Survey ｜ The truth behind the farce of Xianhezhuang: Star Catering Store will "collapse" successively

Text/Picture Yangcheng Evening News all media reporter Xu Zhangchao intern Wang Yi

Xianhezhuang franchisees collectively defend their rights, Chen He withdrawn from Xianhezhuang shareholders, Chen He collects huge franchise fees, and reports to report smuggling accounts and scholarship. Recently, Chen He and Ye Yiqian and Zhu Xi have partnered with the "Star Catering Store" Xianhe Zhuang, one after another on Weibo, Chen Hefen, who has refunded the shares, responded to the dispute, which once again attracted the attention of the outside world. At present, Chen He, Ye Yiqian, and Zhu Xi have withdrawn from "Xianhezhuang", and "Star Halo" retreats into a "collapse" state.

In recent years, many celebrities have invested in the catering industry, such as Xue Zhiqian's "Shangshangqian", Zheng Kai's "Fire Fengxiang", Guan Xiaotong's "Natural Milk Tea", Hu Haiquan's "Xixi Pot" and "Ben Palace's Tea" Wait. After the brand's awareness gimmick, these catering brands have been "rolling" one after another, which can not help the public caused questioning of "star catering" franchise chain model. So why is it difficult for "Star Catering" to become the "star" of the catering industry? Are you cutting franchisees "leeks"?

Xianhezhuang franchisee complained

Recently, the reporter came to the Oriental International Commercial Plaza next to Kayun Road, Guangzhou. The shops in the mall of Xianhezhuang Lifei Hot Pot have been replaced by Daxian Gang's branch. The reporter noticed that there was a doll stool of Chen He at the oblique opposite side of the Daxian Gang store. "When I came to the mall in May this year, Xianhezhuang seemed to be open. I don't know when it was not." Mr. Lin, the customer in the mall, told reporters.

Xianhezhuang franchise stores like Keyun Road in the past two years are not uncommon in Guangzhou. The reporter learned from a franchisee office of Xianhezhuang that in 2021, Xianhezhuang franchise stores in the Guangzhou region reached 19, and the public comment shows that only 6 Xianhezhuang branches are still operating normally. Ms. Wang, a franchisee in Xingtai City, Hebei Province, told reporters that she invested 430,000 to join the contract in July 2020, and it took a total of 2.9 million yuan to open the shop decoration and purchase. shop.

"At that time, Zhang Peng, assistant to the general agent of North China at that time, promised us that from the franchise fee to the opening of the store to operate all the materials, it should be able to invest in about 1.8 million to operate normally, and to return to the book, one year and a half year," said Ms. Wang. Ms. Wang told reporters that after three months of opening the store, the popularity continued to have almost no return guests. At that time, the North China Agency promised to invite Chen He to come to the platform. Later, it was said that the schedule was full and the money could not be invited.

"At that time, we forced us to enter the" Performance 'behind Xianhezhuang's "Good", and the base of 100,000 yuan was directly seized by the market supervision and management here, because the packaging did not have the date of production and the identification of the qualification certificate. It belongs to Sanwu products. "Ms. Wang said that after the local market supervision and management department fined more than 9,000 yuan, they asked the headquarters to say that the headquarters had not responded positively.

In response to the issue of tax evasion and tax evasion on the Internet, Ms. Wang said that during the opening of the store, she spent more than 1 million yuan from the materials from Xianhezhuang headquarters. "I think this is a bit suspected of tax avoidance. I complained to the Chengdu Taxation Bureau. The Taxation Bureau feedback said that the Shan Shan company did not have Huang Zhong, and said that you went to the police to file a case; we went to the local police station to report the case. The ditch passed, and these departments did not give a certain answer. "

The reporter contacted the staff of Xianhezhuang headquarters. The other party said that the online video real -name reporting tax evasion is one of the brand franchisees. For other demands, the video is not true. At the same time, Xianhezhuang has submitted relevant materials to report the video, and the video has now been removed. For public commitments such as returning time, the other party said that investment is risky.

