<p>编译：Thu Trà</p>
<p>河内——在国外特许经营正成为企业，尤其是初创企业，快速扩展业务、提升品牌知名度和开辟国际市场原材料及服务销售新渠道的有效策略。</p>
<p>尽管机会显著，但专家表示，成功取决于每个企业内部能力和准备情况，以便利用这些机会。</p>
<p><strong>通过特许经营实现全球扩张</strong></p>
<p>随着全球特许经营模式的蓬勃发展，越南初创企业，特别是在食品和饮料（F&amp;B）行业，越来越将国际市场视为关键增长途径。虽然像高地咖啡和中原传奇这样的知名品牌已经在海外开辟了道路，但新一代充满活力和创意的品牌，如三点钟、HappiTea 和 Pho’S，正在国际扩张的下一波浪潮中崭露头角。</p>
<p>在这些新兴明星中，咖啡连锁品牌三点钟正在积极布局。该品牌计划在下个季度在印度开设首批五家特许经营店，此前与 FranGlobal 达成了协议。该协议还包括尼泊尔、斯里兰卡和孟加拉国的特许经营权，_thesaigontimes.vn_报道。</p>
<p>三点钟的创始人兼首席执行官阮顺表示，她的公司计划在未来十年内开设至少 100 家门店。</p>
<p>她强调，年轻人群体从茶转向咖啡的全球趋势是一个重要的市场驱动因素。此外，她的品牌最近签署了第二份独家国际特许经营协议，扩展到海湾合作委员会（GCC）内的国家。</p>
<p>另一个亮点是 Phuc Tea，其特许经营品牌 HappiTea 已在菲律宾建立了业务，并正在扩展到印度、阿联酋、沙特阿拉伯、科威特和卡塔尔。</p>
<p>一些越南初创企业在服务行业也开始走向国际。</p>
<p>利用竞争优势，Gozo 公司在泰国签署了三份特许经营合同，为东盟地区的物流服务发展开辟了潜力。</p>
<p>根据首席执行官潘维明的说法，Gozo 的优势在于其服务价格低约 30%，且其特许经营模式免费，仅要求合作伙伴投资场地，帮助快速扩展而无需大量资本。</p>
<p>与此同时，Care With Love 为妈妈和婴儿提供居家健康护理服务，已在柬埔寨迈出了国际特许经营的第一步。经过近四个月的运营，柬埔寨特许经营店已实现约 80% 的收入目标。</p>
<p>在此基础上，该公司计划进一步扩展到迪拜和其他中东市场，并正在与菲律宾进行谈判，董事会主席陈韶薇表示。</p>
<p>根据韦的说法，服务行业成功特许经营的关键在于标准化运营流程和选择经验丰富的当地合作伙伴。她表示，在招聘、培训和监督方面提供全面支持对于确保服务质量的一致性和在国际市场上长期特许经营的成功至关重要。</p>
<p><strong>未开发的潜力</strong></p>
<p>令人鼓舞的迹象表明，越南初创企业越来越多地将特许经营作为一种灵活且可扩展的国际扩张策略。通过利用数字平台和形成战略合作伙伴关系，这些企业旨在系统性地进入全球市场。</p>
<p>然而，尽管兴趣日益增长且初步势头明显，越南在国际特许经营领域的存在仍然有限。</p>
<p>即使是越南最知名的特许经营品牌之一 Napoli Coffee，在全国拥有超过 3000 家门店，目前在老挝、马来西亚、韩国和中国仅运营四家国际门店。</p>
<p>根据 Napoli Coffee 出口进口贸易生产股份公司的首席执行官阮德兴的说法，这些海外门店主要由个别海外越南特许经营者运营，尚未采用标准化、专业的特许经营模式。</p>
<p>对此，该公司目前正在制定国际特许经营标准，目标是在未来五年内将海外门店扩展到 100 家，他补充道。</p>
<p>专家表示，如果执行得当，食品和服务行业在国际扩张方面具有显著潜力。然而，小型越南企业在进入外国市场时常常面临与专业化、运营系统和品牌信任相关的重大障碍。</p>
<p>主要挑战包括地理距离、语言障碍、保持运营控制、确保服务质量一致性、出口原材料和确保合格工人。</p>
<p>专家指出，饮料、纺织和鞋类等其他有前景的行业也适合越南特许经营企业。通过利用当地资源，这些公司有潜力提升价值链，例如，通过将茶加工成增值产品如奶茶，而不是出口原材料。</p>
<p>在纺织和鞋类行业，建立独立品牌的潜力正在增长，而不仅仅是作为制造中心。特许经营趋势也在扩展到技术初创企业，包括物流、虚拟现实和增强现实等新兴领域。</p>
<p>根据特许经营专家阮菲云的说法，特许经营是各行业国际市场扩张的有效策略。农业产品如茶和咖啡已经证明了这种方法的成功。当有效特许经营时，这些产品的价值可以增加 30 到 70 倍，得益于原材料、配件和品牌。</p>
<p>市场研究公司 Technavio 预测，全球特许经营行业将以每年约 10% 的速度增长，到 2027 年达到 4.38 万亿美元的价值。 — VNS</p>

<p>越南初创企业越来越多地将特许经营作为全球扩张的策略，特别是在食品和饮料行业。像 Three O’Clock 和 HappiTea 这样的知名品牌正在国际市场上取得进展，计划在印度和阿联酋等国家大规模开设门店。尽管潜力巨大，但专业性和运营控制等挑战依然存在。专家认为，饮料、纺织和技术等行业也对特许经营充满希望，因为越南企业旨在利用当地资源并提升品牌在海外的知名度</p>

<p>Compiled by Thu Trà</p>
<div class="lb-trans"><p>编译：Thu Trà</p>
</div><p>HÀ NỘI — Franchising abroad is emerging as an effective strategy for businesses — especially start-ups — to rapidly scale up their operations, enhance brand recognition and open new channels to sell raw materials and services in international markets.</p>
<div class="lb-trans"><p>河内——在国外特许经营正成为企业，尤其是初创企业，快速扩展业务、提升品牌知名度和开辟国际市场原材料及服务销售新渠道的有效策略。</p>
</div><p>While the opportunities are significant, experts said that success hinges on the internal capabilities and readiness of each business to capitalise on these prospects.</p>
