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Belli Başlı Ülkelerde Mobilya Pazarı Raporu Ağustos 2002 Raporu Incelemek Için PDF'i Indirin. İndir

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Belli Başlı Ülkelerde Mobilya Pazarı Raporu Ağustos 2002 Raporu Incelemek Için PDF'i Indirin. İndir T.C. BAŞBAKANLIK DIŞ TİCARET MÜSTEŞARLIĞI ORTA ANADOLU İ HRACATÇI Bİ RLİ KLERİ GENEL SEKRETERLİĞİ BB EE LL LL İİ BB AA ŞŞ LL II ÜÜ LL KK EE LL EE RR DD EE MMOOBBİİLLYYAA PPAAZZAARRII AA RR AA ŞŞ TT II RR MM AA RR AA PP OO RR UU Ağustos-2002 AR-GE Şube Müdürlüğü ÖNSÖZ İhracatın artırılmasına katkıda bulunmak amacıyla, Türk firmaları tarafından ihracatımızda önemli kabul edilen ABD, Avusturya, Azerbaycan, Cezayir, G.Afrika, Danimarka, Fransa, Hollanda, İngiltere, İran, İsrail, İsveç, Japonya, Kanada, Kazakistan, KKTC, Rusya Federasyonu, Türkmenistan, Ukrayna ve Yunanistan’a mobilya ihracatı gerçekleştirilmesi esnasında uyulması gereken kurallar ile gözönünde tutulması gereken hususları içeren bir rapor hazırlanması amacıyla ilgili Ticaret Müşavirlikleri aracılığıyla derlenmiştir. Ülkemiz mamüllerinin tanıtılması ve pazarlanması yönünde mobilya sektörü için önem arz eden pazarlar hakkında derlenen raporun ihracatçılarımıza yararlı olmasını dileriz. ORTA ANADOLU İHRACATÇI BİRLİKLERİ GENEL SEKRETERLİĞİ/AR-GE ŞUBESİ İÇİNDEKİLER Önsöz 1) ABD Mobilya Pazarı 1 2) Avusturya Mobilya Pazarı 18 3) Azerbaycan Mobilya Pazarı 23 4) Cezayir Mobilya Pazarı 24 5) Güney Afrika Mobilya Pazarı 26 5) Danimarka Mobilya Pazarı 28 6) Fransa Mobilya Pazarı 30 7) Hollanda Mobilya Pazarı 31 8) İngiltere Mobilya Pazarı 32 9) İran Mobilya Pazarı 34 10) İsrail Mobilya Pazarı 36 11) İsveç Mobilya Pazarı 41 12) Japonya Mobilya Pazarı 42 13) Kanada Mobilya Pazarı 50 14) Kazakistan Mobilya Pazarı 60 15) KKTC Mobilya Pazarı 62 16) Rusya Federasyonu Mobilya Pazarı 63 17) Türkmenistan Mobiya Pazarı 68 18) Ukrayna Mobilya Pazarı 69 19) Yunanistan Mobilya Pazarı 71 EKLER 73 AĞUSTOS-2002 Hazı rlayan Sevil SAKARYA AR-GE ŞUBESİ Not: Kaynak gösterilmek kaydı yla alı ntı yapı labilir. ABD MOBİLYA PAZARI yyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyy 1- GENEL BİLGİLER ABD Nüfus İdaresi’nin (Census Bureau) verilerine1 göre; 2000 yılında 19.000`den fazla mobilya üreticisi firmada 642.440 kişiye istihdam sağlanmakta ve yıllık üretim 75.5 milyar dolara ulaşmaktadır. Toplam üretimde ev mobilyaları 43.6 milyar dolarla % 58 oranında, ofis mobilyaları 24.5 milyar dolarla % 32 oranında ve diğer mobilya türleri (mutfak dolapları, lokanta ve mağaza malzemeleri, stadyum ve sinema koltukları, laboratuvar, hastane, kamu binaları, kütüphane, okul ve yatak mobilyaları) 7.4 milyar dolarla % 10 oranında paya sahiptir. 2000 yılında toplam mobilya satışları ise 91.3 milyar doları geçmiştir. 2001 yılında ABD’nin toplam mobilya ihracatı2 2000 yılına göre % 15.9 oranında azalışla 2.30 milyar dolar olup, bu rakamın 1.50 milyar dolarını ev mobilyaları, 561.57 milyon dolarını ofis mobilyaları ve kalan kısmını ise diğer mobilya çeşitleri oluşturmuştur. Aynı yılda ABD’nin toplam mobilya ithalatı 2000 yılına göre % 2.8 oranında azalışla 14.16 milyar dolar olup, bu rakamın 10.12 milyar dolarını ev mobilyaları, 2.15 milyar dolarını ofis mobilyaları ve 1.89 milyar dolarını diğer mobilya çeşitleri oluşturmuştur. Düşük faiz oranları, ev satışlarındaki artış, düşük işsizlik oranı, kişisel gelirdeki artış ve müşterilerin güven düzeyinin yüksekliği perakende mobilya satışlarını olumlu etkilemektedir. 