All franchayzery Of Russia. "its business"

According to the approximate estimations of experts, today in Russia work about 100 companies -franca1zerov and about 5500 franchayzi. Precise number knows no one. On these pages is represented the generalized portrait of the market for the franchayzingovykh technologies
 
Ten years later

Statistical fog in the estimations of Russian franchayzinga is explained simply. In spite of ten-year history, this form of business not completely... is legitimate.

- our legislation, which regulates the problems of franchayzinga, nesovershenno. Therefore many our owners, who actually work according to these diagrams, try not to position themselves as franchayzery and franchayzi, says the chief manager of the Russian association of the development of franchayzinga Valerie perkov. - in connection with this there is no possibility to gather precise data about the state of the matters in this sphere.

About 20-25% of small market for franchayzingovykh technologies occupy foreign brands. From the 90th is annual in Russia along this system it is developed the number of the well-known western companies: Alphagraphics, Kodak, Subway, Xerox and some others. But, in the opinion of the Director-General of the Moscow international business- association Aleksandr Borisov, the only beginning. The majorities of world famous offshore companies only today begin in earnest to think about dealing in Russia in its brands.

Comfort for it is worthwhile to say that franshizy of solid western firms cost very dearly, and the condition for work, which advance the foreigners, so rigid, that on them agree a few Russian firms. Nevertheless, according to the data of American experts, international franchayzing already gave to Russia more than $600 mln. investments. Usually foreign brendoderzhateli find in our country of the reliable partner, to whom they sell general franshizu and charge to move it on the Russian expanses.

In comparison with the developed countries, the dynamics of the development of Russian franchayzinga it is not possible to name high. There is a number of the determent factors: the already mentioned lawful problems, the super-bureaucratization of administrative arrangements, the ineffectiveness of tax system. In the consciousness of owners themselves the concept of the inviolability of strange intellectual property, which is the component part of franchayzinga, yet was not affirmed. But national habit to work "on the eye" and "at random" now and then does not give to them to strictly satisfy all demands of elder partner in the business.

Nevertheless, the matter dvizhetsya. In view of objective economic reasons the population of our country expends the large part of the family budgets to the nourishment, clothing, foot-wear. Therefore franchayzing in Russia most actively is widened in the retail trade and the sphere of the public nutrition: are here more rapid the turnover of money, obtaining profit and recovery of investments.
By birth from Fast -fuda

Russian franchayzing in the sphere of public nutrition began from the the street Fast -fuda. Of the networks of mobile kiosks - "Foot- top", "Crumb- potato", "teremok - Russian pancakes" - rapidly grew in Moscow and Saint Petersburg, and then were fixed also into the regions.

Following the the mobile Fast -fudom were turned to franchayzingu and the fast-food restaurants. As they calculated in the research company Interactive Research Group (IRG), in one Moscow alone today works by 71 restaurant network of rapid nourishment, which includes 168 brands. From the past year the number of enterprises Fast -fuda in the capital grew by 17%. And market is as yet far from filled, it can grow doubly on the revolution.

The franchayzingovyy packet of restaurateur usually includes the final business- size: stamp and the design of institution, technological methods and the methods of control, marketingovuyu policy and the instruction of personnel.

The leader of restaurant franchayzinga in Russia is company "rostik of groups", since 2000 which opened according to this diagram of the already 23 enterprises of rapid maintenance "rostiks". Furthermore, it proposes franchayzingovuyu program for another restaurant brand - "patio-Pitstsa".

"rostik of groups" three ago was isolated in the independent structure from the company "rosinter Of restorants", which, in turn, manages rights to the advance on franchayzinu of the restaurant brand T.G.I.Friday`.s. In 2001 Of "rosinter Of restorants" it obtained exclusive rights to franchayzing of restaurants Benihana of Tokio in the territory of Europe and in 2003 opened this first institution in the center of the Russian capital.

Is already more than 25 years to the brand of German stationary Fast -fuda Grillmaster. In Russia on franchayzingu is developed the concept of this restaurant adapted under the national mentality. But here network Subway was not received by its American principles: it does not permit partners to step back from the standard technologies.

The association of restaurants "West- center -Internewnl" (owner of general franshiz Fast -fuda on -Japanese - the restaurants Of "yakitoriya" and "GIN- but after all") for purposes of the observance of the cleanliness of brand supplies to its of franchayzi products and semifinished products straight from the country of the ascending sun.

