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Spielwarenmesse eG

Spielwarenmesse eG enquête sur les répercussions de la crise dans l’industrie et le commerce du monde entier

  • L’état d’esprit actuel des visiteurs et exposants
  • La création de nouveaux modèles de travail et de mesures de communication

Chaque année, ce sont près de 65 000 acheteurs et distributeurs spécialisés qui rencontrent 2 800 fabricants au Salon international du jouet de Nuremberg. Pour comprendre comment ils font face à la pandémie mondiale du COVID-19 et à ses conséquences, Spielwarenmesse eG, en tant qu’organisateur de l'événement phare du secteur, a mené une enquête représentative auprès de ses visiteurs et exposants. 1 810 visiteurs professionnels de 42 pays et 548 entreprises issues de 48 pays ont participé à cette enquête menée au printemps.

Du côté des visiteurs, les responsables commerciaux ont rempli le questionnaire - la plupart d’entre eux gère à la fois un magasin physique et une boutique en ligne. Nombre d’entre eux ont pu créer de nouveaux canaux de vente afin d’être accessibles aux clients malgré la pandémie du COVID-19 : sous la forme de boutiques en ligne déjà existantes (43,9%), de boutiques en ligne nouvellement créées (9,1%), par le biais d’un service de livraison (22,8%), de réception des produits en magasin (14,4%), d’initiatives de magasins locaux (7,1%) ou de nouveaux moyens de communication avec les clients (18,3%). En ce qui concerne le type de communication, le téléphone, les courriers électroniques, les services de messagerie, les réseaux sociaux ainsi que la publicité en ligne ont été très populaires.

En dépit des efforts de l’industrie du jouet, cette crise a également eu des conséquences plus inquiétantes. En raison de la situation actuelle, 45,6% des commerçants ont dû annoncer un chômage partiel et 18,6% d’entre eux ont dû licencier des employés. Ce sont autant d’effets de la crise qui sont également ressentis par les fabricants de l’industrie du jouet, eux aussi interrogés. En effet, 52,6% d’entre eux ont déclaré avoir eu recours au chômage partiel, 43,4% au télétravail et 22,7% au licenciement de certains de leurs employés. Parallèlement, les entreprises soutiennent les distributeurs pour qu'ils bénéficient de délais de paiement allongés, de remises, ainsi que pour la création de boutiques en ligne ou la livraison directe aux clients.

Pourtant, la mise en place de telles mesures fait également ressortir les aspects positifs de la crise. Fabricants et distributeurs ont créé de nouveaux moyens de communication avec les clients, mis en place des offres numériques plus rapidement que prévu - ou les ont découvertes de toute pièce -, développé leurs modèles d’entreprise et d’organisation du temps de travail, amélioré leur gestion de crises internes et renforcé l’esprit d’équipe au sein de l’entreprise. En conséquence, les interrogés sont relativement optimistes quant au reste de l’année : 25,8% des distributeurs et 32% des fabricants s’attendent à ce que ces nouveaux canaux de vente compensent la baisse du chiffre d’affaires, tandis que respectivement 49,7% et 45,5% d’entre eux comptent sur une reprise de leur activité.

„ Ces résultats reflètent l’état d’esprit actuel de l’industrie du jouet. La crise représente un énorme défi pour le commerce et l’industrie, mais précipite en même temps la mise en œuvre de nouvelles mesures, davantage tournées vers l’avenir “, analyse Ernst Kick, président du conseil d’administration de la Spielwarenmesse eG.

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Chaque année, ce sont près de 65 000 acheteurs et distributeurs spécia lisés qui rencontrent 2 800 fabricants au Salon international du jouet de N uremberg. Pour comprendre comment ils font face à la pandémie mondiale du COVID-19 et à ses conséquences, Spielwarenmesse eG, en tant qu’organisat eur de l'événement phare du secteur, a mené une enquête représentative auprès de ses visiteurs et exposants. 1 810 visiteurs professionnels de 42 pays et 548 entreprises issues de 48 pays ont participé à cette enquête m enée au printemps.

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