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French exports: a two-speed competitiveness, according to the Rexecode-SKEMA study
French industrial goods retain their reputation for quality but continue to stumble on pricing. This is the main takeaway from the 2025 edition of the joint study conducted by Rexecode and SKEMA Business School, led by Laurent Ferrara, Professor of International Economics at SKEMA, and Olivier Redoulès, Director of Studies at Rexecode.
Based on the responses of 480 importers across six European countries (Germany, Italy, Spain, France, Belgium and the United Kingdom), the survey offers a detailed picture of how French products are perceived internationally. While France performs well on perceived quality, design and brand recognition, it remains hampered by prices seen as too high. It ranks only 7th out of 10 in terms of value for money, and falls to 8th for pricing alone.
“Competitiveness cannot rely on price alone”
For Laurent Ferrara, “these results reflect a key issue in international trade: competitiveness cannot rely on price alone”. The international economics expert at SKEMA explains: “Perceived quality, technological innovation and trust in the product offering are the true differentiators over the long term. If it wants to remain a global player, French industry must continue to invest in these value-added dimensions.”
As protectionist measures become more widespread, non-price competitiveness is a key factor in the resilience of our exports
Electronics bring renewed momentum
One sector stands out from the rest: electrical and electronic equipment. In this strategic segment, France ranks first worldwide for value for money. It combines a strong qualitative image (3rd in non-price perception) with a cost deemed reasonable (6th). The study highlights marked progress since 2021, with significant gains in ergonomics, brand awareness and product range. For Laurent Ferrara, this performance confirms that moving upmarket and innovating are viable strategies for regaining ground in global trade.
A tool to guide decision-making
Beyond its sectoral insights, the study is also designed to inform strategy, helping public and private decision-makers navigate a shifting industrial landscape. “As protectionist measures become more widespread, non-price competitiveness is a key factor in the resilience of our exports,” notes Olivier Redoulès, Director of Studies at Rexecode. He adds: “Our study provides an objective view of how French industrial exports are positioned across all non-price attributes. It offers valuable guidance on how to anchor reindustrialisation efforts over the long term.”
By combining macroeconomic analysis with on-the-ground perception, this collaborative work from Rexecode and SKEMA outlines a clear roadmap for French industry. The focus: excellence, innovation, clarity and alignment with the concrete expectations of international buyers.