Company "brazers and to" - the master -franca1zer of the trade mark of Italian Fast -fuda "sbarro" in Russia - opened in Moscow already 29 similar restaurants. Company CKE Restaurants Inc from THE USA sells to Russia license for use on franchayzingu of the concept of the restaurants of the rapid nourishment Carl's Jr., Hardee's and La salsa.

Franchayzingovye diagrams act in the networks of cafe, coffee houses and conceptual restaurants. The elder of Russian franchayzinga - network "baskin-Robbins" - it grew in the past decade more than to 100 franchayzingovykh and partner cafe. THE PRIVATELY HELD COMPANY "lunch", which manages the network of the restaurants "of Fir tree- stick", realizes on franchayzingu the concept of Russian restaurant. Company "gallery Of aleks" proposes to potential partners to acquire franshizu and to become the full-fledged member of the network of coffee houses "shokoladnitsa". Firm "Barabu- coffee", which develops the similar network of coffee houses, guarantees to its franca1zi- partners the recovery of the investments in 1-2 years inserted by them. 85% of its new partners achieve success. Company "veterra" redeemed in the Americans of right to the advance of franchayzinga in Russia of restaurants Ruby Tusday.

Increasingly more frequently begin development on franchayzingu regional brands Novosibirsk company "plantain" it proposes to partners the fixed system of rapid nourishment, the including retail network and shop for the production of semifinished products. Here, in the capital of Siberia, local owners in 1996 opened the first restaurant of rapid nourishment "New York Pitstsa", which enjoyed stunning success in visitors. Today network "New York Pitstsa" counts 11 restaurants and is largest beyond the Urals. Contribution of franchayzinga to this success by weight. It proposes to realize on franchayzingu its own concept of rapid maintenance and network of restaurants "central court" from Ekaterinburg.

Even Ukraine was included in this motion: L'vov owners propose to Russians local restaurant brands "pitstsa Chelentano" and "kartoshkin house".

The lowest volume of investments of all franchayzningovykh enterprises of rapid nourishment is required for the discovery of point under the stamp "hot krendeli": only $150-600. For these money of franchayzer is ready to ensure his partner with equipment and production for the trade in knot-shaped biscuits and the priest -kornom. Today "hot krendeli" have already 50 franchayzingovykh points.
Panorama of the services

In the sphere of the services of franchayzing it is developed less actively than in other branches. First, there are objective reasons for the slow rates of the development of branch as a whole.

This, first of all, the low solvency of population. In the second place, the foreign brands, which glorified the separate categories of services in the West and in America, until it is so known in Russia as the foreign trade marks of industrial and food goods. However, in the sphere of services there are successful franchayzingovye projects.

It "franchayzingovym leader" undoubtedly is company "yS", which is occupied by development and realization of software for the care of enterprises. Since 1991 it organized on franchayzingu 2450 independent companies, which sell, they establish and attend software under the brand of "yS".

The impressive results was achieved the company "kodak", which more than 10 years successfully develops international franchayzingovuyu program "Kodak-3kspress". In the country today act 1300 franchayzingovykh stores also of salons.

In the region of services on the harvesting of accomodations unique franshizu proposes the company "by whom -Dra1 Russia". At its basis - technology of the American company Chem-Dry on the gassed dry cleaning of carpet coatings and soft furniture.

To open business in this region is possible also on franshize of company "Primex". This firm specializes in many-sided harvesting of accomodations, cleaning of furniture, carpets, parquet, granite and marble coatings.

Despite the fact that the market for medical services is today overfilled by proposals, franshiz in this business barely is sold. Manifests activity in this sector of services Nizhniy-Novgorod company "kronos", which proposes franshizu to the discovery of the salons of optics. Is most actively in this sector of the market for services is developed company "korus", which organized on franchayzingu of 24 medical centers on the treatment of hair and skin of head under the trade mark OF "AMD of laboratory".

Do not differ in terms of activity on the market for franchayzinga and the salons of beauty. Franchayzingovye packets propose in essence the developing foreign brands: Aldo Coppola, Jacques Dessange, Camille Albane. The only Russian brand on this market, which tested on itself this system of development, this is "persona Lab". From other franchayzingovykh projects of the business of the industry of beauty "persona Lab" differs herself in terms of the clearly formulated concept.

American company "videBum" decided to use its experience of franchayzinga in the region of the development of videosalonov and in Russia. Franshizu in the same sphere proposes company "videolend", which also erects the network of videoprokatnykh points.

Company Chips Away sells franshizu to the use of technologies of the body repair of passenger automobiles.

The group of companies "climate system service" by the method of franchayzinga develops partner network in the regions. Franchayzi of this company are occupied by sale, installation and servicing of climatic technology in the houses, the offices and the production accomodations.

