Los gigantes portugueses se rearman para plantar cara a Mercadona
Los gigantes portugueses se rearman para plantar cara a Mercadona
Sonae y Jeronimo Martins invierten 200 millones e impulsan sus formatos de proximidad
JAVIER GARCÍA ROPERO
Un supermercado de Continente, propiedad de Sonae MC.
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1 JUL 2019 – 12:40 CEST
Mercadona abrirá mañana martes su primera tienda fuera de España. Será en Portugal, en Vila Nova de Gaia, distrito de Oporto, la primera de las 10 con las que el grupo presidido por Juan Roig cerrará este año. La primera fase de aperturas se desarrollará durante todo el mes de julio. Al estreno del martes le seguirán otras tres aperturas, una por semana, también en el área de Oporto. En todas las nuevas tiendas que abrirán este año en Portugal, Mercadona invertirá 100 millones de euros.
El líder de los súper en España llega a un mercado donde se enfrentará a dos gigantes del retail, como Sonae y Jerónimo Martins, que no se han quedado inmóviles ante la llegada de Mercadona. Ambos grupos tienen previstos para este año inversiones millonarios en sus conceptos de proximidad en el país vecino. En concreto, más de 200 millones de euros que entre ambos destinarán al crecimiento de su red física dentro de Portugal. En el caso de Sonae MC, la filial del retail del holding, para las tiendas de Continente, y en el de Jerónimo Martins, para Pingo Doce y Amanhecer.
“Afrontamos la entrada de un nuevo jugador en el mercado portugués de una forma natural. El sector minorista de alimentos de Portugal integra competidores ya fuertes y estamos obligados a ser mejores cada día”, explican fuentes de Sonae MC. En su memorial de 2018 ponía el acento en “explorar nuevas oportunidades en el segmento de proximidad”, con una expansión “acelerada” de su formato Continente Bom Dia.
Oportunidad
La matriz de Continente cerró 2018 con unas ventas de 4.158 millones, un 7% más, y un ebitda de 228 millones, con una red de 1.085 puntos de venta. Ese año invirtió 185 millones de euros en abrir 122 establecimientos, 13 de ellos propios. En el primer trimestre del año, esa cifra ya era de 101 millones de euros y ya había abierto cuatro tiendas propias más, tres de Continente Bom Dia.
“Nuestra actitud siempre ha combinado la planificación y la vigilancia con la ambición. Creemos que este es el camino correcto y la mejor estrategia”, dicen desde el grupo, para enfrentar a Mercadona.
Sonae MC es el retailer portugués con mayor superficie comercial instalada en el país, el 24,5% del total, seguida de Jerónimo Martins, con el 20,8%, según datos de Retail Data. Esta última cuenta con Pingo Doce como enseña de referencia en el segmento de los supermercados. En 2018 mejoró sus ventas casi un 5%, llegando a 3.835 millones. Su matriz destinó 658 millones a inversiones entre sus distintas filiales, 90 de ellos a Pingo Doce para abrir 10 súper y reformar 50. Un nivel de inversión y de aperturas que repetirá este año. También está impulsando un nuevo modelo derivado de su cash & carry Amanhecer, que paulatinamente está abanderando supermercados tradicionales. En 2018 ya contaba con 329.
Mercadona se enfrenta a dos gigantes, además de a otros rivales asentados como Lidl o Minipreço, la filial de Dia. Pero también llega a un mercado con potencial. Como subraya Raquel Segura, socia de Retail Data, la densidad comercial en Portugal alcanza los 240,7 metros cuadrados por cada 1.000 habitantes, por los 300 de España. Además, en la zona donde Mercadona comenzará su expansión, Oporto, esa densidad es más baja, en el entorno de los 219 metros cuadrados por cada 1.000 habitantes. “Hay un importante potencial de crecimiento y, en principio, es una buena noticia para Mercadona”, dice Segura.
La cadena española dice afrontar su llegada a Portugal “como punto de partida para seguir creciendo”. “Es un mercado que supone una clara oportunidad de crecimiento y mejora para la compañía”, explican desde la misma.
UN CLIENTE MUY CENTRADO EN LA PROMOCIÓN
Diferencias. La distribución alimentaria en Portugal presenta diferencias importantes con respecto a España. Como indica un informe realizado por la consultora Nielsen, el 46% de las ventas de gran consumo en el mercado portugués son bajo promoción, mientras que en España son un 16%. Además, tienen una querencia especial por la tienda física, ya que solo el 2% de los consumidoers portugueses consultados hicieron la compra por internet, por el 19% de los españoles.
Acto. Antes de su apertura a los consumidores mañana, hoy tendrá lugar la inauguración institucional del primer súper de Mercadona en Portugal con la presencia de Juan Roig.
@igomeze, #asesoriaenretail, #ignaciogomezescobar, #mercadona, ASESORIA EN RETAIL, Continente, Ignacio Gómez Escobar, Retail
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