對于創(chuàng)業(yè)者來說，選擇創(chuàng)業(yè)的方式既可以是自創(chuàng)品牌，也可以是加盟品牌。據(jù)相關(guān)機(jī)構(gòu)統(tǒng)計，自主創(chuàng)業(yè)、自創(chuàng)品牌成功率不足十之一二，而以加盟的方式創(chuàng)業(yè)成功率相對高出許多，畢竟“抱團(tuán)取暖”終究比“單打獨(dú)斗”更容易些。創(chuàng)業(yè)者、投資者為什么要選擇加盟的方式？品牌方為什么要選擇加盟的方式？加盟商在創(chuàng)業(yè)道路上能借助品牌方強(qiáng)大的品牌影響力以及成熟的加盟運(yùn)營體系，復(fù)制品牌方賺錢的模式，分享品牌方賺錢的資源，得到品牌方持續(xù)的賦能，對于創(chuàng)業(yè)者來說可以大大降低投資風(fēng)險，提高創(chuàng)業(yè)成功。

　　For entrepreneurs, the choice of entrepreneurship can be either creating their own brand or joining a brand. According to relevant institutions' statistics, the success rate of independent entrepreneurship and brand creation is less than 10-12%, while the success rate of entrepreneurship through franchising is relatively much higher, after all, "keeping warm together" is ultimately easier than "fighting alone". Why do entrepreneurs and investors choose to join? Why do brand owners choose to join? Franchisees can leverage the strong brand influence and mature franchise operation system of the brand on their entrepreneurial journey, replicate the profit model of the brand, share the resources of the brand, and receive continuous empowerment from the brand. For entrepreneurs, this can greatly reduce investment risks and improve entrepreneurial success.

　　如何選擇適合自己的加盟創(chuàng)業(yè)項目？如果吸引投資者選擇加盟那就要包裝好加盟項目，并進(jìn)行必要的品牌推廣，因此，品牌方不妨站在投資者的視角，回顧梳理一下聰明的加盟投資者是如何選擇到好的加盟項目。進(jìn)而，品牌方在夯實自己實力的情況下，如何圍繞著特許經(jīng)營戰(zhàn)略，展開相應(yīng)的項目包裝和推廣。投資者選擇加盟項目可以形象地用“找對象”來比喻，對應(yīng)地，品牌方可以用“嫁好女兒”比喻為特許經(jīng)營模式的加盟運(yùn)營服務(wù)。

　　How to choose a suitable franchise entrepreneurial project for oneself? If investors are attracted to choose franchise, it is necessary to package the franchise projects and carry out necessary brand promotion. Therefore, the brand may consider standing in the perspective of investors and reviewing how smart franchise investors choose good franchise projects. Furthermore, how can brand owners carry out corresponding project packaging and promotion around franchise strategies while consolidating their own strength. Investors choosing franchise projects can be metaphorically described as "finding a partner", while brand owners can use "marrying a good daughter" as a metaphor for franchise operation services.

　　一、相親前的準(zhǔn)備：清晰自身的條件和期望在挑選“對象”之前首先要稱稱自己的“斤兩”，對自己有個清晰的認(rèn)識，這就好比相親常說的，找到門當(dāng)戶對的家庭，才是過好日子的基礎(chǔ)。灰姑娘嫁王子的故事在現(xiàn)實生活中的概率還是很低的，但門當(dāng)戶對說起來容易做起來難，有人心高氣傲有人愛情至上，因此在加盟投資前我們也要清楚自己有什么，能承受多少的。由此，我們大致可以從以下三個方向來考量：

　　1、 Preparation before blind date: Clarify one's own conditions and expectations. Before selecting a "partner", one must first acknowledge their "weight" and have a clear understanding of oneself. This is like what blind dates often say, finding a family with the right social background is the foundation for living a good life. The probability of Cinderella marrying a prince in real life is still very low, but it is easier said than done when people are of similar backgrounds. Some people are proud and proud, while others prioritize love. Therefore, before joining the investment, we should also be clear about what we have and how much we can bear. From this, we can roughly consider the following three directions:

　　1、投資金額加盟前首先要清楚自己的初期投資金額以及后續(xù)保障資金，以此決定選擇項目的投資范圍。就像找老婆時，要知道自己的條件，畢竟現(xiàn)實生活中大多是需要門當(dāng)戶對的。

　　1. Before joining, it is important to have a clear understanding of the initial investment amount and subsequent guarantee funds, in order to determine the investment scope of the chosen project. Just like when looking for a wife, you need to know your own conditions, after all, in real life, most people need to be from the same family.