Company DIXIS works in the region of distrib'yutsii, retail trade and rendering of service services on the market for the mobile connection of Russia. Since 2002 it develops franchayzingovyy project "DIXIS the salons of connection". At present into network enter 47 franchayzingovykh salons of connection.

Moscow company "Internet- solutions", which manages virtual store "Ozon", the first in the sphere of Internet- trade decided to increase its network with the aid of franchayzinga. Company searches for partners among the owners of large regional information portals.

Recently stated about itself as about franchayzere company "bouquet of candies". Firm, using brand and technologies of American "Candy Bouquet", deals with the production of original gift bouquets from the artificial it is color and candies.

As note specialists, future of the sector of tourist services - after the net operators. The building of franchayzingovoy network is considerably cheaper than the construction of the network of corporate. Therefore not so long ago several large domestic turoperatorov declared about its intention to be developed according to the diagram of franchayzinga.

The at present acting franchayzingovye to turseti can be recounted on the fingers. This "Natal Turs", "Kuda.ru", Young Company "vell". Two known networks, the "machine of time" and the "store of the burning passes", completed the development of their franchayzingovoy network.

- today our network counts more than 150 offices, says the leader of the division of franchayzinga of the "store of the burning passes" Vladimir chetverkin. - it is already saturated by branches and it no longer requires quantitative development.

Approximately one year ago about the starting of franchayzingovoy program stated lingual school "English First" - the largest particular educational organization in the world.

On franchayzingu is developed the network of Internet- cafe Cafemax. In the region of fitnes- services lead the foreign brands World Class, World's Gym and Gold's Gym, and also domestic "planet Of fitnes", that emerges today with the program of franchayzinga into the regions.

According to the approximate estimations of experts, today in Russia work about 100 companies -franca1zerov and about 5500 franchayzi. Precise number knows no one. On these pages is represented the generalized portrait of the market for the franchayzingovykh technologies
Diskauntery they begin and win

On the market for food riteyla at present occurred the situation, which is favorable to the development of franchayzingovykh diagrams.

- in Moscow the share of networks in the revolution of the retail trade in all after several years increased 100: with 0,2% in 1999 to 24% in 2002, says the chairman of the council of the directors of company "ABK" Vladislav Yegorov. - according to some estimations, in 3-4 more years in the portion of setevikov it will fall to 60% of retail commodity turnover. Now in the market for retail trade were formed two basic groups of the sizes, which little compete, since they are oriented toward different types of buyer behavior. First group - this of hyper-fogsalmon and supermarkets, the second - diskauntery and "neighborly" stores. Majorities of them either already use franchayzing or lively it interesuyuetsya by its technologies. Indeed in the course of time to single stores it will increasingly with more difficulty work on the market.

The need for further saturation by the stores of economy-class exists both in Moscow and in the cities -millionnikax. However, the sharp shortage of the suitable commercial areas impedes this process. There is no free real estate already long ago practically, and to sell its property of those desiring is located little. Franchayzing in that case becomes the method of the further extension of retail outlet networks. But for capital riteylerov this even and bridge into the regions, since the retail market is there occupied with local business, but to be inferior niches to newcomers no one voluntarily is collected.

The largest network of diskaunterov "pyaterochka" (200 stores on entire Russia) the first showed a similar example of the expansion of business, after opening in the past year in Voronezh franchayzingovyy store. Now them in "pyaterochki" it is narrower two. The network "kopeck", which has three franchayzingovykh stores, "softened" its program of franchayzinga, after developing the concept of the "kopeck" of mini- size with area to 400 square meters, which is two times less than the standard. This is done specially for the attraction of the owners of the single stores, which have available usually small commercial areas. First franchayzi of this network demonstrated the success of this form of collaboration, after exceeding the revolution to 30-40% planned for them. At present the "kopeck" conducts negotiations with three more companies, to which it proposed to work under his signboard.

Usually net diskauntery ensure their of franchayzi with equipment on the conditions of leasing. The cost of the re-equipping of business under the new brand kolebletsya in the limits from $100 thousand to 300 thousand, and the size of royalty - 1,5-3% of the commercial revolution.

They move into the provincial cities by means of franchayzinga and the net supermarkets. For example, "cross-road" developed for its regional partners its own model of diskauntera. Of three franchayzingovykh stores of this network two have precisely this housekeeper- size. However, in order to obtain signboard "cross-road", to parner-franchayzi it is obligated to spend on the organization of matter $600 of thousand for the regional business this very sizable sum, which sharply narrows the circle of potential partners. Even more expensively cost the franchayzingovye programs of another large Moscow network - "seventh continent". However, she stated that in 2004-2005 it was intended to move into other regions only on franshize. Declared about itself as about potential franchayzere and "ramstor".

