China Food

Undervalued stall economy

set up a stall, “money has leisure”.
The “human fireworks” flowing at the corners of streets and roadsides not only soothe people’s hearts, but also take care of the lives of countless vendors.
Now Xiaoyu, who has worked for three years, once mentioned the stall, he thought of the Shabu string stall opened at the gate of the school in junior high school. “When he went to school, he often ate his family’s string, a string of twenty-five cents, and until now there is no price increase. By selling the string, he has already made a leap forward, bought a two-story bottom merchant, and now runs a hotel.”
During the epidemic in 2020, the stall economy was used as an economic model to “rescue the market”. There were “fireworks” all over the country. As of May last year, Chengdu had added 100000 jobs related to the stall, and 27 cities reasonably released the stall economy.
According to AI media consulting data, in 2020, the number of wechat payment small businesses in China increased by 2.36 times from January to February, and the total number of transactions increased by 5.1 times from January to February. By the end of May 2020, there were 12 million small stores and roadside stalls in China, with an increase in revenue compared with 2019.
Compared with store operation, small stalls have less investment and strong liquidity, so they have become a low threshold income generating channel for many people.
Teng bin, a native of Shandong, has been selling chicken and marinated meat in stores for 20 years. Due to the sudden outbreak of the epidemic, his business is bleak, and his one-day profit can’t be equal to the rent. Helpless, he took out 2000 yuan to make a small stall, which is open for three hours a day, and can earn up to 3000 yuan.
“The original rent for a year was less than 50000. Now I quit the store and rented a small room with marinated meat. I only need to pay 400 yuan a month. I’m very optimistic about the stall, mainly because it’s too convenient for both our stall owners and consumers,” Teng Bin said.
Some people regard the stall as a way to make money, while others regard it as a “touchstone”. Yu Fuguier, a girl from Shijiazhuang, is eager to open a milk tea shop, but she is constrained by the large amount of investment and dare not try it easily. She decided to make a stall first and feel the way.
The attitude of consumers towards stalls has also become more friendly.
It is understood that 64.97% of the respondents are willing to buy stall food. Good taste, low price, rich categories and lively shopping atmosphere are the reasons why consumers are willing to pay for it.
Nowadays, small stalls are also upgrading. Many small stalls have begun to enter shopping malls and anchor the “establishment”; small stalls are no longer a symbol of low price. A snack that can only be used as “appetizers” is often more than 30 yuan; small stalls are gradually getting rid of the impression of “old and small” and “appearance” Become its first commodity. In addition, convenient and spacious popular small dining cars are becoming more and more popular; branding is becoming the direction of small stalls. Some chain stalls are opened at the entrance of supermarkets in shopping malls
For the future trend of stall economy, Japan’s development experience may bring relevant thinking and reference.
In Japan, roadside stalls are called “rooftops”, which are mainly distributed on the sidewalks of downtown commercial streets and are widely welcomed by different ages and groups. Taking Fukuoka City as an example, according to AI media consulting data, the proportion of different groups who have been to rooftops exceeds 50%.
The roof platform is so “popular”. On the one hand, it is related to its lively atmosphere and an important social place. On the other hand, it is also inseparable from the later “shaping” In Japan, kiosks are promoted as a scenic spot. Local people tend to recommend Wutai to tourists in Fukuoka. Nearly a quarter of young people under the age of 30 highly recommend tourists to experience Wutai snacks. Wutai has risen from folk snacks to city business cards, which has effectively improved its popularity.
Most importantly, the relevant regulations issued by Japan specify the stall area, business hours and provide relevant management services, which have become the key to alleviate the contradictions and conflicts between roadside stalls and urban management, and greatly promote the release of vitality of the stall economy.
Looking at the Chinese market, the food culture is broad and profound, and “any kind of food and category” is broken and crushed “All of them can be presented in a small stall mode. A chicken can be made into roasted chicken legs and chicken feet; in terms of pasta, there are roasted cold noodles, rougamo and pot Helmets… In addition, in addition to a wide variety of products, supplemented by different processes, one kind of food material can hatch different kinds, such as a string, which can be used as both roasted string and rinsed string. They are excellent small stall labels of
If we make other catering models and operate them in small stalls, maybe it will become different.