2000 yılında mobilya ve yatak için yapılan harcamalar 1999 yılına göre % 7.3 oranında artmıştır. 2002 Ocak ayında ise; 2000 yılı Ocak ayına göre % 3.6, 2001 Ocak ayına göre ise %0.3 artışla 66.5 milyar dolara ulaşmıştır. ABD mobilya pazarında ev mobilyaları, ofis mobilyaları, monte edilmeye hazır mobilyalar, kumaş kaplı mobilyalar, kurumsal mobilyalar, bahçe mobilyaları ve yataklar ana ürün gruplarıdır. Bu pazarda; özel kişiler, perakendeciler ve internet üzerinden satış yapanlar, kamu kurumları ve şirketler ana müşterileri oluşturmaktadır. Mobilyada net ithalatçı durumuna ve ithalatın her yıl artmış olmasına karşın, dünya çapında üretici olan ABD’li üreticiler hala ABD mobilya pazarının önemli bir kısmına 1 U.S. Census Bureau-Statistics for Industry Groups and Industries: 2000 http://www.census.gov/prod/2002pubs/m00as-1.pdf 2 Department of Commerce-Offıce of Consumer Goods (http://www.ita.doc.gov/td/ocg/furniture.htm) ORTA ANADOLU İHRACATÇI BİRLİKLERİ GENEL SEKRETERLİĞİ/AR-GE ŞUBESİ 1 sahiptir. Tamamen monte edilmiş, orta ve üst gelir grubuna yönelik yemek odası takımları, çekmeceli dolap ve sandık ile kumaş kaplı kanepe ve sandalye gibi ahşap ev mobilyaları, ABD ev mobilyası tüketiminin çoğunluğunu oluşturmaktadır. Kanada dışındaki yabancı üreticiler yüksek maliyetli taşıma ücretlerinden dolayı bu tür mobilyalarda dezavantajlı durumdadır. Meksika’daki mobilya üreticileri mobilya boyama ve cilalamada yeterli teknolojiye sahip olmadıklarından henüz orta ve üst gelir grubuna yönelik mobilya pazarına girememiştir. Üretimdeki teknolojiye dayalı yüksek oranlı otomatikleşme ve dizaynlarından dolayı ABD’li üreticiler ofis mobilyaları pazarında üstün durumdadır. Önde gelen ABD’li firmaların dış pazarlarda kendi üretim tesislerini kurmalarından dolayı ofis mobilyaları ihracatı sınırlı kalmıştır. ABD, Avrupa Birliği ve Doğu Asya ülkelerinden Çin, Tayvan, Malezya ve Endonezya dünya mobilya pazarında başlıca üretici ve ihracatçı ülkelerdir. Avrupa Birliği üreticileri monte edilmeye hazır mobilyaları gelişmiş makinalarla otomatik olarak yapmaktadır. Bazı Avrupa Birliği üreticileri üstün kaliteleri nedeniyle tamamen monte edilmiş ev mobilyaları ve ofis mobilyalarında dünya çapında üne sahiptir. Üstün kalite ve tasarımları sayesinde İtalyan mobilya üreticileri ev mobilyalarında (özellikle deri kanepeler ve oturma grupları) dünya pazarlarında rekabet edebilir durumdadır. Eğitilmiş ve düşük ücretli işgücü yanında, sürekli gelişen ağaç işleme, boyama ve cilalama yöntemleri ile Doğu Asya’lı üreticiler monte edilmeye hazır mobilya pazarında ABD’li üreticilerle etkili bir şekilde rekebet edebilmektedir. Kanada ve Meksika mobilyada ABD’nin en büyük ticaret ortakları oldukları halde dünya mobilya pazarında önemli bir yere sahip değildir. ABD mobilya sektöründe orta ve üst gelir grubuna yönelik tamamen monte edilmiş ev mobilyası en büyük paya sahiptir. Çok yüksek olan nakliye ücretleri bu tür mobilyaların ithalini kısıtlamaktadır. ABD’li üreticiler yüksek kaliteli ev ve ofis mobilyasında lider durumundadır. New York, Chicago, Los Angeles ve Washington ev mobilyasında en büyük pazarlardır. ABD’ye mobilya ithalatının