I. Preface
The people eat for heaven, which shows the importance of food. The places where people eat and drink are no more than homes and restaurants. The latter category is subdivided as follows:
Western food:
1, upscale restaurants: taste and class. High price. Suitable for high-income people.
2. Fast food restaurants, such as McDonald's, KFC and so on. Suitable for teenagers.
Chinese food:
1, the hotel: to win the scale of operation.
2, small hotels: to special signature dishes to win.
3, chain fast food restaurant: to chain scale operation to win.
4, stalls: cheap and casual to win.
If you find a foothold in the highly competitive market? The "selling" point is very important. Traditional Chinese food "porridge" as the main product of the series of products, although many people know, but not many good business. It is both a blind spot and a selling point. As long as there are good products and good business practices, can be popular in the market. Achieve very good benefits.
"Porridge" dictionary explanation: thin rice. A semi-liquid food made from grain or grain plus other things. Congee is a traditional Chinese diet. Has thousands of years of history. It is one of the main diets of the people. Especially the main food of Buddhist disciples. In years of famine, the court and the rich and powerful built "congee" shelters to provide relief, which shows the importance of "congee" for survival. With the change of time, people not only want to eat well, but also want to eat smart. Modern research has shown that eating "porridge" has more health care, beauty and therapeutic effects. The application of medicinal porridge is the best way to take care of oneself, simple and easy to implement. So far, "porridge" is still one of the most popular foods in the country. Such as millet porridge in the north, corn porridge; Guangdong boat congee and di congee is spread overseas, popular in Southeast Asia. In addition to general diet, its utility can also be used as a disease prevention, treatment of disease, health and beauty. Due to various reasons, such as the way scattered, a single species, the marketing approach is not right, the formation of industrial operations. We are precisely the opportunity to dig and organize, collect and select several hundred kinds of practical porridge recipes, the launch of "WoKou a porridge" series of products to meet market demand. After investigation and research shows that this is a small investment risk, wide range of uses, small profits, market prospects, high rate of return of one of the industry.
Two, market research and competition
Currently, people's understanding of porridge is still limited to the general state, a single species, common white porridge with salted vegetables, eight treasures porridge (red) bean porridge millet porridge, porridge, such as a small number of varieties of porridge and the utility of publicity is very little, and the sales approach is also obsolete, there is still no specialized porridge stores and the corresponding marketing network, the market gap is very large, there is no obvious competition.
Ordinary congee can only fill hunger and fill the belly of the price is low profit, people are selective. And we launched a few hundred kinds of green products with therapeutic health care, beauty and life as a whole.
Selling point: not rice, is healthy! Only the porridge as a general food concept has long been outdated, its positive significance is to help people improve the quality of life to restore self-esteem and self-confidence, to meet people's psychological needs, so that consumers get value and satisfaction from it. At the same time in others have not yet woken up to find out the potential needs of consumers before the first step on their behalf to create out, to seize the business opportunities.
Three, consumer research
1, the object: general consumers, focusing on: infants and young children, students, the elderly, maternity, patients.
2, the main benefits: nutrition, hygiene, good taste, health care, therapeutic.
3, the main occasion: breakfast: affordable, nutritious breakfast. Sold with dry points. Meal: In addition to the above role, focus on hospitals, schools. Late-night snacks: to eat late-night snacks to provide customers with leisure venues and nutritious and tasty food. (To the night cab drivers to provide quality service is not to be underestimated opportunities)
4, the importance of: the sick, students, the elderly need nutrition; exempt from their own congee troubles and purchase of the original, the ingredients inconvenience; more secure, hygiene and nutrition, efficacy. The effect of high-grade porridge supplements make people with status have a feeling of superiority. Maintain health, save time, save labor, so that consumers have the feeling of taking advantage of.
Four, the main products: more than 300 kinds of congee and dry point 62 rotating supply (recipe and production methods to report)
1 cereal congee 14 2 legume congee 16 3 vegetable congee 36 4 meat congee 40 5 flower congee 12
6 fruit congee 32 7 traditional Chinese medicine congee 80 8 fish congee 20 9 other types of congee 12
supporting 62 products
1 cakes 36 2 cakes 16 3 other 10
Advantages: a large number of varieties, adaptable to a wide range of options, cheap raw materials, easy to purchase, short process, no special technology, easy to produce, good sales, no off-peak season.
Disadvantages: Because of the many ingredients, the initial procurement is a little troublesome, the promotion needs process.
2, brine: local specialties brine (such as Sichuan brine, Wuhan's duck neck, Nanjing salt water duck, Kaifeng bucket chicken,, Jiangsu and Zhejiang bad vegetables, Guangdong and Hunan's barbecue, smoked vegetables), the fresh family pickles and so on.
3, around the special snacks:
One, the northern flavor: Northeast Li Liangui bacon cake, Haicheng pie, Dalian date mud steamed cake, Tianjin mother and son of clove cake, ten Jin bakery, pancake fruit, Chengde's mixing sugar pot cake, flower rose cake, Beijing's a nest of silk oil cake, Inner Mongolia's Hada cake, Xi'an's meat buns, turnip cake, Qinzhen Liangpi, yellow gui persimmon cake, Shandong Binzhou pot cake, Jinan lasagna! Cake, Jinan's lasagna, Zhoucun crispy biscuits, Kongfu osmanthus cake, and so on.
