Retailing in Finland. Customer Service Hotline: Page 1 of 25

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1 Retailing in Finland Customer Service Hotline: Page 1 of 25

2 一 调研说明中商情报网全新发布的 Retailing in Finland 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Retailing in Finland 出版日期 Jun/2011 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Retailing channel in Finla nd. With this market report, you ll be able to explore in detail the changing shape and potential of the channel. You will now be able to plan and build strategy on real industry data and projections. The Retailing in Finland market research report includes: Analysis of key supply-side and demand trends Detailed segmentation of international and local products Historic number of stores, selling space and values, company and brand market shares Five year forecasts of market trends and market growth Customer Service Hotline: Page 2 of 25

3 Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: How big is the grocery/non-grocery/non-store channel in Finland? Who are the leading retailers in Finland? How is retailing performing in Finland? What is the retailing environment like in Finland? Which channels are winning or losing in the fight for consumers money? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Recession continues to slow the retail market The stagnation of the retail market in Finland in 2010, which had already become clear in 2009, was t he result of the recession. The poor growth rates in 2009 and 2010 sharply stood out from the growth r ates in the rest of the review period, when economic growth was vigorous. In July 2010 the general V AT rate was increased from 22% to 23%, the VAT on food, nonalcoholic drinks, pet food and dietary supplements was increased from 12% to 13%, and for books and medicines from 8% to 9%. These developments made extra work for retailers, and made consumers st udy unit prices. This was no wonder, as the unemployment rate in 2010 remained high, resulting in pa rt of the population losing their purchasing power. As a result, a number of outlets were forced to clos e down. However, the Finns who were lucky enough to retain their jobs were reported to be doing bett er than ever before, and even saw their disposable incomes increase, but this was not enough to keep v alue sales increasing. Nonetheless, as the recession showed slow signs of retreating, several retail chan nels started to recover. Consumers are motivated to save money Whilst consumers did not cut back much on eating and drinking, less investment was made in other as pects of their lives, resulting in declining sales for many channels and retailers. Downtrading was another important trend, which offered consumers a way of spending less, and an opportu nity for private label to expand its grip. Finns also seemed to plan their purchases beforehand, and limi Customer Service Hotline: Page 3 of 25

4 ted their impulse shopping. In particular, special offers and sales were favoured as means of saving m oney. Grocery retailing has a growing share, at the expense of non-grocery retailing Grocery retailers increased their market share at the expense of nongrocery retailers in In particular, hypermarkets succeeded in taking value share, as their product selections include a large number of nongrocery products, such as dietary supplements, clothing and footwear, books and other media products, electronics and appliances, beauty products, furnishings and pet products. Consumers found it increa singly convenient to shop for nongrocery products at the same time as purchasing their groceries. In addition, grocery retailers tended to have their own loyalty programmes, which meant special discounts in addition to bonuses. Nonethele ss, nongrocery retailers were visited when consumers wanted to choose from a bigger product portfolio and b uy something more special than the grocery retailers could offer. Liberalised opening hours heat up the competition The Finnish government decided to allow almost unlimited opening hours for outlets below 400 sq m, after a long period of discussion. The new law came into effect at the beginning of December 2009, an d its effects could be seen in Overall, extended opening hours allowed more selling time for sho pkeepers, and the possibility of achieving more profit, and many convenience stores quickly tried stayi ng open for longer. Also, a few outlets in busy urban areas seized the chance of starting to keep their d oors open around the clock. These developments resulted in stronger competition between retailers in Finland. Positive forecast period CAGR in sight The Finnish retail market is no longer young and dynamic, but rather mature. Although value growth r ates are expected to improve by the end of the forecast period, as the recession will ease, it should be k ept in mind that companies will have to fight saturation in many channels. However, growth opportuni ties remain, and it will depend on how well companies are able to respond to consumer trends and nee ds. Table of Contents : Retailing in Finland - Industry Overview Customer Service Hotline: Page 4 of 25

