Quickly recruit the company to the end? Far from it, they are still harvesting "leeks" frantically. 700 million yuan was involved, and the tea brand endorsed by Ma Yili was filed for investigation.

The enthusiasm for tea Zhilan has not subsided, and the tea industry has again exposed such incidents. Netizens exposed that the tea anchor brand endorsed by Zheng Kai suffered the same scam.

The quick recruit brand has successively accidents, and the amount involved can be hundreds of millions. However, this is just the tip of the iceberg. You can't imagine the madness of quick moves and the bad ones.

In a society under the rule of law, why have a large number of entrepreneurs fall into a situation where they are ineffective?

ONE

Quickly recruit the hardest hit area here

To sort out these quick recruit brands, you will find that they have a lot in common. Among them, almost all quick recruit brands focus on two major directions:

1. Explosive Quick Recruitment

The "flash in the pan" of the instant noodle cafeteria is still fresh in many people's memories. In 2018, the country quickly swept across the country, and some low-tier cities even opened four or five "small instant noodle canteens" on one street. They may use the same name but come from different companies. After only one year of popularity, instant noodle canteens everywhere in 2019 ushered in a trend of closing stores.

A bowl of instant noodles that cost more than 20 and more than 30 yuan will eventually become a one-time consumption. But this did not affect the popularity of instant noodle cafeterias on platforms such as Douyin and Xiaohongshu. The popularity of single products has attracted a large number of quick-recruiting companies to quickly "respond". While many entrepreneurs have not yet "recollected", the wave of "leeks" in the instant noodle cafeteria has been cut quickly and fiercely.

Similar to the instant noodle canteen, there are durian scones, coconut ash ice cream, yogurt hemp flowers, etc., too small and single product positioning, it is not enough to support the large-scale development of a brand. So starting from the product positioning, these brands are doomed to defeat. Of course, the quick recruit brand also "locked in" the defeat from the beginning.

2. Internet celebrity quick recruit

Recently, another tea brand endorsed by a celebrity has been controversial, namely the tea Yan Guangnian endorsed by Wang Likun. According to media reports, an agent searched for Michelle Ice City when looking for a project. During the consultation, the defendant was told that Michelle Ice City’s franchise fee was high, and another authorized brand of Michelle Ice City, Cha Yan Guangnian, was attracting investment. This is how the story begins.

Riding on the popularity of Internet celebrities and doing quick recruitment business, such cases are countless in the catering industry. Some people claim to be "authorized" by a certain Internet celebrity brand like Cha Yan Guangnian, and others who directly copy a certain Internet celebrity brand more simply and rudely. Even if you search for the "Hi Tea Franchise" keyword today, you will find that there are brands that are "righteously" attracting business under the banner of Hi Tea. Click on their page and a floating window of "open shop for free" pops up directly. Once the entrepreneur can't resist the temptation and fills in personal information in the floating window, another story begins.

Moreover, when entrepreneurs leave traces of "finding projects" on the Internet, multiple projects will come to them in a short period of time. The user information of many quick recruitment companies is "shared". If one company can't dig up, there are other companies taking turns.

The reason why the tea industry has become the hardest hit area for Kuaizhao is that it happens to have assembled two of Kuaizhao’s favorite positions-"explosive products" and "net celebrities". According to this logic, the more popular, the higher the traffic, and the more entrepreneurs have to keep their eyes open and carefully screen them.

TWO

Cutting the leeks, there are three steps in total

The Kuaizhao brand refreshed the author’s cognition for the first time around 2010. It was positioned in an office park in Beijing’s Haidian District. The author was working nearby. The first time I noticed it was because franchisees threatened to jump off the building. police. After that, I also encountered a large number of franchisees who came to make trouble, but in the end they all stopped. At that time, there were many quick recruit brands such as snacks, children's clothing, underwear, etc. in the park. At the same location, brands have changed batch after batch. When many franchisees look for them again, the former "exhibition hall" and "training headquarters" have already changed doors, but they are still attracting investment.

The routine of the quick recruitment company is universal. A quick recruitment company will "package" multiple quick recruitment brands, or some brands directly "package" for the quick recruitment company to operate. It usually takes a year or two from the birth of a Kuaizhao brand to its "decline" (cutting a stubble of leeks). During this time, the Kuaizhao brand has actually taken three steps.

1. "Looking for"-Quickly recruit "Xiaobai"

The snack and tea section is the gathering place for quick recruit brands. Both of these two sectors have the characteristics of low threshold, low investment, and easy operation. In the final analysis, the fast recruiting brand is aimed at those who lack relevant business experience and are relatively in short supply of venture capital, who want to start small projects through small projects. . Because "Xiaobai" does not know that Hey Tea will not join in at all, "Xiaobai" does not know that the real brand will not easily authorize it. It can be said that almost every quick recruit brand is tailor-made for "Xiaobai", all kinds of words + contract loopholes, it is to delineate Xiaobai entrepreneurs.

This is also the bad thing about the fast recruiting company. Some entrepreneurs are doing projects with the whole family, but they are taught a lesson by the fast recruiting company. Many entrepreneurs may not be able to turn around for several years, and even more painful costs have been paid.

