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#3 (228) 2015
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WWW.B-MAG.RU
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??????? ????????????????????????????????????????????????? 60
???? ???? ???????????????????????????????????????????? 72
??????? ????? ?????????????????????????????????????? 27
????????????? ????? ????????????????????????? 68
?????? ???????? . .......... 18, 19, 20, 21, 22
??????? ??? ............................... 24, 25, 26
????, ?? ??????????????????????????????????????????????? 26
?????? ???? ???????????????????????????????????????? 42
???????? ??????? ????????????????????????????????? 40
??????? ????????? ????????????????? 67, 68
6
??????-?????? ???? #3 2015
A-Z
??????? ???? ??????????????????????????????????????? 20
?????????? ???????????????????????????????????? 57, 61
??????? ?????? ??????????????????????????????????? 51
????? ????????????????????????????????????????????????????? 12
??? ??? ??????????????????????????????????????????????? 77
?????????? ????? ????????????????????????? 66, 68
???????? ?????? ???????????????????? 69, 70, 72
????????? ??????? ????????????????????????????? 42
??????? ????? ????????????????????????????????????? 27
????????? ???? ??????????????????????????????????? 77
?????????? ????? ?????????????????? 20, 21, 22
?????????? ???????? ?????????????????? 42, 43
????????? . ............................... 10, 12, 13
???????? ?????? ?????????????????????????????????? 16
?????????? ?????? ??????????????????????????? 27
???????? ???????? ?????????????????????????????? 42
?????????? ???? . ........ 18, 19, 20, 21, 22
????? ????? ????????????????????????????????????????? 29
????????????? ????????????????????????????????????? 72
?????? ????? ?????????????????????????????????? 28, 29
??? . ...................................................... 38
??????? ?????? ?????????????????????????????????? 67
???????? ????? ?????????????????????????????????? 40
??????????? ???? ??????????????? 69, 71, 72, 73
?????????? ??????????
???????????? ??????????????????????????????????????? 60
??????? ???????? ????????????????????????????????? 72
??????? ?????? ???????????????????????????????? 76, 79
?????? ????? ??????????????????????????????????????? 60
?????????? ?????? ???????????????????????????? 29
???????? ?????? ?????????????????????????????????? 72
????????, ??????-????? ????????????????? 67
????????, ??? ????????????????????????????????????? 46
??????? ?????? ????????????????????????????????????? 52
??????? ???????? ????????????????????????? 71, 72
??????? ?????? ?????????????????????????????? 38, 40
???????? ........................................... 27, 28
???????? ??????????????????????????????????????????????? 52
?????? ??????? ???????????????????????????????????? 27
??????? . ........................................... 20, 22
????????? ???????? ??????????????????????????? 43
??????? ????????????????????????????????????????????????? 72
???????, ?? ?????????????????????????????????????????? 35
??????? ????????? ???????????????????????????? 12
??? ???? .................................... 14, 16, 17
???? ????? ??????????????????????????????????????????? 34
??????? ?????????? ????????????????????????????? 27
???????? ????? ???????????????????????????????????? 26
?????? ????? ??????????????????????????????????????? 68
???????? ??????? ???????????? 38, 39, 40, 43
?????? ?????????????????????????????????????????????????? 27
????? ?????? ???????????????????????????????????????? 20
????? ???? ?????????????????????????????????????????? 28
??????.?? ?????????????????????????????????????????????? 28
3?............................................................ 34
Amazon.............................................. 18, 52
Aori . .................................................. 28, 29
Artofad ??????????????????????????????????????????????????? 28
Balea Group ??????????????????????????????????????????? 53
Black Sugar ??????????????????????????????????????????? 28
CBRE ....................................................... 67
Crocus Group ????????????????????????????????????????? 66
Cushman & Wakefield ????????????????????? 67, 68
Danfoss ?????????????????????????????????????????????????? 52
Deutsche Telekom ??????????????????????????? 26, 27
DHL ................................................... 18, 52
DNA Realty ................................. 66, 67, 68
