If you have always planned to open a store, but always hesitate. 2021 may be your perfect time to enter the game.

Now that the domestic epidemic has stabilized, a large number of policies have been tilted towards catering, coupled with years of accumulation in the market, this year we may usher in a "golden opportunity" for catering business.

ONE

The epidemic is stable and new

Market blank to be filled

"Now that there have been no new local cases in China for several consecutive days, the overall situation of epidemic prevention and control is relatively optimistic."

In an interview, Zhang Boli, an academician of the Chinese Academy of Engineering, said in an interview: "Especially in March, when the spring flowers bloom, the epidemic will further ease."

"The beginning of March is the turning point of the epidemic. The epidemic can be prevented and controlled in a normal way across the country, and work and production can be resumed in an orderly manner."

And with the large-scale vaccination of vaccines, the control of the epidemic will gradually become routine, and the problems that have plagued catering for a whole year will soon be resolved.

In addition, due to the impact of the epidemic last year, many restaurants have no choice but to close their stores. This has left a certain gap in the market. With the end of the epidemic, consumer demand has risen, and the gap in this market will also become a problem for entrepreneurs. Business.

TWO

National policy support is stable

Rapid rise and strong welfare

Catering is a key driving force to promote the development of the market, and relevant policies have been working hard to promote the development of the catering industry.

During the epidemic, Premier Li Keqiang praised the catering: The small shop economy and the street stall economy are the fireworks of the world; after that, the Ministry of Commerce and other seven major departments jointly launched the small shop economy promotion action; in the General Office of the State Council, the promotion of the life service industry was announced. The guidance on upgrading the consumption structure also mentions the development of catering services.

When national policies give a lot of support and tilt to an industry, the industry will enter a "welfare period" and will usher in a rapid rise. Therefore, entering the catering market now is equivalent to taking advantage of the industry's "dongfeng period".

THREE

Large market and strong demand

Rising rapidly, the market is booming

China has a population of 1.4 billion, which has laid a solid foundation for catering. With the rapid economic growth, the catering industry has also achieved rapid development in recent years.

In 2014, the total value of China's catering market was 292.6 billion yuan. In 2019, the total amount surged to nearly 5 trillion yuan, with a compound annual growth rate of 10.1%, and a year-on-year growth rate of 16.6% in 2019.

In addition, we can clearly perceive that in the past two years, the tea industry has gone from being a niche demand to being just-needed by the masses, and snacks in various places, such as pot kombu, pan-fried, and fried skewers, have successively become chain brands.

When choosing an industry, we must consider the future development of the industry. As a sunrise industry with a large market, strong demand, and great growth, catering is worthy of every visionary entrepreneur to give it a try.

FOUR

Employment pressure increases again

Working is not as strong as starting a business

In 2020, it is difficult to find a job on the hot search.

Under the epidemic situation, the demand for job recruitment in enterprises has shrunk in a cliff-like manner or even frozen. At the same time, the number of recent graduates of 8.74 million hit a record high, making the current graduates have unprecedented employment pressure. Many people ridiculed themselves on social platforms that “2020 is the most difficult graduation season in history, and graduation is unemployed”.

In the future, companies will not be able to pick up quickly, and the number of graduates will increase. Finding a job will become a problem for both fresh graduates and experienced employees. And even if I get a job, the job may not be suitable, and it does not match my expectations and development path.

In this context, people's job rankings have changed nowadays. Compared with entering the workplace, entrepreneurship has become the choice of more people.

Especially when joining this model appeared and matured, the risk of entrepreneurship was greatly reduced. Once entrepreneurship was a black eye and crossed the river by rubbing the stones, but now the threshold for entrepreneurship has been drastically lowered, and it has even become the professionalization of entrepreneurship. .

FIVE

Sinking cities rise fiercely

Entrepreneurial opportunity is here again

"Stop eating, there are three milk tea shops on the same street, who dares to die?"

