How deep are the pits to join, the supervision needs to be strengthened, and the milk tea industry needs to prevent "Li Gui" from setting traps

Entrepreneurs who want to join a milk tea shop often encounter such a confusing phenomenon: some well-known tea brands have officially indicated that they do not accept joining, but a large number of joining information can be found on the Internet, and they also claim to be "new brands".

Looking for milk tea to join the "Li Gui" website

In recent years, driven by young consumer groups, the milk tea industry has gradually become hot

Previously, some media tried to search the Internet for information such as "Joining Tea Yanyuese" and "Joining a Little Bit", and a large number of websites similar to milk tea brands appeared

A telephone receptionist of Hubei Delanshi Environmental Protection Technology Co.

What is the origin of these confusing affiliate sites?

According to sources in the milk tea industry, they are actually some so-called "quick recruiting companies", who are pretending to be entrepreneurs in the name of well-known brands

Some franchisees lost hundreds of thousands of yuan

Can these "quick recruiting companies" really help franchisees succeed in starting a business and "making money every day"?

"We just had a client open 4 stores in Hebei, and the net profit every month is hundreds of thousands

However, the pie that looks delicious is often a trap behind it

Miss Wang, born in the 1980s, is such a "victim"

During the site selection stage, the regional agent of the milk tea brand randomly found several places to recommend to her: one was in an old shopping mall, and the others were in the corner of the street or deep in the alley, with extremely low traffic

When purchasing equipment, Miss Wang also fell into trouble

In the preparatory stage, in addition to the initial franchise fee, rent, and decoration, the brand side continued to charge Miss Wang for various items such as brand management fees, public relations fees, employee training fees, and public comment promotion fees.

With the "deep pits" one after another, Miss Wang's milk tea shop finally opened, but the "routines" for ordering followed

Ms.

Ms.

Regulation and industry norms are indispensable

A person who has experience in joining revealed that the contracts of “Quick Recruitment Company” are generally formulated relatively simply, and the terms agreed by both parties are understated or even not mentioned at all

According to the "Regulations on the Administration of Commercial Franchise Operations" that came into effect on May 1, 2007, commercial franchising refers to an enterprise (franchisor) that owns registered trademarks, corporate logos, patents, know-how and other operating resources, and sells them in the form of contracts.

Many counterfeit chain milk tea brands are also miserable for the means of "quick recruitment companies" to disrupt the market
.

"Because of the low cost of violations of the 'Quick Recruitment Company', even if some hits are dealt with, after a period of time, the skin will be replaced, and it will appear like mushrooms after a rain
.
" Hey Tea said that the company's legal affairs have used various means to protect their rights, the purpose is to To protect the brand, we also hope that the interests of consumers will not be infringed, but with little success
.
At present, HEYTEA has clearly emphasized in various official channels that it does not accept any form of affiliation, and even marked the relevant words on each sales receipt
.
The official website of a little bit also clarifies that its official website is the only website of the brand, and there are no other affiliated brands
.
According to the person in charge of Nai Xue's tea, Nai Xue's tea is clearly marked on the official website and other official channels - "All Nai Xue's tea stores are directly operated and do not accept any form of franchising and agency".
There are also relevant information reminders on three-party platforms such as takeaway platforms, Baidu Encyclopedia, Zhihu and other channels
.
"At present, there is no shortage of fake franchise information on the Internet, and we will deal with it through legal channels to protect consumers and brand rights
.
" The relevant person in charge of Chayan Yuese said that for these inexhaustible fake franchises, we can only deal with them at present.
It is the first platform to complain
.

　　Catering industry analyst Kang Jian believes that the reason why many "kuaizhao companies" that cut leeks choose milk tea as a carrier is largely because the mature product system and supply chain of the milk tea industry have basically solved the product problems.
A company" just needs to create and package a brand with little difficulty
.
Therefore, in addition to continuing to strengthen supervision and crackdowns, the milk tea industry itself also needs to further self-regulate and improve
.

　　"There is room for building classic brands in this industry, but most of the current domestic development models rely on capital operation.
Brands do not have the patience to dig deep into the industry.
It is extremely common to make quick money and cut leeks
.
" Wang Dongming, a restaurant brand strategy consultant, believes that at present, The milk tea industry lacks the soil and environment to build classic brands
.
He further stated that the reputation of milk tea franchises has been getting worse and worse in recent years.
The main reason is that many brands have described to franchisees that the rate of return is too high and the prospects are too good
.
As a result, the speed of opening and joining of milk tea is too fast, there are too many brands and a mix of fish and dragons, and the market capacity is almost saturated, which ultimately leads to a low survival rate of franchisees
.

　　Zhao Zhanzhan, a special researcher at the Intellectual Property Research Center of China University of Political Science and Law, and a lawyer from Beijing Yunjia Law Firm, said that the above-mentioned "Quick Recruitment Company"'s behavior of producing a webpage similar to the official website of a well-known tea drink may be suspected of false propaganda
.
Entrepreneurs should look for the official website information when joining, and can find the relevant company filing information by querying the ICP information.
They should also pay attention to preserving the evidence during the performance of the contract
.

　　It is reported that most of the leeks cut by the "Quick Recruitment Company" are young groups
.
On the one hand, it is due to the preference of young groups for the milk tea industry, and on the other hand, because the entry threshold of the milk tea industry is low, it is easy to attract young people who are just starting out and have no experience in the world
.
A senior person in the industry reminded that young people should not put their hopes on the sky.
Joining a milk tea shop is not an easy way to start a business, and it may fall into the trap of "quick recruiting companies".
I hope young people will choose wisely
.
Entrepreneurs should first understand whether the project they want to invest in is an official brand, and learn to distinguish
.
Before signing the contract, it is necessary to investigate the operation of at least two physical stores, especially to see whether the report has the ability to make sustainable profits
.
In addition, it is also necessary to carefully read the various clauses and understand key issues such as trademarks
.

　　(Comprehensive arrangement by Han Songyan)

    "China Food News" (April 8, 2021 03 edition)

(Editor-in-charge: Han Songyan)