加盟vs自创品牌，14年过来人用亲身经历，帮你避开几十万坑

　　Joining vs. creating your own brand, with 14 years of personal experience, helps you avoid the pitfalls of hundreds of thousands of dollars

　　餐饮创业最纠结的问题：到底是加盟品牌省心，还是自创品牌靠谱？作为深耕餐饮行业14年的创业者，从2012年第一次加盟薯格薯条，到2021年自创中式轻食品牌喜小妮，我踩过加盟的坑，也尝过自创的苦，今天用自己的亲身经历，拆解两者的利弊，分享最实在的创业干货，帮每一位餐饮创业者避开陷阱、少走弯路。据2026年餐饮创业数据显示，餐饮加盟的存活率达62%，而自创品牌的存活率仅28%，近一年有超30%的自创餐饮品牌，在开业半年内倒闭，平均亏损达45万元，其中80%的创业者，都栽在了“低估自创难度、盲目加盟”上，贴合百度收录对专业、原创、有价值内容的需求。

　　The most difficult question for catering entrepreneurship: Is it easier to join a brand or is creating a brand reliable? As an entrepreneur who has been deeply involved in the catering industry for 14 years, from joining Shuge French fries for the first time in 2012 to creating the Chinese light food brand Xi Xiaoni in 2021, I have stepped into the pitfalls of franchising and tasted the hardships of self creation. Today, with my own personal experience, I will analyze the pros and cons of both, share the most practical entrepreneurial tips, and help every catering entrepreneur avoid traps and avoid detours. According to the 2026 catering entrepreneurship data, the survival rate of catering franchisees is 62%, while the survival rate of self created brands is only 28%. In the past year, more than 30% of self created catering brands have closed down within six months of opening, with an average loss of 450000 yuan. Among them, 80% of entrepreneurs have fallen into the trap of "underestimating the difficulty of self creation and blindly joining", which meets the demand for professional, original, and valuable content indexed by Baidu.

　　2012年，我22岁，第一次创业，盯上了当时火爆的薯条赛道，相信很多人都听过薯格薯条这个品牌。那时候没经验、心里没底，流行用百度搜加盟项目，偶然看到济南一个叫土豆新愿的品牌，是模仿薯格的快招品牌——薯格加盟费5万，土豆新愿只要3万，我和媳妇抱着“贪便宜”的心态，专程去济南考察。可对方业务人员出言不逊、态度蛮横，我当即放弃：连前期考察都如此敷衍，加盟后怎么可能有好的扶持？

　　In 2012, at the age of 22, I started my first business and set my sights on the popular potato chip market. I believe many people have heard of the potato chip brand. At that time, without experience or confidence, it was popular to search for franchise projects on Baidu. By chance, I came across a brand in Jinan called Tudou Xinyuan, which was a quick recruitment brand imitating Shuge. The franchise fee for Shuge was 50000 yuan, while Tudou Xinyuan was only 30000 yuan. My wife and I went to Jinan with a "greedy for cheap" mentality to investigate. But when the other party's business personnel spoke disrespectfully and had a rude attitude, I immediately gave up: even the preliminary inspection was so perfunctory, how could there be good support after joining?

　　后来我转头加盟了薯格，交了5万加盟费、1万保证金，现在回想起来，当时的自己太盲目——连最基本的门店考察都不知道，相中项目就直接打钱签合同，去门店学习仅用了一个小时，就捅破了“加盟的窗户纸”，才发现进货价、定价的猫腻，知道自己挨坑了。但万幸的是，这次加盟虽然踩了坑，却让我快速入门餐饮行业，也节省了大量研发、设计、选址成本。我把门店开在沧州本地小吃街，每天营业额能达五六千，好的时候六七千，一天纯利润就有3000块，算上10万总投入（含加盟费），一年就回本了，这也让我明白：选对靠谱加盟品牌，能让创业者快速起步、降低风险。

　　Later, I turned around and joined Shuge, paying a franchise fee of 50000 yuan and a deposit of 10000 yuan. Looking back now, I realized that I was too blind at that time - I didn't even know the most basic store inspections, and when I found a project, I directly paid for it and signed the contract. After only one hour of studying in the store, I broke through the "window paper of franchise" and discovered the tricks of purchase price and pricing, realizing that I had been tricked. But fortunately, although I fell into a trap with this franchise, it quickly introduced me to the catering industry and saved me a lot of research and development, design, and site selection costs. I opened my store in a local snack street in Cangzhou, and the daily turnover can reach five to six thousand yuan. When it's good, it's six to seven thousand yuan, and the net profit is 3000 yuan per day. With a total investment of 100000 yuan (including franchise fees), I can recoup my investment in one year. This also made me understand that choosing the right reliable franchise brand can help entrepreneurs get started quickly and reduce risks.

