PLAT \u00d6zel Markal\u0131 \u00dcr\u00fcnler Sanayicileri ve Tedarik\u00e7ileri Derne\u011fi\u2019nin d\u00fczenledi\u011fi 5\u2019inci Private Label Zirvesi\u2019nde perakende sekt\u00f6r\u00fcn\u00fcn geli\u015fimi de\u011ferlendirildi. Zirvede a\u00e7\u0131klanan ara\u015ft\u0131rmaya g\u00f6re, \u00f6zel markal\u0131 \u00fcr\u00fcnler 9 ayda y\u00fczde 29 b\u00fcy\u00fcrken h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerindeki pay\u0131 ise y\u00fczde 21\u2019e ula\u015ft\u0131. Art\u0131k markette sat\u0131lan her 5 \u00fcr\u00fcnden 1\u2019i \u00f6zel markal\u0131.<\/p>\n
\u00dcretici ve tedarik\u00e7i firmalar\u0131n yan\u0131 s\u0131ra ulusal ve yerel \u00f6l\u00e7ekteki perakende zincirlerinin temsilcilerinin kat\u0131ld\u0131\u011f\u0131 PLAT 5\u2019inci Private Label Zirvesi, \u2019Kal\u0131c\u0131 Olmak i\u00e7in \u00c7\u0131k\u0131\u015f Yollar\u0131\u2019 temas\u0131yla ger\u00e7ekle\u015ftirildi. Zirvede, Nielsen Perakende Hizmetleri Direkt\u00f6r\u00fc \u0130lker Unutkan\u2019\u0131n yapt\u0131\u011f\u0131 sunum perakende sekt\u00f6r\u00fc ve t\u00fcketicinin al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131na y\u00f6nelik \u00f6nemli bilgiler verdi. Ara\u015ft\u0131rmaya g\u00f6re; fiyatlardaki art\u0131\u015f, al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131 da de\u011fi\u015ftirdi. Eskiden sat\u0131n ald\u0131\u011f\u0131 \u00fcr\u00fcn\u00fcn fiyat\u0131na \u00e7ok fazla dikkat etmeyenler \u015fimdi market market gezerek ya da online sitelerden ara\u015ft\u0131rarak fiyatlar\u0131 kar\u015f\u0131la\u015ft\u0131r\u0131yor ve promosyonlar\u0131 takip ediyor. Art\u0131k 10 t\u00fcketiciden 9\u2019u al\u0131\u015fveri\u015fte \u00f6nce fiyata bak\u0131yor.<\/p>\n
Unutkan, artan fiyat fark\u0131ndal\u0131\u011f\u0131 ile birlikte al\u0131\u015fveri\u015f\u00e7ilerin en avantajl\u0131 promosyonlar\u0131 yakalamak i\u00e7in daha fazla efor sarf etti\u011fini belirterek, her 10 al\u0131\u015fveri\u015f\u00e7iden 9\u2019unun \u00fcr\u00fcnlerin tamam\u0131 ya da bir\u00e7o\u011funun fiyat\u0131n\u0131 bildi\u011fini, her 4 al\u0131\u015fveri\u015f\u00e7iden \u00fc\u00e7\u00fcn\u00fcn ise private label (\u00f6zel marka) fiyatlar\u0131 ile markal\u0131 \u00fcr\u00fcnlerin fiyatlar\u0131n\u0131 kar\u015f\u0131la\u015ft\u0131rd\u0131\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n
Perakendenin en h\u0131zl\u0131 b\u00fcy\u00fcyeni \u00f6zel markal\u0131 \u00fcr\u00fcnler<\/p>\n
Son rakamlara g\u00f6re, markette sat\u0131lan 5 \u00fcr\u00fcnden 1\u2019ini \u00f6zel markal\u0131 \u00fcr\u00fcnler olu\u015fturuyor. H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri (FMCG) pazar\u0131 cirosu, y\u0131l\u0131n 9 ayl\u0131k d\u00f6neminde ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re y\u00fczde 16 b\u00fcy\u00fcd\u00fc. Ayn\u0131 d\u00f6nemde private label sekt\u00f6r\u00fcndeki b\u00fcy\u00fcme ise y\u00fczde 29 olarak ger\u00e7ekle\u015fti. \u00d6zel markal\u0131 \u00fcr\u00fcnler bu b\u00fcy\u00fcme ile toplam FMCG pazar\u0131ndaki (sigara ve alkol hari\u00e7) pay\u0131n\u0131 y\u00fczde 21\u2019e y\u00fckseltti. Private label \u00fcr\u00fcnler t\u00fcketicinin yapt\u0131\u011f\u0131 \u2018fiyat-kalite\u2019 kar\u015f\u0131la\u015ft\u0131rmas\u0131ndan galip \u00e7\u0131kt\u0131. B\u00fcy\u00fcmede t\u00fcketicinin \u00f6zel markal\u0131 \u00fcr\u00fcnlere duydu\u011fu g\u00fcvenin artmas\u0131 ve deneyenlerin memnun kalmas\u0131 \u00f6nemli bir etken oldu. Bu y\u0131l\u0131n 9 ay\u0131nda \u2018daha fazla market markal\u0131 \u00fcr\u00fcn sat\u0131n al\u0131yorum\u2019 diyenlerin oran\u0131 ge\u00e7ti\u011fimiz y\u0131l\u0131n 9 ayl\u0131k d\u00f6nemine k\u0131yasla y\u00fczde 26\u2019dan y\u00fczde 29\u2019a y\u00fckseldi. Al\u0131\u015fveri\u015f yapanlar\u0131n y\u00fczde 42\u2019si market markal\u0131 \u00fcr\u00fcnler i\u00e7in \u2018normal markalardan daha ekonomik\u2019, y\u00fczde 27\u2019si \u2018normal markalar kadar iyi kaliteli\u2019, y\u00fczde 22\u2019si ise \u2018\u2018market markal\u0131 \u00fcr\u00fcnlerin kalitesi art\u0131yor\u2019 yan\u0131t\u0131n\u0131 verdi.<\/p>\n
G\u0131dada \u00f6zel markal\u0131 \u00fcr\u00fcnlerin pay\u0131 y\u00fczde 21,7\u2019ye \u00e7\u0131kt\u0131<\/p>\n
\u00d6zel markal\u0131 \u00fcr\u00fcnlerde en \u00e7ok tercih edilen \u00fcr\u00fcn grubunu g\u0131da olu\u015fturdu. Verilere g\u00f6re, 2019 Ocak-Eyl\u00fcl ile 2018 Ocak-Eyl\u00fcl aylar\u0131 kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda g\u0131da perakendesinde \u00f6zel markal\u0131 \u00fcr\u00fcnlerin pay\u0131 bu y\u0131l y\u00fczde 21,7\u2019ye y\u00fckseldi. Ge\u00e7en y\u0131la g\u00f6re y\u00fczde 26\u2019l\u0131k bir art\u0131\u015f ya\u015fand\u0131. S\u00fct \u00fcr\u00fcnleri, bakkaliye \u00fcr\u00fcnleri ve ya\u011flar ise g\u0131dada ba\u015f\u0131 \u00e7eken PL \u00fcr\u00fcnleri aras\u0131nda. Market markal\u0131 s\u00fct \u00fcr\u00fcnleri y\u00fczde 44,7 ile neredeyse bu alan\u0131n yar\u0131s\u0131n\u0131 olu\u015fturuyor.<\/p>\n
Marketin yeni y\u0131ld\u0131z\u0131 \u00f6zel markal\u0131 \u00fcr\u00fcnler<\/p>\n
\u00d6zel markal\u0131 \u00fcr\u00fcnler kendi kategorilerinde liderli\u011fe oynuyor. Bebek bezleri, tereya\u011f\u0131, domates sal\u00e7as\u0131, bebek mendilleri, ev temizleyicileri ve s\u0131v\u0131 ya\u011f \u00fcr\u00fcn kategorilerinde private label \u00fcr\u00fcnler, markal\u0131 \u00fcr\u00fcnlerden daha h\u0131zl\u0131 bir b\u00fcy\u00fcme g\u00f6steriyor. Bu kategoriler ayn\u0131 zamanda PL pay\u0131n\u0131n en y\u00fcksek oldu\u011fu kategoriler olarak dikkat \u00e7ekti.<\/p>\n
Ev temizlik ve ki\u015fisel bak\u0131m \u00fcr\u00fcnleri y\u00fckseli\u015fte<\/p>\n
Marka sadakatinin en y\u00fcksek oldu\u011fu kategoriler aras\u0131nda yer alan temizlik \u00fcr\u00fcnleri ve ki\u015fisel bak\u0131mda da dengeler de\u011fi\u015fti ve t\u00fcketici \u00f6zel markal\u0131 \u00fcr\u00fcnleri daha fazla tercih eder hale geldi. Bu y\u0131l\u0131n 9 ayl\u0131k d\u00f6neminde ev temizlik \u00fcr\u00fcnleri kategorisindeki \u00f6zel markal\u0131 \u00fcr\u00fcnlerin cirosu ge\u00e7en seneye g\u00f6re y\u00fczde 41 art\u0131 ve toplam cirodaki pay\u0131 y\u00fczde 20,2\u2019ye ula\u015ft\u0131. Ayn\u0131 \u015fekilde ki\u015fisel bak\u0131m \u00fcr\u00fcnlerinin cirosu da y\u00fczde 39 art\u0131\u015f kaydetti ve toplam ki\u015fisel bak\u0131m cirosundaki pay\u0131n\u0131 y\u00fczde 19,6\u2019ya \u00e7\u0131kard\u0131.<\/p>\n
T\u00fcrkiye PL\u2019de Avrupa\u2019dan h\u0131zl\u0131 b\u00fcy\u00fcyor<\/p>\n
