Nowadays, the entrepreneurial market is turbulent, and various emerging industries are emerging. For entrepreneurs, choosing which industry is a key step to success. Compared with other investment channels and financial management tools, entrepreneurship has more meaning of lifestyle at the above level. Entrepreneurship is a way of life, and in a certain sense, lifestyle also changes the ideas and direction of entrepreneurship to a certain extent.
The financial management market is turbulent, with "profits" and "losses" coming in the morning and evenings. However, entrepreneurship, as a means of investment, is less affected by policies and has a relatively low technical threshold. But it is precisely because of this that the official basis for exploring the future direction of entrepreneurship in 2006 is not so clear. After visiting nearly a hundred examples of successful entrepreneurship in this city, the reporter summarized and sorted out their experience and market trends, and concluded four ideas, hoping to be helpful to investors who intend to start a business in 2006.
Idea 1: Highlight individuality and exclusive market
It is undeniable that current consumption is constantly upgrading, and the basic demands of eating, dressing, and communicating have never changed. However, expressing individuality has become a newer and higher consumer mainstream and requirement. The business opportunities are also attached to providing "personalized choices".
As the market environment matures and competition intensifies, the space for traditional retail has become very limited, and the "following the trend of entrepreneurship" that was popular a few years ago has little market. Only through the pursuit of individuality can a store attract the discerning eyes of customers; only by having a distinctive personality can your store stand out in the brutal business competition and open up room for development while reducing competition.
The concept of personalized stores first originated in the United States and became popular in Japan. It means a store with a unique style, more professionalism, and distinctive creativity. At present, in the existing domestic market, the concept of personalization can be divided into two types. One is product personalization, which mainly seizes the current consumers' desire for change and innovation, flaunts alternative and fashionable characteristics, and provides unique personalized products. For example, this magazine once reported on custom-made dresses and hand-painted leather goods; the other is store personalization, such as Starbucks, which emphasizes coffee culture, and Muji, which provides exquisite daily necessities. These unique stores start with cultural concepts and Win the recognition of consumers.
Starting from the division of these two concepts, there are roughly two types of individual entrepreneurial models worth learning from in 2006.
First of all, DIY shops are a unique form that has seen a promising trend in recent years. From pottery bars and silver jewelry bars to paper art bars, flower art bars, etc., DIY has begun to penetrate into every aspect of life. Different from ordinary stores, these small handicraft workshops promote the new consumption concept of "Do It Yourself" or even "Enjoy your self". Their selling point is not the product itself, but the process of making the product. This is the attraction and the main source of profit. , thus leaving a lot of room for creative development for management.
Secondly, there are stores that focus on personalized products, such as poster galleries that specialize in exquisite products, party supplies, etc. They basically provide unique and creative products to meet the needs of some consumers who pursue personal style and taste. Although personalized products need to be different, it does not mean that they are new and unconventional. Part of their definition is similar to that of "niche market" products. How to grasp the scale that balances uniqueness and practicality is particularly important.
What needs to be reminded is that taking the personalized route requires entrepreneurs to have unique ideas and tastes, and to have sufficient foresight and expectations for the prospects of entrepreneurial projects. In the process of selecting materials, purchasing, and selling, they must also pay attention to maintaining the uniqueness of originality. . In addition, a common risk of personalized projects is that they are not popular for a long time. When personality is no longer individual, entrepreneurs should make decisive decisions and make quick adjustments. Raising the technical threshold is an important means to slow down business opportunities.
Idea 2: Green business opportunities for healthy consumption
Lifestyle not only upgrades consumption, but also changes dramatically in the structure of consumer demand. At present, people are increasingly pursuing the quality of life and paying attention to their own health. The proportion of urban families with average living standards and above in investing in health care is gradually increasing. Healthy consumption has become a hot topic in ordinary people's household consumption. From the hot sales of green food to the rise of fitness clubs and health restaurants, they all convey the message that as domestic residents' health awareness continues to increase, there are huge business opportunities in the health field.
Take the United States, whose industrial structure is foreboding, as an example. The health industry did not exist 20 years ago, but today the revenue from the health industry has reached 200 billion U.S. dollars, equivalent to half of the revenue from the entire U.S. automobile industry. Experts predict that U.S. consumption in the health industry will grow from 200 billion to 1 trillion U.S. dollars from 2000 to 2010, a five-fold increase. These benefits come from providing the public with products that make people healthier, more beautiful, delay aging or prevent diseases.
Health is a broad concept, and it is still in its infancy in terms of current market development. For entrepreneurs, it is not difficult to find a "well" of money that can be opened and mined. However, if you want to use health as a selling point for starting a business, the threshold is not low. Entrepreneurs must first have a concept of healthy living, understand the latest trends in the health consumer market, and master certain professional knowledge. For example, to open a therapeutic restaurant, one must have a basic understanding of traditional Chinese medicine and nutrition, and employees must be properly trained in order to provide Professional services. Secondly, in terms of the amount of funds invested in the early stage, taking the health and medical industry (including pharmacies, traditional Chinese medicine stores or drug stores) as an example, the capital threshold is more than 3 million yuan.
