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Et une concentration spectaculaire de la production en <a href="http://www.transnationale.org/pays/CHN.htm">Chine</a>.</span> <br />  <br /> Bientt Nol, les vitrines, les jouets... Mme pour ceux qui ont quitt depuis longtemps l'ge des poupes et des peluches (Loft Story,  la tlvision, a cependant montr que cet ge pouvait parfois se prolonger...), cette priode de l'anne possde toujours un charme particulier. Derrire les vitrines dcores, ce n'est cependant pas le pre Nol qui s'active, mais un secteur d'activit de plus en plus mondialis. Avec des arrire-cours pas toujours reluisantes. <br />  <br /> Le march des jouets traditionnels tait valu  55 milliards de dollars l'an dernier. <a href="http://www.transnationale.org/fiches/1186790424.htm">Mattel</a> et <a href="http://www.transnationale.org/fiches/-1904144756.htm">Hasbro</a>, deux multinationales amricaines, le dominent largement. Loin derrire, on trouve les fabricants japonais <a href="http://www.transnationale.org/fiches/1409699718.htm">Banda</a> et <a href="http://www.transnationale.org/fiches/2145542641.htm">Tomy</a>. Parmi les europens, seul <a href="http://www.transnationale.org/fiches/227.htm">Lego</a> se maintient encore dans le groupe de tte, mais il connat actuellement de graves difficults. Le march est toutefois encore loin d'tre verrouill par ces grandes marques. Les cinq premiers groupes psent 13 milliards de dollars, un quart des ventes mondiales. Les distributeurs, de leur ct, tendent  devenir euxmmes des acteurs majeurs sur ces marchs. Qu'ils soient spcialiss, comme <a href="http://www.transnationale.org/fiches/1686451262.htm">Toys "R" Us</a>, ou gnralistes, comme <a href="http://www.transnationale.org/fiches/-1989161467.htm">Wal-Mart</a> ou <a href="http://www.transnationale.org/fiches/-1114698136.htm">Carrefour</a>, ils court-circuitent les grandes marques pour acheter en masse des jouets bon march aux petits producteurs indpendants, aujourd'hui essentiellement chinois. <br />  <br /> La puissance des groupes amricains repose d'abord sur la richesse et la taille de leur march intrieur. Selon l'International Council of Toy Industries (ICTI), le march du jouet traditionnel pesait l'an dernier 24,2 milliards de dollars en Amrique du Nord, contre 12,5 milliards en Europe, quasiment le double. Une telle assise a donn aux Amricains les moyens d'une internationalisation commence ds les annes 70. Elle s'est acclre au cours de la dernire dcennie. <a href="http://www.transnationale.org/fiches/1186790424.htm">Mattel</a> et <a href="http://www.transnationale.org/fiches/-1904144756.htm">Hasbro</a> ont multipli  la fois les implantations commerciales  l'tranger et les acquisitions de marques clbres. Le premier a rachet - entre autres - les poupes Corolle, Spear (le Scrabble), Uno (le jeu de cartes le plus vendu au monde) et Fisher Price, le leader anglais des jouets premier ge. De son ct, <a href="http://www.transnationale.org/fiches/-1904144756.htm">Hasbro</a> acqurait MB (Monopoly, Trivial Pursuit...), Playskool (jouets premier ge) et Wizards of The Coast (fabricant de cartes, qui a connu un succs phnomnal grce aux Pokemon). <br />  <br /> Les groupes japonais bnficient eux aussi d'un march intrieur important et riche. De plus, il reste trs ferm pour parvenir  y prendre pied, les gants amricains ont d s'allier aux acteurs nippons. <a href="http://www.transnationale.org/fiches/-1904144756.htm">Hasbro</a> sous-traite une partie de sa production  <a href="http://www.transnationale.org/fiches/2145542641.htm">Tomy</a>, qui distribue en retour ses jouets au <a href="http://www.transnationale.org/pays/JPN.htm">Japon</a>. <a