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- Number of pages : 30 pages
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- Last update : 31/01/2022
Summary and extracts
1 Synthèse du marché
1.1 Définition et périmètre d'étude
Par librairies, on entend les entreprises dont l’activité principale est la vente de livres. Elles sont identifiées par le code ATECO 47.61 : « Vente au détail de livres en magasin spécialisé ». Il faut aussi prendre en compte les ventes des rayons de produits culturels dans les supermarchés.
Comme le marché mondial, le marché italien des librairies connaît de grandes difficultés. Depuis les années 2000, les activités récréatives se sont tournées vers le numérique. Aussi, l’arrivée de nouveaux acteurs comme les géants du commerce en ligne et de nouveaux formats (liseuses électroniques) a fortement impacté le secteur.
Pour tenir le choc, les librairies ont dû se réinventer en diversifiant leur offre et en proposant le service « Prenota e ritira » (« Click & Collect ») notamment durant la crise de la Covid-19. En Italie, il est intéressant de noter que durant l’année 2020, en raison de la pandémie, les ventes de livres ont progressé, bien que soit davantage au profit de la vente en ligne que des canaux de distribution physiques. Ces dernières années, on assiste aussi à une augmentation du nombre de librairies franchisées aux dépens des librairies indépendantes et familiales.
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le marché du livre et des librairies | Italie
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