{"id":290446,"date":"2016-01-12T07:22:00","date_gmt":"2016-01-12T06:22:00","guid":{"rendered":"https:\/\/ac-franchise.be\/developper-son-propre-reseau-de-magasins-quand-on-est-fabricant-2462"},"modified":"2016-01-12T07:22:00","modified_gmt":"2016-01-12T06:22:00","slug":"developper-son-propre-reseau-de-magasins-quand-on-est-fabricant-2462","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/developper-son-propre-reseau-de-magasins-quand-on-est-fabricant-2462","title":{"rendered":"D\u00e9velopper son propre r\u00e9seau de magasins quand on est fabricant"},"content":{"rendered":"
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Fabriquer et distribuer via un r\u00e9seau de franchisse<\/b>, certains l\u2019ont fait : On a connu les magasins Pingouin ou Phildar distribuant le fil \u00e0 tricoter fait dans leurs usines et de nombreux fabricants textiles les ont imit\u00e9s. On connait tous les magasins de beaut\u00e9 Yves Rocher<\/a><\/b> vendant les produits de l’usine en VPC et en magasins franchis\u00e9s. Dans bien des secteurs, Lacoste ou l\u2019enseigne de produits alimentaires Frais d\u2019Ici ont fait de m\u00eame.
Ils y sont venus pour des raisons diverses : ma\u00eetriser toute la cha\u00eene, palier \u00e0 la disparition des ind\u00e9pendants, pouvoir \u00eatre plus r\u00e9actifs mais aussi pour d\u00e9velopper le chiffre d\u2019affaires<\/b> \u00e0 l\u2019instar de l\u2019enseigne textile Armor Lux et de Guy Degrenne qui ont cr\u00e9\u00e9 leur propre r\u00e9seau de magasins.
Autre exemple cette fois \u00e0 l\u2019\u00e9tranger : la marque de cuisine SEB qui ne trouvant pas de syst\u00e8me de distribution satisfaisant dans les pays \u00e9mergents a d\u00e9cid\u00e9 d\u2019y cr\u00e9er son propre r\u00e9seau de magasins<\/b>. En Chine, <\/span>ce fabricant fran\u00e7ais est pass\u00e9 de 200 magasins \u00e0 1 300 aujourd\u2019hui. Mais pour la marque c\u2019est une phase transitoire en attendant que les leaders de la distribution multi-marque s\u2019implantent dans le pays et vendent les produits SEB comme dans l\u2019hexagone.<\/p>\n

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Une mani\u00e8re d\u2019appr\u00e9hender l\u2019avenir sur les deux registres<\/h3>\n
Dans la projection sur les ann\u00e9es \u00e0 venir, fabriquer et vendre sont deux m\u00e9tiers diff\u00e9rents : l\u2019industriel a besoin de temps pour \u00e0 la fois cr\u00e9er de nouveaux produits, les standardiser, les fabriquer avec des p\u00e9riodes incompressibles tandis que le commerce peut plus facilement s\u2019adapter<\/b> ne serait-ce que sur les formats, le merchandising, l\u2019emplacement et sa dur\u00e9e et la strat\u00e9gie marketing.
Aussi avoir les deux casquettes permet une meilleure osmose et moins de d\u00e9calage entre les deux activit\u00e9s. Exemple de la franchise  Guy Degrenne qui a fait monter en gamme ses produits dans son r\u00e9seau de magasins tandis que les multi marques baissaient r\u00e9guli\u00e8rement. Avec 60 magasins dans les grandes villes et 16 magasins d\u2019usine pour \u00e9couler les invendus. Aujourd\u2019hui, il r\u00e9alise 1\/3 de ses ventes dans ses propres unit\u00e9s.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En direct ou en franchise <\/h3>\n
L\u2019enseigne de meuble Gautier<\/a> a bas\u00e9 son image sur le made in France et c\u2019est la franchise qui a \u00e9t\u00e9 retenue <\/b>pour 55 magasins en France et 47 \u00e0 l\u2019\u00e9tranger. Seuls, 4 sont des succursales. <\/b>La marque Armor Luxe a choisi le direct pour mieux maitriser les ventes et \u00eatre en direct avec le client. <\/b>Cette formule est plus lourde en investissement pour le fabricant.
En effet, il ne faut pas oublier que le choix et donc le co\u00fbt d\u2019un emplacement de qualit\u00e9 reste un investissement lourd. Dans le cas d’une cr\u00e9ation en franchise , cet investissement revient au franchis\u00e9 <\/b>avec des crit\u00e8res donn\u00e9s par le franchiseur et les meilleurs emplacements ( trafic, profil client adapt\u00e9s au concept) sont souvent les plus demand\u00e9s donc les plus chers. <\/span>
D’apr\u00e8s un article vu dans l’Usine Nouvelle<\/i><\/p>\n

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Fabriquer et distribuer via un r\u00e9seau de franchisse, certains l\u2019ont fait : On a connu les magasins Pingouin ou Phildar distribuant le fil \u00e0 tricoter fait dans leurs usines et de nombreux fabricants textiles les ont imit\u00e9s. On connait tous les magasins de beaut\u00e9 Yves Rocher vendant les produits de l’usine en VPC et en magasins franchis\u00e9s. Dans bien des […]<\/p>\n","protected":false},"author":42,"featured_media":290444,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137,140],"class_list":["post-290446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","tag-politique-concept-produit","entry","has-media"],"acf":[],"yoast_head":"\nD\u00e9velopper 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