AWF Magazine (Oct-Dec 2021)

Oct-Dec 2021 Bilingual Digital Edition | 10 -12 月份 中英文数字版

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Note from the Editor 编者的话

E

nough is said about how every business

The article on non-fungible tokens (NFT), on

should adapt (treat the Covid19 as

pages 24-28, is an interesting read about how

endemic) and move on with the “new normal”,

such virtual assets (digital images) that appear

which I agree, because that’s the practical way

to be neither replaceable nor divisible are

forward.

becoming popular…

As reflected in the many LinkedIn postings of

China has a huge domestic market and

mine, the issue of climate change is a clear

understanding it well will reap good returns.

and present danger. Every person, company

The story on personalized skin care, on pages

and nation should start to watch their carbon

24-29, will be instructive.

footprint so that not only ourselves, but our descendants can enjoy a healthy earth.

In spite of the fear engendered by the virus, many franchise shows are still carrying on.

Franchises that are considered green will win

Other than those staged physically in Paris ,

more loyal supporters. Of course, franchises

London and Taipei, most of the other shows

must continue to be competitive in other

are virtual ones. Please refer to the Calendar

important aspects (quality, pricing, promotion,

of Events—click on the QR Code.

distribution, people, intellectual property protection, etc.) , and always being aware of

May all of us be healthy in all aspects

the PEST factors (political, economic, social

(including mental and spiritual), and may we

and technical).

overcome the challenges posed by the virus.

关

于每个企业应该如何适应（将 Covid19 视 为流行病）并继续“新常态” ，我同意这一 点已经说得够多了，因为这是前进的实际途径。 正如我在 LinkedIn领英 上的许多帖子所反映的 那样，气候变化问题是一个明显而现实的危险。 每个人、公司和国家都应该开始关注他们的碳足 迹，这样不仅我们自己，而且我们的子孙后代都 可以享受一个健康的地球。 被认为是绿色的特许经营品牌将赢得更 多忠实 的支持者。 当然，每家特许经营公司必须在其他 重要方面（质量、定价、促销、分销、人员、知识产 权保护等）继续保持竞争力，并始终了解 PEST 因素（政治、经济、社会和技术）。

Publisher 出版 Asiawide Trends Pte Ltd 亚洲新趋势私人有限公司 Room 2, 7B Aliwal Street, Chen Leonn Building Singapore 199900 Tel 电话: (65) 6743 2282 Fax 传真: (65) 6743 1139 Email 电邮: albert@asiawidefranchise.com.sg Website 网站: www.asiawidefranchise.com.sg Facebook: @AsiawideFranchiseConsultants Twitter: @Asia_Franchise Linkedin: asiawide-franchise Designer 设计 Influential Brands Media Reps 广告代理 Contact: albert@asiawidefranchise.com.sg

关于不可替代代币 (NFT) 的文章，第 24-28 页， 是一篇有趣的读物，内容是关于这种看似既不 可替代也不可分割的虚拟资产（数字图像）如何 变得流行. 中国有一个巨大的国内市场，了解它就会获得丰 厚的回报。 第 24-29 页上有关个性化皮肤护理的 故事将具有指导意义。 尽管这场冠状病毒引起了恐惧，但世界上的许多 特许经营相关活动仍在继续。 除了在巴黎、伦敦 和台北的实体展览外，其他展览都是虚拟的。 请 参阅活动日历——点击二维码。 愿我们大家各方面（包括心理）都健康，也愿我们 克服所有冠状病毒带来的挑战。

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 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.

亚洲「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。

亚洲「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。 我们欢迎读者提供意见，来信寄上述地址， 注明杂志编辑收。

Albert Kong 江进兴 Editor

Contents

目录

Oct- Dec 2021 Asia Franchise & Business Opportunities

News Station

Cover Story

消息站

封面故事

Australia's Leading Vietnamese QSR Franchise

p8-9

Korea Agro- Fisheries Trade Corp F&B Franchise Webinar

p27

韩国农水产食品流通公社餐饮特许经营品牌 线上研讨会

Korea Trade Investment Promotion Agency Match - Making

21

大韩贸易投资振兴公社配对会议

World Franchise Council Meeting

p29

世界特许经营联合会会议

2021’s Franchise Expo Paris

8 FLAsia 2021 Message from Guest of Honour

Be Your Own Boss (UOB / SICCI) Franchise Talk 大华银行/"自己当老板"线上研讨会;

Grit Series: IP Week-2021 p12

p14

新加坡特许经营兼许可协会理事长致辞

FLAsia 2021 Message from Exhibition and Conference Committee

p35

p41

东盟特许经营论坛

贸工部兼文化、社区及青年部政务部 长刘燕玲致辞

FLA-President's Message

p34

2021 年法国特许经营展

ASEAN Franchise Forum ( WALI)

34

p28

p16

FLAsia 2021 展览及会议主办委员团致辞

p47

新加坡知识产权局知识产权周

Franchising Webinars : Singapore Indian Chamber of Commerce & Industry / Restaurant Association Vietnam / Japan Franchise Accociation

p50

特许经营网络研讨会： 新加坡印度工商会/餐饮业协会越南/ 日本特许经营协会

Business Insights 学者专栏

36

China's Beauty Industry

p20

千人千面，千面千妆： 中国美妆行业弯道超车的一种可能

Learning to Be a Better Leader

p32

通过衡量您的独特资产来建立强大的特 许经营连锁系统

Getting Your Money’s Worth from Intangible Assets in Non-Fungible Tokens.

43

NFT 是资产所有权的数字记录

p43

p6

目录

Calendar of Events p36

p4

编辑的话

Contents Page

如何学习成为更好的领导者？

Building a Strong Franchise System by Measuring Your Distinctive Assets

Note from the Editor

世界特许经营活动表

p58

6

Cover Story 封面故事

Cover Story 封面故事 9

10

Cover Story 封面故事

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12

Message from Ms Low Yen Ling Minister of State, Ministry of Culture, Community and Youth & Ministry of Trade and Industry

T

hank you for inviting me to join you at the 16th edition of Franchising & Licensing Asia (FLAsia). This is the second year that the exhibition has gone virtual due to COVID-19. I am glad that the organisers of FLAsia 2021 have persevered and remained steadfast in organising this annual exhibition that many partners and stakeholders look forward to.

Since the pandemic started, many businesses have shown tremendous and commendable resilience despite suffering much disruption. Many enterprises have pressed on by adapting and transforming to overcome the odds and capture new growth opportunities. To stay relevant and ahead, it’s now more important than before for enterprises to build new capabilities, diversify business models and venture overseas.

Amid these challenges, franchising and licensing (F&L) continue to be important modes of expansion.

Through franchises and licensing, brand owners are able to diversify risks as well as seek new revenue channels. In addition, franchise owners that acquire strong capabilities in business management and development will be well-placed to start new business ventures, both domestically and globally.

In recent years, we have seen home-grown brands like those in the lifestyle sector, recognise the value of strengthening their F&L capabilities to successfully expand overseas.

Trade associations such as the Franchising and Licensing Association Singapore (FLA) play a critical role in supporting and uplifting our enterprises.

Besides providing training in F&L capabilities, the Association also builds, assesses, and identifies business gaps, and conducts overseas missions and trade shows to facilitate networking and partnership opportunities. To help Singapore enterprises grow, our government agency Enterprise Singapore (ESG) is ever ready to support businesses in their innovation and internationalisation journey. I encourage businesses to reach out to ESG and FLA for their advice and support .

I hope many of you will make new connections and discoveries in FLAsia 2021 to boost your business. This trade fair is an important platform for brand owners to connect with both aspiring and experienced franchise owners. In addition, it also equips companies and individuals with valuable F&L insights. The organisers have worked hard to conduct this virtual trade fair. Thank you for making this important event possible.

13

Home of Singapore’s Most Famous Curry Puffs

O

ld Chang Kee began its humble story in 1956 at a small coffee shop stall opposite the then Rex Cinema. Easily recognisable by the iconic yellow signage with its signature curry puff on it, the brand has won the hearts of Singaporeans and tourists who savour this aromatic pastry that’s encased with its signature curried potatoes, chicken chunks and eggs.

Old Chang Kee has been awarded a myriad of awards including Rotary-ASME Entrepreneur Award, Entrepreneur of the Year (1992); Singapore Promising Brand Award (2004); Singapore Promising Brand Distinctive Award (2005); Heritage Brand Award (2005); named Top 20 World’s Best Fast-Food Chains in Travel+Leisure magazine (2012); Influential Brands Awards (2013-2016); and Influential Brands Hall of Fame (2017). It also received its halal certification in 2005 and was listed on the Singapore Exchange in 2008.

Today, Old Chang Kee has over 90 stores throughout Singapore as well as overseas outlets in Australia, Indonesia, Malaysia and Britain (London), serving over 60,000 customers daily. It also boasts a range of subbrands and restaurants under its portfolio which include Bun Times, Curry Times, Dip ‘n’ Go, Mushroom Café and O’ My Darling.

The Franchise Benefits: · · · ·

Kick starts a business using our successful proven model.

Running a business with ‘cash’ taking, having almost no credit risks.

Leverage on Old Chang Kee’s brand name.

Sell our distinctive and exclusive products, including our signature Curry Puffs.

· ·

Simple and efficient outlet set-up Efficient and reliable support from Old Chang Kee management.

老

曾记于1956 年在当时的丽士戏院对面的一个小咖啡 店摊位开始了它振奋人心的故事.标志性的黄色标志 和标志性的咖喱泡芙很容易辨认,该品牌赢得了新加坡人和 游客的心.他们热爱品尝这种包裹着标志性咖喱土豆、鸡肉 块和鸡蛋的芳香糕点。

加盟商能得到益处： -

拥有成功的经营方式 多现金回报，低风险 享有老曾记品牌 拥有直销独特咖喱角的经营权 简单，快捷的企业模式 可靠的管理层支持

For franchise inquiries 欲知详情 franchise@oldchangkee.com

老曾记荣获了许多奖项,如-ASME Entrepreneur Award, Entrepreneur of the Year (1992); Singapore Promising Brand Award (2004); Singapore Promising Brand Distinctive Award (2005); Heritage Brand Award (2005); named Top 20 World’s Best Fast-Food Chains in Travel+Leisure magazine (2012); Influential Brands Awards (2013-2016); 和 Influential Brands Hall of Fame (2017).老曾记也在2005年得到回教清真（halal）的执照, 以及在2008年上市。 迄今为止,老曾记已拥有超过90间店铺在新加坡,澳大利亚, 印尼,马来西亚和英国.每天拥有6万个客人的光顾.老曾记 也拥有其他品牌如Bun Times, Curry Times, Dip ‘n’ Go, Mushroom Café 以及 O’ My Darling.

14

Dear friends in franchising, It is my hope that by the time this FLAsia 2021 show in on, the Covid19 situation would have been a lot more stable, and that you with your families are all safe and healthy.

As we chart our way forward in 2022, we need to remain focused on bouncing back and achieving our mission to build up the franchising fraternity, with an eye for internationalization. We (the Secretariat, the ExCo and I) remain committed to providing accessible quality support that is responsive to all stakeholders’ needs and situations, despite the pandemic.

We must continuously adapt to COVID – 19, while at the same time steadfastly move towards our various goals that include capabilities building, members engagement, market access, just to name a few. We strongly believe that this will enhance our service to all stakeholders, and thus their probability of success with their business.

We cannot thank enough Enterprise Singapore for all their support and encouragement. I take this opportunity to thank our Guest of Honour Minister of State Ms Low Yen Ling for her unflinching support.

Thank you.

Andrew Khoo President Franchising & Licensing Association, Singapore

16

Message from the FLAsia 2021 Event Committee

W

e are pleased to welcome you to the 16th edition of Franchising & Licensing Asia (FLAsia) in the wonderful city of Singapore!

Over the years FLAsia has evolved to become one of the most important international franchise & conference events dedicated to all things franchising – be it franchise business opportunities, intellectual property and related rules and regulations, technology and awards. It has accompanied the worldwide evolution of digitization, AI and AR (e.g., cloud kitchens, robotic baristas), and has helped to establish an international community of franchisors, franchisees and related suppliers like franchise consultants, IP lawyers and technology platform vendors.

As in previous years, FLAsia 2021 continues to provide an excellent forum for exchanging information and discussion on a wide variety of franchising topics, including interesting case studies, the use of technology and future trends (e.g., plant-based foods). Many lasting friendships have been established through this event.

This year, in spite of the Covid-19 pandemic, we saw it being important to stage FLAsia so as to keep the desire of prospective franchisees afire and to allow franchisors to internationalise quickly and grow their network so as to attain stronger economies of scale.

In order to provide an appealing conference program which is free-of-charge to all, we have invited more than a dozen distinguished experts from well-known companies worldwide to share their knowledge and expertise with participants over a two-day period.

We are looking forward to meeting you via cyberspace during FLAsia 2021.

