It is understood that since the end of June, 2005, 5438+ 10, China Chain Store & Franchise Association has conducted a comprehensive and in-depth investigation on the franchised enterprises in China for the first time, including more than 20 items such as the operating conditions of headquarters and franchisees, development models, distribution systems, contracts and major difficulties faced. , involving catering, home improvement, laundry, education, books/audio-visual, car maintenance, clothing beauty.
According to the survey, convenience stores, automobile maintenance, home improvement, housing agency, education and training, beauty and fitness, catering, laundry, clothing, books and audio-visual sales have become investment hotspots. The following comments and analysis will answer you one by one.
(A) the traditional industry entered the brand maintenance period.
6 j "|% a+w' n: b-''\ (x Catering industry, clothing industry and retail industry are the earliest traditional industries in China, and they are also its three pillar industries. After several years of initial development, most enterprises have about 65,438+000 franchise stores, reaching a peak, and their brands have gained a certain popularity. However, due to the rapid development, the system's support for franchisees began to weaken, and the control power was also declining. Therefore, the headquarters began to slow down the joining speed, concentrate on developing direct stores, and re-establish the brand has become the current focus of the enterprise. The industry has entered the brand maintenance period. * D ' X6 t % z； d5 _" |j
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A retail community convenience store is the focus.
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. g！ v * e6r+H2 _； K$ v3 L retail is the earliest attempt in franchise development, China. At present, the main business of retail industry in franchise development is convenience store. In the development of convenience store chain operation, Shanghai is in the forefront and is known as "Shanghai enterprises lead convenience stores in China".
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7 P' g2 M t# B$ W According to the statistics of the Ministry of Commerce, convenience stores have become the latest bright spot in the development of chain commerce in China. In 2004, among the top 30 chain enterprises in China, the sales of convenience stores increased by 49.7%, ranking first among all formats. For example, Shanghai Lianhua Express, Shanghai Cody, Shanghai Liangyou Jinpan and Beijing Wumart Convenience Store, which are more representative in China, all had more than 500 head offices in 2004, and Shanghai Lianhua Express had as many as 1. 8 million, with sales exceeding 1 100 million yuan. :f s. N，m m2 K$ e
& amp\ ' O % m； ~.h3o9x & amp； The development of L9 k convenience stores should not blindly follow suit, and community convenience stores and supermarkets should be the focus of community commerce. On June 5438+065438+ 10 last year, at the 2004 community business development summit forum and large-scale community business seminar held in Wannian Flower City, Fan Rui, deputy director of the Planning Department of Beijing Municipal Bureau of Commerce, said that a convenience store should be set up every 500 meters; Support the community to introduce small discount stores and chain-operated comprehensive supermarkets; Encourage high-consumption communities to improve commercial services such as beauty salons, bars and teahouses, restaurants and entertainment. It is reported that some foreign chain enterprises have entered the Beijing community on a large scale. At present, there are 5 champion stores, 8 7- 1 1 convenience stores and 40 dia Tian Tian discount stores. 5 p！ z3 V7 M8 u% l$ W" N 1 \4 R
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Second, the reasonable development of catering.
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Chain restaurants are the leading force of franchising. Since Quanjude Group 1993 franchise development System, the catering industry has been playing a leading role in the development of franchising. But with the continuous development of the industry, at present, the catering industry has entered a period of brand adjustment. In 2004, the number of fast food restaurants in Malan, Lamian Noodles and hometown only increased by about 3%, far less than the growth of direct stores. Donglaishun also adjusted its own business development speed, with a growth rate of 15% in 2005; After several years of rapid development, Yunnan-style hot pot in Kunming Dadian Garden has entered a consolidation stage. In 2004, 45 franchise stores were closed, and only 3 to 5 stores are planned to be built in 2005. But the overall momentum of the industry is still fierce.
