县城中产的「破产三件套」，它排第一

Core Viewpoint - The article discusses the paradoxical experience of middle-class individuals returning to their hometowns, highlighting the allure and pitfalls of franchise entrepreneurship in small cities, particularly in the food and beverage sector. Group 1: Franchise Opportunities and Challenges - Franchise stores are seen as investment opportunities for middle-class individuals in small towns, but the reality often involves unexpected costs and lower-than-promised revenues [4][11][16] - Many franchise brands target small towns, creating a perception of a lucrative market, yet the actual financial outcomes frequently lead to losses for entrepreneurs [4][20][24] - The initial promises made by franchise companies, such as quick returns and low entry barriers, often turn out to be misleading, leading to significant financial strain on the franchisees [25][30][35] Group 2: Consumer Behavior and Market Dynamics - The prevalence of imitation brands in small towns reflects a consumer behavior where local entrepreneurs often replicate successful concepts without understanding the underlying business model [5][9][22] - Middle-class individuals in small towns tend to view themselves as consumers first, which influences their choices in entrepreneurship, often leading them to invest in franchises they are familiar with [24][42] - The article notes that the franchise model in small towns is characterized by a cycle of hope and disappointment, where many entrepreneurs continue to invest despite previous failures, driven by the desire for financial improvement [45][46] Group 3: Psychological and Social Factors - The desire for a "decent" life in small towns drives individuals to seek entrepreneurial opportunities, often leading them to overlook the risks associated with franchise investments [45][46] - The social structure in small towns places a high value on entrepreneurship as a means of achieving status, which can lead to impulsive decisions in franchise investments [45][46] - Many individuals are influenced by a combination of societal expectations and personal aspirations, which fuels their willingness to engage in potentially risky franchise ventures [40][46]