2/kloc-what kind of business model is real estate in the 0/century?

2 1 century real estate adopts the joining mode of McDonald's, BMW, Adidas and Coca-Cola.

Franchising refers to the mode of operation in which the franchisee allows the franchisee to use his name, trademark, proprietary technology, products and management experience to conduct business activities in the form of contract.

Franchising is translated from English. At present, there are two kinds of translation and understanding of franchising in China: one is franchising. It belongs to the category of stores with different ownership to juxtapose franchise institutions with chain stores, free chains and cooperatives. This translation method, like the definition of western marketing, is a common translation method.

Another translation is franchise chain. It is considered that franchise chain is an organizational form of chain stores, and it is juxtaposed with company chain and free chain as three types of chain stores. In China, Article 2 of the Measures for the Administration of Commercial Franchise promulgated by Order No.25 of the Ministry of Commerce in 2004 is defined as: Commercial franchising means that by signing a contract, the franchisor grants the franchisee the business resources such as trademarks, trade names and business models that he has the right to grant to others for use, and the franchisee engages in business activities under a unified management system according to the contract and pays the franchise fee.

Although different countries and organizations have different definitions of franchising, in general, franchising has the following characteristics:

First, franchising is the contractual relationship between franchisor and franchisee;

Second, the franchisor will allow the franchisee to use its own trade name and/or trademark and/or service mark, business know-how, business and technical methods, continuous systems and other industrial and/or intellectual property rights;

Third, franchisees invest and operate by themselves and own their own operations;

Fourth, the franchisee should pay the fees to the franchisor;

Fifth, franchising is a continuous relationship.

Refers to the contractual relationship between the franchisor and the franchisee. In this relationship, the franchisee provides or has the obligation to safeguard its interests in technical secrets and employee training in franchise activities; Franchisees are allowed to use trademarks, trade names, corporate image and working procedures. Enterprises owned or controlled by franchisees, but owned or invested by franchisees.

Franchising is the mainstream business model in 2 1 century. As a business method, it can be extended to any industry. According to the definition of the Ministry of Commerce of China, franchising means that by signing a contract, the franchisor grants the franchisee the business resources such as trademarks, trade names and business models that it has the right to grant others to use; According to the contract, the franchisee engages in business activities under the unified management system and pays franchise fees to the franchisor.

Franchising originated in America. 185 1 year, Singh sewing machine company began to grant sewing machine franchise to promote its sewing machine business and set up franchise stores all over the United States. Wrote the first standard franchise contract, which is recognized by the industry as the origin of commercial franchise in the modern sense.

Commercial franchising varies according to its franchise form, authorization content and method, and strategic control means of headquarters. Can be divided into three types;

1. Franchisees who produce franchises invest to build factories, or use franchisers' trademarks or logos, patents, technologies, designs and production standards to process or manufacture licensed products by OEM, and then sell them through distributors or retailers. Franchisees do not directly deal with end users (consumers). Typical cases include: Coca-Cola bottling plant and the production of Olympic logo products.

2. Products-Trademark franchisees use franchisees' trademarks and retail methods to wholesale and retail franchisees' products. As an enterprise that still maintains its original enterprise as a franchisee, it sells products produced by the franchisee and obtained trademark ownership alone or while selling other commodities.

Three. Business model The franchisee has the right to use the franchisor's trademarks, trade names, corporate logos and advertisements, and operate in full accordance with the single-store business model designed by the franchisor; The franchisee appears in front of the public completely as a franchisor enterprise; The franchisor has strong control over the franchisee's internal management and marketing.

Different definitions: franchising: a variant of licensing trade, in which the franchisor transfers the whole operating system or service system to an independent operator, who pays a certain franchise fee.

European Franchising Association: Franchising is a system for marketing products, services or technologies. Franchisees and their individual franchisees are relatively independent in law and finance, but they maintain close and continuous cooperation. Franchisees rely on the rights and obligations entrusted by franchisees and operate according to the concept of franchisees. Through direct or indirect financial exchange, the franchisee can use the franchisee's trade name, trademark, service mark, business know-how, business and technical methods.

Advantages of franchising

Franchising has a history of more than 100 years, and its success has attracted worldwide attention. In recent years, franchising has also made great progress in China. The reason why this distribution method is enduring is that it has its operational advantages.

1. Franchisees use franchising to implement large-scale low-cost expansion.

For franchisees, with the help of franchising, they can obtain the following advantages:

(1) Franchisees can maintain a small scale while implementing centralized control, which can not only earn reasonable profits, but also involve high capital risks, not to mention taking care of the daily chores of franchisees.

(2) Because franchisees have a deeper understanding of the region, it is often easier to find the business scope that the enterprise has not yet involved.

(3) Because franchisees don't need to participate in the employee management of franchisees, there are relatively few employee problems to deal with.

(4) The franchisee does not own the assets of the franchisee, and the responsibility for ensuring the safety of the assets completely falls on the asset owner, and the franchisee does not need to bear relevant responsibilities.

(5) Franchisees engaged in manufacturing or wholesale industries can establish a distribution network with the help of franchising to ensure the market development of products. Some people say that there is Coca-Cola where there are people, and Kodak where there are colors. Why are these brands everywhere? The reason is that they have carried out large-scale low-cost expansion through franchising.

2. Franchisees use franchising to "enlarge the original"

Some people vividly compare joining to "printing the chassis", that is, repeatedly using the franchisees' trademarks, specialties and business models to expand the scale.

(1) can enjoy the ready-made goodwill and brand. Franchisees inherited the goodwill of franchisees, and had a good image in the opening and entrepreneurship stages, which enabled a lot of work to be carried out smoothly. Otherwise, it is not a small expense to establish an image with the help of a powerful advertising campaign.

(2) Avoid market risks. For investors who lack market operation, they are often at a disadvantage in the face of fierce market competition. Investing in a franchisor with good performance and strong strength, with the help of its brand image, management model and other support systems, its risk is greatly reduced.

(3) Sharing economies of scale. These scale benefits include: procurement scale benefits, advertising scale benefits, operation scale benefits, technology development scale benefits and so on.

(4) Get all kinds of support. Franchisees can get all kinds of support from franchisees, such as training, site selection, financing, market analysis, unified advertising, technology transfer and so on.

Franchising is welcomed by consumers because of its management advantages.

Another reason for the successful development of franchising is its accurate positioning. Because of accurate positioning, accurate target market selection, marketing strategy combination around the target market and timely understanding of the changes in the target market, the products and services of enterprises are at the forefront of the times.