
Colombia: Así están hoy por hoy las tiendas por departamento en el país
Colombia: Así están hoy por hoy las tiendas por departamento en el país
AUTORLeopoldo Vargas Brand -Gerente Mall & Retail
FUENTEMall & Retail31 mayo, 2019
Reciba las últimas noticias de la industria en su casilla:
Continuando con el análisis del Mapa del Retail en Colombia 2019 elaborado por Mall & Retail, queremos en esta edición mostrar el comportamiento que tuvieron las tiendas por departamento el año anterior.
Las Legendarias
Colombia es tal vez el país, de suramérica que ha tenido un menor desarrollo en esta categoría. En efecto, muchos actores importantes que históricamente tuvieron operación hoy no existen, o están en condiciones muy precarias.
En primero de ellos fue Almacenes Ley, fundado en Barranquilla en 1922 por Luis Eduardo Yepes, quien fue por muchos años líder indiscutible en el país con una amplia variedad de surtido: regalos, uso personal, rancho, artículos para dama y para hombre, juguetería, lana y costura, utensilios domésticos, tocador y joyería. La entrada de la competencia extranjera a Colombia, obligo a Almacenes Ley a fusionarse con el Grupo Éxito, dejando así cerca de 80 años de historia.
El segundo protagonistas fue Almacenes Tía, (Tiendas Industriales Asociadas) fundado por inmigrantes Checos Federico Deutsch y Kerel Steuer, quienes en 1940 inauguraron el primer almacén en la carrera 7ª en Bogotá. El concepto de los fundadores, fue un almacén que aglomerara un gran surtido de productos, a precios fijos, bajo un mismo techo. El concepto de tienda departamental en pequeños mostradores, donde se agrupaban productos de acuerdo a sus características y uso cada uno con su caja registradora, la novedad para los clientes fue poder tocar y revisar los productos. Eliminó la barrera física entre mercancía y cliente, fueron los primeros en ingresar al mercado las marcas propias, e implementar el sistema de aire acondicionado y un surtido inicial de 5.000 artículos, en diferentes categorías como productos importados, cubiertos, loza (platos y tazas), ropa, juguetes y elementos para fiestas de China, Taiwán y Europa.
Sin duda, uno de los principales jugadores internacionales de tiendas departamentales fue Almacenes Sears, que llegó en 1954 en nuestro país. El gigante del comercio mundial, introdujo el primer concepto de centros comerciales al mercado colombiano, que en ese momento tenía como jugadores solo a tiendas de barrio y supermercados. Su modelo se basaba en incluir en la experiencia de compra, servicios de posventa, entregas a domicilio y pagos con crédito propio, este modelo hacía que los productos importados fueran asequibles para el consumidor colombiano. La cadena norteamericana está inmortalizada en la mente de los colombianos por ser la primera en traer las escaleras eléctricas. Debido al target de clase media y alta al que le apuntaba, no logró hacerle frente a la competencia nacional que ofrecía precios más bajos, y desertó del país en 1987.
Las chilenas
La nueva era de las tiendas departamentales en Colombia, se inicia en 1993 con la apertura de la primera Tienda Homecenter, una asociación entre la chilena Sodimac y el grupo Colombiano Corona que posteriormente fue adsorbido por el Grupo Falabella. Esta última, aterrizo en Colombia en 2006 con su primera tienda en el Centro Comercial Santafé en Bogotá. Sin duda estos dos conceptos comerciales han sido muy exitosos y son líderes indiscutibles del mercado colombiano, donde compiten.
Caso contrario significo el fugaz paso de las departamentales La Polar y Ripley, quienes a principio de la década incursionaron en el mercado y fracasaron por aspectos similares, ubicaciones poco exitosas, altos costos inmobiliarios y un modelo de negocio que no cautivo al mercado colombiano.
Para algunos analistas de la industria, estos fracasos alejaran las pretensiones de otras marcas internacionales que en algún momento estuvieron interesadas en entrar a nuestro país como la marca Paris de la departamental Cenconsud y la Mexicana Liverpool que estuvieron en el sonajero en los últimos años.
Las cifras en Colombia
Para algunos expertos el concepto de tiendas por departamento, se aplican a establecimientos de grandes dimensiones que ofrecen una variedad de productos encaminados a cubrir una amplia gama de necesidades: alimentación, confección, menaje del hogar, decoración, etc. Para ellos se cuentan con los dedos de la mano el número de tiendas departamentales que funcionan en Colombia destacándose tan solo la chilena Falabella, la paisa Flamingo y la bogotana Los Tres Elefantes.
Bajo esta misma consideración, para los expertos, los retailers con formatos como Homecenter, Homesentry, Tugó, Panamericana Librería y Papelería, Pepeganga, Decathlon entre otras, caben en la categoría denominada Category Killer, es decir establecimientos comerciales de gran tamaño, especializado en una categoría de productos que basan su oferta en productos de una misma especialidad, ofreciendo un surtido de productos estrecho y profundo.
Por lo anterior Mall & Retail quiere destacar los principales jugadores en esta categoría durante su vigencia de 2018.
Homecenter la más grande
La cadena de mejoramiento del hogar Sodimac – Homecenter, fue la de mayor venta el año anterior con unos ingresos de $ 3,62 billones, con un crecimiento del 4.8% en sus 40 tiendas, que suman un total de 385.956 m2 de área comercial. Así, las ventas por m2 mensuales, alcanzaron los $ 769.225.
Falabella la de mayor crecimiento
La típica tienda por departamentos Falabella, tuvo unos ingresos de $ 1,8 billones con un crecimiento del 14,1%, cerrando el año con un total de 27 tiendas que aportan un total de 182.687 m2 de áreas comerciales. Sus ventas por m2 mensuales, alcanzaron los $ 816.553.
Panamericana líder en librería y artículos de oficina
Esta firma creada en 1964, bajo el concepto de librería que posteriormente amplio sus líneas a papelería de oficina y escolar, tecnología, mobiliario, arte, decoración y juguetería, que cuenta con 37 tiendas a nivel nacional, con más de 2.800 empleados directos como indirectos facturó el año anterior un total de $ 566.457 millones con una disminución del 2.4% ocupando el tercer lugar en el ranking.
Almacenes Flamingo la departamental criolla
Esta cadena en 1949 en Medellín por los hermanos Restrepo es la típica tienda departamental 100 % nacional con un portafolio amplio de más de una decena de categorías en los que se destacan vestuario, calzado, electrodomésticos cosméticos, productos para el cuidado personal. El año anterior tuvo unos ingresos de $ 508.292 millones en sus 22 tiendas, con un crecimiento del 1%.
También en esta categoría se destacan Pepeganga con unos ingresos de $ 386.251 millones y un incremento del 0.4%, Almacenes Easy con una facturación de $ 314.442 millones, Home Sentry con $ 174.884 millones. El ranking del Top 10 es complementado por Almacenes Si, Tugó y Los tres Elefantes.
Para obtener la información detallada del estudio EL MAPA DEL RETAIL EN COLOMBIA 2019, escríbenos a gerentecomercial @mallyretail.com
#asesoriaenretail, #colombiaretail, #ignaciogomezescobar, America Retail, ASESORIA EN RETAIL, Ignacio Gómez Escobar, Retail, Tiendas por departamentos
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