1. What is investment promotion? Enterprises need to attract investment, and marketing companies also need to attract investment. Investment promotion is one of the key links in the corporate marketing process and the only way for companies to bring their products to the market. If any product wants to go to the market, it must be delivered through online channels. Every point of this sales network is built by the company's franchisees. So, where do the franchisees come from? This is what investment needs to do. Recruiting investment is nothing more than finding franchisees and asking them to pay to purchase and join the company's products. As long as a company has good products and franchise policies, is it still worried about not being able to recruit franchisees? Actually, not so. The work of attracting investment seems simple, but it is not an easy task to take money from other people's pockets. This requires not only good products, but also careful planning. Sometimes, a mistake in details may lead to the loss of a group of customers. 2. What is a franchisee? A franchisee refers to a party that accepts brand and technical guidance from the headquarters under the chain franchise model. At present, my country's chain franchise industry is divided into compact and loose types, and the corresponding responsibilities are also different. 1. Compact type (such as McDonald's): Large chain franchise companies in foreign countries all use this franchise method. The main features are: strictly copying the business model stipulated by the headquarters, including layout, production standards, sales, purchasing, organizational structure, services, training, etc. Franchisees only need to pay a certain proportion of management fees and initial franchise fees to enjoy all the successful resources of the headquarters, which are perfectly replicated by the headquarters to ensure franchisees' profits. As for legal liability, it depends on the contract signed by both parties. 2. Loose type (such as Shanghai Longfeng Douhuaxiang): used in most domestic food, automobile, pharmaceutical, and service industries. It is suitable for China's national conditions. The head office has a successful operation plan that has been repeatedly verified and proven to be successful, and it invites investment and franchises. . Seriously provide a set of business plans, provide telephone feedback, follow-up services, and grant franchisees the franchise right to use the brand. Legally, the main business entity of this kind of franchise is the franchisee himself. The difference between franchise stores and directly-operated stores Franchise stores and directly-operated stores are two ways of chain operation. Chain operations can effectively integrate market resources. These resources include: management\market\brand\cost\service and other aspects. Directly operated stores are generally fully invested by the franchisor. Franchise stores are generally joint ventures between two parties. The relationship between directly-operated stores and the headquarters is relatively close. The relationship between franchise stores and the headquarters is relatively loose. Direct-operated store employees are generally listed in the headquarters sequence. Franchise store employees are generally not included in the headquarters sequence. Direct-operated stores are generally equivalent to flagship stores, and franchise stores are generally equivalent to main stores. The difference between branches and subsidiaries Branches are generally dispatched offices of the head office and are not independently responsible. Subsidiaries are generally spin-offs of the parent company. Including supporting investments that serve the main business (different operating projects) and derivatives of the main business (different operating areas). Subsidiaries are generally independently responsible. In principle, different companies based on the investors of the parent company cannot be regarded as branches or subsidiaries. Only other companies with the head office as an investor can be regarded as branches or subsidiaries. Branches or subsidiaries are generally wholly owned. 3. Enterprise? In recent years, due to the increasing number of various forms of investment promotion, many problems in investment promotion have also emerged. Enterprises are now facing difficulties in attracting investment, especially some small and medium-sized enterprises. So, how can companies quickly and effectively attract investment? Usually, investment promotion work can start from the following three aspects. (1) Determine the target investment group that suits you. After a new product is launched, you must determine the target group of franchisees that suits you based on the product's market positioning, product characteristics, and channel characteristics. Enterprises must pay attention to the long-term development of the enterprise and require franchisees to have the ability to operate the market. Not just those who have money can become franchisees of the enterprise. Do not just use investment promotion as a means for enterprises to make money. Investment is a two-way choice opportunity, just like falling in love, it requires both parties to be happy. If the company is regarded as the male party, then the franchisee is the female party. The man must show his strength and his own standards for choosing a mate, and the woman must also see if she can meet the man's requirements based on her own conditions. If the conditions are met, it will be a good thing for both parties. If the conditions do not match and they are reluctantly put together, it will be a loss for both parties. If the franchisee chooses improperly, in the future market operation, the franchisee's insufficient management ability will affect the normal operation of the market. Since the sales volume cannot increase, the franchisee will blindly ask the manufacturer for support, and the manufacturer's support is often related to the sales volume. The hook cannot give franchisees too much support, leading to disjointed cooperation and ultimately the "death" of franchisees. When a franchisee dies, it seems like it is just a loss for the franchisee and has no impact on the company, but this is not the case. Generally speaking, the number of franchisees for a product entering a region is limited. The loss of local franchisees represents the loss of the company's market in that region. It is not easy for companies to re-enter the market. Although it is due to personal reasons of franchisees, this is something that cannot be explained clearly. Because people don't know the truth, they lose confidence in the product, and it becomes difficult to develop new franchisees. Therefore, for enterprises, what they lose is not the franchisees, but the entire regional market. When recruiting businesses, companies should be targeted when choosing franchisees. Don’t just pick mushrooms. Although everyone hopes to have as many mushrooms in the basket as possible, they must learn to give up on poisonous mushrooms.

