The Real Origin of the Franchise - Sir Harold Evans

(Music)

翻译人员: Sharon Yip Shin May 校对人员: Tianshu Wang

(音乐)

Quick! What's common between

考考你们！

牛肉汉堡、棒球训练、灭音器，这三个东西

beef burgers, baseball training

and auto mufflers?

有什么共同点？

Tough question. Let's ask it another way.

这真是难题。不然这样问好了

What's the common factor between McDonald's,

在麦当劳、D-Bat（棒球运动品牌）

D-Bat and Meineke?

以及Meineke(消音器品牌)之间，都拥有什么共同点？

You may know the answer if, along with a Big Mac,

如果你听过 雷·克罗克和麦当劳巨无霸的事

you've absorbed a fragment of the romantic story of Ray Kroc.

你可能就知道答案了

He's the salesman that created what became

雷·克罗克一手创立了

the world's biggest fast food chain.

全世界最大的快餐连锁店

He did it by making a deal

他和几个姓麦当劳的兄弟

with a couple of men called the McDonalds.

做了一笔交易

Brothers they were, owners of a small restaurant chain,

麦当劳兄弟 原是一家小型连锁餐厅的老板

and the deal was, he could use their brand name and their methods.

这交易是允许 他使用麦当劳兄弟的品牌和方法

Then he invited small entrepreneurs

然后他邀请了一些小企业家

to open McDonald's, that they'd run as operators,

作为店长 管理各自的麦当劳餐厅

with an ownership state.

并且拥有所有权

Very different than the business model where Mom and Pop stores

这和Mom and Pop stores(流行品牌)的 商业模式很不同

have full ownership, but no similar support.

他们拥有餐厅的所有权 但没有那么多支援

All the examples

我一开始举的所有例子

in my opening question are a franchise operation.

都采用特许经营来运作

Kroc is sometimes credited

克罗克有时候被认为是

with inventing franchising,

特许经营的发明者

and so is Isaac Singer, the sewing machine magnate.

相同于缝纫机巨亨 伊萨.克辛格

Not so. The real genesis of franchising

然而事实并非如此 真正创造特许经营的人

was not in stitches or beef,

并不是做缝纫的 也不是搞牛肉的

it was in beauty.

而是起源于美容行业

Martha Matilda Harper

玛莎·明德·哈珀

was a Canadian-born maid.

是一位出生于加拿大的女仆

She made the beds, cleaned house, did the shopping.

她铺床、打扫房子、采购

In the employment of a doctor's family in Ontario,

在安大略省 一个医生家中工作的时候

she acquired a secret formula for shampoo,

她得到一份洗发水的秘密配方

one more scientifically based

一个比每天在报纸上吹牛的广告

than the quackeries advertized every day in the newspapers.

更科学的配方

The kindly doctor also taught the maturing young woman

这位好心的医生还教这位年轻女子

the elements of physiology.

生理学的基础知识

Martha had a secret ambition

有了这份秘方

to go along with the secret formula:

玛莎有了一个秘密野心

a determination to run her own business.

她决定自己创业

By 1888, serving as a maid in Rochester, New York,

1888年，在纽约罗切斯特 当女仆的她

she saved enough money --

存够了360美元，

360 dollars -- to think of opening

她考虑开一家

a public hairdressing salon.

大众的理发沙龙

But before she could realize her dream,

但在她实现梦想之前

two blows fell. She became sick,

有两件事降临到她身上， 她变得虚弱了

and collapsed from exhaustion.

接着因为过操劳过度而病倒了

Mrs. Helen Smith, a healing practitioner

海伦.史密斯夫人，一位信基督教的医士

of the Christian Science faith, was summoned to her bedside.

被召唤到了她的床边

The two women prayed, and Martha recovered.

她俩祈祷后，玛莎便康复了

No sooner was she better then she was told,

在康复没多久后，她被告知

"Oh no, you can't rent the place you've eyed."

“噢不，你不能租你刚看的那个地方”

You see, her venture was to be the first public hairdressing salon.

你知道，她的生意会成为 第一家大众理发沙龙

A woman in business was shocking enough then.

当时，一个从商的妇女已经够惊人了

Only 17 percent of the workforce in 1890 was female,

在1890年，只有区区17%是女性在打工

but a woman carrying out hairdressing

何况一个在公共场所经营美发

and skincare in a public place?

