<p>編譯：Thu Trà</p>
<p>河內——在國外特許經營正成為企業，尤其是初創企業，快速擴展業務、提升品牌知名度和開闢國際市場原材料及服務銷售新渠道的有效策略。</p>
<p>儘管機會顯著，但專家表示，成功取決於每個企業內部能力和準備情況，以便利用這些機會。</p>
<p><strong>通過特許經營實現全球擴張</strong></p>
<p>隨着全球特許經營模式的蓬勃發展，越南初創企業，特別是在食品和飲料（F&amp;B）行業，越來越將國際市場視為關鍵增長途徑。雖然像高地咖啡和中原傳奇這樣的知名品牌已經在海外開闢了道路，但新一代充滿活力和創意的品牌，如三點鐘、HappiTea 和 Pho’S，正在國際擴張的下一波浪潮中嶄露頭角。</p>
<p>在這些新興明星中，咖啡連鎖品牌三點鐘正在積極佈局。該品牌計劃在下個季度在印度開設首批五家特許經營店，此前與 FranGlobal 達成了協議。該協議還包括尼泊爾、斯里蘭卡和孟加拉國的特許經營權，_thesaigontimes.vn_報道。</p>
<p>三點鐘的創始人兼首席執行官阮順表示，她的公司計劃在未來十年內開設至少 100 家門店。</p>
<p>她強調，年輕人羣體從茶轉向咖啡的全球趨勢是一個重要的市場驅動因素。此外，她的品牌最近簽署了第二份獨家國際特許經營協議，擴展到海灣合作委員會（GCC）內的國家。</p>
<p>另一個亮點是 Phuc Tea，其特許經營品牌 HappiTea 已在菲律賓建立了業務，並正在擴展到印度、阿聯酋、沙特阿拉伯、科威特和卡塔爾。</p>
<p>一些越南初創企業在服務行業也開始走向國際。</p>
<p>利用競爭優勢，Gozo 公司在泰國簽署了三份特許經營合同，為東盟地區的物流服務發展開闢了潛力。</p>
<p>根據首席執行官潘維明的説法，Gozo 的優勢在於其服務價格低約 30%，且其特許經營模式免費，僅要求合作伙伴投資場地，幫助快速擴展而無需大量資本。</p>
<p>與此同時，Care With Love 為媽媽和嬰兒提供居家健康護理服務，已在柬埔寨邁出了國際特許經營的第一步。經過近四個月的運營，柬埔寨特許經營店已實現約 80% 的收入目標。</p>
<p>在此基礎上，該公司計劃進一步擴展到迪拜和其他中東市場，並正在與菲律賓進行談判，董事會主席陳韶薇表示。</p>
<p>根據韋的説法，服務行業成功特許經營的關鍵在於標準化運營流程和選擇經驗豐富的當地合作伙伴。她表示，在招聘、培訓和監督方面提供全面支持對於確保服務質量的一致性和在國際市場上長期特許經營的成功至關重要。</p>
<p><strong>未開發的潛力</strong></p>
<p>令人鼓舞的跡象表明，越南初創企業越來越多地將特許經營作為一種靈活且可擴展的國際擴張策略。通過利用數字平台和形成戰略合作伙伴關係，這些企業旨在系統性地進入全球市場。</p>
<p>然而，儘管興趣日益增長且初步勢頭明顯，越南在國際特許經營領域的存在仍然有限。</p>
<p>即使是越南最知名的特許經營品牌之一 Napoli Coffee，在全國擁有超過 3000 家門店，目前在老撾、馬來西亞、韓國和中國僅運營四家國際門店。</p>
<p>根據 Napoli Coffee 出口進口貿易生產股份公司的首席執行官阮德興的説法，這些海外門店主要由個別海外越南特許經營者運營，尚未採用標準化、專業的特許經營模式。</p>
<p>對此，該公司目前正在制定國際特許經營標準，目標是在未來五年內將海外門店擴展到 100 家，他補充道。</p>
<p>專家表示，如果執行得當，食品和服務行業在國際擴張方面具有顯著潛力。然而，小型越南企業在進入外國市場時常常面臨與專業化、運營系統和品牌信任相關的重大障礙。</p>
<p>主要挑戰包括地理距離、語言障礙、保持運營控制、確保服務質量一致性、出口原材料和確保合格工人。</p>
<p>專家指出，飲料、紡織和鞋類等其他有前景的行業也適合越南特許經營企業。通過利用當地資源，這些公司有潛力提升價值鏈，例如，通過將茶加工成增值產品如奶茶，而不是出口原材料。</p>
<p>在紡織和鞋類行業，建立獨立品牌的潛力正在增長，而不僅僅是作為製造中心。特許經營趨勢也在擴展到技術初創企業，包括物流、虛擬現實和增強現實等新興領域。</p>
<p>根據特許經營專家阮菲雲的説法，特許經營是各行業國際市場擴張的有效策略。農業產品如茶和咖啡已經證明了這種方法的成功。當有效特許經營時，這些產品的價值可以增加 30 到 70 倍，得益於原材料、配件和品牌。</p>
<p>市場研究公司 Technavio 預測，全球特許經營行業將以每年約 10% 的速度增長，到 2027 年達到 4.38 萬億美元的價值。 — VNS</p>

<p>越南初創企業越來越多地將特許經營作為全球擴張的策略，特別是在食品和飲料行業。像 Three O’Clock 和 HappiTea 這樣的知名品牌正在國際市場上取得進展，計劃在印度和阿聯酋等國家大規模開設門店。儘管潛力巨大，但專業性和運營控制等挑戰依然存在。專家認為，飲料、紡織和技術等行業也對特許經營充滿希望，因為越南企業旨在利用當地資源並提升品牌在海外的知名度</p>

