Asia Franchise Magazine Apr-Jun 2015

Apr-Jun 2015 | 4-6月份 Bilingual Edition | 中英文版 MCI (P) 024/01/2013

Singapore 新加坡 S$ 8 United Kingdom 英国 £ 8.50 Malaysia 马来西亚 RM$ 20 New Zealand 新西兰 NZ$ 17 Thailand 泰国 Baht 234 Canada 加拿大 C$ 17

China 中国 RMB 85 USA 美国 US$ 13 Hong Kong 香港 HK$ 85 Australia 澳大利亚 A$ 17 Taiwan 台湾 NT 260 Japan 日本 ¥ 2340

Publisher 出版 Asiawide Trends Pte Ltd 亚洲新趋势私人有限公司 140 Paya Lebar Road #09-20 AZ@PayaLebar Singapore 409015 Co. Reg. No.: 198902080E Tel 电话: (65) 6743 2282 Fax 传真: (65) 6743 1139 Email 电邮: ana@asiawidefranchise.com.sg Printer 印刷 Xpress Print Pte Ltd Designer 设计 Xpress Print Pte Ltd Distributor 经销代理 Singapore 新加坡 Market Asia Distributors (S) Pte Ltd Media Reps 广告代理 To see list, visit www.asiawidefranchise.com.sg Editor-In-Chief 总编辑 Albert Kong 江进兴 Administrator 行政助理 Ana Liza Trias-Gonzales We welcome views and comments from its readers. Correspondence should be addressed to Editor-In-Chief at the above address. 我们欢迎读者提供意见，来信寄上述地址， 注明杂志编辑收。 Asia Franchise & Business Opportunities (AFBO) reserves the right to edit letters for publication and also reserves the right to refuse advertising. With the publication of AFBO, Asiawide Trends is not offering legal, financial or any professional advice or endorsements. Readers are encouraged to seek advice from professionals in specialized fields before acting on any information published herein. The views and opinions expressed in AFBO are those of the author(s) and do not necessarily reflect the views and opinions of Asiawide Trends’ staff. 「特许经营加盟连锁 • 投资良机」杂志有权刊登或 删改任何来信或来稿，也保留刊登广告的取舍权利。 来稿若有缺损或邮误，本刊概不负责。 我们虽尽力确保杂志中各篇文章所提供的讯息准确无 讹，但读者若有意进军特许经营业，仍须徵询有关专 家的意见。若祗以本刊为据而蒙受损失，本刊所刊登 的公司介绍文章及公司广告，并不表示本刊担保或推 荐这些公司。 「特许经营加盟连锁 • 投资良机」杂志的各篇言 论，也不代表出版社或编辑部的意见。本刊的一切资 料以付印期限为准，日后或有所更改。版权所有，未 经本刊同意，所有图文皆不得以任何方式转载。

Note from the Editor 编辑的话 Since its inauguration on March 28th, 1994, Asia Franchise & Business Opportunities has stuck to its principles. We must be in tune with the times; we will transmit information concerning franchising accurately and on a timely basis; we must expose bad practices and highlight exemplary stories; and we must aim to guard the rights of both franchisers and franchisees.

本杂志自1994年创刊至今，宗旨 始终不变。它始终站在时代先 锋，传播有关特许经营信息，引 导舆论，臧否时事，记录并分析 全球特许连锁风云，维护特许人 及被特许人权益。这当然也包括 剥开特许经营坚硬华丽的外壳， 向读者展示了一个成功绝非唾手 可得的现实世界。由于受到拥有 自己事业这一美好前景的诱惑， 很多人纷纷投身于特许经营之中 成为被特许人，但最终有许多被 特许人却发现，他们所追寻的“ 当老板”梦变成了一场工作时间 长、收益回报低的梦魇。

Franchising is not a bed of roses, and as seen in so many cases all over the world, many unsuspecting (and maybe naïve) franchisees experienced nightmarish lives instead of fulfilling their entrepreneur dreams.

这季的第32页《加盟商的加入 和自持》阐明了特许经营健康 成长和成功运作最基本的衡 量在于组织内部人际关系的力 量，包括特许人及其被特许人之 间的关系。在这文章中，JACK PEARCE从公正的立场对特许 经营系统内部有关控制、技术和 关系的议题进行了解析。

Jack Pearce’s article (pages 30-32) relating to the relationship between the franchisor and their franchisees is timely.

本杂志希望继续扮演一盏照亮 特许经营之路的明灯。祝愿大家 生意兴隆，万事如意!

In closing, we will continue to endeavor to be the “a lamp to our reader’s feet, and a light to their paths” as far as franchising is concerned. May we enjoy this lunar year of the goat.

Albert Kong Editor

Contents 目录 Apr-Jun 2015 | 4-6月份

6

Cover Story 封面故事 Gaining Footholds in the Region 在本地区获得立足点

20

Post-event Myanmar Int’l Franchise 2015缅甸特许经营展览会

p12

Post-event HK Licensing show 香港国际授权展参观者增约一成

p27

Post-event WFC Las Vegas 世界特许经营年会在拉斯维加斯

p38

Post-event Tokyo Franchise show 东京特许经营展2015

p40

Post-event TICFE show

p50

p20

Business Insights 学者专栏 Franchisee Engagement and Support: The Keys to Success 加盟商的加入和支持： 成功的关键

46

p6

Special Features 特写 Beverage firms hold CONCERTS to raise customer loyalty 企业文化营销通过举办音乐会 来提升消费者的品牌忠诚度

38

News Station 消息站

p30

Franchising 专家分析 Embracing the Warhol Spirit 秉承沃霍尔精神

p14

Key Legal Considerations that parties should look out for when negotiating a Franchising Agreement 进行特许经营协议谈判时 双方应当注意的关键法律问题

p46

Note from the Editor 编辑的话

p2

Content Page 目录

p3

Subscription Form 订阅表格

p58

Calendar of Events 世界特许经营活动表

p59

6

Apr-Jun 2015 | 4-6月份

Cover Story 封面故事

Gaining

Footholds in the Region Gaining footholds in the region The first thing I saw when I entered the office of KENKO Holdings Pte Ltd’s office located at the well known Esplanade Mall on March 6th, 2015 were two nice Chinese scrolls extolling the virtue of kindness.

No wonder. Because the interview that followed clearly authenticated the praises. Greeting me spiritedly was the founder and Chairman, Dr. Jimi Tan. Down to earth and modest, he answered my questions without hesitation, and he even asked his staff to bring previous articles to facilitate the session.

“Making money is not the be all and end all. Reflexology is meant to improve the health of people. If we at Kenko do not do that, with passion and professionalism, then it is meaningless to me.”

The name ‘KENKO’, in Japanese, denotes health, written as 健康 in both the Japanese Kanji / Chinese Han characters.

“My wife Maxim and I want all our staff to strive to enrich the journey of each and every individual customer through total wellness; and they must continue

to aim to provide the best reflexology and massage services in Singapore. Via franchising, Kenko hopes to inspire and share its expertise and skills in wellness through its franchisees who can then educate even more people and promote the benefits of foot reflexology and spa treatments to the general public in their own countries.”

Pioneering Days Having gone through all sorts of trials and hardships in his younger days (as reported in many other media in the past), the now 55-years-old Dr. Jimi Tan, who has a 20-years old son and a 17 years old daughter, founded KENKO Wellness Spa, currently the largest chain providing foot reflexology and spa in Singapore, in 1991.

“28 years ago, I was offering my services by making house-calls. I also went to Indonesia, Thailand, Korea and Myanmar, and later to Kuwait ,to impart my knowledge about foot reflexology.

Later on, my skills were well-recognized to even provide four sessions to Mr. Ryutaro Hashimoto, an ex-Prime Minister of Japan. Other sessions were also provided to the Saudi royal family and celebrities in Hong Kong, Taiwan and Singapore.”

Apr-Jun 2015 | 4-6月份

Quality and Standards “We are holding firm to our oriental roots --in tradition and culture because that is what we are and we should be proud of that. My grandmother was a Chinese physician and most of what I know I have learned from her. Kenko is well-known for our style of reflexology and massage techniques. I call it the caterpillar walk because we use our thumbs and fingers, which act as substitutes for needles in acupuncture, on reflex areas that correspond to the different glands, organs and parts of the body. The use of the thumbs and fingers also allow the therapists to pinpoint the exact acupuncture point, which helps promote blood and lymphatic circulation.

(Other services we provide: shoulder massage, acupressure head massage, Acu-meridian massage, Kenko massage and Swedish massage, etc).

My wife Kang Maxim runs our Kenko Academy which is a wholly owned subsidiary of Kenko Holdings Pte Ltd*.

Over the years, she has ensured that our massage therapists (and also our franchisees) excel in foot reflexology and massage skills. Kenko Academy is also a WSQ accredited ATO, offering WSQ SPA service skills certificate courses.” ( * Kenko Holdings Pte Ltd also owns several famous Chinese restaurants and eateries.)

Kenko’s Achievement The following are some evidence of its success: 1) Singapore Service Class Award 2) Promising Franchisor of the Year 2010 3) Certificate of Achievement ― Asia Spa & Wellness Festival 2010 Gold Awards “Even though we have won a number of awards, we believe that Kenko needs to stay relevant to the times and be innovative so that we continue to grow with our customers. This thinking will also assure our franchisees that they have joined the right franchise.”

Expansion via franchising Kenko currently has 13 outlets in Singapore, and has franchisee outlets in Kuala Lumpur, Jakarta, Bandung, Bali, Chennai and Mumbai. Interested parties that want to improve their own health and the health of others are invited to contact us at info@kenko.com.sg Tel (65) 67370010

Cover Story 封面故事

7

8

Apr-Jun 2015 | 4-6月份

Cover Story 封面故事

在本地区获得立足点

2015年3月6日，当我进入位于著名的海 滨大道购物广场的KENKO Holdings Pte Ltd办公室时，我第一眼看到的就是两幅 颂扬仁慈美德的精美汉字卷轴。 这不足为奇。因为随后的采访清楚地 印证了这一赞美。公司创始人兼董事 长Jimi Tan博士精神饱满地迎接了我。 他坦诚而谦逊，回答我的问题时毫不迟 疑，他甚至还叫员工拿来了以前的文章 以方便谈话。 “挣钱不是最重要的事。反射疗法旨 在改善人们的健康状况。如果我们在 KENKO没有激情专业地来做这些，那么 这对我来说就毫无意义了。” 公司的名字“KENKO”，在日语中指健 康，在日文汉字和中国汉字中都写作“ 健康”。 “我的妻子Maxim和我希望所有员工 都要努力帮助每位顾客健康地度过一 生；他们必须在新加坡继续致力于提供 最好的反射疗法和按摩服务；通过特许 经营，Kenko希望通过其加盟商来传播 和分享我们在健康方面的专业知识和技 术。加盟商能够培养更多的人，并将足 反射疗法和SPA疗法的好处普及到国家 的普通大众身上去。 开拓岁月

印度尼西亚、泰国、韩国和缅甸，后来 又去了科威特，去传授我在足反射疗法 方面的知识。再后来，我的技术得到广 泛认可，我甚至为日本前首相桥本龙太 郎先生提供过四次服务。我还曾为沙特 王室和香港、台湾和新加坡的名人提供 过服务。” 质量和标准 “我们始终如一地坚持着自己的东方根 基—从传统上和文化上都是如此，因为 我们就是东方人，我们应为此而自豪。 我的祖母是一位中国医师，我的大部分 知识是从她那学来的。 Kenko以采用针刺疗法在对应不同腺 体、器官和身体各部分反射区域用针而 著称。治疗师也能用拇指和手指精准 地刺中针刺点，从而帮助促进血液和淋 巴循环。（我们提供的其他服务：肩部 按摩、指压头部按摩、指压经络腧穴按 摩、Kenko按摩和瑞典式按摩等）。 我的妻子Kang Maxim经营Kenko学院， 这是KENKO Holdings Pte Ltd的全资子 公司。多年来，她保证了我们的按摩师 （以及我们的加盟商）在足部反射疗法 和按摩技术方面的出众能力。Kenko学 院还是一家获得WSQ资格认证的ATO，

