How much should tea be sold? in an awful mess ...........................

Category: Business/Financial Management

Problem description:

I opened a milk tea shop, but the business was sluggish. I want to close it. It's really hard to pay so much for myself, but I can't do it better with tea anyway.

Analysis:

I. Reasonable site selection

The most important thing in business operation is "local atmosphere" and "popularity", which is not superstition. "Local atmosphere" mainly depends on whether there is a commercial atmosphere in this place and whether this commercial atmosphere is suitable for the goods we operate. "Fame" mainly refers to whether there are customers in the place where we operate and whether these customers have psychological motives to buy our goods.

As a special commodity, tea not only has the functions of drinking and health care, but also embodies its cultural and artistic value. It can make people pure, elegant and return to nature. The choice of tea shops should be based on the characteristics of tea, which can be summarized as follows:

1, bustling commercial center: These areas have strong business atmosphere, large passenger flow, complex shopping levels and high purchase frequency. Most consumers have strong characteristics of seeking quality, quality and beauty, but the cost of house price or rent is relatively high, and the competition is particularly fierce. Therefore, before entering, you must carefully consider and analyze whether you have manpower, financial resources and material resources. If you have the conditions, it is certainly right to enter the "business center". However, if you don't have the strength, you must not act rashly. These places need high-grade tea, so you should pay attention to the brand and the variety of famous tea. Tea sets should be matched with tea books related to tea, such as purple sand, porcelain and glass tea sets.

2. Hotels and restaurants: Hotels and restaurants are places where business travelers live. Most of them don't bring tea and can buy it at any time. And in order to visit relatives and friends, bring some tea, which is elegant and not vulgar, and the restaurant should also use tea. "Guests come to make tea" is the traditional etiquette of China people. It is worthwhile to open a tea shop next to the hotel group, and the rent should not be too high. At the same time, you can rent the management hall of the hotel, which can enhance the style and combine it with tea art.

3. Traffic Avenue: These places have a large flow of people, mainly to attract customers. Therefore, these places pay attention to the external attraction of tea shops, with novel varieties and preferential prices, which are suitable for some businesses with older brand names and larger intangible assets. It is best not to blindly open a tea shop.

4. Residential areas: Tea is a necessity for residents' consumption, and the risk of choosing residential areas is generally small, but at the same time, the business styles of tea shops are different for different levels of residents.

A. Old areas: These residential areas are characterized by primitive China, industriousness and simplicity. Tea should not be too high-grade, tend to the middle and low grades, pursue low profits, the sales staff should be flexible, pay attention to popularity, the quality of tea should be stable and the reputation should be good.

B. New District: The consumption of such residents is relatively advanced, and their material wealth and spiritual civilization are relatively improved. Operators are required to have slightly higher grades of tea varieties, richer varieties and more new varieties to keep up with the new trend of tea varieties.

C. High-end property areas: These people are the first to get rich after the reform and opening up. They have a high living standard and a fast pace. To open a tea shop in this area, the taste is higher and the price is higher. It is required that the quality of sales staff should be better, the packaging should be exquisite, the packaging speed of tea should be faster, and some high-grade gifts and high-grade tea sets can be added at the same time, and the business hours should be longer.

D. industrial residential area: now some cities have formed an industrial area, such as veteran cadres' area, teachers' area and star area. Tea operators should adopt different management methods according to the characteristics of different groups of people.

E. bazaars: these places have a large passenger flow, but most consumers are good shoppers. They demand affordable tea, and they often take preferential measures to promote sales.

F, near the school: intellectuals are the main customers, the facade should not be too luxurious, there should be many varieties, the price must be low, and the salesperson should have rich knowledge of tea.

There are some other places: tourist attractions, for example, are not suitable for large-scale operation, and some commemorative packaged teas should be properly managed.

Second, the tea shop decoration

Tea shop decoration mainly highlights the characteristics of tea industry, so that customers can have a harmonious and beautiful psychology. The decoration of tea shop can be divided into external decoration and internal decoration. External decoration mainly attracts customers to browse in the shop, while internal decoration mainly stimulates customers' purchasing motivation.

