What is worse than the drop in housing prices is the catering that lost 1.3 million people!

In the past few days when I returned to my hometown during the holiday, my relatives and friends saw one after another, listened to the stories one after another, and wiped one handful of bitter tears after another......

Many voices say that these two years are very similar to 2008.

After the 2008 crisis, people who were originally on the same starting line became poorer and poorer with 2 million cash in hand, and those who exchanged 2 million yuan for houses in core cities had already increased their assets several times.

But now, it's completely different!

If you look around you, you can win directly by lying down with cash, while those who work hard and invest hard in the stock market, property market, funds, and entrepreneurship with cash are getting poorer and poorer the harder they work.

1

Thunder in the entrepreneurial world, catering stepped on 8 percent!

The night before, my cousin came to drink and complained about the bitterness of the night.

In fact, before this year, he was the favorite child of the older generation, he didn't fall in love in high school, he didn't deviate from college, he entered a good unit as soon as he graduated, and then he encountered the demolition of his home, and when he was still working overtime in the rental house in his twenties, he had a house, a car, a ticket, and all the children.

But this year, as soon as he entered the catering door, he went from being the richest man in the family to becoming the "first loser" overnight.

In May last year, he built a seafood barbecue restaurant on the commercial street of the county, and the initial investment was close to 1 million from the takeover of the store to the decoration, equipment, materials, and personnel costs.

At the end of December, he couldn't bear it at all, he didn't do it anymore, the equipment and furniture he bought at a high price were all sold second-hand, and he finished disposing of everything last month, and he calculated the accounts:

After 6 months of hard work, I lost 500,000 yuan, and even the house price and stock price were killed in seconds!

But in fact, this is not unique in the catering industry, and has long become the norm.

800,000 principal to open a noodle restaurant, only one week collapsed!

A few days ago, a young man in Shanghai stepped into the catering industry with 800,000 yuan and unstoppable entrepreneurial enthusiasm, and opened a noodle restaurant in a commercial area, but it was on the verge of closure after 6 days of opening.

Is it exaggerated? It's normal.

He rented 90,000 yuan a month, bet two to pay three, and 450,000 went in. But for a noodle restaurant to really be in business, it costs money to decorate, equipment, cooks and waiters, and utilities.

As a result, after opening the store, his average daily turnover could not even reach 2,000, and the rent could not be covered, so he was compensated.

In the first half of the year, a swarm of bees squeezed in, and in the second half of the year, another swarm of bees withdrew!

Last year, because of stimulating consumption and encouraging mass entrepreneurship, many people swarmed in, and the small-cost catering was hot, from milk tea shops, barbecue restaurants to hot pot restaurants, and even mobile stalls everywhere on the streets, Internet celebrity fried chicken, fried skewers, etc., were short-lived and lost a lot.

In the dining area on the first floor of many shopping malls in Chengdu, there is a store closed and subleased every three or five days, and many stores can not work for 5 months, with an average loss of at least 200,000 yuan per store.

If you don't admit it, there is no way, catering has become a black sea of entrepreneurship, and 90% of them can't make money!

In these years, you have a grudge against yourself when you start a business? !

2

The official data is extremely torn with the feelings of the individual!

Some time ago, the National Bureau of Statistics released the latest data:

In 2023, the national catering revenue will be 5,289 billion yuan, a year-on-year increase of 20.4%, exceeding 5 trillion yuan for the first time.

Breaking 5 trillion for the first time, an increase of 20.4%, at first glance, this data is really beautiful, and it is not in vain in the past year, desperately stimulating and encouraging consumption.

As the hot pot market with the largest proportion of catering, the hot pot boss "Haidilao" achieved a revenue of 18.89 billion yuan in the first half of last year, a year-on-year increase of 24.6%, and a net profit of 2.26 billion yuan, which is close to the net profit of the whole year of 2019.

This data doesn't look bad.

It can only be said that the temperature difference between the top of the mountain and the foot of the mountain is too big.

Some people estimate that only 10% of the catering can make money, of which 1% of the catering makes 60% of the entire industry, and the remaining 9% is drizzle.

Believe it or not, there are more new stores opened, and more stores are closed.

This picture is very clear.

In March and April, the number of registrations exploded!

Since March last year, the number of new restaurant registrations has soared to 417,000, and in April/May, it was also above 300,000.

In May and June, the sales volume of cancellation cranes surged!