该学院开设WSQ SPA认证课程。” （KENKO Holdings Pte Ltd还拥有几家 著名的中式餐厅和小吃店。） Kenko的成就 以下是其成就的一些证明： 1) 新加坡优质服务奖 2) 2010年有潜力授权商 3) 成就证书—2010年亚洲Spa和健康 节金奖 “尽管我们已经获得了许多奖项，我们 仍然坚信Kenko需要与时俱进和创新， 才能与顾客一起进步。这种观念还能使 我们的加盟商确信自己选择了加盟正确 的特许经营。” 通过特许经营的方式来发展 目前Kenko在新加坡有13个门店，在吉 隆坡、雅加达、万隆、巴厘岛、金奈和 孟买都有加盟商门店。我们竭诚邀请有 意改善自身和他人健康的同行与我们 联系：可发送电子邮件至 info@kenko.com.sg 或拨打电话 (65) 67370010

可提供的特许经营类型

：单位/区域/主特许经营

55岁的Jimi Tan博士现在有一个20岁的 儿子和17岁的女儿。正如过去其他媒体 报道的那样，他年轻的时候经历了各种 考验和艰辛。他在1991年创建了KENKO Wellness Spa，目前已成为新加坡最大 的提供足反射疗法和Spa的连锁店。

平均投资/单位/商店

：100,000美元起

单个单位特许经营费

：30,000美元/商店

主特许经营/区域开发费

：谈判决定

特许经营协议有效期

：5年（区域和主特许经营可选择延长 5年）单位特许经营为5年/商店

“28年前，我提供上门服务。我还去过

主特许经营可用性

：全世界（新加坡除外）

特许权使用费（占销售总额的百分比）―每月应付6%

销售税（占营业额百分比）

Apr-Jun 2015 | 4-6月份

12 News Station 消息站

Myanmar Franchise Expo 2015 O

rganized by 981 Creative Myanmar Co., Ltd and headed by

U Aung Aung Naing and coordinated

by Patarachat Soodsanguan, the Myanmar Franchise Expo 2015 was held at the Tatmadaw Hall, Yangon, over the period 13th March to 15th March, 2015. Prof. Dr. Aung Tun Thet officiated at the Opening Ceremony.

In addition, the seminars given by franchise expert Albert Kong from Asiawide Franchise Consultants, and local consultant Mg Mg Myint also drew full crowds, indicating the deep interest of the local business community concerning franchising.

As a new show in a developing economy, this show is definitely a success, judging not just by the number of visitors but by the successful signings with many exhibitors from Thailand who formed the majority of the exhibition booths.

With big US brands like Tony Roma's and KFC and other regional brands like Lotteria, Manhattan Fish Market entering Myanmar, plus the formation of the Myanmar Franchise & Chainstore Association, the future is indeed quite exciting.

由 2015缅甸

特许经营 展览会

981 Creative Myanmar Co., Ltd举办的第一届缅 甸特许经营展览会于2015年3月 13日至15日在仰光Tatmadaw Hall会议中心召开。受邀嘉宾 Aung Tun Thet教授宣布展会开 幕。 缅甸虽然是个新兴市场，但许 多参与的展尚（大部份来至泰

国）都赞说当地的企业的反应 非常热烈，还签了不少合同。 爱思威特许经营顾问的江进兴 的演讲也吸引了许多观众。 随着美国著名猪排餐馆及肯德 鸡快餐店的引入，以及缅甸加 盟连锁协会的成立，特许经营 领域会有更多的机遇。

Apr-Jun 2015 | 4-6月份

14 Franchising 专家分析

Embracing the

Warhol Spirit The works of the late American pop artist Andy Warhol continue to inspire creative thinkers worldwide. Established in 1987 with a mission to advance the visual arts, The Andy Warhol Foundation has a licensing programme, which helps to raise funds for its endowment.

Michael Hermann, Director of Licensing, The Andy Warhol Foundation for the Visual Arts, was a speaker at the Asian Licensing Conference, 12-13 January, offering his insights into brand licensing and learning more about the potential in Asia.

During his 19 years working at the Foundation, Mr Hermann has developed high-profile licenses with numerous brands, including Dior, Comme des Garcons, Absolut, Dom Perignon, Perrier, and Barneys New York.

Tell us a bit about The Andy Warhol Foundation and the role of licensing in helping to meet its mission.

The Andy Warhol Foundation is a nonprofit organisation founded in accordance with Warhol’s will. When he passed away, his will dictated that the majority of his assets would go to a foundation, whose mission would be the advancement of visual arts. To date, we’ve proudly given away nearly US$250 million dollars in grants.

When the Foundation acquired the assets from the estate, they included the copyrights and trademarks to Warhol’s name and all the artworks that he owned. These assets come along with the responsibility of being a steward of Warhol’s legacy through our licensing activities. It is wonderful that licensing continues to generate revenue for the foundation’s endowment from which we give grants.

The 2015 Hong Kong International Licensing Show, held last week, featured iconic names such as Warner Bros, Hasbro, 20th Century Fox and Lamborghini – underscoring how major

Licensing helps to ensure that the legacy of pop art master Andy Warhol lives on, says the Foundation’s Licensing Director Michael Hermann.

brands are increasingly tapping key markets in the region.

How extensive is the Foundation’s licensing programme?

The foundation’s licensing programme is truly global – working in all major markets.

Key markets include the United States, Europe, and parts of Asia, particularly Japan.

The Andy Warhol brand stands for creativity; an idea that is universal. When looking to expand our business, we endeavor to identify organisations and people who understand and embrace Warhol’s creative vision. We see plenty of potential in Asia.

While we haven’t focused too much on doing business directly with Chinese companies, many of the global brands we’ve worked with, from Dior to Absolut to Perrier have tapped into the Chinese market. We are certainly considering new opportunities in China.

How do you identify potential partners?

Our approach to licensing is quite strategic: we work with the right people for the right reasons. We try to find people who understand and identify with what Warhol stands for. We don’t blindly look for category expansion, but rather seek out like-minded organisations.

We take a focused rifle-shot approach to licensing as opposed to a buckshot approach. We don’t say, for example, let’s do perfume, and then look for 20 different companies that do perfume. We try to identify companies that understand and are inspired by the spirit of Andy Warhol and have the capabilities to execute against that vision. This approach has led us to success, be it Perrier or Absolut or Dior or Comme des Garcons.

What would be your advice to potential partners?

It’s not so much what advice I would give

to them, but rather what they can teach me about their business. It’s important to mutually understand one another and identify if there’s a synergy between their philosophies and approach to business and ours.

What do you hope to come away with from this show?

I look forward to getting to know the market and understanding it better.

There was an Andy Warhol exhibition that travelled throughout Asia a few years ago, and I wasn’t surprised to learn it was received phenomenally well. There is a strong appeal to Andy Warhol and what he stands for in the Asian markets. So what we’d hope to do is find companies that can really embody, embrace Warhol’s creative spirit.

There’s no black list of what we wouldn’t do - it’s all about how you would do it that matters. We’ve worked in cosmetics; we’ve done sparkling water with Perrier, vodka with Absolut, handbags with Dior and fantastic T-shirts with Uniqlo, capsule collections with Comme des Garcons. We really are open-minded about what we do. Regardless of the opportunity, we’re very hands-on to ensure we’re appropriate stewards of Warhol’s legacy and that each project is executed in a way it supports that vision.

How important will the Hong Kong market be for the Foundation going forward?

Hong Kong has firmly established itself as a hub for contemporary art for Asia.

Warhol is seen as one of the most important figures of contemporary art, so I think it’s natural for us to look to Hong Kong to see what the opportunities are in licensing.

Article appears courtesy of Hong Kong Means Business, a business website produced by the Hong Kong Trade Development Council.

Apr-Jun 2015 | 4-6月份

Franchising 专家分析 15

特许经营有助于确保流行 艺术大师安迪沃霍尔的 文化遗产永续长存，基金会的 特许经营总监迈克尔海尔曼说。 已故的美国流行艺术家安迪·沃霍尔 (Andy Warhol)的作品仍然启发着全 球富有创造力的思想家。安迪·沃霍 尔基金会创立于1987年，以推进视觉 艺术为使命，拥有一项特许经营计 划，旨在帮助为其捐赠筹集资金。 迈克尔·海尔曼是安迪·沃霍尔视觉 艺术基金会的特许经营总监，曾是1 月12-13日的亚洲特许经营会议的一 名演讲嘉宾。他提出了关于品牌特许 经营的见解，以及对亚洲潜力的更多 了解。 海尔曼先生在为基金会工作的19年里， 已经开发了众多高知名度品牌的特许 经营，其中包括迪奥、Comme des Garcons、Absolut、Dom Perignon、 Perrier和巴尼斯纽约精品店。

安迪·沃霍尔基金会简介和特许经 营在达成使命方面所起的作用。 安迪·沃霍尔基金会是一个非营利性 组织，遵照沃霍尔的遗嘱而创建。他 的遗嘱要求在他去世之后，其大多数 资产转入一个基金会，这个基金会的 使命是促进视觉艺术的发展。时至今 日，我们已捐出近2.5亿美元的赠款， 我们为此感到非常自豪。 基金会从遗产中获得了资产，其中包括 沃霍尔的名字的版权和商标，以及他拥 有的所有艺术作品。这些资产随之而来 的还有通过我们的特许经营活动管理沃 霍尔的遗产的责任。特许经营持续从我 们给与的捐赠中为基金会的捐赠产生收 入，这是非常令人惊奇的。 上周举行的2015年香港国际特许经营 展的特色是有很多标志性的品牌参 展，例如华纳兄弟、孩之宝、20世纪 福克斯和兰博基尼，彰显了大品牌是 如何越来越多地利用区域内的关键市 场的。

基金会的特许经营计划的规模有 多大？

秉承 沃霍尔精神

基金会的特许经营计划是真正全球性 的——在所有的主要市场中开展。主 要市场包括美国、欧洲以及亚洲部分 国家，特别是日本。 安迪·沃霍尔品牌代表创造力；这是 一种普遍的想法。在努力扩大我们的 业务时，我们尽力物色能够理解并接 受沃霍尔创造性视觉的组织和人。我 们看到了亚洲巨大的潜力。 虽然我们并未太多关注与中国公司 直接做生意，但与我们一起合作的 许多国际品牌，从迪奥、Absolut到 Perrier，都已经进入中国市场。我们 当然正在考虑中国的新机遇。

如何物色潜在的合作伙伴？ 我们的特许经营的方式非常具有战略 意义：我们与合适的人因合适的理由 一起合作。我们努力找到理解并认同 沃霍尔所代表的含义的人。我们不盲 目地追求范围扩张，而是寻找志同道 合的组织。 关于特许经营，我们采取目标集中 的步枪射击法而不是大号铅弹法进 行授权。例如，我们不会说我们来做 香水吧，然后就找20家不同的生产香 水的公司。我们会努力物色能够理解 并受安迪·沃霍尔精神的启发，以 及有能力发扬视觉艺术的公司。正 是这种方法引领我们走向成功，无 论是Perrier、Absolut、迪奥，还是 Comme des Garcons。

