Photo shooting from 9.50? Market analysis 2014 for photo shootings from professional photographers

Transcription

1 Photo shooting from 9.50? Market analysis 2014 for photo shootings from professional photographers XXLPIX March 2014

2 Photo shooting from 9.50 Euro? About that market analysis XXLPIX GmbH test regular business models and service offers by professional photographers and photo studios in Europe. For this purpose, 250 randomly selected companies are analyzed in typical service categories with their professional services and their prices being evaluated. The selected shooting categories stand here on behalf of a larger, heterogeneous selection of event and target group-specific offers. They are analysed representative as a basis for segmented derivation. The data in this report are current as of The following product offerings and characteristics of professional photographers and photo studios are analyzed in this market report: CV photo shootings, passport photos, portrait photography, family shootings, wedding photography, number of shooting offerings, the selection of photo products and the retouching services. Photo shoots are specified with the initial offer and the maximum price. Abstract CV photo shooting... 3 ID Pictures... 5 Portrait photography... 6 Family portrait... 7 Wedding Photography... 9 Photo Products Most Popular Large Format Products Most popular formats of large size products Image editing Number of Photo shootings About this market analysis

3 CV photo shooting The scope of service offers for CV photography can be very wide. So begins the basic price for CV photos at 9.50 euros in 2014, while the premium segment charges to 380 euros per shoot. Many photographers rely on a low-priced introductory offer. Two thirds offer the basic shooting for 25 euros or less. Less than 10 % charge more than 40 euros for the smallest CV photo shooting. Around 3.7 % of photographers start with a price of less than 10 euros. How much does CV photo shooting cost? more Fig.: Entry level CV Photo Shooting, determined values: Ø = Median = min = 9.50 max = 89 XXLPIX GmbH Berlin 2014 The entry level price for CV photo shooting increased by 4 % on the previous year. The average price of euro remains good value. The price of premium application shooting is based on two price levels: At 50 euros and 100 euros most photographers see a price limit. Therefore they define their service and prices accordingly. Nevertheless, nearly a quarter of the analyzed photographers offer a job shooting over 100 euros. The range of very different services is useful in any case because of the potential customer may vary significantly. The requirements for the application of a 3

4 student pictures are different from that of a manager. It is advantageous if you can map these different needs with different products. What is the maximum price you can set for CV photo shooting? more Fig.: Maximum price CV Photo Shooting, determined values: Ø = Median = min = max = 380 XXLPIX GmbH Berlin 2014 The recorded increase of % by the most expensive CV photo shootings results not from a price increase of the studied group but more as a result of the trend by photo studios and photographers to offer more expensive CV photo shooting packets to attract interest from more complex and diverse service areas with a more adequate service offering. 4

5 ID Pictures Passport photos are offered by the surveyed photographers almost for a standard price. There is no extreme value. The prices were more than 90 % between 10 and 15 euros. Only a few outliers (5.6 %) are - and these are only marginally - about it. The lowest value obtained for this service amounted to 9 euros in The peak was at 19 euros. The standard price for passport photos more Fig.: Price for ID Photos, determined values: Ø = Median = min = 9 max = 19 XXLPIX GmbH Berlin 2014 The average price for 4 passport photos increased by 3.73 % in comparison to the previous year. The pricing of this standardised service is limited by price thresholds. If the provider has the courage to break this then he will gain considerable leeway. 5

6 Portrait photography Portrait photography is a broad field. Behind this offer there can be very different and distinctive services. Therefore also the difference between the entry price and the extensive shooting packages is particularly large. What is the entry-level price for portrait photography? more Fig.: Entry Level Portrait Photography, determined values: Ø = Median = 40 min = 10 max = 159 XXLPIX GmbH Berlin 2014 The initial portrait shooting, many photo studios offer for a low price. Over 90 % of the photographers take less than 80 euros or less for entry to their service. They thereby miss the opportunity to position their service quality high. Under these conditions it is difficult to sell high-priced shootings. For vendors offering portrait photography starting from 20 euros onthe price of ID photos - it would be hard to sell shooting packages at a real price. The entry level price for portrait photographs increased by 4.56 % on last year. 6

