"I lose 2,000 yuan every day when I open my eyes, and I don't know when it's a head"; "The rent here is too expensive, 50,000 yuan is really unbearable, let's see you in the rivers and lakes"; These two monologues, one is from the beauty blogger Mo Fan, who has nearly 6 million followers, and the other is from the Internet celebrity blogger "Pangolin" Lu Erxi, who has 5 million followers. With the rise of major short** social platforms, a group of bloggers and Internet celebrities have become popular. Like many celebrities, they are also eyeing the "fat" of catering and want to try their luck. However, catering is an industry that seems to have a low threshold, but it is full of thorns, and it is very "fair" to all entrepreneurs. Even if you have resources, flow, and capital support, it is difficult to survive in the fierce battle, and if you are not careful, you will be eliminated from the game. 6 Million Followers Beauty Blogger:"I will lose 2,000 every day when I open my eyes, and whoever likes to do it in this bubble tea shop will do it".Following the celebrity investment in opening a restaurant, in recent years, with the explosion of short **, a group of Internet bloggers have also begun to enter the catering, wanting to get a piece of the pie. Zhang Mofan, as an Internet celebrity blogger with nearly 6 million fans on the short ** platform, also invested in opening a milk tea shop. In her words, she thought very well at the time, she invested in the capital, let the partner "take care of things", and invested 300,000 yuan as soon as her brain was hot, and the bubble tea shop was indeed very prosperous when it first opened, but the good times did not last long, and slowly losing money every day became a daily routine. 1. As soon as it opened, there were millions of fans to support, and more than 100 people wanted to "join".Because he is a blogger with millions of fans, the popularity of the bubble tea shop has just opened, no less than that of a celebrity opening a restaurant. Zhang Mofan said that as soon as the bubble tea shop she invested in opened, millions of people knew about it on the whole network, and many fans rushed to the store to place orders. As a result, in the first few days before the opening, the staff was basically busy every day, and the need to "step on the hot wheels" was not available. Even many people called the founder of this brand, saying that they wanted to join the brand, and rough statistics were probably no less than 100 people. 
2. "I lose 2,000 yuan every day when I open my eyes, and I don't know when it's a head".But with such huge traffic and popularity, her bubble tea shop still makes money at a loss. In her own words, "Many people think that opening a bubble tea shop will lead to a well-off life, and many people will do it, but in fact, it is not the case at all, and now as long as you open your eyes, you will lose 2,000 yuan, and you don't know when it will be a head." Many people don't understand, with money and resources, it's reasonable to not make money, why lose money? Zhang Mofan calculated the account for everyone in his ** number: "My store is really not a treasure of feng shui, just this rent + personnel + water and electricity will go out for 2,000 yuan a day, counting the cost of this milk tea, you have to be 200 cups smaller to not lose money." Now the first thing I do when I open my eyes is to think about how to sell these 200 cups, our company has more than 70 people, and someone asks to drink milk tea every day, but one person drinks three times a day to reach 210 cups, but who will drink three cups of milk tea a day, and two days ago I really can't open this store, because all the raw materials of my house are fresh milk, yogurt, what does fresh mean, I can't stock up, 3-5 days to transport a wave from Xinjiang, this bucket will have to be 15, and I can't make a few cups, but when I sell a little more, Directly out of stock". 
The professional catering reporter learned and found that the milk tea shop invested by Zhang Mofan, the brand name is Xilin Girl, the main Xinjiang milk tea and yogurt, the price is not high, a cup ranges from 13-22 yuan, and the store has a discount of 7-8% when it first opens. The location of the store is located on the negative floor of New World Department Store, Block A, Wanda Plaza, Jianguo Road, Beijing, which is the core CBD business district of Beijing, and the rent is indeed not low. With low customer orders, coupled with high costs, and the slow weakening of passenger popularity, life is indeed difficult. 
3. "The most important thing is to be complained, and malicious bad reviews are too annoying".In addition to the store's business is not optimistic, Zhang Mofan said that the most important thing is "malicious bad reviews". The staff of the store came back and kept crying, some customers placed orders at 22:00 in the evening, and the mall got off work at 22:00, when all the things in the store were collected, the staff turned back in order to make a cup for the customer, but because it was closed, the employee told the takeaway customer that there was only yogurt in the store, and the customer gave a bad review because of this backhand. There are also customers who "have one set in front of them and one behind them", standing in the store and saying that it is delicious, and turning their heads and saying that it is not delicious, and because they want to operate it with their hearts, Zhang Mofan's milk tea shop deliberately marked on the cup "If you are not satisfied with any drinks, the store can redo it for you for free", but it still didn't work. "Usually I am scolded as an Internet celebrity, and I can't catch you as a keyboard man, but I'm a physical store, if not, I'll install a camera, and we say face to face, I want to rectify the market of malicious bad reviews, and I can't maliciously give bad reviews for a cup of milk tea", Zhang Mofan said. 