5 EXECUTIVE SUMMARY Recession continues to slow the retail market Consumers are motivated to save money Grocery retailing has a growing share, at the expense of non-grocery retailing Liberalised opening hours heat up the competition Positive forecast period CAGR in sight KEY TRENDS AND DEVELOPMENTS Economic conditions and hopes for recovery Internet retailing has a dynamic future Effects of liberalised opening hours Private label Demographic changes will shape consumption patterns VAT changes keep retailers busy MARKET DATA Table 1 Sales in Retailing by Category: Value Table 2 Sales in Retailing by Category: % Value Growth Table 3 Sales in Retailing by Grocery vs Non-Grocery Table 4 Sales in Store-Based Retailing by Category: Value Table 5 Sales in Store-Based Retailing by Category: % Value Growth Table 6 Sales in Non-Grocery Retailing by Category: Value Table 7 Sales in Non-Grocery Retailing by Category: % Value Growth Table 8 Sales in Non-store Retailing by Category: Value Table 9 Sales in Non-store Retailing by Category: % Value Growth Table 10 Retailing Company Shares: % Value Table 11 Retailing Brand Shares: % Value Table 12 Store-Based Retailing Company Shares: % Value Table 13 Store-Based Retailing Brand Shares: % Value Table 14 Non-Grocery Retailers Company Shares: % Value Table 15 Non-Grocery Retailers Brand Shares: % Value Table 16 Non-store Retailing Company Shares: % Value Table 17 Non-store Retailing Brand Shares: % Value Table 18 Forecast Sales in Retailing by Category: Value Table 19 Forecast Sales in Retailing by Category: % Value Growth Table 20 Forecast Sales in Store-Based Retailing by Category: Value Customer Service Hotline: Page 5 of 25

6 Table 21 Forecast Sales in Store-Based Retailing by Category: % Value Growth Table 22 Forecast Sales in Non-Grocery Retailing by Category: Value Table 23 Forecast Sales in Non-Grocery Retailing by Category: % Value Growth Table 24 Forecast Sales in Non-store Retailing by Category: Value Table 25 Forecast Sales in Non-store Retailing by Category: % Value Growth APPENDIX Operating environment Table 26 Opening hours as per January 2010 Cash and carry DEFINITIONS Summary 1 Research Sources Retailing in Finland - Company Profiles Alko Oy in Retailing (Finland) Summary 4 Alko Oy: Competitive Position 2010 Avon Cosmetics Finland Oy in Retailing (Finland) Summary 7 Avon Cosmetics Finland Oy: Competitive Position 2010 Gigantti Oy Ab in Retailing (Finland) Customer Service Hotline: Page 6 of 25

7 Summary 10 Gigantti Oy Ab: Competitive Position 2010 H&M Hennes & Mauritz Oy in Retailing (Finland) Summary 12 H&M Hennes & Mauritz Oy: Share of Sales Generated by Internet Retailing Summary 13 H&M Hennes & Mauritz Oy: Competitive Position 2010 IKEA Suomi Oy in Retailing (Finland) Summary 16 Ikea Suomi Oy: Competitive Position 2010 Kesko Oyj in Retailing (Finland) Summary 19 Kesko Oyj: Share of Sales Generated by Internet Retailing Summary 20 Kesko Oyj: Private Label Portfolio Summary 21 Kesko Oyj: Competitive Position 2010 Lidl Suomi Ky in Retailing (Finland) Customer Service Hotline: Page 7 of 25

8 Summary 24 Lidl Suomi Ky: Competitive Position 2010 Rautakirja Oy in Retailing (Finland) Summary 26 Rautakirja Oy: Internet Strategy Summary 27 Rautakirja Oy: Private Label Portfolio Summary 28 Rautakirja Oy: Competitive Position 2010 S Group in Retailing (Finland) Summary 31 S Group: Private Label Portfolio Summary 32 S Group: Competitive Position 2010 Stockmann Oyj Abp in Retailing (Finland) Summary 35 Stockmann Oyj Abp: Share of Sales Generated by Internet Retailing Summary 36 Stockmann Oyj Abp: Private Label Portfolio Summary 37 Stockmann Oyj Abp: Competitive Position 2010 Suomen Lähikauppa Oy in Retailing (Finland) Customer Service Hotline: Page 8 of 25

