Catering entrepreneurship is a life of death.
This article was originally published by Red Meal Network (ID: Hongcan18), author: Liang Pan;Edit: Fang Yuan.
We have 50% more catering equipment in 2023** than in 2022. ”
The equipment collected in the first half of the year was not enough to sell, and the warehouse was directly liquidated in the second half of the year. ”
Before a batch of equipment was opened, it was already pulled to the warehouse. ”
It is better to open a restaurant than to be a catering 'corpse collector'".
In 2023, the catering industry has experienced a "store opening boom" and a "store closure wave". In this torrent, a group of second-hand equipment manufacturers who have been living behind the scenes for a long time have been pushed to the front of the stage, they welcome newcomers, and also see the old people go, becoming a new generation of "Internet celebrities".
While earning enough attention, some second-hand equipment manufacturers have even staged a jaw-dropping "myth of getting rich". And behind their huge profits, the dreams of millions of catering entrepreneurs have been shattered.
In the first half of the year, the equipment was not enough to sell, and the warehouse exploded in the second half of the year
We have 50% more food and beverage equipment in 2023** than in 2022. ”
An Dawei, the person in charge of second-hand catering equipment of Brother Dog, has been engaged in the second-hand catering equipment business for 6 years, and is accustomed to seeing new stores open and old stores closed. When it comes to the catering market in 2023, An Dawei bluntly said that he felt an unusual chill.
In the past two years, An Dawei will also use equipment for 3-5 years. By 2023, there will be more and more second-hand equipment circulating on the market, limited to energy, most of the equipment in Andawei's company is within 2 years, and it will become new.
There are not a few companies that are in a similar situation with Brother Dog's second-hand catering equipment**.
In the second-hand kitchenware city in Panyu, Guangzhou, a milk tea equipment supplier who did not want to be named told Red Meal Network that the cost of buying second-hand equipment is only one-third of the new equipment. Judging from the condition, the milk tea machine in its store is seven or eight percent new.
Shanghai Yuqing Catering Equipment is a company mainly engaged in high-end catering equipment, which was co-founded and operated by Feng Jiafei and Liu Hongbing, two post-90s people from Anhui. Liu Hongbing told Red Meal Network that in 2023, his company's ** equipment will be more than the previous year, and the overall condition will also be updated, "Most of them have only been used for about half a year, and some stores have survived for a longer time, and the equipment has been used for 2 years, and the old equipment is mostly from some chain stores." ”
Liu Hongbing shared a catering business that impressed him: 2 years ago, this catering business purchased a batch of catering equipment and opened a Western restaurant;Business will not be good in 2023, his western restaurant will not be able to operate, and the same batch of equipment will be sold back.
Yuqing has two warehouses in Shanghai, and the rent of the warehouse alone costs millions of yuan a year.
The equipment collected in the first half of the year was not enough to sell, and the warehouse was directly liquidated in the second half of the year. Liu Hongbing said that the average turnover rate of warehouses in the first half of 2023 will be about half a month, and it will drop to 2-3 months in the second half of the year. This means that there are far fewer people opening stores in the second half of the year than in the first half of the year.
An Dawei felt the same way.
The turnover rate of the warehouse of Gouge's second-hand catering equipment in the first half of 2023 will not exceed 3 days, and the equipment will be sold soon after it is put into storage. After September, the turnaround rate began to slow down, and the average turnaround time is now 21 days. "In the first half of the year, our equipment was not enough to sell, and we had to transfer goods from our peers. ”
In the eyes of many people, second-hand equipment is a profitable and stable profiteering business. "If you take back a few tens of yuan, you will sell it for hundreds when you turn around" and "the profit of second-hand goods is at least five times or more" ......Reviews like these abound.
However, after communicating with a number of catering equipment suppliers, Red Meal Network learned that this business is not as profitable as some people imagine.
An Dawei told Red Meal Network that in 2019, the machine he bought for 1,000 yuan could still be sold for yuan. Now there are more practitioners, and the machine purchased for 1000 yuan can only be sold for about 2000-3000 yuan.
The equipment manufacturer mentioned above, who did not want to be named, also revealed to Red Dining Network that the purchase price of an ice machine in its store is more than 2,000 yuan, and the external price is more than 4,000 yuan.
At the same time that the profits of second-hand equipment are decreasing, the equipment of **merchants ** has begun to rise. Liu Hongbing told Red Meal Network that the competition between peers is becoming more and more fierce, resulting in higher and higher equipment, and tends to be transparent and standardized, "The equipment that used to be able to collect 10,000 yuan may now need 15,000 yuan." ”
In Liu Hongbing's view, the second-hand equipment industry has entered the stage of competing services. At the same time, with the increase in entrants, the service quality of second-hand equipment manufacturers and the quality of machine maintenance have also become factors for catering customers to consider.
Bubble tea shops, coffee shops, hot pot restaurants, takeaway restaurants,
Prefabricated food stores,Become an "entrepreneurial killer".
An Dawei told Red Meal Network that from the perspective of the types of equipment in 2023, bubble tea shops have the most equipment. Secondly, it is a pure takeaway restaurant that only does takeaway, which not only has a large number of closures, but also has a short life cycle. In addition, hot pot restaurants are also a category with more equipment, especially those operated by single stores, and the situation of brand chain stores is relatively better.
Hot pot restaurants, milk tea shops, and pure takeaway restaurants, which are called "entrepreneurial killers", have an obvious feature of high standardization and low difficulty in store operation, of course, these tracks are also popular for catering entrepreneurship in 2023, and correspondingly, there are more companies that have fallen.
