冰淇淋特许经营行业分析.docx

Ice Cream冰淇淋Ice Cream Franchise Study冰淇淋特许经营研究This study gives a brief review of the U.S. Ice Cream franchise industry based on data from Franchise Disclosure Documents (FDDs), formerly known as UFOCs, of a representative sample of 18 Ice Cream franchises and from published industry sources.本研究简要介绍了美国冰淇淋特许经营行业。本报告中的数据来自特许经营公开文件（FDD，此前称为统一特许经营说明书）以及一些公开出版的行业介绍。特许经营公开文件对美国18家冰淇淋特许经营进行了抽样调查。Ice cream industry forecast:冰淇淋行业预测：Whats on the cards for the months to come in the ice cream franchise industry? What impact will the current economic climate have on frozen treats consumption and on sales? Historically, ice cream stores have survived and even grown during harsh economic conditions. They blossomed through the deep depression following the 1929 stock market crash, and after the Second World War the frozen treat consolidated its position in the customs and traditions of the American people. Figures from the International Dairy Foods Association reveal that 90% of American households consume ice cream and approximately 1.55 billion gallons of ice cream was produced in 2007. 冰淇淋特许经营行业未来几个月的发展前景如何？目前的经济环境对冷冻冰淇淋消费和销售会产生怎样的影响？从历史上看，冰淇淋店曾经平安度过最为严酷的经济形势，甚至还能继续保持增长。1929年股市崩溃引发的大萧条时期，冰淇淋行业开始异军突起；第二次世界大战后，冷冻冰淇淋开始在美国人的生活中占据一席之地。国际奶制品协会的数据表明，90%的美国家庭消费冰淇淋；2007年，美国一共生产了大约15.5亿加仑的冰淇淋。According to Lynda Utterback, executive director of the national Ice Cream Retailer Association in Illinois, many operators have claimed their sales were up 20 % over the summer of 2008. Not only has the recession had a positive impact on ice cream sales, it has also provided an ideal opportunity for franchisors to increase their presence in the market and open new franchise units. This is partly because consumers are seeking their products, but also because prime locations - storefronts in high traffic areas - are suddenly available and they represent great real estate deals. 根据美国全国冰淇淋零售商协会位于伊利诺斯州执行主任琳达阿特巴克的说法，很多冰淇淋经营者都声称他们的销售额在2008年夏季增长了20%。经济衰退不仅没有影响冰淇淋的销售，反而为特许经营权授权方扩大市场开设新的特许经营店提供了大好机遇。部分原因可能是消费者喜欢他们的产品，而且还因为那些黄金地段例如，客流量很大的商店正面突然之间腾出了地方，而且租金都不高。Unlike the retail industry, which has suffered from its customers reduced spending habits, ice cream stores are positioned in an affordable treat niche market. “A bad economy is always good for ice cream stores; its comfort food,” says Lynda Utterback. Spending $10 to $12 on a family outing is more budget friendly than the cinema or a sporting event and many store owners are optimistic about the months ahead.由于顾客消费意愿下降，零售行业深受其害。而冰淇淋店则占据了价格合理的细分市场。“经济形势糟糕对于冰淇淋行业来说恰恰是好事，因为这是一种可以缓解不良心情的食品”，琳达阿特巴克说道。花上10到12美元全家出行去吃冰淇淋，要比看电影或者参加体育活动更加经济实惠；因此，很多冰淇淋店主都对未来数月的市场形势感到乐观。A seasonal business季节性行业Lets keep in mind that ice cream sales are closely dependant on the hot weather between April and August. Sunny days and optimistic weather forecasts contribute to increasing sales of ice cream. However the consumption of frozen dessert is more evenly distributed through the months than it was a few decades ago. When we compare ice cream production figures through the years, there is less and less variation between summer production and winter production需要记住的是，冰淇淋销售与四月至八月期间的炎热天气密切相关，简直达到了依赖的程度。艳阳天和乐观的天气预报可以增加冰淇淋的销售。但是，冷冻甜品的全年消费与几十年前相比季节差别已经没有那么大了。我们比较一下过去几年的冰淇淋产量数据，就会发现冬季产量和夏季产量的差别越来越小。