{"id":176112,"date":"2019-09-30T14:46:00","date_gmt":"2019-09-30T14:46:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=176112"},"modified":"2019-09-30T14:46:00","modified_gmt":"2019-09-30T14:46:00","slug":"cum-au-reusit-fiii-unui-miner-sa-creeze-unul-dintre-cele-mai-mari-lanturi-de-magazine-din-lume","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=176112","title":{"rendered":"Cum au reu\u015fit fiii unui miner s\u0103 creeze unul dintre cele mai mari lan\u0163uri de magazine din lume"},"content":{"rendered":"<div>\nCrescu\u0163i \u00eentr-o familie modest\u0103, fra\u0163ii Karl \u015fi Theo Albrecht \u015fi-au dep\u0103\u015fit condi\u0163ia \u015fi au pus bazele lan\u0163ului de retail alimentar Aldi, transformat \u00eentr-un imperiu financiar cu venituri anuale de peste 30 de miliarde de euro.<\/div>\n<div>\n&nbsp;<\/div>\n<div>\nKarl Albrecht, n\u0103scut pe 20 februarie 1920, \u015fi Theo Albrecht, n\u0103scut pe 28 martie 1922, au crescut \u00eentr-o familie de condi\u0163ie umil\u0103, \u00een ora\u015ful industrial Essen, din Renania de Nord, Germania. Tat\u0103l lor era miner, dar dup\u0103 ani de munc\u0103 sub p\u0103m\u00e2nt a contractat emfizem \u015fi a trebuit s\u0103 renun\u0163e la aceast\u0103 meserie, a\u015fa c\u0103 s-a angajat \u00eentr-o brut\u0103rie.<\/div>\n<p>\nFamilia a fost obligat\u0103 s\u0103 g\u0103seasc\u0103 un alt mod de a se \u00eentre\u0163ine, a\u015fa c\u0103 a decis s\u0103 deschid\u0103 un mic magazin alimentar pentru a putea tr\u0103i decent. Fiii familiei Albrecht erau determina\u0163i s\u0103 nu se fac\u0103 mineri, ca tat\u0103l lor. O perioad\u0103, Theo a r\u0103mas s\u0103 lucreze \u00een magazinul familiei \u015fi a \u00eenv\u0103\u0163at comer\u0163ul cu alimente, \u00een timp ce Albrecht a \u00eenv\u0103\u0163at arta delicateselor. Cei doi fra\u0163i au luptat \u015fi \u00een al Doilea R\u0103zboi Mondial.<\/p>\n<p>\nDup\u0103 r\u0103zboi, s-au \u00eentors \u00een Essen, unde au preluat conducerea micului business de familie \u015fi au decis s\u0103 \u00eel extind\u0103 prin deschiderea mai multor filiale.<\/p>\n<p>\nIdeea lor s-a bazat pe faptul c\u0103 muncitorii din regiunea industrial\u0103 Ruhr nu erau atra\u015fi de magazinele de lux, ci \u00ee\u015fi doreau m\u0103rfuri accesibile pe care le puteau cump\u0103ra zilnic. Fra\u0163ii au \u00eenceput s\u0103 \u00ee\u015fi extind\u0103 afacerea \u00een Ruhr \u00een anii \u201940. P\u00e2n\u0103 \u00een anul 1954 au deschis 50 de filiale, p\u0103str\u00e2nd sloganul businessului: \u201eCea mai bun\u0103 calitate la cel mai mic pre\u0163\u201d.<\/p>\n<p>\nP\u00e2n\u0103 la acel moment, cei doi fra\u0163i reu\u015fiser\u0103 s\u0103 \u00ee\u015fi c\u00e2\u015ftige o reputa\u0163ie destul de puternic\u0103 \u00een r\u00e2ndul furnizorilor. Am\u00e2ndoi erau cunoscu\u0163i pentru stilul lor nemilos de negociere \u015fi pentru dexteritatea cu care \u00eei convingeau pe furnizori s\u0103 le dea cea mai bun\u0103 ofert\u0103 pentru a-\u015fi men\u0163ine cele mai mici pre\u0163uri \u00een magazinele Aldi. De asemenea, \u00ee\u015fi c\u00e2\u015ftigaser\u0103 o reputa\u0163ie pentru economia pe care o f\u0103ceau pentru magazinele lor \u2013 de pild\u0103, stingeau \u00eentotdeauna luminile dintr-o camer\u0103 pentru a avea facturi mai mici, nu \u00ee\u015fi f\u0103ceau niciodat\u0103 publicitate \u015fi de multe ori nu foloseau nici m\u0103car rafturi.<\/p>\n<p>\nNumele lan\u0163ului de magazine Aldi, ales oficial \u00een 1961, a fost creat din primele litere ale numelui Albrecht \u015fi primele litere din cuv\u00e2ntul discount.