2025_AFO-Jan-Mar (Final) by asiawidefranchisesg

BRING TACO BELL TO SINGAPORE!

Become a Franchise Partner and Join the Taco Bell Legacy

WHY TACO BELL?

Taco Bell is a global phenomenon, recognized for its bold ﬂavors and innovative menu. With over 8,000 locations worldwide, it’s a beloved brand that continues to grow. We are present in 30+ countries with over US$15 Billion in System Sales.

Taco Bell is a global phenomenon, recognized for its bold flavors and innovative menu. With over 8,000 locations worldwide, it’s a beloved brand that continues to grow. We are present in 30+ countries with over US$15 Billion in System Sales.

As part of Yum! Brands, Taco Bell also has unique access to global scale, insights and infrastructure. We are looking for a passionate franchise partner to bring this iconic brand to

WHAT WE OFFER

• Strong Brand Identity: Be part of a globally recognized brand

• Proven Business Model: Beneﬁt from our successful framework

• Proven Business Model: Benefit from our successful framework

• Comprehensive Training: Extensive training and ongoing support from our team

• Marketing Support: Leverage global strategies and local campaigns

• Innovative Menu: Delight your customers with diverse options

For more information, please contact: Albert at +65 9679 3947 or albert@asiawidefranchise.com.sg

The 3rd International Exhibition of Food & beverage products, Technologies, Ingredients, Addictives, Raw Material, Services, Equipments, and Supplies.

Indonesia Conventional

Exhibition, Tangerang , Indonesia.

Jan - Mar 2025

King Coffee’s international franchising: 8-10 A strategic move to bring Vietnamese coffee to the global stage King Coffee 的国际特许经营:

From Bland to Brand: Creating a Winning Brand Strategy with 14-17 Brand Archetypes 从平淡无奇到品牌：利用品牌原型打造成功的品牌战略

Dignify Your Customers: Three Levers to Pull

尊重客户：三个杠杆

Why Retailers Are Reselling Items

二手市场为何崛起，企业如何应对？

Indonesia Introduces New Franchise Regulations: 28-29 Key Changes in 2024 印度尼西亚出台新的特许经营法规：2024年主要变化

The 4th Edition of the Arab Franchise Expo

第四届阿拉伯特许经营博览会

Franchising & Licensing Asia - Post Event 12-13 2024年亚洲特许经营与授权展

Franchising Expo FLEI 2024 18-19 印尼·特许经营博览会 FLEI 2024

RAS Epicurean Awards Gala Dinner

2024 年 RAS 美食家之星奖及晚宴

The 2024 Taipei Autumn Franchise Exhibition

2024台北国际连锁加盟大展-秋季展

VIETRF 2024

越南特许经营展2024

Not every milk/bubble tea is the same

不是每一种奶茶都是一样的

No om the Editor

FNOTE FROM THE EDITOR 编辑的话

built a solid , will often s ecause many ent hising , this is na xpansion.

江进兴

Albert Kong

Editor 编辑

I opine that before venturing overseas, doing tons of pre-entr y homework, and evaluating the external environment of a business by breaking down the opportunities and risks into Political, Economic, Social, Technological, Environment al, and Legal factors (PESTEL) is tot ally essential.

In the past, many people who chose to start a business or ‘airdropped’ into top management rarely received systematic management training. Similarly, as a boss, from the first day of starting a business, many are still not trained to be an outstanding general manager. They unwittingly do not have the ability to lead the company into the future.

However, in my 33 years in franchise consulting , I have seen many franchisors rush overseas in the most unprepared conditions – e.g ., when their nancial position is still relatively weak; when their team members are still inexperienced and psychologically unprepared to travel frequently overseas; and when their intellectual propert y protection is not in place…

May 2022 be a year when great breakthroughs happen for the good of all humanit y

There are also many people who were able to build a business in the past, but their business currently is facing a decline today. The consulting firm Russell Reynolds & Company cooperated with Hogan Measurement Systems to study this topic and they concluded with some conclusions by identifying measurable leadership indicators, which are can help bring growth to the company.

Interestingly, I recently read an article about international expansion by Wharton management professor Exequiel (Zeke) Hernandez who studied a phenomenon in the banking industr y in his paper, “When Do Ethnic Communities A ect Foreign Location Choice? Dual Entr y Strategies of Korean Banks in China” Professor Hernandez mentioned the example of a Korean bank which, among other strategies it deploys, open branches in China populated by people of its own ethnic group.

The results show that: the ability to deeply understand and gain an insight of things ; the ability to grasp the key points; to prioritize things; to focus on handling things at hand effectively; the ability to judge a situation; and the ability to make full use of the knowledge and skills of others – these are key attributes and are the common qualities of an excellent general manager.

The topic might seem unusual, but the phenomenon of rms expanding into foreign markets [to follow immigrants] is actually quite common. I am inclined to see Philippines’ fast-food Jollibee as a real example. Their rst outlets were in California because there are many Filipinos who live there…

Excellent general managers have two significant characteristics: willingness to take appropriate risks and more willingness to take action when taking advantage of opportunities. In other words, excellent general managers are not as cautious as other executives, and they are more willing to take action.

在过去，很多的人选择创业也好，做管理也好，都很少经历过系统的培训。同样的，作为老板，许多人从创业的第一天起，就没有人正儿八经的教过这群人，如何做一个杰出的总经理。很多老板和管理者都有一个成为优秀总经理的梦想。然而，今天很多的人号称所谓的“总经理”，但是没有能力带领企业走向未来。也有很多人，过去有能力把企业做起来，却在今天面对一发不可收拾的颓势，没有真正符合优秀总经理的能力，最终没有办法帮企业带向新的成功.

Albert Kong

Editor 编辑

咨询公司罗素 • 雷诺兹公司 (Russell Reynolds & company) 与霍根测量系统公司 (Hogan measurement systems) 合作对这一课题进行了研究，通过确定可以衡量的领导力指标来得出一些结论，那些可以为公司带来增长的领导力指标。

结果表明：深刻洞察和理解的事物的能力，能够抓住重点，对事情进行优先排序，同时专注于处理手头的事物，具备别人没有的洞察力和判断力，

并充分利用他人的知识和技能，这些能力是一个优秀总经理共同的品质.

优秀的总经理有两个显著的特点：愿意承担适当的冒险，在利用机会的时候更有意愿采取行动。这些特质是成为一名优秀总经理的关键。

换句话说，优秀的总经理不像其他高管那样谨慎，他们更愿意采取行动。

In addition, the data shows that excellent general managers have six different characteristics from other executives:

1. Strong enthusiasm and adaptability

2. Original thinking

3. Ability to foresee the future

4. Team building ability

5. Ability to actively communicate with others

6. Ability to inspire others to act.

But not all companies will nd it desirable to locate where immigrants from their home countr y live. There are cases in which companies deliberately avoided locating where immigrants live because they didn’t want to be associated with catering to a ‘niche-y’ ethnic group of customers or workers. Instead, they actually wanted to ser ve the broader market. Professor Hernandez’s ‘dual entr y strategy’ is quite interesting “If I am a rm and I’m considering expansion into a location that has an ethnic population, I’m going to do it if that location has a weak institutional environment weak courts, weak laws, weak propert y rights — but I will not or I will be at least much less swayed by the ethnic population in places where institutional environments are strong”

I hope that this column (in fact, I am looking for a successor to take over my place as I am already reaching 70) can give a shot of adrenaline to confused entrepreneurs, allowing them to learn in depth on the above major points, and thus become better leaders.

Publisher 出版

Asiawide Franchise Consultants Pte Ltd

爱思威特许经营顾问有限公司

7B Aliwa Street, Level 3 Room 2

Tel 电话: (65) 6743 2282

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Designer 设计

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Media Reps 广告代理 albert@asiawidefranchise.com.sg

MCI (P) 050/04/2024

Editor-In-Chief 总编辑 Albert Kong 江进兴

We welcome views and comments from our readers. Correspondence should be addressed to Editor-inChief at the above address.

Asia Franchise & Business Opportunities (AFBO) reserves the right to edit letters for publicaiton and also reserves the right to refuse advertising. With the publicaiton of AFBO, Asiawide Franchise Consultants Pte Ltd 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 Franchise Consultants Pte Ltd

此外，数据显示，优秀的总经理与其他高管有六个不同的特点:

①　较强的积极性和适应能力 ②　独创性思维 ③　预见未来的能力 ④　团队建设能力 ⑤　与他人积极沟通的能力 ⑥　能激励他人行动

希望今天这篇专栏(其实，我快接近70岁了，正在物色一位有能力的接班人）能给一些迷茫中的创业者们注入一针强心剂，提升个人的认知，同时弥补自身不足。最终成为一个受团队和客户敬仰的好老板.

The 4th Edition of the Arab Franchise Expo

The 4th edition of the Arab Franchise Expo was held in Dubai on Nov 6-7th at Queen Elizabeth 2 (QE2), a huge floating hotel located in the Northwestern part of Dubai.

Many local Emirati brands have become franchisors in the food, education and service industries. This event, although much smaller in scale than most franchise shows, had drawn quality participants from local and international brands.

Several seminar sessions helmed by experts were held in the afternoon.

Later in the evening, an elaborate awards dinner was held, recognizing individuals and companies who have contributed significantly to the franchise eco system.

A series of exciting matchmaking sessions were held the following morning between prospective franchisees and franchisors.

The 2025 edition of Arab Franchise Expo is slated for 13-14 Nov 2025.

第四届阿拉伯特许经营博览会

第

四届阿拉伯特许经营博览会于 11 月 6 日至 7 日在迪

拜西北部的巨型浮动酒店“伊丽莎白二号”举行许多阿联酋本地品牌已成为食品、教育和服务行业的特许经营商。本次活动虽然规模比大多数特许经营展会小得多，但吸引了来自本地和国际品牌的优质参与者。

下午举行了几场由专家主持的研讨会.

第二天上午，潜在加盟商和特许经营者举行了一系列的配对会议。

2025 年阿拉伯特许经营博览会将于 2025 年 11 月 13 日至 14 日举行。

Madame Le Hoang Diep Thao: The visionary behind Vietnam’s coffee legacy

Madame Le Hoang Diep Thao is one of the outstanding entrepreneurs in the Vietnamese coffee industry, renowned for her role as the co-founder of Trung Nguyen, G7, and currently the founder and CEO of King Coffee. With her strategic vision and passion for entrepreneurship, she has played a crucial role in building Trung Nguyen and G7 into one of the leading coffee brands in Vietnam and internationally, while continuing to promote the development of the Vietnamese coffee industry through the King Coffee brand.

The creative journey from zero to a national brand

In 1996, ten years after Vietnam began its renovation process, Trung Nguyen Coffee Company was founded, driven by the desire to find answers to the founder’s persistent questions: “Why are coffee farmers still poor while there are countries in the world that do not grow coffee yet become rich from it? Why do we only export raw coffee beans without processing them for export?” The aspiration to restore fairness and rightful status to the Vietnamese coffee industry has incited Trung Nguyen’s continuous innovation in the quest for answers.

