Jul-Sep 2015 | 7-9月份 Bilingual Edition | 中英文版 MCI (P) 020/01/2015
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Jul-Sep 2015 | 7-9月份
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Franchising: 特许经营: Your Springboard for 你的业务拓展跳板 Business Expansion — 香港国际特许经营展 – Hong Kong International Franchising Show Hong Kong – your best partner for your franchising business Franchising is one of the most popular models of business expansion. Hong Kong, apparently is an ideal two way springboard for international franchising brands looking to gain access to the Asian markets, and for the Asian brands to venture into the global marketplace. Hong Kong itself has a lucrative domestic market with large pool of middle class income earners. According to recent research by HKTDC, Hong Kong could play many significant roles to help franchisors and franchisees expand: -
Perfect testing ground for novel business concepts or products Business matching platform Fundraising and financing centre Organise International franchising exhibition Preferred location for franchise regional headquarters Integrated services provider (inc. legal, tax, finance and branding etc.) - An Asian market and business information centre About Hong Kong International Franchising Show The one-of-its-kind inaugural franchising event - “Hong Kong International Franchising Show” features a wide range of local and foreign franchise opportunities, consulting and supporting services, where franchisors and prospective franchisees meet to explore win-win business collaboration. Expo Highlights Opportunities and supporting service under one roof: Major Exhibit Categories:
香港 - 特许加盟商的理想平台 特许经营近年在亚洲发展迅速，而香港是国际特许品牌进入 亚洲市场以及亚洲品牌打进全球市场的双向跳板。香港人口 超过700万，消费力强，本身已经是一个潜力丰厚的市场。 根据香港贸易发展局最新的研究指出，业界认为香港作为亚 洲特许经营枢纽可扮重要的角色，可以帮助特许经营品牌 发展： -
崭新商业概念及展品展示场 筹资和融资中心 商业配对平台 主办国际特许经营展览会 特许经营区域总部首选地点 综合服务供应商（如法律，税务，融资及品牌创建等） 亚洲市场／商业资讯中心
活动重点 寻找商机及营商支援：
主要参与行业：
Personal Services
餐饮食肆
个人服务
Education
Business Consultancy
教育
商业服务及顾问
Retail
Retail and Catering Supplies
零售
商铺，餐饮及零售设备
Food and Beverage
Health and Beauty
健体美容
Forum and seminars: a wealth of forums and seminars on franchising opportunities and updated market trends
资讯性研讨会：一系列研讨会，邀请专家及业界翘楚为您
Business matching and networking events: to expand your business and connect with franchising companies from around the world
商贸配对服务：贸发局将为香港国际特许经营展的展商物
剖析特许经营商机、最新市场走势及商机。 色有意与参展商合作的公司，安排面谈，探讨合作的可 能性。
Publisher 出版 Asiawide Trends Pte Ltd 亚洲新趋势私人有限公司 140 Paya Lebar Road #09-20 AZ@PayaLebar Singapore 409015 Co. Reg. No.: 198902080E Tel 电话: (65) 6743 2282 Fax 传真: (65) 6743 1139 Email 电邮: ana@asiawidefranchise.com.sg Printer 印刷 Xpress Print Pte Ltd Designer 设计 Xpress Print Pte Ltd Distributor 经销代理 Singapore 新加坡 Market Asia Distributors (S) Pte Ltd Media Reps 广告代理 To see list, visit www.asiawidefranchise.com.sg Editor-In-Chief 总编辑 Albert Kong 江进兴 Administrator 行政助理 Ana Liza Trias-Gonzales We welcome views and comments from its readers. Correspondence should be addressed to Editor-In-Chief at the above address. 我们欢迎读者提供意见，来信寄上述地址， 注明杂志编辑收。 Asia Franchise & Business Opportunities (AFBO) reserves the right to edit letters for publication and also reserves the right to refuse advertising. With the publication of AFBO, Asiawide Trends is not offering legal, financial or any professional advice or endorsements. Readers are encouraged to seek advice from professionals in specialized fields before acting on any information published herein. The views and opinions expressed in AFBO are those of the author(s) and do not necessarily reflect the views and opinions of Asiawide Trends’ staff. 「特许经营加盟连锁 • 投资良机」杂志有权刊登或 删改任何来信或来稿，也保留刊登广告的取舍权利。 来稿若有缺损或邮误，本刊概不负责。 我们虽尽力确保杂志中各篇文章所提供的讯息准确无 讹，但读者若有意进军特许经营业，仍须徵询有关专 家的意见。若祗以本刊为据而蒙受损失，本刊所刊登 的公司介绍文章及公司广告，并不表示本刊担保或推 荐这些公司。 「特许经营加盟连锁 • 投资良机」杂志的各篇言 论，也不代表出版社或编辑部的意见。本刊的一切资 料以付印期限为准，日后或有所更改。版权所有，未 经本刊同意，所有图文皆不得以任何方式转载。
Note from the Editor 编辑的话 Franchising is currently one of the most popular ways for the expansion of business enterprises. It contributes positively to the economy .It is a good way to ameliorate the dire situation of increasing unemployment; it promotes entrepreneurship, and it promotes investment in businesses. As it becomes even more common-place, its effects will only become more apparent. With its proliferation, advertisements and seminars/exhibitions related to franchising become ubiquitous, too. But does it mean a franchise is more superior to a non-franchise? Is a franchise always lucrative? Not necessarily. Not few franchises failed even in the USA that has been in franchising for many decades… There are risks, to be sure. The point here is: no one should jump into it flippantly. Only when one has a clear understanding of franchising, then he/she can unveil the secrets to its success. Carl Zwisler's article on pages 34 to 37, and Philip Zeidman's on pages 19 to 21 concerning the registration of trademarks and international expansion respectively are indeed useful. This edition’s Front Cover hero is famous chicken rice Wee Nam Kee’s CEO Wee Liang Lian. He has done very well by setting up franchise outlets in Singapore, Philippines and Japan.
特许经营是当今世界上最流行的企 业扩张和个人创业途径之一。它以创 业、促就业，拉动民间投资服务及消 费的经营环境下显示出对社会经济 发展的贡献和价值。随着特许经营 不断普及和发展，特许经营对拉动 消费、提高服务水平，都将发挥越来 越重要的作用。 特许企业如今已是遍地开花，关于 特许加盟店的广告及有关会议/展销 会也是屡见不鲜，那么，是不是特许 业就高于其它行业，一本万利呢？其 实，也不尽然，具有关数据显示，不 是所有的特许经营都会成功的。即 使在特许经营最为发达的美国，特许 经营店的失败率也不是特别低。。。 其中风险不言而喻。想投入特许经营 行列之前，我们应该以一种清醒的头 脑看待它。只有了解特许经营，我们 才能寻找出成功要素。 卡尔 瑞斯勒Carl Zwisler的文章— 第34-37页“国际特许经营商标保护 问题的解决方案”，淡到盟主如何能 避免许多有关商标保护的盲点及陷 阱。菲利普 泽得曼Philip F. Zeidman 的文章—第19-21页，也非常重要。 本刊封面故事的主角是威南记海南 鸡饭的董事经理黄量麟。在他的卓 越领导下，威南记海南鸡饭已经成功 地在新加坡、菲律宾、日本开设连锁 分店。
Due to space constraint I am not able to describe all the other important contributors’ essays, but rest assured, the editorial team will always endeavor to bring to you the most relevant information and news. This is how we have been so blessed with so many loyal readers and advertisers over the last 21+ years. Best wishes! Albert Kong Editor
Contents 目录 Jul-Sep 2015 | 7-9月份
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Cover Story 封面故事 Wee Nam Kee Hainanese Chicken Rice 威南记海南鸡饭
16
25
News Station 消息站 p6
Special Features 特写 Are you ready for THE MEATLESS REVOLUTION? By Ringier Food 应对素食革命，你准备好了吗？
p41
Post-event Retail Asia Expo 卓越香港零售商于亚洲零售博览会 2015博览会晚宴上获颁业界大奖
p14
Post-event Beijing show 2015中国特许展 北京站，完美落幕
p16
Post-event Chengdu show 2015中国特许展 成都站，圆满落幕
p17
Post-event Vietcham 越南商会特许经营讨论会
p24
Post-event Sports & Fitness
p25
Post-event Food&Hotel Vietnam p26 FHV2015越南食品饮料盛典圆满闭幕
Business Insights 学者专栏 International Expansion: DOING IT WRONG By Philip F. Zeidman 国际扩张：错误做法
Post-event event Enterprise IT p12 参展企业发布全新技术产品达成多笔 重大交易，2015亚洲通信展、企业资 讯科技展和亚洲广播展唱丰收
p19
Post-event Saigon 特许经营趋势论坛
p33
Post-event KFA show 第33届韩国特许经营展
p38
Post-event COEX
p39
Post-event IFRA show
p44
Post-event Franchise Export Paris
p45
Post-event THAIFEX 2015亚洲世界食品博览会： 值得载入史册的里程碑
p46
Post-event ARFF p49 2015东盟零售及特许经营奖颁奖典礼 Post-event RetailEX FranchisEX p51 ASEAN 2015年新加坡东盟零售及特许经营展 会新加坡-泰国商业论坛
41
Post-event IPOS
Franchising 专家分析
p54
Post-event FIM p55 马国特许经营展2015项目签约总额高 达3.79亿马币，比去年上升了2%
Can you run multiple businesses? 7 steps to take before you invest in a franchise By Sarah Stowe 您能经营多个企业吗？在您投资 特许经营之前要采取的七个步骤
p30
Planning for Trademark Protection Issues in International Franchising By Carl E. Zwisler 国际特许经营商标保护问题的 解决方案
p34
Note from the Editor 编辑的话
p2
Content Page 目录
p3
Subscription Form 订阅表格
p58
Calendar of Events 世界特许经营活动表
p59
Best Practice
in Developing Franchise Regulation
发展特许经营监管的
最佳做法 The rapidly expanding influence of franchising is a matter of record. Franchising is a unique and proven model for business development and its contribution to building a strong SME sector is both acknowledged and supported by governments worldwide. The growth of franchising throughout the world is nevertheless accompanied by an increasing emphasis on regulatory issues as domestic franchise sectors struggle with the issue of how to protect franchisees from the opportunistic behaviour of franchisors while at the same time encouraging diversity and entrepreneurship. Franchising is of course a business relationship which is shaped, in the words of the OECD, not only by markets but by the regulatory environments established by governments. Whether, and to what extent, a domestic franchising sector needs franchise-specific laws to accommodate its orderly development is nevertheless a difficult question. This challenge was recently addressed at an APEC Seminar on Sharing Good Practices and Experiences on Developing Franchise Regulations hosted in Ho Chi Minh City, Vietnam, by Vietnam’s Ministry of Industry and Trade in June attended by representatives of most APEC countries and with wide expertise in franchising as regulators, practitioners, academics, industry associations, service providers. Despite its superficial simplicity, contemporary franchising is a sophisticated business arrangement which requires an established underlying system of commercial law – and the machinery for its enforcement - for it to function effectively. Franchising is not possible if, for example, the franchisor’s intellectual property is not protected and its contractual rights are not recognised and enforced. While the sophistication of underlying domestic legal systems is not even throughout the world the
realities of WTO accession and the need to encourage foreign investment have influenced the development of commercial legal systems which increasingly accommodate franchising. In some cases - China and Vietnam are obvious examples - the reason for the introduction of dedicated franchising regulation is not so much to protect franchisees but to actually recognise a form of business operation which was not viable in practice without government recognition. In most countries the issue is nevertheless one of whether the orderly development of the franchising sector demands a dedicated regime to, in the words of the title of a recent Australian government franchising report, allow franchisee opportunity not franchisor opportunism. Although franchising is a significant business strategy in about 130 countries the list of regulated sectors is much smaller: less than 40 countries specifically regulate their franchising sector. It is impossible to identify a unifying factor in the list of regulated countries other than the fact that they all have dedicated franchise regulation. The US – the spiritual home of both free enterprise and franchising – was the first country to regulate. The world was quick to embrace the innovative concept of business format franchising developed in the US in the 1950s but has been much slower to embrace the specific regulation but over the last two decades an eclectic list of countries have regulated - developed and developing, large and small – and with established and emerging franchise sectors. The Asian region is well represented with, inter alia, Australia, China, Indonesia, Japan, Korea, Malaysia, Vietnam having regulation and other countries including Thailand in the process of regulating. Despite the trend to regulation there is nevertheless little uniformity in the nature and extent of the current regulatory
regimes throughout the world. The issues are constant but the manner in which they are addressed are not. The challenge for franchise regulators is to address the risks that arise from the special nature of the franchising relationship - a relationship characterised by an information imbalance and a power imbalance between the parties – while leaving the commercial risks and decisions to be handled by the parties themselves. While there is little argument as to how these issues should be addressed - the information imbalance by prior disclosure requirements and the power imbalance by regulating specific conduct within the relationship - there is no unanimity throughout the franchising world as to the need for regulation and as to the extent of regulation. Of the 40 countries with dedicated franchise regulation there is little uniformity in the nature, extent and comprehensiveness of the regulatory schemes. While the majority of the world’s franchise sectors operate without a dedicated franchising regime the message from the representatives of the regulated sectors at the APEC Seminar was that regulation has been a significant factor in orderly sector development. There were no horror stories from the regulated sectors and general agreement that their experience provided comfort to those sectors considering regulation that appropriate and balanced regulation can have a beneficial effect on the franchising sector and encourage its orderly development for the benefit of all stakeholders. The message from the regulated sectors was nevertheless that regulation on its own will not be effective without an effective enforcement regime and that education and understanding are vital factors in franchisee protection. Andrew Terry Professor of Business Regulation in the University of Sydney Business School 25 June 2015
特许经营的影响正在不断扩大，这 一点是有据可查的。特许经营是一 种独特而成熟的业务发展模式，它 对建立强大中小企业部门的贡献为 世界各国政府所认可，并得到各国 政府的支持。随着世界范围内特许 经营的发展，其监管问题也日益受 到重视，因为国内特许经营行业努 力在保护加盟商免受授权商投机行 为的斗争的同时，鼓励多样性和创 业精神。 当然，按经合组织(OECD)的说 法，特许经营是一种商业关系，这 种关系不仅是由市场塑造的，还是 由政府建立的监管环境塑造的。无 论国内特许经营行业是否需要针对 特许经营的专门法律来调节特许经 营的有序发展，以及这种需要能到 什么程度，这一切仍然是个难题。 这个挑战最近在6月份召开的亚太 经合组织研讨会上得到了解决。 该研讨会在越南胡志明市召开，由 越南工业贸易部主办，研讨的主题 是分享发展特许经营监管中的良好 做法和经验。出席研讨会的有亚太 经合组织大多数国家的代表，他们 有广泛的特许经营专业知识，如监 管人员、从业人员、学者、行业协 会、服务提供商等。 尽管表面上很简单，但是当今的特 许经营是一种复杂的商业安排，要 求建立基础性的商业法律制度以及 相应的执法机制，这样特许经营才 能有效运营。举例来说，如果加盟 商的知识产权未得到保护，并且其 合同权利得不到承认和执行，就 不可能开展特许经营。虽然基础性 国内法律制度的复杂性在全世界
范围内并不相同，但是加入世贸组 织的现实以及鼓励外国投资的需要 已经对商业法律制度的发展造成了 影响，而商业法律制度对特许经营 的调节力度日益增强。在某些情况 下，中国和越南是明显的例子，推 出专门的特许经营法规与其说是保 护加盟商，还不如说是实际上承认 了一种经营形式，而这种经营形式 没有政府认可是不可能付诸实践的。 在大多数国家，这个问题不仅仅是 一个特许经营行业有序发展是否要 求一个专门的制度来为加盟商提供 机会而不是为授权商提供投机机会 的问题（近期澳大利亚政府的一份 关于特许经营的报告就以此为题）。 尽管特许经营在约130个国家中都 是重要的商业策略，但是受监管行 业的名单却相对较短：对特许经营 行业进行专门监管的国家还不到40 个。在对特许经营进行监管的国家 中，除了都有专门的特许经营监管 外，找不到其他共同点。美国， 这个自由企业和特许经营的精神家 园，是第一个对特许经营进行监 管的国家。全世界迅速接受了20世 纪50年代在美国发展起来的业务模 式特许经营的创新概念，然而对具 体监管的接受却慢得多。但是在过 去20年中，许多国情不同的国家（ 发达国家和发展中国家、大国和小 国）都对其已建立和新兴的特许经 营行业进行了监管。亚洲地区的 良好代表包括了澳大利亚、中国、 印度尼西亚、日本、韩国、马来 西亚、越南，这些国家都制定了监 管，其他国家（包括泰国）正在进 行立法。
尽管监管是大势所趋，然而，世界 范围内现行监管制度的性质和程度 几乎完全不一致。问题是一样的， 但各国处理问题的方式不同。特许 经营监管面临的挑战是解决特许经 营关系特殊性质带来的风险。这种 关系的特点是双方间的信息不平衡 和权力不均衡，同时把商业风险和 决策留给双方自己去解决。虽然对 于如何解决这些问题几乎没有什 么争议——通过事先披露规定解决 信息不平衡，通过监管关系中的具 体行为解决权力不平衡——但是在 整个特许经营世界中，对于监管的 需求及监管的程度并没有一致的观 点。在40个有专门的特许经营监管 的国家中，监管方案的性质、程度 和全面性几乎没有一致之处。 虽然世界上大多数特许经营行业都 是在没有专门的特许经营制度的情 况下开展运营，但是，在亚太经合 组织研讨会上，受监管行业代表的 意见表明，监管在特许经营行业的 有序发展中起到了重要的作用。受 监管行业和总协定没有夸大其词地 宣称他们的经验安抚了那些正在考 虑监管的行业：适当平衡的监管可 以对特许经营行业产生有利影响并 鼓励其有序发展，从而为所有利益 相关者带来利益。来自受监管行业 的消息不过是表明了这样一点：没 有有效的执行制度，监管本身将没 有效果，而且教育和理解是保护加 盟商的重要因素。 Andrew Terry
悉尼大学商学院商业监管教授 2015年6月25日
6
Jul-Sep 2015 | 7-9月份
Cover Story 封面故事
Wee Nam Kee Hainanese Chicken Rice 威南记海南鸡饭 Address 地址
Phone 电话
Operating Hours 营业时间 (Monday to Sunday)
United Square 101 thomson road #01-08, s(307591)
T: (65) 6255 6396 F: (65) 6252 9858
10:30am to 10:30pm
Marina Square 6 raffles boulevard #04-102b, s(039594)
T: (65) 6333 9830 F: (65) 6333 9330
10:30am to 9:30pm
i12 Katong 112 East Coast Road #04-01, s(428802)
T: (65) 6636 3034
10:00am to 10:00pm
Makansutra Gluttons Bay 8 raffles avenue #01-15, stall E the esplanade, s(039802)
-
5:00pm to 2:00am
Jul-Sep 2015 | 7-9月份
Cover Story 封面故事
7
Wee Nam Kee Hainanese Chicken Rice days,” said Wee Liang Lian, son of the founder Mr. Wee Toon Ouut. Wee Nam Kee was initially a chicken rice specialty shop and eventually evolved into a restaurant serving a broad range of Nanyang-inspired dishes to complement famous signature Hainanese dishes. These include wide selections of seafood and ala carte dishes done in different variations.
Hainanese cuisine has made a mark in South East Asia and taken on variations reflecting local produce and tastes, and Hainanese Chicken Rice is no different. Hainanese Chicken Rice is prevalent in Singapore and has become its de facto “national dish” with unrivalled popularity among locals and overseas visitors alike. Singapore’s true Hainanese Chicken Rice is perfected and recognized by many food lovers to be well represented by Wee Nam Kee Hainanese Chicken Rice Restaurant. Originally a father and son familyowned business which started in 1987, the famous Wee Nam Kee Hainanese Chicken Rice Restaurant for two generations had proudly preserved the heritage and recipes refined over the years. “Our mission is simply to share the authentic Nanyang*-inspired fare (* Nanyang = South East Asia) with the world by upholding a friendly, open and honest work culture much like what one would expect from a friendly family unit. We believe that quality and value are not exclusive attributes and we work hard to consistently deliver the best of both to our customers with the same personal touch like the good old
Currently it has four outlets in Singapore. The outlet at United Square was set up two years ago, to replace the original one at Novena Ville. The other outlets are at Marina Square Mall, I12 Katong Mall and Makansutra Gluttons Bay. Among the many other accolades it has won, Wee Nam Kee was crowned as Top Hawker at AsiaOne People’s Choice Award in 2010.
event, as well as participated in Singapore Street Food Festival held in Copenhagen, Denmark. THE FRANCHISE BENEFITS •
Rich heritage and popular signature dishes with a loyal customer support
•
Profitable business with great potential in countries with large Asian communities
•
Diverse menu - individual lunchtime dishes and extensive variety for family dinners
•
Multiple revenue streams: in-house dining, take-away, catering and private functions
•
New outlet design for replication into modern malls and food courts
It franchised into the Philippines in 2010 and now has 6 outlets there. Wee Liang Lian has specifically advised the franchisee not to rush, but to ensure that all outlets are properly managed and be profitable.
