为么平台经理自己开外卖店亦亏钱？分析模仿别人开店最后失败原由
<span style="color: black;">是不是<span style="color: black;">非常多</span>决定做餐饮的创业人，都以为自己带着某些<span style="color: black;">优良</span>，<span style="color: black;">因此</span>肯定能<span style="color: black;">挣钱</span>？</span><span style="color: black;">像<span style="color: black;">博主</span>就听说过，有不少厨子辞职自己回老家开店失败的。还有那种自己有商铺，不出租留给自己开店的，最后累不说，收入还不如房租多。</span><span style="color: black;">昨天，<span style="color: black;">博主</span>在跟运营师交流店铺的时候，他说起了一个平台经理开店失败的案例，今天分享给<span style="color: black;">大众</span>，看后依然会有收获。</span><span style="color: black;">起因是<span style="color: black;">咱们</span>这个区域的一个平台经理，<span style="color: black;">每日</span>看自己区域内的商家后台数据，<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">晓得</span>各个店的店内基本<span style="color: black;">状况</span>。</span><span style="color: black;">他观察到商圈里有一家做驴肉火烧的外卖店，这个菜品在上海这个地区是属于非常小众、基本<span style="color: black;">无</span>竞争的品类。</span><span style="color: black;">这家店的双平台（美团、饿了么）销量都很高，说明上海这个<span style="color: black;">地区</span>还是有<span style="color: black;">必定</span>的人群接受这个菜品的。</span><strong style="color: blue;"><span style="color: black;">美团月销3423，饿了么月售2804。</span></strong><span style="color: black;">客单价，平均每单到手18+元。</span><span style="color: black;">他估算了一下两个平台加<span style="color: black;">一块</span>一天就能实收4000+，<span style="color: black;">一月</span><span style="color: black;">便是</span>16万的收入。</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqSO32auJt9xAuRodYxmVWJjFQky9khebnPUWQ1PoGnDAhjG5w8DkT0lbYAA1WatVASnkkTShBSSQA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;">况且</span>这个店的线下<span style="color: black;">状况</span>他几次实地考察<span style="color: black;">亦</span>基本弄明白了：</span><span style="color: black;">商铺是在一个人流量很差街道。这个街道紧邻高架桥，既<span style="color: black;">不可</span>停车<span style="color: black;">周边</span><span style="color: black;">亦</span><span style="color: black;">无</span>吸引人流的<span style="color: black;">商场</span>体。</span><span style="color: black;">不出意外，堂食生意<span style="color: black;">亦</span><span style="color: black;">通常</span>般，一天营业额<span style="color: black;">亦</span>就1000+。<span style="color: black;">全部</span>店里营业额的大部分都是来自外卖。</span><span style="color: black;"><span style="color: black;">由于</span>驴肉火烧店的菜品简单，火烧、驴肉都是进货的半成品，<span style="color: black;">因此</span>即使一天200多单的出餐量，这家店只要老板<span style="color: black;">夫妇</span>两人，外加两个员工一共4个人就能忙过来。</span><span style="color: black;">这个经理感觉自己看到了商机，盘算着自己<span style="color: black;">亦</span>开一家这种店，肯定能<span style="color: black;">挣钱</span>。</span><span style="color: black;">在今年年初凭借自己的人脉，找了一家那种美食城里面的档口，看着房租便宜<span style="color: black;">一月</span>才6千块钱。</span><span style="color: black;">合计一下加上<span style="color: black;">各样</span>设备和食材备货，一共<span style="color: black;">亦</span>就花了不到四万块钱。</span><span style="color: black;">自己雇了两个员工，一个做后厨工作，一个打杂。</span><span style="color: black;"><span style="color: black;">这般</span>，一家驴肉火烧店就这么被他攒出来了。</span><span style="color: black;">开业前他<span style="color: black;">自信心</span>满满，<span style="color: black;">由于</span>：</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他<span style="color: black;">便是</span>在外卖行业<span style="color: black;">非常多</span>年的业内人员，新店上线、平台活动这些他都懂；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">选的品类还是闷声发财的品类；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自己的创业成本<span style="color: black;">由于</span>人脉的关系，各方面压的都很低。