{"id":291977,"date":"2014-05-01T04:02:00","date_gmt":"2014-05-01T03:02:00","guid":{"rendered":"https:\/\/ac-franchise.be\/exporter-une-franchise-par-jean-baptiste-gouache"},"modified":"2014-05-01T04:02:00","modified_gmt":"2014-05-01T03:02:00","slug":"exporter-une-franchise-par-jean-baptiste-gouache","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/exporter-une-franchise-par-jean-baptiste-gouache","title":{"rendered":"Exporter une franchise par Jean-Baptiste Gouache"},"content":{"rendered":"
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Exporter sa franchise requiert un certain savoir-faire, des ressources humaines comp\u00e9tentes, des moyens financiers importants, une ma\u00eetrise totale du concept ainsi que d’autres points importants d\u00e9taill\u00e9s par Ma\u00eetre Jean-Baptiste Gouache<\/a>, Avocat et membre du coll\u00e8ge des experts de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise, dans cette vid\u00e9o qui a pour th\u00e8me \u00ab\u00a0Exporter une franchise\u00a0\u00bb.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Jean-Baptiste Gouache : \u00ab D’abord il faut souligner qu’en effet l’export est un formidable relais de croissance pour les enseignes fran\u00e7aises qui sont organis\u00e9es en franchise. Il y a beaucoup de march\u00e9s qui connaissent de tr\u00e8s fortes croissances, on peut citer l’Inde par exemple 1400 r\u00e9seaux, \u00e0 l’honneur d’ailleurs lors du salon de la franchise dans le cadre de la conf\u00e9rence soutenue par la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise. Donc il faut que les franchiseurs qui ont d\u00e9j\u00e0 bien maill\u00e9 le territoire fran\u00e7ais songent – pour trouver des relais de croissance – \u00e0 aller \u00e0 l’international. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Trop souvent, ils n’en profitent pas pleinement faute de savoir comment aborder un march\u00e9 international et comment ils peuvent s’exporter.\u00a0Donc Gouache Avocats qui est un cabinet d\u00e9di\u00e9 au conseil et \u00e0 l’accompagnement des enseignes organis\u00e9es en franchise, les aide \u00e0 s’exporter pour cela il y a une d\u00e9marche norm\u00e9e. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Tout d’abord l’enseigne doit avoir conscience de la n\u00e9cessit\u00e9 d’adapter son concept. Il faut donc un test : soit l’enseigne elle-m\u00eame pilote les adaptations n\u00e9cessaires, soit cela se fait dans le cadre d’un contrat de franchise pilote \u00e0 l’\u00e9tranger ou de master franchise ou un autre contrat de distribution. Mais tr\u00e8s clairement, il doit y avoir une acclimatation c’est absolument indispensable ! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ensuite, il faut mettre en place une organisation adapt\u00e9e \u00e0 l’international par exemple en termes de logistique ou en termes d’animation, nous ne pourrons pas tr\u00e8s clairement g\u00e9rer l’international comme on g\u00e8re le march\u00e9 national de ces points de vue. Il faut donc l’anticiper et y r\u00e9fl\u00e9chir pour savoir comment l’enseigne doit le traiter. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Deuxi\u00e8mement, l’enseigne doit conna\u00eetre les modalit\u00e9s possibles d’implantation sur un march\u00e9 \u00e9tranger,<\/strong> il ne doit pas y avoir de monoculture ou d’approche pr\u00e9\u00e9tablie, il n’y pas que la master franchise, on peut d’abord aller sur un march\u00e9 dans le cadre d’un bureau de liaison qui ne doit faire qu’\u00e9tudier ce march\u00e9 et remonter de l’information justement en vue de l’acclimatation du concept. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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On peut d\u00e9cider d’y aller en succursale ou en filiale, et si ce n’est pas une filiale, nous pouvons essayer de construire une joint venture c’est-\u00e0-dire de s’associer cas \u00e9ch\u00e9ant \u00e0 parts \u00e9gales avec un associ\u00e9 local qui va aider l’enseigne \u00e0 aller beaucoup plus vite dans sa connaissance du march\u00e9 gr\u00e2ce \u00e0 son appr\u00e9hension de l’environnement d’affaires dans le pays. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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On peut \u00e9galement conclure divers contrats de distribution, contrats de distribution d’importation exclusive, contrats de licence de marque de franchise adapt\u00e9e international, contrats de master c’est-\u00e0-dire que dans ce cas l\u00e0, il y a une exclusivit\u00e9 territoriale totale avec en contrepartie la souscription d’une obligation de partenaire \u00e9tranger au titre d’un plan de d\u00e9veloppement. Cette obligation est d\u00e9terminante dans la master pour permettre \u00e0 l’enseigne de s’assurer que le territoire sera couvert rapidement et dans de bonnes conditions par son partenaire local. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ensuite, il y a des pr\u00e9-requis, c’est-\u00e0-dire que connaissant cela, l’enseigne doit notamment avoir organis\u00e9 sa protection de sa marque sur le territoire.<\/strong> La protection dont elle b\u00e9n\u00e9ficie en France ne vaut que pour la France. La marque doit donc \u00eatre d\u00e9pos\u00e9e sur le territoire du pays \u00e9tranger dans lequel elle investit. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De la m\u00eame mani\u00e8re elle doit avoir lev\u00e9 l’ensemble des contraintes r\u00e9glementaires : contraintes douani\u00e8res, contraintes tir\u00e9es de la r\u00e9glementation d’\u00e9changes, contraintes tir\u00e9es \u00e9ventuellement de la r\u00e9glementation de l’investissement qui peut imposer comme par exemple la pr\u00e9sence, dans certains pays, d’un investisseur local au capital de mani\u00e8re \u00e0 valider la faisabilit\u00e9 du projet et ensuite \u00e0 optimiser le montage du projet. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En dernier lieu, l’enseigne doit modifier tr\u00e8s clairement – et cela m\u00e9rite un accompagnement d’un cabinet local d\u00e9di\u00e9, avec des comp\u00e9tences fiscales – toute la structure des flux financiers de son contrat de distribution. Nous n’allons pas n\u00e9cessairement appliquer le m\u00eame droit d’entr\u00e9e, les m\u00eames flux, les m\u00eames prix de services, les m\u00eames prix de marchandises. Pourquoi ? Parce que la plupart du temps, il y a une convention internationale qui va venir frapper de mani\u00e8re diff\u00e9rente ou des taux diff\u00e9rents tel ou tel flux du contrat de franchise. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Nous avons donc souvent int\u00e9r\u00eat \u00e0 r\u00e9organiser les flux en fonction de ces contraintes fiscales<\/strong> pour en faire des opportunit\u00e9s et de cette mani\u00e8re, optimiser le rendement net et donc le r\u00e9sultat de l’enseigne li\u00e9 \u00e0 l’ex\u00e9cution du contrat international.\u00bb <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Visionnez cette interview de l’avocat Jean-Baptiste Gouache en vid\u00e9o : \u00ab\u00a0Exporter une franchise<\/a>\u00a0\u00bb R\u00e9alis\u00e9e par AC Franchise pour le Franchise Business Club.<\/p>\n

Et retrouvez encore plus de vid\u00e9os de l’avocat \u00ab\u00a0Jean-Baptiste Gouache\u00a0\u00bb<\/a><\/i>.<\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Exporter sa franchise requiert un certain savoir-faire, des ressources humaines comp\u00e9tentes, des moyens financiers importants, une ma\u00eetrise totale du concept ainsi que d’autres points importants d\u00e9taill\u00e9s par Ma\u00eetre Jean-Baptiste Gouache, Avocat et membre du coll\u00e8ge des experts de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise, dans cette vid\u00e9o qui a pour th\u00e8me \u00ab\u00a0Exporter une franchise\u00a0\u00bb. Jean-Baptiste […]<\/p>\n","protected":false},"author":54,"featured_media":291976,"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":[10],"tags":[],"class_list":["post-291977","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-experts","entry","has-media"],"acf":[],"yoast_head":"\nExporter 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