“快招”加盟的套路：诱惑背后的陷阱

　　The trick of "quick recruitment" joining: the trap behind temptation

　　如何甄别优质加盟项目？

　　How to identify high-quality franchise projects?

　　加盟决策前的建议

　　Suggestions before franchise decision

　　最近，我一直在关注勇哥说餐饮的直播，里面有很多加盟的案例，很多加盟者在没有经验的情况下，被招商项目的诱人宣传所吸引，结果投入全部身家后却血本无归。这些案例令人痛心，例如雪王冰城、哪吒仙饮等，在看似光鲜的背后其实暗藏骗局。我曾经做过2年快招加盟项目，深知其中的套路和风险。下面，我们就来深入剖析招商加盟的常见陷阱，以及如何辨别靠谱的加盟项目。

　　Recently, I have been following Yongge's live stream on catering, where there are many franchise cases. Many franchisees, without experience, are attracted by the tempting promotion of investment projects, but end up losing everything they have invested. These cases are heartbreaking, such as Snow King Ice City and Nezha Immortal Drink, which may seem glamorous but actually conceal scams. I have worked on a fast recruitment franchise project for 2 years and am well aware of the tricks and risks involved. Below, we will delve into the common pitfalls of investment and franchise, as well as how to identify reliable franchise projects.

　　“快招”加盟的套路：诱惑背后的陷阱

　　The trick of "quick recruitment" joining: the trap behind temptation

　　快招加盟项目通常会利用创业者的迫切心理，设置层层陷阱。首先，它们会通过巨量广告轰炸，宣传语简单粗暴：“0经验、0加盟费、少投多赚，投钱不用管就能躺着赚钱”。这些广告资料看似齐全，包括正规的官网、资质证书，甚至还有夸张的盈利数据和订单截图，给人一种项目非常靠谱的假象。

　　Quick recruitment franchise projects often take advantage of entrepreneurs' urgent psychology and set up layers of traps. Firstly, they will bombard with massive advertisements, with simple and crude slogans such as "zero experience, zero franchise fees, earn more with less investment, and make money without worrying about investment". These advertising materials seem to be complete, including legitimate official websites, qualification certificates, and even exaggerated profit data and order screenshots, giving the impression that the project is very reliable.

　　面对这样的宣传，很多创业者都会心动。然而，快招公司并不会放过任何一个可以利用的机会。他们会优先筛选出急于赚钱的客户，不断向他们发送各种“盈利捷报”，并邀请实地考察。到了项目方所在地后，通常会有豪华的接待：用豪车接送、安排入住五星级酒店、吃喝玩乐一应俱全，营造出一种项目方实力雄厚的假象。

　　Faced with such promotion, many entrepreneurs will be tempted. However, the quick recruitment company will not miss any opportunity that can be utilized. They will prioritize screening out customers who are eager to make money, constantly sending them various "profit reports", and inviting on-site inspections. After arriving at the location of the project party, there is usually a luxurious reception: using luxury cars to pick up and drop off, arranging accommodation in five-star hotels, and providing all kinds of food, drink, and entertainment, creating an illusion of the project party's strong strength.

　　接下来，他们会带加盟商去参观样板店。然而，你看到的热闹场景可能是有人提前排队“演戏”出来的，生意火爆的数据也是通过刷单刷出来的。更值得警惕的是供应链环节——许多快招项目的供应链其实是借用别人的，自身并没有核心的生产或供应能力。

　　Next, they will take franchisees to visit the model store. However, the lively scene you see may have been created by someone queuing up in advance to "act", and the booming business data is also generated through brushing orders. What is even more alarming is the supply chain link - many quick recruitment projects' supply chains are actually borrowed from others and do not have core production or supply capabilities of their own.

