{"id":37429,"date":"2024-02-05T11:58:09","date_gmt":"2024-02-05T08:58:09","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=37429"},"modified":"2025-07-06T21:11:43","modified_gmt":"2025-07-06T18:11:43","slug":"almanyada-perakendenin-evrimi-turk-tekstil-zincirleri-icin-bir-firsat-mi","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/almanyada-perakendenin-evrimi-turk-tekstil-zincirleri-icin-bir-firsat-mi\/","title":{"rendered":"Almanya\u2019da Perakende\u2019nin Evrimi: T\u00fcrk Tekstil Zincirleri \u0130\u00e7in Bir F\u0131rsat M\u0131?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/almanyada-perakendenin-evrimi-turk-tekstil-zincirleri-icin-bir-firsat-mi\/#KaDeWenin_Iflasi_ve_Sektore_Etkileri\" >KaDeWe&#8217;nin \u0130flas\u0131 ve Sekt\u00f6re Etkileri<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/almanyada-perakendenin-evrimi-turk-tekstil-zincirleri-icin-bir-firsat-mi\/#Alman_Perakendeciligindeki_Degisim\" >Alman Perakendecili\u011findeki De\u011fi\u015fim<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/almanyada-perakendenin-evrimi-turk-tekstil-zincirleri-icin-bir-firsat-mi\/#E-Ticaretin_Yukselisi_Online_ve_Fiziksel_Alisveris_Tercihleri\" >E-Ticaretin Y\u00fckseli\u015fi: Online ve Fiziksel Al\u0131\u015fveri\u015f Tercihleri<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/almanyada-perakendenin-evrimi-turk-tekstil-zincirleri-icin-bir-firsat-mi\/#2023_Yilinda_Online_Tekstil_Alisverisi_Tercihleri\" >2023 Y\u0131l\u0131nda Online Tekstil Al\u0131\u015fveri\u015fi Tercihleri<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.markergroupe.com\/tr\/almanyada-perakendenin-evrimi-turk-tekstil-zincirleri-icin-bir-firsat-mi\/#Turk_Firmalarina_Oneriler\" >T\u00fcrk Firmalar\u0131na \u00d6neriler<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>Ge\u00e7ti\u011fimiz hafta, Almanya&#8217;n\u0131n en prestijli perakende firmas\u0131 KaDeWe&#8217;nin iflas ba\u015fvurusunda bulunmas\u0131 bir\u00e7ok Alman i\u00e7in \u015fok edici oldu. Ancak baz\u0131lar\u0131 i\u00e7in bu durum \u015fa\u015f\u0131rt\u0131c\u0131 de\u011fildi. Peki, bu iflas\u0131n alt\u0131nda yatan ger\u00e7ekler nelerdir ve Almanya pazar\u0131na giri\u015f yapmay\u0131 d\u00fc\u015f\u00fcnen tekstilciler i\u00e7in buradan \u00e7\u0131kar\u0131lacak dersler neler olabilir?<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"KaDeWenin_Iflasi_ve_Sektore_Etkileri\"><\/span>KaDeWe&#8217;nin \u0130flas\u0131 ve Sekt\u00f6re Etkileri<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>E\u011fer hayat\u0131n\u0131z\u0131n bir k\u0131sm\u0131 Berlin&#8217;de ge\u00e7tiyse, KaDeWe sizin i\u00e7in \u00f6nemli bir ma\u011faza olabilir. Londra&#8217;daki Harrods ne ise Berlin i\u00e7in de KaDeWe odur. KaDeWe, Avrupa&#8217;n\u0131n en b\u00fcy\u00fck ve d\u00fcnyan\u0131n en \u00f6nemli al\u0131\u015fveri\u015f merkezlerinden biri olarak kabul edilmektedir. 1907 y\u0131l\u0131nda a\u00e7\u0131lan bu ikonik ma\u011faza, l\u00fcks t\u00fcketim mallar\u0131n\u0131n, gurme yiyeceklerin ve en son moda \u00fcr\u00fcnlerinin geni\u015f bir yelpazesini sunarak \u015fehrin sosyal ve k\u00fclt\u00fcrel hayat\u0131nda merkezi bir rol oynamaktad\u0131r.