{"id":799,"date":"2020-05-25T15:25:00","date_gmt":"2020-05-25T15:25:00","guid":{"rendered":"https:\/\/www.kategorimagazaciligi.org\/?p=799"},"modified":"2020-05-25T15:27:37","modified_gmt":"2020-05-25T15:27:37","slug":"2020nin-en-hizli-buyuyen-ve-dusus-yasayan-global-perakende-markalari","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=799","title":{"rendered":"2020’nin En H\u0131zl\u0131 B\u00fcy\u00fcyen ve D\u00fc\u015f\u00fc\u015f Ya\u015fayan Global Perakende Markalar\u0131"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

COVID-19 salg\u0131n\u0131, perakendenin t\u00fcm d\u00fcnyada birdenbire de\u011fi\u015fmesine yol a\u00e7t\u0131. Neredeyse bir gecede, fiziksel ma\u011fazalardaki yaya trafi\u011fi ortadan kayboldu ve tedarik zincirlerinde ciddi sorular ortaya \u00e7\u0131kt\u0131. \u015eimdiyse perakende, bir yol ayr\u0131m\u0131na geldi ve bu yol ayr\u0131m\u0131nda pek \u00e7ok perakendeci sonu\u00e7lar\u0131n\u0131 \u00f6ng\u00f6remeyece\u011fi zor kararlar almak zorunda kal\u0131yor. Baz\u0131 k\u00fcresel perakende devleri silahlar\u0131n\u0131 b\u0131rak\u0131p iflas ba\u015fvurusunda bulunurken di\u011ferleri kendilerini bu durumdan kurtarmak i\u00e7in m\u00fc\u015fterilerine yeni ve beklenmedik \u015fekillerde hizmet vermenin yollar\u0131n\u0131 ar\u0131yor.<\/b><\/p><\/div>

Visual Capitalist taraf\u0131ndan haz\u0131rlanan, a\u015fa\u011f\u0131da g\u00f6rece\u011finiz infografik, Kantar\u2019\u0131n Brand Z\u2122 raporundaki verileri kullan\u0131yor ve t\u00fcm s\u0131k\u0131nt\u0131lara ra\u011fmen b\u00fcy\u00fcyen perakendecileri ve hayatta kalmak i\u00e7in sava\u015fanlar\u0131 g\u00f6steriyor. Rapor<\/a>, 2019-2020 aras\u0131nda k\u00fcresel olarak en iyi 75 perakendecinin marka de\u011ferini, Nisan ay\u0131 ortas\u0131n\u0131 kesim tarihi alarak ve en son finansal bilgileri dahil ederek kar\u015f\u0131la\u015ft\u0131r\u0131yor. Her ne kadar pandeminin baz\u0131 etkileri bu hesaplamalara dahil edilmi\u015f olsa da sat\u0131\u015flara olan ger\u00e7ek etkisinin belirsiz oldu\u011funu da ak\u0131ldan \u00e7\u0131karmamak gerekiyor.<\/p>

Zirveye Y\u00fckselen Perakendeciler<\/strong>
Marka de\u011ferinin hesaplanmas\u0131, bir markan\u0131n ba\u011fl\u0131 oldu\u011fu ana \u015firketin genel i\u015f de\u011ferine katk\u0131da bulundu\u011fu toplam miktar\u0131 ifade eder. Marka de\u011feri y\u00fcksekse t\u00fcketici bu markaya ba\u015fka markalara g\u00f6re daha fazla \u00f6deme yapar ve bu tamamen alg\u0131lara dayan\u0131r. Markan\u0131n t\u00fcketicileri, o markay\u0131 tercih etmeye e\u011filimli olarak \u015firkete daha fazla de\u011fer kazand\u0131r\u0131r.
Bu bilgilere dayanarak, aktif giyim markas\u0131 lululemon, d\u00fcnyan\u0131n en h\u0131zl\u0131 b\u00fcy\u00fcyen perakende markas\u0131. Hesap verebilirlik k\u00fclt\u00fcr\u00fc ve k\u00fcresel topluluk etkinlikleri ile \u00fcnl\u00fc olan marka, kesintisiz \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 t\u00fcketici deneyimi aras\u0131nda m\u00fckemmel bir denge kurmu\u015f gibi g\u00f6r\u00fcn\u00fcyor.<\/p>

A\u015fa\u011f\u0131daki tabloda 2020’nin en h\u0131zl\u0131 b\u00fcy\u00fcyen 10 perakende markas\u0131n\u0131 g\u00f6rebilirsiniz:
\"\"<\/p>

Bu tablodaki en ilgin\u00e7 nokta ise Sam\u2019s Club ve Flipkart\u2019\u0131n sahibi olan Walmart\u2019\u0131n s\u0131ralamada 3 koltu\u011fa birden sahip olmas\u0131. Ve dahas\u0131, Amerikan perakende devinin, de\u011feri %5’ten %12’ye y\u00fckselen \u00c7in e-ticaret platformu JD.com’dan hisse sat\u0131n ald\u0131\u011f\u0131n\u0131 da eklemek gerekiyor. Bu iki marka, \u00c7in pazar\u0131na h\u00e2kim olma ve Alibaba’ya \u00fcst\u00fcn gelme hedefiyle stratejik bir ortakl\u0131\u011fa girdi.<\/p>