Yours Sincerely, The Event Committee:

Dhiren Shantilal

Albert Kong

Ernie Koh

Wendy Foo

Robert Leong

FRANCHISING & LICENSING ASIA 2021 www.FranchiseLicenseAsia.com 25 - 26 NOVEMBER 2021 (Virtual Edition) Lorem ipsum

ASIA’S LEADING FRANCHISING & LICENSING MARKETPLACE EVERYONE SHOULD KNOW YOUR BRAND! Own a brand and looking to expand? Take this opportunity to present your brand, share your success story and accelerate your growth at FLAsia Virtual Edition platform.

Want to know more?

Speak to Bobby Man, our business specialist to reserve your space!

(65) 9489 8384

bobby.man@constellar.co Lorem ipsum

Lorem ipsum

PRESENTED BY

ORGANISED BY

HELD IN

OFFICIAL MEDIA

20 Business Insights 学者专栏

千人千面，千面千妆：中国美 妆行业弯道超车的一种可能

刘寅斌 朱佳芸 周婷玮 陈思 张艺馨 吴雪莉 龙美灵(中国上海大学管理学院,

據

上海，201800）

腾讯发布的《2019高端美妆消费白皮书》显示，我国高 端美妆市场规模约9,000万人，在14-55岁女性网民中， 有近三分之一的人正在为高端美妆买单。 一个特别耐人寻味 的数据是，在购买高端美妆商品的人群中，月收入8,000元及 以下人群的占比高达66%。

在中国这样一个人口基数庞大、消费能力增长迅猛的国家， 完全有可能通过为海量用户提供个性化量肤定制服务，将美 “用户数量越大，皮肤问题就会越具象化、细节化和多样化， 妆行业的高端服务——定制护肤转变为一个大众能普遍接 我们的基础库也就越丰富，算法也越优化，用户的体验就更 受的平民化产品。 好。 ”以息科技的创始人马羊说， “通过App，我们能真实了解 用户的皮肤问题主要集中在哪些方面，她们的诉求是什么， “千人千面，千面千妆”的量肤定制，未来将具备什么特征？ 以及究竟希望达到什么样的功效。 在这个基础上，我们的研 目前是否有代表性的创业公司？它会给中国美妆产业带来什 发才能确保最大程度地满足更多用户最主要的需求。 “ 么影响？中国美妆产业必将出现自己的产业巨头，量肤定制 会是一个新赛道和新机会吗？ 基于对海量用户肤质数据的分析， “你今天真好看”团队推出 了定制护肤品牌LAKELAB， 通过对不同配方进行重组， 为用 1量肤定制——中国美妆品牌弯道超车的新机会 户提供定制的护肤方案。 量肤定制必须依托网络、数据、智能等互联网基础设施，在这 方面，中国的发展速度和建设水平在全球都处于领先。 千面 1.2 个性化会导致整个美妆行业碎片化，功效与口碑将 千妆的地域强关联性，使得中国本土美妆企业可以借此机会 胜过营销影响力 弯道超车，而如何精准地把握行业趋势，对品牌切入与发展 定制护肤一定会导致整个行业的碎片化，其中的关键就是肌 有着至关重要的影响。 肤问题的碎片化。 在未来，针对缺水、痘痘、敏感等问题，绝不 是囫囵吞枣地一瓶对抗所有，而是在专业仪器或专人检测后 1.1 研发技术和数据是未来美妆行业的护城河 对症下药。 伴随肌肤问题进一步细分而来的，一定是产品功 效、产品类别、和产品使用周期的碎片化。 未来的定制护肤产 生产一款令消费者满意的定制化产品，研发技术是亘古不变 品可能和现在的小样类似，单位容量很小，也较好地解决了 的要素。 2021年1月，雅诗兰黛创新研发（中国）有限公司成 大容量导致成分易失活的问题。 好产品的定义将不再是卖得 立，经营范围包括化妆品、香水、洗护染发品的研发与研发 多、出现得多，功效和口碑将取代营销，成为用户选择产品的 成果转让。 被部分网友吐槽“重营销，轻研发”的国货黑马完 关键要素。 美日记的母公司逸仙电商，也于2020年3月宣布与全球最大 的化妆品代工企业科丝美诗达成合作，投资近7亿元打造彩 2 量肤定制的实现——多样化包材和优质原料为支撑 妆研发和生产基地，同年12月，逸仙电商又和世界最大的食 品、化妆品和医药用色素供应商森馨科技集团宣布建立联合 要让定制的“千妆”产品真正产品化，需要强大的生产能力作 为支撑，中国的化妆品产业正在不断升级转型，出现了很多 实验室。 纵使这些品牌研发创新项目此起彼伏，它们仍需以 变化，正是这些变化为千面千妆的实现提供了可能。 人为本，需要依靠海量真实的消费者数据为其指引方向，因 此，在数据和技术上有过硬能力的品牌，极有可能成为投资 的好标的。

在数据收集方面，被用户誉为“神仙测肤机”的肤质检测 App——“你今天真好看” ，是这个领域非常有代表性的产 品。 “你今天真好看”于2016年底上线，它使用一种主要基于 深度学习的图像检测算法，通过不断的训练、学习与拟合，最 终智能化、量化地检测出不同部位的皮肤状况。 在提供肤质 检测的同时，根据检测结果，为用户推荐合适的化妆品。

定制护肤能够从“千人十妆”开始一步步推进，其契机在于优 质厂商愿意接受小批量订单，以及从“一厂配方十牌用”到“ 各牌诉求厂厂听”的变化。 过去，高生产成本、追逐高利益、与 包材量不匹配等问题，使得代工厂的生产批量居高不下。

今天，作为消费新主力的85后、90后对产品品质化、个性化、 功效细化的需求愈发强烈，加之C2B市场以小规模定制为主 要运作模式，于是，众多ODM与OEM厂商开始接受小批量订 单，例如迪奥、欧莱雅、兰蔻等国际大牌的代工厂科丝美诗已 宣布，愿意接纳“500个起订，一个月交付”的交易需求。

这款App在推出早期，数据库中只有几百张团队成员自己搜 集的面部图像，各部分检测精度不到80%。 随着融资的进入、 用户数量的快速增加以及软硬件开发技术的进步，目前，皮 未来，护肤品的包材容量将呈现两极分化的趋势。 一方面，功 肤检测精确度已达95%以上。 效碎片化的护肤需求将导致包材容量缩小。 另一方面，兼顾

Business Insights 学者专栏 21 多种需求的的“懒人护肤”产品，如一瓶爽肤水兼具二次清洁 与疏通毛孔的功效，一瓶精华满足美白与抗衰的功效等，则 使相应的包材容量增大。 除开硬实力的壮大，软实力的提升也没有落下，毕竟好设计、 好工厂还需好材料来画龙点睛。 目前护肤品原料已充分国 际化，世界各国都有拔尖的原料研发公司，还有像LAKELAB 品牌一样，拥有在欧莱雅等国际大厂受过培训、专业经验丰 富的中国高端人才，他们非常熟悉整个护肤供应链，知道哪 些供应商的原料是最好的，可以通过什么渠道买到这些好 原料。 自研的配方、高品质的原料、严格的管控、愿意接纳各类诉求 的代工厂、熟悉整个供应链体系的专业人才，共同搭建起了 定制护肤所需生产能力的基石。

3 量肤定制的保障——融合检测标准 在一种护肤品正式进入市场之前，必不可少的一个环节就是测试。 然

而，现阶段的政策与制度或许会成为定制护肤的拦路虎。 根据《条例》第 十五条规定：化妆品注册证有效期为5年，有效期满需要延续注册的， 应当在有效期届满6个月前向原注册部门提出延续注册的申请。 其中

原料、配方、生产工艺、使用方法等涉及产品安全性内容发生改变的不 予延续注册。

目前的政策法规和备案制度增加了千人千妆的难度，LAKELAB品牌则 选择了更具普适性和可实现性的方式。 目前，他们汇集市面上所有产

品来提供定制化的护肤方案，针对各个用户的不同情况和不同需求， 将不同功效的多个产品进行搭配组合，从而实现一人一方案、而非一 人一配方的个性化目标。 这样一来，就规避了每种配方都需要备案的 现实问题。

产业发展，必须制度先行。 虽然将产品组合出售不失为一种可行的应对 策略，但这和产业的真实方向显然有距离。 在保证产品安全的情况下，

国家对于护肤品的监管制度或许应该做一些适应性改变，比如，在同一 产品的成分组成不变情况下，各种成分的含量变化只要在一定标准范 围内，可以简化备案流程。

4 千人千妆仍处于发展初期，未来将任重道远

“千人千面，千面千妆”的量肤定制，不是行业的营销卖点，而是大势 所趋。从产业链、到运营方式、组织模式和管理方式，量肤定制正在 给中国美妆行业带来颠覆性的改变。在追赶国际巨头的竞争中，更多 的企业投入到量肤定制的各个环节，这不仅会影响当前的美容连锁特 许经营生意，为其带来更多的机会，更会为中国美妆产业提供弯道超 车的可能。目前，中国整个美妆供应链体系还无法支撑一个成熟的千 人千妆市场，但在千人十妆、千人百妆上已有很大起色。 当然，定制护肤市场也面临诸多挑战，除了国家相关部门在行业法规 上需提前布局外，品控、仓储、供应链等也需要不断优化完善。 刘寅斌（邮箱：yinbinliu@126.com ），上海大学管理学院副教授、 硕士研究生导师，在互联网商业创新及社会化媒体等领域为多家企业 提供咨询和培训服务。朱佳芸、张艺馨，上海大学管理学院2019级 研究生；吴雪莉、龙美灵，上海大学管理学院2020级研究生，周婷 玮、陈思，上海大学管理学院2021级研究生。

According to the "2019 High-end Beauty Consumption White Paper" released by Tencent, China's high-end beauty market has about 90 million consumers. Among female Internet users aged 14-55, nearly one-third are high-end beauty consumers.

A particularly intriguing data is that among the people who buy high-end beauty products, the proportion of people with a monthly income of 8,000 yuan (approximately US$1,200) and below is as high as 66% In a country like China with a large population and increasingly high spending power, it is entirely possible to transform the high-end service of the beauty industry---customized skin care--- into one which any member of the public can accept. In other words, there is a huge market for personalized tailor-made services and products for a large number of users.

"Thousands of people means thousands of faces; thousands of faces means thousands of makeup business opportunities."

How will this market evolve? What features will it have in the future? Is there a representative startup company? What impact will it bring to China's beauty industry? There will inevitably be a few huge companies for this niche market. Wouldn’t this presen a new opportunity?

1.Skin tailoring (Custom-blended formulation skincare)--a new opportunity for Chinese beauty brands Customization must rely on Internet infrastructure such as network, data, and artificial intelligence. In this regard, China is way ahead of other nations. With common traits in its vast territory, the potential is huge. What is key is how to accurately grasp the industry trend so that the various brands embarking on this new venture can take off and grow.

22 Business Insights 学者专栏 1.1 R&D technology and data are the protective ‘moat To produce a customized product that really satisfies consumers, R&D technology is essential. In January 2021, Estée Lauder Innovation R&D (China) Co., Ltd. was established. Its business scope includes the research and development of cosmetics, perfumes, hair care and dyeing products and the transfer of R&D achievements. Yixian E-commerce, the parent company of Perfect Diary, a domestic company that received lots of complaints by netizens for "focusing on marketing, not on R&D", also announced in March 2020 that it has reached a cooperation with COSMAX, the world's largest cosmetics assembly line, with an investment of nearly 700 million RMB (US$105 million) to establish a cosmetics research and development and production base. In December of the same year, Yixian e-commerce and Senxin Technology Group, the world's largest food, cosmetics and pharmaceutical color supplier, announced the establishment of a joint laboratory. Even though these brand R&D and innovation projects are one after another, they still need to be people-oriented and rely on massive amounts of real consumer data to guide their direction. Therefore, brands with excellent data and technology capabilities are very likely to become good targets for investment.

In terms of data collection, the skin quality testing app called "Fairy Skin Tester" by users--"You look so good today" ---is a very representative product in this field. "You look so good today" was launched at the end of 2016. It uses an image detection algorithm mainly based on deep learning. Through continuous training, learning and consolisation, it finally detects the skin conditions of different parts of the skin intelligently and quantitatively. While providing skin quality testing, according to the test results, the app will recommend suitable cosmetics for users.

In the early days of this app, there were only a few hundred facial images collected by the team members in the database, and the detection accuracy of each part was less than 80%.

With more financing, the rapid increase in the number of users, and the advancement of software and hardware development technology, the accuracy of skin detection has reached more than 95% at present.

"The larger the number of users, the more concrete, detailed and diversified will the info on skin problems will be; the richer our basic library, the more optimized the algorithm, and the better user experience will be," said Ma Yang, founder of Yixi Technology. "Through the App, we can truly understand where users’ skin problems are mainly concentrated, what their demands are, and what kind of effects they hope to achieve.

