Motores Campeón is a Catalan company that manufactures and distributes electropumps mainly for gardening. Since 1997, it has had a strong experience in the sector, a product of its own manufacturing with high added value, a good after-sales service and a spare parts service in less than 24 hours.
Aware that the French market is one of the most important in the world of gardening, they decided to push their exports towards the most active market of their activity. And they intend to do so through a network of sales agents throughout France.
There are many competitors and players in the field of pumps and compressors for professionals. The market is highly developed and competitive.
Export history in France
A few years ago, Motores Campeon lost its leading position on the French market and its export turnover in France fell considerably, which is why it decided to strengthen its network of multi-portfolio sales agents in the gardening sector.
The French gardening market
In France, 17.2 million people regularly live in houses. More than half of the houses have a garden area of at least 600 m², and 89% of the French houses have a garden area at home. The median area of the garden is the highest in Europe, with a median area of 500 m².
French garden and DIY sellers
It was relatively easy for us to identify the commercial agents in the sector. We have created a database of 30 sales agents, covering all regions of France.
After the company presentation, we were able to identify and introduce 7 agents who were interested in the company. These agents from a wide range of fields are looking for, among others, the following channels: distribution of gardening products, companies in the gardening, DIY, forestry and agriculture sectors in general, central gardening purchasing, PPE, hardware, industrial supply, public works and DIY distribution.
Motores Campeon has decided to negotiate and sign the representation contract with 4 of them, to whom it has given initial training and with whom it has already started working.
We wish our client every success in this new internationalization to the neighbouring country.
The global home décor market is on the rise and the trend is about to continue: In 2018, the revenue in the “Furniture and Homeware” sector results in €165.366m. Until 2022, the market volume is expected to hit €258.714m, meaning 11,8% annual growth rate. China accounts for the major revenue generator (€62.373m in 2018). But, what are the key factors for this positive change? And which trends does the sector experience?
Drivers for the industry
There are numerous reasons for the positive outlook on this segment:
– Real estate as well as consumers’ purchasing power is increasing. The unemployment rate in the first quarter of 2018 is the lowest rate recorded in the euro zone since December 2008. As long as people have the money, they will spend it.
– A rapid sales growth can be seen among the millennial clientele. Older millennials are turning into homeowners rather than renters by now. They have experienced the interior design service explosion while growing up and therefore, they are more likely to hire interior designers to support them furnish their homes. On the other side, the youngest millennials are at the beginning of their career and start to have more disposable income. In general, millennials prefer buying online, appreciate authenticity and sustainability and are on-demand shoppers.
– The number of information and inspiration sources is higher than ever before. Home décor shows, magazines, social media… People are watching them and get in the mood to re-furnish or re-decorate their houses.
Trends
Growth is coming, but not necessarily from the traditional distribution channels. Also in the Home and décor segment, e-commerce is taking over. The comfort and price convenience are major reasons for costumers to favour purchasing via mouse click. This means, that leading companies of the industry keep investing capital in logistics and delivery to the home. Consumers who value service and the experience of seeing and touching the product before buying still exist, but will rather turn to retailers that differentiate themselves and offer added value, like knowledgeable staff, customer service, etc.
Furthermore, as customers become more and more environmentally-conscious, eco-friendly products also become a key element in home décor. Natural, recycled and organic materials attract this customer group and products like thermal curtains or FSC certified wood (meaning avoiding deforestation) allow guilt-free shopping.
Individuality and the urge to express one’s own style is another visible trend. Costumers like to give their furnishing an individual touch and therefore, options to personalise objects are becoming more and more popular.
Main trade-shows in the sector
The place-to-be to get up to date and analyse the newest trends of the industry are trade shows like:
– MAISON&OBJET, Paris MOM (September 7-11, 2018 and January 18-21, 2019): A great B2B platform to inform oneself about the newest trends and products concerning decoration, home interior solutions and decorative accessories. Takes place twice a year in France.