Third yr works in Moscow the international retail network SPAR. It is intended to open 30 food supermarkets of three different sizes in the capital (from 400 square meters to 6500 square meters). These concepts are tested in many countries of peace, and everywhere new stores were created on the basis of franchayzinga. Not randomly SPAR they call the "largest in the world network of stores on voluntary noncompensated service".

Is enlarged on franchayzingu the network of wine supermarkets "fragrant peace largest in Russia".

- we propose two forms of collaboration, says manager for the development of franchayzinga of this network of Helen loginov. - these are the agreement of franchayzinga to the separate store and master -franca1zing to the entire region, which foresees the discovery several stores and exceptional rights in this territory.

What partners do interest riteylerov? First of all, that have in the property or the long-term lease the commercial accomodations, located in the points of the intersection of passenger flows. In the program of franchayzinga usually are specified the methods of delivery and the nomenclature of goods, reduction, price increase, account.
Goods: course into the regions

Actively is used franchayzing, also, in the sphere of sale of industrial goods. Conditionally franchayz.erov, which act in this segment of trade, can be divided into two groups.

The first group - is domestic and foreign riteyl.erskiye networks, for which trade - only form of activity. Into their number enters, for example, the company "red cube", which erects the network of the stores, which trade in gifts, by the objects of decor, by household equipment. By sale of gifts is occupied the network of stores "Bagatell", into which today enter five franchayzingovykh stores.

Russian wholesale- retail company "dzhinsovaya symphony", which specializes in the dzhinsovoy clothing of the chief world producers, attempts herself to become largest network on sale to this production. To this purpose it goes, opening both its own and franchayzingovye wholesale- retail centers. The number of stores Of "dzhinsovoy symphony" in Russia and CIS exceeds already 150.

The domestic network of stores "Euro-mode", assigning partners on the collaboration in franchayzingu, proposes to them the finished project of store, reduction in the supplied goods, advertising support.

From the foreign brands, which posed the problem of developing in Russia on franchayzingu, it is possible to name the large European network of the stores of clothing Zara, which belongs to company Industria de Dises.o Textil. Masters Russian market the French company TATI, in firm stores of which are represented inexpensive the clothing, cosmetic and goods for the house. TATI it plans to bring the network of its stores to 50, and half of them will be opened on franchayzingu. Analogous work performs in Russia the German company Olsen, which specializes at sale of woman's clothing.

Since 1997 in Moscow works the representation of the Italian company Benetton, which manages the branched network of the stores of clothing 0 0N throughout the world. It also has its franchayzingovye technologies, and it successfully uses them in Russia, in essence in Moscow, where it sells 60% of entire Russian volume of its goods. There are franchayzingovye plans, also, in the well-known American producer of clothing Tommy Hilfiger (jeans, sport clothing, accessories, foot-wear, perfumery). In Russia this company works since 2000.

THE PRIVATELY HELD COMPANY Of "aleks-Grandkhay" moves on the market for everyday electronics the brands of the American companies ALEKS Digital Technology Inc. and GrandHigh International Technology. For this purpose Of "aleks-Grandkhay" it opened on franchayzingu in the different cities of five salons on sale of domestic cinemas and acoustic systems. Since this process only began, for those desiring the very soft conditions are proposed to enter into the business: it is necessary neither to buy franshizu nor to pay out royalty. To imitate the advanced experience to eat in whom: company "el'dorado" in two years knew how to erect network of more than 100 franchayzingovykh stores, which trade in tele-videogoods and household equipment.

There are the examples, when their franshizu they propose company from the Russian regions. More than ten years in Ul'yanovsk works enterprise "avtosnabservis-FS", which sells spare part in its stores under the signboard "all on UAZ". In these years with its assistance in other cities are opened several partner commercial points, which ul'yanovtsy supply spare part on the wholesale prices.
Some are produced - they sell others

Second group of franchayzerov, which erect commercial manufactured networks, producers, who encountered themselves the problem of the optimization of the sale of its own production. Unconditional leader in this region is company "bench of life", which scattered in the entire country since 1995 of more than 2600 franchayzingovykh commercial points. One of the directions of the activity of this multiprofile firm - production of goods for the health, the biologically active additives, the vitamins, the therapeutic cosmetic, which realize through the franchayzingovuyu retail outlet network. To create this powerful partner structure the "bench of life" helped the well untwisted brand and very soft conditions for the partners.

