Is the "wave of closures" coming? Every day a closed eyes open, and 170 more competitors. In many people's eyes, the current catering market is highly prosperous, as long as there are characteristics and the market, there will be angel investors with money and contracts to find you.
Under the tide of self-employment, many people's dream of catering has been ignited. With nearly 250,000 new restaurants opening in Beijing, Shanghai, Guangzhou and Shenzhen alone last year, the restaurant industry seems to be thriving.
But Hongdian.com reporter saw another data is: the restaurant industry closed down rate is as high as 10 percent.
On the one side is to join the prosperity, and on the other side is the silent collapse of the crisis, is really a soldier of iron camp water.
And for those who still want to open a restaurant, how can they survive the food boom? More painfully, how can we avoid a "wave of failures"?
At the end of this article, the big names in the food and beverage industry put the big move, you must read!
Zou, a native of Hunan province, was born in the 1980s. After struggling for years as a section chief in Guangzhou, he suddenly quit his job last year to open a restaurant, which he said was his dream.
But more than a year after his resignation, Zou is still in the process of developing dishes and raising money. The fierce competition in the market and the lack of knowledge of the industry make it difficult for him. How long it will take to open the restaurant, he is not sure.
▲ Opening restaurants makes "novices" rather distressed
There are a lot of newbies like Xiao Zou. How deep is the water of catering? How big is the risk of failure? Small Zou restaurants, how to do to survive in the crisis?
The "wave of closures"?
Every day a closed eyes open, and 170 more competitors
In many people's eyes, the current catering market is highly prosperous, as long as there are characteristics and the market, there will be angel investors with money and contracts to find you.
According to the statistics bulletin of national economic and social development in 2015, the annual income of catering in 2015 was 3,231 billion yuan, an increase of 11.7% year on year. In the first two months of this year, China's catering revenue was 565.1 billion yuan, up 11.3 percent from the same period last year.
According to Dianping, nearly 250,000 restaurants were added in 2015 in Beijing, Shanghai, Guangzhou and Shenzhen, among which 68,842 restaurants were added in Beijing, with each city adding an average of about 170 restaurants a day.
For catering practitioners, that is, every day a closed eyes open, and 170 more competitors.
The other data is that the monthly failure rate of the catering industry is as high as 10%, and the annual compound failure rate is more than 100%. Many well-known large chain restaurants are caught in the closure spiral, such as Tangdu Hotel, Daiguanshan, Xiangeqing, Jinhan.
The reality of the data is that a huge number of new competitors are joining and a large number of restaurants are leaving, causing a "wave of closures".
The oversupply of new restaurants has led to the closure of many restaurants
Look in the mirror and compare
What do owners look like when they open and close restaurants?
For beginners who want to open a restaurant, to avoid the "closing tide", must first see clearly, those who will open and close the restaurant of the owner look like.
▲ The popular online drama Report the Boss portrays a clumsy, petty boss
Hongdian.com reporter gives these "hapless" bosses a simple picture of the appearance.
1. If you have some money, you want to cook
The threshold of entry into the catering industry is low, and people who have a little capital in their hands want to start their first choice of catering industry, leading to a very obvious structural surplus in the industry.
Only when the pursuer, follower
Many catering practitioners see what the market needs to do what, do not walk in front of the market consciousness. See do hot pot to make money to open hot pot shop, see do pot to make money to turn to open pot shop, dishes and services but can not keep up with the market needs, only learn the surface of the successful, resulting in their own forever in the "catch-up", until the market ruthlessly eliminated.
3. Unable to find suitable waiters and cooks, and encountering landlords with skyrocketing rents
At present, the social labor force is mainly after 80 and 90, this generation is the only child and relatively good family wealth, not to say novices, even many well-known catering enterprises, it is not so easy to recruit good food service personnel and chefs. Moreover, with rents rising every year, caterers can afford landlords with skyrocketing starting prices.
Cronyism, do not understand management
Nepotism is a big no-no in business, but family management is endemic in the restaurant industry. Many catering enterprises use relatives to hold important positions, some ignore the opinions of professionals, resulting in the loss of professionals, some are afraid to face problems in consideration of relatives' face, the restaurant is lack of appropriate professionals for management and operation.
Easy brain heat, no planning, no preparation
Before opening a shop, we should do a good job in the planning before, in and after the late stage. Only with a temporary brain fever, we realized that there are many aspects that we did not take into account after the restaurant opened, and how to deal with the follow-up is also lack of anticipation. In addition, the catering industry only for quick money, lack of brand awareness, do not dig and protect the value of the brand, or simply copy other brands.