9 Summary 40 Suomen Lähikauppa Oy: Private Label Portfolio Summary 41 Suomen Lähikauppa Oy: Competitive Position 2010 Tiimari Oyj Abp in Retailing (Finland) Summary 44 Tiimari Oyj Abp: Competitive Position 2010 Tokmanni Oy in Retailing (Finland) Summary 47 Tokmanni Oy: Private Label Portfolio Summary 48 Tokmanni Oy: Competitive Position 2010 Verkkokauppa.com Oy in Retailing (Finland) Summary 51 Verkkokauppa.com Oy Share of Sales Generated by Internet Retailing Summary 52 Verkkokauppa.com Oy: Competitive Position 2010 Yliopiston Apteekki Oy in Retailing (Finland) Customer Service Hotline: Page 9 of 25

10 Summary 55 Yliopiston Apteekki Oy: Private Label Portfolio Summary 56 Yliopiston Apteekki Oy: Competitive Position 2010 Clothing and Footwear Specialist Retailers in Finland - Category Analysis HEADLINES TRENDS Clothing and footwear specialist retailers saw stagnant value sales of 1,619 million in This po or performance was due to the ongoing recession, which forced consumers to limit their spending. Als o, the number of outlets of clothing and footwear specialist retailers declined from 3,435 in 2009 to 3, 428 in 2010, which also had a negative impact on value sales. Due to strong competition and harsh ec onomic times, discounting and special offers were essential in the attempt to keep up with the strong p rice competition. Moreover, interesting and appropriate store layouts and trendy collections were impo rtant in attracting shoppers, who have become increasingly fashion-aware in Finland. CHANNEL FORMATS Chart 1 Clothing and Footwear Specialist Retailers: Aleksi 13, H&M and KappAhl in Vantaa Chart 2 Clothing and Footwear Specialist Retailers: Aleksi 13 in Vantaa Chart 3 Clothing and Footwear Specialist Retailers: Dressmann in Riihimäki Chart 4 Clothing and Footwear Specialist Retailers: KappAhl in Helsinki Chart 5 Clothing and Footwear Specialist Retailers: Lindex in Hyvinkää Chart 6 Clothing and Footwear Specialist Retailers: Seppälä in Riihimäki CHANNEL DATA Table 27 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space Table 28 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth Table 29 Clothing and Footwear Retailers Company Shares by Value Table 30 Clothing and Footwear Retailers Brand Shares by Value Table 31 Clothing and Footwear Retailers Brand Shares by Outlets Table 32 Clothing and Footwear Retailers Brand Shares by Selling Space Table 33 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space Customer Service Hotline: Page 10 of 25

11 2015 Table 34 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Gro wth Direct Selling in Finland - Category Analysis HEADLINES TRENDS Direct selling saw a negligible decline in current value terms, with sales of 175 million in Thi s unimpressive performance was due to the recession, which made consumers careful not to spend any extra money. Nonetheless, direct selling companies and sales representatives put great efforts into ma rketing and good customer service. Companies also launched trendy products, as well as products with lower prices, and gave away gifts with purchases to pep up sales. Furthermore, direct selling also face d competition from the growing internet retailing channel, leaving less room for direct sellers to operat e. COMPETITIVE LANDSCAPE Oriflame Finland led the fragmented direct selling channel, accounting for an 11% share of value sal es in The company has been actively marketing and advertising its wide product portfolio, whic h also sees the regular launch of trendy products. Also, the company s success has been due to its prop erly functioning sales representative network, which has national coverage. Moreover, the company di d not suffer from such negative publicity as some of the other direct selling companies. PROSPECTS Direct selling is expected to reach sales of 184 million in 2015, after increasing by a CAGR of 1% i n the forecast period in constant value terms. The low forecast growth will mainly be due to the growing internet retai ling channel taking sales away from direct selling. It will be important for companies to offer well sele cted and trendy product ranges which appeal to consumers, and to operate an efficient network of well - trained sales representatives to give excellent customer service. Also, strong websites and marketing w ill be essential to maintaining sales. CHANNEL DATA Table 35 Direct Selling by Category: Value Table 36 Direct Selling by Category: % Value Growth Table 37 Direct Selling Company Shares by Value Table 38 Direct Selling Brand Shares by Value Table 39 Direct Selling Forecasts by Category: Value Customer Service Hotline: Page 11 of 25