Otherwise, you may satisfy your own desires at first, but end up harming yourself. What is suitable is the best. Before attracting investment, enterprises must conduct sufficient market research and analysis based on their actual needs, determine the scope of franchisees suitable for them, and carry out targeted and selective investment promotion. Usually, enterprises determine the scope of franchisees in the following ways: 1. Competitor franchisees. Since competitor franchisees are familiar with the industry, products and market operations, companies can use their advantages in this area to quickly launch the market. Since the competitors' franchisees are very familiar with the industry, it is not easy to turn the competitors' franchisees into your own. Enterprises can look for franchisees in two ways: 1) Franchisees with poor operating conditions. This type of franchisee must make sure that the franchisee's poor performance is due to insufficient support from the manufacturer or poor management of the manufacturer itself, rather than the franchisee's own fault. Franchisees have lost confidence in competitors. We can convince them to abandon their competitors and become our franchisees. 2) Franchisees who are in good operating condition but dissatisfied with the manufacturer. Such franchisees are in good operating conditions and have good sales. However, because the competitors' promises cannot be fulfilled, the interests of the franchisees cannot be guaranteed. The franchisees are very dissatisfied with the competitors. We can persuade them to give up the competitors. Become our franchisee. 3) Franchisees who are in good operating condition and are very satisfied with the manufacturer. This type of franchisee has high loyalty to competitors, but we can use the price difference with some competitors to persuade them to open another store, and we can repeatedly use the company's sales and after-sales service personnel to operate. Since the two products have different price points and target different consumer groups, they will not pose a threat to the original store and are the best of both worlds for franchisees. 2. Franchisees of related products. Related products refer to products that are related to the company's products or have similar distribution methods, such as health products and medicines, food and beverages, solar energy and plumbing equipment, bicycles and motorcycles, etc. Because the distribution of these products is related and the business methods of the products are somewhat similar, it is often easier for franchisees to intervene. This type of franchisees have certain sales experience, strong distribution awareness, and certain financial strength. They are also relatively easy to find when we recruit investment. They should be one of the focuses of the company's investment promotion. 3. Potential franchisees with spare funds. These franchisees have certain financial strength and the desire to invest, and can also become target franchisees of the enterprise. Although they lack industry knowledge and product distribution experience, because they are involved in a new industry or doing business for the first time, they often work very seriously. As long as they have a certain awareness of distribution and receive training and guidance from manufacturers, they can quickly grow into excellent franchisee. (2) How to find franchisees. After the company has determined its target investment group, the next thing to do is to find these people, do their ideological work, and persuade them to distribute our products. . In the vast sea of ??people, how can we find these people quickly, efficiently and at low cost? This requires companies to adopt different search methods according to different target groups. 1. Advertising investment. Advertising investment is a common method of investment promotion. It mainly spreads the company's investment information through various advertising media, collects customer information through phone calls, faxes, letters, etc., and guides people to sell the company through further negotiations. products. This method of investment promotion is mainly suitable for companies with relatively few business personnel and the need to quickly develop the market, or the company's products have a certain degree of popularity and are in the late stage of market development. The sales network is relatively sound, and competitors' franchisees and Franchisees of related products have no intention of cooperation. If you want to further expand the market, you need to find potential franchisees with idle funds. However, these franchisees cannot be found through business personnel. Investment information can only be disseminated through advertising. Dig out these potential franchisees. The cost of advertising investment is high, and it is not suitable to use a large number of investment advertisements to attract investment in the early stages of a new product's launch. Since people tend to be cautious when choosing investment projects and lack confidence and interest in new products that lack brand awareness, the effect of advertising investment is not very obvious. Often, a lot of advertising fees are spent, but no suitable franchisees can be recruited, resulting in a waste of resources. The advantage of advertising investment is that it has a wide spread and can find potential franchisees that many business personnel cannot find. Its disadvantages are high cost, low investment quality and poor pertinence. 2. Business personnel visit to attract investment. Business personnel visit to attract investment is the most direct way of attracting investment. It mainly involves visiting and communicating with competitors and franchisees of related products in a purposeful manner after the company determines the investment group, to convey the company's investment information and to attract investment. This method of investment promotion is mainly suitable for the early stage of new product launch and market development stage. The strength of the company is relatively weak. For potential franchisees without distribution experience, the company's later training and guidance cannot keep up. The company's target investment group is mainly competitors. Franchisees and franchisees of related products. Therefore, enterprises can arrange business personnel to conduct targeted and rapid visits to target investment groups. The advantage of business personnel visiting for investment is that it is highly targeted, franchisees have high distribution capabilities and are fast, which can save a lot of advertising fees. The disadvantage is that it is impossible to find potential franchisees with idle funds, and it requires high quality of business personnel.

