15 февраля
Владимир Кузин: Калининградцы стали покупать меньше, хотя тратить больше
Распределение — важная функция торговли для производителей товаров, а, кроме этого, торговля направлена на удовлетворение запросов потребителей. Современный потребитель, если ему что-то не подходит или даже не нравится, может просто уйти из одной торговой точки или торговой сети туда, где он найдет то, что хочет. И не только в другие магазины в городе, а, например, в интернет-магазины. Или в магазины другого региона или даже страны. К примеру: жителям Калининградской области удобно делать покупки в Литве или Польше, жителям Санкт-Петербурга — в Финляндии.
В том случае, если торговля не может поддержать равновесие между спросом и предложением, которое можно условно выразить равенством (величина полученных физическими лицами в регионе доходов должна равняться расходам), в структуре расходов населения происходят различные изменения. Считается, что снижение доли расходов, направляемых на продукты питания, — это признак повышения благосостояния потребителей. Но если мы посмотрим, как изменилась доля расходов, направляемых на продукты питания, то увидим, что с 2012 года она повысилась на 1,7 процентного пункта. То есть из каждых ста рублей в 2015 году стали тратить на продовольствие на 1 рубль 70 копеек больше, чем в 2012. А если посмотреть на реальный товарооборот розничной торговли, то после топтания на месте (в 2013 и 2014 году) он снизился на 8,7 % (в 2015-м). Говоря понятным языком, покупать стали меньше, хотя тратить стали больше: в 2015 году зафиксирован рост денежного товарооборота. Причина проста, и называется она ростом цен.
Как это влияет на торговлю в Калининградской области? Это повышает конкуренцию. Казалось бы, хорошо. Но физический товарооборот снижается. То есть мы заплатили больше, а купили меньше. Значит, в каких-то торговых предприятиях продали меньше килограммов, штук, упаковок, прибыль в торговле снизилась. С другой стороны, оптовый рынок превратился в рынок поставщика. Поставщик ужесточил условия поставок. Торговля попала в жесткие рамки, когда потребитель ограничен в средствах, повышает свои требования и изменяет структуру потребления, переходя на категории товаров с более низкими ценами. При этом количество поставщиков уменьшилось, а условия их поставок стали менее удобными. Еще одним критическим моментом для торговли является источник денег. Торговля отличается высокой долей оборотных средств, источником которых раньше был кредит, как правило, краткосрочный. И это замечательно в устойчивой системе. Но вот после финансового кризиса 2009 года кредит стал недоступен, произошли изменения состава собственников торговых сетей. Сейчас кредит по-прежнему очень дорогой, что делает этот источник финансирования торговой деятельности невыгодным. Поставщики также не имеют больших объемов денежных средств и не могут кредитовать торговлю, передавая товар на реализацию.
* Мнение доцента КГТУ приводит «Балтийский статус»
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Новости по этой теме
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