How does the tea market operate?

"Local atmosphere" mainly depends on whether there is a commercial atmosphere in this place. 1. Reasonable site selection: The most important thing in business operation is the "popularity" of the local atmosphere, which is not superstition. Whether this business atmosphere is suitable for the goods I operate, popularity "mainly refers to whether there are customers in the place where I operate, and whether these customers have psychological motives to buy my goods." Besides drinking health care function, tea is a special commodity. It can also reflect its cultural and artistic value, and make people pure, elegant and return to nature. The choice of tea shop should be based on the characteristics of tea, which can be summarized as: large passenger flow, 1 bustling commercial center: these areas have a strong commercial atmosphere. The shopping level is complex and the purchase frequency is high. 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". What does it mean to seize the "commanding heights"? 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. Most of them have no knowledge of tea. Near hotels and restaurants: Hotels and restaurants are places where business travelers live. Buy at any time, and, in order to visit relatives and friends, bring a little tea, elegant but not vulgar, and restaurants should also use tea to make tea. "China people's etiquette is very radical. Open a tea shop next to the hotel group, and the rent is not too high. At the same time, you can rent the business hall of the hotel, improve the style, and combine tea art, mainly to attract customers. 3 Traffic Avenue: These places have a large flow of people. Therefore, these places pay attention to the external attraction of tea shops, with novel varieties and favorable prices, which are suitable for some businesses with older font sizes and larger intangible assets. It's better to be someone who just started blindly opening a tea shop. Choosing residential areas is generally less risky, 4 residential areas: tea is a necessity for residents' consumption. But at the same time, for different levels of residents, tea shops operate in different ways. Hard work and simplicity are good. Old District: These residential areas have the characteristics of ancient China. Tea should not be too high-grade, tend to the middle and low grades, pursue low profits, be flexible in salespeople, pay attention to popularity, and ensure stable tea quality and good reputation. And the material wealth and spiritual civilization are relatively improved, B New District: this kind of residents' consumption is more advanced. 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. High standard of living, fast pace, C high-end property area: these people are the first to get rich after the reform and opening up. To open a tea shop in this area, the taste is higher and the price is higher. The quality of sales staff should be better, the packaging should be exquisite, and the tea should be packaged faster. At the same time, you can put more high-end gifts and high-end tea sets, and the business hours will be longer. Form an industrial area, D industrial residential area: There are some villages now. For example, the old cadre area, the teacher area and the star area. Tea operators should adopt different management methods according to the characteristics of different groups of people. But most consumers are excellent shoppers, such as markets: these places have a lot of traffic. Tea requires affordable prices, and discounts can often be taken to promote sales. The facade should not be too luxurious, near F school: intellectuals are the main customers. There must be many varieties, the price must be low, and the sales staff must have rich knowledge of tea. Not suitable for large-scale operation, there are other places: such as tourist attractions. Appropriate management of some commemorative packaged tea and the like. Make customers have a harmonious and beautiful psychology. Second, the decoration of the tea shop: the decoration of the tea shop mainly highlights the characteristics of the tea merchants. Tea shop decoration is divided into external decoration and internal decoration. External decoration can mainly attract customers to browse in the store, while internal decoration can mainly arouse customers' purchasing motivation. Exterior decoration has the following elements: 1 exterior decoration modeling: exterior decoration modeling must highlight the elegance of "tea" and the characteristics of pure heart. In order to stimulate the curiosity of consumers, signboards: signboards are permanent advertisements. Attract consumers' attention, facilitate consumers' memory, and also reflect the style of tea shop. Generally, tea shops use radical style, 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; Or varnish painted into the wood, engraved with the words inscribed by celebrities, and then painted green, simple and elegant; In addition, modern decorative materials can be used to make large rooms bright. It can better reflect the cultural and artistic atmosphere of the tea shop. 3 couplets: if you use couplets well. Can directly appease consumers' desire to buy, 4 window: the window is the first exhibition hall of the milk tea shop. The window should be designed as large as possible, and some attractive teas, such as fresh-keeping tea, scented tea and health tea with loud advertisements, and some