(3) How to make franchisees willing to do it. No matter which investment method is used, the ultimate goal is to spread the investment information to the target investment group. Today, with investment information flying all over the sky, people are investing more and more rationally. It is not just the dissemination of investment information that will make things successful. There is still a lot of work to be done next. How can we quickly and effectively allow franchisees to distribute the company's products with confidence? Through preliminary personnel visits and preparations for advertising investment, we need to organize an investment meeting. At the meeting, as many franchisees as possible should be organized together to give the franchisees a sense of urgency and make them realize: If you don’t do it, someone else will. At the investment fair, companies can prepare from the following aspects. 1. Demonstrate the strength of the company and let franchisees understand the past of the company. First of all, franchisees must understand the development history of the company. Franchisees are unfamiliar with the company. To allow franchisees to safely distribute the company's products, they must trust the company. How to make franchisees trust our company is not enough just relying on the company's words, we need persuasive investment tools. Such as the honors received by the company, media reports on the company, etc. 2. Establish a model market to allow franchisees to see their future. In the process of attracting investment, it is not enough for an enterprise to just rely on an investment advertisement and the lobbying of business personnel. We need to let franchisees see actual things. This requires enterprises to establish a model market. Enterprises in the model market must strictly manage the model market. Everything from store construction to shopping guide training must be standardized, so that the model store becomes the image store of the enterprise. At the same time as the investment promotion meeting, franchisees can be taken to visit the model store, so that the franchisees can feel from the model store that this is their future. 3. Make long-term plans and let franchisees see the prospects for development. At the meeting, the company should make long-term plans, describe the company's prospects, and establish a corporate image for long-term development. Let the franchisees feel that this is an enterprise with great development potential, and cooperation with such an enterprise is promising. 4. Establish an operable business model to allow franchisees to sell with confidence. Establish a simple and operable distribution model for franchisees, forming a model from store decoration, product placement, shopping guide training, business management, promotion and promotion, etc. This model is simple and easy to operate. As long as franchisees operate according to this model, they can make good profits. Usually, what franchisees worry about is not that the investment amount is too high, but how to sell the goods after purchasing. The distribution model can make franchisees feel that the company is not letting franchisees sell by themselves, but that the company is helping them sell together, allowing franchisees to eliminate their worries. 5. Facts speak louder than words, please give your experience to those who have cooperated with us. Please ask outstanding franchisees who have cooperated with you to tell your story about your experience of cooperation with the company and business performance, and use specific figures to explain the benefits that the product has brought to you. Facts speak louder than words. Through explanations from existing franchisees, franchisees can dispel their doubts about the product. If others are doing it well, then you can do it yourself. 6． Experts brainwash and eliminate franchisees’ doubts. Ask experts in the industry to analyze the industry and products to enhance the credibility of the product. Franchisees come to the meeting with doubts. Enterprises can ask experts to answer the doubts of franchisees one by one at the investment meeting. In the eyes of franchisees, answers from experts are much more credible than answers from companies. As long as the franchisee's doubts are lifted, the cooperation is basically completed. 7． The business staff followed up and struck while the iron was hot. After the meeting, the franchisees have sufficient understanding of the company and products, and their doubts have been basically eliminated. However, most franchisees today are more sensible and will not reach an agreement just because of a moment of enthusiasm. This requires business personnel to follow up in a timely manner, conduct multiple visits in the shortest possible time, and use the residual heat of the investment fair to strike while the iron is hot and strive for cooperation. 4. Summary In short, investment promotion and franchising are inseparable. Enterprises and investment promotion must be targeted, and cannot blindly dream of catching all the fish in the river. Choose a franchisee that suits you and cooperate sincerely. After the investment promotion meeting, you must have Nobixian. Only in this way can you achieve a virtuous cycle and ensure that the later investment promotion work can be carried out in an orderly manner.