For franchise enquiry:
A Japanese and Indonesian franchisee has been signed up, and there are other nationalities who have asked for the franchise.
Types of Franchise Available: Single Unit/ Master Franchise
“We believe in good works. For example, our Philippines franchisee donated generously to the victims of the typhoon when the disaster struck two years ago. In Singapore, we were priviledged to have been invited by PMO (Prime Minister’s Office) to participate in a few of the Singapore Day event held in various countries. We were also given the opportunity to showcase our chicken rice at the CIA (Culinary Institute of America) in NAPA Valley during their World of Healthy Flavor
Royalty: 5 – 10%
Company Name: WNK International Franchise Pte Ltd Contact Person: Mr. Wee Liang Lian Email: weelianglian@wnk.com.sg
Size of Units: 2000 sq.ft. Franchise Term (years): 10 years Marketing/A & P Fund: 1% Estimated Initial Capital: S$500,000
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Jul-Sep 2015 | 7-9月份
Cover Story 封面故事
威南记海南鸡饭 请，参加了在多个国家举行的几个 新加坡日活动。此外，我们还获得 机会在“健康美食天下”活动期 间在位于纳帕山谷的美国烹饪学院 (CIA)展示我们的鸡饭，并参加了 在丹麦哥本哈根举行的新加坡街头 小吃节。 特许经营权的益处
海南菜肴已经在东南亚取得了巨大 成功，并出现了反映当地农产品和 口味的新的烹饪方法，海南鸡饭也 不例外。海南鸡饭在新加坡非常流 行，已经成为了事实上的“国饭”， 其在本地居民和海外游客中的受欢 迎程度无与伦比。 新加坡的正宗海南鸡饭臻于完美， 并得到众多美食爱好者的认可，其 中以威南记海南鸡饭为代表。 最初威南记海南鸡饭创始于1987 年，是一家由父子经营的家族式企 业。在经历两代人的经营后，著名 的威南记海南鸡饭为能够保存经多 年完善的传统和食谱而感到骄傲。 “我们的使命是通过秉持友好、公 开和诚实的工作文化，与世界分 享真正的南洋*饮食（*南洋=东南 亚）。这种文化氛围与友好的家庭 氛围非常相像。我们相信质量和价 值并不是相互排斥的属性，我们努 力工作，始终如一地为我们的客户 提供质优价廉的食物，以及像过去 一样好的个人感触，”创始人黄循 澳先生的儿子黄量麟说。 最初威南记是一家鸡饭专卖店，最 终发展成一家供应各种南洋风格菜
肴的餐厅，并以这些菜肴作为著名 的招牌海南菜肴的补充。这些菜肴 包括多种以不同方法烹饪的海鲜和 零点菜肴。 现在威南记在新加坡有四家门店。 联合购物广场门店于两年前设立， 以代替之前的Novena Ville门店。 其他门店分别位于滨海广场购物中 心、I12加东购物中心和纽约顿熟 食广场。 威南记赢得了许多荣誉，其中包括 于2010年获得AsiaOne人民选择奖 (AsiaOne People’s Choice)最佳 小贩(Top Hawker)。 威南记的特许经营于2010年进驻菲 律宾，现已在那里拥有6家门店。 黄量麟明确建议加盟商不要仓促行 事，而要确保所有门店都得到良好 管理并盈利。 一家日本和印度尼西亚加盟商已经 签约，还有其他多个国家的加盟商 已询问了特许经营的有关事宜。
珍贵的传承和得到忠实客户支 持的广受欢迎的招牌菜
在拥有大规模亚洲人社区的国 家有巨大潜力的可盈利业务
多样化的菜单——个人午餐时 间菜肴和适于家庭晚餐的繁多 菜品
多种收入来源：餐厅就餐、外 卖、承办宴席和私人宴会
适于进入现代商场和小吃街的 新型门店设计
特许经营查询信息： 公司名称：WNK International Franchise Pte Ltd 联系人：黄量麟先生 电子邮件： weelianglian@wnk.com.sg 提供的特许经营类型： 单店/主特许经营 单位规模：2000平方英尺 特许经营期限（年）：10年 特许权使用费：5 – 10%
“我们主张行善。例如，两年前， 我们菲律宾加盟商为台风袭击的受 害者慷慨解囊。在新加坡，我们曾 受到总理办公室(PMO)的特别邀
营销/广告及推广基金：1% 估计初始资本：500,000新加坡元
12 News Station 消息站
Jul-Sep 2015 | 7-9月份
2-5 June 2015
Marina Bay Sands, Singapore
Launches and Deals Announced at CommunicAsia, EnterpriseIT and BroadcastAsia 2015
参展企业发布全新技术产品达成多笔 重大交易，2015亚洲通信展、企业资 讯科技展和亚洲广播展唱丰收
Asia’s leading infocomm technology and broadcasting industry event maintains its position as platform of choice for companies to announce major launches and partnerships
亚洲资讯科技和广播行业盛事继续领先业界，仍是各大 企业重大技术发布、缔结重要伙伴关系的首选平台
Over the period 2-5 June, 2015 Marina Bay Sands was abuzz with activities as CommunicAsia2015, EnterpriseIT2015 and BroadcastAsia2015 brought the movers and shakers of the infocomm technology (ICT) and broadcasting industry together under one roof, Dell, Panasonic, Samsung and Sony, household names renowned for their consumer electronics chose CommunicAsia, EnterpriseIT and BroadcastAsia to announce major launches in their B2B segments. “CommunicAsia, EnterpriseIT and BroadcastAsia are cornerstone events in the Asia Pacific ICT and broadcasting industries. With experts and decision-makers from a wide range of fields, the events provide an important Asian platform for companies and industry leaders alike to announce new, best-of-breed launches, and deliver key announcements that not only signal a pivotal shift in how enterprises are embracing technology in the way business is conducted, it also demonstrates clearly how technology has become indispensable in the new generation of business growth strategies. We continuously aspire to deliver great, if not better, quality events as countries and regions make further inroads in their smart cities journey towards a hyper-connected digital world,” said Lindy Wee, Chief Executive of event organiser, Singapore Exhibition Services. “I had no idea how big CommunicAsia was. There are so many high profile companies and people here. It has been great to meet these people in person and develop new friendships and business relationships that are going to help my own business grow,” said CommunicAsia2015 Summit speaker and CEO of MWI, Joshua Steimle. Best Practices and Growth Potential - The Focus of Industry Discussions More than 1,000 industry leaders and professionals gathered at CommunicAsia2015 Summit, BroacastAsia2015 International Conference and the Creative Content Production Conference to discuss latest ICT trends, fundamental shifts in broadcasting economics, and digital media challenges. More than 48,000 attendees from 101 countries and regions, including visitors, exhibiting staff, conference speakers and delegates, and members of media, got to witness at CommunicAsia, EnterpriseIT and BroadcastAsia how technology could be harnessed to better connect cities, governments, enterprises and consumers. The event will return to Marina Bay Sands on 31 May – 3 June 2016.
资讯科技和广播领域巨擘齐聚滨海湾金沙，踊跃参与亚洲通信展 2015、企业资讯科技展2015和亚洲广播展2015等行业三大盛事， 会场在6月2至5日熠熠生辉，成为业界精英深度交流、激荡火 花、畅享收获的舞台。 本次系列展览承办方新加坡展览有限公司总裁Lindy Wee表 示：“亚洲通信展、企业资讯科技展和亚洲广播展是亚太区相关 领域最盛大的行业活动，向来云集多个不同领域的业界行家和决 策人员，深受多方重视。活动作为亚洲重要的行业平台，备受行 业龙头和各大企业青睐，成为推介全新尖端优质产品和技术、作 出重大宣布的首选地点。上述最新发布和宣布，不但显示企业顺 应发展潮流，在多方面融合技术使用的根本趋势和方向，也清楚 说明，科技已经成为新世代业务成长策略中必不可少的一环。随 着多个国家和地区为了创造联通无阻的数码网络世界，纷纷制定 愿景、大举建设智慧城市，我们一定精益求精，把会展活动办得 更精彩、更出色！” “在亲身参与亚洲通信展以前，我完全想不到整个活动的规模是 这么地宏大、气氛又是如此热络。”亚洲通信展2015峰会主讲嘉 宾、网络营销公司MWI总裁Joshua Steimle惊叹道。“会展集中 了行业的优秀企业和人才，能和他们面对面交流，建立个人联 系、结成业务合作伙伴，肯定有助于推动我们的业务成长。” 方案与增长潜能 亚洲通信展2015峰会、亚洲广播展2015国际研讨会和创意内容制 作研讨会云集1,000多名业界行尊和专业精英，热烈而深入地探 讨最新的资讯科技趋势、广播业市场运作和形态的根本变化，以 及数码媒体所迎来的种种挑战。 此次亚洲通信展、企业资讯科技展和亚洲广播展共吸引来自101 个国家和地区共48,000多名业界行家、展会人员、大会代表和演 说嘉宾，以及各方媒体代表莅临参与，亲眼见证科技的发展使用 如何让各大城市、政府、企业和消费者之间更加紧密结合、联通 无阻。 下一届盛会，将在2016年5月31日-6月3日，再度回到新加坡滨海 湾金沙隆重举行。 Media Enquiries 媒体咨询： June Seah / Patricia Yee Singapore Exhibition Services 新加坡展览有限公司 Tel 电话：+65 9852 6756 / +65 9382 7452 Email 电邮：june.seah@sesallworld.com / patricia.yee@sesallworld.com
Jul-Sep 2015 | 7-9月份
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IT and Chain-Stores Seminar 2015连锁中国，互联网＋连锁业态的新布局 Doers Business School, in collaboration with the Association of Service Industries, Taiwan, organized a 2-day seminar in Beijing over the period June 8 & 9, 2015. Many successful chain-store entrepreneurs were invited to share their experience, including ‘online to offline’ (O2O) marketing issues. More than 200 delegates from many parts of China attended this event.
面对新一轮电商发展，市场经营方式与管道开始改变，无论是线上与线下整合的 O2O模式，抑或是深化体验的顾客服务，接下来都会是企业进行优化及转型的关键 时刻。腾讯集团马化腾董事长提出「互联网+」战略概念，更作为国家经济发展战 略。透过将互联网作为平台，加上通信技术将各产业相互串联，使传统产业打开新 局面。 进入行动大互联时代，商业4.0「互联网+」战略，以行动互联网为载体，对所有的 行业，都起着巨大的升级丶换代，以至颠覆的作用，2015年6月8、9日在北京，由 台湾服务业发展协会与北京中企连动管理谘询有限公司跨两岸观点举办「互联网＋ 连锁」大型峰会，提供最精准的趋势掌握、最前沿的产业动态，全面建构连锁加盟 未来发展蓝图，并邀请国内外成功企业家有台湾最大饭包品牌悟饕池上饭包林峰执 行长、曾任王品餐饮集团品田牧场总经理萧文杰总经理、麦茵兹医学美容集团黄美 月总监、衣贝洁洗衣连锁李净锦董事长、车得适汽车维修保养连锁梁嘉承总经理、 嘉馥服装有限公司陈子贵总经理、EET国际教育高家伟执行长、新人类资讯赵远明 总经理、爱思威特许经营顾问公司总裁江进兴等现身分享实战经验，带领线上丶线 下业者看见彼此汇流的新机遇。
Jul-Sep 2015 | 7-9月份
14 News Station 消息站
Top Retailers Recognized and Honoured at Retail Asia Expo 2015 Gala Dinner 卓越香港零售商于亚洲零售博览会 2015博览会晚宴上获颁业界大奖 The three-day Retail Asia Expo 2015 was joined by more than 10,000 of its retailing professionals to showcase innovative solutions and new ideas on how to excel in this fast-moving marketplace. After a spectacular opening on 9 June, the Retail Asia Expo 2015 Advisory Committee members announced the winners of the Hong Kong Retail Industry Trade Awards (HKRITA’S) and the 2015 Top 10 eCommerce Website Awards at the Gala Dinner yesterday evening. The Awards celebrate innovative leaders and their contribution to Hong Kong’s retail sector. Hong Kong Retail Industry Trade Awards • • • •
HKRITA’S Industry Super Retailers of the Year: Land Crawford HKRITA’S Small Business Retailers of the Year: Museum CONTEXT HKRITA’S Community Retailers Award: Banyan Tree Gallery China Daily Asia Pacific Retail Leadership Award: Bang & Olufsen
The 2015 Top 10 eCommerce Website Awards 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Nike H.K. Ltd. PARKnSHOP Canon Hongkong Company Limited Bossini Enterprises Limited Lane Crawford Lingsik King Limited Pricerite.com.hk Limited Sony Corporation of Hong Kong Limited eprint Group Limited zuji.com.hk
Mr. Stuart Bailey, General Manager of Diversified Communications Hong Kong, commented: “The success of the retail industry in Hong Kong is not possible without these innovative retailers. These awards are a token of respect and recognition to these leading practitioners for their outstanding efforts and tireless dedication to the industry. We are glad to kick-start the threeday Expo with such an important moment witnessed by industry leaders, and we trust that the Expo would serve as a valuable platform for Asian retailers to understand innovative tools and technologies and embrace the global trends.” Media Contacts Noiz Chu Marketing Executive Tel: +852 3105 3961 Email: noiz@retailasiaexpo.com www.retailasiaexpo.com
2015年6月10日〈香港〉–为期三天的亚洲零售博览会2015 于6月9日盛大开幕，向逾10,000位业界专业人士展示了创新 的零售业解决方案，及为他们提供宝贵的交流机会，探讨如 何在这个发展迅速的市场脱颖而出。在6月9日的博览会晚宴 上，亚洲零售博览会2015谘询委员会成员共同公佈及颁发香 港零售卓越大奖（HKRITA'S）和十大网上商店的的获奖者。奖 项旨在表扬香港零售商的卓越表现及嘉许对香港零售业之 贡献。 香港零售卓越大奖（HKRITA’S） • • • •
香港零售卓越大奖－年度零售卓越大奖：连卡佛 香港零售卓越大奖－年度小企业零售商：Museum CONTEXT 香港零售卓越大奖－杰出展爱零售商：Banyan Tree Gallery 中国日报亚太零售领导力奖：Bang & Olufsen
2015十大网上商店 1. NIKE香港有限公司 2. 百佳 3. 佳能香港有限公司 4. 堡狮龙企业有限公司 5. 连卡佛 6. 香港零食大王有限公司 7. 实惠家居有限公司 8. 索尼香港 9. eprint集团有限公司 10. zuji.com.hk 主办机构多元商讯（香港）（Diversified Communications Hong Kong） 总经理李剑彬（Stuart Bailey）表示：「香港零售行业的成功有 赖这些创新的零售商。这些奖项正是为了对这些领先的业者 的努力不懈、杰出成就及其为行业做出的卓越贡献表示尊重 和认可。我们很高兴能与业界领袖见证博览会开幕的这个重 要时刻，亦相信本次博览会将是一个宝贵的平台，令亚洲的 零售商能够更理解创新所需要的工具及技术，及能适应全球 趋势。」 朱晓彤 市场主任 电话：+852 3958 0523 电邮：noiz@retailasiaexpo.com www.retailasiaexpo.com
16 News Station 消息站
Jul-Sep 2015 | 7-9月份
CHINA FRANCHISE EXPO 2015 BEIJING 2015中国特许展 北京站，完美落幕
Organized by China Chain Store & Franchise Association (CCFA), the 18th China Franchise Expo 2015 was staged at the China National Convention Center (CNCC), Beijing during 16-18 May 2015. More than 1300 exhibition booths presenting more than 500 different franchise opportunities attracted more than 32,000 visitors to this huge event. Several international delegations including those led by Russia Franchise Association visited the show. The Top 100 Franchise Brands 2014 were highlighted and many other interesting activities took place. For example, visitors could use their mobile phone to win complementary meal vouchers, etc.
2015中国特许展·北京站已于5月18日在北京国家会议中心正 式落下帷幕。本届展会展览面积达到35,000平米，展位数量 超过1300个，共涵盖近70个行业的500多个国内外知名特许加 盟品牌亮相本届展会。除众多知名特许加盟品牌外，本届展 会还得到了很多海外特许加盟行业机构的大力支持，俄罗斯 连锁经营协会、菲律宾连锁经营协会、韩国展团、台湾展团 等都对2015中国特许展·北京站进行了多篇幅的宣传并纷纷 派出代表进驻展会。经统计，本届展会展览面积及参展品牌 数量均为历年之最，中国特许展也已经连续多年荣膺亚洲最 大特许加盟专业展会桂冠。 2015年是中国特许展倾力打造的“特许嘉年华”展会年，主 办方中国连锁经营协会经过近一年的认真策划，特在展会现 场推出了“2014中国特许百强颁奖仪式”、“特许加盟投资 训练营”及“中国特许展与玄奘之路合作启动仪式”等精彩 纷呈的现场活动。这些活动大多以公益性质为主，旨在帮助 更多的投资人在特许加盟领域获得成功并实现自己的创富梦想。 除此之外，2015中国特许展·北京站还为广大观众设计了丰 富多彩的体验活动，如专门邀请观众摇一摇获得免费试吃券 的“舌尖上的特许”，“杯子里的泡沫圆舞曲”—咖啡拉花 展示等纷纷让众多观众大呼过瘾，从味觉和视觉上得到了极 大的满足。 2015中国特许展·北京站展期三天，共吸引了逾32，000名投 资人前往现场参观。尽管在展期第二天天公不作美，下起了 雷雨，但仍然无法阻挡众多投资人的创业热情。每天都有来 自全国各地，怀揣着激情与创业梦想的投资人来到现场，他 们自觉地排起了长队，以期领略中国特许展的风采。本届展 会得到了广大展商与投资人的高度评价，他们均表示参加本 次展会收获良多并一致认为中国特许展是他们拓展品牌，实 现创业梦想的绝佳平台。
Jul-Sep 2015 | 7-9月份
News Station 消息站
17
CHINA FRANCHISE EXPO 2015 CHENGDU 2015中国特许展 成都站，圆满落幕 吹响大西南“万众创业”进军号角
CCFA’s franchise expo in Chengdu which ended on June 14th was a resounding success. As hotpot is a ubiquitous cuisine ( representative dish) of Sichuan, of which Chengdu is the capital, many famous hotpot franchises were specially featured during this expo. This would encourage even more residents to consider investing in a hotpot franchise. Another highlight was the franchise investment training conducted during the expo. This attracted a lot of participation and was considered by all to be extremely beneficial before they invest in a franchise. The next CCFA franchise expo is on September 3-5 in Shanghai.
2015中国特许展·成都站于6月14日在 成都世纪城新国际博览中心完美落下帷 幕。在我国“大众创业，万众创新”实 现新一代“中国梦”的时代大背景下， 中国特许展再一次如约来到我国西南部 中心城市，享有休闲之都美誉的四川成 都。本届展会展览面积及展商数量较去 年相比都有大幅提高，共有近百家国内 外连锁加盟企业集中向广大西南部地区 投资人进行展示。同时展会也受到了成 都及整个西南部地区的广泛关注，以成 都电视台为主的西南部地区各大专业媒 体纷纷派出记者队伍，对展览现场进行 跟踪采访报道。强大的展商队伍和媒体 支持使得本届展会取得了巨大的成功， 尽管展览期间成都当地气温很高，但是 依然难以阻挡投资人对寻找创业项目的 热情。数千名来自全国各地的投资人齐 聚成都世纪城新国际展览中心—中国特 许展·成都站现场，以期领略西南部最 大规模特许加盟展会风采。 得益于中国特许展在中国乃至亚洲地区 的强大影响力，以及特许加盟企业对发 掘西南部地区市场的强烈愿望。本届展 会成功吸引了来自新加坡、台湾、香 港、韩国等众多海外国家和地区的特许 加盟品牌强力入驻，他们以展团的形式 亮相展会。本次展会海外品牌之多，参 展质量之高，在西南部地区特许加盟展 会中尚属首次。众多参展品牌与全新的 加盟模式，让广大投资者和海外特许加 盟事业有了第一次零距离亲密接触，为 他们打开了一扇全新的机会之门。相信 有这些海外品牌作为臂助，投资人们必 然在他们今后寻找创业项目之路上会走 的更远。 整合当地资源，襄助投资者家门口创业 也是2015中国特许展·成都站首创的一 大亮点。火锅作为成都当地的著名特色 美食，在全国享有盛誉。为了方便投资 者就近创业，最大限度降低创业风险， 本届展会特别邀请了愈十家火锅特许加 盟企业并设立优秀火锅品牌展示区，为
有志于加盟火锅品牌的投资者提供便 利。同时也有力的宣传了成都的火锅文 化，让更多的投资者对火锅特许加盟行 业有了全新的认识。展览现场，火锅展 示区人潮涌动，为投资人量身打造的创 业项目，受到了广大投资者的一致好评。 除了充分发掘投资项目，丰富投资人投 资方式和渠道以外，第二期特许加盟投 资训练营也于展览同期举办。作为一个 由主办方倾力打造的公益性活动，特许 加盟投资训练营在五月北京站大获成功 的基础上，再一次吸引了广大投资人的 眼球。训练营分为理论系统课程和店面 实地走访两部分内容，营员在以特许加 盟行业权威人士为导师的带领下对特许 加盟相关知识进行系统性的学习，在 导师深入浅出、入木三分的讲解中，所 有营员受益匪浅。短短一天的讲座，让 很多希望从事特许加盟行业的投资人第 一次对这个行业有了一个清晰全面的认 识。训练营采用了开放式授课的办法， 导师在展场内开坛授课，不仅仅是营 员，很多现场观众及展商也纷纷前往训 练营现场旁听，场面非常热烈。通过与 训练营参与者的交流发现，很多营员之 前一直有志于从事特许加盟行业，但苦 于对行业的不了解而时常感到困惑。特 许加盟投资训练营的开办帮助他们解决 了很多的难题，无论是理论知识的讲解 还是对门店实地的参观走访，让他们在 很短的时间内不仅对特许加盟有了一个 明确的认识，更对自己有了一个准确的 定位。训练营教授的内容都将在今后他 们寻找项目当中为他们提供有利臂助。 2015中国特许展·成都展短短三天的展 期为广大西南部地区的投资者们献上了 一场精彩纷呈的特许加盟盛宴，也正式 吹响了“万众创业”向大西南进军的号 角。中国特许展将于9月3-5日移师上海 新国际博览中心，作为特许嘉年华的最 后一站——2015中国特许展·上海站又 将带给我们什么样的精彩故事呢？让我 们拭目以待！
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Jul-Sep 2015 | 7-9ćœˆäť˝
Amidst keen competition and shortage of manpower, many SMEs have or are embarking new initiatives to sustain and grow their businesses. However, many have yet to experience a breakthrough despite all efforts. What is missing in their equation that will help to achieve the desirable results ? On 25th June, several invited speakers provided some ideas and learning points to address the issues from different perspectives. The theme of the event: "A Strategic Approach in Driving Your Business". The main purpose is to bring out the importance of strategic thinking and identify the right processes and drivers to achieve business results. Christine Cheung, Consulting Director of Asiawide Franchise Consultants shared with the 200+ audience how franchising could help achieve certain strategic results.