On this basis, our research and development can ensure the greatest satisfaction of the most important needs of users."

Based on the analysis of massive user skin quality data, the "You Look So Good Today" team launched a customized skin care brand LAKELAB, which provides users with customized skin care solutions by reorganizing different formulas.

1.2 Personalization will lead to fragmentation of the entire beauty industry; and efficacy of the products and the brand’s reputation will surpass the importance of marketing influence Customized skin care will definitely lead to the fragmentation of the entire industry, the key to which is the fragmentation of skin problems. In future,the problem of dryness, acne, allergies, etc., will not treated in a generic manner, but the right product (product efficacy, product category, and product life cycle are all considerations) will be prescribed after professional equipment or special diagnostic testing. Future customized skin care products may be similar to the current sample products, with a small unit capacity, which also better solves the problem of easy inactivation of ingredients caused by large capacity. The definition of a good product will no longer be that it sells more and appears more to the public, but it will be its efficacy and reputation.

2 The importance of diversified packaging materials and high-quality raw materials To successfully commercialize the said products, strong production capacity is needed. China's cosmetics industry is constantly upgrading and transforming, and there have been many positive changes. These changes will provide the possibility for the realization of "Thousands of people, thousands of faces; thousands of faces, thousands of makeup."

The opportunity lies in the high-quality manufacturers' willingness to accept small-volume orders, and the change from "Ten brands from one factory" to "Every brand’s unique appeals are satisfied by many different factories". In the past, problems such as high production costs, pursuit of high profits, and mismatch with the amount of packaging materials caused mis-optimization of resources.

Today, the post-85s and post-90s, as the new main consumer, have increasingly strong demands for product quality, personalization, and functional refinement. In addition, the C2B (Customer to Business) market uses small-scale customization as the main operating mode, so many ODMs and OEM manufacturers have begun to accept Small-volume orders, such as Dior, L'Oreal, Lancome, and other major international factories like COSMAX, have announced that they are willing to accept the transaction demand of "500 minimum orders, one month delivery".

Business Insights 学者专栏 23

In the future, the packaging material capacity of skin care products will show a trend of polarization. On the one hand, the demand for skin care with fragmented efficacy will lead to a reduction in the volume of packaging materials. On the other hand, "lazy skin care" products that take into account multiple needs, such as a bottle of toner that has the effects of secondary cleansing and unclogging pores, etc., will make the corresponding packaging material capacity Increase.

In addition to the growth of hard power, the improvement of soft power is increasing. After all, good designs and good factories require good materials to add to the finishing touch.

At present, the supply of raw materials of skin care products have been fully internationalized. There are top-notch raw material research and development companies all over the world. Like the LAKELAB brand, there are high-end Chinese talents who have been trained in L'Oreal and other international manufacturers and have rich professional experience. They are very familiar with the entire skin care supply chain, and they know which supplier’s raw materials are the best, and through which channels can these good raw materials be purchased.

These factors, namely self-developed formulas, high-quality raw materials, strict quality control, factories willing to accept all kinds of demands, and professionals familiar with the entire supply chain system have jointly built the cornerstone of the production capacity required for this new, exciting market.

3 The fusion of testing standards will guarantee the quality of the products Before a skin care product officially enters the market, an essential part is testing. However, the current policies and systems may become obstacles to customized skin care.

According to Article 15 of the "Regulations": The cosmetics registration certificate is valid for 5 years. If the registration needs to be renewed after the validity period expires, an application for renewal of the registration shall be submitted to the original registration department 6 months before the expiration of the validity period. The registration shall not be renewed if the contents related to product safety such as raw materials, formulas, production processes, and methods of use have changed.

The current policies, regulations and filing system are hard for the new product to overcome.So the LAKELAB brand has chosen a more universal and achievable approach. They bring together all the products on the market , and according to the different situations and needs of each user, they combine multiple products with different effects to achieve the personality of one person, one holistic solution/program instead of one person, one formula.In this way, the practical problem of filing each formula is avoided. For the development of any industry, the necessary regulations must be in place first. Although selling a whole range of beauty products may be considered a viable response strategy, it clearly is still not the real direction of the industry. Assuming that product safety is solidly in place, the country's regulatory system for skin care products may be adapted so as to simplify the filing (legal approvals) process. " 4. This potential market is at its infant stage. The bright future comes with heavy responsibilties Thousands of people means thousands of faces; thousands of faces means thousands of makeup business opportunities" isn’t the unique selling point for this said skin-tailoring beauty industry; it is the inevitable trend that’s the key. From logistics (supply chain), to operation methods, organizational models and management methods, this industry is bringing about huge disruptive changes to the Chinese beauty industry. In the competition to catch up with overseas international giants, this said industry also provides the Chinese beauty industry the possibility of overtaking the overseas rivals. Currently, China's entire beauty supply chain system cannot support it.

Of course, this skin-tailoring, customized skin care market is also facing many challenges. In the competition to catch up with the international giants, more companies invest in all aspects of tailor-made skin customization. This will not only affect existing beauty chains or beauty-related franchise businesses, but also brings about more opportunities for it to upgrade itself. At present, China's entire beauty supply chain system is still unable to support a mature market for one thousand people and one thousand makeup.In addition to the advance planning and implementation of regulations by the relevant national authorities/agencies/ departments, quality control, warehousing, and supply chains must all need to be continuously improved upon and optimized.

2021 Asia’s Champions of Business Excellence

Influential Brands® is a think-tank, research and business recognition platform to celebrate "Champions of Excellence in Asia“.

Backed by an extensive survey conducted in the second quarter of 2021 with the participation of more than 5,000 consumers in Asia, leading brands were chosen by consumers are their preferred brands.

Besides, at a time where the labour market is faced with great uncertainty and employee morale is at an all-time low, leading employers were endorsed by their own employees as the best companies to work for based on their level of employee engagement and company culture. " Do contact us to learn more about the Top Influential Brand and Top Employer Award in Asia!

2021 CEO Summit and Award Ceremony” Bangkok, Thailand

Guest of Honour: Mr. Supattanapong Punmeechaow, Deputy Prime Minister and Minister of Energy, The Kingdom of Thailand

Top Influential Brands and Top Employers PRE- SCHOOL EDUCATION

TRADITIONAL CHINESE MEDICINE

FAST FOOD PIZZA CHAIN

JEWELLERY RETAILER

PERSONAL CARE AND BEAUTY RETAILER

ONLINE PROPERTY SEARCH

BAKERY & DESSERT

C0-WORKING

CONVENIENCE STORE

DEPARTMENT STORE

MOBILE OPERATOR

MOBILE OPERATOR

For over 26 years, Canadian 2 for 1 Pizza has been invited to everyday dinners and special celebratios in SIngapore for a simple reason: our great tasting pizzas and food make good times better. In pursuing our mission of "helping make the good times better" Canadian 2 for 1 Pizza have become one of Singapore's largest and most successful pizza delivery brands with over 19 Outlets we are continuosly exploring new oppotunities to grow

News Station 消息站

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Korean F&B Franchise Brands webinar

韩国餐饮特许经营品牌线上研讨会

34 Korean participants tuned into the webinar conducted via Zoom on October 12th. Albert’s presentation was pre-recorded so that Korean subtitles are included for the audience. The Q&A session was live

K

orea Agro-Fisheries and Food Trade Corporation (aT) engaged Asiawide Franchise Consultants’ Albert Kong to share information about the f&b franchise trends in Singapore and tips (know-how) for Korean f&b establishments to enter Singapore.

Korea Agro-Fisheries and Food Trade Corporation is a government agency that creates and raises awareness of Korean food; it also helps to promote sales of Korean food products around the world by organizing various activities.

韩

国农水产食品流通公社(aT)聘请爱思威特许经营管 理顾问公司(Asiawide Franchise Consultants)的 江进兴(Albert Kong)分享有关新加坡餐饮特许经营趋势的 信息以及韩国餐饮企业进入新加坡的诀窍. 韩国农水产食品流通公社是一个政府机构，旨在创造和提 高对韩国食品的认识；它还通过组织各种活动来促进韩国 食品在世界各地的销售。 34名韩国参与者收看了10月12日 通过Zoom举办的网络研讨会.江先生的演讲是预先录制好 的, 以便为观众提供韩语字幕.问答环节进行了直播.

28 News Station 消息站

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he Korea Trade-Investment Promotion Agency (KOTRA)’s K-Service Digital (KSD) 2021 was held on 1 - 15 November 2021, online. The event consisted of one-to-one online meetings with almost 30 Korean companies from a variety of sectors such as Education, Contents, Franchising, and Convergence Services.

Lately, the demand for various kinds of services - especially online services - are increasing significantly due to digital transformation policies implemented worldwide. KSD 2021 is expected to serve as a useful platform for businesses to explore potential partnerships and to network with Korean companies.

大

韩贸易投资振兴公社(KOREA TRADEINVESTMENT PROMOTION AGENCY) 简称为KOTRA,也称作韩国贸易馆的 K-Service Digital (KSD) 2021于2021年11月1日至15日在 线举行.此次活动包括与来自教育、媒体内容、特 许经营和融合服务等各个领域的近30 家韩国公 司进行一对一的在线会议. 近年来,由于全球实施的数字化转型政策,对各 种服务(尤其是在线服务)的需求显着增加.KSD 2021预计将成为不同国家企业探索潜在合作伙 伴关系和与韩国公司建立联系的有用平台。

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WFC Meeting, 15-16 September 2021

At 11 AM GMT - Duration 2 hours,on-line meeting each day

S

ecretary General of WFC & Executive Board Member of Egypt Franchise Development Association, Dr. Hatem Zaki, with assistance from Ms. Pip Wilkins, CEO of the British Franchise

Association, chaired the two 2-hour meetings on both days.

30 member associations, with more than 60 representatives in total attended the meetings. Various members shared their knowledge and experience in various aspects of the management of their associations.

Alan Catlett, IFA’s VP for Growth and Operations, presented an enlightening topic called “The Value of Franchising”, a summary of which follows below. Another highlight was sharing by Alisdiar Gray, Executive Director of the European Franchise Federation on the state of affairs concerning franchising in the EU. The next host nations in the coming years are Argentina and Korea for 2022, and USA (or Lebanon) and the Philippines in 2023.

Oxford Economics performed a first-of-its-kind assessment of the value of the franchise business model to workers, entrepreneurs, and local communities. The study centers on a survey of more than 4,000 independent franchise owners to paint a detailed picture of franchising in America. A review of the academic literature and an analysis of commercially available wage and non-wage

Overview

The Value of Franchising demonstrates that independent franchise owners are local business leaders who contribute disproportionately to economic growth, job creation, wealth distribution, and charitable endeavors in their communities.

Going into business for yourself requires strong incentive to achieve. After all, “no salaried manager will ever care as much as the owner about the profitability of that business” (page 8).

Thanks to the advantages of the franchise model, these small businesses: • Drive 1.8 times higher sales than comparable non-franchise establishments • Provide 2.3 times as many jobs than their non-franchise counterparts • Pass their success on to employees in the form of higher wages and benefits and greater opportunity for advancement.

Local ownership also translates into local knowledge and adaptability, local hiring, local purchasing, and local engagement.

compensation data round out the report.

5 Key Takeaways

The Value of Franchising underscores that franchise businesses are

1 Franchises are more diverse than most people recognize

• Diverse in industry and ownership and committed to their local

Many people associate franchising with national fast-food chains

communities

but in reality, the sector is far more diverse:

• Provide better pay and benefits than non-franchised businesses

• Only ¼ of franchises are quick service restaurants. The other ¾’s of franchise operations span industries ranging from childcare and

• Offer entrepreneurial opportunities that would not otherwise be

home improvement to fitness services and hair salons.

available, especially to women, people of color, and veterans.

• Iconic, national brands comprise only 16% of the market, while Based on these comprehensive findings, it is clear that as the

local brands make up 50% of independent franchises.

U.S. seeks to recover economically from a devastating pandemic, franchises must be part of the solution.

• A plurality of franchising enterprises (48%) is small, with 25 locations or fewer.

30 News Station 消息站 access to capital, training, managerial assistance, and supply chain savings, which can help overcome barriers to business ownership, including discrimination.

• Around 26% of franchises are owned by people of color, compared with 17% of independent businesses generally.

• Black-owned franchises earn 2.2 times more than Blackowned independent businesses on average.

The report concludes that supporting the franchise business model could be a helpful tool to encourage higher rates of entrepreneurship among women, non-white, and other underrepresented groups—without cost to taxpayers.

2 Franchises offer better pay, more opportunity Franchise firms, the study finds, pay higher wages and are more likely to offer benefits than their non-franchise counterparts.

Franchise workers are also promoted to manager at higher rates. Notable in light of COVID-19 are the higher proportions of franchise team members who enjoy health insurance and paid sick leave.

• Franchise firms pay 2.2 – 3.4% higher wages than similar non-franchises.

