According to relevant data, 60% of the side business that the stars would choose is catering, and the most popular one is hot pot restaurant. In the second half of this year, the catering industry ushered in a large number of stars, began one after another in the country to open star brand stores. in June, Sun Yizhou launched the zaomen chopped marinara barbecue; in November, Huang Xiaoming launched the burnt south of the barbecue meat; in December, Guan Xiaotong launched the natural dull milk tea.

In addition to these newly emerged stores, those who launched early celebrity restaurants are more famous. For example, Chen He's Xianhezhuang hot pot restaurant launched in 2015, Xue Zhiqian's Shang Shangqian hot pot restaurant, Han Han's Glad to Meet You restaurant and so on.

However, these celebrity stores look glamorous on the surface, but one by one, they can't afford to dig deeper. Take Chen He's Xianhezhuang hot pot, on the surface claimed to open 500 new branches a year, but in fact there are only 460, of which 29 have been canceled.

These hundreds of new stores are not actually outlets, but franchises. A franchise has a franchise fee of up to 480,000 yuan and a deposit of up to 50,000 yuan, by virtue of which Xianhezhuang can draw more than 200 million yuan a year.

And these brands with celebrity names, behind them all actually stand the same company - to the good group.

The so-called celebrity owners and so-called brand agents who stand in front of the stage to publicize and promote their restaurants are actually not involved in the operation of the brand. They are only in cooperation with the to the good group, in front of the stage for the to the good "stage endorsement", the endorsement fee into shares. For example, Chen He holds 33.25% of the shares of Xianhezhuang, while to the dietary group is to hold shares of Xianhezhuang.

Endorsers and brand bosses have a very fundamental difference, the brand's endorsers only charge endorsement fees, but the boss of the brand not only need to endorse the brand, but also to receive a different proportion of dividends.

During the epidemic, not only the star suffered a career winter, the brand to join the investment was also affected, so in order to get out of the predicament, chose to find a star to cooperate, the brand to use the star of the popularity of the new brand, and the star is to find an easy to make money in the side business (and even easier to earn money than shooting a TV series), so it can be said that a win-win situation.

The stars don't even have to manage their stores, but instead rely on Supreme to provide complete operational capabilities to run them, and Supreme can also utilize the celebrities' traffic to build momentum.

There is a very clear idea of enrichment: first rely on the star fame brand, and then invited to Netflix to promote did not create a breakthrough stores can continue to attract others to join, and then extracted from the high franchise fee.