<div class="lb-trans"><p>尽管机会显著，但专家表示，成功取决于每个企业内部能力和准备情况，以便利用这些机会。</p>
</div><p><strong>Global expansion through franchising</strong></p>
<div class="lb-trans"><p><strong>通过特许经营实现全球扩张</strong></p>
</div><p>As the global franchising model gains momentum, Vietnamese start-ups — particularly in the food and beverage (F&amp;B) sector — are increasingly eyeing international markets as a key growth avenue. While established names like Highlands Coffee and Trung Nguyen Legend have paved the way abroad, a new generation of dynamic, creative brands such as Three O’Clock, HappiTea and Pho’S are taking centre stage in this next wave of international expansion.</p>
<div class="lb-trans"><p>随着全球特许经营模式的蓬勃发展，越南初创企业，特别是在食品和饮料（F&amp;B）行业，越来越将国际市场视为关键增长途径。虽然像高地咖啡和中原传奇这样的知名品牌已经在海外开辟了道路，但新一代充满活力和创意的品牌，如三点钟、HappiTea 和 Pho’S，正在国际扩张的下一波浪潮中崭露头角。</p>
</div><p>Among the rising stars, coffee chain Three O’Clock is making notable moves. The brand is set to open its first five franchise stores in India in the next quarter, following a deal with FranGlobal earlier this year. The deal also includes franchise rights for Nepal, Sri Lanka and Bangladesh, <em>thesaigontimes.vn</em> reported.</p>
<div class="lb-trans"><p>在这些新兴明星中，咖啡连锁品牌三点钟正在积极布局。该品牌计划在下个季度在印度开设首批五家特许经营店，此前与 FranGlobal 达成了协议。该协议还包括尼泊尔、斯里兰卡和孟加拉国的特许经营权，_thesaigontimes.vn_报道。</p>
</div><p>Three O'Clock founder and CEO Thuận Nguyễn told <em>thesaigontimes.vn</em> that her firm aims to open at least 100 stores over the next decade.</p>
<div class="lb-trans"><p>三点钟的创始人兼首席执行官阮顺表示，她的公司计划在未来十年内开设至少 100 家门店。</p>
</div><p>She highlighted a growing global shift from tea to coffee among younger demographics as a key market driver. In addition, her brand has recently inked a second exclusive international franchise agreement, expanding into countries within the Gulf Cooperation Council (GCC).</p>
<div class="lb-trans"><p>她强调，年轻人群体从茶转向咖啡的全球趋势是一个重要的市场驱动因素。此外，她的品牌最近签署了第二份独家国际特许经营协议，扩展到海湾合作委员会（GCC）内的国家。</p>
</div><p>Another standout is Phuc Tea, whose franchise brand HappiTea has established a presence in the Philippines and is now expanding into India, the UAE, Saudi Arabia, Kuwait and Qatar.</p>
<div class="lb-trans"><p>另一个亮点是 Phuc Tea，其特许经营品牌 HappiTea 已在菲律宾建立了业务，并正在扩展到印度、阿联酋、沙特阿拉伯、科威特和卡塔尔。</p>
</div><p>Some Vietnamese start-ups in the service sector have also started to go international.</p>
<div class="lb-trans"><p>一些越南初创企业在服务行业也开始走向国际。</p>
</div><p>Taking advantage of competitive costs, Gozo Company has signed three franchise contracts in Thailand, opening up the potential for logistics service development in the ASEAN region.</p>
<div class="lb-trans"><p>利用竞争优势，Gozo 公司在泰国签署了三份特许经营合同，为东盟地区的物流服务发展开辟了潜力。</p>
</div><p>According to CEO Phan Duy Minh, Gozo's advantage lies in its service prices being about 30 per cent lower and its free franchise method, which only requires partners to invest in space, helping to expand quickly without needing large capital.</p>