Nielsen Perakende Hizmetleri Direkt\u00f6r\u00fc \u0130lker Unutkan\u2019\u0131n verdi\u011fi rakamlara g\u00f6re, T\u00fcrkiye\u2019de private label cirosunun h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri cirosundaki pay\u0131 2018 y\u0131l\u0131nda y\u00fczde 20\u2019ye y\u00fckselmi\u015fti. Bu y\u0131l\u0131n 9 ayl\u0131k d\u00f6nemindeki b\u00fcy\u00fcme ile birlikte bu oran y\u00fczde 21\u2019in \u00fczerine \u00e7\u0131kt\u0131. T\u00fcrkiye bu rakamlarla d\u00fcnya ortalamas\u0131 olan y\u00fczde 16,3\u2019\u00fcn \u00fczerinde yer al\u0131rken halen Avrupa ortalamas\u0131 olan y\u00fczde 31,5\u2019in gerisinde. Ancak Avrupa\u2019da private label \u00fcr\u00fcnlerdeki b\u00fcy\u00fcme 2016 y\u0131l\u0131ndan sonra yerinde sayarken T\u00fcrkiye mevcut b\u00fcy\u00fcme h\u0131z\u0131 ile gelecek vaat ediyor.<\/p>\n
PLAT Y\u00f6netim Kurulu Ba\u015fkan\u0131 M. \u0130mer \u00d6zer de \u00f6zel markal\u0131 \u00fcr\u00fcnlerin Avrupa\u2019daki Pazar paylar\u0131na bak\u0131ld\u0131\u011f\u0131nda \u00fclkemizde gidecek uzun bir yol oldu\u011funu belirtti ve b\u00fcy\u00fcmenin devam edece\u011fini s\u00f6yledi.<\/p>\n
5\u2019inci Private Label Zirvesi\u2019nde sekt\u00f6rdeki bu b\u00fcy\u00fcmenin sa\u011fl\u0131kl\u0131 ve kal\u0131c\u0131 olmas\u0131 i\u00e7in neler yap\u0131lmas\u0131 gerekti\u011fi \u00fczerinde durduklar\u0131n\u0131 belirten \u00d6zer, “\u00dcretici ve tedarik\u00e7ilerimizin m\u00fc\u015fteri beklentilerini yak\u0131ndan izleyerek yat\u0131r\u0131mlar\u0131n\u0131 bu y\u00f6nde devam ettirmeleri \u00f6nemli. Rekabet etmek i\u00e7in farkl\u0131la\u015fmay\u0131 sa\u011flamam\u0131z gerekiyor. Yeni ve inovatif \u00fcr\u00fcnlerle t\u00fcketicinin \u00f6zel markal\u0131 \u00fcr\u00fcnlere duydu\u011fu g\u00fcveni devam ettirecek \u00e7al\u0131\u015fmalara yo\u011funla\u015faca\u011f\u0131z” diye konu\u015ftu.<\/p>\n","protected":false},"excerpt":{"rendered":"
PLAT \u00d6ZEL MARKALI \u00dcR\u00dcNLER SANAY\u0130C\u0130LER\u0130 VE TEDAR\u0130K\u00c7\u0130LER\u0130 DERNE\u011e\u0130\u2019N\u0130N D\u00dcZENLED\u0130\u011e\u0130 5’\u0130NC\u0130 PR\u0130VATE LABEL Z\u0130RVES\u0130\u2019NDE PERAKENDE SEKT\u00d6R\u00dcN\u00dcN GEL\u0130\u015e\u0130M\u0130 DE\u011eERLEND\u0130R\u0130LD\u0130<\/p>\n","protected":false},"author":1,"featured_media":226182,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[19],"tags":[2061,28811,57084,18996,232,2022,270],"class_list":["post-226181","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-bakiyor","tag-fiyata","tag-markaya","tag-markette","tag-once","tag-sonra","tag-tuketici"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.tvturk.com\/wp-content\/uploads\/2019\/11\/tuketici-markette-once-fiyata-sonra-markaya-bakiyor_49d808e.jpg?fit=1000%2C667","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paKIfm-WQ5","_links":{"self":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/226181","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/comments?post=226181"}],"version-history":[{"count":0,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/226181\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media\/226182"}],"wp:attachment":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media?parent=226181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/categories?post=226181"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/tags?post=226181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}