What kind of business is suitable for in this town? Go to the countryside
There is a place that KFC cannot take care of
After that, Liu Jie began to think about KFC. Soon, she accidentally discovered a business loophole of KFC, that is, KFC Because they dislike the poor and love the rich, in addition to the high franchise fee, they also have strict requirements for the location of operation. That is, KFC fast food restaurants are only required to be opened in business districts of large and medium-sized cities, and rural areas are not considered at all. After learning about this situation, she suddenly had an inspiration: Since I can't survive in a big city, why don't I open a fast food restaurant in the county town? What KFC looked down upon was an opportunity for his own development! When Liu Jie told Lin Hui his idea, Lin Hui suddenly said uneasily: "You have failed to open a store twice, and now you are going to open a store in a rural area." , how can rural areas have as much consumption power as cities? If we fail again, how can we buy a house and get married in the future? ?Liu Jie saw that what he said was somewhat reasonable, so he began to investigate the county first.
In the autumn of 2008, Liu Jie was introduced to Fuxian County, Shaanxi Province. After investigating various schools and kindergartens, he soon discovered that almost everyone in the county knew about KFC, but what they really ate was KFC. Very few people go to KFC. What kind of business is suitable for this town? Although many local children yearn for KFC, due to economic conditions and transportation constraints, it has become a luxury for them to taste KFC. And because of this, she increasingly felt that there was huge market space for opening a similar "KFC" store in the county. After searching, she found a Chinese restaurant for sale in the city center and rented it at a monthly rent of 1,000 yuan.
Back in Beijing, Lin Hui learned that Liu Jie had taken the initiative and rented the store. He immediately said angrily: "Are you crazy or just hot-headed? Now everyone else is thinking of ways to make money from the city people." If you don’t have enough money, but you go after the rural people, isn’t it obvious that you are taking money and throwing it into the water? ?But Liu Jie insists that she comes from the countryside, and she best understands the psychology of rural children's yearning for foreign fast food. Therefore, she felt that her choice this time was absolutely right. The more places KFC does not operate, the more business opportunities there are.
In early 2009, Liu Jie scraped together 50,000 yuan, then simply renovated the store in Fuxian, and opened the first American fast food restaurant in Fuxian in February of that year. On the day of the opening, she hired a promotional vehicle and a waist drum troupe to build momentum in a lively manner. With loudspeaker propaganda and waist drum troupes helping out, this small county town was soon bustling with people, and the small shops were even more crowded with customers. What kind of business is suitable for this town? After a child came to her shop with his father, when he saw the hamburger, he shouted: "Dad, I want to eat Roujiamo!" Liu Jie smiled and gave him a hamburger and said kindly: "Eat it, this is But it's American-style meat buns. ?As a result, she earned more than 3,000 yuan on the day the store opened. As the news of this American fast food spread further and further, many parents from towns and villages came with their children to try it out. She earned more than 70,000 yuan in just one month of operation. But the good times didn't last long. Two months later, her business gradually went into recession.
What is the reason for this? After investigation, Liu Jie quickly discovered that the reason for the lack of business was because the price was too high. American fast food KFC meals generally range from 22 yuan to more than 30 yuan. Such a price is obviously a bit luxurious for some poor people. For 22 yuan, you can buy 10 bowls of noodles and 6 meat buns locally! It seems that she wants to If you want to gain a foothold in rural areas, you must turn fast food into a fast food that is acceptable and affordable for the poor. In order to attract customers again and prevent the loss of popularity that he had finally gathered, Liu Jie decided to reduce the price of the set meal to 8.8 yuan. However, when Lin Hui heard this, he cursed: "Silly woman, how can we make any money by doing this?" Isn't this obviously a loss-making business? ?But in the face of fierce opposition from her boyfriend, Liu Jie refused to give in and insisted on lowering the price of the package to 8.8 yuan. Seeing that she had her own way, Lin Hui was so angry that he returned to Shenzhen alone.