Erect riteylerskiye networks on franchayzingu many domestic needleworkers and footwear industry workers. The Petersburg corporation SELA sews the clothing for the children and adult, which he sells through 270 net firm stores, 200 of which collaborate with it on franchayzingu.

- our corporation - this enterprise of complete production process, says Vice President SELA Arkady pekarevskiy. - we guarantee to our partners -franca1zi the observance of discipline of deliveries, the stability of quality and prices. We attain this due to the vertical integration, which unites all components of production chain including the development of design, production, delivery and realization of finished articles under united control.

Attended to by the creation of its own retail network Rostov sewing factory "glory Of dzhins". Its management placed before itself the arrogant plans: to open in Russia in five years to 3000 stores, whose part will work on franchayzingu.

Torgovo- production holding "Legprommarket" it is occupied by sewing woman's clothing, developing per year to 1000 new models. Since 2001 the company forms the retail outlet network, which includes her own retail commercial points and franchayzingovye stores in Moscow and other cities. At present "under the wing" of holding work 15 franchayzingovykh points. The systems of relation from franchayzi, company carries out the united regional policy, which assumes the uniform distribution of commercial points in one territory.

The Russian producer of man's clothing - company "enton" creates seasonal suits and accessories of European quality. Enlarging the network of firm stores, it developed the serious program of franchayzinga, which foresees the crediting of partners under the guarantee of franchayzera.

Footwear industry workers successfully enlarge the sphere of their influence. Company "ekonika" since 1995 opened on franchayzingu 34 shoe salons. In the firm "typeface" of 20 franchayzingovykh commercial points.

- in essence all producers of foot-wear work with their of franchayzi on the similar technology, says manager for the development of franchayzinga of the group of companies "typeface" Maxim zhivov. - to the use to partner are transferred trade mark, design- project of the salon of store, equipment. Are established the graphs of delivery to production, the system of account. Practically in all footwear industry workers of franchayzi pay royalty. Centralized control of the network of stores makes it possible to carry out united commercial and marketingovuyu policy, which contributes to an increase in sales and to further advance of brand.

Since 1999 began to draw under its signboard of the independent salesmen of furniture the company "shatura". True, in the course of time the tactics in it changed: "shatura" passed from the "soft" version of collaboration to the "rigid", that assumes the signing of all necessary documents and the observance of the hard-and-fast rules of firm trade. Serious rate to franchayzing as to the tool, which helps to enlarge retail outlet network and to optimize the system of sale, makes furniture company "Felix".

It appeared in this year of franchayzing even and in this business as the propagation of press. The agency "To tsentropechat'", entering the group of companies "Logos", began to pass its kiosks to the lease with the subsequent complex care of leaseholders -franca1zi. This is a similar first example in Russia.

Wide spread obtained commercial franchayzing in the benzine business. The leading operators of Russian fuel market consider the expansion of networks AZS under their own brand the important factor of an increase in the sale of petroleum products. Thus, LUKOYL has today 185 franchayzingovykh auto-servicing. Actively they work in this direction YUKOS, TNK, "To slavneft'" and "To sibneft'".

Is entirely poor the briefcase of franshiznykh proposals in the sphere of production. Young company "factory of the rubber coatings" Of masterfaybr "" relative to recently began to propose franshizu to the production of special coatings for the children's and sport areas. Franshizu to the technology of the production of honeycomb coatings sells company "Primex".

Company "Vimm-Bill- are given" it proposes to strange firms project on the use of our own trade marks "Biot- max", J7, "red AP", "miracle", "100% gold", and so their logotype and the patented images for the production of new series of products. There are examples of the successful embodiment of this project. Firm "Al'tervest" it lets out ice cream "J7"; the "lava Of toys" produces soft toys, and company "star" - table games under the brand "red AP". Factory "sorceress" arranged the release of chocolate "red AP".
Foreigners in Russia

There is a number of the western companies, which already begin to propose their franshizy on the domestic market, but thus far they do not have the experience of the discovery franchayzingovykh firms in Russia.

This is company Ace Hardware Corporation, which manages known in entire peace network of the stores of goods for house ACE, company Crestcom International, which carries out training administrative personnel, specialists in sales and the workers of office, firm FasTracKids International, which manages the unique technology of the instruction of the children of low-order age, company Mail Boxes - the largest international network of retail it is center post maintenance.

Company Gymboree Corporation searches for Russian partner, interested in the acquisition master -franwizy to the creation in Russia of the network of educational- entertaining it is center leisure for parents and children of low-order age.