解它。几年前安迪·沃霍尔展览曾在 全亚洲巡展，它能够被人们很好地接 受，丝毫不感到惊讶。在亚洲市场， 安迪·沃霍尔以及其所代表的东西具 有一种强大的感染力。所以我们希望 做的是找到真正体现并接受沃霍尔创 造性精神的公司。 我们还没有我们不能做的东西的黑 名单——重要的是你要如何做。我 们已经涉足化妆品领域；我们还做过 Perrier苏打水、Absolut伏加特、迪奥 手提包、优衣库优质的T恤、Comme des Garcons的capsule collections系 列等。我们对自己做的东西都是思维 开阔的。不管机会如何，我们都会亲 历亲为，确保能够合适地管理好沃霍 尔的遗产，以及每个项目都以支持视 觉艺术的方式执行。

香港市场对于基金会的发展将有何 重要意义？ 香港已牢牢确立其作为亚洲当代艺术 中心的地位。沃霍尔则被视为当代艺 术最重要的人物之一，所以我认为， 我们想看看香港会有什么样的特许经 营机会，这是十分自然不过的事。 文章经同意转载自香港贸易发展 局的商业网站Hong Kong Means Business。

关于潜在的合作伙伴，您有什么 建议？ 与其说我要给他们提出什么建议，不 如说关于他们的业务，它们可以教会 我们什么。相互理解，并确定它们的 理念和经营方式与我们的是否可以具 有协同效应，这非常重要。

你希望从这次展览中得到什么？ 我希望能够了解市场，并且更好地理

the Foundation’s Licensing Director Michael Hermann

Apr-Jun 2015 | 4-6月份

20 Special Features 特写

Beverage firms

CONCERTS

hold to raise customer

Loyalty

In Korea, more beverage

firms are focusing on expanding cultural marketing by holding concerts to promote their brands and raise customer loyalty, especially among young people.

In spite of the lack of coffee plantations in Korea, the coffee-drinking culture there is extremely established (13th in the whole world) and getting stronger by the day.

An indicator: Starbucks Korea is ranked sixth among all the countries it is operating in (after the USA, Canada, Japan, England and China). According to some reports, there is a coffee shop that opens every day, be it Coffee Bean & Tea Leaf, Pascucci, Holly’s, AngelIn-Us or any other coffee brand.

Local franchise Holly’s Coffee held a music festival, titled the Holly’s Coffee Festival, at Olympic Park, southern Seoul, on Oct. 3, 2014 inviting 10,000 customers with the coffeehouse's membership points for the first time since it started business 16 years ago.

A Holly’s official declined to

comment on details of the marketing expense. However, he added that it accounts for the largest outlay ever by the company.

Market insiders say holding music festivals is one of the most effective ways of advertising a brand by increasing customer loyalty through intimate experiences, previously a strategy for promotional events for beer companies.

"We've decided to hold the music festival because it could maximize customer's positive experiences with our brand as music matches well with the image of drinking coffee," said Yoon Sun-Hyun, a public relations staffer at Holly’s Coffee.

Not only holding concerts featuring stars such as Sung Si-Kyung and Yoon Jong-Shin, Holly’s also provides various events to customers such as classes to learn the "art of latte" that is, learning how to create images in a cup of coffee.

Ediya Coffee, a coffeehouse chain, also held its fourth music

festival, Ediya Music Fiesta at Jamsil Stadium, southern Seoul, from Aug. 30 to 31, 2014. It said that it planned to invite up to 20,000 customers to the festival, doubling the audience from the previous year.

"We gradually increased the size of events because we received a lot of positive responses from customers and consider it as a good method to promote our brands," Ediya Coffee manager Park Min said.

Park added that music is one of the most efficient ways to promote brands to young generations in their 20s and 30s.

Coffee began to appear in the 1950’s to cater to the American soldiers based in Korea (after the Korean War). Most of the outlets were located near the military bases, but they were not called coffee shops but dabang (茶房) or tea-rooms.

Coffee-drinking gradually became a popular past time, so one can find them everywhere now in Korea.

(Extracted from Korea Times)

Apr-Jun 2015 | 4-6月份

Special Features 特写

21

企业文化营销

通过举办

音乐会

来提升消费者的

品牌忠诚度

越来越多的韩国饮料

公司把注意力放在企业文化 营销方面，为了提升品牌知 名度和顾客忠诚度，韩国咖 啡企业纷纷通过举办音乐会 来提升消费者的品牌忠诚度。 韩国不产一粒咖啡豆，但是 确实一个咖啡消费大国。韩 国的星巴克分店数量居世界 第6位，紧跟美、加、日、英 和中国之后。 雨果网从《韩国时报》的报 道中了解到：韩国本土咖啡 品牌Holly’s Coffee于2014年 10月3号在韩国首尔南部的奥 林匹克公园举办音乐节日， 邀请了其咖啡店的1万名会员 前来参加。通过举办音乐会 来搞品牌宣传，这是自该公 司成立16年来的首次。 Holly’s负责人接受采访时称 这是公司投入费用最高的一 次营销活动。不过该负责人 拒绝透露具体的费用数目。 业内人士称举办音乐节是最 有效的品牌营销手段之一。 举办音乐会加强客户的饮品 体验，提升品牌咖啡的公共 形象，然后以明星代言扩大

品牌公共影响力。不仅如 此，Holly’s也通过其他方式 宣传，比如举行拿铁咖啡艺 术培训课（就是学习如何在 咖啡杯上涂鸦的艺术）。 另外一家咖啡连锁店Ediya Coffee也举办了自己的第四 次品牌音乐节，它邀请的人 数(2万名会员)是去年的两 倍。看来这种营销方式得到 消费者的积极反馈，效果极 好，越来越受欢迎。特别是 年龄在20-30左右的年轻人最 喜欢参加饮品企业举办的音 乐节。 在韩国，除了随处可见的教 堂和酒吧，其次就是咖啡店 了。韩国本土不产一粒咖啡 豆，却是世界上喝咖啡喝得 最多的国家之一，在世界咖 啡消费国排中名第十三位。 韩国的星巴克分店数量居世 界第6位，紧跟美、加、日、 英和中国之后。据报道，咖 啡豆(Coffee Bean)、帕斯古 奇、HOLLYS、Angel-In-Us 等大大小小的咖啡店在韩国 几乎每天都有新店开张。 其实，咖啡馆在韩国发展的 历史并不长，它们是在上个

世纪50年代为迎合战后驻韩 美军的休闲娱乐需要而兴起 的，那时咖啡屋大多数集中 在美军兵营附近，但不叫咖 啡馆，叫做韩屋或茶房。之 后咖啡逐渐盛行，到处都是 咖啡店，想得到的地方几乎 都能喝到咖啡，大街小巷， 学校餐馆，会所车站，即使 是在熙熙攘攘的长途汽车站 内外也能轻易地闻到咖啡馆 飘出的香味。当然，种种原 因促进咖啡店在韩国的兴 起。或许，其中的一个原因 是韩国人工作压力大、生活 节奏快，每天需要喝咖啡来 提神醒脑、振奋精神，咖啡 馆成为补充能量或者休息的 最好客栈。 （编译/雨果网/林权升）

Apr-Jun 2015 | 4-6月份

News Station 消息站 27

13th Hong Kong Licensing Show Draws Record Attendance

Licensing Opportunities on the Chinese Mainland in Focus 28 February 2015 The 13th HKTDC Hong Kong International Licensing Show, which closed in January, attracted a record of more than 19,500 visitors, a nine per cent increase over last year. The rise was attributed to stronger participation from the Chinese mainland, South Korea, Taiwan, Japan, and the United States as well as from Hong Kong.

Meanwhile, the Asian Licensing Conference (12-13 Jan) featured more than 1,200 licensing business leaders, while over 30 high-profile industry experts from renowned global brands and organisations spoke at the two-day conference.

Rise Of China Raymond Yip, Acting Executive Director of the HKTDC, said the licensing industry is turning its attention to Asia, in particular the Chinese mainland market. "With the growing number of affluent Asian middle-class consumers, there is more awareness of high quality branded products which creates development opportunities for the licensing industry."

During the Asian Licensing Conference, Charles Riotto, President of International Licensing Industry Merchandisers’ Association (LIMA) noted that global retail sales of

licensed goods in 2014 were around US$200 billion, with the United States accounting for about 59 per cent, or US$1,191 million of the total. The US was followed by Japan (US$17.6 billion), United Kingdom (US$17 billion) and Germany (US$9.9 billion). Mr Riotto added that, “China is one of the fastest growing countries in licensing industry.”

At the China Thematic Session of the conference, Rebecca Lo, Council Member of Licensing Executives Society of China predicted that the mainland will rise to become the world’s second-largest market for licensed products, after the US, within a decade.

“With the surge of middle-class population and the continued effort to strengthen the protection of intellectual property, such as shortening the time to deal with intellectual property disputes, increasing the amount of compensation, etc, this is a good sign for the future of the licensing industry,” Ms Lo said.

Hong Kong's Role More than 500 business-matching meetings were held, including those supported by the Hong Kong Apparel Society, Guangzhou Animation and Comics Industry Association, Beijing Huajiang Culture, and Guangzhou Municipal Bureau of Culture, Radio, Film, Television, Press and Publication

were arranged to give participants the chance to connect and develop new business opportunities. Mr Yip said: “There is a great potential for Asian cultural and creative enterprises in the licensing industry. As a licensing and also IP-trading hub of Asia, Hong Kong not only helps overseas brands to develop in the Chinese mainland market, the city is also helping Asian brands to go global.”

For the first time, China’s Ministry of Culture lead a delegation of more than 40 companies to the event, aiming to promote exports of cultural and creative licensed merchandise. Palace Museum of Beijing made its debut at the Licensing Show, bringing more than 300 products to the event. Yang Xiaobo, Sales Management Department Director of the Palace Museum said: “Taking part in the Licensing Show, we were able to leverage this platform to collaborate with licensing organisations and expand licensing business to overseas markets. Palace Museum received much interest, including Tencent QQ’s suggestions to create emoji icons from mascots of Palace Museum.”

Ivan Chan, President of PPW Sports & Entertainment, said Hong Kong’s geographical and cultural advantages could help overseas products enter the mainland market. The company

Apr-Jun 2015 | 4-6月份

28 News Station 消息站 assisted Candy Crush, an original Facebook Game App, to launch in WeChat, attracting more than 50 million downloads within a few months. He pointed out that China is a huge market and is the future for licensing.

Seeking Partners Monco Creation Ltd attended the Hong Kong International Licensing Show for the first time. Company director, Jennifer Kwok, said: “We met potential clients from Europe, China, Southeast Asia and Hong Kong during the three days. We look forward to a successful deal in the near future.”

King Enterprises International Ltd, a licensing agent, attended the show for the second time and was

able to explore opportunities with manufacturers to promote Chibi Maruko Chan, a popular Japanese cartoon character.

2Spot Communications Co, Ltd. from Thailand attended the show for a fourth time to source new customers and keep abreast of new product design directions.

The Hong Kong International Licensing Show (12-14 Jan) at the Hong Kong Convention and Exhibition Centre, welcomed a record of more than 310 exhibitors from 18 countries and regions. Nine group pavilions featured exhibitors from Australia, the Chinese mainland, Taiwan, Japan, Korea, Malaysia, Thailand, the United Kingdom and, for the first time, Italy.