<div class="lb-trans"><p>根据首席执行官潘维明的说法，Gozo 的优势在于其服务价格低约 30%，且其特许经营模式免费，仅要求合作伙伴投资场地，帮助快速扩展而无需大量资本。</p>
</div><p>Meanwhile, Care With Love, which offers health care services for moms and babies at home, has marked its first step into international franchising with the opening of a branch in Cambodia. After nearly four months of operation, the Cambodian franchise has already achieved approximately 80 per cent of its revenue target.</p>
<div class="lb-trans"><p>与此同时，Care With Love 为妈妈和婴儿提供居家健康护理服务，已在柬埔寨迈出了国际特许经营的第一步。经过近四个月的运营，柬埔寨特许经营店已实现约 80% 的收入目标。</p>
</div><p>Building on this momentum, the company is planning further expansion into Dubai and other Middle Eastern markets, and is currently in negotiations to enter the Philippines, the online newspaper cited Chairwoman of the Board of Directors Trần Thảo Vi as saying.</p>
<div class="lb-trans"><p>在此基础上，该公司计划进一步扩展到迪拜和其他中东市场，并正在与菲律宾进行谈判，董事会主席陈韶薇表示。</p>
</div><p>According to Vi, the key to successful franchising in the service sector lies in standardising operational processes and selecting experienced local partners. She said that comprehensive support across recruitment, training and supervision is essential for ensuring consistent service quality and long-term franchise success in international markets.</p>
<div class="lb-trans"><p>根据韦的说法，服务行业成功特许经营的关键在于标准化运营流程和选择经验丰富的当地合作伙伴。她表示，在招聘、培训和监督方面提供全面支持对于确保服务质量的一致性和在国际市场上长期特许经营的成功至关重要。</p>
</div><p><strong>Untapped potential</strong></p>
<div class="lb-trans"><p><strong>未开发的潜力</strong></p>
</div><p>Encouraging signs show that Vietnamese start-ups are increasingly adopting franchising as a flexible and scalable strategy for international expansion. By leveraging digital platforms and forming strategic partnerships, these businesses aim to systematically tap into global markets.</p>
<div class="lb-trans"><p>令人鼓舞的迹象表明，越南初创企业越来越多地将特许经营作为一种灵活且可扩展的国际扩张策略。通过利用数字平台和形成战略合作伙伴关系，这些企业旨在系统性地进入全球市场。</p>
</div><p>However, despite the growing interest and early momentum, Việt Nam's presence in the international franchising landscape remains limited.</p>
<div class="lb-trans"><p>然而，尽管兴趣日益增长且初步势头明显，越南在国际特许经营领域的存在仍然有限。</p>
</div><p>Even Napoli Coffee, one of Việt Nam’s most prominent franchise brands with over 3,000 stores nationwide, currently operates only four international outlets in Laos, Malaysia, South Korea and China.</p>
<div class="lb-trans"><p>即使是越南最知名的特许经营品牌之一 Napoli Coffee，在全国拥有超过 3000 家门店，目前在老挝、马来西亚、韩国和中国仅运营四家国际门店。</p>
</div><p>According to Nguyễn Đức Hưng, CEO of brand owner Napoli Coffee Export Import Trading Production JSC, these overseas stores are primarily operated by individual overseas Vietnamese franchisees and have yet to adopt a standardised, professional franchising model.</p>