Industry Overview行业概况Industry size行业规模Figures show that there were 13,143 ice cream store businesses in the United States in 2007, producing on average revenue of $348,536. This represents a decline of 4.1% compared to 2004. This is a sign of consolidation, since the top 10% of all ice cream store businesses have increased their sales by 32% compared to 2004, with an average of $850,171 in revenue. The longevity of the stores in this industry is very good, with an average of 20.7 years in business. They employ an average of 13 employees per store, with 6,130 stores employing between 5 and19 people, while 5,293 stores have between 1 and 4 employees1.数据表明，美国2007年共有13143家冰淇淋店。每家店的平均收入为348536美元。店面总数与2004年相比下降了4.1%。这说明这个行业正在趋于稳定，因为排名前十的冰淇淋店与2004年相比销售额平均增加了32%，每家店的收入达到850171美元。冰淇淋店的寿命也都很长，平均寿命达到20.7年。每家店平均雇用了13名员工：有6130家店雇佣的人数在5到19人之间，5293家店雇佣的人数在1到4人之间。Ice cream consumption冰淇淋的消费The main target market for ice cream is children and families. Thirty four percent of such households consume four or more quarts of ice cream per month, which is significantly higher than the 20% of the family units without children. Preferences vary according to the age and gender of the ice cream consumer2. At the moment, the ice cream industry is driven by children but current demographic data indicates a decline in the youth population over the next few years. This might push ice cream retailers and producers to attract a new age group, while trying to retain their current younger clients. Young children are also more adventurous in their choices and eat a wider selection if ice cream flavors and frozen desserts. African American households consume a larger range of products and also more servings over a 30-day period than the average American household. Teenage girls tend to choose healthier products labeled as low-fat, mainly among the frozen yogurt products, while teenage boys still prefer the premium ice cream range. Ice cream preferences normally cement during the transition towards adulthood, and adults tend to be faithful to their favorites. 冰淇淋市场的主要销售对象为儿童和家庭顾客。美国34%有小孩的家庭每个月要消费至少四客冰淇淋，比没有小孩的家庭高出20%。冰淇淋消费者性别和年龄不同，喜爱的产品也各不相同。目前，冰淇淋行业主要依靠儿童消费者驱动；但是当前的人口数据说明未来几年青年人口将呈下降趋势。这种情况可能会驱使冰淇淋零售商和生产商想办法力争在保持住当前的年轻客户的同时吸引其他年龄组的消费者。孩子们在选择冰淇淋时也更加具有冒险性，愿意品尝各种不同口味的冰淇淋和冷冻甜品。非洲裔美国家庭每月消费的冰淇淋数量高于美国家庭的平均值。十几岁的女孩子愿意选择标称“低脂”的健康食品，尤其是冰冻酸奶食品；而同一年龄段的男孩仍然喜欢各种高级冰淇淋产品。消费者向成人过渡的阶段，他们对冰淇淋的喜好开始定型，而且成人的口味一般比较固定，很难改变。The emergence of healthier trends in the 70s led to the appearance of new products on the frozen treat market, such as frozen yogurts. Frozen yogurt sales increased throughout the 80s and reached their peak in the mid 90s since when their sales had significantly slowed until recently. Over the past couple of years however, frozen yogurts have made a huge comeback, with increasing numbers of franchises appearing, fuelling greater consumption.上个世纪七十年代出现的健康趋势使得冷冻冰淇淋市场出现了新产品，例如冰冻酸奶。冰冻酸奶的销售额在上个世纪八十年代开始攀升，在九十年代中期达到顶点；从那以后直到今天，增长速度一路放缓。但是过去几年，随着特许经营的大量出现，冰冻酸奶的销售开始恢复增长。Competition竞争Many new franchises have entered the ice cream industry in recent years, an industry that already contains some major players. There are a significant number of “Mom N Pop” ice cream stores, competing with multi-national organizations such as Hagen Dazs, Dairy Queen, Ben & Jerrys and Carvel. These big names have developed their products and adapted their concepts through the years. A number of new franchises are currently thriving, especially in the frozen yogurt industry; among them you will find Red Mango and Pinkberry. Their increased popularity is particularly evident in the State of California but it is also spreading into Middle America.很多新的特许经营品牌近年来开始进入冰淇淋行业，而这一行业已经形成了几个巨头；比较著名的包括“老爸老妈”（Mom N Pop）冰淇淋店。