– " target="_blank" rel="noopener">ARCHITECT @ WORK – LYON, Exhibition for Architecture & Interior Design. ARCHITECT@WORK gives you the opportunity to get into contact with: architects, interior architects, designers, engineering bureaus, project developers, technical services,
– Light & Building, Premiere showcase, industry meeting place and business forum: Light + Building is the stage for the latest lighting trends and a source of inspiration for building services technology. From 8 to 13 March 2020 Frankfurt am Main is the place where premieres are celebrated and trends are set.
– Imm Cologne, The Imm Cologne is an international furnishing show which occurs every year. This mega event is split into two main themes: a) LivingKitchen and b) LivingInteriors. The LivingKitchen displays take place every odd year, while LivingInteriors occurs every even year. In this way, the event is able to tap trade communities from both the Kitchen and other Home interiors segments. LivingKitchen will be held from January 14 to 20, 2019, at the Koelnmesse, Cologne.
– Ambiente, Frankfurt, Germany (February 8-12, 2019): Business and creativity meats in Frankfurt, where diversity in the Dining, Giving and Living areas can be explored.
– FamaArt, Bologna, Italy (March 1-3, 2019): An event that presents products like photography, gifts, home decoration accessories and more.
– Cafexpo, Yiwu, China (September 18-20, 2018): The China Art and Frame Show is the meeting point for professionals of the picture frame and art industry.
– IMOB, This annual international event exhibition highlights modern and avantgarde furniture, modular furniture, classic and neo-classic furniture, seating groups, office furniture, baby, children and teenager sets, miscellaneous furniture and accessories. Earlier this year, the event took place at the CNR Expo in Istanbul, Turkey from January 22 to January 27, 2019.
– Creativa Zaragoza, Spain (May 4-6, 2018): This fair is accessible to the public and also takes place in Madrid, Barcelona, Málaga, Valencia, Dortmund (Germany) and Metz (France).
– Intergift, Madrid, Spain (September 12-16, 2018): Unlike the name might pretend, Intergift is also focused on decoration and furnishing, textiles, household articles, handicrafts, travel articles and a range of creative ideas for informal and fantasy gifts as well as useful objects.
– Salon de la Photo, Paris, France (November 8-12, 2018): Whether you are interested in taking photos, printing or digital retouching – you are at the right address.
– Créations Savoir-Faire, Paris, France (November 28 – December 2, 2018): An exhibition specialised in craft and DIY.
– EspritMeuble, Paris, France (December 1-4, 2018): Furniture, sofas, living rooms, beds and decorations take centre stage in this fair.
– Bisou Salon Professionnel du Cadeau, Nice, France (January 12-14, 2019): Besides presents, souvenirs and decoration, also gourmet gifts, custom jewelry and much more can be found.
The market of the private gardening represents in France 7.600 million euros in 2014
Habits of the French consumer
The French consumer buys 82% of the equipment in large gardening areas (such as Gammevert, Jardiland, etc.) prefers proximity and choice. Secondly, the large DIY areas (such as Mr. Bricolage, Leroy Merlin, etc.), with 46%, for the same reasons.
Leclerc, Super Uno or Auchan type supermarkets reach the third place with 43%, mainly for price reasons, and finally reach the web with 14%, in commercial places, due to their simplicity. In 54% of cases, the purchase is already planned by the customer, and 65% of the time you buy in the spring or summer. In 29% of cases, customers are willing to buy more than they came to buy. The most visited chains by customers are Truffaut, Jardiland and Leroy Merlin.
The areas where the population feels most passion for gardening is that of Franche Comté, Languedoc Rosselló and Aquitaine. On the other hand, the less important gardening areas come from North of Calais, Ile de France and Pays de la Loire.
