\nDin topul juc\u0103torilor de pe pia\u0163a de retail online din Rusia fac parte cel pu\u0163in cinci companii, iar majoritatea sunt sus\u0163inute de b\u0103nci sau de miliardari. Totu\u015fi, lider de pia\u0163\u0103 este o companie condus\u0103 de o mam\u0103 cu patru copii, care \u015fi-a \u00eenfiin\u0163at businessul \u00een apartamentul s\u0103u din Moscova \u00een timpul concediului de maternitate. “La \u00eenceput, am f\u0103cut totul singur\u0103, livr\u00e2nd pachetele la clien\u0163i din cealalt\u0103 parte a Moscovei cu metroul sau autobuzul”, spune Tatyana Bakalchuk, director executiv al Wildberries, o companie cu 15.000 de angaja\u0163i \u015fi v\u00e2nz\u0103ri de 1 $ miliarde \u00een 2017, \u00een cre\u015ftere cu 40% fa\u0163\u0103 de 2016.<\/p>\n
\nBakalchuk, \u00een v\u00e2rst\u0103 de 42 de ani, a lansat Wildberries \u00een 2004, ideea fiind de a crea un loc pentru oameni ca ea: mame cu buget redus \u015fi cu timp de shopping limitat. A comandat haine \u00een vrac de pe un catalog german prin po\u015ft\u0103, a scanat fotografiile \u015fi le-a postat pe site-ul ei. Clien\u0163ii s\u0103i nu au fost nevoi\u0163i s\u0103 pl\u0103teasc\u0103 anticipat, iar antreprenoarea le-a livrat personal coletele. <\/p>\n
\nCu aproximativ 7% din pia\u0163a de 14 miliarde de dolari, potrivit cercet\u0103torului de pia\u0163\u0103 Data Insight, Wildberries este cel mai mare retailer online din \u0163ar\u0103. \u00cen timp ce al\u0163i doi juc\u0103tori, Alibaba Group Holding Ltd. \u015fi Yandex.Market au v\u00e2nz\u0103ri mai mari, ace\u015ftia doar rev\u00e2nd m\u0103rfurile pentru alte companii \u015fi nu au propriul inventar. Amazon.com Inc. a r\u0103mas departe de Rusia din cauza tensiunilor politice \u015fi a provoc\u0103rilor logistice ale unei \u0163\u0103ri cu 11 fusuri orare.<\/p>\n
\nPrintre magazinele web din Rusia, Wildberries are cea mai eficient\u0103 logistic\u0103, precum \u015fi o baz\u0103 de clien\u0163i loiali, a spus Fedor Virin, partener la Data Insight, citat de Bloomberg. Dar este auto-finan\u0163at, f\u0103c\u00e2ndu-l vulnerabil fa\u0163\u0103 de companii cu sus\u0163inere financiar\u0103 mai robust\u0103, cum ar fi AliExpress, care vinde \u00een cea mai mare parte bunuri importate din China, M.video, controlat\u0103 de miliardarul Mihail Gutseriev, \u015fi Ozon.ru, sus\u0163inut\u0103 de un alt miliardar, Vladimir Evtushenkov.<\/p>\n
\n\u00cen termen de un an de la lansarea Wildberries, Bakalchuk a \u00eenceput s\u0103 angajeze curieri pentru a-\u015fi livra bunurile. Apoi a \u00eenchiriat spa\u0163iu \u00eentr-un institut de cercetare din apropiere pentru a-\u015fi stoca gr\u0103mezile de colete \u015fi cutii, \u00eens\u0103 cre\u015fterea economic\u0103 a companiei s-a dovedit a fi greu de gestionat. “De fiecare dat\u0103 c\u00e2nd ne-am mutat \u00eentr-un depozit nou cu suficient spa\u0163iu gol, am crezut c\u0103 va fi suficient. Totu\u015fi, c\u00e2teva luni mai t\u00e2rziu, aveam nevoie de mai mult spa\u0163iu.”<\/p>\n
\nO amenin\u0163are timpurie a ap\u0103rut \u00een 2006, c\u00e2nd compania de catalogare Bakalchuk cump\u0103r\u0103 de la c\u0103utat s\u0103 intre pe pia\u0163a rus\u0103 \u00eens\u0103\u015fi. Aceasta a determinat Bakalchuk s\u0103 semneze tranzac\u0163ii direct cu m\u0103rci precum Tom Tailor, s.Oliver \u015fi Adidas. Criza financiar\u0103 din Rusia din 2008-2009 a contribuit la faptul c\u0103 juc\u0103torii str\u0103ini au desc\u0103rcat colec\u0163ii reduse prin Wildberries pe fondul sc\u0103derii rublei \u015fi sl\u0103birii cererii locale.<\/p>\n
\nDin anul 2014, Wildberries a ad\u0103ugat \u00een ofert\u0103 produse de frumuse\u0163e, juc\u0103rii \u015fi aparate de uz casnic, cum ar fi cuptoare cu microunde \u015fi mixere. Ast\u0103zi, compania vinde circa 10.000 de branduri, printre care Asics, Geox, L’Or\u00e9al \u015fi Nike. Wildberries are “o larg\u0103 audien\u0163\u0103, un know-how puternic \u015fi o re\u0163ea de sortimente \u015fi logistic\u0103 foarte bune”, spune Claudio Cavicchioli, \u015feful companiei L’Or\u00e9al din Rusia, care a \u00eenceput s\u0103 lucreze cu Bakalchuk \u00een 2015.<\/p>\n
\nWildberries face acum un pas puternic spre v\u00e2nzarea telefoanelor mobile \u015fi a altor dispozitive electronice, de\u015fi hainele \u015fi \u00eenc\u0103l\u0163\u0103mintele reprezint\u0103 \u00een continuare aproximativ 70% din venituri. Compania are \u00een jur de 150.000 de comenzi pe zi, oper\u00e2nd peste 600 de camioane \u015fi camionete \u00een Rusia \u015fi \u00een mai multe \u0163\u0103ri vecine, \u015fi 1.700 de puncte de preluare, unde clien\u0163ii pot \u00eencerca hainele \u015fi le pot returna dac\u0103 nu se potrivesc.<\/p>\n","protected":false},"excerpt":{"rendered":"
Din topul juc\u0103torilor de pe pia\u0163a de retail online din Rusia fac parte cel pu\u0163in cinci companii, iar majoritatea sunt sus\u0163inute de b\u0103nci sau de miliardari. Totu\u015fi, lider de pia\u0163\u0103 este o companie condus\u0103 de o mam\u0103 cu patru copii, care \u015fi-a \u00eenfiin\u0163at businessul \u00een apartamentul s\u0103u din Moscova \u00een timpul concediului de maternitate. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[9979,7267,235,272,201,13065,553,246,20777,18324,12752,516,14909,430,17570,18837,5817,10969,539,60,34705,34542,365,13719,19707,7630],"class_list":["post-173796","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-apartament","tag-banci","tag-business","tag-companie","tag-companii","tag-concediu","tag-copii","tag-crestere","tag-engleza","tag-infiintare","tag-jucatori","tag-lider","tag-livrare","tag-majoritate","tag-mama","tag-maternitate","tag-miliardari","tag-moscova","tag-online","tag-piata","tag-piata-de-retail","tag-profesoara","tag-rusia","tag-sustinere","tag-timp","tag-top"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/173796","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=173796"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/173796\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=173796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=173796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=173796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}