"Naturally" can't wait?Guan Xiaotong milk tea shop illegally opens to join the defendant to the court

Cover reporter Wu Yujia intern Shao Lijun

On the morning of June 27,# 6 彤 6 6# rushed to the hot search. According to reports, Guan Xiaotong was reported to the court for the illegal opening of the franchisee because of the "natural" milk tea shop. The case will be held on July 8. In response, Guan Xiaotong's official Weibo reposted a statement issued by the Weibo of Chengdu Natural Catering Management Co., Ltd., stating that "Ms. Guan Xiaotong never participated in our operation and management work."

▲ Official statement of Natural Stay

It is reported that the "Natural" milk tea brand of film and television star Guan Xiaotong, Chengdu Natural Catering Management Co., Ltd. (hereinafter referred to as "Natural Catering"), which belongs to the company. In addition, because of the publicity, Guan Xiaotong repeatedly served the brand's platform, so some franchisees sued them together.

"Naturally" does it have to do with Guan Xiaotong? What problems do franchisees encounter? What is the operation of the store? The reporter contacted the parties to the prosecution and visited two stores in the business district in Chunxi Road, Chengdu.

▲ Naturally in Chengdu East Street Store

"Naturally" does it have to do with Guan Xiaotong?

Guan Xiaotong himself has repeatedly platform father Guan Shao Zeng Zeng affiliated to hold the shares

The reporter flipped through the information and found that in August 2020, Chengdu Natural Catering Management Co., Ltd. was established. Its "natural" milk tea is a new tea brand founded by Guan Xiaotong.

However, it was established for less than a year. In March 2021, "Natural" milk tea was fined by the Market Supervision and Administration of the Jinjiang District of Chengdu for "illegally issuing investment in investment promotion and other investment expected goods or service advertisements."

Administrative punishment information shows that "natural" milk tea published a joining advertisement on its official website, showing that "cooperation advantages: direct business guarantee, mature model. Easily opening, worry -free management. Low technical threshold, short training time. Regional operation, regional protection . Return to the book quickly, and replicate quickly. Open agents and expand rapidly ", suspected of violating Article 25 of the Advertising Law.

After discovery of the Market Supervision and Administration Bureau of Jinjiang District, Chengdu City, in accordance with relevant evidence, it was ordered to stop publishing advertisements and eliminates the impact within the corresponding range, and a fine of 50,000 yuan was given.

Since then, in May this year, "natural" milk tea was punished again. After the penalty for the first time to establish a commercial franchise contract for the first time on February 7, 2021, it was not filed with the competent business department in accordance with Article 8 of the "Regulations on the Management Management Management of Commerce". Yuan.

So, what is the relationship between Guan Xiaotong and the "natural" milk tea? Why does the outside world closely associate "natural dumb" with Guan Xiaotong himself? The reporter noticed that on the official website of "Natural Stay" milk tea, Guan Xiaotong's relevant image photos were displayed in many places, and it was called "natural dull milk tea shop chief". After the establishment of the "Natural Bad Milk Tea" brand, Guan Xiaotong also appeared many times to promote it.

According to a certain investigation, Guan Xiaotong's father, Guan Shao, had held 35%of the shares of "Natural Bad Milk Tea" through the 100%shareholding Tongmeng Xinyuan (Chengdu) Cultural Media Co., Ltd.

How long does it take to invest in the early stage to achieve capital preservation and profit?

The brand is estimated to be able to return the book in 10-13 months

The reporter learned from the person in charge of natural catering that currently franchisees in Chengdu only need to pay a deposit of 20,000 yuan to the company, no need to pay 100,000 yuan franchise fee, and the number of free franchise fees is limited. From decoration, training, preparation for preparation to landing, the preparatory cycle only takes about one month. According to the average store opening costs across the country, the preliminary+decoration+equipment+materials and other expenses are added together. It is about 200,000 from project preparation to landing.

▲ Naturally -officially provided by the investment return rate model table

Among them, 0.5%of the turnover of the agent's direct -operated stores need to be delivered to the company.