tea sets should also be placed in moderation. You can make a few cups of beautiful tea in a transparent glass and change several varieties every few days. The lights in the window should be brighter, and the displayed tea leaves, tea sets and tea leaves should form a beautiful picture and change constantly. Good lighting, 5 store doors: the door of the tea shop should be as big as possible. At the same time, we should also consider security. It is best to use red or green, 6 external lighting: the external lighting of the tea shop must be bright. It is not appropriate to use red. If you use one or two green spotlights, it will highlight the attraction of the tea shop. A good name is the key. 7 Store name: The name of the tea shop mainly reflects the unity of the operator's personality and the harmony of tea culture. You can use traditional time-honored brands or ask tea culture experts to give a good name according to the characteristics of tea, such as Wuyutai Tea House, Xinyutai Tea House, Mantangxiang Tea House, Xianshan Tea House, Green Tea World, Five Blessingg Tea House and Tianfu Tea House. Several elements of interior decoration: smooth lines, 1 shelf counter is mainly a generous topic. Generally, it should be made of wood, which can be painted in the form of red wood or varnish, which can reflect the harmony and unity of the remaining tea leaves. At the same time, it can be used to make several treasures and a small bookcase for placing tea sets and books. If possible, it can be used to place a square table or coffee table for tea tasting. Generally use wooden decorative boards, 2 walls: the walls of tea shops should be simple and elegant. It is better to paint in primary colors, and it is also reasonable to cooperate with tea calligraphy and painting or introduce publicity materials about tea knowledge. Use marble, terrazzo and three floors: the floor should be clean and tidy. You can also use paper. If you want to lay a carpet, you'd better use green or gray, and never use dazzling colors. Generally use electronic fluorescent lamps, 4 lamps: the ceiling lamp must be on. The brighter the better. Counters and shelves should also be equipped with green lights, not red ones. You can put some flowers and plants, bonsai or big purple sand, porcelain bottles and 5 decorations appropriately: the decoration in the store is very important. The key is to use different ideas according to the characteristics of different tea shops to achieve the finishing touch effect, and must not be blindly piled up. The external environment must be coordinated, and the layout structure of internal decoration is related to trading and leisure. Give people a neat, elegant and comfortable feeling. First of all, you need to master a wealth of tea knowledge. Third, rich knowledge of tea: as a tea operator. Simple knowledge of tea planting, the origin, types and processing of tea, and 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 set knowledge related to tea. At the same time, we should know the requirements of the market from time to time, grasp the changes of tea consumption, update the management concept and predict the changing trend of tea consumption. This is especially true for tea. Fourth, strictly control the quality: the quality of goods is an important factor that determines the operation of a store. Therefore, when you enter tea, you must not be a person. You must strictly control the quality, look at the appearance, smell, moisture, 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, suppliers are required to have three certificates (business license, hygiene license and commodity inspection certificate) to enter the packaged tea. And whether the procedures are complete (packaging qualification, commodity bar code, origin, production date, shelf life) and unpack one or two boxes (bags) to see if the quality is consistent. Never save trouble, save money and trust people easily. It is best to choose suppliers with scale, strength and intangible assets. The custody is extremely strict. Fifth, the scientific nature of purchasing: the seasonality of tea is particularly strong. There are many kinds, which requires operators to have a clear and flexible mind when purchasing goods. Don't buy a lot of goods at once to save trouble. Be sure to understand the market dynamics and predict the sales situation of that year according to the size of your business and the sales volume of last year. We should be more cautious when buying high-grade famous tea. We should not try to make a lot of profits at once, but take measures to sell as much as possible and make less efforts. Otherwise, after a hard year, there will be a large backlog of tea. In order to contact in time when out of stock, as a retailer, it is necessary to establish information files of wholesalers and manufacturers. This avoids the contradiction between shortage and backlog. As operators, we must adapt to the market demand. Sixth, the variety should be complete: consumers have various requirements for tea. Try to complete the variety, determine the main varieties you operate, don't refuse other varieties, don't close yourself, have a tolerant attitude, accept new varieties, some unpopular goods can be less, and leave the supplier's address for emergencies. For operators, the key is to supply according to consumers' tastes. 