和美容店的女性？

Why, it was sure to invite a scandal.

为什么？ 因为那一定会引来流言蜚语

Martha spent some of her savings on a lawyer, and won her case.

玛莎用了一些积蓄请了律师， 打赢了这个官司

She proudly displayed on the door

她自豪地在门前展示

of her new her salon a photograph

她的新沙龙照片

of the barely five-foot Martha as Rapunzel,

那是一个差不多5尺高 如同长发公主一样的玛莎

with hair down to her feet, but glowing with good health.

头发及地，但闪烁着健康的模样

Her sickness, too, had proved a boon.

她的病也证明了一件事

Her ambition was now propelled

她的雄心壮志

被基督教科学的价值观激励着

by Christian Science values.

The Harper Method, as she came to call her services,

当她称自己的服务为“哈珀方则”时

was as much about servicing the soul

意味着服务心灵的重要性

as it was about cutting hair.

不亚于修剪头发的重要性

In the therapeutic serenity of her salon,

每当在沙龙里时

she taught that every person could glow

她教导大家 每个人都可以闪闪动人

with the kind of beauty she had,

就像她一样美丽

if spiritually whole and physically obedient to what she called

如果灵性上的健全和生理上的顺从

"the laws of cleanliness, nourishment,

是她所谓的“洁净、滋养、

exercise and breathing."

运动与呼吸法则”

She was very practical about it.

那么她可是非常确实的身体力行着

She even designed the first reclining shampoo chair,

她甚至设计了第一张洗发躺椅

though she neglected to patent the invention.

尽管她忘了申请发明专利权

Martha's salon was a huge success.

但玛莎的沙龙却非常成功

Celebrities came from out of town

名流从各地赶来

to experience the Harper Method.

体验“哈珀方则”

They enjoyed the service so much

他们十分喜欢这样的服务

that they urged her to set up a salon in their cities.

于是催促她 在其他城市开类似的沙龙

And this is where Martha's ethical sense

而这启发了

玛莎的初衷

inspired her crowning innovation.

Instead of commissioning agents, as other innovators had done,

不像其他人习惯找代理商

from 1891, she installed

1981年，她安排了

working-class women just like herself

其他劳工妇女在沙龙里服务

in salons exactly like hers,

就像在她的沙龙一样

dedicated to her philosophy and her products.

致力于推广她的理念和产品

But these new employees

但是这些新的雇员

were not provided a salary by Martha.

并不是由玛莎提供工资

The women in what became a satellite network of 500 salons

她们所在的500家沙龙 成了一个巨大的连锁网络

in America, and then Europe and Central America

一开始是在美国，然后是欧洲、中美洲和亚洲

and Asia, actually owned the Harper's Salons.

这些妇女相继成为了哈珀沙龙的拥有者

What was good enough in the nineteenth century

就如同拥护19世纪

for suffragette campaigners like Susan B. Anthony

为了妇女参政努力的苏珊·安东尼

and was good enough in the twentieth century

以及20世纪

for Woodrow Wilson, Calvin and Grace Coolidge, Jacqueline Kennedy,

伍德罗·威尔森、凯文与格蕾丝·克里兹、杰奎琳·肯尼迪，

Helen Hayes and Ladybird Johnson

海伦·海耶斯和小瓢虫·约翰逊

must be good enough for the rest of the world.

同样地也为这个世界各地带来美好

Today, only the Harper Method Founder's Shop

如今，只有“哈珀法则”的创始店

remains in Rochester, New York, but Martha's legacy is manifold.

还存在于纽约罗切斯特， 但玛莎的影响无处不在

Her health and beauty treatments have been copied,

她的健康与美丽疗法被广泛效仿

and her business model is dominant.

她的商业模式成了主流

In fact, half of retail sales in America

事实上，美国有一半的零售业

are through Martha Harper's franchising idea.

是源自于玛莎·哈珀的经营理念

So the next time you enjoy a McDonald's hamburger

所以你下次再享用麦当劳的汉堡

or a good night's rest at a Days Inn,

或者在戴斯酒店一夜好眠

think of Martha.

别忘了玛莎

Because these franchises might not be the same

因为，如若不是一个多世纪以前， 玛莎哈珀发明了这样的模式

without her inventing the model, over a century ago.

这些特许经营店也许 就不是现在这样了