Drive Electro ?????????????????????????????????????????? 53
Eastman Kodak ????????????????????????????????????? 34
Easy Ten ????????????????????????????????????????????????? 29
Energy8 ?????????????????????????????????????????????????? 53
FM Logistic ???????????????????????????????????????????? 53
Google . ....................................... 34, 35, 52
GVA Sawyer ??????????????????????????????????????????? 68
Immofinanz Group ????????????????????????????????? 68
Incity . ...................................................... 68
Intel ......................................................... 35
Itella .................................................. 52, 53
JLL .......................................................... 66
Kiva Systems ????????????????????????????????????????? 52
Melon Fashion Group ???????????????????????????? 68
MOV!E ????????????????????????????????????????????????????? 28
OCDevel ?????????????????????????????????????????????????? 29
Posti Group ???????????????????????????????????????????? 52
PR Partner ??????????????????????????????????????? 25, 26
RedHelper ?????????????????????????????????????????????? 26
RoboCV ?????????????????????????????????????????????????? 51
RRG ......................................................... 68
SF Express ????????????????????????????????????????????? 18
Social Insight ????????????????????????????????????????? 27
STILL ....................................................... 51
Subway ?????????????????????????????????????????????????? 58
T-Systems ???????????????????????????????????????? 26, 27
TWEED .............................................. 66, 68
Welhome ???????????????????????????????????????????????? 68
Wilgal Diffusion Bip Bip ????????????????????????? 12
X5 Retail Group ?????????????????????????????????????? 12
ZALA Aero Group ?????????????????????????????????? 20
Zolla ........................................................ 68
Zookal ???????????????????????????????????????????????????? 18
??? ?????????
?????????? ????
$87а????
$142а????
$199а????
2000 ???
???????????
??????????? ???
?а??????
2007 ???
490 700
???????
419 000
???????
417 500
???????
483 600
???????
2014 ???
??????? ????????? ????? ??????? ??????? ????? ??????,
???а??а??????????? ??????? 2008?2009 ?????, ?а??? ????? ????????? ??а????а? ????? ???????-?????????????? ????????
McKinsey, ??????? ?????????? ?а??????? ??????????????
???????????? лDebt and (not much) deleveraging╗.
??? ??????? ?????? ???? ??????? ????? ????? ???????
??????????? ?????? ????????????? ?а???, ???а?а2007 ????.
?а????? ??? ??????????? ??а17 ?????????? ???????, ?а????????? ???????а? ????? ???а??а50. ?????? ?????, ????????????
???????? ??????? ?а?????? ???? ?а???????? ??????????????.
?а???? ????????, ??? ??????? ????????? McKinsey, ????????
?????????? ???? ???????????? ???????, ????????? ????????????? ????????? ???????? л???????╗.
???? ??????? ?а2014 ????
? ???????
??а?????
? ???????????
??????????
+6%
+12%
??????? ??а?????????? ??????????? ?а?????? ?????????? ?????, ???а???????? ???????? ????????? ???????. ???
?????? ??????????? ????????? ?? ?????? ??????, ???????
??а?????????? ?а?????? ????????? 43% ???????, ?а?? ?????
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??а????? ?????? ?????????? ????????, ??? ???????????????,
???????????, ????????, ?????, ?а?????? ???????? ???? 15%
(?а???????????? ???????? ???????а? ????? 70%).
8
??????-?????? ???? #3 2015
2013
2014
?????? ????? ?????? ??????? ?а???, ???а? ???????
???? ????? ??????????????? ?а?????? ??????? ?????????
??? ????????? ??????.
???? ?а???????????????? ?????? ???????? ????? ??????????????? ?а?????????????? ?????????? ???? ?????????????, ??а?а2014 ???? л??????╗ ??????? ????. ??? ????????
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??????, ?а????? ???? ??????????????? ??????????.
?????? ????????,
??????? ?????
??а????????????
2008 ???
2015 ???
295
199
? ?????? 2008 ???? ??????????? ??????? ????????????
??? ????????????????? ???????????, ??????? ????? ???????????? ??а3,2 ???? ?????? ?????????. ??????????? ????
????????????? ?? ????????????? ?а???????. ??????, ?????
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?????? ???????????, ??????????? ??а???? ????? ??????????
??????? ????? 70% ????????????? ?????? ?а??????????????? ??????? ????? 20% ??????? ?а?????????? ?????????,
??????? л????????╗ ?ал???????╗.
?????? ?????
? 2014 ????
10,93
11,81
??????
???
????./?????
