The film and television city starts from the courtyard

Zhao Shucheng looked at Ma Qiushan and said, "Master Ma, are you sure you want to ask me for my advice on starting a business?"

"Yes, I want to hear your opinion."

Zhao Shucheng nodded and said, "Okay, Mr. Ma, then don't blame me for pouring cold water on you. Your starting point for starting a business is very good, and it seems to have great prospects, but the challenges you need to face are also unprecedented. .”

After hearing this, Xie Zhiyao said strangely: "How do you say that? I heard from Master Ma that as long as you have a good positioning and the blessing of tea culture, you can select what is good tea for young people and how to make a good cup of tea." , and non-tea beverages such as milk tea are all included, it should be very promising."

"I don't deny this, but you can't stare at your own ideas, and you must also consider external competition."

Zhao Shucheng looked at Ma Qiushan and said, "Actually, your idea of ​​making tea drinks is good. It can not only meet the social needs of young people, but also promote traditional tea culture."However, the competitors you need to face are not only tea shops of the same type as yours, but also the mid-to-high-end beverage market you plan to enter. '

"If you are only satisfied with starting a new business and opening some branches across the country, you may face less competition. But if you want to be a tea shop in a social space, the main competitors you need to face are not The same type of tea shop, but a coffee shop.”

"After decades of development, coffee has gradually become the first choice of white-collar workers, and your tea shop's direct competitors are actually them. Although there seems to be no conflict between the two things, if you want to enter the mid-to-high-end beverage market But it is full of difficulties. People have become accustomed to coffee as a leisure drink. Even in TV and movies, those white-collar workers drink coffee every now and then, and they always drink coffee, such as Americano, Mocha and so on. something familiar."

"And if you want to develop the tea market, the first thing you need to do is to cultivate your customers, and this is undoubtedly the most difficult point. Because you don't have any channels at the beginning, even if you open a tea shop, the crowd you attract How much is still unknown. Not to mention the current offline stores, which only have a range of three to five kilometers, attracting limited customers, and are easily diluted by other beverage stores. Now there is even a coffee shop in Yunmiao Village, let alone It can be seen everywhere in the ancient town or even in the city. And tea spots, except for milk tea shops, should be rarely seen.”

"And the most important point is that the promotion of tea culture and tea ceremony cannot be done by just one tea shop. The promotion of coffee is jointly promoted and operated by all coffee manufacturers and distributors, and most of the coffee production and sales in the world They are all concentrated in the hands of a few companies. Even if they have competition, they also maintain the coffee market together. Tea is different. Although most of the tea production is concentrated in Asia, and there are still a few countries, but they are There is no real big company that can monopolize sales, and naturally there is no way to compete with coffee manufacturers."

"Drinking tea, in the eyes of many people, is actually a simple drink, simple and comfortable. Iced black tea for five yuan, or platform tea for nine yuan and nine can also talk about the sweetness of rock sugar, and you can drink tea with relish. Of course there are Some people only want famous mountains and ancient trees, drink real Iceland, and criticize platform tea for disrupting the market and lowering the standard of ancient tree tea. But everyone’s economic strength is different, and the aesthetics of tea are naturally different.”

Zhao Shucheng followed Ma Qiushan and said, "Master Ma, how much do you price the tea in your tea shop? Ten yuan a cup, 20 yuan a cup, or 30 yuan a cup? Or 50 yuan, a hundred yuan a cup ?”

Ma Qiushan was stunned for a moment, she really didn't think too much about this question, she was only thinking about starting her own business.

Originally, the price he planned should be more than 50 yuan. After all, the original positioning was high-end tea, which should belong to a high-end place and attract customers who also have certain spending power.Some of these people simply like to drink tea, and some people may use tea as a kind of social interaction, to discuss business or make friends, and enjoy a better life.

But now hearing what Zhao Shucheng said, I feel that there may indeed be some problems. After all, to attract those high-end people, I can't just rely on tea, and I need to have certain publicity methods.

Zhao Shucheng moved: "Master Ma, in fact, you have a good idea of ​​making tea, but there are still many problems in it. I hope you can think about it carefully, find the right position, and even have your own publicity point, and then go to Entrepreneurship. A comeback is easy to say, but you have to think clearly that this may be your last opportunity to start a business, and you should not waste it easily. It is better to start a business after a thorough plan, so that you can get twice the result with half the effort and finally walk out of a different path.”

Ma Qiushan nodded when he heard it, and said, "Xiao Zhao, you poured cold water in a timely manner. I am indeed a little impatient. I will go back and revise my plan, and then show it to you."

After Ma Qiushan left, Xie Zhiyao said: "Zhao Shucheng, did you say something too much?"