Two, the southern flavor: Taiwan peanut stone cake, savory cake, bean paste pot cake, pumpkin cake, three fresh pot cake, Shanghai wine cake, loose silk pot cake, Sichuan salt pot cake, rose flower cake, Jiangsu Huangqiao biscuits, Suzhou hemp cake, Yangzhou Jujube mud cake, Taicang bad oil spring pancake, Guiyang chicken cake, Hangzhou Demoiselle cake, Huzhou Gouqiao cake, Jinhua snow vegetables shortcake, Hubei Dongpo cake, Guangshui orange cake, shrimp cake, Hubei Jiangling nine yellow cake, Hubei Jiangling nine yellow cake. Hubei Jiangling nine yellow cake, Hunan E tea oil cake, Wuhan old Tongcheng bean skin, small peach garden shortcake, noodle nest, bean paste lotus root cake, Guangxi lotus seed paste sandwich cake, Anqing shortcake, Hunan Liuyang fennel cake, Jiangxi Jiujiang osmanthus tea cake, Guangdong Chaozhou lard cheese and onion cake, Guangzhou small wind cake, crescent moon pie, Yunnan egg wheat cake, Fujian Quanzhou crystal vegetable head cake, Quanzhou taro cake. Xiamen sea oyster fry, and so on.
There are many flavorful snacks around the world, you can do according to local specifics, suggesting that the North and South snacks big string each other, more attractive.
Five market recommendations
Recently:
1, open a model store. To publicize the brand and expand its influence. Location to the city center is appropriate. Area 40-50 square meters. Decoration style to return to nature as the theme. All with wooden boards, wooden tables, wooden chairs. Simple and plain.
2, delivery service: porridge boiled in large pots, ingredients specializing in packaging, small pot preparation. Professional delivery team. Focus object:Hospital inpatient department, school, family. Uniformed personnel door-to-door gift menu (above the therapeutic porridge recipes and symptomatic effects), accept telephone orders.
Mid-term:
1, gradually open chain stores. Can be franchised to join, no franchise fee, only subject to a small amount of trademark royalties and management fees. The head office unified distribution of ingredients. Stores only care about ordering and sales.
2, counter and store in the store: the use of other people's venues to operate. Can be self-employed, can also be delivered by more than people operating (such as large hotels, shopping malls, theaters, Diba and other places, parks, tourist areas, etc.)
3, and re-employment project combined (with the relevant government departments to contact, to fight for support) a large number of absorption of laid-off workers, the establishment of mobile vending car fixed-point timed supply (stations, roads, communities can be) anxious to expand the number of people in employment and to waive the venue rent, but also expand the Sales, increased profits, fame and fortune.
4, the establishment of their own website. Carry out online publicity, ordering, joining, etc. to expand sales channels.
Far-term:
Industrialized production: through mergers, trusteeship, commissioned processing, etc., the use of the original production of canned food factories to produce finished congee (canned) semi-finished products (bags) into the supermarket sales
The above process gradually promote about 1 to 3 years
Six commodity positioning
1, mass series of food
2, Price: Vegetarian: 2.00-2.50 yuan / bowl Meat and poultry 3.00-5.00 yuan / bowl high-grade class 10-15 yuan / bowl
Extreme class 50-100 yuan / bowl
3, Tableware: disposable
4, Variety: store every day to maintain more than 50 varieties, ordering according to the menu reservation.
Seven staffing
(single store) store manager, production 2 people, cashier 1 person, waiter 5 people (are equipped with two shifts) purchaser 1 person (can be both) **** 10 people. Each store can set staff according to the specific situation.
Time: Summer 7:00-21:00
Winter 7:00-20:00
Eight investment budget
1, site: 30-50 square meters rent 1500-2500 yuan. If the rent of the second floor is also lower (the situation varies from region to region)
Prepaid three months of store rent: 9,000-15,000 yuan
Store decoration 5,000-10,000 yuan (depending on the conditions, you can simply decorate, the price is even lower)
Table: 100 yuan for a table, 8 **** 800 yuan.
Stools: a 30 yuan, 32 **** 960 yuan
Bowls (disposable paper bowls): a 0.30 yuan, 500 **** 150 yuan
Electrical appliances: a fridge a disinfector used total of 1000 yuan . Electric pie pan a 1500 yuan. Air conditioning a 2450 yuan
Six-hole gas stove: a 650 yuan, the rest: scattered objects 600 yuan (stove, stainless steel bucket. Large, medium, small size each; a set of steamer, etc.)
Information fee: 2800 yuan. Operating capital: 2000-5000 yuan
Certificates, licenses, fees, taxes, etc.: business heat license, tax registration and some other administrative fees 2000 yuan
Total:26410-37410 yuan.