href="http://www.transnationale.org/fiches/1186790424.htm">Mattel</a> s'y dveloppe grce  un accord de partenariat pass en 1999 avec <a href="http://www.transnationale.org/fiches/1409699718.htm">Bandai</a>. Cela n'a pas empch les fabricants japonais de partir  l'assaut du monde, en privilgiant toutefois, comme dans les autres industries, l'implantation de filiales commerciales  l'tranger plutt que le rachat de marques existantes. <br />  <br /> Le march europen, lui, est rest trs fragment, selon des logiques nationales, du fait notamment des habitudes culturelles et des spcificits des circuits de distribution. Des regroupements ont pourtant dj commenc, avec le rachat, en 1998, des jeux Nathan par l'allemand <br />  <br /> <a href="http://www.transnationale.org/fiches/-1845057828.htm">Ravensburger</a> ou l'acquisition par <a href="http://www.transnationale.org/fiches/1219670309.htm">Smoby</a> des espagnols Pico (poussettes pour poupes) et Unice (ballons en plastique). Mais le retard est norme par rapport aux gants amricains ou japonais. mme si certains producteurs comme <a href="http://www.transnationale.org/fiches/-294014924.htm">Berchet</a>, Chicco, Ravensbuger ou <a href="http://www.transnationale.org/fiches/461428915.htm">Playmobil</a> tiennent des positions importantes sur des niches particulires. <br />  <br /> L'industrie du jouet devient en fait de plus en plus " lourde ". Alors que la dure de vie des produits se rduit, les lancements deviennent de plus en plus coteux. <a href="http://www.transnationale.org/fiches/1186790424.htm">Mattel</a> a dpens l'an dernier 690 millions de dollars de publicit (l'quivalent de 15 % de ses ventes) et 540 millions de dollars de royalties et de frais de recherche et dveloppement, soit 12 % des ventes. <a href="http://www.transnationale.org/fiches/-1904144756.htm">Hasbro</a> affiche des proportions inverses: 450 millions de dollars de publicit (12 %) et 640 millions pour la R &amp; D et les royalties (17 %). Grosso modo, un petit tiers du chiffre d'affaires sert donc  payer les bonnes ides et  le faire savoir aux clients... <br />  <br /> Les grands fabricants de jouets ressemblent de plus en plus aux firmes pharmaceutiques : leur succs dpend frquemment d'un petit nombre de produits phares. C'est en particulier la faiblesse du japonais <a href="http://www.transnationale.org/fiches/2145542641.htm">Tomy</a>, trs dpendant des Pokemon. Seuls les gants amricains ont des portefeuilles de produits suffisamment diversifis pour rsister aux -coups des effets de mode. <br />  <br /> Dans un tel contexte, il n'est pas tonnant que les grands fabricants considrent la production proprement dite exclusivement sous l'angle du cot. Avec  la cl des stratgies d'implantation et de dlocalisation troitement dpendantes des niveaux de salaires et des contraintes sociales. Ainsi que des types de jouets : si la production est facilement automatisable, ce qui est le cas des jeux de socit, elle peut ventuellement se maintenir en Amrique du Nord ou en Europe. De mme, les objets volumineux (jeux d'extrieur, porteurs ou cuisinires de poupes) doivent continuer  tre produits  des distances raisonnables du client final. Inversement, la production de jouets de petite taille qui exigent beaucoup de main-d'oeuvre - les poupes Barbie ou Action Man - sera dlocalise. Notamment en <a href="http://www.transnationale.org/pays/CHN.htm">Chine</a>, o le cot du travail est trs bas. <br />  <br /> En l'espace d'une dizaine d'annes, la <a href="http://www.transnationale.org/pays/CHN.htm">Chine</a> est ainsi devenue de trs loin le premier producteur mondial. En 2000, elle exportait pour 5,6 milliards de dollars de jouets et pour 0,6 milliard de jeux vido (selon les douanes chinoises). Soit 10 % des ventes