• More than 65% of franchise workers are offered health insurance, a greater proportion than among small establishments in general.

• More than three-quarters of franchise workers (76%) are offered vacation, holiday, and sick leave.

3 Franchising is an entrepreneurial engine for growth and jobs The franchise business model helps aspiring entrepreneurs go into business for themselves. A nation without franchising would be poorer for it.

• Nearly 1/3 of survey respondents (32%) said they would not own a business without franchising. Women and firsttime owners are even more likely to state that the franchise opportunity was critical to their ability to launch a small business.

• Extrapolate the percentage of enterprises that would not exist without franchising and the U.S. would lose 60,000 businesses, 223,000 establishments, & 1.8 million jobs.

4 Franchising expands opportunities for women and people of color Franchisees of color and female owners are represented at a disproportionately high rate. Franchises deliver substantial assistance to business owners, including

5 Franchises are good neighbors The franchise business model encourages local employment and wealth-sharing within communities. Operating an independent franchise means claiming a coveted spot as a local small business owner and the impact of local ties is evident: • Most franchisees recruit and train local residents rather than bring in workers from other parts of the country.

• Franchise supply chains are structured to support the local economy, with over one-third of franchises (36%) purchasing at least 25% of required goods locally.

• Some 65% of franchisees give to local charities.

The year before the pandemic struck, franchisees donated an estimated $1.5 billion to charity, raised over $900 million, and sponsored 18 million hours of volunteer activity

世执行董事会成员Hatem Zaki在英国特许经营协会首 界特许经营联合会秘书长兼埃及特许经营发展协会

席执行官Pip Wilkins女士的协助下，主持了两天各两小时 的会议.

News Station 消息站 31 2 特许经营提供更好的薪酬和更多的机会 •特许经营公司支付的工资比类似的非特许经营公司高 2.2-3.4% •超过 65% 的特许经营公司工人获得了健康保险，这一比例高于 一般小型机构。

•超过四分之三的特许经营公司职员 (76%) 享有假期、假期和病 假。

3 特许经营是促进增长和就业的创业引擎 特许经营模式帮助有抱负的企业家自己创业。 一个没有特许经营 企业的国家会因此而更穷。

•近三分之一的受访者 (32%) 表示他们不会在没有特许经营权的 情况下拥有一家企业。 女性和首次拥有特许经营权者更有可能表 示，特许经营机会对她们创办小企业的能力至关重要。

•推断如果没有特许经营就不会存在的企业百分比，美国将失去 30个会员协会,共计60余名代表参加了会议.不同的成员分享了他 们在协会管理的各个方面的知识和经验.美国特许经营协会运营 副总裁 Alan Catlett 提出了一个名为“特许经营的价值”的启发性 话题,其摘要可在本报告的后半部分找到.另一个亮点是欧洲特许 经营联合会执行董事Alisdiar Gray 分享了欧盟特许经营的现状.下 一个主办国是阿根廷(2022前半年)和韩国(2022后半年),以及2023 年—美国（或黎巴嫩）和菲律宾。

"特许经营的价值在美国"---报告概述

该报告表明，独立被特许经营商（加盟商）是当地商业领袖，他们对 所在社区的经济增长、创造就业机会、财富分配和慈善事业做出了 不成比例的贡献。 为自己创业需要强大的动力来实现.毕竟，受薪经理不会像被特许 经营商一样关心该企业的盈利能力( 报告的第8页）。 由于特许经营 模式的优势，这些小企业： •推动销售额比同类非特许经营机构高 1.8 倍 •提供的工作是非特许同行的 2.3 倍 •以更高的工资和福利以及更大的晋升机会的形式将他们的成功 传递给员工本地所有权还转化为本地知识和适应性、本地招聘、本 地采购和本地参与。

5 个关键要点

1 特许经营行业类别比大多数人认识到的更加多样化

许多人将特许经营与全国性快餐连锁店联系起来，但实际上它更 加多样化： •只有四分之一的特许经营店是快餐店。 其他四分之三的特许经 营业务涵盖从儿童保育和家居装修到健身服务和美发沙龙等多个 行业。 •标志性，跨越许多省市的品牌仅占市场的16%,而本土品牌则占 独立特许经营加盟商的 50%。

60,000 家企业、223,000家机构和 180 万个工作岗位。

4 特许经营扩大了女性和有色人种的机会 有色人种特许经营商和女性特许经营商的比例高得不成比例。 特 许经营总公司为他们提供大量帮助，包括获得资本、培训、管理援 助和供应链节省，这可以帮助这些加盟商克服创业障碍，包括歧 视。

•大约 26% 的加盟商是有色人种，而一般独立非特许经营企业的 这一比例为 17%。

•黑人拥有的特许经营生意的平均收入是黑人拥有的独立企业的 2.2 倍。

报告得出结论，支持特许经营模式可能是一种有用的工具，可以鼓 励女性、非白人和其他代表性不足的群体提高创业率，而无需纳税 人承担任何费用.

5 特许经营是好邻居 特许经营模式鼓励当地就业和社区内的财富分享。 经营独立的特

许经营权意味着作为当地小企业主拥有令人敬佩的位置，此外, 加 盟商当地关系的影响是显而易见的：

•大多数加盟商招募和培训当地居民，而不是从其他地区引进

•特许经营供应链的结构支持当地经济，超过三分之一的特许经 营商 (36%) 在当地购买至少 25% 的所需商品。

•大约 65% 的加盟商捐赠给当地慈善机构。

在疫情大流行爆发的前一年，加盟商向慈善机构捐赠了约15亿美 元，筹集了超过9亿美元，并赞助了1800万小时的志愿者活动.

32 Business Insights 学者专栏

Learning to be a Better Leader P hiladelphia Eagles owner Jeffrey Lurie needed a plan.

He badly wanted to win a Super Bowl — a feat that had never been accomplished by the team — and he needed to figure out how to move the entire organization from good to great.

“It was a long game, so to speak,” said Wharton management professor Michael Useem, who spent time with Lurie while researching his latest book on management. “He did come to realize he needed the right coach. He had to bring together the people in the home office, his inner circle, so that they rode in the same direction with him. And it also took a while, but it finally came up on his radar screen that he really had to take risks with players and plays in order to ultimately triumph.”

The strategy paid off when coach Doug Pederson led the Eagles to a 41–33 Super Bowl win over the New England Patriots in 2018.

Lurie is profiled in The Edge: How 10 CEOS Learned to Lead and the Lessons for Us All — a book that takes an inside look at how leaders handle adversity. From industry disruption and evolving technology to the global pandemic and shifting cultural norms, there are countless challenges for executives to overcome. But Useem believes there is only one sure way to rise above them.

“There’s no medication to make you a leader, no pill you can take, no simple solution for it.”

Those skills include long-term vision, strategy building, sound decision-making, persuasive communication, and an understanding of how everything around you is changing, whether that’s the larger political climate or the smaller shifts in the composition of your workforce.

Tricia Griffith, the CEO of insurance giant Progressive who is also profiled in the book, exemplifies a leader who learned how to read the tea leaves and adjust accordingly, Useem said. She realized that employees wanted a greater sense of purpose and connection to their work and to how it benefits customers, so she started spending more time with them to understand their needs.

“Eschewing the older model of the grand CEO who hands strategy down for people to execute, she’s learned to be more bottoms up,” Useem said. “She’s no longer being a chief executive on a pedestal but working directly with employees.”

Also featured in the book is Mark Turner, the long-time head of WSFS Bank who stepped down in 2019 to take a seat on the board of the Delaware-based firm.

During his tenure, Turner went on a “learning tour” to Apple, Walmart, and other major firms to understand how fintech was revolutionizing industry. His goal, Useem said, was to gather information and use it to prepare the bank for the oncoming changes.

“He really came to appreciate in spades that fintech was going to transform his industry, and he better do that before somebody else did it to him,” Useem said. “That’s an example of somebody who’s trying to get ahead of the curve before the curve trips us up, to master the leadership that he’s going to have to exercise… in the years ahead.”

“The way we lead in 2021 will not be the way we’re going to have to lead in 2026.”

“There’s no medication to make you a leader, no pill you can take, no simple solution for it. It’s often a lifelong process,” he said during an interview with Wharton Business Daily on SiriusXM. (Listen to the podcast above.)

“Learn to be the complete manager, the executive that’s got the full repertoire of the skill set.”

Michael Useem Professor in the Management Department and Faculty Director of the Center for Leadership and Change Management and McNulty Leadership Program at The Wharton School of the University of Pennsylvania.

Business Insights 学者专栏 33

Taking a Wider Perspective Useem, the author of numerous books including Leading Up: How to Lead Your Boss So You Both Win, said he was motivated to write The Edge in part because of his work as a professor. He wants to make sure that the leadership skills he’s teaching both students and professionals at Wharton are relevant and timeless. That’s especially important as the world emerges from the pandemic.

“The way we lead in 2021 will not be the way we’re going to have to lead in 2026,” he said. “Now is a really good time for getting on top of what you’re going to need five years out. The world’s going to be different, your company’s going to be different. Get on that now and don’t wait until then to suddenly realize you need a new set of leadership principles to guide you forward.”

His decades of research have also taught him that it’s helpful for leaders to look beyond their own time and space to gain knowledge. It’s not just other CEOs that can provide management lessons; perhaps there are insights to be gleaned from a historical figure or someone in a different industry or different country. That’s why Useem included President George Washington among the 10 profiles in his book.

“There’s nothing that can’t be mastered,” he said. “And I think by looking far away, we can often convince ourselves that if they can do it, I can do it as well.”

“没有什么特效药让你变成优秀的领导者，也没有一个简单的解决 办法。这通常是一个终生的过程，”他在接受《沃顿每日商业评论》在

SiriusXM上的电台节目访谈时表示， “学习成为一名全面的管理者，一 名拥有全部技能的CEO。 ”

没有什么特效药让你变成优秀的领导者，也没有一个简单的解决 办法。 这通常是一个终生的过程

这些技能包括长期愿景、战略制定、明智的决策、有说服力的沟通，以 及了解你所处的环境正在发生什么变化，无论是宏观的政治气候还是 你公司内部劳动力构成的细微变化。

尤西姆说，保险业巨头Progressive的CEO翠西·格里菲斯（Tricia Griffith）也是本书的人物之一，她是一位学会见微知著并做出相应调

整的领导者的典范。 她意识到，员工希望有更强的使命感，并将这种使 命感和他们的工作以及如何让客户受益联系起来。 因此她开始花更多 的时间与员工们在一起，了解他们的需求。

尤西姆说： “她有意回避了将战略交给他人执行的传统的领导力模式， 而是学会了更加自下而上地工作。她不再是那种高高在上的CEO，她 直接与员工并肩工作。 ”

书中还提到了马克·特纳（Mark Turner） ，特拉华州的WSFS银行的长期 负责人，他于2019年辞去CEO职位，继续担任这家公司的董事。

在任职期间，特纳对苹果、沃尔玛和其他知名企业进行了一次“学习之

旅” ，以了解金融科技如何彻底改变行业。尤西姆说，他的目标是收集 信息，并利用这些信息为他的银行该如何应对即将到来的变化做好准 备。

尤西姆说： “他开始非常明确地了解，金融科技将改变他的行业。他最 好能提前行动。这就是一个例子，有人试图在时代大潮席卷之前能率

如何学习成为更好的领导者？了 解下这10位CEO的心路历程

我们在2021年的领导方式将不会是我们在2026年的领导方式

个计划。他非常想赢得超级碗——这是球队从未完成过的壮举——他

示，之所以要写《优势》这本书，部分原因是希望确保他在沃顿教授给

费城老鹰橄榄球队的老板杰弗里·鲁里（Jeffrey

Lurie）急切地需要一

需要知道如何让整个组织从优秀走向卓越（from good to great）。

沃顿商学院管理学教授迈克尔·尤西姆（Michael Useem）说： “可以说，

先反应，掌握他在未来几年中必须发挥的领导能力。 ”

前瞻性思考 : 尤西姆写了很多书，包括《向上领导： 如何领导老板和你

双赢》 （Leading Up: How to Lead Your Boss So You Both Win） ，他表 学生以及专业人士的领导技能是切中时代脉搏、与时俱进的。尤其在 疫情后时代，这一点尤为重要。

这是一场漫长的比赛。 ”他在为新书做调研时与鲁瑞一起探讨了这些 “我们在2021年的领导方式将不会是我们在2026年的领导方式，”他 问题。 “鲁瑞最终意识到他的确需要一位合适的教练。他必须召集所 说现在是一个非常好的时机，让你掌握五年后你将需要的东西。世界 有核心团队的人，让他们同向而行。 这也花了一段时间，但最终他明白

将会不同，你的公司也会不同。 现在就开始吧，不要等到那时才突然意

在2018年的超级碗大赛中，教练道格·佩德森（Doug

他数十年的研究也告诉他，领导者超越自己的时间和空间去获取知识

了，为了最终胜利，他真的必须与球员并肩作战，一起冒险。 ”

Pederson）带领

老鹰队以41比33击败新英格兰爱国者队，他的战略和努力获得了回 报。

尤西姆的新著《优势：10位CEO的经验之旅》 （The Edge: How 10 CEOS

Learned to Lead and the Lessons for Us All）一书中对鲁瑞的心路历

程作了描述。这本书从内部人的角度审视了领导者如何应对逆境。从

识到你需要一套新的领导原则来指导你前进。 ”

是有帮助的。不仅仅是其他CEO可以提供一些管理经验，也许可以从 一个历史人物或不同行业或不同国家的人的视角收集到一些超越时

代的洞见。这也是为什么尤西姆将乔治·华盛顿总统列入他书中的10 个人物中。

行业颠覆、技术突破到疫情突发或文化的转变，高管们要面对的挑战 “没有什么是不能努力学习和掌握的，”他说， “我认为，放眼长远，我 数不胜数。 但尤西姆认为，只有一种可靠的方法可以超越它们。 们常常可以说服自己，如果他们能做到，我也能做到。 ”

34 News Station 消息站

2021’s Franchise Expo Paris by the French Franchise Federation, organized by Reed Expositions, witnessed the meeting of more than 35,000 investors, business creators and traders with the representatives of 500 French and international franchise brands. This event brought together the various market players (banks, organizations, lawyers, accountants, consultants, etc.) that support franchising.