12 Table 40 Direct Selling Forecasts by Category: % Value Growth DIY, Home Improvement and Garden Centres in Finland - Category Analysis HEADLINES TRENDS DIY, home improvement and garden centres saw a current value decline of 6% in 2010, with sales re aching 3,269 million. The recession seemed to postpone and limit Finns plans to enhance their home s and gardens. However, although the decline was still sharp, it was lower than the previous year s dec line of 11%. It was common for outlets to try to boost their sales with special offers, campaigns and di scounts, as consumers showed interest in opportunities to save money. What also mattered to consume rs was customer service and easy car parking, as well as on-time delivery of their purchases. CHANNEL FORMATS Chart 7 DIY, Home Improvement and Garden Centres: RTV in Hyvinkää CHANNEL DATA Table 41 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space Table 42 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth Table 43 DIY, Home Improvement and Garden Centres Company Shares by Value Table 44 DIY, Home Improvement and Garden Centres Brand Shares by Value Table 45 DIY, Home Improvement and Garden Centres Brand Shares by Outlets Table 46 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space Table 47 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space Table 48 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth Electronics and Appliance Specialist Retailers in Finland - Category Analysis HEADLINES TRENDS Electronics and appliance specialist retailers saw current value growth of 2% in 2010, reaching sales of 1,319 million. Consumers seemed ready to invest in new and exciting product launches in 2010, af ter the channel faced plummeting sales of 12% in 2009, when the recession was felt the strongest in Fi nland. For example, high-definition televisions, LED technology and Bluray players emphasised the enjoyment of the watching experience, which Finns did not seem to want t o miss out on. In particular, 3D films and new 3D television models entering the market before the foo Customer Service Hotline: Page 12 of 25

13 tball World Cup managed to enliven sales. Nonetheless, outlets had to continue competing against incr easing sales of electronics and appliances through internet retailing. A trend of special offers and inten sive advertising on television, as well as through advertisements delivered to Finnish households, cont inued strongly, in the hope of attracting consumers interest. CHANNEL FORMATS Chart 8 Electronics and Appliance Specialist Retailers: Expert in Hyvinkää CHANNEL DATA Table 49 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space Table 50 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth Table 51 Electronics and Appliance Specialist Retailers Company Shares by Value Table 52 Electronics and Appliance Specialist Retailers Brand Shares by Value Table 53 Electronics and Appliance Specialist Retailers Brand Shares by Outlets Table 54 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space Table 55 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling S pace Table 56 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling S pace: % Growth Furniture and Furnishings Stores in Finland - Category Analysis HEADLINES TRENDS Furniture and furnishings stores saw a current value decline of 5% in 2010, to 1,319 million. The performance was worse than in any other year of the review period, which saw a dynamic current v alue CAGR of 2%. Until the recession, furniture and furnishings stores saw sales increase every single year for 10 consecutive years. The recession did not seem to be the best time for redecorating or maki ng bigger investments, which could wait for better times. The Finnishness of furniture and furnishin gs stores also became trendy, as Suomi- Soffa emphasised the domestic origin of its furniture. The company pointed out that Finnish consumer s could now opt for unbeatable domestic quality. CHANNEL FORMATS Chart 9 Furniture and Furnishings Stores: Pentik in Riihimäki CHANNEL DATA Table 57 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space Customer Service Hotline: Page 13 of 25

