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

A year? Flying solo?

? The original boss was not very happy, because he ran away after a year of training and left with several excellent employees. ? Recalling that he was embarrassed to enter the catering business and start a business for two years, he still stressed, Of course I'm taking my girlfriend. ?

You Hebing, a graduate of the Department of Physics and Electricity of Minzu University of China in 2006, started his business in 2007. At present, he runs three chain stores of Bailu restaurant with Jiangxi cuisine together with his girlfriend, 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. ?

You He Bing Kou's boss is a restaurant chain specializing in Yunnan specialties in Beijing. At that time, he opened a new store in Sanlitun. When you He Bing Lin graduated, he did not find a job related to his major, but stepped into the catering industry that he had never been exposed to, and he began his experience here.

Every link is familiar.

? He is a person who is relatively cutting his hands. I am familiar with the whole process, from the decoration to the opening of a new store, to how to publicize and make profits, and then how to adjust and improve. ? You Hebing said that at the beginning, there were not enough people and no dishwashers. He even washed the dishes for a long time, and basically all the coolies had done it, and every link was familiar, which laid the foundation for him to go out alone.

For going it alone, You Hebing said that one of the reasons was that the boss wanted to open another new store and let him go out to find a place. He chose many places, but the boss was not satisfied. Either I think it's too small, or I think the consumption level is not enough. I think it's all good, so I just do it myself. ? And the other reason is your own? Office romance? After being discovered, the boss was unhappy: You Hebing's girlfriend is the foreman in the front hall of the restaurant.

? Everyone had the idea of starting a business in college, and now they are all mature, so they pooled their money to do it themselves. ? Of course, when flying solo, he took away his girlfriend who was already the backbone of the restaurant business, which made the boss even 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, You Hebing chose a misplaced route, the address was chosen around the school, and the characteristics of the dishes were chosen from his hometown? Jiangxi cuisine? Concept, the initial segmentation of customers in? Jiangxi people? And? Student? In these two groups, the price is also higher than that of some specialty restaurants in Sanlitun and Chaoyang District. Popular? Many, similar to ordinary home-cooked restaurants.

? Catering is an industry that needs diligence, and 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, so students can accept it; Many Jiangxi specialties attracted many Jiangxi people who drifted to Beijing to drive here, and these two groups basically ensured that the restaurant was slightly profitable.

But the problem is that these guests come more on holidays, but less at ordinary times. After comprehensive consideration, Youhebing added some home-cooked dishes for the surrounding residents and some passing guests to expand the consumer groups. After the success of the first store next to the Central University of Finance and Economics, You Hebing then expanded 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: Have a deep understanding of the characteristics.

? After all, the restaurant is still a place to eat, and finally it needs to be popularized. Some basic things are still necessary. The dishes should be healthy and nutritious. It can't be said that they are particularly strange and the price should be moderate. ? You and Bing introduced.

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

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

Then there is the authentic cultural feeling, which is also needed by theme restaurants, including menu design, decoration design and tableware, all of which should have characteristics. ? If you are a guest from Jiangxi, and the waiter from Jiangxi goes to order, you will often feel that? Very authentic? Cultural identity will be strong. ? You and Bing said.

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

Only fight? Cultural card? Difficult to succeed

With the rise of Chinese fast food and special catering, the catering industry is a hot business for college students in Beijing, but few can make it big.

? 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 be compensated quickly. ? One practitioner said that only he learned that most of the students who joined in catering in several schools in Beijing this year failed.

Several students invested 300,000 yuan to open a barbecue shop in Wudaokou, but later the money they sold every day was not enough to pay their salaries, and they closed in three months. There was also a student at the University for Nationalities. Because of the good location of the store, he bought a store of more than 500 square meters at once, and nearly 500,000 yuan invested 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 blindly play cultural cards and speculate on concepts instead of making unique dishes. Pure sensational effects come and go quickly, and when the novelty is over, business will soon turn weak. ? Experts said that this is also a common problem in current specialty restaurants.

The characteristic of the catering industry is that once it is running, there will be cash flow, if it can offset the daily cost. Critical point? For example, if a store earns 5000 yuan a day to break even, it will lose much if it is less, and once it exceeds 5000 yuan, it will basically be a net profit), it can continue to operate, and it is normal to make profits in three months to six months, but it is difficult to maintain it without calculating these.

;