2021年法国特许经营展由法国特许经营联合会FFF与 励展博览集团REED主办。35,000多名投资者,创业者 和贸易商与500个法国和国际特许经营品牌的代表齐 聚一堂.该活动汇集了支持特许经营的各种市场参与者 （银行、组织、律师、会计师、顾问等）

500 153 Exhibitors

New Brands

35000 Candidates

100

Conference & Workshops

Our media & institutional partners They accompany us throughout the year, quickly discover the media and institutional partners of the show. They trust us and support us a big THANK YOU to all our partners.

News Station 消息站 35

Be Your Own Boss Franchising & Licensing Association,Singapore (FLA) organized a ‘Be Your Own Boss’ webinar on 30th September 2021, with support from the United Overseas Bank (UOB) and the Singapore Indian Chamber of Commerce and Industry(SICCI).

More than 70 people actively participated and piled the panelists with loads of questions.

Q 1: What is franchising and benefits of franchising a business?

Q 2: What are the common & new franchise concepts – in Singapore and in the international market?

Q 3: Tips on selecting a franchise opportunity.

Q 4: Key factors franchisors look for in franchisees.

Q 5: Common challenges between the franchisor & the franchisee.

Q 6: How can attendees prepare themselves for the next step to join a franchise brand?

FLA’s President Andrew Khoo acted as the moderator, throwing questions at the three panellists Andrea Bell, Eric Lim and Albert Kong who generously shared their experience and insights.

在大华银行(UOB)和新加坡印度工商会的支持下,FLA 于2021年9月30日组 织了一场“自己当老板”网络研讨会.70余人积极参与,提出了大量问题.FLA 主席邱武耀担任主持人,向三位小组嘉宾 Andrea Bell, Eric Lim和爱思威 特许经营顾问江进兴提出问题。

Q 1 什么是特许经营；特许经营的好处？ Q 2 在新加坡和国际市场有哪些常见和新的特许经营概念？ Q 3 选择特许经营机会的技巧 Q 4 特许人在加盟商中要寻找到的关键因素 Q 5 特许人和加盟商之间可能发生的挑战 Q 6 与会者如何为下一步加入特许经营品牌做好准备？

36 Business Insights 学者专栏

Building a Strong Franchise System by Measuring Your Distinctive Assets

I

n today’s economic landscape, many brand strategists underscore the importance of having a consistent brand system for a business, particularly franchisors. Of course, in preparation for a franchise model, consistency is fundamental to increasing brand recognition and loyalty in the brand’s customers. However, one cannot deny that searching for methods to help your franchisee grow your brand is equally – if not more – important.

But the question is – how does a brand go about achieving growth across the board for all their franchisees?

The most comprehensive way to track your brand’s health and strategize methods for growth is to measure her distinctive assets. A brand must properly examine the distinctive assets that she currently owns, accurately identify which to improve on, and whether they are obsolete, and which to abandon. Before that, let’s answer the question of…

Once consumers have seen repeatedly and recognise a brand’s distinctive assets, they will associate those assets with that brand,

What are Distinctive Assets?

and think of her. Once this happens, the brand has successfully

When unique elements tie back to a brand, they are known as distinctive assets. Brands are able to own, and tap on the strong connections that these elements bring to their customers by building on them. Some examples include brand colours, symbols, characters, sounds (e.g., music and jingles), tone of voice, shapes, and most recognisably, a brand’s logo. The list of distinctive assets that a brand can own is inexhaustible and can stretch beyond those listed.

consumers.

gained recognition and an indelible space in the minds of their

That is what all brands should aim to achieve – the ownership of valuable distinctive assets that has a strong and deep connection with her customers.

Why is Assessing Distinctive Assets So Important?

The stronger the association between a brand and her distinctive

After all, people remember things differently. With strong distinctive assets, there is stronger emotional recall for the consumers about a brand. When this happens, in the minds of the consumers, that brand is positioned a cut above her competitors because of her distinctiveness and uniqueness.

assets, the more valuable the brand will be. For example, in 1971,

Recognise the brand on the left? There isn’t a logo, nor the brand’s name on the picture, but we’re guessing that you most probably know which brand these distinctive assets belong to.

And yes, the brand is Tiffany! Similarly, some brands have such strong distinctive assets that some words are enough to trigger that brand in your mind. Think of French fries. Which brand comes to your mind? Is it McDonald’s?

But it’s just a mere tick – how can it be worth $26 billion?

Distinctive assets are incredibly important ways of building stronger connections with your customers. More so than that, a brand only exists when she has recognisable distinctive assets.

For example, a logo is merely an image – if consumers don’t recognise the logo, what it stands for, and link it to a brand, then that logo is essentially just a picture.

sports goods Nike paid a student designer $35 for their iconic Swoosh logo. Today, the Swoosh logo has become one of the world’s most recognisable logos, and stands as the most valuable, with a worth of $26 billion alone.

Well, the true worth lies in the sheer amount of branding and marketing effort that has gone on behind the scenes. Think of it this way – with so many sports brands out there having similar (or perhaps, even better) products to Nike, why is it that they still have a pool of loyal customers who return to them over and over again?

Since inception, Nike has never wavered on building on their distinctive assets, which includes technology, community, a strong learning space, and their products. Through their distinctive assets, their tone of voice, communication methods, imaging style and so and on so forth are all tightly aligned to their brand purpose of moving the world forwards through sports – essentially, empowerment. For Nike, anyone that has a body is considered an athlete.

Business Insights 学者专栏

37

At the end of the day, distinctive assets are considered intangible

Without properly defined distinctive assets, it’s difficult for your

assets. They are intangibly valuable to your brand, and are just as

franchisee to follow and adapt your brand’s strategy. Without a

important as the products and services that your business sells. A

proper, credible brand strategy, it’s difficult for your brand to grow

large part of Nike’s logo worth is owed to their hard work in building

in the way you would like it to. Especially in our current times, it’s

up their distinctive assets. Consumers know of them, and are

very important to help your franchisee grow via strengthening your

willing to return to them, because of the deep emotional bonds that

brand together.

have been created.

Both your distinctive assets and brand strategy are critical elements

Thus, assessing your brand’s distinctive assets is an important

for building a brand with sustainable growth. With both in their

step in helping your brand grow. By examining them closely, your

proper places, there is no room for the misinterpretation of your

business will be able to make the right call to drop those that are

brand, and your brand will definitely grow and cement a place in the

irrelevant to your consumers, and build on those that have potential

minds of your consumers.

instead.

The Importance of Distinctive Assets in a Franchise Model

Conclusion Every large company of today began small, and as Lao Tzu once said, “the journey of a thousand miles begins with a single step”.

Theoretically, there is no limit as to how many franchisees a franchisor

Every franchisor should strive to take small steps to build up their

can have. In fact, the number can shoot up into the thousands. In

distinctive assets, for the sake of their entire network’s health.

2019, McDonald’s had 35,085 franchised locations, and this number

After all, when a potential franchisee is looking at which franchise

is projected to grow.

to purchase, these distinctive assets will come into play, enabling a franchisor to sell their franchise at a higher price.

Source: https://en.wikipedia.org/wiki/McDonald%27s

Change is the only constant, and ensuring that a business’s brand Even with so many franchised locations under their belt, their

strategy and distinctive assets are properly defined is the only way

branding still remains extremely strong all across the board.

to secure a brand’s future, especially in tumultuous times. Rather than staying constant, why not consider taking these small steps to

Distinctive assets are a part of your brand’s strategy, and play

grow your distinctive assets and in turn, your franchise?

an important role in appealing to your consumers through your franchisees. Because they’re used across every communication

This article is contributed by Etereo, (https://etereomedia.com/).

channel for your brand, they should be thoroughly aligned to your

Etereo is a visionary creative agency established in Singapore,

brand strategy.

specialising in branding and digital marketing. Etereo translates to ethereal, and that is the vision we have for the works that we create.

38 Business Insights 学者专栏

通过衡量您的独特资产来建 立强大的特许经营连锁系统

在当今的经济形势下，许多品牌战略家强调了为企业（尤其是特许 经营商）拥有一致品牌系统的重要性。 当然，在准备特许经营模式 时，一致性是提高客户的品牌认知度和忠诚度的基础。 然而，不可 否认，寻找方法来帮助您的加盟商发展及增强您的品牌同样重要。 但问题是——如何实现让所有加盟商就品牌增长方面都成功呢？ 跟踪品牌健康状况和制定增长战略方法的最全面方法是衡量它的 独特资产。 品牌必须正确检查它目前拥有的独特资产，准确确定哪 些需要改进，是否已经过时，哪些应该放弃. 在此之前，让我们回答 以下问题…… 什么是特色资产？ 当独特的元素与品牌联系在一起时，它们被称为独特的资产。 品牌 能够拥有并利用这些元素为客户带来的强大联系。 一些示例包括 品牌颜色、符号、字符、声音（例如音乐和叮当声）、语气、形状，以及 最容易识别的品牌标志。 一个品牌可以拥有的独特资产的清单是 无穷无尽的，并且可以超出所列资产的范围。 毕竟，人们对事物的 记忆是不同的。 凭借强大的独特资产，消费者对品牌的情感回忆更 强烈。 当这种情况发生时，在消费者的心目中，该品牌因其独特性 而被定位在竞争对手之上。 认识上面的用丝带绑的蓝色礼盒的品牌吗？这图片上没有标志，也 没有品牌名称，但我们猜测您很可能知道这些独特的资产属于哪 个品牌。 是的，品牌是蒂芙尼！同样，一些品牌拥有如此强大的独特 资产，以至于一些词足以在您的脑海中触发该品牌。 想想炸薯条。 你会想到哪个品牌？是麦当劳吗？ 独特的资产是与客户建立更牢固联系的极其重要的方式。 更重要 的是，一个品牌只有在它拥有可识别的独特资产时才存在。 例如， 一个标志只是一个图像——如果消费者不认识这个标志，它代表什 么，并将其链接到一个品牌，那么该标志本质上只是一张图片。 一 旦消费者反复看到并认可一个品牌的独特资产，他们就会将这些 资产与该品牌联系起来，并想到它。 一旦发生这种情况，该品牌就 成功地获得了认可，并在消费者心目中占据了不可磨灭的空间。 这就是所有品牌都应该实现的目标——拥有与客户有着密切联系 的宝贵独特资产。 为什么评估独特资产如此重要？ 品牌与其独特资产之间的关联越强，品牌就越有价值。 例如，1971 年，运动用品耐克为他们标志性的 Swoosh 标志支付了一名学生 设计师 35 美元。 如今，Swoosh 标志已成为世界上最知名的标志 之一，并成为最有价值的标志，仅价值 260 亿美元。 但这只是一个 打勾——它怎么可能价值 260 亿美元？ 嗯，真正的价值在于幕后进行的大量品牌推广和营销工作。 这样想 一想——有这么多运动品牌有与耐克相似（或者甚至更好）的产品， 为什么耐克仍然有一群忠实的客户一遍又一遍地回到他们身边？ 自成立以来，耐克从未动摇建立其独特的资产，包括技术、社区、强 大的学习空间和他们的产品。 通过他们独特的资产，他们的语气、 沟通方式、形象风格等等都与他们通过体育推动世界向前发展的 品牌目标紧密结合 ——本质上是赋权。 对于耐克来说，任何有身体 的人都被视为运动员。

