{"id":3118,"date":"2023-07-13T09:01:43","date_gmt":"2023-07-13T09:01:43","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=3118"},"modified":"2023-07-13T09:03:19","modified_gmt":"2023-07-13T09:03:19","slug":"luks-tuketim-pazari-global-ekonomideki-yavaslamaya-ragmen-buyuyor","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=3118","title":{"rendered":"L\u00fcks T\u00fcketim Pazar\u0131, Global Ekonomideki Yava\u015flamaya Ra\u011fmen B\u00fcy\u00fcyor"},"content":{"rendered":"\t\t
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Bain & Company ile Altagamma’n\u0131n ger\u00e7ekle\u015ftirdi\u011fi \u201c2023 K\u00fcresel L\u00fcks T\u00fcketim Ara\u015ft\u0131rmas\u0131\u201d ki\u015fisel l\u00fcks t\u00fcketim pazar\u0131nda 2022 y\u0131l\u0131nda rekor d\u00fczeylere ula\u015f\u0131lmas\u0131n\u0131n ard\u0131ndan, belirsiz ekonomik ko\u015fullara kar\u015f\u0131n 2023’te %5-12 oran\u0131nda b\u00fcy\u00fcme beklendi\u011fini ortaya koyuyor.<\/strong><\/span><\/p>

Bain & Company ve \u0130talyan l\u00fcks t\u00fcketim \u00fcreticilerinin sekt\u00f6rel birli\u011fi Altagamma, \u201c2023 \u0130lkbahar K\u00fcresel L\u00fcks T\u00fcketim Ara\u015ft\u0131rmas\u0131\u201dn\u0131n sonu\u00e7lar\u0131n\u0131 a\u00e7\u0131klad\u0131. Ara\u015ft\u0131rma, pazardaki ivmenin 2023\u2019\u00fcn ilk \u00e7eyre\u011finde de devam etti\u011fini ortaya koyuyor. Ya\u015fanan jeopolitik gerilimlere ve makroekonomik belirsizliklere ra\u011fmen 2022’de 345 milyar avroluk bir piyasa de\u011ferine eri\u015fen pazar, bu d\u00f6nemde 2022\u2019ye g\u00f6re %9-11 oran\u0131nda b\u00fcy\u00fcme kaydetti.
Ara\u015ft\u0131rma, 2023\u2019\u00fcn ilk \u00e7eyre\u011findeki b\u00fcy\u00fcmeyi; hiper enflasyondaki kademeli d\u00fc\u015f\u00fc\u015f, Avrupa\u2019da yerel t\u00fcketicilerin g\u00fcvenlerini geri kazanmalar\u0131, \u00c7in\u2019in yeniden a\u00e7\u0131lmas\u0131 ve \u00c7in Yeni Y\u0131l\u0131 al\u0131\u015fveri\u015flerinden \u00f6nce s\u0131f\u0131r Covid politikalar\u0131na ba\u011fl\u0131 k\u0131s\u0131tlamalar\u0131n\u0131 kald\u0131r\u0131lmas\u0131, Japonya ve G\u00fcneydo\u011fu Asya\u2019da b\u00f6lgeleraras\u0131 turizm ile desteklenen pozitif momentum gibi bir\u00e7ok fakt\u00f6rle a\u00e7\u0131kl\u0131yor. Bununla birlikte genel durum \u00fclkeler aras\u0131nda farkl\u0131l\u0131klar g\u00f6steriyor. ABD\u2019de olas\u0131 bir ekonomik durgunlu\u011fa ba\u011fl\u0131 olarak t\u00fcketicilerin temkinli davranmas\u0131 ve pazar\u0131n yava\u015flamas\u0131 bekleniyor.<\/span><\/p>

\u201cT\u00fcrkiye L\u00fcks Pazar\u0131 \u00d6nem Kazanmaya Devam Ediyor\u201d<\/strong>
Bain & Company orta\u011f\u0131 ve raporun ba\u015f yazar\u0131 Claudia D’Arpizio, konuyla ilgili olarak \u201cL\u00fcks sekt\u00f6r\u00fc pandemi sonras\u0131 b\u00fcy\u00fcmesinin ard\u0131ndan, kazananlar ve kaybedenleri belirleyen dayan\u0131kl\u0131l\u0131k fakt\u00f6rleri ile yeni bir a\u015fama ya\u015f\u0131yor. Ba\u015far\u0131l\u0131 olmak isteyen markalar\u0131n t\u00fcketicilere b\u00fct\u00fcnsel olarak odaklanmas\u0131; aktif olduklar\u0131 co\u011frafyalar\u0131 dengelemesi, geni\u015f \u00f6l\u00e7ekte m\u00fc\u015fteri portf\u00f6y\u00fc ve deneyimsellik ile y\u00fcksek bir de\u011fer \u00f6nermesi sunmas\u0131, ayr\u0131ca ikonik, zamans\u0131z ve dikkatleri \u00fczerine \u00e7eken \u00f6rneklere odaklanmas\u0131 gerekiyor\u201d dedi.