Even the name “Trung Nguyen Coffee Company” was quite different. In Vietnamese and in the business community’s perception at that time, a “company” was a substantial business establishment, not a small house of a few square meters with an old low-capacity coffee roasting machine as Trung Nguyen was then. The logo of Trung Nguyen Coffee Company, featuring an upward arrow, clearly represents the brand’s ambition to rise and its will to conquer new heights.

On August 20, 1998, Trung Nguyen opened its first showroom and coffee shop on Nguyen Kiem Street, HCMC along with the biggest promotional program that we could think of: nothing is more attractive than being served free drinks; everyone would enjoy Trung Nguyen coffee as they wish, without limits and completely free for the first seven days of operation. Trung Nguyen’s franchising

model was inspired by Madame Diep Thao’s thoughts on the story of one of the most famous franchise systems in the world - McDonald’s. From their story, she realized what she needed to do for Trung Nguyen.

She observed the surrounding streets and wondered if this would be a good location to attract customers. Would the coffee shop be easily visible? The goal was to ensure that anyone walking on the street, whether from Go Vap to Nha Be or from Thu Duc to Binh Tan, would see plenty of Trung Nguyen stores, and we opened over 500 franchise locations in Saigon. Nowadays, no matter where you are in the city, you can easily find the Trung Nguyen logoour symbol. Under her leadership, Trung Nguyen began developing many high-quality product lines made from various types of coffee. Never before have Vietnamese consumers had so many choices of coffee products.

The history of the formation and development of the G7 coffee brand

G7, one of the most prominent instant coffee brands in Vietnam, has made a strong mark in both the domestic and international markets since its launch in 2003. With a strategic vision and mission to deliver “world-class instant coffee,” G7 has not only changed the landscape of the domestic instant coffee market but also put Vietnamese coffee on the world map.

On November 23, 2003, when the country celebrated Cultural Heritage Day, a blind taste test was held in front of the Independence Palace, one of the most prominent locations in downtown Ho Chi Minh City. Among thousands of participants, 89% chose G7 over Nescafé. This was a significant turning point that confirmed the status of a Vietnamese brand and created a huge impact in the coffee industry. Following its domestic success, G7 quickly expanded into the international market. Products were exported to over 60 countries, including demanding markets like the USA, Japan, South Korea, the Middle East, and Europe. Currently, G7 has become one of the most beloved instant coffee brands in Vietnam and around the world. The development journey of G7 exemplifies the tenacity, creativity, and pride of Vietnamese coffee. This brand not only leaves a mark in the hearts of consumers but also contributes to elevating Vietnam’s position on the global coffee map.

King Coffee – A global brand pioneering the recognition of Vietnamese coffee heritage

With a belief and aspiration to build a global coffee brand that embodies Vietnamese identity and can compete with multinational companies in the coffee industry, after two years of relentless effort, Madame Le Hoang Diep Thao introduced a masterpiece worthy of the title The Master of Coffee - King Coffee from its inception.

First launched in the US in 2016, a symbolic market of the world, King Coffee immediately garnered attention not only from Vietnamese people but also from Americans who had long been familiar with Vietnamese coffee. Soon after, the wave of love for the taste of Vietnamese coffee from King Coffee spread to many major markets such as South Korea, India, Singapore, Russia, and China. Just six months after arriving in the US, King Coffee appeared in the distribution system of 88 countries. In March 2017, when King Coffee officially signed a distribution partnership in the Chinese market, Madame Diệp Thảo emphasized a roadmap to conquer this 1.4 billion people market, which is also regarded as a king market due to the consumer tastes here not being very different from the Vietnamese market. In the initial phase, King Coffee made it into the Top 4 best-selling brands on the T-Mall Super Market channel, which is one of the three major e-commerce websites of Alibaba with over 6 million active accounts. In South Korea, King Coffee has been sold on over 300 e-commerce websites. Since April 2017, South Korean consumers can also purchase King Coffee at 40 Kim’s Club supermarkets, with plans to expand to all other supermarkets in South Korea soon.

Notably, in December 2021, she helped Vietnamese coffee achieve a record from the World Records Union for Robusta coffee beans and Vietnamese coffee culture. This can be regarded as the most significant event in the Vietnamese coffee industry, and more importantly, this event will help the Vietnamese coffee sector mark its presence in the global coffee market, facilitating access to other large and demanding markets around the world for the Vietnamese coffee business community. Following the event, King Coffee represented Vietnam’s coffee and agriculture sector in introducing itself to the world at Expo 2020 held in Dubai,

UAE. This event has a history of over 170 years and is likened to the “Olympics” of global entrepreneurs, held only once every five years. At this international event gathering 192 countries and territories, King Coffee introduced the essence of Vietnamese coffee to buyers and connected to sell coffee in over 120 markets.

In 2023, King Coffee, a major Vietnamese coffee brand, was sold directly in the Costco Wholesale system, the largest wholesale chain in the United States. Within just four months, King Coffee’s products became one of the most sought-after and best-selling products in this major wholesale system. In the first six months of 2024, King Coffee officially appeared on the shelves of various major retail and wholesale supermarket chains such as Woolworth and Costco in Australia, and in over 1300 stores of the renowned US retail chain TJ Maxx. For King Coffee, the chain of stores is a strength, clearly demonstrated by its strong deployment in Korea, the US, the UK, Thailand and Pakistan. In the near future, King Coffee plans to develop even more strongly in China and franchise globally. In addition, King Coffee also has plans to franchise and sell directly to large supply chains in the US such as Food Town, Fiesta, Asian Super Markets, H.E.B, ... Over the past eight years, King Coffee has received hundreds of certificates and awards both domestically and internationally. Recently, King Coffee was named one of the Top 10 coffee companies in Southeast Asia in 2023 by Asia Business Outlook.

In journey to bring Vietnamese coffee to the world, Madame Le Hoang Diep Thao is committed to enhancing the value of Vietnamese coffee, promoting the National Coffee Brand globally, and encouraging domestic coffee consumption. By 2025, with a sustainable development orientation and as a pioneer in the Vietnamese coffee industry, King Coffee continuously strives to become a global symbol, honoring the heritage value of Vietnamese coffee and developing the Global Coffee Heritage project—seen as a global coffee heritage—a world-class coffee cultural center that brings together historical, cultural, and creative values, contributing to establish the position of Vietnamese coffee on the global coffee map.

KKing Coffee 的国际特许经营: 将越南咖啡推向全球舞台的战略举措

ing Coffee 是越南最负盛名的咖啡品牌之一，它正在以大胆创新的战略扩大其全球影响力，而这些战略只有经验丰富的咖啡行业领导者才敢于采取。

自 2016 年在美国推出以来，King Coffee 迅速确立了其在国际市场的地位，随后成功征服了越南国内市场。这一成就是 Le Hoang Diep Thao 女士的战略眼光和领导力的结果。她以在世界地图上重新定位越南咖啡为使命，实施了全球特许经营战略，覆盖亚洲、欧洲、北美和其他地区的市场。Diep Thao 女士说： “特许经营模式不仅帮助我们扩大市场，还提供了一个机会来推广越南咖啡文化、打造我们的品牌并在全球范围内发展忠诚的消费者社区。”

King Coffee 的每一款产品都代表着复杂的生产过程，传承着大自然的精髓，蕴含着无尽的激情故事。其产品范围从满足现代生活省时需求的速溶咖啡（King Coffee 3in1、Pure Black、Coffee & Creamer、Espresso），到满足挑剔口味的烘焙和研磨咖啡（Gourmet Blend、Inspire Blend、Premium Blend），到提供正宗咖啡体验的全豆咖啡，再到即饮罐装咖啡和 Weasel、Legacy 和 Golden 等优质咖啡系列。首次进军战略市场. 最初，该公司瞄准了拥有大量越南海外人口的“王者”市场，包括美国、韩国和新加坡，因为这些国家对具有本土风味的产品需求很高。它通过在加利福尼亚州开设门店成功打入了竞争激烈的美国咖啡市场，吸引了大量偏爱浓烈而独特咖啡的消费者群体。与此同时，快速增长的中国咖啡市场成为它的重点关注领域。该品牌不仅迎合越南侨民的需求，也迎合当地消费者的需求，通过调整产品以适应当地口味，同时保留正宗的越南风味。这使得 King Coffee 能够接触到数百万消费者，并在这个前景广阔的市场中建立强大的品牌影响力。通过针对每个市场采用量身定制的方法，King Coffee 成功地在全球舞台上崭露头角。

成功的特许经营模式: King Coffee 特许经营模式不仅仅是业务扩展，也是推广越南咖啡独特文化、风味和享受的载体。它在全球的每家门店都旨在传达精致口味和咖啡多样性的信

息，从传统的滤泡咖啡到越南冰咖啡、浓缩咖啡、卡布奇诺和拿铁等现代饮品。它成功的一个关键因素是其灵活的特许经营模式，可以适应每个市场的不同需求。它提供各种特许经营模块，从传统咖啡店和移动售货亭到高档商店和产品分销系统。根据特定市场，它始终有合适的解决方案来优化运营效率并提供最佳客户体验。例如，在亚洲国家，它开发小型商店和售货亭，以满足消费者快节奏的生活方式。同时，在欧洲和美国市场，该品牌专注于创造舒适的空间和友好的服务风格，以吸引更高层次的本地和国际客户。这种灵活性使它能够快速征服和适应具有挑战性的市场。

特许经营——推广越南咖啡文化的“大使”:Le Hoang Diep Thao 女士认为，King Coffee 特许经营店是越南咖啡的大使，与世界分享其独特的风味和传统。它的每家国际门店的设计都旨在唤起越南文化的温暖和热情好客。通过向全球客户介绍标志性的越南滤泡咖啡（“phin cà phê”），它建立了与其他品牌不同的独特身份。

它特许经营成功的几个关键因素包括：（1）对产品质量和卓越服务的坚定承诺。2）不断创新，使其产品能够很好地满足不同市场不断变化的消费者偏好和口味。3）其长期愿景和战略性国际特许经营计划。

荣誉和奖项/其他里程碑： 2021 年：它被越南文化、体育和旅游部授予代表该国咖啡行业参加 2020 年迪拜世博会的荣誉，展示了越南罗布斯塔咖啡的独特特色。同年，该品牌创下了三项与罗布斯塔咖啡和越南咖啡文化相关的世界纪录，进一步肯定了越南咖啡在全球咖啡地图上的地位。2023 年：总部位于新加坡的《亚洲商业展望》杂志将其评为东南亚十大咖啡公司之一。其他里程碑包括其产品现已在美国 Costco 批发连锁店的 1,300 多家门店销售。在短短四个月内，其3和 1成为Costco最畅销的越南咖啡。最近，它在美国 TJ Maxx 零售连锁店的 1,300 多家门店上架。此外，在澳大利亚，其产品现已在 Woolworths 和 Costco 等知名零售连锁店有售。未来，King Coffee 的目标是打入沃尔玛、山姆会员商店和 Kroger 等其他国际零售连锁店。

FLAsia 2024 was a thrilling showcase of franchising and licensing opportunities across sectors like Education, Food & Beverage, Health, Beauty & Wellness, and Retail.