de la plante. Cependant, compte tenu des marges des grandes marques et des distributeurs, cela reprsente prs de 50 % de la production mondiale en volume. Elle est le principal fournisseur de jouets des <a href="http://www.transnationale.org/pays/USA.htm">Etats-Unis</a> (55 % des jouets achets outre-Atlantique y sont fabriqus) et de l'Union europenne (65 % des importations de jouets proviennent de <a href="http://www.transnationale.org/pays/CHN.htm">Chine</a>, tandis que le <a href="http://www.transnationale.org/pays/JPN.htm">Japon</a>, deuxime source d'approvisionnement, n'en reprsente que 10 %). Le secteur du jouet emploierait en <a href="http://www.transnationale.org/pays/CHN.htm">Chine</a> 1,2 million de personnes et la seule province du Guandong compterait 4 000 entreprises ralisant les trois quarts des exportations. <br />  <br /> Les modalits de cette production sont cependant trs diffrentes selon les marques. <a href="http://www.transnationale.org/fiches/1186790424.htm">Mattel</a> dispose dans une large mesure de ses propres sites de production. <a href="http://www.transnationale.org/fiches/-1904144756.htm">Hasbro</a> fait en revanche systmatiquement appel  la soustraitance. Chez <a href="http://www.transnationale.org/fiches/1186790424.htm">Mattel</a>, les btiments et les quipements de production psent 650 millions de dollars, contre 300 pour <a href="http://www.transnationale.org/fiches/-1904144756.htm">Hasbro</a>. Le premier emploie 39 000 personnes, le second 8 000, pour des chiffres d'affaires trs proches. <a href="http://www.transnationale.org/fiches/1409699718.htm">Bandai</a> et <a href="http://www.transnationale.org/fiches/2145542641.htm">Tomy</a> sont dans une position intermdiaire. Le tout- sous-traitance est aussi la stratgie d'acteurs comme <a href="http://www.transnationale.org/fiches/-1622070640.htm">Disney</a> ou <a href="http://www.transnationale.org/fiches/-1105426268.htm">McDonald's</a> (pour les jouets offerts avec les menus enfants) et celle de distributeurs comme Toys "R" Us, <a href="http://www.transnationale.org/fiches/-1989161467.htm">Wal-Mart</a> ou <a href="http://www.transnationale.org/fiches/-1114698136.htm">Carrefour</a>, pour les jouets qu'ils n'achtent pas aux grandes marques (90 % des jouets achets en direct par <a href="http://www.transnationale.org/fiches/-1114698136.htm">Carrefour</a> viennent de <a href="http://www.transnationale.org/pays/CHN.htm">Chine</a>). Cette concentration de la production en <a href="http://www.transnationale.org/pays/CHN.htm">Chine</a>, nouveau Far West de l'conomie mondiale, se droule dans des conditions sociales extrmement choquantes. <br /> (Nathalie Chaoutne et Guillaume Duval, Alternatives Economiques, Dcembre 2001)</span><span class="gensmall"><br /><br />Last edited by admin on Mon Dec 02, 2002 6:50 pm, edited 2 times in total</span></td> 			</tr> 		</table></td> 	</tr> 	<tr> 		<td class="" width="150" align="left" valign="middle"><span class="nav"><a href="#top" class="nav">Back to top</a></span></td> 		<td class="" width="100%" height="28" valign="bottom" nowrap="nowrap"><table cellspacing="0" cellpadding="0" border="0" height="18" width="18"> 			<tr> 				<td valign="middle" nowrap="nowrap"><a href="profile.php?mode=viewprofile&amp;u=2&amp;sid=2c3ce2038973a7775288dba48891843e"><img src="templates/subSilver/images/lang_english/icon_profile.gif" alt="View users profile" title="View users profile" border="0" /></a> <a href="privmsg.php?mode=post&amp;u=2&amp;sid=2c3ce2038973a7775288dba48891843e"><img src="templates/subSilver/images/lang_english/icon_pm.gif" alt="Send private message" title="Send private message" border="0" /></a> <a href="mailto:info@transnationale.org"><img src="templates/subSilver/images/lang_english/icon_email.gif" alt="Send email" title="Send email" border="0" /></a> <a href="http://www.transnationale.org" target="_userwww"><img src="templates/subSilver/images/lang_english/icon_www.gif" alt="Visit posters website" title="Visit posters website" border="0" /></a>   <script language="JavaScript" type="text/javascript"><!