The roadside stalls on the "Civilian Canteen" can't afford to climb now?
The roadside stalls used to be called the "king of cost-effectiveness". They can get a dinner for 5 yuan, and a large bowl of fried noodles for 8 yuan.
However, many consumers find that roadside stalls are getting more and more expensive.
CCTV once reported that in front of a malatang stall called "Love", a bowl of vegetarian malatang sold for 106 yuan, and consumers had no choice but to call the police. The boss responded: "If there is no funds, please do not visit it; if there is no trouble, please do not cause trouble!"
Another netizens posted the expenses of roadside stalls in Hefei Green Axis Park. "6 roasted bird skewers (grilled chicken) and a seaweed sushi roll for 173 yuan. I can obviously grab it, but I gave you a few roast skewers."
When exactly did the roadside stalls become so expensive?
01Stacks subcontracted by layers
CCTV once reported that the street stall owners were sad.
Because the threshold for setting up stalls is low, many people have tried to set up stalls in public places. But the facts are not as simple as imagined. A street in a central provincial capital city is called the largest night market by netizens. When it comes to investment, the stall price is only a few dozen yuan per month. As a result, the subsequent stall fee has increased to 800 yuan per month.
Even so, many people will rent the stalls and then transfer them to other merchants at a higher price to earn the difference, which will cause the stalls to double their value.
The starting price is so high, can the snack price not rise?
02 The legend of Internet celebrity stall owners getting rich
The traffic-driven and Internet celebrity effect have also made many stall owners tilt their mentality and lost their direction in entrepreneurship.
Including the positioning of roadside stalls to "Internet celebrity entrepreneurship" that pursues high profits and builds personal brands.
In order to obtain traffic, stall owners invest in the research and development of "high-value" and "new and unique" products, and pay for marketing and promotion of platforms such as Xiaohongshu and Douyin. These costs need to be covered by high premiums.
The topics including "get rich when setting up stalls" have frequently flooded the screen on social media: "Selling stalls to pay off 500,000 yuan in debt per year", "Selling two or three hundred kilograms of braised vegetables in two hours, earning 100,000 yuan a month."
Bloggers push carts to record the daily life of stalls, and often reveal big gold watches.
But the truth is that the long queue of customers is a professional childcare that costs 50 yuan to hire. The boss records the stall setting in essence to "sell classes". The so-called "three-day package meeting" and "exclusive formula" stall setting training classes have tuition fees ranging from 2,980 yuan to 5,000 yuan.
Many people are attracted to pay money to become disciples, buy equipment, quit their jobs and start businesses, and they often lose all their money in the end.
03Retrieve low-cost happiness
Internet traffic can not only empower the real economy, but also run the real economy.
High pricing + Internet celebrity effect has indeed allowed some stall owners to achieve financial freedom, but more stall owners want to "get fat in one bite" are the bitter fruits of miscalculation.
After all, the advantage of roadside stalls is that they are suitable for the people, and for ordinary consumers, being unable to afford to climb will increase everyone's "happiness cost". The result is - if you don't buy it, I don't buy it, and everyone won't buy it.
Then, there was the sound of the "bubble" bursting.
The roadside stalls with strong vitality are not only the creators of "urban fireworks", but also the gathering place for human feelings in catering. Whether they can survive continuously depends on the word "reality".
Stand owners can adjust prices appropriately according to changes in seasons, markets, etc. The peak season can be improved, but on the contrary, some discounts will be given in the off-season. But no matter what the situation is, you should not be too impetuous and just keep an eye on the price increase and seek to make quick money.
With sincerity and hard work, we can also gain consumers' understanding and tolerance, and recognize the bitterness, sweetness and sourness behind appropriate price fluctuations.
There is no shortcut to the roadside stall business, only sincerity is the "serious move".
(Comprehensive CCTV.com, catering boss internal reference, etc.)