The International Licensing Show was held alongside the HKTDC Hong Kong Toys & Games Fair, HKTDC Hong Kong Baby Products Fair and Hong Kong International Stationery Fair to create opportunities for cross-over business activities and intelligence sharing.

Websites HK International Licensing Show www.hktdc.com/fair/hklicensingshow-en Asian Licensing Conference www.hktdc.com/fair/alc-en For enquiries, please contact HKTDC’s Singapore office: Tel: (65) 6538 7376 Email: singapore.ro@hktdc.org

香港国际授权展参观者增约一成 2015年2月28日 由香港贸易发展局主办的第十三届香港 国际授权展于一月份完满结束。为期三 天的展览合共吸引逾19,500名来自108个 国家的授权业者参观，较去年升9%，并 破历年纪录，增幅主要来自香港以外， 包括中国内地、韩国、台湾、日本及美 国。第四届亚洲授权业会议则于昨日(1 月13日)圆满结束，超过30位全球顶尖授 权业专家担任讲者，吸引逾1,200名授权 业人士参与。 香港贸易发展局署理总裁叶泽恩表示， 授权业越来越受重视，环球亦聚焦亚洲 市场，特别是中国市场。叶泽恩说：

「亚洲中产消费者日益富裕，品牌意识 日渐增强，对高质素的品牌产品需求殷 切，为授权业带来发展机遇。」

中国授权产品商机盛 在展览期间举行的「亚洲授权业会议」 上，国际授权业协会（LIMA）主席 Charles Riotto指出，2014年全球授权产 品零售额料达2,000亿美元，当中美国 占约59%，达1,191亿美元，其次是日本 （176亿美元）、英国（170亿美元）及 德国（99亿美元）。「而中国授权业增 长速度最快。」 在中国主题会议中，中国许可贸易工作

者协会香港分会理事会成员卢孟庄律师 预料十年之内，中国有能力升至全球第 二大授权产品市场，仅次于美国。「中 国正努力构建小康社会，中产人数急 增，加上中国近年不断加强知识产权的 保护，例如缩短处理知识产权争议的时 间、加大赔偿金额等，为中国授权业务 播下良好的种子。」 香港贸发局特别安排了逾500多场商贸配 对会议，并与香港制衣同业协进会、广 州文广新局和广州动漫行业协会，以及 北京华江文化，合办三场专题配对会， 促进不同行业跨界合作，共拓授权商 机。叶泽恩表示：「亚洲区自主研发的 文创项目，甚具发展授权业务的潜力。

Apr-Jun 2015 | 4-6月份

香港作为区内授权业枢纽及知识产权交 易平台，不单协助欧美品牌以授权方式 拓展内地市场，同时，亦协助亚洲同业 通过授权『走出去』。」

香港成双向授权平台 国家文化部今年首度组织40多家文创企 业参展，连同20多家广东、福建、浙 江、四川等企业，组成有史以来最大型 的「中国内地馆」，推动内地企业通过 授权开发及衍生艺术文创商品。北京故 宫博物院今年首次参展，带来300多件文 化产品，经营管理处处长杨晓波表示， 来香港参与授权展是扩张海外业务的第 一步，希望和更多企业合作。在展览 上，故宫收到众多企业查询，例如腾讯 QQ便希望把故宫的吉祥物做成聊天表 情，若成功的话，将可扩大宣传效果。 PPW Sports & Entertainment总裁陈华 俊认为，香港是拥有良好地理及文化优 势，帮助海外产品打入内地市场，例如 公司去年协助客户Candy Crush登陆内 地微信（WeChat），短短数月下载量 已超过5,000万，突破中外社交媒体的障 碍，并成功推出一系列产品包括糖果、 香水等。他指出，内地市场庞大，是授 权业界未来着力开拓的市场。

News Station 消息站 29

香港的骏艺创意有限公司董事郭敏慧首 次参展，认为展览非常国际化和专业， 「这几天与来自欧洲、中国、东南亚、 香港的企业洽商，期望能在短期内达成 合作协议。」

IBML、20世纪福斯、Discovery、 Smiley及林宝坚尼。设于四楼的「中央 展示区」，展出这些公司的时尚授权产 品，以及Andy Warhol及梵高的艺术画 作。其他亮点包括华纳兄弟休闲坊、由 Chocolate Rain赞助的香港创意廊咖啡 室等。

日本卡通动画樱桃小丸子代理King Enterprises International今年第二次参 展，展览期间与多个亚洲地区客户进行 交流，并与许多厂家商讨合作开发樱桃 小丸子授权产品的可能性。

与授权展同场举行的香港玩具展、香港 婴儿用品展以及香港国际文具展亦已完 满闭幕。四项展览同场举行，带来协同 效应，吸引更多同业和买家 入场。

来自泰国的2Spot Communications Co 今年已第四年参展，业务情况很不错。 公司致力拓展新客户源，并于展览期间 进行多个业务洽谈，激发很多产品设计 的新灵感。

相关网页

亚洲最大的第十三届香港国际授权展于1 月12至14日假香港会议展览中心举行， 展出310家企业合共800多项授权项目。 展览设有9个地区展馆：澳洲、中国内 地、台湾、日本、韩国、马来西亚、泰 国、英国，以及首次组馆的意大利。

如有参展及参观查询，请联络香港贸发局 之新加坡办事处：

展览国际化有助拓展业务

全球顶尖授权商及代理商皆有参展， 包括Sanrio、华纳兄弟、孩之宝、

「香港国际授权展」 www.hktdc.com/fair/hklicensingshow-tc 「亚洲授权业会议」 www.hktdc.com/fair/alc-tc

电话：(65) 6538 7376 电邮：singapore.ro@hktdc.org

Apr-Jun 2015 | 4-6月份

30 Business Insights 学者专栏

Franchisee Engagement and Support:

The Keys to Success

BY JACK PEARCE, CFE

The Industry is just beginning to truly understand their significance.

4. Military operation. Mostly viewed in the negative context of a battle, but the franchise engagement can also be viewed as simply an encounter between two parties.

5. Active or operational state.

Engaging the inner workings of a machine is easy to imagine and it is not a stretch to see the same engagement between franchisee and franchisor coming together in an active and operational state.

Take the definitions above, put them all together and what you end up with is a functional relationship between two parties.

WHAT IS TRENDING? During the International Franchise Association’s annual convention in New Orleans, there were four key ”takeaways” identified by the attendees : franchisee engagement, franchise support, social media and international development . The latter two topics seem obvious since international markets have been leading franchise growth for years and social media seems inescapable in touching many aspects of both our personal and business lives. Without much analysis it’s easy to see why these two topics are on the short list of what is trending in the industry today.

When did the subjects of franchisee engagement and franchise support rise to the status of top-of-mind awareness? Franchise support is acknowledged by most in the industry as a “best practice” and a fundamental operating principle. But now support seems to be joined at the hip with the relatively new topic of franchisee engagement. Exactly what does this new term mean and why is it

so important to both franchisees and franchisors?

WHAT IS FRANCHISEE ENGAGEMENT? If you rely on a dictionary to define engagement relative to the franchise industry, it is difficult on the surface to find a meaningful interpretation. But if you read between the lines, you might find the following interpretations: 1. Agreement to marry. Isn’t a franchise agreement similar to marriage, dedicating each to the other, taking vows to honor and respect in a variety of ways?

2. Commitment to Involvement.

Both franchisee and franchisor make a commitment to interact with each other, to take part in the activity of franchising, to be present.

3. Short-term job. Whether in the context of the franchise agreement term or relative to the view of a franchise as an investment, engagement lasts for the term of the agreement and then it’s over.

THE FRANCHISE RELATIONSHIP Very simply, the franchise relationship between franchisee and franchisor typically begins and ends with an agreement.

Many different versions of a franchise agreement are used in the industry today and in many cases a very successful franchise organization may employ an almost identical agreement to one used by a struggling or failing franchisor. Why is one organization very successful and another failing when the key relationship document they each use is nearly the same?

The answer is that the success of the franchise relationship is not simply based on the quality, balance or fairness of its franchise agreement, but possibly on other more important elements. As was suggested by attendees to last year’s IFA convention, two of those critical elements may very well be franchisee engagement and franchise support.

How, exactly, do these two elements come into play and why do they have

Apr-Jun 2015 | 4-6月份

such a dramatic impact on the overall success of a franchise organization?

ENGAGING FRANCHISEES To truly engage and support franchisees there needs to be an atmosphere or culture conducive to the development of strong franchise relations. This culture typically begins at the top of the organization with the founder or chief executive and must then filter down through every facet of franchise operations. The foundation for this type of culture and relationship typically includes the following components: Franchise Relations • Two way communication is essential.

• Constructive, honest and open feedback leads to ongoing development.

• Trust is essential; all parties must feel free to speak their minds.

• Alignment of goals equals mutual benefits.

• Transparency is important for the difficult process of allocating limited resources.

Company Culture • To set the tone, the “you win, we win” culture begins with individual unit profitability.

• Re-investing in the business model is a sign of franchisor commitment.

• Open communication creates transparency and promotes trust.

• A franchisee-centric attitude which asks “Does it drive sales at the franchisee level?”

• Support, support, support.

THE TOOLS OF ENGAGEMENT Once the winning culture has been deeply rooted into the organization and a foundation of strong franchise relations has been built, then it is time to effectively execute the tools of engagement. Most franchise organizations use a common set of tactical support methods, yet their success will depend greatly upon the quality and depth of the relations and culture described above. Here is a short list of the common tools of engagement deployed by many franchise companies: • CRM systems. The franchisors

Business Insights 学者专栏 31 tracks all franchisee communications to promote consistency, accuracy and fulfillment.

• Two-way communications: Monthly individual phone contact, frequent operations and marketing bulletins, robust email discussions, webinars and an “always available” phone policy for all staff and management personnel.

• Training, coaching and counselling.

“Grand Opening” training, ongoing educational programs for franchisee and staff, business management coaching and confidential counselling for franchisees with special circumstances.

• Mentor programs: Very popular among successful franchise organizations, peer-to-peer mentoring is highly effective at increasing maturity and success levels in new franchisees, plus it supports motivational and problemsolving goals.

• Conventions. This is the most fundamental, long-standing and sound investment made by any franchise company. Primary convention benefits include learning new concepts, building relations with fellow franchisees, increased motivation to succeed and improved camaraderie among all participants.

• Franchise support. The most essential of all engagement tools and according to attendees at the 2014 IFA Convention, one of their most important “takeaways.”

WHY FRANCHISE SUPPORT IS SO IMPORTANT Every franchise organization does it and depending on the business concept, just exactly how support is done can vary in hundreds of different ways. In general, franchise support is the mechanism by which the intellectual property of the franchisor is transferred to the franchisee for the purpose of replicating the success of the business model. It is not difficult then to understand why strong franchise relations and a positive culture are synonymous with support success.

A good source of reference for a strong support model can be found in the IFA Handbook, “Effective Development of a Franchise Support

Organization.” It breaks down the model for support into two basic levels, organizational and operational.

On an organizational level, the discussion is about support principles like the relations and culture discussed above. On an operational level the discussion turns toward tactics and methods.

Simply, the tactics and methods used for franchise support usually fall into just three major categories. Some of those typical methods found in each category are: Field Support • Site selection • Grand opening support • On-site operations training • Key performance indicator coaching and consulting • Business management /financial review • Compliance visits Home Office Support • Collateral marketing materials • Training classes • Preferred vendor negotiations, contracts, and support • Online or “help desk” support services.

• Intranet systems, electronic bulletin boards, discussions forums, etc.

