{"id":22610,"date":"2019-03-21T14:33:48","date_gmt":"2019-03-21T13:33:48","guid":{"rendered":"https:\/\/www.desjoyaux.fr\/?p=22610"},"modified":"2020-06-09T10:43:54","modified_gmt":"2020-06-09T08:43:54","slug":"desjoyaux-plonge-dans-le-grand-bain-de-linternational","status":"publish","type":"post","link":"https:\/\/desjoyauxnb.ca\/fr\/desjoyaux-plonge-dans-le-grand-bain-de-linternational\/","title":{"rendered":"\u00ab\u00a0Desjoyaux plonge dans le grand bain de l’international\u00a0\u00bb"},"content":{"rendered":"\n\n
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\n Accueil<\/a> \/ Actualit\u00e9s<\/a> \/ \u00ab\u00a0Desjoyaux plonge dans le grand bain de l’international\u00a0\u00bb <\/div>\n \n<\/section>\n\n\n\n\n
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\u00ab\u00a0Desjoyaux<\/strong>plonge dans le grand bain de l’international\u00a0\u00bb<\/h1>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
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Jeudi 21 Mars 2019 Piscines Desjoyaux, leader fran\u00e7ais de la fabrication de piscines enterr\u00e9es, se d\u00e9veloppe \u00e0 l’\u00e9tranger via un large r\u00e9seau d’importateurs ou ses propres filiales.<\/p>\n<\/section>\n\n\n\n

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Que de chemin parcouru depuis la premi\u00e8re piscine Desjoyaux, creus\u00e9e en 1966 par Jean Desjoyaux, p\u00e8re et grand-p\u00e8re des dirigeants actuels, pour ses propres enfants ! <\/p>\n<\/h3>\n

Aujourd’hui, l’empire familial compte pr\u00e8s de 160 points de vente et showrooms en France, et environ 400 \u00e0 l’\u00e9tranger, r\u00e9partis dans 80 pays. L’entreprise s’est lanc\u00e9e \u00e0 l’international d\u00e8s la fin des ann\u00e9es 1980. \u00ab\u00a0A cette \u00e9poque, nous nous sommes surtout d\u00e9velopp\u00e9s dans des pays o\u00f9 nous avions r\u00e9ussi \u00e0 trouver de bons partenaires, tels l’Egypte ou la R\u00e9publique tch\u00e8que\u00a0\u00bb, d\u00e9taille Nicolas Desjoyaux, directeur export et fils de l’actuel PDG. Revers de cette strat\u00e9gie : \u00ab\u00a0Nous \u00e9tions absents d’autres march\u00e9s, qui pr\u00e9sentent pourtant un fort potentiel\u00a0\u00bb.<\/p>\n

La soci\u00e9t\u00e9, qui a enregistr\u00e9 un chiffre d’affaires de 91,9 millions d’euros en 2018, a, en outre, p\u00e2ti de ses implantations en Gr\u00e8ce, en Espagne et en Egypte, trois pays secou\u00e9s par des soubresauts politiques et la crise financi\u00e8re de 2008. <\/p>\n

\u00ab\u00a0Nous avons donc d\u00e9cid\u00e9 de diversifier notre pr\u00e9sence dans d’autres pays du monde\u00a0\u00bb, pr\u00e9cise Nicolas Des joyaux qui s’est fix\u00e9 un objectif de 100 ouvertures en quatre ans \u00e0 l’international.<\/p>\n<\/p>\n <\/div>\n\n <\/section>\n\n\n\n

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Conna\u00eetre parfaitement le march\u00e9 local<\/p>\n<\/h3>\n

Cap sur les Etats-Unis, le Br\u00e9sil, le Portugal, l’Espagne, l’Italie, l’Allemagne et la Chine! Avec cette fois-ci une tactique bien huil\u00e9e. Dans ces pays jug\u00e9s strat\u00e9giques (les Etats-Unis et le Br\u00e9sil figurent parmi les premiers march\u00e9s pour les piscines), Desjoyaux ouvre ses filiales, d\u00e9tenues en propre, pour recruter un maximum de concessionnaires. Pour d’autres pays, comme Isra\u00ebl, la Turquie, la Hongrie ou la G\u00e9orgie, moins faciles d’acc\u00e8s, l’entreprise familiale passe par des importateurs exclusifs. Charge \u00e0 eux de recruter des franchis\u00e9s ayant un profil d’entrepreneur, disposant de 25000 \u00e0 40000 euros de fonds propres et dot\u00e9s d’un bon sens du relationnel. \u00ab\u00a0La piscine n’est pas un produit de premi\u00e8re n\u00e9cessit\u00e9 et il faut donner envie!\u00a0\u00bb souligne Nicolas Desjoyaux. Ces importateurs, sorte de chasseurs de t\u00eates, doivent conna\u00eetre le march\u00e9 local sur le bout des doigts.<\/p>\n

\u00ab\u00a0Nous n’excluons pas de recruter des concessionnaires fran\u00e7ais install\u00e9s \u00e0 l’\u00e9tranger, d\u00e8s lors qu’ils sont \u00e9tablis l\u00e0-bas de longue date et connaissent parfaitement le pays\u00a0\u00bb, indique n\u00e9anmoins le directeur export. Les professionnels issus de r\u00e9seaux concurrents ne sont en revanche pas les bienvenus : \u00ab\u00a0Nous pr\u00e9f\u00e9rons que nos partenaires soient vierges de tout pr\u00e9jug\u00e9 sur les piscines\u00a0\u00bb. Pour se distinguer sur le march\u00e9 mondial, Desjoyaux mise sur ses innovations historiques, telles les structures monoblocs et les syst\u00e8mes de filtration sans canalisations, ou ses cr\u00e9ations plus r\u00e9centes, comme les piscines en kit et les piscines hors sol en bois. L’entreprise, situ\u00e9e \u00e0 La Fouillouse, pr\u00e8s de Saint-Etienne, joue aussi sur son image made in France, sa meilleure carte pour conserver une longueur d’avance.<\/p>\n

Christophe Dutheil – L’EXPRESS<\/p>\n

Lire l’article<\/a><\/p>\n<\/p>\n <\/div>\n\n <\/section>\n\n\n\n

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