Why do restaurants around university always fail?

Author:Daily figure Time:2022.07.21

Regarding the memory of the campus, it seems destined to disappear. The connection here is so fragile -students are flowing. Every year, a group of new students enter the campus and a group of students leave; Difficulty, can't make money, coming and going is even more normal. I don't know when they will close the shop, no one knows where to go.

Wen | Rao Tong language

Edit | Zhou Wei

Operation | Painting Fire

Closing collective fate

Returning to the street outside the school, Luo Qinghe was a little mentally stunned.

Last July, Luo Qing Orange graduated from Communication University of China. She studied undergraduate and graduate students in this school for a full 7 years. When I first went to college, this street was lively, all of which were snack stalls. When the crowd was the most turbulent at night, I walked through any restaurant, and they were full of noisy students. She walked alone on the street and could feel a special "security" -the whole street was bright and always encountered familiar faces. If you eat too late, the only thing I worry about is to be scolded by Auntan when returning to the dormitory, "Don't scold you and cry."

Now, this street has changed too much, and Luo Qing Orange is a bit unknown. In the last two years of her graduate student, the epidemic began to change everything. Every time I return to school after a long holiday, or after the school closed management, I leave the school gate, and the familiar restaurants are closed on the street. Unconsciously, the world was changed outside, and the shops were attached to the "transfer" sign.

Closing has become the collective destiny of the current restaurants around the university.

Wang Jian is a graduate from Peking University Sociology. Not long ago, he produced a "Beijing University Catering Overlook List" -the 2012 POI (Point of Interest) data and data in 2020 and data in 2020 After comparison, it was found that the iterative rate of restaurants around university was very high. For example, the first -ranking Beijing Forestry University, the surrounding catering closure rate is as high as 90%; Beijing Jiaotong University is the second time, 88%; and his own Peking University has a closure rate of 71%.

▲ Wang Jian's restaurant loser list of Beijing universities. Picture /network

"This data is also not comprehensive, and the real data may be higher." Wang Jian said that the spicy spicy spicy food that he ate the most at the south gate of the school was opened in 2016 and closed in 2018. The data is not left in the data. Any mark, "Goose is passing without marks."

Xi Fen also remembers the excitement in Luo Qing Orange. She is a native of Liaocheng, Shandong. She rented a small facade at the entrance of Communication University of China and sold meat.

In June and July of the previous year, at the time of the graduation season and examination weeks of the students, the snack streets at the school gate were full of sound, and the team of meat was extended from the door of the store to 20 meters. Sifen's meat was fast, so he didn't have time to look up at people.

Because of the epidemic, in the first half of this year, the school did not start at all. Xi Fen's business was bleak. Booking until July, the weather became hot, and Xi Fen stood in the shop with sweating. For 1 hour, only 3 guests were waiting for, and they were not students.

No students came to eat, and the landlord's air conditioner was reluctant to open. On the ceiling of a restaurant next to him, the three big fans turned around, and the chefs and waiters gathered on the table to play cards and chats. In Sifen's small facade, even the fan had to be blown. The space is small and the temperature is higher than the outside. If you can't stand it anymore, go to the supermarket next to the side. There is an air conditioner there, which can be cool.

However, Xi Fen waved his hand and said, "It's good in the afternoon". In the morning, it was in the morning. The big steamer selling early next to her, drilled into her with hot air. She stood in the forced shop, her body I don't know where to hide there.

In order to save costs, the signature lamp hanging at the door was also turned off by the landlord. A customer stood at the door for a while before walking into the store. Xi Fen could only smile helplessly.

In the surrounding snack shops, only the Xi Fen family still insisted on business. The remaining fewers, "I haven't come over this year, they have closed down." Various equipment is messy in the store. Some students came in and found that the shop was closed, first surprised, and it became an unexpected sigh. If you are curious, you will ask the surrounding shops a few words, but no one knows their whereabouts.

▲ Xi Fen's shop is small, but it is extremely popular. Photo/ Popular Review Screenshot

Like Xi Fen, the shop of Fujian people Jiang is also deserted for more than half a year. Earlier, Ge Jiang set up a stall at the entrance of Chongqing Jiaotong University to barbecue. In May 2020, shops around universities encountered the first "closing wave" caused by the epidemic. Many shops were transferred, and Jiang Ge took over a shop at a low price.