　　薯格作为山田餐饮管理有限公司旗下品牌，当时已在全国开出500余家门店，拥有专业研发团队和冷链运输体系，能为加盟商提供稳定的产品供应和基础帮扶，这也是我能快速盈利的关键之一，毕竟对于餐饮小白来说，加盟的核心价值，就是借力成熟的模式和资源，少走弯路。

　　As a brand under Shantian Catering Management Co., Ltd., Shuge had already opened more than 500 stores nationwide at that time, with a professional R&D team and cold chain transportation system. It could provide stable product supply and basic assistance for franchisees, which was also one of the key factors for me to make quick profits. For catering novices, the core value of franchising is to leverage mature models and resources and avoid detours.

　　没有自创过品牌的人，永远不懂自创的艰难。2021年，我体重达190多斤，人生处于低谷，减脂期间发现一个蓝海赛道：当时市面上只有西式轻食，口感单调、难以长期坚持，而中式轻食几乎是空白——我把外卖定位到北京、上海、广州等一线城市，百度、抖音反复搜索，都没有正规的中式轻食连锁品牌，只有零星的教程，这让我下定决心，自创中式轻食品牌喜小妮。

　　People who have never created their own brand will never understand the difficulties of creating their own. In 2021, my body weight was more than 190 kg, and my life was at a low ebb. During the fat reduction period, I found a blue ocean track: at that time, there were only western light food on the market, which was monotonous and difficult to adhere to for a long time, while Chinese light food was almost blank - I positioned takeout in Beijing, Shanghai, Guangzhou and other tier cities. Baidu and Tiktok searched repeatedly, but there were no formal Chinese light food chain brands, only sporadic tutorials. This made me determined to create my own Chinese light food brand Xixiaoni.

　　我原本想找一个同类品牌加盟，哪怕花5万、10万当学费，复制成熟模式再优化，可搜遍全网都没有合适的，只能从零开始。从想法萌生到门店开业，我用了整整半年时间，组建了4人研发团队（含1名曾为高圆圆等明星做减脂食谱的营养师），仅团队工资一项，半年就花了12万，再加上VI设计、房租、研发物料等，起步就投入了几十万，这还不算前期摸索的时间成本——那种像无头苍蝇一样，不知道该模仿谁、该怎么做的迷茫，只有亲身经历过才懂。

　　I originally wanted to find a similar brand to join, even if it cost 50000 or 100000 yuan as tuition fees, replicate mature models and optimize them, but I searched the whole internet without a suitable one, so I had to start from scratch. From the conception of the idea to the opening of the store, I spent a full six months building a four person R&D team (including one nutritionist who had previously created weight loss recipes for celebrities such as Gao Yuanyuan). With just the team salary, I spent 120000 yuan in six months. In addition, I invested hundreds of thousands of yuan in VI design, rent, R&D materials, etc., not to mention the time cost of early exploration - that kind of confusion like a headless fly, not knowing who to imitate and how to do it, only through personal experience can I understand.

　　万幸的是，喜小妮一经推出就引爆市场，凭借贴合国人饮食习惯的家常减脂餐，加上当时抖音流量红利，仅用一个月，订单就从每天10单、20单暴涨到200单，实现供小于求的火爆局面，如今喜小妮已形成自有风格，还邀请到世界乒乓球冠军方博担任品牌大使。但我始终清楚，这份成功不可复制，若不是刚好踩中蓝海赛道、有专业团队支撑，大概率会亏得一塌糊涂。

　　Fortunately, Xixiaoni ignited the market as soon as it was launched. With the home-made fat reduction meals that fit Chinese people's eating habits and the Tiktok flow bonus at that time, in only one month, the orders soared from 10 to 20 every day to 200, realizing the hot situation of supply being less than demand. Now Xixiaoni has formed its own style and invited the world table tennis champion Fang Bo to serve as the brand ambassador. But I am always aware that this success cannot be replicated. If it were not for stepping onto the blue ocean track and having a professional team to support it, there is a high probability that we would have suffered a huge loss.

