Comrade Zhu Rongji, the former Prime Minister of the State Council, stressed in his government work report that it is necessary to vigorously develop the chain operation mode, which is the simplest and has the highest success rate, and has been widely used all over the world. According to the statistics of the U.S. Department of Commerce, the success rate of owners who open stores alone is less than 20%, while the success rate of owners who open stores in chain form is higher than 90%. In China, although the development of chain operation is very late, the speed is very fast and the momentum is unstoppable.

Among many categories of chain stores, herbal tea has become the darling of those who are committed to joining the business because of its low investment cost, large demand for products (places with hot and humid soil, especially Guangzhou and Shenzhen, cause people to objectively need herbal tea to get rid of dampness and fire) and high product profit (profit rate is about 60%).

At present, there are many brands of herbal tea in Guangdong market, and the brand awareness and product quality are also uneven. As a joining investor, how to choose the brand of herbal tea? The following two points are particularly important:

1, first look at the product quality.

Product quality is the most critical factor in evaluating profitability, which will determine the development scale and even life span of a brand. Evaluation of the quality of a brand product mainly evaluates the following elements:

A, product unification: A good brand is unified production, unified distribution, unified sales model and unified sales price. You can't choose brands with strong differences, such as franchisees cooking for themselves. Imagine that the product concentration, taste and price of each herbal tea shop are different. What will the customer's perception be like? How far can this brand go?

B. production facilities: good brands have large-scale production factories approved by the state. For example, Huang Zhenlong and Huang Zhiqiang Herbal Tea are the few brands that have won the title of "Guangzhou A-class Processing Factory". You can't choose a brand that is processed in a small workshop.

C. Product freshness: A good brand is the unified production of the headquarters, with strong logistics and distribution capabilities, and delivers the finished herbal tea in an average of 2 days or less. It is best not to choose brands that only mix powder or have long delivery time and low frequency. Because powdered herbal tea is much worse than fresh herbal tea in taste and effect, after a long time, customers may become less and less.

D, product safety: a good brand does not add preservatives and any essence additives, the production conditions are mature, meet the national hygiene standards, safe and reliable, and the manifestation is that the shelf life of bulk fresh products is short. You can't choose brands with long shelf life, loose powder, or obviously add flavors to some products.

E. product comparison: the best way to see product quality is product comparison. Take several brands of the same herbal tea, such as sour plum soup, which is available in most herbal tea shops. It is strongly recommended that interested franchisees buy several different brands of sour plum soup, put them together and compare each cup. You will find that each brand of sour plum soup is different. The taste of sour plum soup in Huang Zhiqiang is definitely the best, followed by Huang Zhenlong. Because Huang Zhiqiang Sour Plum Soup is carefully selected from high-quality dark plums and cooked with slow fire, it is the best in both concentration and taste. Someone did an experiment and added n times of water to Huang Zhiqiang Sour Plum Soup, which still tastes much better than some brands of Sour Plum Soup.

Step 2 focus on the brand

There are many brands of herbal tea. As an investor, choosing a good brand mainly includes the following elements:

A. Fame: There are many brands of herbal tea in Guangdong market, but there are not many truly well-known brands. Huang's herbal tea and Ping 'antang herbal tea also rank first and second among Guangdong herbal teas because of their product quality and scientific management strategy.

B, development speed and quality: A good brand should not only have a very fast development speed, but also the quality of its branches is the most critical. Therefore, to evaluate the quality of a brand, we should pay attention to both "development speed" and "development quality".

C. well-known products: a good brand must have a fist product. The most famous herbal tea in Guangdong is callus herbal tea. After a long time, callus herbal tea has become the representative product of herbal tea and the pride of Guangdong herbal tea! The efficacy of herbal tea is not comparable to that of other herbal teas.

D. brand management strategy: when investing in franchisees, we must examine the brand management strategy. For example, Huang Zhiqiang Herbal Tea, which has always dominated the world with its product quality, has taken an absolutely steady route. And some brands are developed through advertising and other means without any brand history.

E. brand history: this is also very important. For the new brand of herbal tea without brand history, it can't be the representative of Guangdong herbal tea at all, let alone grow and develop. At present, some companies are optimistic about the huge profits of herbal tea industry, and even some real estate companies have coveted this cake for a long time. Therefore, some herbal tea brands have appeared in the world with the help of the reputation of a Chinese medicine practitioner, and have invested huge advertising expenses. Because there is no precipitation of herbal tea culture and history, and the old Cantonese people don't recognize it very much, the prospects of such companies are not optimistic.

F. Historical glory: You can learn from the glory gained by herbal tea enterprises. For example, Huang Zhiqiang Herbal Tea once obtained:

1) National well-known enterprise (issued by the State Council SASAC Business Skills Appraisal and Catering Service Development Center)

2) AAA quality credit enterprise in China.

3) Guangdong Time-honored Excellent Enterprises

4) Guangdong Credit Unit

5) National food safety demonstration unit

…… ……

Master these two most important trends, and give yourself a suitable choice with investors' own rational analysis. I believe you will succeed!