欧州では、将来に不安があるために、人びとは消費しない
ANTOINE DE RIEDMATTEN / Socio de Deloitte, responsable de la industria de consumo
“En Europa hay miedo al mañana y por eso se consume menos”
Cristina Delgado 14 OCT 2012 - 00:00 CET
ANTOINE DE Riedmatten / Partner at Deloitte, responsible for consumer industry
"In Europe there is fear of tomorrow and therefore consumes less"
Cristina Delgado 14 OCT 2012 - 00:00 CET
Antoine de Riedmatten (Algiers, 1964) is the partner responsible for the consumption and distribution consulting firm Deloitte. In recent years, the area in which it has suffered an earthquake specialist. "With the crisis people have changed the way we consume," says. An obvious idea, but it involves a second derivative: not only consumes less because there is less money and more unemployed. Fear is also a key factor for those who still have a hefty current account. "He who has no money, can not consume or obtain credit. Whoever it is, rather save, in case you need it in the future, "he says. Consumption, gasoline companies, exhausts, and companies face the challenge of consumers who look for every dollar they spend.
Question. In full wave of austerity Do consumers even skimp on food?
Response. We did not change the amount too. But even in this area change two key things. The first is that we no longer large purchases. It is not going to the supermarket and filled the car for the whole month or two weeks, but most purchases are made daily or every other day. And this is influencing operators. For example, there are now brands of yogurt that resold individual yogurts. The second major change is the brands. There has been a shift from branded products to the distributor's brand [white label]. And inside the store brands, the discount supermarkets have even more impact.
P. Why people change the time of purchase if monthly wages remain?
"In the West, many turn to cheaper meat, unlike in China"
R. In part it is a psychological issue, but also because people are different days of the month receives grants or community support. People now spend only when you have the money in hand, and not before. For example, in France, with the return to school of students, there is government support for material and books for some families. Until recently, people knew that the money was coming, and began to buy the material a week or two before you have the money. Not now. Only when receiving the subsidy make the purchase. They have no savings for advance payment. In the United States observed the same effect with unemployment benefits. Large retail chains to notice it in online sales. It is amazing to see the graphics: if subsidies are delivered at midnight, fifteen minutes later there is a huge rise in Internet sales.
P. What impact have the new rates on purchases?
R. The taxes, which apply not only on wages but on products, such as VAT, prices influence what sells. And so people will buy less. That's the short-term impact. In the long term, the aim of these measures is to achieve a better and more stable future. But today translates into a reduction in spending and our purchasing power. People in Europe pay very high rents or mortgages, and spent only consume what's left over. And whenever you have less.
P. So the house and food remain the most sacred ...
R. Well, actually there are some priorities have changed in recent years. Many people spend a lot on mobile phone. Some even prefer to reduce their spending on food rather than give up the phone. The mobile or even some fashion related items have become more indispensable spending to buy certain brands, which is a challenge for retailers.
"Taxes such as VAT, in the short term, make spending falls"
P. And in emerging countries such as changing consumption?
R. The opposite is happening. The way to know if the stock moves to the middle class in countries like China is to know the evolution of power consumption and how to introduce meat in your diet first, then red meat. And it is happening. In our country is going backwards: many consumers turn from red meat to white meat because it is cheaper. We are doing the opposite.
P. Why even those who still have money also consume less in Europe?
R. There is a psychological effect that affects the subject of such cars. Those without money can not buy, and those who prefer to save in case they need it tomorrow, to pay more taxes to help their children ... Only're seeing an increase in consumption in big cities like Madrid or Barcelona and it's because more tourists arrive. When you look at some stores and are full, people buying are not Spanish, are visitors. It is an evolution of tourism. Ten years ago the people of Western tourists were traveling to countries seeking culture worldwide. Now tourists come from Asia and are looking to shop.
P. Can companies compete differently in Europe than with low prices?
R. Today we have the luxury one hand, he has no problem with the price. Even the opposite: there are brands that increase the price when they have more customers, because they earn exclusive. On the other hand, you have the discount chains, where price is the key, provided it is linked to quality. Those problems are those at the center. Is falling. So the brand positioning is important.
P. And where is the small businesses that can not compete on price with the big boys?
R. Small businesses should be between luxury. Maybe not a product, but with luxury amenities such as proximity, extended hours, the quality of personal service. Never compete on price.
"Will the sales level before the crisis. The question is when, "
P. Do you think you'll use the situation that existed in 2007, before the crisis?
R. We will. The question is when. Some analysts speak of 2020. Others are more optimistic. It is difficult to indicate in a global perspective. It would have to go sector by sector. There are some who can no longer hold down long. For example, if the car: you can delay, but in the end if the car is damaged it must be replaced by either a new or a second hand. Same goes with clothes. One can endure season, but in the end people want to renew their clothes. To bill the same, traders will sell more volume, but it will grow again. Other sectors will cost more to recover. So companies look to other countries to compensate. India is one of the new big interests now. Brazil also, because the middle class is developing. They believe in the future, and therefore are more willing to borrow. In Europe there is fear of tomorrow, so now people avoid debt and consume less.
P. Is it good to be back to 2007 levels of consumption? We have arrived at the current crisis by excessive consumption and debt ...
R. I disagree. The problem was not 2007 consumption. It was real estate. If there is excess investment and can not afford the house, you just can not afford the car or buying other things. The question is what we do with that sector. If we create a housing bubble, again pay the consequences. But in no consumption remaining bubbles.
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