Radoslav Škapa Retail in Czech Republic (overview)
Retail market of consumer goods
Dynamical development in the past 10 years Supplier’s dominance transformed into customer’s dominance Multinational supply companies established new, more efficient and modern distribution channels The market proportion of hypermarkets, supermarkets and discount stores is fully comparable to the Western European countries, following actual tendencies
The share of turnover per proprietor type
100% družstvaCoop 90% státníState 80% místníLocal 70% mezinárodníInternatioal 60% 50% 40% 30% 20% Share on turnover TOP50 TOP50 TOP50 TOP50 TOP50 onononononturnover turnover turnover turnover turnover Share Share Share Share Share 10% 0% 1993 1993 1994 1994 1995 1995 1996 1996 1997 1997 1998 1998 1999 1999 2000 2000 2001 2001 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006
Pramen: INCOMA Research THE MAIN SHOPPING PLACE FOR FOOD (development 1997 -2007) THE MAIN SHOPPING PLACE FOR FOOD (development 1997 -2007)
70
60
50
40 maléSmall prodejny shops
supermarket 30 diskont 20 %%%%českýchčeskýchčeskýchčeských nakupujících nakupujících nakupujících nakupujících hypermarket
10
0 1997 1997 1998 1998 1999 1999 2000 2000 2001 2001 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 2007 2007 Cumulative number of hypermarkets Tendencies in Czech retail 2008
• Large -area shops • Remain the main point for (hypermarkets, discounts and shopping of durable food supermarkets) as a whole have products as packed food been permanently strengthening products, beverages their market share but have (Consumers preferences are been losing customers in usually from 75% to 83% sensitive goods categories. • Loosing in fresh food products (bread, pastry etc.) or specialized assortment of drugstore and cosmetics products (which are interesting from the margin point of view!!!) Market share and the size of municipality
100
jinde
80 menší prodejny
diskont 60
supermarket
40 hypermarket %%%nakupujících nakupujících nakupujících
20
0 do 999 obyvatel 1000 4999 5000 19999 20000 99999 od 100000 obyv. obyv. obyv. obyv.
velikost obce
Floor space of hypermarkets in squere meters per 1000 inhabitants The differences in per capita purchasing power in the Czech regions
Source: Purchasing power in the Czech districts and municipalities 2005 (GfK + INCOMA)
Cities with the highest shopping center space per 1,000 inhabitants
Western Europe * Eastern Europe
1,558 m2 Leonding (Austria) Ljubljana (Slovenia) 1,667 m2
1,444 m2 Sankt Pölten (Austria) Karlovy Vary (Czech Republic ) 1,343 m2
1,406 m2 Wiener Neustadt (Austria) Hradec Kralove (Czech Republic) 1,040 m2
1,165 m2 Stockholm (Sweden) Plzen (Czech Republic) 922 m2
891 m2 Geneva (Switzerland) Olomouc (Czech Republic) 899 m2
* ( Germany and France are not included in the statistics. Germany is available separately as “GfK GeoMarketing Retail Location Guide Germany“. The guide for France is currently under way. All retail location studies are updated annually.) Czech Rep. Germany
Purchasing parity 66% 100% level
Floor space in 75% 100% square meters per inhabitnat Retail TOP10: process of concentration
70 Pramen: INCOMA Research 60 63
52 53 50 50 47 44 40 41
[%] 34 30 24 20 18 15 12 10 7 8 podíl TOP10 TOP10 TOP10 TOP10 TOP10 řetězcůřetězcůřetězcůřetězcůřetězcůpodíl podíl podíl podíl podíl vvvvv rychloobrátkovémrychloobrátkovémrychloobrátkovémrychloobrátkovémrychloobrátkovém zbožízbožízbožízbožízboží
0 2001 2001 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 1993 1993 1994 1994 1995 1995 1996 1996 1997 1997 1998 1998 1999 1999 2000 2000 rok Retail TOP10: process of concentration (turnover on Czech market)
retail 400 378 350 TOP10 345 70% 311 300 261 250 205 216 200
150 127
obratobratobratobrat v v v v miliardáchmiliardáchmiliardáchmiliardách Kč Kč Kč Kč 100 7% 50 14 0 1993 2000 2006 2010 rok Pramen: INCOMA Research TOP10 SKUPIN PODLE MALOOBCHODNÍCH TRŽEB (na základě předběžných výsledků r.2006)
Pořadí Skupina / Firma tržby (mld. Kč) Skupina Schwarz se stala 2005 2006 změna největším českým 1. Schwarz ČR 38,0* 43,5* 5,5 maloobchodníkem Kaufland Lidl ČR 2. 3. Ahold Czech Republic 36,5 * 38,5 * 2,0 Celkové tržby TOP10 přesáhly Hypernova 250 mld. Kč Albert 2. 3. Tesco Stores ČR 22,5 * 38,5 * 16,0 Tesco hypermarket (vč. ex Carrefour) Meziroční nárůst tržeb činí Tesco obchodní dům přes 30 mld. Kč Tesco supermarket (vč. ex Edeka) 4. Makro Cash&Carry ČR 37,5 38,3 0,8 5. REWE ČR 23,2 * 25,8 * 2,6 Billa Penny Market 6. Globus ČR 19,0 20,5 1,5 7. Tengelmann ČR 19,2* 19,5* 0,3 Plus Discount OBI systémová centrála 8. GECO TABAK 12,5 14,9 2,4 9. SPAR ČR 11,0 * 12,0 * 1,0 Spar Česká obchodní společnost Spar Šumava 10. Delvita 9,0 * 8,8 * 0,2 1. 10. TOTAL 228,4 * 261,3 * 32,9
Tržby jsou uvedeny včetně DPH * = odhad INCOMA Research Pramen: INCOMA Research + Moderní obchod The main shopping place for food - 2006 HODNOCENÍ OBCHODNÍCH ŘETĚZCŮ ZÁKAZNÍKY nejpreferovanější řetězec (hlavní nákupní místo) Kaufland nejznámější řetězec bez nápovědy Tesco nejznámější řetězec s nápovědou Lidl
Nejnavštěvovanější řetězec Kaufland
Nejvyšší znalost letáků Tesco nejlépe hodnocené ceny Kaufland nejlépe hodnocená šíře sortimentu Globus nejlépe hodnocené prostředí a atmosféra prodejny Globus nejlépe hodnocená čerstvost a kvalita zboží Globus nejlépe hodnocená dostupnost a kvalita personálu, TipKonzum
CELKOVĚ NEJLÉPE HODNOCENÝ ŘETĚZEC Globus
Pramen: Shopping Monitor 2006 (INCOMA Research + GfK Praha) SHOPPING AS A WAY OF SPENDING TIME
HOW MUCH TIME DO YOU USUALLY SPEND WHEN YOUIN LASTYOUR SHOPPING CENTER?
