{"id":5579,"date":"2020-07-07T15:13:00","date_gmt":"2020-07-07T13:13:00","guid":{"rendered":"https:\/\/emagazin.plus\/?p=5579"},"modified":"2025-02-06T11:42:48","modified_gmt":"2025-02-06T10:42:48","slug":"kaufland-cz-ceo-stefan-hoppe-im-interview","status":"publish","type":"post","link":"https:\/\/emagazin.plus\/cz\/kaufland-cz-ceo-stefan-hoppe-im-interview\/","title":{"rendered":"Rozhovor se Stefanem Hoppem, CEO Kaufland \u010cesk\u00e1 republika"},"content":{"rendered":"\n

\u0158e\u0161en\u00ed sotva najdeme ve v\u011bdeck\u00e9 pr\u00e1ci<\/strong><\/p>\n\n\n\n

Sympatick\u00fd, p\u0159\u00edstupn\u00fd, stoj\u00edc\u00ed nohama pevn\u011b na zemi. \u010cerstv\u00fd \u010dty\u0159ic\u00e1tn\u00edk u\u017e rok vede v \u010cesku obchodn\u00ed \u0159et\u011bzec Kaufland. Stefan Hoppe je rodil\u00fd \u201ekauflan\u010f\u00e1k\u201c a sv\u00e9 mana\u017eersk\u00e9 dovednosti si vybudoval od nuly pr\u00e1v\u011b v tomto koncernu. Hovo\u0159ili jsme s n\u00edm o trendech v j\u00eddle a nakupov\u00e1n\u00ed, o obdob\u00ed koronaviru a udr\u017eitelnosti, ale tak\u00e9 o potravin\u00e1ch jako politick\u00e9m n\u00e1stroji.<\/strong><\/p>\n\n\n\n

Kde a jak jste zvl\u00e1dal koronavirovou krizi?<\/strong><\/p>\n\n\n\n

Za\u010d\u00e1tek jsem za\u017eil tady v \u010cesk\u00e9 republice a kr\u00e1tce po vyhl\u00e1\u0161en\u00ed nouzov\u00e9ho stavu jsem odcestoval do N\u011bmecka. V na\u0161em \u00fast\u0159ed\u00ed v Neckarsulmu jsem na\u0161t\u011bst\u00ed dostal k dispozici videokonferen\u010dn\u00ed m\u00edstnost, kde jsem mohl v\u00edce ne\u017e m\u011bs\u00edc pracovat na d\u00e1lku.<\/p>\n\n\n\n

\u201eSocial distancing\u201d pro V\u00e1s tedy nebyl \u017e\u00e1dn\u00fd probl\u00e9m. Jak fungovalo \u0159\u00edzen\u00ed na d\u00e1lku?<\/strong><\/p>\n\n\n\n

Naprosto skv\u011ble, s\u00e1m bych to ani ne\u010dekal. Fungovalo to jednak d\u00edky technick\u00fdm mo\u017enostem, jednak z\u00e1sluhou dobr\u00e9 t\u00fdmov\u00e9 spolupr\u00e1ce. O co \u010dlov\u011bk z\u010d\u00e1sti p\u0159i\u0161el, byla osobn\u00ed rovina, kdy m\u00e1te mo\u017enost projednat t\u00e9mata osobn\u011b, p\u0159\u00edpadn\u011b v u\u017e\u0161\u00edm kruhu. Videokonference jsou prost\u011b striktn\u011b pl\u00e1novan\u00e1 forma komunikace.<\/p>\n\n\n\n

Jak\u00e9 jsou dosavadn\u00ed dopady t\u00e9to krize na spole\u010dnost Kaufland v \u010cesk\u00e9 republice?<\/strong><\/p>\n\n\n\n