It took place over the period 12th to 14th September at the iconic Sands Expo and Convention Centre, Marina Bay Sands to much fanfare.

The guest of honour was Senior Minister of State for Culture, Community and Youth and Senior Minister of State for Trade and Industry, Ms. Low Yen Ling, who gave a spirited speech revolving around the event’s theme “Resilience in Franchising: Evolve to Thrive.”

More than 100 exhibition booths featuring more than 300 franchises and licensable characters, including well-known names like Pac Man and Tamagotchi, and an estimated 5,000 visitors created a huge buzz in the venue. Korean exhibitors like Fun & I and EDIYA COFFEE, Malaysian exhibitors like MarryBrown and SmartReader, and Singapore brands like Dian Xiao Er and Tung Lok received many inquiries.

There is evidence of very strong confidence in next year’s FLAsia 2025 – -40% of available exhibition space has already been booked before the 2024 show ended.

FLAsia 2024 是一场激动人心的展览，展示了教育、食品和饮料、健康、美容和保健以及零售等行业的特许经营和授权机会。

展会于 9 月 12 日至 14 日在标志性的金沙会展中心（滨海湾金沙）举行，备受瞩目。

贵宾是文化、社区和青年部高级政务部长兼贸易和工业部高级政务部长刘燕玲女士，她围绕此次活动的主题“特许经营的韧性：发展以繁荣”发表了热情洋溢的演讲。

超过 100 个展位展示了 300 多个特许经营和可授权角色，包括 Pac Man 和 Tamagotchi 等知名角色，估计有 5,000 名参观者在会场引起了巨大的轰动。韩国参展商如 Fun & I 和 EDIYA COFFEE、马来西亚参展商如 MarryBrown 和 SmartReader 以及新加坡品牌如店小二Dian Xiao Er 和同乐 Tung Lok 都备受欢迎。

有证据表明，人们对明年的 FLAsia 2025 信心十足——2024 年展会结束前，40% 的可用展览空间已被预订。

FLAsia 2025 returns on 18-20th September 2025 at the same iconic Sands Exhibition and Convention Centre. FLAsia 2025 将于明年9月18至20日再次从现。

From Bland to Brand: Creating a Winning Brand Strategy with Brand Archetypes

Introduction.

When companies think of branding, they often focus on the visible aspects—logos, colour schemes, or social media. Yes, these are important, but they’re just the tip of the iceberg. What truly drives a brand’s impact is the foundation below the surface—a solid, strategic foundation centred around its brand archetype. When done right, archetypes give brands personality, depth, and an emotional connection that customers don’t just notice but remember.

The concept of archetypes isn’t new—it’s rooted in the work of Carl Jung, a Swiss psychiatrist who believed that human behaviour is driven by universal characters and symbols embedded in our collective unconscious. These archetypes are deeply ingrained patterns of thought, behaviour, and emotion that shape how we perceive and interact with the world. In branding, they serve as shortcuts to the emotional responses you want to evoke from your audience.

1. The Innocent: Simplicity and Trust

By aligning your brand with a clear archetype, you create a deeper, more meaningful connection with your customers. The right archetype taps into their desires, emotions, and beliefs, making your brand relatable and trustworthy. Brands that leverage archetypes strategically often see higher engagement and long-term loyalty.

The 12 Brand Archetypes.

Let’s explore the 12 archetypes and the brands that have successfully embodied them:

Brands under the Innocent archetype focus on purity, honesty, and simplicity. MUJI (Japan) is a prime example, with its minimalist products and ‘no-brand’ philosophy offering a sense of calm in a cluttered world. The brand has impressively extended beyond its initial basic stationery and clothing offerings, showcasing its ability to diversify while staying true to its archetype.

2. The Sage: Wisdom and Expertise Sage brands are trusted for their knowledge and insight. Petronas (Malaysia) positions itself as a leader in sustainable energy solutions. Petronas’ brand story highlights its dedication to pushing the boundaries of innovation and sustainability, which aligns with the Sage archetype’s pursuit of wisdom and positive change. The National Geographic (US) is another brand that reflects the Sage through its commitment to education and exploration, providing insights about the world.

3. The Explorer: Adventure and Discovery Explorer brands inspire curiosity and independence. Ovolo Hotels (Hong Kong) offers guests a unique, exploratory experience with each visit. With its quirky name, “Ovolo,” meaning “little egg,” the brand celebrates uniqueness - no two hotels are alike. Each hotel is a distinct adventure, showcasing bold design, inspiring art, and a local flair. Their brand motto, “Wonder.Full.” encapsulates this ethos, inviting guests to uncover something extraordinary with every visit. Similarly, Patagonia (US) challenges customers to push limits through adventure and sustainability.

4. The Creator: Innovation and Originality Brands that embrace The Creator archetype value imagination and innovation. Gentle Monster (South Korea), a luxury eyewear brand founded in 2011 by Hankook Kim, embodies the “Creator” archetype. Characterized by innovation, creativity, and a unique perspective, the brand has gained global fame for its distinctive, oversized sunglasses catering to Asian beauty standards. Their stores, designed like contemporary art galleries, further illustrate their creative ethos. The brand’s success lies in blending fashion and art, appealing to a global audience with a taste for the unconventional. LEGO (Denmark) is another example.

5. The Caregiver: Compassion and Nurturing Caregiver brands emphasize care and community. Sheng Siong (Singapore) is a leading supermarket chain in Singapore. Its founders, the Lim brothers, transformed their single-store operation into a household name synonymous with affordability and quality. It values community and quality by exemplifying the caregiver archetype, evident in its profit-sharing initiative and the 2020 bonus for employees following stellar performance. The tagline “All for You” emphasizes their dedication to customer and employee satisfaction.

6. The Magician: Transformation & Vision Magician brands create awe-inspiring experiences. Alibaba (China) embodies this archetype. Alibaba’s name, inspired by the phrase “Open Sesame” from the tale of Ali Baba & the Forty Thieves, reflects the Magician archetype. This name symbolizes unlocking hidden treasures and opportunities, akin to Alibaba’s transformative impact on e-commerce and digital technology. Disney (US) is another example, continually delighting audiences with its magical storytelling.

7. The Ruler: Control and Leadership Ruler brands project authority and leadership. Razer (Singapore), a global leader in gaming hardware, software, and systems, personifies the Ruler archetype. Its tagline, “For Gamers, By Gamers,” reflects the brand’s deep understanding of and dedication to the gaming community. Another example is Rolex (Switzerland). It represents luxury and mastery in watchmaking, fitting the Ruler archetype perfectly. As its tagline goes, “A Crown for Every Achievement.”

8. The Hero: Strength and Determination

Hero brands inspire by overcoming challenges. One Championship, a leading mixed martial arts (MMA) organization in Asia, exemplifies the Hero archetype. One Championship’s approach to martial arts, focusing on honour, respect, and the spirit of a warrior, aligns with the Hero’s qualities of courage, moral integrity, and inspiring

others through personal triumphs and challenges. Through its events and fighter stories, the brand represents the Hero’s journey in real-time, offering a platform where courage, discipline, and personal growth are celebrated. Nike (US) similarly embodies the Hero with its iconic “Just Do It” tagline, encouraging customers to strive for greatness.

9. The Jester: Fun and Joy Jester brands bring entertainment and joy to everyday life. As a prominent e-commerce platform, Shopee (Singapore) exemplifies the Jester archetype in the digital marketplace. This alignment is evident in its playful, vibrant, and engaging approach to online shopping, designed to create an enjoyable and entertaining user experience. M&M’s (US) similarly embraces the Jester brand archetype, bringing joy and entertainment to consumers.

10. The Rebel: Freedom and Rebellion Rebel brands challenge conventions and celebrate individuality. Ghostboy (Malaysia) appeals to the youth with its rebellious fashion. Emerging from the vibrant streets of Kuala Lumpur, Ghostboy has a compelling backstory founded by the creative duo David Han and Cyii Cheng in 2020. Another example is the global brand HarleyDavidson (US), which represents freedom and the thrill of breaking societal norms.

11. The Regular Guy/Gal Authenticity and Belonging. These brands foster community and simplicity. Founded with the vision of creating affordable yet high-quality coffee for the everyday Indonesian, Kopi Kenangan (Indonesian) has quickly grown into a beloved brand since its inception in 2017. The brand’s philosophy, as articulated by CEO and Founder Edward Tirtanata, “Coffee is deeply ingrained in everyone’s daily life, and our coffee will accompany your daily activity”, emphasizes coffee not just as a beverage but as an integral part of daily life and a creator of memories. Another example is IKEA (Sweden), which appeals to the average consumer with functional, affordable furniture.

12. The Lover: Passion and Intimacy

Lover brands cultivate beauty, intimacy, and emotional connection. Tanishq (India) celebrates life’s special moments with intricate jewellery designs. Tanishq’s advertising campaigns often highlight emotional narratives, focusing on weddings, festivals, and family, which are central to Indian culture. Their tagline, “Be More with Tanishq,” reflects a commitment to beauty, elegance, and the emotional significance of jewellery in expressing love and affection. Another example is Victoria’s Secret (US), a brand that exudes sensuality and allure.

The Power of Archetypes in Branding.

In an era where attention spans are short and options are plenty, your brand must do more than just show up—it has to connect. According to a study by Kantar, brands with well-defined archetypes see up to 30% higher brand loyalty than those without. By anchoring your brand in an archetype, you’re not just creating a product; you’re telling a story, building trust, and fostering relationships. So, what’s your brand’s archetype? And how can it help you rise above the noise in an increasingly crowded market? Whether you’re a Creator, a Caregiver, or a Rebel, the key is to align your entire brand experience with the emotional needs of your audience—and that’s where the magic happens.

