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市場調査レポート

ポーランドにおける家電・エレクトロニクス・デジタルメディアの小売り市場:市場分析・発展予測

Retail market of home appliances, electronics and digital media in Poland 2015. Market analysis and development forecasts for 2015-2020

発行 PMR 商品コード 251812
出版日 ページ情報 英文 110 Pages
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ポーランドにおける家電・エレクトロニクス・デジタルメディアの小売り市場:市場分析・発展予測 Retail market of home appliances, electronics and digital media in Poland 2015. Market analysis and development forecasts for 2015-2020
出版日: 2015年06月01日 ページ情報: 英文 110 Pages
概要

当レポートは、ポーランドにおける家電・エレクトロニクス・デジタルメディアの小売り市場について包括的に調査し、市場額の統計データ、主要セグメント・チャネルの状況、市場の主要動向、成長影響因子、大手小売業者のプロファイルなどをまとめ、概略下記の内容でお届け致します。

主な調査項目

  • 家電・エレクトロニクス・デジタルメディア市場の評価・分析
  • 以下のセグメントの評価・分析:デジタルメディアおよびフォトグラフィー、大型家電、小型家電、コンピューターおよび電話
  • 主要動向とその市場への影響の分析
  • 主な市場の流通チャネルの概要とその見通し
  • Allegro オークションウェブサイトにおける家電・エレクトロニクス・デジタルメディア販売の説明
  • ポーランドの小売り取引における主要企業のプロファイル
  • 家電に関する消費者調査結果と消費者エレクトロニクスの購入嗜好
  • ポーランド経済の概要:現況・将来の成長

当レポートで言及する企業

専門家による市場解説

PMRの市場分析手法

PMRについて

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目次

This valuable report presents readers with the latest statistics on the value of this diverse market, which includes the following segments: large and small home appliances, telephones, computers and digital photography and media. It also provides in-depth analysis of each, along with forecasts for expansion to 2020. Consumer survey results enhance the value of this document, along with trends analysis and the latest macroeconomic data.

This publication examines

  • Leading retail sellers of home appliances, electronics and digital media in Poland - using detailed corporate profiles
  • Current value of the entire market and forecasts for growth during the next five years
  • Value of each of the market's major segments: computers, telephones, consumer electronics, digital media and home appliances both large and small
  • Influential market trends and their specific impact on the market
  • The most active distribution channels on the Polish retail market for home appliances
  • Sales of home appliances, electronics and digital media on Auction websites, specifically Allegro
  • Macroeconomic conditions in Poland with forecasts and market impact analysis
  • Consumer purchasing habits and preferences with regard to appliances, electronics and digital media - as obtained through a dedicated PMR survey.

Discover answers to key questions about this market

  • Which home appliance, consumer electronics and digital media retailers are among the key competitors on this market?
  • What is the current value of this retail market? What do forecasts say about its value in 2020?
  • What are the current values of each segment, and how are these expected to change in the years ahead?
  • What do market forecasts say about the major distribution channels for this sector? Which will experience the largest growth?
  • What position on Poland's retail market for appliances, electronics and digital media is held by Allegro? What are the recent sales totals for the auction website?
  • Which companies, active on Poland's retail market for home appliances, electronics and digital media, have posted the highest sales totals?
  • Which trends have impacted sales on this market directly?
  • Which growth drivers on this market have proven to be most powerful recently? Which are currently shaping the market of the future?

This publication contains exclusive content

  • Retailer profiles - examine companies in terms of current status, number of outlets, revenue and plans for expansion
  • Total retail sales - for the entire market and each of its segments
  • Complete analyses - of the distribution network for appliances, electronics and digital media in Poland, highlighting key channels
  • Trends and economic issues positioned to affect market growth currently and in the years ahead.