<\/p>\n<p>Berlin&#8217;in bat\u0131s\u0131nda, \u015fehrin en i\u015flek caddelerinden birinde yer alan KaDeWe, Berlin Duvar\u0131&#8217;n\u0131n \u015fehri ikiye b\u00f6ld\u00fc\u011f\u00fc d\u00f6nemlerde bile Bat\u0131 Berlin&#8217;in zenginli\u011finin ve refah\u0131n\u0131n bir sembol\u00fc olmu\u015ftur. KaDeWe, sadece bir al\u0131\u015fveri\u015f noktas\u0131ndan \u00e7ok daha fazlas\u0131n\u0131 temsil ederek, uluslararas\u0131 ziyaret\u00e7ileri ve yerel halk\u0131 bir araya getiren, k\u00fclt\u00fcrel etkile\u015fim ve ekonomik canl\u0131l\u0131\u011f\u0131n bir merkezi olarak \u00f6nem ta\u015f\u0131maktad\u0131r. Peki m\u00fc\u015fterisi genelde orta \u00fcst ve \u00fcst\u00fcndeki gelir grubundan ve ya\u015f olarak 30 ya\u015f \u00fcst\u00fcne daha \u00e7ok hitap eden, bu ma\u011fazan\u0131n iflas\u0131n\u0131 istemesi ne anlama gelir?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-37430 aligncenter\" title=\"Almanya\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2024\/02\/Almanya.jpeg\" alt=\"Almanya\" width=\"964\" height=\"551\" srcset=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2024\/02\/Almanya.jpeg 1792w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2024\/02\/Almanya-300x171.jpeg 300w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2024\/02\/Almanya-1024x585.jpeg 1024w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2024\/02\/Almanya-768x439.jpeg 768w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2024\/02\/Almanya-1536x878.jpeg 1536w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2024\/02\/Almanya-200x114.jpeg 200w\" sizes=\"auto, (max-width: 964px) 100vw, 964px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Alman_Perakendeciligindeki_Degisim\"><\/span>Alman Perakendecili\u011findeki De\u011fi\u015fim<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Almanya&#8217;daki uzmanlar bu durumu genellikle &#8220;ge\u00e7mi\u015f kira bor\u00e7lar\u0131ndan kurtulma stratejisi&#8221; olarak de\u011ferlendirse de, sorun art\u0131k daha geni\u015f kapsaml\u0131d\u0131r. Almanlar i\u00e7in ma\u011fazac\u0131l\u0131k \u00f6nemli bir end\u00fcstridir. Ki\u015fisel bir \u00f6rnek vermek gerekirse, annem 1970&#8217;lerde Almanya&#8217;da lise e\u011fitimi s\u0131ras\u0131nda ma\u011fazac\u0131l\u0131k ve \u00f6zellikle vitrin tasar\u0131m\u0131 \u00fczerine meslek lisesinde okudu. Ma\u011fazac\u0131l\u0131k \u00f6nemli bir i\u015f dal\u0131yd\u0131 ve vitrinden raf yerle\u015fimine, m\u00fc\u015fteriyle ili\u015fki kuracak sat\u0131\u015f\u00e7\u0131s\u0131ndan hatta havaland\u0131rmac\u0131s\u0131na kadar her detay ayr\u0131 bir uzmanl\u0131k alan\u0131yd\u0131. Burada ciddi bir n\u00fcfus e\u011fitim ald\u0131. Bu n\u00fcfus i\u00e7in ma\u011fazac\u0131l\u0131k bitiyor demek biraz zor. Ancak ma\u011fazac\u0131l\u0131\u011f\u0131n ge\u00e7mi\u015ften al\u0131\u015f\u0131lagelmi\u015f hali art\u0131k sona eriyor gibi g\u00f6r\u00fcn\u00fcyor.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"E-Ticaretin_Yukselisi_Online_ve_Fiziksel_Alisveris_Tercihleri\"><\/span>E-Ticaretin Y\u00fckseli\u015fi: Online ve Fiziksel Al\u0131\u015fveri\u015f Tercihleri<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Alman Federal \u0130statistik Ofisi&#8217;nin \u00f6n verilerine g\u00f6re, Almanya&#8217;da perakende sekt\u00f6r\u00fcn\u00fcn geliri \u00f6nceki y\u0131la g\u00f6re y\u00fczde 3,3 oran\u0131nda azald\u0131. Bu durum, \u00f6zellikle e-ticaretin y\u00fckseli\u015fiyle birlikte, sekt\u00f6r i\u00e7in kayg\u0131 verici bir geli\u015fme. Ancak, bu genel k\u00fc\u00e7\u00fclmenin aksine, tekstil sekt\u00f6r\u00fc 2,9 oran\u0131nda reel b\u00fcy\u00fcme ile de dikkat \u00e7ekiyor.