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Etude Sur Les Marches De La Location De Cycles : Quelles Opportunites Pour Les Fabricants ?

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Etude Sur Les Marches De La Location De Cycles : Quelles Opportunites Pour Les Fabricants ? ETUDE SUR LES MARCHES DE LA LOCATION DE CYCLES : QUELLES OPPORTUNITES POUR LES FABRICANTS ? 1 JUIN 2014 1 Source images : velobuc.free.fr, Caminade One4all, Véloroute La Vélodyssée (crédit photo : J. Damase), France Soir, Peugeot Cycles ETUDE SUR LES MARCHES DE LA LOCATION DE CYCLES : QUELLES OPPORTUNITES POUR LES FABRICANTS ? Ce rapport a été rédigé par : - Barbara Pianu, Chargée d’études, Nomadéis - Fanny Frécon, Chef de projet, Nomadéis - Benoît Beroud, Fondateur dirigeant, Mobiped Sous la supervision de : - Cédric Baecher, Directeur associé, Nomadéis - Nicolas Dutreix, Directeur associé, Nomadéis - Benoît Beroud, Fondateur dirigeant, Mobiped Remerciements : Nomadéis et Mobiped remercient l’ensemble des acteurs de la location ayant réalisé les entretiens et ayant renseigné et retourné le questionnaire de l’enquête nationale sur les marchés de la location de cycles, ainsi que les acteurs ayant participé activement à la diffusion du questionnaire. Informations préalables : Cette étude repose principalement sur des recherches documentaires, une enquête quantitative et un nombre limité d’entretiens (voir liste des entretiens en annexe). Elle ne saurait en conséquence prétendre à l’exhaustivité. En accord avec le commanditaire de l’étude, le diagnostic de l’offre et de la demande s'est concentré sur 5 segments de marché et 5 catégories d’acteurs. 21, rue George Sand • 75016 Paris [email protected] Tél. : +33 (0)1 45 24 31 44 09 51 94 72 80 Fax : +33 (0)1 45 24 31 33 www.mobiped.com www.nomadeis.com ETUDE SUR LES MARCHES DE LA LOCATION DE CYCLES : QUELLES OPPORTUNITES POUR LES FABRICANTS ? 2 | 197 Sommaire CONTEXTE ET ENJEUX ....................................................................................................................................... 8 CONTEXTE DE L’ÉTUDE ........................................................................................................................................ 8 OBJECTIFS ........................................................................................................................................................... 9 DÉMARCHE DE L’ÉTUDE .................................................................................................................................... 10 VOLET 1 CARACTERISATION DES MARCHES DE LA LOCATION DE CYCLES ET IDENTIFICATION DES OPPORTUNITES OFFERTES PAR CES NOUVEAUX MARCHES ............................................................................ 11 DETAIL DU VOLET N°1 .................................................................................................................................... 12 PERIMETRE ET METHODOLOGIE ..................................................................................................................... 12 PERIMETRE........................................................................................................................................................ 12 Présentation des 5 catégories d’acteurs de la location retenues ................................................................. 12 Présentation des 5 segments de marché étudiés ......................................................................................... 15 Présentation des 5 grandes catégories de cycles retenues .......................................................................... 17 METHODOLOGIE : ENTRETIENS QUALITATIFS ................................................................................................... 18 METHODOLOGIE : ENQUETE QUANTITATIVE.................................................................................................... 20 Aspects généraux ......................................................................................................................................... 20 Population ciblée .......................................................................................................................................... 21 Stratégie de diffusion ................................................................................................................................... 25 Caractéristiques de l’échantillon obtenu ...................................................................................................... 27 1. CARACTERISATION DES MARCHES DE LA LOCATION DE CYCLES ............................................................. 31 1.1 RAPPEL DES PRINCIPAUX CHIFFRES DU MARCHE DU CYCLE EN FRANCE ........................................ 31 La pratique du vélo en France ...................................................................................................................... 31 La vente de cycles en France ........................................................................................................................ 32 Autres retombées économiques liées à la pratique du vélo ......................................................................... 33 1.2 QUANTIFICATION DU MARCHE DE LA LOCATION DE CYCLES .......................................................... 34 Activité de location ....................................................................................................................................... 34 Flottes de vélos en location .......................................................................................................................... 37 Accessoires et équipements.......................................................................................................................... 42 Clientèle ........................................................................................................................................................ 42 1.3 SEGMENTATION DU MARCHE ......................................................................................................... 46 Rappel des différents segments de marché .................................................................................................. 46 Location Très Courte Durée .......................................................................................................................... 49 Location Courte Durée .................................................................................................................................. 59 Location Moyenne Durée et Séjours ............................................................................................................. 65 Location Longue Durée ................................................................................................................................. 82 PDE, PDA, PDIE ............................................................................................................................................. 94 2. IDENTIFICATION DES BESOINS DES DIFFERENTS ACTEURS DE LA LOCATION ........................................ 107 2.1 ETUDE DU MACRO-ENVIRONNEMENT .............................................................................................. 107 Politique et Légal ........................................................................................................................................ 107 Economique ................................................................................................................................................ 110 Socioculturel ............................................................................................................................................... 111 Technologique ............................................................................................................................................ 112 Environnemental ........................................................................................................................................ 113 ETUDE SUR LES MARCHES DE LA LOCATION DE CYCLES : QUELLES OPPORTUNITES POUR LES FABRICANTS ? 3 | 197 2.2 DYNAMIQUES IMPACTANT LES MARCHES DE LA LOCATION .............................................................. 114 Infrastructures et équipements cyclables ................................................................................................... 115 Réglementation, communication et formation .......................................................................................... 115 Structuration des acteurs et services de la location ................................................................................... 116 Développement des compétences des acteurs de la location : maintenance et logistique ........................ 120 2.3 BESOINS DES ACTEURS DE LA LOCATION EN TERMES D’EQUIPEMENTS VELO ................................... 122 Critères de choix ......................................................................................................................................... 122 Faiblesses des équipements existant aujourd’hui sur le marché ................................................................ 125 2.4 ATTENTES DES ACTEURS VIS-A-VIS DES FABRICANTS ......................................................................... 126 Circuits d’approvisionnement ..................................................................................................................... 126 Critères de choix ......................................................................................................................................... 127 Connaissance des marques françaises ....................................................................................................... 129 Satisfaction vis-à-vis des marques françaises............................................................................................
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