Author: CATHERINE

CHAI

Author: Catherine Chai is a seasoned brand strategist, workplace learning specialist, and leadership coach who works with managers of Fortune 1000 companies. As the founder and principal consultant of Broc Consulting, she brings over 20 years of experience advising C-leaders. Her firm is dedicated to strengthening two of a company’s most valuable assets: its brands and people. Catherine is also the acclaimed author of From Bland to Brand – The Essential Branding Handbook for Asian Businesses, a must-read for brand owners and marketers seeking practical, actionable strategies to differentiate and elevate their brands. www.brocconsulting.com

从平淡无奇到品牌：利用品牌原型打造成功的品牌战略

简介

当公司考虑品牌时，他们通常会关注可见的方面——徽标、配色方案或社交媒体。是的，这些很重要，但它们只是冰山一角。真正推动品牌影响力的是表面之下的基础——以品牌原型为中心的坚实战略基础。如果做得好，原型会赋予品牌个性、深度和情感联系，客户不仅会注意到，还会记住。

原型的概念并不新鲜——它植根于瑞士精神病学家卡尔·荣格 (Carl Jung) 的研究，他认为人类行为是由我们集体潜意识中嵌入的普遍特征和符号驱动的。这些原型是根深蒂固的思维、行为和情感模式，塑造了我们感知和与世界互动的方式。在品牌推广中，它们是从受众那里唤起情感反应的捷径。

通过将品牌与明确的原型相结合，您可以与客户建立更深入、更有意义的联系。正确的原型可以满足他们的愿望、情感和信念，让您的品牌具有亲和力和可信度。战略性地利用原型的品牌通常会获得更高的参与度和长期忠诚度。

12 种品牌原型

让我们探索这 12 种原型以及成功体现它们的品牌：

1. 天真：简单和信任

天真原型下的品牌注重纯洁、诚实和简单。无印良品（日本）就是一个典型的例子，其极简主义产品和“无品牌”理念在混乱的世界中给人一种平静的感觉。该品牌超越了最初的基本文具和服装产品，令人印象深刻，展示了其在保持原型的同时实现多元化的能力。

2. 智者：智慧和专业知识智者品牌因其智慧和洞察力而值得信赖。马来西亚国家石油公司将自己定位为可持续能源解决方案的领导者。马来西亚国家石油公司的品牌故事强调了其致力于突破创新和可持续发展的界限，这与智者原型对智慧和积极变革的追求相一致。美国国家地理杂志是另一个反映圣贤精神的品牌，致力于教育和探索，提供与世界相关的见解。

3. 探险家：冒险和发现

探险家品牌激发人们的好奇心和独立性。奥沃罗酒店（香港）为客人提供每次入住的独特探索体验。该品牌以“奥沃罗”这个古怪的名字命名（意为“小鸡蛋”），并宣扬其独特性——没有两家酒店是相同的。每家酒店都是一次独特的冒险，展示大胆的设计、鼓舞人心的艺术和当地风情。客人每次入住时都能发现一些非凡的东西，他们的品牌座右铭“Wonder.Full！”（棒极了！）体现了这种精神。同样，巴塔哥尼亚（美国）也挑战顾客通过冒险和可持续发展来突破极限。

4. 创造者：创新和原创拥抱创造者原型的品牌重视想象力和创新。韩国奢侈眼镜品牌 Gentle Monster 由 Hankook Kim 于 2011 年创立，体现了“创造者”原型。该品牌以创新、创造力和独特视角为特色，以其独具特色的超大太阳镜而闻名全球，符合亚洲人的审美标准。他们的商店设计得像当代艺术画廊，进一步说明了他们的创意精神。该品牌的成功在于融合时尚和艺术，吸引了全球喜欢非传统品味的观众。乐高（丹麦）是另一个例子。

5. 照顾者：同情和养育照顾者品牌强调关怀和社区。昇菘（新加坡）是新加坡领先的连锁超市。它的创始人林氏兄弟将他们的单店经营转变为一个家喻户晓的品牌，成为价格实惠和质量的代名词。它重视社区和质量，以身作则，体现了护理人员的原型。这在其利润分享计划和 2020 年员工出色表现后的奖金中可见一斑。标语“一切为了您”强调了他们对客户和员工的奉献精神。

6. 魔术师：变革与远见

魔术师品牌创造令人惊叹的体验。阿里巴巴（中国）体现了这一原型。阿里巴巴的名字灵感来自阿里巴巴和四十大盗故事中的“芝麻开门”，反映了魔术师的原型。这个名字象征着解锁隐藏的宝藏和机会，类似于阿里巴巴对电子商务和数字技术的变革性影响。迪士尼（美国）是另一个例子，它不断用神奇的故事取悦观众。

7. 统治者：控制与领导力

统治者品牌体现了权威和领导力。雷蛇（新加坡）是游戏硬件、软件和系统的全球领导者，体现了统治者原型。它的标语“为玩家而生，由玩家而生”反映了该品牌对游戏社区的深刻理解和奉献精神。另一个例子是劳力士（瑞士）。它代表着奢华和制表工艺的精湛，完美契合了统治者原型。正如其标语所说，“每一项成就都伴随着一顶王冠。”

8. 英雄：力量和决心

英雄品牌通过克服挑战来激励人们。亚洲领先的综合格斗 (MMA) 组织 One Championship 就是英雄原型的典范。One Championship 对武术的态度是注重荣誉、尊重和崇尚战士精神，与英雄的勇敢、正直以及通过个人胜利和挑战激励他人的品质相一致。通过其活动和战士故事，该品牌实时展现了英雄的旅程，提供了一个赞美勇敢、纪律和个人成长的平台。耐克 (美国) 同样以其标志性的“Just Do It”标语体现了英雄主义，鼓励客户努力追求卓越。

9. 小丑：乐趣和欢乐

小丑品牌为日常生活带来娱乐和欢乐。作为一个著名的电子商务平台，Shopee（新加坡）在数字市场中体现了小丑的原型。这种一致性体现在其有趣、充满活力和引人入胜的在线购物方式中，旨在创造令人愉快和有趣的用户体验。M&M’s（美国）同样拥抱小丑品牌原型，为消费者带来欢乐和娱乐。

10. 叛逆者：自由和叛逆。叛逆品牌挑战传

统，赞美个性。Ghostboy（马来西亚）以其叛逆的时尚吸引年轻人。Ghostboy 诞生于吉

隆坡充满活力的街头，拥有引人入胜的背景故事，由创意二人组 David Han 和 Cyii Cheng 于 2020 年创立。另一个例子是全球品牌 Harley-Davidson（美国），它代表着自由和打破社会规范的快感。

11. 普通人：真实和归属感这些品牌促进了社区和简约的理念。 Kopi Kenangan（印尼语）的创立愿景是为印尼普通民众提供价格实惠且高品质的咖啡。自 2017 年成立以来，该品牌迅速成长为备受喜爱的品牌。该品牌的理念由首席执行官兼创始人 Edward Tirtanata 阐述，“咖啡深深植根于每个人的日常生活中，我们的咖啡将陪伴您的日常活动”，强调咖啡不仅仅是一种饮料，更是日常生活中不可或缺的一部分，它引发追忆。另一个例子是宜家（瑞典），它以实用、价格实惠的家具吸引普通消费者。

12. 情人：激情与亲密

情人品牌培养美感、亲密感和情感联系。Tanishq（印度）用精致的珠宝设计来庆祝生活中的特殊时刻。Tanishq 的广告活动经常突出情感叙事，重点关注婚礼、节日和家庭，这些都是印度文化的核心。他们的标语“与 Tanishq 一起做更多”反映了对美丽、优雅，以及珠宝在表达爱和感情方面的突出意义。另一个例子是维多利亚的秘密（美国），这个品牌散发着性感和魅力。

原型在品牌塑造中的力量

在这个注意力持续时间很短、选择很多的时代，你的品牌需要做的不仅仅是展示——它更需要建立联系。根据 Kantar 的一项研究，拥有明确原型的品牌比没有原型的品牌，其品牌忠诚度高出 30% 通过将你的品牌锚定在原型中，你不仅仅是在创造一个产品，更重要的是你还在讲述一个故事，并建立信任和培养关系。

Franchising Expo FLEI 2024

Aday before the event, organizer Panorama Media bused 18 delegates to this super-duper place called PIK2, which aims to address the various needs of Jakarta’s growing urban population. Agung Sedayu Group and Salim Group are behind PIK2, a new smart coastal township dubbed “The New Jakarta City.” 24th October--The Opening Ceremony was graced Temmy Satya Permana (Acting Dy for SMEs, Ministry of MSMEs), and Juan Permata Adoe (Vice Chairman of Trade, Kadin Indonesia) and other dignitaries. Visitors to the tune of 8,000 visited the 200+ booths comprising food, education, and business opportunities.

KompassGraMedia offered opportunities for investors by which they share a portion of the revenue generated in the bookstore they invested in which will be operated by KompassGramedia..; HappyIce (Singapore)’s local partner Yardi was offering their platform and vending machines to ice cream and chilled product brands distributors a quick (and affordable) channel to reach end consumers... Alfamart (convenient store chain) drew huge crowds...

FLEI organizer brought the overseas buyers to the famous Sarinah Mall in which most tenants are famous Indonesian brands. Chairman of lndonesia Retail & Tenant Association (HIPPINDO) Pak Budihardjo, and Sarinah’s key staff briefed the delegates on the history of the mall and their great retail plans for 2025. The delegates then visited Grand Indonesia to get a better understanding of shop rentals and market trends.

印尼·特许经营博览会 FLEI 2024

展

会的前一天，主办方 Panorama Media 用巴士将 18 名新加坡/菲力宾代表送到了这个名叫 PIK2的地方。它旨在满足首都雅加达不断增长的城市人口的各种需求。Agung Sedayu Group 和 Salim Group 是 PIK2 的幕后推手；PIK2 是一个被称为“新雅加达城”的新型智能沿海城镇。

10 月 24 日——开幕式由 Temmy Satya Permana（中小微企业部中小企业代理主任）和 Juan Permata Adoe（Kadin印尼贸易总商会副主席）和其他贵宾出席。8,000 名参观者参观了 200 多个展位，包括食品、教育和商业机会。

KompassGraMedia 为准投资者提供了良机。准投资者可以分享他们投资的书店产生的部分收入，该书店将由 KompassGrame-

dia 运营。 HappyIce（新加坡）的当地合作伙伴 Yardi 正在向冰淇淋和冷藏产品品牌经销商提供其平台和自动售货机；这是一条快速（且经济实惠）接触到最终消费者的渠道。。Alfamart（便利店连锁店）吸引了大批人群……

FLEI 主办方将18位海外买家带到著名的 Sarinah 购物中心，其中大多数租户都是印度尼西亚的知名品牌。印度尼西亚零售和租户协会 (HIPPINDO) 主席 Pak Budihardjo 和 Sarinah 以及它的主要干部向代表们介绍了该购物中心的历史及其 2025 年的零售计划。随后，这18位买家参观了 Grand Indonesia购物中心，以更好地了解店铺租金和市场趋势。

Dignify Your Customers: Three Levers to Pull

- Author: Cait Lamberton

Nano Tools for Leaders® — a collaboration between Wharton Executive Education and Wharton’s Center for Leadership and Change Management — are fast, effective tools that you can learn and start using in less than 15 minutes, with the potential to significantly impact your success and the engagement and productivity of the people you lead.

Goal: Gain and retain loyal customers by affirming their marketplace dignity.

Nano Tool: Marketers have long tried to crack the code of consumer behavior, yet the mystery endures — why do even the most outstanding products sometimes fail to capture consumer interest? Most theories acknowledge the role of reason and emotion in purchasing decisions but fail to consider a third dimension of customers’ behavior and decision-making: dignity.

