In hot summer, the cold drink business is always easier to do. Guangzhou Youth Fan spent less than 30,000 yuan to open a herbal tea shop in front of a large supermarket in the old city, selling both branded boxed tea and bulk tea. In just three months, he has accumulated the capital to open a second store and plans to invest in another big supermarket.
Speaking of herbal tea, there is nothing fashionable in big cities in the mainland. As early as six or seven years ago, there were snack bars selling herbal tea in bulk. However, everything has a brand effect, and businesses without brands often don't last long; After the upsurge in 2002-2003, the bulk herbal tea shops in Guangzhou almost disappeared. Until the end of 2007, Fan Xiao, a white-collar worker in Guangzhou, stumbled upon a brand herbal tea shop hidden in a noble community in Shenzhen and found new business opportunities.
Seize new business opportunities by accident
On a business trip, Fan happened to come to a brand herbal tea shop. He saw hundreds of kinds of packaged boxed herbal teas sold in the store, including almost all kinds of scented teas that Fan had heard and seen in the market, including common rose, lily and lavender teas, as well as rare varieties such as lemon grass, cream vanilla and mint. All the products are packed into various shapes in exquisite packing boxes, and there is no bulk tea common in Guangzhou market? Vulgar? , which makes advocating? Petty bourgeoisie? The model of life came up with the idea of doing small business.
I didn't know that this is a brand outlet store newly opened by a well-known food company in Shenzhen, and it has not yet expanded its business in other cities. Looks like this bowl? Head soup? It is years of marketing experience that makes Fan Xiao feel that taking the brand development path of new products can always get twice the result with half the effort.
Traditional site selection? Mixed feelings?
On the one hand, Fan Xiao began to contact food enterprises to purchase goods, and at the same time began to look for suitable pavements in Guangzhou. According to the development experience of tea franchise stores in the past, they are either located in commercial streets with large traffic or in front of large communities. After investigation, Fan Xiao found that you can't have your cake and eat it. Commercial street does have a large flow of people, but the monthly rent of its shops is more than 10 thousand yuan, which is not borne by petty bourgeoisie instinct. However, the number of mature large-scale communities in Guangzhou is limited, and the scope of choice is not large. If you choose a community with insufficient traffic, you can't do business. For a time, he hesitated, and the location was delayed for half a year.
But on a Sunday in April, 2008, Fan Xiao helped his mother to go shopping in a large supermarket under a department store in the old city, but suddenly found the inspiration for site selection. In front of this large supermarket, even if it is a business at three or four in the afternoon? Off season? Pedestrians still follow. Fan Xiao investigated several shops in front of the supermarket, including photo studio, shoe store and luggage store, which are common in community management. Business is booming, and the opening time is not short. It can be seen that it is not difficult for small enterprises to survive. Fan Xiao rushed to the supermarket for consultation and learned that the rent was only several thousand yuan, so he signed a small counter where customers had to take the elevator. At the end of April, Fan brand herbal tea was opened.
At the beginning of the business, did Fan pay too much attention to this? Brand? The effect is that all the counters are boxed herbal tea, and the effect is not very good. City girl, who likes herbal tea, can't see or smell the fragrance of flowers and plants, and the fun of shopping is greatly reduced. After communicating with customers, Fan Xiao found this problem, and thought of adjusting the operation mode, vacating two-thirds of the counters, and still putting herbal tea in bulk retail.
However, the soul of brand sales cannot be discarded. Fan Xiao specially ordered dozens of transparent sealed glass bottles with brand logos from purchasing enterprises, filled with roses and kumquat, and affixed with logos on the outside, which not only guaranteed? Visiting a fortune teller? And unlike the miscellaneous brands of bulk tea, the fragrance will not spread. In the packaging of bulk products, he is also ingenious, using environmentally friendly fiber paper and cotton packaging bags, which are beautifully packaged and highlight the theme of environmental protection. Every little product in his hand makes people fondle it. After this reform, the transaction volume of small shops has really increased rapidly.
Market risk:
This kind of business with low investment starting point will face strong competition, and because of the small variety of products and obvious investment risks, it is not difficult to survive, but it is not easy to make a fortune by small shops.
Successful experience:
Adjusting the business model according to local conditions should be the secret of Fan Xiao's success. What he originally valued was the management characteristics of brand herbal tea, but he didn't think of it? Transplant? After coming to Guangzhou, pragmatic consumers want to touch and smell. Boxed tea obviously couldn't satisfy the customer's shopping interest, so he immediately changed into bulk boxed tea and sold it on the same stage. Coupled with the previous successful site selection, he finally succeeded. ;