The distribution channels
The French market of gardening has registered an annual average growth of 1% during the last decade. This global performance makes evident the disparities between the distribution channels:
– The circuits that have been able to exploit promising background trends (development of environmental sensitivity, increasing the attention of the French to their garden considered as a living room where they invest) show an above-average growth. This is the case of the gardening centers that benefit from the dynamism of outdoor plants, are developed in the related segments and are reinforced in green leisure and GSB that are positioned as multi-habitat / decoration specialists;
– Other channels have less than average growth. GSAs stagnate, sanctioned by a predominantly price-based approach, a reduced supply and a shortfall in the areas of supply and development of advice / service. Motoculture specialists have experienced a decline in sales in recent years as a result of the crisis.
Expansion and diversification of the offer, modernization of concepts
The challenges for distributors are:
– Improve the attendance rate of points of sale. This requires an extension of the offer to the garden but also the opening in other universes (pet store, decoration, outdoor recreation, even eating, textile …);
– Quickly adapt the offer to the effects of fashion and weather conditions;
– Capture novice gardeners by offering ready-to-use products because the garden is not a restriction (kits, custom planters, etc.);
– Increase customer loyalty. The signs seek to cultivate an “expert” positioning by the board (at the point of sale and through its website) and the services (diagnosis, soil analysis, guarantee, freight assistance, etc.);
– Offer attractive prices. In this perspective, the development of the white label is an important strategic focus. This is especially so, if the struggles of low cost to prevail (see the failure of DockJardin), the GSA develops the concepts dedicated to the garden (Jardi @ E. Leclerc, The Gardens of Auchan) and pure Internet players (Cdiscount, Rue takes Commerce) is positioned to the market.
The concentration of the sector
It is characterized by the great heterogeneity of chains and groups in terms of economic weight, size of the network and geographical coverage. This configuration favors a concentration movement, but operators will have to choose between internal or external growth to develop their network given the cost of these operations.
This movement would have to have as a result:
– new reconciliations between central and independent networks (measurement effect, increase in bargaining power);
– the absorption of some networks of insufficient measurement or regional ladder;
– the rise of leading brands with a consolidated reputation and sufficient financial margins to finance the development strategy;
– the decrease in the number of independent centers and lodges that constitute so many objectives for retailers and groups.
In France, 17.2 million people live in houses regularly. More than half of the houses have a garden area of at least 600 m², and 89% of French people have a gardening space at their home. The median surface of the garden is the highest in Europe, and with a median surface area of 500 m².
For all companies belonging to the food industry this is a precious meeting point that needs to be visited: Sial Paris 2018. In the heart of Europe, this trade show will discover you products from all over the world, the latest culinary trends, attend culinary demonstrations … On 21-25 October 2018, SIAL Paris will be the largest international marketplace for foodservice professionals seeking inspiration, and for all those companies trying to export their products to the French market.
What can you expect from Sial Paris 2018
In 2018, SIAL Paris will be a bigger source of inspiration than ever for the world’s food industry.
– 7,020 companies from more than 109 countries will be presenting their products to retail and foodservice professionals.
– All manner of food products, from ingredients through equipment to end products, will be on show, across 21 exhibition sectors.
– Looking for ideas? SIAL Innovation will once again be casting the spotlight on a host of innovative food products.
– Still looking for more? Come and attend the SIAL TV and In-Food Centre conferences, and discover the studies dedicated to retail and consumer trends of the World Tour.
Some figures about Sial Paris
Manufacturers:
-7,020 exhibitors, suppliers to the agri-food industry
-85% international exhibitors – 109 countries represented
Barcelona Export recently accompanied Tèxtil Campasol, manufacturer of customizable sports towels, in its export process. This international support has reinforced our knowledge of the object communication market in France. Read this article carefully to know the trends of this market, if you intend to export promotional items in France.
The object communication market in France
First, it should be noted that this is an important market: advertisers invest 1.323 billion euros each year in this segment. There are around 2,000 distributors specialized in the field, all objects combined.
Why communicate by object?
We found that customers, particularly French, are particularly receptive to communication by object. For 42% of them, this improves the image of the company.
However, the communication object must be of good quality. Indeed, if the object is not qualitative, 65% of the users do not wish to buy back the distributing brand. That’s why it’s important to focus on quality. Tèxtil Campasol has also understood this differentiating element and all the production is done in Europe, far from the massive production coming from Asia.
