然而火爆不到一年，这个曾被疯狂追逐的赛道就迎来批量闭店潮。 南京一家鲜烫牛肉米线店开业不到一个月就悄然歇业；社交平台上，"门店转让"、"设备急售"的帖子层 出不穷，密集如雨。 "7元吊龙"的狂欢，正被残酷的现实打回原形！ 年初，凭借"30秒出餐+高性价比"的模式，生烫牛肉米线店在短短几个月内席卷全国。有头部品牌门店 扩张至500多家，签约门店数达700家，街头巷尾随处可见"鲜切现烫"的标识。 昔日大排长队的生烫牛肉米线店，如今正以比烫熟一片牛肉还快的速度，批量消失。 生烫牛肉米线到底经历了什么？ 一、"鲜"风尚未停止，生烫牛肉米线就迎来了倒闭潮 "鲜"，无疑是今年餐饮圈最猛的风。 海底捞在多城铺开"鲜切工坊"，太二摇身变成"鲜活"炒菜馆、鲜切鸡肉火锅开始扎堆冒头……而在这 股"鲜"食风暴中，生烫牛肉米线凭借"现切现烫"的卖点，一路高歌猛进，在全国开出上千家门店，成为 现象级品类。 但谁也没想到，这把火仅烧了几个月，就变成了一堆"闭店灰烬"。 1、闭店潮蔓延：从排队爆满到空店转让 "开店不到三个月就关门。" 上海闵行区梁千千生烫牛肉米线店，红色标语还鲜艳地贴在墙上，店内却早已人去楼空。 这并非个例，从上海、广州 ...

Core Viewpoint - Aoi Sushi is embarking on a new journey towards 2025, focusing on quality and innovation while inviting partners to join in creating a new sushi blueprint [1] Group 1: Brand Expansion - Aoi Sushi has established over 400 stores nationwide after 11 years of development in South China, gaining significant customer trust and popularity [3] - The brand successfully opened 15 new stores in Guangxi in June, enhancing its brand recognition and solidifying its position in the Guangxi market [3] Group 2: New Market Opportunities - Aoi Sushi is expanding into four new regions: Hunan, Jiangxi, Sichuan (excluding Mianyang), and Chongqing, which have substantial market potential and consumer demand for high-quality sushi [5] - The entry into these regions is expected to introduce a new culinary experience and fill the market gap for quality sushi, particularly in Sichuan, which has a large population [5] Group 3: Support for Entrepreneurs - To lower the barriers for entrepreneurship, Aoi Sushi is offering a promotional support policy that includes a reduction of 10,000 yuan in cooperation fees and 5,000 yuan in security deposits for qualifying stores [6] - The brand will provide comprehensive support to partners, including site evaluation, staff training, and marketing strategies to help new stores quickly gain market presence [6]

Core Viewpoint - The article discusses the cautious approach of Haidilao in opening its franchise model, emphasizing the stringent requirements for potential franchisees and the strategic aim to penetrate lower-tier markets in China [4][5][19]. Summary by Sections Franchise Application Process - Haidilao received over 20,000 franchise applications since announcing its franchise model in March 2024, but less than 0.1% of applicants successfully became franchisees [4][5]. - The franchise requirements include a minimum investment of 10 million RMB (approximately 1.4 million USD) and a strong financial foundation for multi-store development [4][5]. - The selection process involves multiple rounds of assessments to ensure alignment with Haidilao's corporate culture and long-term vision [4][8][17]. Target Market and Strategy - The majority (70%) of franchise applicants are from third-tier cities and below, indicating Haidilao's focus on expanding into lower-tier markets [5][19]. - The company aims to leverage franchise partnerships to tap into the significant consumer potential in these markets, where traditional expansion methods may be limited [19][22]. - Haidilao's revenue from third-tier cities has surpassed 40%, with performance in these areas exceeding that of first-tier cities [19][22]. Franchisee Profile - Applicants come from diverse backgrounds, including professional franchisees, property owners, industry transitioners, and institutional investors [11][12]. - The franchise model is seen as a tailored investment opportunity for affluent individuals in lower-tier cities, with a focus on long-term returns rather than quick profits [5][32][33]. Operational Control and Management - Haidilao employs a "strong management" model for franchise operations, meaning franchisees have limited control over daily operations, which are managed by Haidilao's experienced staff [27][30]. - This model aims to maintain brand consistency and quality across all locations, ensuring that franchisees can benefit from the established operational framework [30][31]. Market Dynamics - The article highlights the competitive landscape in lower-tier markets, where quality locations and capable franchisees are scarce [22][24]. - Haidilao's strategy of opening franchises is positioned as a means to gain a competitive edge in these markets, where traditional expansion methods may not suffice [26][30].