Once, this "saturation theory" of catering made every catering entrepreneur discouraged from the industry.

But now, the sinking market is a new blue ocean market, and its spending power is constantly being verified: Zhengxin Chicken Chop has now opened more than 22,000 stores across the country, and its annual revenue even exceeds that of Haidilao; Michelle The number of stores nationwide has exceeded 10,000, making it the largest tea brand in China.

In fact, it is not only these brands with lower unit prices, but now the top brands are also dropping out of the game: Haidilao has continued to develop the second, third and lower-tier cities in recent years, and has opened nearly 700 stores in these cities; Hey Tea, Happy Lemon, and other well-known tea brands have launched low-customer unit price sub-brands, which are intended to sink the market...

It is foreseeable that in the next 10 years, the sinking market will become the "main battlefield" of chain restaurant brand competition. Accompanying it, entrepreneurs will also have a rare opportunity to start a business.

SIX

The franchise model is more mature

Don't worry about getting through information

Today, China's catering market share is as high as 6 trillion, but such a huge market, the chain rate is only 10%, compared with 54% in the United States, China's chain market is still in a blue ocean state.

Although the Chinese restaurant chain market has been developing rapidly in recent years, some wrong perceptions and negative news have dragged down the development of this originally excellent business model.

"Who will make money to join?", "Joining means ten deaths without life."

However, with the improvement of new media, the opening of information channels, and the increasing number of high-quality brands and entrepreneurs, the problem of information asymmetry in the industry is gradually being resolved.

Nowadays, more and more entrepreneurs are aware of the advantages of the franchise model, and brands can also consider how to make each entrepreneur successfully open a store and make a profit from the perspective of the franchisee.

SEVEN

Brand support is in place

Do not worry about opening a store

With the continuous development of the franchise chain model in China, catering brands have been open to franchise since the beginning of the franchise, and now the model is mature, and there have been many detours in the middle.

The most important thing for direct sales is human management. Only by training good store managers can the profits of the branches be guaranteed. For example, Haidilao, the largest chain brand in China, has a monthly salary of up to one million.

For the franchise chain model, entrepreneurs are more self-driven. What they lack is the experience of operating a store. This requires the brand to perform in operations supervision, standardized operation procedures, modular decoration design, material supply and other links. effort.

In recent years, as catering brands have become familiar with the franchise chain model, they have been able to enable entrepreneurs to successfully open stores with "zero experience".

EIGHT

Back-end support is more mature

Entrepreneurship threshold is lowered

Nowadays, many domestic brands have benefited from the franchise chain model, so why didn't they do so in the early years?

To a large extent, it is because the "back-end support" of domestic catering chains was relatively weak.

The franchise chain model wants to do well and maximize the survival rate of entrepreneurs when opening a store. Standardization and systematization are the two most important keys, and back-end support is an important pillar to complete these two "izations": SaaS services, get through Collecting, marketing and other operational management nodes, and generate reports to make recommendations to entrepreneurs; supply chain, reduce product operation complexity, improve product standardization and stabilization; modular decoration design, unified visual style, through Shorten the decoration cycle to help entrepreneurs reduce costs, and they can open a shop in as fast as 3 days...

With the improvement of back-end construction, the threshold for entrepreneurs to open a store has been greatly reduced.

In the past few years, Chinese restaurant franchise chains were criticized by many people as "cutting leeks", which essentially stems from information asymmetry. Entrepreneurs who choose to join are mostly catering novices. They lack the ability to distinguish between good and bad brands and therefore cannot make a choice. It is also difficult for excellent chain brands to find truly high-quality entrepreneurs. The information presents a two-way asymmetry. The follow-up questions. The construction of Chinese restaurant franchise chain ecology requires a "third party" between brands and entrepreneurs to help brands find high-quality entrepreneurs and help entrepreneurs select brands, so as to improve the efficiency of franchise and store survival rate.