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& ampy2y(Y & amp； S2'+L 'j According to statistics, in 2004, the catering industry developed rapidly, and catering consumption became the highlight of consumption growth. The retail sales of catering industry was 748.6 billion yuan, up by 2 1.6%, which was 8.3 percentage points higher than the total retail sales of social consumer goods, with a net increase of 1.30 billion yuan over the previous year. The annual turnover of catering industry in China continues to grow at a high speed. 14. The business tax was 4 1 1 billion yuan, up 23.3% year-on-year, accounting for 14% of the total retail sales of social consumer goods, and the contribution rate to the growth of total retail sales of social consumer goods was 2 1%. * R，p！ C9 g！ } & amps5 m
& AMPE1X7R1A: F1V1T: i Chinese dinner enterprises represented by Quanjude actively explore franchising, and Chinese fast food franchising has entered a relatively stable and rational consolidation period, with the brand effect of key enterprises becoming increasingly obvious and the brand of the new generation rising quietly. Foreign-funded western-style fast food franchise was fully launched. After McDonald's, the representative enterprise of western fast food, established its first franchise store in China in 2003, its franchise strategy in China has been clear. It is understood that McDonald's has interviewed more than 50 investors who have signed up to join, and some of them have started a one-year training. 6 C4 a5 M# T！ l G5 e) A: }4 ]
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$}, b. a# f, C% f4 \$ B2 E3 C# l garment industry is an active participant and practitioner of franchising. The success of Benetton, Crocodile, Goldlion, Shanshan and other brands has made many garment enterprises have a special liking for franchising. Franchising can indeed make up for the shortage of its own scale and allow enterprises to achieve rapid development with less capital.
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-h # t-L z+z； Although M9 P will inevitably experience some problems such as "the pain of model transformation" in the development process, the franchise of clothing industry is very different from catering and retail. Franchising of other products can only provide a "model", while clothing must provide the final product. Therefore, the joining of clothing enterprises is often only the "joining" of the sales link at the end of the value chain, and will never extend to the "raw material procurement" and "product design" at the front end. The strategic alliance between franchisor and franchisee in the value chain makes the franchise of clothing enterprises or clothing brands run on a relatively standardized road from the beginning. Therefore, the prospects are still relatively promising. Pu&6V5 n7 @ Ah! Y6 i. \
It is understood that in Wenzhou, the "clothing capital" of China, its brand clothing has opened nearly 10,000 stores nationwide by joining, accounting for about 60% of the total clothing output value of Wenzhou. According to industry experts' estimation, China casual wear alone should have a huge market of at least 654.38+04 billion yuan. Casual clothing brand 1990 or so entered the domestic market. At present, there are no brands with annual sales exceeding 2 billion yuan, which means that no one can get more than 2% share. v* |5 v. Z8 k+ V: @6 f d" G
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1 } # m & amp； V) n/ a 1 U5 j. m7 O' T Fourth, the laundry industry is steady and steady.
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The franchising of laundry industry originated in the mid-1990s, and it is the most widely used and stable market development industry in China. Its leading brand has basically taken shape and its management system has matured. In 2004, the average growth rate of total stores in the laundry industry was 25%, of which franchise stores increased by 265,438+0%; Total revenue increased by 46%, of which the growth rate of franchise stores was 46%. Compared with the overall growth rate of franchise industry, the development speed of industry chain has slowed down, but the income situation has remained at a high level.
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3 @ 8i3A8O3W (Q7s'm "q) In 2004, the number of service outlets in the laundry industry grew to more than 1 10,000, and the number of employees increased from 30,000 in 1979 to more than 4 million today. According to industry experts' estimation, the laundry market capacity will reach 40 billion yuan. For example, Fornet in Beijing, Hylsa in Rongchang, Elephant King in Shanghai (the brand of Taiwan Province Province in China develops in mainland China) and Kang Jie in Zhengzhou have all achieved nationwide expansion through franchising. / y: K: I$ h- ` w2 F
/ B！ A" u+ x* `6 j" X (2) Rapid development of sunrise industry.
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/s.s/h0u: [7y # i.h Home improvement, automobile maintenance, beauty and fitness, real estate agency and other industries should be the industries that introduced franchising into China later, but according to the survey, its growth rate is generally faster, which is basically higher than the industry average.
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# X5 C6 M8 g6 j+ s home improvement industry is a new industry that has developed rapidly after China's reform and opening up, and it has increasingly become a new consumption hotspot and a new economic growth point. China Architectural Decoration Report shows that as of 2003, the annual output value of architectural decoration industry in China has reached about 800 billion yuan, of which the output value of home decoration is about 450 billion yuan. There are nearly 200,000 enterprises in the industry, and the number of employees reaches1million. The annual added value has exceeded 200 billion yuan, with an average annual increase of more than 30%. It is estimated that it will reach 600 billion yuan in 2005. Its created value has leapt to the forefront of more than 40 industries in light industry. The market capacity, rapid development and wide distribution of home improvement industry have surpassed the domestic automobile industry and home appliance industry, and the prospect is very broad, forming a prosperous "sunrise industry".