After Lin Hui left, although Liu Jie felt very frustrated, she knew very well that her own shop had just opened, and its popularity and influence were far less than those of the local noodle restaurant. If she wanted to expand her reputation, You must exchange low prices for the market. Only if you succeed here can you have the opportunity to expand to counties across the country. What kind of business is suitable for this town? Therefore, in this sense, she does not want to care about temporary gains and losses.
But after the price came down, Liu Jie soon couldn't stand it anymore: because she could taste a set of delicious "foreign fast food" for only 8.8 yuan, her shop had long queues every day. Even though she was so busy at the end of the day, It hurts, but it makes no money at all. You know, selling this kind of set meal costs 6 yuan for a hamburger, a French fries and a cup of Coke, which does not include rent and labor costs. Obviously, although her business method has made her popular, her business has been losing more and more.
There is no turning back when the bow is drawn. Liu Jie, who had already boasted so much in front of her boyfriend, was forced onto the cliff and began to search hard for a solution. Just when she was distressed, she suddenly found a way to reduce costs while going out to relax.
In March 2009, Liu Jie went to Shenzhen Hongfa Temple to relax. At noon, a friend invited her to try vegetarian dishes from Hongbo Temple. As she was eating, she suddenly thought: Since vegetarian food can be used in Chinese food, why can't it be used in Western fast food? As soon as she returned from Shenzhen, she started experimenting. Using glutinous rice and gluten as ingredients, she made vegetarian burgers, vegetarian pork chops, vegetarian chicken tenders, and vegetarian prawns, etc., and then provided them to customers for free to taste, allowing them to provide suggestions for improvement. Unexpectedly, after customers tasted this vegetarian fast food, most people thought it tasted good. And she calculated the cost and found that based on the package price of 8.8 yuan, she could still earn 50% profit!
This is a result that both merchants and customers are happy with. After the cost is reduced, Liu Jie In one fell swoop, three combination packages were launched: beef burger + small Coke + star potato nuggets, garden burger + milk tea + onion rings, and Beijing chicken roll + small Coke + corn on the cob. What kind of business is suitable for this town? In order to let more people know about this novel and affordable "foreign fast food", she printed a large number of flyers and went to towns and villages to distribute them. At the same time, she also launched activities such as 20% off discounts and free hamburgers for birthdays for kindergartens. In this way, after some publicity, her business became popular again. Many young people and children would rather take a detour to come here in order to taste this "foreign fast food" with Chinese characteristics.
The launch of the civilian package undoubtedly allowed Liu Jie to find the key to opening up the rural market. During holidays, her shop not only has a long queue, but also receives an influx of phone reservations. When business is good, she can sell it in one day Earn more than 10,000 yuan. At this time, seeing that she was too busy, she hired three more employees from Beijing and extended the business hours to 10 o'clock in the evening. While business was booming, she began to think about how to make the store bigger and then extend its successful model to other counties. What kind of business is suitable for this town? Smiling Proudly at KFC
I didn’t join but I still made 10 million
However, just when Liu Jie was feeling proud and ready to implement her ambitious plan, three months later, her business It became flat again, and when the business was sluggish, her daily turnover was less than 5,000 yuan! After asking customers, Liu Jie suddenly realized that the reason for the decrease in customers was that she thought she had a single variety and no longer felt fresh after eating too much. A parent told her: Although your fast food is affordable, children like the new and hate the old. If you can come up with something that attracts them, they will definitely be popular. ?
Inspired by this, Liu Jie began to develop innovative products again. Since there is only one form of American fast food French fries, she changed its shape into the smiling face hash browns that the children like; what kind of business is suitable for this town? The taste of onions was unacceptable to children, so she cut the onions into small rings, wrapped them in bread crumbs and fried them. Not only was it popular with the children, but it also saved costs.
An onion can be cut into 12 small rings, and if you sell 4 of them for 3 yuan, you can sell them for 12 yuan. Of course, these gadgets were just for children. Next, she invented the ice cream hotpot and fountain chocolate, which allowed her to hit the market in one fell swoop and completely win the rural market.
