연돈볼카츠 설명드리겠습니다.

백종원 PAIK JONG WON

22 Jul 202414:17

Summary

TLDRThe speaker addresses the viewers with an earnest tone, expressing their deep contemplation and decision-making process regarding a critical issue. They apologize for any inconvenience and proceed to clarify a situation involving a video statement and the company's stance. The speaker emphasizes their respect for the media and their commitment to fairness, urging viewers to watch the video in its entirety for a comprehensive understanding. They refute incorrect media reports about their business, explaining the difference between 'operational period' and 'survival period' of franchises, and correcting the misconceptions about their company's performance and growth. The summary aims to clear the air and rally support for the company and its franchisees amidst the controversy.

Takeaways

😔 The speaker has been deeply troubled by the situation and feels the need to clarify facts and set the record straight.
📞 The speaker apologizes for the inconvenience and mentions the importance of turning off the phone, indicating a serious and sensitive matter at hand.
🎬 The speaker refers to the video as both a 'clarification video' and a 'position statement', emphasizing the need to explain their side of the story.
👥 The speaker acknowledges that the audience might not watch the entire video but urges them to see it through to understand the full context.
📈 The issue began in June when eight franchise owners took collective action, leading to expanded and reproduced news articles that criticized the company.
🏪 The speaker respects journalists but feels wronged by the one-sided reporting that did not consider the company's perspective or counterarguments.
📰 The speaker criticizes the first news article for not waiting for counterarguments and for publishing misleading information about the company's operations.
🏢 The speaker clarifies the difference between 'operation period' and 'franchise period', correcting the media's misuse of these terms in their reporting.
💼 The speaker points out that the company's sales have increased ninefold from 2010 to 2023, contrary to the media's portrayal of a failing business.
📉 The speaker argues that comparing the sales per store without considering the size of the stores is misleading, as smaller stores naturally have lower sales.
💰 The speaker defends the company's low operating profit margin, stating that it is a result of efforts to support franchisees and not an indication of a bad company.

Q & A

What was the main concern of the speaker regarding the video transcript?
-The speaker was concerned about whether to release the video and how it would be perceived, emphasizing the importance of presenting facts and clarifying misunderstandings.
What does the speaker feel about the role of the media?
-The speaker respects the media for their role in exposing the truth and supporting the underdog, but feels frustrated by the misrepresentation in some reports.
What was the issue with the first news article mentioned in the transcript?
-The issue was that the news article contained incorrect information about the duration of business operations, confusing 'business period' with 'survival period', leading to a misrepresentation of the facts.
What is the difference between 'business period' and 'survival period' as mentioned in the transcript?
-The 'business period' refers to the time from the opening of a store to the point of registration, while the 'survival period' refers to the duration a store remains open from its opening until it closes down.
Why was the speaker upset about the second news report?
-The speaker was upset because the report claimed a significant drop in sales per store compared to the increase in the head office's sales, which was misleading and did not accurately reflect the situation.
What clarification did the speaker provide regarding the comparison of sales figures over time?
-The speaker clarified that the decrease in sales per store was due to the opening of many small-sized stores, but when sales were compared on a per square meter basis, the sales actually increased, indicating better profitability for smaller stores.
How did the speaker address the criticism about the head office's sales increasing significantly more than the stores?
-The speaker explained that the increase in head office sales was due to the growth in the number of stores and various business ventures, and emphasized that the company operates with a low operational profit margin, focusing on supporting franchisees.
What is the speaker's stance on increasing prices for franchisees?
-The speaker is against increasing prices for franchisees, as it could lead to a loss of customers in the long run, and the company tries to keep costs low to support the franchisees.
What is the speaker's view on the importance of small business owners in the company's ecosystem?
-The speaker considers small business owners as very important, emphasizing that they are the lifeline of the company and that the company's success is tied to their success.
What action is the speaker taking to address the issues raised in the media reports?
-The speaker is using the video transcript to clarify misunderstandings and provide accurate information, also expressing the company's commitment to addressing the concerns of its franchisees.
How does the speaker feel about the impact of the media reports on the company and its franchisees?
-The speaker feels deeply concerned and frustrated, as the reports could potentially harm the company and its franchisees, who rely on the company's success for their livelihood.

