{"id":3569,"date":"2021-02-18T15:15:00","date_gmt":"2021-02-18T13:15:00","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/trenduri-ce-vor-defini-industria-de-retail-in-2021\/"},"modified":"2021-02-18T15:15:00","modified_gmt":"2021-02-18T13:15:00","slug":"trenduri-ce-vor-defini-industria-de-retail-in-2021","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/trenduri-ce-vor-defini-industria-de-retail-in-2021\/","title":{"rendered":"Trenduri ce vor defini industria de retail \u00een 2021"},"content":{"rendered":"<p><em>Confruntat\u0103 cu o adev\u0103rat\u0103 revolu\u021bie anul trecut, industria de retail a traversat modific\u0103ri majore ale comportamentelor de consum, a descoperit universul online \u0219i a fost presat\u0103 s\u0103 adopte tool-uri digitale \u0219i s\u0103 conecteze canalele de v\u00e2nzare \u00eentre ele. Toate aceste schimb\u0103ri au determinat companiile s\u0103-\u0219i adapteze strategia de brand, astfel c\u0103 \u00eentrebarea de 100 de puncte este \u00een ce m\u0103sur\u0103 vor r\u0103m\u00e2ne prezente \u00een pia\u021ba trendurile ap\u0103rute anul trecut.<\/em> De Dochi\u021ba Zenoveiov <\/p>\n<p>Rea\u0219ezare. Aceste este poate unul dintre cuvintele care definesc anul trecut, un an care a venit cu lec\u021bii importante pentru to\u021bi juc\u0103torii din pia\u021ba de business. A\u0219a c\u0103 aceast\u0103 perioad\u0103 este favorabil\u0103 pentru fondurile de investi\u021bii \u0219i pentru companiile mari, care vor s\u0103 \u00ee\u0219i securizeze cota de pia\u021b\u0103 sau s\u0103 o majoreze prin achizi\u021bia unor branduri deja existente. \u00cen acest context, nu sunt excluse prelu\u0103rile micilor lan\u021buri locale de retail de c\u0103tre retaileri interna\u021bionali, iar aceste tranzac\u021bii pot ap\u0103rea \u0219i pe zona de retail FMCG. V\u0103zut\u0103 din exterior \u0219i comparat\u0103 cu alte industrii, aceasta a fost mai pu\u021bin afectat\u0103 de pandemie, ceea ce a determinat antreprenori din diferite industrii s\u0103 se reorienteze \u0219i s\u0103 \u00ee\u0219i diversifice portofoliul de afaceri, intr\u00e2nd pe zone noi. De exemplu, proprietarul agen\u021biei de turism Christian Tour, Cristian Pandel, a anun\u021bat investi\u021bii considerabile \u00een Yuga, un lan\u021b de drogherii din care prima unitate a fost deschis\u0103 \u00een decembrie 2020. La r\u00e2ndul s\u0103u, Jidvei, unul dintre cei mai mari produc\u0103tori de vinuri, a intrat pe o nou\u0103 categorie, cea de lactate, achizi\u021bion\u00e2nd la sf\u00e2r\u0219itul anului trecut o mica fabric\u0103 de prelucrare a laptelui de la un produc\u0103tor din jude\u021bul Alba. \u0218i companiile multina\u021bionale au adoptat aceast\u0103 strategie de diversificare a portofoliului, pentru echilibrarea veniturilor. Astfel, Coca-Cola HBC Rom\u00e2nia a lansat pe pia\u021ba local\u0103 Costa Coffee, un brand de cafea cu o istorie de aproape 50 de ani, iar lansarea a fost definit\u0103 de c\u0103tre oficialii companiei drept o mi\u0219care strategic\u0103. Nestle Rom\u00e2nia a mizat pe aceea\u0219i categorie, cea a cafelei, ad\u0103ug\u00e2ndu-\u0219i \u00een portofoliu brandul de cafea Starbucks.De asemenea, odat\u0103 cu pandemia tot mai mul\u021bi consumatori au fost mai receptivi la \u201dmade in Romania\u201e \u0219i \u0219i-au ar\u0103tat suportul fa\u021b\u0103 de produc\u021bia local\u0103. Astfel, din punctul de vedere al mediului de business, pe pia\u021ba local\u0103 ne a\u0219tept\u0103m  s\u0103 vedem din ce \u00een ce mai multe startup-uri care vor produce bunuri