<\/p>\n<p>Eurostat verilerine g\u00f6re, bitmi\u015f tektil \u00fcr\u00fcnlerinin y\u0131ll\u0131k sat\u0131\u015f\u0131nda online\u2019\u0131n 2024 y\u0131l\u0131nda %42\u2019lik bir paya sahip olmas\u0131 bekleniyor; bu rakam pandemi \u00f6ncesi %27 idi. Pandemi s\u0131ras\u0131nda bu oran %38&#8217;e f\u0131rlasa da, hayat\u0131n normale d\u00f6nmesiyle bu rakam en dibi g\u00f6rd\u00fc\u011f\u00fc 2021\u2019de bile %35&#8217;e d\u00fc\u015ft\u00fc.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2023_Yilinda_Online_Tekstil_Alisverisi_Tercihleri\"><\/span>2023 Y\u0131l\u0131nda Online Tekstil Al\u0131\u015fveri\u015fi Tercihleri<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Mevcut durumu daha iyi anlamak i\u00e7in 2023 y\u0131l\u0131yla ilgili bir ka\u00e7 veriye bakmak yerinde olacakt\u0131r. 2023 y\u0131l\u0131n\u0131n 3. \u00e7eyre\u011finde yap\u0131lan Klarna ve Nevan\u0131n ara\u015ft\u0131rmalar\u0131na g\u00f6re, insanlar\u0131n %47&#8217;si online tekstil al\u0131\u015fveri\u015fi yaparken, %25&#8217;lik bir k\u0131sm\u0131 ma\u011fazadan al\u0131\u015fveri\u015fi tercih etmi\u015f 3. \u00c7eyrek okula d\u00f6n\u00fc\u015f evresi olarak sekt\u00f6r i\u00e7in \u00f6nemli bir d\u00f6nem.<\/p>\n<p>Bu online al\u0131\u015fveri\u015f trendinde en \u00f6nemli rol\u00fc Zalando oynuyor. Zalando, \u00e7eyreklik cirosunu 3 milyar Euro&#8217;ya kadar \u00e7\u0131karabilmi\u015f bir firma olup, 2022 y\u0131l\u0131nda 260 milyon sipari\u015f alm\u0131\u015ft\u0131r. 50 milyon civar\u0131nda aktif kullan\u0131c\u0131s\u0131 bulunan Zalando, tekstil firmalar\u0131 i\u00e7in b\u00fcy\u00fck f\u0131rsatlar sunmaktad\u0131r. Almanya\u2019da Amazon, e-bay ve Otto\u2019nun ard\u0131ndan 4. S\u0131rada en \u00e7ok tercih edilen online al\u0131\u015fveri\u015f sitesi durumundaki ilk \u00fc\u00e7\u00fcn herseyini sat\u0131ld\u0131\u011f\u0131 pazaryerleri oldu\u011funu ve be\u015fincinin de Almanya\u2019da online al\u0131\u015fveri\u015fi en \u00e7ok tercih edilen elektronik \u00fcr\u00fcnlerin en b\u00fcy\u00fck sat\u0131\u015f zinciri mediamarkt oldu\u011funu d\u00fc\u015f\u00fcn\u00fcrsek bulundu\u011fu yer \u00e7ok hayatidir. Ayr\u0131ca statista verilerine g\u00f6re di\u011fer online sitelerinin m\u00fc\u015fterilerine g\u00f6re daha y\u00fcksek gelirli m\u00fc\u015fterileri de cezbedebilme kapasitesi var. M\u00fc\u015fterilerinin %30\u2019u \u00e7ekirdek aile ki bu sat\u0131\u015fta \u00e7ok \u00f6nemli bir f\u0131rsat. Zalando ile ilgili o kadar \u00e7ok veri varki vurada hepsine yer versek liste uzar gider ama g\u00f6r\u00fcnen o ki Zalando T\u00fcrk tesktil zincirleri i\u00e7in alt\u0131n yumurtlayan bir tavuk.<\/p>\n<p>Burada tabii ma\u011fazalar\u0131n kendi sitelerinin olmas\u0131 \u00e7ok \u00f6nemli ama sat\u0131n alma sonras\u0131 deneyiminden emin oldu\u011fu i\u00e7in kullan\u0131c\u0131lar daha \u00e7ok bildi\u011fi pazaryerlerinden sat\u0131nalma yapmay\u0131 tercih ediyor. M\u00fc\u015fteri memnuniyeti a\u00e7\u0131s\u0131ndan Bitkom verilerine g\u00f6z att\u0131\u011f\u0131m\u0131zda g\u00f6r\u00fcyoruz ki Zalando gibi uluslararas\u0131 al\u0131\u015fveri\u015f platformlar\u0131n\u0131n Almanlar i\u00e7in tercih oran\u0131 %80\u2019ken yerel perakendecileri tercih edenler %23 oran\u0131nda kal\u0131yor. Burada rakam kafan\u0131z\u0131 kar\u0131\u015ft\u0131rmas\u0131n ikisini de tercih edenler de var. Sosyal medya platformlar\u0131n\u0131n \u00fczerinden al\u0131\u015fveri\u015fi tercih edenler ise %10\u2019da kal\u0131yor. Bu noktada en mant\u0131kl\u0131s\u0131 Zalando \u00fczerinden tan\u0131n\u0131rl\u0131k sa\u011flay\u0131p kendi sitenize \u00e7ekecek do\u011fru bir pazarlama yolculu\u011fu gibi g\u00f6r\u00fcn\u00fcyor.