In the blink of an eye, at the end of 2011, during the first half of the year, I opened three tea shops: seventy-seven milk tea shops, Minnan store, subway store and Wanda store. By the end of 2011, the three stores have gradually entered normal operations.
By June 2012, the three stores were in good condition and the income was stable. I feel a little self-satisfied. Based on the net profit of 10,000 yuan per month per store, the three stores can already bring me a net profit of no less than 30,000 per month. I started to plan a fourth store. My goal is to open to 10 stores with an average monthly profit of 100,000 yuan.
The above is the story of me and my tea shop as of June 2012.
Among the three stores of Qiqi Milk Tea Shop, Weinan Store is located in the residential area of the residential area. Next to the subway station, the Wanda store is located in the Wanda business district.
The three stores gradually began to operate normally, with a monthly income of 30,000.
Section 5 Cups
Where is the smooth road to the end? Just when I was complacent about the monthly income of 30,000 yuan, doing 10 stores and entering a dream of 100,000 yuan a month, a ring of phone calls brought me back to reality.
It’s the cool and cool manager of the subway store: “Seventy-seven, come to the subway store and come.”
Cool and cool is my second clerk, with a calm personality, flexible mind and sweet looks, is a trustworthy partner. From the tone of her slightly worried, I felt that something had happened in a bad situation. Sure enough, when I arrived at the subway store, I saw such a notice.
What happened to my subway shop. At first I didn't fully react to the impact of the subway construction on me, but in the next week, I completely understood what it meant to me.xxIn parallel, the two are still slightly crowded. For the operation of the tea shop, the sales volume determines the income, and the biggest cost lies in the rent. The rent was paid in one lump sum at the beginning of the year. It is now in July. Unless it is sublet, the cost of 12,000 per month is the sunk cost.
Soon, the impact of this mutation on me was reflected in the monthly income statement: due to the decline in the sales volume of the subway station, the average sales volume of the three stations decreased significantly, and the total revenue of the month decreased by 40%. The disadvantages of small business operations with poor ability to resist risks are undoubtedly revealed.
Section 6 Failure of Traditional Marketing.
Find a way out and find a way out!
Way Out: Looking for the next home store
I sent the information of the transfer store to all places I could think of, such as Weibo, market, and rental website. I also found a printing company, printed a box of small business cards, and my two little sisters were fragrant, cool and slick, posting small advertisements and sending messages, but no one knows when the subway station can be repaired. What happens after repairing, no one is willing to take on this risk, I personally feel that it is not reliable to find a home shop at this time.
Way Out 2: Send a leaflet near the store
I print a leaflet like many merchants. I invested 3,000 yuan in one time and printed 10,000 small advertisements. I and my clerk took turns to send to pedestrians near the subway store. Passers-by in the past did not accept this kind of compulsory sales, bypassed us, and even cast a contemptuous look. Some people who took the leaflets, less than 5 meters away, were thrown into the trash can next to them. Half a month passed, we sent 5,000 copies and recycled less than 50. I calmly reflected on the marketing behavior of this kind of roadside advertising, blind, non-directional, random, low credibility, and finally gave up.
Way Out: Directional Delivery Flyer