Jul-Sep 2015 | 7-9月份
Business Insights 学者专栏 19
International Expansion:
DOING IT WRONG by Philip F. Zeidman Your first impression when reading the title of this article may well be “There’s not enough space here to cover that subject”. And, of course, you are correct. The number of ways you can get it wrong when expanding internationally is, unfortunately, almost limitless. • You can go too soon—before you’ve stabilized your domestic operation, assembled the staffing for the venture, developed the program, satisfied yourself that you have adequate funding, and determined that you can take the step without draining away resources needed to reach your domestic potential. • You can pick the wrong partner, probably the most common mistake. It’s a delicate balance between hewing to the same criteria and values you’ve used successfully in selecting domestic franchisees and identifying the characteristics—sometimes quite different—which will make for a successful foreign franchisee or developer. • You can yield to the temptation to shortcut the process: by not doing your homework, by simply assuming that your product or service will be as well received abroad as it has been at home; or by not delving deeply enough into the laws which will govern your venture (about 40 jurisdictions now have franchise laws) and what adjustments they will require. • You can pick the wrong market.
Is it manageable in size, but large enough to warrant the upfront expenditure, and to attract a qualified and ambitious developer? Does it have characteristics sufficiently close to those under which you’ve operated at home so that you can extrapolate efficiently? Or will you be essentially writing on a clean slate? And is there a sufficient pool both of prospective customers for your product or service and of prospective franchisees if you will be subfranchising? These are pretty easy items for your checklist. But another subject, equally important to your success, is all too frequently little more than an afterthought: How should you expand? Many franchisors simply assume that the expansion model they have used at home will be serviceable abroad, perhaps with some minor tweaking, and comfort themselves with the thought that they can just do, essentially, more of the same. Often, unfortunately, they are wrong. And a mistake made at the outset in the choice of expansion vehicle may be almost impossible to correct. Your task is made even more difficult by the passionate dedication you will find among the members of the international franchising community to almost every approach. There are franchisors who (for managerial, tax or other legal reasons) are committed to the creation of a wholly owned subsidiary, in each or several of their markets (or an off-shore entity holding the intellectual property rights undergirding the expansion, and
receiving royalties). Most franchisors would probably avoid that approach instinctively. In a few circumstances you will find franchisors who believe that the nature of their geographic expansion makes it possible to issue single-unit franchises across borders, but in most instances you will find yourself choosing among three approaches: • an area development grant, under which the developer will establish multiple units with its own resources; • a master franchise, or “subfranchising” model, under which the partner will identify, contract with, support and supervise subfranchisees (and, in some cases, may be allowed or even required to develop a certain number of its own units); or • a joint venture (which is itself frequently coupled with one or the other of the two techniques). It is only recently that the franchising community began to recognize how crucial this decision is, and how easily it can be “done wrong”. The University of Vienna has recently launched a wide-ranging survey covering franchisors based in the United States and seven other major markets (operating in six languages). It will seek to determine which types of franchisors use which vehicles; where; and why. Among the distinguishing features it will seek to trace through the decision-making process: The “environmental” characteristics of the target market (e.g., cultural factors).
Jul-Sep 2015 | 7-9月份
20 Business Insights 学者专栏 The relative importance of monitoring of the foreign partner’s performance. The degree of control deemed necessary. The difficulty of adaptation. The necessary resources devoted by each party. The allocation of decisionmaking. The qualities of the foreign partners which are determinative. And, finally, how has the chosen model worked out? And why? The results of the survey will represent the most authoritative examination of this crucial step in international expansion which has ever been undertaken. In the meantime, the International Franchise Association is not simply awaiting the results. Its new “IFA International Toolkit” initiative is designed to create a core resource— essentially, a curriculum in international franchising. By a combination of distributed materials, website postings and webinars it will address the key issues every franchisor must confront in the course of deciding whether, when, how and where to franchise internationally. It is no coincidence— indeed, it is fitting—that the inaugural program in this initiative is to be an in-depth examination of this precise issue: the choice of a vehicle for international expansion. A webinar will examine different scenarios, drawn from real world experience, designed to illustrate how the choice can be
made most effectively, and what factors might tip the balance from the choice of one vehicle to another. The scenarios will be drawn from a composite of real world experiences, many of them of franchisors you know very well. Among the variables they will examine— • How is the choice affected by how long the franchisor has been operating domestically, and with what model? • Is it essential that the same model of expansion be selected for each foreign market? • If knowledge of the local real estate market (or access to supply sources, or capacity to deal with the national or local government) is crucial in your business, does that dictate one model over another? • One franchisor may have the capacity to devote substantial supervisory resources to the market; another may not. How will that play out in the choice of model? • Some franchisees have been built on extensive training in and realtime monitoring and supervision of the customer interaction, others
less so. Does that tell us anything meaningful about which model will work best? • In some countries there may be doubt that a trademark licensor can exert adequate control, or even influence, on the licensee’s operations and marketing. In other countries, legal regulations may limit royalties or other fees below a sustainable level from the franchisor’s perspective. Can the choice of models be a factor in addressing these problems? That’s just the beginning, and you will learn just how critical the role of the franchisor’s counsel can be throughout the process. You will be hearing more about this groundbreaking initiative. Don’t miss it. Philip F. Zeidman is a partner in the Washington DC office of DLA Piper LLP (US), an international law firm, and General Counsel to the International Franchise Association. He can be reached at philip.zeidman@dlapiper.com. If you wish to receive an invitation to our webinar on this subject, please contact Lena Hamideh by email at lena.hamideh@dlapiper.com. This article appeared in the March 2015 issue of Franchising World.
国 际 扩 张：
错 误 做 法 作者：Philip F. Zeidman 在看到本文标题时，您的第一印象 可能是“这里没有足够的空间来讨 论这个话题”。当然，您是对的。 不幸的是，国际扩张时的误解几乎 不计其数。 • 您可能过快做出行动——在您稳
定国内经营，为公司召集员工，
制定计划，让自己确信有足够的 资金，以及确定无需耗尽所需资 源就能采取行动达到您在国内的 潜力之前。
的相同标准和价值观与确定将会 有助于形成一个成功的国外加盟 商或开发商的特色（有时完全不 同）之间存在一种微妙的平衡。
• 您会选择错误的合作伙伴，这可
• 您会经不住流程捷径的诱惑：您
能是最常见的错误。在遵守您曾 在成功选择国内加盟商时使用过
并没有做好该做的工作，仅仅假 设您的产品或服务在国外会得到
Jul-Sep 2015 | 7-9月份
与在国内一样的认可，或者并未 深入研究将会规管公司的法律 （现在大约40个司法管辖区有特 许经营），以及将需要作何种 调整。 • 您会选择错误的市场。它在规模
上易于管理，但其规模是否足以 保证前期的费用，以及是否足以 吸引合格的且雄心勃勃的开发商 呢？其特征是否足以接近那些您 在国内经营的业务，以便进行有 效推断呢？或者实际上您要在一 块干净的石板上挥洒涂抹呢？以 及是否有足够的潜在客户资源购 买您的产品或服务，或如果您想 要进行分特许经营，是否会有潜 在的加盟商呢？ 这些是您清单上的一些非常简单的 项目。然而，另一个对您的成功来 说同样重要的话题几乎很少有人提 到，而它不只是一个事后产生的想 法：应该如何进行扩张？很多授权 商简单地认为，他们在国内使用的 扩张模式在国外也同样可用，可能 只需要一些细微的调整，他们还会 自我安慰，认为实质上他们可以做 到更多相同的事。 不幸的是，他们往往是错的。从一 开始，在扩张手段的选择方面的错 误几乎是无法纠正的。由于您会发 现几乎每一种方法都能在国际特许 经营界找到充满激情的拥趸者，这 会使得您的任务变得更加困难。授 权商（由于管理、税收或其他法律 因素）会致力于在其每一个或多个 市场中设立一家全资子公司（或一 家拥有可加强扩张和收取特许权使 用费的知识产权的离岸实体）。大 多数授权商可能会本能地避免这种 方法。在某些情况下，您会发现授 权商相信，地区扩张的性质使得跨 境进行单店特许经营成为可能，但 是在大多数情况下，您会发现自己 在三种方法中进行选择： • 一项区域开发授权，据此，开发
商将利用自己的资源成立多家 分店； • 一项主特许经营，或“分特许经
营”模式，据此，合作伙伴将确 定分加盟商，并与之签约，提供 支持和执行监督（在某些情况 下，可能会允许或甚至要求开发 一定数量的自有分店）；或
Business Insights 学者专栏 • 一家合营公司（其本身通常是将
两种方法的任何一种融入其中）。 直到最近，特许经营界才开始认识 到这项决定是多么重要，以及多么 容易“做错”。维也纳大学最近推 出了一项广泛的调查，涉及总部位 于美国的授权商以及其他七个主 要市场（以六种语言运营），试图 确定何种类型的授权商使用何种手 段，在何处使用以及为何使用。在 所有区别性特征中，试图追踪整个 决策过程：目标市场的“环境”特 征（如文化因素）；监控国外合作 伙伴表现的相对重要性；必要的控 制程度；适应的难度；各方投入的 必要资源；决策权的分配；所确定 国外合作伙伴的特质；还有最终所 选定的模式是如何制定的？以及为 什么？ 该调查的结果将代表对国际扩张这 一关键举措的最具权威的考查，在 此之前从未进行过此类考查。同 时，国际特许经营协会不仅仅是在 等待结果。新的“IFA国际工具包” 倡议旨在创建一个核心资源——主 要是一个国际特许经营课程。通过 将分发的材料、网站公告和网络研 讨会相结合，解决每一位授权商在 决定是否、何时、如何以及在何处 从事国际特许经营的过程中必须面 对的关键问题。这并非巧合——恰 逢其时——的确，这项倡议的初步 计划是对“国际扩张手段的选择” 这一具体问题进行深入的考查。网 络研讨会将会考查各种不同的情 形，汲取来自现实世界的经验，旨 在说明如何最有效地作出选择，以 及哪些因素可能会在不同手段的选 择中起决定性作用。 这些情形来自一系列现实世界的经 验，其中很多授权商的经验已经广 为人知。在这些变化因素中，他们 将考查—— • 授权商已经在国内经营了多久以
及采用何种模式会对选择有怎样 的影响？ • 是否有必要为每一个国外市场选
择同一种扩张模式？ • 如果对当地房地产市场的认识
（或者供货来源的利用，或者与 国家或地方政府打交道的能力） 在您的业务中十分关键，这是否
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会影响您选择某一种模式而非另 一种模式呢？ • 一位授权商可能会有能力为该市
场提供大量的监督资源，而另一 位授权商则可能不会这样做。那 么在模式的选择中将是怎样一种 情形呢？ • 有些加盟商是接受了有关客户交
流的大量培训，以及在此方面的 实时监控与监督的基础上发展起 来的。而其他加盟商则并非如 此。关于何种模式会最有效，这 是否会给我们提供任何有用的启 示？在某些国家，关于商标许可 人对被许可人的经营和市场是否 能够施加足够的控制，甚至影 响，可能会存在疑问。在其他国 家，法律法规可能会将特许权使 用费或其他费用限制在低于授权 商设定的可持续经营水平。模式 的选择是否会是解决这些问题的 一个因素？ 这仅仅是开始，而且您将会了解到 的仅仅是授权商的法律顾问在整个 流程中所起作用的重要性。您将会 了解到有关此项具有开创性的倡议 的更多内容。请勿错过。
Philip F. Zeidman是国际律师事 务所DLA Piper LLP (US)华盛顿 特区办事处的一位合伙人，以 及国际特许经营协会的总法律 顾问。他的联系方式为： philip.zeidman@dlapiper.com
如您希望收到关于此话题的网络研 讨会邀请函，请联系Lena Hamideh， 电邮：lena.hamideh@dlapiper.com
本文载于《特许经营世界》2015年3 月份期刊。
Jul-Sep 2015 | 7-9月份
24 News Station 消息站
VietCham’s latest Biz Café:
Business Opportunities in Franchising
越南商会特许经营讨论会 Singapore-based VietCham’s latest activity — Biz Café: Business Opportunities in Franchising that took place on Saturday, 11th April 2015 at Suntec City (venue: VCG Partners) was a huge success, with overwhelming interest from Vietnamese entrepreneurs, investors and young aspiring professionals working in Singapore. A big number had to be turned away due to logistics constraints. The speaker of the event was Mr. Albert Kong, CEO/Managing Director of Asiawide Franchise Consultants Pte Ltd who has a wealth of over 23 years experience in franchising. Asiawide Franchise Consultants have helped close to 700 companies including Crystal Jade My Bread, MK Restaurant (Thailand), Tim Ho Wan (dim sum), and MindChamps (education) develop their franchise systems and expand throughout Asia. This particular Biz Cafe session’s objective: for members of Vietcham who are existing or aspiring professionals, small business owners, restaurateurs, and entrepreneurs from various industries who are keen to explore business opportunities in franchising.
The session was highly enriching and engaging during which the audience had many opportunities to fully grasp the basics of franchising as a business model, the myths and facts concerning franchising and key considerations before embarking on franchising. Mr. Albert Kong shared especially some very valuable success and failure case studies. Biz Café is a series of exclusive bi-monthly “meet-up style” event organised by VietCham Singapore. This has served as an effective platform to expose Singaporebased Vietnamese entrepreneurs, investors and like-mined aspiring professionals with a wide range of business-related topics for discussion, and subsequent exploration of collaboration opportunities.
4月11日上午，VietCham（越南商 会）在新达城42楼的42-01办公室，举 办了一场有关特许经营的讨论会。计 有20名于星国越商老板或高级职员参 与这场由爱思威特许经营顾问公司总 裁江进兴先生主讲的盛会。 会中，江进兴总裁向企业家们详细讲 述了特许经营的利与弊，并讨论在亚 洲尤其在越南的一些商机。“越南经 济将会因国内外的需求不断扩大消费 和出口。企业所在地的经济发展脉络 需要清晰地掌握，才能把握好家门口 的商机。”
Jul-Sep 2015 | 7-9月份
News Station 消息站 25
Sports & Fitness Asia 2015 Post Show Report The Sports & Fitness Asia 2015 event successfully concluded after a fulfilling three days of business, exciting competitions and group fitness workouts & exercises amongst all sports enthusiasts alike. The event saw over 6,200 visitors from 11 countries in attendance at the Singapore Expo, Hall 3. The figure represented a good 72% increase in total number of visitors as compared to 2013. Slightly above 9% of the registered visitorship came from overseas. More than 1,500 of the visitors have made at least, one return trip to SFASIA2015 over the three show days. “We are satisfied with the outcome of Sports & Fitness Asia series in 2015, like most of our visitors, we were thrilled with the various sports competitions being held at the same time and many claimed that they were, flabbergasted to see such an unique combination of exhibition displays, sports photography challenge, reallife sports competitions and group exercises and workouts, all at the same time under one venue!!” Visitors have expressed their trips “fruitful” as they managed to catch a list of awesome displays and competitions which, they have never hear of or known to exist, till then. The launch of the FitXercise Singapore 2015 on the last show day attracted more than 500 participants for the 8 different group workout sessions. Troupe of regional instructors and trainers flew in to join in the awesome group workout sessions on Saturday at Hall 4A. “I would like to thank the team for a job well done and I am also very grateful to our various partners, exhibitors and sponsors who supported us in so many different ways. We will definitely look forward to deliver a much bigger & more exciting sports competitions and event in the next series!” said Mr Jackson Yeoh, Managing Director of Vision Xpertize Pte Ltd. The opening ceremony welcomed guest speakers, Mr Patrick Chang, VP of the Singapore Manufacturing Federation, Dr Benedict Tan, Chairman of Exercise Is Medicine Singapore & Chief & Senior Consultants of Sports Medicine, Changi General Hospital and finally, Mr Spencer Low, Asst General Manager of HQ Consumer Marketing Center, Sony South East Asia. The opening ceremony ended with amazing demonstrations from the Singapore Full Contact Karate Championships, Southeast Asia Grappling Challenge and Southeast Asia Wrestling Senior Championship 2015. Block 2B, Upper Boon Keng Road, Kallang Heights, #21-686 Singapore 382002 Tel: +65 6841 7478 | Fax: +65 6826 4220 | Email: info@visionxpertize.com
To know what’s coming for the next series, simply visit us at www.sportsnfitness.asia and follow us on our face book.
Jul-Sep 2015 | 7-9月份
26 News Station 消息站
FOOD&HOTELVIETNAM2015 CONCLUDES WITH RESOUNDING RESULTS
The event successfully attracted 470 exhibitors from 36 countries and regions, 14 international group pavilions, 13,373 trade attendees
Food&HotelVietnam2015 (FHV2015), Vietnam and Indochina’s premier trade event for food, culinary and hospitality supplies, services and solutions drew to a close on 23 April at the Saigon Exhibition & Convention Center (SECC), Ho Chi Minh City, Vietnam.
Food&HotelVietnam2015 - Thumbs up from the exhibitors
The largest and most comprehensive in Vietnam and Indochina, the event attracted a total of 13,373 trade attendees including exhibiting staff, visitors, conference speakers and delegates, and members of the media. Visitors came not only from key tourist establishments in Vietnam, but also from companies based in Cambodia, Hong Kong, Laos, Japan, Malaysia, Singapore, South Korea and Thailand. Visitors also came from countries/regions afar such as United States, Australia and Italy - a testament to FHV’s growing brand quality and reach. Amongst them included more than 250 buyer delegations from many major local and regional establishments such as Big C, Cambodia Air Caterers, Cambodia Sunway Hotel, Circle K, Intercontinental Asiana Saigon, KFC, Lotte Mart, Metro Cash & Carry, New World Hotel, Nikko Hotel Saigon, NYDC, Paradise Hotels and Resorts, Passio Coffee, Saigon COOP, Shop&Go, The Cliff Resort and Vietnam Air Caterers.
Returning to exhibit again, Mr. Tien, the representative of Minh Long I said: “this is our fourth time participating, we can see how fast FHV is growing in size and the quality of visitors is also very good.”
470 exhibitors, from 36 countries/regions, brought with them their best products and solutions for the country’s ever growing food and hospitality sector.
