{"id":160,"date":"2006-11-09T08:26:41","date_gmt":"2006-11-09T08:26:41","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2006\/11\/09\/electromenager\/"},"modified":"2023-05-18T12:05:01","modified_gmt":"2023-05-18T10:05:01","slug":"electromenager","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2006\/11\/09\/electromenager\/","title":{"rendered":"\u00c9lectrom\u00e9nager : un peu d’innovation dans un march\u00e9 dormant"},"content":{"rendered":"

Pour qui a travaill\u00e9 dans les secteurs dits du \u00ab\u00a0blanc\u00a0\u00bb (c’est-\u00e0 dire l’\u00e9lectrom\u00e9nager qui s’oppose au \u00ab\u00a0brun\u00a0\u00bb : tv\/hifi\/video) il y a d\u00e9j\u00e0 quelque temps \u00e0 l’instar de votre serviteur, ce march\u00e9 est le symbole du march\u00e9 satur\u00e9.<\/p>\n

\u00c7a bouge dans le march\u00e9 dormant de l’\u00e9lectrom\u00e9nager<\/h2>\n
\"\u00e9lectrom\u00e9nager\"
\u00c7a bouge dans le march\u00e9 dormant de l’\u00e9lectrom\u00e9nager<\/figcaption><\/figure>\n

\"\u00c7a<\/a>De temps en temps il sort une innovation qui lui permet un rebond dont la vigueur n’a d’\u00e9gal que la bri\u00e8vet\u00e9 (appareil \u00e0 raclette, aspirateur \u00e0 piles, centrifugeuse, mini cafeti\u00e8res duo, solariums, …).<\/p>\n

Le meilleur exemple de l’\u00e9tat de saturation de ce march\u00e9 est le taux d’\u00e9quipement en r\u00e9fig\u00e9rateurs, stable \u00e0 plus de 95% des foyers fran\u00e7ais depuis la fin des ann\u00e9es 80, ce qui fait que ce march\u00e9 est entr\u00e9 dans une phase dite de \u00ab\u00a0renouvellement\u00a0\u00bb depuis longtemps (traduction: il faut attendre que le frigo claque pendant une p\u00e9riode de forte chaleur, o\u00f9 le compresseur est fortement sollicit\u00e9).<\/p>\n

Le changement dans le march\u00e9 de l’\u00e9lectrom\u00e9nager<\/h3>\n

Voil\u00e0 donc un domaine peu passionnant direz-vous, o\u00f9 le principal changement \u00e0 attendre est la r\u00e9duction drastique des co\u00fbts et l’optimisation interne.<\/p>\n

Et il est vrai que c’est ce qui s’est pass\u00e9 lors des 20 derni\u00e8res ann\u00e9es: disparition des commerces ind\u00e9pendants regroup\u00e9s en centrales et court-circuitage des grossistes, rationalisation des \u00e9quipes de ventes et regroupement au plan national, rationalisation des marques et raccourcissement des gammes, optimisation des fabrications avec le regroupement sur des plaques (ex: l’Italie pour les machines \u00e0 laver \u00e0 chargement frontal, la France pour le chargement par le dessus (une sp\u00e9cificit\u00e9 locale), etc.).<\/p>\n

Alors, quelle n’est pas ma surprise de voir appara\u00eetre des innovations en cha\u00eene dans ce domaine : av\u00e8nement du \u00ab\u00a0tout \u00e0 la maison\u00a0\u00bb (JDD du 05\/11\/06) avec les machines \u00e0 expresso depuis quelques ann\u00e9es d\u00e9j\u00e0 – maintenant un v\u00e9ritable ph\u00e9nom\u00e8ne de soci\u00e9t\u00e9 – et m\u00eame un beertender de Krups destin\u00e9 \u00e0 int\u00e9resser les hommes aux produits du \u00ab\u00a0petit m\u00e9nager\u00a0\u00bb, eux qui en sont des non consommateurs absolus.<\/p>\n

Innovation : une tendance profonde ?<\/h3>\n

Selon Marie Nicot du JDD il ne s’agit plus d’une tendance de surface comme indiqu\u00e9 pr\u00e9c\u00e9demment mais bien d’un ph\u00e9nom\u00e8ne de fond. Et le gros m\u00e9nager encha\u00eene avec 2 nouvelles tendances : L’innovation de marque plut\u00f4t haut de gamme initi\u00e9e par les Chinois Haier (http:\/\/www.haier.com\/)<\/a> qui n’h\u00e9sitent pas \u00e0 comparer leurs frigos \u00e0 des produits high tech et \u00e0 l’extr\u00eame inverse le Turc Beko (http:\/\/www.beko.com<\/a>) qui joue les low-costs et propose les m\u00eames fonctionnalit\u00e9s pour des prix divis\u00e9s par deux. M\u00eame sur ce genre de march\u00e9s, l’ordre \u00e9tabli peut donc \u00eatre bouscul\u00e9, et force est de constater que les innovations ne viennent pas de chez nous. Serait-ce un signe qu’en ce d\u00e9but de 21\u00e8me si\u00e8cle, il n’y a plus de march\u00e9 dormant?
\n<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Pour qui a travaill\u00e9 dans les secteurs dits du \u00ab\u00a0blanc\u00a0\u00bb (c’est-\u00e0 dire l’\u00e9lectrom\u00e9nager qui s’oppose au \u00ab\u00a0brun\u00a0\u00bb : tv\/hifi\/video) il y a d\u00e9j\u00e0 quelque temps \u00e0 l’instar de votre serviteur, ce march\u00e9 est le symbole du march\u00e9 satur\u00e9. \u00c7a bouge dans le march\u00e9 dormant de l’\u00e9lectrom\u00e9nager De temps en temps il sort une innovation qui …<\/p>\n","protected":false},"author":2,"featured_media":57063,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\n\u00c9lectrom\u00e9nager : un peu d'innovation dans un march\u00e9 dormant<\/title>\n<meta name=\"description\" content=\"Pour qui a travaill\u00e9 dans les secteurs dits du "blanc" 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