Bain & Company ortaklar\u0131ndan Armando Guastella ise konuyla ilgili olarak \u015fu de\u011ferlendirmelerde bulundu: “T\u00fcrkiye l\u00fcks pazar\u0131 \u00f6nem kazanmaya devam ediyor ve 2022 y\u0131l\u0131 b\u00fcy\u00fcmesi a\u00e7\u0131s\u0131ndan, \u0130talya ve Fransa gibi b\u00f6lgedeki di\u011fer lider pazarlar\u0131n hemen arkas\u0131nda geliyor. \u00dclkedeki l\u00fcks t\u00fcketim, T\u00fcrkiye’nin l\u00fcks perakende a\u00e7\u0131s\u0131ndan y\u00fcksek potansiyelli bir co\u011frafya haline gelmesiyle birlikte, 2022 y\u0131l\u0131n\u0131n son aylar\u0131 itibariyle artmaya ba\u015flad\u0131. G\u00f6rece y\u00fcksek enflasyona ra\u011fmen buras\u0131, dinamikli\u011fi ile \u00e7e\u015fitli iyimser gelecek senaryolar\u0131 bar\u0131nd\u0131ran \u00e7ok umut verici bir co\u011frafya.”<\/p>

Avrupa Y\u00fckselirken ABD Yava\u015fl\u0131yor, Asya\u2019da De\u011fi\u015fim Ya\u015fan\u0131yor<\/strong>
ABD’li t\u00fcketiciler, harcanmam\u0131\u015f yakla\u015f\u0131k 900 milyar dolarl\u0131k birikime sahip olmalar\u0131na ra\u011fmen, ekonomik belirsizlikler ve Covid yard\u0131m fonunun sona ermesi nedeniyle harcama yapmaktan ka\u00e7\u0131n\u0131yor. En tepedeki ABD\u2019li m\u00fc\u015fteriler \u00e7ekingen davranmakla birlikte fiyat farkl\u0131l\u0131klar\u0131 artt\u0131k\u00e7a harcamalar\u0131n\u0131 k\u0131smen yurtd\u0131\u015f\u0131na kayd\u0131r\u0131yor. Bu ba\u011flamda, ABD’li l\u00fcks t\u00fcketiciler, sat\u0131n al\u0131mlar\u0131nda yeni resmi ve \u00f6zel g\u00fcn k\u0131yafetlerinin yan\u0131 s\u0131ra kategorilerdeki g\u00f6steri\u015fli par\u00e7alara odaklan\u0131yor. Ayn\u0131 zamanda l\u00fcks t\u00fcketimin merkezlerinde tekrardan bir dengelenme de s\u00f6z konusu. New York ve California gibi ana pazarlar geri d\u00f6n\u00fc\u015f sa\u011flarken, Hawaii ve Las Vegas gibi tatil merkezleri hala 2019 seviyelerine ula\u015fm\u0131\u015f de\u011fil.