14 Table 58 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth Table 59 Furniture and Furnishings Stores Company Shares by Value Table 60 Furniture and Furnishings Stores Brand Shares by Value Table 61 Furniture and Furnishings Stores Brand Shares by Outlets Table 62 Furniture and Furnishings Stores Brand Shares by Selling Space Table 63 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space Table 64 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Gro wth Grocery Retailers in Finland - Category Analysis HEADLINES TRENDS Grocery retailers saw a current value increase of 2% in 2010, with sales reaching 15.6 billion. With or without recession, consumers need grocery products and everyday goods. This was not a bad result, taking into account that the number of outlets declined by 1% to 6,248 in Price and affordabilit y were naturally more important in a time of recession, and private label, which saw many new and ap pealing launches in 2010, strengthened its grip. The VAT on food and nonalcoholic drinks was also increased from 12% to 13% in July 2010, which meant an extra effort for gr ocery retailers to change prices in the middle of the summer. Also, consumers paid attention to the ne w prices and made comparisons. As a result retailers were forced to keep prices competitive. TRADITIONAL VS MODERN COMPETITIVE LANDSCAPE S Group and Kesko continued to compete for the leading position in grocery retailing in 2010, with t he former holding a 40% value share and the latter a 33% value share. S Group also managed to increa se its leading position from 39% in 2009 to 40% in This was due to its wellconsidered manoeuvring in a time of recession, as it took into account consumer demand for more affo rdable products, which meant that it not only introduced special offers, but also included more appeali ng private label products into its range. Most importantly, however, the number of S Group outlets exp anded from 909 in 2009 to 929 in 2010, seeing strong growth. As a result, its sales also improved. PROSPECTS Grocery retailing is predicted to increase by a constant value CAGR of 1% in the forecast period , and sales are predicted to reach 16.6 billion in Although the recovering economy will be Customer Service Hotline: Page 14 of 25

15 positive for grocery retailing, its maturity will mean that outlets will have to find ways to better appeal to consumers, and encourage them to spend more. The competition is expected to remain harsh. Whil st independent retailers are expected to continue to lose ground, expanding chains will continue to con quer the market. Still, some exceptions will remain, as, for example, small stores specialised in more e xotic food options have continued to grow. Nonetheless, greater success for private label, as well as or ganic, fresh and local grocery products can be expected to continue, and to be a way of attracting cons umers. Longer opening hours are also predicted to continue, as different outlets will have tried out the most suitable and beneficial opening hours for them. CHANNEL FORMATS Chart 10 Modern Grocery Retailing: K-Citymarket in Hyvinkää Chart 11 Modern Grocery Retailing: R-Kioski in Hyvinkää Chart 12 Traditional Grocery Retailing: Alko in Helsinki CHANNEL DATA Table 65 Sales in Grocery Retailing by Category: Value Table 66 Sales in Grocery Retailing by Category: % Value Growth Table 67 Grocery Retailers Company Shares: % Value Table 68 Grocery Retailers Brand Shares: % Value Table 69 Forecast Sales in Grocery Retailing by Category: Value Table 70 Forecast Sales in Grocery Retailing by Category: % Value Growth Health and Beauty Specialist Retailers in Finland - Category Analysis HEADLINES TRENDS Health and beauty specialist retailers experienced a current value decline of 1% in 2010, as sales dro pped to 2,664 million. Whilst some outlets saw relatively good growth in 2010, the year 2010 contin ued to be challenging for many other retailers. Also, the competitive landscape changed, as new stores opened in Due to the consumer reluctance to spend freely, special offers and discounting, as we ll as advertising on television, were widely used to attract consumers from competitors. Therefore, do wn-trading was still a common trend in COMPETITIVE LANDSCAPE Although a rather fragmented channel, Yliopiston Apteekki remained in the leading position in healt h and beauty specialist retailers with a 9% value share in The company is owned by the Universi ty of Helsinki, and consists of a chain of 17 outlets, making it the only chemists chain, at least technic allyspeaking. Finnish legislation restricts chemists to containing a maximum of one pharmacy and three br Customer Service Hotline: Page 15 of 25

16 anch pharmacies per pharmacy licence, but Yliopiston Apteekki is free from this restriction due to its s pecial ownership. PROSPECTS Health and beauty specialist retailers is predicted to record sales of 2,476 million in 2015, after seei ng a negative CAGR of 2% in the forecast period This will be brought about by the maturity of the channel, which has little room left for expansi on. Moreover, due to the harsh competition and the recession, discounting and special offers are expec ted to be used to reduce prices to attract shoppers and gain an advantage. Therefore, significant price i ncreases are not very likely. Also, things are expected to calm down in optical retail, after the turmoil i n the recent past. CHANNEL FORMATS Chart 13 Health and Beauty Specialist Retailers: The Body Shop in Helsinki Chart 14 Health and Beauty Specialist Retailers: Inglot in Vantaa Chart 15 Health and Beauty Specialist Retailers: Life in Riihimäki Chart 16 Health and Beauty Specialist Retailers: Silmäasema in Vantaa Chart 17 Health and Beauty Specialist Retailers: Stockmann Beauty in Vantaa CHANNEL DATA Table 71 Health and Beauty Retailers: Value Sales, Outlets and Selling Space Table 72 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth Table 73 Health and Beauty Retailers Company Shares by Value Table 74 Health and Beauty Retailers Brand Shares by Value Table 75 Health and Beauty Retailers Brand Shares by Outlets Table 76 Health and Beauty Retailers Brand Shares by Selling Space Table 77 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space Table 78 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth Homeshopping in Finland - Category Analysis HEADLINES TRENDS Homeshopping declined by a strong 5% in current value terms in 2010, to 268 million. Homeshopp ing did not only feel the repressive effects of the recession, but faced a challenge from the expansion o f internet retailing, which continued to take sales away. COMPETITIVE LANDSCAPE Customer Service Hotline: Page 16 of 25

