对于创业者来说，选择创业的方式既可以是自创品牌，也可以是加盟品牌。据相关机构统计，自主创业、自创品牌成功率不足十之一二，而以加盟的方式创业成功率相对高出许多，毕竟“抱团取暖”终究比“单打独斗”更容易些。创业者、投资者为什么要选择加盟的方式？品牌方为什么要选择加盟的方式？加盟商在创业道路上能借助品牌方强大的品牌影响力以及成熟的加盟运营体系，复制品牌方赚钱的模式，分享品牌方赚钱的资源，得到品牌方持续的赋能，对于创业者来说可以大大降低投资风险，提高创业成功。

　　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.

　　如何选择适合自己的加盟创业项目？如果吸引投资者选择加盟那就要包装好加盟项目，并进行必要的品牌推广，因此，品牌方不妨站在投资者的视角，回顾梳理一下聪明的加盟投资者是如何选择到好的加盟项目。进而，品牌方在夯实自己实力的情况下，如何围绕着特许经营战略，展开相应的项目包装和推广。投资者选择加盟项目可以形象地用“找对象”来比喻，对应地，品牌方可以用“嫁好女儿”比喻为特许经营模式的加盟运营服务。

　　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、相亲前的准备：清晰自身的条件和期望在挑选“对象”之前首先要称称自己的“斤两”，对自己有个清晰的认识，这就好比相亲常说的，找到门当户对的家庭，才是过好日子的基础。灰姑娘嫁王子的故事在现实生活中的概率还是很低的，但门当户对说起来容易做起来难，有人心高气傲有人爱情至上，因此在加盟投资前我们也要清楚自己有什么，能承受多少的。由此，我们大致可以从以下三个方向来考量：

　　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、投资金额加盟前首先要清楚自己的初期投资金额以及后续保障资金，以此决定选择项目的投资范围。就像找老婆时，要知道自己的条件，毕竟现实生活中大多是需要门当户对的。

　　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、要考虑自己对投资回报的期望看到招商广告上“高回报率”、“回报周期短”等字眼，很多投资者就会产生盲目的冲动，容易忽略高回报项目所带来的高风险。就像我们找老公的时候容易被甜言蜜语所蒙蔽，因此首先要明确自己对风险的承受能力，才能合理的设置自己对投资回报的期望。

　　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、要考虑自己对投资风险的承受能力任何投资都有风险，即使加盟的方式成功率高，但也会有失败的概率。品牌方成功不等于加盟商成功，其他的加盟商赚钱不等于你能赚钱，所选加盟项目是否赚钱，还与你的选址及后续经营有关。要考虑清楚如果此加盟项目投资失败，你对此风险的承受能力以及后续的个人打算。

　　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、择偶标准的拟定：选加盟项目需要考虑的因素说到择偶，相信无论男女心里都会有一套择偶标准，而我们在选加盟品牌的时候，当然也希望找到的品牌方是靠谱的，关键时刻能给予加盟商支持与帮助的，毕竟“老公”没找好，日子就不好过了。那么，我们应该从哪些方向来给自己定“择偶标准”呢？天方包子给创业者带来以下几点建议：

　　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、潜力股：选行业选对行业是创业成功的起始点，现在很多创业者容易看到做餐饮的人多，就觉得自己也要做餐饮，看到摆地摊的投入少生意也不错，就又觉得做个无本买卖也合适，究其原因就是没有多维度了解市场。因此我们可以从以下3个方面进行思考和选择：（1）消费趋势：随着人们物质文化生活水平的日益提高，消费需求也呈现出多样化、多层次化，因此投资者需要分析消费者的需求欲望，包括产品需求以及消费方式需求等。比如现在很多人不愿出门，于是外卖等线上购物的方式就是消费者们所需要的。（2）行业周期：如果投资的行业已处于饱和期或衰落期，便要面临激烈的竞争，投资回报也越来越低。如果投资的行业处于成长期，便能分享到这个行业成长的红利，因此投资者应对一个行业是否可持续发展作出判断。（3）你是否热爱：个人是否热爱很大程度上会影响你在这个行业坚持多久，如果喜欢这个行业，将自己的喜好和工作结合起来，你就会乐此不疲。相反，如果并没有多热爱，激情过后你就会变得淡漠索然无味。