Avrupa, \u00f6zellikle en fazla harcama yapan grup sayesinde performans\u0131n\u0131 ilk \u00e7eyrekte de s\u00fcrd\u00fcrerek y\u0131la g\u00fc\u00e7l\u00fc ba\u015flad\u0131. Bununla birlikte b\u00f6lge, y\u0131l\u0131n ilk yar\u0131s\u0131nda ABD’li ve Ortado\u011fulu turistlerin uzun kuyruklar olu\u015fturdu\u011fu “l\u00fcks al\u0131\u015fveri\u015f cenneti” d\u00f6neminin yava\u015flayarak sona erdi\u011fi yaz aylar\u0131nda, bask\u0131 alt\u0131ndaki direncini test edece\u011fi \u201ckader an\u0131n\u0131” bekliyor. \u0130lk \u00c7inli turistler son birka\u00e7 ay i\u00e7erisinde Avrupa\u2019ya geri gelmeye ba\u015flad\u0131 ve y\u0131l\u0131n ilerleyen zamanlar\u0131nda sa\u011flam bir geri d\u00f6n\u00fc\u015f bekleniyor.
\u0130lk \u00e7eyrekte b\u00fcy\u00fcme kaydeden Anakara \u00c7in’deki pazar\u0131n, t\u00fcm\u00fc olmasa da baz\u0131 markalar\u0131n 2021 seviyelerine geri d\u00f6nmesiyle bu y\u0131l yeniden y\u00fckselmesi bekleniyor. Bu arada, Asya pazar\u0131ndaki eski ve yeni l\u00fcks cazibe merkezlerinde bir de\u011fi\u015fiklik ya\u015fan\u0131yor. \u00dclke yeniden a\u00e7\u0131ld\u0131\u011f\u0131ndan bu yana \u00c7in turizmi i\u00e7in birincil destinasyonlar olan Hong Kong ve Makao h\u00fck\u00fcmet politikalar\u0131n\u0131n r\u00fczgar\u0131n\u0131 da arkas\u0131na alarak keskin bir ivme kaydetti (2022 piyasa de\u011feri ~5 milyar avro). G\u00fcneydo\u011fu Asya, Rus turist harcamalar\u0131 ve ilk \u00c7inli t\u00fcketicilerin ziyaretleri yan\u0131 s\u0131ra, m\u00fccevherat ve saatlere y\u00f6nelik g\u00fc\u00e7l\u00fc i\u015ftah ile parlak b\u00fcy\u00fcme seyrini devam ettirdi (2022 piyasa de\u011feri ~12 milyar avro). \u00d6te yandan G\u00fcney Kore\u2019de b\u00fcy\u00fcme, G\u00fcneydo\u011fu Asya’dan gelen ziyaret\u00e7iler ve \u015fimdiye kadar s\u0131n\u0131rl\u0131 \u00c7inli turist giri\u015flerine ra\u011fmen yerel halk\u0131n yurtd\u0131\u015f\u0131ndan sat\u0131n alma harcamalar\u0131n\u0131n yeniden dengelenmesi ve seyahat perakende sat\u0131\u015flar\u0131n\u0131n h\u0131zlanmas\u0131 ile yava\u015fl\u0131yor (2022 piyasa de\u011feri ~21 milyar avro). Tablonun y\u00fckselen y\u0131ld\u0131z\u0131 ise Japonya: Yerel m\u00fc\u015fteriler harcamalar\u0131n\u0131 s\u00fcrd\u00fcr\u00fcrken, \u00c7inliler de olmak \u00fczere turistlerin etkisiyle en \u00e7ok satan aksesuarlara olan i\u015ftah ile pazar b\u00fcy\u00fcyor (2022 piyasa de\u011feri ~24 milyar avro).<\/p>

En \u00dcst Gruptaki M\u00fc\u015fterilerin L\u00fcks \u0130\u015ftah\u0131 Devam Ediyor<\/strong>
