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Franchising Opportunities in China, Japan and Singapore

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Franchising Opportunities in China, Japan and Singapore Franchising Opportunities in China, Japan and Singapore Prepared By PricewaterhouseCoopers 8 Cross Street PWC Building #17-00 Singapore (048424) Tel (65) 6236 3898 Fax: (65) 6236 3300 Web-site: www.pwc.com Cover photo contributed by Michele Chan FOR THE ASIA-PACIFC ECONOMIC COOPERATION SECRETARIAT 35 Heng Mui Keng Terrace Singapore 119616 Tel (65) 6775 6012 Fax: (65) 6775 6013 Email: [email protected] Web-site: www.apec.org © 2006 APEC Secretariat APEC#206-TP-01.1 ISBN 981-05-5200-9 Disclaimer This publication has been prepared under the auspices of APEC Working Group on Trade Promotion (WGTP). It aims to highlight franchising opportunities and current trade practices as part of APEC trade liberalisation facilitation process. It does not represent the views of PricewaterhouseCoopers. While every care has been taken in ensuring the accuracy of the information provided, PricewaterhouseCoopers, its employees and agents, accept no liability for any loss, damage or expense arising out of, or in connection with, any reliance on any omissions or inaccuracies in the material contained in this publication. Page i Acknowledgement The authors acknowledge the contributions made to the study by the many organisations, trade associations, franchisors and franchises that were consulted throughout its preparation. Specific gratefulness is extended to the following: • Internationalisation Enterprise Singapore • China Chain Store and Franchise Association • Franchising and Licensing Association (Singapore) • Japan Franchising Association • Japan External Trade Organisation • Shanghai Xianzonglin Food & Beverage Ltd • Beijing Donglaishun Group Co., Ltd • Dio F&B Management Co., Ltd • Chongqing Cygnet Investment & Holding (Group) Co., Ltd • Shanxi Pingyao Qingeda Catering Services Co. Ltd. • MOS Food Services, Inc • Yoshinoya D&C Co., Ltd • Pepper Food Service Co., Ltd • Duskin Co., Ltd • Carona Holdings Pte Ltd • Thai Village Holdings Ltd • Malan Noodles Fast-Food Chain Store Pte Ltd • PastaMatrix International Pte Ltd • ONYX Concept Restaurant Pte Ltd • Jack’s Place Holding Pte Ltd • APEX-PAL International Pte Ltd Page ii ¥ Japanese Yen ACFP Administration of Commercial Franchising Procedures APEC Asia Pacific Economic Cooperation ASEAN Association of Southeast Asian Nations AVA Agri-food and Veterinary Authority of Singapore BERI Business Environment Risk Intelligence Bn Billion BSE Bovine Spongiform Encephalopathy c. Circa CAGR Compounded Average Growth Rate CCFA China Chain Store and Franchise Association CCSE China Chain Store Exhibition CEPA Closer Economic Partnership Agreements CRIC China Retail Industry Convention DSPF Domestic Sector Productivity Fund EDB Economic Development Board EII Enterprise Investment Incentive Scheme ERC Economic Review Committee F&B Food and Beverages FDI Foreign Direct Investment FIE Foreign-Invested Enterprises FLA Franchising and Licensing Association FSR Full-service Restaurant FTA Free Trade Agreement GDP Gross Domestic Product GST Goods and Services Tax HDB Housing and Development Board IDA InfoComm Development Authority IMD International Institute of Management Development IPOS Intellectual Property Office of Singapore IPR Intellectual Property Rights IT Information Technology JAS Japanese Agriculture Standard JFA Japan Franchise Association JPO Japan Patent Office Page iii LEFS Local Enterprise Financing Scheme LETAS Local Enterprise Technical Assistance Scheme MAFF Ministry of Agriculture, Forestry and Fisheries MEWR Ministry of Environment and Water Resources MOFCOM Ministry of Commerce of China Mn Million MTI Ministry of Trade and Industry psf per square feet psm per square meter RMB Chinese Renminbi S$ Singapore dollar SAIC State Administration for Industry and Commerce SAR Severe Acute Respiratory Syndrome Singstat Singapore Department of Statistics Singtel Singapore Telecommunications SME Small and Medium Enterprises SPRING Standards, Productivity and Innovation Board sqm square meters STB Singapore Tourism Board Tn Trillion TRIPS Trade Related Aspects of Intellectual Property Rights TRSCG Total Retail Sales of Consumer Goods USD or US$ US Dollar VAT Value Added Tax w.e.f. with effect from WTO World Trade Organisation Yoy Year on year Page iv Exchange Rates Where possible, we have consistently used the exchange rates of: - S$ 1 to US$0.58 - RMB 1 to US$0.12 - ¥ 100 to US$ 0.85 Page v Contents 1. Executive Summary ........................................................... 5 2. Introduction...................................................................... 14 2.1 Project Objective ............................................................................................ 15 A. CHINA FOOD & BEVERAGE FRANCHISING ........................... 17 3. China Overview ................................................................ 18 3.1 China Overview............................................................................................... 19 3.2 Economic Characteristics.............................................................................. 25 3.3 Trade................................................................................................................ 27 3.4 Investment Environment ................................................................................ 28 3.5 Family and household structure ................................................................... 29 3.6 Food and Beverage Sector ............................................................................ 34 4. Franchising in Food & Beverage Services Industry......... 38 4.1 Local Franchises ............................................................................................ 39 4.2 Foreign Franchises......................................................................................... 39 4.3 Number of Franchise Systems ...................................................................... 39 4.4 Number of franchise outlets/establishments ............................................... 40 4.5 F&B Franchising in China.............................................................................. 41 4.6 Recent changes in franchising regulatory environment ............................. 46 4.7 China Chain Store and Franchising Association......................................... 50 5. Opportunities for Franchisors .......................................... 51 5.1 Overview of China’s Foodservice Sector ..................................................... 52 5.2 Analysis of opportunities by regions............................................................ 54 6. Business Considerations in Running Franchise Operations in China.......................................................... 58 6.1 Brand name registration ................................................................................ 59 6.2 Advertising and promotion ............................................................................ 59 6.3 Key issues and challenges in China’s franchise system ............................ 61 Page vi 6.4 Cultural difference .......................................................................................... 63 6.5 Target Market .................................................................................................. 63 6.6 Higher franchise fee required by foreign brands......................................... 64 7. Market Entry Considerations ........................................... 65 7.1 Type of Franchising Arrangement................................................................. 66 7.2 Appointing Master Franchisee ...................................................................... 66 7.3 Setting up corporate office ............................................................................ 66 8. Investment Climate .......................................................... 69 8.1 Tax.................................................................................................................... 70 8.1.1 Tax on FIEs and Foreign Enterprises ................................................... 70 8.1.2 Withholding Tax on Payments to non-residents.................................... 70 8.1.3 Double Taxation Treaties...................................................................... 70 8.2 Intellectual property rights............................................................................. 71 8.3 Investment promotions .................................................................................. 73 8.4 Commercial Franchising................................................................................ 75 8.5 Business Environment................................................................................... 78 8.6 Infrastructure .................................................................................................. 79 8.6.1 Transportation....................................................................................... 79 8.6.2 Telecommunications ............................................................................. 80 8.7 Utilities............................................................................................................. 81 9. Profile of Select Franchisors in China ............................. 83 9.1 Summary ......................................................................................................... 84 9.2 RBT (Xianzonglin) – 仙踪林 ............................................................................ 85 9.3 Donglaishun - 东来顺 .....................................................................................
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