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2 F% \2 h- D+ u/ A home improvement industry started its real franchise from 200 1 At present, the "franchise" of China's home improvement industry has not yet formed a complete standard, and the whole home improvement market is still in a relatively backward and chaotic market pattern. However, with the rapid rise of the home improvement industry in the past decade, the joining mode of home improvement is still favored by more and more investors with its huge commercial space of nearly 600 billion yuan. # ` 2 _ & ampn！ V7 `% A.D.
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In 2004, the franchise of home improvement industry entered a very critical stage of development. Enterprises generally turn their energy from quantitative expansion in previous years to support and upgrade the existing franchise system, slow down the expansion of outlets and realize the benign development of the system. Some enterprises, such as Beijing Dongyi Risheng, Yezhifeng, Yuanzhou, Longfa, Shanghainese, Chongqing Jiuding Risheng, Shenzhen Juzhong, etc. , has begun to integrate home improvement and home industry chain, providing franchisees with broader profit growth space. # y# c2 \。 |) D% G5 k+ z
/k4 c6 f4 H3 k8 | VI。 Huge automobile maintenance market. have mutual affinity; be closely attached to each other; both of the same mind
X5 h 1 ~8 t！ According to relevant data, as early as the 1980s in the United States, the automobile professional maintenance market began to shrink rapidly, and automobile maintenance enterprises gradually accounted for more than 80% of the entire automobile warranty industry.
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These enterprises not only have an average annual operating income of more than $65.438+0 billion, but also have a vehicle scrap rate of 654.38+0/5, which has replaced the dominant position of the traditional automobile maintenance industry in one fell swoop. The concepts of "three-point cultivation and seven-point cultivation" and "nurturing instead of nurturing" have also been deeply rooted in the hearts of the people. In China, the number of private cars in China has accounted for more than 1/3 of the total number of cars, and the number of private cars in big cities such as Beijing is still increasing substantially. Therefore, as a new industry in China, the automobile maintenance industry is developing rapidly, which is also a good choice for investors.
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At present, there are about 3 1000 automobile maintenance enterprises in China, with an annual maintenance volume of more than 654,380+0 million vehicles and more than 2.4 million employees, with an output value of nearly 40 billion yuan in 2004. Domestic automobile maintenance franchise chain enterprises are also developing rapidly under the extrusion and drive of international brands. CRRC Auto Repair relies on more than 40 enterprises all over the country, and has established a chain system mainly based on direct stores. At present, there are more than 200 automobile maintenance chain stores in China, and there are three first-class large-scale maintenance enterprises 13, including 60 direct chain stores in Beijing.
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9 @ n5； Q3 v，？ It is understood that there are some regional brands in key cities, such as Beijing Love, Aiyihang and Sinopec Great Wall Lubricating Oil Company. Although they haven't started franchise business yet, the scale of franchise development will still be their future goal.
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Seven real estate intermediary integrity is the key&; M2？ 0 j8 n Z！ ^) R- \
& ampH) Z. R3 W5 O6}, U k ~ 1 h9 P+ ~ In recent years, as tens of millions of public houses in the domestic market are allowed to be listed and circulated, the real estate intermediary service industry has ushered in a "golden" development period. It is understood that in foreign countries, more than 90% of housing circulation is completed through intermediary enterprises, and the transaction volume of stock houses far exceeds that of incremental houses, reaching 5: 1. In China market, the consumption of incremental housing is still the main part, with some cities reaching 50: 1, while only the cities with very active secondary and tertiary markets are 1: 65438. (T( @5)，' A4 l2 y% I
! T&S 4Z9H.G: Q T Due to the good development momentum of the real estate industry in the past two years, the rapid rise of housing intermediary services has been directly promoted, and the rich return on investment has stimulated intermediary chain stores to appear like mushrooms after rain in the streets, and even housing intermediaries have appeared in second-and third-tier cities. In 2004, there were as many as 800 stores in Tianjin Shunchi Real Estate, with a total annual revenue of 65.438+0.5 billion yuan. 7 Q+ E2 F' j* @ 1 e 1 i
The survey also shows that the number of shops and income of real estate agent franchising enterprises are more than twice the average growth level of franchising industry, and the income is more than three times. However, from the absolute number of direct stores and franchise stores, direct stores are far higher than the number of franchise stores, which is different from other industries. Due to the low technical content in the transaction process, it is more like a match, and the industry is prone to the phenomenon of "selling orders" between owners and renters (buyers) in private transactions. Therefore, the headquarters should open more stores to win by quantity, and direct stores can avoid joining the business newspaper performance. Honesty has become the biggest test of franchise development in this industry. -I & i2y6k [(w1f4q "l
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Eight beauty fitness "threshold" is low and profitable.