???
???
????./?????
?? ?????? 2014 ???? ?????? ???????? ??????? ????????? ??а??????? ???????????, ????????? ?????? ???,
?????????? ?а?????? ?????????????? ???????????????
?????????. ??????????? ?????? ??????? ??а??? ?????????
?????? ??а1,5а??? ????./?????, ?а??????а? ???? ??а50а???.
??а??????? ?????а? ?????????? ??????.
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??????? ?а???? ????????? ??????. ??? ?а??? ?????????
?а3,5а??? ????./????? ?а2014 ???? ??а5,2а??? ?а2020???.
?а2020 ???? ?????? ????? ???????? 10,37а??? ????./?????,
?а???а? 13,96а???, ???????????? ?а???.
$773,8а????
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APPLE
$456,3а????
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(?? 24.02.2015)
?????????????
л????????╗
$54,5а????
????? ?????? ??а???????????? л?????????╗ ???-BP
?а2012 ????
$44,3а????
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???? ??а?????????? ????? (??а25.02.2015)
? ?????? 2014 ???? ?????????? ?????????? ????????
???????? ?????????? ????? ??а40%. ????? ????? ??????? ?????? ??а??????? ???-BP, ???а?????????? ???????
???????? ????????? ???????????????? ??????????
???????, ????????????? л????????╗ ????????? ???????????? $96а???? (?а?????? 2013 ????). ???????, ???
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9
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10
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11
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?а??? ????? ?ал??????╗, л?????╗, X5 Retail Group ?а???????.
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Diffusion Bip Bip, ?а?????????? ???? ????????? ?????????
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???????? ????????; ???????????? ???????????? ?????????? ???????????,
IT ?а?????????????? ?????????, ???????? ???????? ?????????, ???????????
?????????? ?????????? ?а??????????? ????? ????????? ??а?????
??????????? ?а?.а?.
??????-?????? ???? #3 2015
63
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????????? WOKI
?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??? л????????╗
??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? л????????? ???????╗
?????????????????????????????????????????????????????????????????????????????? 8 (800) 100-50-33, vashpingvin@mail.ru
?????????????????????????????????????????????????????????????????????????????????????? 8 (495) 975-98-47, 8 (926) 138-08-11,
?????????? ?а???????????
?????????? ?а???????????
???????? ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 33pingvina.ru
8 (926) 946-80-11
??? ????????? ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 2004
???????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? wokifood.ru
??? ??????? ????????? ????????????????????????????????????????????????????????????????????????????????????????????????????????????? 2006
???? ??а??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? f-wokka.ru
???????..................................................................................................................................???????????? ???????
??? ????????? ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 2013
??????? ???????? ?????????
??? ??????? ????????? ????????????????????????????????????????????????????????????????????????????????????????????????????????????? 2014
л33 ????????╗а? ?????????? ?а?????? ???? ??????????????
(???????????? л?????????? ??????? ????? ?????????????
??????? 2014╗, ???.Research). л33 ????????╗а? ??????????
???????? ?а??????????? ?????????????. ?????? ????????
?????? ????????? ???? ?а????????? ?????????? ??????????????
???????? ?а??????? ???????????? Golden Brand.
???????..................................................................................................................................???????????? ???????
??????? ???????? ?????????
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??а?а??????????? ???????? ?а??????? ????.
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????? ?????????? ????? ?а????........................... 1155 (??????? ?????? ???????)
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????? ?????????? ????? ?а????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 14
???????????? ??????????????????????????????????????????????????????????????????????????????????????????????? ??????, ?????????,
?? ??? ??а?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 13
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?????????? ???????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????370 ???. ???.
?????? ?????? ???????????????????????????????????????????????????????????????????????????????????????????????????????????? 12-16 ???????
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?????????? ???????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????320а???. ???.
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64
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???????? ??а?????????? ?????????. ??????? ???????? ??????? ?????????, ??? ??????? ?а?????????????????, ?????
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???????? ?????????. ??????, ??????? ?а??????? ?????????
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??????????, ?а??????????????? ???????????? ????? ????????? ?????????? ??а??????? ???? ??????? ??а????????
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66
??????-?????? ???? #3 2015
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??????????? ???????????? ?а??????
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л????????╗ (390а???. ??. ?) ??а????? ?????????? ??а??????