Open a shop to earn 3000 yuan a day and set up a stall for three hours to earn 2000 yuan
Tai’an Teng bin, 53, the owner of a roast chicken stall
My family has been making chicken products for generations. In 2000, I inherited my family’s skills and opened a 5 square meter store at the door of the community. At that time, the monthly rent was only 600 yuan. Over the past 20 years, the rent has risen all the way with the price to 2000 yuan per month.
Later, because of road construction, the store was demolished. My wife and I found another place to rent a 12 square meter store in the community near the University. The store can only be used to sell cooked food such as roast chicken. I also need to rent a place for steaming and bacon, with a total rent of 45000 yuan a year.
I open on time at 8 o’clock every morning and at the latest until 21 o’clock or 22 o’clock in summer. Even if my wife and I spend a day in the store, the daily turnover is only about 3000 yuan.
The epidemic situation in 2020 caught us off guard. My wife and I were both unemployed because of the need to close the shop for epidemic prevention. We reopened three months later, but the business plummeted, and the store was particularly cold. We could only sell 100-200 yuan a day, but the rent of the store was still 150 yuan a day, which was not enough.
In order to break this situation, I set up a stall at the intersection not far from the store and accidentally found the dawn.
At a humble intersection, the flow of people gathered. There were many office workers coming home from work or parents picking up their children from school. I set up a stall here. They didn’t need to go around the store and stop to ask for prices, but left after buying. Because I can provide convenience for you, my business is surprisingly good in a few days. I can sell marinated meat and roast chicken by the side of the road for 600 yuan more every day.
My wife and I simply closed our stores and tried our best to set up small stalls. I invested a total of 90000 yuan before and after opening the store. Compared with opening the store, setting up a small stall is simply zero investment. A second-hand tricycle costs 800 yuan. There is no need to buy steamers, brine utensils and other equipment. The miscellaneous items add up to no more than 2000 yuan.
Unlike stores, stalls are flexible in location and are bound to choose places with a large flow of people. I put my stall on the pedestrian street. At the peak of the flow of people, the stall is full of people, and the products are popular.
I used to stay in the shop all day. Now I have a rest in the morning. I start smoking chicken and marinated meat at 2:30 p.m., go out at 5 o’clock and close at 8 o’clock. The business hours are only three hours a day. In these three hours, it can sell about 3000 yuan in summer, off-season in winter, and the sales are between 1800-2000 yuan.  
In fact, I work less than three hours a day. I have to sell a fixed amount of meat every day. I only make 40-50 chickens in summer and 30 in winter. When business is booming, I can sell 1500 yuan in less than an hour. It is normal to “end the battle” and go home within two hours. Compared with before, there is no less money and more free time.
I think the biggest advantage of the stall is convenience. A car moves everywhere and stops at the intersection, pedestrian street, school gate, community gate and other favorable positions. The stall is “door-to-door delivery”. Today’s consumers are “lazy”. No one wants to enter the store after they can buy goods easily on the way from work and at home.
Now 80% of consumers like to buy goods at stalls. One important reason is that the goods sold at the stall are cheaper and fresher than those in the store.
There is pressure from rent, water, electricity and other aspects in the stores. The stalls only have the cost of food materials, and there is more room for price change. If the store reduces the price, the profit space will shrink. In addition, for meat products, I make them in the afternoon and sell them in the evening. Even if I encounter special circumstances and haven’t sold out before closing the stall, I will sell them at a low price and never have any surplus. However, if there is pressure from stores, we should consider not only quality, but also survival.
In my opinion, small stalls are “small investment and large income”.
If you want to make a stall like my home, you can invest 5000 or 6000 yuan. My monthly net profit is 15000 yuan, and the local salary level in Tai’an is about 4000 yuan. In contrast, although we set up a stall to “live in the open air”, the income is also good.
