Very tricky.
What is Huang Lian's suffering?
Join Xianhe Village.
It is not uncommon for stars to open stores, but not many can make Xianhe Village so prosperous.
Relying on the fame of Michael Chen and the publicity of online celebrities, Xianhezhuang has updated the food punch list of large and small cities in China at the rate of opening a new one every day since 2020.
Up to now, the conservative estimate of franchise stores has exceeded 700. Taking photos and punching cards in Xianhezhuang has become a trend among young people. No Xianhe Village? That's probably on the list of fashionable cities, so we have to move back. However, this gust of wind came quickly and went quickly. There is no difference between Xianhezhuang and Huanglian now, which makes diners and businesses feel bitter.
There are hot pot restaurants in Joker Xue, noodle restaurants in Morphy, barbecue shops in Kenny Lin, fried chicken shops in Shuangmeizi and milk tea shops in Guan Xiaotong ... It seems that the restaurant industry is at the end of the universe. If a star wants to expand his second career, he must come to this river first.
So when fans know that Michael Chen and his friends have jointly opened a hotpot restaurant, they all feel normal. However, at first, the development of Xianhezhuang was not so smooth. On the one hand, the publicity is not in place and the people don't know. On the other hand, the industry faces enormous competitive pressure. Even a star shop is unpopular or unpopular if it has no characteristics.
At that time, Xianhezhuang struggled for two years and barely hatched an egg-in the early summer of 2065438+07, Xianhezhuang branch opened.
Xianhezhuang at this time can be said to be Michael Chen's shop, but it will soon be different.
Sichuan Shan Zhi Brand Management Company turned its attention to Xianhezhuang after completing the brand building of Tan Duck Blood. On the one hand, it is a mature one-stop management service, and on the other hand, it is a superstar influence. After several rounds of discussions, the two sides finally reached an agreement in 2020.
It was also from this year that Xianhezhuang gradually became three words that can be seen everywhere. There are propaganda banners in the street, as well as online celebrities punching cards in the store and bumping into short videos of Michael Chen on their mobile phones. It seems that people all over the world are eating hot pot.
Either I met an online celebrity or I met Michael Chen. Michael Chen and his Xianhe Village became popular overnight. The name of Xianhezhuang is plastered all over the country to cut the ribbon for the opening of franchise stores. I wish I could support a studio. With the idea of "making money when you meet Michael Chen, but not losing money when you don't meet him", many netizens went to Xianhezhuang to punch in.
Have to say, professional things have to be done by professional people, hot pot restaurant put Michael Chen's hand for two years. Under the management of other people's professional brands, three times five divided by two has set off a wave of the whole people.
At that time, in the travel strategy of almost any big city, Xianhezhuang was one of the must-see places for punching in.
With the creation of Shan Zhi Company, diners are scrambling to experience star shops, and the positioning of friends circle Sun Xian and Zhuang has become another trend.
But gradually, a different consumption voice came out: a little girl went to Xianhezhuang to punch in and ordered food eagerly according to her usual appetite. When she raised her mobile phone to take pictures, she was shocked: Are you playing house with my mother? No bigger share? At that time, the waiter crossed his hands on the apron: I'm sorry. Just say what else you can do.
The price of vegetables in Xianhezhuang has never been spit out, which is the market price, but the small amount of vegetables is the point that everyone unanimously spits out. The unit price of ingredients is almost equal to the leader in the hot pot industry: Haidilao.
Two little girls from second-tier cities go in for a meal, but grandpa really can't go out unless he prepares a three-piece hair set. It's nothing. Since people's stars open stores, they should let people have their own characteristics.
Pan Changjiang said: What is concentrated is the essence.
Therefore, when you meet the dishes in Xianhezhuang, the nutritional value will be high. To visit a star shop, you have to have a little self-knowledge of leeks. But it's not just the lack of appetite that scares people, but also Xianhe Village, where accidents always happen. You don't have to go to the hospital to register every time you punch in.
In mid-August, 2020, shortly after the fire in Xianhezhuang, consumers ate preservatives in the pot.
Less than half a month later, an explosion occurred at the bottom of the pot in Xianhezhuang, Changchun on the 30th, causing customers to burn their hands and faces to varying degrees.
In March of this year, the ceiling of Hangzhou Xianhezhuang suddenly loosened and fell into the hot pot. The customer's arm was broken and his face was badly burned by spilled oil.
Before the ink of apology was dry, another synthetic meat incident occurred in Xianhezhuang, Shenyang: a customer ordered a pork pot with pork belly, and after cooking for a long time, it was found that something was different. When asked, I was told: well, brother, it's synthetic meat, it's okay. You can do it.
It is also considered that netizens have little knowledge. I heard for the first time that the cheapest pork belly can be synthesized. I want to apologize to the snowflake beef that was questioned in those years: pork can be synthesized, but why can't beef? The whole!
