发布日期：2007年1月
摘要
Executive summary
Market performance
As a whole, the market for domestic electrical appliances grew modestly in volume terms in 2005, after a levelling out in 2004. These results should be seen in the context of moderate but continued growth in the market over the past decade. Volume sales of large kitchen appliances increased slightly, reaching 12.6 million units in 2005, up by 1% on the previous year. Volume sales of small electrical appliances were more dynamic in 2005 than large kitchen appliances.
Household penetration
Penetration rates of domestic electrical appliances are high. Most purchases are therefore renewals. Furthermore, small electrical appliances benefit from impulse purchasing behaviour, and from being traditionally offered as gifts for holidays or anniversaries.
Penetration rates are largely influenced by new launches as well as the demographic structure of households and income levels.
Replacement cycles
Domestic electrical appliances tend to have a long operating life – much longer than the 1- or 2-year warrantee offered by manufacturers. Refrigeration and cooking appliances have the longest replacement cycles, at 11 to 13 years. However, as more sophisticated electronic programming replaces mechanical features, the average appliance replacement cycle is expected to shorten, as consumers replace older units with ones offering new features. Washing machines and dishwashers, which have many moving parts, have an average replacement cycle of six to nine years.
Small electrical appliances, such as irons, body shavers and oral hygiene appliances, have shorter replacement cycles than larger appliances as they are more sensitive to new innovations, fashion trends and impulse purchases, in addition to their relatively low price. Heating and cooling appliances have the longest replacement cycle among small appliances, as their use is seasonal and less subject to fashion trends. However, as with other appliances, the introduction of new electronic and more sophisticated features will shorten their replacement cycle in coming years.
To encourage replacement purchases, some manufacturers and distributors provide free disposal services for old appliances, while others have started to offer discounts on trade-ins.
Prices
Prices of large electrical appliances have decreased in recent years, and continued to do so in 2005. Strong competition in the retail environment has led to a lowering of wholesale prices to retailers.
The situation is similar for smaller electrical appliances, mainly due to the dominant position of hypermarkets, whose discount policy has pulled down prices. This is underlined by an overall context of feeble economic growth, which means that consumers are purchasing more budget items, particularly as these are now of good quality.
Distribution
In France distribution of domestic electrical appliances goes through three major channels: large specialist outlets such as Darty; grocery multiples (hypermarkets and supermarkets such as Carrefour, Auchan, Géant, Leclerc or Intermarché); independent specialist shops. It should also be noted that kitchen specialists are key sellers of built-in appliances.
Grocery multiples benefit from high traffic in their stores, and can also offer convenience and highly competitive prices, particularly in the case of small domestic electrical appliances. In the case of specialist outlets, these are most often independent shops that form part of a buying co-operative, such as GITEM [retailer that specialists in selling domestic electrical appliances and consumer electronics], which helps them negotiate prices.
Five players dominant
Approximately 50 manufacturers, selling their products through around a hundred different brands, supply domestic electrical appliances in France. The offer is highly concentrated, however.
This environment saw many changes in the latter half of 2005. There is a trend towards segmentation, in several directions:
A greater gap between factory locations and markets: small electrical appliances are light and easy to handle, travel well, and do not require complex logistics. Therefore, operators in the west have relocated a growing part of their manufacturing to countries with low production costs, in order to face international competition (such as Vestel or Beko in Turkey);
Strong growth of Asian countries as producers, particularly for entry-level products;
The increased availability of private label products offered at entry-level by large retailers or discount chains;
In contrast, the expansion of high added-value products;
A resultant divergence of prices.
Impact on competition:
Domestic electric appliance producers are tending to focus more on product design and assembly, while outsourcing the manufacture of components.
Many have already relocated their production to cheaper countries and rely on third-party supply of finished products.
Consequently, the market is segmented into three economic models:
Concentration on basic, low-priced products, distributed with minimum marketing support;
The development of mid-range products of good quality, with innovation and marketing support;
Concentration on high value-added products, built on a sound innovation strategy. These top-quality products are sold through dedicated sales teams who develop partnerships with distributors.