yapıldığı ülkelerin başında Kanada gelmekte, bu ülkeyi Çin, Meksika, İtalya ve Tayvan izlemektedir. Çin’den yapılan ithalatın büyük çoğunluğu özellikle monte edilmeye hazır düşük ve orta düzeyde fiyatlandırılmış ahşap ev mobilyalarından oluşmaktadır. ABD’deki üretim yerlerine yakınlığından dolayı Kanada, ABD yapımı ev ve ofis mobilyaları için en önemli pazardır. Doğu Asya ülkelerinden üreticiler ABD’de orta ve üst gelir grubuna yönelik tamamen monte edilmiş mobilya üretim veya montaj tesisleri kurmuşlardır. ABD pazarındaki ORTA ANADOLU İHRACATÇI BİRLİKLERİ GENEL SEKRETERLİĞİ/AR-GE ŞUBESİ 2 yüksek kar marjı böyle bir politika değişikliğine yol açsa da Doğu Asya’dan yapılan mobilya ithalatının çoğunluğunu düşük fiyatlı mobilyalar oluşturmaktadır. Yüksek taşıma ücretleri, ABD malı tamamen monte edilmiş mobilyaların dış pazarlarda rekabet gücünü azaltmaktadır. Bu durumu ortadan kaldırmak amacıyla ABD’lı ev mobilyası üreticilerinden bazıları ve ofis mobilyası üreticilerinden birkaçı Avrupa ve Asya’da üretim tesisleri kurmuştur. ABD’de mobilya üretiminde kullanılan başlıca kereste çeşitleri; meşe, kiraz ağacı, kavak, akçaağaç ve çamdır. ABD’deki mobilya üreticileri başlıca üç gruba ayrılmaktadır: 1- Entegre üreticiler (ev ve ofıs mobilyası) 2- Monte edilmeye hazır malzemelerden ahşap veya kumaş kaplı ev mobilyası üreticileri 3- Özgün (belli bir kesime ve/veya modele yönelik üretim yapan) üreticiler. Doğu Asya ülkelerindeki ağaç işleme, boyama ve cilalama işlerinin kalitesinin ABD ve Avrupa Birliği ile yarışabilir duruma gelmesi, monte edilmeye hazır mobilyaların dizaynında meydana gelen gelişmelerin bu tür mobilyaların görünümünü klasik mobilyalara yakınlaştırması ve kolay monte edilebilmesi, ikili ve çok taraflı anlaşmalarla mobilyada gümrük vergisinin kaldırılması veya çok düşük oranlara indirilmesi sonucu mobilya ithalat maliyetinin azalması sonucu ev mobilyası pazarındaki uluslararası rekabet hergün daha da artmaktadır. Son yıllardaki olumlu gelişmelere rağmen, ABD’deki 20 üretim sektörü içerisinde en fazla iflasların olduğu dördüncü sektör mobilya sektörüdür. Mobilya üreticilerinin çoğunluğu 20 kişiden az istihdama sahip, yerel pazarlara yönelik çalışan ve bölgesel olumsuz ekonomik koşullardan daha fazla etkilenen firmalardır. Üretim kapasitesini artıracak yeterli mali güçleri ve büyük satıcıların ithiyacına cevap verecek kadar üretim kapasiteleri olmadığından küçük firmaların pazarda büyük üreticilere karşı rekabette başarılı olma imkanları bulunmamaktadır. 2- ABD MOBİLYA SEKTÖRÜ a) Yatırımlar ABD’li mobilya üreticileri ülke dışındaki pazarlara yönelik olarak yurtdışında yeterli düzeyde üretim tesisi kurmuşlardır. ABD’nin yurtdışındaki mobilya yatırımları 1994- 1998 döneminde (eldeki en son veriler) yıllık 1.2 milyar dolar olmuştur. Bu yatırımların çoğunluğu Avrupa Birliği ve Kanada’da yapılmıştır. Aynı dönemde ABD’de ORTA ANADOLU İHRACATÇI BİRLİKLERİ GENEL SEKRETERLİĞİ/AR-GE ŞUBESİ 3 yapılan yabancı sermayeli mobilya yatırımları ABD’li firmaların yurtdışı yatırımlarının yarısından az olmuştur. Avrupa Birliği ve Doğu Asya ülkelerinden mobilya şirketleri bu yatırımlarda büyük pay almıştır. Bir Alman şirketi olan Klaussner ABD’de dürdüncü büyük mobilya üreticisi olmuştur. Ayrıca, birçok Doğu Asya’lı firma
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