What happened to the young people who spent hundreds of thousands of savings and returned to their hometown from big cities?

Many people who work hard in the big cities have thought that they have thought about it and open a shop in the "small place" of home.

However, there are very few people who really do this in the end, after all, there are too many things to hesitate. In imagination, the small town is leisurely, and the relationship between neighbors is kind and close, and each street and every building are familiar. But take the business form that is popular in big cities back to the town and support yourself by opening a shop?

We found 4 young people who returned to the town in the Yangtze River Delta. They sold their coffee to grandparents, and found young people on the island to play scripts and kill them. Selling girls' favorite jewelry, hair rope, socks in the noisy alley next to the building materials market, and one, ran to the countryside to open a bookstore, claiming that Do not sell teaching aids, best -selling books and chicken soup.

They tell the story of courage, compromise and pursuit. Over time, the town also changed, giving back the space and opportunities they tried.

Why not open the tea room?

"It's really wayward. What is the difference between this is lost to 300,000 yuan?" 300,000 yuan is the price of Xu Chao's opening a coffee shop in ancient town in Xinshi Town, Deqing County, Huzhou City. In May 2017, since the coffee shop opened the door in the town, he has not stopped at the moment.

Old people in the town often come to "onlookers" and come in from the window probe. They ask without fear that everyone here drink tea. Does anyone drink coffee? Why not open a tea room or soy milk shop? Xu Chao sent the store opening experience on social platforms. Young netizens also did not understand. They felt that this was a "player", not a business business in a serious business; some people concluded politely, Wenqing entrepreneurship, and guaranteeing losing money.

For a while, Xu Chao (left) and his wife will stand at the door of their own store and take hands, which has become a habit and ceremony.

Although sharp, this evaluation is not all unreasonable. Although the ancient town of Xinshi has the beauty of water township, more than 40 kilometers away, Mogan Mountain Scenic Area is even more popular, and the ancient town cannot attract too many tourists. After graduating from high school in high school in the local area, I study in other places. Almost only after graduation, I choose to prepare for preparation and be civil servants. Therefore, what is popular among young people is taken for granted that there is no market in the town.

The experience of the predecessors also told Xu Chao that the business of the coffee shop in the town is difficult to do. The shop he took over was on the upper and lower floors, and it was transformed from the old house with tofu. Before him, the store had experienced three owners, and the last business was coffee drinks. There is no successful coffee shop in the town. Those who want to drink coffee can only go to the teahouse, or milk tea shop to buy a cup of brewed quick -soluble coffee.

Soon, Xu Chao appreciated a hardship. He wanted to recruit a barista to the store for help, without asking for experience, but it was best to be younger. The conditions are relaxed, the threshold is reduced, and people cannot be recruited. Xu Chao said that he took a friend who often went to the store to play, and finally turned the "cooked customer" into a "clerk". For the first time, the clerk made coffee for his grandma. Grandma tasted a sip, and his facial features were squeezed into a piece: "So bitter, can you sell it?"

Not just coffee shops are not optimistic. In Changle Town, Haimen District, Nantong City, Chen Song opened a bookstore and did not sell teaching aids. During the preparation, no one around him supported him. Chen Song is a native of Nantong. In the past, he worked in a traditional media in Wuxi. His wife and children were in Wuxi. The family members felt that the class in cities such as Wuxi and Shanghai was not pretty good? "Only those who can't go back to my hometown." As soon as I opened the bookstore, everyone asked which school to open; inquire about Chen Songkai's bookstore position without school, not selling teaching aids, and regretted it, advising him that the bookstore is not easy to do. A tutoring class can make money more to make money.

Chen Song's bookstore, opened in Changle Town.

The shops that are not flowing in the eyes of others are dreaming of lifestyle in the eyes of people opening. Chen Song likes paper books. When you go to a city, you always have to visit the bookstore. If you can open a bookstore, you can choose books and create freely. Such ideas are like a seed, buried in your heart for a long time, and gradually grow up. But more realistic issues are in front of them. Chen Song is 40 years old. The child is just in junior high school. His wife is still in Wuxi. His parents have to support it. He cannot "want to do it."