<div class="lb-trans"><p>根据 Napoli Coffee 出口进口贸易生产股份公司的首席执行官阮德兴的说法，这些海外门店主要由个别海外越南特许经营者运营，尚未采用标准化、专业的特许经营模式。</p>
</div><p>In response, the company is now developing international franchising standards, with the goal of expanding its footprint to 100 overseas stores within the next five years, he added.</p>
<div class="lb-trans"><p>对此，该公司目前正在制定国际特许经营标准，目标是在未来五年内将海外门店扩展到 100 家，他补充道。</p>
</div><p>Experts said that the food and service sectors hold significant potential for international expansion if executed properly. However, small Vietnamese businesses often face major hurdles related to professionalism, operational systems and brand trust when entering foreign markets.</p>
<div class="lb-trans"><p>专家表示，如果执行得当，食品和服务行业在国际扩张方面具有显著潜力。然而，小型越南企业在进入外国市场时常常面临与专业化、运营系统和品牌信任相关的重大障碍。</p>
</div><p>Key challenges include geographical distance, language barriers, maintaining operational control, ensuring consistent service quality, exporting raw materials and securing qualified workers.</p>
<div class="lb-trans"><p>主要挑战包括地理距离、语言障碍、保持运营控制、确保服务质量一致性、出口原材料和确保合格工人。</p>
</div><p>Other promising sectors for Vietnamese franchising businesses include beverages, textiles and footwear, experts note. By leveraging local resources, these firms have the potential to move up the value chain — for example, by processing tea into value-added products like milk tea, rather than exporting raw materials.</p>
<div class="lb-trans"><p>专家指出，饮料、纺织和鞋类等其他有前景的行业也适合越南特许经营企业。通过利用当地资源，这些公司有潜力提升价值链，例如，通过将茶加工成增值产品如奶茶，而不是出口原材料。</p>
</div><p>In the textile and footwear industries, there is growing potential for building independent brands instead of remaining solely as manufacturing hubs. The franchising trend is also expanding into technology start-ups, including in emerging fields such as logistics, virtual reality and augmented reality.</p>
<div class="lb-trans"><p>在纺织和鞋类行业，建立独立品牌的潜力正在增长，而不仅仅是作为制造中心。特许经营趋势也在扩展到技术初创企业，包括物流、虚拟现实和增强现实等新兴领域。</p>
</div><p>Franchising is an effective strategy for international market expansion across all sectors, according to franchise expert Nguyễn Phi Vân. Agricultural products such as tea and coffee have demonstrated the success of this approach. When franchised effectively, these products have seen their value increase by 30 to 70 times, thanks to raw materials, accessories and branding.</p>
<div class="lb-trans"><p>根据特许经营专家阮菲云的说法，特许经营是各行业国际市场扩张的有效策略。农业产品如茶和咖啡已经证明了这种方法的成功。当有效特许经营时，这些产品的价值可以增加 30 到 70 倍，得益于原材料、配件和品牌。</p>
</div><p>Market research firm Technavio has projected the global franchising industry to grow by approximately 10 per cent annually, reaching a value of US$4.38 trillion by 2027. — VNS</p>
<div class="lb-trans"><p>市场研究公司 Technavio 预测，全球特许经营行业将以每年约 10% 的速度增长，到 2027 年达到 4.38 万亿美元的价值。 — VNS</p>
</div>

越南的初创企业正通过战略特许经营来开拓全球市场