The collaborative economy, a standardized disruptive model?

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Thecollaborative economy refers to practices aimed at sharing and exchanging goods between individuals. The objective is to limit the intermediaries between the different actors. This model brings new possibilities to consumers. Indeed, all areas of daily life are covered: equipment, home, work, electronics, activities for children, fashion, financing, leisure, transport, etc. These consumption practices are a great success with the French. They are now ready to share their objects rather than own them. In addition, a third of the latter used these practices in 2017.

In addition, this model also changes their status in the supply and demand market. They go from simple applicant to offeror-applicant. The development of new platforms such as Airbnb or Blablacar has forced this change. Indeed, companies understand more about the business prospects of collaborative consumption. They also capture changes in purchasing practices. Thus, the companies that follow the movement show that the lights are green. Thus, it is not a simple fad but a reality.

Collaborative consumer start-ups that never stop seducing

In 2015, around 9,000 start-ups shared the global market for the collaborative economy. In 10 years, the ambitions of the market have been multiplied by twenty. They are based in particular on the development of digital platforms. Start-ups make it possible to directly connect individuals with each other, that is to say from peer to peer. Digital technology is becoming a real driver for this type of economy. It is of interest to internet giants but also to more conventional companies. Indeed, they see opportunities. In 2017, La Banque Postale acquired KissKissBankBank. We can therefore see that conventional actors are trying to adapt to the arrival of alternative actors offering different collaborative services.

The success of the AlloVoisins platform is a testament to this evolution. Indeed, the market in terms of the collaborative economy is evolving. AlloVoisins was created six years ago. The platform now has more than three million members on the national territory. This Nantes start-up highlights the social link between neighborhoods and cities. It proposes to improve the daily lives of the French. Thus troubleshooting, the rental of an object, or work of any kind are proposed. It bases its business model solely on demand. It is on this same model that collaborative initiatives in this type of economy are based: potential demand and underutilized assets.

AlloVoisins is thus experiencing strong growth. Indeed it has grown by 9% in Nouvelle-Aquitaine. These data are explained by the large area of the region. In addition, they are also explained by a certain lack of material resources. Thus, the region is positioned as a development zone favorable to this type of services.

New emerging consumer practices

The trend towards standardization of the collaborative economy sector

Conventional players follow the evolution of other collaborative consumption players. However, for the players in collaborative consumption, we see a desire to diversify their offer. Indeed, AlloVoisins has recently developed a positioning with professionals. The latter can now respond to requests from neighbours and no longer only from individuals.

The collaborative economy was born after the economic crisis of 2008. Thus, after 10 years this type of economy is no longer an emerging market. More than 75% of French people have already bought or sold a used item according to the Observatory of the Collaborative Economy. This trend is equally shared by all. Indeed, people aged 25 to 55 use these purchasing practices to the same extent. This trend can thus explain the arrival of the business model of start-ups in the collaborative economy.

An illustration of this trend towards generalization is in the B2B and B2C framework. From a B2B perspective, using sharing platforms can mean a company reducing its production costs. From a B2C point of view, the collaborative economy is also becoming an opportunity. They allow companies to sell more and diversify their range of services. Indeed, operational excellence and the added value of the customer experience are two drivers of generalization of this practice for both historical players and new competitors. This generalization comes from the most well-known actors. For example, Airbnb employs professional photographers to showcase properties. For its part, Uber practices salaried employment for some of their suppliers.

The model of collaborative economy start-ups, based on freemium, is converging. It goes gradually from the phases of development, towards that of the more conventional actors. They stand out more on the vision of their activity. Companies are therefore seeking to promote a new mode of consumption. It must be more economical, more responsible and more user-friendly. Whether for local start-ups in this economic mode or giants in the sector, the trend is emerging. It is resolutely turning to more standard services. A sign that the collaborative model is normalizing.

Justine ANGIBAUD

Sources:

“The collaborative economy, a new socio-economic model?”, Public Life, August 2018

Study “Issues and Perspectives of Collaborative Consumption,” Corporate Directorate, June 2015

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