“Food&HotelVietnam2015 is the best trade show to promote American food products to Vietnam”, added Mr. Vo Thanh Kiet, Foreign Agricultural Service; U.S Consulate General Ho Chi Minh City - the organiser of the USA Pavilion. Besides returning exhibitors, many new exhibitors also gave the thumbs up to FHV2015. Mr. Tran Vu Hai Dang, CEO, Phu Thuan Co., Ltd shared: “We have achieved fantastic results during these three days, with lots of sale leads and purchase orders. This is our first time exhibiting and we certainly made the right choice.” A platform for business networking, knowledge sharing and skills development Two seminars and a barista training series held over three days brought together
industry experts to address pertinent issues: Food Safety; and Franchising (23rd April); to share best practices with professionals in the hospitality sector. The seminars organised by Lean Six Sigma Network and Asiawide Franchise Consultants respectively were well attended by more than 100 delegates. Speakers include Pasta Mania's Wilson Lim, Yakun's Myca Tan and BMVN Int'l LLC's Tran Duy Binh. At the Vietnam Barista and Latte Art Competition, the market leader in Vietnam’s coffee industry, Trung Nguyen Coffee, won most of the prizes. Food&HotelVietnam2017 will return from 25 to 27 April 2017 at Saigon Exhibition and Convention Centre, Ho Chi Minh City, Vietnam. Media contacts Vietnam Nathalie Ngo Public Relation & Conference Executive Singapore Exhibition Services, Vietnam Representative Office Tel: (+84) 8 3930 7618 (Ext: 107) Email: nathaliengo@vietallworld.com Rest of the world Patricia Yee PR Executive Singapore Exhibition Services Tel: +65 6233 6637 Email: patricia.yee@sesallworld.com
Jul-Sep 2015 | 7-9月份
News Station 消息站 27
FHV2015越南食品饮料盛典圆满闭幕 FHV2015 — 越南食品和酒店设 备展在4月23日在西贡展览与会 议中心圆满闭幕。 来自36个国家和地区的企业齐聚 胡志明市，三天的展会一共吸引 了13,373位专业观众。 “这是我们参展的第四次。FHV 的规模大了许多。观众都非常专 业，质量很高，。” — Minh Long的代表。 “这是推广美国食品到越南最好 的展会。” — Vo Thanh Kiet 驻越南美国大使馆/美国农贸部 官员。 23日上午，在“特许经营研讨 会”上，爱思威特许经营顾问公 司总裁江进兴进行主题演讲，向 与会100名来宾分享有关特许经 营的利与弊等相关题目。 展会期间，观众还有幸能够一 睹咖啡师冠军师挑战赛。Trung Nguyen Coffee赢得最多奖项。 下一届FHV2017将在4月25-27在 同个地点举办。
Jul-Sep 2015 | 7-9月份
30 Franchising 专家分析
Can you run multiple businesses?
7 steps
to take before you invest in a franchise
When someone invests in a franchise the franchisor will want to know how committed that individual is to the task of operating and building the business. So how far does commitment extend, and is there room for another project in the franchisee’s life?
on a lot of fronts for both the franchisee and the franchisor,” says Cotte.
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Of course not every franchise system demands an attention span in excess of 60-hours, and some networks are constructed on part time or investorlevel involvement. But as a general rule, franchisors are expecting the franchisee to devote their time and energy to sustaining and developing the brand they represent, to uphold standards, and to extend themselves to reach their personal, and sometimes group-based, goals.
Running a second, alternative business is not the same as expanding the franchise business through multiple units: while the day to day demands of a multi-unit franchisee will become more strategic and less hands-on than it is for a single unit operator, the business has one purpose, one philosophy, one set of challenges.
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FRANCHISE SYSTEM The demands of a retail business, and food retail in particular, are easy to identify: seven day trading allows little room for a personal life, certainly in the first few months of a greenfield site when the business is being established. But even office-based and mobile franchise models will more than likely have extra demands beyond the customer interaction.
Of course the question about multitasking in franchising isn’t just relevant to franchisees; franchisors can be guilty of too splintered an approach to the franchise business as well.
7 2 6 STEP
If early on, even before the franchise agreement is signed, there is misunderstanding about the depth of practical and strategic work required by the franchisee there will be inevitable disappointments, possibly even disputes as the reality of the task hits home.
FINANCIAL DIVERSITY So if there is a plan to continue with an existing family-run business, it’s important that issue is raised with the franchisor at early discussions.
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Bert Cotte, senior field support consultant at McDonald’s Australia, says “This is a tricky subject to talk about, but if we all agree that the aim is to have a well aligned financial focus on the business, then hopefully a healthy level of transparency follows. “The franchisee's financial diversity is something that they will have to consider as part of their wealth building plan. It is however important that the investments outside of the franchise business do not drain funds from the business, and more importantly do not distract the franchisee's attention and energy.” Perhaps there is a property or investment portfolio that will demand attention, and funds, to maintain. The question the franchisor might ask is whether that will detract from the role of building the franchise business. “In my experience, passive investments can provide financial diversity to the franchisee without negatively impacting the franchise business. Running another business at the same time is challenging
It is important to understand the extent of the after-hours role of a franchisee: will there be day to day administration to manage once the business hours are over, will there be client follow-ups and appointment scheduling to complete in the evenings, will the franchisee need to work on the business strategy at weekends, what sort of business networking and community involvement will take place out of hours, is the franchisee expected to undertake training in their own time? Some franchise models do provide franchisees with administration services such as lead generation, appointment scheduling, invoicing and bookkeeping; others have well-integrated IT systems that both ease and speed up the admin process for franchisees responsible for their own back-office.
These can lessen the load for franchisees, but the three key demands of time, energy and application remain.
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WORKING CAPITAL If a franchisee intends to run multiple businesses, or to invest the results of their labour in home renovations or the traditional trappings of success – cars, boats and holiday homes – being open and transparent with the franchisor about their personal goals and their long term commitment will only serve both parties well. Mark Fernandez, director of Business Development Alliance, says “The key is to have sufficient working capital at all times, in the good times and the bad. I would challenge you to firstly know what the franchise systems determines is a 'healthy working capital' amount and to have contingencies in place to cover the difference in a time of need. This may reduce your exposure to losing all those 'toys' that you have purchased.”
As part of the due diligence process it is worthwhile for a franchise buyer to uncover the full extent of a franchisor’s entrepreunership and satisfy themselves as to the franchisor’s role in and commitment to the franchise system if there are multiple business operations under their guidance. Honesty is essential for both parties. Franchise buyers need to clear about why they are looking to operate more than one business, consider whether a particular franchise model is the right fit or if there is a better way to match their goals, and pinpoint what business skills they can employ to ensure smooth running of their businesses.
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7 KEY ACTIONS
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Be transparent with your franchisor about your goals Spend a day with a franchisee to understand the reality of the role Find out if there are other franchisees in the network who run a separate business: how do they manage it, how does the franchisor respond?
4
Talk to an accountant about the right business structure and the tax implications
5
Get a legal opinion on the risks and responsibilities
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Ensure your family understand and accept the demands of multiple business ownership
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Have a clear plan of action and exit strategy
Written by Sarah Stowe, editor of www.franchisebusiness.com.au, courtesy of Cirrus Media.
Jul-Sep 2015 | 7-9月份
Franchising 专家分析 31
您能经营多个企业吗？ 在您投资特许经营之前要采取的 七个步骤 如果某个人进行特许经营投资，授权 商就会想要知道这个人会为经营和建 立企业这个任务投入多大精力。像这 样的投入能到什么程度，在加盟商的 生涯中是否还有经 营其他项目的 空间。
特许经营体系
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当然并不是每一个特许经营体系都要 求注意力超过60个小时，一些网络是 利用业余时间或投资者级别参与度建 成的。但作为一般原则，授权商希望 加盟商投入时间和精力来维持和发展 他们所代表的品牌，恪守标准，竭尽 全力实现他们的个人目标，有时甚至 是基于群体的目标。
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如果在早期，甚至在特许经营协议签 署之前对加盟商要求的实践工作和战 略工作的深度存在误解，就会不可避 免地出现失望，甚至可能随着工作的 深入引发纠纷。
财务多元化 所以，如果计划继续经营现有的家庭 企业，那么授权商在早期的商议中提 出问题是非常重要的。
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麦当劳澳大利亚公司的高级现场支持 顾问Bert Cotte说：“这个话题谈论 起来很棘手，但是如果我们都承认其 目的是要把高度一致的财政重点放在 业务上，那么就有希望将透明度维持 在合理水平。 “加盟商必须将财务多元化视为其财 富积累计划的一部分。然而重要的是 特许经营企业之外的投资不会耗费企 业的资金；更重要的是，不要分散加 盟商的注意力和精力。” 很可能存在会需要精力和资金来维持 的一种物业或投资组合。授权商可能 要问的问题是，这是否会分散建设特 许经营企业的精力。 “根据我的经验，被动投资可能会帮 助加盟商实现财务多元化，而不会对 特许经营企业造成不利影响。同时经 营另一个企业会在很多方面给加盟商 和授权商带来挑战，”Cotte说。
营商更具战略性，而对亲自动手的要 求会减少，这种企业有一个目标、一 个经营理念并将面对一系列挑战。
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零售业务（尤其是食品零售）要求易 于识别：七天制营业给个人生活留下 的空间太少，在企业建立初期建设现 场的头几个月确实如此。但是除顾客 互动之外，即便是基于办事处的特许 经营模式和移动特许经营模式也很可 能有额外的要求。 重要的是要理解加盟商下班后时间段 的角色：营业时间结束后要进行日常 行政管理吗？需要在晚上完成客户跟 踪和预约计划吗？加盟商需要周末进 行企业战略规划吗？在上班时间之外 要进行哪些类型的商业社交活动和社 区参与活动？加盟商希望在他们自己 的时间里接受培训吗？
当然，特许经营中的多任务工作所涉 及的问题并不只是与加盟商有关；如 果一种方式会让加盟商觉得过于繁 琐，那么授权商也觉得难脱其咎。 作为尽职调查过程的一部分，全面了 解授权商的创业精神的全部，并且如 果需要在授权商指导下进行多项业 务运营，那么对于特许经营权的购买 者来说，使自身达到特许经营体系 中授权商角色和承诺的要求，都是 值得的。
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对于双方来说，诚信都是至关重要的。
一些特许经营模式为加盟商提供行政 管理服务，例如营销拓展、预约计 划、开发票和记账；其他特许经营模 式拥有完美整合的IT系统，能够帮助 负责自己后台业务的加盟商简化和加 快行政流程。
特许经营权的购买者需要清楚地知道 他们为什么期望经营多个企业，考虑 一个特定的特许经营模式是否恰好合 适或是否有更好的方式来实现他们的 目标，并准确确定他们可以运用何种 业务技能来确保其企业顺利运营。
这些能减轻加盟商的负担，但对时 间、精力和应用的三大关键要求仍 然存在。
七个关键行动
营运资金 如果一个加盟商想要经营多个企业或 对其家装劳动成果或传统的成功象 征——车、船、度假村——进行投 资，而其个人目标和长期的承诺对授 权商保持公开透明，则只会给双方都 带来好处。
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Business Develoment Alliance的董 事Mark Fernandez说：“关键是不 论什么时候都有足够的周转资金，无 论好光景还是坏时候。我可能会要求 你首先知道特许经营体系要确定‘健 康的营运资金’的量，并拥有适当的 应急费用，以便在需要时弥补差额。 这可能会减少您丢失您买到的所有‘ 玩具’的风险。” 经营另一个替代性企业不同于通过多 单位扩大特许经营企业：对多单位加 盟商的日常需求会变得比单个单位运
1 2 3
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您的目标对授权商保持 透明 与加盟商相处一天，来 了解这个角色的实质 看看在网络里是否有其 他的加盟商经营独立的 企业：他们如何管理企 业，授权商有何反应？
4
向会计师了解正确的业 务结构及税务影响
5
获取关于风险和责任的 法律意见
6
确保您的家人理解并接 受多个企业所有权的 要求
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对行动和退出战略有一 个清晰的计划
作者：Sarah Stowe， www.franchisebusiness.com.au 编辑，经Cirrus Media许可转载。
Jul-Sep 2015 | 7-9月份
News Station 消息站 33
SAIGON ENTREPRENEURS ASSOCIATION
On April 24th, close to 100 delegates congregated at Duxton Hotel, located in the CBD of buzzing Ho Chi Minh City, Vietnam. They were there to attend "Franchising Trends", organized by the Saigon Entrepreneurs Association. Led by its President Nguyen Thanh Minh, Vice President Phan Thi Tuyet Mai, and assisted by Acting Secretary General Tran Thi Minh Trang, the seminar was a huge success. This event is one of many which the association organizes on a regular basis so as to strengthen relationships among entrepreneurs, government bodies and to provide useful business knowledge that will benefit all attendees.
Special speaker is Asiawide Franchise Consultants' CEO Albert Kong. The session was jazzed up earlier on with a special song dedicated to Singapore, due to Vietnam's friendship with Singapore over 50 years, by a group of local performers. This event was conducted in both English and in Vietnamese. Ms. Nguyen Thien Huong who holds the master franchise rights in Vietnam for Auntie Anne's ( pretzel) shared with the audience her experience running the franchise in HCMC. Asiawide Franchise Consultants and Saigon Entrepreneurs Association plan to carry out more franchising-related activities in Vietnam so that the economy becomes even more vibrant.
2015年4月24日，爱思威特许经营顾问公司 在越南胡志明市与西贡企业家协会在处于 繁忙CBD区的Duxton Hotel举办了“特许 经营趋势论坛”，与会嘉宾多达100余人。 该论坛是西贡企业家协会举办的全市系列 活动的一部分，旨在加强越南企业、投资 者和政府领导之间的联系，分享并探讨越 南和世界其他地区的增长战略。这次会议 采用英文和越文两种语言。 为了庆祝越南与新加坡建交50年，西贡企 业家协会特别安排了绝佳的娱乐活动、表 彰两国的坚固友谊。 美国椒盐卷饼/如意卷（也有人称它为蝴蝶 脆饼）品牌安缇安的越南加盟商分享了她 对特许经营的观点和营运这业务的经验。 爱思威特许经营顾问公司与西贡企业家 协会打算再主办更多有益于越南经济的 活动。
Jul-Sep 2015 | 7-9月份
34 Franchising 专家分析
Planning for Trademark Protection Issues in International Franchising By Carl E. Zwisler
What is the most important asset of a franchising company? Training programs? Site selection protocols? Confidential operating manuals? Its management team? Customer list? Websites? For most franchisors, the unassailable answer is the “brand,” the trademarks, along with the know-how, and sometimes the copyrights and patents that distinguish a company or a network from its competitors. The brand or trademark is a representation of the goodwill that has been developed by a business. A brand brings repeat business from customers. Because of that, national trademark laws give trademark owners the exclusive right to use a trademark so long as they can and do exercise control over the nature and quality of the services and products that are identified by the brand. Brands create consumer expectations, and inconsistent quality delivered under a brand can both ruin the brand’s reputation and the owner’s exclusive rights to use and license the brand.
WHAT ELSE MUST FRANCHISOR’S DO TO PROTECT THEIR BRANDS IN INTERNATIONAL MARKETS? Regardless of how well a franchisor has protected its marks in its domestic market, its executives must seriously consider what they are putting at risk when they cross national borders. Franchisors dare not risk damage to their trademarks and their goodwill by making shortsighted decisions when expanding internationally. Much is written about selecting the right franchise partner and the right franchise market. Each has a substantial impact on a brand’s potential for profit in another country. But any franchisor executive who is set upon international franchising should make an evaluation of brand protection issues one of his first inquiries when evaluating a potential transaction in a new country. The process is described below. SEARCH AVAILABILITY OF TRADEMARK REGISTRATIONS First, a trademark search must be undertaken to determine whether anyone else is using the trademark or a confusingly similar brand in the country. Especially when brands become successful or well known in a major market, “trademark pirates” frequently seek to register them as a trademark and as a domain name in other countries, usually with no intent to use them, other than to sell the trademark registrations to their foreign owners for a nice profit. Sometimes innocent users—those who are unfamiliar with the use of the mark in a foreign market—adopt the same mark or a confusingly similar mark and register the trademark for their business.
sense until a solution for the situation is in hand. OBTAIN ADVISE ABOUT REGISTRABILITY OF MARKS Regardless of the absence of use or registration of a trademark by others, national trademark offices may refuse registration of a mark on other grounds that the franchisor may not be able to overcome. Objections can range from interpretations of a mark as “merely descriptive,” to being religiously or culturally offensive, to any number of other arcane issues. If a registration obstacle cannot be readily overcome, a franchisor usually may seek to register a different mark. However, if that mark is the brand’s principal mark, the franchisor and franchisee will lose the benefit of customer knowledge of the mark (even if it is foreign), and will confront potentially significant adaptation costs that extend beyond a change of a registered trademark. For example, all signs, letterhead, advertising, business forms, menus will require adaptation, which may increase costs and lessen the value of the franchise to the franchisee.
BRAND
THE VALUE OF A BRAND How valuable is a brand? Although trademark valuation methods differ, one common measure of the value of a trademark is that it is the difference in the value of a company’s fixed assets and its total market value. A brand attracts customers and franchisees. It is the focus of advertising. Eliminate the brand name from a successful franchisee’s business, and more often than not, the business volume will fall precipitously.
With the help of franchise and trademark lawyers, franchisors intuitively recognize brand value and usually incorporate many brand protections into their franchise agreements. Franchise agreements are actually a form of “trademark license agreement.” They grant franchisees a license to use the trademark, for limited purposes, at a certain location or within a geographic area (which may or may not include use on the internet), for a period of time. Franchise agreements are the tools that enable franchisors to control use of their trademarks. They forbid unauthorized uses, including uses of confusingly similar marks or brands. They require all uses of the marks in advertising, promotion, and otherwise to either be authorized in advance or to be subject to the franchisor’s prior approval.
A domain name search is also very important, but sometimes overlooked by novice international franchisors. Franchisors must understand the impediments to their and their franchisees’ use of their brand in each country they target for expansion if a third party controls the brand’s domain names in a country. A search report is a critical first step in evaluating a potential franchise market. If attempting to enter a country will require either a legal fight with the current registrants or users of the mark, resolution of the problem may require such an investment of time and money, that recruiting franchisees or negotiating a transaction in that country makes little
International franchise lawyers associate with international trademark lawyers who can often identify registration obstacles early in the process of evaluation of a country for franchise expansion. However, because of the differences in brands, the way they are treated in different countries, the best course for international franchisors is to identify countries they target for franchising during the next 3-5 years and to initiate the franchise review and application process. In some cases a franchisor may obtain priority rights under a multi-lateral treaty, such as the EU’ Community Trademark Registration, or it may take advantage of the priority of its filing date in one country as the priority date in other countries under the Madrid Protocol. REGISTER MARKS IN COUNTRIES TARGETED FOR EXPANSION Once the issue of trademark registrability has been resolved, the franchisor should file registration applications at once. Some franchisors have found that after extended discussions with a franchise candidate, that the candidate has broken off negotiations, and unbeknown to the franchisor, the candidate has applied to
Jul-Sep 2015 | 7-9月份
Franchising 专家分析 35
register the franchisor’s brand in its own name! Once a franchisor commences negotiation with a franchisee prospect, one of the first challenges is to agree upon any limits that will be imposed upon the franchisee’s use of the trademark. Issues that should be addressed include: 1. Will the franchisee be authorized to use the mark in all distribution channels in the territory? Retail? Wholesale? Internet? Government accounts? National accounts? International accounts? Full service and limited service? 2. Will the franchisee be authorized to manufacture and resell products and services with the franchisor’s brand at non-franchised outlets? 3. Will the franchisee be authorized to sell branded products for distribution outside its granted territory? 4. Will the franchisee be authorized to establish a website using the franchisor’s brand that is independent of the franchisor’s website? 5. Will the franchisor (or its franchisees) be authorized to ship products or perform services outside of the territory granted to them if the customer orders are “passive sales”?*
has previously been approved by the franchisor. In an international transaction, a prospective franchisee may argue that it cannot wait for an international department of a franchisor to review ads that are prepared in a different language, and that it must have the authority to make decisions itself about what advertising to use. The franchisor’s operational staff also may not want to have a deadline for a response, and incur the cost of confirming the accuracy of translations. Although reserving the right to review advertising, rather than requiring prior review, is easier for all involved, it cannot protect the brand and what it represents in the way an actual prior review and approval can. All advertising, including franchisee-recruiting advertising used by master franchisees, should be reviewed and approved by the franchisor before it is used. ADVERTISING FUNDS Franchisors also need the right to establish standards and to require their franchisees to enforce them relating to advertising programs developed by advertising funds and cooperatives. Their campaigns, advertising and promotional materials should be required to meet the franchisor’s standards, the governing documents should clarify the right of the master franchisee and the franchisor or its designee to review and approve advertising campaigns before they are used and before contracts are executed to use specific advertising or promotional campaigns, materials or programs. Franchisors should also have the right to establish brand standards for use of its trademarks in the manuals used by international franchisees. Although translation of these standards may be entrusted to area developers and master franchisees, the franchisor should always have the right to approve all adaptations of manuals.
websites, it should have a mechanism for reviewing and approving their content before the content is posted. MASTER FRANCHISING ISSUES International franchisors that use master franchising strategies should pay particular attention to the additional contractual rights they may need to protect the brand in a master franchisee’s territory. Under most master franchise agreements, if a subfranchisee is violating the franchisor’s quality standards, selling unauthorized products, or using advertising or promotional materials that violate brand standards, it is the master franchisee’s duty to enforce the agreement and to make sure these violations are remedied. But what happens if the master franchisee fails to take action when a franchisee is misusing the trademark, or when an unauthorized third party is using the franchise brand in the master franchisee’s market? If the franchisor does not reserve the right to step in and enforce the subfranchise agreement or to sue a third party infringer, the franchisor’s only legal remedy is often to either terminate the master franchise agreement, or to sue the master franchisee for specific performance—to try to get a court order to force the master franchisee to comply with the master franchise agreement. Although franchisors do not really want to get involved in litigation in foreign countries, they need to have the rights to step in to the master franchisee’s position if they want to protect the brand. Otherwise, remedies may be months or years away, and brand damage may be irreparable.