　　在正式签约前，项目方会进入逼单环节。他们会大肆宣传加盟后的巨大收益，却避而不谈风险和后续的运营支持。相反，会不断制造紧迫感，强调“慢人一步就错失良机，可能永远成不了下一个首富”。这种心理攻势让不少加盟商在巨大的压力下，来不及深思熟虑就匆匆签下合同。

　　Before the formal signing, the project party will enter the stage of forcing orders. They will heavily promote the huge profits after joining, but avoid discussing risks and subsequent operational support. On the contrary, it will constantly create a sense of urgency, emphasizing that 'if you take a slow step, you will miss the opportunity and may never become the next richest person'. This psychological attack has put a lot of franchisees under immense pressure, and they hastily signed contracts without much thought.

　　签约之后，加盟商的钱包才真正开始被“收割”。首先是定金，然后是首批货款、装修费用，还有各种套餐费用，一步步掏空加盟商的积蓄。更令人气愤的是，快招公司的佣金提成非常高，一般在50%以上，甚至高达80%。这意味着项目方从加盟商身上赚了大头，根本没有足够的资金去投入品牌运营和服务。所以，你看到的很多加盟项目虽然宣传得天花乱坠，但实际运营中可能缺乏支持，甚至无法长久经营。

　　After signing the contract, the franchisee's wallet truly begins to be harvested. Firstly, there is the deposit, followed by the initial payment, decoration costs, and various package fees, gradually depleting the franchisee's savings. What is even more infuriating is that the commission of quick recruitment companies is very high, usually above 50%, and even as high as 80%. This means that the project party has made a big profit from franchisees and does not have enough funds to invest in brand operation and services. So, many franchise projects that you see may be heavily promoted, but in actual operation, they may lack support and may not even be able to operate for a long time.

　　如果一个加盟项目符合上述任一特征，比如广告宣传夸张诱人、刻意渲染暴利和躺赚、接待奢华但样板店数据存疑、避谈风险和支持、收费环节不透明，那么基本可以断定这是一个“韭菜项目”，也就是专门收割加盟商的骗局。

　　If a franchise project meets any of the above characteristics, such as exaggerated and enticing advertising, deliberate exaggeration of huge profits and lying profits, luxurious reception but questionable sample store data, avoidance of risks and support, and opaque charging processes, then it can be basically concluded that this is a "leek project", which is a scam specifically targeting franchisees.

　　如何甄别优质加盟项目？

　　How to identify high-quality franchise projects?

　　虽然市场上有很多不靠谱的加盟项目，但也有一些真正靠谱的好项目值得创业者选择。那么，我们如何识别这些优质项目呢？

　　Although there are many unreliable franchise projects in the market, there are also some truly reliable good projects worth entrepreneurs to choose from. So, how do we identify these high-quality projects?

　　1. 商业前景符合大趋势：优质项目通常瞄准的是当下或未来有巨大潜力的行业趋势。比如大零售、绿色环保、数字化服务等领域。创业者在选择项目时，首先要看这个行业的发展前景如何，是否符合社会的发展趋势和消费者的需求变化。如果一个项目所在的行业正处于上升期，那么成功的概率相对更高。

　　1. Business prospects align with major trends: High quality projects typically target industry trends with significant potential in the present or future. For example, in the fields of big retail, green environmental protection, digital services, etc. Entrepreneurs should first consider the development prospects of the industry when choosing a project, whether it conforms to the trends of society and changes in consumer demand. If the industry where a project is located is in an upward trend, the probability of success is relatively higher.

　　2. 有清晰的商业逻辑和数据支撑：靠谱的项目一定有明确的商业模式和盈利逻辑，并且经过了验证。他们会用实际的数据和案例来证明自己的模式可行。例如，有多少家直营店或加盟店已经成功运营，单店的盈利能力如何，用户复购率和客单价是多少等等。这些数据可以帮助创业者评估项目的真实运营状况，而不是仅靠宣传资料上的漂亮数字。

　　2. Clear business logic and data support: A reliable project must have a clear business model and profit logic, and have been validated. They will use actual data and cases to prove the feasibility of their model. For example, how many directly operated stores or franchise stores have been successfully operated, what is the profitability of each store, what is the user repurchase rate and average customer value, and so on. These data can help entrepreneurs evaluate the true operational status of their projects, rather than relying solely on fancy numbers in promotional materials.