However, stalls and stores have something in common and should also cultivate diners’ consumption habits. Like me, I usually go out at 17 PM. In a fixed position, consumers can easily find it. Old customers know my “work point”. Some people come to buy roast chicken for three or four days in a row.
In fact, stalls are more suitable for the soil of fourth and fifth tier small cities, because consumers in these places like to eat stalls. The most important thing is that small cities are full of fireworks and have a relatively loose environment.
I can clearly feel that small stalls are a trend. Especially after the epidemic, many people closed their stores and set up stalls. But at the same time, competition is escalating.
Unlike before, each stall owner only revolved around his own “one third of an Mu” and now began to cross products. A small stall selling marinated meat opposite to me saw that my chicken sold fast, and silently added new chicken.
There was a guy who could only sell three or four chickens a day. I had a good relationship with him. For fear of affecting his business, I chose to set up a stall far away from him. In the street where I live, only six sell chicken and marinated meat, and the other five do not sell as much as my family.
The quality of stall business is not determined by a certain factor. Some stall food tastes not very good, but there are many customers, because the boss is good at dealing with guests. My family’s booming business is not only good chicken products, but also closely related to technology, location, hygiene and service attitude. The most important thing is to do human business. Whether stalls or stores, they do people’s business. Getting along with people is a knowledge that needs to be explored in detail.
I’m angry to subvert the traditional stalls with the playing methods of young people
Shijiazhuang Yu Fuguier, 28, owner of milk tea stall
I officially set up a stall on June 3 this year, integrating the playing methods of young people in the scene, products and marketing, subverting the traditional stall and getting out of the circle.
One day, when I was brushing a little red book, I saw a netizen set up a stall on an orange electric tricycle and was “hit” in an instant: the original humble stall could still play so “Sa”. At that time, I was suddenly enlightened: I could also buy a tricycle to realize my ideal of selling milk tea as a child.
The next day, I applied to my boss for resignation on the grounds of setting up a stall. At that time, he thought I was joking. After half a month of work handover, I left the company and went straight to the market. Due to the limited budget, I was not willing to buy an electric tricycle. I bought a green pedal tricycle at the price of 680 yuan, and spent 600 yuan to weld the tricycle support, so I began the journey of a small stall.
I put the stall in the night market, mainly Thai hand-made tea. Because the car is very small and the matching curtain is beige, some people think that beige is a bit “mournful”, and the stall is next to the trash can. On the first day, the eldest brother in charge of the stall thinks that I am different from the serious stall, which is purely “playing ticket”.
Sure enough, the first time I tested the water, only more than ten of the 80 cups of hand-made tea I prepared were sold and given to passers-by, but the others were poured out.
But I didn’t expect that on the fourth day, my small stall suddenly caught fire. Many people lined up to buy, and passers-by stopped to watch. Perhaps the “appearance” of the stall had an effect, and stepped on the “opportunity tuyere”. At that time, there was no such stall in Shijiazhuang. My booth tiktok was also a punch card, many of my little sisters were in daily attendance, even on the hot list. Some netizens also said that when I opened the jitter, my hands were everywhere playing tiktok. I think it’s a little exaggerated, but it did set off a little splash.
At that time, Vanke invited me to cooperate and settle in the mall; Some bosses came to me and claimed that they would pay me to open a shop and would not participate in the operation; Others are looking to join. Some leek parties recruit franchisees under the banner of my family, and there are many “high imitation” stalls on the streets. The big blue bow, which I matched with the tricycle, has also become a reference for imitation. Similar bows have appeared in Baoding and Qinhuangdao, and there is a green car wind in Shijiazhuang.
When a thing attracts attention, heat and controversy coexist. For example, some people questioned that I hired people to line up, and others thought it was easy for me to get angry.
In fact, quitting to set up a stall is not a fad, but loyal to my love. I like drinking milk tea very much. In junior high school, I drank a cup of blended milk tea of 2 yuan / cup a day. So I am very happy to study and ponder this.