Sample companies analysed in the report

Ab, AB Foto, Action, AGD Market, agito.pl, Allegro, Alsen, Auchan, Avans, Carrefour, Cyfrowe.pl, Denon, Domex, E.Leclerc, electro.pl , euro.com.pl, EURO-net, Fotojoker, gumtree.pl, iSpot, Komputronik, Leica, mall.pl, Media Expert, Media Markt, Media Saturn Holding, megamarket.com.pl, Megamedia, Mix Electronics, mixmedia.pl, morele.net, neo24.pl, Neonet, oleole.pl, Partner ADG RTV, pixmania.pl, proline.pl, Real, redcoon.pl, RTV Euro AGD, Sad, Saturn, Sferis, Sony Centre, Terg, Tesco, Vobis, x-kom.pl, zadowolenie.pl

Facts and figures from the report

  • Euro-net, with its RTV Euro AGD chain and online stores, is the major player in the whole market of home appliances, electronics and digital media in Poland.
  • The segment of home appliances and photography has reported the highest decrease recently.
  • Euro.com.pl is the largest store not only in the discussed segment, but also in the whole online retail market in Poland.
  • Chain stores, which will undergo further consolidation, are the largest distribution channel for home appliances, electronics and digital media in Poland.
  • One of the features of the market is the fact that most companies have at least 20 years of experience.

Professionals refer to this document when

  • Evaluating the potential for growth and earnings on this market
  • Opening a new home appliance/electronics retail business in Poland
  • Conducting research on this market's top competitors
  • Assessing the saturation of this market
  • Planning a strategy for company expansion
  • Anticipating demand for specific products sold on this retail market.

This report is vital to the operations of

  • Retail support product and service providers
  • Management and marketing professionals at work in Poland's home appliances, electronics and digital media retail market
  • Trade groups and government agencies
  • Consultants, analysts and researchers at work in this sector
  • Financial services providers and investment coordinators.

Extract from this report

  • As at the end of 2014 the value of the home appliances, electronics and digital media market in Poland stood at PLN 22.8bn, representing a drop by 2.5% year-on-year.
  • Home appliances, electronics and digital media products are very prone to various fashions or extraordinary situations (e.g. important sports events, television broadcasting signal change) and they are found responsible, to a large extent, for the market dynamics.
  • The Polish retail market of home appliances, electronics and digital media is not only characterised by high consolidation rate, but it is also dominated by Polish companies.

Market commentary by expert

"The market of home appliances, electronics and digital media in Poland is characterised by a very high consolidation rate against other large segments of the retail market. The top five players generate the sales of almost 70% of the entire market value. The progressive consolidation also caused problems among medium-sized players, as a result of which such chains as Avans and Mix Electronics went bankrupt, while Partner RTV AGD underwent considerable changes. A positive aspect for the market is constituted by consumer habits. Poles like technological novelties, and watching the TV is one of the basic leisure activities. Statistics show that an average consumer changes home appliances, electronics and digital media products more often than furniture, for instance." Jaroslaw Frontczak, Head Retail and FMCG Market Analyst.

Table of Contents

  • Methodology
  • Executive summary
  • Macroeconomic outlook
    • Assessment of the situation in 2014
    • Forecast of the situation in 2015
    • Medium-term outlook: 2016-2020
  • Findings of a consumer survey on the ownership and planned purchases of home appliances, consumer electronics and digital media
    • Introduction
    • Sample overview
    • Summary
    • History and planned purchases of large home appliances
    • History and planned purchases of small home appliances
    • History and planned purchases of consumer electronics
    • History and planned purchases of digital media
    • Factors potentially shaping the purchasing behaviour
  • Market value
  • Trends
    • Market consolidation
    • Advertising expenses
    • Reprographic fee for tablets and smartphones
    • Post-PC era
    • Household equipment
    • Consumer loans
    • Housing market
    • Tightening of rules concerning sales and warranties
  • Market segments
  • Distribution channels
    • Store chains
    • Hypermarkets, supermarkets and discount stores
    • Internet
      • Online stores
      • E-commerce platforms - Allegro
    • Independent stores, marketplaces and small local chains
  • Biggest companies on the retail market of home appliances, consumer electronics and digital media
  • Profiles of selected players
    • RTV Euro AGD
    • Media Markt and Saturn
    • Neonet and Neo24
    • Media Expert
    • Komputronik
    • X-kom
    • Alsen
    • Avans
    • Partner AGD RTV
    • Mix Electronics