　　3. 有技术或运营护城河：优质项目往往在技术、产品或运营上有自己的独特优势，能够形成竞争壁垒。比如独家的配方、先进的生产工艺、强大的供应链体系，或者成熟的运营管理模式。这些护城河可以保证项目在市场上的竞争力，不容易被复制。如果一个项目只是跟风热点，没有任何独特之处，那么它的可持续性就值得怀疑。

　　3. Technological or operational moats: High quality projects often have their own unique advantages in technology, products, or operations, which can form competitive barriers. For example, exclusive formulas, advanced production processes, strong supply chain systems, or mature operational management models. These moats can ensure the competitiveness of the project in the market and prevent it from being easily replicated. If a project only follows the trend and has no uniqueness, then its sustainability is questionable.

　　4. 主动坦诚，提供全面信息：在与靠谱项目沟通时，你会发现他们的态度和快招项目截然不同。优质项目不会一开始就吹嘘能赚多少钱，而是先谈风险。他们会主动告诉你行业的难点和可能遇到的问题，甚至不回避亏损的可能性。这种坦诚的态度是项目方有信心的表现，因为他们相信自己有能力帮助加盟商解决问题。

　　4. Be proactive and honest, provide comprehensive information: When communicating with reliable projects, you will find that their attitude is completely different from that of quick recruitment projects. High quality projects do not boast about how much money they can earn from the beginning, but rather talk about risks first. They will proactively tell you about the difficulties and potential problems in the industry, and even avoid the possibility of losses. This frank attitude is a sign of confidence from the project team, as they believe they have the ability to help franchisees solve problems.

　　此外，靠谱项目不会一味催单，而是会让你冷静对比同行。他们会费用透明，不会为了吸引你加盟而降低资金门槛，反而会根据你的实际情况给出合理的建议。沟通时，你会感觉对方懂运营、懂技术，聊的最多的是行业的发展趋势和专业知识，对于你提出的任何细节问题都能给出详尽的解答。这样的项目方通常有扎实的运营团队和丰富的经验，能够真正帮助加盟商成功。

　　In addition, reliable projects will not simply push for orders, but will allow you to calmly compare with peers. They will be transparent in their fees and will not lower the funding threshold to attract you to join. Instead, they will provide reasonable advice based on your actual situation. When communicating, you will feel that the other party understands operations and technology, and the most talked about topics are industry trends and professional knowledge. They can provide detailed answers to any detailed questions you raise. Such project parties usually have a solid operational team and rich experience, which can truly help franchisees succeed.

　　需要注意的是，优质项目并不一定一开始就是知名品牌、门店众多的大企业。有些小而美的项目，只要具备上述这些条件，也可能成为长期稳定发展的好项目。

　　It should be noted that high-quality projects do not necessarily start with well-known brands or large enterprises with numerous stores. Some small and beautiful projects, as long as they meet the above conditions, may also become good projects for long-term stable development.

　　5. 看团队和创始人：有时候，项目本身再好，也取决于运营团队的执行力和诚信度。在与加盟项目接触时，可以多了解一下对方的管理团队背景、从业经验以及创始人的理念。如果团队成员有成功创业或行业深耕的经历，那么项目成功的概率也会更高。反之，如果团队背景不明、履历不真实，就要提高警惕。

　　5. Look at the team and founders: Sometimes, even the best project itself depends on the execution and integrity of the operations team. When in contact with franchise projects, it is advisable to learn more about the management team background, work experience, and founder's philosophy of the other party. If team members have successful entrepreneurial or industry experience, the probability of project success will also be higher. On the contrary, if the team background is unclear and the resume is not authentic, one should be vigilant.

　　总结来说，一个靠谱的加盟项目应该具备大趋势+强模式+真数据+稳团队这几个要素。创业者在选择加盟项目时，不妨多问、多看、多对比，不要被一时的诱惑冲昏头脑。

　　In summary, a reliable franchise project should have the elements of big trends, strong models, real data, and stable teams. Entrepreneurs may want to ask, read, and compare more when choosing franchise projects, and not be blinded by momentary temptations.