The owner of the fruit shop next door was surprised to fall: "You are so courageous, people turn the store out, you are still renting it." But Brother Jiang thought that the epidemic was troubled. After all, the school will always start school. As long as there are more students, the business will recover again -when he sets up the floor, the business can earn thousands of yuan in a night.

However, in two years, the epidemic has been repeated, and Jiang's barbecue restaurant has been closed several times. The last time was in March this year, a case appeared in the area, and the school was completely closed. Brother Jiang said that when you open a shop at the entrance of the university, there are no students in the winter and summer vacations. What you do is the remaining 9 months of business. Now, 9 months are being constantly compressed. He didn't know what day he could support. Closing the door in 3 months is the norm

Xi Fen was from Beijing in 2003. She remembers this year very clearly, that is, "the year of the Affiliated Classics".

The school in Beijing has become the first choice for this couple. In their eyes, the students' ideas are simple, "there are few things, and they are willing". The simplest thing will not dislike the meat in the meat clip.

Xi Fen went to the entrance of China Communication University of China with her husband, and later rented the store, only selling meat crickets, the taste was good, the price was cheap, and it was nearly 20 years. But this way is not easy to write everywhere.

In recent years, the rent near the school has increased and more expensive. These traditional colleges and universities concentrated in large cities and urban areas have been established many years ago. They also lack business planning. The facade has been collected in the hands of a few people. Gradually raised.

Therefore, individual households can only share the rent together, the smaller and smaller the store rent. The facade around the university is expensive, and few people can rent directly from the landlord. Xi Fen counted, and to herself, it was already the "fourth floor". On her, there was a big landlord, the second landlord, and the third landlord. Originally, the facade of the entire hundreds of square meters was from the three landlords, Kaichuan Restaurant. But later, the Sichuan restaurant lost a lot of money, so he removed the land in front of the door and rented it to 5 tenants. In addition to Xi Fen's meat clip, there were also smoked chicken shelves, opened small supermarkets, and even even One stall rented two, sold early in the morning, and sold fruit fishing in the afternoon.

Xi Fen rented a facade of less than 3 square meters, and she could only accommodate her alone, but even such a projectile land, the rent was not cheap. In the past few years, the annual rent was 36,000 yuan. Last year, the store moved a small step back, giving a few centimeters more, and the rent rose to 50,000 yuan a year. As for the rents after the epidemic, Xi Fen did not dare to think about it. After a few landlords above, the probability that the may not be reduced on his head.

At the same time, there are more competitors. They are more and more chain takeaway franchise stores. There is no facade and only takeaway. However It quickly became the "Wanlian Store" -sales volume was displayed as 9,999, which was at the beginning of takeaway software.

A more cruel reality is that most universities across the country are concentrated in first- and second -tier cities. The common characteristics of these cities are that the online rate is getting higher and higher. At the same time, the promotion law of new consumption and chain brands is also pushing the second line from the front line, and then the third line from the second line. In other words, catering around colleges and universities first face the group of these brands.

Compared with these chain catering brands with a stable capital chain, couples lack operating capabilities and marketing capabilities, especially anti -risk capabilities. Today, there are fewer and fewer individual households like her in Sifen -people who set up the stalls together returned to their hometown, and those who dare to do business are gone.

"The epidemic will definitely accelerate the disappearance of husband and wife shop around universities." Gong Yinglong, the founder of the China New Catering Industry Alliance, judged. In his opinion, it is still chain catering and new consumer brand stores that can rise in a difficult environment. As for the couple shops around universities and young entrepreneurs, it is difficult to compete with them. It will have a great probability that they will be fully shuffled after the epidemic.

Gong Yinglong told the daily characters that in the catering industry, the closing rate of catering around universities is much higher than that of shopping malls and community stores. This is already an industry consensus. At present, under the circumstances of the compound closed store rate of first -tier and second -tier cities, the restaurant closing rate at the entrance of colleges and universities may be close to 150%. It is normal for the three -month rental period to be closed as soon as it arrives.

Wang Hongchao, an entrepreneur of another college catering, said that the circulation rate around the universities was very high, even 70%. Their experience is that if you choose the site in the mall, it is often difficult to wait until the idle shop, and sometimes it will not wait for the opportunity to settle in the previous year. There is a shop that turns out. Time also overlaps with students' timelines -each year's graduation season and the second month after school, the transfer shops will become more. These either turn it off before the winter and summer vacations are completely without students. They do not lose more, or they are "unwilling". I want to try it for another month when the student starts. go out.