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??. ?). ?а?????????? ????????? ?а???????? ????????? ???????
л?????????╗ (?????-?????????, 141,7а???.), л?????╗ (??????,
90а???.), л???????╗ (????????????, ????????? ???????, 85а???.),
????? ?????
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(??????? ?????????? ????????)
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лVegas ?????? ????╗
л????????╗
л?????????╗
л??????╗
л???????╗
л??????╗
л?????╗
20%
30%
35%
37%
45%
53%
66%
73%
????????: л??????? ?????????╗
л???????╗ (???????????, 72,9а???.). ????????? Cushman &
Wakefield ??????????, ???а?? ??????? ??? ?а????? ?????????
??? ?????????? ??????????? ??????? 46 ???????? ???????.
л? ??????? ???????? ??????? ??????????? ??????? ??а?????? ?????????? ?????,а? ????????? л??????-???????╗ ??????
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????? ????????? 30?40%╗.
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?ал?????????╗а? 35%, ?ал??????????╗а? 37%.
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???? ??????????? ?а???????? ???????????. ????? ????????
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л?????????? ??а????? ?а??а????? ??????????? ??????, ?????
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л??????╗ (??????????? ?????????????, ??????? ??????? ?а??.).
??? л????╗ ??? л????╗ (??????? ?????????, ??????? ?????????) ??????????? ????? ???? ??????????. ?а???? ??а??????
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??????-?????? ???? #3 2015
67
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?????? ???????????? ???????? ??????? ??????????? ????????????? ???????? ???? ?????? ???а??????? ???????? ??????
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?????? ?а???????? ???????? ??????????????.
? Cushman & Wakefield ????????????, ???а?? ????? 2015
???? ??????????? ??????????? ????????? ?????? ????? ??????????? ?а??????. ????????? ?а?????? (??? ??а????????а?
л???????? ????????╗) ?????????? ???? ??а?????-????????
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Sawyer).а? ?а??а????? ??? ????????? ????????? ????????????? ?а????????? ??а????? ??????? ????? ???? ???????
?а???????? ???????? ????????╗.
???????: ?????? ?????? ?а???????? ???????? ??????? ?????? ?а????? ???????, ???а?? ????????? ??????? ??????????.
л??????? ??????????? ??а????????╗ ???; ??????????? ?????
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???????. ?а???? ???? ???? ???????? ??????? ????? ??????????
??????? ?а?????? ??а??????? 1?2а???. ???. / ??. ? ?а?????, ?????? ???а????? ??а??? ??????? 4?7а???. ?а?а????????? ?а?????
68
??????-?????? ???? #3 2015
??????????? ??а??????? ??а??????? ?????? ?????????????
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??????????? ???? ???????, ??а?????? ????? ????╗.
???? ????? ????? ??????? ??????? ????? ??????????
?????, ????????????????? ??а???? ????????????? ?????????????. ????? ??????, ??? Wendy?s, Esprit, OVS, River Island,
Seppala, New Look, Gerry Weber, ??????? ??а????? ??а??????
??? ????????????? ??? ???????????.
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л???????????╗. ??а?????? л???????? ?????????╗, ???????? ?а?? ????????? ???????? ????? л???????????╗, Ostin,
Funday, Ostin Kids ??????? ??а?????????? ????????, ??? ????
????? ??????? ??а???????????????. ???????? Zolla, Incity,
Melon Fashion Group (?????? Befree, Zarina, Love Republic)
??????????? ????????? ????? ??а???????? ?????????, Zolla
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?????? ???? ?а??????? ???????. ???????? RRG ????????????: ??????? ??????? ????????????? ?????? ?а?????????
??????? ???? ??а?????? ????????. ??? ?????? ?????????: ?а???
???? ??????? ???? ?а????????? ???????. ????? ????, ???????
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????? 500а???. ??. ?,а? ???????????? ????? ?????????????,
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?????????╗.
?????????????? ????? ???????? ????????? ??а????????
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???????? ???????? ?????? ???? ????????? ??????????? ?????????-???????????, ?а??????? ?????? ???? ?????? ??????
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?а??а????? ????????????? ??????? ???? ??? ??????? ???
??????? ??а10% (??????????????? ??????; ?????? ??????
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