Star catering franchise, who harvested whom?

　　Zhongxin Finance, June 11 (Zuo Yuqing) "Chen He withdraws from Fujian Xianhezhuang shareholders" "Xianhezhuang franchisees are unable to operate and defend their rights"... As many stars withdraw their shares from the catering industry and "run away" , the star restaurant franchise store that was once a smash hit, now only "one place chicken feathers" is left.

"Eat by your face",

　　In recent years, the opening of celebrity stores has become a new fashion in the catering industry. Unlike the previous celebrities who only opened one or two restaurants, today's celebrities have set their sights on the franchise chain model, and celebrity brands have sprung up and expanded rapidly.

　　Xue Zhiqian's "Shangshangqian", Chen He, Ye Yiqian and Zhu Zhen's "Xianhezhuang", Chen Kai's "Huofengxiang", Guan Xiaotong's "Natural Stay Milk Tea", Hu Haiquan's "Xixi Pot" and "Ben". Tea in the Palace"... There are many other stars who came to join in its publicity.

　　"This kind of franchise store has its own star popularity, has the advantage of communication, and has low cost, large profits, and quick money." Jiang Zezhong, a professor at Capital University of Economics and Business and a researcher at the Private Enterprise Research Center of the Chinese Academy of Social Sciences, said that it is similar to traditional brand chain stores. In contrast, star franchise stores are more inclined to "rely on face to eat".

The rapid expansion of some star restaurants has caused continuous turmoil

　　However, the star franchise store has been in constant turmoil since it opened.

For example, many star restaurants such as Xianhezhuang and Laidoula have frequently been exposed to food safety issues. In the second year of Huofengxiang’s opening, the franchisee held a banner saying that “the blood has no return”. After the commercial franchise contract was not filed, it was fined, and the tea in the palace was fined for tax evasion...

　　Zhongxin Finance noticed that although Xianhezhuang opened its first store in 2015, it only opened its second branch in 2017.

Its real rapid expansion was after Chen Hefang cooperated with Sichuan Zhishan Brand Management Co., Ltd. in 2019, and the number of stores once reached more than 800.

　　The Tianyancha App shows that at present, Sichuan Zhishan has invested in 7 companies abroad, and 5 of them are in existence. In addition to Xianhezhuang affiliated companies, they also include Chengdu Roasted Jiangnan Catering Management Co., Ltd. (Huang Xiaoming Roasted Jiangnan related company), Chengdu Zhibai Catering Management Co., Ltd. (Xiao Jingteng Fu Mian Mian affiliated company).

Can franchisees who lost money claim compensation from stars?

　　Today, on the official website of Xianhezhuang, there are still promotional photos of Chen He.

However, under the slogan of "make every effort to create the territory of luwei hot pot and set off a new round of Nuggets storm", the skinny reality is that Chen He has withdrawn from the ranks of shareholders, and franchisees have been defending their rights.

According to media reports, Xianhezhuang has closed more than 270 stores.

　　"Most stars only authorize the naming rights and portrait rights to the brand company. If franchisees are held accountable, they can only hold the brand company accountable." Jiang Zezhong told Zhongxin Finance,

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　　Jiang Zezhong pointed out that after many celebrities have invested in shares in their own name, they are also aware of the risks and deliberately avoid them.

Taking the relationship between Chen He and Xianhezhuang as an example, in 2020, Chen He withdrew from Fujian Xianhezhuang, and the major shareholder changed to the Fujian Xianhezhuang Brand Management Partnership (Limited Partnership) in which he held shares, until he completely quit in May this year. .

　　"If Xianhezhuang is held accountable, Chen He will be jointly and severally liable at most. When he invests in the form of a limited company, the responsibility will be further reduced." Jiang Zezhong said that now Chen He has completely withdrawn, from the current public information. , Chen He's actions are legal and compliant, and the franchisee cannot hold Chen He accountable.

　　Zhongxin Finance has noticed that many star franchise stores have previously promoted stars as "gold medal store managers", "store shopkeepers" and "brand managers", and many franchisees think that stars are bosses.

But after the accident, the brand side clarified that the star was not involved in the direct management of the company.

　　"In the contract between the franchisee and the brand owner, there is a clear definition of the responsible entity." Jiang Zezhong said, "The franchisee should know who he signed the contract with."

It is a "double-edged sword" for celebrities to use traffic for catering

　　Many franchisees accuse star franchise brands of "cutting leeks".

But some netizens complained about it, "It's expensive and unpalatable. Isn't opening a star franchise store to cut fans' leeks?"

　　"Traditional franchise stores are supported by a certain characteristic product or business operation model, while star franchise stores are supported by star images." Jiang Zezhong said that many domestic franchise brands are not standardized at present, and franchise stores with stars as their signs are even more so. Lack of mature operating model.

　　For celebrities, the catering industry is a channel for quick money and another marketing platform; for franchisees, the celebrity image is a guarantee for the customer base.

However, the deep binding between star franchise stores and star images actually has advantages and disadvantages for both parties.

　　"The star effect is time-limited, and fans also suffer from aesthetic fatigue. This customer group is not stable for the catering industry. Once a star 'turns over', franchise stores with low anti-risk capabilities will also be attracted by consumer groups who love the new and hate the old. Abandon it." Jiang Zezhong believes that if the franchise stores thunder, it will also damage the star's image.

　　After a series of hype and departures, perhaps franchisees will finally understand that the essence of the catering industry is still to return to the catering itself.

"Products and business models are the last word." (End)