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1.1 Presentation

The carterie industry has existed in France since at least the 18th century, initially in the form of postcards and then extended to greeting cards to experience a golden age between 1900 and 1920.

The housing market is traditionally based on a rigid paper-cardboard type medium, but the emergence of digital technology has also given rise to a digital housing market on which it becomes possible to send by e-mail or html link a "digital" greeting card or postcard.

The housing market in France covers the production and distribution of products belonging to one of the following three categories:

  • Postcards "Simple" cards illustrated with an emblematic photograph, and mainly intended for mailing;
  • Greeting cards (also called "double cards"): thematic cards, purchased and sent on the occasion of a specific event (birthday, wedding, birth, new year, etc.);
  • Gift wrapping Gift bags, tissue paper, bolduc, gift bags, gift wrap, gift wrap, etc.

Beyond these categories, the market also includes novelty labels, albums, etc., which however represent a negligible share in volume and value.


1.2 The French market, in good shape despite the digital era

Despite a certain drop in turnover recorded by the market during the decade of ****, the French card market is trying to resist the alternative practices of e-cards or SMS and the emergence of new players in online commerce.
If in **** the crankcase market was around *** million euros according to a study ...


2.1 Very cyclical demand and strong customer base

It should also be noted that **% sales of postcards are made during the summer months, with a high concentration of tourists in June, July, August and September . Tourist cards are also part of the drivers of the crankcase market with an increase of *% of tourist card sales recorded between **** and ****.
In ...

2.2 Consumption habits

**% of those interviewed by a survey conducted by Fizzer in **** said they sent between * and ** postcards during their stays also stating that the first of them is for grandmothers.
The demand for postcards remains strong in France, according to a survey conducted by Fizzer in ****, **% french people like to receive a ...

2.3 The French people's ability to go on holiday: another element of influence

A record number of French people went on holiday in ****, with **,*% of the French who left for the over-**s, a figure in *% increase compared to the previous year, and with a long-term stay rate of **% where vacationers are more likely to send a postcard.
Among them, **% only go abroad, i.e. ...

2.4 The crankcase market partly linked to the dynamism of tourism in France

The carterie market in France is closely linked to the tourism industry . It is therefore imperative to look at developments in tourism in order to understand the carterie market. In addition, the composition of nationalities visiting France can be an indicator of the changes to be introduced on the crankcase market ...


3.1 A market in progressive consolidation around a duopoly

The structure of the housing market in France is very fragmented The market is composed of more than *** companies mainly SMEs and family-type TWAs, but among which two major pillars emerge: Editor and The Carterie Editor has been built by successive acquisitions of SMEs and TWAs in the sector, thus buying ...

3.2 Competition from digital services

A major strategic challenge for the crankcase industry is adapting its offer to the changes brought about by the development of digital services .
It would seem so, as stated by Henry Condamine, CEO of the Editor Group, that" Dematerialized exchanges have not significantly impacted traditional card sales, but rather represent a ...

3.3 Competition from traditional distributors

In the traditional crankcase market, increased competition is emerging from more traditional players due to a change in consumption habits.
Indeed, retailers are increasingly offering as a service during the end-of-year periods to make a free gift wrap for the items purchased, which represents a loss of revenue for the crankcase ...

3.4 Production

The crankcase industry is mainly based on the printing of models, or designs Postcards or greeting cards, as well as gift wrapping.
The production process in the crankcase sector essentially consists of the following steps and processes:
The development of the card or wrapping paper model; Sampling; Production (***); Routing to selected ...

3.5 Distribution

Postcards and greetings cards are sold throughout France in a wide variety of distribution networks, including :
Specialized tours (***) The generalists (***) Local shops (***) Mail order sales and other networks.
Specialized circuits
Specialized channels are the main distribution network for postcards, greetings cards and gift wrapping . According to the UPCP, the French prefer ...


4.1 Product presentation

The housing market in France covers the production and distribution of products belonging to one of the following three categories:
Postcards ; Greeting cards; Gift wrapping.
Postcards :
Postcards correspond to various categories whose success has evolved more or less well.
The tourist postcards The monuments or tourist landscapes represented by the Mont ...

4.2 Card prices

The average price recorded for postcards is *,**€ according to the UPCP, a price that should not overshadow the great diversity of available cards and whose price varies according to criteria such as:
Example of a "shooting" postcard of the village of Authon-du-Perche

Example of a "fantasy" postcard

The average price recorded ...

4.3 Adaptation through innovation and diversification

Faced with changes in the housing market and certain related markets, in particular the emergence of digital technology, a major strategic challenge for manufacturers in the sector is to adapt to these changes, an adaptation that involves both innovation and diversification.
This involves first adapting old "traditional" card formulas to bring ...

4.4 The importance of sustainable development

The housing sector is based on the transformation of paper (***) and must therefore adapt its communication to the new requirements of sustainable development. As an example, here are some examples some of the initiatives undertaken by the two French market leaders :
Editor :
Adherence to the Forest Stewardship Council (***) certifications; **% of the ...


5.1 Current regulations

Finally, no specific legislation applicable to the crankcase market has been identified, in France or in the European Union. Postcards and greeting cards shall remain subject to national legislation on intellectual property rights in respect of reproduced works, in particular with regard to the intangible heritage of the State, including one ...


6.1 Segmentation

  • Planet Cards
  • Editions Cély
  • Draeger – La Carterie
  • Groupe Editor
  • Rose & Lilas
  • Popcarte
  • Rosemood
  • Carteland
  • Vistaprint
  • Fnac – Service Photo

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chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Jules Decour

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Alexia Vacheron

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