Several crises were all lost because of the timely public relations between the company and Michael Chen, and the voice of spitting and cutting leeks on the Internet was immediately suppressed by the video of the online celebrity Tan Chao store. Generally speaking, these minor problems have not substantially affected the pace of onlookers paying cash and signing franchise contracts.
However, some mourners quickly denounced Xianhezhuang on the Internet for cheating money and making people lose everything.
In June, the whole people ate melons, and the word "many domestic Xianhezhuang closed down and cancelled" rushed to the top of the hot search entries in a short time, and many netizens quickly turned to eating melons.
Judging from the information that broke out, there are indeed about 30 shops with the words Xianhezhuang in the cancellation state, and the shortest business period is actually less than one year.
However, the hot search for entries went on, but the banner of franchisees was pulled up. They held up banners in front of the closed shops, denouncing Michael Chen's cheating, saying that they had been cheated out of all their money.
From this point of view, it is really wrong to wave the flag for Michael Chen. Before, many people said that Michael Chen was cutting vermicelli leek because of the quantity of food, but if you look at the present situation, it is really possible that people never thought about cutting vermicelli leek, because the blood drawing needle was stuck on the franchisee from the beginning.
If you want to rely on the stars and trees to enjoy the cool, you have to obey other people's rules. The first is the initial fee. According to different cities, you can pay different amounts of joining fees and then call the shopkeeper in Michael Chen, but the rules for opening a shop have not been completed.
Take Beijing as an example. After paying the joining fee, you have to pay the decoration fee, equipment fee, marketing fee, raw material fee and a deposit of 50,000 yuan.
At first, I wanted to open a store in Beijing that met the minimum requirements of Xianhezhuang, and I had to pay 2.04 million yuan to the company in the early stage. Let's estimate the rent of Beijing Wangpu-the lowest 200 yuan/flat/day, the labor cost-5000+/person, and the cost of consumables, which means you have to fill a hole of about 5 million to make money.
According to this standard, if there is no certain economic strength, it is really impossible to compete with star franchisees.
In order to make money, there are still many people who bite their teeth to collect money to open stores, hoping to achieve "20% net profit, which was advertised when signing the contract, and returned to the capital in half a year", but is it really that profitable?
Let's take Beijing for example. The minimum standard store can accommodate up to 28 dining tables and needs at least 30 service personnel.
Regardless of the epidemic situation, and referring to the existing data of Haidilao and Xiabu Xiabu-the turnover rate is 5 and 3, it is estimated that Xianhezhuang is in the middle of 4, so the store can receive 1 12 tables a day.
Meituan shows that the average consumption is as low as 103 yuan/person and as high as 128 yuan/person. Even if each table is full of four people, it is the highest consumption, and it is full every day. According to the 20% net profit when joining, the franchisee's net profit for one day is 1. 1.3 million, and ideally it is 1.3 years.
What's more, it is impossible for a table to be full, it is impossible for it to be full every day, it is impossible for it to be discounted every day, and it is even more impossible to directly supplement 20% beyond the net profit statement of Haidilao 10%.
So you ask, do you make money? Earn! But it is not the franchisee who earns, but Party A who joins the contract. Then why did you draw such a big cake when you joined? Uncle Benshan said: The trousers seller told you that one leg is long and the other leg is short. Do you still buy pants?
Want to make a fortune by the star's east wind, franchisees invested a lot of money, and found themselves riding a tiger, losing all their money, so they pulled banners to "vent their anger" and sent videos to "blame" and set off a round of discussions on the Internet.
But what does it matter? The joining fee has been paid, and it is not up to the catering company to decide whether to pay it or not. What does this have to do with him in Michael Chen? Anyway, I have put your money in my pocket. Do you want to come back?
Stars bring their own traffic, which is easy to drain in the early stage. Even if you don't open a hot pot restaurant, it's the same to open a tea shop or an online shop. Instead of taking small money from fans' pockets, it is better to expand the influence and make everyone famous. Is the huge initial fee, management fee, raw materials and ingredients not delicious?
The franchise fee for a store is 2 million, and the management fee is 2% of the monthly turnover. It is conservatively estimated that there are 700 stores in China, and some media estimate that it has collected about 240 million.
No matter how much money Michael Chen can get, he is now the most successful businessman who realizes cash by flow. At the moment, I don't know if I should sympathize with those who dream of making money by joining, but they are disillusioned in the end.
I have something to say:
The star effect is both good and bad.
For Yu, the star effect can be perfectly realized, and it only takes a little time to drain in the early stage.
Eating too much "sideline" will eventually lead to indigestion and affect the ontology of word of mouth. These are just the length of time.
For franchisees, the star effect is a game: winning a fortune and losing everything. At least for people who have been in business for less than a year, hundreds of thousands or even millions of savings such as franchise fees and decoration fees are gone. Therefore, any dream of making money should be cautious.