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*Under EU competition laws, suppliers, including franchisors, may not prohibit their dealers and franchisees from selling products to customers who reside outside the supplier’s or franchisee’s territory if the customer contacts the supplier or franchisee. Internet sales are considered “passive sales” when the customer orders from a website.
LICENSED PRODUCTS If the franchise involves the sale of products, often they will be sourced within the franchisee’s territory. If they are to bear the franchise brand, a franchisor will need to be certain that the products meet the franchisor’s quality standards, and that the supplier is willing and able to fulfill the needs of the franchisee in the territory. If the franchisee enters into agreements with the supplier, the franchisor should reserve the right to review and approve the supply agreement before it becomes effective. In particular, the franchisor will want to make certain that the supplier’s use of the franchisor’s brand is limited, and that the franchisor and/ or the franchisee has the right to terminate the supplier’s use of the brand if it violates the agreement. ADVERTISING Franchise agreements usually require the franchisor’s prior approval of all advertising a franchisee proposes to use, unless it
SOCIAL MEDIA Uses of franchisor’s trademarks in social media is a growing concern for franchisors around the world. Not only should franchisors adopt social media policies for their domestic markets, and insist that their franchisees adopt consistent policies for their employees’ use, because international franchisees and their subfranchisees’ and employees’ social media use can have material adverse consequences for the brand, international social media policies and standards should be required in every franchise territory. WEBSITES Websites and blogs can also create trademark and reputational issues for franchisors. Even if a franchisor does not want to host international franchisees’
Controls over what a subfranchisee does with the brand are usually delimited in subfranchise agreements and in operating manuals. Franchisors must have a mechanism for ascertaining that its master franchisees can and do enforce subfranchsiees’ obligations. This usually is impossible if the franchisor does not control the terms of subfranchise agreements and manuals used negotiated by its master franchisees. Each master franchisee should be required to use the form of subfranchise agreement the franchisor has prescribed. If translations are required, they should be either prepared by or reviewed by the franchisor’s local counsel in the master franchisee’s territory. Any changes to the approved form of agreement should require the franchisor’s prior approval. And, no subfranchise agreement or amendment to it should become effective until it has been approved by the franchisor. CRISES RESPONSES One final issue that franchisor should consider is what to do in the case of a
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36 Franchising 专家分析 crisis that may affect the brand. Whether it is food poisoning, alleged violations of local labor standards, a data breach, consumer fraud or worse, a franchisor should have a crisis response strategy developed and should have the contractual right to implement it in a foreign franchised territory. Agreements used must give the franchisor and its agents the exclusive right to control messages to the public to deal with a crisis—or even press reports of franchise law violations by disgruntled franchisees. CONTROL ENFORCEMENT OF TRADEMARK RIGHTS Although master franchisees should be required to notify the franchisor when they learn of any unauthorized use of their trademarks in the territory, and to assist the franchisor (or trademark owner, if it is a different entity) in the prosecution of trademark protection claims, franchisees should never be allowed to independently litigate ownership rights in a trademark.
That right and duty belongs to the franchisor, which has the greatest interest in determining the litigation and settlement strategies. CONCLUSION Because every stakeholder in a franchise brand depends upon the franchisor having the right to control the brand’s use, and because the ability of an international franchisor, especially one that uses master franchising strategies, to exercise those controls depends upon the structure of agreements and manuals, every franchisor should review its international brand protection strategies on a regular basis. By using language in franchise agreements that clarify the franchisor’s rights to set and enforce standards, and by establishing standards in manuals to implement the brand protection strategies, franchisors can position themselves to deal with problems that arise at one time or another in almost every franchising program.
Carl E. Zwisler is a leading international franchise lawyer with the Gray Plant Mooty Franchise and Distribution Law Practice Group in Washington, DC. A former general counsel of the International Franchise Association, Carl advises franchisors, prospective master franchisees and government agencies around the world on international franchising issues. In 2015 he has prepared and delivered presentations on selecting the right country for international franchising, avoiding common mistakes in international franchising, regulatory issues for international franchisors, and exporting a franchise to the U.S.
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国际特许经营商标保护问题的解决方案 作者：Carl E. Zwisler 什么是特许经营权公司最重要的资产？ 培训课程？选址协议？保密运营手册？ 管理团队？客户名单？网站？ 对大多授权商来说，答案可能都是“品 牌”、商标以及专有技术，有时可能是 将公司或网络同其竞争对手区别开的版 权和专利。品牌或商标是公司商誉的代 表。品牌能为公司带来回头生意。由于 这个原因，国家商标法授予商标所有者 独家使用商标的权利，这样商标所有者 就可以对品牌服务和品牌产品的的性质 和质量加以控制。品牌产生客户预期， 交付与品牌不相符的质量会破坏品牌声 誉和所有者使用和许可品牌的专有权。 品牌价值 品牌价值有多大？虽然商标估值方法不 同，但是商标价值的一种常用衡量标准 是公司固定资产价值及其总市场价值之 差。品牌吸引客户和加盟商。这是广告 的重点。从成功的加盟商的企业中除去 品牌名称，则营业额通常会大幅下降。 在特许经营和商标方面律师的帮助下， 授权商意识到品牌价值，通常会将许多 品牌保护内容写入其特许经营协议。特 许经营协议实际上是一种“商标许可协 议”。它们给予加盟商在特定地区或地 理区域（可能包括在互联网上使用商标 也可能不包括）于一定时间期限内拥有 有限使用商标的许可。特许经营协议是 授权商控制其商标用途的工具。它们禁 止在未获得授权的情况下使用商标，其
中包括使用具有混淆性的类似商标或品 牌。它们要求在广告、促销或其他活动 中使用商标时要提前获得授权或取得授 权商的事先批准。 授权商要在国际市场上保护其品牌必须 采取哪些其他措施？ 不论授权商在国内市场上将品牌保护得 多好，其高管必须严肃考虑品牌出国后 面临的风险。授权商在进行国际扩张时 不敢冒着破坏其商标和声誉的风险作出 目光短浅的决策。 关于如何选择合适的特许经营伙伴和特 许经营市场，有很多不同的方法。每一 种方法都会对品牌在另一个国家的潜在 盈利产生巨大影响。但是任何着手进行 国际特许经营授权的授权商的高管，在 对一个新的国家的潜在交易进行评估 时，都应该将评估品牌保护问题摆在首 要位置。程序如下。
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查询商标注册的可能性 首先，必须进行商标查询，确定其他人 在该国是否正在使用该商标或具有混淆 性的类似品牌。特别是当品牌在主要市 场已经大获成功或非常有名时，“商标 剽窃者”常常在其他国家将其注册为商 标或域名，而通常又不使用它们，只是 为了将注册商标出售给外国所有者，从 而获得丰厚回报。有时候，毫无恶意的 使用者（那些不熟悉外国市场上商标使 用情况的使用者）会为了开展业务而采 用完全一样的商标或具有混淆性的类似
商标，并进行商标注册。 域名查询也非常重要，但有时候初次进 行国际化的授权商会忽略这一点。如果 第三方在授权商打算扩展的某个国家控 制了品牌的域名，授权商必须了解影响 其或其加盟商使用自己品牌的障碍。 查询报告是评估潜在特许经营市场关键 性的第一步。如果进入某个国家需要同 当前的商标注册人或使用者打官司，问 题的解决方案可能需要花费时间和金 钱，而在这种情况解决之前，在该国招 募加盟商或协商交易都变得没有意义。 获得商标注册可能性的通知 即使其他人没有使用或注册商标，国家 商标局也可能因授权商无法克服的其他 理由而拒绝商标注册。拒绝理由的范围 从将商标解释为“只具有描述性”到宗 教或文化习俗上的反感，再到任何其他 不可思议的问题。 如果注册障碍无法很快解决，授权商可 能会寻求注册一个不同的商标。不过， 如果该商标是品牌的主要标志，授权商 和加盟商将失去了解该商标客户（即使 是外国客户）的优势，并且还将面临巨 大的潜在适应成本，这种成本超出了变 更注册商标带来的好处。例如，所有标 志、信笺抬头、广告、商业表格、项目 单都需要改变，这可能增加费用，减少 授权商向加盟商授权的价值。 国际特许经营方面的律师与国际商标方
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Franchising 专家分析 37
面的律师有联系，国际商标方面的律师 经常会在评估某个国家特许经营扩张的 早期阶段确认注册障碍。不过，由于品 牌的差异性以及品牌在不同国家受到的 差别对待，国际授权商的最佳做法是在 未来3-5年间确认他们打算进行特许经营 授权的国家，并且开始实施特许经营授 权审查和申请程序。在某些情况下，根 据多边协议（如《欧洲共同体商标注册 条例》），授权商可以获得优先权，或 者根据《马德里协定》，授权商可以利 用在某个国家提交注册的优先日期作为 在其他按国家的优先日期。 在目标扩张国家注册商标 解决商标注册可能性的问题后，授权商 应该立即提交注册申请。有些授权商发 现，在同特许经营候选人延长谈判时间 后，候选人中断谈判，在授权商不知情 的情况下，候选人以自己的名义申请注 册了授权商的品牌。
准，除非广告先前已获授权商批准。在 国际交易中，潜在加盟商可能提出自己 无法等待授权商国际部门审查用不同语 言制作的广告，必须获得自行决定所使 用广告的权利。授权商的运营人员可能 也不希望有回复期限，并且不希望发生 确认译文准确性的成本。 虽然保留审查广告的权利（而非要求提 前审查）对所涉及的各方都更容易，但 这种做法无法保护品牌，它阻碍了真正 的提前审查和批准。所有广告（包括主 加盟商所使用的加盟商招募广告）在授 权商使用之前都应该经过审查和批准。 广告经费 授权商还需要权利就广告经费支持的及 由合作企业开发的广告计划制定标准以 及要求加盟商实施标准。其活动、广告 和促销材料需要达到授权商的标准，管 理文件应该明确指出主加盟商和授权商 或其被指定者的权利，以在开展广告活 动之前和在使用特定广告或者促销活 动、材料或计划的合同生效之前审查和 批准广告活动。授权商还有权在国际加 盟商使用的手册上确定使用商标的品牌 标准。虽然这些标准的翻译工作可以委 托给地区开发商和主加盟商，但是授权 商始终有批准所有手册修订的权利。
参与主加盟商事务的权利。此外，补救 措施可能要花费数月或数年的时间，品 牌损害可能无法弥补。 分加盟商协议和运营手册中通常会界定 分加盟商关于品牌的控制。授权商必须 有一套确定主加盟商可以而且必须执行 分加盟商义务的机制。如果授权商不控 制其主加盟商协商使用的分加盟商协议 和手册的条款，这通常是不可能的。每 个主加盟商都需要使用授权商规定的分 加盟商协议。如果需要翻译，应该由授 权商在主加盟商地区的当地法律顾问准 备或审阅。对已批准协议的任何变更需 要获得授权商的事先批准。分加盟商协 议或分加盟商协议修订本在获得授权商 批准后开始生效。 危机应对 授权商应该考虑的一个决定性问题是若 发生可能影响品牌的危机该如何应对。 不论是食物中毒、被指控违反当地劳动 标准、数据泄露、欺诈消费者还是更糟 的情况，授权商应该有制定好的危机应 对策略，应该有在国外特许经营地区实 施策略的合同权利。所使用的协议必须 授予授权商和其代理人为应对危机而控 制向公众所发布信息的专有权——甚至 是不满的加盟商违反特许经营法的新闻 报道。
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授权商在与可能的加盟商展开谈判后， 面临的首要挑战之一是就加盟商使用商 标权限达成一致意见。应该解决的问题 包括：
1. 加盟商是否获得地区内所有分销渠道 使用商标的授权？零售？批发？网络 销售？政府客户？国家客户？国际客 户？全套服务或有限服务？ 2. 加盟商是否获得制造和在非特许经营 门店转售授权商品牌的产品和服务的 授权？ 3. 加盟商是否获得向所授权区域以外分 销品牌商品的授权？
4. 加盟商是否获得使用授权商的品牌建 立与授权商网站不相关的网站的授权？ 5. 如果客户订单是“被动营销”*，授 权商（或其加盟商）是否获得向授权 区域以外地区发运产品或提供服务的 授权？ *根据欧盟竞争法，如果客户联系供应商 或加盟商，供应商（包括授权商）不可以 禁止其经销商和加盟商向自己所在区域以 外的地区销售产品。客户从网上下单的互 联网销售被视为“被动销售”。
许可产品 如果特许经营涉及产品销售，则产品往 往是从加盟商所在的区域获得的。如果 这些产品属于特许经营品牌，则授权商 需要确定产品是否符合授权商的质量标 准，以及供应商是否愿意且能够满足该 地区加盟商的需要。如果加盟商同供应 商订立协议，则在协议生效之前，授权 商保留审查和批准供货协议的权利。具 体而言，授权商要确定供应商对授权商 品牌的使用权是有限的，以及授权商和/ 或加盟商有权在供应商违反协议时终止 其使用品牌。 广告 特许经营协议通常规定加盟商计划使用 的所有广告均需提前获得授权商的批
社交媒体 授权商商标在社交媒体上的使用是一个 全世界授权商越来越重视的问题。授权 商不仅应采取针对国内市场的社交媒体 政策，还应坚持其加盟商采取针对员工 使用社交媒体的一致政策，因为国际加 盟商和其分加盟商以及员工的社交媒体 习惯可能对品牌产生重大的负面影响， 所有特许经营地区都需要实施国际社交 媒体政策和标准。 网站 网站和博客也可能给授权商带来商标和 声誉问题。即使授权商不想主办国际加 盟商网站，它也应该有一套内容发布之 前审查和批准其内容的机制。 主特许经营问题 采用主特许经营战略的国际授权商应该 特别注意在主加盟商地区保护品牌时可 能需要的附加合同权利。根据大多数主 特许经营协议的规定，如果分加盟商违 反授权商的质量标准、销售未经授权的 产品或使用违反品牌标准的广告或促销 材料，主加盟商的责任是使协议生效并 确保纠正这些违规行为。当主加盟商误 用商标或未经授权的第三方在主加盟商 市场上使用特许经营品牌时，若主加盟 商没有采取措施，会出现什么情况？ 如果授权商没有保留介入分加盟商协议 并使其生效的权利或起诉第三方侵权者 的权利，授权方的唯一法律补救措施往 往是终止主特许经营协议，或起诉主加 盟商进行强制履行——试图获得法庭命 令来迫使主加盟商遵守主特许经营协 议。虽然授权商真的不想在国外地区进 行诉讼，但他们若要保护品牌就需要有
控制商标权的强制执行 尽管主加盟商在得知地区内发生任何未 经授权而使用商标的行为时必须通知授 权商，必须在商标保护索赔起诉中帮助 授权商（若是另一个不同的实体，则为 商标所有人），但是加盟商不能独立提 起商标所有权的诉讼。这是授权商的权 利和责任，授权商在确定诉讼和解决策 略中拥有最大权益。
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结论 因为特许经营品牌的每一个利益相关者 都依赖具有控制品牌用途权利的授权 商，以及国际授权商（特别是采用主特 许经营策略的授权商）实施这些控制措 施的能力取决于协议和手册的结构，所 以每个授权商都应该定期审查其国际品 牌保护策略。通过在特许经营协议中使 用明确授权商设定并强制执行标准的权 利的语言，以及通过在手册中建立实施 品牌保护策略的标准，授权商可以自行 应对几乎所有特许经营计划中一度出现 的各种问题。 Carl E. Zwisler是华盛顿Gray Plant Mooty Franchise and Distribution Law Practice Group一名杰出的国际特许经 营专业律师。作为国际特许经营协会前 法律总顾问，Carl就国际特许经营问题 向全球授权商、潜在的主加盟商和政府 机构提供顾问服务。2015年，他编写并 进行了关于如何选择合适的国家开展国 际特许经营，避免国际特许经营中的常 见错误、国际授权商的监管问题以及向 美国出口特许经营等方面的演讲。
Jul-Sep 2015 | 7-9月份
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The 33rd edition of Korea Franchise Business Expo
第33届韩国特许经营展
The 33rd edition of Korea Franchise Business Expo took place over the period 19-21 March 2015 at the Seoul Trade Exhibition & Convention(SETEC). 353 exhibition booths, including overseas’, featuring all sorts of franchise opportunities(180 over brands) attracted 34,000 visitors. As for international representation, franchisors from Malaysia participated; the organizers also invited the Japan Franchise Association delegates to its business network working sessions. The great success of international event was the result of the KFA Chairman Dong-Min Cho’s hard work – and the cultivation of the MDTCC(Ministry of Domestic Trade Cooperative and Consumerism) of Malaysia.
第33届韩国特许经营展于3月19至21日在首儿展览会议中心（SETEC）隆重举办。 共有353（包括外国）个展位展示超过180多种品牌。该展吸引了各界大力的关注 — 预既有34，000商家前来观展。 因为韩国特许协会会长趙柬珉的努力，马来西亚贸易部对内贸易局给与这届极大的 支持。日本特许协会也参与了各项交流活动。
Jul-Sep 2015 | 7-9月份
Are you ready for
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THE MEATLESS REVOLUTION? Source: Ringier Food
THE ABILITY to create meat, or something sufficiently meat-like, will become progressively more important in the coming years because humanity may be reaching a point when there is not enough animal protein to go around. THE ABILITY to create meat, or something sufficiently meat-like, will become progressively more important in the coming years because humanity may be reaching a point when there is not enough animal protein to go around. The United Nations expects the global population to grow from the current 7.2 billion to 9.6 billion by 2050. Also, as countries such as China and India continue to develop, their populations are adopting more Western diets. Worldwide the amount of meat eaten per person nearly doubled from 1961 to 2007, and the UN projects it will double again by 2050. Meanwhile, global meat production has tripled over the last four decades. But with increased production come concerns about greenhouse emissions, animal welfare and the health risks of eating red meat. More people are becoming concerned about the environment and want to know where their food is coming from, and if these foods reduce the risk of food-borne illnesses like E. coli and Salmonella poisoning. Not surprising then that scientists and entrepreneurs are investing heavily in research and development, in the race to find suitable meat replacements, not only as protein alternatives but also as a safe, sustainable and profitable food business.
THE CURRENT MEAT LANDSCAPE
Research group MarketsandMarkets estimated the value of the meat substitutes market at US$3,185.8 million in 2013, with Europe holding the largest market share for meat substitutes. The market is expected to grow at an annual compound rate of 6.4% from 2014 to 2019. Higher costs for meat and dairy protein, and the growing awareness in the population about healthy and sustainable foods are spurring interest in plant protein-based meat alternatives in America, Europe and other countries. "The market for meat alternatives is huge. Not because of the growing amount of vegetarians or vegans, but because of the growing amount of meat eating consumers that want to reduce eating meat. Over 30 million people in northern Europe want
to eat meatless for at least one day per week, but less than 20% of them really do, because they don't see a tasty and healthy alternative," says Suzanne Sweerman, executive director of the Netherlands Foreign Investment Agency (NFIA*) based in Singapore. Unquestionably, to be able to produce meat or something sufficiently meat-like is gradually becoming more important in recent years, with startups like Beyond Meat and pioneers like Gardein Protein spearheading the meat substitute market. Bill Gates, who adopted the meatproduction crisis as one of his signature programmes, published a report on his blog, The Gates Notes, where he endorsed Beyond Meat as an important innovation, bringing a new level of investment and engagement to the table. Today's next-generation meat-replacement products are available in the marketplace with popular choices ranging from nonGMO soy, pea and wheat proteins and grains to a mycroprotein (Quom), derived from a fermented fungus and tofu, to replicate the taste, texture and culinary viability of animal products.
FROM VEGETARIANS TO "FLEXITARIANS" Vegetarians are a definitive segment for the meat substitutes market but meat-alternative companies are not just aiming their products at them but also at meat-lovers, namely the new group of flexitarians.
The amount of flexitarians, consumers who reduce their meat consumption in their daily diet, is increasing, making the meat-alternative demand more promising. This change in eating pattern requires new products that fulfill consumer demands for healthy and tasty products that can replace the function of meat in a dish, and contribute the same high protein nutritional value. Ms Sweerman elaborates, "Much of the new growth in the segment is coming from younger consumers who demand foods that fit an overall lifestyle, be it for health reasons or personal ethics. Rather than mock meat, they specifically look for meat
alternatives with distinctive flavours and visible, recognisable ingredients that are equally appealing to the palate." Bill Gates and the founders of Twitter are betting millions that meat-lovers will embrace new plant-based products that mimic the taste of meat. Gates is especially “impressed” by Beyond Meat's products, convinced they will pass the "tastes like chicken" test. "It's a mash-up of proteins from peas and plants that undergo a proprietary process to combine amino acids, fats and water – so there's no starch and contains very little fat,"' says Ethan Brown, founder of Beyond Meat. Beyond Meat is part of a growing trend that will see more plant-based meat substitutes joining the market. Others, like Gardein Protein International Inc, have worked to perfectly mimic the texture of meat, hoping to appeal to non-vegetarians. The company focuses on products, which can be used to make quick and healthy meals, such as meatless chicken wings, beef tips and fish fillets. Following the entry of US-based Beyond Meat and Gardein Protein, the Netherlands is also pushing for the adoption of meat alternatives. A 2013 campaign by Natuur & Milieu involved distributing 2 million meat substitutes to create awareness among the Dutch population. The campaign sparked many shoppers' first encounter with a meat substitute, and post-campaign results reported that 86% of Dutch natives stopped eating meat at least once a week and made the switch.