　　2、要考慮自己對投資回報的期望看到招商廣告上“高回報率”、“回報周期短”等字眼，很多投資者就會產(chǎn)生盲目的沖動，容易忽略高回報項目所帶來的高風(fēng)險。就像我們找老公的時候容易被甜言蜜語所蒙蔽，因此首先要明確自己對風(fēng)險的承受能力，才能合理的設(shè)置自己對投資回報的期望。

　　2. To consider one's expectations for investment returns, seeing words such as "high return rate" and "short return period" in investment advertisements can lead many investors to have blind impulses and easily overlook the high risks brought by high return projects. Just like how we are easily deceived by sweet words when looking for a husband, we need to first clarify our risk tolerance in order to set reasonable expectations for investment returns.

　　3、要考慮自己對投資風(fēng)險的承受能力任何投資都有風(fēng)險，即使加盟的方式成功率高，但也會有失敗的概率。品牌方成功不等于加盟商成功，其他的加盟商賺錢不等于你能賺錢，所選加盟項目是否賺錢，還與你的選址及后續(xù)經(jīng)營有關(guān)。要考慮清楚如果此加盟項目投資失敗，你對此風(fēng)險的承受能力以及后續(xù)的個人打算。

　　3. Consider your ability to withstand investment risks. Any investment carries risks, even if the success rate of joining is high, there is still a probability of failure. The success of the brand does not equal the success of the franchisees, and making money from other franchisees does not mean that you can make money. Whether the selected franchise project makes money also depends on your location and subsequent operations. You need to carefully consider your ability to bear the risks and personal plans if the investment in this franchise project fails.

　　二、擇偶標(biāo)準(zhǔn)的擬定：選加盟項目需要考慮的因素說到擇偶，相信無論男女心里都會有一套擇偶標(biāo)準(zhǔn)，而我們在選加盟品牌的時候，當(dāng)然也希望找到的品牌方是靠譜的，關(guān)鍵時刻能給予加盟商支持與幫助的，畢竟“老公”沒找好，日子就不好過了。那么，我們應(yīng)該從哪些方向來給自己定“擇偶標(biāo)準(zhǔn)”呢？天方包子給創(chuàng)業(yè)者帶來以下幾點建議：

　　2、 The formulation of mate selection criteria: Factors to consider when choosing a franchise project. When it comes to mate selection, I believe that both men and women have a set of mate selection criteria in their hearts. When choosing a franchise brand, we also hope to find a reliable brand that can provide support and assistance to franchisees at critical moments. After all, if the "husband" is not found well, life will not be easy. So, from which direction should we set our "mate selection criteria" for ourselves? Tianfang Baozi provides the following suggestions for entrepreneurs:

　　1、潛力股：選行業(yè)選對行業(yè)是創(chuàng)業(yè)成功的起始點，現(xiàn)在很多創(chuàng)業(yè)者容易看到做餐飲的人多，就覺得自己也要做餐飲，看到擺地攤的投入少生意也不錯，就又覺得做個無本買賣也合適，究其原因就是沒有多維度了解市場。因此我們可以從以下3個方面進(jìn)行思考和選擇：（1）消費(fèi)趨勢：隨著人們物質(zhì)文化生活水平的日益提高，消費(fèi)需求也呈現(xiàn)出多樣化、多層次化，因此投資者需要分析消費(fèi)者的需求欲望，包括產(chǎn)品需求以及消費(fèi)方式需求等。比如現(xiàn)在很多人不愿出門，于是外賣等線上購物的方式就是消費(fèi)者們所需要的。（2）行業(yè)周期：如果投資的行業(yè)已處于飽和期或衰落期，便要面臨激烈的競爭，投資回報也越來越低。如果投資的行業(yè)處于成長期，便能分享到這個行業(yè)成長的紅利，因此投資者應(yīng)對一個行業(yè)是否可持續(xù)發(fā)展作出判斷。（3）你是否熱愛：個人是否熱愛很大程度上會影響你在這個行業(yè)堅持多久，如果喜歡這個行業(yè)，將自己的喜好和工作結(jié)合起來，你就會樂此不疲。相反，如果并沒有多熱愛，激情過后你就會變得淡漠索然無味。