Exterior decoration has the following elements:

1, external modeling: The external modeling must highlight the elegance and childlike innocence of "tea".

2. Signboards: Signboards are permanent advertisements, which should stimulate consumers' curiosity, attract consumers' attention, facilitate consumers' memory, and also reflect the style of tea shops. Generally, tea shops use traditional styles, with rectangular plaques, large pieces of black paint as the background, gold-plated characters as the roll call, and celebrities are invited to write and carve them, which is solemn and magnificent. Alternatively, it can be painted with varnish, inscribed by celebrities, and then carved.

3. Couplets: If you use a good pair of couplets, it can better reflect the cultural and artistic atmosphere of the tea shop.

4. Window: The window is the first exhibition hall of the tea shop, which can directly influence consumers' desire to buy. The windows should be designed as large as possible, and some attractive tea leaves can be put inside, such as fresh-keeping tea, scented tea and health tea with loud advertisements. You can put an appropriate amount of tea sets, make several cups of tea with good quality in transparent glasses, and change several varieties every few days. The lights in the window should be brighter, and tea, tea sets and tea leaves are all displayed.

5. Store door: The store door of the tea shop should be as big as possible, and the lighting should be good. At the same time, we should also consider security.

6. External lighting: The external lighting of the tea shop must be bright, preferably white or green, not red. If you use one or two green spotlights, you can highlight the attraction of the tea shop.

7. Store name: The name of a tea shop mainly reflects the unity of personality of operators and the harmony of tea culture. A good name is the key. You can use traditional time-honored brands, or according to the characteristics of tea, combined with the thinking of operators, or ask tea culture experts to give a good name, such as Wuyutai Tea House, Xinyutai Tea House, Mantangxiang Tea House, Xianshan Tea House, Green Tea World and Beijing tea culture experts.

Several elements of interior decoration:

1, the shelf counter is mainly generous with smooth lines. Generally, it should be made of wood, which can be painted like red wood or made of varnish. This can reflect the harmony and unity of the remaining tea. At the same time, you can make several bookcases for tea sets and tea books, and if possible, you can put a square table or coffee table for tea tasting.

2. walls: the walls of the tea shop should be simple and elegant. Generally, wooden decorative boards are used, and it is better to brush with primary color paint. At the same time, it is reasonable to cooperate with tea calligraphy and painting or introduce publicity materials about tea knowledge.

3. Floor: The floor is mainly kept clean and tidy. Marble, terrazzo and paper are also acceptable. If the carpet is green or gray, it is best not to use dazzling colors.

4. Lighting: The lighting at the top must be bright. Electronic fluorescent lamps are generally used. The brighter the better, the green light should be installed on the counters and shelves, not the red light.

5. Decoration: It is very important to decorate the storefront. You can put some flowers, bonsai or big purple sand and porcelain bottles appropriately. The key is to adopt different ideas according to the characteristics of different tea shops to achieve the finishing touch. Never pile up blindly.

The layout structure of interior decoration must be in harmony with trading, leisure and external environment, giving people a clean, elegant and comfortable feeling.

Third, rich knowledge of tea.

As a tea operator, the first thing you need to master is rich tea knowledge, simple tea planting knowledge, the origin, types and processing of tea, and the places where all kinds of tea grow. The origin of local famous tea, the identification of tea quality, the change of tea price, tea art, tea ceremony, tea culture and tea-related knowledge. At the same time, constantly understand the requirements of the market, grasp the changes in tea consumption, update business concepts, and predict the changing trend of tea consumption.

Fourth, strictly control quality.

The quality of goods is an important factor that determines the operation of a store, especially tea. Therefore, when you enter tea, you must never be human. You must strictly control the quality, look at the appearance, smell, moisture measurement, soup, taste, leaf bottom and price, and be meticulous. If conditions permit, advanced testing equipment can be used. If you are not sure, you can ask some full-time technicians. At the same time, the supplier is required to have three certificates (business license, hygiene license and commodity inspection certificate) to enter the packaged tea. To find out whether the other party has a sub-packaging factory and whether the procedures are complete (sub-packaging qualification, commodity bar code, origin, production date and shelf life), open one or two boxes (bags) to see if the quality is consistent. Never save trouble and trust people easily. It is best to choose suppliers with scale, strength and intangible assets.

