According to statistics, the sales of baked goods are growing at a rate of more than 10% per year. Soymilk, doughnut-style traditional breakfast is gradually being replaced by baked goods, the younger generation and urban white-collar class represents this shift in consumption patterns. Bakeries and cake shops are springing up all over the place, and whether you go to the supermarket or go shopping, you're likely to smell the irresistible baking aroma wafting in the wind.
As far as the country is concerned, there are pie stores opening every day, but at the same time there are also shutters, it is not very difficult to open a pastry store, as long as there is a certain amount of money, you can open, but it is not easy to run it for a long time.
Site selection Commercial or residential areas
Site selection should be appropriate, which is one of the key factors in the success or failure of the business. Choose a densely populated busy downtown, commercial area, or near the residential area of the street room, depending on your customer orientation and investment scale. First of all, to determine your business objectives and customer orientation, these will directly determine the size of your investment; to determine the scope of business and business style, locking the consumer level and business type; according to the scale of operation to choose the store. Such as factory distribution operations do not need to consider the roadside, you can choose a cheaper rent; before the store after the factory to choose a convenient place for people to buy and conspicuous, store rent is best to control the monthly turnover of about 10%, which will affect your return on investment. To the selected place for population flow test, consumption habits, the surrounding population survey and analysis. Usually in the business district to open a store, the face of the customer is mostly white-collar class; residential area to open a store, the face of the main residents, the flow of guests as a supplement.
Legal operation of the premise of the license
1. Engaged in food production and management must first obtain the health administrative department issued by the health permit, before applying for a business license to the business administration department.
2. Site selection and decoration design should be in line with health requirements, its design review and acceptance of the project must have the participation of the health administrative department, to obtain the completion of the construction project health acceptance of the letter of approval before applying for a food hygiene license.
3. Small-scale catering refers to the production and operation of fixed housing units, the use of the area of 30 to 100 square meters of the catering industry. Less than 30 square meters shall not be engaged in catering production and operation.
4. Before opening to the county environmental protection bureau for sewage declaration registration.
5. Personnel must obtain a health certificate before participating in the work of the annual physical health checks must be carried out.
6. Personnel must be trained in national food hygiene knowledge before taking up their duties.
7. Procurement of food and its raw materials, must be in accordance with the relevant provisions of the State to the supply unit to obtain inspection certificates or laboratory tests. For details, please visit the website sponsored by the Beijing Municipal Health Bureau (?).
Customers do not come to the door for a reason
Opened, no one door, which for every investor is anxious to fire is not the top of the matter. At this point, can not blindly adjust the business ideas, but should calmly analyze the reasons. Usually in the first three months of business, due to lack of store visibility, business is normal. If after three months, the business is still down, then you have to find the reason. Here are some common reasons why customers do not come to the door, for reference and caution.
Products Fresh and flavorful Real ingredients
In the pie industry, product quality is the key element to retain guests, is the store life and death of the matter. Whether the bread in your store is fresh and attractive, whether the cake is fluffy and tasty will determine whether the store business is booming or closing down. Decide the quality of the product in addition to the staff technology, selection of materials, materials, and more importantly, integrity management. General small and medium-sized stores are divided into two categories: store sales staff and production staff. Store sales staff, including: financial, foreman and general sales staff; production staff, including quality control and supervision, foreman and general production workers. Foreman level employees should be carefully selected, their quality and business level directly affects the operation of the store. Employees to the post must be trained, because now they are still a scattered, they need to carry out a series of unified training, such as: standardized service language and sales methods, business skills training, product specifications, quality requirements, product appearance and aesthetics of the training, in addition to the development of the store code, and training for employees.
If you are an amateur, it's okay, but you must ask a master with at least 5 years of experience to supervise and manage, preferably in a foreign-funded star-rated restaurant. The craftsmanship of bakers and cake makers cannot be judged solely on the basis of the number of years in the business, but must be assessed through field production.
Western pastry is the integrity of the business, must pay efforts and costs to please customers. Good ingredients should be selected and baked with care, although it will increase the cost, but it is worth doing so. Food a mouth to know what level, the customer is always smarter than you. There are no shortcuts in this business, and speculation and cutting corners can only lead to your own demise.
Freshly baked food is the most popular factor, with 74% of people choosing freshly baked bread over next-day bread. Fresh bread from the oven often attracts people to buy it, and many of them can't help but take a bite and enjoy it right away. For the overnight bread, or made of dried bread for other uses, or simply scrapped to ensure that the food provided to customers is always the freshest.
Investment dead end
Misestimation of income Rent is too high Renovation is too expensive
The investment income budget must take a conservative attitude, very few companies due to the estimate is too conservative and failed, the budget is too optimistic and lead to the closure of the abound. It may be worthwhile to use the principle of discounting, put your estimates at a 50% discount, can not be wrong. Rent is a large and risky cost and should be kept as low as possible. Choosing the wrong location is a mistake that is extremely difficult to reverse and can be costly, even fatal. Don't spend more than your budgeted monthly turnover on renovations.
Comprehensive pastry store is the most cost-effective
In the pastry business, cake sales are the most profitable, although the sale of bread is a small profit, but the sales volume is larger, in the sales of ordinary pastry store, cake sales of about 40%, 60% of the bread; in the upscale commercial area of the store sales, cake and bread sales ratio is just the opposite. This can also be seen, positioning different, produce different sales results.