7 The maximum price for portrait photography more Fig.: Maximum Price Portrait Photography, determined values: Ø = Median = 150 min = max = 672 XXLPIX GmbH Berlin 2014 As a consequence of the low entry prices in the portrait photography, more than half of the offers (56 %) are topping out at 150 euros. The other half of the photographers offer quite extensive photo shoots in the majority with prices up to 500 euros. However, the investigation has identified prices over 500 euros. The highest value recorded was 672 euros. We observed a small price decrease of 4.08 % for the average maximum price of portrait photography. Family portrait The family portrait - also analyzed representative of the group portrait or couples shoot - documented in the price structure, the reluctance of photo studios at the price entry level. Almost a half (45.45 %) of the photographers offer family portraits for 50 euros or less. A price, much to cheap for a high quality service. 7

8 The minimum price for family portrait more Fig.: minimum price for family portraits, determined values: Ø = Median = 69 min = 10 max = 185 XXLPIX GmbH Berlin 2014 In contrast to the less complex portrait photography the family portrait has a lower price range. Almost 90 % (86.2) of all offers are between the range from 50 to 250 euros. The highest recorded price for a family shooting was 599 euros. In comparison to the previous year the entry level price for family photo shooting fell by 8.44 %. What is not apparent on a first glance is that there were fewer fallen prices but more specially defined cheap introductory offers that were responsible for the overall reduction. 8

9 The maximum price for family portraits more Fig.: Entry level price family portrait, determined values: Ø = Median = 130 min = 19 max = 599 XXLPIX GmbH Berlin 2014 In comparison to the previous year a 9.8 % price increase was recorded for large family shoots. The main cause of this are newly defined service offers in comparison to last year. If one considers the entry level price reduction for family shooting, it is clear that there is a wider range of offers overall. Wedding Photography The wedding photography is the most expensive, private event for booking a photographer. Especially in this segment the service offerings vary widely. Of an accompaniment to the registry office, up to several days shooting offerings including high quality photo products, there is a wide range. The cheapest offer under the heading "wedding photographer" we found for euros. The most expensive package in the field of wedding photography cost 3450 euros. 9

10 Although there are a considerable number (25.39 %) of photographers that are already providing services related to wedding photography up to 100 euros, over a half (55.56 %) with your initial offering between 100 and 300 euros. Only 7.41 % of the photo studios call a starting price over 400 Euros. The minimum price for wedding photos grew by 7.02 % in comparison to the previous year. A wedding shoot for euro? more Fig.: Entry level wedding photography, determined values: Ø = Median = min = 15,50 max = 850 XXLPIX GmbH Berlin 2014 As expected, the prices of the big wedding package vary significantly upwards. Although nearly half (51.16 %) of the photographers provide their biggest wedding package at prices up to 600 euros, the prices of the remaining vendors ranged widely up to 2000 euros and beyond. As a significant price barrier we see the 1000 euros price. At least 21.2 % of the photographer offer more expensive Shootings. Only 4.65 % of the providers offer a package of over 2000 Euros. 10

11 The biggest wedding photo shoots between 800 and 1000 euros 18% 16% 14% 12% 1 8% 6% 4% 2% more Fig.: Maximum price wedding photography, determined values: Ø = Median = 599 min = 45 max = 3450 XXLPIX GmbH Berlin 2014 In comparison to the previous year the price for big wedding photo shoots sank by 6.1 %. This is a result from the fact that some providers have taken big wedding packages from the offer. 11

12 Photo Products Although high-quality photo products are an attractive way to represent professional photography convincingly still almost half of the photographers do without this revenue opportunity. One third (34.5 %) proactively offer only prints % of the photo studios have only a single large format product - often canvas or poster. These studios not only miss attracting sales potential, but also miss the opportunity to take advantage of the stunning impact of large sizes for your new business. Almost 3 of photographers offer no photo products No photo products 29,87 % more than 1 photo product 55,89 % 1 photo product 14,29 % Fig.: Number of photo products, XXLPIX GmbH Berlin 2014 In comparison to last year the number of photographers offering professional large format products has increased. While only 52 % of the surveyed providers were offering more than one photo product in 2013, this number has increased to almost 56 % in

13 XXLPIX currently under offers an affordable entry into the large-format printing. This offer applies only to registered, professional photographers and photo studios. 13