Fifth, the scientific nature of purchase

Tea is particularly seasonal, extremely strict in storage, and there are many kinds, which requires operators to have a clear and flexible mind when purchasing. Never buy a lot of goods at a time to save trouble. Be sure to understand the market dynamics, predict the sales situation of that year and make appropriate purchases according to the size of your business and the sales volume of the previous year. Be more cautious about high-grade famous tea, don't try to earn a lot at once, sell as much as you want, or it will be hard. There is a large backlog of tea, and the depreciation of aged tea is really chilling. New operators in the tea industry should be more careful, consult more experts and make more trips, because you can't afford it.

As a retailer, it is necessary to establish information files for wholesalers and manufacturers in order to contact them in time when they are out of stock and avoid the contradiction between shortage and backlog.

Sixth, the variety should be complete.

Consumers have various requirements for tea. As an operator, we must adapt to the market demand, try our best to complete the variety, determine the main varieties we operate, do not reject other varieties, and do not close ourselves. They should have a tolerant attitude and accept new varieties. Some unpopular goods can be less, leaving the supplier's mailing address in case of emergency.

Seven, understand the taste of consumers in the business area.

Whether the final decision of tea quality lies with consumers or not, the key for operators is to supply according to consumers' tastes. Consumers in different regions have different tastes, including scented tea in the north, green tea in the south and tea transshipment in the northwest. Different regions, each region is different. Take Beijing as an example, Dongcheng District likes strong flavor, strong soup and strong fragrance, Haidian likes light flavor, Huang Liang soup, and suburbs like bitter flavor, as long as it is resistant to soaking. This requires operators to make regular investigations and studies, make extensive contact with consumers, and update their tastes according to their needs.

Eight. Rationalization of pricing

The selling price of tea has always been a difficult problem. The upfront price is too high. Through the media, consumers "stop watching tea". Nowadays, due to fierce competition, many people sell too low, and some even lower than the cost price, resulting in vicious competition. I think there must be reasonable pricing while maintaining good quality. First of all, we must determine your purchase cost price. After calculating your operating cost and your reasonable profit, we should make a reasonable price with reference to the market. We can neither make huge profits nor compete at low prices. Of course, famous tea and special craft tea are priced higher because of their specific artistic value, which I think is appropriate.

Nine, the omni-directional three-dimensional structure of goods: there is a difference between the three-dimensional structure of goods and the complete variety. First, add different grades of tea on the basis of complete varieties. For example, "Huangshan Mao Feng" has pre-Ming super, super, first-class and so on; Peony hydrangea includes the first spring, the first Er Quan and the third spring. Second, it deals in tea and tea-related commodities, such as tea sets, tea books, refreshments, tea, tea health products, tea characters, tea paintings and Four Treasures of the Study. Tea includes purple sand, porcelain, glass, stainless steel, etc. Purple sand includes high, medium and low, set pot, single pot, strange pot, black mud, white mud and red mud, and tea includes melon seeds and pistachios. Third, unique packaging and storage methods are adopted, such as scented tea packed in tin foil bags, and green tea can be sold in the freezer. The main structure of tea should be determined according to different consumers in different regions, through market research, and can not be blindly imitated or pieced together.

X. Orderly display of goods

Commodity display directly affects consumers' feelings about tea shops. Different kinds of tea and tea-related products must be displayed reasonably, first classified, such as scented tea area, green tea area, black tea area, health tea area, gourmet tea area and tea set area, and then classified, so that consumers can see at a glance. It is best to put a brief introduction of tea (origin, grade, characteristics, etc.). ) in each area, and then the overall layout. According to the overall environment of your business, tea, tea sets, etc. It should have something to do with your store.

Eleven, conditional tea shop can set tea, tea shop, tea art in one.