　　1. Potential stocks: Choosing the right industry is the starting point for successful entrepreneurship. Nowadays, many entrepreneurs easily see that there are many people in the catering industry, and think that they also want to do catering. Seeing that the investment in setting up street stalls is small and the business is good, they also think that it is appropriate to do a no cost business. The reason is that they do not have a multidimensional understanding of the market. Therefore, we can think and choose from the following three aspects: (1) Consumption trend: With the increasing improvement of people's material and cultural living standards, consumer demand has also shown diversification and multi-level. Therefore, investors need to analyze consumers' demand and desires, including product demand and consumption mode demand. For example, nowadays many people are unwilling to go out, so online shopping methods such as takeout are what consumers need. (2) Industry cycle: If the industry being invested in is already in a saturation or decline period, it will face fierce competition and investment returns will gradually decrease. If the industry being invested in is in the growth stage, investors can share the dividends of this industry's growth, so they should make judgments on whether an industry is sustainable. (3) Whether you love it or not: Whether you personally love it or not will greatly affect how long you can persist in this industry. If you like this industry, combine your preferences with your work, and you will never tire of it. On the contrary, if you don't love too much, after passion, you will become indifferent and boring.

　　2、實力派：選品牌（1）品牌優(yōu)勢：在選擇品牌的時候一定要慎重，分析品牌所具有的優(yōu)勢，盡量選擇經(jīng)過市場檢驗成功的、成熟的加盟品牌，因為這樣的品牌通常會有相對穩(wěn)定的資源以及完善的加盟經(jīng)營服務(wù)體系，對于加盟投資者來說也比較有保障。（2）加盟費(fèi)/品牌費(fèi)：特許經(jīng)營中要特別留意加盟費(fèi)以及特許經(jīng)營資源使用費(fèi)的收取，有些品牌收取加盟費(fèi)實際上也會用回加盟商身上，性價比來說會更高，有些品牌所收取的加盟費(fèi)就是純加盟費(fèi)，而且費(fèi)用也不低，這樣的加盟費(fèi)性價比就比較低了。（3）特許費(fèi)：特許費(fèi)就是特許經(jīng)營資源使用費(fèi)，特許費(fèi)的收取也要了解清楚其收取的方式，是按照供貨商品加價收取，按照銷售額扣點收取，還是按照項目利潤分成收取。特許經(jīng)營資源使用費(fèi)收取的比例是否合理，是“一刀切”式的固定點收取還是階梯式收取。（4）回報周期：加盟投資者應(yīng)當(dāng)理智地分析回報率是否合理，結(jié)合市場需求以及品牌實力看投資回報是否能持續(xù)穩(wěn)健增長，這樣大家才能好好“過日子”。

　　2. Strength oriented: Choosing a brand (1) Brand advantages: When choosing a brand, one must be cautious, analyze the advantages that the brand has, and try to choose a franchise brand that has been successfully tested in the market and is mature, because such brands usually have relatively stable resources and a complete franchise management service system, which is also more secure for franchise investors. (2) Franchise fees/brand fees: In franchising, special attention should be paid to the collection of franchise fees and franchise resource usage fees. Some brands charge franchise fees, which are actually reused by franchisees, resulting in higher cost-effectiveness. Some brands charge pure franchise fees, which are not low in cost, making the cost-effectiveness of franchise fees relatively low. (3) Franchise fee: Franchise fee is the fee for the use of franchise resources. The collection of franchise fee should also be clear about its collection method, whether it is based on the markup of supplied goods, the deduction of sales revenue, or the profit sharing of the project. Is the proportion of franchise resource usage fees reasonable, and is it a "one size fits all" fixed point collection or a tiered collection. (4) Return cycle: Franchise investors should rationally analyze whether the return rate is reasonable, combine market demand and brand strength to see if the investment return can continue to grow steadily, so that everyone can live a good life.