Ara\u015ft\u0131rma, m\u00fc\u015fterilerin “daha az ama daha iyi” sat\u0131n alma aray\u0131\u015f\u0131nda oldu\u011fu, ikonik ve s\u00fcper l\u00fcks par\u00e7alar\u0131n ba\u015f\u0131 \u00e7ekti\u011fi, kategoriler aras\u0131 bir “y\u00fckselme aray\u0131\u015f\u0131” i\u00e7erisinde olduklar\u0131n\u0131 g\u00f6steriyor. En iyi performans g\u00f6steren kategoriler aras\u0131nda saatler (birka\u00e7 dev markan\u0131n b\u00fcy\u00fcmeyi sa\u011flad\u0131\u011f\u0131 ikonik modeller) ve a\u015f\u0131r\u0131 l\u00fcks par\u00e7alar\u0131n b\u00fcy\u00fcmeyi sa\u011flad\u0131\u011f\u0131 m\u00fccevherler yer al\u0131yor. \u0130konik \u00e7antalar, giderek daha de\u011ferli varl\u0131klar olarak alg\u0131land\u0131k\u00e7a harcamalar\u0131 art\u0131rmaya devam ediyor. Ayakkab\u0131lar Asya’da patlama ya\u015farken, Bat\u0131 d\u00fcnyas\u0131nda yava\u015flayarak spor ayakkab\u0131lar\u0131n \u00f6tesine ge\u00e7iyor. G\u00fczellik alan\u0131ndaysa kokularda ni\u015f tekliflerin deste\u011fi ve g\u00fcmr\u00fck vergisi iadesinin (duty-free) geri d\u00f6n\u00fc\u015f\u00fcyle birlikte b\u00fcy\u00fcme ger\u00e7ekle\u015firken, makyaj ve cilt bak\u0131m\u0131 alandaki olumlu gidi\u015fat\u0131n s\u00fcrd\u00fc\u011f\u00fc g\u00f6r\u00fcl\u00fcyor.
Kanallar a\u00e7\u0131s\u0131ndansa, deneyimsellik ve seyahat perakendecili\u011fi di\u011fer l\u00fcks b\u00f6lgelere girerek yeniden parl\u0131yor. Seyahat perakendecili\u011fi, G\u00fcneydo\u011fu Asya ve Japonya\u2019daki hareketlenme sayesinde uzun s\u00fcredir beklenen iyile\u015fme d\u00f6nemine girdi. Tek markal\u0131 kategoriler m\u00fc\u015fterilerin ma\u011faza i\u00e7i deneyim beklentileri do\u011frultusunda 2022 y\u0131l\u0131 sonras\u0131 b\u00fcy\u00fcmesine devam etti. Direkt perakende kanallar\u0131 da b\u00fcy\u00fcmelerine teknoloji destekli \u00e7\u00f6z\u00fcmler ve \u00e7oklu kanal deneyimler ile devaml\u0131l\u0131k sa\u011flad\u0131.<\/p>

2023 ve Sonras\u0131 \u0130\u00e7in Beklentiler<\/strong>
2022’de 345 milyar avro olan l\u00fcks pazar\u0131n\u0131n 2023’te 360 ila 380 milyar avro d\u00fczeyine \u00e7\u0131kmas\u0131 bekleniyor. Bain-Altagamma analizi iki senaryo ortaya koyuyor:<\/p>

1. \u0130yimser senaryoda;<\/strong> 2023’te \u00c7in’in toparlanmas\u0131 ve Avrupa ve Amerika’da b\u00fcy\u00fcmenin devam etmesi sonucunda ki\u015fisel l\u00fcks e\u015fya pazar\u0131ndaki sat\u0131\u015f art\u0131\u015f\u0131n\u0131n 2022’ye k\u0131yasla %9 ila 12 aras\u0131nda olaca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor.
