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Spielwarenmesse eG

La Spielwarenmesse eG encuesta a la industria y al comercio en todo el mundo sobre la crisis

  • Impresiones actuales de visitantes y expositores
  • Creación de nuevos modelos de trabajo y medidas de comunicación

Cada año se encuentran en la Feria del Juguete de Núremberg unos 65.000 compradores y comerciantes especializados con 2.800 expositores. Para saber cómo gestionan la pandemia de Covid-19 y sus consecuencias, la empresa organizadora de este evento líder del ramo, la Spielwarenmesse eG, ha realizado una encuesta representativa entre sus visitantes y expositores. 1.810 visitantes especializados de 42 países y 548 empresas de 48 países han participado en el seguimiento realizado esta primavera.

Por parte de los visitantes, han rellenado el cuestionario responsables de diferentes formas de comercio. La mayoría de ellos dirigen tanto un negocio estacionario como una tienda online. Muchos de ellos han podido crear a este respecto nuevos canales de ventas para estar disponibles para sus clientes a pesar de la pandemia de Covid-19: En forma de tiendas online ya existentes (43,9%), tiendas online nuevas (9,1%), servicios de entrega a domicilio (22,8%), recogida en tienda (14,4%), iniciativas de comercios locales (7,1%) o con nuevas vías de comunicación con los clientes (18,3%). En los modos de comunicación se favorecieron el teléfono, correo electrónico, servicios de mensajes, medios sociales y publicidad online.

A pesar de los esfuerzos del comercio especializado, la crisis ha dejado también consecuencias negativas. Debido a la situación actual, el 45,6% de los propietarios de tiendas han tenido que anunciar ERTEs y despedir al 18,6% de sus empleados. Estos efectos de la crisis también se notan entre los fabricantes encuestados del ramo del juguete. Aquí, el 52,6% informa sobre expedientes ERTE, el 43,4% por ciento sobre trabajo desde casa y el 22,7% el despido de empleados. Al mismo tiempo, los fabricantes apoyan a los comerciantes, a los que suministran con plazos más prolongados de vencimiento de pagos, descuentos, en el desarrollo de tiendas en línea o por entrega directa al consumidor.

La puesta en práctica de estas medidas tan diversas ha producido aspectos positivos también en la crisis. Los fabricantes y comerciantes han creado sobre todo nuevas vías de comunicación con los clientes, puesto en práctica ofertas digitales con más rapidez de la prevista o introducidas por primera vez, han actualizado sus modelos de negocios y de jornadas de trabajo, han mejorado la gestión interna y fortalecido la conciencia de equipo. Por eso, los encuestados miran con optimismo relativo al ejercicio restante: el 25,8% de los comerciantes y el 32% de los fabricantes esperan una compensación de las caídas de facturación gracias a nuevos canales de ventas, el 49,7% y el 45,5% respectivamente confían en la recuperación de su negocio.

Ernst Kick, presidente del consejo de administración de la Spielwarenmesse eG, analiza la situación de la siguiente forma: „Los resultados reflejan la opinión actual en el ramo del juguete. La crisis supone para el comercio y la industria un desafío enorme, pero al mismo tiempo acelera la puesta en práctica de medidas nuevas orientadas al futuro.“

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Cada año se encuentran en la Feria del Juguete de Núremberg unos 65.000 compradores y comerciantes especializados con 2.800 expositores. Para saber cómo gestionan la pandemia de Covid-19 y sus consecuencias, la empresa org anizadora de este evento líder del ramo, la Spielwarenmesse eG, ha realizad o una encuesta representativa entre sus visitantes y expositores. 1.810 visi tantes especializados de 42 países y 548 empresas de 48 países han partici pado en el seguimiento realizado esta primavera.

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