As a media person, Xu Jilin is very good at marketing. That year, under the marketing promotion of Xu Jilin, Naban ranked first in the hot pot category in Shanghai within 10 days, and quickly became popular on Douyin. After it became popular, many friends made a special trip to Shanghai to inquire about franchise matters. Unexpectedly, Kuaizhao Company was able to take advantage of the opportunity and seize the business opportunity.

Less than two months after Na Nian Na Ban opened, suddenly, overnight, many new "N Nian Na Ban Chuan Chuan Xiang Hotpot" restaurants opened in Shanghai, from the decoration style to the interior decoration of the stores. The decoration and the expressions of the characters on the prints are exactly the same as those in Xu Jilin's store. Some of them that are slightly better will change their names, but most of them are still plagiarized intact.

After inquiring, Xu Jilin learned that behind these copycat stores is the organized operation of Kuaishou Company: bringing engineers to the store, pretending to be customers and taking photos to steal; quickly copying popular Internet celebrity restaurants, and then borrowing the original The potential of Internet celebrity restaurants is open to outsiders to join, attracting entrepreneurs who don’t know the truth and make quick money.

After all, what is the quick-recruitment company Xu Jilin is talking about? How can caterers prevent quick recruitment companies from stealing the fruits of their labor?

The so-called quick recruitment is the abbreviation of rapid investment recruitment. This type of company is good at creating or packaging one or more so-called hot products in a short period of time through various means, and then conducts large-scale investment, collects franchise fees and other fees, and obtains a large amount of profits in a short period of time.

Once the popularity is gone and it is difficult to continue attracting investment, Kuaizhao Company will quickly create the next hot product and continue to attract investment, and the cycle repeats. The experience of that year's class was even worse. Kuaishou Company directly stole the fruits of labor, used existing stores, pretended to be the founder of the brand, and used the name of that year's class to attract large-scale investment to make profits for itself.

According to reports, some larger quick-recruitment companies can earn franchise fees of up to 300 million to 400 million yuan a year. Kuaishou Company, which has made a lot of money, has enough strength to decorate the office, and has also built a catering model room of several thousand square meters that is credible. Franchisees will trust Kuaishou Company after seeing it and quickly sign the contract. contract. Of course, the contract contains overbearing clauses that are very beneficial to the quick-recruitment company.

Quick recruitment companies have made that year’s shift available everywhere. In Shanghai alone, there are 4 or 5 quick recruitment companies replicating the “that year’s shift” project. Those who have done well have released nearly 300 stores. .

Most of the copycat stores that are quickly copied by these companies have service environments that are not as good as those of the authentic stores, which is a serious drain on the "Nanian Naban Chuanchuan Xiang Hotpot" brand. Many customers or potential partners who don’t know the truth have a bad impression of the real brand because of the copycat store.

Faced with the crazy increase in the number of copycat stores, Xu Jilin is helpless. This stems from an oversight he made when starting his business: failing to register his trademark in time. Therefore, it is difficult for him to take up legal weapons to protect his rights and interests.

Tell us once again, the importance of brand trademarks! Therefore, in order to prevent copycats, brand awareness is essential!

Trademark plagiarism is a pain point for formal catering brands. Once a quick recruitment company discovers a new brand, it can plagiarize the brand name, dishes, recipes, slogans, and designs in a short period of time, and spend a lot of money to register a large number of related trademarks. For example, a quick recruitment company in Shandong has 700,000 registered trademarks.

What’s more serious is that they not only rush to register the popular brands at the moment, but also the similar names of the brands. For example, after the milk tea brand "Yidiandian" first became popular, they would register similar brands such as "Er-Dandian" and "Sandiandian" in the shortest possible time. One brand would be franchised for 2 months. Copy, copycat.

In order to prevent the trademark from being registered by Kuaishou Company, caterers must register the trademark at the beginning of the brand establishment, and register similar trademarks together to prevent Kuaishou Company from taking advantage of any loopholes. When it is discovered that a brand has been plagiarized, we decisively take up legal weapons to protect our rights and interests.

Many entrepreneurs want to start by franchising when opening a store. So, how to avoid falling into the trap of quick recruitment companies?

Query the registration time, lawsuit status, trademark registration and legal representative’s credit status of the franchised enterprise through third-party enterprise platforms such as Tianyancha and Qichacha. Generally speaking, companies that have been established for a short period of time, less than a year, or have a high incidence of litigation cases; and companies that have a lot of trademark registration information, especially companies whose registered trademarks are copycat famous brands, are most likely to be "quickly recruited companies".

Generally, companies that recruit investment through Baidu bidding rankings and various franchise platforms, or spread virally through "Double WeChat and TikTok" are usually "quick-recruitment companies", and such companies often like Use the so-called "CCTV column" as an endorsement to emphasize the popularity of your brand.

Query the enterprise's franchise registration information through the Ministry of Commerce's "Commercial Franchise Information Management Platform". To pass the registration review, the enterprise must meet the following conditions: "two stores per year" and "operating resources." Companies without registration information are likely to be quick hire companies.

Many quick recruitment companies take advantage of the greed of entrepreneurs, wanting both low franchise fees and high-yield projects. Therefore, many quick-recruitment companies attract entrepreneurs with low franchise fees and a series of preferential policies. Once entrepreneurs are greedy for petty advantages, they will fall into the trap of quick-recruitment companies.

Generally, quick recruitment companies will have a unified set of words to get entrepreneurs hooked as soon as possible.

Next, Kuaishou Company will use lower franchise fees, preferential policies and other information to attract franchisees to sign contracts. This so-called sub-brand is a copycat version, which is exactly the same as the original product in terms of brand logo, overall VI and products sold.

Generally, tea drinks, baking, and snacks are popular among young people because of their low threshold, easy copying, high repurchase rate, and Internet celebrity attributes. They have large customer flow and high profits. Therefore, Kuaishou companies prefer these categories, and many of the leading brands in these categories have been copied by Kuaishou companies. Therefore, entrepreneurs must pay special attention and keep their eyes open when joining these categories.