On May 25, the 2023 China Franchise Conference was held at the China National Convention Center. It is reported that this conference is sponsored by the Chartered Chain Management Association, with the theme of "Ramming the Franchise Foundation and Expanding the Scale of Chains", the conference was held for three days, a total of more than 400 brand owners participated in the exhibition, attracting more than 40,000 entrepreneurs and visitors to come to observe and study and exchange.
At the same time, the conference also held a franchise forum, inviting a number of high-quality chain brands to share their successful experiences and advanced models. Among them, the pioneer of hair loss and gray hair physiotherapy category that has been deeply engaged in the field of hair health for 17 years and focuses on the needs of customers to "treat hair loss and gray hair" - Black Mystery, its main "small white is easy to start, single store fast return, multi-store easy to copy" three, four, five project, attracted the attention of participants.
According to Zou Jun, CMO of Black Mysteries, the 345 Project is a scientific digital operation system that won the "CCFA Best Practice Case" award in 2022, which includes three solutions, four stages, and five models. The third is to "get the traffic, get the service, and get the sales". The four stages refer to all possible problems encountered by entrepreneurs in different stores in different cycles, and the accurate classification structure is sorted out. The five models are for the problems encountered in different store stages, matching five plug-and-play model tools, which include new models, retention models, transformation models, repurchase models, and fission models, each model, there are specific landing methods.
"Being a good crutch for stores, using the system to empower stores, freeing up stores, focusing on good service and customer satisfaction, this is our original intention to establish and continue to polish the 345 Project." Zou Jun shared, "Through the data of more than 1,000 physical stores for more than 20 years, we have continuously polished, measured and precipitated the 'three four five project' system, so that our store operation no longer relies on experience, but on scientific algorithms." ”
It is through the "three-four-five" project, combined with the growth SOP of the entire user, that the Black Mysteries chain brand realizes the whole path for users to buy, let users buy more, let users continue to buy, and let users share with friends around them to participate in the purchase. It is understood that Black Mysteries has solved the problem of hair loss and gray hair for more than 1 million users with professional solutions for the transformation of scientific and technological components, functional products, self-developed physiotherapy equipment and scientific methods in the laboratory, and currently opens more than 1,000 hair loss and gray hair treatment centers in more than 200 cities. At the same time, Zhao Yazhi was also hired as a brand image spokesperson to help franchisees enhance their brand influence.
Yang Beimin, general manager of Yum China Group's Huang Keehuang brand, also said at the meeting that digital empowerment has greatly helped its brand joining. Huang Jihuang brand for different regions and different registered cities by different franchise store models, forming a "combination fist" to help franchisees open stores, through store site assessment, delivery operation hosting, digital empowerment, operation expert guidance, strong logistics system for many entrepreneurs to provide a standard, unified and green high-quality business profit platform.
Han Yuting, a senior chain franchise practical expert, said that the essence of high-quality franchise projects is to reduce burden, become lighter and profit. Franchisees are becoming more and more rational, need to do a detailed understanding of the brand, including the presentation of single-store profits, is the first choice of franchisees, continuous support of the brand side, including detailed training plans, specific supervision plans, active supervision several times a year, early and mid-term training of the step-by-step plan; The future development plan is also detailed to how to attract customers through the normalization of brand potential, use a simple and professional system to help stores retain customers, and support stores through supply chain systematization and talent standing for a long time, and continue to develop customers, not only the immediate customers, but also see more potential customers.
Franchise franchise is an advanced stage of chaining, from the perspective of the industry, chain franchise has anti-economic cyclicality and anti-inflation; From the perspective of enterprises, the products and services output by chain enterprises have standard and uniformity in the market, and the reproducibility of chain franchises is the key factor for the sustainable and stable development of chain enterprises themselves. For many entrepreneurs, the characteristics of low risk, replicable and fast return on capital have become an important reason for them to choose chain franchise brands.
In February 2023, the Central Committee of the Communist Party of China and the State Council issued the Overall Layout Plan for the Construction of Digital China, pointing out that it is necessary to comprehensively empower economic and social development and make the digital economy stronger, better and bigger. This year's China Chain Franchise Conference and Franchise Exhibition, through the compliance and professional screening dimension announced many high-quality head chain brands, on-site guests shared the essence and characteristics of good franchise projects, so that entrepreneurs can avoid many detours and avoid those pits on the road to entrepreneurship.