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The Online Consumer Electronics Market in Italy
Casaleggio Associati, Feb 2005, Pages: 53
This Report examines the on-line consumer electronics market with particular attention to the relationships between producers, distributors, resellers and end-users. The Report's objective is to analyze an on-line sector that is particularly significant, but of which still little is known, even by companies in the sector. The continuous erosion of margins is forcing product and service innovation to guarantee profitability over time. The Net can respond to this need, even for companies that have decided not to sell on-line to the end-user.
The report has been developed from a sample of 432 companies, broken down into consumer electronics producers, distributors and resellers; all of particular interest for the use of the Internet in Italy; 169 companies participated actively in the study.
The opinion
The on-line consumer electronics market in Italy is undergoing a profound transformation. The change is due to rapid obsolescence, an expanded range of products and pressure on margins.
The possibility of buying complex items that are often integrated with each other requires a higher level of customer service. Access to virtual, extra-national stores allows lowering prices up to 30%, although with scant assistance. The reseller must thus choose between price and service, or a combination of the two. As a consequence, companies must position themselves to intercept their target market on-line.
There is a reduced presence of producers on-line, both for what concerns direct sales, B2C, and for services offered to distributors, B2B. A precautionary and speculative position in relation to the existing distribution chain, with the shifting of investment costs such as product catalogs and assistance to distributors and resellers. The void left by producers tends to be occupied by distributors with the development of services, in particular for stores, and by superstores that tend to superimpose their trademark on the producer's brand.
Assessment of turnover in the area of 'consumer electronics online in 2004 up to the' sample of 80%, 16% indicates a stable revenue and 4% believe there will be a decrease. The profit increase in 2004 to 53% of respondents, 36% consider it in line with 2003 on 10 negative.
Il mercato dell' elettronica di consumo on line registrerà nel 2004 un aumento del 12% sul 2003 , anno in cui ha rappresentato circa il 21% della spesa complessiva delle vendite on line ai consumer. The market 's consumer electronics online in 2004 a record 12% increase over 2003, when it accounted for approximately 21% of the total expenditure of online sales to consumers.
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