Most importantly, I caught young people with their playing methods: they like trendy, eye-catching and high-value things. They often “bubble” in social media and are easy to be clocked in by planting grass. I made preparations around these points. For catering, I grasped the three elements of decoration, products and marketing.
Many people think that setting up a stall is nothing more than “arranging” a car to sell goods. In fact, not only young people, but also everyone’s eyes are easily attracted by fresh and beautiful things, so I “decorate” the “stall” as a “shop”. The compact and beautiful tricycle has a green body and an orange frame, both of which are eye-catching colors. The beige car curtain is matched with flashing small lights, the frame is tied with a big blue bow, and a small blackboard is hung on the car, which says several main milk teas of my family. Consumers can see it at a glance.
There is also a playful and eye-catching copy of “smashing slag male lemon tea”. In addition, the design of my milk tea cup is fashionable and simple… On the whole, the scene is like “petty bourgeoisie sentiment”, which can not only attract consumption, but also suitable for taking photos.
After setting up the scene, I began to work on the product. I had no experience in making milk tea before. I chose a ready-made Thai tea that is easy to operate, does not need too many ingredients, and does not have milk essence. Most importantly, there is no such drink in Shijiazhuang. After purchasing the milk tea making tutorial, I watched it again and again, studied the current popular drinks, added my own creativity, cooked and practiced again and again. Although there are few SKUs, each drink is carefully made. A cup of milk tea costs 12 yuan and the cost is as high as 8-9 yuan.
“Everything is ready, only due to the east wind”. The Internet is the east wind I want to use. I usually publish the content in the little red book which is mainly based on grass. Besides, consumers buy milk tea, and they will ask them to help release the tiktok. In this way, my stall is well known by more and more people.
I think the effect of young people doing small stalls is unimaginable. Like the night market where I set up my stall, it is still a traditional stall, but consumer groups and consumer demand have changed, and someone needs to inject “living water”. Young people are active in thinking, good at thinking, strong learning ability, and have insight into the mentality of young consumers. They can do things well.
Setting up small stalls is a form of low-cost entrepreneurship. You can try when there is insufficient funds. Only when you do it can you have the opportunity to make it. If you want to set up a stall, you should first determine whether you have a strong willpower and sense of purpose. Secondly, you should make your own style and efforts, and rely on learning to improve yourself. Net red attribute is just a springboard, out of the circle quickly, and finally depends on quality.
Set up stalls for 17 years, but still optimistic about the stores
Jinzhou | 51 year old sun Xiuxia pancake fruit stall owner
I set up a stall for 17 years. By selling pancakes, fruits and baking cold noodles, I bought a house and car in Jinzhou City, but I still think the store is more reliable.
In 2004, I bought a tricycle and started selling pancakes and fruits. The selling price of pancake fruit is only 1.5 yuan. I can sell four or five hundred stalls a day, with a turnover of more than 700 yuan and a net profit of about 400 yuan. Now the salary in Jinzhou is only 2-3000 yuan. It can be imagined how high the income of setting up stalls was at that time.
In the northeast, baked cold noodles are soul food with sweet and sour taste, sweet and spicy taste. Many snacks such as Flammulina velutipes, roast intestines and fish chops can be added to baked cold noodles, which are especially loved by young office workers and students. The basic price of a baked cold noodles is five yuan. Adding some other dishes can sell for seven or eight yuan. I decided to switch to “category” and sell baked cold noodles. I set up a stall at the gate of Jinzhou high school. I can sell about 1000 yuan a day at most. Even when business is a little weak, I can sell 500 or 600 yuan.
For me, at that time, there were families and children to take care of. I didn’t have enough energy to go to work in the factory. On the one hand, the family spent a lot of money in all aspects, and I didn’t dare to easily take out a lot of money to start a business. In case of failure, it would be the burden of the family, so I could only do a small business.