目录及图表
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN FRANCE : MARKET INSIGHT
EXECUTIVE SUMMARY
Market performance
Household penetration
Replacement cycles
Prices
Distribution
Five players dominant
KEY TRENDS AND IMPACT ASSESSMENT
Professional standard products
Environmental Concerns
The design conscious French
Distribution
Single-person households and ageing population increase demand for certain products
Internet continues to progress, increased market transparency
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2004-2005
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2005
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2000-2005
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2000-2005
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2000-2005
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2000-2005
Table 7 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2005-2010
Table 8 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2005-2010
Table 9 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2005-2010
Table 10 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2005-2010
Table 11 Company Shares of Large Kitchen Appliances 2001-2005
Table 12 Brand Shares of Large Kitchen Appliances 2002-2005
Table 13 Company Shares of Small Kitchen Appliances 2001-2005
Table 14 Brand Shares of Small Kitchen Appliances 2002-2005
Table 15 Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
Table 16 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2000-2005
Table 17 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2000-2005
Table 18 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2000-2005
Table 19 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2000-2005
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2005-2010
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2005-2010
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2005-2010
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2005-2010
Table 24 Built-in Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
Table 25 Freestanding Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
Table 26 Small Electrical Appliances by Distribution Format: % Analysis 2000-2005
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
LOCAL COMPANY PROFILES - FRANCE
ARTHUR MARTIN ELECTROLUX - DOMESTIC ELECTRICAL APPLIANCES - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Arthur Martin/Electrolux: Key Facts
Summary 2 Electrolux France: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 3 Electrolux: Production Statistics 2005
COMPETITIVE POSITIONING
FAGORBRANDT, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 FagorBrandt: Key Facts
Summary 5 FagorBrandt: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 6 Brandt Industries: Production Statistics 2005
COMPETITIVE POSITIONING
LG ELECTRONICS FRANCE - DOMESTIC ELECTRICAL APPLIANCES - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 7 LG Electronics France: Key Facts
Summary 8 LG Electronics France: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 9 LG Electronics: Production Statistics 2005
COMPETITIVE POSITIONING
SEB, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Groupe SEB: Key Facts
Summary 11 Groupe SEB: Operational Indicators 2002-2004
COMPANY BACKGROUND
PRODUCTION
Summary 12 GROUPE SEB: Production Statistics 2005
COMPETITIVE POSITIONING
WHIRLPOOL FRANCE - DOMESTIC ELECTRICAL APPLIANCES - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Whirlpool France SAS: Key Facts
Summary 14 Whirlpool France SAS: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 15 Whirlpool France SAS: Production Statistics 2005
COMPETITIVE POSITIONING
REFRIGERATION APPLIANCES IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Refrigeration Appliances by Subsector: Volume 2000-2005
Table 28 Sales of Refrigeration Appliances by Subsector: Value 2000-2005
Table 29 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2000-2005
Table 30 Sales of Refrigeration Appliances by Subsector: % Value Growth 2000-2005
Table 31 Unit Sales of Fridge Freezers by Format: % Split 2003-2005
Table 32 Unit Sales of Fridges by Format: % Split 2003-2005
Table 33 Unit Sales of Freezers by Format: % Split 2003-2005
Table 34 Company Shares of Refrigeration Appliances 2001-2005
Table 35 Brand Shares of Refrigeration Appliances 2002-2005
Table 36 Company Shares of Built-in Fridge Freezers 2001-2005
Table 37 Company Shares of Freestanding Fridge Freezers 2001-2005