Other Support • Franchise advisory council • Mentor programs • Convention • Regional meetings A company’s winning culture sets the tone for driving the mutual success of all parties and franchise relations are made easy by frequent and constructive communications, by a strong foundation of trust and by the effective operation of a well-trained support organization. Taken together, it is easy to see why franchisee engagement and support are truly two of the most important keys to franchise success.

Jack Pearce, CFE is executive director of franchise relations for Annex Brands Inc., a 450-plus-unit franchise organization. He serves on IFA’s Franchise Relations and Marketing and Technology committees. Find him at fransocial.franchise.org.

Apr-Jun 2015 | 4-6月份

32 Business Insights 学者专栏

加盟商的加入和支持：

成功的关键

文：JACK PEARCE, CFE 趋势是什么？ 在最近于新奥尔良召开的国际特许经营 协会的年度大会上，与会者确定了四个 关键“观点”：加盟商加入，特许经营支 持，社交媒体和国际化发展。后两个关键 点是显而易见的，因为国际市场多年来一 直引领特许经营的发展，而社交媒体看起 来不可避免会触碰到我们个人和商业生活 的许多方面。不需要太多的分析就很容易 看出，为什么这两个关键点会出现在今天 特许经营行业趋势的清单里。 什么时候加盟商的加入和特许经营的支持 一跃占领至关重要的首要地位？特许经营 的支持作为“最佳实践”和基本的经营原 则，被业内大多数人认可。但现在，支持 似乎与加盟商加入这一相对较新的关键点 像连体婴儿。而这个新的词语又是什么意 思？为什么它对于加盟商和授权商都如此 重要？

什么是加盟商加入？ 如果你依靠字典来定义与特许经营行业有 关的加入，表面上看很难找到一个有用的 解释。但如果领会字里行间的言外之意， 你可能会发现以下释义： 1.同意结合。难道一份特许经营协议不类 似于一段婚姻，彼此奉献，发誓以各种 方式互敬互爱吗？ 2.承诺参与。加盟商和授权商承诺互相交 流，出席参加特许经营的活动。 3.短期工作。不管是在特许经营协议期的 情况下，还是与作为一项投资的特许经 营有关，参与在协议期内持续，然后 结束。 4.军事行动。大多数可以当作一场消极的 战斗来看，但特许经营加入还可以被简 单地看成是双方之间的会晤。 5.激活或操作状态。机器的内部操作磨合 很容易想象，但在激活或操作状态，加 盟商和授权商之间同样的磨合并不是一 种延伸。 根据上述定义，将它们结合在一起，你就 能够总结出双方的职能关系。

特许经营关系 很简单，加盟商和授权商之间的特许经营 关系通常以一份协议开始和结束。今天业 内使用许多不同版本的特许经营协议，在 很多情况下，一个成功的特许经营组织可 能会使用经营不善或经营失败的授权商也 会使用的一份特许经营协议，为什么双方 使用的关键关系文件几乎是一样的，但一 个组织非常成功，另一个却经营失败呢？ 答案是，特许经营关系的成功并不单单基 于特许经营协议的质量、平衡或公正，可 能是基于其他更为重要的因素。正如与会 者在去年的IFA大会中提出的，其中两个关

这个行业刚刚开始 真正了解其重要性。

键因素很可能是加盟商的加入和特许经营 的支持。确切地说，这两个因素是如何发 挥作用？以及为什么它们对特许经营组织 的总体成功产生如此巨大的影响？

加盟商加入 为了真正地使加盟商加入并给与支持，需 要有助于稳固特许经营关系发展的氛围或 文化。这种文化通常由组织高层的创始人 或首席执行官开始，然后必须逐步渗入到 特许经营的方方面面。这种类型的文化和 关系的基础通常包括以下部分： 特许经营关系  双向沟通是至关重要的。  建设性的、诚实的和开放的反馈促进持续 的发展。  信任非常重要，各方必须自由地表达其观 点想法。  目标一致等同于共同利益。  透明度对于分配有限资源这一艰难环节非 常重要。 公司文化  设定基调，“你赢，我们赢”的文化以个 人的单位盈利能力开始。  对商业模式重新投资是授权商承诺的一 个标志。  开放的沟通创造透明度，提高信任度。  以加盟商为中心的态度，关注“是否能促 进加盟商方面的销售？”  支持，支撑，支援

加入的方法 一旦致胜文化深深植根于组织之中，并且 建立稳固特许经营关系的基础，然后就到 了有效执行加入方法的时候了。大多数特 许经营组织使用一套常用的战略支持方 法，但是，其成功很大程度上取决于上述 关系和文化的质量和深度。下面是很多特 许经营公司使用的一系列常用的加入方 法：  CRM系统。授权商了解所有加盟商沟通 的进展，促进一致性、准确性和履行情况。  双向沟通：每月个人电话联系，频繁的运 营和营销公告，激烈的邮件讨论，在线研 讨会，以及为所有员工和管理人员实行 的“无时无刻等待联系”的电话政策。  培训、指导和咨询。“开业”培训，对加 盟商和员工的持续教育课程方案，业务管 理指导以及针对有特殊情况的加盟商的机 密咨询。  导师项目：在成功的特许经营组织中非常 流行，同行指导在提高新加盟商的成熟度 和成功水平方面非常有效，另外它支持激 励性目标和问题解决的目标。  约定：这是任何特许经营公司作出的最基 本的、长期的和可靠的投资。主要的约定 利益包括学习新观念，与其他加盟商建立 关系，增加成功的积极性，以及改善所有 参与者的友情。

 特许经营支持。它是所有加入方法中最为 重要的，根据2014年IFA大会的与会者所 述，它其中一个最为重要的“观点”。

为什么特许经营支持如此重要 每个特许经营组织都会提供支持，并且依 靠其经营理念，但如何支持却有成百上千 种不同的方式。总的来说，特许经营支持 是一种机制，授权商的知识产权通过这种 机制转让给加盟商，以复制其商业模式的 成功。这就不难理解，为什么牢固的特许 经营关系和积极向上的文化是支持成功的 代名词。 在IFA手册中可以找到一个强有力的支持模 式的良好参照资源，“特许经营支持组织 的高效发展”。它将支持模式分为两个基 本层级，即组织级和经营级。在组织级， 讨论的内容是像上文所讨论的关系和文化 的支持性原则。在运营级，讨论内容则转 向策略和方法。 简单地说，特许经营支持使用的策略和方 法通常可以分为三大类。其中每一类中的 一些典型方法是： 行业支持  地点选择  开业支持  现场操作培训  关键绩效指标指导和咨询  业务管理/财务回顾  合规考察 内部办公支持  附属营销材料  培训课程  首选的供应商谈判、合同和支持  在线或“服务台”支持服务  内联网系统、电子公告版、论坛等等 其他支持  特许经营顾问委员会  导师项目  约定  区域会议 一个公司的致胜文化为促进各方的共同成 功设定基调，并且通过频繁的和建设性的 沟通、坚实的信任基础以及一个训练有素 的支持性组织的高效运营，可轻松地建立 特许经营关系。综上所述，不难看出为什 么加盟商加入和支持是特许经营成功的两 个真正的至关重要的关键所在。 Jack Pearce，CFE，是一家拥有超过450多 个单位的特许经营组织Annex Brands Inc. 的特许经营关系执行董事。他在IFA的特许 经营关系与营销和技术委员会工作。可在 fransocial.franchise.org找到他。 本文经国际特许经营协会允许转载自2014 年9月出版的《特许经营的世界》。

Apr-Jun 2015 | 4-6月份

News Station 消息站 35

Southeast Asia Beyond 2015 & ‘The World We Want’

Youth Conference and Development Workshops

由Brand4Humanity主办、联合国人居署（United Nations Human Settlements Programme，简称UN-HABITAT），及其他非政府机构（如：“国际经济学 商学学生联合会”）联合承办的“东南亚/东盟跨越2015///青少年—我们向 往的世界”研讨会于3月28至30日在新加坡斯盖普剧场（乌节连路（Orchard Link）2号）拉开帷幕。 联合国人居署青年部门主管道格拉斯·拉根（Douglas Ragan）先生是这次活 动的主讲人兼特殊客人。 The Organizing Committee, led by Brand4Humanity warmly welcomed all ASEAN youth participants and speakers to Southeast Asia Beyond 2015 And The World We Want Youth Conference and Development Workshops from Sat 28 March - 30 March 2015. The venue: Scape The Ground Theatre, 2 Orchard Link.

WORKSHOP 3 Observing the minute of silence for Mr. Lee Kuan Yew, the Founding Minister of Singapore at 4pm sharp, 29 March 2015.

Topic: Creating Innovative Sustainable Entrepreneurship With Social Impact: The CapitalPitch Model - Increasing Youth Employment Through Business Trainer: Mr. Jeremy Liddle, President, G20 Young Entrepreneurs’ Alliance (YEA) Australia; CEO, CapitalPitch *EVENTBRITE REGISTRATION http://bit.ly/seab2015www *FLYER https://drive.google.com/file/d/0B-SsyFhYPJPSDg2a0RudW56N0U/view?usp=sharing *PROGRAMME https://drive.google.com/open?id=0BSsyFhYP-JPZ2ptSG1XREc4WEU&authuser=0

Mr. Douglas Ragan, Chief, Youth and Livelihoods, Urban Economy Branch, United Nations Human Settlements Programme (UN-HABITAT) was the Conference Keynote Speaker & Special Guest. 许多来自世界各地的优秀青年代表聚集一堂，通过多场别开生面的互动对话来 探讨年轻一代的主要关切，并与许多受邀的嘉宾及专家共同谋略，如何为全球 青年提供更多服务与支持。

Apr-Jun 2015 | 4-6月份

38 News Station 消息站 Members enjoying Taste of Franchising

Melanie Bergeron Chairwoman, IFA

Mike Duke

Former CEO of Walmart

Paul Brown Arby's CEO

Salim Ismail

Former Vice President at Yahoo Founding executive director of Singularity University

Representatives from 29 nations at the WFC Meeting

Member national franchise associations gathered in Las Vegas, USA for the

世界特许经营年会 WORLD FRANCHISE COUNCIL 在拉斯维加斯 (WFC) MEETING

over the period February 13-14th, 2015

本次世界特许经营年会于2015年2月13至14 日在日在拉斯维加斯美高梅大酒店（MGM Grand Las Vegas）举行。东道主国际特许经 营协会（美国特许经营协会IFA）慷慨解囊， 除不惜高昂费用，殷勤地招待各国代表。50 多位来自各29个国经济体代表聚集一堂，享 受整个盛会。国际特许经营协会也配合此盛 会办理了第55届国际特许经营协会特许经营 高峰会及特许经营颁奖晚宴，邀请诸多来自 本地及各国贵宾与会，场面盛大热络。

Hosted by the International Franchise Association (IFA), 29 countries’ representatives met, discussed strategies and shared experiences over two days of intensive meetings a the posh 5-star MGM Grand. The host was extremely hospitable, to say the least. In addition to organizing the meticulously-planned meeting, it also invited the delegates to the various IFA Convention sessions taking place over the next four days. 下一届的国际特许经营协会特许经营高峰会 将在2016年2月20-23在圣安东尼奥市，德克 Amongst the various ‘mementos’ inside the 萨斯州举办。 goodies bag is a very nice WFC pin.

