发布日期：2008年2月

摘要

Retailing in Turkey report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).

目录及图表

Product coverage

Non-store retailing; Store-based retailing

Executive summary

Retailing continued to grow in 2007

Retailing recorded a 12% current value growth in 2007. Declining inflation rates at the end of the review period and increased purchasing power positively affected demand for retailing. People started to visit retail outlets more frequently. Moreover new promotional activities attracted more consumers into the major retail outlets, especially grocery outlets. Good economic conditions also increased the sales of packaged food, consumer foodservice and tourism. However, retailing benefited the most from this environment.

Retailing dynamic due to new entries

New entries into retailing were led by multinational players. With increased purchasing power, consumer habits started to change in favour of retailers. Consumers began to become more prone to spend than save. This affected retailing positively and brought high growth, which encouraged international companies to enter Turkey. With a large number of shopping centres, foreign companies could easily find suitable outlet locations with strong consumer traffic. Debenhams, Harvey Nichols, Douglas, Next and Dorothy Perkins were examples of new entries in the latter part of the review period.

Independent retailers dominate in 2007

The vast majority of retailers in Turkey were independent in 2007. However, the importance of organised and chained retailers grew tremendously in the year, due to openings of modern shopping centres that host multinational chains. Arcelik AS led overall retailing and durable goods retailing and Migros led grocery retailing. Both companies gained their leading positions through a first-mover advantage and adopting a continuous development strategy. Their competitors largely became successful by following their lead and took share mainly from independent companies rather than from the leaders. However, especially in grocery retailers, the number of independent companies increased and some began to transform into chains.

Store-based retailing recorded growth in 2007

Store-based retailing, which dominated the market and was led by grocery outlets, recorded a higher value growth than the non-store retailers. Non-store-based retailers became more numerous. However, people did not respond quickly to these new developments. As a result, only direct selling saw significant growth rates. Store-based retailing is larger in size and more dynamic in growth because stores are more involved in the daily lives of consumers, who like to go shopping, touching and inspecting their purchases. Moreover, store-based retailing works well with advertising because people can check new launches and new promotions by going to outlets and getting help from the staff. Lastly store-based retailers comprised big retail giants such as Arcelik, Migros, Carrefour and Bosch. This brought a higher potential for growth.

Better economic conditions to attract foreign investments

Retailing in Turkey is estimated to see constant value growth over the forecast period. Better economic conditions will be backed by an expected increase in population, urbanisation and disposable income. In addition, there will be a predicted increase in the young population, especially students. This is expected to give retailing a modern and dynamic character and also encourage the flow of foreign direct investments. Dixons, Sephora, Roewe and H&M were examples of direct investment towards the end of the review period. Growth is predicted to be further stimulated by favourable payment options, the expansion of chains into new cities and the opening of new shopping and retail centres offering different retail formats.

Table of contents

RETAILING IN TURKEY : MARKET INSIGHT

EXECUTIVE SUMMARY

Retailing continued to grow in 2007

Retailing dynamic due to new entries

Independent retailers dominate in 2007

Store-based retailing recorded growth in 2007

Better economic conditions to attract foreign investments

KEY TRENDS AND DEVELOPMENTS

Positive economic environment fuelled investments

Urbanisation and increased working population boost growth

Increased credit card consumption and internet retailing brought dynamism

Jump in the number of shopping centres has positive effect

Migros’ selling process triggers competition

MARKET INDICATORS

Table 1 Employment in Retailing 2002-2007

MARKET DATA

Table 2 Sales in Retailing by Sector: Value 2002-2007

Table 3 Sales in Retailing by Sector: % Value Growth 2002-2007

Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2007

Table 5 Sales in Store-Based Retailing by Sector: Value 2002-2007

Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2002-2007

Table 7 Sales in Non-store Retailing by Sector: Value 2002-2007

Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2002-2007

Table 9 Retailing Company Shares: % Value 2004-2007

Table 10 Grocery Retailers Company Shares: % Value 2004-2007

Table 11 Grocery Retailers Brand Shares: % Value 2004-2007

Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2007

Table 13 Non-Grocery Retailers Brand Shares: % Value 2004-2007

Table 14 Non-store Retailing Company Shares: % Value 2004-2007

Table 15 Non-store Retailing Brand Shares: % Value 2004-2007

Table 16 Forecast Sales in Retailing by Sector: Value 2007-2012

Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2007-2012

Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2007-2012

Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2007-2012

Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2007-2012

Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2007-2012

APPENDIX

Operating environment

DEFINITIONS

Source

Summary 1 Research Sources

LOCAL COMPANY PROFILES - TURKEY

ARCELIK AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Arcelik AS: Key Facts

