Le Made in France en métropole
Depuis quelques années, le made in France fait de plus en plus parler de lui. Mais au final, est-ce que l’on sait vraiment ce qu’il se cache derrière ce terme ? On peut dire qu’un produit est français s’il a été « entièrement obtenu » en France, c’est alors son pays d’origine. Si au moins deux pays sont présents dans la fabrication d’un produit, la marchandise sera originaire du pays où a eu lieu la dernière transformation ayant abouti à la fabrication d’un produit nouveau ou représentant un stade de fabrication important.
Depuis l’année dernière, les French Days ont fait leur apparition dans les magasins. On pourrait comparer cette journée de promotions au Black Friday, lendemain de Thanksgiving qui fait fureur aux Etats-Unis. La seule différence, c’est qu’en France ils s‘étalent sur plusieurs jours alors que le Black Friday ne dure qu’un jour. Cette année, ils ont lieu du 26 avril au 1er mai et selon une étude Ifop (l’Institut d’études opinion et marketing en France et à l’international), 43 % des français ont l’intention de réaliser un ou plusieurs achats en ligne lors de cet événement.
Dans l’Hexagone, le made in France a du succès. Un Français sur 4 est prêt à payer plus cher un produit parce qu’il est français et en 2017, 600 entreprises ont obtenu le label « Origine France garantie ». Ce label est apposé sur les produits dont 50% au moins du prix de revient unitaire est acquis en France et dont les caractéristiques essentielles sont typiquement françaises.
D’après une étude réalisée en 2015 par la Fédération Indépendante du Made in France (FMIF), si un consommateur choisit un produit fabriqué en France, il participerait trois fois plus à la conservation de l’emploi dans l’Hexagone.
Source : economie.gouv.fr
Le Made in France à l’étranger
Dans certains cas, le seul fait qu’un produit porte un nom français suffit à séduire les consommateurs étrangers. L’exemple du chef cuisinier Éric Ripert illustre bien l’engouement des américains pour la cuisine typiquement française. Formé dans un des restaurants de Joël Robuchon (qui était l’un des meilleurs chefs cuisiniers au monde), il devient responsable en 1994 du Bernardin, restaurant 3 étoiles situé à Manhattan et spécialisé dans le poisson. Tous les jours, plus de 400 couverts sont servis dans son restaurant. En 2008, il ouvre un nouveau restaurant au Ritz Carlton de Philadelphie ainsi qu’un autre au Ritz Carlton aux îles Caïmans. Si vous voulez aller checker sa carte, c’est par ici (attention à la fracture de la rétine quand vous verrez les prix …) !
Depuis 2009, il anime son émission de télévision, « Avec Éric », diffusée sur la chaîne de télévision publique américaine PBS et suivie chaque semaine par plus de 3 millions de personnes. Il participe aussi de nombreuses fois la version américaine de « Top Chef » ainsi qu’à une série télévisée américaine.
Top des produits français les plus exportés à l’étranger
- Le secteur aéronautique
En 2018 et avec 55,7 milliards d’euros de vente, le secteur représentait 12% des exportations françaises de biens. En 2017, Airbus a enregistré 1109 commandes nettes et livré 718 avions. Pour la cinquième année consécutive, l’entreprise a doublé Boeing qui a elle réalisé 912 commandes nettes et 763 livraisons. Mais en 2018 c’est Boeing qui repasse devant l’industriel français avec 893 commandes nettes contre 747 pour Airbus.
- Le secteur des vins et spiritueux
Avec 30% de la commercialisation des vins consacrée à l’export, la France reste le pays leader dans l’exportation du vin (on s’en serait un peu douté !). Les exportations de vins français ont quasiment atteint 9 milliards d’euros en 2018. Le champagne Moët est l’un des champagnes français les plus vendus à l’étranger et réalise 94% de ses bénéfices à l’export avec plus de 30 millions de bouteilles vendues chaque année dans le monde.
- Le secteurs des parfums
Le parfum N°5 de Chanel, lancé en 1921, est aujourd’hui le parfum le plus vendu au monde. Chaque année dans le monde, il se vend 10 millions de bouteilles, soit une bouteille toutes les 2 secondes ! L’essor de la vente en ligne a aussi permis à ce secteur de se développer rapidement. En effet, les ventes sur internet représentent aujourd’hui 8% des ventes des parfums et cosmétiques. Selon l’INSEE, les Français accordent près de 32% de leur budget pour des dépenses en cosmétiques, le secteur ne risque donc pas de s’essouffler de suite …
Le luxe est aussi présent dans le top des secteurs mais d’autres moins communs s’exportent aussi bien !
La société Armor, basée à Nantes est spécialisée dans l’impression des codes-barres. Présente partout dans le monde, la société a enregistré un chiffre d’affaires de 256 millions d’euros dont 80% à l’étranger en 2018.
Autre produit plus original, le célèbre stylo Bic s’est vendu à plus de 100 milliards d’exemplaires dans le monde entier depuis son lancement en 1950. L’année dernière, le groupe Bic a réalisé un chiffre d’affaires de presque 2 milliards d’euros, notamment grâce à ses ventes à l’export et particulièrement en Amérique du Nord, qui représente la majeure partie de son chiffre d’affaire (39%). En effet, aux Etats-Unis, la marque est 2ème en papeterie, 1ère en briquets de poche de marque et 2ème en rasoirs non rechargeables. Chaque jour, ce sont 32 millions de produits BIC qui sont achetés dans le monde entier.
On peut donc aisément constater que les produits français s’exportent très bien et que le rayonnement de la France n’est pas prêt de s’affaiblir !
N’hésitez pas à aller lire mes autre articles sur LVMH, les stratégies des marques pour nous inciter à consommer et sur les innovations de Nivea, Hilfiger et Patagonia.
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