归根结底，独特的资产被视为无形资产。 它们对您的品牌具有无形 的价值，并且与您的企业销售的产品和服务一样重要。 耐克标志价 值的很大一部分归功于他们在建立独特资产方面的辛勤工作。 消 费者了解他们，并愿意回到他们身边，因为他们已经建立了深厚的 情感纽带。 因此，评估品牌的独特资产是帮助品牌发展的重要一步。 通过仔细 检查它们，您的企业将能够做出正确的决定，放弃与您的消费者无 关的那些，并在那些有潜力的基础上继续发展。 特许经营模式中独特资产的重要性 理论上，一个特许人可以拥有的加盟商数量是没有限制的。 事实 上，这个数字可以飙升到数千。2019 年，麦当劳拥有 35,085 家特 许经营店，预计这一数字还会增长。 来源：https://en.wikipedia. org/wiki/McDonald%27s 即使有这么多特许经营店面地点，他们的品牌仍然保持得非常强 大。 独特的资产是您品牌战略的一部分，在通过加盟商吸引消费者 方面发挥着重要作用。 因为它们用于您品牌的每个沟通渠道，所以 它们应该与您的品牌战略完全一致。 如果没有正确定义的独特资产，您的加盟商就很难遵循和调整您 的品牌战略。 如果没有适当、可靠的品牌战略，您的品牌就很难按 照您希望的方式发展。 尤其是在我们这个时代，通过共同加强您的 品牌来帮助您的加盟商成长是非常重要的。 您的独特资产和品牌 战略都是打造可持续增长品牌的关键要素。 两者都处于适当的位 置，您的品牌就没有被误解的余地，您的品牌肯定会成长并在消费 者心目中占据一席之地。 结论 今天的大公司都是从小公司做起的，正如老子所说， “千里之行，始 于一步”。 为了整个网络的健康，每个特许人都应该努力采取小步 骤来建立自己的独特资产。 毕竟，当潜在的特许加盟商考虑加盟哪 个特许经营品牌时，这些独特的资产就会发挥作用，使特许经营品 牌能够以更高的价格出售其特许经营权。 变化是唯一不变的，确保正确定义企业的品牌战略和独特资产是 确保品牌未来的唯一途径，尤其是在动荡时期。 与其保持不变，为 什么不考虑采取这些小步骤来增加您的独特资产，进而强化您的 特许经营权？ 本文由 Etereo (https://etereomedia.com/) 提供 Etereo 是一家在新加坡成立的富有远见的创意机构，专门从事品 牌推广和数字营销。Etereo 转化为空灵，这就是我们对我们创作 的作品的愿景。

A CHANGING CLIMATE

Nominate your Brand as a champion of change. www.brandsforgood.asia

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ASEAN Franchise, License & Business Forum 2021, organized by the Indonesian Franchise & Licensing Society (Perhimpunan Waralaba & Lisensi Indonesia - WALI) was held virtually on October 29th, 2021 to celebrate its 16th Anniversary. Theme: ASEAN Business Trends 2022, During & Post Pandemic Welcome Speech 1 :Mr. Tri Raharjo, Chairman Indonesia Franchising & Licensing Society; Welcome Speech 2 Ms. Levita G. Supit SH, MH, Deputy Chairwoman of the Standing Committee for Trade Development and Research of The Indonesian Chamber of Commerce ( Kadin Indonesia ).

Keynote Speech : Mr. Oke Nurwan, Director General of Domestic Trade, Ministry of Trade Speaker : Mr. Albert Kong, Chairman of Asiawide Franchise Consultants; Mr. Burang Riyadi,Founder Franchise Academy Indonesia; Dato Mike Loh, President of Asean Retail-Chain Franchise & Federation (ARFF); Mr. Chris Lim, CEO Francorp Philippines; Ms. Phi Van Nguyen, Board Member at ASEAN Business Angel Alliance; Dr. Peerapong Kitiveshphokhawat ,Chairman of Business Coach and Consulting Thailand

由印度尼西亚特许经营和许可协会（Perhimpunan Waralaba & Lisensi Indonesia - WALI）主办的2021年东盟特许经营,许可和商业线 上论坛于2021年10月29日举行,以庆祝其成立16周年.主题:2022年东盟疫情期间和之后商业趋势。 Tri Raharjo，印度尼西亚特许经营和许可协会主席至欢迎词；印度尼西亚工商会贸易发展和研究常务委员会副主席 Levita G. Supit SH 女士至词；贸易部国内贸易司司长 Oke Nurwan至主题演讲；爱思威特许经营顾问公司董事长江进兴演讲;其他演讲者包括 Burang Riyadi , Franchise Academy Indonesia创始人;Dato Mike Loh,东盟零售连锁特许经营与联盟(ARFF)主席;Francorp菲律宾首席执行官Chris Lim先生;Phi Van Nguyen 女士,东盟商业天使联盟董事会成员，以及Peerapong Kitiveshphokhawat 博士,泰国商业教练和咨询公司主席。

Be a part of Singapore’s hybrid sourcing platform for the F&B industry!

incorporating

Marina Bay Sands Singapore Expo & Convention Centre

18 - 20 November 2021 www.intlcoffeetea-asia.com held in conjunction with

International Strategic Partner

Supporting Strategic Partners

Agricultural & Food Marketing Association for Asia and the Pacific

For booth enquiries, contact: Roberta Pozzi • roberta@cems.com.sg Florence Ng • florence@cems.com.sg

Business Insights 学者专栏

43

Getting Your Money’s Worth from Intangible Assets in Non-Fungible Tokens In March 2021, Mike Winkelmann—the digital artist known as Beeple, sold a NonFungible Token (NFT) of his digital artwork for a staggering US$69.3 million. Hosted and verified by Christie’s auction house, the record sale was made to entrepreneur Vignesh

Sundaresan,

also

known

as

MetaKovan.

This significant milestone in digital art history is part of the rising trend for sales of NFT. In fact, it was reported that sales of NFTs over the first half of 2021 have surged to US$2.5 billion from just US$13.7 million in the first half of last year.

What exactly is this NFT technology that is making waves in the digital art world?

Who owns the rights to use the intellectual property (IP) in these tokenised digital assets after purchase? And what does the rise of NFTs mean for businesses?

Examining the traits of an NFT

An NFT can be linked to a digital asset: Digital art, collectibles, in-game assets (card collection), musical works, films, memes, and patent disclosure forms – all in digital

An NFT is authentic and unique: An NFT

format – have been used as underlying

is a unique record on a blockchain that

digital assets of NFTs.

is configured to perform the function of a ledger. This ledger tracks the record of

While an NFT is authentic and unique as

ownership and transaction history of each

a record (on the blockchain ledger), the

NFT and is also linked to a copy of a digital

underlying digital asset may not be so. What

asset.

is linked could be counterfeit or doctored, and even if original, exist elsewhere in

In MetaKovan’s case, the auctioned NFT

multiple copies.

would be linked to a copy of the underlying artwork (a digital file). Since it is very difficult

Further, for most NFTs, the underlying

to amend an existing blockchain record, the

digital work is likely hosted outside the

authenticity of the NFT including its link to

NFT platform (outside blockchain) as it

the underlying asset is often undisputed.

is resource-intensive and expensive to incorporate the digital file into the NFT.

Further, because an NFT is a unique record,

As a result, owning an NFT does not

meaning no two NFTs are identical, an NFT

automatically mean that you gain control

is therefore non-fungible – distinct and non-

over the use of the linked digital asset.

exchangeable.

44 Business Insights 学者专栏 Digital Asset

NFT Uniqueness

Each NFT is unique

Derivatives or identical copies of the asset may exist

Location

An NFT is hosted on blockchain servers

The asset is often digitally hostwed on third-party servers

This table summarises some differences between an NFT and its underlying digital asset.

Throwing light on the ownership of an NFT

In other words, IP-related rights of use, including

licensing,

remain

subject

to

established legal rules and formality. For example, a Singapore exclusive copyright licence must be in writing and signed by the copyright owner for it to be effective.

The buzz surrounding NFTs may have come about as buyers have been sold on the

On the other hand, the rights and privileges

notion of owning something unique in the

relating to NFT ownership are largely

digital space. What buyers may not realise is

subject to the control of the NFT provider

that despite NFT ownership, any legitimate

and the rules that have been programmed

use of the underlying digital asset is subject

into the NFT system. Such programming

to the terms and conditions of the sale. In

is also known as a “smart contract”, since

a bid to drive demand for NFTs, advocates

the system may be programmed to “self-

may be tempted to gloss over details

execute”

relating to IP, including both the ownership

the word “smart” in smart contract may

programming.

rapper and media producer, reportedly said

concept of ownership.”

In a case involving DC Comics characters, the creator of the NFT-ed assets, who had made US$1.85 million from NFT sales, was sent a demand letter. A leaked copy of the demand letter states: “As DC examines the complexities of the NFT marketplace, and we work on a reasonable and fair solution for all parties involved, including fans and collectors, please note that the offering for sale of any digital images featuring DC’s intellectual property with or without NFTs, whether rendered for DC’s publications or rendered outside the scope of one’s contractual engagement with DC, is not permitted.”

However,

is unable to make decisions beyond its

For instance, Mike Shinoda of Linkin Park, a

not about the physical item. It’s about the

terms.

cause misunderstanding since the system

and licensing of IP.

in an interview: “[j]ust embrace [NFT]. It’s

contractual

A smart contract is likely no replacement

In the circumstances, it is increasingly

for a legally enforceable contract since it

important to draw a distinction between

is often impractical to decipher what the

these two types of ownership:

agreement terms are from the computer

•

ownership of the NFT; and

•

ownership of IP rights of use (in

the digital assets), which include rights relating to copyright, trade marks and even patents.

code and there can be no agreement if the terms are not decipherable. Owning an NFT is thus analogous to owning a Facebook or eBay account by a user, where the user’s rights are subject to the platforms’ terms of use.

While the copyright owner of a digital

Even though NFTs are practically immune to

artwork has exclusive rights to reproduce

alteration, an NFT owner is not guaranteed

and communicate to the public the artwork,

perpetual access to the underlying digital

the owner of an NFT linked to this artwork

asset, especially if the owner does not also

is by no means automatically conferred

control the network that is hosting the asset.

any such rights. The NFT owner may

This much is noted in Wikipedia’s entry for

come to possess such right of use only in accordance with a separate agreement with the copyright owner or, where applicable, his licensee.

NFTs stating that “data links that point to details like where the art is stored can die”. Prospective NFT buyers may wish to consider this risk before entering into a deal.

Business Insights 学者专栏

45

Looking to IP to safeguard an NFT buyer’s interests While it is not clear whether MetaKovan obtained exclusive rights to use the artwork he paid millions for, or just bragging rights, in a more recent report the buyers of a US$24.4 million auction sale hosted by Sotheby’s did in fact acquire IP rights to the underlying digital assets, specifically the Bored Ape Yacht Club collection which includes 10,000 computer-generated images of cartoon apes made by the US-based company Yuga Labs.

In another move that further signifies the growing importance of IP in an NFT sale, standardised IP licences (for NFT transactions)

Before closing an NFT deal, a potential buyer may wish to consider

were published for general adoption. An example of such licences

the following:

is the NFT licence template published by Dapper Labs (which described itself as “The NFT Company”SM), which provides that the NFT buyer would be permitted to use the underlying asset artwork

Conducting a thorough review of the terms and conditions governing the sale of the NFT;

for the buyer’s own “personal, non-commercial use”, and on “a marketplace that allows the purchase and sale of [the NFT], so long as the marketplace cryptographically verifies [ownership]”.

As the value and use of a digital asset are closely related to IP rights, IP due diligence should not be ignored for the purpose of

Whether the NFT seller possesses the rights to confer purported rights of use on the NFT buyer; Whether there is anything in the underlying asset that may be subject to third parties’ IP rights; and

safeguarding a buyer’s interests, especially where the purchase price is substantial.

Valuating the NFT, including its underlying digital asset.

46 Business Insights 学者专栏

Riding the wave of NFT technology for business growth While it may be the case that NFTs of today are largely used to create buzz and an additional platform for merchandising digital assets in the form of digital collectibles and digital art pieces, the use of digital tokens is still likely to rise, especially in view of the rapid pace of technology. In fact, digital tokens may have made inroads into the physical world. Case in point – in Nike’s recent patent on cryptographically secured digital assets, these digital assets were proposed to be utilised for products in the physical world in that these digital assets are designed to be representative of a physical retail product.

So, how can businesses better prepare themselves to ride this new wave of technology for growth?

Today, being business-savvy means being also IP-savvy. Start by clearly identifying the IP and other intangible assets that you own and having their value assessed. You may then plan how to actively use them whether directly by your business or through your potential partners.

As NFTs become more pervasive and involve assets of increasing value, the need for effectively unlocking the value of IP in tokenised assets cannot be overstated.