Summary 3 Arcelik AS: Operational Indicators

COMPANY BACKGROUND

Chart 1 Arcelik AS: Arcelik

Chart 2 Arcelik AS: Beko

PRIVATE LABEL

Summary 4 Arcelik AS: Private label products

COMPETITIVE POSITIONING

Summary 5 Arcelik AS: Competitive Position 2007

BIM BIRLESIK MAGAZACILIK AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 6 BIM Birlesik Magazacilik AS: Key Facts

Summary 7 BIM Birlesik Magazacilik AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 8 BIM Birlesik Magazacilik AS: Private label products

COMPETITIVE POSITIONING

Summary 9 BIM Birlesik Magazacilik AS: Competitive Position 2007

BOYNER BUYUK MAGAZACILIK AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Boyner Buyuk Magazacilik AS: Key Facts

Summary 11 Boyner Buyuk Magazacilik AS: Operational Indicators

COMPANY BACKGROUND

Chart 3 Boyner Buyuk Magazacilik AS: Boyner

PRIVATE LABEL

Summary 12 Boyner Buyuk Magazacilik AS: Private label products

COMPETITIVE POSITIONING

Summary 13 Boyner Buyuk Magazacilik AS: Competitive Position 2007

BOYTAS MOBILYA SANAYI VE TICARET AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Boytas Mobilya Sanayi ve Ticaret AS: Key Facts

Summary 15 Boytas Mobilya Sanayi ve Ticaret AS: Operational Indicators

COMPANY BACKGROUND

Chart 4 Boytas Mobilya Sanayi ve Ticaret AS: Bellona

PRIVATE LABEL

Summary 16 Boytas Mobilya Sanayi ve Ticaret AS: Private label products

COMPETITIVE POSITIONING

Summary 17 Boytas Mobilya Sanayi ve Ticaret AS: Competitive Position 2007

CARREFOUR SA CARREFOUR SABANçI TICARET MERKEZI AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Carrefour SA Carrefour Sabançi Ticaret Merkezi AS: Key Facts

Summary 19 Carrefour SA Carrefour Sabançi Ticaret Merkezi AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 20 Carrefour SA Carrefour Sabançi Ticaret Merkezi AS: Private label products

COMPETITIVE POSITIONING

Summary 21 Carrefour SA Carrefour Sabançi Ticaret Merkezi AS: Competitive Position 2005

GOLDAS KUYUMCULUK SANAYI AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 22 Goldas Kuyumculuk Sanayi AS: Key Facts

Summary 23 Goldas Kuyumculuk Sanayi AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 24 Goldas Kuyumculuk Sanayi AS: Private label products

COMPETITIVE POSITIONING

Summary 25 Goldas Kuyumculuk Sanayi AS: Competitive Position 2007

INDESIT CO BEYAZ ESYA AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 26 Indesit Co Beyaz Esya AS: Key Facts

Summary 27 Indesit Co Beyaz Esya AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 28 Indesit Co Beyaz Esya AS: Private label products

COMPETITIVE POSITIONING

Summary 29 Indesit Co Beyaz Esya AS: Competitive Position 2007

ISTIKBAL MOBILYA SANAYI VE TICARET AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 30 Istikbal Mobilya Sanayi ve Ticaret AS: Key Facts

Summary 31 Istikbal Mobilya Sanayi ve Ticaret AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 32 Istikbal Mobilya Sanayi ve Ticaret AS: Private label products

COMPETITIVE POSITIONING

Summary 33 Istikbal Mobilya Sanayi ve Ticaret AS: Competitive Position 2007

MAPA MOBILYA VE AKSESUAR AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 34 MAPA Mobilya ve Aksesuar AS: Key Facts

Summary 35 MAPA Mobilya ve Aksesuar AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 36 MAPA Mobilya ve Aksesuar AS: Private label products