Therefore, it is not difficult to see that although the health market is now ready to take off, it is more superficial than the word "health". The market is not standardized, practitioners are uneven, and its professionalism and scientificity are questioned, which also results in few main products in the market. A healthy industrial brand was born. For latecomers, this is equivalent to leaving a rich world for 2006 to show their talents.
Idea 3: Women and children are still easy to make money
The Jews said, "Make money from women and children!" This golden saying for entrepreneurship still stands after the test of time, and it was the same in 2006. The difference is that the consumption interests of women and children have changed slightly.
Relevant surveys show that 70% of social purchasing power comes from women. From large shopping malls to small street stores, the main consumers are women. In the past, most entrepreneurial bosses were men, but data from various entrepreneurship exhibitions in recent years show that the proportion of male and female entrepreneurs' willingness to start a business has been basically equal. Therefore, the increase in women's entrepreneurial willingness is also the reason for the fermentation of female concept store business models.
The business opportunities for women are nothing more than beauty-related, but compared with other business opportunities, most industrial projects show a trend of waxing and waning in operating performance. The difference in the beauty industry is that when new business opportunities arise, the original structure will change. The impact is not obvious. For example, from the perspective of female consumption hot spots in the past two decades, there has been a transition from clothing, makeup, beauty and slimming, and plastic surgery. However, the emergence of new hot spots will not have an impact on the former, and even have complementary effects. It can be seen that this market is an infinitely expanding market. For entrepreneurs, the later-stage management ability test is better than the early-stage project selection judgment.
At the same time, a report released by the Chinese Academy of Social Sciences shows that children’s education consumption has surpassed pension and housing consumption and has become the largest purpose of residents’ savings. It is estimated that the annual education consumption of domestic residents is about 250 billion yuan. The education and training market is showing strong demand momentum, especially in the fields of language training, vocational training, early childhood education and other fields, and there are unlimited business opportunities.
Take the children's culture and education industry as an example. According to statistics, there are 33.5 million children aged 2 to 12 in the country, of whom more than 20% attend talent classes. Based on an average monthly expenditure of 1,500 yuan per person, the annual market size is It reaches more than 12 billion yuan, and there are about 14.2 million children aged 2 to 6 studying in kindergarten. Based on the average school attendance rate of 60%, the average monthly expenditure is 700 yuan, and the annual market size reaches more than 70 billion yuan.
It should be reminded that although there is huge space for entrepreneurship in the education field, there are already signs of partial saturation in popular fields such as English. Therefore, entrepreneurs cannot blindly follow the trend and look for new “private territories”.
Idea 4: Aim for a high threshold for joining
Franchising is regarded by many entrepreneurs as a shortcut to start a business with a low threshold. Not necessarily.
In 2005, a survey on entrepreneurship by the Municipal Business Startup Guidance Center showed that 32.5% of the surveyed people chose chain franchising to start a business, while only 16.7% planned to invest more than 100,000 yuan in entrepreneurial capital. This misunderstanding is also an important reason why this article needs to be separated into a separate paragraph.
To join a chain enterprise, you have to invest a lot of money in franchise fees and deposits. What do investors mainly want? I believe that the most important thing for most investors is the brand. Brand is the lifeline of a chain franchise and the biggest return for investors after paying the franchise fee. The franchise fee can be regarded as a reflection of the brand value, and looking further, it is the cost of the perfect management and technology behind it.
Therefore, the advantages of choosing a high-precision franchise project can be easily determined through comparison.
First of all, high-threshold projects screen out more competitors for investors, and among the few peers who are selected on the merits, their excellent personal qualities not only ensure the success of their brands, but also reduce their franchise behavior. risk. However, it is important to note that a high threshold does not simply equate to a high financial threshold. When choosing a franchise project, investors need to identify the specific components of the franchise fee. If a higher proportion is used to invest in equipment, then your investment is likely to be working for an equipment manufacturer.
Secondly, high threshold corresponds to high visibility to a large extent. For individual investors, they may not be able to own a resounding brand of their own in their lifetime, such as KFC with a starting price of 8 million yuan or McDonald's with a starting price of 2.5 million yuan. Although The investment is expensive, but once you successfully join, you will have a global network to help you promote it. Even on the first day of opening, you will never worry about no one coming.
Finally, the most important thing is the "management" and "technology" that franchisees obtain after paying high investments. Why chain brands can achieve success is that a very complete management solution and training system is their trump card. Rather than buying a follow-up support system full of loopholes at a low price, it is far less cost-effective to pay a high-threshold franchise fee to buy a proven and successful one.
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