Adidas does it, miele does it, haribo and lego as well: more and more brand manufacturers sell directly to the end customers. With own online shops – and sometimes own shop – are looking for the immediate contact with the consumer and can always be one of these points in the corona crisis. For the trade, this is not good news.
Concentration on your own shops
"It is a clear trend: more and more brand manufacturers sell their goods directly to the end customers. And corona has once again quickly accelerated this development", says the trading expert gerrit heinemann from the university of lower rhine in monchengladbach. This applies to virtually all industries, for clothing as well as for sporting goods, electronics, toys or food. The change is added to other refurbishments in retail.
One of the pioneering of direct sales is the world’s second gross sporting goods manufacturer adidas. Although the company is still making the lowen share of its revenue over sports subjects and other intermediate handlers. But that should change. As early as 2025, the company wants to achieve the half of its revenues in its own online shops and brand stores, as adidas boss kasper rorsted briefly announced.
Alone is not adidas. The household manufacturer miele also attracts customers with action prices for suction robots, oven and vacuum cleaner bags in their own online shop. And the baby food brand milupa concerning the danone group says the classic retail trade in its online shop even open the fight. "The days with baby or toddler are sometimes chaotic. How good, if you no longer have to rush into the supermarket, but can buy the porridge comfortably online directly from the manufacturer for your baby", she advertises for customers.
More offers than in classical trade
Manufacturers like the toy giant lego lure in their shops with offers that should not be found in classical trade. The subwared manufacturer haribo sells rubber bars in their own online shop even sorted by color.
Alarming for the classic retail trade is a recent study of business consultancy kpmg. Thereafter, almost 60 percent of customers who have bought goods bought directly from the manufacturer can be better lifted there than a handler. Above all, the certainty, no product false to buy, many consumers see advantage of the direct purchase. In addition, when buying from the manufacturer, you can expect a more comprehensive advice on the products and price benefits. Also individualized products that are occasionally found on the manufacturer’s pages come well. For the purchase of the handler, the fast accessibility of the store speaks in the eyes of customers and the better shopping experience.
For the kpmg trade expert stephan fetsch therefore states that the direct sales "one of the essential market patterns of this decade" will be. Currently, according to the study, especially shoes and clothing are likely to be bought directly from the manufacturers. But even with food and electronics, many consumers are always perceiving the intermediate handler.
A nightmare for retail
For the manufacturer, switching off the intermediate trade equals several advantages. "Due to direct sales to the end customers, the manufacturer can not only plug in the profit margin of the handler himself, he also has more control of what happens to his goods", stressed the industry knob heinemann. The manufacturer receives such direct access to the customer and thus valuable data on the wishes of consumers.
And another aspect plays a rough role: "for many manufacturers, the own online shop and its own shop are also important to ensure that your products will continue to be obvious everywhere", stresses heinemann. The number of businesses in germany shrink, because retail chains had to eliminate their branch networks and had to give up many smaller handlers. This lick had to fuel the manufacturers. "For this reason, we will continue to see many more brand stores from manufacturers in the inner states in the future", the expert is convinced.
According to the manufacturer of the kpmg study, consumers and consumers, according to the manufacturer of the kpmg study, are particularly one: that usually not all needed products can be purchased on one stroke. Four consumers surveyed by fuff therefore wish a joint marketing platform of the manufacturer. For the classic retail trade, that’s probably a nightmare.