Польша – 2012 – Обзор рынка бытовой техники

Польща – 2012 – Огляд ринку побутової техніки (анг.)

The production of domestic appliances in Poland has a long-standing tradition. Well-known factories, established after World War II, include, among others: Wromet Heating Equipment Plant in Wronki (now Amica Wronki SA) and Wrocław Metallurgical Plant. Wrozamet (today FagorMastercook SA), Zakrzów Metal Works (later Polar, now Whirlpool Poland SA) and Zelmer have also undergone rapid development since the 1960s.

Thanks to numerous foreign investments since the 1990s, Polish domestic appliance sector has become more competitive, not only domestically but also on the European market.

Experts estimate that the production of domestic appliances in Poland increased in 2011 by over 20% from the level of 15 million units recorded in 2010 – as a result of which the Polish market is likely to become a European leader in the domestic appliance sector (according to the estimates of the research company Euromonitor International).

Data compiled by Eurostat and CECED Poland (European Committee of Domestic Equipment Manufacturers) show that export of domestic appliances in the first three quarters of 2011 was 15 percent higher than in the same period in 2010.

According to estimates, the domestic appliance sector in Poland employs about 20 thousand people.

Poland is an excellent location for domestic appliance manufacturing plants. Most international companies from the sector have already invested in Poland. Companies continue to develop their product range in our country, the majority of which is later exported.

The leading global players representing the domestic appliance sector in Poland:

• BSH Bosch and Siemens Hausgeraete GmbH,
• Electrolux,
• Fagor Electrodomesticos Group,
• Indesit Company,
• LG,
• Samsung Electronics,
• Whirlpool.

Among the numerous domestic appliance companies operating in Poland, there are also domestic companies competing in foreign markets. Amica, the largest Polish producer of domestic goods, sells approx. 40% of its production on 40 foreign markets. Another Polish domestic appliance manufacturer, Zelmer, is a significant producer of vacuum cleaners on the world market.

The rationale for the development of the domestic appliance sector in Poland:

• Long-standing tradition in the manufacturing of domestic appliances,
• Presence of key players in this sector,
• Experienced labour force.

Poland’s location at the heart of Europe make it a very attractive place for developing production assigned for export for many companies. Not to be forgotten is the growing domestic market – 12 million households that need washing machines, fridges and dishwashers.

Main advantages of the domestic appliance market in Poland:

• Large rate of absorption,
• Excellent geographic location,
• Well-developed base of suppliers,
• Bridgehead for expansion to the East.

Джерело: PAIZ