Research shows that when consumers have a marketplace experience that compromises or denies their dignity — being valued and respected by others for who they are — they are less likely to return for future transactions. And they’re more likely to share their negative experience with others.

Alternately, marketplace dignity can significantly increase the likelihood of repeat business, while also elevating your brand and its reputation. And advancing dignity doesn’t conflict with effective business practices. But respecting your customers’ dignity at every touchpoint with your brand can be trickier than it sounds — having a vision, articulating a purpose, driving for sustainability, or broadening your social impact don’t guarantee it. And many brands have learned the hard way that doing the right thing in the wrong way can backfire dramatically (as Burger King found out in 2021 with its “Women Belong in the Kitchen” tweet on International Women’s Day, designed to draw attention to the gender disparity in the culinary industry).

To affirm marketplace dignity to every customer throughout their journey with your brand, implement three distinct levers in your marketing and customer-care practices. Strengthening your focus on dignity can help you ensure that you truly deliver on your purpose in ways that bring value not only to your target consumers, but to the marketplace as a whole.

Action Steps: The three levers in the Marketplace Dignity Framework were identified through 25 large-scale studies conducted over seven years in the U.S., Africa, Latin America, and India. They are intended to be applied throughout the customer journey.

1. Representation: Making people feel seen and heard can be as simple as using their name (as long as you pronounce it correctly), employing people who look and sound like your customer base, or representing your customers in advertising. But to work it has to be done authentically. Representation has relevance in every stage of the customer journey, from product design to customer service to marketing.

2. Agency: When your customers feel they have options and a meaningful chance to consent about their experiences with your brand, they feel empowered, enfranchised, and in control. Require consent when you collect data about people,

give them control over their subscriptions, and don’t overload them with choices.

3. Equality: Customers want to know you see them as peers, and that everyone receives the same evenhanded and nondiscriminatory consideration and treatment regardless of traits such as age, sex, size, or race. Loyalty programs and premiums for different customer segments can still work, but your explanation of differential treatment must be seen as fair.

How Leaders Use It: Southwest Airlines recently announced it was doing away with its open seating policy, which had been framed as offering consumers choice. In reality, unassigned seating creates a stressful and chaotic boarding process, which makes consumers feel as though they don’t have control over their experience. By moving choice farther up the consumer journey to time of booking, and offering additional options like extra legroom, Southwest is actually doing more to affirm their consumers’ dignity than under the former plan.

Contributors to this Nano Tool: Cait Lamberton, Alberto I. Duran Distinguished Professor of Marketing at the University of Pennsylvania’s Wharton School; Neela A. Saldanha, Executive Director at the Yale Research Initiative on Innovation and Scale (Y-RISE) and a behavioral scientist; and Tom Wein, Director at IDinsight, a mission-driven global advisory, data analytics, and research organization that helps global development leaders maximize their social impact. This Nano Tool is based on their book Marketplace Dignity: Transforming How We Engage with Customers Across Their Journey (Wharton School Press, 2024).

尊重客户：三个杠杆

领

导者纳米工具® 是沃顿商学院高管教育和沃顿商学院领导力与变革管理中心合作推出的一款快速有效的工具，您可以在不到 15 分钟的时间内学会并开始使用，并有可能对您和下属的参与度和生产力产生重大影响。

目标: 通过肯定他们的市场尊严来获得并留住忠诚的客户。

纳米工具: 营销人员长期以来一直试图破解消费者行为的密码，但谜团仍然存在——为什么最优秀的产品有时也无法引起消费者的兴趣？大多数理论都承认理性和情感在购买决策中的作用，但未能考虑除此之外的第三个维度：尊严。

研究表明，当消费者体验到他们的尊严受损时——即他们没有因为自己的身份而受到重视和尊重——那么他们不太可能再次光顾，而且他们更有可能与他人谈及负面体验。

另外，市场尊严可以显著增加复购的概率，并提升品牌声誉。提升尊严与有效的商业实践并不冲突。但是，在品牌的各个接触点都尊重客户的尊严听起来很棘手——即拥有

愿景、阐明目标、推动可持续发展或扩大社会影响力并不能保证这一点。许多品牌都从惨痛的经历中吸取了教训，即以错误的方式做正确的事情可能会产生巨大的反作用（正如汉堡王在 2021 年国际妇女节上发布的“女性属于厨房”推文的反响那样，旨在引起人们对烹饪行业性别差异的关注）。

为了在客户与品牌的整个过程中确认市场尊严，请在营销和客户关怀实践中实施三个不同的杠杆。加强对尊严的关注有助于确保真正实现目标，从而不仅为目标消费者带来价值，而且为整个市场带来价值。

行动步骤:

市场尊严框架中的三个杠杆是通过在美国、非洲、拉丁美洲和印度进行的 25 项为期七年的大规模研究确定的。它们旨在应用于整个客户旅程。

1. 代表性：让人们感到被看到和听到可以很简单，比如使用他们的名字（只要你发音正确）、雇用看起来和听起来像你的客户群的人，或者在广告中代表你的客户。但要发挥作用，必须真实地做到这一点。代表性与客户旅程的每个阶段都息息相关，从产品设计到客户服务再到营销。

2. 代理：当你的客户觉得他们可以选择并有意义参与品牌体验时，他们会感到被赋予权力、权利和掌控权。在收集有关人员的数据时要先征得同意，让他们自行控制订阅内容，但不要让他们有太多选择。

3. 平等：客户希望被视为同辈，无论年龄、性别、体型或种族等特征如何，每个人都能得到同样公平和非歧视性的对待和待遇。当然，针对不同客户群体的忠诚度计划和保费仍然有效，但您对差别待遇的解释必须公平合理。

领导者如何使用它:

西南航空最近宣布将取消开放式座位政策，该政策旨在为消费者提供选择机会。实际上，不指定座位会造成紧张和混乱的登机过程，让消费者感觉他们无法控制自己的体验。通过将选择权转移到消费者旅程的更前端，即预订时，并提供额外腿部空间等额外选择，西南航空实际上比以前的计划更能维护消费者的尊严。

此 Nano Tool 的贡献者:Cait Lamberton，宾夕法尼亚大学沃顿商学院 Alberto I. Duran 杰出营销学教授；Neela A. Saldanha，执行总裁。

Why Retailers Are Reselling Items

– Knowledge at Wharton

Whether it’s a used luxury handbag, vintage sneakers, a cellphone, or a low-tech treadmill, nearly everything old is finding new life through reselling items, both online and in stores. It’s a trend that has turned into a multibillion-dollar market. The global secondhand market for apparel alone is expected to double in size to $351 billion by 2027, according to Statista.

Wharton marketing professor Thomas S. Robertson studies the runaway growth of resale and has an urgent message for companies reluctant to get on the bandwagon: If they don’t sell their own used products, somebody else will.

“This is a large market, and it is evolving fast,” he said. “There will be more profits to be made in this market, and there certainly are sustainability credentials to be gained in this market.”

Robertson wrote about the “resale revolution” in an article published by Harvard Business Review late last year. He recently spoke to Knowledge at Wharton about why consumers are gravitating toward secondhand items and how retailers can carve their own niche in the resale space, which is getting crowded. Retail giants Amazon and Walmart are already selling used products, along with Apple, Lululemon, Dick’s Sporting Goods, and many others. “Gently pre-loved” sections are turning up in department stores such as Dillard’s. And Neiman Marcus has partnered with luxury reseller Fashionphile, letting customers drop off pre-owned luxury handbags and accessories in select stores.

There’s money to be made in resale for companies that know how to do it right. Wharton’s Thomas Robertson offers guidance and explains why the resale market is red hot.

“I don’t know what the future holds, but there are going to be new, omnichannel business models around resale,” said Robertson, who is also director of the Baker Retailing Center. “We’re already seeing an integration of new and used on sites like Amazon, and you see it more and more in fashion.”

Gen Z and Sustainability

Robertson said the resale revolution is being driven by younger consumers, like the sophomores and juniors in his classes who tell him that sustainability is an important core value for them. The crises of climate change, plastic pollution, energy transition, and food insecurity have heightened their commitment to living sustainably and wasting less.

There’s also no longer a stigma associated with used goods. On the contrary, Gen Z consumers use sustainability as a virtue signal to others that they are thrifty, conscientious, and care about the environment. Robertson said his undergraduate research assistant Anoushka Ambavanekar, who helped with the HBR article, is also a strong advocate for sustainability.

“This is reverse conspicuous consumption, in a sense. It’s another form,” Robertson said. “Social media channels have a lot to do with this. Young consumers may go thrifting and then display their finds to friends on Instagram and TikTok and YouTube.”

Older consumers still matter, but younger ones wield “disproportionate influence” in retail, the professor said. They

are spreading the sustainability ethos to others, making it “move up the ranks” in the factors people consider when purchasing.

For companies, reselling items helps them build a solid sustainability reputation, especially in high-waste industries such as fashion. Some fashion brands have suffered from negative publicity over wasteful practices, and resale can help them prove to fickle customers that they are committed to change.

“They do it for the long-run sales and profits, but in the short run they may not make money. So, many of them are doing it to establish their sustainability credentials,” he said.

The professor said companies needn’t be so concerned that resale encourages consumers to “trade down,” which means buying lower-priced used items instead of new, full-priced versions. He said resale can expand the customer base by giving shoppers a first rung to step onto the brand ladder.

“If you can get them on that ladder through resale, you hope to make them long-term customers who aspire to buy original merchandise,” he said. “Some of them will and some of them won’t, but the real result is that you are bringing in new customers by introducing them to products they may not have been able to buy before.”

“I don’t know what the future holds, but there are going to be new, omnichannel business models around resale.”

— Thomas S. Robertson

Guidelines for Success in Reselling Items

Robertson offered some guiding principles for reselling items that he’s learned from years of research and in-depth conversations with numerous retail executives. They are:

Make the process frictionless for customers. Retailers can do this in a number of ways, such as certifying pre-owned products for authenticity or offering store credit for trade-ins.

Work with a third party.

While it’s often better for brands to exercise total control over their resale, not every retailer has the bandwidth to create the best strategy. Enlist the help of a vendor that can manage the inventory, create a website, and integrate resale into the business model.

Appeal to the Gen Z consumer.

Young shoppers are smart, so brands need to give them more than just resale opportunities. Brands need to prove that their values are aligned with their Gen Z customer.

Build an integrated portfolio.

The line between new and used may blur over time, so consider incorporating returns into resale. A vast majority of returned items are sold to discount outlets, discarded, or sent abroad. Recapture some of that lost revenue by selling returned items in house.

Start brand loyalty initiatives.

Examples include credit for trade-ins or rewards programs. This practice creates lifetime customer value by keeping them with the brand.

