{"id":3394,"date":"2022-03-31T09:41:14","date_gmt":"2022-03-31T09:41:14","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&#038;p=3394"},"modified":"2024-09-13T05:47:08","modified_gmt":"2024-09-13T05:47:08","slug":"the-digital-future-of-the-consumer-goods-industry","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/fr\/blog\/the-digital-future-of-the-consumer-goods-industry\/","title":{"rendered":"L&#039;avenir num\u00e9rique de l&#039;industrie des biens de consommation"},"content":{"rendered":"<p>Apr\u00e8s quatre d\u00e9cennies cons\u00e9cutives de succ\u00e8s, les tendances ont commenc\u00e9 \u00e0 changer dans le <strong><a href=\"https:\/\/ivymobility.com\/fr\/\">industrie des biens de consommation<\/a><\/strong> dans les derni\u00e8res ann\u00e9es. Les entreprises de biens de consommation ont d\u00fb apporter davantage de changements dans leur fa\u00e7on de fonctionner en raison des effets du COVID-19 \u00e0 travers le monde. Depuis que les tendances ont chang\u00e9, les entreprises de biens de consommation se pr\u00e9cipitent vers la num\u00e9risation dans toutes les fonctions. Leurs cha\u00eenes d\u2019approvisionnement sont soumises \u00e0 une pression \u00e9norme alors que la nouvelle g\u00e9n\u00e9ration de consommateurs pose de nouveaux d\u00e9fis et remod\u00e8le le march\u00e9. Pour r\u00e9ussir, les entreprises de biens de consommation ont d\u00e9sormais besoin de technologies de la nouvelle \u00e8re adopt\u00e9es dans leurs activit\u00e9s, soutenues par la route vers le march\u00e9 num\u00e9rique (RTM).<\/p>\n\n\n\n<p>Discutons de certaines de ces dynamiques changeantes du secteur qui poussent les entreprises de biens de consommation vers la transformation num\u00e9rique.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Ventes contre. Croissance<\/strong><\/h4>\n\n\n\n<p>Les principales marques de CPG dans diff\u00e9rentes cat\u00e9gories telles que l&#039;alimentation et les boissons, les soins m\u00e9nagers et les soins de sant\u00e9 et de beaut\u00e9 contribuent \u00e0 plus de 501 TP3T des ventes totales. Cependant, les donn\u00e9es fournies par US-Nielson de 2016 \u00e0 2020 montrent que ces marques de biens de consommation n&#039;ont connu que 25% de croissance dans ce secteur, ce qui implique que les grands acteurs du secteur ne connaissent pas une croissance comme pr\u00e9vu. De plus, la taille de ces entreprises et leurs op\u00e9rations non num\u00e9ris\u00e9es entra\u00eenent des fuites de revenus. Atteindre l\u2019efficacit\u00e9 des op\u00e9rations pour favoriser une meilleure croissance d\u2019ann\u00e9e en ann\u00e9e devient l\u2019une des principales raisons pour lesquelles les entreprises de biens de consommation optent pour la num\u00e9risation.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/08\/Resizer.in-62e75f440d32e.jpg\" alt=\"Syst\u00e8me de gestion de distribution\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Mobile et donn\u00e9es<\/strong><\/h4>\n\n\n\n<p>L\u2019augmentation drastique de l\u2019utilisation des t\u00e9l\u00e9phones mobiles a conduit \u00e0 un changement de paradigme dans les tendances d\u2019achat et les pr\u00e9f\u00e9rences des consommateurs. La derni\u00e8re d\u00e9cennie a vu la lente progression des magasins de commerce \u00e9lectronique et la croissance rapide des places de march\u00e9. Ces tendances \u00e9mergentes, associ\u00e9es aux effets de la pand\u00e9mie de covid-19, ont pouss\u00e9 les consommateurs \u00e0 accepter les technologies de pointe \u00e0 bras ouverts.&nbsp;<strong><a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/retail\/our%20insights\/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever\/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey<\/a><\/strong>&nbsp;d\u00e9clare que les consommateurs ont pris une longueur d\u2019avance d\u2019une d\u00e9cennie au cours des mois que a dur\u00e9 la pand\u00e9mie. La prochaine d\u00e9cennie veillera \u00e0 ce que cette transition soit achev\u00e9e et que les entreprises de biens de consommation suivent la tendance, passent au num\u00e9rique et \u00e9largissent les exp\u00e9riences de consommation exceptionnelles.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Fid\u00e9lit\u00e9 transf\u00e9r\u00e9e<\/strong><\/h4>\n\n\n\n<p>Les clients sont d\u00e9sormais plus enclins que jamais \u00e0 changer de fid\u00e9lit\u00e9 \u00e0 leurs marques pr\u00e9f\u00e9r\u00e9es. La pand\u00e9mie a \u00e9galement entra\u00een\u00e9 diverses situations de rupture de stock, de livraisons perturb\u00e9es et de confinements qui ont contribu\u00e9 \u00e0 ce changement. Les clients ont d\u00e9couvert des marques moins connues, des marques locales et des marques de luxe jusque-l\u00e0 inconnues. Grand <strong><a href=\"https:\/\/ivymobility.com\/fr\/Blog\/trends-shaping-the-consumer-goods-industry\/\">entreprises de biens de consommation<\/a><\/strong> ont subi d\u2019\u00e9normes pertes lorsque ce changement de loyaut\u00e9 est devenu un probl\u00e8me \u00e0 long terme. \u00catre disponible dans toutes les zones g\u00e9ographiques et capter cette part d\u2019esprit est la solution permettant aux entreprises de biens de consommation de rester pertinentes. Ils peuvent y parvenir en num\u00e9risant leurs activit\u00e9s et en faisant des donn\u00e9es leur principale force. De meilleures donn\u00e9es signifient des informations exploitables sur le comportement des consommateurs pour des d\u00e9cisions efficaces.