List of Graphs

  • Sample breakdown by respondents' gender in Poland (%), April 2015
  • Sample breakdown by respondents' place of residence in Poland (%), April 2015
  • Sample breakdown by respondents' age in Poland (%), April 2015
  • Sample breakdown by respondents' education in Poland (%), April 2015
  • Net monthly income per capita in respondents' households in Poland (%), April 2015
  • Place of purchasing large home appliances in Poland (%), April 2015
  • Plans to purchase large home appliances in 2015 in Poland (%), April 2015
  • Place of purchasing small home appliances in Poland (%), April 2015
  • Plans to purchase small home appliances in 2015 in Poland (%), April 2015
  • Place of purchasing consumer electronics in Poland (%), April 2015
  • Plans to purchase consumer electronics in 2015 in Poland (%), April 2015
  • Plans to purchase digital media in Poland in 2015 (%), April 2015
  • Importance of factors in the purchase of home appliances, consumer electronics or digital media, as assessed by respondents in Poland (%), April 2015
  • Average importance of factors in the purchase of home appliances, consumer electronics or digital media, as assessed by respondents in Poland, April 2015
  • Sources of information about home appliances, consumer electronics and digital media for respondents in Poland (%), April 2015
  • Respondents' propensity for unplanned purchases of home appliances, consumer electronics and digital media in Poland (%), April 2015
  • Respondents' propensity for unplanned purchases of home appliances, consumer electronics and digital media in Poland (%), April 2015
  • Manner of purchasing planned home appliances, consumer electronics and digital media in Poland (%), April 2015
  • Shares of respondents planning to examine a home appliance, a consumer electronics or digital media product at a brick-and-mortar store prior to purchasing it online in Poland (%), April 2015
  • Preferred methods of payment when purchasing home appliances, consumer electronics and digital media in Poland (%), April 2015
  • Planned spending on home appliances, consumer electronics and digital media in 2015 (%) in Poland, April 2015
  • Shares of respondents who noticed fashionable technical novelties on the electronics market in Poland (%), April 2015
  • Technical novelties that became fashionable on the electronics market in Poland (%), April 2015
  • Value (PLN m) and change (%) of the home appliances, consumer electronics and digital media retail market in Poland, 2011-2020
  • Key players' shares in the market of home appliances, consumer electronics and digital media in Poland (%), 2008-2015
  • Level of household equipment with selected home appliances in Poland (%), 2013
  • Highest increases in households' equipment with home appliances, consumer electronics and digital media products in Poland (%), 2000-2013
  • Steepest decreases in households' equipment with home appliances, consumer electronics and digital media products in Poland (%), 2000-2013
  • Level of household equipment with selected home appliances, consumer electronics and digital media products, by social and economic categories in Poland (%), 2013
  • Change in the value of consumer loans in Poland (PLN m), January 2011-March 2015