二手市场为何崛起，企业如何应对？

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论是二手豪华手提包、复古运动鞋、手机还是低技术含量的跑步机，几乎所有商品都在通过网上或实体店转售找到新生命。这一趋势已经演变成一个价值数千亿美元的市场。据Statista统计，到2027年，预计仅全球服装二手市场的规模将翻一番，达到3510亿美元。

沃顿商学院的托马斯·罗伯逊教授（Thomas Robertson）解释了转售市场为何火爆并提供了行动建议。他向不愿跟风的公司发出了一个紧迫信息：如果他们不出售自己的二手产品，其他人就会出售。

他认为，“这是一个很大的市场，而且发展迅猛。这个市场将获得更多的利润，而且这个市场会获得可持续发展的好声誉。”

罗伯逊去年年底在《哈佛商业评论》上发表了一篇文章提到了“转售革命”（resale revolution）。他最近在接受《沃顿知识在线》采访时谈到了为什么消费者会被二手商品吸引，以及零售商如何在日益拥挤的转售空间中开辟自己的细分市场。零售巨头亚马逊和沃尔玛，以及苹果、Lululemon、迪克运动品牌（Dick’s Sporting Goods）和许多其他公司，已经在销售二手产品。迪拉德（Dillard’s）等百货公司都出现了“温柔的爱”（Gently preloved）专区。内曼· 马库斯与奢侈品经销商Fashionphile合作，让顾客在选定的商店或区域里可以放置二手奢侈品手提包和配饰。“

我预计围绕转售，会有新的全渠道商业模式，”罗伯逊表示。他也是沃顿贝克零售业研究中心的主任。“我们已经在亚马逊等网站上看到了新产品和二手产品的融合，这一风潮将越来越流行。”

“从某种意义上说，这是反向炫耀性消费。

但属于另一种形式。”—托马斯·S·罗伯逊

Z世代与可持续发展

罗伯逊说，转售革命主要是由年轻消费者推动的。比如他班里的大二和大三学生告诉他，可持续发展是他们非常重视的价值观。气候变化、塑料污染、能源转型和粮食不安全等危机加强了他们对可持续生活和减少浪费的承诺。

现在二手商品也不再有之前的污名。相反，Z世代消费者将可持续性作为美德信号，向他人表明他们节俭、有责任心、关心环境。罗伯逊说，他的本科生研究助理Anoushka Ambavanekar帮助撰写了发表在《哈佛商业评论》的文章，也是一位可持续发展的有力倡导者。

罗伯逊说：“从某种意义上说，这是反向炫耀性消费。但属于另一种形式。社交媒体渠道与此有很大关系。年轻消费者可能会节俭，然后在Instagram、TikTok和YouTube上向朋友展示他们的发现。”

罗伯逊表示，年长的消费者仍然很重要，但年轻消费者在零售业中拥有“超过比例的影响力”。他们正在将可持续发展的理念传播给其他人，使这一元素在人们的购买因素中“排名上升”。

对于公司来说，转售商品有助于他们建立稳固的可持续发展声誉。尤其是在时尚等高耗费行业，一些时尚品牌因其浪费和污染环境的行为广受批评，转售可以帮助他们向变化无常的顾客证明他们致力于改变。

他说：“他们这样做有利于长期销售和利润。从短期来看，可能赚不到钱。但是许多企业这样做是为建立自己可持续发展的声誉。”

罗伯逊教授说，公司不必担心转售会鼓励消费者“买便宜货”，即意味着他们会购买价格较低的二手商品，而不是全价新品。他认为，转售可以为购物者提供登上品牌阶梯的第一步，从而扩大客户群。

他说：“如果你能通过转售让他们进入你的品牌圈，他们就有可能成为渴望购买全新产品的长期客户。当然一些人会，有些人不会。但真正的结果是，你通过向他们介绍以前他们可能买不到的产品来吸引到了新的客户。”

“我预计围绕转售，将会出现新的全渠道商业模式。” — 托马斯·S·罗伯逊

成功转售商品的指导原则

罗伯逊提供了一些转售商品的指导原则，这些原则是他从多年的研究和与众多零售高管的深入对话中学到的。他们是：

1. 为客户减少流程摩擦。零售商可以通过多种方式做到这一点，例如认证二手产品的真实性或为以旧换新提供商店信贷。

2. 与第三方合作。虽然品牌如果能对转售行使完全控制权通常更好，但并不是每个零售商都有制定最佳策略的容量。可以寻求第三方供应商的帮助，该供应商可以管理库存、创建网站并将转售整合到你的商业模式中。

3. 吸引Z世代消费者。年轻的购物者很聪明，所以品牌需要给他们的不仅仅是转售的机会。品牌需要证明他们的价值观与Z世代客户一致。

4. 构建一个综合的产品组合。随着时间的推移，新和旧之间的界限可能会模糊，所以考虑将退货纳入转售。绝大多数退回的物品会被卖给折扣店、丢弃或送往国外。通过出售退回的物品来弥补部分收入损失。

5. 启动品牌忠诚度计划。范例包括以旧换新或积分和奖励。这种做法通过让客户与品牌保持联系来创造终身客户价值。

Indonesia Franchise Business Concept (IFBC)

8-10 Nov 2024

The 121 booths promoting more than 200 brands drew up to 12,000 visitors. Organized by the Association of Franchising Indonesia (AFI) and Neo Expo, IFBC was held at the Indonesia Convention Centre (ICE) located in BSD City Tangerang, Banten. Many local brands (fried chicken, coffee, ice cream, bubble tea/iced tea, and laundromat in the majority…) exhibited. The enthusiasm and energy were palpable. The several mobile food (and one convenient store) truck franchises in the open area made al fresco hip and fun.

印度尼西亚特许经营兼商业概念展(IFBC) 11 月 8 日至 10 日。121 个展位推广了 200 多个品牌，吸引了 12,000 名参观者。IFBC 由印度尼西亚特许经营协会 (AFI) 和 Neo Expo 组织，在位于万丹省丹格朗 BSD 城的印度尼西亚会议中心 (ICE) 举行。许多本地品牌（炸鸡、咖啡、冰淇淋、珍珠奶茶/冰茶和自助洗衣店占多数…… ）参展。热情和活力显而易见。开放区域的几辆流动食品（和一家便利店）卡车特许经营店让露天用餐变得时尚有趣。

Indonesia Introduces New Franchise Regulations:

Key Changes in 2024

Iby Sher Hann Chua, Adrian Fisher, and Teguh Arwiko

is a leading global law firm, advising the world’s leading companies, financial institutions and governments on their most important and challenging transactions and assignments. They combine legal expertise with a collaborative and innovative approach to help clients navigate constantly evolving markets and regulatory environments, pursuing opportunities and managing risk worldwide.

ndonesia’s Government Regulation No. 35 of 2024 on Franchising (GR 35/2024) entered into force on 2 September 2024, replacing Government Regulation No. 42 of 2007 (GR 42/2007) as the country’s main legislation governing franchise businesses. Here are the ten key developments under GR 35/2024:

1. Classification of Franchise Parties

GR 35/2024 specifies eight categories of franchise parties: domestic franchisors, foreign franchisors, master franchisees (domestic and foreign), franchisees (domestic and foreign), and sub-franchisees (domestic and foreign). These classifications aim to streamline regulatory processes and ensure clarity.

2. New Profitability Test

To prove business profitability, a franchisor must have operated its business for a minimum of three consecutive years, reduced from the previous five-year requirement. Additionally, franchisors must provide audited financial statements for the past two years, though micro and small enterprises are exempted from this audit requirement.

3. Validity of Franchise Registrations

Franchise registration letters, known as the Surat Tanda Pendaftaran Waralaba (STPW), issued by the Ministry of Trade, no longer require renewals. They remain valid until revoked due to termination of the franchise agreement, cessation of business, expiry of intellectual property rights, or non-compliance with GR 35/2024.

4. Foreign Franchisor Requirements

Foreign franchisors must provide additional documents for STPW applications, including a legalised business licence from their country of origin and a confirmation letter from the Indonesian Trade Attache or Embassy.

5. Franchise Disclosure Requirements

Franchisors must provide a franchise prospectus in Bahasa Indonesia to prospective franchisees at least 14 days before signing a franchise agreement. This document, part of the STPW application, should include detailed information about the franchisor as prescribed by GR 35/2024, including its business history, organisational structure, business system, financial statements, and intellectual property rights.

6. Intellectual Property Registration

Franchisors must register or record intellectual property rights related to the franchise, such as their trade marks, patents and copyright, before submitting an STPW application. This is a more stringent requirement compared to the previous position, where an application for the STPW can be filed while relevant applications for intellectual property rights remain pending.

7. Mandatory Franchise Agreement Provisions

Franchise agreements must be governed by Indonesian law and include certain mandatory clauses as stipulated in GR 35/2024, such as clauses on the franchisor’s business system, intellectual property registration, and compensation or rights of franchisees if the franchisor ceases operations.

8. New Administrative Sanctions

GR 35/2024 introduces a three-stage escalation mechanism for non-compliance. Franchisors and franchisees may receive up to two warning letters, followed by a temporary business suspension of up to 14 business days, and eventual STPW revocation if violations persist. If an STPW is revoked due to administrative sanctions, the relevant franchise party can only reapply for a new STPW five years after the date of revocation.

9. Use of Official Franchise Logo

Domestic franchisors and franchisees must display an official franchise logo, issued by the Minister of Trade, at their headquarters and franchise outlets.

10. Local Sourcing and MSME Collaboration

Franchisors are encouraged to use locally-sourced goods and services and collaborate with micro, small, and medium enterprises (MSMEs) as suppliers.

GR 35/2024 aims to strengthen Indonesia’s franchise regulatory framework, reflecting the government’s commitment to enhancing the country’s franchise industry. Existing franchise agreements and STPWs issued prior to 2 September 2024 remain valid until their expiry, after which new applications must comply with the updated regulations. These reforms promise a more secure and structured environment for franchise businesses in Indonesia.