　　3、人品優(yōu)：加盟關(guān)系想要與品牌方有個良好的加盟合作關(guān)系，那就要知道品牌方到底為什么發(fā)展加盟，是為了招募優(yōu)質(zhì)加盟商一起擴(kuò)張市場還是只為了賺加盟費(fèi)收割“韭菜”。關(guān)于加盟關(guān)系我們大致分了以下4種：（1）“騙”加盟費(fèi)：現(xiàn)在市場上有些企業(yè)發(fā)展加盟，就是為了通過發(fā)展加盟的方式來“騙”加盟商的加盟費(fèi)、特許費(fèi)，僅僅把品牌出租，不管加盟商是否賺錢。（2）賣商品：有些加盟品牌則是通過加盟投資者進(jìn)貨收取差價或貨品抽點等方式來獲取利益的，這種只考慮品牌方單方面收益的加盟合作關(guān)系也很難走得長遠(yuǎn)，在后續(xù)合作的過程中也容易出現(xiàn)各種矛盾，甚至變成對立關(guān)系，最終被市場所淘汰。（3）“有心無力”：有些品牌方發(fā)展加盟的初心是想要通過與加盟商共同發(fā)展來快速擴(kuò)張，但是，首先品牌方?jīng)]有優(yōu)選加盟商的方式，沒有找到志同道合的加盟商，不能保證加盟商的質(zhì)量，魚目混珠，其結(jié)果終將損害品牌。還有的品牌方服務(wù)及管控能力不夠，放開加盟后，短板就暴露無遺了，加盟服務(wù)體系不夠成熟完善，無法保障加盟商，反而影響品牌方自身。（4）加盟關(guān)系：品牌方如果將加盟關(guān)系定位為共同事業(yè)合作關(guān)系，品牌方和加盟商根據(jù)各自資源不同進(jìn)行分工與合作，確定合理的利潤分配方式。基于品牌方的實力充分考慮加盟商利益，扶持幫助賦能加盟商，這種合作關(guān)系才是良性的，長遠(yuǎn)的。

　　3. Good character: If you want to have a good franchise cooperation with the brand, you need to know why the brand is developing franchising, whether it is to recruit high-quality franchisees to expand the market together or just to earn franchise fees and harvest "leeks". We can roughly divide franchise relationships into the following four types: (1) "Cheating" franchise fees: Some companies in the market are developing franchises in order to "cheat" franchisees' franchise fees and franchise fees by simply renting out the brand, regardless of whether the franchisee makes money or not. (2) Selling goods: Some franchise brands obtain profits through franchise investors charging price differences or product sampling. This kind of franchise cooperation relationship that only considers the unilateral benefits of the brand is also difficult to sustain in the long run. In the subsequent cooperation process, various conflicts may arise, and even become antagonistic relationships, ultimately being eliminated by the market. (3) 'Intentional but powerless': Some brands develop franchising with the initial intention of rapidly expanding through joint development with franchisees. However, first of all, the brand does not have a way to select franchisees, does not find like-minded franchisees, and cannot guarantee the quality of franchisees. They confuse fish with pearls, and the result will eventually damage the brand. Some brands lack sufficient service and control capabilities. After the opening of franchising, their shortcomings are exposed. The franchising service system is not mature and perfect enough to protect franchisees, which in turn affects the brand itself. (4) Franchise relationship: If the brand positions the franchise relationship as a joint business cooperation relationship, the brand and franchisees will divide labor and cooperate according to their respective resources, and determine a reasonable profit distribution method. Based on the strength of the brand, fully considering the interests of franchisees, supporting and empowering franchisees, this kind of cooperative relationship is benign and long-term.

