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[title] => Dobra vijest za kupce: popularna trgovina namještajem najavila snižavanje cijena! Imaju i novi koncept ponude
[alias] => dobra-vijest-za-kupce-popularna-trgovina-namjestajem-najavila-snizavanje-cijena-imaju-i-novi-koncept-ponude
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Ikea snižava prosječne prodajne cijene svog namještaja u cijelom svijetu budući da inflatorni pritisci polako popuštaju iako se ekonomski uvjeti pogoršavaju.
Prodaja najvećeg svjetskog trgovca namještajem porasla je 6,6 posto na 47,6 milijardi eura u godini do kraja kolovoza, no samo zahvaljujući višim cijenama budući da su se količine smanjivale, prenosi Poslovni dnevnik.
Tijekom pandemije Covida 19 Ikea je bila prisiljena ići protiv svoje prakse snižavanja cijena jer su viši troškovi sirovina i transporta prisilili da dio troškovnog udara prenese na kupce.
“U 2023. godinu smo ušli s višim cijenama nego što smo željeli. Snižavali smo cijene krajem 2023. i ulaskom u 2024. troškovi opskrbe počeli su nam padati” rekao je Jon Abrahamsson Ring, izvršni direktor Inter Ikee, vlasnika brenda i koncepta trgovina.
Jesper Brodin, izvršni direktor glavnog Ikeinog trgovca na malo, Ingka, dodaje: “Ovo su vremena da se vežete. Vožnja u sljedećih nekoliko godina neće biti mirna. Ono što vidim za ovu godinu je da su kupcima zbog kamatnih stopa pred izazovom. Stoga smo snižavali naše cijene, svako tržište ulaže u niže cijene”.
“Poput smrti knjige”
Iz Ikee ističu da se trend naglog povećanja cijena inputa posljednjih godina preokreće što švedskom gigantu otvara prostor da počne snižavati vlastite visoke cijene i ponovno u ponudu vrate sve proizvode nakon razdoblja slabe dostupnosti uzrokovanog problemima u globalnim opskrbnim lancima.
Međutim, priznaju su da nisu sigurni hoće li taj potez pomoći u poticanju potrošačke potrošnje s obzirom na to da se niz zemalja suočava s prognozama recesije.
“Na koji način to potiče potrošnju? Je li moguće generirati rast kroz pristupačnost? Tijekom krize Lehman Brothersa 2008. to je bilo moguće u sjevernoj Europi, ali ne i u južnoj Europi”, primjećuje Brodin.
FT piše da se Ikea suprotstavlja trendu brojnih trgovaca koji su se odlučili smanjiti broj trgovina pod upravljanjem.
Ingka, koja upravlja s 537 trgovina različitih veličina, otvorila je 60 novih lokacija prošle godine uključujući one u središtu Kopenhagena, Madrida i San Francisca, kao i niz dostavnih centara.
“To je poput smrti knjige”, rekao je Brodin, aludirajući na proročanstva o kraju trgovine. Broj posjeta njezinim trgovinama porastao je sedam posto na 697 milijuna prošle godine, dok ih Ikea sve više koristi kao centre za isporuku i logistiku svog internetskog poslovanja.
U posljednjih pet godina švedska korporacija prošla je opsežnu transformaciju, odmaknuvši se od puke ponude velikih trgovina izvan gradova prema konceptu više trgovina u gradskim središtima i nudeći širu lepezu usluga poput dostave, montaže i planiranja, zaključuje Financial Times, a prenosi Poslovni dnevnik.
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Ikea snižava prosječne prodajne cijene svog namještaja u cijelom svijetu budući da inflatorni pritisci polako popuštaju iako se ekonomski uvjeti pogoršavaju.
Prodaja najvećeg svjetskog trgovca namještajem porasla je 6,6 posto na 47,6 milijardi eura u godini do kraja kolovoza, no samo zahvaljujući višim cijenama budući da su se količine smanjivale, prenosi Poslovni dnevnik.
Tijekom pandemije Covida 19 Ikea je bila prisiljena ići protiv svoje prakse snižavanja cijena jer su viši troškovi sirovina i transporta prisilili da dio troškovnog udara prenese na kupce.
“U 2023. godinu smo ušli s višim cijenama nego što smo željeli. Snižavali smo cijene krajem 2023. i ulaskom u 2024. troškovi opskrbe počeli su nam padati” rekao je Jon Abrahamsson Ring, izvršni direktor Inter Ikee, vlasnika brenda i koncepta trgovina.
Jesper Brodin, izvršni direktor glavnog Ikeinog trgovca na malo, Ingka, dodaje: “Ovo su vremena da se vežete. Vožnja u sljedećih nekoliko godina neće biti mirna. Ono što vidim za ovu godinu je da su kupcima zbog kamatnih stopa pred izazovom. Stoga smo snižavali naše cijene, svako tržište ulaže u niže cijene”.
“Poput smrti knjige”
Iz Ikee ističu da se trend naglog povećanja cijena inputa posljednjih godina preokreće što švedskom gigantu otvara prostor da počne snižavati vlastite visoke cijene i ponovno u ponudu vrate sve proizvode nakon razdoblja slabe dostupnosti uzrokovanog problemima u globalnim opskrbnim lancima.
Međutim, priznaju su da nisu sigurni hoće li taj potez pomoći u poticanju potrošačke potrošnje s obzirom na to da se niz zemalja suočava s prognozama recesije.
“Na koji način to potiče potrošnju? Je li moguće generirati rast kroz pristupačnost? Tijekom krize Lehman Brothersa 2008. to je bilo moguće u sjevernoj Europi, ali ne i u južnoj Europi”, primjećuje Brodin.
FT piše da se Ikea suprotstavlja trendu brojnih trgovaca koji su se odlučili smanjiti broj trgovina pod upravljanjem.
Ingka, koja upravlja s 537 trgovina različitih veličina, otvorila je 60 novih lokacija prošle godine uključujući one u središtu Kopenhagena, Madrida i San Francisca, kao i niz dostavnih centara.
“To je poput smrti knjige”, rekao je Brodin, aludirajući na proročanstva o kraju trgovine. Broj posjeta njezinim trgovinama porastao je sedam posto na 697 milijuna prošle godine, dok ih Ikea sve više koristi kao centre za isporuku i logistiku svog internetskog poslovanja.
U posljednjih pet godina švedska korporacija prošla je opsežnu transformaciju, odmaknuvši se od puke ponude velikih trgovina izvan gradova prema konceptu više trgovina u gradskim središtima i nudeći širu lepezu usluga poput dostave, montaže i planiranja, zaključuje Financial Times, a prenosi Poslovni dnevnik.
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15. svibanj 2024 00:31
