If we had wanted to make the entry we would more exist

Since 20 years, almost all of European manufacturers of hi-fi and video lost the war with competitors from the Japan, Korea, or China. Only a few diehard managed to maintain all their plants on the Continent. Their magic potion Include the very high range, with products costing many thousands, even tens of thousands of euros. And rely on selective distribution, in based on the codes of luxury: impeccable stores, well trained sellers and high customization of the devices and services.

"We are artisans in a world of ready-to-wear", claims Lawrence Freysz, Director General France of Loewe, German company specialized in video and home-theatre systems, which TVs are on average 3,000 euros. Rates justified, according to Laurent Freysz, by the fact that the entire production is carried out in its plant of Kronach, in Bavaria. "For our customers, the label" Made in Germany "is important and contributes to our top positioning range." The prestigious Danish brand video and hi-fi Bang & Olufsen (B & O) has relocated part of its production, but it has chosen to establish themselves in Czech Republic, allowing it to continue to claim a 100 European manufacture. "And the production is done in our own factory built, to keep control and the control of the process," explains Valérie Guérin, responsible for training and (b) & O France products.

The "premium" positioning also through the use of noble materials such as aluminum, lacquer, wood or glass. More broadly, design and manufacturing quality must be beyond reproach, without neglecting the technological innovations. Loewe was thus one of the first to integrate with its televisions a hard disk or a satellite decoder, and Bang & Olufsen filed patents for virtually each of its products. Businesses proposing elements hi-fi for audiophiles, as French speakers Cabasse or Focal manufacturers (read below), they rely on their great expertise to offer the best technology.

Selective distribution

Another factor to differentiate: distribution. Not looking for products from these manufacturers in large areas, even specialized, and even less on e-commerce sites. Resellers must sign a contract of selective distribution, as in the watchmaking and luxury, with a specification requiring to showcase products, technical training, to ensure the installation at home... Bang & Olufsen, which is based in France on a network of 50 stores, mostly franchisees, proposes a very specific framework location and interior design. Loewe, for its part, is distributed in France by some 400 authorized resellers, but develops in parallel with the stores called Loewe galleries (13, 20 by the end of the year). In this case, the specification is even more strict, and architects come directly from Germany to design custom decoration. "Our objects are a symbol of social status, explains Laurent Freysz." Selective distribution is the only way to properly value, that it either before or after, then the installation sale.

Because these manufacturers also warrant their tariffs by services with high added value, such as the home installation or customization of products.

In times of crisis, is this strategy a guarantee of survival January 15, B & O announced a 204.7 million Danish kroner (EUR 27.6 million) operating loss in the first half of its fiscal year 2008-2009, against a profit of EUR 22,15 million over the same period of the previous year. As Loewe, it has rather resilient in 2008, with a stable turnover to EUR 374 million, but a result before taxes and financial costs up 35, to EUR 28.4 million. And does not intend to opt for a more general public strategy: "we are on a niche that allows us to live comfortably without the pressure of the economies of scale and the critical size, considers Laurent Freysz.". If we had wanted to make the entry, we would more exist.