The secret to the success of brand franchise is
1. The establishment of the brand.
2. Quality control.
3. Cash flow production.
4. Land flow control.
5. Establishment of capital chain.
6. The effect of expansion.
The specific explanation is:
1. No matter what content, industry, supply and demand chain you want to do, you must extract relevant experience from your previous occupation and resume.
Irrelevant creation, the probability of failure is too high!
Just like Liu Qiangdong could not have turned JD.com into a book seller, Ma Huateng could not have turned Tencent into a financial loan.
The brand you build or buy must be something you know, or at least think you know!
2. Quality control. This is a difficult problem. With the help of standardization, supervision and management processes, unified supply chain, and automated machinery, it may be possible to achieve basic quality control.
However, for deeper quality control of brand reputation, quality control of staff emotions, and quality control of management image, it requires a deep enough team building and ideological building.
This is very difficult! The most effective method adopted by many large emerging industrial enterprises should be metabolism!
For example, Lenovo, Mr. Liu Chuanzhi probably mainly used two tricks.
a. In terms of main business, continuously control and strive to reduce the average age of employees.
b. For the veterans, outstanding contributors in history, etc., find new channels to release their abundant energy and mature capabilities, and at the same time prevent them from acting or not acting indiscriminately on the old site.
3. Be sure to create cash flow!
Ordinary participants, franchisees or actual operators are almost not good at calculations.
For example, if he invests 10 million to join the franchise, and the cash flow obtained by his franchise store every month = 1.6666 million yuan, he will think that this is a super good business with an annualized 200%; Even if he keeps flickering, and looking at the distribution of franchise profits of 166,600 yuan per month, he still thinks that his investment profit rate = 20% annualized.
Of course, this has already fallen from a 200% fantasy to a 20% reality "abyss".
After that? Suppose that the business that the franchisee is involved in is a kind of "sleeve" designed in advance. It is very likely that after 12 to 18 months, due to various reasons stipulated in the contract terms, the monthly profit distribution will not be obtained, or the profit will be greatly reduced.
The final result is that after investing 10 million yuan and enjoying the excitement of "good business" at an annual rate of 20% for 12 to 18 months, it completely failed!
10 million yuan, loss of 5 to 7 million yuan, over.
Well, the above is a very rare, rare and absolutely impossible case in the real world. Because people are inherently good at the beginning, as long as the franchisee is kind and fasting for a long time, no one will ever deceive him!
-----ok, does anyone believe what I said just now? Hehe, the real side of the real world is always independent of will.
Well, let's talk about positive energy. That is, a brand chain franchisee is created for the actual operation, not for the purpose of setting up! In order for franchisees to continue to emerge, in addition to constantly spewing lotus flowers in front of and behind the scenes, the more important thing is to generate cash flow.
You must let the existing franchisees see the products, services, supply and demand of this brand, and the cash register is "ding ding dong" all the time.
If you can't attract real purchase flow, then even if you fake and swipe orders, you have to artificially create it. Or adopt various strategies in the early stage to promote the purchase flow. Like high cost performance? How many promotions? The chain purchased by the construction group?
Even----the best way to manufacture export trade! For example, the "Erkang Pharmaceutical" incident that has been more lively recently. Such incidents have appeared endlessly in history, because 200 years ago, it might have been "Lagerstroemia", but now it is "Erkang". After removing the difference in the name and the so-called beauty of the skin, the composition of other proteins is exactly the same.
Humanity is just the human heart!
4. Land!
If it is a physical store to join (it is no longer a good form), the most fundamental thing to control is actually the land!
Most overseas properties are built on land. The house is not valuable, but the land is really valuable. Otherwise, land is leased, and only property is called real estate. Pay attention to this!
That is to say, in my country, the most important thing to join a brick-and-mortar store is that the licensing party holds a certain number of brick-and-mortar stores in all major business environments.
Then let those who are interested in participating in the franchise start from leasing your physical store, then unified decoration, staff allocation, standardized supply chain control, HR integration, and even "personnel, organization, cashier, settlement, invoice. ......" Fully unified ERP (the kind of supply chain management thinking of Gartner Group Inc).
In order to fundamentally, fully control the franchisee's brand recognition and maintenance, the self-strict attitude of quality control, and the awareness that cash flow is absolutely everything. And the franchise store has not yet opened, but it has to pay the store rent.
5. Capital chain!
As mentioned above, franchising is actually playing a lot of physical stores. Through this land and similar land, franchisees are trained as one person, one person, and one person.
So, where did these lands, like lands, come from? capital! It needs to have a certain strength, preferably strong capital, as a backstage.
They paid so that the brand controller could go to sweep the disk, sweep the shop, and then use the land and land as collateral, and then enlarge the operation again.
At the same time, design products with various bond, asset management, and wealth management funds to achieve the essence of multiple mortgages. It is best to pass through multiple colorful threads, more threads, and more on one needle!
As for some needles that want to pass through the elephant, and finally squeeze to death, then just throw the needle and play the game again!
6. Expand!
Joining, if the above five points are all done logically and set sail smoothly, then you must enter the "Ponzi-like" stage of accelerating expansion!
If you don't expand, the world will expand! So if you expand, the world won't hold up.
One of the secrets, the secrets of each!
Some people may ask, now that it is an online world and interconnected express delivery, how to play the franchise under the new normal?
You see a physical store as a spatial structure, you turn a hamburger into a flow of information, and the question is naturally solved.
This is the ultimate interpretation of joining.
If you want to play the card player, you can read it; if you want to play the card, you
need to read it.
There is nothing new in the world, whether you are McDonald's or Madonna.
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