For Liu Jie, the inventions of ice cream hot pot and fountain chocolate were effortless. Once, when she was eating hot pot with her friends, a friend's child held an ice cream and childishly shouted that he wanted to dip it in the hot pot. At that time, everyone was amused by the child and joked with a smile that they wanted him to invent ice cream hotpot when he grows up. Although this was a joke, Liu Jie suddenly thought: If he could really invent ice cream hotpot and let everyone eat it together, it would definitely have miraculous effects.
But how to make ice cream into hot pot? Liu Jie first thought of heating the solid chocolate to melt it into a syrup, and then dipping food into the chocolate to eat. What kind of business is suitable for this town? Based on this idea, she asked someone to make a round hot pot, put the chocolate inside, and then lit the alcohol underneath. After the chocolate on top melted by heat, she took a fork and put the ice cream in the hot pot to rinse it, or rinsed it with Fruit, bread cubes, etc. are eaten as a dip. When you eat it, the ice cream is like candied haws. It tastes hot on the outside and cool on the inside. It has the mellow aroma of chocolate and the fragrance of ice cream. It has a unique taste.
On the evening of May 1, 2009, when Liu Jie went to Tiananmen to watch the night view, when he saw the fountain in front of Tiananmen, he suddenly thought of making chocolate into the form of a fountain. Later, she borrowed the principle of a fountain and asked someone to make a chocolate fountain machine. This fountain machine is heated cyclically and can not only melt solid chocolate into a syrupy liquid. Customers can also spray French fries, chicken wings, etc. with chocolate when eating, or dip fruits into them, which makes people feel novel and romantic when eating. happy.
Ice cream hot pot and fountain chocolate are undoubtedly a new way to eat. Once this ingenious business was launched, it was immediately popular among many young people and children, and the business revenue doubled. By the end of 2009, she was able to earn more than 200,000 yuan every month.
However, just when Liu Jie’s business was booming in Fu County, many counterfeit goods suddenly appeared on the market. These counterfeits are crudely made, but they still attract some consumers because of their low prices. In response to this situation, in order to protect her legitimate rights and interests, she filed an invention patent and trademark application with the State Intellectual Property Office and the State Trademark Office. What kind of business is suitable for this town? Soon, her invention patent and trademark for fountain chocolate, onion rings, and vegetarian burgers were approved by the State Intellectual Property Office and the State Trademark Office. Based on this, she developed varieties of colorful ice cream, latte art coffee, ice cream cakes and smoothie ice cream on the basis of her original business. After cracking down on counterfeiting and adjusting her products, her products immediately crowded out the imitations, and her business became prosperous again. Since then, due to the growing influence, franchisees from Hebei, Jiangsu, Anhui, Hubei, Hunan, Zhejiang and Beijing and other provinces and cities heard the news and approached her for cooperation. In this way, she quickly copied the fast food restaurant with a low franchise fee. He visited more than 40 counties and cities and made more than 10 million yuan in one fell swoop!
In the summer of 2010, the high-spirited Liu Jie spent 2.5 million yuan to buy a house of more than 100 square meters in Beijing. A wedding was held. In September 2010, she was admitted as a formal member of the China Cuisine Association; on November 8, the hot pot ice cream and hamburgers she invented were honored to be awarded the "Recommended Brand by the China Foundation for Consumer Protection"; at the end of the year, she was rated as "China Quality Service" Integrity Entrepreneur?, China's Top 100 Youth Entrepreneurship Elites. Afterwards, the American McCann International Food Group saw that she had the momentum to monopolize China's rural fast food market, so it took the initiative to cooperate with her. Now, she is no longer what she used to be. She not only rented an office building of more than 2,000 square meters in Shijingshan and established Beijing Happy McCann Food Management Co., Ltd., she also bought two properties in Beijing. He bought a house and an imported Audi car. Her goal is to fully occupy the fast food market in China's second and third tier cities and compete with KFC!