Autumn is coming, and it is the season of the Internet hot word "the first cup of milk tea in autumn". Taking advantage of this marketing stem, some milk tea shops have also launched the "first bucket of milk tea in autumn" to attract consumers with barreled milk tea. According to Tianyan survey data, there are 329000 "milk tea" related enterprises in China, of which 98% are individual industrial and commercial households. The milk tea industry, which is dominated by individual industrial and commercial households, is considered by some entrepreneurs as an industry with low capital and technology barriers, and the profit model is relatively direct. For this reason, many entrepreneurs choose to open milk tea shops as their "first bucket of gold", thinking that this industry is "small in cost and big in profit". Whether the first bucket of milk tea is the "first bucket of gold" suitable for entrepreneurship depends on the comprehensive background of different entrepreneurs and the situation of entrepreneurial cities. Therefore, specific problems need to be analyzed. In fact, the low threshold of capital and technology does not mean that entrepreneurship in related industries will be easy to make profits. After all, the low threshold not only means that there are many entrepreneurs, but also means that chain enterprises can quickly use their capital advantages and brand effects to quickly layout and seize the market and squeeze the business space of individual entrepreneurs. In other words, if an entrepreneur chooses to open a milk tea shop in an individual mode, it is likely to fall into double competition with similar entrepreneurs and large chain stores. Under such a competitive environment, it is difficult for small and micro enterprises or individual industrial and commercial households with poor adaptation to the local external market environment, insufficient experience and limited capital and manpower to gain advantages in the competition. However, if the franchise mode is selected, the franchise fee will increase the operation cost. Of course, many franchise conditions also limit the independent operation space of merchants, and it is difficult to optimize and adjust the products and services according to the external market conditions. More importantly, behind the fact that it is difficult to start a business by yourself or by joining a business, the profit space of the milk tea shop is being compressed by the rise of 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 more dependent on the flow of people. It is more sensitive to changes in the external business environment. Of course, this does not mean that it is inappropriate to choose milk tea to start a business. In the past year or two, there have also been some online red milk tea merchants. The way to their success is to find out their own positioning and create milk tea "personals", pay attention to online image marketing, grasp specific market segments and other aspects, and expand them. Milk tea is the same, as are other entrepreneurial industries. Although the sparrow in a milk tea shop is small, it has all five organs, and its operation involves all aspects. In other words, if an entrepreneur intends to take the milk tea shop as the first step of his / her own business, he / she should not care too much about whether the cost is low and the profit is high. Instead, he / she should learn to manage and operate a milk tea shop well to improve his / her own and team's abilities in public relations, product control, marketing, network promotion and enterprise management. This may be far more helpful to future entrepreneurship than the funds brought by milk tea shops. And this is the real "first bucket of gold" for entrepreneurship. (news agency)
Edit：Wei Li Bin Responsible editor：Yin Bing
Source：Workers Daily
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