Selling in the DACH region
Are you considering selling your products or services in the German-speaking markets? Then we’re talking DACH. The acronym DACH stands for Germany (D), Austria (A) and Switzerland (CH), a region with more than 100 million inhabitants that have similar values, interests, ideals and beliefs, albeit not being alike.
The annual average purchasing power in Germany and Austria is roughly EUR 24,000 per person. In Switzerland it is 42,000 EUR, due to higher costs of living.
According to the International Trade Administration of the U.S. Department of Commerce, “the volume of trade, number of consumers, and Germany’s geographic location at the center of the European Union make it a cornerstone around which many U.S. firms seek to build their European and worldwide expansion strategies.” Also, Germany is an excellent market for SMEs.
The Department for International Trade (UK) emphasizes the long-term potential that Germany offers and the great opportunities for businesses with innovative quality products.
Importantly, brand loyalty is very high in Germany. Recent surveys have found that approx. 57 million consumers stick to their brands, once they are convinced of them.
The markets in Austria and Switzerland are similar to that of Germany. Consumers also welcome innovative products and appreciate quality.
The starting point for selling your products in Germany and the other DACH markets is to develop a sound entry strategy, which could be based on a physical presence in Germany, or exports. Communications play a crucial role in your strategy, as you need to become visible, convince consumers, and grow sales.
The following authorities can support you on your way to the DACH region.
Selling in Germany / exporting to Germany:
Department of Commerce (U.S.) with advice on key markets opportunities, entry strategies, technical requirements for products
Department for International Trade (UK) with a detailed view on opportunities for various industries
Enterprise Ireland with a thorough report on Exporting to Germany from Ireland
Federal German Government (DE) with 5 reasons to set up a business in Germany