▲ Figure / Vision China

Bottom -up

Nevertheless, with the sweet imagination of the university market, there are still constant people who take over these transfer shops and try to make a bottom.

After 95, Xiao Han resigned from the company last August, prepared to start a business, and discussed with his wife, opened a home vegetable shop at the entrance of Central South Forestry University of Science and Technology. Xiao Han's wife is a graduate of this university. "When I remember when I was in school, the traffic in this street was very large." In their eyes, this means good business.

Rental is also reasonable. In the early years, the rent here was 10,000 yuan, and now it only takes less than 3,000 yuan. Xiao Han felt that he could afford this cost.

Before opening the store, the couple are full of poetic expectations for the future. For example, they will have close exchanges with the students here, and they will see the growth of the students and have a youthful and interesting life. However, "the ideal is full and the reality is very skinny." Xiao Han said that the fate of the restaurant first linked closely with the school's management system. When he first opened the store, he thought that so many students had to have an epidemic, and always had to eat. As a result, the school controls stricter than expected. As long as there is an epidemic, the students are directly notified that there are no special circumstances that they cannot leave the school. They can only eat the cafeteria. "On average, the school will be sealed once." Since opening the store, his shop has been resting 4 times. In the entire block, there are more bosses than customers.

In order to manage the convenience, the school can't even get out of takeaway. At the beginning, the school only blocked the door, and the takeaway could also pass the door. It didn't take long for Xiao Han to find that the school had a big lock on the door, and later, the small door was directly welded by the iron plate. One day, Xiao Han can have more than 20 orders of takeaway business, let alone the profit after drawing.

I ca n’t make money, and I do n’t have a lively student. Xiao Han feels that my opening life is very different from the initial ideas. After paying the rent for three months, there was no money in his hand. He started to consider that after the rent expires, where should the store address be changed? At that time, this small shop that has only been in less than a year will also announce the end of the fate and become one of the shops around universities.

▲ Because of the epidemic, Xiao Han had to lock the door to stop business. Figure/ Douyin Screenshot

Compared to Xiao Han, who started starting a business last year, Wang Hongchao was more lucky. He is a college student who graduated in 2016. After graduating, he couldn't find a suitable job. He started his business with several friends in the bedroom next door. He also chose the location near the familiar school and opened the first barbecue shop. Until now, they have been focusing on the university market, and they have opened more than 600 direct -operated stores and franchise stores across the country.

But now, Wang Hongchao does not think it is a good time to do business near universities -after the epidemic, their college stores have closed nearly 150. There are younger entrepreneurs who want to repeat their "money -making myth". When consulting, Wang Hongchao only asked the other party, "whether there is enough fund reserves". The good time of catering in colleges and universities can carry the epidemic and wait for students to return to school, but most entrepreneurs, "funds are tense."

There are not a few people who have the idea of "bottoming the bottom". Originally, only a barbecue restaurant in Chongqing Jiaotong University opened a barbecue restaurant on the street. In a year, five new barbecue restaurants were opened. The taste is similar. They compete for scarce students.

The cost is high and the income is less, but the rent still has to be paid. In order to earn a little more, Brother Jiang has no rest day. Regardless of whether there is business or not, "the shop must be opened to open the store." In the evening, it was when the night market was the best, but the shop only sat in a few people. Brother Jiang was bored and asked his wife to keep the shop. He returned to the car on the side of the road. He stayed for a while, and sang a nursery song for a while. It wasn't until there was a list that his wife shouted that he came down from the car and opened the fire to fried rice.

This is the new habit of Jiang Ge. Every night, he came to the car to pass the time, watching the campus blocked by the road, and sighed: "When you are busy, there is no time, where will you think of these things?"

Do you want to leave?

Now, for Sifen, the future of light is dim. One of the problems in front of them is to go home and when to go home.

The home she said is certainly not Beijing. Xi Fen's hometown was in Shandong. Before coming out of business, she was a rural woman and dealt with the land. Husbands have been soldiers and have insights. "Everything is listened to him", saying that there are many people in Beijing, and the business is good, and they are here. When I first came, Xi Fen didn't even like to talk, and it was not until he communicated with the students too much.