A number of "operations" in Xianhezhuang involved illegal law

Only one sentence "investment is risky", do you need not fulfill the public promises such as back to this time? After refunding the shareholding, did Chen He still bear relevant legal responsibilities? Is Xianhezhuang, which is charged with high franchise fees and promotion costs that failed to fully fulfill the obligation of information disclosure? The reporter contacted Zhang Zhenzu, a senior partner of Beijing Hairun Tianrui Law Firm, and Zhong Lanan, a senior partner of Beijing Jingshi Law Firm.

In response to public commitments such as "return to time", Zhong Lanan said that it is suspected of constituting fraud and false propaganda if they can return to the abroad. According to the relevant provisions of Article 148 of the Civil Code, franchisees have sued to the court to demand the contract and return the franchise fee.

Zhang Zhenzu mentioned that joining is a franchise, and according to the content stipulated in Article 3 of the "Business Operation Franchise Regulations", in addition to written contracts, the brand's investment manual and public commitment are also part of the contract. If Xianhezhuang promised "Chen He's new shop will be diverted with his star effect", then after Chen He withdrew from the shareholders, Xianhezhuang could not fulfill the above commitments and was suspected of breach of contract.

It is worth noting that Zhong Lan'an pointed out to reporters that from the information found from the "Unified Platform of the Ministry of Commerce's Business System-Business Chartered Information Management" website, Xianhezhuang only filed in April 2022. In accordance with Article 8 of the "Regulations on the Management of Commercial Frank Management", Xianhezhuang's recruitment of franchisees has been suspected of illegal, and it shall bear responsibility in accordance with the above provisions. The brand responded to the reporter that Xianhezhuang had already had the conditions for joining at the time, but did not record it as soon as possible.

In response to the franchisee model of "Star+Catering", Zhong Lanan said that the franchisees should carefully choose the partner and not trust the advertisements of the partner. Zhang Zhenzu suggested that in the process of joining, pay attention to whether the other party's business franchise behavior is filed compliant, and carefully review and sign the contract details during the signing of the business contract instead of the other party's verbal commitment. Such as relevant certification materials.

Star restaurant comes with "death halo"?

After the release of the tax evasion of Xianhezhuang's tax evasion, the reporter went to the experience of Xianhezhuang Lifi Hotpot Hotpot Hotel in Dingfu Times Square, and found that although Chen He is no longer a shareholder of Xianhezhuang, there is still a printed Chen in the branch store. The banner of He's photo, Chen He and other stars such as the photos of the stars such as Chen He were also furnished on the wall of the photo. The branch has two floors on the upper and lower floors. On the second floor of the night, the lights were turned off without customers. There were only 20 guest tables on the first floor of the hall.

The reporter noticed that the star catering brand with its own star enthusiasm has frequently occurred in recent years. For example, the catering store invested by Han Han has been "happy to meet you" in many places across the country. The problem is closed. Netizens have sorted out more than 40 star restaurants in the past 20 years, showing that more than 85%of the restaurants have finally closed and the brands have disappeared. Essence

Why do stars favor the catering industry so much? Why does the restaurant with a star "halo" only "one place"? Zhang Yi, CEO and chief analyst of Ai Media Consultation, analyzed a reporter from Yangcheng Evening News that the high return rate of catering is a major reason for celebrities to consider investment. Compared with the high -tech industry, the catering industry is also a relatively low threshold industry. Star catering is essentially the star itself as an invisible signboard to attract franchisees and consumers.

"It is precisely because of the golden key, the operating team of star catering often ignores the most important thing -the product." Zhang Yi emphasized. Zhang Yi said that the "product+marketing" catering model needs to take into account the quality of the product and the means of marketing. Now star restaurants are well -done marketing and the product quality is not good. In the final analysis, it is a matter of management. After that, the marketing became more and more effort, but the products became worse and worse, which caused "cut leeks" to occur frequently.

Chinese food industry analyst Zhu Danpeng said in an interview with the Yangcheng Evening News reporter that stars only quickly realized his fan traffic through the catering track and carrier. Catering was just a tool or means of monetization. "He has neither experience nor much professional knowledge, and he has no time and energy to manage, so the collapse of many star catering is inevitable." Zhu Danpeng said.

Source | Yangcheng Evening News • Yangcheng School

Responsible editor | Pan Liang

- END -