17 H&M Hennes & Mauritz led homeshopping in 2010, accounting for a 20% share of value sales. As a large international company, its success has been based on its marketing, as well as its increasing pop ularity and growing presence all over the country in storebased retailing. The company s products are also seen as very trendy, whilst still affordable. Other key players included Stockmann, with its Hobby Hall chain and a 15% value share, and Ellos with a 12% value share. Hobby Hall has quite a large range of products available, but is increasingly selling to con sumers over the internet. Ellos is another longestablished homeshopping player of Swedish origin. The shares between the companies saw no radical changes in PROSPECTS Homeshopping is predicted to reach sales of 227 million in 2015, after seeing a negative CAGR of 3% in constant value terms in the forecast period The increasing popularity and convenience of internet retailing will make the homeshopping en vironment more challenging, and push it into a further decline. However, the homeshopping companie s seem to be coping by operating online stores as well as using catalogues to boost their sales and mar ket themselves. CHANNEL DATA Table 79 Homeshopping by Category: Value Table 80 Homeshopping by Category: % Value Growth Table 81 Homeshopping Company Shares by Value Table 82 Homeshopping Brand Shares by Value Table 83 Homeshopping Forecasts by Category: Value Table 84 Homeshopping Forecasts by Category: % Value Growth Internet Retailing in Finland - Category Analysis HEADLINES TRENDS Internet retailing increased by a dynamic 5% in current value terms in 2010, with sales climbing to 1,301 million. New internet stores continued to emerge in 2010, and shopping online increased in pop ularity, which drove sales. In times of recession consumers were also active in terms of comparing pri ces, not only between different internet retailers, but also between internet retailers and storebased retailers. Successful Finnish internet retailers concentrated on offering product selections suitabl e for local needs and tastes by using their expertise about Finnish customers. Also, customer loyalty sc hemes, as well as easy dialogue between customer service and customers, is gaining emphasis in winn ing over satisfied internet shoppers. In addition, due to the rapid expansion of internet retailing, what r Customer Service Hotline: Page 17 of 25

18 emains important is also online visibility and logistical efficiency. COMPETITIVE LANDSCAPE Firstly it should be pointed out that internet retailing is a very fragmented channel in Finland. The we b service which lists internet retailers targeted towards Finnish customers, counted around 3,000 in almost all possible categories. Nonetheless, Verkkokauppa.com led internet retailing i n 2010, accounting for a 14% share of value sales. Its online store Verkkokauppa.com is the bestknown internet retailers in Finland, according to a study from the end of 2008 by Taloustutkimus. Ver kkokauppa.com s success lies in selling what consumers have been eager to purchase on the internet i n Finland: electronics, movies (DVD and Blu-ray), games and computer software. PROSPECTS Internet retailing is predicted to increase dynamically, by a constant value CAGR of 6% in the foreca st period , to reach 1,760 million in This vigorous growth will be boosted by new internet retailers starting up, and more enthusiasm from consumers about shopping conveniently online. Also, more we ll-established storebased retailers are expected to expand from bricks to clicks to satisfy the growing needs of Finnish co nsumers. However, special attention should also be paid to satisfactory and good customer service, as well as wide and suitable product ranges and prices, in order to cater to sales trends. CHANNEL DATA Table 85 Internet Retailing by Category: Value Table 86 Internet Retailing by Category: % Value Growth Table 87 Internet Retailing Company Shares by Value Table 88 Internet Retailing Brand Shares by Value Table 89 Internet Retailing Forecasts by Category: Value Table 90 Internet Retailing Forecasts by Category: % Value Growth Leisure and Personal Goods Specialist Retailers in Finland - Category Analysis HEADLINES TRENDS Leisure and personal goods specialist retailers saw a current value decline of 2% in 2010, reaching sa les of 1,799 million. The economic recession made consumers more careful with their spending, and several stores were closed during the year. A small proportion of sales also migrated to the cheaper int ernet retailing channel. Price competition was evident in the channel, as retailers tried to attract consu mer interest. The channel also faced strong competition from the rise of internet retailing, which conti nued to take sales away from traditional retailers. Customer Service Hotline: Page 18 of 25