7. Understand the taste of consumers in the business area: the final decision on tea quality lies with consumers. Consumers in different regions have different tastes, such as scented tea in the south, 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. Through the role of the media, 8. Rationalization of pricing: the selling price of tea has always been a difficult problem to solve. The previous price was too high. Consumers "stop looking for tea" now because of fierce competition, many people sell it too low, and some even lower than the interest price, resulting in vicious competition. It is believed that there must be reasonable pricing while insisting on good quality. First of all, you should determine the price of your purchase interest, calculate your business interest and your reasonable profit, and 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 considered reasonable because of their high artistic value. For example, "Huangshan Mao Feng" has pre-Ming premium, premium and first-class prices. Peony hydrangea has "the first spring", "the first Er Quan" and "the third spring". Second, it deals in tea and tea-related commodities. Ninth, the 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. Such as tea sets, tea books, refreshments, tea leaves, tea health products, tea characters, tea paintings and Four Treasures of the Study. Tea includes purple sand, porcelain, glass and stainless steel. And purple sand has high, medium, low, set pot, single pot, strange pot, black mud, white mud and red mud. Tea includes melon seeds, pistachios and beef jerky. 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. The first is classification. X. Orderly arrangement of commodities: The arrangement of commodities directly affects consumers' feelings about tea shops. Different kinds of tea and tea-related commodities must be displayed reasonably. Such as scented tea area, green tea area, black tea area, health tea area, gourmet tea area and tea set area, once again defined the level of consumers. It is best to put a brief introduction of tea (origin, grade, characteristics, etc.). ) in each area and then the overall layout. Tea and tea sets should be structurally matched with the inside and outside of your store according to the overall environment of your business point, so that the displayed goods can be coordinated and form a pleasing appearance. Economic strength can keep up, 1 1. Conditional tea shops can integrate tea tasting, tea shops and tea art: if the area of your tea shop allows. It is best to combine tea tasting, refreshment 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 calligraphy and paintings hanging on the wall, potted plants, original wooden tables and chairs, an exquisite tea set and exquisite refreshments on the table. In addition, well-dressed ladies and gentlemen are invited to perform several tea performances regularly, and a guzheng can also be set up. It has a strong absorption of decay. 12. Keep the store clean and the surrounding environment: tea is a very delicate drink. 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 that products that cannot be mixed with tea should never be operated in tea shops, 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. The shop assistant is the eyes of the teahouse. Thirteen. Improving the comprehensive quality of shop assistants: the key to the operation of a tea shop lies in the comprehensive quality of shop assistants. Improving the comprehensive quality of sales staff 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 a tea shop can produce benefits. Generally speaking, you should have the following professional qualities: timely style, elegant appearance, simple and frank expression, charming appearance of 1, neat and clean dress. Don't try to smile or be dull and expressionless. 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. Through the recognition of customers' appearance, keen observation and brown judgment, salespeople must have the function of "observing words and observing colors". Recommend different teas for different customers, so the transaction rate will definitely be higher. Different requirements, 3. More flexible and accurate response ability: because the customer level is different. This requires salespeople's ability to respond quickly to the different requirements of different customers, understand and understand customers' purchase intentions, and give a quick reply or provide services. Someone has summed up that the method of service reception is "one after another, two questions and three contacts", which is a concrete manifestation of flexible response. Provide an important means to exchange information and feelings, 4 excellent language skills: language is a tool for communication. Language expression is very important to business, which is directly related to the benefit of tea shop. Speak Mandarin, do not use service taboos, speak moderately, master the tone, be cordial and natural, be polite and frank, address people appropriately, use different polite languages for different customers, and master flexibly. Customers have different personalities and strong self-control ability: because the working environment of salespeople is monotonous. This requires salespeople to control their emotions. No matter how picky customers are, we should stick to a good attitude, take pains to ask questions and answer patiently. Don't get angry when you meet unreasonable customers, but explain patiently. Please keep in mind that the customer is God. Including the ability to identify counterfeit money, foreign currency and various checks, 6 have certain financial knowledge: salespeople must have certain financial knowledge. And fill in the invoice correctly. 