The following is for reference only: It is understood that a brand-new fruit distribution method-fruit specialty store appeared quietly in many communities and streets in Shenzhen last year. It is said that Baiguoyuan, which opened in July last year, was the first one. Subsequently, dozens of fruit specialty stores and fruit supermarkets with various names such as Golden Orchard, Huaguoyuan, Fresh Orchard, Good Orchard, Fragrant Orchard and Shanshui Orchard appeared one after another. At present, Baiguoyuan, Fengduocai and Jinguoyuan all adopt chain stores. Among them, there are 1 chain stores in Baiguoyuan, 3 in Fengduocai and 2 in Jinguoyuan. Jiang Xiyong, general manager of Baiguoyuan Industrial Development Co., Ltd., told reporters that there are many local franchisees coming to Shenzhen in order to cooperate with their companies. However, this year, the company only expects to develop 4 franchise stores in Shenzhen, and open 1 specialty stores by 24 to make this market where the company is located bigger and stronger, and then consider recruiting franchisees for the mainland to continue to expand its strength and market influence. On the day of the interview, there was another franchisee who came from Zhejiang and asked to join. It is also known that the ribbon-cutting ceremony for the opening of the first store in Baiguoyuan was washed away by a large number of customers who heard the news. For several days, there was a continuous stream of buyers and the new waitress was tired of crying. The sales on the first day reached 19, yuan, which was greatly beyond the company's expectation. It can be seen that the weather of Pengcheng fruit joining is extraordinary, and there is a scene of prosperity everywhere. The competition is between supermarkets and stalls selling fruits, and everyone will sell them. Why do you have to pay an initial fee to join the "orchard"? Fruit is short-lived, perishable, with small investment but high risk. With the increasing demand for fruit consumption, it is becoming more and more difficult to do fruit business. What is the difference between chain fruit shop management and supermarkets and stall vendors? The reporter visited several chain stores, and these companies all said that compared with large supermarkets, fruit franchise stores have their incomparable advantages in variety, freshness and price. Therefore, the fruit franchise chain rose rapidly and gradually became a development trend of the fruit business. First of all, in terms of varieties, supermarkets, vegetables, daily necessities, rice noodles and other goods are numerous, and fruit is only one of them, accounting for a small number of one or two counters, and there is no special person to keep them fresh all day. Because the profit-making method of supermarkets is "joint profit", relying on many commodities, there are no more than 5 kinds of fruits at most, but there are at least 8 kinds of fruits in fruit specialty stores, and even more than 1 kinds of fruits can be sold in summer when the sales volume is large, whether it is south fruit, north fruit or imported fruit, there are almost everything. Yang Mingkun, deputy general manager of Baiguoyuan Industrial Development Co., Ltd. also told reporters that there is a large cold storage with a capacity of 7, tons in the company's location, and there are four small cold storage in the passenger transport center. Each franchise store has its own cold storage and air conditioning, and the temperature in each link is controlled at 5-1 degrees, thus controlling the breathing of fruits and ensuring the freshness of fruits. Moreover, compared with the big selling factory of a big supermarket, the air control of the supermarket considers all goods and customers, and there is no "special service". The area of the specialty store is small, the air circulation is not big, and the humidity of the fruit is guaranteed by the use of fresh-keeping bags, so the fruits in chain stores are relatively fresh. In addition, fruit chain stores also have advantages in price advantage. Because the fruit has to pay the entrance fee and tax invoice as soon as it enters the supermarket, the price can't come down; However, supermarkets generally don't take fruit as a money-making project. In order to attract customers, they often reduce prices, resulting in particularly large fluctuations in fruit prices. There is no such problem in specialty stores. It is understood that most chain stores in Shenzhen have production bases in the "rear", and a quarter of the fruits in chain stores come from fruit production bases. Together with bulk purchase and import, they have established solid contacts with suppliers, so chain stores have saved many circulation channels and reduced costs, thus gaining an advantage in price. Capital, flexibility and experience are the low entry barriers for fruit business. It is understood that fruit specialty stores have no policy threshold and do not need special professional knowledge. Any unit or individual can operate them, but the cost is high and the competition is fierce. The insiders believe that relying on mature brands, joining chain stores is a good way to avoid risks. With the popularity of fruit joining, many people are beginning to "be eager to move", but there are certain requirements to enter the fruit joining industry. Capital, flexibility and experience are the "admission tickets" for joining the EU. First of all, franchisees should prepare 12, yuan to 2, yuan before joining. According to the boss of a company, joining their chain stores requires a one-time payment of 1, yuan for joining, 5, yuan for trademark use, another 5 yuan to 8 yuan/month for management and 1 yuan/month for publicity and advertising. In addition, the investment in cold storage, display cabinets, cash register systems, air conditioners and other equipment needs 67, yuan, the decoration cost needs 3, yuan, and other expenses need 4, yuan, totaling 116, yuan. Others, such as site selection, equipment purchase, decoration, personnel training and opening procedures, can be assisted by franchisees. The flexibility of franchisees themselves is also essential. The fruit management industry has its own unique features. Fruit is perishable, and the relationship between price and cost is not significant, mainly because it changes with the climate and market supply and demand, and the risk cost of operation is high, which requires the store manager (franchisee) to accurately grasp the market situation and trend. According to the changes of market and climate, the price should be high, and the price should be low, so it should be very decisive, otherwise it will suffer a big loss. In addition, when brands choose franchisees, they will generally consider whether franchisees have experience in fruit management. Jiang Xiyong said that people with relevant experience as franchisees know more about the characteristics of various fruits than ordinary people, and their grasp and judgment of the market will be more accurate. The most important thing is that he does it based on his interest in the industry. Therefore, this experienced franchisee is very popular. According to a recent survey on the dietary structure of urban families, the proportion of fruit consumption in Beijing, Shanghai, Shenzhen and other big cities has been rising year after year, which is close to half of the proportion of the whole citizens' table meals. The fruit consumption crowd has also evolved from children and the elderly in the past to a new consumption boom in which all people "eat". With the increasing demand in the fruit market, fruit franchisees in Pengcheng have also sprung up, becoming another major force to counter supermarket retail and scattered sales along the street. Its development momentum is fierce and has potential, and fruit joining has become another talk for people after dinner. You sell what fruit the fruit shop joins, and I sell it, too. Why do you want to join? At the same time, you have to be tied up? You sell Anhui pears, and I also sell them. You import American raisins, and I drive there to approve them? After joining the "Orchard", what unique things do franchisees join? In fact, joining a chain store is not necessarily a product, but a "unique product"-"orchard" formed by joining a unified management, unified marketing means and sharing a unified corporate culture. Joining a fruit shop is self-operated, and the profit depends on yourself. The business is all kinds of fruits that everyone can buy, and there is no infringement exclusivity. In addition to investing about 1, yuan at a time, fruit franchisees only charge a symbolic management fee of several hundred yuan per month. What is the plan for companies that spend a lot of manpower and material resources? An "orchard" boss said that the reason for vigorously developing franchisees is that creating a brand itself is an indirect economic benefit; Secondly, the company has its own fruit production base, and the products have a stable "export"; Thirdly, the more franchisees there are, the more franchisees the company will have, and the effect of "small profits but quick turnover" will be formed, so that both the company and franchisees will achieve economic benefits.