19 CHANNEL FORMATS Chart 18 Leisure and Personal Goods Specialist Retailers: Intersport in Vantaa Chart 19 Leisure and Personal Goods Specialist Retailers: Kultajousi in Riihimäki Chart 20 Leisure and Personal Goods Specialist Retailers: Tiimari in Riihimäki Chart 21 Leisure and Personal Goods Specialist Retailers: Tiimari in Vantaa CHANNEL DATA Table 91 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space Table 92 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth Table 93 Leisure and Personal Goods Specialist Retailers Company Shares by Value Table 94 Leisure and Personal Goods Specialist Retailers Brand Shares by Value Table 95 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets Table 96 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space Table 97 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space Table 98 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth Mixed Retailers in Finland - Category Analysis HEADLINES TRENDS Mixed retailers saw a negligible increase in current value terms in 2010, thus reaching sales of 2,64 5 million. This poor performance can be attributed to the recession, which made consumers more caref ul with their spending. This meant that department stores lost sales to more affordable channels in mix ed retailers. As a general trend, consumers were more reluctant to make large investments, and were cl early comparing prices at a time when unemployment rates were high. The sales results of mixed retail ers depended on their ability to react quickly to the declining consumer demand in the recession. In pa rticular, special offers mattered when consumers were cutting down on their expenses. Many mixed re tailers also launched special offers earlier and for a longer period of time to maintain consumers inter est. Mixed retailers also advertised on the television and in printed advertisements distributed to house holds. COMPETITIVE LANDSCAPE Stockmann led mixed retailers in value terms in 2010, with a 26% share. The company s prestigious department store chain Stockmann is the flagship within mixed retailers in Finland. Its best- Customer Service Hotline: Page 19 of 25

20 known outlet in central Helsinki is also wellknown amongst tourists, and has an upmarket image. The company held a relatively stable share of 25-26% throughout the review period between 2005 and PROSPECTS Maturity is expected to result in slower forecast growth, with a slightly negative constant value CAG R in the forecast period , with sales predicted to reach 2,610 in This indicates the maturity of the channel, in whic h saturation is taking place, leaving less opportunity for growth. Future trends may include the expansi on of upmarket products, when consumers will feel prepared to spend more money once the recession has started to ease, and purchasing power increases. Finns are likely to be ready to spend more for bett er quality. CHANNEL FORMATS Chart 22 Mixed Retailers: Anttila in Vantaa Chart 23 Mixed Retailers: Sokos in Helsinki Chart 24 Mixed Retailers: Stockmann in Helsinki CHANNEL DATA Table 99 Mixed Retailers: Value Sales, Outlets and Selling Space Table 100 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth Table 101 Mixed Retailers Company Shares by Value Table 102 Mixed Retailers Brand Shares by Value Table 103 Mixed Retailers Brand Shares by Outlets Table 104 Mixed Retailers Brand Shares by Selling Space Table 105 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space Table 106 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth Vending in Finland - Category Analysis HEADLINES TRENDS Vending increased by only 1% in value terms in 2010, reaching sales of 56 million. This was the re sult of increased cautiousness in terms of consumer behaviour. As prices were compared, many consu mers opted to purchase the products they needed in stores, instead of spending more on vending. Also, consumers became more careful with impulse purchases, and limited their spending. This resulted in only slightly increasing value sales. It was also possible make purchases from food and nonalcoholic drinks vending machines by using a mobile phone, and then pay later through a mobile phon e bill. However, even this was not enough to boost sales. Customer Service Hotline: Page 20 of 25

