The number of franchised outlets in China is likely to reach 800,000 over the next five years, creating more than 10 million jobs, an official with China Chain Store & Franchise Association (CCSFA) said on Friday.

The country's franchising market is heading towards standardization, CCSFA secretary general Pei Liang said ahead of the 2011 International Franchising Expo, which will be held from Sept. 17-19 in Shanghai.

"Franchisers are more conscious of intellectual property protection," and "more rational when making investment decisions," Pei said.

The franchising industry plays an important role in driving private investments and creating jobs. The country's franchising market still fosters great potentials and will make further contributions to employment and consumption in the future, Pei added.

Data from the Ministry of Commerce show that the country currently has a total of 1,600 registered franchisees.

(Source: Xinhua)