印度尼西亚出台新的特许经营法规：2024年主要变化

合著者: Sher Hann Chua (蔡思涵)、Adrian Fisher、Teguh Arwiko

年利达律师事务所是一家全球领先的律师事务所，为世界顶尖公司、金融机构和政府就其最重要和具挑战性的交易和项目提供法律服务。他们将法律专业知识与协作和创新方法相结合，帮助客户驾驭不断变化的市场和监管环境，在全球范围内寻求机遇和管理风险。

度尼西亚关于特许经营的2024年第35号政府条例（GR 35/2024）于2024年9月2日生效，取代2007 年第42号政府条例（GR 42/2007），成为该国规范特许经营业务的主要法规。以下是GR 35/2024的十项主要变化：

1. 特许经营方分类

GR 35/2024将特许经营方分为八个类别：国内特许人、外国特许人、总被特许人（国内和外国）、被特许人（国内和外国）以及分被特许人（国内和外国）。分类旨在简化监管流程并确保清晰度。

2. 新的盈利能力测试

为了证明特许经营的盈利能力，特许人必须连续经营至少三年（此前的要求是五年）。此外，特许人必须提供最近两年经审计的财务报表，但小微企业可免除这一审计要求。

3. 特许经营注册证书的有效性由贸易部颁发的特许经营注册证书“Surat Tanda Pendaftaran Waralaba”(STPW) 不再要求续期，而是保持始终有效，除非其因特许经营协议终止、停止营业、知识产权到期或不符合 GR 35/2024 要求而被撤销。

4. 外国特许人注册证书申请要求

外国特许人在申请STPW时必须提供额外申请文件，包括经认证的其原籍国颁发的营业执照和印尼贸易参赞或大使馆的确认函。

5. 特许经营信息披露要求特许人必须在签订特许经营协议前至少14天，向潜在的被特许人提供印尼语版本的特许经营信息披露文件。该文件是 STPW申请的一部分，应载明GR 35/2024规定的有关特许人的详细信息，包括经营历史、组织架构、业务系统、财务报表和知识产权等信息。

6692 5770

6. 知识产权注册

特许人在提交STPW申请之前，必须确保已注册或登记与其特许经营业务相关的知识产权，如商标、专利和版权。这一要求变得更加严格，此前可在等待相关知识产权申请的同时提交STPW申请。

7. 特许经营协议的强制性条款

特许经营协议必须受印尼法律管辖，并包含GR 35/2024规定的若干强制性条款，如特许人的业务系统、知识产权注册以及特许人停止经营时被特许人应获得的赔偿或权利等条款。

8. 新的行政处罚

GR 35/2024针对违规行为引入了三段式处罚升级机制。特许人和被特许人可能收到最多两次警告信，之后是最长不超过 14个工作日的临时停业通知，如果违规行为持续，则最终撤销STPW。如果STPW因行政处罚被撤销，相关特许经营方只有在撤销日期满五年后方可重新申请新的STPW。

9. 使用官方特许经营标识

国内特许人和被特许人必须在其总部和特许经营店展示由贸易部长颁发的官方特许经营标识。

10. 本地采购和中小微企业合作

特许人被鼓励使用本地采购的商品和服务，并与微型、小型和中型企业（MSMEs）供应商合作。

GR35/2024旨在加强印尼的特许经营监管框架，体现了政府对发展印尼特许经营行业的承诺。现有特许经营协议和2024年9 月2日之前颁发的STPW在到期之前仍然有效，到期后新的申请必须符合更新后的法规。这些改革有望为印尼的特许经营企业提供一个更安全、更有序的环境。

RAS Epicurean Awards Gala Dinner

The event, organised by the Restaurant Association of Singapore (RAS), marked a significant step forward in the F&B industry’s commitment to healthconscious dining in line with Singapore’s health goals on the national level. The 29th edition of the Award was held at the Marina Bay Sands Singapore, Expo and Convention Centre, and was graced by Guest of Honour Mr Ong Ye Kung, Minister for Health.

Among the many winners, several are in franchising and/ or licensing:

1) Dian Xiao Er:

– People’s Choice Award (for two consecutive years)

– Best Chain Restaurant Award.

2) TungLok: This company won the most awards in one night.

– Best Healthy Restaurant: LingZhi Vegetarian

– Best Seafood Restaurant: TungLok Seafood Runners-Up: Dancing Crab

– Best Western (Casual Dining): Qin Restaurant & Bar

Sponsor—Unilever’s sponsorship of $2000 marketing support & an all-expenses paid Culinary Exploration Trip to the 2025 SEA Future Menus regional event in Bangkok for each winner to create a Future Menus-inspired dish will promote culinary innovation, trends, and sustainability.

2024 年 RAS 美食家之星奖及晚宴

该活动由新加坡餐饮协会 (RAS) 主办，标志着餐饮行业在致力于健康餐饮、符合新加坡国家级健康目标方面迈出了重要一步。第 29 届该奖项在新加坡滨海湾金沙会展中心举行，并由卫生部长王乙康先生担任主宾。在众多获奖者中，有几位来自特许经营加盟连锁和/或许可领域： 1) 店小二：大众选择奖（连续两年）、最佳连锁餐厅奖。 2）同乐：这家公司一夜之间获得最多奖项。

- 最佳健康餐厅：灵芝素食

- 最佳海鲜餐厅： TungLok Seafood 亚军：跳舞的螃蟹

- Best Western （休闲餐饮）： Qin Restaurant & Bar 赞助商——联合利华赞助 2000 美元的营销支持，并为每位获胜者提供免费的烹饪探索之旅，参加 2025 年曼谷东南亚未来菜单区域活动，以创造一道受未来菜单启发的菜肴，从而促进烹饪创新、趋势和可持续性。

The 2024 Taipei Autumn Franchise Exhibition

The 2024 Taipei Autumn Franchise Exhibition was held from September 20th to 23rd at Taipei World Trade Center Hall 1, with a total of 130 franchise brands taking up 350 exhibition booths. Thia event provided opportunities for people who are interested in joining and starting a business in their understanding of the market before the end of the year.

Paul Wu, chairman of Taiwan Chain Stores and Franchise Promotion Association, Taiwan (ACFPT) said “Expanding the internationalization vision of Taiwanese brands is the main task of the association. This year, with the support of the Commercial Administration of the Ministry of Economic Affairs, ACFPT led business delegations to Malaysia, Singapore, Japan & Thailand, and carried out a series of business matchmaking and exchange activities. We will also go to the United Kingdom and Mexico in the second half of the year; the goal is not only to promote Taiwanese brands, but also to invite brands from all over the world to participate in our Taiwan exhibition. We wish to build our exhibition into one of the world’s most important international franchise exhibitions.”

A franchise forum was held on the afternoon of the 20th, with Taiwan’s bilingual anchor Lu Yizhen as moderator.

Franchise experts from Singapore (ALBERT), Australia (JASON), Malaysia (DERIC) & Thailand (SETH) shared their experiences.

ACFPT has successfully won the right to host the 2026 World Franchise Council Meeting and the Asia Pacific Franchise Confederation Meeting.

2024台北国际连锁加盟大展-秋季展 2024年台北秋季加盟展于9月20日起至23日於台北世贸一馆圆满举办，总共进驻了130个连锁品牌、设置了350个展览摊位，在年底来临前提供了有志加盟创业的民众了解市场的机会，展览第三天也特别邀请了啦啦队女神李多慧於现场表演，并走访了晨间厨房、麻辣天后、初韵、自然. 湉及第一味等展位。她品尝了台湾美食，也为创业者加油打气。

台湾连锁加盟促进协会理事长吴永强表示，拓展台湾品牌国际化视野，是协会的主要任务，今年在经济部商业署的支持下，协会带领台湾的连锁商务考察团，前往马来西亚、新加坡、日本和泰国，进行了一系列海外商机媒合与展览交流活动，下半年还将前往英国和墨西哥，目标不仅是带团推广台湾品牌，也希望能邀请世界各国的品牌来台参展，将台湾连锁加盟展打造成为全球最重要的国际展览平台之一。

为了拓展台湾品牌国际化视野，本次秋季展前两天下午将举行「2024国际连锁论坛」，由台湾双语主播路怡珍担任主谈人，邀请来自新加坡（ALBERT）,澳大利亚(JASON)，马来西亚（DERIC）以及泰国 (SETH)的连锁商业专家，分享推动品牌国际化的成功经验。第二天邀请到国际通商法律事务所的许修豪律师分析美国加盟经营法规的考量，也邀请台湾知名连锁品牌与Google分享品牌海外拓展行销指南。

吴永强补充，台湾连锁加盟促进协会已在今年中成功取得 2026世界连锁年会的主办权。预计在2026年的秋季加盟展，将合并举办世界及亚太加盟年会、台湾国际加盟大展等多项活动，推动台湾品牌走向国际舞台。

VIETRF 2024 越南特许经营展 2024

Atotal

number of about 450 booths took part in this edition of VIETRF held at the SECC.

This event drew more than 20,000 visitors from both Vietnam and foreign countries.

VIETRF 2025 will be from 30/10 - 01/11/2025, the same venue, which is SECC, D7, HCMC, Vietnam.

本次在 SECC 举办的 VIETRF 共有约 450 个展位参展。

本次活动吸引了来自越南和国外的 20,000 多名参观者。

VIETRF 2025 将于 2025 年 10 月 30 日至 11 月 1 日在越南胡志明市 D7 区的 SECC 举行。

Asiawide Franchise Consultants’ Franchising Calendar of Events

Note: All event dates and formats (physical or virtual) are subject to change.

2025 - 1ST QUARTER

Jan 16-18 5 FRAX – Tokyo Big Sight, Japan, Tokyo

Jan 27-29

Jan 31- Feb

Feb 1-2

Feb 5-8

Feb 7-9

Feb 10-13

Feb14-17

Feb 26-28

Mar 5-7

March14-16

March 15-17

Saudi Franchise Expo – Riyadh Intl Convention Center, Saudi

The British & lnt’I Franchise Exhibition - London Olympia, London

Franchise Canada Show –Mississauga, Ontario Canada, Canada

Franchise Istanbul Expo – TUYAP Expo Center, Turkiye, Turkey

Pernas International Franchise Festival – KLCC

Intl Franchise Convention – Las Vegas, USA, USA

Taipei Franchise Show – Taipei World Trade Centre, Taiwan

Shanghai lnt’l Frozen & Chilled Food Expo – SNIEC, China

ThaiFex Horec Asia – Impact, Thailand

Japan International Franchise Show – Tokyo Big Sight, Japan

China International Franchise Show – Beijing CNCC, China

Paris Franchise Expo – Porte de Versailles, Paris City France

Apr 3

Apr 5-6

April 8-11

Apr 10-12

April 25-27

Apr 30-May 3

May9-10

May 22-24

May 27-31

2025 - 2ND QUARTER

Franchise Expo Budapest – Lurdy Haz, Hungary, Hungary

The Franchise Show – Vancouver Convention Centre, Canada

Food & Hotel Asia, Singapore Expo 1

lnt’I Franchise Show, Korea – Coex, Seoul, Korea

SMX Franchise Asia Philippines, Convention Center Philippines

AllFood Indonesia – ICE, BSD, Tengerang, Indonesia

World Franchise Show – Miami, USA

Franchise lnt’I Malaysia – KLCC, Malaysia

ThaiFex Anuga Asia – Impact, Thailand

2025 - 3RD QUARTER

Jul 16-18

Jul 24-26

SIGEP Asia & Restaurant & Speciality Asia – Sands Expo, Singapore

Franchise Expo Malaysia – KLCC, Malaysia

Jul 31-Aug 1 Malaysia Intl Food & Beverage – KLCC, Malaysia

Sep 2-4

Sep11-12

Sep 18-20

Sep 19-22

FNB ASEAN – Impact, Thailand

Expo Franquicias Argentina – Buenos Aires City, Argentina

FLAsia – Marina Sands Exhibition & Convention Centre, Singapore

Taipei lnt’l Chain & Franchise Autumn Expo – WTC, Taiwan

NOTE: For the

MALAYSIA

SINGAPORE

THE FRANCHISE STRATEGIST

Asiawide Franchise Consultants (Asiawide) is Singapore’s pioneer franchise strategist.