THE 'READY-TO-WOK' MEAT
Plenti Protein, produced by the Dutch company Ojah, is a 100% plant-based, gluten- and GMO-free meat alternative with no additives. Recognised as a new category of meat substitute for flexitarians and vegetarians, this product is a proteinrich ingredient with an unprecedented, meat-like taste. The fourth-generation product is designed specifically for private labels, either as full meals or protein packaging, made as ready-to-use strips, chunks or cubes for salads, sandwiches, wraps or ready-to-eat
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meals and is easily processed with custom flavors, portion size and packaging. "As the newly acclaimed ‘Best Meat Alternative' in Holland, Plenti Protein is the new avant-garde ingredient offering industry and culinary professionals the opportunity to claim their stake in the fastgrowing meat-free market," Ms Sweerman notes. Plenti Protein products are now available in the US market.
VEGAN FAST SUPERFOOD
The aim of a sustainable food system drove Lisette Kreisher to explore innovative ways to integrate seaweed into various dishes. Accompanied by documentary filmmaker Mark Kulsdom, the duo unearthed the secret to drawing meat-lovers to meatless products. Their recorded escapade led to the birth of the Dutch Weed Burger, a vegan burger made of seaweed, a superfood rich in minerals, vitamins, omega 3 and protein. The patty, made from toasted soy flakes and Kombu, is topped with a dressing made of wakame, a seaweed popular in Japanese and Korean cuisine. Scientists from the University of Wageningen have discovered that the vitamins and minerals in protein-rich seaweed can be well absorbed quickly by the human body, making the Dutch Weed Burger the ‘it' burger.
Jul-Sep 2015 | 7-9月份
THE OXYMORONIC MEATLESS FRANCHISE The Vegetarian Butcher, a butcher shop with more than 1,000 independent dealers across the Netherlands, distinguishes itself with a whole new generation of meat and fish substitutes, such as chicken, bacon, gyros, and sausage, which chefs and culinary journalists find similar to the real thing. The concept prides itself on creating revolutionary dishes with a real bite that will make people forget animal meat in a heartbeat. A finalist at the Dutch NIMA Marketing Awards 2012 and the Dutch Accenture Innovation Awards 2012, The Vegetarian Butcher uses lupin beans, a robust plant that can be grown easily without requiring the use of artificial fertilizer and chemical pesticides or herbicides. Having a slightly nut-like flavour, lupin is rich in dietary fibre and lean protein and is a staple for many dishes. The two-year old concept store makes use of emerging techniques to create some of the most convincing meat replicas.
FROM NICHE TO MAINSTREAM
Until recently, meat alternatives were mostly shunned by foodies because many of the products were highly processed, bland, had weird textures, or a combination of the three. However, that is changing. As the demand for meatless protein grows, it has spurred the creation of companies devoted to meat-worthy alternatives.
BURGER KING CONSIDERS ROLLING OUT VEGETARIAN OPTIONS Herbivores might have more options soon. Vegetarians at Burger Kings in the United States and many other markets currently have one main meal option: a Morning Star Veggie Burger. But herbivores might have more options soon, as Burger King considers rolling out its Indian vegetarian menu options in other markets. Since India's population leans vegetarian, the
A European Union-funded project called LikeMeat has developed vegan “meat” using plant proteins. Like Beyond Meat, it is focusing on getting the mouth feel of the product just right. Dutch pioneers, led by Dr Mark Post, are attempting to grow the world's first artificial burger using animal stem cells to create tiny slithers of “meat” which could be squashed into a beef burger patty. American scientist Patrick Brown plans to make a meat substitute that actually looks and tastes exactly like the real deal. He manipulates plant material in a bid to finally get rid of the "yuck factor" associated with veganism. The expansion of formats and flavours has allowed the meatless category to grow beyond one of necessity to become one of desire. Product manufacturers and marketers now have the opportunity to come off the veil of 'meat substitute' and stake a claim as a stand-alone food option. For more information on developments in the Dutch agrofood sector or investment opportunities in the Netherlands, contact the Netherlands Foreign Investment Agency: Ms Suzanne Sweerman, Executive Director, South East Asia, at Tel: +65 6739 1135, Email: sweerman@nfia-singapore.com / Ms Adeline Tan, Senior Project Manager at Tel: +65 6739 1137, Email: tan@nfia-singapore. com or visit www.nfia-singapore.com This article is reprinted from FoodPacific Manufacturing Journal - February 2015 published by Ringier Trade Media Ltd.
fast food joint offers six vegetarian sandwiches in the country, according to Quartz. Options on the Burger King India menu include: a Veg Chilli Cheese Melt, a vegetarian Whopper, Crispy Veg, Spicy Bean Royale, Paneer King Melt, and the BK Veggie. There are also vegetarian sides such as Veggie Strips, which look like mozzarella sticks stuffed with vegetables instead of cheese, and spicy onion rings called Fiery Rings. "Looking at the response here, the global management is evaluating introducing some of these options going forward to other vegetarianfriendly markets like the UK," Raj Varman, Burger King India's CEO, told PTI. Burger King isn't the only fast food restaurant to realize tastes are changing. Wendy's recently tested a black bean veggie burger in select Ohio stores that received rave reviews.
应对素食革命，你准备好了吗？ 来源：Ringier Food
有能力创造肉类或非常像肉类的食物，在未来几年将变得越来越重要， 因为人类可能会没有充足的动物蛋白进行分配。 有能力创造肉类或非常像肉类的食物， 在未来几年将变得越来越重要，因为人 类可能会没有充足的动物蛋白进行分 配。联合国预计，到2050年，全球人口
将从当前的72亿增长到96亿。同时，随 着中国和印度等国家继续发展，这些国 家的人正接受更多西方的饮食。从1961 年到2007年，全球人均肉类消耗的数量
几乎翻了一番，并且联合国预计到2050 年，将会再翻一番。 与此同时，在过去的40年里，全球肉类
Jul-Sep 2015 | 7-9月份
产量增加了两倍。然而，不断增加的产 量引发对温室气体排放、动物福利和吃 食红肉的健康风险的关注。更多的人越 来越关注环境，并且想要知道他们的食 物从哪儿来，以及这些食物是否减少大 肠杆菌和沙门氏菌等食物传染疾病的风 险。因此，科学家和企业家大力投资科 研开发不足为奇，他们争分夺秒地力图 找到合适的肉类替代品，不仅作为蛋白 质的替代品，而且也是一项安全、可持 续及盈利的食品商业。
当前的肉类格局 据研究机构MarketsandMarkets估 算，2013年肉类替代品市场价值达 31.858亿美元，其中欧洲占有肉类替代 品的市场份额最大。预计从2014年至 2019年，市场将以6.4%的年均复合增长 率发展。肉类和奶类蛋白质的高成本， 以及人口对健康和可持续食物越来越多 的关注正激发美国、欧洲以及其他国家 对以植物蛋白质为基础的肉类替代品的 兴趣。 “肉类替代品的市场是巨大的。不是因 为越来越多的素食主义者或严格的素食 主义者，而是因为更多的肉类消费者想 要减少吃肉。北欧有超过3000万的人口 每周至少一天想要吃素，但只有不到20% 的人真的这样做，因为他们没有找到美 味又健康的替代品，”总部位于新加坡 的荷兰外商投资局(NFIA)的执行董事 Suzanne Sweerman说。 毫无疑问，能够生产肉类或非常像肉类 的食物在近几年来逐渐变得越来越重 要，而诸如Beyond Meat的创业者和诸 如Gardein Protein的先锋者正在引领肉 类替代品市场。比尔·盖茨将肉类生产 危机作为他最重要的标志性项目之一， 在其博客中发布了一篇报告《盖茨笔 记》(The Gates Notes)，在这篇报告 中，他支持Beyond Meat作为一项重 要创新，将新的投资水平和参与推上 台面。 今天的下一代肉类替代产品已在市场有 售，从非转基因大豆、豌豆和小麦蛋白 质，以及谷物到微生物蛋白质(Quom) 等各类广受欢迎的选择，它们来源于发 酵的真菌和豆腐，用来复制动物产品的 味道、口感和烹饪的可行性。
从素食主义者到“弹性素食者” 素食主义者是肉类替代品市场具有决定 性的一部分，但肉类替代品公司并不仅 仅为其生产产品，还包括那些肉食爱好 者，即弹性素食者这样的新群体。 弹性素食者，即在日常饮食中减少肉类 消耗的消费者，其数量在不断增加，使 得肉类替代品需求拥有更广阔的前景。 这种饮食模式的变化需要新的产品，来 满足消费者对健康美味产品的需求，这 些产品可以代替肉类餐食的功能，并提 供相同的高蛋白质营养价值。 Sweerman女士详细解释说，“这一市
场大部分的新增长来自年轻的消费者， 他们要求食物能够适合一种整体的生活 方式，无论是为了健康的原因还是个人 道德。除了模仿肉类，他们专门寻找有 独特风味，以及具有可见、可识别配料 的肉类替代品来满足其味蕾。”比尔· 盖茨和Twitter的创始人投资百万美元， 打赌肉食爱好者会接受这些新的模仿肉 类味道并以植物为基础的产品。盖茨尤 其对Beyond Meat的产品“印象深刻”， 他相信这些产品将会通过“有鸡肉味 道”的测试。 “这是一种混搭，豌豆和植物蛋白质经 过专门的处理流程，融合氨基酸、脂肪 和水——所以没有淀粉，并含有少量的 脂肪，”Beyond Meat的创始人伊桑· 布朗(Ethan Brown)说。 Beyond Meat是不断发展的趋势的一部 分，其后将会看到更多的以植物为基础 的肉类替代品进入市场。其他公司，如 Gardein Protein International Inc，致力 于完美地模仿肉类的口感，希望迎合非 素食主义者。公司专注于产品，可用于 快速做出健康的食物，例如素食鸡翅、 牛排和鱼排。 继总部位于美国的Beyond Meat和 Gardein Protein进入市场之后，荷兰 也正推动肉类替代品的采用。Natuur & Milieu于2013年发起的一场运动包含分 发200万的肉类替代品，以期在荷兰人口 中创建意识。这场运动使得许多消费者 第一次见到肉类替代品，运动之后的结 果显示，86%的荷兰人每周至少一次停止 吃肉并且发生转变。
‘开箱即食’的肉类
荷兰公司Ojah生产的Plenti Protein是一 种100%以植物为基础、不含麸质、非转 基因并且不含添加剂的肉类替代品。作 为一种为弹性素食者和素食主义者创造 的肉类替代品新类别，这款产品含有丰 富的蛋白质成分，以及前所未有的肉类 味道。 第四代产品专为自有品牌设计，拥有正 餐或蛋白质包装，做成沙拉、三明治、 卷饼或速食食品开袋可用的条状、大块 状或小立方块状，并且按照定制风味、 食物分量和包装进行简易加工。 “作为在荷兰新兴的广受好评的‘最佳 肉类替代品’，Plenti Protein是新的前 卫产品，它为工业和烹饪业专业人士提 供机会宣称其在快速发展的素食市场的 重要性，”Sweerman女士指出。 Plenti Protein产品现已在美国市场有售。
严格素食主义者的快速超级食物 可持续食物系统的目标驱使Lisette Kreisher探索创新方式，将海藻与各种 餐食进行融合。在纪录片制片人Mark Kulsdom的陪同下，他们发现能够吸 引肉食爱好者喜欢素食产品的秘密。
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它们记录的冒险催生了Dutch Weed Burger，这是一款严格素食主义者可食 的汉堡，它由海藻这种富含矿物质、维 生素、欧米珈-3和蛋白质的超级食物制 成。由烤大豆片和海带制成的小馅饼， 顶部配上由裙带菜（一种日本和韩国美 食中流行的海藻）制成的配料。 瓦格宁根大学的科学家们发现，富含丰 富蛋白质的海藻中的维生素和矿物质 可以被人体很好地吸收，可以将Dutch Weed Burger制成严格素食主义者可食 用的汉堡。
无意的素食特许经营
一家名为Vegetarian Butcher的肉店， 在荷兰拥有超过1000家独立经销商，它 将自己与诸如鸡肉、培根、肉卷和香肠 等整个新一代肉类和鱼类替代品区别开 来，厨师和美食记者在这家店发现与实 物类似的肉类替代品。这种创造革命性 食物的理念使它引以为荣：一口咬下 去，人们马上会忘了动物的肉味。 TheVegetarian Butcher入围2012年 荷兰营销奖(Dutch NIMA Marketing Awards)以及2012年荷兰埃森哲创新奖 (Dutch Accenture Innovation Awards) 。The Vegetarian Butcher使用了一种 茁壮的植物——羽扇豆，它种植容易， 不需要使用人造化肥和化学杀虫剂或除 草剂。羽扇豆有轻微的坚果口味，富含 膳食纤维和精益蛋白质，是许多菜肴的 主食。 这家拥有两年丰富理念的小店，利用新 兴技术来创造一些最令人信服的肉类替 代品。
从小市场变为主流 直到最近，肉类替代品很大程度上被美 食家所回避，因为许多产品经过高度加 工，口味平淡无奇，拥有奇怪的质感， 或者融合这三种缺点。然而，这种情况 正在发生改变。随着对素食蛋白质需求 的不断增加，它促使公司致力于创造完 美的肉类替代品。 一项由欧盟投资的被称为LikeMeat的项 目已经使用植物蛋白质开发了严格的素 食“肉”。如Beyond Meat一样，它专 注于使得产品的口感恰到好处。荷兰的 先锋者们在Mark Post博士的带领下， 试图开发出世界上第一个人造汉堡，用 动物干细胞创造出微小的“肉”片，以 便可以压进牛肉汉堡馅饼中。美国科学 家帕特里克·布朗(Patrick Brown)计划 制出一种能够真正看起来和尝起来都非 常像实物的肉类替代品。为了最终去除 与纯素食主义联系在一起的“难吃的因 素”，他巧妙地处理植物材料。 形式和风味的发展已经使得素食类别超 越一种必需品而成为一种欲望的享受。 产品制造商和营销上现在有机会摘下‘ 肉类替代品’的面纱，并坚持要求表明 其作为一个独立的食品选择。
Jul-Sep 2015 | 7-9月份
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IFRA POST SHOW REPORT PT Dyandra Promosindo The City Tower Building, 7th Floor, Jln. MH Thamrin No 81, Jakarta 10310-Indonesia Phone : (+62.21) 31996077 | Fax : (+62.21) 31996277 www.dyandra.com | www.ifra-indonesia.com
After gaining huge success in its previous years,events, PT. Dyandra Promosindo, with endorsement from Indonesia Franchise Association (AFI), once again proudly presented International Franchise License & Business Concept Expo & Conference (IFRA) 2015 which took place at the Main Lobby & Plenary Hall, Jakarta Convention Center.
TREND OF EXHIBITOR’S PER YEAR Number of exhibitors 189 companies – 300 brands Local Exhibitors = 156 Exhibitors International Exhibitors = 33 Exhibitors
Date : May 29 – 31, 2015, Friday – Sunday Sponsored by : PT. Pos Indonesia Bank Partner : BRI SUPPORTING PROGRAMS • IFRA International Franchise Conference & IFRA Franchise Award Theme: “How to Create Franchise Global Brand” • Forum Perniagaan Malaysia-Indonesia • Afternoon Tea Gathering • Business Clinic (Workshop) • Business Matching Exhibitor
Visitor
VISITOR’S PROFILE TREND OF VISITORS PER YEAR Number of visitor 13.236 visitors
EXHIBITOR’S PROFILE EXHIBITOR’S PROFILE – BRAND CATEGORY
EXPO TRANSACTION Estimate of total transaction 440 Billion Rupiah Sales in IDR Mio 1 2 3 4 5 6 7 8 9 10
Food & Beverages Education Center Business Service Center Laundry Automotive Entertainment & Travel Beauty, Fashion & Health Center Retail Minimarket Media, Association & Consultant Others
36% 7% 4% 3% 5% 4% 12% 2% 19% 10%
Jul-Sep 2015 | 7-9月份
Franchise Expo Paris 2015 : th
News Station 消息站 45
A 34 edition with an International theme
Franchise Expo Paris, which took place from 22 to 25 March at Paris Expo Porte de Versailles, welcomed 35,538 visitors and 530 exhibitors over four days. The exhibition, organised by Reed Expositions and the French Franchise Federation, consolidated its position as the leading franchise event in Europe and across the globe, with a 30% increase in international visitors. Steady growth – key figures: 35,538 visitors, representing stable attendance 528 exhibitors (+6.67%) 447 brands from 79 business sectors, compared with 429 in 2014 (+2.9%) 120 talks and workshops on starting a franchise business and becoming a franchisee, with a total of almost 9,000 attendees 25 experts (compared with 22 last year) 7 banks specialising in franchising 28 institutional partners 22 media partners 23% international exhibitors (117 brands), including pavilions from the US, Spain, Macau, Portugal, South Korea and more. Confidence-building meetings for entrepreneurs Visitors flocked to this new session of Franchise Expo Paris in search of information and advice about the franchise business model, both a powerful driver for business start-ups and a resource for those ready for a career change. Through discussions, talks, workshops and personal testimonies, these future entrepreneurs were offered the opportunity to develop or fine-tune their franchise business plans. This year, 447 brands (representing 79 business sectors), 25 experts, 7 banks and 28 institutional partners were present, providing visitors with support and advice on their business plans. Franchise Expo Paris: an international event International federations, associations and delegations travelled to Paris to support the sector and promote the franchise business model in Europe and further afield. There were delegations from Tunisia, Israel and Brazil, among other countries. Spain, Portugal, Quebec, the United Kingdom and Germany were also represented.
Franchise Expo Paris 2016
20 to 23 March 2016, Parc des Expositions Porte de Versailles, Paris About Franchise Expo Paris Every year for more than 30 years Franchise Expo Paris has been accelerating the growth of franchise networks in France and internationally and helping thousands of entrepreneurs fulfil their dream of starting their own business. Franchise Expo Paris is a unique international platform connecting entrepreneurs and traders with more than 400 French and international franchise brands. To help investors’ plans come to fruition, Franchise Expo Paris brings together the full range of professionals offering support, advice, information, and assistance in securing the finance they need. This unique offer – encompassing high-profile brands, emerging concepts and new markets – allows entrepreneurs to compare different options, understand in detail the way each individual brand works, and join the network best suited to their ambitions.
About the French Franchise Federation Since it was founded in 1971, the FFF has pursued a single driving ambition: to make franchising the premier growth driver in today’s retail world. With more
than 160 member networks – selected because of their commitment to the franchising sector’s European code of ethics, and representing 45% of all French franchises – the FFF is a key interface between public authorities, network founders, entrepreneurs and investors. The Federation provides both existing and prospective franchisors and franchisees with the training and information they need to develop and move into export markets. It liaises with central and local government on the fundamental need to modernise the retail sector and commercial services – with franchising as one of the most powerful drivers of this process. Its networking and research programmes help to promote the ongoing development of the franchise sector – and this sector’s successful track record supports, encourages and drives the FFF in its mission to provide effective representation for all entrepreneurs launching and developing franchise businesses. For more information visit www.franchise-fff.com
Jul-Sep 2015 | 7-9月份
46 News Station 消息站
THAIFEX – World of Food Asia 2015:
A Record Milestone
2015 edition delivers record-breaking number of visitors, increase in international participation The 11th edition of THAIFEX-World of Food Asia rounded up on 24 May and proved its mettle as one of Asia’s top food and hospitality exhibitions. The Opening Ceremony was graced by the Prime Minister Prayut Chanocha of Thailand. The event welcomed more than 35,000 trade visitors and 1,675 exhibitors across 16 sectors, and International participation also peaked with a total of 811 international exhibitors, making up 48% of the show. THAIFEX – World of Food Asia welcomed 24 country and provincial groups this year, including 3 new country groups – German Pavilion, Mexico Pavilion and Turkish Pavilion. This presented an even more diversified array of national products, from hand-crafted tequilas from Mexico, German-style sausages and charcuterie, Turkish frozen seafood and products. The supporting shows, World of Seafood, World of Coffee & Tea and World of FoodService recorded individual growth rates of 11%, 48% and 22% respectively. 27,931 local visitors and 7,274 overseas trade buyers visited the trade event, held over 5 days from 20 – 24 May 2015. Michael Dreyer, Vice President, Asia Pacific, Koelnmesse Pte Ltd, said, “THAIFEX – World of Food Asia, celebrated our tenth anniversary last year. This year, we marked a milestone by expanding our fairground, and the continued growth and encouraging response is solid proof that we are growing in the right direction that we started out in. This has been very rewarding for Koelnmesse and our co-organisers, Department of International Trade Promotion (DITP) and The Thai Chamber of Commerce (TCC). We will work in this direction towards a bigger and even better THAIFEX – World of Food Asia next year.”