Outlines

00:00

😣 Misunderstandings and Misrepresentations in the Media

The speaker expresses frustration over a misunderstanding that has been amplified by the media. They mention a video that they are creating to clarify their stance and explain their situation. The speaker emphasizes the importance of understanding both sides of a story before making judgments, as they believe the media has misrepresented their business operations. They highlight the confusion between 'operation period' and 'tenure period', explaining that the former refers to the time from opening to the current reporting point, while the latter should only be determined after closure. The speaker corrects the media's error in using the operation period as the tenure period, which has led to a misrepresentation of their business's sustainability.

05:01

📉 The Impact of Misleading Financial Reports on Franchisees

The speaker discusses the negative impact of misleading financial reports on their franchisees. They refute claims that sales per store have been halved compared to 2010, arguing that the average sales per square meter have actually increased. The speaker provides data from 2015 and 2023 to illustrate the decrease in average store size and the corresponding increase in sales per square meter, suggesting that smaller stores are becoming more profitable. They also address the discrepancy in the reported increase in the company's sales, explaining that the growth in sales is not due to price increases but rather to the expansion of the business and the addition of new stores.

10:02

🚫 Commitment to Fair Pricing and Support for Franchisees

The speaker pledges their commitment to maintaining fair pricing for their franchisees, despite the challenges of rising raw material costs. They express their desire for the success and longevity of their franchisees' businesses and explain that they are working hard to keep prices stable. The speaker acknowledges that while increasing prices might bring short-term gains, it could lead to consumer rejection in the long run. They also reflect on their own experience and the unprecedented situation they find themselves in, emphasizing the importance of their brand's image and the collective efforts of the company and its franchisees.

🙏 Acknowledging Mistakes and Seeking Understanding

In the final paragraph, the speaker acknowledges that they may have made mistakes and expresses a desire to learn from them. They admit that they have areas where they could have done better and are now working diligently to improve their brand. The speaker also addresses the emotional toll the situation has taken, particularly after negative media coverage, and the support they have received from their franchisees. They call for understanding and patience as they continue to work hard to find solutions and maintain the integrity of their business.

Mindmap

Keywords

💡Clarification Video

A clarification video is a type of content where a person or entity addresses misunderstandings or allegations. In the script, the speaker is preparing to make a clarification video to address the issues and set the record straight about their business operations. This is evident when the speaker mentions '이것도 영상을, 얼마나 오래 끝까지 보실지 모르겠지만, 정말 끝까지 봐 저 제 영상, 제작하면서 끝까지 봐달라는 얘기 절대, 안 하는데' which translates to 'I don't know how long you will watch this video, but I really want you to watch it to the end as I made this video with that intention.'

💡Franchise

A franchise is a business model where a company (the franchisor) licenses its business system, brand, and trademarks to another entity (the franchisee). The video's theme revolves around the challenges faced by a franchise business, as the speaker discusses the misconceptions and issues related to their franchise operation, such as '더본 코리아의 존속 기간은 3.1년' which refers to the average duration of their franchise businesses.

💡Media Misrepresentation

Media misrepresentation occurs when the media inaccurately portrays a situation or entity. The speaker feels misrepresented by the media, as indicated by '기사를, 준비하면서 아무리 어떤 소리하고 귀에, 정말 솔깃한 이야기를 한다고 해도, 그걸 무조건 믿지 않고 반대편의, 입장을 충분히 들어보고 그다음에, 판단한다' which means 'While preparing the article, even if it sounds very convincing, one should not believe it blindly and should listen to the other side's position before making a judgment.'

💡Business Lifespan

Business lifespan refers to the duration a business operates before it closes or stops. The script discusses the lifespan of franchise businesses, using terms like '존속 기간' which is incorrectly used instead of '영업 기간', indicating the actual operating time of the business. The speaker corrects this misunderstanding and explains the importance of distinguishing between the two.

💡Sales Performance

Sales performance is a measure of how well a business is achieving its sales targets. The video script mentions a comparison between the sales performance of the franchise in 2010 and 2023, with a claim that '매장당 매출은 반토막이 났는데 본사의, 매출은 아홉 배가 됐다' indicating a significant increase in the head office's sales compared to a decrease in per-store sales. The speaker challenges this view by providing a more nuanced analysis.