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. A tea shop operator must have good psychological quality, business ethics, professional knowledge and superb communication and reception ability. Most operators understand the importance of milk tea shop assistants, in short. I hope you will make every effort to provide professional training for your Russian sales staff. Sharpen the knife and don't mistake the woodcutter, otherwise it won't be cost-effective to spend "huge sums of money" to open a tea shop because of the poor quality of tea by sales staff. This cannot be ignored. 14. establish a standardized financial system: a standardized financial system must be established to operate. No matter who sales staff you use, you should purchase, sell, take stock, discount, report the loss of cash account and take stock at the end of the month without mercy. Otherwise, establish a strict business system: as an operator, we must formulate a business system. Management will be chaotic. The following is the "business system" of Beijing Xin Yu Tai Teahouse for reference only. Keep the counter clean and tidy. First, go to work at eight o'clock in the morning and do a good job in the store. Get ready for business. Work clothes are neatly dressed. Salespeople are not allowed to wear makeup, perfume or dye their nails when they go to work. 2) Opening at 8: 30 on time. 3) 1 Smile service, and behave demurely in the business process; The valuation is correct, and the sales should be accurate. Accurate collection, singing and paying, never tired of asking, never tired of taking; 3. Be polite when delivering goods. Do not throw or dump articles; If you don't answer back, you will meet unreasonable customers. Explain patiently and receive every customer warmly. There must be two people to clear the cash, 4) after work. 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, that is, 1 No eating at the counter; Do not chat, laugh or fight in the counter; It is not allowed to ignore customers because of loading, closing and payment; 4. Don't sit on the counter to receive guests; 5. Do not quarrel, abuse or beat with guests; Store personal belongings and do anything personal; Visitors are not allowed at the counter. 7. No fire and lying on the cargo table; 8. Misappropriation of sales commodities is not allowed; 9 are not allowed to leave work without authorization; 10 is not allowed to give customers discounts or distribute gifts privately. Liutong: 1 Both strangers and acquaintances; Adults are the same as children; 3 buying and not buying are the same; 4 Busy and idle are the same; 5 buying goods is the same as returning goods; Ordinary customers are the same as individual customers. It must be strictly enforced for the time being. When the system is formulated, it cannot be regarded as a form. Be sure to do a good job in pre-sale and mid-sale services. 16. Do a good job in after-sales service: the sales staff is in the process of closing the deal. This is of course, but after the transaction, the customer has paid, and after-sales service is particularly important. Packaging, bag packaging, etc. 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, we should establish customer files and listen to customers' opinions. You can use TV, newspapers, etc. Those who do not have the conditions can also use salespersons and salesmen to print some small advertisements for publicity. Do more promotion. 17. Do a good job in advertising promotion: the importance of advertising promotion to businesses is well known as a conditional tea shop. Various forms can be discounted, and some tea-related gifts, such as tea sets and tea books, can also be given according to the purchase amount. Whether advertising or promotion, we must win the trust of customers, not deceive customers, and match words with deeds. It takes a long time for customers to accept and evaluate their taste, taste, quality and taste. 18. Prepare for temporary operation: tea is a special consumer product and art. This requires the operator to be patient. It doesn't matter if you don't make money by opening a tea shop for a few months or if you don't make money in a year. It is necessary to carry out continuous publicity and make improvements from time to time according to customers' requirements. Although opening a tea shop is not as "protracted" as the eight-year war of resistance, it will take two or three years. This may be a misunderstanding that many tea merchants cannot walk out of. Profits are getting more and more even. Nineteen. Gradually move towards chain: because the modern market operation is more and more standardized. 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 not stand still, let alone spend the money you earn. You should sum up the experience of victory, cultivate talents, expand business points and move towards chain on the basis of gradual stability. This will not only save money, but also benefit competition and make tea in an invincible position. 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, the enterprise will continue to grow and develop. Qi Xin, a former tea colleague in the world, worked together to grow together, thus shaking the glory of radical tea in China and competing with foreign tea for the international market. China Tea is sure to win.