{"id":24154,"date":"2018-11-12T19:42:46","date_gmt":"2018-11-12T17:42:46","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=24154"},"modified":"2022-09-02T11:13:07","modified_gmt":"2022-09-02T09:13:07","slug":"comerc-especialitzat-ecologic-espanya","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2018\/11\/12\/comerc-especialitzat-ecologic-espanya\/","title":{"rendered":"Comer\u00e7 especialitzat ecol\u00f2gic a Espanya: oportunitats i reptes"},"content":{"rendered":"

Quan el 2012 el sector ecol\u00f2gic espanyol comen\u00e7ava la seva particular pujada i augmentava el seu valor i rellev\u00e0ncia albirant un futur “daurat” per tot el bio, l’informe del Ministerio d’Agricultura “Caracteritzaci\u00f3n del mercado de productos ecol\u00f3gicos en los canales especialistas de venta<\/a>“<\/em><\/strong> realitzat per la consultoria ecol\u00f2gica Pro-Vocaci\u00f3n<\/strong> \u00a0ja afirmava que “no sembla existir una suficient correlaci\u00f3 entre l’envergadura productiva que ha aconseguit el Sector ecol\u00f2gic a Espanya i l’estructura de comercialitzaci\u00f3 desplegada pel mateix i el mercat interior generat i sostingut a trav\u00e9s d’aquesta estructura”<\/em>.<\/p>\n

Sis anys m\u00e9s tard, ens trobem amb l’entrada i aposta massiva per part del gran consum en el sector ecol\u00f2gic. Una aposta que est\u00e0 fent efecte per als que el promouen: no nom\u00e9s augmenta el consum bio sin\u00f3 que gaireb\u00e9 tot aquest creixement se\u2019l emporten els nous actors. Carrefour, Aldi, Lidl, etc. ja compten amb milers de refer\u00e8ncies ecol\u00f2giques en els seus lineals.<\/p>\n

\"Comercio
Casa Santiveri (Carrer del Call, Barcelona) | Casa Santiveri – Creative Commons<\/figcaption><\/figure>\n

Les quatre regles per muntar una botiga ecol\u00f2gica d’\u00e8xit<\/h3>\n

Com s’ha de reestructurar, adaptar-se i aprofitar l’oportunitat d’un sector creixent, la petita i mitjana botiga especialitzada en bio? Parlem amb Ramon Roset<\/em><\/strong>, director general de Bionistas<\/em><\/strong>, entitat que acompanya el comer\u00e7 ecol\u00f2gic basant-se en un model col\u00b7laboratiu.<\/p>\n

Quins s\u00f3n els factors en el moment actual m\u00e9s importants a tenir en compte per muntar una botiga de productes ecol\u00f2gics?<\/strong><\/p>\n

S\u00f3n factors importants: la ubicaci\u00f3 de la botiga, que marcar\u00e0 l\u2019esfor\u00e7 de captaci\u00f3 de clients. Un local amb una superf\u00edcie \u00fatil de venda suficient per encabir un assortiment que permeti fer una cistella de compra completa per a una fam\u00edlia mitja i tamb\u00e9 una circulaci\u00f3 c\u00f2mode per la botiga. Fer un disseny interior amb mobiliari i equipament vers\u00e0til que possibiliti fer una implantaci\u00f3 de l\u2019assortiment funcional i atractiva pel comprador. Fer un assortiment equilibrat en amplitud i profunditat de fam\u00edlies de productes amb especial \u00e8mfasi pels productes frescos i de consum diari. Tenir un equip hum\u00e0 format i motivat que sigui capa\u00e7 d\u2019informar i guiar al consumidor en la seva compra. Gestionar el negoci de manera professional, d\u2019acord amb les t\u00e8cniques de gesti\u00f3 habituals del comer\u00e7 minorista.<\/p>\n

El fet que el gran consum estigui apostant pel producte ecol\u00f2gic \u00e9s motiu de fre a l\u2019hora de muntar una botiga especialitzada bio?<\/strong><\/p>\n

No necess\u00e0riament. El gran consum far\u00e0 que creixi el nombre de consumidors de productes bio, doncs arriba a consumidors a qui no arriba la botiga especialitzada. Aquest fet l\u2019ha d\u2019aprofitar el comer\u00e7 especialitzat per seduir als nous consumidors a trav\u00e9s de comunicar els\u00a0 seus valors. Cal, per\u00f2, gestionar les botigues especialitzades amb criteris t\u00e8cnics i professionals.<\/p>\n