de larg consum \u0219i le vor livra c\u0103tre retaileri sau direct c\u0103tre consumatori, iar o mare parte din antreprenori vor proveni din r\u00e2ndurile multina\u021bionalelor. <\/p>\n<p><strong>\u201dGo digital\u201d, un trend cu costuri semnificative<\/strong><\/p>\n<p>O alt\u0103 tendin\u021b\u0103 vizibil\u0103 anul trecut \u0219i care va continua \u00een 2021 este diluarea grani\u021bei dintre businessurile online \u0219i cele offline. Dac\u0103 \u00een 2020 pandemia a for\u021bat majoritatea retailerilor tradi\u021bionali, inclusiv \u00een Rom\u00e2nia, s\u0103 fac\u0103 pasul spre shopping online, am asistat \u0219i la ac\u021biuni inverse. Amazon a \u00eenceput s\u0103 deschid\u0103 magazine clasice, inaugur\u00e2nd deja mai multe Amazon Fresh \u00een SUA. Anali\u0219tii americani estimeaz\u0103 c\u0103 liderul comer\u021bului online ar putea ajunge la o re\u021bea de 2.000 de magazine clasice \u00een SUA, din care peste 700 vor fi magazine cu v\u00e2nzare angros. De asemenea, compania opereaz\u0103 deja 30 de magazine complet automatizate, sub brandul Amazon Go. <\/p>\n<p>Pe pia\u021ba rom\u00e2neasc\u0103, singurul magazin complet automatizat, Grab&#038;Go, a fost deschis \u00een Bucure\u0219ti doar pentru o scurt\u0103 perioad\u0103 de timp, apoi \u00eenchis pe fondul restric\u021biilor, \u00eens\u0103 este foarte posibil s\u0103 vedem \u00een 2021 ini\u021biative similare.  \u00cen ceea ce \u00eei prive\u0219te pe retailerii interna\u021bionali, ace\u0219tia au ap\u0103sat pedala accelera\u021biei \u00een online \u0219i digital.  Astfel, Carrefour a introdus pe pia\u021b\u0103 primele magazine Market echipate exclusiv cu case 100% Self Service. \u00cen aceste magazine, clien\u021bii scaneaz\u0103 singuri produsele la cas\u0103, sau folosind func\u021bia Scan &#038; Pay din aplica\u021bia Carrefour. La r\u00e2ndul s\u0103u, Kaufland a implementat case self-scan \u00een peste 90 de magazine, iar Mega Image \u00een circa 100 de loca\u021bii.<\/p>\n<p>Iar investi\u021biile de acest tip au fost completate de investi\u021bii \u00een e-commerce \u0219i solu\u021bii de livrare. \u201dGo digital\u201d este un trend care are implica\u021bii foarte mari \u0219i costuri semnificative, dar are \u00een spate presiunea clien\u021bilor care, pe fondul pandemiei, prefer\u0103 metodele comode de shopping. Dorin\u021ba consumatorilor de a avea acces la produsele \u0219i obiectele cump\u0103rate c\u00e2t mai repede a avut implica\u021bii la nivel de retailer, produc\u0103tor \u0219i curier. \u00cen acest context, companiile de curierat au fost adesea blamate sau felicitate pentru performan\u021bele lor. De\u0219i unii retaileri din FMCG au ajuns la performan\u021be foarte bune de livrare, cum este de exemplu Mega Image, care livreaz\u0103 cump\u0103r\u0103turile \u00een 60 de minute, consumatorii \u00ee\u0219i doresc la modul ideal ca orice retailer, inclusiv cei non-FMCG, s\u0103 se mi\u0219te at\u00e2t de repede. De asemenea, ei \u00ee\u0219i doresc s\u0103 comande aproape oric\u00e2nd, de pe orice dispozitiv, s\u0103 achite costuri c\u00e2t mai mici pentru livrare \u0219i s\u0103 aib\u0103 la dispozi\u021bie o gam\u0103 infinit\u0103 de produse. Iar pe de alt\u0103 parte, aceia\u0219i consumatori doresc s\u0103 viziteze magazinele \u0219i s\u0103 aib\u0103 experien\u021be deosebite \u0219i evident, pre\u021buri c\u00e2t mai avantajoase. Online-ul nu exclude offline-ul, ci \u00eel completeaz\u0103, iar cuv\u00e2ntul de ordine pentru retail \u00een 2021 este omnicanal.