What are the most requested communication objects?
In France, there are many communication companies with a wide range of products and they offer a wide variety of products: bags, textiles, glasses and mugs, as well as calendars, pens and personalized notepads.
In fact, stationery items are the most requested items (60%), followed by T-shirts and polos (30%). Other textile articles represent only 10% of the market, but they have the advantage of being kept longer. On the contrary, stationery is only kept for about 6 months.
What are the criteria of choice?
For an object of communication to be effective, the French consider that it must be useful (86%), but also original and aesthetic. It must also be fun for 36% of them. For example, Tèxtil Campasol sports towels are perfectly adapted to the needs of users in the sports practice market.
In addition, 80% of users would like to receive more objects of communication: it is a market in strong growth. This really allows users to remember the brand. 99% of them keep the promotional items for themselves or a loved one.
When are these objects used?
The promotional items are not reserved for the end of year celebrations. Events and especially sports competitions are particularly conducive to the distribution of personalized goodies. They are also found in trade shows and exhibitions.
They are also highly appreciated by companies that use the communication by the object internally and their customers to promote their services and retain their employees.
Thus, our experience during the export accompaniment of Tèxtil Campasol sports towels was instructive. The object communication market in France is strong and very competitive. By offering differentiating and quality objects, such as customizable sports towels, we will be able to attract the customer and build a lasting and solid image for him.
We select an engineer who can speak English and French for the design office of one of our industrial companies, located in Maresme. He/she will be a project manager and will manage national and export projects.
We select a mechanical engineer:
This mechanical engineer must be fluent in English and French, and it would be desirable for him/her to speak Italian. We need you to master the computer tools to design 3D parts such as Solidworks and/or Autocad. We will appreciate the fact that you have extensive commercial experience to be able to work as a project manager.
He will be integrated into a small, highly
cohesive and proactive team.
On the month of September the Catalan companies will be have new Acció Internationalization Coupons available. A subsidy specially designed to boost the exports of Catalan companies.
What are they?
They are subsidies for companies that want to start exporting or are still consolidating their internationalization.
For which companies?
There are three conditions to benefit the Coupons :
To be a Catalan company
To do not export more than 15%
To be up to date with their obligations with the Social Security and the Treasury.
What is the coupon for?
The beneficiary companies may contract the professional services of export experts, accredited by Acció. These professionals have had to demonstrate extensive experience in the export departments during their professional career.
What is the amount of the subsidy?
The maximum cost of the eligible project is 5,000 euros and Acció’s help is 80% of the amount.
What services can you ask for?
– Diagnosis of the internationalization potential of the company.
-Development of the International Promotion Plan: selection of the product or service to be internationalized, study of the countries of destination, of the distribution channels, preparation of the list of potential clients.
-Web design for international markets, Internet positioning and social networks.
– Subcontracting an Export Manager.
-Management of competitions and international tenders.
-Management for the registration of trademarks and patents in international markets.
-Association and advice in the participation to international fairs.
-Training in international trade.
If you want to request a Coupon and that we, as Accredited Advisors carry out your project, we invite you to get in touch with us.
Vinisud will enter the 15th round: the next edition of the trade show of Mediterranean wines will take place from February 11th to 13th 2019 in the Parc des Expositions in Paris Nord Villepinte. For the first time, it will be held together with the Vinovision and therefore two large French wine shows will be combined.
Vinisud 2019 – the world of Mediterranean wines
Being ranked among the top 5 trade events for buyers, Vinisud brings together many Mediterranean wine producers as well as trade buyers from all over the continent. 1.500 exhibitors from countries like Spain, Italy, Portugal, Tunisia, Morocco, Algeria, Greece, Israel, Lebanon, Cyprus, Malta, Turkey, Croatia, Bosnia-Herzegovina, Serbia, Bulgaria, Slovenia, Macedonia and France present their wines and offer them to be tasted. About 30.000 trade visitors join the fair to make use of this B2B event. Unlike the last years, the next edition of Vinisud will not be held in Montpellier: In 2019, the Parc des Expositions in Paris Nord Villepinte will open its doors to welcome visitors from all around the world. Vinisud will continue to be held in Montpellier in even years.
