《國際商務(wù)文化（英文）》課件-3.3French International Business Culture and Etiquette

FrenchInternationalBusinessCultureandEtiquettePresenter:ZhangShulingDate：2024-08-05FrenchE-commerceMarketOverviewFrenchCross-BorderE-commerceDevelopmentFrenchCultureAndEtiquetteFrenchInternationalTradeOverviewFrenchInternationalTradeOverview01FrenchInternationalTradeOverviewGeneralOverviewFranceisthelargestcountrybylandareainEuropeandoneofthemajordevelopedcountriesintheworld.Francehasavastanddiversifiedindustrialandagriculturalbase,includingtheproductionofmilitaryequipment,cosmetics,pharmaceuticals,andfood.Franceisasignificantplayeringlobaltrade,withitstotalforeigntradeimportsandexportsrankingfifthintheworld,secondonlytotheUnitedStatesintheexportofagriculturalproducts.Importedgoodsmainlyincludeenergyandindustrialrawmaterials,whileexportedgoodsmainlyincludemachinery,automobiles,chemicals,cosmetics,etc.Franceearnsthethird-largestincomefromtourismintheworld,withatleast82millionforeigntouristsvisitingFranceannually,makingitoneofthemostpopularcountriesintheworld.ChinaisFrance'sthird-largesttradepartnerintheEUandthethird-largestsourceofactualinvestmentfromFrance,whileFranceisChina'slargesttradepartnerinAsia.E-commercehasemergedasanewforceinFrance,withFrenchconsumersspendingatotalof57billioneurosonlinein2014.Despitea4%decreaseintheaveragetransactionamount,thefrequencyofonlineshoppinghasincreased.It'sworthnotingthatParisisaglobalshoppingdestination,attractingconsumersworldwidewithitshigh-endfashion,perfumes,cosmetics,andBordeauxwines.FrenchE-commerceMarketOverview02FrenchE-commerceMarketOverviewGeneralOverviewDespiteongoinguncertaintiesinglobaleconomicgrowth,France'smarketresilienceisrelativelystrongandexperiencinghealthygrowth.France'se-commercesectorisrobustandcontinuestoflourish.TheFrenchgovernmentstronglyencouragesthedevelopmentofstartups.By2025,Franceisexpectedtonurture25French"unicornenterprises"(unicornsareprivatecompaniesvaluedat$1billionormore).MorerelaxedbusinessrestrictionsandincreasedgovernmentspendingwillprovidefertilegroundforinnovationinFrance'se-commercesectorinthecomingyear.Francehasahighinternetpenetrationrate(92%)ande-commercepenetrationrate(74%).Tofurtherexpandcoverage,thegovernmenthascommittedtoimplementinganationalbroadbandplan"FrèsHautDébit,"promisingtoprovidehigh-speedbroadbandaccesstoallhouseholdsby2022andfullfiber-opticaccesstoallby2025.Inaddition,Frenchconsumers'basicdigitalskillsareslightlyabovetheEUaverage(57%:56%).FrenchE-commerceMarketOverviewInternetPenetrationRateAstheworld'sseventh-largesteconomy,Francealwayssparksinterestamongretailers.Frenchconsumersareoptimisticaboutthefuture;theyareinternet-savvy,opentoinnovation,andpassionateabouthigh-qualityproducts,whicharekeyfactorsforthesuccessofe-commercebusinesses.Frenchconsumersareaccustomedtousingmobiledevicesforshopping;inthelast12months,46%usedsmartphones,and42%usedlaptops,soretailersshouldfocusonoptimizingthemobileshoppingexperience.Approximately6%ofFrenchconsumersparticipateinTVshopping,and5%usetheirsmartspeakersforshopping,suchasAmazonEcho.FrenchE-commerceConsumerAnalysisConsumerInfluencingFactorsinOnlineShoppingOverhalfofFrenchconsumersbelievethatshoppingonlinehelpsthemavoidcrowdedplaces.OtherreasonsFrenchconsumerschoosetoshoponlineincludetheconvenienceofshoppinganytime(49%),betterprices(47%),andtheeaseofcomparingproducts(41%).OnlineShoppingCategoriesAccordingtomarketresearch,Frenchconsumersaremostlikelytopurchaseclothing,shoes,andaccessoriesfromoverseas.Amongthecountriesselectedforcross-borderonlineshopping,Chinaholdsthelargestmarketshareat44%,followedbyGermanyandtheUK,eachwitha13%marketshare.FrenchE-commerceMarketOverviewFrenchE-commerceConsumerAnalysisDebitandcreditcardsremaintheprimarypaymentmethodsforFrance'se-commercemarket,butwiththeproliferationofdigitalpayments,mobilecommerceisbecomingincreasinglypopularinFrance.Frenchconsumersareopentonewthings,anddigitalwalletshavealsobecomewidespread.AccordingtoJPMorgan's2020reportonFrance,womenarecurrentlymorelikelytousemobiledevicesastheirpreferredpaymentmethod.FrenchE-commerceMarketOverviewPaymentMethodsPaymentMethodsDeliveryMethodsDeliveryservicesaremorepopularamongFrenchconsumersthantheEuropeanaveragebutlesssothaninSpain(70%)ortheUK(55%).Only25%ofFrenchconsumersarewillingtopayanextra3eurosforfastdeliveryservices,assomeconsumersinFranceprefertopaythesamepriceformoreenvironmentallyfriendlydeliveryservicesduetoFrance'semphasisonenvironmentalprotection.FrenchE-commerceMarketOverviewFrenchLogisticsandDeliveryFrenchCross-BorderE-commerceDevelopment03FrenchCross-BorderE-commerceDevelopmentGeneralOverviewBrexithasbroughtongoingchallenges,suchasincreasedtransportationcosts,delaysorcancellationsoffreightroutes,risingcostsofrawmaterials,andenergyprices.ThesefactorsmeanthatFrance'stradedeficitisunlikelytobeeasilyreversedintheshortterm.In2022,theEuropeanCommission'sDigitalServicesAct(DSA)andDigitalMarketsAct(DMA)cameintoforce.ThesearepartoftheEU'sDigitalSingleMarketStrategy,aimedatcreatingasaferdigitalspaceandestablishingafaircompetitiveenvironmenttopromoteinnovationamongbusinesses.Franceisalreadyhighlydigitalized,with92%ofthepopulationonline.Althoughphysicalstoreshavebeenaffectedbythepandemic,thecountry'se-commercesectorhas"benefitedimmensely"fromthepersistentlockdownmeasures.Franceranksfourthinpercapitae-commercespending,followingDenmark,Norway,andtheUK.Intermsofe-commerce,37%ofthetop500retailersinFranceareonline-only,contributing46%ofnetsales.Intermsoftheshareofonlineretailersandsalescontribution,France'sdataisonlybehindthatofChina.FrenchCross-BorderE-commerceDevelopmentAmongthemainstreamcross-bordere-commerceplatformsinFrance,Amazonisparticularlypopularamongonlineconsumers.ItsmainrivalisFnacDarty(23%),followedbyonlineplatformE.Leclerc(20%)andtheculturalcreativeproductswebsiteCultura(18%).However,AmazonwassuccessfullysuedbytheSolidaireunionin2020forfailingtoprotectitsemployees,whichforcedthecompanytohaltoperationsinitsFrenchwarehousesforoveramonth.Duringthisperiod,Francecontinuedtofirmlyopposetheretailgiant'sdominanceandiscurrentlyworkingtopasslegislationthatmeansAmazonwillhavetoabandonitslow-costlogisticsservicesinthecountry.MainCross-BorderE-commerceShoppingPlatformsFrenchCultureandEtiquette04SocialEtiquetteSociallyinclinedandgoodatcommunication.Wittyandhumorous,witharomanticnature.Longingforfreedomanddislikingconstraints.TheFrencharethemostfamous"libertarians"."Liberty,Equality,Fraternity"isnotonlyenshrinedasthenationalmottointheFrenchconstitutionbutalsoexplicitlywrittenonthenationalemblem.Strongsenseofself-esteem,withapreferencefor"domesticproducts".Chivalrous,respectingwomen.Ininterpersonalinteractions,themainformsofetiquetteadoptedbytheFrenchincludehandshakes,hugs,andcheekkisses.FrenchCultureandEtiquetteFrenchCultureandEtiquetteDressEtiquetteInformalsettings,Frenchmentypicallywearsuits,andwomenwearskirtsordresses,usuallyincolorssuchasblue,gray,orblack,withmaterialsbeingmostlypurewool.Forcelebrationceremonies,formalattireisusuallyrequired.Mentypicallyweartuxedoswithbowtiesorblacksuits,whilewomenwearmonochromatic,dress-styleformalgownsorcocktaildresses.FrenchCultureandEtiquetteTableMannersTheFrenchlovepasta,andtherearemanytypesofbread,mostofwhichenjoycheese.Intermsofmeat,theypreferbeef,pork,chicken,caviar,foiegras,butdonoteatfattymeat,organmeat(exceptliver),scalelessfish,andfishwithbones.TheFrenchareparticularlyfondofdrinkingandalmostalwayshaveadrinkwiththeirmeals;theyalsoinsistonpairingdifferentwineswithdifferentdishesatthedinnertable.Indailylife,theyalsoenjoydrinkingtapwaterandcoffee.Whendining,theFrenchcanplacebothhandsonthetable,butarenotallowedtoresttheirelbowsonit.Whenputtingdownknivesandforks,theyareaccustomedtoleavingonehalfontheplateandonehalfonthetable.FrenchCultureandEtiquetteCustomsandTaboosThenationalflowerofFranceistheiris,andchrysanthemums,peonies,roses,azaleas,daffodils,marigolds,andpaperflowersaregenerallynotcasuallygiventotheFrench.ThenationalbirdofFranceistherooster,whichtheyconsidertobetheembodimentofbraveryandtenacity.ThenationalgemstoneofFranceisthepearl.MostFrenchpeoplepreferthecolorsblue,white,andred,whiletheymainlyavoidyellowanddarkgreen.Thenumbers"13"and"Friday"arealsotaboo