Introduce us to L’Émotion GAZ association
This associative idea was born from several observations and analysis:
- In 2015 and 2016, sales of wood-burning appliances decreased and resale networks needed an additional segment to maintain their commercial activities;
- The gas fireplace is a credible and efficient alternative to heat and revive the home;
- The drop in the price of fossil fuels offers a certain attraction for gas solutions. More competitive than electricity and almost as attractive as wood pellets, the gas stove represents a real alternative;
- In neighboring countries, such as the Netherlands, the United Kingdom or Belgium, the gas stove segment has achieved sales records: over 200,000 in each of these countries. The market potential is huge;
- The weakness of the French market can not be overcome either by a single brand or by installers, in unity there is strength to overcome misunderstandings and unfounded reluctances.
Based on these results and this collective desire to work on a new product segment, manufacturers and partners have chosen to organize themselves into an association to relaunch the sector by structuring this market and bringing together a network of professional and qualified installers.
What are the association’s objectives?
The first objective is to promote the market for gas inserts, fireplaces and stoves.
To do this, L’Émotion GAZ brings together manufacturers or importers of independent gas-fired appliances as well as any other actor who directly or indirectly promotes these products (manufacturers of flue, gases, training organizations, etc.). we are also pursuing the goal of developing and promoting a shared vision of these products, integrating in particular sustainable development, energy environmental performance. An important role that also belongs to the L’Émotion GAZ association is to inform the general public, but also energy professionals, about the advantages of gas heating with an autonomous device. In addition to my mandate as President of the association, I am a professional who sells and installs independent heating devices: wood, pellets and gas. Our job is to install products in our customers’ living rooms, regardless of energy. It is important to provide accurate information and a solution that meets the customer’s wishes and needs.
Which brands are members of the association?
In 4 years L’Émotion GAZ has brought together the vast majority of market players, whether they are manufacturers, energy distributors, flue manufacturers, certification bodies or professional retailers and installers.
The members of L’Émotion GAZ are the following:
- Manufacturers: Attika, Bellfires, Best Fires, Brisach, Cheminées de Chazelles, Cheminées Philippe, Dovre, Dru, Exoflam, Focus, Fondis, Godin, Jotul, Kalfire, Lorflam, Rais, Ruegg, Seguin, Gazco and Wanders
- Partners: Isotip-Joncoux, GRDF, Cheminées Poujoulat, Butagaz, Copraudit, Qualigaz, Agecic and Modinox
During the first years of L’Émotion GAZ development, significant work was carried out for the structure of a gas distribution network. Today we have nearly 700 showrooms where fireplaces and gas stoves are in operation. This visibility is essential for the development of sales and allows the consumer to make a decision on the energy needed for his future fireplace or stove.
How is the market for gas stove installations in France and other European countries?
In Europe, things are going quite well. In the UK, more than 200,000 devices are sold every year. The United Kingdom, the Netherlands and Belgium are the countries that market most of the stoves with this energy.
The French situation is less positive, although the efforts led by L’Émotion GAZ and its members have changed the lines. We only include projects that have been certifies in our statistics: from less than 2,000 installations per year when the association was founded, we claim more than 8,000 installations last year. Very significant progress but the volume compared to other European countries shows us that our room for improvement remains immense.
But in the last six months we have seen a real increase in the number of devices sold; the first results for 2021 show us that this development is continuing.
How do you explain that development is not fast?
When the association was launched, we predicted greater market growth than we have today. The consumer or installer restraints take a long time to be lifted, I still hear the installers telling me that a gas stove is too expensive! Our duty is to provide the most complete information possible so that the consumer can make HIS decision.
Technical, cyclical and commercial obstacles were important in this period: renewed interest in woof heating by end customers and the resale network, difficulty in reaching agreements between wood heating professionals and gas heating professionals when the devices are connected, different technical skills between wood / pellets energy and gas…
These observations have allowed us, over the years, to continue to progress and gradually increase skills. The technical training of professionals, that of sellers, the organization of promotional operations, communication with the professional network and the general public. The restraints rise gradually.
L’Émotion GAZ association can not live without having quantified the sales targets of the certified plants. We need to be able to quickly double our facilities, but COVID lays us a little further back because the actions we had planned could not be undertaken and not all of them can be carried out in telework.
The year 2021 is a transitional year in which we will not stop. Setting targets for the number of installations today is not realistic, but let us know that L’Émotion GAZ does not lack ambition.
Under RE20 (French legislation), is it true that gas energy is no longer accepted for heating in new buildings? Will this have an impact on the installation of gas stoves in the future?
Regarding everything announced at the end of 2020, we would like to reiterate that gas energy is still allowed in RE20 when combined with other energies. Today there is the hybrid heat pump (PAC) which allows gas to be allowed in new construction projects governed by RE2020.
However, it should be noted that for L’Émotion GAZ, the issue of installing stoves and inserts is not focused only on the new internal market. This type of heating product is mainly found in the renovation market.
However, with a thermal design office (BET), we have worked and obtained a title V validated with the Ministry of Ecological Transition which allows the installation of gas stove in the new house, according to the thermal regulations of 2012 (RT2012). Despite this progress, there has been no effect on sales following the publication of this document. Each member of L’Émotion GAZ could promote this document on their own to market their own devices.
Do you have any advice or messages for professionals?
L’Émotion GAZ association encourages workers to simply return to their profession: bringing a fireplace into the living room, whatever the energy, providing listening and information without constraints. A diversified energy supply allows us to truly listen to customers, without hindrance and to meet their expectations.
Understanding what the customer needs, what they would like is the main goal of professionals who install fireplaces or stoves, regardless of energy.
Interview by Nicolas Audigane – Poeles.Net
