In this article, I tell you about an example in the first half of 2021: there is such an Internet café in a street in Hainan, and the boss rationally uses the "gap period" and "human weakness" of the Internet café to operate the Internet café that will be on the verge of closure in just three months, with a burst of people, crazy profits, and three times the economic benefits than the original explosion.
First, the general environment and background of the story
Zhong Houliang is the owner of this Internet café and the protagonist of the story that the article will introduce to everyone. Speaking of Zhong Houliang, a man with an opinion, quick thinking, business acumen, and a very sunny and lively young man. After graduating from university in July 2011, he went to Hainan alone. I think that Zhong Houliang was also a graduate of a famous university, and after coming to Hainan, he also found a job that everyone envied, and he could receive more than 10,000 yuan a month at the beginning of his work, which was much better than many ordinary people.
We all know that being in a big company, there is definitely a lot of competition, a lot of pressure, and the work is very tiring. After working in a large company for five years, because he was diligent and thrifty and could manage money, he accumulated a generous deposit around him.
Zhong Houliang feels that although the income of working in the company is high and stable, the daily work is too tired and the work pressure is too great, which is not the life he wants. Zhong Houliang resolutely decided to give up this superior job and choose to start his own business, so he took over an Internet café of more than 300 square meters in a street in Hainan and became his own boss.
In the first two years, the business of the Internet café is not bad, and the monthly net profit is about 50,000 yuan. However, since 2018, the Internet café business has become more and more difficult to do. Because not only does every household basically have a computer and mobile phone, but also the Internet cafes around it are opening more and more, and the flow of people is diverted a lot. Although the Internet café business is difficult to do, the monthly net profit is barely passable.
Until January 2020, there was an epidemic all over the country, and due to the impact of the epidemic, Zhong Houliang's Internet café business was seriously impacted, and the flow of people was greatly reduced. The profit income from the operation of the Internet café is not enough to pay the rent of the venue, the wages of the employees, etc. Zhong Houliang operated bitterly at a loss, insisted on it for more than a year, and still did not see any improvement.
Faced with the dilemma in front of him, Zhong Houliang calmly thought and analyzed. After his comprehensive evaluation in all aspects, two results were finally obtained: 1. Closing the door and stopping losses to the greatest extent possible. 2. Continue to operate and carry out drastic reforms with the courage of breaking the ship.
The two roads in front of him, if you choose the first road, Zhong Houliang is not willing, after all, this Internet café has spent four years of hard work, how many days and nights he spent here, here are his dreams and beliefs, how willing to fall down and close it? Therefore, he cut off the first road, and indeed embarked on the second road, that is, to carry out drastic reforms with the momentum of breaking the boat, changing the business philosophy and abandoning the traditional way of operation.
In the end, Zhong Houliang adopted the model of rationally using the "gap period" and "the weakness of human nature" to implement a free service with time limits. Since the opening of this model, Zhong Houliang's Internet café has been crowded, the flow of people is full, crazy profits, and the monthly profits have increased by more than three times compared with the original.
2. Analysis of case studies
It is said that it is not easy to do anything in this year, the service industry is also the same, and the Internet café operation is also the same.
People who have run Internet cafes know that people who come to Internet cafes to access the Internet are generally concentrated in the morning from 09:00 to 00:30 in the morning, and there are very few people who go online in the remaining time, which can be called the gap period for Internet cafes.
Zhong Houliang boldly implemented such a marketing strategy: 07:00-09:00 in the morning, 12:00-13:00 in the afternoon, 00:30-11-02:30 in the morning, in these three time periods, the Internet is free, and no penny is charged. Free Internet access in the morning, noon and early morning is 2 hours, 1 hour and 2 hours respectively.
In order to make netizens feel that enjoying free Internet access is an honor, a threshold must be set, so that netizens can feel that free Internet access is their own effort to obtain, so as to prompt them to cherish!
The threshold is: this free Internet service can only be enjoyed by Internet café members, and the membership card must have a balance of 15 yuan or more each time to open the free service. (Because the member recharge has a send amount, recharge 10 yuan to get 3 yuan, recharge 20 yuan to get 10 yuan, not to introduce here)
In addition, Zhong Houliang made a small modification in the decoration, he used a large empty space, spaced into a small lounge, a total of more than 30. A dual-purpose sofa is placed in the lounge for members to rest. Lounge enjoyment is regulated, as long as the Internet full of 15 yuan and above members can enjoy free rest for eight hours, if not online or Internet access is not enough 15 yuan, and want to use the lounge, then all from the membership card full of 15 yuan can also enjoy. This move has greatly attracted all kinds of people to come to the Internet café or purely to rest, and has absorbed a lot of money for the Internet café.
After all the preparations were ready, Zhong Houliang made a two-day publicity campaign and made sufficient efforts to hold a five-day free Internet activity.
Free Internet activities have begun, anyone just need to share with the WeChat group during the event: somewhere an Internet café can access the Internet without spending money, free to go on, tired and sleepy, there is a lounge for free rest and other content. Send a WeChat group every day, go online minus 0. 5 yuan per hour, and so on, 5 or more free Internet access a day. During the event, it was very lively, and the Internet café was overcrowded. Through the netizens' one-to-ten, ten-hundred-to-ten, people who love internet bars nearby know everyone. Because most of the people who come to the Internet café are people who live near the Internet café, through their 5 consecutive days of the same message in the circle of friends, their friends also know about this matter. Another is that most of their friends are nearby people and will have a common interest in loving the Internet.
After the 5-day event, Zhong Houliang's Internet café was overcrowded, and people who did not get the machine to access the Internet lined up there to wait for the machine.
Since then, Zhong Houliang's Internet café has appeared a strange phenomenon, starting at 6 o'clock in the morning, some even earlier, there are many people who come to the Internet café early to access the Internet, they are afraid of getting the machine to get the Internet later, which means that they can't enjoy the free Internet time. At noon, there are almost no machines idle.
The evening is even more lively, some people come for the free time slot of 0:30 a.m. to 2:30 a.m., and some people come for the cheap lounge. After the free time period, it was almost 3 o'clock in the evening, and many people chose to surf the Internet all night or go to the lounge to rest, but the lounge was too small, and most people chose to continue to surf the Internet.
Zhong Houliang rationally used the "gap period" of Internet cafes to carry out conditional free Internet access operations, absorbed a large amount of traffic, and greatly increased the total amount of Internet time with economic benefits. Pinch the weaknesses of human nature just right.
In this way, Boss Zhong rationally took advantage of the "gap period" and human weakness of the Internet café to operate the Internet café that was on the verge of closure in just three months, with a huge flow of people, crazy profits, and the economic benefits were three times higher than the original explosion.
In the future, we will introduce more and better business methods for everyone, illuminate the road to business for everyone, and take fewer detours!