Apr-Jun 2015 | 4-6月份

Country/ Association Argentina - AAMF Australia - FCA Brazil - ABF Britain - BFA Canada - CFA China - CCFA Croatia - CAF/FIP Czech Republic - CAF Egypt - EFDA European - EFF Finland - FFA France - FFF Guatemala - AGF Hungary - HFA Indonesia AFI Italy - AIF Korea - KFA Malaysia - MFA Mexico - AMF Netherlands - NFV New Zealand - FANZ Philippines - PFA Russia - RFA Singapore - FLA South Africa - FASA Sweden - SFA Taiwan- ACFPT Turkey - UFRAD USA - IFA Venezuela - CVF Accredited Observers Philippines - PFA Australia - FCA Italy - AIF USA - IFA

News Station 消息站 39 Person 1

Title/Function

Lucas Secades Warren Wilmot Ricardo Camargo Michael Eyre Lorraine McLachlan Shuang Su Ljiljana Kukec Jan Gonda Mostafa Hatim Guy Gras Juha Vastamäki Chantal Zimmer Ramón Hernández Dr. Katalin Mandel Veronica Purnamartini Italo Bussoli Hyunsik Chung Datuk Mohd. Latip Sarrugi Diego Elizarraras Romana Engeman Brad Jacobs Samie Lim Yuri Mikhaylichenko Albert Kong Vera Valasis Martin Johansson Ben Ke Dr. Mustafa Aydin Aziz Hashim Alfonso Riera

Executive Director Chairman Executive Director International Affairs President & CEO Director President President Exec. Board Member Chairman Executive Director Director General President Managing Director International Relations Dep. Chair & Secretary General Vice Chairman Chairman International Delegate Managing Director Vice Chairman Chairman Emeritus CEO Board Member Executive Director CEO Manager President Chairman Elect Dir. International Affairs

Chit Estrada

Exec. Director

Kym De Britt Christian La Monaca Scott Lehr

General Manager Member International VP

The International Franchise Association (IFA) mounted its 55th Annual Convention at the MGM Grand in Las Vegas from February 15th to 18th. Regarded by many as the premier event in franchising, IFA’s Convention represents a unique gathering of the international franchise community.

With over 3,900 in attendance, including 400 international attendees from 50 countries, the Convention let franchise businesspeople come up to speed on the latest trends and best practices, and network with the most admired executives in international franchising.

The event, specifically designed for franchisees, franchisors and the steadfast supplier partners that support the franchise industry, is the forum to build and enrich relationships and ideas. Unique networking opportunities connected franchise executives to expand their portfolio of contacts and cultivate partnerships that will help you get their business to the next level. This year’s Convention, like its predecessors, provided numerous educational opportunities via roundtables, summits and mini-super sessions designed to build your company.

More than 45 sessions were mounted, ranging from such topics as franchise development, finance, marketing and technology.

IFA’s 2016 Convention will take place February 20th to 23rd in San Antonio, Texas.

Person 2

Title/Function

Jason Gehrke Fernando Tardioli Philippa Wilkins

Vice Chairman Institutional Relations Dr. Head of Operations

Petra Oršanić Lubomir Milek Rasha Magdy Carol Chopra Tommi Tervanen Christophe Angleys

General Secretary Board Member Exec. Coordinator Executive Director Vice Chairman Franchise Expo

Tamas Milla

Executive Assistant

Federico Reggiani Hyejin Lee

Board Member International Manager

Carlos Roberts

International Delegate

Graham Billings Yvette Pardo-Orbeta

Executive Director Chairman

Irem Arman Josh Merin

Communications Coordinator Dir. International Affairs

Fiona White

Events Manager

Apr-Jun 2015 | 4-6月份

40 News Station 消息站

TOKYO FRANCHISE SHOW 2015  No. of visitors - TOKYO FRANCHISE SHOW 2015  2015

2014

March 4 (Wed.)

Cloudy

10,510

11,482

March 5 (Thu.)

Cloudy later Sunny

11,549

10,712

March 6 (Fri.)

Cloudy, occasionally Sunny

10,874

9,746

Total 32,933

Total 31,940

NIKKEI MESSE 2015 / The number of Exhibitors and Booths Exhibition Name

Exhibitors 2015

Booths 2015

Total Exhibitors

Overseas Exhibitors

Countries and Regions

Total Booths

Overseas Booths

Japan Shop

177

7

3 countries and regions

557

10

Architecture + Construction Materials

288

9

7 countries and regions

643

28

Retailtech Japan

181

15

5 countries and regions

778

29

Security Show

176

20

3 countries and regions

542

26

Lighting Fair

222

90

7 countries and regions

748

129

Franchise Show

200

14

11 countries and regions

400

23

Grand Total

1244

155

36 countries and 3 regions

3668

245

※For Hong Kong, Taiwan and Macau they are counted as one region respectively.

Apr-Jun 2015 | 4-6月份

44

SPORTS & FITNESS ASIA

F

ollowing the success of the inaugural Sports & Fitness Asia 2013, Sports & Fitness Asia 2015 will make a return from 11-13 June 2015 at the Singapore Expo Hall 3.

Come face to face with over hundreds of exhibitors, variety of brands and solutions, and appreciate the latest strength and cardio training machines & equipment, sports performance apparels, sportswear & accessories, action camera & wearable technologies, sports science & rehab technologies, sports performance nutrition, wellness & cosmetics and more.

The Sports industry is thriving in the Asia Pacific region, growing at a rate of 6.5 percent and estimated to reach US$28.5 billion by 2015. In Singapore alone, the sports industry is projected to contribute S$2billion to GDP by 2015* (Singapore Economic Development Board Reports, 2013).

Recognising sports as one of the key growth industries, the Singapore government is investing over S$1.2billion from 2013 to 2018 to boost sporting facilities and provide greater accessibility so as to encourage a sporting lifestyle in individuals. The Singapore Sports Hub recently opened in June 2014 creates an exciting destination for a diverse range of sports programs and facilities, integrated with lifestyle and entertainment opportunities. The state-of the-art facility will place Singapore on the international map for sports. There has thus, never been a more opportune time for the sports industry than now.

For earnest entrepreneurs & retailers who are either looking to establish their very own specialty sport retail chain or solely want to add complement sports & fitness solutions, products and services to their existing retail outlets, Sports & Fitness Asia 2015 is the show not to be missed.

Exhibitors such as Key Power International, Sportz & Fitness Team, Hvper Sports, Liang Seng Sports and Liferacer Sportswear are well known brand distributors, owners as well as retail stores developers. Thereby, offering potential retailers, an unique opportunity, to evaluate their unique concept, specialties, products and solutions to the sports & fitness market.

More than a showcase, the event will incorporate the following highlights;

• Southeast Asia Grappling Challenge 2015 – 12 to 13 June

• Sports Photography Challenge @ SFAsia2015 SFAsia2015 will see budding photographers to showcase their best sports photo. Shortlisted entries will be displayed and judged by a panel of experts from the Photographic Society of Singapore. The top 3 entries stand to win attractive prizes. For more information on the challenge and available sponsorship opportunities, please visit www. sportsnfitness.asia/sfgc/ for the latest updates.

Grappling refers to techniques, manoeuvres, and counters applied to an opponent in order to gain a physical advantage, such as improving relative position, escaping, or submitting to an opponent. Come June 2015, the SouthEast Asian Grappling Challenge will make its way to Sports & Fitness Asia 2015, where teams will compete to become the ultimate SEA Grappling Champion. Don’t miss this nail biting sport and come on down to show your support for your champions. For more info, please visit http://www.grappleasia.com/

• Southeast Asia Streetworkout Championship 2015 – 11 to 13 June

• Singapore Full Contact Karate Championship 2015 – 11 to 13 June 2015

The inaugural SEA Streetworkout Championship 2015 is hosted by Singapore Calisthenics Academy from 11-13 June 2015 in Singapore Expo Hall 3. The competition is judged on a set of freestyle bodyweight sport performed on both horizontal and vertical bars.

The streetworkout is not restricted to age or gender but a combination of athletics, calisthenics, sheer strength and determination.

SFC is Singapore's premier Full Contact Karate Championship featuring competitors from the various karate schools in Singapore and the region.

Athletes compete according to a knockout (K.O.) tournament format with minimal protective equipment, thus putting their endurance and fighting spirit to the test.

For more info, please visit https://www. facebook.com/sgcalisthenicsacademy

In celebration of SG50, spectators will also be treated with an exhilarating array of karate demonstrations by the best karate practitioners in the country. SFC has also selected Metta Welfare Association 慈光福

Apr-Jun 2015 | 4-6月份

45

Editorial / Newsletter

利协会 as its charity beneficiary. For more info, please visit https://www.facebook. com/pages/Singapore-Full-ContactKarate-Tournament/296444247220783 • Southeast Asia Wrestling Senior Championship 2015 – 11 to 13 June 2015 Wrestling, being a traditionally popular sport among the Southeast Asian Countries, the tournament will showcase the Sport of Amateur Wrestling at its highest level in the region with National wrestlers from each country in the region competing against each other to be crowned the SEA Wrestling Champion.

Organized by the Wrestling Federation of Singapore in conjunction with Sports & Fitness Asia 2015, the three Olympic wrestling disciplines: Men's Greco-Roman, Women's Freestyle and Men's Freestyle will be contested. Lots of high-flying throws and manoeuvres to be expected!

For more info, please visit www.facebook. com/singaporewrestling Fitness and sports enthusiasts will also be able to up their game at the Personal Trainer’s Enrichment Classes and Workshops including a Golf Clinic.

• Personal Trainers’ Enrichment Courses – 11 to 12 June 2015

Learn from master trainers on the industry’s best practices and walk away with the latest insights and best practices the industry has to offer. Three core themes namely, Sports Rehab Training, Electrifying Group Fitness Training and Functional Performance Training are readily available for booking. Any new and potential trainer who is looking to build on their existing certifications will definitely benefit from these theme sessions.

• Golf Clinic – 13 June 2015 This ½ day multi-purpose consultation workshop is designed to help golfers improve their game and at the same time, prevent accidental injuries to their games by providing a holistic approach to Golf.

At the end of the day, participants will develop a sense of satisfaction knowing that they are doing it ‘fittingly’ every step of the green.

• Exercise is Medicine Singapore In 2011, Changi Sports Medicine Centre, together with the American College of Sports Medicine launched the Exercise is Medicine Singapore (EIMS) initiative as a health strategy to promote a collaboration between health care providers and fitness professionals in Singapore. The EIM initiative now includes a credential program that will provide exercise professionals with

March 2015

the opportunity to work closely with the medical community and provide numerous additional benefits to the certified professional. The 2 day full certification will be hosted by EIMS, please refer to the home page for info http://www.eims.sg/ allied-health-fitness-professionals • FitXercise Singapore 2015 The three-day event will culminate in Singapore’s first-ever group fitness and dance marathon known as FitXercise Singapore 2015 on the 13th of June.

A one-day fitness movement featuring hundreds of sports enthusiasts participating in 8 different fitness movements or exercise sessions every hour from 8am till 6pm. These sessions include Bokwa, Body Combat, Body Balance, KpopX Fitness, Piloxing, Stott Pilates, sh’bam and Tirisula Yoga.

Fitxercise is open to all sports & fitness enthusiasts and a not-to-be missed opportunity for companies to bring their staff out for a corporate fitness day out program, make friends, have loads of fun and most of all, a good workout at the same time!

Visitor pre-registration is now open!

See you at www.sportsnfitness.asia

Apr-Jun 2015 | 4-6月份

46 Franchising 专家分析

Key Legal Considerations that Parties

should look out for when negotiating a

Franchise Agreement Franchising is basically building a commercial relationship with a successful business so you can use its systems and capitalize on its existing brand awareness; using its proven system and name, and running it by its rules. Currently, all over the globe, there are numerous franchises being set up in many countries but not all franchisees succeed. A key aspect of entering a franchise is performing adequate research and due diligence and planning a business strategy. We shall be focusing on certain key legal aspects when negotiating franchise agreements.

