Cleanzine: your weekly cleaning and hygiene industry newsletter 18th April 2024 Issue no. 1110
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2013 revenue down for 51.5% of Italian companies, reports AfidampCom
A survey of the Italian professional cleaning market relative to the year 2013, conducted by AfidampCom, shows the increase in the percentage of companies that claim to have suffered a decrease in revenue from 2013 to 2012: 44.4% in 2012 versus 51.5% in 2013, with a change of seven percentage points.
Despite these figures, those interviewed displayed cautious optimism for 2014 estimates. To grow their markets, cleaning professionals will focus on optimising sales, with a focus on new technologies, and on service.
Also, increasing attention was paid to targeted marketing actions. The survey revealed that increasing attention was paid toward monitoring internal control systems, administration and finance. The strength is the loyal relationship with its customers, while a critical aspect in the sector is payment management.
Companies that have more than € 1.5 million in revenue have increased by 10% while there was also an increase in the average number of employees, up 4% for large companies. However, there was a decrease of 4% in the number of companies with fewer than five employees, in favour of companies with more than 20 staff members. This figure is best viewed in light of the fact that many small companies have grouped together. As much as 61% of companies are family owned and operated.
Up to 59% of the companies surveyed have a logistics centre, which measures 1,200sq.m on average. As regards the type of products distributed, companies appear to be grouped according to two trends: the first includes companies that deal with chemical products and consumer goods, while the second is machinery and equipment. The second group is interested in renting their goods, which is a growing area.
In general, there does not seem to be a concentration of revenue in a specific type of product, but appears to be evenly distributed among all the categories.
As regards services, retailers are specialising in pre and post sales service and on maintenance, two strengths of the customer loyalty relationship.
This year's survey indicates the representativeness of Lombardia, Veneto, and Piedmont, followed by Emilia Romagna and Tuscany. The result is a wide margin of activity and opportunity on the Southern Italian markets, to which AfidampCom has dedicated specific actions in the last year.
Main outlet markets are cleaning companies (22%) and industry (20%), while Ho.Re.Ca has increased in importance, settling at 18%. A customer portfolio with no fewer than 300 units while sales outlets are unchanged: department stores and agent network. Growing attention is being paid to training. As many as 72% of the companies interviewed state that they have taken training courses in 2013, compared to 58%, 63% and 66%, respectively in 2010, 2011 and 2012.
"The survey this year shows the dynamics that began to appear as early as 2012 and that, given the market situation, continue to strengthen. We believe that specialisation and customer service are two very important levers to use to counteract a downward trend which has greatly affected our industry," remarked Francesco Bertini, President of AfidampCom. "The Association will pursue its goal of fostering contact among retailers, to assist small and very small companies as well as the large-scale groups."
20th November 2014