Bigger opportunities for private labels than for Chinese imports
Chinese import and private labels in the European electrical installation market could be a threat for European manufacturers of electrical installation products. Electrical installers in the United Kingdom, Poland, Belgium, Germany and the Netherlands are quite open towards private labels in their daily use in the next 5 years. In Spain, the electrical installers are less positive about this. That is one of the outcomes of the Q3 report from the European Electrical Installation Monitor, with the theme 'Love Brands'. In addition to measuring the brand awareness, brand usage and brand preference in all product categories, USP Marketing Consultancy also looked at the attitude towards private labels and the ordering of products from China. The survey was conducted among 1,200 electrical installers.
Electrical installers in the United Kingdom and Poland are the most open to ordering products from China and including private labels in their work. Concerning private labels, more of half of the electrical installers in the United Kingdom indicate that they are open to the inclusion of private labels in their work. In Poland, this share is 42%. With regards to ordering products from China, this is between 40 and 50 percent.
Private labels are promising
Electrical installers in Belgium, Germany and the Netherlands are open towards private labels, but less so for ordering products from China. In Belgium, four out of ten installers are open towards private labels. In Germany this is just over a third and in the Netherlands that is more than half of the installers. However, in these countries the electrical installers are less open towards ordering products from China.
Ordering products from China is promising
France is open to private labels to a lesser extent, but the French electrical installer is more open towards ordering products from China. 4 out of 10 French e-installers indicate that they indicate they will include private labels in their work in the next five years. However, that is only a quarter when it comes to ordering products from China.
Both are not promising
Spain is less open to private labels and also less open to ordering products from China. Only 15% of e-installers indicate that they see a future when ordering products from China and for private labels that is 17%.
All in all, ordering products from China by the electrical installers in less than 5 years is less likely than ordering private labels from the wholesale trade. The rise of Chinese web stores, such as Ali Express, is gaining importance in the consumer market, but for the e-installation market, China is a lesser threat. The countries that are most open to ordering products from China are France, the United Kingdom and Poland. In contrast, private labels are more promising than ordering products from China. Especially the Netherlands, Belgium and Germany score highest here. However, Spain belongs to the category where both aspects are not promising.
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