For investors, open a comprehensive pastry store, far more than a single business returns much better results. Both bread and cakes; both coffee and tea; both retail take away, but also tasting breaks, to provide customers with a diversity of choices.
Return on investment analysis
Selling point Food or life feeling
Chinese Commercial Federation issued the 2002 "China Retail White Paper", said China's urban residents consumption Engel coefficient has fallen to 37.9 percent. The Engel's coefficient reflects the proportion of people's food consumption expenditures to the total household consumption expenditures. The Engel's coefficient is getting smaller and smaller, which indicates that people have been able to use most of their incomes to improve their quality of life. The trend shows that the proportion of food consumption is getting smaller and smaller, while its absolute consumption is getting larger and larger. It can be seen, 50 cents 2 small steamed buns to fill the belly of the era has passed, food sales industry is destined to take the emotional route, selling not only high-quality food, but also to provide a good feeling of life. Continuous innovation and change, so that the people like to eat, willing to eat.
For investors to fully consider this point, in determining the business objectives and market positioning to long-term planning, in addition to high-quality products, but also strive to meet the psychological needs of consumers, can be from the store style, product appearance, meticulous service and other aspects of comprehensive consideration.
Twelve steps to prepare for opening
Step 1: Preparation of funds and determine the scale of production and marketing business, or production and marketing separate business;
Step 2: Preparation of technical sources and hiring staff, you can also do a job yourself;
Step 3: Selection of site. Determine whether to open in the commercial district, downtown, or residential neighborhoods;
Step 4: market research. For the regional food market demand, consumption status, spending power, the public's eating habits and competition in the industry to make a detailed investigation;
Step 5: feasibility analysis. Are the products and services acceptable to everyone? Are they better than those in the same industry? Where are the opportunities?
Step 6: turnover and market share assessment. Determine the size of the investment you are prepared to make and then estimate the size of the target market. Calculate the number of competitors and turnover, compare their own situation with that of their competitors, and estimate their own turnover and market share;
Step 7: Decoration and licensing. Decoration in line with national regulations, the facade is best decorated in warm colors, to have their own characteristics but not too fancy.
Step 8: buy equipment. Bakery business equipment manufacturers are more and more, you may want to consult your peers, take your time to choose, it is best to pick a good after-sales service.
Step 9: design a special, interesting, clear and easy to remember and have a meaning of the trademark, it is best to go to the registration, for the future branding, to create brand-name products to pave the way;
Step 10: the design of the product packaging, packaging to be practical and economical;
Step 11: purchase raw materials, which is a very critical link, depending on the grade of the products to choose, and contact a good raw material distributor. A raw materials dealer. In fact, the dealer knows you want to open, early to find the door. The selection of raw materials is very critical, it directly affects the quality of the product, may wish to choose some product quality and stability and provide after-sales service manufacturers of products.
Step 12: Publicity
Opening Success Stories
Kaiser Enbay
Opening Time: February 2002
Projects: Cakes, breads, and other confectionery
Place of Business: High-end commercial areas (China World Trade Center, Oriental Plaza), convenient subway station
Initial capital investment: about 200,000 yuan (China World Trade Center)
Initial capital investment: about 200,000 yuan (China World Trade Center)
The first step is to make the company more affordable. China World Trade Center)
Kaiser Enbay was founded by Singaporean and Hong Kong investors, Kaiser Enbay focuses on the production and sale of high-end pastry. Since the first store was created in February last year in the China World Trade Center, the business has developed rapidly, until April this year **** 22 stores opened. General manager Yuan Guoqiang believes that Beijing's bakery industry is a typical virgin market with no leading international or local brands, providing a high-growth, low-competition market environment with reasonable profit returns.
Customers of Kesembe are white-collar women in their 25s and 30s with monthly incomes of more than 3,000 yuan. Therefore, only in the most upscale and most convenient location to establish the image of the store. The operation utilizes the 5P elements of the market, i.e. Product, Place, People, Promotions and Price, which are the key elements of the market and represent the characteristics of a brand and the essence of its operation.
Casember's price is not low, but its value is high. In terms of price, it is 30-50% higher than that of a typical bakery, but Kaiser Permanente's products are made of hotel-grade materials, and the price of equivalent products in hotels is much higher than Kaiser Permanente's.
Good prices are the key elements in the market, representing the brand identity and operation.
Hollywood
Opened: September 1992
Projects: birthday cake, pastry, pastry, bread
Hollywood since the first opened so far in 52 cities across the country, there are nearly 300 stores, the product positioning of the middle and high-end, the customer usually has a certain ability to consume the crowd, delicious products, clean and elegant environment, quality service and make people feel good. Delicious products, clean and elegant environment, excellent service and reassuring quality are important factors to attract repeat customers. The pricing of the products is mainly based on the price and consumption level of the city as a whole, with slight differences in different specifications, materials and processes. It's important to have enough money in reserve for your pastry business.
Moscow Bakery
Opening time: a long time ago, about 20 years of history
Projects: cakes, bread, moon cakes, etc.
Geographic location: East and West of Moscow Restaurant, Beijing Exhibition Center
Moscow Bakery's Russian bread can pull you into a time tunnel, recalling the time when you were a child and your parents brought you to the bakery to buy bread and cakes in Moscow, which is the most popular place in the world. It is sweet and cozy, as if everything is back to yesterday. The manager of Moscow Bakery, Mr. Lin, believes that the quality of the product is of course the first place, but the management of personnel and promotional policies in the operation of the business also plays an important and indispensable role.