"I have worked hard for more than ten years and opened an Internet cafe next to me. Our two Internet cafes began to fight price wars, service wars and promotion wars. Everyone recruits and imitates, so that the two companies not only fail to make money, but also eat their old money day by day. " As the owner of Internet cafes, Mr. Wang talks about the vicious competition between Internet cafes, which is very painful. "The status quo of Internet cafes in many parts of the country is that competition is becoming more and more fierce, and Internet cafes are all fighting in their own way. The food in Internet cafes is getting worse and worse. "
So what is the root of vicious competition in Internet cafes?
The slogan "If you want to open an Internet cafe" once made many gold diggers turn their eyes to Internet cafes. At that time, Internet cafes were everywhere in China, and even in poor rural areas, the number of Internet cafes suddenly expanded to the limit. At that time, the administrative policy towards Internet cafes was also a kind of laissez-faire. With the sharp increase in the base of Internet cafes, Internet cafes are beginning to face the competition for limited resources, and the market becomes chaotic, and intrigues are frequently staged every day. However, the incident of "Blue Speed Internet Cafe" made the government realize the importance of internet cafe market management, and began to adopt a policy of full blockade, partial blockade and strictness, and even temporarily suspended the issuance of internet cafe business licenses in an attempt to restore the internet cafe market to normal. Unfortunately, the effect is not very satisfactory. This artificial creation of scarce resources began to set off another "speculative" storm. Internet cafe licenses have become extremely scarce resources for a time, and more people want to earn high profits from Internet cafe licenses. The Internet cafe market is becoming more and more turbid. Then, how to avoid this vicious competition of "larger foe" is discussed from the following three aspects.
Exploration 1: Explore the shareholding system of Internet cafes.
The problem of Internet cafes living in Hefeng County in western Hubei has always been the focus of people's attention. According to statistics, by the end of 2006, there were 3 1 internet cafes and more than 800 computers in Hefeng county. Among them, Hefeng County, with an area of less than 10 square kilometer and a population of less than 50,000 tons, has 9 large and small Internet cafes.
The market of Internet cafes in Hefeng County is small, scattered, chaotic, low-grade, with poor operating environment, insufficient management personnel and serious fire safety hazards, which disturbs people. Due to vicious competition, the profit of this industry is too low to move forward. The final result is to rely on illegal operations. Even so, only a few of these internet cafes are slightly profitable, most of them are in a state of maintenance, and some internet cafes are completely at a loss. This is a true portrayal of the competition in many local Internet cafes. Faced with such a situation, what measures do they take? What was the result?
"Jiajia Internet Cafe Supermarket" is the product of victory after rectification. Is to merge the original nine Internet cafes into a joint-stock Internet cafe supermarket company. Among them, seven Internet cafes each have 50 computers, with a working capital of 60,000 yuan, each accounting for 10% of the shares; The original two Internet cafes were relatively large in scale and in good operating condition, each with 75 computers and 90,000 yuan of working capital as shares, each holding 15% of the shares. The owners of nine Internet cafes are all shareholders. The company also set up a board of directors and a board of supervisors, and elected the chairman and general manager from the original owners of Internet cafes.
To some extent, this has changed the relationship between the owners of Internet cafes, from the previous hostile relationship to the shareholder relationship, and run the enterprise together with * * *. To some extent, this has alleviated the vicious competition among Internet cafes, improved the business environment, and made Internet cafes enter a temporary stable state. Internet cafes have more time to invest in the management of Internet cafes, which optimizes the industrial achievements of Internet cafes, refines the service content and meets the individual needs of users. It is understood that such an integration method makes Internet cafe owners feel inevitable pain. The original nine Internet cafes in Hefeng City still retain independent licenses such as network culture business license and industrial and commercial business license. The responsibility book clearly stipulates that the qualification of Internet cafes shall remain independent and shall not be delegated privately. From this point of view, such integration is superficial, and there is no in-depth rectification in the Internet cafes, but this method is a good reference for the future development of Internet cafes and needs further exploration. gain the upper hand by acting first
In the strategy of Red Sea and Blue Ocean, in the field of Red Sea, all brands are fighting in their own way. Blue Ocean is an independent trend with unlimited scenery. For internet cafes, step by step, step by step in front of others, to avoid confrontation with peers. But this requires market vision and enough insight to grasp the development direction of Internet cafes. If you hold a holiday promotion, you must first make full preparations to avoid being in a hurry on the day of the event. The form need not be fancy, but it needs to be innovated according to the actual situation. Never use Monday morning quarterback, it's a thankless thing.
suit measures to local conditions
The premise of adapting to local conditions is to strike first, and never imitate or copy each other's methods. At present, this situation exists in many places. You change equipment, I change equipment, you start decorating, I start decorating, you promote sales on a large scale, and I compete with you in the same way. It seems that if you can't keep up, you will suffer a big loss. One side is prepared, and the other side is fighting for it. For the latter, it is not only ineffective, but also expensive. Both of them work hard, which will put the latter in a passive position. Even if you spend the same money, the gains are very different. Therefore, Internet cafes should know how to foster strengths and avoid weaknesses. If the other party has abundant funds and high-grade decoration, there is no need to make great efforts in this regard. On the other hand, it can offset each other's spirit, such as providing some special services and appropriately lowering their own prices.
Carefully arranged
The "patchwork" here means that the operation of Internet cafes should be hierarchical, and different prices, different intervals and different services should be set according to different target groups. And you can plan your layout according to the proportion of consumers. For example, some Internet cafes are mainly oriented to college groups, so the positioning should be accurate and clear, and luxury private rooms, advanced configuration and good tea and drinks should be provided for the "nobles" in colleges and universities. Students with poor economy and low consumption charge according to the general price, and even can adopt appropriate preferential policies. According to the particularity of college students, we can also set up some couples' boxes to meet diversified needs, instead of adopting a "one size fits all" approach to avoid a single form and a single customer base and narrow the income source of Internet cafes. Exploration 3: How to Play the Coordination Role of Internet Cafe Association
Internet cafe association was born on the basis of self-discipline of Internet cafes to some extent. Internet cafe association is a bridge and link between the government and internet cafes. It coordinates the relationship between Internet cafes, imposes moral constraints on Internet cafes, strengthens industry self-discipline, regulates industry order, and avoids disorderly competition and blind development. For dumping at a low price lower than the production cost price, the Internet Cafe Association will give necessary punishment to curb the momentum of vicious competition, which will weaken the vicious competition among Internet cafes to a certain extent and guide the development of Internet cafes in the direction of personalization, branding and scale. Internet cafe associations should unite with Internet cafes, coordinate with each other, stabilize market prices, maintain market competition order, create a fair and just market competition environment for the Internet cafe industry, and make the whole market develop in a standardized, orderly and healthy direction.
The marketization of Internet cafes is the symbol of the development of Internet cafes. It has got rid of all-round administrative intervention and made progress on the track of marketization. However, excessive marketization and vicious competition in Internet cafes will lead to market disorder. The market has its own laws and rules of the game. Only by competing according to the rules can we ensure the healthy, rapid and orderly development of the market economy. Internet cafes should coordinate the formulation of industry self-discipline prices, * * * should abide by them, * * * should use market resources, and * * * should resist market risks; The relevant functional departments of the government should strengthen the supervision of market operation, take decisive measures to rectify market order, stop vicious competition, and create a fair, just, relaxed and harmonious environment for market competition; Internet cafe association needs to coordinate the relationship between internet cafes and the government. Only by starting from their respective functions and giving full play to their respective roles will the future development of Internet cafes become more and more broad.