另外，参与跨国竞争的还有哈根达斯、奶品皇后（Dairy Queen）、本杰瑞（Ben & Jerrys）和凯菲（Carvel）。这些大名鼎鼎的品牌多年来不断开发新产品，对概念进行改良。此外，还有几家新的特许经营正在蓬勃发展，尤其是在冰冻酸奶行业，其中包括红芒果（Red Mango）和粉樱桃（Pinkberry）。这些新品牌在加利福尼亚州日益受到热捧，而且正在向美国中部拓展。The classic ice cream parlor has developed into many different concepts and each franchise has its own take on the ice cream store:传统的冰淇淋店已经发展成多种概念，每个特许经营都在自己的冰淇淋店里采取不同的形式：Dairy Queen: This franchisor offers more than one type of franchise unit; they have developed 3 variations:奶品皇后（Dairy Queen）：特许经营权授权方提供多种类型的特许经营店；他们开发出了三种变种：Dairy Queen Grill & Chill This franchise is a quick service food restaurant with indoor seating offering a full menu of soft-serve, drink and food items. 奶品皇后烤肉和冰淇淋（Dairy Queen Grill & Chill）该特许经营是一种快捷服务茶餐厅，餐厅内部提供座椅，卷筒冰淇淋、饮料和食品等全都供应。Dairy Queen/Limited Brazier These franchises are considerably smaller than DQ Grill & Chill restaurants and sell the full line of Dairy Queen soft-serve treat products and a limited number of food items. 奶品皇后/有限火盆（Dairy Queen/Limited Brazier）这种类型的特许经营要比奶品皇后烤肉和冰淇淋（Dairy Queen Grill & Chill）特许经营店的规模小很多，主要销售极品皇后蛋筒冰淇淋全系列产品，还有数量有限的食品。Dairy Queen Treat Center stores This franchise includes the right to sell Dairy Queen soft-serve treat products and Orange Julius products. 极品皇后蛋筒中心店（Dairy Queen Treat Center stores）这一形式的特许经营权包括销售极品皇后蛋筒冰淇淋产品和橙汁产品。Marble Slab: This franchise system sells a superior grade ice cream, which customers can order in combination with nuts, fruit and other mixins. Store personnel blend the mixins into a Marble Slab ice cream on a chilled marble or granite slab, which is the centerpiece of their stores. Stores also offer freshly baked cones, frozen yogurt and soft drinks; some offer baked goods and gourmet coffee drinks.理石板冰淇淋（Marble Slab）：该特许经营系统销售高级冰淇淋，顾客可以在订购冰淇淋的同时购买坚果、水果和其它伴随品。店里的员工将伴随品与“理石板”冰淇淋混合在一起，制成花岗岩或者大理石外观的冰淇淋板这也是这个品牌的主打产品。这家店还提供鲜制的烤蛋筒、冰冻酸奶和软饮料；有些店还提供烘焙食品及美食咖啡饮品。Maggie Moos Treatery: Maggie Moos Franchising pursues a distinctive format and system relating to the establishment and operation of frozen dessert retail businesses. The franchise outlets are characterized by their interior and exterior decor, color scheme, design, and furnishings; specialized menus; proprietary recipes and formulas for food products.麦基慕冰淇淋（Maggie Moos Treatery）：麦基慕特许经营系统追求独特的模式，致力于建立并运营冷冻甜品零售企业。特许经营店内外部装修、颜色搭配、设计和家居都独具特色，菜单制作得很专业，还有专有餐品食谱和配方。Coolcycle Franchising: The Cool Cycles unit is a specially designed and equipped motorcycle with sidecar from which a franchisee can sell products in neighborhoods and at events. The Mobile Kiosk is a specially designed and equipped motorcycle trailer used to transport, re-supply and sell ice cream products.酷赛格特许经营（Coolcycle Franchisin）：酷赛格特许经营（Coolcycle Franchisin）专门开设在挎斗摩托上，特许经销商可以在里面向周边居民销售产品，也可以在重大活动时进行销售。移动冰淇淋亭（Mobile Kiosk）也是开在摩托车上并经过特殊设计的，主要用于运输、供应和销售冰淇淋产品。The ice cream franchise industry still faces the competition of the independently owned ice cream stores, from the “Mom N Pops” to the mobile ice cream vans moving from neighborhood to neighborhood. 冰淇淋特许经营行业仍然面临着来自独立冰淇淋店的竞争：不管是“老爸老妈”（Mom N Pops）还是冰淇淋车，都在走街串巷销售冰淇淋。Product varieties产品种类The International Dairy Foods Association reports that Americans consume about $21 billion in frozen desserts per year. Below is a breakdown of the different products on the market: 国际奶食品协会公布的数据表明，美国人每年要消费价值210亿美元的冰冻甜品。下面是市场上各种产品的分布情况：Ice Cream: frozen dessert containing at least 10% milk fat and 20% total of milk solid. 冰淇淋：冰冻甜品，至少含有10%的奶脂和20%的固体奶成分。Super Premium Ice Cream: contains a low amount of air and high fat content, usually