INTERNATIONAL COMPETITIONS For the first time, THAIFEX – World of Food Asia hosted the Asia selection of the Global Chef Challenges competition. Organized by Worldchefs, the global
association of chefs, the Asia selection was a huge success. Singapore took the podium for both Global Chef Challenge and Hans Bueschkens Young Chef Challenge, while South Korea was champion for the Global Pastry Chef Challenge. Says Rick Stephen, Asia Continental Director for Worldchefs, “This is one of the most well-organised competitions I have seen, with THAIFEX – World of Food Asia as the most supportive partner. This has definitely set a new benchmark.” The Thailand Ultimate Chef Challenge, held concurrently with Global Chefs Challenge, welcomed 1052 participants, based on 936 entries from 16 countries including Singapore, Greece, England, Australia, Canada, Taiwan, Switzerland, South Korea and Thailand etc. With 24 categories, this massive competition included new categories such as Thai-Korea Fusion Challenge and California Raisins’ Baking Challenge (Professional Chef).
WORLD CLASS CONFERENCES Having built a stellar reputation for its line-up of world-class speakers, THAIFEX – World of Food Asia welcomed the third edition of the World of Food Safety Conference. More than 100 CEOs and top management of supply chains and food safety departments from global corporations such as Danone, Mondelez, Coca Cola, Nestle, General Mills, Betagro, Central Food Retail, NTUC FairPrice attended the high-powered Conference. Led by international panelists such as Mr Yves Rey of Danone and Dr Doris Gerlach of Frankfurt Airport, many case studies were presented. In addition, the one-day Asian Food Franchising Forum helmed by Asiawide Franchise Consultants focused on the franchising trends around the world, offering in-depth knowledge on aspects of evaluating franchise and branding, trademark registration and the importance of intellectual properties. Franchise
opportunities presented include Johnny Rockets, World of Beer, Pezzo and several others.
WORLD OF COFFEE & TEA The World of Coffee & Tea, supported by ASEAN Coffee Federation, Barista Association of Thailand, Lao Coffee Association, Malaysia Specialty Coffee Association, Philippines Coffee Board, Singapore Coffee Board, Indonesia Coffee Exporters Association and Specialty Coffee Association of Indonesia has grown tremendously to 150 exhibitors, offering a myriad of activities. The Boncafe Training Sessions offered hands-on techniques focusing on frappe, mocktails and smoothies know-how. The Out of the Box event by La Marzocco – a special oneday event organized jointly by Boncafe and La Marzocco drew more than 300 professionals, who were drawn by the dynamic presentations of international speakers such as Andrea Curtarelli of La Marzocco and Charles Kutner, Vice President (Sales and Marketing) of Boncafe Thailand. The much anticipated SCAE Certified Coffee Trainings were helmed by Ms Charlotte Wang, founder of CUPS Coffee. This year, the focus was mainly on Brewing and Grinding of different coffee beans. For more information on THAIFEX-World of Food Asia, please visit www.worldoffoodasia.com or contact r.bay@koelnmesse.com.sg Koelnmesse – Global Competence in Food: Koelnmesse is the leading trade fair organizer in the food industry and related sectors. Trade fairs such as the Anuga, the International Sweets & Biscuits Fair (ISM) and Anuga Food Tec are established world leaders. Koelnmesse not only organizes food trade fairs in Cologne, Germany, but also in further growth markets around the globe, in Brazil, in China, in India, in Japan, in Thailand, in Turkey and in the United Arab Emirates. These global activities enable us to offer our customers a network of events, which in turn grant access to different markets and thus create a basis for sustainable and stable international business.
Jul-Sep 2015 | 7-9月份
News Station 消息站
47
2015亚洲世界食品博览会：
值得载入史册的里程碑 本届展会国际参与度明显提升， 观众人数再创历史新高 第十一届亚洲世界食品博览会于5月24日 顺利落幕并再一次奠定了其亚洲食品与 餐饮展会的领先地位。泰国总理Prayut Chanocha应邀为展会揭幕。本届展会全 程接待了超过35,000名专业观众，并展 示了分属于16大展品类别的1,675家参展 企业，其中高达811家展商来自海外，占 总参展比例的48%。本届亚洲世界食品博 览会吸引了来自24个国家和地区的应， 其中包括3个新晋国家展团——德国、墨 西哥以及土耳其，从墨西哥的纯手工制 龙舌兰到德国传统香肠和肉类熟食，再 到土耳其海鲜冻品等，无一不体现了本 次展会较往届具备更多国家多样化特色 产品的展示与体验。 同期展会—世界海鲜博览会、世界茶与 咖啡博览会以及世界食品服务博览会分 别以11%、48%和22%的增长规模稳步发 展。在今年5月20-24日为期5天的展期 内，吸引了27,931位当地观众和7,274位 海外贸易买家驻足。
科隆国际展览有限公司亚太区总裁德瑞 先生现场表示，“去年刚庆祝完10周年 的亚洲世界食品博览会仍历历在目，今 年凭借展览面积的扩张在历史的里程碑 又刻下了坚实的一笔，持续的增长和积 极的反响均强有力的证明了自项目伊始 至今，我们一直不断朝着正确的方向前 行。这对于科隆展览和我们的联合主 办方Department of International Trade Promotion (DITP)以及The Thai Chamber of Commerce (TCC)都是极大的肯定。为 此，明年我们将携手打造一个规模更大 更出色的亚洲世界食品博览会。” 国际化赛事 全球厨师挑战赛亚洲选拔赛首次登陆亚
洲世界食品博览会。亚洲区选拔赛由世 界厨师联合会主办并获得了圆满成功。 来自新加坡的代表队一举夺得了全球厨 师挑战赛和青年厨师挑战赛双料冠军， 而全球糕点厨师挑战赛则由韩国选手摘 得桂冠。 世厨联亚洲主席 Rick Stephen 表示， “这是我所见过的组织最为精良的赛事 之一，而作为合作方的亚洲世界食品博 览会，给予的强有力的支持无疑为这个 平台树立了一个新的标杆。” 与全球厨师挑战赛同期举办的泰国终极 厨师挑战赛，聚集了1052名参赛选手， 由来自16个国家的936组报名选手中产 生，其中包括新加坡、希腊、英国、澳 大利亚、加拿大、中国台湾、瑞士、韩 国和泰国等。本届庞大的竞赛包含了24 项比赛单元，其中新推出的类别包括泰 韩融合菜挑战以及加州葡萄干烘焙挑战。
世界级论坛 汇集世界级演讲嘉宾同台打造声名远播 的交流平台，亚洲世界食品博览会迎来 了第三届世界食品安全论坛。超过100 位来自全球食品企业供应链以及食品安 全相关部门的首席执行官和高层管理人 员出席了此次高能论坛，其中包括达能 集团、蒙大利兹、可口可乐、雀巢、通 用磨坊、丰年集团、Central Food Retail 和新加坡职工总会平价合作社。以来自 达能的Yves Rey先生和法兰克福机场的 Doris Gerlach呈现了多场内容丰富的经 典案例分析。 除此之外，由爱思威特许经营顾问有限 公司牵头举办的亚洲食品特许经营产业
论坛也在展会同期召开。为期一天的论 坛聚焦全球特许经营产业趋势，为特许 经营、品牌、商标注册和知识产权的重 要性等课题提供具有深度的知识信息。 特许经营企业如尊尼火箭餐厅、美国工 艺啤酒连锁、Pezzo披萨连锁等纷纷抛 出开放加盟的诱人商机。 世界咖啡与茶 150家参展企业的参与加上种类繁多的 配套活动，成为世界咖啡与茶博览会规 模惊人增长的重要因素，同时还得到了 东盟咖啡联合会、泰国咖啡师协会、老 挝咖啡协会、马来西亚特种咖啡协会、 菲律宾咖啡委员会、新加坡咖啡委员 会、印度尼西亚咖啡出口商会以及印 度尼西亚精品咖啡协会的大力支持。期 间，邦恩咖啡培训版块为来宾提供运用 于雪泥、无酒精鸡尾酒和冰沙的实操技 术和诀窍。此外，由邦恩咖啡和拉玛佐 科联合主办的一日特别活动“Out of the Box”由于国际演讲嘉宾诸如来自拉玛 佐科的Andrea Curtarelli和泰国邦恩咖啡 副总裁Charles Kutner的生动演讲而吸引 了超过300位专业人士参与。 令人期待已久的欧洲精品咖啡协会认证 的咖啡培训如期举办，由CUPS咖啡创 始人Charlotte Wang女士所呈现的不同 种类咖啡豆的研磨与冲煮成为今年的主 要焦点。 更多亚洲世界食品博览会详情，请关注 官方网站www.worldoffoodasia.com或 联系r.bay@koelnmesse.com.sg 关于科隆展览 科隆国际展览有限公司作为世界知名的展会 组织者，举办过许多世界上成功的食品行业 专业展会，例如世界食品博览会、国际糖果 及休闲食品展以及国际食品技术和机械博览 会。科隆展览不仅在德国科隆本土举办专业 食品展会，更致力于进一步开拓全球市场如 巴西、中国、印度、日本、泰国、土耳其以 及阿联酋。世界范围的活动组织便于我们更 好的为客户提供全球项目资源网，帮助其更 有效的拓展不同地域市场，从而为可持续的 且稳定的国际业务创建坚实基础。
Jul-Sep 2015 | 7-9月份
News Station 消息站 49
The ASEAN Retail & Franchise Federation Awards 2015
2015东盟零售及特许经营奖颁奖典礼
The ASEAN Retail & Franchise Federation Awards 2015 took place at Kuala Lumpur’s Shangri-la Hotel on the 30th June, 2015.
由东盟连锁企业协会ARFF主办的2015东盟零售及特许经营 奖颁奖典礼，在吉隆坡的香格里拉酒店圆满落下帷幕。
VIPs that graced the occasion, which had a record 600 guests, include: YB Dato' Sri Richard Riot - Minister of Human Resources; HE Ms Sirita Chantapan - Minister in Thailand Embassy; He Mr Khamphan Anlavan - Ambassador of Laos; Datuk Prof Dr Jimmy Choo (OBE) – Ambassador and Dato' Hapsah - CEO of SME Corporation. In addition, trade counselors from Australia, Cambodia & Lao., and government representatives from Thailand, Indonesia and Brunei were also present at the event.
东盟连锁企业协会ARFF奖是对2015年零售界或特许经营界 成就的认可和嘉奖。最终获奖者由东盟连锁企业协会ARFF 董事局评审团投票选出，这评审团由当今马来西亚许多具 有影响力的商家组成。 6月30日晚，颁奖现场国内外精英商家云集，来自东盟区域 的零售圈及有关特许经营许多行业的老板们，共计600位， 纷纷登场。颁奖现场还有许多熟悉的政府高官及诸多外国 大使及嘉宾。
ARFF’s mission is to champion the promotion and development of trade particularly in the retail chains, franchise & tourism and shopping industries within the 10 ASEAN countries.
当晚最令人激动的莫过于不同获颁人的揭晓。
(For more information, please contact Jackie Thian, ARFF Secretariat)
MC - Master Class No.
Company / Title
Name
Award Title
1
Perbadanan Nasional Berhad (PNS)
Dato’ Syed Kamarulzaman Bin Dato' Syed Zainol Khodkhi Shahabudin (MD)
MC in Asean Franchise Development Agency
2
T Security Sdn Bhd
Mr Bryant Kooh (MD)
MC in Security Printing Excellence
3
Jakel Mall
Datuk Mohammed Faroz b. Mohammed Jakel (Group MD)
MC in Asean Largest Textile Mall
4
Princelube (Asia) Pte. Ltd
Dato' Patrick Chong (Senior Vice President)
MC in Lubricant
5
BSHK Holdings Limited
Dato' Sri Steven Eng (Founder & Chairman)
MC in Venture Capitalist
6
Smart Reader Worldwide Sdn Bhd
Dato' Sri Dr Richard Ong (Co-Founder&CEO)
MC in Asean Entrepreneurial Leader
7
Umland Seri Austin
Mr KK Wong (CEO)
MC in Green Township
8
Country Heights Holdings Berhad
Pn Fatimah Abd Wahab (CEO)
MC in Woman CEO of the Year
9
Andaman Property Management Sdn Bhd
Dato' Sri Dr. Vincent Tiew (MD)
MC in CEO of the Year
10
Xixili Intima Sdn Bhd
Dato' Tan Boon Pun (CEO)
MC in Leading Lingerie Fashion Excellence
11
Eu Yan Sang (1959) Sdn Bhd
Mr Eric Chiu (Managing Director)
MC in Health & Beauty Retailing
12
PKT Logistics Group Sdn Bhd
Dato’ Michael Tio (Group Chief Executive&MD)
Master Class Award in Logistic Development
1
Datuk Prof. (Dr) Jimmy Choo
Datuk Prof. (Dr) Jimmy Choo
ASEAN Lifetime Achievement Award as the Most Iconic Shoe Couture Designer
2
Puan Uji Rashid
Puan Uji Rashid
Asean Lifetime Achievement Award Performance Artist
AMRB - Asean Most Recognised Brand 东盟最突出品牌 No.
Company / Title
Name
Award Title
1
Iconic Vacation Club Bhd
Mr Ang Chee Kian (Director)
AMRB in Best Timeshare
2
LSYMedia Group Sdn Bhd
Mr Lim Siang Yoong (MD)
AMRB in Best Outdoor Billboard Media
3
Infinity Rewards Sdn Bhd
Dato' Aric Ng (Group MD)
AMRB Emerging E-Commerce Marketplace
4
Bio Life Solutions Sdn Bhd
Dato' Kenny You (CEO)
AMRB in GMP Manufacturer in Health and Beauty OEM Manufacturing
5
Eurogain Consulting Group Sdn Bhd
Mr Kevin Kiew (CEO)
AMRB in Professional Advisory Services
6
T Connect Sdn Bhd
Mr Tan Sung Siong (MD)
AMRB in Mobile Apps Development
Jul-Sep 2015 | 7-9月份
50 News Station 消息站 AMRB - Asean Most Recognised Brand 东盟最突出品牌 No.
Company / Title
Name
Award Title
7
International Law Book Services
Dato' Dr Hj Syed Ebrahim (MD)
AMRB in International Law Book Publisher
8
Summit Capital Training Group
Mr John Chong (MD)
AMRB in Training and Conference Provider
9
MyRide Holdings Sdn Bhd
Mr Calveen Chou (CEO)
AMRB in Innovative Auto Spa
10
Cahaya Automotif Sdn Bhd
Dato' Calvin Yap (CEO)
AMRB in Automobile Reseller
11
Mega Ultimate Sdn Bhd
Mr Liew Yew Ping (Managing Director)
AMRB in Leading Asean Entertainment & Project Management
12
Ehsan Plant & Property Sdn Bhd
Dato’ Abdul Hamid P.V. Abdu (Founder)
AMRB in Construction & Development
13
Jovian Apparel Sdn Bhd
Mr Jovian Mandagie (CEO)
AMRB in Leading Fashion Apparel
14
Gadaffi bin Ismail Sabri
Gadaffi bin Ismail Sabri
AMRB in Emerging Performance Artist of the Year
15
Maha Berjaya Frozen Foods Sdn Bhd
Tuan Hj Shahul Hameed (MD)
AMRB in Frozen Products Distribution
16
Department of Community College Ministry of Education Malaysia
Dato' Amir bin Mohd Noor (Director General)
AMRB in Leading Education in Social Entreprenuer Development
17
Nano Patch Sdn Bhd
Mr Ted Wong (President)
AMRB in Nano Technology Consumer Products
18
Atlantic Blue Sdn Bhd
Mr Davis Chong (Marketing Director)
AMRB in Solar Photovoltaic Service Provider
19
Agensi Perkerjaan Parjana Worldwide Sdn Bhd
Mr Rajvir Singh Parjana (CEO)
AMRB in Human Resource Outsourcing
20
Red Hong Yi
Ms Red Hong Yi
Asean Best Arts Artist
21
Premier Property Sdn Bhd
Mr Kee Wah Soong (Founder and Chief Executive Officer)
AMRB in Real Estate
22
Bena Upskilling Sdn Bhd
Mr Leong Qi Jie (Chief Executive Officer)
AMRB in Leading in Upskilling & Educational Development
International No.
Company / Title
Name
Award Title
1
English Language Company
Mr David Scott, CEO (AUSTRALIA)
MC in English Language Schools
2
Asia Success Alliance Group Ltd
Mr Jacky Chee.K.H., Group President (HONGKONG)
MC in Branding Media of the Year
3
Proimmer Holdings Ltd
Mr Damian Grayson, Managing Director (SINGAPORE)
Leading in Capital Management of the Year
4
Asiawide Franchise Consultants Pte Ltd
Mr Albert Kong, MD (SINGAPORE)
AMRB in Contribution to Franchising Growth in Asean
5
GMP Foods Industries Sdn Bhd
Mr Francis Lim, MD (VIETNAM)
AMRB in Innovative Agricultural
6
Guangzhou Asia Trading Co. Ltd
Mr Hui, MD (CHINA)
AMRB in Hair and Beauty Clinical Equipment
7
Albertini Manufacture Export Trading Co., Ltd
Mr Roger Ng, CEO (CHINA)
AMRB in International Footwear Manufacturer
8
International Franchise Business Management
Mr Burang Riyadi, CEO (INDONESIA)
AMRB in Franchise Consultancy
9
CBM Corporation Co. Ltd
Mr. Kouch Sokly, MD (CAMBODIA)
AMRB in Lifestyle Business of the Year
10
360 Education Group Limited
Mr Luo Cheng, Group CEO (CHINA)
MC in International Education Institution
11
Marathon Capital Management Ltd
Dato' Robin Yeong, Group CEO (HKG)
MC in Emerging Entrepreneur of the Year
12
Serial System Limited
Dato' Sri Dr Derek Goh, Executive Chairman/ Group CEO (SINGAPORE)
MC in International Entrepreneur of the Year
13
Fancy House Hair Beauty Nail Academy
Ms Agnes Lim (Myanmar)
AMRB in Hair and Beauty Academy
14
Seristine Holdings Pte Ltd
Dato’ Dr. Jay Ho, Director (SINGAPORE)
Leading in Property Management of the Year
15
Smart Brain Co. Ltd.
Mr Saward Mitaree, Founder/President (THAILAND)
Leading in Brain Stimulation Education in Thailand
16
Immerqi Beijing Ltd
Dato' Joanne Wong
Leading in Human Capital Development
17
Malaysia SME
Ms Judy Lim (Director and Finance Manager of MALAYSIA SME)
AMRB in SME Newspaper
AOBA 2015 - Media Partner: Asia success | Oriental daily | Big orange
Jul-Sep 2015 | 7-9月份
News Station 消息站 51
RetailEX FranchisEX ASEAN 2015
Singapore-Thailand Business Forum 2015年新加坡东盟零售及特许经营展会 新加坡-泰国商业论坛
在2015年5月29日，GIEC环球国际会展咨询有限 公司IMPACT展览管理有限公司，以及TRA泰国 On 29 May 2015, Globe International Events Consultancy (GIEC), IMPACT Exhibition 零售商协会，成功在新加坡滨华大酒店联合举 Management Co Ltd, and the Thai Retailers Association successfully organised the RetailEX 了2015年新加坡东盟零售及特许经营展会：新 FranchisEX ASEAN 2015: Singapore-Thailand Business Forum at the Marina Mandarin 加坡—泰国商业论坛。由FLA新加坡特许经营及 Hotel Singapore. Supported by the Franchising & Licensing Association (Singapore) and 许可协会与SMF新加坡制造商总会的支持下，共 Singapore Manufacturing Federation (SMF), the full day event had 14 esteemed speakers 邀请到14位资深的演讲者参与了这项全天的活 taking the stage and more than 80 key industry players in attendance. The morning session 动，并吸引了80多位关键行业成员出席。上午 的会议集中在特许经营领域，下午的会议集中 was dedicated to Franchising and the afternoon session was focused on Retailing. 在零售领域。
Ms Donna Lee, Chairman of the Franchising & Licensing Association delivered the opening keynote speech for the Franchising session and addressed key statistics on the Franchise Industry in Singapore and Thailand. The ASEAN Franchise Business Forum gave attendees the opportunity to hear from other experienced industry professionals such as Mr Sethaphong Padungpisuth (Gnosis Company Limited (Thailand)), Mr Albert Kong (Asiawide Franchise Consultants), Mr Dickson Low (Revenue Valley), and Mr Khoo Teck Kim (VF Franchise Consultants). Insightful topics such as Key Issues Faced in Thailand Franchise Development, Key Drivers of a Successful Franchise, and an active panel discussion on Accessing the Thailand and ASEAN Franchise Market gave attendees a wide view of the Franchise opportunities and developments in the region. The ASEAN Franchise Business Forum was followed by a networking lunch which provided the opportunity for attendees to mingle and exchange business contacts with fellow industry players. In the afternoon, the forum continued with the ASEAN Retail Business Forum which discussed key topics in the retailing industry in ASEAN.
