中国特许经营市场——07年的回顾与08年的展望（franchising market in china a review of 07 years and prospect for 08 years）

中国特许经营市场07年的回顾与08年的展望（FRANCHISINGMARKETINCHINAAREVIEWOF07YEARSANDPROSPECTFOR08YEARS）THENEWYEARSDAY,WHICHWILLSOONTAKEPLACEON2008,WILLMEANTHEBEGINNINGOFANEWYEAR,ANDTHEBEGINNINGOFTHETWENTYFIRSTYEAROFCHINASFRANCHISEDEVELOPMENTATTHISTIMEOFTHENEWYEAR,WEREALLYNEEDTOREVIEWANDSUMUPCHINASFRANCHISEIN2007,ANDTHENLOOKATCHINASFRANCHISEIN2008ITSHOULDBESAIDTHATTHEREWEREMANYSPECIALEVENTSIN2007CHINAFRANCHISEMARKET,THESESPECIALEVENTSAREMOREORLESSAFFECTEDTHEDEVELOPMENTOFCHINESEFRANCHISE,WILLLEAVESOMEINDELIBLEMARKSONTHECHINAFRANCHISEINTHEHISTORYOFTHEDEVELOPMENT,ITWILLDIRECTLYHAVEADIRECTEFFECTON2008ANDEVENINTHEFUTUREMOREYEARSCHINESEFRANCHISEDEVELOPMENTHERESAREVIEWOFTHEPAST07YEARSFROMTHESEREVIEWS,WECANALSOSEESOMEHIDDENSIGNSFOR08YEARS,ANDPREPAREFORARAINYDAYFIVETHINGS,ONEMUSTKNOWTHE07YEARSINMAY1,2007,THEENTRYINTOFORCEOFTHEREGULATIONSONTHEADMINISTRATIONOFCOMMERCIALFRANCHISES,ANDTHESUBSEQUENTMEASURESFORTHEADMINISTRATIONOFINFORMATIONDISCLOSUREOFCOMMERCIALFRANCHISESANDTHEMEASURESFORTHEADMINISTRATIONOFCOMMERCIALFRANCHISESFORARCHIVALPURPOSESCAMEINTOFORCEREVIEWTHISSHOULDBETHENUMBERONEMAJOREVENTINCHINASFRANCHISEINDUSTRYIN2007THETOTALNUMBEROFTHEWORLDSFIRSTLEADERINCHINESEBECOMEAFTERTHE“ONETWO“HASALSOANNOUNCEDTHATTHECHINAATTHEFOREFRONTOFFRANCHISINGLEGISLATIONINTHEWORLDATLEAST,WEHAVEBECOMEONEOFTHEFEWCOUNTRIESINTHEWORLDWITHONEOFTHENATIONSEXCLUSIVEFRANCHISELAWSTHEREISNODOUBTTHATALTHOUGH“ONETWO“ITSELFHASMANYSHORTCOMINGS,ITWILLPRODUCESOMEADVERSEEFFECTSONTHEMARKET,BUTITISUNDENIABLETHATTHEYWILLHAVETHESTANDARDCHINAFRANCHISEMARKET,PROMOTETHEDEVELOPMENTOFCHINAFRANCHISEHASAPOSITIVESIGNIFICANCESO,INTHEMARKETRULESOFTHEGAMECHANGEDUNDERTHECONDITIONOFTHEFRANCHISOR,FRANCHISEEANDFRANCHISINGMARKETINTHERESTOFTHEBODYMUSTALSOPAYCLOSEATTENTIONTOTHE“ONETWO“,HAVENOCHOICE,ANDACCORDINGTOTHECOMPREHENSIVEANDRECORRECTIONSUITABLEFORAGE,ESPECIALLYFORATWO“THENEWSTRATEGYANDTACTICSFRANCHISORFIRMSFOCUSONCAPITALMARKETSREVIEWCOMPAREDWITHTHEPREVIOUSYEAR,ENTERPRISESIN2007CHINAFRANCHISORSEEMSTOPAYSPECIALATTENTIONTOTHECAPITALMARKET,FRANCHISINGAND“VENTURECAPITAL“AND“FUND“AND“MARKET“NOUNSRELATEDNEWS,ARTICLES,ACTIVITIES,ANDOTHEREMERGINGVIEWSALTHOUGHAFEWCOMPANIESHAVESUCCEEDED,THEFACTISTHATMOREBUSINESSESHAVEFAILEDFROMMYPOINTOFVIEW,2007SHOULDBETHEFIRSTYEAROFTHEAWAKENINGOFTHECAPITALCONSCIOUSNESSOFCHINASFRANCHISORENTERPRISESHOWEVER,IWOULDLIKETOREMINDTHOSEWHOARESTILLINTHECHASE,OBSESSEDWITHTHECAPITALMARKETTHEFRANCHISORORPOTENTIALENTERPRISESFRANCHISORENTERPRISES,QUASIFRANCHISORENTERPRISES,ENTERPRISESINVOLVEDINTHECAPITALISNOTALLGOOD,YOUNEEDTOPAYTHECORRESPONDINGPRICE,BECAUSETHEBUSINESSASTHEKEYFEATURESOFTHECAPITALMARKETSSTILLHAVETOHAVETHE“COMMERCIAL“FEATUREWHAT,FORTHEIROWNISBETTER,FOLLOWTHETRENDOFRASHISOFTENTHERESULTOFFAILUREORDOOTHERS“TOWED“COMPAREDWITHBANKLOANS,VENTURECAPITALANDOTHERFINANCINGMETHODS,FRANCHISINGHASMANYOFITSOWNUNIQUEADVANTAGESFOREXAMPLE,UNDERTHEFRANCHISEFINANCINGMODE,THEFRANCHISORINADDITIONTOOPENASTOREOUTSIDETHECAPITAL,ANECESSARYRESOURCESUCHASADDRESS,MANAGEMENTTEAM,LOCALCONNECTIONSETCDEVELOPMENTANDLOCATION,DECORATION,RECRUITMENT,HANDLELICENSE,DAILYOPERATIONSANDSOONAREALLCANWORKBYTHEFRANCHISEETOPERFORM,SOINFACT,THEFRANCHISOR“INTEGRATION“ISNOTONLYTHECAPITAL,THEREAREMORERESOURCESINADDITION,IFTHEENTERPRISEISUSINGBANKLOANS,RISKINVESTMENT,FINANCIALCAPITAL,SOENTERPRISESINTHEMANAGEMENTANDUSEOFFUNDS,INTHESCHEDULINGINTHEPROFITDISTRIBUTIONSYSTEMOFENTERPRISESISSUPERIORBYTHESEINVESTORSTOTHEMANYRESTRICTIONSANDSUPERVISION,BUTTHEDEVELOPMENTOFTHEFRANCHISEEMODELRARELYMAKETHEFRANCHISORENTERPRISESHAVETHISLIMITATION,ONTHECONTRARY,MANYOFTHEFRANCHISORINTHESEASPECTSISTHERIGHTINVESTORS,NAMELYTHEFRANCHISEETHEREFORE,ENTERPRISESINTODAYSBANKLOANS,VENTURECAPITALINVESTORSMOREOBJECTIVEENVIRONMENTMAJORENTERPRISESFAMOUSENTERPRISES,ESPECIALLYSMALLANDMEDIUMENTERPRISES,ANDGOTHROUGHTHEARDUOUSPROCESSOFBUSINESSPLANAND“ROADSHOW“TOGETEASYACCESSTOBANKLOANS,RISKINVESTMENTFUNDS,MIGHTASWELLTRYTHEDEVELOPMENTOFTHISMODEOFFINANCINGTHEFRANCHISEEANDZHUSFRAUDCASECRACKEDREVIEWACCORDINGTOESTIMATES,“ZHUMERCHANTSGROUP“BYHUNDREDSOFBRANDSOFFAKE,HASMADETHECOUNTRYSTWOMILLIONPEOPLECHEATED,INVOLVINGFUNDSOFNEARLY3BILLIONYUAN,IN2007HASBEENUNCOVEREDIN“ORIENTALDAILY“DISCLOSUREZHUSFRAUDTOAPEOPLESINSPIRATION,ANDINTHISCASE,FULLYEXPOSEDCHINAGOVERNMENTMANAGEMENTWEAKNESS,MARKETCONFUSION,LACKOFLAW,THEFRANCHISEEGROUPCONFUSION,MEDIAORIENTEDPOWERDEVIATION,SHAMELESSCROOKSUGLYFACES,THEGERMANINVESTMENTINTERMEDIARYANDSOONAREALMOSTALWAYSEXISTEDQUESTIONFORALONGTIMEONTHEOTHERHAND,THEREISNODOUBTTHATZHUSFRAUDFORPOTENTIALFRANCHISEESTOJOIN,JOINTHEINVESTMENTMARKETCONFIDENCEINGOODORDER,HIGHCHINAJOINEDTHEBUSINESSBOOM,FRANCHISEMODEOFADVANCEDCOMBATISALSOVERYGREATSO,FIGHTINGFRAUDISAJOBTHATNEEDSTOBESUSTAINEDANDHELDONFOREVERTHEFRANCHISE,THESHOWBEGANTOSILENCEREVIEWANDINTHEPAST,ESPECIALLYIN2005BEFORETHEFRANCHISEFRANCHISEEXHIBITION,ANDSIMILAREXHIBITIONIN2007BEGANTOAPPEARAWKWARDPHENOMENON,MANYEXHIBITORS,BUTSIGNIFICANTLYDECREASEDTHENUMBEROFVISITORS,ORTHATTHEACTORSONSTAGEMOREANDMORE,BUTTHEAUDIENCEISLESSANDLESSFORONEOFTHEMERCHANTSASCHIEFANDLEADEROFTHEMOSTINVESTORSCHOOSETHEMAINBATTL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