6, credulous franchisees, want to make a quick buck
In the face of television and newspapers on the omnipresent product to join the advertisement, without their own judgment, there is no preliminary investigation, only to see the success of a small number of people, blind superstition star effect and join the myth.
What do the professionals think
Newcomers open restaurants to survive, four big coffee has words
All right, it's time for a big move!
Hongdian.com reporter interviewed four senior industry insiders in the catering industry, asked them to say, the new restaurant, want to survive, what is the most important?
Appearing big coffee: senior catering planning expert, MBA Li Muming
(1) First of all, define the goal: what exactly do you want to do, who is the audience and what products do you want to make
'The catering industry is not good to do, but not good to do does not mean that there is no business to do,' Mr. Li said. Entrepreneurs should first clarify their goals, to know what they want to do, who is the audience, what products to do.
(2) Is it a mixed operation or only a single explosive
In terms of operation mode, there are two choices, one is large-scale investment, the other is to do "small but beautiful" form.
Large-scale mode mainly refers to the comprehensive cross-border operation, which mixes the modes with cultural elements such as wedding banquet, cinema and performance together for unified operation. Because the throughput of these modes is different, the success rate is higher.
Through cross-border integration, the employee cost, which originally accounted for 20% of the turnover, was reduced to 17% to 15%, which greatly reduced the cost. Cross-border operation has greatly shortened the leisure time of enterprises. The original 3 or 4 hours of business have been expanded to 6 or 7 hours through mixed operation. "When there is a wedding banquet, there is no film, when there is a film, there is no performance, all aspects of the audience can be satisfied."
The "small and beautiful" model is to specialize in a single item and hot style. For example, an 80-square-meter restaurant would need more than 10 employees to prepare various dishes, Li said. But if you only make a single product, you can run a business with only three employees. He gave the example of drunk geese. Drunk Goose produces a single product and integrates the buffet module into its operation. For a restaurant with more than 100 tables, it does not need too many employees and can guarantee a high turnover.
Appearance big coffee: famous gourmet Johnson
(1) Cross-boundary novice restaurant management to catch two points
First of all, "crossover" people with investment, operation and management experience can enter the catering industry with their own experience in investment and operation, but also to understand the "changeable" and "full of loopholes" characteristics of the catering industry. Johnson further explained that "changeable" means that people, things, and things change all the time in the restaurant business, while "leaky" means that there are more loopholes in the restaurant business than in other industries. Seize these two characteristics, together with the experience of investment management, only in the catering industry to survive the basis.
(2) technical personnel to do restaurants, pay more attention to investment, management problems
For technical personnel without investment and operation experience, this kind of people should pay more attention to investment and operation problems, as well as marketing and promotion, because they have been in front-line positions for a long time. Professionals become investors, the profession has not changed, but the nature of the field has changed, the two identity transformation should pay attention to.
(3) What did not manage the rookie, need all-round learning
Finally, for the "rookie" who has no experience, the first thing to do is to be familiar with the changing industry and the characteristics of loopholes, in addition to know how to invest, build social relations, and learn how to use funds. In addition, marketing and promotion are also important. It requires a full range of learning.
Appearance of the big person: the Hakka language chairman license peng
Hakka Chairman Xu Peng believes that catering will enter the era of competition from category to brand in the future. And to create a brand, not only capital or location can be, but from the model and product positioning, scientific site selection, build a team and other complete structure start.
(1) You should really love food and learn how to manage "people".
(2) The profit of the catering industry is not high because of the high cost of rent, labor and raw materials, and the need to win by volume.
(3) Your products should be distinctive enough to ask customers why they want to eat in your restaurant.
(4) We should have the ability to cooperate, integrate the resources around us, and have a group of like-minded partners to do catering together.
(5) To make their own business model, can reflect the value of all participants, with a strong attitude to do business, with business thinking to do business, not ready to think well before doing.
Appear big coffee: Oyster door nine type president oyster ye
Oyster door nine type President oyster ye from the practical point of view to give advice.
(1) To do their own products, products are particularly important.
(2) The capital of early preparation and late operation should be sufficient, and the price positioning of the product should also be paid attention to.
(3) Making timely and appropriate adjustments in terms of products, services and prices.
(4) Restaurant location is particularly important.
(5) the catering industry competition, the chance of success is not high, "rookie" should first work in the catering industry or eat for 1 or 2 months, a comprehensive understanding of the market, operation and management, but also should go to farmers' markets.
In fact, no matter you are what kind of food and beverage industry novice, to open a restaurant to survive, it must be a need to consider comprehensive system, every aspect, which on the one hand, out of the question, can lead to turnover, therefore, must want to clear, good planning, how to learn more about, don't be a mind hot take money wisely.