2. Ger\u00e7ek\u00e7i senaryoda;<\/strong> genel b\u00fcy\u00fcmenin geli\u015fmi\u015f pazarlardaki yava\u015flamadan daha ciddi bir \u015fekilde etkilenece\u011fi ve potansiyel olarak l\u00fcks m\u00fc\u015fteri harcamalar\u0131n\u0131 olumsuz etkilemesinin yan\u0131 s\u0131ra \u00c7in’de daha yava\u015f bir toparlanma olaca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. Bu senaryoda, ki\u015fisel l\u00fcks e\u015fya pazar\u0131ndaki sat\u0131\u015f b\u00fcy\u00fcmesinin 2022’ye k\u0131yasla %5 ila %8 aras\u0131nda olmas\u0131 bekleniyor.<\/p>

2030’a bak\u0131ld\u0131\u011f\u0131nda ise ki\u015fisel l\u00fcks t\u00fcketim pazar\u0131n\u0131n, sa\u011flam piyasa temellerinin de itici g\u00fcc\u00fcyle bir b\u00fcy\u00fcme ya\u015famas\u0131 ve de\u011ferini 530 ile 570 milyar avroya \u00e7\u0131kararak 2020 l\u00fcks pazar\u0131n\u0131n yakla\u015f\u0131k 2,5 kat\u0131 b\u00fcy\u00fckl\u00fc\u011f\u00fcne ula\u015fmas\u0131 muhtemel g\u00f6r\u00fcn\u00fcyor.<\/p>

\u0130lerideki \u00d6nemli Zorluklar ve F\u0131rsatlar<\/strong>
\u2022 L\u00fcks markalar \u00f6n\u00fcm\u00fczdeki \u00fc\u00e7 y\u0131l i\u00e7erisinde, kapsam 3 emisyonlar\u0131 olarak bilinen ve beklenen i\u015f b\u00fcy\u00fcmesini emisyonlar\u0131n mutlak art\u0131\u015f\u0131ndan ay\u0131rmalar\u0131n\u0131 \u00f6ng\u00f6ren ESG d\u00fczenlemeleri do\u011frultusunda, acil \u015fekilde de\u011fer zincirinin dekarbonizasyonuna odaklanma bask\u0131s\u0131yla kar\u015f\u0131 kar\u015f\u0131ya kalacak.
\u2022 Jeneratif Yapay Zeka, i\u015f fonksiyonlar\u0131 genelinde devrim yarat\u0131rken, l\u00fcks de\u011fer zincirinin da\u011f\u0131t\u0131mdan yarat\u0131c\u0131l\u0131\u011fa kadar t\u00fcm ad\u0131mlar\u0131n\u0131 \u015fimdilik k\u0131smen de olsa etkileyecek. Dijital kanallarda g\u00f6rd\u00fc\u011f\u00fcm\u00fcz gibi, yar\u0131n\u0131n liderleri, \u00e7a\u011f\u0131n \u00f6tesinde kalabilen ve yeni teknolojiler yoluyla rekabet avantaj\u0131 yaratabilen ki\u015filer olacak.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Bain & Company ile Altagamma’n\u0131n ger\u00e7ekle\u015ftirdi\u011fi \u201c2023 K\u00fcresel L\u00fcks T\u00fcketim Ara\u015ft\u0131rmas\u0131\u201d ki\u015fisel l\u00fcks t\u00fcketim pazar\u0131nda 2022 y\u0131l\u0131nda rekor d\u00fczeylere ula\u015f\u0131lmas\u0131n\u0131n ard\u0131ndan, belirsiz ekonomik ko\u015fullara kar\u015f\u0131n 2023’te %5-12 oran\u0131nda b\u00fcy\u00fcme beklendi\u011fini ortaya koyuyor. Bain & Company ve \u0130talyan l\u00fcks t\u00fcketim \u00fcreticilerinin sekt\u00f6rel birli\u011fi Altagamma, \u201c2023 \u0130lkbahar K\u00fcresel L\u00fcks T\u00fcketim Ara\u015ft\u0131rmas\u0131\u201dn\u0131n sonu\u00e7lar\u0131n\u0131 a\u00e7\u0131klad\u0131. Ara\u015ft\u0131rma, pazardaki ivmenin 2023\u2019\u00fcn […]<\/p>\n","protected":false},"author":2,"featured_media":3119,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-3118","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3118","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3118"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3118\/revisions"}],"predecessor-version":[{"id":3124,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3118\/revisions\/3124"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/3119"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3118"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3118"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3118"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}