Cooperated with Alipay and Baidu to further expand customer acquisition channels.
It is learned that the franchise service platform “Franch Home” has recently completed a 10 million yuan Pre-A round of financing. The investor is an individual investor in the industrial Internet. The funds will be used for marketing, expanding the team and launching new businesses. Business, optimize the service process for the brand, and improve the efficiency of the service link. Prior to this, franchisees had received 500 angel investors in individual and Hejun Capital investments in early 2019 10,000 yuan angel round financing.
Branding is a big trend in physical commerce. Currently, The chaining rate of various offline stores in China is not high , for example: The chain of catering in 2018 was only 5%, compared with 30% in the United States in the same period ; Beauty institutions 3%, compared with 48% in the United States … Only relying on brand direct sales to transform huge offline The market is obviously unrealistic. Merchants joining and direct hosting are important means.
We have introduced “Affiliates” , this is a two-way strict selection, brand direct chat The franchise service platform was launched at the end of 2018, allowing brands and franchisees to understand each other, communicate, and finally promote cooperation. Franchisees started their business on WeChat public accounts and mini-programs at the earliest. In the second half of 2019, Franchisees reached cooperation with Alipay and Baidu to further expand customer acquisition channels.
The picture on the left is the service interface for Alipay merchants; the picture on the right is a small program for franchisees
Founder XiaoLi Heng introduced that the franchisee has released a new version of the small program on Alipay, and Alipay currently opens the second-level independent entrance of the merchant server to the franchisee. In addition, Baidu has also reached cooperation with franchisees for high-quality content and premium brands. On Baidu’s mobile terminal, search for franchise keywords for franchise partners. The search results will display the true information of brand franchise. Click this information to jump directly to Join the home official website.
The opportunities for the franchise service platform not only come from the outside, the expansion of the franchise market brought about by the brand chain, but also from the chaos in the information mixed and asymmetric information industry that has existed in the past decades. Quick move company rampant, fake brand bad currency expelled good coins, as a typical representative of the victims, Founder of Lujiao Lane Zeng helplessly said: “Now there are 7,000 in Antlers Lane, not my home.” Milk tea franchise is considered as “cut leek,” and “90% of franchised stores will be closed.”
In order to change the status quo of the industry, in addition to protecting their trademarks and systems, brands also need to provide a reliable channel for small and micro entrepreneurs who want to join formal, potential brands.
Xiao Liheng has worked for the Chinese Culinary Association for many years, hoping to start with a restaurant brand and serve as a win-win platform for the industry. Xiao Liheng believes that the chaos in the entire market is still there. To eliminate fast-moving, copycats, and brands with no franchise value, the platform must thoroughly investigate and do a good job of brand selection. Franchisees have developed a set of screening criteria for restaurant brands. , And an entrepreneurial ability assessment system for entrepreneurs to ensure that both parties can find the right person.
“In 2019, more than 600 brands have voluntarily applied to join franchisees, but we only reached cooperation with 7 of them.” Xiao Liheng introduced that the strict screening mechanism can guarantee the platform’s reputation and the current cooperation of franchisees There are around 100 brands. Even if the cooperation is reached, the franchisees will not recommend the new brand for a certain period of time. Instead, they will treat this period as the publicity period of other brands and users for this brand. If there are problems with the brand according to feedback, they will still take it. Measures.
In terms of the model, an important iteration of franchisees is the launch of a franchise fund supervision product “Chengshangbao”. In the past, entrepreneurs and brand parties reached an intent to join, and the franchise fee and security deposit will be directly delivered to the brand, and subsequent services are difficult to guarantee; while the franchisees reached cooperation with some brand parties, this part of the cost will be delivered to Chengshangbao, after the brand has completed its support for the franchisee’s opening, this fee can be obtained.
Xiao Liheng told that Chengshangbao changed the original capital delivery logic of the franchise cooperation. Only under the supervision of the platform can the fast-moving brands that mainly charge the franchise fee enter the market. At present, franchisees have cooperated with 5 brands in internal testing,The cooperation invitation of some domestic Internet financial giants has been introduced, and the future cooperation between Chengshangbao’s fund payment, supervision, depository and circulation business is being promoted.
At the same time, in terms of brand service, franchisees have also transitioned from pursuing high-quality brand cooperation to improving the service quality of brands. Next, according to the different needs and characteristics of the brand, an exclusive cooperation plan will be formulated, similar to the investment promotion or franchise generation operation.
In addition, Xiao Liheng introduced that more and more catering brands are actively applying to join franchisees, and the platform also has the function of discovering potential catering projects. Although some brands are currently small, tracks, models , Products, brand genes, etc. are all good, there may be a hundred, thousands, or even 10,000 stores brand. Therefore, after planning for the second half of the year, the franchisees plan to jointly launch the Mengxiangxing ‘chain catering investment fund with Zhengxin Group and investors and founders in the catering industry in 2020, with the initial fund size of 100 million Yuan , used to support the development of the brand after discovering a complete start-up catering brand such as a profit model, brand genes, products, etc., and to help the invested brand to integrate resources through the resources of the franchise platform and the internal resources of the catering industry, and make every effort Support its development and growth.
In 2020, franchisees will also invest part of the funds obtained from this financing in marketing. At present, it has reached a cooperation intention with Beijing Metro Media Corporation. After February, it will gradually put in subway door advertising media, with a total size of about 100 subways for 100 consecutive days, used for franchise and cooperative brand communication. The franchisees will heavily subsidize the joint investment of the brand, make the brand bear the cost as little as possible, and use high-quality media resources to enhance the brand.
“Last year, although more people started to pay attention to joining China Merchants, the market is still mixed. In the long run, the biggest competitiveness of franchisees will come from our benign values. , The brand wins, “Xiao Liheng told.
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The illustrations in this article are from franchisees, and the header is from Unsplash