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  2004 Aug Issue
   
Cover Story
Inspired Raoul-out
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Other Stories
Security & Fire Prevention: Human-techno collaboration - for better fire safety & securitye
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Big rise in use of CCTV surveillance, access control in India
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Franchising/licensing scene in Asia gets boost
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Successful debut for Hong Kong's Summer Sourcing Show 2004


 




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Franchising/licensing scene in Asia gets boost


With more Asians enjoying greater disposable income, Asian consumers are acquiring increasingly sophisticated purchasing habits that are leading to a higher brand consciousness in the region.

The phenomenon has in turn strongly boosted Asia’s licensing market as merchandisers turn towards this platform to increase their product appeal by leveraging the strength of established brand names.

Global Franchising & Licensing2004 (GFL2004) will be held at Suntec Singapore from September 15-17 to meet the needs of this growing sector in Asia.

Said Ben Wong, project director, lifestyle events, Singapore Exhibition Services (SES), which organises GFL2004: “GFL2004 will offer licensing exhibitors a window of opportunity into the Asian market and target ... especially manufacturers keen to leverage licensed brands to differentiate their products from what their competitors offer.”

Introduced at GFL2003, the licensing aspect of the exhibition has proved to be a valuable platform for licensors.

Referring to his company’s successful participation at last year’s show, Patrick Lam, The Advance Group Inc’s brand licensing director-Asia markets, said: “The event was excellent for us and I was pleased with our participation. We received numerous quality enquiries from surrounding regions and met some big potential companies we did not expect to see.”

And on the strong visitor interest in the company’s portfolio of watch-brand licences, Lam added: “The show opened up exciting opportunities in the region for Advance Group. We met established companies like Mitsui from Japan, Inter-Fashion from Indonesia and Singapore’s Sun Sing Trading, which expressed a strong interest in our brands such as Chickeeduck, Spalding, Goldlion and Freestyle.”

Another company that enjoyed a fruitful participation at GFL2003 was Interasia & Associates (Holdings), whose current licensor roster includes some of the world’s largest companies, namely Hallmark, Pepsi, DaimlerChrysler, Paramount Pictures, Sony Pictures and Yahoo!.
Said Allan Yeng, Interasia & Associates’ general manager: “This show was a very successful one where we met interested visitors from Malaysia, Hong Kong and Indonesia — essentially, the target markets for our brands. We also achieved our objective of [raising the market awareness] of licensing and branding through the exhibition.”

Yeng added that GFL2003 enhanced the territorial extension of his company’s French-apparel labels, including Louis Feraud and Daniel Hechter, to Asia as well as extended the potential product range of its Pepsi and Jeep brands.

This year’s event will host more than 260 companies from over 22 countries, offering vast business potential for licensing, branding, patents, trademarks and other transactions of intellectual property rights. Business concepts will range from F&B, health care and fitness to household services.

To help home-grown companies successfully launch into new markets, government agencies and industry associations from France, Indonesia, Singapore, Spain, Thailand and the US will lead exhibitor groups under their respective national pavilions.

For instance, the National Agency for Export Development (NAFED) and Indonesia Franchise Association (AFI) will front the Indonesian pavilion, which will be at the show for the second time to strengthen the awareness of Indonesian brands and franchise systems.

Dr Anang Sukandar, AFI’s chairman, said: “The GFL exhibition is an excellent event for franchising and licensing businesses from Indonesia, especially those with a unique Indonesian character and of an ethnic genre.”

Thailand, too, will have a strong presence at GFL2004. Thai companies will launch their ventures under the Thai Pavilion led by the Department for Export Promotion of Thailand (DEP), which supports Thai local businesses in their overseas expansion.

Among the exhibits that will be showcased at the Thai pavilion are the unique candy-buffet concept franchised by CSC Foods, Earth Star Diamond’s diamond jewellery, Maxdigital Technology’s photo gift services, beauty products from OP Natural Products and Sarolux, as well as Ticketonline’s e-ticketing system.

SES expects 10,000 trade visitors at the 2004 event, which will also encompass a series of conferences and workshops led by industry experts. The networking platform, the Business Matching Programme (BMP) and consultation sessions with industry experts at the Franchise & Licence Clinics will be featured in the line-up.


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