In the first 4 months, the sales volume of the cancellation crane was still in single digits, and it suddenly doubled in May/June, more than 3 times higher than last year, and until October, it continued to be at a high level.

In the past year, the number of new registrations reached a new high, reaching 3.18 million, but at the same time, the number of canceled hangs reached an astonishing level, with 1.359 million cancellations.

This truth is so cruel that for every 5 new stores opened, 2 will close.

Among them, milk tea shops, hot pot restaurants, and fast food snack bars are the hardest hit areas.

In the first half of the year alone, there were as many as 80,000 bubble tea shops, 120,000 fast food snacks, and 12,000 hot pot restaurants.

Many well-known catering brands, including Hutou Bureau, Wuye Mixed Noodles, Jiayou Good Noodles, Hanyang Restaurant, Big Fish and Begonia, have either closed down across the board, or closed down directly, or the number of stores has closed to only one or two in normal business.

3

A large number of restaurants have closed their stores, but they have fattened another business: the sale of second-hand catering equipment.

If it was placed in the past, how could anyone use second-hand equipment to open a new store, but now with the downgrade of consumption, the general environment is like this, no one dares to be bold when opening a store and starting a business, and second-hand equipment is popular.

From 2022 to the first half of 2023, it is the tide of store openings, and the second-hand market for catering equipment is in a mess.

The price of the left hand is recovered at a 2-3% discount, and the right hand is resold at a 5% discount, and the transaction volume doubles.

At that time, 90% of the second-hand market was catering equipment, and some could be completed and sold in a week, and the circulation was quite fast, and the warehouse of more than 1,000 square meters was almost emptied in three months.

On the second-hand recycling list, the first place is the bakery, followed by the milk tea shop and hot pot restaurant, as well as the barbecue restaurant, etc., all of which are closed stores.

In the second half of the year, the frenzy of store closures came again, and by the end of August and the beginning of September, the warehouses were full again, but this time it was different, after a large number of recycling, they could not be sold.

There is a boss, 5000+ square meters of second-hand warehouses are pressing, and most of them have not been resold until now.

Open Salted Fish and Xiaohongshu, casually search for second-hand equipment recycling, and the screen is full of catering business failures.

Behind every second-hand recycling transaction, there is a story of losing money and breaking my heart.

In the words of a friend who specializes in second-hand recycling:

It's so pessimistic, and the whole industry is filled with pessimism......

4

What's more, some restaurants are only open for cutting leeks!

The most typical of this is a large number of franchise stores -

You want to make money with it, and from the first time it sees you, it only wants to harvest your brand franchise fee, equipment fee, decoration fee, material fee, and training fee......

A Malatang, the franchise fee is as high as 200,000, a star hot pot restaurant is as high as 500,000 yuan, and even an ordinary Qian Aunt shop, I once calculated that it needs to start at 380,000 yuan......

There are also star restaurant franchises, which are even more impure from the beginning, and after failure, they are frantically withdrawing.

Han Han lost hundreds of millions of yuan due to catering; Hong Kong star Wu Zhixiong opened five restaurants in a row in the mainland, all of them closed, losing tens of millions of yuan; Chen He's Xianhezhuang hot pot, which had more than 800 at its peak, is now only about 100 left......

To put it bluntly, 80% of franchised restaurants are just a capital harvesting game.

Once at a dinner, a catering tycoon shared his feelings with everyone:

Pioneers, don't choose catering lightly!

Cross-bank entrepreneurship, side hustle to increase income, don't choose catering easily!

If you don't have much money and your ability to resist risks is not strong enough, don't choose catering!

Either they have enough experience and the probability of failure is much lower than that of others, or they have enough money and are not afraid of losing money and are resistant to losing money.

Today I am writing about catering, but it is not just catering, and most of the businesses are quite difficult at the moment.

For some well-known reasons, since last year, it seems that the whole society has been persuading young people to start their own businesses.

Zhejiang encourages civil servants to start a business, Hangzhou and many other cities have been vigorously encouraging college students to start their own businesses, and a provincial capital encourages veteran bus drivers with more than 10 years of service to start their own businesses......

I just want to say that in these years, the more people try to persuade them, the bigger the pit, the more you don't want to do it!

If it's a good thing, as for persuading from top to bottom, it's almost an appointment one by one?

In particular, the "warriors" in the catering industry are more lonely than the retail investors in the big A......

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