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Inteligencia De Mercados – El Sector Minorista En Alemania

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Inteligencia De Mercados – El Sector Minorista En Alemania Inteligencia de mercados – El sector minorista en Alemania Inteligencia de mercados/Canales de distribución El sector minorista en Alemania Septiembre 12 del 2013 El mercado alemán es considerado el más importante de Europa y se caracteriza por ser competitivo y segmentado. Sin embargo, al igual que en otros países, cómo Francia, Reino Unido o España, el sector minorista es dominado por grandes grupos de distribución. Metro, Aldi, Lidl, Edeka y Rewe son algunos de los más importantes. Además cuenta con un gran número de tiendas independientes; un escaso nivel de concentración del sector; predomina la distribución en el centro de las ciudades y las zonas urbanas; existe una reducida presencia de hipermercados, y el formato hard discount tiene una posición dominante en segmentos como alimentos (40% de las ventas) y algunos víveres para el hogar, aunque su crecimiento se ha frenado en los últimos años, según información de Export Entreprises. Así mismo, los grandes grupos de distribución tienen sus propias subcadenas, de forma tal que gozan de presencia en todos los canales: hipermercados, supermercados y tiendas de descuentos. De acuerdo con la Federación de Minoristas de Alemania, la red de distribución al se puede clasificar de la siguiente manera: Tabla 1: Red de distribución en Alemania Tipo de almacén Descripción Cadena Märkte Mercados de fruta y verduras en el Markthalle, Frische centro de las ciudades, al aire libre Märkte o cubiertos. Einzelhandel Pequeño comercio de barrio, Verdi situado en el centro de las ciudades y normalmente con especialidades regionales (alimentos italianos, turcos, entre otros). Discounter Establecimientos de grandes Lidl, Aldi, Plus, descuentos, situados en el centro Netto. de las ciudades o en las afueras. Cash & Carry Grandes superficies y mercados de Metro, Frische productos frescos dirigidos a Paradies. profesionales. Kaufhof, Karstadt, Kaufhäuser Grandes almacenes generalistas Kadewe. situados en el centro de las ciudades. Einkaufszentrum Centros comerciales situados en el Passagen, Carré. centro de las ciudades. Septiembre 12 del 2013 Página 1 de 15 Inteligencia de mercados – El sector minorista en Alemania Tipo de almacén Descripción Cadena Textil-Kaufhäuser Grandes establecimientos Peek&Cloppenburg, especializados en el sector textil. H&M, C&A. Fach-Kaufhäuser Grandes superficies especializadas Saturn, Media- en electrónica, bricolaje Markt, Conrad (Baumarkt), etc. Electronic, Bauhaus, Obi, Hellweg. Supermärkte Supermercados situados en el Kaiser, MiniMal, centro de las ciudades Edeka, Rewe, Extra. especializados en alimentación. Getränkemarkt Supermercados especializados en Fristo, Hol'ab bebidas ubicados en el centro de las ciudades. Biosupermärkte Supermercados con productos LPG-Biomarkt, Bio- biológicos situados usualmente en Company, el centro de las ciudades. Naturkostladen. Drogeriemarkt Autoservicios especializados en DM productos de droguería, aseo personal, limpieza e higiene, aunque también se venden algunos alimentos. Fuente: http://www.einzelhandel.de/ Participación de las cadenas alemanas en el mercado europeo Según Retail Planet (2012), de las 10 cadenas que registraron más ventas en 2011 en Europa, 5 eran alemanas. Gráfica 1: Volumen de ventas en Europa, 2011 Fuente: 2012 Retail Planet Septiembre 12 del 2013 Página 2 de 15 Inteligencia de mercados – El sector minorista en Alemania Schwar (Lidl) vendió en el el 2011 €70.000 millones, le siguió Metro, con €46.500 millones; Edeka, con €44.400 millones; Aldi, con €44.000 millones, y Rewe, con €41.100 millones. Cabe anotar que Lidl y Aldi aumentaron sus ventas en Europa, pero perdieron cuota en el mercado alemán. Ventas minoristas en Alemania El mercado germano está dominado por cinco grupos: Edeka, REWE, Metro, Lidl – Kaufland y Aldi. Gráfica 2: Principales grupos. Ventas en miles de millones de euros, 2011 Fuente: Al Invest Edeka Es el grupo de supermercados más grande de Alemania y cuenta con cerca del 26% del mercado. Fundada en 1898, de esta organización hacen parte varias cooperativas de supermercados independientes que operan bajo la firma Edeka Zentrale AG & Co KG, con sede en Hamburgo. De acuerdo con la Federación de Minoristas de Alemania, existen más de 4.100 tiendas con la marca Edeka en todo el país, que van desde pequeñas tiendas hasta hipermercados. Septiembre 12 del 2013 Página 3 de 15 Inteligencia de mercados – El sector minorista en Alemania Foto 1: Tienda Edeka Fuente: http://www.edeka-rumpsmueller.de De acuerdo con información de Edeka, entre los nombres de funcionamiento del grupo se encuentran: o Edeka nah und gut ("buenas y estrechas") - Almacena hasta hasta 400m ² (4300 sq ft), se encuentra principalmente