If the size of your tea shop allows and its economic strength can keep up, it is best to integrate with tea tasting, refreshments and tea art. A very unique tea shop is connected with a small teahouse with unique flavor. The teahouse has an elegant environment, with several paintings and calligraphy hanging on the wall, several pots of plants, original wooden tables and chairs, a set of exquisite tea sets and exquisite refreshments on the table, and well-dressed hostesses and gentlemen come regularly. Or set up guzheng guqin to play famous ancient songs, so as to have a special mood. Don't charge too much, not to mention alcohol and tobacco, so that customers' desire to buy tea will greatly increase. Why not?

Twelve, do a good job in the store health and surrounding environment.

Tea is a very delicate drink with strong rot absorption. Hygiene in the shop is very important. Shops must be clean. Counter, shelf, tea bucket and tea box should be cleaned at least twice a day, leaving no dust. Pay special attention to the surrounding environment and see if there are any odorous objects nearby, such as perfume and alcohol. See if there are any pollution sources around, and never cook in a restaurant. In the same tea shop, green tea and scented tea should be separated, green tea should be sealed, and flowers should not be sucked to destroy the quality of green tea itself. Famous tea should pay more attention to the products that can't be mixed with tea, such as Chinese herbal medicines. If the pollution source is quickly eliminated because of the peculiar smell, you must stop selling it and replace it with good tea, so as not to damage the intangible assets of the tea shop because of the small loss.

Thirteen, improve the overall quality of salespeople.

The key to the operation of tea shop lies in the comprehensive quality of the clerk, who is the eyes of tea shop. Improving the comprehensive quality of shop assistants is the most critical link to open a good tea shop. As a tea shop assistant, one must first have a good cultural quality, and it is best to know one or two foreign languages and master tea-related professional knowledge, including the types, producing areas, quality standards, characteristics, brewing methods and storage methods of tea. At the same time, there are comprehensive knowledge, such as tea ceremony, tea ceremony, tea tasting, tea fighting, tea history and so on. The clerk is the key to dealing with customers directly, which is related to whether the tea shop can produce benefits. Generally speaking, they should have the following professional qualities:

1, attractive appearance: neat clothes, timely style, elegant appearance, simple and frank expression, neither forced smile nor dull expression. Speak and behave kindly, naturally and enthusiastically, without long hair, hair dye, nail polish, perfume or expensive decoration. The posture is natural and decent, and you can't be artificial.

2. Keen observation and brown judgment: The salesperson must have the function of "observing words and observing colors" and recommend different teas for different customers through their appearance, so that the transaction rate is definitely high.

3. More flexible and accurate response ability: Due to different customer levels, the requirements are different, which requires the response ability of sales staff to quickly respond to different requirements of different customers, understand and understand customers' purchase intentions, and quickly give a reply or provide services. Someone has summed up that the service reception method is "one after another, ask two questions and contact three", which is the concrete embodiment of flexible response.

4. Excellent language skills: Language is a tool for communication and an important means to provide information and exchange feelings. Language expression is very important to business, which is directly related to the benefit of tea shop. You should speak Mandarin, do not use service taboos, speak moderately, have a good tone, be kind and natural, be polite and sincere, address people appropriately, and use different polite languages for different customers.

5. Strong self-control: Because the working environment of salespeople is monotonous and customers have different personalities, it requires salespeople to control their emotions. No matter how picky the customer is, you should keep a good attitude, take pains to ask questions and answer patiently. Don't get angry when you meet unreasonable customers, but explain patiently. "Customer is God", please keep in mind.

6. Have certain financial knowledge: A salesperson should have certain financial knowledge, including the ability to identify counterfeit money, foreign currency and various checks, and the correct filling of invoices. As a milk tea shop assistant, you should also have various packaging capabilities, such as bag packaging, paper packaging, box packaging, barrel packaging and so on.

In short, a tea shop operator must have good psychological quality, business ethics, professional knowledge and superb communication and reception skills. Most operators know the importance of shop assistants. I hope you can give your Russian assistant professional training at all costs. "Sharpening the knife does not mistake the woodcutter", and we must not neglect it. Otherwise, it is not cost-effective to spend "huge sums of money" to open a tea shop and lose money just because the sales staff's tea quality is poor.