2. "Bright"-the faster the trick, the more "high-profile"

Kuaizhao brands are more "high-profile" than many real brands. Cha Zhilan invited celebrities to be endorsements and opened stores in Shanghai's high-traffic neighborhoods. There is a long line in front of the door every day; some brands also invite celebrities and Internet celebrities to check in their shops, creating a wave on social platforms; more in the company It is hung with various "honor certificates", "patent certificates", etc...In short, these quick-recruit brands are to show strong brand potential to entrepreneurs through the illusion of prosperity, so that entrepreneurs can easily "fascinate their eyes".

3. "Cut"-cut one crop after another

After a period of intensive campaigning, many brands have opened "joining" without even having their own direct stores. They don't have the qualifications for franchising at all, but this can't be difficult for "experienced" quick-recruiting companies.

Many entrepreneurs have not noticed that what they have signed with the company is not a franchise contract, but a "cooperation agreement", and the word "join" is not seen in the "agreement." An investment manager of a quick recruitment company I knew once revealed that when communicating with customers on the phone, WeChat, and face-to-face, he completely avoids the word “joining”, that is, there is no trace of “joining” in the “evidence”. Now the investment manager has resigned because he can't stand the condemnation of his conscience. She also revealed that many quick-recruiting companies are "family businesses". Relatives who are articulate and good-looking in the family are placed in the investment department; relatives who are sleek and old are placed in the after-sales department; even the so-called founders are just I am looking for a person with a more "boss" temperament in the family. In various reports, the "founder" frequently appears, but the real job of the "founder" may be just a purchaser and a after-sales service in the company... these Families also have obvious regional characteristics. To avoid regional disputes, it is inconvenient to mention specific regions here. Many entrepreneurs may not pay attention. Those investment managers all speak the same accent. They may come from the same village and community. The whole company is "one mind", and there are many "secrets" that cannot be found by foreign employees.

The same wave of people, staying in the same position, but changing to different companies and different brands, earning wave after wave of "brand royalties", "brand management fees", "materials and equipment fees", and even "decoration" "Design fee", "opening supervision fee", etc.

THREE

Avoid quick tricks, you can only rely on yourself

It is true that the investment promotion of all walks of life is developing in a good direction. The successive incidents of the quick move brand also prove from the side that the relevant departments are intensifying the crackdown on the "side ball" quick move. Merchants and franchise will eventually move towards legitimization and regularization step by step, providing entrepreneurs with a better entrepreneurial environment. But for now, there is a long way to go. Entrepreneurs who currently start a business still need to rely on their own ability to identify the right project.

1. Tens of thousands of dollars can’t afford "nanny-style" services

Believe at any time that there will be no pie in the sky;

KFC’s entire store output is to resell mature and profitable restaurants to franchisees. The "transfer fee" of each restaurant is almost 8 million or more, and franchisees have strict audits in terms of capital and experience. Process. So, are those companies that threaten to provide entrepreneurs with full "nanny" services, implement the "whole store output" model, charge a small amount of management fees, and can easily get started with or without experience, are they doing "charity"?

2. Three months plus this? Almost impossible

The catering industry is an industry in the deep waters of the Red Sea. Why do you think you don’t have to pay tuition fees for starting a business?

Many quick-recruitment companies will settle an account for entrepreneurs, and often take the store where the brand is operating as an example, and finally come to a conclusion that the cost can be recovered within a few months or a year. In the revelation of an agent of Chazhilan, the company’s “brand consultant” told the company during the inspection that the daily turnover of each store is not less than 10,000, and the daily turnover of large stores is even 13,000 yuan. To 15,000 yuan. Many people believed in the turnover of 10,000, but did not calculate it in detail. Based on a cup of tea of 15-20 yuan, a store needs to sell 500-700 cups of drinks. It is not impossible. It may happen to well-known brands. New brands are difficult.

3. A 10-meter long queue, for you to see

Two days ago, a friend in the circle of friends posted a picture of a store selling "a certain twist". The accompanying text was not delicious. Why do so many people line up every day on a hot day? This kind is for consumers. Among the queued people, part of the crowd is the trustee, and the other part is the customers attracted by the trustee.

There is another one for entrepreneurs. Most quick recruit brands have an "image store" in the city where their headquarters are located, and this image store "queues all the year round". However, entrepreneurs did not think deeply. In real life, they can encounter several brands that "regardless of time" and "daily queuing".

Too many entrepreneurs look back at the initial experience of joining, and they all bluntly say that they are too stupid. It's not that the entrepreneur is too stupid, but the quick recruit brand aims at the entrepreneur's eagerness to start a business.

Entrepreneurship requires hard work, but no impulse. To investigate the brand, you also need to jump out of the scope set by the brand, and inspect a few more physical stores, preferably in different regions and different business circles; to understand the brand through multiple channels, not only through social platforms, News content, as well as websites such as Meituan and Dianping to understand the relevant evaluations of brands and products, but also to understand the qualifications of the brand on the industrial and commercial registration website. At the same time, it is best to combine the opinions of senior industry insiders...a rational and comprehensive inspection, will Let entrepreneurs automatically filter out brand exaggerated propaganda.

Finally, I wish all entrepreneurs find suitable projects and succeed in their business!