The chain-store operation, a form and management system of enterprise organization, is applied internationally nowadays, which is widely used in the manufacturing,retail and service sectors.
In 1859, the first chain store A&P was founded by George.F. Gilman and George Huntington in modern sense across the world. The new business model had been popular in commercial circulation domain, which directly led to the third revolution of retail formats. For a long time, academia and business circles have divided chain-store operation into three types: regular chain, franchise chain and voluntary chain based on the different concentration of ownership and management rights in terms of operational form, which is an acknowledged dividing standard.
In 2002, the founder of the Heilan Group Co., Ltd. ,Zhou Jianping, had a visit with a group of people to Japan to study its famous fashion chain stores UNIQLO and AOYAMA. Then, combined with the realistic condition of private enterprises, he created the fourth chain-store operation form, namely, Entrustment chain on the basis of analysing the three traditional chain models.
Entrustment chain is a business model that franchisees and suppliers entrust chain management company with the full charging of chain stores’ operations . In this mode, the franchisee is not responsible for the daily management of chain stores, but they are on profit-sharing. In essence, they become financial investors. The relationship between suppliers and the entrusted company is no longer a seller-buyer relationship, but became partners that jointly develop the market. Once Entrustment chain was founded, it immediately demonstrated an unparalleled competitive advantage. The Heilan Home Co., Ltd. rapidly grew up to the industry leader only using about 10 years, exceeding the industry's old leading brand. It exceeded men’ fashion chain stores, Youngor Group Co,.Ltd., which has 35 years history and Fujian Septwolves Industry Co., Ltd. , which has 27 years history, as the same sales volume to the Japanese Uniqlo entering the Chinese market in the same year.
This paper aims to research the operation of the Entrustment chain and the source of the strong competition to strive to provide experience and reference for the further development of the domestic chain industry.
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摘 要
连锁经营是一种企业组织形式和经营制度，是当前世界上广泛采用的一种企业经营形式，在加工制造产业、商业零售产业和现代服务产业得到了普遍的应用。
1859年，乔治·F·吉尔曼和乔治·亨廷顿正式创立了近代意义上的世界第一家连锁店——大美国茶叶公司。这种新型的商业模式从此开始风靡于商业流通领域，直接引发了第三次零售业态的革命。长期以来，学术界和企业界对连锁经营公认的划分标准是从经营形式的角度按所有权与经营权集中程度的不同，将连锁经营划分为直营连锁、特许连锁和自由连锁三种经营形态。
2002年，海澜集团创始人周建平率队到日本考察著名的服装连锁店——优衣库和青山洋服。在分析传统三种连锁模式的基础上，结合民营企业的现实状况，创立了全球第四种连锁经营模式——托管连锁。
托管连锁（Entrustment Chain，简称EC），就是加盟商以财务投资人的身份成为加盟店的产权所有者，按加盟协议享有加盟店的经营收益权，但加盟店的全部运营管理全权委托给连锁管理总部负责的一种新型连锁经营模式。在这种模式下，加盟商不负责连锁店的日常经营，但享受门店的盈利，实质上就变成了财务投资人。供应商与托管连锁公司总部也不再是产品买卖关系，而是变成了共同开发市场的合伙人。托管连锁一经面世，立即展示出无与伦比的竞争优势。海澜之家只用了10年左右的时间就迅速成长为行业新龙头，超过了行业的老龙头品牌，如超过了同年进入中国市场的日本优衣库公司在大中华区的总销量，超过了同样经营男装连锁且拥有35年品牌历史的雅戈尔公司和29年的七匹狼公司。
本论文通过托管连锁与传统的三种连锁进行对比分析，研究托管连锁的运营之道和强大竞争力的来源，力求为国内连锁行业的深度发展提供经验借鉴。
关键词：托管连锁；直营连锁；特许连锁；自由连锁
Abstract
The chain-store operation, a form and management system of enterprise organization, is applied internationally nowadays, which is widely used in the manufacturing,retail and service sectors.
In 1859, the first chain store A&P was founded by George.F. Gilman and George Huntington in modern sense across the world. The new business model had been popular in commercial circulation domain, which directly led to the third revolution of retail formats. For a long time, academia and business circles have divided chain-store operation into three types: regular chain, franchise chain and voluntary chain based on the different concentration of ownership and management rights in terms of operational form, which is an acknowledged dividing standard.
In 2002, the founder of the Heilan Group Co., Ltd. ,Zhou Jianping, had a visit with a group of people to Japan to study its famous fashion chain stores UNIQLO and AOYAMA. Then, combined with the realistic condition of private enterprises, he created the fourth chain-store operation form, namely, Entrustment chain on the basis of analysing the three traditional chain models.
Entrustment chain is a business model that franchisees and suppliers entrust chain management company with the full charging of chain stores’ operations . In this mode, the franchisee is not responsible for the daily management of chain stores, but they are on profit-sharing. In essence, they become financial investors. The relationship between suppliers and the entrusted company is no longer a seller-buyer relationship, but became partners that jointly develop the market. Once Entrustment chain was founded, it immediately demonstrated an unparalleled competitive advantage. The Heilan Home Co., Ltd. rapidly grew up to the industry leader only using about 10 years, exceeding the industry's old leading brand. It exceeded men’ fashion chain stores, Youngor Group Co,.Ltd., which has 35 years history and Fujian Septwolves Industry Co., Ltd. , which has 27 years history, as the same sales volume to the Japanese Uniqlo entering the Chinese market in the same year.
This paper aims to research the operation of the Entrustment chain and the source of the strong competition to strive to provide experience and reference for the further development of the domestic chain industry.
Key words: Entrustment chain;Regular chain; Franchise chain; Voluntary chain
本课程名称： 连锁商业模式创新研究
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