en los municipios más pequeños. o Edeka aktiv Markt ("activo centro comercial") - Posibilidad de gestión privada, supermercados entre 400m ² hasta 800m ² (4,300 hasta 8,600 pies cuadrados), en su mayoría ubicados en los barrios periféricos y pueblos. o Edeka neukauf - privada o de forma centralizada las tiendas logrado entre 800m ² y 2000m ² (8600 - 21.500 pies cuadrados). o Edeka centro ( E-Center ) - Hipermercados entre 2000m ² hasta 5000m ² (21.500 - 54.000 pies cuadrados). o Edeka C & C Großmarkt (Mios) (Cash & Carry). o Edeka Großverbraucherservice (para clientes comerciales). o Edeka NP-Markt. Septiembre 12 del 2013 Página 4 de 15 Inteligencia de mercados – El sector minorista en Alemania Foto 2: Eslogan de Edeka: “Nosotros amamos los alimentos” Fuente: http://www.edeka-rumpsmueller.de Así mismo, existe una serie de tiendas que no opera bajo la marca Edeka, pero que pertenecen al grupo: o SPAR descuento aktiv - a menudo rebautizado por e-tiendas, principalmente en el norte de Alemania. o Netto Marken-Discount - en el norte. o Marktkauf - hipermercados, principalmente en el oeste de Alemania. o Además de las tiendas de descuento, participa con el 30% por el Grupo Tengelmann. o Edeka también opera un número de empresas que prestan servicios relacionados, por ejemplo, el Edekabank. REWE El Grupo Rewe es una empresa comercial con sede en Colonia, Alemania, y su nombre es el acrónico de “Revisionsverband der Westkauf-Genossenschaften” (Unión revisora de los supermercados cooperativos del occidente alemán). Nació en 1927 y su negocio está focalizado en el comercio de alimentos y en el turismo. Bajo esta marca, se encuentran empresas como REWE-Zentral-AG y REWE-Zentralfinanz Eg. La base del grupo está conformada por cooperativas de minoristas independientes. Además, cuenta con 270.000 empleados y tiene presencia en 14 países, entre los que se encuentran Alemania, Austria, Italia, Francia, Rumania, Suiza, Hungría, Eslovaquia, entre otros. Septiembre 12 del 2013 Página 5 de 15 Inteligencia de mercados – El sector minorista en Alemania Foto 3: REWE City ubicado en el sector conocido como Stuttgar Öst, Alemania Fuente: Legiscomex.com Según información de su págin web, el Grupo REWE hace presencia en el mercado con las marcas: o REWE: Cadena de supermercados en Alemania con 3.000 filiales. o Billa: Cadena de supermercados con más de 1.000 filiales en Austria (líder en alimentación en ese país) y con 400 filiales en otros países europeos. o Extra: Cadena de supermercados en Alemania con 300 filiales. o Penny Market: Cadena de supermercados de descuento con 3.000 filiales en Alemania, Austria, Italia, Rumanía, Hungría y la República Checa. o Penny Market XXL: Cadena de hipermercados de descuento en Rumanía. o Fegro/Selgros: Cadena al por mayor operado como joint venture con el Otto Group en Alemania, Rumanía y Polonia. o Nahkauf: Un operador de tiendas de conveniencia en Alemania. o toom Market: Cadena de hipermercados en Alemania. o ProMarkt: Cadena de artículos de electrónica con 50 filiales en Alemania. o toom BauMarkt: Cadena de material para el bricolaje y la construcción con 250 filiales en Alemania. o MERKUR: Cadena de supermercados con más de 100 filiales en Austria. Septiembre 12 del 2013 Página 6 de 15 Inteligencia de mercados – El sector minorista en Alemania o Standa: Cadena de supermercados con más de 158 filiales en Italia. o BIPA: Cadena de artículos de salud y belleza con 560 filiales en Austria. o REWE GVS: Venta al por mayor en Alemania. o Kaufpark: Cadena de supermercados con 120 filiales en Renania del Norte- Westfalia, Alemania. Foto 3: Exhibición de productos en REWE Fuente: Legiscomex.com Metro AG Es una multinacional alemana con sede en Düsseldorf. En el grupo se encuentran empresas dedicadas a la venta directa como las cadenas de almacenes Kaufhof, los supermercados Real, las tiendas de herramientas y material para la construcción, Baumarkt Praktiker, así como el gigante de la electrónica Saturn. Además tiene presencia en Sudamérica, a través de la cadena Makro. El dueño de este emporio, Otto Beisheim fue el pionero del “cash and carry” con su cadena de supermercados Metro. Septiembre 12 del 2013 Página 7 de 15 Inteligencia de mercados – El sector minorista en Alemania Foto 4: Galeria Kaufhof, una de las cadenas que hace parte de Metro AG Fuente: Legiscomex.com En el segundo trimestre del 2013, las ventas de Metro cayeron un 3,6% y totalizaron €15.300 millones, ya que “se ha enfrentado a las duras condiciones económicas de Europa, la creciente debilidad de sus establecimientos cash & carry y una huelga en sus supermercados Real”, de acuerdo con un comunicado de esta organización. La división Cash & carry de Metro, el mayor segmento de los negocios de esta multinacional con alrededor del 45 % de las ventas del grupo, vio caer sus ventas en Alemania en un 5,1 % durante el trimestre.
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