There are certain clauses that parties intending to enter into a franchising agreement should look out for. Below are just some examples illustrated.

Third Party Rights Franchisors and franchisees must consider carefully whether they have, in their franchise agreement, inadvertently granted rights to third parties. Under Contracts (Rights of Third Parties) Act (Cap 53B), this legislation entitles a third party to enforce contracts directly, where the conditions of the legislation are satisfied. So how is this clause potentially detrimental to potential parties to a franchise? One possible scenario is when the franchisor sells their rights and interest to a new entity – this can mean significant changes to franchisees, the brand and the system.

The new franchisor or equity owners of the franchise system might be more focused on ensuring a return on their investment and therefore seek to introduce new ideas that may be considered positive or negative by existing franchisees.

This can also mean a significant change to the culture of the franchise system. A

By Rishi Gantan S/O Ganiswaran (Ella Cheong LLC) new franchisor may become diligent with enforcement of franchisee’s obligations and require more of franchisees in an effort to improve the system as a whole, and this can lead to dispute and disillusioned franchisees.

Whilst most franchise agreements restrict the franchisor’s ability to unilaterally vary the terms of the Franchise Agreement, many agreements enable the franchisor to implement changes via their operations manual which controls the day to day operation of the business. This may involve upgrading the look and feel of the brand and/or the introduction of new marketing initiatives. Evidently, these things are significant aspects of franchising and may add to the cost of franchisees.

Unfair contract Terms Clauses prohibiting the franchisee from carrying out similar or competitive businesses during or after the term of the franchise are prima facie void unless they are reasonable (taking into consideration all the circumstances) to protect the franchisor’s interest. Factors such as the period and geographical scope of the restriction compared with the franchise term and the territory granted to the franchisee are relevant in considering whether the clause is reasonable.

The Unfair Contract Terms Act (Cap 396) requires that a franchise contract must be fair and reasonable, having regard to the circumstances which were, or ought reasonably to have been, known to or in the contemplation of the parties when the contract was made.

Penalty Clause When drafting a franchise agreement, parties often want to achieve greater certainty

regarding the amount of damages in the event of a breach and to avoid protracted litigation over the actual loss suffered. Accordingly, many agree to set forth a fixed amount of damages for specified breaches of contract.

This type of clause can be deemed as either a liquidated damages clause or a penalty clause.

In a liquidated damages provision, a fixed sum is set and the injured party is thereby entitled to it if a breach of contract occurs.

The exclusive purpose of a liquidated damages provision is to compensate the injured party for its pre-estimated loss.

A penalty clause, on the other hand, is where a sum of money has been fixed not as compensation of pre-estimated loss, but as punishment. This is an important distinction, as the clauses are treated differently in law.

An example of Singapore Courts enforcing liquidated damages clauses is set out in the case, Dunlop Pneumatic Tyre Co Ltd v New Garage and Motor Co Ltd (1915), in which the court held that a liquidated damages provision will be enforceable only if, at the time of drafting: • it was difficult to determine the damages that would accrue if a contemplated breach occurred; and • the amount of the liquidated damages provision was a reasonable estimate of the actual suffered damage.

If these two conditions are met, the entitled party will be dispensed of the relevant proof of damages. In contrast, a penalty clause is legally invalid, because it serves to punish the non-performer rather than compensate the injured party for its loss. As the provision is unenforceable, the only remedy for the injured party would be to claim for actual damages upon proof of loss.

Apr-Jun 2015 | 4-6月份

Franchising 专家分析

Choice of Law

i) Crafting strict non-disclosure agreements;

Additionally, because contracts usually stipulate a choice of court where disputes are heard, it may be wise for parties to choose the same law to govern the contract.

For instance, a contract to be performed in Singapore should ideally designate Singapore law as the governing law, with the Singapore courts as the court of choice. This consistency ensures that the chosen court will apply the governing law correctly as it is most familiar with it. Applying a foreign law in a Singapore court would require foreign expert witnesses, additional evidence, and increased legal fees.

ii) Registrations of IP rights where appropriate;

Intellectual Property and Confidential Information In current times, where intangible assets of a company are sometimes worth more than its tangible assets, intellectual property rights are more important now than ever before. In fact one of the purposes of a franchise is to ride on the goodwill of the franchisor’s intellectual property rights. The majority of franchisors are very particular and specific about the way their intellectual property rights are to be used and protected. This includes the implementation of the franchisor’s corporate identity in the franchisee’s business and any upgrading that may be required after a period of time. Sometimes, in order to achieve uniformity, the franchisee may be forced to purchase supplies and equipment from overseas. The franchisee may also be prohibited from making any modifications and/or alterations to the franchisor’s corporate identity.

It is vital to both the franchisor and all the franchisees in the system that the franchisor's intellectual property and confidential information is protected as much as possible.

This can be done by

iii) Warning potential infringers, protesting and challenging minor misuses iv) Inserting clauses in which the franchisee is expected to acknowledge that the franchisor is the owner of the relevant IP rights, and that any unauthorised use of the said rights by the franchisee will amount to infringement and termination of the said franchise agreement. If that occurs, the franchisee must cease use of the trade mark immediately. Adequate contractual controls in the franchise agreement and mechanisms in anticipation of litigation must be in place, because when serious infringement of rights occurs, it is important to act swiftly to preserve the possibility of equitable rights, especially injunctions.

One example of an issue that may lead to an intellectual property dispute is where, at the time the franchise was launched, the franchisor had not obtained registered rights and the franchisee registers the mark in his name. This type of scenario is normally dealt with by a clause in the agreement requiring the franchisee to transfer the trademark to the franchisor.

When a franchisor wishes to expand but has yet to secure its IP rights i.e. trademarks, in overseas territories, it is possible for the franchisor to discover that another party may have coincidentally registered an identical trade mark for identical goods/services in that overseas territory. Under such circumstances, the franchisor either has to try to purchase its own trade mark in that country, or consider launching with a new brand/identity in that new overseas territory, which will mean

47

losing the goodwill and reputation in the established brand. This was the situation that Burger King faced when it moved to expand its operations into Australia. Burger King found out that its business name was already trademarked by a takeaway food shop in Adelaide. Eventually, the Australian franchisee chose “Hungry Jack’s” as the brand name for the Australian franchise chain of Burger King.

A similar situation was encountered by Taco Bell, a famous US brand, when it came to launch its franchise in Australia and discovered that the same brand was already in use by an unrelated company under the name of Taco Bell Casa (Taco Co of Australia), selling Mexican style food. It was decided in Taco Bell Pty Ltd & Anor v Taco Co of Australia Inc & Ors [1982] FCA 170 (23 August 1982) that the US Franchisors in all its guises, be restrained from operating any restaurants in the Sydney metropolitan area under the name “Taco Bell” or under any name similar which is deceptive or misleading or which is likely to deceive or mislead. As such franchisees seeking to set up chains after world famous brands in new territories should first conduct due diligence checks to ensure that there are no conflicts/ impediments in the use of such brand names in those territories.

Conclusion In view of the close working relationship that must exist between the franchisee and franchisor, all provisions must be stated clearly in the agreement. As in any legal document, it is recommended that parties have their respective legal advisors review the franchise agreement before signing so that all parties have a clear understanding of all of the contents and their legal implications.

进行特许经营协议谈判时 双方应当注意的关键法律问题 文：Rishi Gantan S/O Ganiswaran (Ella Cheong LLC) 从本质上讲，特许经营是与一家成功的 企业建立商业关系，这样你就可以使用 其体系，并利用其现有的品牌意识；使 用其成熟的体系和名称，并按照其规则 运营。目前，在全世界的很多国家都建 立了许多特许经营，但并非所有的加盟 商都能成功。加入特许经营的一个关键 方面是进行充分的研究和尽职调查，并 规划一个商业战略。在进行特许经营协 议谈判时，我们应当关注某些关键的法

律方面问题。 有些条款是打算签订特许经营协议的双 方应当注意的。下面只是一些举例说 明。 第三方权利 授权商和加盟商必须仔细考虑，在其特 许经营协议中是否已在无意中将权利授 予第三方。根据合同（第三方权利）法

(Cap 53B)，这项立法令第三方有权在 符合立法条件的情况下直接强制执行合 同。那么，这一条款如何对特许经营的 潜在双方造成潜在的损害呢？一种可能 的情况是，当授权商将其权益出售给一 个新的实体时，这意味着对于加盟商的 品牌和体系的重大变革。 新的授权商或特许经营体系的权益拥有 者可能更专注于确保其投资回报，因此

Apr-Jun 2015 | 4-6月份

48 Franchising 专家分析

能多地得到保护至关重要。这可以通过 以下措施得以实现： i) 制定严格的保密协议； ii) 如适当，注册知识产权； iii) 警告潜在的侵权者，抗议并应对较小

的误用； iv) 插入条款，称加盟商承认，授权商是

相关知识产权的所有者，加盟商未经 任何授权而使用上述权利将构成侵权 并终止上述特许经营协议。若发生上 述情况，加盟商必须立即终止商标的 使用。对特许经营协议的充分的合同 控制和预期诉讼的机制必须到位，因 为若有严重的侵权行为发生，迅速采 取行动来保护平等权利，尤其是禁令 救济的可能性很重要。 会试图引进在现有的加盟商看来可能是 积极的或消极的新想法。 这对于特许经营体系的文化来说也意味 着一项重大的变革。一个新的授权商可 能会因强制执行加盟商的责任变得勤奋 努力，并且需要更多的加盟商来努力从 整体上改善这个体系，这会产生纠纷和 幻想破灭的加盟商。 虽然大多数的特许经营协议限制了授权 商单方面变更特许经营协议条款的能 力，许多协议允许授权商通过其控制企 业日常运营的运营手册来实施变革。这 可能涉及到升级品牌的外观和感觉和/或 引入新的营销举措。显然，这些事情都 是特许经营的重要方面，并且可能会增 加加盟商的成本。 不公平的合同条款 禁止加盟商在特许经营期间或之后进行 类似或竞争业务的条款原则上均属无 效，除非这些条款在保护授权商的利益 上是合理的（经考虑所有情况）。与特 许经营期限和授予加盟商的区域相比的 期限和限制的地理范围等因素，在考虑 条款是否合理时是有关的。 不公平合同条款法案(Cap 396)要求特 许经营合同必须公平合理，考虑到曾经 发生或可能合理发生的情况，在双方所 知或在双方的见证下制定合同。 罚金条款 在起草特许经营协议时，双方通常都想 要在因违约产生的巨额损害赔偿方面获 得更大的确定性，并且在实际遭受的损 失中避免旷日持久的诉讼。因此，许多 人同意为某些违约行为提出一笔固定数 额的损害赔偿。这类条款可被视为违约 金条款或罚金条款。 在违约金条款中，设定了一个固定金 额，如果违约情况发生，受损方有权获 得此金额赔偿。违约金条款的唯一的目 的是补偿受损方预估的损失。 另一方面，罚金条款是指固定的一笔金 额，不是作为预估损失的补偿，而是作 为惩罚。这是一个重要的区别，因为在

法律上这些条款是区别对待的。 Dunlop Pneumatic Tyre Co Ltd 诉 New Garage and Motor Co Ltd(1915)案就是 新加坡法院强制执行违约金条款的一个 例子，在此案中法院认为，在起草时， 违约金条款可强制执行的前提是： •