　　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、实力派：选品牌（1）品牌优势：在选择品牌的时候一定要慎重，分析品牌所具有的优势，尽量选择经过市场检验成功的、成熟的加盟品牌，因为这样的品牌通常会有相对稳定的资源以及完善的加盟经营服务体系，对于加盟投资者来说也比较有保障。（2）加盟费/品牌费：特许经营中要特别留意加盟费以及特许经营资源使用费的收取，有些品牌收取加盟费实际上也会用回加盟商身上，性价比来说会更高，有些品牌所收取的加盟费就是纯加盟费，而且费用也不低，这样的加盟费性价比就比较低了。（3）特许费：特许费就是特许经营资源使用费，特许费的收取也要了解清楚其收取的方式，是按照供货商品加价收取，按照销售额扣点收取，还是按照项目利润分成收取。特许经营资源使用费收取的比例是否合理，是“一刀切”式的固定点收取还是阶梯式收取。（4）回报周期：加盟投资者应当理智地分析回报率是否合理，结合市场需求以及品牌实力看投资回报是否能持续稳健增长，这样大家才能好好“过日子”。

　　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、人品优：加盟关系想要与品牌方有个良好的加盟合作关系，那就要知道品牌方到底为什么发展加盟，是为了招募优质加盟商一起扩张市场还是只为了赚加盟费收割“韭菜”。关于加盟关系我们大致分了以下4种：（1）“骗”加盟费：现在市场上有些企业发展加盟，就是为了通过发展加盟的方式来“骗”加盟商的加盟费、特许费，仅仅把品牌出租，不管加盟商是否赚钱。（2）卖商品：有些加盟品牌则是通过加盟投资者进货收取差价或货品抽点等方式来获取利益的，这种只考虑品牌方单方面收益的加盟合作关系也很难走得长远，在后续合作的过程中也容易出现各种矛盾，甚至变成对立关系，最终被市场所淘汰。（3）“有心无力”：有些品牌方发展加盟的初心是想要通过与加盟商共同发展来快速扩张，但是，首先品牌方没有优选加盟商的方式，没有找到志同道合的加盟商，不能保证加盟商的质量，鱼目混珠，其结果终将损害品牌。还有的品牌方服务及管控能力不够，放开加盟后，短板就暴露无遗了，加盟服务体系不够成熟完善，无法保障加盟商，反而影响品牌方自身。（4）加盟关系：品牌方如果将加盟关系定位为共同事业合作关系，品牌方和加盟商根据各自资源不同进行分工与合作，确定合理的利润分配方式。基于品牌方的实力充分考虑加盟商利益，扶持帮助赋能加盟商，这种合作关系才是良性的，长远的。

　　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、共同发展目标：加盟政策一般来说如果品牌方是真正奔着与加盟商互利共赢的目标，加盟政策往往也能体现出品牌方给予加盟商的支持，大家在选择加盟项目的时候，可以具体看下品牌方对于加盟商有哪些支持政策，比如百果园的租金平衡政策、加盟店经营资金支持等，帮助加盟商分担租金压力以及门店养店期的资金问题。所以说，加盟政策要看是否能真正帮助到加盟商减轻经营压力，提高加盟商收入，而不是一些形式上的政策并无实质帮助。

　　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、硬件支撑：培训支持（1）经营管理培训：成熟的品牌方应该提供一系列健全的管理、行销等技术与行业知识的专业培训，同时要对加盟商提供后续的技术指导和培训服务，这样才有利于加盟商能够更好的以品牌方统一品质标准来持续运作。（2）持续性业务培训：一个完善的加盟培训应持续性地给予加盟商经营指导，包括定期的指导培训，不定期对加盟商进行回访等，因为经营是一个持续性的状态，加盟商在持续经营的过程中一定是需要品牌方不断地进行指导培训的，这样才能更好地跟着品牌方的脚步把店做好。

　　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：运营支持（1）经营帮扶：在选择加盟项目的时候还要看品牌方在后续经营中会提供哪些方面的运营支持，比如品牌方是否有专业的人员配备，员工的招聘、培训服务，是否有智能化系统帮助加盟商经营以及管理门店。（2）资源扶持：既然选择以加盟的方式创业那肯定也是希望能得到品牌方一些资源的，所以意向加盟商要考察清楚意向品牌有哪些资源可以扶持到加盟商，供应链渠道是否稳定且优质，推广渠道及力度等。

　　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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