Chen Song's idea is clear and logical: he has no strong financial support, and can only cut into the bookstore market at a relatively controllable cost. There is no shortage of bookstores in the urban area, there are many competitors, and the operating costs are high, while the town bookstore is feasible. He firmly believes that there will be commercial returns in opening a bookstore in the town.

Indeed, compared to opening a store in large cities, the cost of opening a store in the town is lower.

Young girl Taozi studied art. After graduation, he did content operations in a small Internet company in Hangzhou, Zhejiang. Later, he went to an institution with an Internet celebrity incubation as a editor, and a fashion blogger. In 2021, she resigned from work and returned to her hometown of Huixian County, Huai'an City, Jiangsu Province to open a grocery store. Her shop is rented in the alley next to a building materials market. It is located in a commercial center. There is also a food street not far away. It is a very lively area in the county. There are two small buildings, with a renovation fee of 20,000 yuan and a one -year rent of 20,000 yuan. At the beginning of the start, she chose a small gadget that was not too expensive and cured, canvas bags within 100 yuan, a pair of socks of 10 yuan, and cheaper than online shopping prices. Finally, Lin Lin finally came down, the total investment of Taozi stores was about 60,000 yuan. If you use this money to open a store in a big city, you may only pay for 2 months.

Taozi's grocery store is opened in Qixian County.

Can this be called a coffee shop?

For the start -up funds of 300,000 yuan, Xu Chao originally intends to use it to buy new houses in Hangzhou.

He and his wife worked in Hangzhou before. He was planning for weddings in the advertising industry. New City Ancient Town is where his wife grows up. For the first time Xu Chao visited the ancient town as a tourist, and saw the clothes dried along the eaves, the toilet washed by the river, and the door of the shop along the street with the old -fashioned door panel ... "He wanted to open a shop or live The place is like this. "

Such towns may be suitable for life, but it is not necessarily suitable for opening a coffee shop. Not only did he sell coffee, but also selling steaks, pasta, cocktails, and even cucumber, crayfish, fist products are salads and frozen lemon tea. Coffee is the worst sales item, which can only sell two or three cups a day. The left neighbor and right house often went to the store to play cards. The unmarried men and women returning from the city to the store on the store was on a blind date. In the evening, they were all dinner at the coffee shop. A table surrounded seven or eight people to eat.

Xu Chao hesitant, can this be called a coffee shop?

Xu Chao's coffee shop opened in the ancient town of Xinshi, and there were many guests who came to dinner at night.

He gradually understood that he could not use the consumption habits and thinking of big cities to judge in the town. In the city, almost all festivals have become the "Consumption Festival", and the malls are particularly lively, but the town does not pay attention to these. For example, Christmas, Xu Chao specially made discount advertisements, prepared sufficient materials in advance, and launched new designs for packaging. The number of customers to the store did not increase and fall. Also, his coffee shop is the worst business on Thursday. Why is this day? Xu Chao has always been unable to figure it out.

The shop opened to the town, and the pricing had to be considered.

Hu Zhenwei once studied in Zhengzhou. After graduating, he returned to his hometown of Zhushan County, Zhoushan City, and wanted to open a script to kill a shop. In the past few years, the script has been swept in big cities, and even a commercial office building has several stores on each floor. After Hu Zhenwei played once, he planned to open the first one in Laoshan. He went to Ningbo to inspect the market. The luxurious store decoration and handsome host were the core attractiveness. In Ningbo's cheapest script killing shop, it was unusual to play a per capita per capita, 138 yuan and 158 yuan. This pricing is impossible in Shan Shan! Laoshan County is located in the middle of the Zhoushan Islands. The resident population is only 200,000. Last year, it had just passed the Bridge Bridge. In the past, residents could only take a boat out of the island. In such a county, it is impossible for people to spend more than 100 yuan for an entertainment activity that has never been heard. Hu Zhenwei's script killing shop set the price of single player once at 60 yuan, which is a low price that could not be found in big cities.

