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Electrical Goods Retailing Market Research In Germany Report to February 2014: Industrial Report

Market Survey On Germany Electrical Goods Retailing Market Research Report to February 2014: Research Background & Research Ideas

 

For our report, we surveyed representative samples of consumers. This year our survey asked consumers in the German market:

 

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Table of Content

 

Introduction – Europe

 

Looking at a fragmented market

Consumer questions

Scope and coverage

Definitions

Financial definitions

Currencies

Sales per store, sales per sq m

VAT rates

Abbreviations

Country codes

 

Executive Summary

 

The market

The specialists sector

Leading specialist retailers

Online

The consumer: Where they shop

The consumer: What’s important

What we think

 

Spending, Inflation and Unit Sales

 

Key points

Spending sees only modest growth

Figure 1: Germany: Consumer spending on electrical goods (incl. VAT), 2013

Figure 2: Germany: Consumer spending (incl. VAT), 2008-13

Inflation (and deflation)

Figure 3: Germany: Harmonised indices of consumer prices: Annual % change, January-December 2013

Unit volumes

Figure 4: Germany: Unit volume sales of selected major electrical goods categories, 2012-14

Figure 5: Germany: Definitions for unit volume market data

 

Channels of Distribution

 

Figure 6: Germany: Estimated distribution of spending on electrical goods, 2012 and 2013

 

Sector Size and Forecast

 

Key points

Specialists lost out in 2013

Figure 7: Germany: Retail sales (excl. VAT), 2008-13

Figure 8: Germany: Retail sales forecasts (excl. VAT), 2014-18

Enterprise, outlet and employee numbers

Figure 9: Germany: Number of retail enterprises, 2008-11

Figure 10: Germany: Number of retail outlets, 2008-11

Figure 11: Germany: Number employed in retail, 2008-11

 

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The Leading Specialists: Financials and Outlets

 

Key points

Media-Saturn performs strongly

Figure 12: Germany: Leading electrical goods specialists’ net revenues (ranked by 2012 revenues), 2011-13

Figure 13: Germany: Leading electrical goods specialists’ outlet numbers, 2011-13

Figure 14: Germany: Leading electrical goods specialists’ annual sales per outlet, 2011-13

 

Leading Specialists: Market Shares

 

Figure 15: Germany: Leading electrical goods specialists’ shares of consumer spending on electrical goods, 2011-13

 

Online

 

Key points

Market size: Germany among Europe’s leaders

Leading online retailers: Amazon maintains strong lead

Figure 16: Major internet retailers’ sales of electrical goods online (excl vat), 2013

The consumer online

Figure 17: Germany: Percentage of all individuals having purchased electricals online in the past 12 months, selected categories, 2009-13

Figure 18: Germany: The consumer: Retailers from which electrical goods were purchased online in the past 12 months, leading options, January 2014

 

The Consumer: Where they Shop

 

Key points

What we asked

Media-Saturn retains strong lead over Amazon

Figure 19: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, whether in-store or online, January 2014

In-store/online split: Media-Saturn narrowing the gap with Amazon

Figure 20: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, by in-store or online, January 2014

Average age and affluence

Figure 21: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, by average age and affluence of respondent, January 2014

By type of retailer: Specialists retain dominance, even online

Figure 22: Germany: The consumer: Types of stores from which electrical goods were purchased in the past 12 months, whether in-store or online, January 2014

Figure 23: Germany: The consumer: Types of stores from which electrical goods were purchased in the past 12 months, by in-store or online, January 2014

 

The Consumer: What’s Important

 

Key points

What we asked

Ease, price, brands prove most important

Figure 24: Germany: The consumer: Most important factors in choosing the retailer for electrical goods, January 2014

By average age and affluence

Figure 25: Germany: The consumer: Most important factors in choosing the retailer for electrical goods, by average age and affluence of respondent, January 2014

By level of importance

Figure 26: Germany: The consumer: Ranking of important factors in choosing the retailer for electrical goods, January 2014

Amazon Europe

 

What we think

Ease of transaction, excellence of fulfilment

€8 billion electricals sales

A brand as well as a retailer

Popularity across Europe

Figure 27: The consumer: Percentage of respondents having bought electrical goods from Amazon in the past 12 months, November 2013

Company background

Company performance

Figure 28: Amazon Europe: Group sales performance, excl. sales tax, 2008-13

Retail offering

Figure 29: Number of products listed on Amazon.co.uk, by category, December 2013

Figure 30: Amazon.co.uk: Product mix, by number of SKUs, December 2013

 

Conrad Electronic

 

What we think

Benefitting from the rise of online shopping

Acquisitions to strengthen synergies in marketing, sales and purchasing

Company background

Company performance

Figure 31: Conrad: Estimated group sales performance, excl. sales tax, 2009-13

Figure 32: Conrad: Outlet data, 2009-13

Retail offering

 

ElectronicPartner (EP)

 

What we think

A tough market for buying groups

Online a challenge

Acquiring new areas of business

Company background

Online

Company performance

Figure 33: ElectronicPartner: Group financial performance, 2008-13

Figure 34: ElectronicPartner Branded Affiliated store numbers, by country, 2013

Retail offering

 

E-Square

 

What we think

Company background

Figure 35: E-Square: Members and websites, by country of operation, 2014

Figure 36: E-Square: Affiliated online stores, 2014

Company performance

Figure 37: E-Square: Members’ estimated retail sales, by country/region, 2011-13

Figure 38: E-Square: Members’ approximate store numbers, by country/region, 2011-13

Denmark

Finland

France

Germany

Greece

Italy

Portugal

Spain

UK

Ukraine

Retail offering

 

Euronics International

 

What we think

Company background

Figure 39: Euronics: Members, countries and trading names, 2014

Company performance

Figure 40: Euronics International: Group sales performance (excl. VAT), 2009-13

Figure 41: Euronics International: Outlet data, 2009-13

Figure 42: Euronics International: Sales per outlet, 2009-13

Retail offering

 

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Expert International (Europe)

 

What we think

A tough market place for all

Challenging conditions in some markets

Behaving more like a multiple

Company background

Online

Figure 43: Expert International, online shopping availability, 2014

Company performance

Figure 44: Expert: Estimated sales at retail (excl. sales tax), 2009-13

Figure 45: Expert: Outlet data, 2009-13

Expert Germany

Expert Italy

Expert Spain

Expert France

Expert Norway (Expert AS)

Expert Denmark

Expert Finland

Expert Sweden

Expert Greece

Expert Czech Republic

Expert Hungary

Retail offering

Store formats

 

Media-Saturn

 

What we think

Online

Outside Germany

Ownership

Company background

Company performance

For the nine months to September 2013

The first quarter of 2013/14 was dull

Online sales

Profitability

Figure 46: Media Markt/Saturn: Group sales performance, 2008/09-2012/13

Figure 47: Media Markt/Saturn: Outlet data, 2008/09-2012/13

Retail offering

 

 

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