FLA特许经营及许可协会主席Donna Lee女士在 会议上做了开幕主题演讲，讨论了在新加坡和 泰国的特许经营行业的重要数据。这项论坛也让 大家有机会聆听其他有经验行家的观点，例如 Sethaphong Padungpisuth先生（泰国灵知有限 公司），Albert Kong先生（亚洲特许经营咨询 公司），Dickson Low先生（Revenue Valley集 团），以及Khoo Teck Kim先生（VF特许经营咨 询公司）都在场支持与分享经验。会议上讨论一 些核心议题，包括泰国在特许经营发展中面临的 关键问题，特许经营成功的主要动力。当天也进 行了一场关于泰国及东盟特许经营市场的精彩小 组讨论，这些议题让会者拓宽了关于区域内特许 经营机会与发展的知识与视野。 东盟特许经营商业论坛上午的会议结束后，进行
The success of this forum sets the pace for the industry towards the inaugural FranchisEX 了一场商务交流午餐会。这个午餐会为与会者相 ASEAN 2015 (co-located with RetailEX ASEAN 2015) scheduled to take place from 17 – 19 互交流并且与同行业人士相互交换商业信息与 September 2015, at the IMPACT Exhibition & Convention Centre in Bangkok, Thailand. 机会。午餐过后，论坛也继续进行东盟零售商 FLA members and industry professionals can avail up to 50% subsidy on their booth participation fees by joining the Singapore Pavilion at FranchisEX ASEAN 2015. In addition, you can also join the Deal Hunter buyer-seller program held in conjunction with FranchisEX ASEAN to enjoy up to 70% subsidy on the business matching fees. For more info, you may contact FLA or email michelle@flasingapore.org; pamm.foo@giec.biz, Mobile: (65) 9093 0616 | (65) 9855 0511 FranchisEX ASEAN 2015 is the gateway for companies into the ASEAN Franchising & Licensing market. It offers a dynamic platform for franchisors and franchisees to network, hear from local and international industry leaders, and find business opportunities and solutions for their franchise. The event will provide the opportunity for franchisors to strategize their business and fast-track their entry into the market via an informative, valuable and complete platform. Co-located with FranchisEX ASEAN 2015, RetailEX ASEAN 2015 is an annual international trade exhibition and conference that caters to retailers and showcases retail technology solutions, equipment, and services from local and international exhibitors. It provides an important trade platform for exhibitors to market themselves profitably and increase awareness of their brand, and providing a conducive marketplace for buyers and sellers to network, extend customer base, as well as identify and tap on new opportunities in ASEAN’s growing economy. Find out more about FranchisEX ASEAN 2015 at www.franchisexasean.com.
业论坛会议，讨论东盟地区零售业的重要议题。 本此论坛成功地推广即将在2015年9月17-19日 在泰国曼谷IMPACT会展中心举办的首届2015东 盟特许经营展会（与2015东盟零售业展会同期 举办）。 通过加入2015年东盟特许经营展会中新加坡展 区，特许经营与许可协会（FLA）成员，以及行 业专家可以获得高达50%的参展费补贴。另外， 您也可以参加与东盟特许经营展会同期举行的 买卖双方“交易猎手”项目也可获得高达70%的 商业配套费补贴。有关详情：您可以联系特许 经营与许可协会（FLA）或者发送电子邮件至 michelle@flasingapore.org；pamm.foo@giec. biz，联系电话:(65) 9093 0616 | (65) 9855 0511 2015东盟特许经营展会是企业迈向东盟特许经营 与许可市场的网关。展会提供了一个互动的平台 为特许授权商及特许经营商相互交流，听取当地 及国际行业领导者意见，并且为他们的特许经营 业寻找商业机会和解决方案。本次展会为特许授 权商制定他们的业务战略，通过一个信息翔实， 提供了一个价值无穷并完整的平台，让参展商快 速进入市场的机会。 2015东盟零售业展会与2015年东盟特许经营展会 同期举行，是一场年度的国际贸易展览盛会，展 会为了迎合零售商需求，展示来自当地及国际参 展商的零售业技术方案、设备及服务。这个展会 将为参展企业有益的推销自己的品牌，以及提升 其品牌意识，提供一个重要的贸易平台。展会同 时也为买方和卖方建立关系，提供有利的市场空 间，拓展了参展商的客户基础，同时也明确地挖 掘东盟迅速增长经济的新机遇。 请点击www.franchisexasean.com获取更多关于 2015东盟特许经营展会的信息。
Jul-Sep 2015 | 7-9月份
52
Franchising in South Africa Interviewer: Albert Kong (AK) Interviewee: Vera Valasis (VV)
VV:
According to our survey 95 South African brands operate outside South Africa so most successful franchisors receive enquiries from other parts of the world and yes, because Nando’s, Debonairs Pizza, Steers, Barcelos, and Spur have done so well internationally - there is more expertise available for local franchisors to develop off shore so they have more confidence in developing outside of our borders.
AK:
How does the South African government support franchising? Are there subsidies or grants or special loans available for prospective franchisors and franchisees to tap on?
VV:
At the moment the government is not assisting the industry with grant funding or general support but we are working closely with one of the government’s funding agencies, Sefa (we signed an MOU in April 2015) to provide funding for members of the association and to fast track applications. We are very confidant that this relationship will bear ‘funding’ fruit in the near future. Meeting have also been held with the Department of Trade and Industry to tap into their grant funding for the industry and we are also confident that this will be developed shortly.
AK:
You recently talked about the Franchise Confidence Index, which is something new to me. Can you elaborate on this – its purpose, how FASA goes about getting this index, and what is ahead after getting this index?
VV:
We are very keen to start a ‘Franchise Business Confidence Index” which measures various factors related to franchises businesses and the confidence that franchisors and franchisees have in the market place, currently and in relation to the foreseeable future. We have had meetings with a local bank (Barclays) and a research company as well as an economist but they indicated that we would have to gather data for at least 12 months before we could launch the index so we are not in a position to launch the index for at least 12 months.
AK:
How many of your members are franchisees?How many percent is this?
VV:
The association’s franchisor members’ franchisees are 10640 – it is one third of all franchisees in SA.
AK:
Has a regional franchising body been formed?
VV:
The Pan African Franchise Federation (PAFF) was started in May 2013 and its constitution has been signed. We are currently working on having a logo designed and registered and a website developed. The association here in SA is funding some of these costs to assist the PAFF so that it can get off the ground.
Executive Director Franchise Association of South Africa AK:
South Africa is the most-franchised nation in the African sub-continent. Other than its strong economy and a highly literate population, the number of people wishing to own their own business is also relatively higher than others in the subcontinent. Can you share with us the franchising growth path over the last decade? How much of the South African franchising industry is actually home grown? Which sectors are growing and which are stagnating and their reasons?
VV:
As I am sure you have seen the economy is not as strong as it should be and other African countries have economies that are growing at a faster rate than South Africa. However it is probably one of the more sophisticated economies and business environments on the Africa continent. The masses are not all literate but there is a huge interest in franchising and owning one's own business.
AK:
I understand that in South Africa, when people talk about fast-food, it is normally about pies, pizzas, bread and fried chicken, right? Do you think ethnic foods from Asia (e.g. from China, Korea, Japan, India and South East Asia) will be welcome (and make money) here?
VV:
Yes it is true that fast food and quick service restaurants’ offer traditional food (often derived from American brands although 88% of franchises in SA are home grown) but because the Asian sector of the economy is making huge inroads in the retail environment more and more people have become aware of and interested in Asian cuisines. Retailers like Woolworths (Marks & Spencer) for example, offer a range of Asian food ingredients and these are now also readily available in most supermarkets. Television programs like Master Chef are very popular and these programs often focus on Asian cuisine which has also increased interest in the cuisine. I am quite sure Asian food brands or fast food brands would do very well in the local market I.e Noodle Box and so on.
AK:
And if these Asian franchises succeed here, does it mean they will succeed in other African nations?
VV:
I have no doubt that these brands could also flourish outside of the South African environment in places like Nigeria, Angola, Mauritius, Ghana and so on.
AK:
Whenever I think of a South African franchise, I think of Nando’s. Has Nando’s success helped other South African franchises go overseas?
Jul-Sep 2015 | 7-9月份
53
特许经营在南非 采访者： 江进兴 (AK) 受访者： Vera Valasis (VV) 执行董事 南非特许经营协会 AK:
在非洲次大陆，南非是特许经营业最发达的国家。个 中原因，除了经济强劲和人口文化水平高之外，还有 就是想拥有自己企业的人口数量相对次大陆的其他国 家也较多。您愿意和我们谈谈过去十年中特许经营的 发展道路吗？南非的特许经营行业有多少真的是在本 土发展起来的呢？哪个部门正在发展，哪个部门停滞 不前，原因何在？
VV:
我敢肯定您已经发现经济增长并未达到其应有的水 平，而其他非洲国家的经济增长速度比南非快得多。 然而，南非可能是非洲大陆上较为复杂的经济和商业 环境之一。虽然并不是所有的民众都受过教育，但是 很多人都对特许经营和拥有自己的企业感兴趣。
AK:
我知道，在南非，当人们谈到快餐食物时，一般指的 是馅饼、比萨饼、面包和炸鸡，对吧？您认为来自亚 洲（例如：来自中国、韩国、日本、印度和东南亚） 的民族食品在这里是否会受到欢迎（并赚钱）呢？
VV:
是的，确实如此。快餐和快捷服务餐厅提供传统的食 物（尽管在南非88%的特许经营是本土发展起来的， 但快餐通常都是来源于美国的品牌），但是，这个 行业的亚洲部门正在获得巨大的市场份额。在零售 环境下，越来越多的人们已经知道了亚洲的菜肴并 且对其发生了兴趣。例如，Woolworths（Marks & Spencer）这样的零售商提供一系列亚洲食品调料， 而现在这些配料在大多数超市也都能买到。《我要做 厨神》这样的电视节目非常受欢迎，并且这些节目经 常关注亚洲菜肴，而亚洲菜肴也提高了人们对菜肴的 兴趣。我非常肯定亚洲食品品牌或快餐品牌，也就是 Noodle Box等，可以在当地市场取得良好业绩。
AK:
如果这些亚洲特许经营业务在这里取得成功，这是否 意味着他们在其他非洲国家也将取得成功？
VV:
我毫不怀疑这些品牌也能在南非以外的地区广受欢 迎，像尼日利亚、安哥拉、毛里求斯、加纳等地。
AK:
每当我想到南非特许经营，我就会想起Nandos’s。 Nandos’s的成功是否帮助其他南非的特许经营走向海 外呢？
VV:
据我们调查，有95个南非品牌在南非以外运营， 所以，最成功的授权商都会收到来自世界其他 地区的咨询。是的，因为Nandos’s、Debonairs Pizza、Steers、Barcelos和Spur已经在世界范围内取 得了很大成功——从而为当地授权商提供了更多进行 离岸开发的专业知识，因此他们更有信心在国外谋求 发展。
Vera Valasis AK:
南非政府是如何支持特许经营的？有可供潜在授权商 和加盟商利用的补贴、资助或特殊贷款吗？
VV:
现在，政府没有通过向特许经营业发放资金或提供全 面支持来扶持该行业，但是我们正与政府资助机构 Sefa密切合作（在2015年4月份签署了一份备忘录）， 为协会成员和快速申请提供资金。我们非常有信心， 这个关系将会在不久的将来结出“资金”果。我们已 与贸易工业部举行会议，以期利用其补助资金扶持该 行业，我们也有信心该行业将很快得到发展。
AK:
您最近谈到的特许经营信心指数(Franchise Confidence Index)对我来说是个新概念。您能否详 细阐述一下——该指数的目的，FASA如何获得这个 指数，获得这个指数后会产生何种影响？
VV:
我们十分渴望启动一个“特许经营商业信心指数 (Franchise Business Confidence Index)”，这项指 数可以衡量与特许经营企业有关的各种因素，以及授 权商和加盟商对当前市场和可预见的未来市场的信 心。我们已经与一家当地银行（巴克莱银行）、一家 调查公司和一位经济学家举行了会议，但他们表示我 们在发布这个指数之前，最好收集至少12个月的数 据，所以在至少12月之内我们还不能发布这项指数。
AK:
你们的成员有多少是加盟商？占多大比例？
VV:
协会的授权商成员拥有10640加盟商，占南非所有加 盟商的三分之一。
AK:
区域特许经营实体是否已经形成？
VV:
Pan African Franchise Federation(PAFF)于2013年5 月成立，并已经签署章程。我们目前正在进行徽标设 计和登记工作，并且正在进行网站开发。位于南非的 协会正提供资金帮助PAFF，这样它就可以尽快投入 运行。
54 News Station 消息站
Jul-Sep 2015 | 7-9月份
Intellectual Property & Franchising
Yew Woon Chooi, a partner of one of Singapore’s leading law firm, Rodyk & Davidson LLP, gave a talk on IP Protection in ASEAN. Woon Chooi who has been awarded the accolades of Asialaw Leading IP Lawyer and Who’s Who Legal Leading Franchise Lawyer gave a very engaging presentation through which participants learnt practical tips on how to protect and use their intellectual property (IP). The presentation highlighted the various forms of IP, which include trade marks, patents, copyright and others. It showed participants that when someone asks the question “How do I patent my trade mark?”, it shows a total lack of understanding of IP rights. Participants learnt the differences between the IP regimes in different countries of ASEAN, and how to best protect their IP through the use of international treaties whenever possible. Woon Chooi also showed participants the unusual trade marks that are registered, and the difficulties in locating such unusual trade marks when conducting trade mark clearance searches. An example is the Louis Vuitton trade mark registration for Epileather shown on the right. This is the look of the leather used on Louis Vuitton’s bags. Finally participants learnt the importance of making proper use of a trade mark once it is registered. Participants learnt about the need to use their trade mark after registration to avoid cancellation of the trade mark by third parties on the ground of non-use.
Asiawide Franchise Consultant's Albert Kong talked about IP's importance in franchising
Jul-Sep 2015 | 7-9月份
News Station 消息站 55
FIM2015 HIT RECORD TRANSACTION OF RM 379 MILLION
马国特许经营展 2015项目签约总额 高达3.79亿马币， 比去年上升了2%
Smart Reader's MOU Signing Ceremony
Franchise International Malaysia (FIM2015) ended on June 14th with a record transactions of a total of RM379 million, an increase of two percent compared to 2014 (FIM2014). MFA chairman Datuk Mohd Latip Sarrugi said this achievement was the result of the participation of exhibitors from home (62) and abroad (23), a total of eighty-five. FIM2015 also showcased fifteen new franchisors who first joined the FIM and has shown great potential. Held for three days at the Putra World Trade Centre (PWTC), FIM2015 was officiated by the Prime Minister of Malaysia, Dato 'Sri Mohd Najib Tun Abdul Razak on Saturday the 13th of June. Present at the ceremony were the Minister of Domestic Trade, Cooperatives and Consumerism (MDTCC), YB Dato 'Sri Hasan Malek and Deputy Minister, YB Senator Dato' Sri Ahmad Bashah Bin Md Hanipah. During the Opening Ceremony several Memorandum of Understanding signings took place. Organized by the MFA and MDTCC, FIM 2016 will be held in May 2016. email: asyiha@mfa.org.my; Web: www.mfa.org.my
6月14日，经马来西亚国内贸易、合作社与消费者部批准， 由马来西亚特许经营协会主办的“2015年国际特许经营博览 会”，在吉隆坡公主国际展览中心开幕。 马来西亚特许经营协会会长拉提说：“这届的展台总数是85 个，其中国内展位62个，海外展位23个。有两家新品牌颇有 潜能。” 6月13日，马来西亚总理纳吉布一行领导莅临展会参观指导。 马来西亚国内贸易、合作和消费者事务部部长哈桑·马利克 及副部长阿末巴斯哈也出席了开幕礼。贵宾们也见证了几家 公司与他们的加盟商签合作备忘录。 下一届大展将在2016年5月举办。
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一 组织 爱思威特许经营顾问私人有限公司， 是公认的最成功的特许(连锁/加盟) 经营咨询服务公司之一，其办事处 (包括加盟商及策略伙伴)遍及世界超 过32个国家和地区。 二 服务范围 爱思威特许经营顾问私人有限公司 的服务范围广泛，包括： 1. 协助商家发展特许经营/连锁店/经 济组合体系的全方位解决方案； 2. 扮演经纪人角色，协助企业及个 人加入特许经营体系； 3. 出版特许经营刊物，定期出版中 英文「亚洲特许经营加盟连锁 • 投资良机」杂志(自1994年)； 4. 推广特许经营概念及相关经营理 念，主办有关研讨会、展览会、 组织赴英美欧日韩，等国家特许 经营考察团等； 5. 其他辅助服务。 三 我们的成绩 爱思威特许经营顾问私人有限公司 在本区域已为超过670个不同行业的 企业提供综合广泛而又高度专业化的 咨询服务。 本公司团队力量精良，现有高级顾问 多名，均具有美国特许经营协会授予 的注册特许经营管理专家(CFE)头衔。
For more information, please contact 预知详情，请联络： 江进兴董事经理 albert@asiawidefranchise.com.sg 蓝俊礼总经理兼高级顾问 clarence@asiawidefranchise.com.sg 140 Paya Lebar Road #09-20 AZ@PayaLebar Singapore 409015 Tel: (65) 6743 2282 Fax: (65) 6743 1139 www.asiawidefranchise.com.sg Our subsidiary Asiawide Business Consultants Pte Ltd provides the following services: Capability Projects / Services • Productivity (SMART / Development of Service Blueprint) • Innovation (IP Business Diagnostics) Others • CaseTrust • Edutrust • Customer Centric Initiative
Our Strategic Partners. We are connected internationally... More strategic partners with high integrity in other countries will be recruited so as to serve our customers even better. Australia (1)George Georgiou
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Middle East Sary Hamway
Thailand (2)Vichaporn Trangkhasombat
Canada Steve Chui
Italy Federico Fiorentini
Mongolia Luvsantseren Davaadelger
USA (1)William LeSante
China (Beijing) Niu Zhi Min
Japan (1)Joseph H. Shima
New Zealand David McCulloch
USA Mark Shieh
China (Chengdu) Chris Ma Xiao
Japan (2)Shigeru Shimba
Philippines Henry Ong
USA (2)Charlie Weeks
Finland Veli-Pekka Pihlainen
Korea (1)Lee, Kyung-Hee
Portugal Jose Antonio Cavaco
Vietnam (1)Adrian Leong
Korea (2)Seung Kyo Cheung
Romania Constantin Anton
Vietnam (2)Ngo Le Thu
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Calendar of Events 世界特许经营活动表 2015 July 七月 3–5
Macau Franchise Expo 2015 Macau www.mfe.mo
16 – 19
Thailand Franchise & Business Opportunities (TFBO 2015) Bangkok, Thailand www.thailandfranchising.com
August 八月
11 – 13
HKTDC Hong Kong International Licensing Show – 2016 Hong Kong www.hktdc.com/fair/hklicensingshow-en/
15 – 17
International Franchise & Business Opportunities (IFBO), Myanmar 2016 Myanmar
March 三月 3–6
Malaysia International Retail, Franchising & Licensing Fair (MIRF 2016) KL, Malaysia
9 – 11
China Franchise Expo at SNIEC, Pudong, Shanghai Shanghai, China www.chinafranchiseexpo.com
Tokyo Franchise Show 2016 Tokyo, Japan www.shopbiz.jp/fc/
11 – 14
17th Taipei Int’l Chain & Franchise spring Exhibition Taipei, Taiwan www.franchise.org.tw
3–5
KFA Korea Franchise Business Expo Seoul, Korea www.kfaexpo.kr
20 – 23
Franchise Expo Paris 2016 Paris, France www.franchiseparis.com
11 – 13
Franchise & Licensing Expo, Indonesia Jakarta, Indonesia www.franchise-expo.co.id
31 – April 2
International Franchise & Business Opportunities (IFBO) Vietnam 2016 at SECC HCMC, Vietnam
17 – 19
FranchiseEX 2015 / RetailEX 2015 at IMPACT Exhibition Centre Bangkok, Thailand www.franchisexasean.com
21 – 23
Franchise & Business Opportunities Expo 2015 Melbourne, Australia www.franchisingexpo.com.au
2016 January 一月
September 九月 3–5
April 四月 12 – 15
October 十月 6–8
29 – 31
Cambodia Franchise Show co-located with CamFood '15 Angkor COEX, Siam Reap www.ambexpo.com FLAsia 2015 Show at MBS Hall B & C MBS, Singapore www.FranchiseLicenseasia.com
November 十一月 5–7
26 – 28
Vietnam Int’l Retail & Franchise (VIRF) 2015 Show HCMC, Vietnam www.coex.co.kr Myanmar Franchise Show co-located with MyanFood '15 Myanmar Event Park, Yangon www.ambexpo.com
December 十二月 3–5
World SME 2015 Show / HK Int’l Franchising show Hong Kong www.hktdc.com/worldsmeexpo
Food & Hotel Asia 2016 - at Singapore Expo Expo, Singapore http://www.foodnhotelasia.com/hotelasia2016/
May 五月 6–8
FIM 2016 show at PWTC, KL www.mfa.org.my
25 – 29
ThaiFex 2016 Show at IMPACT Bangkok, Thailand http://www.worldoffoodasia.com/
31 – June 3
CommunicAsia 2016 / Enterprise IT 2016 MBS, Singapore http://www.communicasia.com/
June 六月 3–5
IFRA 2016 show www.ifra-indonesia.com
4–6
China Franchise Expo at Beijing Beijing, China http://www.chinafranchiseexpo.com/