Core Insights - The restaurant franchise market is transitioning from rapid expansion to a focus on quality and sustainability, as evidenced by the cautious yet ambitious strategies of leading brands like Haidilao and Luckin Coffee [4][5][14] - Leading brands are adopting rigorous management practices to ensure high survival rates for franchisees, emphasizing quality over quantity in their expansion strategies [6][7][13] Group 1: Market Trends - Since the second half of last year, discussions around restaurant franchising have cooled, with many brands that aimed for rapid expansion slowing down [1] - Despite this, Haidilao has received over 20,000 franchise applications since opening its franchise model in March last year, indicating strong interest in top brands [1][5] - Luckin Coffee has launched a new franchise recruitment plan targeting over 800 premium locations across 186 cities, reflecting confidence in its franchise model [1][5] Group 2: Performance Metrics - Hefo Noodle achieved a transaction volume of 2.5 billion in 2024, ranking first among Chinese noodle restaurants, and has seen a significant recovery after a 32% price reduction [3] - In Q1 2025, Hefo Noodle reported exceeding revenue and profit targets, with over 10% of its stores being franchises, indicating a successful pivot towards franchising [3][9] Group 3: Franchise Management Strategies - Leading brands are moving towards a "high-quality development" model, focusing on sustainable practices rather than aggressive expansion [4][6] - Haidilao has implemented a strict management model for its franchises, with a survival rate of only 1% for new franchise stores, ensuring quality control [6][7] - Hefo Noodle employs a multi-tiered vetting process for franchisees, achieving a 95% survival rate for its franchise stores through careful site selection and operational support [6][9] Group 4: Consumer Trust and Brand Loyalty - Hefo Noodle has established a transparent supply chain and operational monitoring system, enhancing consumer trust and driving customer loyalty [10][11] - The brand's commitment to quality ingredients and a standardized supply chain has positioned it as a leader in the market, balancing affordability with high quality [10][11] Group 5: Future Outlook - The restaurant industry is expected to see a shift towards quality-focused franchising, with leading brands setting new standards for operational excellence [13][14] - The competitive landscape will increasingly favor brands that can integrate quality control and efficient supply chain management, paving the way for sustainable growth in the franchise sector [10][14]

Core Viewpoint - Haidilao's cautious approach to franchise expansion aims to penetrate lower-tier cities while maintaining brand control and operational consistency through a "strong management" strategy [2][10][12]. Summary by Sections Franchise Strategy - Haidilao opened its franchise model in March 2024, receiving over 20,000 applications but only establishing 13 franchise stores, primarily converting existing locations [1][2]. - The franchise strategy focuses on attracting "mysterious franchisees" with significant resources and local connections, particularly in third-tier cities [2][4]. Franchisee Characteristics - The franchisees are categorized into four types: professional franchisees, property owners, industry transitioners, and institutional investors, all possessing substantial financial backing and local market knowledge [6][5]. - The franchise application process includes rigorous online evaluations and multiple interview rounds to ensure alignment with Haidilao's values and operational standards [6][7]. Operational Control - Haidilao employs a "strong management" model, requiring franchisees to purchase existing stores and adhere strictly to corporate guidelines, ensuring consistency with the brand's operational standards [10][12]. - This model allows franchisees to leverage existing customer bases and operational frameworks, facilitating quicker market entry and brand establishment [10][11]. Market Dynamics - The franchise model is part of a broader trend in the hot pot market, with significant growth in lower-tier cities, where the number of hot pot restaurants has increased by 18% year-on-year [4][19]. - Haidilao's strategy contrasts with other brands that allow greater operational autonomy, positioning itself as a more controlled franchise model [14][15]. Future Prospects - Haidilao aims to expand its franchise operations further, with plans to eventually apply the franchise model to its sub-brands, enhancing overall market presence [18][19]. - The company is currently focused on processing the influx of franchise applications and establishing a robust operational framework to support future growth [18][19].

Core Viewpoint - The conflict between restaurant brands and franchisees is intensifying, exemplified by the recent name change of nearly 40 stores from "Electric Plant Noodle" to "Zhu Popo Sweet Noodle," highlighting the underlying tensions in the franchise model [1][2]. Group 1: Incident Overview - The incident involves the "Electric Plant Noodle" brand, which currently has nearly 50 stores [2]. - Franchisee Zhu Liye opened her first store in Jinan in 2021 and expanded to nearly 40 stores over four years [2]. - Disputes arose over rising franchise fees, which increased from 15,800 to 39,800, along with demands for substantial security deposits [2][3]. Group 2: Franchisee's Perspective - Zhu Liye expressed frustration over the lack of operational support from the brand, feeling that she was left to manage without adequate assistance [2]. - After refusing to pay the demanded security deposit, Zhu stopped purchasing core supplies from the brand and rebranded her stores [3]. Group 3: Brand's Perspective - The brand accused Zhu of mixing their proprietary ingredients with others to cut costs, justifying the demand for a security deposit [3]. - Following the rebranding, the brand issued legal notices claiming Zhu's actions constituted a breach of contract [3]. Group 4: Broader Industry Context - The article discusses the increasing frequency of disputes between restaurant brands and franchisees, citing examples like Xianhe Zhuang and Natural Daze, which faced similar legal challenges [4][7]. - Common issues include disagreements over return on investment timelines, rising operational costs, and inadequate support from brand headquarters [8][9][10]. Group 5: Future Trends - The franchise model is seen as a key avenue for growth and industry upgrade in the restaurant sector, with major brands like Haidilao and Hey Tea entering the franchise market [12]. - The emergence of professional franchisees who manage multiple locations is becoming more common, indicating a shift in the franchise landscape [14].