About the authors

Chong Yuan Ng

Lim Jia Sheng

Faculty, IP Academy

Associate IP Strategist, IP Strategy Solutions

Mr Ng Chong Yuan is a Singapore qualified Advocate and Solicitor

Mr Lim Jia Sheng is an Associate Intellectual Property Strategist at

with an engineering background and diverse work experiences in

IPOS International, with research experience in various fields ranging

the technology sector. Apart from executing intellectual property

from biomedical sciences, food sciences, exercise physiology to

(IP) prosecution, IP litigation and other legal advisory work, Chong

lifestyle technologies. Currently, Jia Sheng advises innovative

Yuan was also named in USA patent (no. 6853626) as an inventor.

enterprises on IP management and strategy, and helps government

Presently, as a full-time faculty member of IPOS International

agencies chart research direction using patent analytics. Jia Sheng

(Academy), his area of specialisation covers IP and its practices

is a Registered Management Consultant and holds a Master’s degree

and management. He teaches courses at various universities in

in IP and Innovation Management from the Singapore University of

Singapore and trains patent examiners, legal professionals and

Social Sciences (SUSS) and Bachelor’s (Honours) degree in Medical

managers of intangible assets.

Biosciences from Aston University.

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Post Event Report

W

ith COVID-19 restrictions limiting the movements of people, the hospitality sector has responded swiftly by ensuring safe operation and business continuity, experimenting with new ways to connect with their customers, while gearing up for future demand.

Restaurants in the dining sector have also expanded their offerings through online deliveries with some providing customisation services to maintain their personal touch with customers. Stores are turning to e-commerce platforms to cope with decline in physical retail sales.

Hotels are also maintaining their competitiveness by transforming their operations and customer service experiences and adopting automation and AI solutions like digital concierges.

With more businesses turning to online platforms and solutions: - How can they better prepare themselves and strengthen their commercial position through their brands and trademarks?

- How can businesses, large and small, manage their intangible assets (IA) and intellectual property (IP) and on current and new platforms?

The Intellectual Property Office of Singapore, supported by the Singapore Tourism Board, put together this webinar to help businesses gain insights on the above questions and learn how successful businesses have made use of IA/IP to grow their business on digital platforms and tips on how they can better position themselves to online platforms.

PANELISTS TRINA HA

Chief Legal Counsel & Director, Legal Department and Consultant, IP Management (Government), IPOS

ALBERT KONG

CFE, CMC, Senior PMC CEO of Asiawide Franchise Consultants Pte Ltd

MICHELE CHANG

Group Head of Marketing & Communications Les Amis Group

EDINA HONG Co-owner The Emmanuel Stroobant Group

PAUL McCLELLAND Faculty, IP Academy, IPOS International

由于 COVID-19冠状病毒 限制了人员流动，餐馆旅馆业通过确保安全运营 和业务连续性做出了迅速反应，尝试了与客户建立联系的新方法，同时为 未来的需求做好了准备。餐饮业也通过在线交付扩大了他们的产品，一些 餐厅提供定制服务，以保持与客户的个人联系。商店正在转向电子商务平 台以应对实体零售额的下降。旅馆酒店还通过转变运营和客户服务体验以 及采用自动化和人工智能解决方案（如数字礼宾服务）来保持竞争力。随着 越来越多的企业转向在线平台和解决方案：他们如何通过品牌和商标更好 地做好准备并巩固其商业地位？大大小小的企业如何在现有平台和新平台 上管理其无形资产 (IA) 和知识产权 (IP)？本次会议由新加坡知识产权局主 办，新加坡旅游局协办的网络研讨会，于2021年8月25日允许许多国际与会 者深入了解上述及相关问题。

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Albert Kong, CEO of Asiawide Franchise Consultants was invited by Mr. Chu Hong Minh - the Founder of Restaurant Association of Vietnam to join the ASIA Food & Beverage Summit 2021 as a Keynote Speaker.

The Singapore Indian Chamber of Commerce & Industry, together with the Franchising & Licensing Association, Singapore, put together an exciting franchising webinar on 25th August 2021. Many SICCI members found the session very beneficial.

The keynote speech was pre-recorded via the live streaming platform, and broadcasted on the day of the event from November 10, 2021 to November 11, 2021.

新加坡印度工商会SICCI与新加坡特许经营与许可协会FLA 于 2021 年 8 月 25 日举办了一场激动人心的特许经营网络 研讨会。 许多 SICCI 和FLA 成员认为会议非常有益.

主讲贵宾. 他分享了他对食饮行业当前趋势的深刻见解.

11月10-11日是越南餐饮协会主办的2021亚洲餐饮高峰论坛。 爱思威特许经营顾问公司董事长兼总裁 江进兴受邀当盛会的

The Japan Franchise Association on 17th September 2021 invited Asiawide Franchise Consultants’ CEO Albert Kong to brief its board on the current state of affairs of franchising in ASEAN.

日本特许经营协会于 2021 年 9 月 17 日邀请 爱思威特许经营顾问公司董事长江进兴就东盟特许经营加 盟连锁状况为该协会理事会做个演说。

Marina Bay Sands Singapore Expo & Convention Centre 18 - 20 November 2021 Co-Organisers

International Strategic Partner

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www.restaurantasia.com.sg

19 - 21 May 2022

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THE LEADING SHOWCASE OF ARTISAN FOOD, BEVERAGE & CAFÉ PRODUCTS IN COLLABORATION WITH MALAYSIA SPECIALTY COFFEE ASSOCIATION

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International Café & Beverage Show (ICBS) Your Gateway to the International Gourmet and Artisan Café & Beverage Industries

The Heart of Malaysia’s Café Industry With a focus on speciality coffee, artisan food, beverages, café lifestyle, services, and equipment, ICBS will offer a world-class exhibition in a rapidly developing sector of the lifestyle economy.

ICBS is the marketplace for café owners & managers and other sections of the F&B community to network and source high quality products.

The show will also provide suppliers with branding and sponsorship opportunities to a highly specialised and focused community.

Meet the Right People for your Business An event for the entire Café industry

Who Should Exhibit If you are supplying products and services to this rapidly expanding market, you have to be present at ICBS 2022, the most cost-effective platform to connect with the right buyers.

Non F&B Categories

F&B Categories Coffee & Tea

General Beverages

Food Items

Design

Packaging

Ingredients

Machinery & Equipment

Technology Solutions & Consulting

Visitor Profiles

Key Sectors Coffee Shops

Retail

Institutional Catering

Hospitality & Travel

Manufacturer

Wholesale & Distribution

Key Titles

· Baristas · Coffee Roasters, Retailers & Traders Certifiers · Canteen Operators · Boutique Café & Restaurant Owners/Operators · Purchasing Directors/Managers F&B Entrepreneurs

WORLDWIDE

Exhibition Stands now open for booking!

www.intl-CBS.com

Chairman/CEO/MD Directors/General Managers F&B Directors/ Managers · Brand/Category Managers · Distributors/ Wholesalers/Exporters and Importers

MALAYSIA

EXHIBITING & SPONSORSHIP Doreen Soh Event Manager E: doreen.soh@montgomeryasia.com T: +65 9339 6687

@intlCBS

· · · ·

@intlCBS

EXHIBITING & SPONSORSHIP Alun Jones Managing Director E: alun@bepasia.com T: +60 16 330 5258

@intlCBS

#

#intlcbs2022

ASIAWIDE FRANCHISE CONSULTANTS PTE LTD (AFC) is one of the most experienced franchise consulting companies in Asia. We currently have more than 70 franchise and associated offices in more than 50 nations.

In the last 32 years, we have provided professional consulting services to more than 1300 companies in Asia to expand locally and worldwide.

组织

With our worldwide network, in-depth knowledge, insight (our consultants have managed franchise companies before joining us) and qualifications – e.g. CFE, CMC, CPC and PMC (Senior PMC), we are able to help clients from various industries to develop very strategic and effective franchise packages, conduct incisive franchise audits, help franchisors find suitable franchisees in various parts of the world, and to develop various market entry strategic plans into foreign territories. We also act on the franchisor’s behalf in executing certain affairs (e.g. training, audit, termination, etc.). Our sister company Asiawide Trends Pte Ltd is the publisher of the world’s only English-Chinese Asia Franchise & Business Opportunities magazine that is very popular in Asia since March 1994. We are the most active consulting company in Asia as we participate in over 30 franchise and related shows in Asia every year.

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. 我们拥有一个称为ADA的特许经营管理软件, 该软 件使特许经营者(盟主)能够有效地管理其加盟商(或经 销店)的质量/标准, 并增强其业务的运营(包括 培训)和财务方面。 3. 扮演经纪人角色, 协助企业及个人加入特许经营体系； 4. 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)； 5. 每年参与30多不同国家与区域的特许经营展览,研讨会及相 关活动(包括组织赴北美,欧洲,中日韩,东盟考察团) 6. 我们还代表特许经营公司(盟主)执行某些事物 (如培训他们的加盟商;审核加盟商日常业务操作; 办理合约终止的手续与流程,等.)

7. 其他辅助服务。

We help our clients to digitalise their franchise system through our Asiawide Digital Advantage (“ADA”). Our franchise management system will be deployed with customized performance dashboards so that our clients will be better able to ensure standards and manage the quality of their franchisees/outlets. In addition, franchisors could also gain better insights into their franchisees’ / outlets’ financial and operational performance.

我们的成绩

We have been awarded many awards, e.g. for contributing to the growth of franchising by CCFA (China), ACFPT (Taiwan), ARFF (ASEAN), WALI (Indonesia), EFDA (Egypt), etc.

爱思威自诞生以来，获得了很多的奖项和赞誉，如：10年贡献 奖(中国连锁经营协会2008)；卓越贡献奖(台湾连锁加盟促进协 会2014)；区域贡献奖(东盟连锁加盟协会2015) 及突出贡献人物 奖2017，等等 。

爱思威特许经营顾问私人有限公司(32年业绩), 是公认的最成 功的特许 (连锁/加盟)经营咨询服务公司之一, 其超过70个办事 处(包括加盟商及策略伙伴)遍及世界超过50个国家和地区。 服务范围

爱思威特许经营顾问私人有限公司 在本区域已为超过1300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，高级执行 管理顾问(Senior PMC)等。

We know franchising.

Room 2, 7B Aliwal Street, Chenn Leonn Building Singapore 199900 Fax: (65) 6743 1139 www.asiawidefranchise.com.sg : @AsiawideFranchiseConsultants : @Asia_Franchise : asiawide-franchise

Asiawide Franchise Consultants Pte Ltd’s website has a new look. Do visit us at www.asiawidefranchise.com.sg or scan the QR code on this page. 爱思威特许经营顾问私人有限公司的网站有一个全新的面貌。请立即访问www.asiawidefranchise.com.sg浏览此页面上的 二维码。

We are connected internationally...

Our Strategic Partners: Australia George Georgiou

Greece (1)Sotiris Yanakakis

Britain Iain Martin

Greece (2)Kostas Sarris-Tzamtzis

Brazil Paulo Mauro

Hungary (Budapest) Tamas Milla

Cambodia Sim Hoy Chhoung Sim

India Srinivas Kona

Canada & Africa J Perry Maisonneuve

Indonesia (1)Feca Hanafi

Canada Steve Chui

Indonesia (2)Nancy Widjaja

Canada Andrae Marrocco

Indonesia (3)Roby Tjiptadjaya

China (North) Alex Xu

Italy Federico Fiorentini

China (Western) Eileen Lou

Japan (1)Jun Harada

China (Shanghai) Joy Gou

Japan (2)Joseph H. Shima

China (Chengdu) Li Weishi

Japan (3)Kotaro Kohata

China (HK/Guangzhou/ Macau) Norman Cheung

Korea Simon Yoo

China (Hong Kong) Karen Kwan

Lebanon Yasser Kouatly

Croatia Dr. Ljiljana Kukec

Lithuania Severin Zhilinskis

France Louis Malta-Bey

Finland Veli-Pekka Pihlainen

Germany Rolf G Kirst

Malaysia (1)Sest Nee Lim

Portugal (1)Jose Antonio Cavaco

Malaysia (2)Doris Wong

Portugal (2)Ana Martins Correia

Malaysia (3)Yau Sir Leng

Romania Constantin Anton

Mexico Ferenz Feher

Russia (1)Ekaterina Soyak

Middle East (1)Sary Hamway

Russia (2)Vasil Gazizulin

Middle East (2)Mukesh Viroomal

South Africa Vera Valasis

Mongolia Luvsantseren Davaadelger

Taiwan Lin Ku Yeh

Myanmar (1)Ko Myo Niang

Thailand Sethaphong Phadungpisuth

Myanmar (2)Hannie Hay

USA (1)William LeSante

New Zealand David McCulloch

USA (2)Mark Shieh

Nigeria Oluseyi Adebayo-Olubi

USA (3)Charlie Weeks

Pakistan M Naeem Younas

Vietnam (1)Adrian Leong

Philippines (1)Marvin Q. Da Silva

Vietnam (2)Dau Van Huan

Philippines (2)Henry Ong

More strategic partners, all with high integrity in other countries, will be recruited on an ongoing basis so as to serve our customers even better.