5 million followers Internet celebrity blogger"The 2 bubble tea shops have collapsed, and the rent here is too expensive to hold."Coincidentally, at the beginning of May this year, another popular blogger on the Internet, "Lu Erxi", also chose to start a catering business and opened 2 bubble tea shops, but one is currently closed and the other is being transferred. 
Lu Erxi's total number of fans on platforms such as Douyin, Kuaishou, and Station B is close to 5 million, and on multiple platforms, the amount of content he publishes often exceeds one million, and interactions such as likes and comments are quite frequent. Because of the "stalk", Lu Erxi is also particularly concerned and liked by netizens, and the stickiness of fans is high. In 2011, in the TV series "Fierce Battle in Jiangnan", Lu Erxi played the role of Chongqing Military Commander and Japanese double ** "Pangolin", originally this drama had a low rating, and he was not popular, but after editing by netizens, the clip of him pretending to be a cook in the play to deliver poisonous chicken soup was circulated, "Chicken soup is coming", "Why doesn't his grandmother drink it", "My drop task is completed" and other lines are spreading more and more widely, and he has become a ghost animal Internet celebrity. 
With the blessing of such traffic, Lu Erxi chose to start a business and personally opened a milk tea shop. In order to take advantage of his Internet celebrity attributes, he is also very good at business, and has launched drinks highly related to "Sending Chicken Soup" such as "Grandma Drip Tea" in his store. seems to be "the right time, place and people", but he didn't expect that in 4 months, his two bubble tea shops would not be able to hold on. There are two reasons for the closure of the store according to his self-report:One is the "rent cost" pressure"I'm also getting old, and this time it's a failed start-up. The rent of the two stores is 50,000 yuan a month, which is too expensive," Lu Erxi said. According to the inquiry, the first "Lu Erxi's milk tea shop" was opened near the Terracotta Warriors and Horses Scenic Area in Lintong District, Xi'an City, Shaanxi Province, and then, he opened a second store near the bell tower in Beilin District, Xi'an City. 
The other is the "low price" close hand-to-hand combat of tea involutionIn addition to the high cost pressure, another reason is that after experiencing the initial popularity, there are fewer and fewer stable source fans, most of whom are one-time check-ins, and the competitor next door is Mixue Bingcheng, which is known for its low price, although Lu Erxi's milk tea shop has also launched 399 yuan a cup of ** drink, etc., but the business in the store was quickly deserted. The low unit price of customers, the fierce fighting, the decline in customer flow, and the cost burden have made these two stores not popular for more than half a year. 
Traffic and resources can also be "lapsed".The market is fair to all! Leo Tolstoy once said, "Happy people are alike, and unhappy people are unhappy in their own way." It also seems appropriate to put this sentence on restaurant entrepreneurs. We always see a lot of successful cases of making money, but we always ignore some stores that have not been built. In the eyes of many people, millions of Internet celebrity bloggers like Lu Erxi and Zhang Mofan have many trump cards such as "traffic", "resources", "fame" and "capital", how can they not make money? And it can be seen from the ** they photographed, they all want to do a good job in products and physical stores. Lu Erxi really wanted to make money from the bubble tea shop, so he was staring at the store, and he also tried to design a name for the product and do welfare activities. Zhang Mofan's bubble tea shop team, like most catering practitioners, has to stand for 10 hours a day, and will meet all kinds of people, unspeakable grievances, and different difficulties, because there are things that they can't handle, and most of them are experienced and faced for the first time. It is not easy to start a catering business, and the market is "fair" and equal to everyone. Even if you have the "right time, place and people", you may not succeed in running out and living. As we reported two years ago, the experience of the fiasco of the head restaurant company in opening the sub-brand, as well as the fact that many veterans who have been in the catering industry for decades will also "hit a wall" and "fail" after changing to a new category track. Perhaps this is precisely the "fairness" of catering that attracts a large number of entrepreneurs, making everyone feel that it has a "low threshold", and no matter when they enter the game, everyone is on the same starting line. But this road is actually full of thorns and extremely testing, some people may find the key to success in failure after failure, and some people may end in setbacks.