Franchising in Spain
分析了西班牙特许经营市场的现状，包括企业数量、行业分布、地理集中度及典型企业特征，为有意进入西班牙市场的美国特许商提供参考。
In a previous issue of the JSBM (January 1992), we examined the prospects for franchising in the European Community (EC) in the light of the changes to be brought about by the year 1992 (Chan and Justis 1992). In this article, we focus on one of the most viable countries for franchising in Europe--Spain. In terms of franchised businesses, Spain ranks as one of the largest markets in the EC. With a population of about 40 million and a gross national product of $310 billion (U.S. dollars), Spain is a very attractive target for U.S. franchisors. Today, about 290 franchising firms operate in Spain with approximately 17,000 sales outlets. Of these 290 firms, 67 percent are Spanish companies and the remaining 33 percent are foreign, with 43 percent of these from France, 20 percent from Italy and 13 percent from North America. The majority of franchisors (57 percent) are involved in retailing, followed by services and miscellaneous firms at 18 percent each, and production at 7 percent (International Franchising Body of Spain 1992). The origins of franchising in Spain can be traced back to the late 1950s when a foreign firm specializing in woolen products entered the country. From that time until the 1980s, the development of franchising was rather slow, characterized by the gradual appearance of foreign firms, primarily in the clothing and fast food sectors, and the development of chain stores in the food sector which were later to become sales outlets for franchisors. From the early 1980s, franchising began to grow rapidly, increasing from a mere 50 franchisors at that time to 290 franchising companies operating in Spain today. The franchise explosion in Spain may be characterized by the following aspects: (a) an increasing awareness about the franchising concept and its advantages on the part of businesspersons and professionals in Spain; (b) an increase in the number of foreign franchisors, particularly from the U.S. and France; and (c) a sizeable increase in the number of local franchisees in the personal goods sector, particularly in the clothing segment. Growth in Spanish franchising has been facilitated by numerous franchising shows, conferences, seminars, round tables, etc., around the country in places like Madrid, Barcelona, Lerida, Balboa, and Valencia. Table 1 shows the geographic regions where franchise establishments are concentrated. Table 1 GEOGRAPHIC CONCENTRATION OF FRANCHISES (percent of total establishments) Catalonia 19.0 Madrid 14.0 Andalusia 10.5 Valencia 10.0 Others 46.5 Total 100.0 Source: International Franchising Body of Spain (1992). Table 2 shows a breakdown of franchising establishments by industry, while the typical profile of a franchising company operating in Spain is outlined in table 3. Table 2 FRANCHISING BY INDUSTRY Personal goods 43.2 Food products 16.6 Services 10.4 Restaurants 9.6 Others 20.2 Total 100.0 Source: International Franchising Body of Spain (1992). Table 3 TYPICAL PROFILE OF FRANCHISING COMPANY Age of franchisor Below 44 years Term of contract 1 year to indefinite Percent requiring mini- mum investment 71 Amount of investment 1-10 million pesetas Percent requiring royalties 90 Initial franchise fee 0.5-1.5 million pesetas Source: International Franchising Body of Spain (1992). As table 3 indicates, the typical Spanish franchisor is rather young, with 70 percent of the franchisors below the age of 44. In fact, 35 percent of franchisors are under 35 years of age with a similar percentage in the 35-44 year bracket. Franchise contracts may run from one year up to an indefinite time period, with the majority of them having a five-year term. …