Our current CEO, Albert Kong, saw a mismatch between the growth opportunities afforded by franchising and the lack of capabilities to leverage on this great business multiplier way back in 1989.

That was why he bought over his then employer’s company so as to help business owners access excellent franchise strategy consulting.

We know all about franchising because we have first-hand experience (first as a franchisee for Singapore , then as master franchisee – Asia- of a franchise consulting business based in Britain) in running a franchise business.

We continue to be a true-blue franchise strategist that is 100% focused on helping your business make quantum leaps by putting 35+ years of franchising know-how at your disposal.

BORN TO FIGHT UNETHICAL UNDERDELIVERY

All of us have experienced vendors who overpromised and underdelivered, and we are sure you hate that as much as all of us at Asiawide. That is why we made sure we delivered on what we promised, without fail.

THE BRAND BEHIND TOP FRANCHISE BRANDS

This is the vision that Asiawide has been chasing since day one. We want to be the brand that helps transform good businesses into great franchises.

We do this through our 3-pronged mission which is:

• We develop proprietary, workable, versatile franchisingrelated solutions.

• We deliver systematic franchise consulting services in a hands-on way.

• We deploy only knowledgeable and passionate people to serve our clients.

DIFFERENTIATED: Our consultants have real franchising experience. They are certified by various bodies. We do things differently in ethical, smarter, better, faster ways.

EXUBERANT: We bring incredible energy to every project we take on.

SYSTEMATIC: We plan our work carefully and work our plan diligently.

ACCOUNTABLE: We take extreme pride and ownership in all that we do. Our satisfied clients refer clients to us.

SOLID, CREDIBLE TRACK RECORD: We have developed and audited close to 1500 franchises and related packages/ projects in over 10 countries. These clients hail from all sorts of industries: food & beverages, education, wellness/beauty, retail, leisure, services, etc.

5 MARKETING PLATFORMS TO PROMOTE YOUR FRANCHISE:

The best franchising strategy means nothing if you don’t have the means to bring this strategy to the markets you want.

1. We have a carefully-cultivated 60+ countries (and growing) network with strong and dependable partners in each one to shorten your market entry curve so that your franchise can start generating revenue quickly.

2. We participate in close to 30 franchise & related exhibitions and events every year in the Asia region.

3. We publish the world’s only bilingual Asia Franchise & Business Opportunities magazine since March 1994

4. We organize franchising activities like match-making sessions and franchise study missions to different parts of the world

5. Our website and the social media platforms and email blasts – these create a lot of buzz and help our clients gain eyeballs

Talk to us today to explore how we can help you achieve your franchising goals

ASIAWIDE FRANCISE CONSULTANTS PTE LTD

152 Beach Road, Gateway East #25-01, Singapore 189721

Website: www.asiawidefranchise.com.sg

早在1989年，我们的现任首席执行官江进兴（Albert Kong）就发现特许经营领域存在巨大的增长机会，但企业却缺乏利用这一潜力的能力。为了填补这一空白，他决定收购当时雇用他的公司，致力于为企业提供优质的特许经营战略咨询服务。

我们对特许经营了如指掌，因为我们拥有亲身经营特许经营的丰富经验。起初我们是英国FDS特许经营咨询公司在新加坡的加盟商，后来成为其区域主加盟商。如今，爱思威特许经营顾问公司仍然是业界公认的特许经营战略专家，凭借超过35年的专业知识，致力于帮助您的企业实现飞跃。

我们都经历过承诺过多但交付不足的情况。正因为如此，爱思威特许经营顾问公司的每一位员工绝不会容忍这样的事情发生。我们承诺，言出必行，绝不辜负您的期望。

爱思威特许经营顾问公司是许多顶级特许经营品牌背后的推手。这一愿景自公司成立之初就已确立。我们的目标是帮助优秀企业转变为卓越的特许经营品牌。我们通过以下三管齐下的使命来实现这一目标：

1. 开发专有的、可行的、多功能的特许经营解决方案

2. 以亲身实践的方式提供系统的特许经营咨询服务

3. 只部署知识渊博、充满热情的员工来为客户提供服务

差异化：我们的顾问拥有真正的特许经营经验，并获得了各种机构的认证。我们以更合乎道德、更聪明、更好、更快的方式开展工作。

旺盛精力：我们为每个项目带来令人难以置信的正能量。

系统化：我们认真规划工作，勤奋执行计划。

负责任：我们对所做的一切负有高度责任感，并引以为豪。

满意的客户会推荐新客户给我们。

良好的业绩：我们已在 10 多个国家开发和/或审核了近 1500 个特许经营及相关特许经营体系与项目。

这些客户来自各个行业：食品和饮料、教育、健康/美容、零售、休闲、服务等。

5个营销平台来推广您的品牌：

1）全球策略联盟

：我们拥有60多个国家的策略联盟伙伴网络，每个国家都拥有强大且可靠的合作伙伴，帮助您迅速进入市场并开始创收。

2）展览和活动：我们每年在亚洲地区参加近30个特许经营及相关展览和活动。这更定会提高我们客户品牌知名度。

3）《亚洲特许经营与投资良机》杂志：自1994年3月起，我们出版了全球唯一的双语特许经营杂志。这将使我们能够接触到世界各地的英文和中文客户。

4）特许经营活动：我们组织各种特许经营活动，如前往世界不同地区的的当地的第三方机构（如银行，商会）一起主办的配对会议和特许经营考察团。

5）线上平台和社交媒体：我们通过网站、社交媒体平台和电子邮件群发引起大量关注，帮助客户赢得眼球。

各位老板们，今天就与我们联系，让我们一起探讨如何帮助您实现并超越您的拓展事业和国际化目标。

Not every milk/bubble tea is the same

True Boss uses enzymes + plant and fruit enzymes + fruit juice to develop healthy tea drinks that nourish the stomach, skin and provides energy. The brand is rich in variety and has unique flavors, bringing delicious experiences to people worldwide. The brand has a solid supply chain, operating online and offline , allowing consumers to enjoy high quality drinks at low prices.

Brand Evolution:

Established in Taiwan 7 years ago, TRUE BOSS has now expanded into 6 other markets (Hong Kong, North America, Philippines, Canada, Macau & Singapore).

2016 & 2017: True Boss started and was officially established in Tainan (southern Taiwan) in 2016. It then expanded into other parts of Taiwan in 2017.

2018: True Boss started studying other Asian markets and officially opened in Hong Kong. To reach the young and trendy crowd, it started with its enzyme-filled milk tea.

2019: True Boss officially opened in the Philippines and Canada as its enzyme milk tea gained popularity.

2021: True Boss opened in Macau, thus exposing the brand to many Mainland Chinese and overseas visitors. This new store’s sales exceeded 1000 orders daily.

2023: True Boss signed a Master Franchise agreement in Singapore, and the first store opened at buzzing Jurong Point.

Why Enzyme Drinks Will Become a Favourite? Fruit enzymes are bioactive compounds naturally present in fruits, renowned for their ability to enhance digestion and promote optimal nutrient absorption. These enzymes, such as bromelain from pineapples and papain from papayas, have gained popularity as health supplements due to their potential to support overall well-being. Advocates attribute numerous benefits to fruit enzymes, including:

• Enhancing Digestive Health: They can improve digestion by breaking down proteins, fats, and carbohydrates more efficiently, potentially alleviating symptoms of irritable bowel syndrome (IBS) and other digestive discomforts.

• Strengthening the Immune System: Certain enzymes may help boost the body’s natural defenses by promoting a balanced gut microbiome and reducing oxidative stress.

• Reducing Inflammation: Their anti-inflammatory properties may aid in managing conditions like arthritis and support recovery from injuries.

• Promoting Radiant Skin: Fruit enzymes are often used in skincare products for their ability to gently exfoliate and rejuvenate the skin, leading to improved texture and clarity.

• Supporting Weight Management: By aiding digestion and nutrient absorption, they may help optimize metabolism, which could support healthy weight management.

In other words, fruit enzymes offer a natural and holistic approach to health and wellness. True Boss wants to emphasize that he benefits of fruit enzymes can vary from person to person. Factors such as an individual’s health status, digestive system efficiency, diet, genetics, and lifestyle can influence how fruit enzymes affect them.

不是每一种奶茶都是一样的

醋

头家(True Boss)利用酵素+植物蔬果酵素+果实原汁，研发出养胃，养颜，养出精神的健康茶饮，产品种类丰富，风味别样，带给全球人美味体验。品牌专注供应链和线上线下运营，让消费者能够用低价格，享受高品质，打造真正能喝出健康的茶品牌。

醋头家True Boss 的品牌演变：7 年前在台湾成立的醋头家 TRUE BOSS 现已扩展到其他 6 个市场-即香港、北美、菲律宾、加拿大、澳门和新加坡。

2016 & 2017：True Boss 2016年在台南正式成立，2017年进军台湾其他地区。

2x年，它开始研究其他亚洲市场，正式进军香港，以酵素奶茶为切入点，吸引年轻时尚人群。

2019年，它在菲律宾和加拿大正式开张，酵素奶茶越来越受欢迎。

2021年，它进军澳门，让众多大陆及海外游客认识了True Boss，新店日销量突破1000单。

2023年，它在新加坡签订特许经营协议，第一家店在繁华的裕廊坊开业。

为什么酵素饮料会成为热门，受青睐？水果酶是水果中天然存在的生物活性化合物，以其增强消化和促进最佳营养吸收的能力而闻名。这些酶，如菠萝中的菠萝蛋白酶和木瓜中的木瓜蛋白酶，因其具有支持整体健康的潜力而作为健康补充剂广受欢迎。倡导者认为水果酶有很多好处，包括：

• 增强消化健康：它们可以通过更有效地分解蛋白质、脂肪和碳水化合物来改善消化，从而可能缓解肠易激综合征 (IBS) 和其他消化不适的症状。

• 增强免疫系统：某些酶可能通过促进肠道微生物群平衡和减少氧化应激来帮助增强身体的自然防御能力。

• 减少炎症：它们的抗炎特性可能有助于控制关节炎等疾病并支持伤病恢复。

• 促进肌肤容光焕发：水果酶经常用于护肤产品中，因为它们能够温和地去除角质并使肌肤恢复活力，从而改善肌肤质地和透明度。

• 支持体重管理：通过帮助消化和营养吸收，它们可能有助于优化新陈代谢，从而支持健康的体重管理。

换句话说，水果酶提供了一种自然而全面的健康和保健方法。醋头家True Boss 想要强调的是，水果酶的益处因人而异。个人的健康状况、消化系统效率、饮食、遗传和生活方式等因素都会影响水果酶对他们的影响。