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Turk_Firmalarina_Oneriler\"><\/span>T\u00fcrk Firmalar\u0131na \u00d6neriler<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>T\u00fcrk firmalar\u0131, Almanya pazar\u0131na girmeyi d\u00fc\u015f\u00fcn\u00fcyorlarsa, stratejilerini dikkatli bir \u015fekilde planlamal\u0131d\u0131rlar. T\u00fcrkiye&#8217;deki al\u0131\u015fkanl\u0131klarla Almanya&#8217;da ma\u011fazac\u0131l\u0131k yapmaya \u00e7al\u0131\u015fmak ba\u015far\u0131s\u0131zl\u0131kla sonu\u00e7lanabilir. Alman pazar\u0131na girmek i\u00e7in g\u00fczel bir d\u00f6nem olabilir, ancak &#8220;nas\u0131l&#8221; yap\u0131labilece\u011fi iyi d\u00fc\u015f\u00fcn\u00fclmelidir. T\u00fcrkiye\u2019deki al\u0131\u015fkanl\u0131klarla girecekleri bir pazar de\u011fildir Almanya. Dahas\u0131 eskiden al\u0131\u015fkanl\u0131k \u00fczerine T\u00fcrk mahallelerinde ma\u011faza a\u00e7mak veya bir distrib\u00fct\u00f6r bulup markan\u0131z\u0131n kaderini ona b\u0131rakmak art\u0131k eskisinden bile k\u00f6t\u00fc bir tercih. Marka sizin en b\u00fcy\u00fck de\u011feriniz. Onu harcamay\u0131n. Profesyonellerle \u00e7al\u0131\u015f\u0131n ve gereken yat\u0131r\u0131mlardan ka\u00e7\u0131nmay\u0131n. Ard\u0131ndan Alman pazar\u0131nda ba\u015far\u0131l\u0131 olmu\u015f bir tekstil firmas\u0131 Avrupa\u2019n\u0131n geri kalan\u0131n\u0131n tozunu att\u0131racakt\u0131r. \u015eimdiden ba\u015far\u0131lar\u2026<\/p>\n<p><em>Marker Groupe\u2019un sa\u011flad\u0131\u011f\u0131 hizmetler hakk\u0131nda bilgi edinmek i\u00e7in bizimle\u00a0<a href=\"https:\/\/www.markergroupe.com\/iletisim\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">MarkerGroupe.com<\/a> web sitesi \u00fczerinden veya\u00a0hello@markergroupe.com\u00a0e-mail adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ge\u00e7ti\u011fimiz hafta, Almanya&#8217;n\u0131n en prestijli perakende firmas\u0131 KaDeWe&#8217;nin iflas ba\u015fvurusunda bulunmas\u0131 bir\u00e7ok Alman i\u00e7in \u015fok edici oldu. Ancak baz\u0131lar\u0131 i\u00e7in bu durum \u015fa\u015f\u0131rt\u0131c\u0131 de\u011fildi. Peki, bu iflas\u0131n alt\u0131nda yatan ger\u00e7ekler nelerdir ve Almanya pazar\u0131na giri\u015f yapmay\u0131 d\u00fc\u015f\u00fcnen tekstilciler i\u00e7in buradan \u00e7\u0131kar\u0131lacak dersler neler olabilir? KaDeWe&#8217;nin \u0130flas\u0131 ve Sekt\u00f6re Etkileri E\u011fer hayat\u0131n\u0131z\u0131n bir k\u0131sm\u0131 Berlin&#8217;de ge\u00e7tiyse, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":37430,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638,1501,1487,2146],"tags":[1519,2082],"class_list":["post-37429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","category-e-ticaret","category-haberler","category-sektor-analizleri","tag-e-ticaret","tag-haberler"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/37429","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=37429"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/37429\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/37430"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=37429"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=37429"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=37429"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}