At first, I just wanted to earn some pocket money, but I didn’t expect that it was actually done and the income was good. By constantly setting up stalls, my monthly income soon exceeded 10000.
In fact, stalls are very common in small cities and live well. Some sell Shabu strings, one string for twenty or thirty cents, and can sell thousands of yuan a day. In my opinion, setting up a stall is a good choice. If you do well, you have more money than going to work.
Moreover, these stalls for baking cold noodles, pancakes, fruits and sweet potatoes have little investment. At best, they buy a car and a stove. They have no other expenses except food materials.
However, stalls seem to have a low threshold, and not everything can set up stalls. There is no need for Hall food at all for foods such as stewed meat and stewed meat. Consumers can go after buying them in stores; There are also snacks such as roasted sweet potato, sugar gourd, roasted cold noodles and roasted string. After consumers buy them, they eat them while walking, which neither affects the taste nor necessarily needs to be eaten in the store. In particular, this kind of snack has a small portion and does not have a lot of soup. It can be eaten quickly without spilling. It is very convenient whether it is eating while walking or standing on the roadside. Some meals, or spicy hot noodles with more soup, are not suitable.
Stalls are mostly distributed at the roadside, school gate, intersection, community gate, factory gate, etc. it is very easy to reach consumers. They stop or go out of the school gate to buy one, mostly take it home and eat in the classroom. At this time, opening a shop is a little redundant, and passing students are reluctant to enter the shop. In addition, with the pressure of rent, there may not be small stalls to earn more.
In addition to category restrictions, stalls are also affected by external irresistible factors.
For example, when it’s windy, rainy and snowy, you can’t go out. The temperature in Northeast China can reach minus 20 ℃ in winter. Outdoor stalls suffer too much. The wind blows on your face like a knife. Your hands and feet are numb when you stand outdoors for a long time. The snow in the northeast can obliterate the knees. The snow is thick and the road is slippery. You should walk deep and shallow. It’s not safe to go out by tricycle.
In addition, snacks such as baked cold noodles, made in an ice and snow environment, will soon cool and affect the taste. It takes 5-6 minutes to make a baked cold noodles. It takes longer to queue up. When it is cold, consumers see many people and turn around and leave. They are unwilling to wait in cold and hungry.
One of the most sudden and irresistible factors is the epidemic situation. With the outbreak of the epidemic, local supervision has been stepped up, the canteens have been closed, and the stalls have also been greatly affected. I closed the stalls in 2020. The epidemic situation is repeated, and the catering industry is the most severely bruised. Personally, I need to be cautious in investment during this period and do business at a low cost as much as possible.
In the long run, I am more optimistic about store business. First of all, there are stores, and the catering people will not suffer. No matter the wind or rain, it will not affect the normal business; Secondly, the store has a large scale and a good environment. In terms of sales volume and selling price, it is not in the same gear as the small stall. At the stall, a baked cold noodles is five or six yuan, and the store may be seven or eight yuan. The same goods can increase the price. Not only baked cold noodles, but also many other categories can be provided in the store.
Even if only three or four categories are sold, consumers who rely on cold noodles may have other desire to buy, such as buying another bottle of beverage, which brings consumption superposition.
In short, if you are a store, you should think of ways to improve profits. It is not enough to provide only five or six yuan of baked cold noodles or pancake fruit.
As another form of catering that distinguishes restaurants and restaurants, small stalls have become the first handrail for many people to touch the catering industry with light assets, small investment, low risk and flexibility.
The stalls distributed in residential areas, commercial areas, pedestrian streets, business districts, office communities, subway entrances and other transportation stations also add fireworks and human flavor to the city when providing convenient services.
There is no standard answer for catering and consumption. It is true that “man Han banquet” is enviable, but “Jianghu snacks” also have their own tastes.
*Some of the pictures in this article come from the Internet.
Special thanks to Xiao Yu and Teng bin  、 Yu Fuguier and sun Xiuxia support this paper.
Author: Cui Xiaonan; Source: Food Alliance Research (ID: canmengyj), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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