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法国的在线家具行业非常火爆。尽管这个国家的电子商务普及率仍然低于德国或英国,但在线家具则恰恰相反。最新数据显示,家具行业12%的销售额来自网络,这明显高于欧洲其他地区6%或7%的销售额。
去年法国在线家具市场价值11亿欧元。在法国负责家具行业预测和研究的机构IPEA进行这项研究之前的六个月里,27%的消费者在网上购买了家具。在过去的五年中,在线家具的市场份额增长了5个百分点。
在法国在线购买家具
在法国,有三大家具制造商,它们共同拥有法国近一半的家具市场。宜家的市场份额最大,其次是Conforama和But。这家瑞典零售公司近几年的市场份额停滞不前,但现在在其在线业务上投入了大量精力。这也是当地家具行业最有趣的事情发生的地方。但在网上,它不是宜家,而是Conforama谁领先,因为7%的业务是在网上进行的。
“到2020年,电子商务占整个行业的15%”
国际家具协会(IPEA)总干事克里斯托夫•盖泽尔(Christophe Gazel)表示,到2020年,电子商务应占法国家具市场的15%。家具零售商Camif的负责人Jacquillat Emery甚至认为,25年后,家具行业的一半将是电子商务。
Buying furniture online in France is popular
The online furniture industry in France is hot. Whereas the general ecommerce penetration in this country is still lower than in Germany or the UK, it is the opposite for online furniture. New data shows that 12 percent of sales in the furniture industry are made online, which is significantly more than the 6 or 7 percent achieved elsewhere in Europe.
The online furniture market was worth 1.1 billion euros in France last year. And 27 percent of consumers have bought furniture online during the last six months prior to the research from IPEA, the French institute in charge of forecasting and studies for the furniture industry. During the last five years, the market share of online furniture increased with 5 percent points.
Buying furniture online in France
In France, there are three major furniture players, which together own almost half of the furniture market in France. Ikea has the biggest market share, followed by Conforama and But. The Swedish retail company saw its market share stagnate in recent years, but is now putting a lot of effort in its online business. And that’s also where the most interesting things in the local furniture industry will happen. But online it’s not Ikea, but Conforama who leads the pack, as 7 percent of its business is conducted online.
‘Ecommerce accounts for 15% of the industry by 2020’
According to Christophe Gazel, general director of IPEA, ecommerce should account for 15 percent of the French furniture market by 2020. Jacquillat Emery, head of furniture retailer Camif, even thinks that in twenty-five years half of the furniture industry will be ecommerce.