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In 2004, China Beauty Economic Forum released the "China Beauty Economic Survey Report", which showed that the beauty industry is becoming the fifth largest consumption hotspot in China after real estate, automobiles, tourism and electronic communication. In 2004, the beauty service industry will directly create GDP of 84.72 billion yuan and directly provide tax revenue of about 5.6 billion yuan. There are nearly 5 million direct employees in China, which indirectly drives about 65.438+0.4 million employees, indirectly drives demand of 65.438+0.25 billion yuan, taxes of 65.438+0.04 billion yuan, and increases profits of 8.7 billion yuan. b0 L$ w2 k' r
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According to experts, there are more than 3,750 cosmetics enterprises in China, more than half of which are private enterprises. In recent years, the beauty economy has been growing at a rate of more than 15% per year. It is estimated that by 20 10, the total income of beauty services in China will exceed 300 billion yuan. At present, the investment and transformation of China's beauty industry is about 200 billion yuan.
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Just because the introduction of franchising in the beauty industry is relatively late, at present, it mainly focuses on product agency or equipment sales. Therefore, the rapid expansion of the joining network is the behavior of products occupying the market. However, it ignores the two main characteristics of franchising, service mode and proprietary technology, which will lead to the contradiction that franchisees are difficult to control, some enterprises will shrink, and some will eventually transition from product brands to service brands.
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$ K7 g3 x/ @' s？ "c% j (3) Emerging fields have sprung up.
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Education, training and audio-visual books have been restricted by China's policy barriers, so franchising started late, but its strong momentum can not be ignored. 9 ? 0 u8 W: \)】。 C: x
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Education and training are in the ascendant. y(I % I2 ` 4S/e8x； @
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In China, education and training, known as "sunrise industry", is showing an increasingly strong demand momentum. The Report on the Quality of Life of Residents in China in 2004 issued by China Academy of Social Sciences shows that children's education consumption exceeds pension and housing consumption for the first time, which has become the biggest purpose of residents' savings. It is estimated that the national education consumption is about 250 billion yuan per year.
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8 k 1 H* f$ {5 r C English training, infant education and computer training are the three pillars of the education and training industry. According to the investigation and analysis, the overall market scale of these three fields was close to 20 billion yuan in 2004. Because of the vast market and rich profits in the field of education and training, domestic and foreign enterprises have adopted the way of "education chain operation" to enter the education and training market, and its main feature is to use franchising to carry out authorized operation. These enterprises include global franchise chains such as Beida Jade Bird and EF English Education, as well as domestic education and training institutions such as Putonghua English Education, Galaxy Online Education, Global IELTS, Kid Castle, Baby Friendly, Red, Yellow and Blue Parent-child Park and Oriental Star Preschool Education.
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Ten books and videos are "poor", thinking about change.
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-K$ C( f' s5 u8 l8 U3 i7 Q) In China, there have been great policy barriers in the book audio-visual industry. However, with the further implementation of China's WTO commitments, great changes have taken place in the policies of book and audio-visual retailing. According to the agreement of joining WTO, since February 0, 2004, China has opened all the book retail markets in China to foreign businessmen.
The opening of the market will certainly promote the pace of domestic enterprises. On June 5438+1October 65438+April, 2004, Xishu Bookstore, which has more than 600 bookstores nationwide, became the first enterprise to obtain the national book chain operation license since the promulgation of the Regulations on the Administration of Publications Market. Since then, Shandong Century Tian Hong Bookstore Co., Ltd. has become the first private enterprise in China to obtain both the domestic general distribution right of publications and the national chain operation right. In the audio-visual retail industry, Jiuzhou Echo, an audio-visual chain owned by Zhong Kai, has obtained the national chain operation license from the Ministry of Culture. So far, there are 12 audio-visual enterprises with national chain licenses.