Best World

[Boon]

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“Pursuant to the franchise agreements entered into between the Group and each Franchisee, the Franchisees purchase the Products from the Group for distribution through BWL Lifestyle Centres to end consumersand independent third parties who operate salons, spas, beauty centres and other retail outlets (“Workshops”).Some Workshops are also licensed to use the Group’s brands and trademarks in selling the Products to other consumers in China……………”.
 
The Group also actively works with Franchisees to manage the Workshops, with a view to ensuring that the set-up of these stores and the quality of services they provide to consumers are consistent with the Group’s brand standards.
 
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Under the Franchise Model, the Group sells premium skincare and certain other Products to its 33 Franchisees. The Franchisees are independent third parties who operate BWL Lifestyle Centers and who purchase the Products from BWL China as principals and exclusively on-sell the Products to consumers and Workshops
 
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Social media platforms and applications are used by the Franchisees and Workshops to disseminate beauty and wellness related content, product information and marketing messages as part of the Group’s marketing strategy. Potential customers who view such social media content and would like to find out more about the Group’s premium skincare Products or make purchases can visit BWL Lifestyle Centers and/or Workshops
 
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The Group recognises revenue upon delivery or completion of the sale to the Group’s direct customers. These direct customers under the Franchise Model are the Franchisees. The Franchisees purchase the Products directly from the Group, and on-sell these Products to end consumers as well as Workshops.
 
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The Group does not directly conduct any sales transactions in China through online stores or social media, including Taobao. The Products are primarily distributed in China by Franchisees directly to consumers through BWL Lifestyle Centers in China
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Hi Chialc88,
 
Oxford Ductionary defines “Workshop” as 
 
A.    a PLACEin which goods are manufactured or repaired  (Meaning A)
B.    a MEETINGat which people gathered and engage in intensive discussion and activity on a particular subject or project. (Meaning B)
 
BWI has adopted the term “Workshops”to be
C.    “salons + spas + beauty centers + other retail outlets”. (Meaning  C)
 
“Workshop with meaning A” is irrelevant.
 
“Workshop with meaning B” is relevant – as you have said - they do conduct “MEETING”
 
Knowing that “Workshops with Meaning B” is relevent, why create ANOTHER “Workshop with Meaning C” ? 
 
“Workshops with meaning C” = “salons, spas, beauty centres and other retail outlets”
 
Wouldn’t “Retail Establishments” or “Retail Premises”a better term for “salons, spas, beauty centres and other retail outlets”?
 
To CONfuse or to CONvince ?
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How do “products” ultimately reached “end consumers” under its so called “Franchise Model” ?
 
1)     Through “BWL Lifestyles Centers” operated by “Franchisees” => Distribution Channel ONE (DC ONE)
2)     Through “Workshops with meaning C” => Distribution Channel TWO (DC TWO)
 
Distribution Channel ONE (DC ONE):
Producer (BWL China) => Retailer ONE (Owners & Operators of BWL Lifestyles Centers) => End Consumers ONE
 
Distribution Channel TWO (DC TWO):
Producer (BWL China) => Wholesaler TWO => Retailer TWO (Owners & Operators of “Workshops with meaning C” => End Consumer TWO
 
In terms of type of “Distribution Channel” :
DC ONE is a ONE-Level DC (it has ONE intermediary in between the Producer and the End Consumer)
DC TWO is a TWO-Level DC (it has TWO intermediaries in between the Producer and the End Consumer)
  
From the perspectives of End Consumers, who can only see “Retail outlets”, to them, it is a “retail model”.
 
Can quality of services provided to consumers be consistent with the Group’s brand standards at ALL outlets ?
 
Not if these products are available through multi-tiers “Retail Premises" of different and inconsistent standards” – at least from the perspective of selective use of trademarks and logo in the sales of products and “brands exclusivity alone.
-       BWL Lifestyles Centers – WITH BWL trademark and logo that exclusively sell the brands of the group only
-       Some Workshops (with meaning C) – WITH BWL trademark and logo that also sell other brands
-       Some Workshops (with meaning C) – WITHOUT BWL trademark and logo that also sell other brands.
 
From the perspective of “Channel Design”using Marketing Mix of 4Ps or 7Ps, “Place” has been poorly conceived, IMO.
 
https://en.wikipedia.org/wiki/Marketing_mix
 
Here is another P :

 "what makes a skin care brand "Premium" ?