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Proximit\u00e9 des consommateurs<\/strong><\/h4>\n\n\n\n<p>Les entreprises de biens de grande consommation du pass\u00e9 ont tent\u00e9 d\u2019adapter les consommateurs \u00e0 une taille mondiale qu\u2019elles pensaient convenir \u00e0 tous. Cependant, les marques de produits de grande consommation doivent investir dans le recrutement de talents locaux et prendre des d\u00e9cisions en tenant compte des tendances, des id\u00e9es et des mod\u00e8les d&#039;utilisation des produits r\u00e9gionaux. Innover \u00e0 partir de centres locaux avec l\u2019aide de capacit\u00e9s mondiales de R&amp;D permet de d\u00e9velopper un produit sp\u00e9cifique au march\u00e9 en quelques semaines. Les chances d\u2019augmenter les ventes de ces produits sont plus \u00e9lev\u00e9es, comme le confirment les donn\u00e9es bas\u00e9es sur les habitudes des consommateurs. Pour qu&#039;une entreprise de biens de consommation y parvienne, le <a href=\"https:\/\/ivymobility.com\/fr\/Blog\/strategies-to-gain-market-share-in-new-routes-to-market\/\"><strong>strat\u00e9gie de mise sur le march\u00e9<\/strong><\/a> doit \u00eatre num\u00e9rique mais personnalisable pour les zones g\u00e9ographiques.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/08\/Resizer.in-62e75e9ce2d76.jpg\" alt=\"Syst\u00e8me de gestion de distribution bas\u00e9 sur le cloud\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Croissance contre. Expansion de la marge<\/strong><\/h4>\n\n\n\n<p>La plupart des entreprises de produits de grande consommation ont r\u00e9alis\u00e9 davantage de b\u00e9n\u00e9fices gr\u00e2ce \u00e0 l\u2019augmentation de leurs marges sur leurs produits au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e. Les donn\u00e9es nous montrent que le sommet <strong><a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/what-got-us-here-wont-get-us-there-a-new-model-for-the-consumer-goods-industry\" target=\"_blank\" rel=\"noopener nofollow\">30 CPG ont r\u00e9alis\u00e9 deux fois plus de b\u00e9n\u00e9fices<\/a><\/strong> (50%) gr\u00e2ce \u00e0 l&#039;expansion de la marge alors que la croissance n&#039;a contribu\u00e9 qu&#039;\u00e0 26% aux b\u00e9n\u00e9fices de l&#039;entreprise. L\u2019un des facteurs favorisant l\u2019augmentation des marges est l\u2019efficacit\u00e9 op\u00e9rationnelle, et la transformation num\u00e9rique contribue \u00e0 y parvenir.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Conclusion<\/h4>\n\n\n\n<p>Pour s\u2019attaquer aux march\u00e9s ouverts et p\u00e9n\u00e9trer plus profond\u00e9ment dans les march\u00e9s existants, les entreprises de biens de consommation doivent se concentrer sur le d\u00e9veloppement de capacit\u00e9s num\u00e9riques \u00e9volutives. Le nouveau mod\u00e8le doit se concentrer sur un fonctionnement centralis\u00e9 <strong><a href=\"https:\/\/ivymobility.com\/fr\/distribution-management-system\/\">gestion de la distribution<\/a><\/strong>, des op\u00e9rations transparentes entre les diff\u00e9rentes hi\u00e9rarchies et des capacit\u00e9s de prise de d\u00e9cision locales pour soutenir une croissance plus rapide. Ces nouvelles technologies doivent \u00eatre disponibles et accessibles sur les t\u00e9l\u00e9phones mobiles et les tablettes pour que l\u2019\u00e9quipe op\u00e9rationnelle sur le terrain puisse en tirer le meilleur parti. Plongez dans un avenir num\u00e9rique prometteur avec votre marque de biens de consommation.<\/p>","protected":false},"featured_media":3395,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[14],"class_list":["post-3394","blog","type-blog","status-publish","has-post-thumbnail","hentry","categories-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Digital Future of the Consumer Goods Industry<\/title>\n<meta name=\"description\" content=\"A major shift in technology was seen post COVID times. We try to analyze the different dynamics that have favoured these movements. Transformation is now inevitable with the amazing results it has achieved.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivymobility.com\/fr\/blog\/the-digital-future-of-the-consumer-goods-industry\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Digital Future of the Consumer Goods Industry\" \/>\n<meta property=\"og:description\" content=\"A major shift in technology was seen post COVID times. We try to analyze the different dynamics that have favoured these movements. 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