After doing business in the school for 20 years, Xi Fen also had infinitely close to Beijing. Xi Fen was very impressed. It was 2008. The price of a house next to the school was more than 200,000 yuan, but she couldn't get out. Until now, Beijing's house prices have been so high that she has made her staggering, and she can't afford how much meat is sold. Today, Xi Fen and her husband also rented near the school. The old bungalow was rented. The one -month rent was 2,200 yuan. "The building is too expensive."

To this day, Xi Fen still regrets it. When the house prices in Beijing have not yet risen to imagine, they bought a house. But after a few sighs, she realized that she made money for her children to study alone. The husband was sick and the money was not saved. At that time, she couldn't settle in Beijing.

In 2018, Xi Fen's father -in -law was sick. She had to leave Beijing and return to her hometown to take care of the elderly. It was two years. In the past two years, she gave the elderly at the end, and built a new house in the village, and married her son -Shandong. She was the hometown she needed more.

In the days when they were not in Beijing, someone would remember her, and the students raised the meat, so they tentatively called her. On the phone, Xi Fen's eyes were red, and when the students promised when to come back. But she knew that returning to Beijing was not so simple -if I couldn't go at home, if I went back, I didn't know if I could do it. "You can only be old and old", you will feel guilty. ▲ Xi Fen's shop has a lot of praise. Photo / Popular Review Screenshot

Many students are naive that opening a shop at the school door must be a "money" business. The students said that by the money made by selling meat, Xi Fen sent his son to Britain. To this day, there are still students asking Xi Fen: "Did your son come back to study abroad?"

The reality is that Xi Fen's son did not go to the United Kingdom, and she did not "make a lot of money", let alone stay in Beijing. People can't stay, and memory has nowhere to take root. Xi Fen knew that he always had to go home, just a matter of time. A dramatic thing was that twenty years ago, she came to Beijing because of a SARS pneumonia. Twenty years later, she might leave because of a pneumonia called a new crown.

Destined to disappear memory memory

The closure of catering around colleges and universities will also take away many students' campus memory.

The king of the catering closure rankings is used to describe himself with "atoms that are scratched everywhere". He was from Gansu. At the age of 15, he left his hometown of Jiayuguan and studied at Super Middle School in Lanzhou. He called himself "Lan Wai" and also wasolated his identity outside Lanzhou. When he was in college, Wang Jian arrived in Beijing for 4 years. Today, he went to study in the United States.

This map was also made when he was in a foreign country. Wang Jian said that in the days of studying, he seemed to be wandering, and the familiar restaurants could help him pick up some certainty.

"My intersection with this city may be in this shop, who sat down with a meal with who." He remembered that the last meal before leaving Beijing was the "old Shu people near the Sichuan restaurant near Peking University. "Eat, leave some" ritual sense "in order to deliberately leave. Like Sifen's meat clip, this old Sichuan cuisine shop is also the common memory of many northern universities.

Wang Jian's favorite lamb soup shop disappeared the year when the epidemic arrived. The shop opened in the village near the school. The boss was from Henan. Sheep soup was so beautiful that Wang Jian sighed for the first time, "How happy it is to live."

As for where the boss went, Wang Jian didn't know, maybe he went home. "Maybe the relationship between people may be the same. There will be restaurants everywhere when you go, and there is nothing special. At the moment," wow ', all changed, then you will find out how regrettable it is. "

Students who study everywhere are always experiencing such loneliness. Luo Qing Orange remembers Sifen's meat clip, and remember the oldest Sichuan restaurant. She is closely linked to them with the university's campus memory -they are not only places to eat, but also carry social, service functions, and even "economic functions."

The Sichuan Restaurant is the best location for the community dinner. You have to run the event. Everyone gets together after class. The tender faces, serious and serious, this is the first imagination of college students about society and the future. The new restaurant has opened, and it has become the first choice for Luo Qing Orange and her classmates. She still remembers that there is a newly opened fried chicken restaurant to sponsor her community 60 packs of chicken nuggets. Astronomy and embarrassment, still unforgettable.

▲ Photo / TV series "I Want to See You" stills

However, no matter how beautiful the memory is, it has disappeared. The bowl of chickens that Luo Qingye's favorite food can never be found after closing. She tried to re -engrave, but it was not that kind of taste. She also remembers that the chicken with her is often a college roommate. Later, the store was gone, and a dormitory never gathered again. Someone went abroad to study abroad.