</span></p><span style="color: black;">事实是：</span><span style="color: black;">这个店<strong style="color: blue;">只上线了<span style="color: black;">1星期</span>多</strong>的时间就<span style="color: black;">由于</span>营业额实在太差，一天<span style="color: black;">仅有</span>两三百的收入，就被他<span style="color: black;">自己</span>关店叫停了。</span><span style="color: black;">下面<span style="color: black;">博主</span>就给<span style="color: black;">大众</span>分析一下<span style="color: black;">为何</span>一个资深的外卖从业人员，自己开的外卖店反而不<span style="color: black;">挣钱</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、</span>你以为模仿一个店很容易，其实失之毫厘，谬之千里。</strong></span><span style="color: black;"><span style="color: black;">非常多</span>人创业之初<span style="color: black;">便是</span><span style="color: black;">由于</span>看到某个店生意好要模仿它开一家店，这<span style="color: black;">针对</span>新手来讲确实是个不错的思路。</span><span style="color: black;">坏就坏在，这些人在模仿的时候总是不自觉的加了自己<span style="color: black;">有些</span>“不错的”想法，去“改良”一下。</span><span style="color: black;">最后，做了一个四不像，人家好的东西没模仿过来，怎么做怎么别扭。<span style="color: black;">由于</span>那个经理开的店<span style="color: black;">已然</span>关闭太久了，<span style="color: black;">博主</span>就找了一个跟他类似的店铺。</span><span style="color: black;"><span style="color: black;">例如</span>下面同一个商圈的这两个驴肉火烧店：</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqSO32auJt9xAuRodYxmVWJjWyldDpCYOmIaO645mHCibZHmrGNTJjHqialJWzXMNq1kLJASmsUZ69hw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;"><span style="color: black;">月销2795</span></strong><span style="color: black;">生意好的这家是<span style="color: black;">咱们</span><span style="color: black;">必须</span>去学习的<strong style="color: blue;"><span style="color: black;">目的</span>店</strong>.</span><strong style="color: blue;"><span style="color: black;">月销317</span></strong><span style="color: black;">生意差的这家是<span style="color: black;">咱们</span>去对比、寻找失败<span style="color: black;">原由</span>的<strong style="color: blue;">对比店</strong>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqSO32auJt9xAuRodYxmVWJjHCLhFpnhIOgbOiaOvoz8xAklnZWGiaYOSFebeXjTR8WHibiakFl5bRB0dQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">能够</span>看到<span style="color: black;">目的</span>店<span style="color: black;">全部</span>以驴肉火烧<span style="color: black;">做为</span>主打<span style="color: black;">制品</span>，其它河北特产<span style="color: black;">做为</span>辅助，<span style="color: black;">全部</span>店铺的调性一致。</span><span style="color: black;">从菜单搭配来讲，火烧这种食品，搭配的<span style="color: black;">通常</span>都是汤类的<span style="color: black;">制品</span>。</span><span style="color: black;">这家店的搭配汤是疙瘩汤、驴肉汤、蛋花汤等共8种汤。</span><span style="color: black;">我全店计算了一下，<strong style="color: blue;">最受欢迎的汤类疙瘩汤、驴肉汤两项，月销量就1765份，占总销量占比63.14%。</strong></span><span style="color: black;">说明这个口味和搭配是被<span style="color: black;">公众</span>非常认可的。</span><span style="color: black;">反观对比的这家外卖店。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/5fxhfpjbTqSO32auJt9xAuRodYxmVWJjDHQ0uebVe2n06pdcA8Y1c7wg0uPTgcovG0tbFdPssGlWUosImdOFqw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">这家店的店名就叫做：</span><span style="color: black;"><strong style="color: blue;">***河间驴肉火烧·酸辣粉·米粉</strong></span><span style="color: black;"><span style="color: black;">博主</span>统计了一下，这家店含驴肉火烧的菜品销量占总销量的95%以上。</span><span style="color: black;">它这个麻辣鱼粉系列里的菜品，干脆都<span style="color: black;">无</span>销量。