"I don't think so at all, but it's a bit light. Ma Ye is now opening a tea shop, which seems to be very easy to do, but there are still many risks involved. How to solve the problem of the first source of goods, As well as future employee training, branch expansion, etc., these are all issues that need to be considered. I will only understate the issue of business competition. If Maye’s tea brand develops, many coffee shops will be hit. There will be no relevant monopoly companies to suppress him, or even directly ask people to write articles, saying that tea drinking is unsafe and unhealthy, etc. These are all problems.”

Xie Zhiyao nodded, and said: "You are indeed talking about possible problems, but this is not something we need to consider. After Ma Ye starts to do it, after these problems appear, it will be something he needs to solve .”

"By the way, I still need your help. Huang Xinxin has brought in an investment. He is the owner of Shaohua Bookstore. He is going to come here for inspection and open a bookstore. This can also help us develop tourism. When will you help to receive it?"

Zhao Shucheng stared at Xie Zhiyao without saying a word.

Xie Zhiyao looked at Zhao Shucheng inexplicably, and asked, "What's the matter? If you don't want to, just let Hongdou help us."

Zhao Shucheng said: "Xie Zhiyao, sometimes I really want to pry open your head to see what you have inside. I also know about Shaohua Bookstore. , the coffee is delicious, and the pastries are also good, there are many kinds of books, and there are many groceries.”

"That's right, there is a bookstore in Qingcheng Mountain that is about to open. Many anchors are going to check in, and the homestays near Qingcheng Mountain are all booked, which means that it is really popular. If they can come here, they can also bring us great benefits. Fewer tourists are very helpful to the development of the village.”

Zhao Shucheng nodded and said, "Yes, it will indeed be very helpful to the village, but there is another question, I don't know if you have considered it, that is, can Yunmiao Village accommodate two cafes? Although Shaohua Bookstore is not It is a specialized coffee shop, but it still has competition with Youfeng Xiaoguan, and even the Xiaoguan has basically no competitiveness compared with Shaohua Bookstore. People can choose better Shaohua Bookstore, why should they choose you, Fengyou? What about the small restaurant? They are bigger than you, have more books than you, provide better service than you, and are even more famous. In the future, will most of the tourists in the small restaurant, except for some tourists who are not interested in reading books, Being attracted to it?"

Xie Zhiyao was stunned for a moment, he was only thinking about the benefits of Shaohua Bookstore coming here, but he didn't expect to consider the competition between Shaohua Bookstore and the small library.

"It shouldn't have a big impact, right? After all, our small restaurant also has our special products, which is a different experience for tourists."

Zhao Shucheng couldn't help shaking his head and said, "Although you say that, you can't deny the existence of competition."Although competition is a good thing, it also depends on the kind of competition.If it is in a big city, it can accommodate many cafes, so naturally you don’t need to care about competition, and some even welcome opening next to you, so as to form a scale effect. '

"However, in Yunmiao Village, the emergence of competition will inevitably lead to the diversion of customers, which will eventually affect the business of the store and the income of employees. Maybe you don't care much, as long as it is good for the village anyway, but what about other people? If Xie Xiaochun knew that the restaurant might face losses or even close down, what would she think? Xie Zhiyao, it’s okay for you to be a saint yourself, but you can’t pull everyone to become a saint with you.”

"Of course I'm talking about the worst situation. Maybe the situation is not as bad as I said. But it also shows a problem, that is, the layout of Yunmiao Village's future industries. You can't just see that you can attract investment, or even some people come here Opening a shop or investing in it makes me very happy, and I should also consider the feelings of the people in the village. For example, if someone is going to open a barbecue restaurant here, do you think you should agree? If you agree, is it Yang Guanjun’s barbecue restaurant? Will face competition, and even reduce income, and finally can only choose to close or go out to work?"

"Unless it is when they invest, you should discuss with them, either to merge with related enterprises in the village, or to give preferential treatment to outside investment, and to take care of related local enterprises. It is impossible for outside investment enterprises to get better. , but the related enterprises in your village were shut down, right?"

"The Gesanghua restaurant is actually a lesson. When there were not so many restaurants in the village, they could be regarded as the best restaurant and a local brand. But now there are more people opening restaurants, and the Gesanghua restaurant has begun to decline. Yes. It’s still a mom-and-pop restaurant with only a few tables and can only serve a few customers. But originally they could have developed better and become the village’s signature restaurant and the village’s leading enterprise.”

Xie Zhiyao was silent after hearing this. He had never considered this aspect, but thought that the more enterprises the better, so that more villagers could work outside their homes. (end of this chapter)