--  	if ( navigator.userAgent.toLowerCase().indexOf('mozilla') != -1 && navigator.userAgent.indexOf('5.') == -1 ) 		document.write(' '); 	else 		document.write('</td><td>&nbsp;</td><td valign="top" nowrap="nowrap"><div style="position:relative"><div style="position:absolute"></div><div style="position:absolute;left:3px;top:-1px"></div></div>');  				//--></script><noscript></noscript></td> 			</tr> 		</table></td> 	</tr> 	<tr> 		<td class="spaceRow" colspan="2" height="1"><img src="templates/subSilver/images/spacer.gif" alt="" width="1" height="1" /></td> 	</tr> 	<tr> 		<td width="100" align="left" valign="top" class=""><span class="name"><a name="405"></a><b>admin</b></span><br /><span class="postdetails">Site Admin<br /><br /><br />Joined: 10 Oct 2002<br />Posts: 1586<br /></span><br /></td> 		<td class="" width="100%" height="28" valign="top"><table width="100%" border="0" cellspacing="0" cellpadding="0"> 			<tr> 				<td width="100%"><a href="viewtopic.php?p=405&amp;sid=2c3ce2038973a7775288dba48891843e#405"><img src="templates/subSilver/images/icon_minipost.gif" width="12" height="9" alt="Post" title="Post" border="0" /></a><span class="postdetails">Posted: Mon Dec 02, 2002 6:22 pm<span class="gen">&nbsp;</span>&nbsp; &nbsp;Post subject: Les fabricants franais sont des nains dans l'industrie ...</span></td> 				<td valign="top" align="right" nowrap="nowrap"><a href="posting.php?mode=quote&amp;p=405&amp;sid=2c3ce2038973a7775288dba48891843e"><img src="templates/subSilver/images/lang_english/icon_quote.gif" alt="Reply with quote" title="Reply with quote" border="0" /></a>    </td> 			</tr> </table> <table width="100%" border="0" cellspacing="0" cellpadding="0"> 			<tr> 				<td colspan="2"><hr /></td> 			</tr> 			<tr> 				<td colspan="2"><p align=justify><span class="postbody">La <a href="http://www.transnationale.org/pays/FRA.htm">France</a> n'est que le troisime producteur europen, derrire l'<a href="http://www.transnationale.org/pays/deu.htm">Allemagne</a> et l'<a href="http://www.transnationale.org/pays/ita.htm">Italie</a>. Les industriels du secteur sont concentrs en Franche-Comt et en Rhne-Alpes. <br />  <br /> En 1999, 130 entreprises totalisaient environ 5 200 emplois et ralisaient 4,2 milliards de francs de chiffre d'affaires (contre une vingtaine de milliards <br />  <br /> pour les importations). Parmi elles, seules 13 ont un chiffre d'affaires suprieur  100 millions de francs. <br />  <br /> Les fabricants franais sont prsents notamment sur le crneau des jouets traditionnels en plastique et en bois, avec <a href="http://www.transnationale.org/fiches/1219670309.htm">Smoby</a> et <a href="http://www.transnationale.org/fiches/-294014924.htm">Berchet</a>, et sur celui des jeux vido, avec <a href="http://www.transnationale.org/fiches/-726214119.htm">Infogrames</a>. <br /> (Nathalie Chaoutne et Guillaume Duval, Alternatives Economiques, Dcembre 2001)</span><span class="gensmall"></span></td> 			</tr> 		</table></td> 	</tr> 	<tr> 		<td class="" width="150" align="left" valign="middle"><span class="nav"><a href="#top" class="nav">Back to top</a></span></td> 		<td class="" width="100%" height="28" valign="bottom" nowrap="nowrap"><table cellspacing="0" cellpadding="0" border="0" height="18" width="18"> 			<tr> 				<td valign="middle" nowrap="nowrap"><a 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