</span><span style="color: black;"><span style="color: black;">博主</span>想说，这个店的菜单配置失败有几点：</span><span style="color: black;">1、<span style="color: black;">无</span>把主打<span style="color: black;">制品</span>驴肉火烧做出重点，搭配<span style="color: black;">制品</span><span style="color: black;">亦</span>不合格。</span><span style="color: black;">驴肉火烧<span style="color: black;">做为</span>一个地区<span style="color: black;">特殊</span>，<span style="color: black;">按照</span>北方的<span style="color: black;">膳食</span>特点来讲跟汤类是比较搭配的。这个店为了推它自己其它<span style="color: black;">制品</span>线的东西，强行把驴肉火烧和米线进行搭配，本身就很奇怪。</span><span style="color: black;">想吃这一口的人，见到这种套餐难免<span style="color: black;">可疑</span>菜品的口味<span style="color: black;">是不是</span>正宗。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqSO32auJt9xAuRodYxmVWJjIuRknWV3gqichUibib9xVibr81tWzhHR8Z5GHxqDT2jIzUib60ZRthLsPyg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">2、重点<span style="color: black;">举荐</span>的酸辣粉、米粉、鱼粉并<span style="color: black;">无</span>起到拓展客源的<span style="color: black;">功效</span>。</span><span style="color: black;"><span style="color: black;">经过</span>统计，这些粉类所有单品的销量才25单，占全店销量不足10%。</span><strong style="color: blue;"><span style="color: black;">鱼粉<span style="color: black;">归类</span>8个单品总销量<span style="color: black;">仅有</span>一单！</span></strong><span style="color: black;">说明这些增添的类别<span style="color: black;">基本</span><span style="color: black;">无</span>拓宽顾客的广度。只造<span style="color: black;">成为了</span>店面定位的混乱。</span><span style="color: black;"><span style="color: black;">能够</span>看出，<span style="color: black;">倘若</span>你想模仿一个成功的店铺，在你<span style="color: black;">无</span>很成熟的判断能力前，无脑抄都比自己乱添想法更好。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">仅有</span>自己真正去做才<span style="color: black;">晓得</span>理论和现实之间的差距</strong></span><span style="color: black;"><span style="color: black;">做为</span>平台BD对商家最常说的话是什么？</span><strong style="color: blue;"><span style="color: black;">1、多参加活动，才有转化率</span></strong><strong style="color: blue;"><span style="color: black;">2、<span style="color: black;">制品</span>价格定的横向比较要更低一点，才有竞争力</span></strong><strong style="color: blue;"><span style="color: black;">3、多充竞价才有流量</span></strong><span style="color: black;">但当他自己开店的时候，别的不说，就充竞价这一项工作，他自己就难以做到。</span><span style="color: black;"><span style="color: black;">第1</span>天他充了100元竞价推广，看到当日<span style="color: black;">仅有</span>15单，收入<span style="color: black;">仅有</span>270元的时候，他感到很焦虑。只充了2天竞价，就没再花钱推广了。</span><span style="color: black;">后面他开了新店特权，<span style="color: black;">亦</span><span style="color: black;">无</span>想象中的爆单，收入<span style="color: black;">亦</span>就多了一百多块<span style="color: black;">罢了</span>。</span><span style="color: black;">这点收入<span style="color: black;">针对</span>他<span style="color: black;">每日</span>要承担的房租、人工费、水电，这些成本来讲简直是杯水车薪。</span><span style="color: black;">平日他对自己的客户<span style="color: black;">举荐</span>的午餐9.9、19.9这些流量活动，自己参加一次就<span style="color: black;">发掘</span><span style="color: black;">哪些</span>到手4元、5元的订单，对自己的心理冲击是很大的，感受到自己劳动<span style="color: black;">无</span>价值和<span style="color: black;">道理</span>。</span><span style="color: black;">到此刻，</span><span style="color: black;"><strong style="color: blue;">他才理解一个<span style="color: black;">做为</span>商家对这些流量活动、推广花费的参与某种程度上是一种反人性。</strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>除了技巧，餐饮生意还拼的是创业者的<span style="color: black;">心理</span></span></strong><span style="color: black;">很意外，这个经理的外卖店只开了一个多星期，自己就主动关掉了。