Perakende Ba\u015far\u0131 Re\u00e7etesi<\/strong>
Her perakendecinin kendine \u00f6zg\u00fc bir b\u00fcy\u00fcme stratejisi olsa da raporun yazarlar\u0131na g\u00f6re, ba\u015far\u0131 i\u00e7in ink\u00e2r edilemeyecek kadar \u00f6nemli olan \u00fc\u00e7 fakt\u00f6r var:
De\u011fer:<\/strong> T\u00fcm \u00fcr\u00fcn veya hizmetler i\u00e7in adil fiyatland\u0131rma yoluyla paran\u0131z\u0131n kar\u015f\u0131l\u0131\u011f\u0131n\u0131 vermek.
Benzersizlik:<\/strong> A\u00e7\u0131k bir amaca ve t\u00fcketicilerin anlaml\u0131 buldu\u011fu bir \u015feye sahip olmak.
Ve fazlas\u0131:<\/strong> T\u00fcketicilerin \u00f6dedi\u011fi fiyattan daha de\u011ferli olarak alg\u0131lanmak.
Ayr\u0131ca ara\u015ft\u0131rma, marka bilinirli\u011fi s\u00f6z konusu oldu\u011funda ba\u015far\u0131l\u0131 markalar\u0131n kendi kategorilerine h\u00e2kim oldu\u011funu ve lululemon \u00f6rne\u011finin de a\u00e7\u0131k\u00e7a g\u00f6sterdi\u011fi gibi m\u00fc\u015fterilerinin hayatlar\u0131n\u0131 zenginle\u015ftiren deneyimleri s\u00fcrekli olarak sundu\u011funu g\u00f6steriyor.
Perakendeciler dijital d\u00f6n\u00fc\u015f\u00fcme odaklanmaya devam ededursun t\u00fcketiciler hala hem fiziksel hem de dijital ma\u011fazac\u0131l\u0131\u011f\u0131 en iyi \u015fekilde birle\u015ftirebilen perakendecilere daha b\u00fcy\u00fck de\u011fer veriyor.<\/p>

Hayatta Kalmak \u0130\u00e7in M\u00fccadele Eden Perakendeciler<\/strong>
Ne yaz\u0131k ki bu kazanan birle\u015fime hen\u00fcz h\u00e2kim olamayan birka\u00e7 marka var ve ac\u0131mas\u0131z pandemi ekonomisi onlar\u0131n m\u00fccadelelerini daha derinle\u015ftirdi.<\/p>

\u0130\u015fte 2020’nin en h\u0131zl\u0131 d\u00fc\u015f\u00fc\u015f ya\u015fayan 10 perakende markas\u0131:
\"\"<\/p>

Under Armour’un da\u011f\u0131t\u0131m\u0131nda, \u00fc\u00e7\u00fcnc\u00fc parti perakendecilere ve ma\u011fazalara b\u00fcy\u00fck \u00f6l\u00e7\u00fcde g\u00fcveniliyor ve bu nedenle marka, fiziksel ma\u011fazalar\u0131n kapal\u0131 olmas\u0131ndan, anla\u015f\u0131l\u0131r \u015fekilde olumsuz etkilendi. Marka, ki\u015fiselle\u015ftirilmi\u015f fitness \u00fcr\u00fcn tekliflerini geni\u015fletmeye odaklansa da bu alana h\u00e2kim olan Nike ve Adidas gibi g\u00fc\u00e7l\u00fc rakiplerinden b\u00fcy\u00fck bask\u0131 ile kar\u015f\u0131 kar\u015f\u0131ya kald\u0131.<\/p>

2020 y\u0131l\u0131, pandemi nedeniyle de\u011fi\u015fen m\u00fc\u015fteri de\u011feri ve h\u0131zland\u0131r\u0131lm\u0131\u015f dijitalle\u015fme sayesinde bir perakende r\u00f6nesans\u0131n\u0131 te\u015fvik edecek gibi g\u00f6r\u00fcn\u00fcyor. Sonu\u00e7ta, baz\u0131 markalar bu de\u011fi\u015fikliklerin getirece\u011fi faydadan daha fazla pay almak i\u00e7in di\u011ferlerinden daha iyi konumlanacak. Fiziksel ma\u011fazalar yeniden a\u00e7\u0131lmaya ba\u015flad\u0131k\u00e7a, sekt\u00f6r i\u00e7in yeni standartlar belirlenecek ve mevcut perakende ortam\u0131 yeniden kalibre edilecek.<\/p><\/div>

\"\"<\/p>

Brand Z\u2019nin \u201cTop 75 Most Valuable Global Retail Brands 2020\u201d raporunu g\u00f6r\u00fcnt\u00fclemek i\u00e7in t\u0131klay\u0131n\u0131z.<\/a><\/p><\/div>\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":"

COVID-19 salg\u0131n\u0131, perakendenin t\u00fcm d\u00fcnyada birdenbire de\u011fi\u015fmesine yol a\u00e7t\u0131. Neredeyse bir gecede, fiziksel ma\u011fazalardaki yaya trafi\u011fi ortadan kayboldu ve tedarik zincirlerinde ciddi sorular ortaya \u00e7\u0131kt\u0131. \u015eimdiyse perakende, bir yol ayr\u0131m\u0131na geldi ve bu yol ayr\u0131m\u0131nda pek \u00e7ok perakendeci sonu\u00e7lar\u0131n\u0131 \u00f6ng\u00f6remeyece\u011fi zor kararlar almak zorunda kal\u0131yor. Baz\u0131 k\u00fcresel perakende devleri silahlar\u0131n\u0131 b\u0131rak\u0131p iflas ba\u015fvurusunda bulunurken di\u011ferleri […]<\/p>\n","protected":false},"author":1,"featured_media":801,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-799","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\/799","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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=799"}],"version-history":[{"count":2,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/799\/revisions"}],"predecessor-version":[{"id":805,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/799\/revisions\/805"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/801"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}