Adriatic region, 2009 - The crisis in the market of technical goods
The crisis has not helped anyone. Her impact is manifested differently from state to state. In which way we feel recession in Slovenia, Croatia and Serbia in 2009?
Generally speaking, the manifestation of the crisis was different in each state by her intensity and shape. I believe that we talked about her a lot, with our friends, relatives, especially in business meetings, either internal or external nature.
End of the 2008. when we start talking seriously about a crisis, any drastic changes in that time in Adriatic region was not felt.
The first signs of crisis referred to the slight decline in sales in Croatia, which could be partially observed in Serbia, while in Slovenia the situation has changed.
A review of the 2009-year
During this year there was a lot of discussion of a difficult situation which has occurred in Croatia. The changes that followed did not fit anyone, which is reflected both in the consumption of customers, and in the weakened power of some major technical consumer goods. As a result, sales decline of 40% on the market of technical products, observed annually.
On the graph can be noted that, although the audio / video equipment was more on target, because price growth, but held that level of sales value which also applies to the sale of home appliances.
Also, in Serbia you might spoke about declining sales of technical goods in the market; quantitative sale was felt more then 22%, but because the positive trend in average selling price drop less valuable.
In Serbia and in Croatia, is noticed increase the average price segment of audio / video equipment and increase the sale of LCD and plasma TV’s, which greatly affects the overall market.
Crisis in Slovenia on the market audio / video equipment and home appliances in 2009, maybe have the smallest affect. Sales of last mentioned segment of the same is almost identical percentage as in Croatia, while the positive trend of increasing prices reduce the negative trend in sales value.
But we are all the same
Some trends in all three countries are the same, if you compare the sales per unit in 2009 with the previous year.
The graph below shows that the major commodity groups of individual segments, starting from large and small household appliances, in 2009 they preserve their position within the overall sales in the market and they fight for more space in the entire sale.
When the audio / video equipment is concerned, there appear different trends. There is no doubt selling LCD TVs in the largest increase in all three states, while the difference observed in the group Dvd players / rec, where the positive trend we can see only in Croatia.
When comparing the most important characteristics of the product, so those who largely define the direction of market development between countries can spot some similarities. What is most important is that this trend provides that, despite the crisis in the market selling technical goods, although to a lesser extent volume, but this trend have same direction like trends in developed countries of Western Europe.
LCD TV
The scope of the sale of this commodity group is positioned differently among countries, and she has achieved the highest growth in Serbia in 2009.
This department is a separate group in that all three countries follow the example of the trend of sale of products with the best technical characteristics, and reported sales growth in their markets.
The difference between states is observed in the demand for TV, specified size per inches. However, as the date closer to the World Cup, this issue will have a special place in the further analysis in the incoming period.
I believe that it will be interesting to see how it how will the football affect on the sale LCD TV’s, comparing the period before two years ago when the European Championship has left visible traces on the total sales of this product.
Large household appliances
One of the characteristics this commodity group which followed the trend of sales related to the consumption of electricity and the possibility of in-built.
In both cases we are talking about positive growth in all three countries. We should be proud of the growth of A + energy consumption, which direct us on ecological electricity consumption.
Maybe you will be surprised by a small increase in A+ energy consumption in Slovenia in 2009, compared to 2008. it actually means a situation in which Slovenia has already recorded a growth of sales of products with this feature. Therefore, she calmly followed the trend, while Croatia and Serbia only enter into a period of intensive selling products with this feature.
Washing machine and dryer have proportion between sales value and machine feature – the biggest number rpm per minute. Machines with the biggest rpm per minute give you a great advantage in sales in Slovenia, compared with Serbia and Croatia who follows this trend.
The fact is that we expect more of the characteristics of 7kg (maximum capacity washing machine). However, in all three countries there is a slight negative trend which leads to the justification classic capacity machines, although it should take that this part of the sale in whole sale is not small.
In the fridge was still a trend of buying a device placed at the bottom freezer refrigerator, and our data indicate that the crisis in 2009 sales this kind of refrigerators and even increased.
Interestingly, the rear feature of refrigerators shows his possibility to maintain temperature of 0 degrees because specific cooling food and optimal deadline. In Slovenia and Serbia has manifested a negative sales trend, while in Croatia this device in the trend growth.
What does 2010 brings?
Certainly, at this point is hard to talk about the future based on data obtained in the first month of this year, but what is certain is that 2010 will be interest for all three countries.
For all the changes made in 2009, power producers and brand presence in the Croatian market has changed considerably and gives a completely different picture than the previous year. The changes that followed were very much noticeable, and embarrassing for many.
In Serbia, the observed trends are now smaller shops closing and increased rationalization of the product range. How will it continue during the year and what the impact will be, at this point it is just speculation.
Sales will have the last word, so we should wait.
Finally, Slovenia has, until the end of 2009,remained stable and looking beyond - and the Adriatic region.
What will important happened in 2010?
Digitalization, which was introduced in Slovenia and Croatia will bring significant changes in the market, which will be specifically reflected in the area of audio and video equipment, and the expected increased sales of certain products in this group.
Which product will take the title of best selling?
We will say more about it very soon.
