To franchise, businesses need to keep 30-40% of the Vietnamese "soul".

(Dan Tri) - "When going global, businesses have to start from scratch. To survive and develop, the model also needs to be highly localized," Ms. Phi Van, a franchising expert, emphasized.

“In addition to the founder, the business team must also know how to learn and have an open mind to be able to go out into the world . It can be understood simply as the human resources need to develop at the speed of 'becoming Phu Dong overnight', because after signing a contract, the next day it must change immediately” is a notable share of Ms. Nguyen Phi Van.

Ms. Phi Van is a franchising expert and president of the Southeast Asia Angel Investment Network. She shared this at the signing ceremony of the exclusive franchise contract to bring the 24/7 coffee chain - Three O'Clock - to the Jakarta market (Indonesia).

The percentage of Vietnamese "spirit" that needs to be retained must be at least 30-40%.

According to Ms. Van, human resources is a very "headache" problem in Vietnam, especially for new brands when they want to franchise. Compared to the world, Vietnamese businesses are almost "losing" in every aspect. Therefore, foreign partners only agree to franchise when they see that the unit has an open mind and a basis for expansion.

“When going global, businesses have to start from scratch. To survive and develop, the model also needs to be highly local,” Ms. Phi Van emphasized.

This person added that although businesses need to retain Vietnamese features, they cannot embrace 100% across borders, because actual conditions do not allow it. At that time, businesses will have to do the opposite problem.

For example, in the F&B industry, businesses must consider what price consumers in that country will accept compared to the Southeast Asian region, and then recalculate input materials from that price. There will be markets where they can use local alternative materials, but there will also be places where they have to bring materials from Vietnam. In general, according to Ms. Van, the percentage of Vietnamese "spirit" that needs to be retained must be at least 30-40%.

A series of Vietnamese brands "bringing their bells to ring in foreign lands"

In fact, the wave of “bringing bells to strike foreign lands” in Vietnam is very popular. In the near future, the first Three O'Clock branch will open in Kebayoran Baru, South Jakarta, Indonesia in early December this year, operating 24/7.

Previously, Teatime Joint Stock Company - the operator of the Three O'Clock coffee chain - has just signed an exclusive contract with FranGlobal to develop a secondary franchise system in India, Nepal, Sri Lanka and Bangladesh, with a commitment to open at least 100 branches within 10 years.

Three O'Clock signs franchise agreement in Indonesia (Photo: DT).

From a business perspective, Teatime founder and CEO, Ms. Thuan Nguyen, owner of the Three O'Clock brand: "To build an international brand, not only creativity is needed, but also long-term vision, understanding of the culture of each market, and especially reliable strategic partners.

According to Ms. Van, if in the past, businesses had awareness but struggled to know how to develop the world market, recently there have been a number of successful programs or examples to demonstrate and guide Vietnamese brands.

“I am sure that in the next 3 years, we will witness many more spectacular deals, as Vietnamese brands continue to conquer large, demanding, potential markets in the world,” Ms. Nguyen Phi Van emphasized.

Before Three O'Clock, many Vietnamese coffee brands also "brought bells to strike foreign lands" such as Trung Nguyen Legend, Cong Coffee... In December 2022, the Trung Nguyen Legend Coffee World model opened its first space in the world in the downtown area of ​​Shanghai, China, then moved to the US market.

Also in China, Chi Pu opened a pho shop, selling bowls of pho that are introduced as authentic Northern flavors, priced at around 300,000 VND/bowl. Or the milk tea brand Phuc Tea has successfully franchised 2 HappiTea stores (the international name of Phuc Tea) in the Philippines. Information from Go Global said that Phuc Tea has "closed" the contract and is about to be present in India...

Source: https://dantri.com.vn/kinh-doanh/muon-nhuong-quyen-doanh-nghiep-can-giu-duoc-30-40-than-hon-viet-20251016131316879.htm