In that year that class opened less than two months, suddenly, overnight, Shanghai and opened a lot of new "that year that class skewer hot pot" store, from the style of decoration, to the interior of the store decorations, prints of the characters of the expression, are exactly the same with Xu Jilin's store. A little better will change the name, but more still the original copy.
After inquiring, Xu Jilin learned that behind these cottage stores is the organized operation of the fast-recruiting company: bring engineers to the store, pretending to be customers to take pictures to steal the teacher; fast copy of the popular Netflix restaurant, and then borrow the original Netflix restaurant's potential to open up to the public to join the attraction of the uninformed entrepreneurs, to reap the fast money.
In the end, Xu Jilin said fast recruiting company is what? Restaurant people how to prevent the fast recruiting company to steal the fruits of labor?
The so-called fast recruiting, is short for fast investment. Such companies specialize in a short period of time, through a variety of means to create or packaged one or more of the so-called explosives, followed by large-scale investment, charging franchise fees and other costs, a large number of short-term gains.
Once the heat is gone, the investment is difficult to continue, the fast recruiting company will quickly build the next explosive, continue to investment, so the cycle is repeated. And that year the class suffered worse, fast recruiting companies directly steal the fruits of labor, with the help of existing stores, disguised as the brand founder, playing that year the class signboard large-scale investment, for their own profit.
According to the news, some of the larger fast-recruiting companies, a year to earn the franchise fee of up to 300 million to 400 million yuan. Earned a lot of fast recruiting companies have enough strength to decorate the office, but also made people believe that thousands of square meters of food and beverage model room, the franchisee will look at the fast recruiting company to report trust, quickly sign the contract. Of course, the contract is written in the fast-recruiting company is very favorable to the overbearing terms.
The fast-recruiting companies have made Nanyan Naban everywhere, and in Shanghai alone there are 4 or 5 fast-recruiting companies copying the Nanyan Naban program, and the ones that are doing a good job have put out nearly 300 stores.
These fast recruiting companies to quickly copy the cottage store most of the service environment can not catch up with the authentic store, for the "Nainian Naban skewer hot pot" brand is a serious drain. A lot of unknown customers or intended partners are due to the cottage store on the real brand to leave a bad impression.
In the face of the crazy increase in the number of cottage stores, Xu Jilin can not do anything. This stems from an oversight in his business: not registering his trademark in time. Therefore, it is difficult for him to take up the legal weapon to defend his rights.
Once again, it tells us the importance of brand trademarks! So, in order to prevent being cottage industry, brand awareness is essential!
Trademarks are plagiarized is a pain point for regular restaurant brands. Fast recruiting companies once found a new brand, a short time to copy the brand name, dishes, recipes, slogans, design, and spend a lot of money to register a large number of related trademarks. For example, a fast-recruiting company in Shandong, the hand only registered trademarks have 700,000.
What's more serious is that they will not only register the brand of the moment, but also the similar name of the brand. For example, the milk tea brand "a little bit" just after the fire, they will be registered in the shortest possible time "two point point", "three point point" and other similar brands, a brand to put 2 months to join, copied! A change, can be a constant source of copying, cottage.
In order to prevent trademarks from being registered by the fast-recruiting company, the catering people in the beginning of the creation of the brand should be registered trademarks, and will be similar trademarks and registered down, do not give the fast-recruiting company any loophole to drill. In the discovery of the brand was plagiarized, decisively take up the legal weapon, to protect the rights and interests.
Many entrepreneurs want to start by joining when opening a store. So, how to avoid entering the trap of the fast-recruiting company?
Through the eye of the sky, enterprise check and other third-party enterprise platform to check the registration time of the franchise enterprise, litigation cases, trademark registration and the credit status of the legal representative. In general, the company set up a short time, less than a year, or a high incidence of litigation cases; and trademark registration information is very much, especially registered trademarks are cottage brand enterprises, the probability of "fast recruiting company".
In general, through the Baidu bidding ranking, as well as a variety of platforms to join the investment, or through the "double micro a jittery" viral dissemination of the company is usually "fast recruiting company", such companies also often like to use the so-called "CCTV program" on the so-called "CCTV". These companies also often like to use the so-called "CCTV column" as an endorsement, so as to emphasize the visibility of their own brand.
Through the Ministry of Commerce's "Commercial Franchise Information Management Platform" to query the company's franchise filing information, such as to pass the filing review, the company needs to meet the following conditions: "two stores a year" and have "operating resources". The first thing you need to do is to get your hands dirty.
Many fast recruiting companies take advantage of the entrepreneur's greed, both want a low franchise fee, but also want high-yield projects. Therefore, many fast recruiting companies are low franchise fee + a series of incentives to attract entrepreneurs, once the entrepreneurs are greedy, will enter the trap of fast recruiting companies.
Generally, fast recruiting companies will have a unified set of words to get entrepreneurs hooked as soon as possible.
Next, the fast-recruitment company will be a lower franchise fee, preferential policies and other information to attract franchisees to sign the contract. This so-called sub-brand is exactly the cottage version, in the brand logo, the overall VI and the sale of products are the same as the genuine.
In general, tea drinks, bakery, snacks because of its low threshold, easy to copy, high repurchase rate features, and has a net red attribute, loved by young people, high traffic, high profits, therefore, fast recruiting companies are more favorable to these categories, many of these categories of the head of the brand has been copied by the fast recruiting companies. Therefore, entrepreneurs should pay particular attention when joining these categories, and must keep their eyes peeled.