从“快招时代”到“品招时代”，行业正在经历一场深刻的洗牌。 所谓的“快招”模式，是指品牌方以“0加盟费”“6个月回本”等诱人承诺吸引加盟商快速签约，赚取加盟费和物料差价后便撒手不管。这种模式正在加速退出市场，行业整体正向注重品牌价值、运营质量的“品招”模式转型。品招时代的核心特征是：品牌方的盈利逻辑变了——从收一次性加盟费转向通过供应链服务（集中采购、物流配送）获利，与加盟商的门店经营健康度深度绑定。换句话说，品牌方不再是“卖完牌子就完事”，而是需要和加盟商一起把店做活。

From the era of quick recruitment to the era of quality recruitment, the industry is undergoing a profound reshuffle. The so-called "quick recruitment" model refers to the brand offering attractive promises such as "zero franchise fee" and "6-month return on investment" to attract franchisees to quickly sign contracts, earn franchise fees and material price differences, and then give up. This model is accelerating its exit from the market, and the industry as a whole is transforming towards a "quality recruitment" model that focuses on brand value and operational quality. The core feature of the Pinzhao era is that the profit logic of brand owners has changed - from charging one-time franchise fees to profiting through supply chain services (centralized procurement, logistics and distribution), deeply tied to the health of franchisees' store operations. In other words, the brand is no longer just about selling out the brand, but needs to work with franchisees to revitalize the store.

连锁化率的持续提升，意味着“单打独斗”越来越难。 据测算，餐饮业的连锁化率已达25%。这意味着每四家餐饮店中就有一家是连锁品牌。连锁品牌在供应链成本、品牌认知度、运营标准化等方面的优势，正在挤压个体经营者的生存空间。加盟连锁，本质上是用“品牌溢价+系统能力”对冲“个体经营的不确定性”。

The continuous increase in chain rate means that it is becoming increasingly difficult to fight alone. According to estimates, the chain rate of the catering industry has reached 25%. This means that one out of every four restaurants is a chain brand. The advantages of chain brands in supply chain costs, brand awareness, and operational standardization are squeezing the living space of individual operators. Franchise chains essentially use "brand premium+system capability" to hedge against "uncertainty in individual operations".

但一个残酷的现实是：并非所有加盟大多能赚钱。 行业数据显示，整个加盟市场的平均存活率大约在47%左右。这意味着你花几十万加盟一家店，大概只有不到一半的概率能活过一年。但像一些成熟的中式快餐、茶饮品牌，加盟店的存活率可以做到85%以上——差距不在“加盟”本身，而在“加盟了什么” 。

But a cruel reality is that not all franchisees can make money. Industry data shows that the average survival rate of the entire franchise market is around 47%. This means that if you spend hundreds of thousands of yuan to join a store, there is probably less than a half chance that you will survive for a year. But for some mature Chinese fast food and tea beverage brands, the survival rate of franchise stores can reach over 85% - the difference is not in the "franchise" itself, but in "what has been franchise".

市场正在发生结构性变化。 2025年餐饮市场“量涨价跌”成为核心特征。消费者更挑剔了，客单价在下滑，但消费频次在增加。下沉市场成为增量主战场，万店品牌逐年增加，规模效应日益凸显。这意味着：小打小闹的“夫妻店式加盟”已经没有未来，只有具备规模化运营能力和精细化成本控制的品牌，才能在存量竞争中活下来。

The market is undergoing structural changes. The core feature of the catering market in 2025 is the increase in quantity and decrease in price. Consumers are becoming more picky, with the average order value decreasing, but the frequency of consumption increasing. The sinking market has become the main battlefield for incremental growth, with the Wandian brand increasing year by year and the scale effect becoming increasingly prominent. This means that the "husband and wife store style franchise" of small-scale operations has no future, and only brands with scale operation capabilities and refined cost control can survive in stock competition.

加盟不是捷径，而是一种“用资金换系统”的商业选择。选对了系统，事半功倍；选错了系统，血本无归。接下来的每一篇文章，都将围绕“如何选对”这个核心命题展开。

Joining is not a shortcut, but a business choice of "exchanging funds for systems". Choosing the right system can achieve twice the result with half the effort; Choosing the wrong system, you will lose everything. Each subsequent article will revolve around the core proposition of "how to choose the right one".

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