18 Latin American partners since May 2019

58

Asiawide Franchise Consultants’ Franchising Calendar of Events Note: All event dates and formats (physical or virtual) are subject to change due to the ongoing COVID19 situation

4th QUARTER

2021

世界特许经营活动表

注意:所有活动日期或形式可能都因冠状病毒COVID19 情况而更改 2nd QUARTER

April

October 1-2

International Franchise Show London London, United Kingdom - thefranchiseshow.co.uk

9-16

Digital Franchise International Malaysia 2021 (FIM 2021) Kuala Lumpur, Malaysia - myfim.my

27-29

HKTDC International Licensing Show 2022 Wan Chai, China - hktdc.com

May 19-21

International Café & Beverage Show (ICBS) 2022 Kuala Lumpur, Malaysia - intl-cbs.com

24-28

Thaifex-Anuga Asia “The Hybrid Edition” 2022 Bangkok, Thailand - thailandfranchising.com

Thailand Franchise and Business Opportunities (TFBO 2021) Bangkok, Thailand - thailandfranchising.com

28-30

CCFA China Franchise Expo Beijing, China - chinafranchiseexpo.com

25

Top Franchise (Russia) WW Franchise Webinar

June

29

Indonesia Franchising & Licensing Association (WALI)’s ASEAN Franchise Webinar

20-22 20-23

Food Japan 2021 Japan, Virtua - oishii-world.com/enl

November 2

Match-making sessions w KOTRA Korea f&b brands in Singapore

10

ASIA Food & Beverage Summit 2021 by Restaurant Assoc of Vietnam International Franchise, License & Business Concept Expo Conference (IFRA) 2021 Jakarta, Indonesia - www.ifra-virtualexpo.com

18-20

Restaurant Asia 2021 Singapore - restaurantasia.com.sg

18-20

International Coffee & Tea Asia Singapore - intlcoffeetea-asia.com

Speciality & Fine Food Asia 2022 (SFFA) Suntec, Singapore - speciality-asia.com

22-24

Restaurant | Pub | Bar Asia 2022 (RPB) Suntec, Singapore - rpb-asia.com

22-24

Speciality Coffee & Tea Asia 2022 (SCTA) Suntec, Singapore - speciality-asia.com/scta/

22-24

Meat & Poultry Asia 2022 (MPA) Suntec, Singapore - speciality-asia.com/scta/

3rd QUARTER

July 14-16

Malaysia International Retail, Franchising & Licensing Fair (MIRF 2022) Kuala Lumpur - mrca.org.my

August

24 25-27

22-24

Franchising & Licensing Asia 2021 MBS, Singapore - FranchiseLicenseasia.com

5-7

CCFA China Franchise Expo Shanghai, China - chinafranchiseexpo.com

September

December 1

Japan Franchise Association webinar Q&A session

5-8

FHA Food & Beverage 2022 Singapore Expo, Singapore foodnhotelasia.com

1-2

SmartBizExpo (Hong Kong)

TBD

10-12

Macao Franchise Expo

TBD

Taipei International Chain & Franchise Expo (TICFE) Autumn 2022 Taipei, Taiwan - franchise.org.tw

1 QUARTER st

January

Franchise Asia Philippines 2022 (FAPHL) Manila, Philippines - franchiseasiaph.com

0.00 4th QUARTER World Franchise Expo by Korea Franchise Association franchisecoex.co.kr/eng/

October

2-4

Japan International Franchise 2022 Tokyo, Japan - messe.nikkei.co.jp/en/fc/

November

10-13

Thailand Franchise and Business Opportunities 2022 (TFBO) Bangkok, Thailand - thailandfranchising.com

18-21

2022 Taipei International Chain and Franchise Spring Exhibition Taiwan - franchise.org.tw

20-22

March

20-23

TBD

Franchising & Licensing Asia 2022 MBS, Singapore - FranchiseLicenseasia.com

3-5

Vietnam International Retail & Franchise Show (VIETRF) HCMC, Vietnam https://www.facebook.com/vietrfshow/

7-9

Saudi International Halal Expo 2022 Riyadh, Saudi Arabia - saudihalalexpo.com

9-12

SIAL InterFOOD 2022 Jakarta, Indonesia - sialinterfood.com

Franchise Expo Paris 2022 Paris, France - franchiseparis.com/en-gb.html

NOTE: For the latest updates, please visit https://www.asiawidefranchise.com.sg/events/ 注意:有关最新更新，请访问 https://www.asiawidefranchise.com.sg/events/

Interview with Eric Foo, President, Subway Asia Pacific 1. How did Subway perform this year (2nd year into the pandemic) and what are your plans for 2022?

The pandemic hit the world hard, but Subway adapted quickly. We

remained laser-focused on delivering a great experience for our guests, while strengthening our network of local franchisees. Globally, the results are showing – we are beating our 2021 plans and still going strong. In Asia Pacific, besides surpassing the aggressive goals we have set for this year, we are also beating our pre-Covid 2019 performance. In 2021, we achieved several key milestones for Subway in Asia Pacific. In October, we opened our first restaurant in Indonesia together with Subway’s very first country franchise partner in the world, PT Sari Sandwich Indonesia, who will solely spearhead Subway’s development in Indonesia. This marked a pivotal point in the evolution of Subway’s business model, as we adapt to meet market demands.

Our brand tracking scores have also improved overall in the region, as strong marketing initiatives drive key brand values for Subway. In China, an innovative collaboration with local esports brand, NetEase, and beverage partner, Pepsi, led to a successful ‘phygital’ brand experience for guests, effectively increasing Subway’s ‘O2O’ presence in the country. Riding on the K-drama wave, Subway has also become a household name in South Korea, and also most of Asia Pacific, through the clever use of product placements in Korean drama series to build brand relevance.

2022 will be a pivotal year for us as we expect our development and marketing plans to come to fruition, with the gradual opening of economies in the region, post pandemic. We expect to see more of our non-traditional business concepts launching in this part of the world, with the objective of offering convenience to our guests. There are also more exciting marketing initiatives in the pipeline, as we anticipate more region-wide campaigns to drive brand recall and strengthen Subway’s brand identity.

2. What has Subway done to build brand resilience?

In addition to the points mentioned previously, Subway is on a transformation journey, which includes: • Refreshing our restaurants with Fresh Forward designs to offer a brandnew, modern dining environment that includes comfortable seating and attractive digital menu boards • We’re focused on restaurant excellence, and continually conduct surveys to understand our guests better. Refresher training courses are also offered to our Sandwich Artists to improve on guest experience.

• We’re investing in digital transformation. This past year, we enhanced our POS technology to increase efficiency and strengthen the integration with our third-party delivery partners for more seamless connectivity.

We also expanded our third-party delivery partnerships to offer greater convenience and value to our guests.

• We practice development agility to adapt to the changing market needs.

Non-traditional concepts such as Grab & Go models, vending machines, express kiosks, and even drive-throughs are examples of concepts that we put in place to continue to drive the business even when economies were on lockdown.

3. The recent Indonesia country franchisee model represented a shift in Subway’s business model – what does this mean for the region, and how will that impact the brand strategically?

With about 40,000 restaurants across the globe, Subway’s aroundthe-corner convenience is unmatched. As we continue to work with our network of more than 20,000 dedicated entrepreneurs and small business owners to deliver the best guest experience in local communities, we are also exploring other channels to expand our footprint. In markets like Asia Pacific where there are cultural differences across all the countries, a country franchisee will be well-placed to drive local development.

Under such a model, the country franchisee will be solely responsible for spearheading Subway’s development in the country, with the goal of establishing strong and steady annual restaurant growth – in line with Subway’s aggressive international expansion plans.

采访赛百味亚太区域总裁 1.

赛百味今年(冠状疫情的第二

年)表现如何, 么计划?

您对2022年有什

冠状疫情对世界造成了沉重打 击，但 赛 百 味 迅 速 适 应 了 . 我 们

始终专注于为我们的客人提供 卓越的体验,同时加强我们的本 地加盟商网络.在全球范围内,结

果显示——我们正在超越我们的 2021年计划,并且仍然保持强劲

势头.在亚太地区,除了超越我们

为今年设定的积极目标之外,我

们还超越了2019年新冠疫情之 前的表现.2021年,我们在亚太地 区实现了赛百味的几个关键里程

碑. 2021年10月中旬,我们与赛百

味在全球的第一个国家特许经 营合作伙伴 PT Sari Sandwich Indonesia 一起在印度尼西亚开

设了我们的第一家餐厅,后者将单独负责赛百味在印度尼西亚的发展.这标志着赛百 味商业模式演变的一个关键点,因为我们正在适应市场需求.我们的品牌跟踪得分在

该地区整体上也有所提高,因为强有力的营销举措推动了赛百味的关键品牌价值.在 中国,与本土电子竞技品牌网易和饮料合作伙伴百事可乐的创新合作为客人带来了成 功的“即立体即虚拟”品牌体验,有效提升了赛百味在中国的“O2O”影响力.乘着韩剧

浪潮,赛百味通过巧妙利用韩剧中的植入式广告来建立品牌相关性,在韩国乃至亚太

地区也已成为家喻户晓的品牌.2022年对我们来说将是关键的一年,因为我们预计我 们的开发和营销计划将在疫情后随着该地区经济的逐步开放而取得成果.我们希望看

到我们更多非传统的商业概念在这区域推出,旨在为我们的客人提供便利.还有更多 令人兴奋的营销计划正在筹备中,因为我们预计会有更多的区域性活动来推动品牌召 回并加强赛百味的品牌形象.

4. How has third-party delivery impacted Subway?

The last 2 years of living through the pandemic and experiencing multiple economic lockdowns has accelerated the use of technology across all markets. With that, restaurant businesses no longer rely solely on dine-in for revenue, which has resulted in the significant increase of third-party delivery. Compared to 2019, the effect third-party delivery has grown significantly, helping us achieve good performance despite pandemic challenges.As such, one of our key priorities for this year, and next, is to enhance our guest experience through third-party delivery services.

We are meeting guests where they are – including via our third-party delivery partners – to guarantee the same customized experience they find in our restaurants. For example, we are looking into optimizing the innovation behind our packaging, to ensure food arrives warm and securely packed for our guests. Digital transformation is also a key area for us, as we continuously work to make our digital ordering experience simpler and more intuitive.

2.赛百味为打造品牌韧性做了哪些工作？

除了前面提到的几点之外,赛百味正在进行转型之旅,其中包括：

•用Fresh Forward设计让我们的餐厅焕然一新,提供全新的现代用餐环境,包括舒适

的座椅和有吸引力的数字菜单板•我们专注于餐厅的卓越管理,并不断进行调查以更 好地了解我们的客人.我们还为我们的三明治艺术家提供进修培训课程,以改善客人

体验.•我们正在投资数字化转型.去年,我们增强了POS(销售点)技术以提高效率并加 强与第三方交付合作伙伴的集成,以实现更无缝的连接.我们还扩大了第三方交付合

作伙伴关系,为我们的客人提供更大的便利和价值.•我们实践开发敏捷性以适应不断 变化的市场需求. Grab&Go (走食品) 模型,自动售货机,快递亭甚至免下车等非传统概 念是我们实施的概念示例,即使在经济处于封锁状态时也能继续推动业务发展。 3. 最近的印度尼西亚国家特许 经营模式代表赛百味商业模式

的转变——这对该地区意味着

什么，这将如何在战略上影响 贵司的品牌？ 赛百味在全球拥

有约40,000家餐厅,提供无与 伦比的便利.随着我们继续与

由20,000多名敬业的企业家和 小企业主组成的网络合作,为

当地社区提供最佳的宾客体验,我们也在探索其他渠道来扩大我们的足迹.在像亚太

地区这样所有国家/地区存在文化差异的市场中,国家特许经营商将有能力推动当地

发展.在这种模式下,国家特许经营商将全权负责引领赛百味在该国的发展,目标是建 立强劲而稳定的年度餐厅增长——符合赛百味积极的国际扩张计划.

4. 第三方配送对赛百味有何影响？在过去2年经历了疫情并经历了多次经济封锁,加

速了技术在所有市场的使用.有了这个,餐饮企业不再仅仅依靠堂食来获得收入,这导

致第三方交付的显着增加.与2019年相比,第三方交付的效果显着增长,帮助我们在大 流行挑战下取得了良好的业绩。 因此,我们今年和明年的主要优先事项之一是通过第

三方配送服务提升我们的客人体验.我们会在客人所在的地方与他们会面——包括通 过我们的第三方配送合作伙伴——以保证他们在我们的餐厅找到相同的定制体验.例 如,我们正在研究优化包装背后的创新,以确保为客人提供温暖且安全的食物包装.数

字化转型对我们来说也是一个关键领域,因为我们不断努力使我们的数字订购体验更 简单,更直觉.