"I'm going to change my oven, and I saw a Beko that looks good, except that I don't know this brand ... If you know, I am interested in your opinions."This call for testimonials is a Internet user of the strange pseudonym Bridgeofhope who launched it this summer on the aufeminin.com forum.An isolated case ?No, Bridgeofhope is far from being the only one in France not to know Beko, the brand of large household appliances, however sold since 1993 by the subsidiary of the Turkish group Arçelik.
It may have multiplied by seven turnover in France in ten years, reaching 146 million euros last year, and climbing in third place with 8% market share, a majority ofFrench still ignores its existence.The reason?Beko's refrigerators, cooks and washing machine first slipped incognito in their homes, originally sold in white marque by brands like Conforama, Auchan, Boulanger or Darty.In 2003, distributor brands (MDD) still represented 80% of Beko France sales in white, as we call large household appliances.
"la réussite de ces 10 dernières années"
A clever strategy: by establishing a relationship of trust with distribution, the company was able to secure a future outlet for its brand.Ten years later, the ratio has reversed.MDDs only represent approximately 20% of turnover."Today, they are limited to partners who have the will to enhance our brand," explains Brigitte Petit, director of Beko France.An evolution that has not escaped René Aubertin, CEO Europe of the competitor Haier: "A few years ago, this brand existed little, now it is referenced in almost all distributors."The proof in figures: 2,700 stores now offer Beko products, or 67% of the specialized network.
The game has not been easy: in stagnation and strongly atomized, the French home appliance market offers few opportunities for any new brand.Beko's secret boot to break into this jungle of brands?"This is the best value for money in France, objectively," greets Martine Heitz, director of the Conforama household appliances and electrodometics, for whom Beko is "the success of the last ten years".
Faibles coûts de production
Beko products, made in the fourteen factories of the parent company Arçelik (eight in Turkey, three in South Africa, one in China, one in Romania and one in Russia), have two additional assets.On the one hand, the price.Thanks to the geographic proximity of Turkey with Europe and a workforce paid around 450 euros per month which weighs less than 5% in the cost price, their cost is very competitive.On the other, quality.Arçelik, which belongs to the Koç Empire, the largest conglomerate in Turkey, devotes 4.5% of its turnover (4.4 billion euros in 2013) to research and development.
Champion of patenting in the country, one of its research centers is two hours from Istanbul, in the Cayirova factory, which extends over 520,000 square meters.We are currently testing the quietest washing machine in the world, in an anechoic room with strange walls, which remove sound reflections.And, a few corridors from there, we are experimenting with a liquid that will soon make the laundry waterproof for spots.
Montée en gamme
In recent months, innovative products, with attractive design, embellished with useful features, such as the first refrigerator with an integrated sorbetic, have thus been marketed."These are devices that please our consumers, user -friendly and simple, notes Martine Heitz. One of the keys to the success of this industrialist is to be very responsive and attentive to its customers. The brand S 'quickly adapts to new trends. "Beko, for example, quickly developed very energy efficient products.A washing and drying machine with air condensation, which half reduced water consumption, to 65 liters per machine, was launched last year.Followed this year by a dryer by heat pump labeled A +++.A feat.
This innovation policy has enabled Beko's upmarket for five years.The goal: to avoid getting stuck between LED and premium brands, like Miele.Brigitte Petit recognizes that her business has "a strong leadership ambition", and recalls that the "accessible" positioning of Beko "does not mean cheap".While the consumer prices of large household appliances fell by 26% between 2000 and 2013 in France, according to Xerfi, the price index of the Beko brand, it increased by 45%."Before, we said to ourselves: Ah, if we could sell at 500 euros! Now, we sell at more than 1,000 euros," rejoices the director of the subsidiary.An increase in prices made possible by the development of devices."Four or five years ago, Beko products corresponded to improved clean brand. Today, thanks to its industrial tool, the company offers more premium products," says Martine Heitz.
Communication renforcée
At the same time, the marketing strategy was structured, then intensified in order to increase the notoriety of Beko and to support its upmarket.In the fall of 2005, a first advertising campaign was launched.In 2009 and 2010, Beko sponsored the New Star show on M6.Two years later, a communication department was launched.Last year, the brand created its Facebook page and this year, it signed a partnership with the National Basketball League.In parallel, Beko joins for the program Top Chef from 2011 to 2014, in order to give more "content" to the brand, in the words of Brigitte Petit.
It is clear that these efforts pay.Beko's notoriety in France has quadrupled in six years to reach 48%.A notable progression, but which cannot suffice.Beko is aware of it.The proof?The 1st July 1, Arçelik announced a global partnership between Beko and FC Barcelona.Since the resumption of the Spanish football championship, Lionel Messi and his partners have been carrying the new logo on the round of their jersey.And the mark of targeting star status.
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