The Average Ice Cream Business Is Close To 200%&Nbsp; Teach You How To Open An Ice Cream Shop.

Spring has arrived, and summer is not far away from us. The most popular business in summer is ice cream shop. Nowadays, the market space of ice cream is about 12 billion yuan per year, the annual growth rate of the industry is over 100%, and the average profit margin of the industry is close to 200%.

Location

Market positioning is related to the age, sex, ice cream taste, consumer psychology and cultural background of target customers.

Age positioning: the age distribution of the main customers is between 12 and -35 years old. People aged 12 and -18 are interested in ice cream which is cheap and tastes good. People aged 18 and -25 are interested in ice cream, which is new and exotic, but the price is less than 50 yuan. People aged 25 and -35 are interested in ice cream with good taste and strong brand effect.

Gender positioning: because of the large proportion of female customers in the main customers, ice cream tastes mainly in chocolate, strawberries, blueberries, whipped cream, vanilla, western style flowers and flowers.

Flavor positioning: chocolate and strawberry flavors are suitable for people under 25 years old; blueberry and vanilla tastes better for people over the age of 25; ice cream with cream is more suitable for mental workers.

Consumer psychology and cultural background: the choice of high-end ice cream customers, the pursuit of brand, sentiment is better than the pursuit of taste; the choice of mid-range ice cream customers, the pursuit of taste; the choice of low-grade ice cream customers are aimed at relieving summer heat and thirst. General consumers, including primary and secondary school students, choose low-grade ice cream; college students and white-collar women choose high-grade ice cream; high-income people choose high-grade ice cream.

site selection

There are usually places for ice cream shops: commercial streets, shopping malls, supermarkets, schools near (less than 1000 meters away from school), campus, bar, office building, gas station, airport, railway station, subway station and so on.

According to the location: commercial streets and shopping malls are suitable for ice cream shops with a price range of 25 yuan -50 yuan. Supermarkets, schools, railway stations, subway stations and gas stations are suitable for ice cream shops with a price range of 3 yuan -25 yuan, and bars, office buildings and airports are suitable for ice cream shops with a price of 50 yuan or more.

According to external factors, the front door of a store is best adjacent to the road. The peak traffic flow is 100 people / hour, and the traffic volume is 200 vehicles per hour. The best choice for stores is not more than 500 meters away from beauty shops, clothing stores, jewelry stores and supermarkets, because the main consumers of ice cream are women, and ice cream shops are located nearby to attract target customers.

According to the direction of store orientation: the direction of the store door is best to the South or the East. First, during the day, the southern side has bright light and the longest light time, which is easy to attract customers' attention. Two, most customers tend to look at the right side when they are shopping.

Price
　
Ice cream is a non essential commodity, and price factors become a major factor that people consume. The price is related to the area, target market, ice cream flavor and equipment of the operator.

According to the target market pricing: county level cities, urban and rural areas and other regions, product pricing is not too high, below 5 yuan is more appropriate. Prefecture level cities and part of the provincial cities in the west, the products should be priced at the middle level (about 15 yuan). Ice cream prices in the municipalities and provincial capitals are relatively high, below 50 yuan. The ice cream in the top grade business district is the highest priced (over 50 yuan). The ice cream in the commercial pedestrian street is priced at the middle level (about 25 yuan -50 yuan), and the ice cream at the school entrance is the lowest (below 5 yuan).

The ice cream shop opened in the concentrated area of women's goods shops is priced at 25 yuan -50 yuan.

According to taste, the German style ice cream is generally priced higher because of its complex technology, followed by American ice cream, the second is the Italian ice cream, the lowest is the ordinary cream ice cream.

Renovation

Nowadays, ice cream commonly sold in the market is of two categories: soft ice cream and hard ice cream, among which soft ice cream is the main body of people's consumption. It is also divided into three categories: Italian ice cream, German ice cream and American ice cream. Each style of ice cream has different names and ingredients, and people feel different after eating. So the shop's decoration must conform to the style of its sales products.

According to taste: the sale of American style ice cream should be based on free and bold style, so that people have the feeling of being in touch with nature, with the blue or green as the keynote and the natural scenery. The lamp must be bright and the table chair is bright metal products. The ice-cream should give people a romantic feeling and feel warm. The warm tone is the keynote. The lights are mainly yellow and pink, and the tables and chairs are blue plastic products. When dealing with German style ice cream, the decoration must be dignified without losing the flavor of leisure. It is more suitable for some business people to rest, with dark colors as the background, and tables and chairs must be dark colored wood products.

According to the area of the shop: there are some popular cartoon designs in the decoration of ice cream shops near the campus; the ice cream shop in the senior business district can be decorated in German style. Ice cream shops in general county-level cities can be decorated as long as they are bright and clean; the ice cream shops in prefectural level cities are mainly decided by the varieties of operation; the ice cream shops in the provincial capital cities (municipalities directly under the central government) are determined by the location of the operation. If the ice cream shops on the commercial streets are decorated, the feeling of giving them light and bright can play a role in relieving fatigue.

Promotion

Commonly used promotional types: the most commonly used means of promotion are experiential marketing (free tasting) and cultural marketing, which can be used in two marketing modes for discount marketing. However, direct discounts can not be used alone, because ice cream is food, and direct discount is easy for consumers to feel the quality of ice cream is out of date, or the raw materials are out of date. Indirect discount is a good way to promote sales, such as package combination. Now this way is a popular practice in the catering industry, and KFC and McDonald's do better.

According to the variety of ice cream, new fancy ice cream is suitable for promotion by experiential marketing, and high-grade ice cream is suitable for cultural marketing. Mid-range ice cream stores are suitable for the promotion of packages (such as family packages, couples packages, student packages, etc.), and low-grade ice cream shops are suitable for bundling promotion methods (such as buying one get one free).

In addition, the experience marketing in the food field mostly appears in the form of free tasting. Consumers are free to taste food, so that consumers have a sensory impression of food. Cultural marketing is through the store's various publicity, such as the origin of ice cream, how to taste ice cream and so on, so that customers can learn some knowledge when they eat ice cream.

Ice cream sales in recent two years has become a popular business in small businesses. But in order to stand out from many entrepreneurs, we need to make our own characteristics.