14 Most Popular Large Format Products In addition to the services more and more photographers earn additional revenue through product sales. Reproduction of photography on canvas, aluminum dibond or acrylic opens up additional revenue streams and facilitates the sale of the service. Personal photography is enhanced by the printing on premium materials and transformed from the abstract service to a concrete visible product. Especially in the field of photo exhibitions and contracting business from commercial customers, this leads to an attractive revenue combination of license rights and product margin. Premium large format photos 8,43 % 15,86 % 8,85 % Acrylic glass Alu-Dibond Canvas others 66,87 % Fig.: most popular large format photos, XXLPIX GmbH Berlin 2014 Although today there are numerous alternatives available, the photo on canvas is still the most popular large format product. The photo is a work of art through its three-dimensional effect and gives a significant added value. This is an effect that many professional photographers use. Acrylic and Alu-Dibond formats are significantly less in demand. Under the "other" heading are products such as forex, barite, premium composite and other composite products. In the past years, a clear trend towards new photo products can be 14

15 observed. Above all composite products such as premium composite are increasingly in demand. Most popular formats of large size products The range of sizes for large format products is very extensive. Especially because professional manufacturers can produce any special format on request, hardly a format request remains unfulfilled today. In the evaluation of the available data, we have found over 250 formats. Nevertheless, 10 classic standard formats are best represented with about 55 % share of production. They are by far the most frequently chosen formats. The top 10 premium photo products 20,0 18,87% 18,0 16,0 14,0 12,0 10,0 10,32% 9,0 8,0 6,62% 6,0 4,0 2,0 1,29% 1,5 2,58% 1,18% 2,23% 1,32% 0,0 100 x x x x x x x x x x 60 Fig.: The top 10 formats for large size photo products, XXLPIX GmbH Berlin

16 Image editing The subsequent image editing at the computer is offered by 68.8 % of the investigated photo studios. However, 31.2 % of surveyed companies disclaim offering these services. In comparison to the previous year the amount of studios offering image editing services increased slightly. Image editing service is now standard yes 68.83% no 31.17% Fig.: Image editing offer, XXLPIX GmbH Berlin

17 Number of Photo shootings Professional photo studios also differ significantly in the amount of their offered photo shoots. While almost half (48.1 %) of the studied provider offering customers up to six different photo shoots, can choose from more than a third of the photo studios customers between 10 and more. The highest value for the number of different packages offer was, at 52. How many types of photo shoots are offered? more Fig.: Number of photo shootings, determined values: Ø = 9.63 Median = 7 min = 2 max = 52 XXLPIX GmbH Berlin

18 About this market analysis Population: The study examined 250 photo studios in Europe. About 60 % of the investigated photo studios operate their business in major cities with over 100,000 inhabitants. Only 3.9 % of work in places with fewer than 5000 inhabitants. Urbanity of the locations investigated - by number of inhabitants more Fig.: Urbanity of photo studio locations XXLPIX GmbH Berlin 2014 The analyzed population is 250 randomly selected from a total of , XXLPIX customers in Europe. The customer structure has geographical priorities in Western Europe, such as Belgium, Denmark, Germany, France, Britain, Italy, Austria, the Netherlands, Spain and Sweden. Companies in these countries are over-represented due to the customer base towards Eastern European countries. XXLPIX customers are - as previous studies have shown - above average in entrepreneurial activity and much more interested in advertising, marketing and increase sales. It also affects the pricing. 18

19 Survey period: The data collection took place in the period from 3rd to 17th February 2014 and was subsequently evaluated and prepared by the XXLPIX consulting. Prices: Prices who haven t been published in Euros have been converted by the exchange rates from the 21 st of February About XXLPIX: XXLPIX is a leading solution provider for professional photographers, photo studios and retailers in Europe. With shopping solutions, Internet portals and premium photo products supplies the Berlin based company more than commercial customers in Europe and is reaching more than 2 million customers annually with software solutions and photo products. XXLPIX is represented throughout Europe, and delivers products and services in over 50 countries around the globe. The headquarters is based in Berlin, Alexanderplatz. Legal: The reproduction or use of this publication - or parts thereof - in other, even electronic media and published herein is only allowed with the permission of XXLPIX GmbH. Images, graphics, text or other files may be - wholly or partially - subject to the copyright of third parties. If this is the case they are labelled as third party rights. The rights in these cases are at the copyright owner. Editorial assistance: Stefan Bierbass, Timothee Demoury, Conor O'Brien XXLPIX GmbH Alexanderstraße Berlin GERMANY b2b@xxlpix.net