{"id":291053,"date":"2015-07-03T08:13:00","date_gmt":"2015-07-03T07:13:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-hard-discount-aurait-il-trouve-ses-limites-en-france-6356"},"modified":"2015-07-03T08:13:00","modified_gmt":"2015-07-03T07:13:00","slug":"le-hard-discount-aurait-il-trouve-ses-limites-en-france-6356","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-hard-discount-aurait-il-trouve-ses-limites-en-france-6356","title":{"rendered":"Le hard discount aurait-il-trouv\u00e9 ses limites en France ?"},"content":{"rendered":"
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Qui aurait pr\u00e9dit que le hard discount allait perdre des parts de march\u00e9<\/b> dans un contexte de pouvoir d\u2019achat en baisse ?. Depuis son apparition sur le march\u00e9 fran\u00e7ais \u00e0 la fin des ann\u00e9es 80 avec les enseignes allemandes Aldi et Lidl, il n\u2019avait cess\u00e9 de progresser sur une seule promesse : les prix bas. Mais depuis 2009, il faut bien constater que le succ\u00e8s n\u2019est plus au rendez-vous. Le hard discount a perdu 2 points (14% en 2009 pour 12% aujourd\u2019hui) et stagne. Pourquoi ? Les raisons sont \u00e0 la fois culturelles et \u00e9conomiques.<\/b> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Bilan d\u2019un concept venu d\u2019outre Rhin <\/h3>\n
Le mod\u00e8le \u00e9conomique du hard discount a \u00e9t\u00e9 cr\u00e9\u00e9 en Allemagne sur un concept de prix bas sur une gamme limit\u00e9e de produits grande consommation <\/b>sans marque connue et vendus sur palettes dans des magasins sans aucun attrait commercial..  <\/p>\n

Fort de leur succ\u00e8s, Aldi et et Lidl locomotives de cette forme de distribution qui font toujours recette outre Rhin (43% du secteur de la distribution) ont export\u00e9 leur concept en France avec un certain succ\u00e8s <\/b>aussi ; il est vrai qu\u2019ils se positionnaient sur un cr\u00e9neau qui n\u2019existait pas dans l\u2019hexagone.
Face \u00e0 cette concurrence, certains distributeurs fran\u00e7ais se sont lanc\u00e9s sur ce segment mais assez peu au final : Netto (les Mousquetaires) et Leader Price (Casino). Quant \u00e0 Carrefour et sa marque Dia, elle a connu des fortunes diverses (vendue puis rachet\u00e9e) la strat\u00e9gie actuelle de l\u2019enseigne est de transformer les points de vente Dia en Carrefour Market ou Carrefour City plus rentables.
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Aujourd\u2019hui le hard discount mais ne fait plus recette <\/b>ce qui peut paraitre \u00e9tonnant quand on sait que les Fran\u00e7ais regardent les prix de pr\u00e8s et doivent faire des coupes budg\u00e9taires !<\/span>
Mais leur fa\u00e7on de consommer et les strat\u00e9gies offensives des distributeurs historiques expliquent le ph\u00e9nom\u00e8ne.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Acheter moins et trouver aussi des prix bas dans son hypermarch\u00e9 <\/h3>\n
Les Fran\u00e7ais ont une approche diff\u00e9rente d’acheter les produits du quotidien (\u00e9picerie s\u00e8che,conserves et bien sur  le frais) : ils vont acheter en moins grande quantit\u00e9 et pr\u00e9f\u00e8reront choisir certains produits alimentaires de qualit\u00e9 sup\u00e9rieure dans une marque connue<\/b>. De plus, ils ont une approche moins consum\u00e9riste de l\u2019acte d\u2019achat : c\u2019est important de faire ses courses dans un environnement agr\u00e9able et convivial : accueil, environnement, merchandising, \u2026 <\/p>\n

L\u2019autre raison est plus \u00e9conomique ; la grande distribution a \u00e9largi sa gamme et propose dans ses rayons des produits au m\u00eame prix que les hard discounters sous des marques propres <\/b>\u00e0 c\u00f4t\u00e9 des marques embl\u00e9matiques ce qui tire l\u2019image du produit vers le haut.
La bataille des prix que se sont livr\u00e9es les poids lourds du secteur ont b\u00e9n\u00e9fici\u00e9 aux consommateurs qui n\u2019ont plus la n\u00e9cessit\u00e9 de fr\u00e9quenter Aldi ou Lidl uniquement pour le prix.<\/p>\n

 Autre aspect du d\u00e9clin du hard discount : les petits formats de proximit\u00e9<\/b>. Le d\u00e9veloppement et le succ\u00e8s des petits formats de magasins proches comme l\u2019 a fait Carrefour (Carrefour City,  Carrefour Express) montrent que seul le bas prix ne peut \u00eatre un gage de r\u00e9ussite en France. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La strat\u00e9gie de Lidl : \u00e9largir la gamme, changer d\u2019image<\/h3>\n
 Lidl doit revoir sa copie pour continuer \u00e0 exister ; L\u2019enseigne a chang\u00e9 sa communication et veut montrer une image de qualit\u00e9 et de fraicheur<\/b>. La strat\u00e9gie est aussi d\u2019offrir plus le choix (passer de 1000 \u00e0 5000 r\u00e9f\u00e9rences<\/b> minimum),  Mais le d\u00e9ficit d\u2019image est grand et il sera surement long et difficile d\u2019attirer de nouveaux clients (les anciens \u00e9tant souvent des fid\u00e8les du d\u00e9but par n\u00e9cessit\u00e9). <\/p>\n

Aujourd\u2019hui le hard discount n\u2019a plus l\u2019exclusivit\u00e9 du prix mais il est difficile de pr\u00e9dire ce que sera l\u2019avenir de ce mode de distribution, entre contrainte budg\u00e9taire et d\u00e9sir de faire son choix dans une gamme de produits du moins cher au plus cher, c\u2019est le client qui d\u00e9cidera.<\/p>\n

vu dans pointsdevente<\/i><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Qui aurait pr\u00e9dit que le hard discount allait perdre des parts de march\u00e9 dans un contexte de pouvoir d\u2019achat en baisse ?. Depuis son apparition sur le march\u00e9 fran\u00e7ais \u00e0 la fin des ann\u00e9es 80 avec les enseignes allemandes Aldi et Lidl, il n\u2019avait cess\u00e9 de progresser sur une seule promesse : les prix bas. Mais depuis […]<\/p>\n","protected":false},"author":42,"featured_media":291052,"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],"class_list":["post-291053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLe hard discount aurait-il-trouv\u00e9 ses limites en France ?<\/title>\n<meta name=\"description\" content=\"Qui aurait pr\u00e9dit que le hard discount allait perdre des parts de march\u00e9 dans un contexte de pouvoir d\u2019achat en baisse ?. 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