　　加盟决策前的建议

　　Suggestions before franchise decision

　　最后，给各位创业者一些加盟前的实用建议：

　　Finally, some practical advice for entrepreneurs before joining:

　　·多渠道验证信息：在决定加盟前，一定要对项目进行全面的调查。可以通过官方网站、社交媒体、行业论坛等渠道了解项目的口碑和信誉。也可以向已经加盟的老加盟商咨询真实的经营情况，听取他们的经验教训。

　　·Multi channel verification of information: Before deciding to join, it is necessary to conduct a comprehensive investigation of the project. You can learn about the reputation and credibility of the project through official websites, social media, industry forums, and other channels. You can also consult with existing franchisees about their real business situation and learn from their experiences and lessons.

　　·要求实地考察直营店：不要只看样板店，最好要求参观项目方的直营店或已有的加盟店。实地考察可以更直观地了解店铺的运营状况、产品品质和客户反馈。如果对方以各种理由拒绝，那很可能有问题。

　　·Request for on-site inspection of direct operated stores: Do not only look at sample stores, it is best to request a visit to the project party's direct operated stores or existing franchise stores. Field visits can provide a more intuitive understanding of the store's operational status, product quality, and customer feedback. If the other party refuses for various reasons, there may be a problem.

　　·合同条款要仔细研读：在签订加盟合同前，一定要仔细阅读合同条款，特别是关于加盟费、保证金、违约责任、退换货政策、后续支持等内容。如果有任何不清楚或不合理的地方，一定要当场提出并要求解释清楚。必要时，可以咨询律师或专业人士，确保自己的权益不受侵害。

　　·The contract terms should be carefully read: Before signing the franchise contract, it is necessary to carefully read the contract terms, especially regarding franchise fees, deposits, breach of contract liability, return and exchange policies, and follow-up support. If there is anything unclear or unreasonable, be sure to raise it on the spot and request a clear explanation. When necessary, you can consult a lawyer or professional to ensure that your rights are not infringed upon.

　　·做好资金和心理准备：加盟不是一劳永逸的事情，前期投入的资金和精力都需要有心理准备。除了加盟费、装修费等显性成本，还要考虑后续的运营资金、人员成本、市场推广等隐性支出。在加盟前，建议制定一个详细的财务预算，并预留一定的应急资金，以应对可能出现的经营风险。

　　·Be well prepared financially and psychologically: Joining is not a one-time deal, and the funds and energy invested in the early stage need to be mentally prepared. In addition to explicit costs such as franchise fees and decoration fees, implicit expenses such as subsequent operating funds, personnel costs, and market promotion should also be considered. Before joining, it is recommended to develop a detailed financial budget and reserve a certain amount of emergency funds to cope with potential business risks.

　　·保持理性，不盲目跟风：面对铺天盖地的招商广告和宣传，创业者一定要保持冷静和理性。不要因为别人说这个项目“躺着赚钱”就头脑发热冲动加盟。要相信“天下没有免费的午餐”，如果一个项目宣传得过于完美，反而可能有陷阱。

　　·Maintain rationality and not blindly follow the trend: Faced with overwhelming investment advertisements and promotions, entrepreneurs must remain calm and rational. Don't impulsively join the project just because others say it's "making money lying down". Believe that there is no such thing as a free lunch in the world. If a project is promoted too perfectly, it may even have traps.

　　加盟创业是一条充满挑战的道路，但只要我们擦亮眼睛，保持警惕，就能避开很多坑。希望通过这篇文章的分享，能帮助大家更准确地判断加盟项目的靠谱程度，少走弯路，找到真正适合自己的好项目。祝愿每一位创业者都能实现自己的梦想，在加盟的道路上取得成功！

　　Joining and starting a business is a challenging path, but as long as we keep our eyes open and vigilant, we can avoid many pitfalls. I hope that through the sharing of this article, everyone can more accurately judge the reliability of franchise projects, avoid detours, and find good projects that truly suit themselves. Wishing every entrepreneur the realization of their dreams and success on the path of joining!

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