</span><span style="color: black;">其实从<span style="color: black;">咱们</span>运营的<span style="color: black;">方向</span>来看，这个外卖店还有<span style="color: black;">非常多</span><span style="color: black;">地区</span><span style="color: black;">能够</span>拯救一下。</span><span style="color: black;"><span style="color: black;">例如</span>，这个门店的商圈本身市场容量是没问题的，外卖的用户下单量很大。</span><span style="color: black;">其次，驴肉火烧在这个区域是<span style="color: black;">无</span>人竞争的，<span style="color: black;">咱们</span>搜索了驴肉火烧，在美团外卖里有效商家仅有4家。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqSO32auJt9xAuRodYxmVWJje8VQoXlYVj6RsHse2RrzRRJd6AxLaINSv4zC1ibue3vaVktV8B06RSw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">这两个<span style="color: black;">要求</span>都不错的<span style="color: black;">状况</span>下，商家再把店内<span style="color: black;">制品</span>整合好，经过重新装修、设定活动，这个店是有可能做成高销量店铺的。</span><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">由于</span>还有<span style="color: black;">非常多</span>不确定性，这个经理仅思考了一下，决定这种创业方式不适合他，他还是<span style="color: black;">即时</span>止损了。</span><span style="color: black;"><span style="color: black;">近期</span><span style="color: black;">博主</span>有看到一篇<span style="color: black;">文案</span>统计了262位餐饮人创业失败的<span style="color: black;">原由</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqSO32auJt9xAuRodYxmVWJjJOiaTzp2yzicmJf5YvvSkcBgzTyHZHrA4TM4JxrkiaqVGFd2DXEojhUXA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span>和数据来自公众号：开店笔记</p>
</span><span style="color: black;">排名<span style="color: black;">第1</span>的是选址、第二的是运营问题、第三的个人<span style="color: black;">原由</span>、第四是<span style="color: black;">制品</span>不行。</span><span style="color: black;">反观这个案例，几乎除了第一项，其它都踩雷了。</span><span style="color: black;">2022年就要来了，可能又有人<span style="color: black;">起始</span>跃跃欲试的想开店了，<span style="color: black;">瞧瞧</span>篇<span style="color: black;">文案</span>，<span style="color: black;">期盼</span>对<span style="color: black;">大众</span>有所助力。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>你正在为外卖<span style="color: black;">懊恼</span>，<span style="color: black;">能够</span>加<span style="color: black;">微X</span>：</span></strong><span style="color: black;"><strong style="color: blue;">WMWJCLUB</strong></span><strong style="color: blue;"><span style="color: black;">聊聊</span></strong></p><strong style="color: blue;"><span style="color: black;">（长按下面的二维码加好友）</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/5fxhfpjbTqRxgKx344Wk8l7X2H5rdgV1PTyye0LmbYia7ic6ceEhkazBGk8ib5JePNic4pqgplXuNnSUDzhrWYNWuQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">往期<span style="color: black;">文案</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqQsuHpw23ia9IaCsPY8ZaTznXFKIaVA61NFMmIS1awgaK9mu25YONTz9an6jW99WzQyiahJ0a1YRTvg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqQsuHpw23ia9IaCsPY8ZaTznPW9q1fDxEVtWB6w7G0qfh72KibjTjyZibf6K1LxibfuuGJwfDYyngekmw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/5fxhfpjbTqQsuHpw23ia9IaCsPY8ZaTznx4qUqTyb3zr8edSicREV50cpJIzAydMaKXRX4Iiaia0yeQNQgzayy4icqA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> <span style="color: black;">外卖·<span style="color: black;">挣钱</span>·干货 </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> 长按二维码关注<span style="color: black;">咱们</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">人点在看，财神爷在看 认真阅读了楼主的帖子，非常有益。
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