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Franquicias de papelería e imprenta

Publicado por Redaccion - 25/06/08 a las 11:06:22 am

Papeleria

Basta darse un paseo por cualquier calle de barrio para observar que las papelerías tradicionales están en vías de extinción (salvo, como siempre, notables excepciones). De hecho, la venta de productos de papelería y oficina experimenta actualmente una reconversión, en la que el sector dice adiós a los establecimientos de corte familiar para dar la bienvenida a grandes cadenas que traen otros modos y maneras.

¿Más agresivos? Puede, pero también más pegados a la realidad y con técnicas de venta más acordes a los tiempos que corren, a los cambios en los hábitos de los consumidores y prestando especial atención a la venta a empresas y colectivos, más importante que a particulares. La innovación, la diversificación en la oferta y las economías de escala encaminadas a abaratar costes se han convertido en las mejores estrategias para impulsar la expansión de las marcas; un crecimiento que se incentiva bajo la fórmula de la franquicia por las numerosas ventajas que ofrece a ambas partes.

Los 15 negocios de imprenta y material de oficina y papelería analizados en el presente artículo son sin duda alguna un terreno muy diversificado, con conceptos de negocio que tienen realmente muy poco que ver unos con otros, incluso cuando están implicados en el mismo nicho de mercado. De este modo, nos encontramos con enseñas especializadas únicamente en impresión digital como es el caso de la mallorquina By Print, otras añaden rotulación (Sign-a-Rama o Prainter) o diseño gráfico, papelería, regalo de empresa y copistería (Móngràfic). La reprografía también es la protagonista destacada de algunas tales como La Repro Service, y no hay que olvidar otra enseña que se encarga de temas informáticos y publicidad y diseño: Empress Servicios. Del diseño, en cambio se ocupan empresas como Ordning & Reda.

Otras empresas destacadas en este sector son: Carlin, la francesa Bureau Vallée, Deopapelería, Folder, Hiperoffice, Ofitrópolis o Picking Pack. Lo que sí es cierto es que los franquiciados son los propietarios de 96 de cada centenar de puntos de venta del sector.

Son muchas las enseñas de papelería, oficina e imprenta que engloban este sector, la inversión oscila aproximadamente entre 12.000 euros (no incluyendo la obra) y los 400.000 euros, su superficie: entre 25 y 300 m2 y la población mínima entre 10.000 y 200.000 habitantes. Hace dos años se experimentó una verdadera explosión de las ventas, y aún con estas cifras, las previsiones siguen siendo realmente optimistas tanto a corto como a medio plazo. Todo parece indicar que nos encontramos ante una buena elección de negocio de cara al futuro.

De las 12 enseñas españolas que componen este variopinto sector de actividad, sólo Carlin, gracias a su antigüedad y a su vocación expansionista tiene presencia significativa en el exterior, con algo más de una treintena de establecimientos entre Portugal, Marruecos, Andorra, Francia y Gibraltar. En cuanto a los objetivos de expansión que se han marcado las 15 redes de franquicia –cierto es que a primeros de año, antes de conocer la actual crisis– contemplan entre 130 y 150 aperturas en el plazo de un año, de las que casi medio centenar corresponden a Carlin y 25 a Folder, que son las enseñas que esperan un mayor crecimiento.

Por número de establecimientos abiertos al público, Carlin (435) y Picking Pack (114) son los líderes indiscutibles. La mayoría de estas 15 redes de franquicia que buscan activamente asociados en oficina, papelería e imprenta se han inscrito en el Registro de Franquiciadores del Ministerio de Industria, Turismo y Comercio. La más veterana en el empleo del sistema de franquicia para su expansión es Picking Pack, que comenzó en 1974, y la más joven es Bureau Vallée , que abrió su primer centro asociado en el 2007.

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5 Comentarios »

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  1. no se por que hablan de 15 cadenas de franquicias si luego solo ponen 14…

    Comentario por Bret Favre — June 25, 2008 #

  2. Franquicias de papelería e imprenta…

    Basta darse un paseo por cualquier calle de barrio para observar que las papelerías tradicionales están en vías de extinción (salvo, como siempre, notables excepciones). De hecho, la venta de productos de papelería y oficina experimenta actualment…

    Trackback por www.negociame.com — June 26, 2008 #

  3. ¿quien no ha deseado alguna vez tener su propia papeleria? ¿Rotuladores de colores inverosimiles y novedades cada dos por tres? lo m alo es que vale dinero ;-)

    Comentario por Orecipal — July 1, 2008 #

  4. pues montarla por vuestra cuenta. ni se os ocurra probar con alguna de estas fran quicias porque si las que mas tienen enseguida se olvidan de ti las que estan empezando n0o valen pa na

    Comentario por Ex — July 1, 2008 #

  5. Lo importante en este mercado es diferenciarse de la competencia. ¿Cómo hacer esto?. Es muy importante el posicionamiento de las cadenas dentro de la mente del consumidor. Por ejemplo, no se si conocéis la cadena Cartridge World, pero esta franquicia esta enfocada exclusivamente a la venta de cartucho rellenados y reciclados para impresoras. Parece en principio que su target sea la población que se preocupa por el medioambiente pero no es así, se dirigen a todas aquellas personas que impriman ya que con sus productos se ahorran un 50% en comparación con las marcas originales sin comprometer la calidad de impresión, según afirman ellos. Es un buen reclamo para atraer clientes, no?.

    Esta enseña se esta diferenciando del resto de la competencia. Su posicionamiento es claro en la mente de los consumidores, ser los Nº1 en el mercado de cartuchos rellenados.

    Comentario por Joaquin Roses — July 11, 2008 #

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