Vinovision – the international cool climate wine exhibition
French cool climate wines are produced in the North of France and include not only red, rosé and white wines but also the majority of French sparkling wines, like the world famous Champagne. The fair is the perfect complement to Vinisud and takes place in Paris in odd-numbered years.
France and the wine industry
Wine consumption patterns: Due to the increase in the number of people who only casually consume wine as well as the one of non-consumers, the general amount of wine consumption in France is decreasing. Nevertheless, wine is still seen as the most popular alcoholic beverage when based on sales value. Furthermore, following tab and bottled water, wine is the most frequently found beverage at the dinner table.
However, not for nothing France is known for its wine: France is not only one of the biggest producers of wine regarding hectoliters, but also counts to the top 3 countries of exporting wine (together with Spain and Italy). These three nations make up for more than half of the world’s wine exports in terms of value of sales as well as in terms of volume. Even though France’s sales volume might be smaller than the one of its neighbors, its sales value is remarkably higher, which displays the predominance of premium wines in France.
The French “Wine week”
The month of February is said to be the most favorable period for purchasing in the wine calendar. Besides Vinisud and Vinovision, also the WWM Global business meetings will be held at the beginning of February: From February 7th to 10th 2019, they will be hosted at the 5-star Hôtel du Collectionneur in Paris. Therefore, a period of 7-days will be dedicated to wines thanks to the three successive events (WWM Global business meetings, Vinisud and Vinovision).
Barcelona Export – expert in the wine industry
Barcelona Export has already gained plenty of experience in accompanying companies of the viniculture sector during their internationalization process. During Vinisud 2018, we have supported our customer Bouquet d’Alella at the exhibition and could establish more than 50 contacts from various countries worldwide. Also in 2019’s edition, it would be our pleasure to help wine growers to promote their business on the international level.
Please do not hesitate to contact us if you would like to make use of our experiences. In the case you want to participate at the exhibition, you can register at ICEX.
MAISON&OBJET is the international fair in Paris, a benchmark in the world of decoration: interior design, architecture and new world trends. It count on its traditional fair (2 annual editions: January and September) and a digital platform (MOM).
Where all the main players in the sector meet: interior designers, decorators, wholesalers, distributors, decoration shops and the leading brands presenting their new trends.
Maison et Objet offers to all the companies in the world of decoration a solution to their needs to promote their products internationally and strengthen the brand: enjoy their online trade fair MOM for 12 months at a reduced monthly cost.
What is MOM?
The Maison et Objet fair has a linked platform to extend the exhibiting effect offered by its two annual events and which serves to promote articles and decoration brands.
Their slogan is: We continue the MAISON&OBJET experience online!
What exactly MAISON&OBJET does it offer?
–More time. The duration of the whole year, visualization of decorative products and updated designs, giving access to an incomparable database.
-From any point of view, extend the M&O salon experience. It permed visualization of the decoration products as they are presented on the stands.
–MOM increases the exchanges and facilitates the requests for contacts, information and appointments on the show. It also makes it easy to request quotations and orders.
–An inexhaustible source of inspiration. The selection of experts sheds light on objects that make up the unanimity of yes in the M&O community.
In the online MOM trade fair space you will find over 5,000 brands, a wide range of products with detailed visualization of each product and the possibility of saving the visited articles as favorites only by creating a free account.
What more can MOM offer?
– High international contacts quality
– 12 months of product and collection visibility
– 2 million visitors of which 52% are regular prescribers
– 48% of visits are from distributors
– An average of 8 minutes intended for navigation on the website
– Each visitor navigates on 7 pages on average
We have accompanied many clients in the traditional and virtual trade fairs and we highly recommend their participation. If you are interested, feel free to contact us.