<p>Compiled by Thu Trà</p>
<div class="lb-trans"><p>編譯：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>河內——在國外特許經營正成為企業，尤其是初創企業，快速擴展業務、提升品牌知名度和開闢國際市場原材料及服務銷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>儘管機會顯著，但專家表示，成功取決於每個企業內部能力和準備情況，以便利用這些機會。</p>
</div><p><strong>Global expansion through franchising</strong></p>
<div class="lb-trans"><p><strong>通過特許經營實現全球擴張</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>隨着全球特許經營模式的蓬勃發展，越南初創企業，特別是在食品和飲料（F&amp;B）行業，越來越將國際市場視為關鍵增長途徑。雖然像高地咖啡和中原傳奇這樣的知名品牌已經在海外開闢了道路，但新一代充滿活力和創意的品牌，如三點鐘、HappiTea 和 Pho’S，正在國際擴張的下一波浪潮中嶄露頭角。</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>在這些新興明星中，咖啡連鎖品牌三點鐘正在積極佈局。該品牌計劃在下個季度在印度開設首批五家特許經營店，此前與 FranGlobal 達成了協議。該協議還包括尼泊爾、斯里蘭卡和孟加拉國的特許經營權，_thesaigontimes.vn_報道。</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>三點鐘的創始人兼首席執行官阮順表示，她的公司計劃在未來十年內開設至少 100 家門店。</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>她強調，年輕人羣體從茶轉向咖啡的全球趨勢是一個重要的市場驅動因素。此外，她的品牌最近簽署了第二份獨家國際特許經營協議，擴展到海灣合作委員會（GCC）內的國家。</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>另一個亮點是 Phuc Tea，其特許經營品牌 HappiTea 已在菲律賓建立了業務，並正在擴展到印度、阿聯酋、沙特阿拉伯、科威特和卡塔爾。</p>
</div><p>Some Vietnamese start-ups in the service sector have also started to go international.</p>
<div class="lb-trans"><p>一些越南初創企業在服務行業也開始走向國際。</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>利用競爭優勢，Gozo 公司在泰國簽署了三份特許經營合同，為東盟地區的物流服務發展開闢了潛力。</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>根據首席執行官潘維明的説法，Gozo 的優勢在於其服務價格低約 30%，且其特許經營模式免費，僅要求合作伙伴投資場地，幫助快速擴展而無需大量資本。</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>與此同時，Care With Love 為媽媽和嬰兒提供居家健康護理服務，已在柬埔寨邁出了國際特許經營的第一步。經過近四個月的運營，柬埔寨特許經營店已實現約 80% 的收入目標。</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>在此基礎上，該公司計劃進一步擴展到迪拜和其他中東市場，並正在與菲律賓進行談判，董事會主席陳韶薇表示。</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>根據韋的説法，服務行業成功特許經營的關鍵在於標準化運營流程和選擇經驗豐富的當地合作伙伴。她表示，在招聘、培訓和監督方面提供全面支持對於確保服務質量的一致性和在國際市場上長期特許經營的成功至關重要。</p>
</div><p><strong>Untapped potential</strong></p>
<div class="lb-trans"><p><strong>未開發的潛力</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>令人鼓舞的跡象表明，越南初創企業越來越多地將特許經營作為一種靈活且可擴展的國際擴張策略。通過利用數字平台和形成戰略合作伙伴關係，這些企業旨在系統性地進入全球市場。</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，儘管興趣日益增長且初步勢頭明顯，越南在國際特許經營領域的存在仍然有限。</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許經營品牌之一 Napoli Coffee，在全國擁有超過 3000 家門店，目前在老撾、馬來西亞、韓國和中國僅運營四家國際門店。</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>根據 Napoli Coffee 出口進口貿易生產股份公司的首席執行官阮德興的説法，這些海外門店主要由個別海外越南特許經營者運營，尚未採用標準化、專業的特許經營模式。</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>對此，該公司目前正在制定國際特許經營標準，目標是在未來五年內將海外門店擴展到 100 家，他補充道。</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>專家表示，如果執行得當，食品和服務行業在國際擴張方面具有顯著潛力。然而，小型越南企業在進入外國市場時常常面臨與專業化、運營系統和品牌信任相關的重大障礙。</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>主要挑戰包括地理距離、語言障礙、保持運營控制、確保服務質量一致性、出口原材料和確保合格工人。</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>專家指出，飲料、紡織和鞋類等其他有前景的行業也適合越南特許經營企業。通過利用當地資源，這些公司有潛力提升價值鏈，例如，通過將茶加工成增值產品如奶茶，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>在紡織和鞋類行業，建立獨立品牌的潛力正在增長，而不僅僅是作為製造中心。特許經營趨勢也在擴展到技術初創企業，包括物流、虛擬現實和增強現實等新興領域。</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>根據特許經營專家阮菲雲的説法，特許經營是各行業國際市場擴張的有效策略。農業產品如茶和咖啡已經證明了這種方法的成功。當有效特許經營時，這些產品的價值可以增加 30 到 70 倍，得益於原材料、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>市場研究公司 Technavio 預測，全球特許經營行業將以每年約 10% 的速度增長，到 2027 年達到 4.38 萬億美元的價值。 — VNS</p>
</div>

越南的初創企業正通過戰略特許經營來開拓全球市場