　　4、共同發(fā)展目標(biāo)：加盟政策一般來說如果品牌方是真正奔著與加盟商互利共贏的目標(biāo)，加盟政策往往也能體現(xiàn)出品牌方給予加盟商的支持，大家在選擇加盟項目的時候，可以具體看下品牌方對于加盟商有哪些支持政策，比如百果園的租金平衡政策、加盟店經(jīng)營資金支持等，幫助加盟商分擔(dān)租金壓力以及門店養(yǎng)店期的資金問題。所以說，加盟政策要看是否能真正幫助到加盟商減輕經(jīng)營壓力，提高加盟商收入，而不是一些形式上的政策并無實質(zhì)幫助。

　　4. Common Development Goal: Franchise Policy Generally speaking, if the brand is truly committed to the goal of mutual benefit and win-win cooperation with franchisees, franchise policies can often reflect the support that the brand provides to franchisees. When choosing franchise projects, you can specifically look at the support policies that the brand has for franchisees, such as the rental balance policy of Baiguoyuan and the financial support for franchise store operation, to help franchisees share the rental pressure and financial issues during store maintenance. So, the franchise policy depends on whether it can truly help franchisees reduce business pressure and increase their income, rather than some formal policies that have no substantial help.

　　5、硬件支撐：培訓(xùn)支持（1）經(jīng)營管理培訓(xùn)：成熟的品牌方應(yīng)該提供一系列健全的管理、行銷等技術(shù)與行業(yè)知識的專業(yè)培訓(xùn)，同時要對加盟商提供后續(xù)的技術(shù)指導(dǎo)和培訓(xùn)服務(wù)，這樣才有利于加盟商能夠更好的以品牌方統(tǒng)一品質(zhì)標(biāo)準(zhǔn)來持續(xù)運(yùn)作。（2）持續(xù)性業(yè)務(wù)培訓(xùn)：一個完善的加盟培訓(xùn)應(yīng)持續(xù)性地給予加盟商經(jīng)營指導(dǎo)，包括定期的指導(dǎo)培訓(xùn)，不定期對加盟商進(jìn)行回訪等，因為經(jīng)營是一個持續(xù)性的狀態(tài)，加盟商在持續(xù)經(jīng)營的過程中一定是需要品牌方不斷地進(jìn)行指導(dǎo)培訓(xùn)的，這樣才能更好地跟著品牌方的腳步把店做好。

　　5. Hardware support: Training support (1) Business management training: Mature brand owners should provide a series of professional training on sound management, marketing, and other technical and industry knowledge. At the same time, they should provide follow-up technical guidance and training services to franchisees, which is conducive to franchisees being able to operate continuously with the brand's unified quality standards. (2) Continuous business training: A comprehensive franchise training should provide franchisees with continuous business guidance, including regular guidance and training, irregular follow-up visits to franchisees, etc. Because business is a continuous state, franchisees must constantly receive guidance and training from the brand in the process of continuous operation, so as to better follow the footsteps of the brand and do a good job in the store.

　　6、情感依靠：運(yùn)營支持（1）經(jīng)營幫扶：在選擇加盟項目的時候還要看品牌方在后續(xù)經(jīng)營中會提供哪些方面的運(yùn)營支持，比如品牌方是否有專業(yè)的人員配備，員工的招聘、培訓(xùn)服務(wù)，是否有智能化系統(tǒng)幫助加盟商經(jīng)營以及管理門店。（2）資源扶持：既然選擇以加盟的方式創(chuàng)業(yè)那肯定也是希望能得到品牌方一些資源的，所以意向加盟商要考察清楚意向品牌有哪些資源可以扶持到加盟商，供應(yīng)鏈渠道是否穩(wěn)定且優(yōu)質(zhì)，推廣渠道及力度等。

　　6. Emotional dependence: operational support (1) operational assistance: When choosing a franchise project, it is also necessary to consider what aspects of operational support the brand will provide in subsequent operations, such as whether the brand has professional personnel, employee recruitment and training services, and whether there is an intelligent system to help franchisees operate and manage their stores. (2) Resource support: Since choosing to start a business through franchising, one certainly hopes to obtain some resources from the brand. Therefore, potential franchisees need to investigate what resources the intended brand has to support them, whether the supply chain channels are stable and high-quality, and the promotion channels and strength.

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