<\/p>\n<p>Pe fondul crizei sanitare, competi\u021bia s-a ascu\u021bit \u00een retailul modern local, iar pentru consumatori consecin\u021bele au fost pozitive: fie c\u0103 vorbim de expansiune, formate noi sau modernizarea magazinelor existente, retailerii interna\u021bionali nu au stat degeaba anul trecut, iar 2021 va fi neschimbat \u00een acest sens. <\/p>\n<p><strong>Produse s\u0103n\u0103toase, \u00een ambalaje reciclabile<\/strong><\/p>\n<p>Dac\u0103 ne referim la produse, trendul de s\u0103n\u0103tos&#038;wellbeing va continua s\u0103 fie prezent \u00een pia\u021b\u0103 \u0219i \u00een 2021, iar num\u0103rul brandurilor care \u00ee\u0219i vor \u00eembog\u0103\u021bi portofoliul de produse pe segmentul bio \u0219i plant-based se va majora. De exemplu, Orkla Foods Rom\u00e2nia a lansat la sf\u00e2r\u0219itul lui 2020 pe pia\u021ba local\u0103 brandul Naturli&#8217;, intr\u00e2nd astfel pe pia\u021ba produselor din plante, o categorie aflat\u0103 pe un trend ascendent. Portofoliul Naturli&#8217; disponibil pe pia\u021ba local\u0103 cuprinde 17 produse: creme tartinabile, alternative vegetale pentru lapte, pizza vegane \u0219i  produse \u00een zona de alternative vegetale pentru carne. Vorbind despre b\u0103uturi, \u00een acela\u0219i trend se \u00eenscriu preferin\u021bele consumatorilor pentru b\u0103uturi r\u0103coritoare f\u0103r\u0103 zah\u0103r sau bere f\u0103r\u0103 alcool. Iar \u00een ceea ce prive\u0219te ambalajele, reciclabil este trendul care domin\u0103 clar aceast\u0103 pia\u021b\u0103. Un exemplu este PepsiCo, care s-a angajat ca p\u00e2n\u0103 \u00een 2022 s\u0103 elimine plasticul virgin din toate ambalajele utilizate pentru b\u0103uturile sub brandul Pepsi, \u00een nou\u0103 \u021b\u0103ri din Uniunea European\u0103. <\/p>\n<p>Din punct de vedere al comunic\u0103rii cu consumatorii, brandurile consacrate vor continua s\u0103 \u00ee\u0219i securizeze pozi\u021biile de\u021binute \u00een pia\u021b\u0103 \u0219i vor pune accentul pe digital, iar importan\u021ba acestor platforme \u00een mixul de marketing se va accentua. Unele branduri au testat deja &#8211; \u0219i vor continua s\u0103 o fac\u0103 \u00een acest an &#8211; social ecommerce, adic\u0103 platformele de shopping ale unor re\u021bele sociale (Facebook \u0219i Instagram), deoarece pentru mul\u021bi shopperi, acest social ecommerce este foarte convenabil \u0219i comod. Bugetele alocate televiziunii \u00ee\u0219i p\u0103streaz\u0103 trendul u\u0219or ascendent, iar odat\u0103 ce restric\u021biile se vor ridica \u0219i vor putea fi organizate evenimente, va urma o adev\u0103rat\u0103 avalan\u0219\u0103 \u00een industria de profil. <\/p>\n<p><em>Citeste articolul in Revista Progresiv<\/em><br \/>\n<img decoding=\"async\" style=\"max-width:280px\" src=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2019\/07\/logo_magazinulprogresiv.png\"\/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Confruntat&#259; cu o adev&#259;rat&#259; revolu&#539;ie anul trecut, industria de retail a traversat modific&#259;ri majore ale comportamentelor de consum, a descoperit universul online &#537;i a fost presat&#259; s&#259; adopte tool-uri digitale &#537;i s&#259; conecteze canalele de [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/trenduri-ce-vor-defini-industria-de-retail-in-2021\/\">Read More&#8230;<span class=\"screen-reader-text\"> from Trenduri ce vor defini industria de retail \u00een 2021<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3569","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - 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