaopiaopiao, Youlemei and Lipton.
2. Situation analysis
2. 1 Advantage Analysis
1) The existing tea shop is simply decorated, giving people the impression that it is unclean;
2) The variety of milk tea is limited, the taste is average, and there is no innovation in product development;
3) The series of milk tea made by manufacturers has higher price, single variety, inferior taste to the existing entrance, and is greatly restricted by seasons, so its consumption will decrease in hot summer;
4) In-store sales and take-away service can attract more consumers to some extent.
2.2 Analysis of disadvantages
1) The business area of milk tea is limited, and the scope of services provided is limited;
2) Some students don't know much about the basic situation of the new store, such as taste, which affects sales to some extent;
3) Product innovation is not accepted by consumers who are keen on traditional milk tea products;
4) The seasonal consumption of milk tea is obvious, and it can't reach a good consumption quota.
2.3 Opportunity analysis
1) The market is far from saturated, and consumers of milk tea have a large profit margin and a large number, and the market prospect is broad. At present, the strength and quantity of competitors are limited;
2) Good taste, serious service attitude and professional operation level have established a good reputation among students;
3) Although the business area is limited, the indoor environment is beautiful and can leave a good impression on students.
4) The products are rich in variety, unique in taste and have certain competitive advantages.
2.4 threat analysis
1) competitors have a fixed range of consumer groups. If they are unwilling to reduce the market share of milk tea, they will definitely take corresponding measures;
2) There are more and more varieties and quantities of various foods, more and more choices for consumers, and insufficient product differentiation. Cola, orange juice, coconut juice, milk, purified water and other beverages have carved up the already limited demand market to a certain extent.
3) Milk tea is a food with high fat and high calorie. Most girls may be disgusted with this drink.
Verb (abbreviation of verb) The risk and prevention of milk tea shop
The market competition is fierce and there are also relatively successful brands. It is difficult to predict the market acceptance of a small shop like a tea shop. Moreover, the product has a strong sense of the times, so it is difficult to grasp the fashion trend. Risk factor analysis: According to the characteristics of the industry, I think the risks are:
1, weather and flu, everyone goes out to play less.
2. The increase of competitors pulls away inappropriate or potential customers.
3, raw material prices or procurement difficulties, to the second batch of goods.
4. The owner or employee is sick.
5, food hygiene quality, counterfeit money.
Risk prevention countermeasures: grasp the fashion trend, innovate constantly, keep up with the pace of young people, and speed up the frequency of commodity renewal. Efforts should be made to improve corporate culture. In view of the rational and personalized consumer demand of customers, through market segmentation, we can improve quality, clarify business scope and enhance competitiveness. Providing personalized service can greatly increase the added value of products. Provide corresponding products and services according to different consumer needs, regard each consumer as a market segment, and produce goods according to the individual needs of consumers. At the same time, according to different customer characteristics, such as age, gender, personality, preferences and so on. , we can provide customers with targeted purchase suggestions. Coping with:
1. Maintain and use liquidity for 3-4 months, change varieties, minimize losses, and develop new products in spare time.
2. Do not lower the price, improve the quality and attract customers.
3, change the product structure, good inspection.
4. Cultivate the cashier's sense of responsibility and attention to the labor intermediary.
5. Formulate a standardized food hygiene qualification system and buy a money detector.
In a word, the tea shop is a small shop with good prospects, not only near the school, but also in the newly opened community and night market. Because the tea shop is a small business, its own economic risk is still limited, and it is still a good choice for college students to start a business. Milk tea can meet people's leisure needs. It is precisely because there is such a great demand that we choose to supply and start a business.