  • Total number of customers temporarily not settling their liabilities in Poland (million), May 2009-September 2014
  • Number of housing units for which building permits were issued, construction was commenced or that were completed in Poland ('000), 2011-2014
  • Intention to purchase a flat or build a house in the next 12 months in Poland, Q1 2011-Q2 2015
  • Value of the retail market of home appliances, consumer electronics and digital media in Poland, by key distribution channels (%), 2014
  • Value (PLN m) and change (%) of home appliances, consumer electronics and digital media retail sales in chain stores in Poland, 2011-2020
  • Value (PLN m) and change (%) of home appliances, consumer electronics and digital media retail sales in chain stores, including their online stores in Poland, 2011-2020
  • Share of chain stores in the retail market of home appliances, consumer electronics and digital media in Poland (%), 2011-2020
  • Selected retail chains offering home appliances, consumer electronics and digital media in Poland, by the number of stores, 2013-2015
  • Value (PLN m) and change (%) of home appliances, consumer electronics and digital media retail sales in hypermarkets, supermarkets and discount stores in Poland, 2011-2020
  • Shares of hypermarkets, supermarkets and discount stores in the retail market of home appliances, consumer electronics and digital media in Poland (%), 2011-2020
  • Number of stores in selected hypermarket chains in Poland, 2013-2015
  • Value (PLN m) and change (%) of home appliances, consumer electronics and digital media retail sales in the internet in Poland, 2011-2020
  • Share of online stores and e-commerce platforms in the retail market of home appliances, consumer electronics and digital media in Poland (%), 2011-2020
  • Value (PLN m) and change (%) of home appliances, consumer electronics and digital media retail sales in online stores in Poland, 2011-2020
  • Share of online stores in the retail market of home appliances, consumer electronics and digital media in Poland (%), 2011-2020
  • Number of online stores specialising in retail sales of home appliances, consumer electronics and digital media in Poland, 2011-2015
  • Value (PLN m) and change (%) of home appliances, consumer electronics and digital media retail sales on e-commerce platforms in Poland, 2011-2020
  • Share of e-commerce platforms in the retail market of home appliances, consumer electronics and digital media in Poland (%), 2011-2020
  • Number of auctions for selected categories of home appliances, consumer electronics and digital media on Allegro in Poland, 22 May 2015
  • Monthly value shares of selected categories of home appliances, consumer electronics and digital media in new product sales on Allegro, by segments (%), January 2012-April 2015
  • Value (PLN m) and change (%) of home appliances, consumer electronics and digital media retail sales in independent stores and marketplaces in Poland, 2011-2020
  • Shares of independent stores, small local chains and marketplaces in the retail market of home appliances, consumer electronics and digital media in Poland (%), 2011-2020
  • Number of stores offering home appliances, consumer electronics and digital media in Poland and change (%), 2011-2016