COMPETITIVE POSITIONING

Summary 37 MAPA Mobilya ve Aksesuar AS: Competitive Position 2005

MAVI GIYIM SANAYI VE TICARET AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 38 Mavi Giyim Sanayi ve Ticaret AS: Key Facts

Summary 39 Mavi Giyim Sanayi ve Ticaret AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 40 Mavi Giyim Sanayi ve Ticaret AS: Private label products

COMPETITIVE POSITIONING

Summary 41 Mavi Giyim Sanayi ve Ticaret AS: Competitive Position 2005

MIGROS TüRK TAS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 42 Migros Türk TAS: Key Facts

Summary 43 Migros Türk TAS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 44 Migros Türk TAS: Private label products

COMPETITIVE POSITIONING

Summary 45 Migros Türk TAS: Competitive Position 2007

VESTEL DAYANIKLI TUKETIM MALLARI PAZARLAMA AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 46 Vestel Dayanikli Tuketim Mallari Pazarlama AS: Key Facts

Summary 47 Vestel Dayanikli Tuketim Mallari Pazarlama AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 48 Vestel Dayanikli Tuketim Mallari Pazarlama AS: Private label products

COMPETITIVE POSITIONING

Summary 49 Vestel Dayanikli Tuketim Mallari Pazarlama AS: Competitive Position 2005

YATAS YATAK & YORGAN SAN VE TICARET AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 50 Yatas Yatak & Yorgan San ve Ticaret AS: Key Facts

Summary 51 Yatas Yatak & Yorgan San ve Ticaret AS: Operational Indicators

COMPANY BACKGROUND

Chart 5 Yatas Yatak & Yorgan San ve Ticaret AS

PRIVATE LABEL

Summary 52 Yatas Yatak & Yorgan San ve Ticaret AS: Private label products

COMPETITIVE POSITIONING

Summary 53 Yatas Yatak & Yorgan San ve Ticaret AS: Competitive Position 200

YKM AS - RETAILING - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 54 YKM AS: Key Facts

Summary 55 YKM AS: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 56 YKM AS: Private label products

COMPETITIVE POSITIONING

Summary 57 YKM AS: Competitive Position 2005

HYPERMARKETS IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 22 Hypermarkets: Value Sales, Outlets and Selling Space 2002-2007

Table 23 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 24 Hypermarkets Company Shares by Value 2004-2007

Table 25 Hypermarkets Brand Shares by Value 2004-2007

Table 26 Hypermarkets Outlets by Brand 2004-2007

Table 27 Hypermarkets Selling Space by Brand 2004-2007

Table 28 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 29 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

SUPERMARKETS IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 30 Supermarkets: Value Sales, Outlets and Selling Space 2002-2007

Table 31 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 32 Supermarkets Company Shares by Value 2004-2007

Table 33 Supermarkets Brand Shares by Value 2004-2007

Table 34 Supermarkets Outlets by Brand 2004-2007

Table 35 Supermarkets Selling Space by Brand 2004-2007

Table 36 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 37 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

DISCOUNTERS IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 38 Discounters: Value Sales, Outlets and Selling Space 2002-2007

Table 39 Discounters: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 40 Discounters Company Shares by Value 2004-2007

Table 41 Discounters Brand Shares by Value 2004-2007

Table 42 Discounters Outlets by Brand 2004-2007

Table 43 Discounters Selling Space by Brand 2004-2007

Table 44 Discounters Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 45 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

CONVENIENCE STORES IN TURKEY

HEADLINES

OVERVIEW

FORECOURT RETAILERS IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 46 Forecourt Retailers: Value Sales, Outlets and Selling Space 2002-2007

Table 47 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 48 Forecourt Retailers Company Shares by Value 2004-2007

Table 49 Forecourt Retailers Brand Shares by Value 2004-2007

Table 50 Forecourt Retailers Outlets by Brand 2004-2007

Table 51 Forecourt Retailers Selling Space by Brand 2004-2007

Table 52 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 53 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

MIXED RETAILERS IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 54 Mixed Retailers: Value Sales, Outlets and Selling Space 2002-2007

Table 55 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 56 Mixed Retailers Company Shares by Value 2004-2007

Table 57 Mixed Retailers Brand Shares by Value 2004-2007

Table 58 Mixed Retailers Outlets by Brand 2004-2007

Table 59 Mixed Retailers Selling Space by Brand 2004-2007

Table 60 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 61 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

HEALTH AND BEAUTY RETAILERS IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 62 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2002-2007

Table 63 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 64 Health and Beauty Retailers Company Shares by Value 2004-2007

Table 65 Health and Beauty Retailers Brand Shares by Value 2004-2007

Table 66 Health and Beauty Retailers Outlets by Brand 2004-2007

Table 67 Health and Beauty Retailers Selling Space by Brand 2004-2007

Table 68 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 69 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

CLOTHING AND FOOTWEAR RETAILERS IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 70 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2002-2007

Table 71 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 72 Clothing and Footwear Retailers Company Shares by Value 2004-2007

Table 73 Clothing and Footwear Retailers Brand Shares by Value 2004-2007

Table 74 Clothing and Footwear Retailers Outlets by Brand 2004-2007

Table 75 Clothing and Footwear Retailers Selling Space by Brand 2004-2007

Table 76 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 77 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

FURNITURE AND FURNISHINGS STORES IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 78 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2002-2007

Table 79 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 80 Furniture and Furnishings Stores Company Shares by Value 2004-2007

Table 81 Furniture and Furnishings Stores Brand Shares by Value 2004-2007

Table 82 Furniture and Furnishings Stores Outlets by Brand 2004-2007

Table 83 Furniture and Furnishings Stores Selling Space by Brand 2004-2007

Table 84 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 85 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

DIY AND HARDWARE STORES IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 86 DIY and Hardware Stores: Value Sales, Outlets and Selling Space 2002-2007

Table 87 DIY and Hardware Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 88 DIY and Hardware Stores Company Shares by Value 2004-2007

Table 89 DIY and Hardware Stores Brand Shares by Value 2004-2007

Table 90 DIY and Hardware Stores Outlets by Brand 2004-2007

Table 91 DIY and Hardware Stores Selling Space by Brand 2004-2007

Table 92 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 93 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

DURABLE GOODS RETAILERS IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 94 Durable Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007

Table 95 Durable Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 96 Durable Goods Retailers Company Shares by Value 2004-2007

Table 97 Durable Goods Retailers Brand Shares by Value 2004-2007

Table 98 Durable Goods Retailers Outlets by Brand 2004-2007

Table 99 Durable Goods Retailers Selling Space by Brand 2004-2007

Table 100 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 101 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

LEISURE AND PERSONAL GOODS RETAILERS IN TURKEY

HEADLINES

OVERVIEW

SECTOR DATA

Table 102 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007

Table 103 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007

Table 104 Leisure and Personal Goods Retailers Company Shares by Value 2004-2007

Table 105 Leisure and Personal Goods Retailers Brand Shares by Value 2004-2007

Table 106 Leisure and Personal Goods Retailers Outlets by Brand 2004-2007

Table 107 Leisure and Personal Goods Retailers Selling Space by Brand 2004-2007

Table 108 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012

Table 109 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012

VENDING IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 110 Vending: Value 2002-2007

Table 111 Vending: % Value Growth 2002-2007

Table 112 Vending Company Shares by Value 2004-2007

Table 113 Vending Brand Shares by Value 2004-2007

Table 114 Vending Forecasts: Value 2007-2012

Table 115 Vending Forecasts: % Value Growth 2007-2012

HOMESHOPPING IN TURKEY

HEADLINES

TRENDS

INTERNET RETAILING IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 116 Internet Retailing: Value 2002-2007

Table 117 Internet Retailing: % Value Growth 2002-2007

Table 118 Internet Retailing Company Shares by Value 2004-2007

Table 119 Internet Retailing Brand Shares by Value 2004-2007

Table 120 Internet Retailing Forecasts: Value 2007-2012

Table 121 Internet Retailing Forecasts: % Value Growth 2007-2012

DIRECT SELLING IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 122 Direct Selling: Value 2002-2007

Table 123 Direct Selling: % Value Growth 2002-2007

Table 124 Direct Selling Company Shares by Value 2004-2007

Table 125 Direct Selling Brand Shares by Value 2004-2007

Table 126 Direct Selling Forecasts: Value 2007-2012

Table 127 Direct Selling Forecasts: % Value Growth 2007-2012