5 hours and more 2% 5% 22% 3 4 19% hours 2 3 hours 1 2 hours less than one 52% hour
Source: SHOPPING MALL 2004 (INCOMA + GfK) Selling time restriction
Shops open during red-letter day?
☺ ☺
man woman Non man stop Open untillwoman 22:00?
GfK Praha, 2004 WHAT IS IMPORTANT FOR YOU WHEN BUYING FOOD?
100 1,19 1,27 1,44 12 1,50 1,48 1,42 1,54 rather important 90 15 1,59 1,69 1,68 1,71 80 26 21 very important 30 27 29 70 30 36 32 24 2,10 2,16 60 2,54 25 2,77 50 27 2,65 in % % in in 20 2,71 40 85 80 19 2,99 66 69 23 23 14 3,23 30 61 63 60 57 57 49 53 14 20 39 40 37 32 29 10 24 22 17 0 price level level price price opening hours hours opening opening tradition, habit habit tradition, tradition, quick shopping shopping quick quick loyalty schemes schemes loyalty loyalty visible price tags tags price price visible visible assortment range range range assortment assortment assortment customer services services services customer customer customer nice and willing staff staff staff willing willing willing and and and nice nice nice surroundings surroundings capacity of parking lot lot lot parking parking parking ofofof capacity capacity capacity shopping environment environment environment shopping shopping shopping orientation in the store store store the the the in in in orientation orientation orientation time accessibility of store store store ofofof accessibility accessibility accessibility time time time presence of Czech products products products Czech Czech Czech ofofof presence presence presence cleaness of the store and its its its its and and and and store store store store the the the the ofofofof cleaness cleaness cleaness cleaness presence of branded products products products products branded branded branded branded ofofofof presence presence presence presence freshness and quality of goods goods goods goods ofofofof quality quality quality quality and and and and freshness freshness freshness freshness possibility of cashless payment payment payment payment cashless cashless cashless cashless ofofofof possibility possibility possibility possibility accessibility by public transport transport transport transport public public public public by by by by accessibility accessibility accessibility accessibility
A new contradictious tendency?
Alternative trade channels • In accordance with PriceWaterhouse Coopers, more than 50% of food will be traded outside classical retail. (That is, in independent convenience stores, stalls, in marketplace or multiplex.) • Time -saving • People -centered not technology -centered A new contradictious tendency?
Why ATC? • Aging population • Single parent families, singles, one child f. • No time for shopping ATC in Czech rep. • Turnover 5 -10 mdl. CZK per year • Rate of grow: 10 – 20%
THE PER CAPITA PURCHASING PARITY LEVEL IN CENTRAL EUROPE RELATED TO EU 15
Shoppers typology
Saver 17% Influenceable 14% Unpretentio us stoic Ambitious 14% 19%
Cautious conservatie Loyal Mobile 11% housewife pragmatic 11% 14% Shopping behaviour
Prefer hypermarkets 140 Mobile pragmatic 120
Ambitious Influenceable Saver 100 50 60 70 80 90 100 110 120 130 Cautious Unpretentious stoic Conservatie Buy necessary Buy avoidable 80 thing only things as well
Loyal housewife 60 Prefer smaller stores
Trademarks of retail chains economical (best price) Clever (Billa) Euro Shopper (Albert, Hypernova) Mince (J. Meinl) Tesco výhodný nákup (Tesco) 1 (Carrefour) 365 (Delvita) standard quality for better price Albert (Albert) Carrefour (Carrefour) Delvita (Delvita) Hypernova (Hypernova) Spar (Interspar) Tesco (Tesco) special (selected range of products) Best farm (Kaufland) Selský dvůr (Hypernova) Chef Menü (Billa) Extra kvalita (Delvita) Quality first (Billa) Julius Meinl (J. Meinl)