According to Qichacha data, as of December 31, 2023, more than 50,000 new companies will be added in the tea field in 2023, and more than 30,000 will be cancelledMore than 70,000 new hot pot tracks were added, and more than 30,000 were cancelled and revoked.
In terms of entrepreneurial losses, hot pot restaurants are undoubtedly the most miserable.
The equipment of the hot pot restaurant is not expensive, and the owner's willingness to buy second-hand is also relatively strong. However, the shop is large and the decoration is exquisite, and the ordinary level of decoration requires 30-500,000 yuan. An Dawei said that once the store is closed, the real gold invested by practitioners can only be wasted.
In comparison, the losses of pure takeaway restaurants are relatively small. Generally speaking, the investment of many pure takeaway restaurants is small, and the rent is relatively cheaper, "The investment in opening a takeaway stall is less than 100,000 yuan, and you may lose tens of thousands of yuan after closing the store." An Dawei said.
As for milk tea and coffee shops, although the equipment they use is relatively expensive, it is often difficult to sell well in the second-hand market**.
Liu Hongbing told Red Meal Network that in 2023, the popularity of the coffee market will decline, and Yuqing will ** many chain coffee brand equipment, including many automatic coffee machines with an original price of more than 100,000 yuan. But the coffee machine sold relatively slowly, and Yu Qing had a "cautious" attitude.
Generally speaking, the value retention rate of equipment with high liquidity and large market demand is relatively high, and the price may go to the discount of the new machine. Relatively unpopular equipment, although the unit price is very high, the **business gives** may only be 1% off. When asked about the pricing standard of second-hand equipment, Liu Hongbing told Red Dining Network that the specific price of equipment is not only related to the degree of depreciation, but also to consider the degree of market shortage.
After the C-end dividend faded, the life of the prefabricated food store became not very easy.
According to An Dawei, in March 2023, a batch of equipment in the general warehouse of a prefabricated food brand has been pulled to Brother Dog's warehouse before it has even been opened.
In its first-class prefabricated food stores, the longest business cycle is only about 2 years. "The survival cycle of prefabricated food stores is very short, about a year is already a long time, and individual stores can be opened for a longer time. ”
Novices are easy to fall off the pit of joining,Veterans are involved in the ** war
It is easy for novices to step on the pit when they join, and most of the losses of catering veterans are due to the fierce competition in the market. During the interview, a number of catering equipment manufacturers issued similar exclamations.
Liu Hongbing shared one of Yu Qing's clients. The couple did not do catering before, but they happened to learn about the franchise policy of a chain coffee brand, and after going to the brand headquarters to inspect it, they found that the business was booming, so they chose to join. In the early stage, hundreds of thousands of yuan were invested in the decoration fee alone, and more than 200,000 yuan was spent to purchase equipment, but the business ended in closure after half a year. ”
In Liu Hongbing's view, the prosperity seen by catering laymen is mostly an illusion.
The location of the store that the brand brings to the franchisee is usually better, and it is difficult for the location of other franchise stores to have so many customer flows. In addition, some stores seem to be popular, but in fact, they have invested money in promotion, or even created the illusion of good business at a loss. After the franchisee really operates, he finds that the business is not so good. ”
Some catering novices who lack the ability to discern are easy to fall into the trap of quick recruitment companies. Under the vigorous publicity of the fast recruitment company, many people did not understand the brand through multiple channels, and started the road of catering entrepreneurship as soon as their brains were hot. It is often difficult to get good results by investing blindly in this way.
There are also "hands-off shopkeepers" who suffer, such as some cross-border players, who just want to invest money to be the boss, and the store operation is often handed over to others to manage.
Liu Hongbing said frankly that there are many shopkeepers in his own ** store, among which a Western restaurant in Suzhou that closed down before it opened made him feel pity. "More than 2 million yuan was invested in equipment, decoration and rent, and it closed down before it opened. The equipment has only been tried a few times, and it is basically the same as brand new. ”
It is understood that the owner of this store is also a catering layman, and he planned to open a western restaurant next to his clothing store to form a comprehensive format. So he opened a joint store with several people, with the owner and the head chef as the main partners. Among them, the boss pays for it, and the head chef holds the technology as a shareholder.
Later, there was a conflict within the team, and the boss temporarily struggled to find a suitable team of chefs, resulting in the store never opening. The store, which is located in a shopping mall in Suzhou, had to pay more than 100,000 yuan in rent every month, and after months of struggle, the owner had to close the store, disband the team and resell the equipment.
In addition to the entrepreneurial novices, the catering veterans are not having a good time.
An Dawei told Red Restaurant Network that he found that many old restaurants will be withdrawn in 2023, which was rare before.
Previously, he had a hot pot restaurant that had been in business for 13 years, and the owner of the restaurant revealed that an important reason for not being able to operate was involved in a fierce ** war. At that time, there were 4 hot pot restaurants on the street where this shop was located, and they fought with each other, one of which was an old Beijing copper hot pot and even launched a low price of 88 yuan for 3-4 people, which is really surprising to be placed in a first-tier city like Beijing.
Conclusion
According to Qichacha data, the number of new domestic catering-related enterprises in the first half of the year exceeded 1.68 million, compared with 1.35 million in the same period in 2022, with a growth rate of more than 20%.
However, as soon as the six-month lease period expired, the industry ushered in a brutal reshuffle. As of December 31, 2023, about 1.36 million catering businesses have been revoked in 2023.
From the hot market of second-hand catering equipment, we can also intuitively feel the cold of the catering market. And this also inspires latecomers, at present, catering entrepreneurship has been a dead life, and it is necessary to be cautious when entering the game. List of high-quality authors