Our reporter Zhao Ang

　　"Workers Daily" (August 16, 2022 Edition 07)

　　Autumn is approaching, and it is the season of the Internet buzzword "first cup of milk tea in autumn".

Taking advantage of this marketing stalk, some milk tea shops have also launched the "first bucket of milk tea in autumn" to attract consumers with bottled milk tea.

　　According to Tianyancha data, there are currently 329,000 "milk tea" related enterprises in my country, 98% of which are individual industrial and commercial households.

The milk tea industry, which is dominated by individual industrial and commercial households, is considered by some entrepreneurs to be an industry with low capital and technical thresholds, and its profit model is relatively direct.

Because of this, many entrepreneurs choose to open a milk tea shop as their "first pot of gold", thinking that this industry is "big profit".

　　Whether the first bucket of milk tea is the "first bucket of gold" suitable for starting a business, the comprehensive background of different entrepreneurs is different, and the situation of entrepreneurial cities is also different, so specific problems need to be analyzed in detail.

In fact, the low threshold of capital and technology does not mean that entrepreneurship in related industries is necessarily easy to make profits. After all, the low threshold not only means that there are many entrepreneurs, but also means that franchise enterprises can quickly use their capital advantages and brand effects to quickly deploy and seize Market, crowding out the business space of individual entrepreneurs.

　　In other words, if an entrepreneur chooses to open a milk tea shop in an individual mode, he is likely to fall into double competition with similar entrepreneurs and large chain merchants. It is difficult for small and micro enterprises or individual industrial and commercial households with limited funds and manpower to gain an advantage in the competition.

If you choose the franchise model, the franchise fee will increase the operating cost. Of course, many franchise conditions also limit the business space of the merchants, and it is difficult to optimize and adjust the products and services according to the external market conditions.

　　More importantly, behind the "difficulty in both" of starting a business by yourself or joining a business, the profit margin of milk tea shops is being compressed by the increase in comprehensive costs such as manpower and rent.

In addition, the unit price of milk tea is low and there are temperature requirements, the delivery market is limited, and it is more dependent on the flow of people, which is more sensitive to changes in the external business environment.

　　Of course, this is not to say that choosing milk tea to start a business is out of date.

In the past year or two, there have also been some Internet celebrity milk tea merchants. To find the way to success, there are many aspects such as identifying their own positioning to create a "personal design" for milk tea, focusing on online image marketing, and grasping specific market segments. promote it.

This is true of milk tea, and the same is true of other entrepreneurial industries.

　　Although a milk tea shop is small and complete, its operation involves all aspects.

That is to say, if an entrepreneur intends to take a milk tea shop as the first step in his own business, he should not be too concerned about whether the cost is low or whether the profit is high, but should learn to manage and operate a milk tea shop well, so as to improve himself and his team in public relations. , product control, marketing, network promotion and business management capabilities.

This may be far more helpful for future entrepreneurship than the funds brought by the milk tea shop.

And this is the real "first pot of gold" for entrepreneurship.