The basic idea of joining is to impart brand and business experience. Franchisees want to join because they don't understand business technology. In other words, laymen can operate on the field through short-term education and training. However, in a short period of time, in order to make franchisees become experienced from novices, the operating technology must be simplified. Convenience stores, for example, can attract a large number of franchisees precisely because of the simplification of operation technology. As long as the clerk can use the cash register, it will be replenished when the goods arrive. The operation is very simple, and new employees can always get online quickly in a short time.
In addition, products must also be mass consumer goods. Many people think that opening a shop to sell goods must be unique, distinctive and distinctive. There is nothing wrong with this concept, but this concept only applies to single stores, famous stores and multi-stores In other words, "specialty stores" are only suitable for business models with a certain number of stores. Once it is necessary to expand the number of stores and increase the number of entrepreneurs joining the chain, the products sold can not only emphasize uniqueness, but also change the popular consumption route and the products must be very popular. If an enterprise wants to expand its franchise, it must reach the scale of chain economy, that is, it must open enough franchise stores. Moreover, the fees charged by the franchise headquarters for each franchise store should not be too high. Therefore, there must be more franchise stores, and the total fees charged by each store can make the headquarters self-sufficient.
But the number of franchise stores should not be too large. If more franchise stores are opened, the business circle of each store will inevitably become smaller, which means there will be fewer and fewer consumers in the business circle. Competitors have increased, but the consumer market has not increased with the increase in the number of stores.
At the same time, consumers in stores can't be geographically restricted like commodities, and the consumer groups in chain stores can only target people near stores. If we focus on some specific consumers in this limited consumer group, the number of consumers will decrease. Therefore, for shops that are too distinctive or unique, it is not suitable to open too many branches. The choice of location is very important for opening a shop and doing business. Different forms of storefronts have different requirements for site selection. If the requirements for a certain form of storefront are not strict, it is relatively easy to choose a model store location. For example, convenience stores, no matter whether the business circle is an office area, a residential area, a commercial area or a mixed area, are suitable for opening stores as long as there are many people and there is a need to buy daily necessities, so it is naturally easier to choose a site.
On the other hand, if stores have high requirements on geographical conditions and it is not easy to find a suitable business circle, then the number of stores will not be many. For example, Chinese fast food restaurants are more suitable to be opened in the business district near the night market, but not in the pure office area because there is no business in the pure office area at night. Higher-grade coffee shops are suitable for business or office areas, but not for residential areas. The brand of the brand joining enterprise, that is, the signboard hanging at the door of the store, is very important in popularity.
The domestic automobile consumption market is huge, but there are few large automobile chain stores. China's female consumers account for half. Why are there no large cosmetics chain stores?
The reason is very simple, because the charm of products is too strong, when consumers buy, the popularity of products is too high, and the importance of corporate brands is relatively reduced. For example, many business owners like to buy Mercedes-Benz cars. Everyone cares about the logo of Mercedes-Benz, no matter which store bought it. Many women also buy cosmetics. Some people like Chanel, while others like CD. When the product is too attractive, it doesn't matter whether you buy cosmetics from department stores, cosmetics stores or direct sellers.
Therefore, when the charm of the product is too strong, the importance of joining the brand of the enterprise is relatively reduced, and the charm of the chain brand is naturally even more impossible to establish. To establish the charm of chain brands, the charm of products should not be too strong. For example, the goods sold by chain convenience stores are similar to those of other chain convenience stores, and consumers have a high degree of substitution when buying. For example, if you buy a bottle of milk, when the brand you want to buy is sold out, consumers will often choose other brands instead of going to another store to buy that brand of milk.
The chain system should establish the brand of chain enterprises, not the product brand. Only by establishing the golden signboard of chain enterprises will franchisees be attached to this signboard and dare not be independent. Because once the brand charm of the franchisees is established, even if the franchisees have the same goods, the signs will be changed, consumers will no longer agree with them, and their performance will also decline. Joining and starting a business is a mutually beneficial cooperative relationship. When signing a contract, it is especially necessary to clearly distinguish the rights and obligations of both parties to avoid disputes.
1. Please join the headquarters and present relevant supporting documents, such as for-profit enterprise registration certificate and trademark registration certificate. Joining the headquarters must be a legally registered company or line number, and the object of signing the contract on behalf of the company must be the legal agent of the company. In addition, joining means that the headquarters authorizes the brand to the franchisee, and the headquarters must have the trademark right of this brand before it can be authorized to the franchisee.
2. Joining fee. Generally speaking, the head office charges franchisees three kinds of fees, including initial fee, royalty fee and deposit, but there are exceptions: for example, the brand of driftwood canvas bag does not charge initial fee. The so-called joining fee refers to the fee paid to the headquarters by the Ministry to help franchisees do a good job in the overall opening plan and business education and training before opening a store; The so-called royalty refers to the fees paid by franchisees to the headquarters for using the trademarks and goodwill of the headquarters, usually in the form of years, quarters or months; Security deposit refers to the fees charged by the headquarters to ensure the franchisee to effectively perform the contract or ensure the payment of the goods.
After signing the contract, the joining fee cannot be returned, so franchisees should carefully shop around before signing the contract. It's best to pay royalties monthly, and it's best not to write several checks at a time, so as not to terminate the franchise and get the royalties back then. Of course, the less insurance coverage, the more secure it is for franchisees.