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浅谈越南物流业崛起的特许经营模式 |出海越南电商岛群第26期

2020-02-06 19:44:03

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得益于电子商务的蓬勃发展,特许经营在越南的送货服务行业正变得越来越流行。

在2019年初成为Ninh Binh的一家当地物流公司的加盟商之后,Nguyen Thai现在运营着一个覆盖北部省所有地区的送货服务点网络。他有900多个客户,主要是商店,并保证当天在省内交货,包括货到付款(COD)订单。

 

他说:“这是一个时期,化学需氧量订单以令人眼花pace乱的速度增长,主要参与者之间竞争激烈。”

 

根据越南物流业协会的最新调查,越南大约有30,000家物流公司,其中包括4,000家国际公司。该行业每年以12-14%的速度增长,目前价值40-420亿美元。

 

该行业的最新变化是从传统业务向电子商务参与者的转变,使交付市场更具吸引力。但是,由于一家物流公司既需要技术又需要广泛的服务,因此那些想要进入该行业的人需要进行大量的初期投资。

 

因此,成为一家现有公司的特许经营者而不是建立自己的品牌对许多人来说是更可取的,这对双方都有利:根据业内人士的说法,特许经营者可以快速扩展其网络,而特许经营者则继承了现有的网络,品牌和客户群。

 

自2019年以来,随着ZTO Express和BEST Express等全球知名公司的进入,市场一直在嗡嗡作响。

 

BEST已拥有七个中心和100多个服务点,包括河内和胡志明市的20和26。

 

据业内人士称,加盟商除了要支付2亿越南盾和1.75亿越南盾的费用外,还需要在每个服务点的设施上投资约5亿越南盾(合21,600美元)。

 

BEST的创始人兼董事长兼首席执行官Johnny Chou在公司在越南成立时说:“在中国和泰国,我们已经应用了这种模型,并且已经证明在帮助中小型企业参与数字经济方面非常成功。”年。

 

“我知道中小型企业希望成为数字经济的一部分,但是它们规模太小,没有足够的资源。”

 

ZTO Express目前有大约12个服务点。本地初创公司SuperShip的特许经营权也要求其费用低于外国竞争对手。

 

为了成为一个地区的服务点,加盟商需要为三年合同支付SuperShip 5,000万越南盾,包括费用和押金,并投资5,000万越南盾。

 

清化省中部的特许经营商Le Sy Van说:“电子商务的蓬勃发展导致许多行业的快速发展,尤其是电子商务的物流。”

 

SuperShip创始人兼首席执行官Le Thanh Hoai表示,除了已经开放的128个服务点之外,该公司还有30多个等待开放的地点,并计划在2020年6月之前将服务点增加到500个。

 

在公司的特许经营模式下,整个系统的总收入在交付所涉及的所有不同部门之间平均分配。

 

“这意味着当一个部门扩展其客户群时,整个系统将获得更多的收入。”

 

特许经营模式也在全球交付行业中发展。

 

送货公司不再遵循在每个地方寻找客户的策略,而是在将这个平台卖给其他地方和国家的加盟商之前,专注于在一个地方或国家中很好地发展自己的品牌并投资于技术平台。

 

结果,他们的收入现在更多地来自加盟商,而不是客户支付的费用。



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Franchising model on the rise in Vietnam logistics industry

 

Franchising is becoming popular in the delivery services industry in Vietnam thanks to the boom in e-commerce.

After becoming a franchisee for a local logistics company in Ninh Binh in early 2019, Nguyen Thai now runs a network of delivery service points covering all districts across the northern province. He has over 900 customers, mostly shops, and guarantees delivery within the province on the same day including of cash-on-delivery (COD) orders.

 

"This is a time when COD orders are growing at a dizzying pace, and there is fierce competition between major players," he said.

 

According to the Vietnam Logistics Business Association's latest survey, there are around 30,000 logistics companies in the country, including 4,000 international ones. The industry has been growing at 12-14 percent annually and is now worth $40-42 billion. 

 

A recent change in this industry has been the shift from traditional businesses to e-commerce players, making the delivery market appealing. But those wanting to enter the industry need to make large initial investments since a logistics company needs both technology and wide coverage.

 

Thus, becoming a franchisee of an existing company instead of building one's own brand is preferable to many and this benefits both parties: the franchisor can quickly expand its network while the franchisee inherits an existing network, brand and customer base, according to industry insiders.

 

Since 2019 the market has been buzzing with the entry of well-known global companies such as ZTO Express and BEST Express.

 

BEST already has seven centers and over 100 service points, including 20 and 26 in Hanoi and Ho Chi Minh City.

 

According to industry insiders, franchisees need to invest around VND500 million ($21,600) in facilities at each service point besides paying VND200 million and VND175 million as deposit and franchise fee.

 

"In China and Thailand, we have applied this model and it has proven quite successful in helping small and medium businesses participate in the digital economy," Johnny Chou, founder and chairman and CEO of BEST, had said at the company's launch in Vietnam last year.

 

"I know small and medium businesses want to be part of the digital economy, but they are too small and don't have enough resources."

 

ZTO Express currently has some 12 service points. SuperShip, a local startup, also franchises and demands lower fees than its foreign competitors.

 

To become a service point for a district, a franchisee needs to pay SuperShip VND50 million, which covers both fees and deposit, for a three-year contract, and invest VND50 million in facilities.

 

Le Sy Van, a franchisee in central Thanh Hoa Province, said: "The boom in e-commerce has led to the rapid development of many industries, especially logistics for e-commerce."

 

According to Le Thanh Hoai, founder and CEO of SuperShip, in addition to the 128 service points that have already been opened, the company has over 30 waiting to be opened and plans to increase the number to 500 by June 2020.

 

Under the company's franchising model, the total revenues across the system are split evenly between all the different units involved in the delivery.

 

"This means when one unit expands its customer base, there will be more revenues for the entire system."

 

The franchising model is also trending globally in the delivery industry.

 

Delivery companies are no longer following a strategy of searching for customers in each locality, but are focusing on developing their brands well in one locality or country and investing in a tech platform before selling this platform to franchisees in other localities and countries.

 

As a result, their revenues now come more from franchisees rather than fees paid by customers.

 


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