The script that can be played in Hu Zhenwei's shop is the cheapest ordinary book.

The town is not large. Most shops have visited many times. The newly opened stores are always curious. No matter what they sell and how to sell them, people go to the store for ten hundred and pass. Hu Zhenwei encouraged the store customers to forward social media. The circle of friends "Ji Zan" can be reduced by 10 yuan; shortly after the store opened, the social media group of the coffee shop poured into hundreds of people, and the age span was very large. By the age of 40, the full -time mothers have all.

However, this wind quickly passed.

Xu Chao officially opened in May 2017 in the coffee shop in the ancient town of Xinshi. It continued to go to the summer vacation and then to the "11th". In the first half of the year, it was very lively and flowed at 20,000 yuan per month. By November, the situation turned sharply, and the moon flowing in the store dropped directly to 2,000 yuan. Later, for a long time, no matter how Xu Chao adjusted the menu or discounted the promotion, the business never improved. Sometimes the guests who arrived at the store had only three or two a day. "It was embarrassing at the time. Although I couldn't earn money, I didn't continue to lose money, and I was reluctant to transfer it." Xu Chao said.

Xu Chao (right) and his wife lived the "two people, two cats and one shop" in the ancient town of Xinshi.

In early 2020, Xu Chao left his wife to see the shop and went out to find a job. He just started running the courier, driving a van to deliver the goods between the delivery stations between the city and the town, and the basic salary could be received 5,000 yuan, and there were some commissions. Later, he went to the towns next door to find a job related to advertising. This is his old bank, with a monthly salary of nearly 10,000 yuan. He barely maintained the savings of coffee shops. In May 2020, the tourists became more, and the business in the store gradually became better. Xu Chao was called back to the shop by his wife and did not go back to work -he still couldn't bear his own shop.

After calming down, Xu Chao understood the account: a total of less than 100,000 people in the town, even if everyone's business was done one by one, it would not be long. A child with pocket money may be less than 50,000 people who really have consumption power.

Where to find customers?

To do the business in the town alone, the coffee shop cannot be "alive". "If the guests don't come, let's go to the guest." Xu Chao said.

Chen Song, the owner of the town bookstore, also began to understand this truth. Why is the town bookstore scarce? It is precisely that the consumption of the residents of the town alone cannot support the long -term operation of a bookstore. Chen Song's idea is that the bookstore has to be combined with cultural tourism.

He is now born in Changle Town, Haimen District, Nantong City, and is the birthplace of Zhang Ye, a well -known industrialist and educator. When Chen Song selected the site last year, a ancient street "Liuxi Half Street" is being developed. The shops are attracting promotion. On the planning map of the developer, the position of a bookstore is left. Bookstores of the scale have been contacted because of various reasons. Chen Song took a few pages of slides to talk, communicated back and forth many times, and determined the cooperation plan.

Chen Song's bookstore's internal arrangement.

On November 15 last year, Liuxi Ban Street officially welcomed guests. Chen Song's bookstore opened the door on the same day, and tourists were full. In the past six months, the operating conditions of the bookstore exceeded Chen Song's expectations. The supporting facilities for tourism in the town are gradually developing. The Zhangye Memorial Hall and the surrounding areas have their own flow. Catering, homestays and other formats are relatively complete. Those who visit the town will enter the bookstore to see. At the end of the town coffee shop, some people invited Xu Chao to participate in the outer field activities of the coffee market in Hangzhou. After communicating with colleagues, Xu Chao returned to the town and cut off the product types in the store 80%. , Soda drinks and cakes, he made up his mind to return to the starting point and make a real coffee shop.

He borrowed money and upgraded the domestic single -headed coffee machine in the store to a 80,000 yuan second -hand double -headed coffee machine; he spent 40,000 yuan to buy a roasting machine, starting from the roasting of coffee beans The district is fighting together, from life to cooked, and smells every taste at each stage; the resources of small town are limited, and some fresh raw beans are not happy to run alone for this small business; he explores the store everywhere, Communicate with more peers; continue to practice on the Internet. After half a year, Xu Chao thought about the "No. 1 Bean" in the shop. He believes that coffee shops have core competitiveness.

