{"id":291719,"date":"2014-09-09T07:28:00","date_gmt":"2014-09-09T06:28:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-croissance-des-franchises-passe-de-plus-en-plus-par-linternational-5607"},"modified":"2019-09-19T09:47:50","modified_gmt":"2019-09-19T08:47:50","slug":"la-croissance-des-franchises-passe-de-plus-en-plus-par-linternational-5607","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-croissance-des-franchises-passe-de-plus-en-plus-par-linternational-5607","title":{"rendered":"La croissance des franchises passe de plus en plus par l\u2019international"},"content":{"rendered":"
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Le march\u00e9 fran\u00e7ais marche au ralenti et pour continuer \u00e0 cro\u00eetre, les franchises cherchent des leviers en se tournant vers l\u2019international. Cependant sortir des fronti\u00e8res ne s\u2019improvise pas et n\u00e9cessite des ressources humaines, des capitaux et l\u2019adaptation du concept aux habitudes de consommation du pays vis\u00e9 tout en gardant son identit\u00e9.

30% des franchiseurs ont franchi les fronti\u00e8res de l\u2019hexagone<\/b> contre 18% en 2012 et 30% envisagent de le faire dans les deux ans qui suivent (source FFF).  Largement en t\u00eate des r\u00e9seaux fran\u00e7ais pr\u00e9sents \u00e0 l\u2019export , l\u2019\u00e9quipement \u00e0 la personne<\/a> avec 122 r\u00e9seaux,<\/b>  suivi de la coiffure et esth\u00e9tique<\/a> ( 42), le commerce sp\u00e9cialis\u00e9<\/a> (32), l\u2019\u00e9quipement de la maison<\/a> (27),  la restauration rapide<\/a> (26).<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un choix strat\u00e9gique? Un concept exportable ? <\/h3>\n
Compte tenu des investissements \u00e0 pr\u00e9voir pour bien exporter son concept, ce ne peut pas \u00eatre un choix conjoncturel ou un compl\u00e9ment de chiffre d\u2019affaires. En d\u2019autres termes, si la France stagne, penser que vendre ailleurs, cela apportera toujours du chiffre, c\u2019est avoir une vue tronqu\u00e9e de ce que repr\u00e9sente l\u2019exportation d\u2019un concept.
Pour r\u00e9ussir, il faut avoir une strat\u00e9gie volontariste de sortir des fronti\u00e8res et une culture d\u2019entreprise tourn\u00e9e vers le monde<\/b>. Se poser la question de base : mon concept est-il exportable culturellement et si oui comment conserver un minimum de produits et de services communs \u00e0 tous les pays. Sans ce tronc commun,  le concept perd son originalit\u00e9 et son identit\u00e9. Le concept universel n\u2019existe pas<\/b> mais la mondialisation est pass\u00e9e par l\u00e0. Prenons l\u2019exemple de la franchise Subway, la base reste la m\u00eame dans le monde entier : sandwiches, produits frais, compos\u00e9s \u00e0 la demande. Les ingr\u00e9dients peuvent varier d\u2019un continent \u00e0 l\u2019autre, la formule reste inchang\u00e9e. Avec 41 000 points de vente dans 105 pays, Subway<\/a> est le premier r\u00e9seau de restauration rapide dans le monde.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Trouver les partenaires locaux ou master franchis\u00e9 <\/h3>\n
Il y a deux fa\u00e7ons de s\u2019implanter \u00e0 l\u2019\u00e9tranger : en recrutant directement des franchis\u00e9s ou via un master franchis\u00e9<\/b>. Chaque pays a sa l\u00e9gislation et c\u2019est souvent le premier obstacle \u00e0 surmonter. Une m\u00e9connaissance des habitudes locales de l\u2019administration, de la r\u00e8glementation peut faire capoter un projet rapidement. Il faut donc trouver des partenaires locaux qui maitrisent bien tous les rouages du \u00ab business \u00bb avant m\u00eame de recruter. c\u2019est semble-t-il le passage le plus difficile selon 64% des franchiseurs. <\/p>\n

Autre formule : <\/b> la master franchise<\/a><\/b>. Le franchis\u00e9 d\u00e9tient par contrat l’exclusivit\u00e9 d’une franchise pour un territoire donn\u00e9 (r\u00e9gional ou national) avec l’autorisation et le devoir de sous-franchiser et de d\u00e9velopper le r\u00e9seau. Aujourd\u2019hui, ce sont des groupes commerciaux ou industriels qui prennent en charge le d\u00e9veloppement en franchise sur des pays cibles. Ainsi le groupe libanais Azadea est sp\u00e9cialis\u00e9 dans l\u2019implantation au Moyen-Orient de franchises de v\u00eatements (Zara ou Promod par exemple).  <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La France garde \u00e0 travers le monde une image de qualit\u00e9 et de raffinement ; mais cela ne suffit pas et il faut pour les franchiseurs d\u00e9tecter les march\u00e9s porteurs et d\u00e9velopper un savoir-faire international avec une vraie facult\u00e9 d\u2019adaptation tout en se donnant les ressources d\u00e9di\u00e9es. <\/b> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Profitez des rendez-vous experts et des ateliers qu’AC Franchise organise<\/a> au salon Cr\u00e9er les 15 et 16 septembre et \u00e0 Paris le 23 septembre.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le march\u00e9 fran\u00e7ais marche au ralenti et pour continuer \u00e0 cro\u00eetre, les franchises cherchent des leviers en se tournant vers l\u2019international. Cependant sortir des fronti\u00e8res ne s\u2019improvise pas et n\u00e9cessite des ressources humaines, des capitaux et l\u2019adaptation du concept aux habitudes de consommation du pays vis\u00e9 tout en gardant son identit\u00e9. 30% des franchiseurs ont […]<\/p>\n","protected":false},"author":42,"featured_media":287339,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[],"class_list":["post-291719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nLa croissance des franchises passe de plus en plus par l\u2019international<\/title>\n<meta name=\"description\" content=\"Le march\u00e9 fran\u00e7ais marche au ralenti et pour continuer \u00e0 cro\u00eetre, les franchises cherchent des leviers en se tournant vers l\u2019international. 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