Signs to cannibalize and see their sales drop

To develop, groups tend to enter the towns while the franchises are the international.

At the close in the hexagon

The large cities of France display full: restoration, real estate, textile, beauty-hair, no sector is spared. To complete the mesh size of the territory, large signs invest a few years already medium-sized cities. Insufficient considers Jean-Michel Illien, Director of the cabinet of Council Franchise Management: "From 50 points of sale, it becomes necessary to develop a strategy of expansion of the international network." Groups, such as Intermarché, have other incentives. "Some Federated national networks to create international purchase plants." A good way to negotiate great rates with suppliers and to make economies of scale, analysis Daniele Pederzoli, teacher researcher in the ESC group. Today, 56 of the groups are present at the international and 9 want to go quickly. "Axial, grouping of 270 independent repairers thus embarked on the export of its sign for other reasons still. "Since ten years, our donors to order, the insurers as MMA, Maaf, Macif, Maif made the consolidation at European level." "We must deploy us internationally to respond to their request", says Philippe Gervasoni, President of the group.

Five continents

If the groups now stays in Europe, franchisors are beyond the continent. In 2007, 280 French networks on 1 141 (about 25) accounted for 10 000 points of sale on five continents. The majority of the settlements are concentrated in the European Union area in which, with the United States, the franchise first developed. And globalization, coupled with the passage of countries such as the Russia, Asia and North Africa from planned economies to economic liberalism, has promoted the generalization of organized commerce. The Russia is one of the most sought-after markets even if the signs do not booming expect before ten years. "The country is confronted with regular crises, like the Argentina", said Stéphane Chérel, Director international and franchises of the Duff group, parent company of la Brioche Dorée. For their part, the countries of Central and Eastern Europe have made their commercial development model. If the Poland is already a mature market for many signs, opening scheduled commercial centres in Romania sharpens appetites. Across the Atlantic, the franchise spreads rapidly in Latin America, especially the Brazil and the Mexico.

Jean-Michel Illien, Director of the Franchise Management firm: "From 50 points of sale, a strategy of expansion of the network international becomes necessary."

Promising East

The Middle East won him also to the field. "Four years Dubai rises with 80 000 m commercial centres, which speeds up opportunities", noted Nathalie Dubreu, responsible for mission Eurelia. "There is the tail to take position in the shopping malls in Dubai", confirms Jean-Michel Illien. A flat however, wishes to Nathalie Dubreu: "the number of shopping centres becomes too important." Signs to cannibalize and see their sales drop. "Of his side after a slow start, Asia opens franchisors. A change in the logical extension of the emergence of demographic giants to exponential growth as the India or China. The Middle Empire has 1,500 networks, primarily in the area of services (hotels, aesthetic care, restoration, training), despite the corruption and the slow pace of the Government.

Business for all

What sectors can embark on the adventure "All" addresses the responsible mission Eurelia. And no not be denied. Franchisors have the most wind in its sails are bearing signs of the France brand: textiles, luxury and restoration. "The French gastronomy has a special reputation in Asia," says Frédéric Lalos, founder of the neighbourhood of the bread, sign of bakery as it prepares to establish themselves in the Japan. A belief shared by Stéphane Chérel, Director international and free of the group the Duff. "The Crescent, wand became international products." In this era of globalization, there is a market for these French specialties to the sides of burgers and pizzas Americans. "In fact, the France well is its rank: it exports more that it welcomes foreign networks.