Xu Chao made coffee on the coffee market.

In order to survive, Xu Chao stuffed the "home" into the trunk and ran to participate in various markets. He gradually had some confidence. Xu Chao learned to prepare special drinks, such as selling "Sakura Latte" on the cherry blossom market. He developed a "Sky City" in the Xuanwu Lake Coffee Festival in Nanjing. Coffee ran to the ancient town.

Xu Chao's online shop has also been launched, selling coffee beans and hanging ear coffee. He has made an inventory in 2021: the farthest order comes from Xinjiang, and the coffee beans bumps on the road for 10 days before they are delivered; the most expensive orders come from Huzhou, The guests place an order to take a pack of single beans in the store; the most repurchase is a Guangdong customer who purchases 36 times, an average of 1.5 times a month.

What are you retaining people?

In the town, "compromise" is still staged. Many small town residents have never been in contact with hand -coffee coffee, and they have never drank coffee without sugar. When ordering, they will ask for adding a little milk to the hand -coffee, add a little sugar to the American coffee, and then stir a spoon, stir it, and stir it. Essence The people who passed by the coffee shop were curious about roasting beans. They had never seen fresh coffee beans, and they felt similar to tea fried leaves. They asked if the bean -roasted bean function could be fried and can be made of popcorn.

There are also surprises. Most of the time, Xu Chao unloaded from the courier car and shouted on the street, and someone helped him. The bending grandparents passed by and pushed their heads from the window, saying that the coffee smelled really fragrant. Xu Chao would divide the coffee dregs to them and go home as a flower. After the store was upgraded, his coffee pricing was benchmarking in Hangzhou, and occasionally there were guests who felt expensive, but when he heard that a coffee machine was nearly 100,000 yuan, he would not say anything. All signs show that the residents of the town began to accept coffee, and the coffee shop slowly started to make profits, and local consumption could account for 40%.

Chen Song did a few reading activities in the store, and the effect was good.

In another small town, Chen Song felt that the bookstore's half -year revenue was good. Although he only barely earned back the rent and water and electricity charges, he was very satisfied. When he opened for more than a month, a friend around him had a collection of poems. He invited friends to the store and had a sharing meeting. The author's popularity is not high. If you are too high, you have to go out. Chen Song was very worried that no one would participate. The cold field was embarrassed. I did not expect nearly 30 readers to come, and the activities were smooth. Later, it was found that there were many people who love reading. Chen Song joined a reading society. The sponsor was a middle school teacher. There were more than 60 members of the community. The members found that there was a bookstore in the town, which was very surprised.

The town on the island, Hu Zhenwei's script killing shop, became the best place for young people in Shan Shan to open the social circle. High school students and college students who return to their hometowns for the winter and summer vacations like "tables", they can know more new friends. The store has never been locked. Guests who arrive at the store in non -operating hours can pour a glass of water by themselves and sit down and rest. "We want the guests to feel that this shop is like an old friend of him." Hu Zhenwei said. A female junior high school student is a regular guest in the store. The school has literary and artistic performances. The clerk went to the school to help her make up. There are also teachers and students met in the store after school. They joked that they just taught their homework. In the big cities, after the game is over, the four sides are scattered. In the small county, there is a little more attribution and tenderness.

Customers who play scripts in Hu Zhenwei's shop take a photo.

One year after opening the store, Hu Zhenwei has returned to the book, and the game pricing has risen from 60 yuan to 68 yuan. He intends to do it for a long time and be optimistic about the future development of Shan Shan. Close to the sea, there are unique fishery resources here. The petrochemical industry is booming. A boat -linked bridge allows Sushan to communicate with the outside world. After the script was killed, the island has a tavern, anime city, and a kart club on the island.

In the future, more young people will be willing to return to the town and start new stories.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Gong Ping Liu Chang

WeChat editor: Miss Pi

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