💡Corporate Reputation

Corporate reputation is the overall perception of a company by the public. The speaker is concerned about the impact of media reports on their company's reputation, as seen in '저희가, 그렇게 큰 기업은, 아니에요 큰 기업이 되려고 노력은, 하고 있는데 이러시면 안 돼요' which translates to 'We are not that big of a company, we are trying to become one, but this situation is not acceptable.'

💡Franchisor Support

Franchisor support refers to the assistance provided by the head office to its franchisees, which can include training, marketing, and operational guidance. The speaker emphasizes the support they provide to their franchisees, stating '저희는 저희랑 같은 브랜드건 뭔가를, 비교해 봤을 때 영어 미익 한번, 비교해 보시면 저희보다 어마무시하게, 높은데 있을 겁니다' which means 'Compared to other brands, our franchisees have incredibly high earnings, which could be much higher.'

💡Market Misunderstanding

Market misunderstanding is when the public or stakeholders have incorrect assumptions about a company or industry. The script addresses several misunderstandings about the franchise's performance and the company's support for its franchisees, as the speaker tries to clarify the actual situation and counteract the negative perceptions.

💡Business Strategy

Business strategy refers to the methods and actions a company takes to achieve its goals. The speaker discusses their business strategy, particularly in relation to maintaining low operational costs and supporting franchisees, as indicated by '저희는 저희와 같은 브랜드건 뭔가를, 비교해 봤을 때 영업 이익률 저희, 굉장히 낮은 편 굉장히 낮다는게 나쁜, 회사라는게 아니라 그마만큼, 가능하면 뭔가 어떤 특정한 상황이, 있을 때 가맹점들에게 어떤 도움이 될, 수 있는 행동을 많이 하는 회사예요' which translates to 'Compared to other brands, our operating profit margin is very low, which is not a bad thing because it means we are taking actions that can help our franchisees in specific situations.'

💡Economic Impact

Economic impact refers to the effects that an event or situation has on the economy. The speaker is concerned about the potential economic impact of the media's portrayal on their business and the livelihoods of their franchisees, as shown in '저희 2,900여 되는 매장에, 점주님들이 생명줄이 달려 있어요' which means 'Our franchisees, who are over 2,900, have their livelihoods tied to these stores.'

💡Public Appeal

A public appeal is a request made to the public, often for support or understanding. The speaker makes a public appeal for a fair assessment of their situation and for support for their company and franchisees, as evidenced by '저희 진짜 열심히 어떡하든, 방법을 찾을테니까 걱 너무 걱정하지, 마시고 우리 열심히 여까지 해왔던, 대로 열심히, 들 화이팅입니다' which translates to 'We will find a way no matter what, so please don't worry and keep cheering us on as we have been working hard until now.'

Highlights

The speaker deliberated a lot before deciding to make this video, apologizing for any inconvenience caused.

The speaker emphasizes the importance of facts and evidence in explaining their situation.

The controversy started in June involving eight franchise owners taking collective action.

The speaker expresses deep respect for the media, despite feeling wronged by certain reports.

The speaker clarifies that they always seek to understand all sides of a story before making judgments.

A misunderstanding occurred with the first news report about the franchise, causing distress.

The speaker points out the misuse of terms like 'franchise period' and 'operation period' in media reports.

The average 'operation period' of franchises is incorrectly reported as the 'franchise period', leading to confusion.

The speaker corrects the error, explaining that the 'franchise period' should only be calculated after a store's closure.

The speaker argues that the reports of a decrease in sales per store are misleading without context.

Comparing sales data from 2010 to 2023, the speaker notes that the company's sales have increased significantly.

The speaker disputes the claim that the company's sales have increased at the expense of franchise owners.

The speaker emphasizes the company's efforts to maintain low operational costs and support franchise owners.

The speaker discusses the challenges of managing supply costs and the impact on franchise owners.

The speaker acknowledges that there may have been oversights and areas where the company could have done better.

The speaker calls for understanding and support from the public, emphasizing the hard work of the company and its franchise owners.

The speaker expresses concern about the impact of negative press on the livelihood of the franchise owners.

The speaker concludes by urging viewers to watch the video in its entirety for a full understanding of the situation.