If you are not satisfied with ordinary franchise stores, you can also choose to be a city or regional agent. Regional agents are the entire agent of the area, exceeding the cost of opening a single store. For example, the cost of opening a single store is about 20W, but as a urban agency or regional agent, the early investment cost is about 500,000 to 1 million. Depending on the city, different cities are different. The investment price may be higher.

As for how long the franchisees are most concerned about the problem of recovering costs and achieving profitability, the person in charge said that the average return of this cycle is 10-13 months, and the average gross profit margin is 65%.

▲ Analysis Form for Single -Store Investment Entering the official single -store investment

What is the business status of "Natural Stay" Chengdu store?

The daily sales gap between the on -site visits and the brand's estimated daily sales is huge

On the morning of the 28th, the reporter visited two stores in the business district of Chunxi Road, Chengdu.

The reporter observed that the first store in Chengdu, which was located in Yingjia Plaza, has been moved to East Street. The store belongs to the company's direct business store. Consumers come to buy in the morning. normal.

There is almost no consumer at the entrance of the Mirui Plaza store about 1 kilometer, and there are only one staff member in the store. The reporter learned to the staff that the store is a franchise store. The daily customer order is about 50-60, and the turnover is 900-1000 yuan. The monthly rent of the store is 20,000 yuan. The person in charge of the natural dumb (Mirui Square) took over the store for less than a year, and there was a recent plan to transfer.

▲ Natural staying into Chengdu Mirui Plaza Store

The gap between this data and the China Merchants team is not small. The official single -store investment return analysis table shows that a 50 -square -size store should exceed 8,000 yuan, and the average gross profit margin is 65%. For example, the person in charge said, "For example, the flow of the shop is about 100,000, and the gross profit of a month is around 6.5W. This gross profit deducts water and electricity rent is pure profit."

Does this round of crisis affect stores and brands?

The China Merchants team claims that the star effect is just a gimmick that attracts customers

When the reporter tried to understand whether the crisis of public opinion would affect the business of the store, the staff of the investment team said that it would not affect the store.

The person in charge told reporters, "The star effect is only an consumer who attracts as a gimmick in the early stage. It still depends on the quality of the product to maintain the passenger flow."

How do regional franchisees think of natural diet?

Just cut chives to ignore the rights and interests of the franchisees

The reporter contacted Mr. Bao, the plaintiff Wenzhou Owa Catering Management Co., Ltd. (hereinafter referred to as "Ou Ge Company"). , Guan Xiaotong himself also stood on the station for natural stomachs. I think this should be guaranteed. "

▲ Lawyer's letter from Wenzhou Owa Catering Management Company

After signing the contract, Bao Shanrong paid 1.58 million agency fees and 100,000 margins to the company, and then organized personnel to go to Chengdu headquarters for training. The price.

However, after Mr. Bao officially opened, he discovered that there were some problems with the company. First, the company's raw materials are higher than the market price. The fast -growing menu update cycle has caused the raw material replacement cycle to be shortened. All the old raw materials must be replaced with the latest materials to cause serious waste, and it also increases the cost burden of franchisees. Secondly, natural dull catering does not have franchise qualifications. It does not have a record with the national business department in accordance with the law and sign a contract with the agent. Strategy changes at any time, and whether the strategy is in writing is unknown.

Mr. Bao said: "Natural dull catering now claims to be exempt from the franchise fee or even the agency fee. So how can the merchants pay for the merchants who pay the fee to be guaranteed?"

In order to open a milk tea shop, Mr. Bao has invested 3 million. He communicated with naturally and hoped to return 800 to 1 million, but now Chengdu naturally only returns 60,000 equipment fees.

Mr. Bao said that his case is not a case. Although it is natural to support some stores to adopt strategies such as material costs, "even with the company's support, many stores are still in a state of loss." Talking about this prosecution, Mr. Bao told reporters that his original intention was "I hope to ask the company to bear the corresponding risks and not cut chives."

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