Table 38 Company Shares of Built-in Fridges 2001-2005
Table 39 Company Shares of Freestanding Fridges 2001-2005
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2005-2010
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Value 2005-2010
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2005-2010
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2005-2010
HOME LAUNDRY APPLIANCES IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Home Laundry Appliances by Subsector: Volume 2000-2005
Table 45 Sales of Home Laundry Appliances by Subsector: Value 2000-2005
Table 46 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2000-2005
Table 47 Sales of Home Laundry Appliances by Subsector: % Value Growth 2000-2005
Table 48 Unit Sales of Automatic Washing Machines by Format: % Split 2000/2005
Table 49 Company Shares of Home Laundry Appliances 2001-2005
Table 50 Brand Shares of Home Laundry Appliances 2002-2005
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2005-2010
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: Value 2005-2010
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2005-2010
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2005-2010
DISHWASHERS IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Dishwashers by Subsector: Volume 2000-2005
Table 56 Sales of Dishwashers by Subsector: Value 2000-2005
Table 57 Sales of Dishwashers by Subsector: % Volume Growth 2000-2005
Table 58 Sales of Dishwashers by Subsector: % Value Growth 2000-2005
Table 59 Company Shares of Dishwashers 2001-2005
Table 60 Brand Shares of Dishwashers 2002-2005
Table 61 Forecast Sales of Dishwashers by Subsector: Volume 2005-2010
Table 62 Forecast Sales of Dishwashers by Subsector: Value 2005-2010
Table 63 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2005-2010
Table 64 Forecast Sales of Dishwashers by Subsector: % Value Growth 2005-2010
LARGE COOKING APPLIANCES IN FRANCE
HEADLINES
TRENDS
COOKERS
OVENS
HOBS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Large Cooking Appliances by Subsector: Volume 2000-2005
Table 66 Sales of Large Cooking Appliances by Subsector: Value 2000-2005
Table 67 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2000-2005
Table 68 Sales of Large Cooking Appliances by Subsector: % Value Growth 2000-2005
Table 69 Unit Sales of Cookers by Gas/Electric: % Split 2000/2005
Table 70 Unit Sales of Ovens by Function: % Split 2000/2005
Table 71 Unit Sales of Built-in Hobs by Format: % Split 2000/2005
Table 72 Unit Sales of Freestanding Hobs by Format: % Split 2000/2005
Table 73 Company Shares of Large Cooking Appliances 2001-2005
Table 74 Brand Shares of Large Cooking Appliances 2002-2005
Table 75 Company Shares of Built-in Cookers 2001-2005
Table 76 Company Shares of Freestanding Cookers 2001-2005
Table 77 Company Shares of Ovens 2001-2005
Table 78 Company Shares of Built-in Hobs 2001-2005
Table 79 Company Shares of Freestanding Hobs 2001-2005
Table 80 Company Shares of Cooker Hoods 2001-2005
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2005-2010
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: Value 2005-2010
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2005-2010
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2005-2010
MICROWAVES IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Sales of Microwaves by Subsector: Volume 2000-2005
Table 86 Sales of Microwaves by Subsector: Value 2000-2005
Table 87 Sales of Microwaves by Subsector: % Volume Growth 2000-2005
Table 88 Sales of Microwaves by Subsector: % Value Growth 2000-2005
Table 89 Company Shares of Microwaves 2001-2005
Table 90 Brand Shares of Microwaves 2002-2005
Table 91 Microwaves by Distribution Format: % Analysis 2000-2005
Table 92 Forecast Sales of Microwaves by Subsector: Volume 2005-2010
Table 93 Forecast Sales of Microwaves by Subsector: Value 2005-2010
Table 94 Forecast Sales of Microwaves by Subsector: % Volume Growth 2005-2010
Table 95 Forecast Sales of Microwaves by Subsector: % Value Growth 2005-2010
FOOD PREPARATION APPLIANCES IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Sales of Food Preparation Appliances by Subsector: Volume 2000-2005
Table 97 Sales of Food Preparation Appliances by Subsector: Value 2000-2005
Table 98 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2000-2005
Table 99 Sales of Food Preparation Appliances by Subsector: % Value Growth 2000-2005
Table 100 Company Shares of Food Preparation Appliances 2001-2005