List of Tables

  • Market of home appliances, consumer electronics and digital media in Poland - selected statistics, 2013-2017
  • Key macroeconomic indexes for Poland, 2011-2020
  • History of large home appliance purchases in Poland (%), April 2015
  • History of small home appliance purchases in Poland (%), April 2015
  • History of consumer electronics purchases in Poland (%), April 2015
  • History of digital media purchases in Poland (%), April 2015
  • Place of purchasing digital media in Poland (%), April 2015
  • Overview of the market of home appliances, consumer electronics and digital media in Poland, 2011-2020
  • Factors influencing the growth of the market of home appliances, consumer electronics and digital media in Poland, 2014-2020
  • Annual advertising expenses of companies operating on the retail market of home appliances, consumer electronics and digital media in Poland (PLN m), 2011-2014
  • Highest advertising expenses of companies operating on the retail market of home appliances, consumer electronics and digital media in Poland (PLN m), broken down by media, 2014
  • Level of household equipment with selected consumer electronics and digital media products in Poland (%), 2013
  • Level of household equipment with selected home appliances, consumer electronics and digital media products in Poland (%), 2000 and 2013
  • Market of home appliances, consumer electronics and digital media in Poland - value shares of the segments (%), 2011-2020
  • Growth rate of the retail market of home appliances, consumer electronics and digital media in Poland (%), by segments, 2011-2020
  • Value of the retail market of home appliances, consumer electronics and digital media in Poland (PLN m), by segments, 2011-2020
  • Shares of different distribution channels in the retail market of home appliances, consumer electronics and digital media in Poland (%), 2011-2020
  • Value of the retail market of home appliances, consumer electronics and digital media in Poland, by distribution channels (PLN m), 2011-2020
  • Growth rate of the retail market of home appliances, consumer electronics and digital media in Poland, by distribution channels (%), 2011-2020
  • Share of online stores and e-commerce platforms in the online retail market of home appliances, consumer electronics and digital media in Poland, by channels (%), 2011-2020
  • Share of online stores and e-commerce platforms in the retail market of home appliances, consumer electronics and digital media in Poland, by channels (%), 2011-2020
  • Value of home appliance, consumer electronics and digital media retail sales in online stores and on e-commerce platforms in Poland (PLN m), 2011-2020
  • Change of home appliances, consumer electronics and digital media retail sales in online stores and on e-commerce platforms in Poland (%), 2011-2020
  • Key information on selected online stores offering home appliances, consumer electronics and digital media in Poland, April/May 2015
  • Sales value of selected online stores offering home appliances, consumer electronics or digital media in Poland (PLN m), 2011-2015
  • Sales growth of selected online stores offering home appliances, consumer electronics or digital media in Poland (%), 2011-2015
  • Estimated shares in sales of selected online stores offering home appliances, consumer electronics or digital media in Poland (%), 2011-2015
  • Estimated shares of selected online stores in the sales on the online market of home appliances, consumer electronics and digital media in Poland (%), 2011-2015
  • Payment and delivery options at selected online stores offering home appliances, consumer electronics and digital media in Poland, April/May 2015
  • Sales of new products (PLN '000) and growth rate (%) for different product groups on Allegro in the segments of home appliances, consumer electronics and digital media in Poland, 2012-2014 and January-April 2015
  • Total sales (PLN '000), number of items ('000), average price (PLN) and shares (%) for different product groups on Allegro in the segments of home appliances, consumer electronics and digital media in Poland, January 2012-April 2015
  • Value shares of selected categories and subcategories of home appliances, consumer electronics and digital media in new product sales on Allegro (%), 2012-2014 and January-April 2015
  • Top sellers of new products in selected categories and subcategories of home appliances, consumer electronics and digital media on Allegro (PLN m), 2014
  • Number of companies selling audio-visual, electric, computer and telecommunications equipment in specialised stores in Poland, 2011-2014
  • General information on selected companies offering home appliances, consumer electronics and digital media in Poland, 2014
  • Comparison of key statistics for selected players on the market of home appliances, consumer electronics and digital media in Poland, 2014
  • Sales value of selected players on the market of home appliances, consumer electronics and digital media in Poland (PLN m), 2011-2015
  • Sales change of selected players on the market of home appliances, consumer electronics and digital media in Poland (%), 2011-2015
  • Shares of selected players in the market of home appliances, consumer electronics and digital media in Poland (%), 2011-2015
  • Number of stores of selected store chains offering home appliances, consumer electronics and digital media in Poland, 2011-2015
  • Sales per store of selected store chains offering home appliances, consumer electronics and digital media chains in Poland (PLN m), 2011-2015
  • Sales (PLN m) of EURO-net and number of RTV Euro AGD outlets in Poland, 2011-2015
  • Media Markt and Saturn sales (PLN m) and number of outlets in Poland, 2011-2015
  • Neonet and Neo 24 sales (PLN m) and number of Neonet outlets in Poland, 2011-2015
  • Media Expert sales (PLN m) and number of outlets in Poland, 2011-2015
  • Komputronik sales (PLN m) and number of outlets in Poland, 2011-2015
  • X-kom sales (PLN m) and number of outlets in Poland, 2011-2015
  • Sales (PLN m) of Alsen's chain and of online store alsen.pl and number of Alsen's outlets in Poland, 2011-2015
  • Avans sales (PLN m) and number of outlets in Poland, 2011-2015
  • Partner AGD RTV sales (PLN m) and number of outlets in Poland, 2011-2015
  • Mix Electronics and ElectroWorld sales (PLN m) and number of outlets in Poland, 2011-2015
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