Quina import\u00e0ncia tenen els estudis de mercat \u2013 prospecci\u00f3, pr\u00e8vies a la decisi\u00f3 de muntar la botiga? <\/strong><\/p>\n

Els estudis de mercat i les prospeccions pr\u00e8vies s\u00f3n molt importants sempre que estiguin ben fets, doncs aporten informaci\u00f3 que ajuda a prendre decisions minimitzant el riscos potencials.<\/p>\n

Aquests estudis permeten tenir una radiografia de l\u2019entorn que estem considerant i per tan con\u00e8ixer el terreny on es desenvolupar\u00e0 el projecte. Permeten adaptar aspectes de la nostra oferta comercial a especificitats que pot tenir la zona.<\/p>\n

Una botiga ecol\u00f2gica ha de tenir de tot? Quins s\u00f3n els imprescindibles? <\/strong><\/p>\n

L\u2019oferta comercial ha de ser consistent amb l\u2019objectiu empresarial dels creadors. Cal definir quina necessitat de mercat es vol satisfer amb la botiga i a partir d\u2019aqu\u00ed estructurar el projecte.<\/p>\n

No \u00e9s el mateix voler satisfer les necessitats totals de compra d\u2019una fam\u00edlia que oferir una oferta especialitzada en una categoria. El m\u00e9s important es transmetre quina necessitat s\u2019est\u00e0 satisfent en aquell establiment.<\/p>\n

La botiga ha de vendre tamb\u00e9 online? <\/strong><\/p>\n

La venda online \u00e9s una oportunitat m\u00e9s que cal considerar, sempre i quan es disposi del coneixement i els recursos necessaris, tan humans, materials i econ\u00f2mics per poder-la desenvolupar amb garanties. Amb la venda online es passa d\u2019un \u00e0mbit local a un \u00e0mbit global i per tan amb una compet\u00e8ncia global.<\/p>\n

\"Comercio<\/p>\n

El comer\u00e7 especialitzat ecol\u00f2gic no s’ha de perdre<\/h3>\n

Tots, consumidors i professionals, hem d’apostar per ell. \u00c9s un eix clau per al m\u00f3n bio, i sense ell l\u2019ecol\u00f2gic perd part del seu sentit. Aquest tipus de comer\u00e7 \u00e9s sin\u00f2nim de formaci\u00f3, acompanyament del producte amb una filosofia i valors -com ara el respecte al productor, la salut del consumidor final, un comer\u00e7 \u00e8tic, els consells i coneixements nutricionals dels responsables de les botigues i la prioritzaci\u00f3 de productes locals-. Tamb\u00e9, el comer\u00e7 especialitzat amplia el bio<\/em> a un altre nivell de m\u00e9s valor per a la societat. Potser caldria plantejar-se perqu\u00e8 hem de parlar de “el bio a un altre nivell” quan, des de sempre i especialment des que es va regular qu\u00e8 volia dir que un producte fos ecol\u00f2gic, el bio era, precisament, aquest altre nivell.<\/p>\n

Autor:\u00a0<\/strong>Oriol Urrutia<\/a>, Co-Editor<\/p>\n

Bio Eco Actual<\/em><\/strong>,\u00a0el teu mensual 100% ecol\u00f2gic<\/em>
\nLlegir\u00a0Bio Eco Actual Novembre 2018<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Quan el 2012 el sector ecològic espanyol començava la seva particular pujada i augmentava el seu valor i rellevància albirant un futur “daurat” per tot el bio, l’informe del Ministerio d’Agricultura “Caracteritzación del mercado de productos ecológicos en los canales especialistas de venta“ realitzat per la consultoria ecològica Pro-Vocación  ja afirmava que “no sembla existir […]<\/p>\n","protected":false},"author":1,"featured_media":62319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7164,7177,7173],"tags":[],"class_list":["post-24154","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualitat","category-alimentacio-ecologica","category-professional"],"yoast_head":"\nComer\u00e7 especialitzat ecol\u00f2gic a Espanya: oportunitats i reptes - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Com s'ha de reestructurar, adaptar-se i aprofitar 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