Fourteen, establish a standardized financial system

Management must establish a standardized financial system, which can not be ignored. No matter who you use, you should do a good job in the accounts of purchasing, selling, stocking, preferential treatment, cash loss reporting and month-end inventory.

Fifteen, establish a strict business system

As an operator, we must do a good job in the business system, otherwise, the management will be chaotic. The following is the business system of "Beijing Xin Yu Tai Teahouse" for reference only.

(1) Go to work at eight o'clock in the morning on time, improve the hygiene in the store, keep the counter clean, and get ready for business.

(2) Start business at 8: 30 on time, and wear the work clothes neatly. Salespeople are not allowed to wear makeup, perfume or dye their nails when they go to work.

(3) In the course of business:

1, smiling service, dignified behavior;

2, when selling goods, be accurate, accurate in pricing, accurate in collection, take pains to ask and take pains;

3. When delivering goods, be polite, and don't throw or dump things.

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4. When you meet unreasonable customers, you should scold them, patiently explain them and warmly receive every customer.

(4) After work, they clean up cash, pay money, clean up business tools, sort out goods and clean up shelves.

(5) Seriously implement the "Ten No's" and "Six No's" at the counter.

Ten noes:

1, no eating at the counter;

2. Chatting, laughing and fighting are not allowed in the counter;

3. It is not allowed to ignore customers because of loading, closing and payment;

4, are not allowed to sit on the counter to receive guests;

5, are not allowed to quarrel with the guests, abuse, beating;

6. Do not receive visitors, store personal belongings or do any private affairs at the counter;

7, there is no barbecue price, lying on the cargo table;

8, are not allowed to misappropriate sales of goods;

9, are not allowed to leave work without authorization;

10, it is not allowed to give customers a discount or distribute gifts privately.

Six are the same:

1, stranger, acquaintance;

2. Adults and children are treated equally;

3. Buying and not buying are the same;

4. Busy and idle;

5. Buying goods is the same as returning goods;

6. Ordinary customers are the same as individual customers.

Once the system is formulated, it cannot be regarded as a form and must be strictly implemented for a long time.

Sixteen, do a good job of after-sales service

In the process of closing the transaction, the clerk must do a good job in pre-sales and in-sales services, which is of course. But after the transaction, the customer has paid, and after-sales service is particularly important, such as packaging and bagging. Send the guests out politely and leave a good impression on the customers. At the same time, some customers have to return or exchange goods because they are not at ease with the taste of our store and can't find a reason to refuse. At the same time, they should set up customer files and listen more.

Seventeen, do a good job in advertising and promotion.

The importance of advertising and promotion to enterprises is well known. Conditional tea shops can make full use of TV and newspapers. Those who do not have the conditions can also use salespersons and salesmen to print some small advertisements for publicity. Promotions should be in various forms and can be discounted. You can also give some tea-related gifts according to the purchase amount, such as tea sets and tea books. Whether advertising or promotion, we must win the trust of customers and not deceive customers. Your words and deeds are consistent.

18. Prepare for long-term operations.

As a special kind of consumer goods and art, tea needs a long time for consumers to accept and evaluate its taste, taste, intrinsic substance and grade. This requires operators to be patient, and it doesn't matter if they don't make money for a few months or a year. Need to constantly promote and improve according to customer requirements. Although opening a tea shop is not as "protracted" as the eight-year war of resistance, it will take two or three years.

19. Step by step towards the chain: With the modern market operation becoming more and more standardized, the profits become more and more even. If the benefits of the first and second tea shops you run are good, and you have accumulated a lot of intangible assets, you must never stand still, let alone spend the money you earn. You should sum up successful experience, cultivate talents, expand business points and move towards chain on the basis of gradual stability. Only in this way can we save costs, be conducive to competition and be invincible in the tea industry. To open a chain, you can first establish a distribution center, establish and improve various rules and regulations, select talents, and copy the points that have been managed well. In this way, your enterprise will continue to grow and develop, and join hands with Qi Xin, a former tea colleague in the world, to grow together, thus reviving the glory of China traditional tea and competing with foreign tea for the international market, and China tea will surely win.