{"id":297050,"date":"2004-04-11T02:00:00","date_gmt":"2004-04-11T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-hard-discount-un-creneau-pour-les-industriels"},"modified":"2004-04-11T02:00:00","modified_gmt":"2004-04-11T01:00:00","slug":"le-hard-discount-un-creneau-pour-les-industriels","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-hard-discount-un-creneau-pour-les-industriels","title":{"rendered":"Le hard-discount : un cr\u00e9neau pour les industriels"},"content":{"rendered":"
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L’exigence num\u00e9ro un pour le hard-discount est de rester le champion des prix bas. Le fournisseur peut lui aussi y trouver son compte s’il respecte quelques r\u00e8gles simples.<\/p>\n

Pour les industriels le hard-discount a prouv\u00e9 largement la pertinence \u00e9conomique de son mod\u00e8le<\/strong>. En effet le hard-discount semble d\u00e9sormais install\u00e9 pour longtemps dans le paysage commercial, sa part de march\u00e9 moyenne est de 17 %. On annonce une progression d’au moins 1 % par ans jusqu’\u00e0 2010. Pour les fournisseurs plusieurs strat\u00e9gies sont possibles selon que l’on veut s’appuyer sur sa marque ou que l’on joue \u00e0 fond le jeu de la marque propre. <\/p>\n

Une troisi\u00e8me voie est possible qui consiste \u00e0 se positionner sur les deux : une marque nationale et une marque propre<\/strong>. Mais un tel grand \u00e9cart peut grever les co\u00fbts logistiques et ceux de commercialisation. Une entreprise travaillant \u00e0 la fois avec sa marque et pour les marques propres voit son r\u00e9sultat d’exploitation stagner en moyenne \u00e0 9,5 %, alors que ceux qui ont choisi une option d\u00e9gagent\u00a0 en moyenne un r\u00e9sultat de 16,5 % pour celles qui s’appuient sur leur marque, et de 15,3 % pour celles qui ont choisi les marques propres. <\/p>\n

Travailler avec le hard-discount n\u00e9cessite de cultiver la simplicit\u00e9<\/strong>, simplicit\u00e9 qui rime avec pragmatisme dans le r\u00e9f\u00e9rencement et l’assortiment des rayons. Il faut v\u00e9rifier simplement si le produit marche ou non sans \u00e9tudes de march\u00e9 ni contr\u00f4le. Les produits sont d\u00e9finis tr\u00e8s rapidement, r\u00e9f\u00e9renc\u00e9s en quelques semaines. Le fournisseur doit \u00eatre tr\u00e8s r\u00e9actif dans la prise de d\u00e9cision, alors qu’avec les GMS les discussions peuvent durer des semaines… La difficult\u00e9 pour le fournisseur consiste \u00e0 ne pas surench\u00e9rir sur ce qu’il estime \u00eatre la valeur ajout\u00e9e. Les contrats sont identiques pour tout le monde et se trouvent aux antipodes des accords n\u00e9goci\u00e9s en GMS. Pour le distributeur il est plus int\u00e9ressant de rester ind\u00e9pendant des strat\u00e9gies marketing de l’industriel. Parfois l’industriel doit sacrifier une partie de ses marges. <\/p>\n

N\u00e9anmoins il peut obtenir des r\u00e9sultats d’exploitation <\/strong>tout \u00e0 fait honorables en travaillant avec le hard-discount. La rentabilit\u00e9 des capitaux peut varier de 15 \u00e0 25 % alors que la moyenne est de 20,6 % pour les produits de grande consommation. Fabriquer pour le hard-discount peut donc s’av\u00e9rer rentable \u00e0 condition de respecter une stricte politique de r\u00e9duction de co\u00fbts et de se couler dans les exigences de ces enseignes. <\/p>\n

Cela suppose l’adaptation de l’organisation <\/strong>en particulier pour les produits \u00e0 forte rotation, le principe du hard-discount est en effet d’all\u00e9ger les co\u00fbts logistiques. Afin d’optimiser l’exploitation de l’outil, l’industriel a int\u00e9r\u00eat \u00e0 privil\u00e9gier les produits basiques et fabriqu\u00e9s en s\u00e9ries longues au d\u00e9triment des s\u00e9ries limit\u00e9es, gourmandes en r\u00e9glages de machines. Des mesures de bon sens en somme.<\/p>\n

Vu dans LSA – n\u00b0 1848 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

L’exigence num\u00e9ro un pour le hard-discount est de rester le champion des prix bas. Le fournisseur peut lui aussi y trouver son compte s’il respecte quelques r\u00e8gles simples. Pour les industriels le hard-discount a prouv\u00e9 largement la pertinence \u00e9conomique de son mod\u00e8le. En effet le hard-discount semble d\u00e9sormais install\u00e9 pour longtemps dans le paysage commercial, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"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":[131],"class_list":["post-297050","post","type-post","status-publish","format-standard","hentry","category-actualites-de-la-franchise","tag-autre","entry"],"acf":[],"yoast_head":"\nLe hard-discount : un cr\u00e9neau pour les industriels<\/title>\n<meta name=\"description\" content=\"L'exigence num\u00e9ro un pour le hard-discount est de rester le champion des prix bas. 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