曾经的县城“印钞机”，今年彻底歇了？

Core Viewpoint - The article discusses the cautious approach of franchise operators in the current market, highlighting the challenges and risks associated with joining new brands, particularly in the food and beverage sector. It emphasizes the need for careful evaluation of brand viability and market conditions before making investment decisions [5][6][24]. Group 1: Franchise Market Trends - Franchise operators are increasingly hesitant to open new stores, with one operator reporting zero new projects in the past year, reflecting a shift in market dynamics and increased competition [7][8]. - The lifespan of successful restaurant brands has decreased significantly, with operators estimating it to be around six months to one year, compared to previous years [6][31]. - The number of snack stores has doubled within a year, but the consumer base has not expanded correspondingly, leading to intensified competition and reduced profitability [9][10]. Group 2: Investment Considerations - Operators are focusing on brands that have demonstrated success and are looking to enter the market at the peak of a brand's momentum to ensure quick returns on investment [6][12]. - The costs associated with opening new stores, particularly in the hard discount supermarket sector, are substantial, with estimates ranging from 2.6 million to 4 million yuan, making it a significant financial commitment [25][29]. - The article highlights the importance of location in determining store performance, with a good site potentially accounting for 80% of a store's success [12]. Group 3: Consumer Behavior and Market Dynamics - There is a growing consumer preference for quality and cost-effectiveness over brand prestige, allowing smaller, well-managed brands to thrive [21][22]. - The article notes that many franchise operators are now more cautious and selective, often waiting for the right opportunity rather than rushing into new ventures [24][32]. - The rise of social media influencers in promoting franchise opportunities has created a complex landscape where distinguishing genuine opportunities from marketing hype is increasingly challenging [15][20].