2, 100 square meters store budget
Rent 5000 yuan. If you rent the second floor is also lower (the situation varies from region to region)
Prepaid three months of store rent: 15,000 yuan
Store decoration 20,000-50,000 yuan (depending on the conditions, you can simply decorate, the price is lower)
Table: one 100 yuan, 16 **** 1,600 yuan.
Stools: a 30 yuan, 72 *** 2160 yuan
Bowls (disposable paper bowls): a 0.30 yuan, 1500 *** 450 yuan
Electrical appliances: a fridge a disinfector used total of 1000 yuan . Electric pie pan a 1500 yuan. Air conditioning a 2450 yuan
Six-hole gas stove: two 1350 yuan, a crusher: 400 yuan. The rest: scattered objects 2500 yuan (stove, stainless steel bucket. Large, medium and small size each; a set of steamer, etc.)
Information fee: 2800 yuan. Operating capital: 2000-5000 yuan
Certificates, licenses, fees, taxes, etc.: business heat license, tax registration and some other administrative fees 2000 yuan
Total:55210-88210 yuan.
Nine benefit budget
1, 30-50 square meters store: to daily flow (turnover) 2000 yuan, gross profit rate of 50% per month will be 30,000 yuan. Annual gross profit of 360,000 yuan. Three months will be able to recover the investment. The second year with the expansion of influence, orders and turnover to 15% incremental profit should be able to reach 40,000 / year can be doubled if you do well.
2, 100 square meters store: daily water (turnover) 4,000 yuan, gross profit margin of 50% per month on 60,000 yuan. Annual gross profit of 720,000 yuan. Two months can recover the investment. The second year with the expansion of influence, orders and turnover to 15% incremental profit should be able to reach 22. 8 million / year can be doubled if you do well.
Ten creative direction
This product seems simple and ordinary, but the role is huge. The general public only know one, not only two. Family is not easy to do, big restaurants are not willing to do, more people will not do. Doctors will prescribe will not be porridge, restaurants do not understand the pharmacology can not do, or not willing to do. It is an industry that is not often noticed but has a lot of room for development and unlimited business opportunities. Both old and fresh. As the saying goes, "a fresh move, eat all over the world"! Why not?
Sub page listed & lt; porridge spectrum & gt; is not my creation, it is thousands of years of countless people to explore the trial summarized the success of the treatment. I just collect, summarize, select, organize, and industrialize, commercialize, and benefit everyone, and get benefits from it.
In recent years, eating congee has become fashionable, many big cities have big congee store, business is booming. Newspapers commonly reported. Open porridge store can be big or small. It has become the first choice of entrepreneurs.
The following chart is a comparison of family and congee store:
Variety production mode Role of the original, the ingredients purchased
Family monotonous Fussiness, time-consuming Starvation, seasoning due to the purchase of a small amount, not easy to purchase, easy to waste, unprofessional
Congee store Hundreds of varieties of porridge at the same time with the supply of a wide range of applications Time-saving, low-cost, good results Taste, therapeutic beauty, prolonging the life of a professional, procurement, easy, full of ingredients, low price. Easy, full of ingredients, low price, no waste.
Original, ingredients procurement favorable conditions:
1, raw materials easy to buy. Everywhere there are wholesale food markets, local procurement. Naturally, there are people who deliver to the door.
2, ingredients: vegetables, meat and poultry, flowers, fruits, Chinese medicine, seafood can be purchased locally. Various places can also add local products with special features to enrich the variety and make the characteristics.
3, with porridge in addition to homemade vegetables there are many other manufacturers to send home. Such as pickles, brine and so on.
Eleven public relations strategy
1, the government's support
To the leadership of the relevant government departments to elaborate on the business ideas, and re-employment combined with the increase in employment, set up a mobile vending car in the city to form a network of business. Both increase employment, expand the impact, but also increase the benefits.
Integration with poverty alleviation. Many poor areas have unique specialty resources. If the local government support, the local specialties into resource ingredients, not only increase the characteristics, but also for "poverty alleviation funds"
2, medical, nutritional experts support
This product is both therapeutic congee should strive for the support of experts. The product's material, function and other information sent to experts to demonstrate, but also can ask them to do honorary adviser, etc.
3, the press support
Television stations, radio stations & lt; life & gt; columns co-organize all kinds of activities to publicize the work of this product newspapers and magazines in the life of the food columns serialized & lt; congee recipe & gt; are free advertising.
4, other public relations activities
such as condolences to the traffic police, widows and orphans, orphans, the disabled and so on. There are other public welfare activities.
12 Conclusion Sesame, open the door!
In today's business tide competition is omnipresent, business opportunities are fleeting. The kind of people who will only hold on to the old ways and eat the old; the people who are hesitant will only capsize in the tide and fall into the water. Opportunity and risk together. Success and courage together. What are you waiting for?
A good movie and television drama success: a good script, a good screenwriter, a good director, a group of good actors, a good stage. Similarly a successful business needs:a good idea, a good product, a group of good talent, a good marketing approach, a good market, and can not be missing a shrewd investor.
There has never been any savior, there is no fairy emperor, to create human happiness, all rely on ourselves!
Not through the storm, how can we see the rainbow? No one can succeed casually.