Table 101 Brand Shares of Food Preparation Appliances 2002-2005
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2005-2010
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Value 2005-2010
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2005-2010
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2005-2010
SMALL COOKING APPLIANCES IN FRANCE
HEADLINES
TRENDS
Coffee machines
Toasters
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Sales of Small Cooking Appliances by Subsector: Volume 2000-2005
Table 107 Sales of Small Cooking Appliances by Subsector: Value 2000-2005
Table 108 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2000-2005
Table 109 Sales of Small Cooking Appliances by Subsector: % Value Growth 2000-2005
Table 110 Company Shares of Small Cooking Appliances 2001-2005
Table 111 Brand Shares of Small Cooking Appliances 2002-2005
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2005-2010
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: Value 2005-2010
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2005-2010
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2005-2010
SMALL KITCHEN APPLIANCES (NON-COOKING) IN FRANCE
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2000-2005
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2000-2005
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2000-2005
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2000-2005
Table 120 Company Shares of Small Kitchen Appliances (Non-cooking) 2001-2005
Table 121 Brand Shares of Small Kitchen Appliances (Non-cooking) 2002-2005
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2005-2010
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2005-2010
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2005-2010
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2005-2010
VACUUM CLEANERS IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 126 Sales of Vacuum Cleaners by Subsector: Volume 2000-2005
Table 127 Sales of Vacuum Cleaners by Subsector: Value 2000-2005
Table 128 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2000-2005
Table 129 Sales of Vacuum Cleaners by Subsector: % Value Growth 2000-2005
Table 130 Company Shares of Vacuum Cleaners 2001-2005
Table 131 Brand Shares of Vacuum Cleaners 2002-2005
Table 132 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2005-2010
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: Value 2005-2010
Table 134 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2005-2010
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2005-2010
IRONS IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 136 Retail Sales of Irons: 2000-2005
Table 137 Retail Sales of Irons: % Growth 2000-2005
Table 138 Company Shares of Irons 2001-2005
Table 139 Brand Shares of Irons 2002-2005
Table 140 Forecast Sales of Irons: 2005-2010
Table 141 Forecast Sales of Irons: % Growth 2005-2010
PERSONAL CARE APPLIANCES IN FRANCE
HEADLINES
TRENDS
Hair dryers
Body shavers and depilators
Oral hygiene
COMPETITIVE LANDSCAPE
Hair dryers
Body shavers and depilators
Oral hygiene
PROSPECTS
Hair dryers
Body shavers and depilators
Oral hygiene
SECTOR DATA
Table 142 Retail Sales of Personal Care Appliances: 2000-2005
Table 143 Retail Sales of Personal Care Appliances: % Growth 2000-2005
Table 144 Company Shares of Personal Care Appliances 2001-2005
Table 145 Brand Shares of Personal Care Appliances 2002-2005
Table 146 Forecast Sales of Personal Care Appliances: 2005-2010
Table 147 Forecast Sales of Personal Care Appliances: % Growth 2005-2010
AIR TREATMENT PRODUCTS IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 148 Retail Sales of Air Treatment Products: 2000-2005
Table 149 Retail Sales of Air Treatment Products: % Growth 2000-2005
Table 150 Company Shares of Air Treatment Products 2001-2005
Table 151 Brand Shares of Air Treatment Products 2002-2005
Table 152 Forecast Sales of Air Treatment Products: 2005-2010
Table 153 Forecast Sales of Air Treatment Products: % Growth 2005-2010
HEATING APPLIANCES IN FRANCE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Retail Sales of Heating Appliances: 2000-2005
Table 155 Retail Sales of Heating Appliances: % Growth 2000-2005
Table 156 Company Shares of Heating Appliances 2001-2005
Table 157 Brand Shares of Heating Appliances 2002-2005
Table 158 Forecast Sales of Heating Appliances: 2005-2010
Table 159 Forecast Sales of Heating Appliances: % Growth 2005-2010