21 COMPETITIVE LANDSCAPE Vending is a rather fragmented channel in Finland. Nonetheless, Sinebrychoff led with a 16% share of value sales in 2010, and was followed by Hartwall with a 14% share. These companies are owned b y the brewery and soft drinks multinationals Carlsberg and Heineken respectively. The vending machi nes of both companies sell internationally and nationally recognised brands, and generally reflect the c hanging product portfolios of the parent companies; this signifies that vending is not a channel isolate d from the general developments in Finnish and international retailing. PROSPECTS Vending sales are expected to see a constant value CAGR of 1% and reach sales of 58 million in 20 15, after stagnating in the forecast period Consumers will continue to be careful to limit their spending on impulse and indulgence. Moreo ver, the recession has not only made consumers save money by restricting vending purchases, but also their movement where vending machines are located, such as transportation hubs, movie theatre lobbi es and even shopping malls. Furthermore, vending is nothing new in Finland, and is already seeing sat uration, which will mean less growth potential for the channel. CHANNEL DATA Table 107 Vending by Category: Value Table 108 Vending by Category: % Value Growth Table 109 Vending Company Shares by Value Table 110 Vending Brand Shares by Value Table 111 Vending Forecasts by Category: Value Table 112 Vending Forecasts by Category: % Value Growth 访问中商情报网 : 报告在线阅读 : 三 研究机构 中商情报网 ( 是中国行业市场研究咨询 市场调研咨询 企业上市 IP O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务 机构 Customer Service Hotline: Page 21 of 25

22 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 目前公司与国家相关数据部门 行业协会等权威机构建立了良好的合作关系, 同时与多家国际著名咨询服务机构建立了战略伙伴关系 并与国内外众多基金公司 证券公司 PE VC 机构 律师事务所 会计师事务所结成战略合作伙伴 公司还拥有近 10 多年来对各行业追踪研究的海量信息数据积累 建立了多种海量数据库, 分为 : 宏观经济数据库, 行业月度财务数据库, 产品产量数据库, 产业进出口数据库, 企业财务数据库等 并将这些数据及时更新与核实 可以保证数据的全面 权威 公正 客观 多年来, 中商情报网为上万家企业事业提供了专业的投资咨询 信息咨询及研究报告服务, 并 得到客户的广泛认可 ; 我们坚信您也可以从中商情报网提供的资讯产品中洞察商业潜在的价值 和风险, 提高您的决策支持效率 中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务 解决方案 服务研究咨询项目咨询投行咨询专项咨询竞争情况调 内容行业研究报告 行业投资咨询报告 市场调查项目计划 可行性研究 价值分析 风险分析 商业计划书 项目融资 资金申请 资产评估 政府项目立项 产业园区规划咨询 PE 及 VC 投资咨询 IPO 咨询消费者研究 渠道研究 营销咨询 管理咨询 市场进入策略咨询竞争对手调研及监测 竞争策略研究 竞争环境研究 Customer Service Hotline: Page 22 of 25

23 研 数据库咨询 监测 企业战略研究 市场营销 / 促销策略分析 合作伙伴调研中国行业财务数据库 中国企业财务数据库 产品进出口数据库 中商情报网在调查工作中能够很好的借助国家部办委 行业协会等部门的资源为客户提供服务 ; 高层访谈的执行能力, 能够访问国家各个部委为企业提供全方位的政策导向 行业规划 ; 多年来针对工业领域的企业及用户调研的庞大数据库资源, 历史数据和企业 用户数据非常丰 福 国内权威市场研究公司, 具有行业内良好知名度 拥有多项自主开发的研究模型及专项咨询产品, 提供专业化的 市场研究整体解决方案 由国际专家和本土行业专家组成的资深项目团队, 为客户提供精准的研究服务 权威数据采集渠道, 持续 10 年的数据监测,7 年的国内市场研究经验, 超过 1000 多个市场研究案例 中商情报网订购单回执表 单位名称联系人地址 邮编 部门联系电话手机传真 报告名称 : Retailing in Finland 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 Customer Service Hotline: Page 23 of 25

24 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) 联系方法 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : 电邮 :service@askci.com 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 24 of 25

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