如果所考虑的违约发生，很难确定将 会发生何种损害；及

•

所清算的损害赔偿规定的金额是对实 际遭受损失的一项合理估计。

如果满足这两项条件，权利方将可提呈 相关损害赔偿的证据。反之，罚金条款 在法律上是无效的，因为它是用来惩罚 表现欠佳的人，而不是弥补受损方的损 失。若条款不可强制执行，对受损方的 唯一补救是在提供损失证明后针对实际 的损害索赔。 法律选择 此外，因为合同通常会规定选择审理纠 纷的法院，所以选择同一法律来管辖合 同对双方来说可能是明智之举。例如， 若在新加坡履行合同，则最好指定新加 坡法作为管辖法律，并选择新加坡法院 作为审理法院。这种一致性可确保选择 的法院能够应用管辖法律，因为它最熟 悉其内容。在新加坡法院应用外国法律 需要外国的专家证人，额外的证据以及 增加法律费用。 知识产权和机密信息 在当代，一家公司的无形资产有时会超 过其有形资产，现在知识产权比以往任 何时候都更为重要。事实上，特许经营 的其中一个目的就是依附于授权商知识 产权的商誉。大多数授权商对于使用和 保护其知识产权的方法特别关注并且非 常具体。这包括在加盟商的企业中推行 授权商的公司标识，以及一段时间之后 需要的任何升级。有时为了达到一致 性，加盟商可能会被迫从海外购买物资 和设备。加盟商也可能被禁止对授权商 的企业标识做任何修改和/或变更。 对于授权商和体系内的所有加盟商而 言，授权商的知识产权和机密信息尽可

可能导致知识产权纠纷问题的一个例子 是，在特许经营推出之初，授权商还未 获得注册的权利，而加盟商以其自己的 名字注册了商标。这种情况通常是按照 协议中的某一条款处理，要求加盟商将 商标转给授权商。 当授权商想要在海外地区扩张，但尚未 获得其知识产权（例如商标）时，授权 商可能会发现，另一方可能已在海外地 区为完全相同的商品/服务注册了一个相 同的商标。在这种情况下，授权商要么 尝试在该国家购买自己的商标，要么考 虑在该海外地区推出一个新的品牌/标 识，这也意味着失去知名品牌的商誉和 声誉。在汉堡王移师澳大利亚扩大其经 营时面临过这样的情况。汉堡王发现其 企业名称已被阿德莱德的一家外卖食品 店注册为商标。最终，澳大利亚的加盟 商选择“Hungry Jack’s”作为汉堡王澳 大利亚特许经营连锁店的品牌名称。 著名的美国品牌Taco Bell也遇到过类似 的情况，当它在澳大利亚开展特许经营 时，发现同样的品牌已被一家毫无关联 的公司以Taco Bell Casa（Taco Co of Australia）的名称予以使用，并出售墨 西哥风格的食物。在Taco Bell Pty Ltd & Anor 诉 Taco Co of Australia Inc & Ors [1982] FCA 170（1982年8月23 日）一案中，判决美国授权商禁止以任 何伪装在悉尼市区以“Taco Bell”的名 称或任何欺骗性或误导性或可能造成欺 骗或误导的名称经营任何餐馆。如此一 来加盟商想要在新的地区跟随世界著名 的品牌建立连锁店时，应该首先进行尽 职调查核对，以确保在这些地区使用这 些品牌名称时不会出现冲突/障碍。 结论 考虑到加盟商和授权商之间必须存在密 切的工作关系，所有条款都必须在协议 中清楚列明。因此，在任何法律文件 中，建议双方在签署协议前，请各自的 法律顾问审阅特许经营协议，这样就能 保证双方对所有的内容及其法律含义都 有一个清晰的理解。

Apr-Jun 2015 | 4-6月份

Franchising Seminar During Food&HotelVietnam 2015

Venue: Saigon Exhibition & Convention Centre, 799 Nguyen Van Linh Parkway,

District 7, Ho Chi Minh City, Vietnam Time: 08:30 am, 22 April 2015 Fee: Complimentary

0830 Seminar Registration 0915 Opening Address by SES Representative 0925 Opening Speech – Seminar on The key things to know about franchising 1010 Tea Break (15 mins) 1025 Franchising –related regulations/ Legislation in Vietnam (Baker McKenzie)

Each delegate is given a free copy of magazine CEO Albert Kong

Director / Managing Lawyer, Tran Manh Hung

1125 PastaMania Franchise Opportunity

Executive Director, Int'l Biz, Wilson Lim

1140 Franchisors Presentation/Workshop – Introducing Franchisors from Singapore – by (Asiawide Franchise Consultants) 1200 Ya Kun Franchise Opportunity 1215 Seminar cum Workshop Ends

Director, Christopher Tay

Event Organizers:

Assisted locally by:

COO, Myca Tan One-to-One meetings

ASIAWIDE FRANCHISE CONSULTANTS PTE LTD (AFC) is one of the most experienced franchise consulting companies in Asia. We have franchise and associated offices in over 42 cities in 32 nations. Over the last 21 years, we have helped more than 650 companies in Asia to develop their franchises to expand locally and worldwide.

With our worldwide network, in-depth knowledge, insight (our consultants have managed franchise companies before joining us) and qualifications – e.g. CFE, CMC 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 a market entry

strategic plan into foreign territories.

Our parent 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 1994.

We are the most active consulting company in Asia as we participate in over 25 franchise-related shows in Asia every year. We know franchising.

一 组织 爱思威特许经营顾问私人有限公司， 是公认的最成功的特许(连锁/加盟) 经营咨询服务公司之一，其办事处 (包括加盟商及策略伙伴)遍及世界超 过32个国家和地区。 二 服务范围 爱思威特许经营顾问私人有限公司 的服务范围广泛，包括： 1. 协助商家发展特许经营/连锁店/经 济组合体系的全方位解决方案； 2. 扮演经纪人角色，协助企业及个 人加入特许经营体系； 3. 出版特许经营刊物，定期出版中 英文「亚洲特许经营加盟连锁 • 投资良机」杂志(自1994年)； 4. 推广特许经营概念及相关经营理 念，主办有关研讨会、展览会、 组织赴英美欧日韩，等国家特许 经营考察团等； 5. 其他辅助服务。 三 我们的成绩 爱思威特许经营顾问私人有限公司 在本区域已为超过650个不同行业的 企业提供综合广泛而又高度专业化的 咨询服务。 本公司团队力量精良，现有高级顾问 多名，均具有美国特许经营协会授予 的注册特许经营管理专家(CFE)头衔。

For more information, please contact 预知详情，请联络： 江进兴董事经理 albert@asiawidefranchise.com.sg 蓝俊礼总经理兼高级顾问 clarence@asiawidefranchise.com.sg 140 Paya Lebar Road #09-20 AZ@PayaLebar Singapore 409015 Tel: (65) 6743 2282 Fax: (65) 6743 1139 www.asiawidefranchise.com.sg Our subsidiary Asiawide Business Consultants Pte Ltd provides the following services: Capability Projects / Services • Productivity (SMART / Development of Service Blueprint) • Innovation (IP Business Diagnostics) Others • CaseTrust • Edutrust • Customer Centric Initiative

Our Strategic Partners.

We are connected internationally...

More strategic partners with high integrity in other countries will be recruited so as to serve our customers even better.

Australia (1)George Georgiou

Germany Rolf G Kirst

Kuwait Yasser Kouatly

Russia Natalia Kharatian

Australia (2)Vicki Prout

Greece (1)Sotiris Yanakakis

Lithuania Severin Zhilinskis

South Africa Nic Louw

Brazil Paulo Cesar Mauro

Greece (2)Kostas Sarris-Tzamtzis

Malaysia (1)Doris Wong

Taiwan (1)Lin Ku Yeh

Britain Iain Martin

HK/Guangzhou/ Macau Norman Cheung

Malaysia (2)Sharmaine Mok

Taiwan (2)Water Wu

Cambodia David Van

India Srinivas Kona

Mexico Ferenz Feher

Thailand (1)Kavin Kittiboonya

Canada & Africa J Perry Maisonneuve

Indonesia Feca Hanafi

Middle East Sary Hamway

Thailand (2)Vichaporn Trangkhasombat

Canada Steve Chui

Italy Federico Fiorentini

Mongolia Luvsantseren Davaadelger

USA (1)William LeSante

China (Beijing) Niu Zhi Min

Japan (1)Joseph H. Shima

New Zealand David McCulloch

USA Mark Shieh

China (Chengdu) Chris Ma Xiao

Japan (2)Shigeru Shimba

Philippines Henry Ong

USA (2)Charlie Weeks

Finland Veli-Pekka Pihlainen

Korea (1)Lee, Kyung-Hee

Portugal Jose Antonio Cavaco

Vietnam (1)Adrian Leong

Korea (2)Seung Kyo Cheung

Romania Constantin Anton

Vietnam (2)Ngo Le Thu

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Calendar of Events 世界特许经营活动表

2015 April 四月 9 – 12

Coffee Expo Seoul 2015 Seoul, Korea http://coffeexpo.info/

21 – 23

22 – 23

3–5

China Franchise Expo at SNIEC, Pudong, Shanghai Shanghai, China www.chinafranchiseexpo.com

Food & Hotel Vietnam 2015 HCMC, Vietnam www.foodnhotelvietnam.com

3–5

KFA Korea Franchise Business Expo Seoul, Korea www.kfaexpo.kr

Retail World Asia 2015 Suntec, Singapore www.terrapinn.com

12 – 14

Franchise & Licensing Expo, Indonesia FLEI 2015 Jakarta, Indonesia www.franchise-expo.co.id

17 – 19

RetailEX ASEAN 2015 & FranchisEX ASEAN 2015 Bangkok, Thailand www.franchisexasean.com

May 五月 6–8

SIAL, China 2015 Shanghai, China www.sialchina.com

16 – 18

China Franchise Expo – Beijing, China National Convention Centre Beijing, China www.chinafranchiseexpo.com

20 – 24

THAIFEX World of Food Asia 2015 Bangkok, Thailand www.worldoffoodasia.com

29 – 31

Int’l Frabchise, License & Biz Concept 2015 & Conference – IFRA 2015 @ JCC Jakarta, Indonesia www.ifra-indonesia.com

June 六月 12 – 14

Franchise International Malaysia (FIM 2015) Kuala Lumpur, Malaysia www.mfa.org.my

12 – 14

Franchise Asia Philippines (FAPHL 2015) Manila, Philippines www. Franchiseasiaphl2015.com.ph

12 – 14

September 九月

China Franchise Expo – Chengdu Chengdu, China www.chinafranchiseexpo.com

July 七月 3–5

Macau Franchise Expo 2015 Macau www.mfe.mo

16 – 19

Thailand Franchise & Business Opportunities (TFBO 2015) Show – BITEC Bangkok, Thailand www.thailandfranchising.com

October 十月 6–8

Cambodia Franchise Show co-located with CamFood '15 Angkor COEX, Siam Reap www.ambexpo.com

11 – 13

FCA (Australia) Annual Conference Australia http://www.franchise.org.au/event-calendar. html?m=10&y=2015

29 – 31

FLAsia 2015 Show at MBS Hall B & C MBS, Singapore www.FranchiseLicenseasia.com

November 十一月 5–7

Vietnam Int’l Retail & Franchise (VIRF) 2015 Show – at SECC HCMC, Vietnam www.coex.co.kr

26 – 28

Myanmar Franchise Show co-located with MyanFood '15 Myanmar Event Park, Yangon www.ambexpo.com

December 十二月 3–5

World SME 2015 Show Hong Kong www.hktdc.com/worldsmeexpo