<br \/>\nKarl Albrecht \u015fi-a permis un singur lux, acela fiind golful. Aceast\u0103 pasiune l-a determinat s\u0103 construiasc\u0103 \u00een sudul Germaniei, \u00een anul 1976, un hotel destinat iubitorilor de golf, ridic\u00e2ndu-\u015fi de asemenea propria vil\u0103, a\u015fezat\u0103 astfel \u00eenc\u00e2t sa fie conectat\u0103 la traseul de golf al hotelului.<\/p>\n<p>\nTheo Albrecht, pe de alt\u0103 parte, era un \u00eemp\u0103timit al jocurilor de noroc. Dup\u0103 ce a str\u00e2ns o datorie de aproximativ 3,5 milioane de euro, \u00een 1971 a fost r\u0103pit de un avocat \u015fi \u0163inut ostatic timp de 17 zile p\u00e2n\u0103 a pl\u0103tit datoria. Mai t\u00e2rziu s-a aflat c\u0103 cerut o scutire la plata impozitului sus\u0163in\u00e2nd c\u0103 a fost o cheltuial\u0103 de afaceri.<\/p>\n<p>\nLa sf\u00e2r\u015fitul anilor \u201960, cei doi fra\u0163i \u015fi-au \u00eemp\u0103r\u0163it imperiul financiar, \u00eemp\u0103r\u0163ind businessul \u00een Aldi Nord, condus de Theo, \u015fi Aldi S\u00fcd, condus de Karl. \u00cen acea perioad\u0103, Aldi \u00eencepuse s\u0103 devin\u0103 foarte cunoscut \u00een Germania, iar magazinele companiei \u00eencepuser\u0103 s\u0103 primeasc\u0103 \u015fi clien\u0163i boga\u0163i, dornici s\u0103 profite de reducerile lan\u0163ului de retail.<\/p>\n<p>\nKarl Albrecht a murit \u00een anul 2014, la v\u00e2rsta de 94 de ani, l\u0103s\u00e2nd \u00een urm\u0103 o avere estimat\u0103 la 18,4 miliarde de euro. Fratele s\u0103u, Theo, a murit \u00een 2010, la v\u00e2rsta de 88 de ani.<\/p>\n<p>\n\u00cen prezent, Aldi opereaz\u0103 3.230 de filiale \u00een Germania, cu o echip\u0103 de 50.000 de angaja\u0163i. De asemenea, are sucursale \u00een toat\u0103 Europa, \u00een Australia \u015fi \u00een Statele Unite, ceea ce duce la o cifr\u0103 de afaceri global\u0103 de pste 30 de miliarde de euro la nivelul \u00eentregului grup; Aldi Nord a \u00eenregistrat anul trecut venituri de 13 miliarde de euro, iar Aldi S\u00fcd, de 17,3 miliarde de euro, potrivit site-ului Statista.com. Compania sus\u0163ine c\u0103 87% dintre nem\u0163i fac cump\u0103r\u0103turi la Aldi \u00een mod regulat.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Crescu\u0163i \u00eentr-o familie modest\u0103, fra\u0163ii Karl \u015fi Theo Albrecht \u015fi-au dep\u0103\u015fit condi\u0163ia \u015fi au pus bazele lan\u0163ului de retail alimentar Aldi, transformat \u00eentr-un imperiu financiar cu venituri anuale de peste 30 de miliarde de euro. &nbsp; Karl Albrecht, n\u0103scut pe 20 februarie 1920, \u015fi Theo Albrecht, n\u0103scut pe 28 martie 1922, au crescut \u00eentr-o familie [&hellip;]<\/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":[235,246,9108,83,4669,11056,382,7921,364,274,387,161,26214,80,399,241,6909],"class_list":["post-176112","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-business","tag-crestere","tag-decizie","tag-deschidere","tag-familie","tag-financiar","tag-frati","tag-germania","tag-golf","tag-incepere","tag-magazine","tag-miliarde","tag-nastere","tag-refuz","tag-retail","tag-transformare","tag-venituri"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/176112","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=176112"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/176112\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=176112"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=176112"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=176112"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}