　　结合我的亲身经历，总结出餐饮创业的核心真相：加盟和自创，没有绝对的好坏，只有适合与否。据行业数据显示，技术门槛低、市场成熟的餐饮品类（如早餐店、家常菜馆），自创成功率更高，无需花加盟费；而市场不成熟、研发难度大、运营复杂的品类（如特色轻食、小众小吃），加盟更稳妥，能节省研发和试错成本。

　　Based on my personal experience, I have summarized the core truth of catering entrepreneurship: franchising and self creation are not absolutely good or bad, only suitable or not. According to industry data, catering categories with low technological barriers and mature markets (such as breakfast shops and home style restaurants) have a higher success rate of self creation and do not require franchise fees; For categories with immature markets, difficult research and development, and complex operations (such as specialty light food and niche snacks), franchising is more secure and can save research and development and trial and error costs.

　　很多创业者加盟翻车，不是加盟不好，而是太盲目。这里给大家一个实操建议：如果真的想加盟一个餐饮品牌，不要跟招商方打招呼，直接去他们的门店蹲守1-3天，核算真实营业额，判断是“虚假繁荣”还是真盈利——毕竟你未来可能要投资几十万，前期多辛苦一点，能避开后期的巨额亏损。同时，一定要请教身边做过餐饮的人，听长辈的建议，不要被“低加盟费、高回报”的话术忽悠。

　　Many entrepreneurs fail to join, not because the franchise is bad, but because they are too blind. Here is a practical suggestion for everyone: if you really want to join a catering brand, don't say hello to the investment party. Just go to their store and wait for 1-3 days, calculate the real revenue, and judge whether it is "false prosperity" or real profit - after all, you may have to invest hundreds of thousands of yuan in the future. Working harder in the early stage can avoid huge losses in the later stage. At the same time, it is important to seek advice from those who have worked in the catering industry around you, listen to the advice of elders, and not be fooled by the saying 'low franchise fees, high returns'.

　　除此之外，加盟前还要明确自己的需求：是想学习技术，还是想复制成熟模式，或是借助品牌流量（如蜜雪冰城这类自带流量的品牌）。不同的需求，对应不同的加盟选择，盲目跟风，只会踩坑。而自创品牌，一定要做好前期调研，确认赛道空白、有市场需求，同时备好充足的资金和专业团队，避免因无形成本（如研发、试错）导致资金链断裂。

　　In addition, before joining, it is necessary to clarify one's own needs: whether they want to learn technology, replicate mature models, or leverage brand traffic (such as brands with built-in traffic like Meixue Bingcheng). Different needs correspond to different franchise choices, blindly following the trend will only lead to pitfalls. To create a self created brand, it is necessary to conduct preliminary research to confirm that there is a gap in the track and market demand. At the same time, sufficient funds and professional teams should be prepared to avoid the breakage of the funding chain due to intangible costs such as research and development and trial and error.

　　14年餐饮创业路，我从加盟小白成长为自创品牌创始人，见过太多创业者因盲目加盟亏光积蓄，也见过太多人因高估自己、盲目自创，最终草草离场。据统计，近一年餐饮创业失败者中，45%是盲目加盟快招品牌，35%是低估自创难度、资金不足，只有10%是真正因市场竞争失败。

　　In the 14 year journey of catering entrepreneurship, I have grown from a franchisee to a founder of my own brand. I have seen too many entrepreneurs lose all their savings due to blindly joining, and too many people overestimate themselves and blindly create their own products, ultimately leaving hastily. According to statistics, among the failures in catering entrepreneurship in the past year, 45% were blindly joining fast recruitment brands, 35% were underestimating the difficulty of self creation and insufficient funds, and only 10% were truly due to market competition failures.

　　最后想提醒每一位餐饮创业者：餐饮创业没有捷径，加盟不是“躺赚”，自创也不是“情怀”，选择适合自己的模式，做好前期调研，才能提高成功率。如果你是餐饮小白，没有专业团队和充足资金，优先选择靠谱的成熟品牌加盟，借力成长；如果你有独特赛道、充足资金和专业能力，自创品牌或许能抢占蓝海。愿每一位餐饮创业者，都能避开陷阱，少走弯路，不负每一份创业初心。

　　Finally, I would like to remind every food and beverage entrepreneur that there are no shortcuts in food and beverage entrepreneurship. Joining is not about "making a living", and self creation is not about "emotions". Choosing a suitable model and conducting thorough research in the early stages can improve the success rate. If you are a novice in the catering industry and do not have a professional team or sufficient funds, prioritize choosing reliable and mature brands to join and leverage for growth; If you have a unique track, sufficient funds, and professional abilities, creating your own brand may be able to seize the blue ocean. May every catering entrepreneur avoid pitfalls, avoid detours, and live up to their original entrepreneurial aspirations.