The "franchise joining" of the catering industry is here!

The "franchise joining" of the catering industry is here! Sun Jinyun, an associate professor of the Department of Enterprise Management of the School of Management of Fudan University, led the research team for a quantitative study of the research team today. Today, a data analysis report based on 460,000 catering franchise stores was released.

In recent years, the number of restaurants in catering brands has made a significant leap through franchise. After more than ten years of development, there have been many large -scale development of catering brands such as Duck Neck, Zhengxin Chicken Chop, Honey Xuebing City, etc. in the market. They have high brand value and extensive social awareness , Covering the operating areas across the country, and chain -based operations with "franchise franchise" have become important paths from small, chaotic and scattered to large -scale development from small, chaotic and scattered to large -scale development. However, from the perspective of the chain rate, my country's catering chain still has greater development space and opportunities in the medium and long term.

Sun Jinyun said that through more than 1,000 catering brands in the store, more than 1,000 catering brands, more than 460,000 stores across the country, compared to the quantitative research of more than 460,000 stores across the country. There are eight common misunderstandings in the catering franchise mode, which is easy to lose the direction of the newcomers.

Misunderstanding 1: Sloping estimated investment amount

The amount of project investment is one of the most considered factors that affect the decision -making of franchisees. For well -known brands that are familiar with Volkswagen, franchisees can find detailed third -party information as their own investment decision -making basis through public reports, industry reports or corporate annual reports; however, in the face of non -well -known brands, their franchise costs, profits and other data It mainly comes from the brand. The franchisees cannot pass the third party verification, and even listen to the "flicker" of the brand. In order to achieve rapid expansion, non -well -known brands may falsely report the core indicators to induce others to join.

Through the field interviews and research, the specific methods of the initial investment of the brand's sanctuary include reducing the estimation of the procurement grade and the necessary subjects for leakage.

Misunderstanding 2: The overestimated gross profit margin

Basic gross profit margin is another factor that has a decisive impact on the decisions of franchisees. The survey shows that the estimated gross profit margin of various franchise catering brands is between 35%and 80%, and the actual calculated basic gross profit margin is between 35%and 75%. Phenomenon.

Misunderstanding 3: Twisting investment return cycle

For those investors who lack experience in the catering industry, they are most concerned about investment returns in the early stage of investment, and they usually use the investment recycling period to judge. However, such predictions are actually related to the two variables of investment amount and profit margin that through analysis, it is found that the real investment recycling period is very different from the promise obtained by the two variables that provides information in the latter two variables.

Misunderstanding 4: High -entrepreneurial franchise fee

The first funds paid by the franchisees in the catering industry -franchise fee is one of the important considerations for franchisee decisions. The franchise fee is the intangible assets of the brand's brand, such as intellectual property (including invention, patents, trademarks, copyrights), organizational management assets, market assets, and human assets. The contract stipulates that it is engaged in business activities in a unified business model and paid to the brand holder.

Franchise fees generally include brand usage fees, performance margin, brand management fees, and the first batch of purchase fees. Among them, the performance deposit is similar to the deposit. In order to ensure the franchise party's performance contract, the brand party requires the franchisees to pay a certain amount of funds. After the expiration of the contract, the franchisee has no breach of contract or other arrears. The franchisee should refund the fees to the franchisee without interest.

Misunderstanding 5: The longer the business year, the higher the store rate, the higher the store rate

The "Administrative Measures for Commercial Frank Management Records", which is implemented by the Ministry of Commerce from February 1, 2012, is the main regulatory basis of the government's restaurant franchise industry. Discover important information such as brand operation status, chain layout, business resources (trademark patents, etc.), investment calculation and other important information. Therefore, the brand that conducts franchising in the Ministry of Commerce can be called a compliant franchise brand, and to a certain extent reduces the risk of corporate management.

Studies have found that the brand's filing rate is positively related to the size of the store and the establishment of the brand. The longer the company operates, the higher the possibility of closing the store and the higher the store closing rate. With the increase of year, the average closing rate of the brand (whether the record) shows an overall upward trend.

Misunderstanding 6: "Big Brand" may not be "strong"

Is it better to run a catering brand for a long time, is it better to join, or is it better to join? In response, the research team conducted a differential test for whether the brand in the sample library was open to join and the closure rate. The results showed that the opening rate of brand stores with open franchisees was higher. For potential franchisees, when choosing a brand, it is often easy to favors the brands with a large number of stores, long opening time, and widely distributed in the province, but in fact, such brands are not the safest.

Misunderstanding 7: flooding cottage brand

Honey Sea Ice and Snow, Honey Snow Ice Cheng, Snow King's City, Ice Snow Castle, Naixue Ice City, Mi Xue の tea ... Dazzling milk tea shops, is Li Zhi or Li Gui? These names seem to have "snow", "ice" and "city" milk tea brands, almost all of them are the brand heat and traffic of genuine "Honey Snow Ice City".

The cases of well -known catering brands have been commonly banned by the cases of cottage, which not only caused the franchisee to be damaged by the deceived interests, but also damaged the reputation of the catering brand and was fished by others. By imitating the brand logo of the original brand, plagiarism products, and through the flooding of the business behavior that quickly overtakes through the scale, it will bring a blow to the enthusiasm of enterprise innovation, which will have a negative effect on the industry. , Give up the pursuit of excellent quality control and stable operation, and infringe consumer rights. And if franchisees have joined the "cottage brand", it is difficult to guarantee the legitimate rights and interests of the franchise.

Misunderstanding eight: misleading traffic

In recent years, the "routine joining" of Xiaobai investors has emerged endlessly. By investigating these cases, one of the most important channels for franchisees is the "China Merchants joining" website with unknown "investment promotion".

Studies have found that attracting intended franchisees on the China Merchants website to click on pop -ups and consult the drainage information of joining. There are also some common routines for those guiding talks, but in summary, there are only two purposes. Confidence.

Author: Tang Weijie

Edit: Zhu Wei

Editor in charge: Rongbing

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