Na jedn\u00e9 stran\u011b se vlivem koronavirov\u00fdch opat\u0159en\u00ed a z\u00e1kazu voln\u00e9ho pohybu v\u0161eobecn\u011b sn\u00ed\u017eil po\u010det z\u00e1kazn\u00edk\u016f, na druh\u00e9 stran\u011b ale z\u00e1kazn\u00edci nakupovali ve v\u011bt\u0161\u00edm mno\u017estv\u00ed. Celkov\u011b spole\u010dnost Kaufland \u010cesk\u00e1 republika dosud ust\u00e1la krizi v dobr\u00e9m a stabiln\u00edm stavu. Nov\u00fd trend, kter\u00e9ho si v\u0161\u00edm\u00e1me, je z\u00e1jem o cenov\u011b v\u00fdhodn\u00e9 zbo\u017e\u00ed. Ten souvis\u00ed s obavou z recese a nezam\u011bstnanosti.<\/p>\n\n\n\n

V roce 2019 jste se v \u010cesk\u00e9 republice ujal veden\u00ed Kauflandu. V jak\u00e9m stavu jste ho p\u0159eb\u00edral? Spole\u010dnost p\u0159edt\u00edm zaznamenala v\u00fdrazn\u00fd pokles obratu a zisku.<\/strong><\/p>\n\n\n\n

Kaufland \u010cesk\u00e1 republika byl v\u017edy velmi \u00fasp\u011b\u0161n\u00fdm region\u00e1ln\u00edm zastoupen\u00edm spole\u010dnosti Kaufland. Z \u010ceska do N\u011bmecka neust\u00e1le p\u0159ich\u00e1zely r\u016fzn\u00e9 inovace, procesy a marketingov\u00e9 strategie. Co jsem zde zaznamenal j\u00e1, byl ur\u010dit\u00fd neklid a nestabilita zp\u016fsoben\u00e1 neskute\u010dn\u00fdm mno\u017estv\u00edm zm\u011bn, ke kter\u00fdm do\u0161lo v letech 2018\/19 a kter\u00e9 z\u010d\u00e1sti prost\u011b nebyly optim\u00e1ln\u00ed. V obchodn\u00edm roce 2018 byla kv\u016fli snaze zv\u00fd\u0161it produktivitu propu\u0161t\u011bna velk\u00e1 \u010d\u00e1st na\u0161ich brig\u00e1dn\u00edk\u016f. D\u016fsledkem byly probl\u00e9my s rychlost\u00ed odbaven\u00ed na pokladn\u00e1ch a dopl\u0148ov\u00e1n\u00edm zbo\u017e\u00ed a n\u011bkolik nelichotiv\u00fdch zpr\u00e1v v m\u00e9di\u00edch.<\/p>\n\n\n\n

\u201eObchod nen\u00ed kosmick\u00fd v\u00fdzkum<\/em>\u201c<\/p>\n\n\n\n

Jak se V\u00e1m jako nov\u00e9mu \u0159editeli povedlo obchod zase \u201erozh\u00fdbat\u201c?<\/strong><\/p>\n\n\n\n

Ka\u017ed\u00e9mu z m\u00fdch spolupracovn\u00edk\u016f jsem polo\u017eil t\u0159i ot\u00e1zky: Jak je Kaufland vn\u00edm\u00e1n na \u010desk\u00e9m trhu? Jako symbol v\u00fdhodn\u00e9 ceny, kvality, rozmanitosti, produktivity, jako n\u011bmeck\u00fd podnik? Co v sou\u010dasn\u00e9 dob\u011b d\u011bl\u00e1me dob\u0159e? Co mus\u00edme zm\u011bnit, abychom byli zase dob\u0159\u00ed? Konkr\u00e9tn\u011b na prvn\u00ed ot\u00e1zku neznal odpov\u011b\u010f skoro nikdo. Pot\u00e9 jsme si pozvali vedouc\u00ed jednotliv\u00fdch pobo\u010dek a zeptali se jich, co o n\u00e1s \u0159\u00edkaj\u00ed z\u00e1kazn\u00edci. Obchod nen\u00ed kosmick\u00fd v\u00fdzkum. Prod\u00e1v\u00e1me hlavn\u011b potraviny a \u0159e\u0161en\u00ed sotva najdeme ve slo\u017eit\u00e9 v\u011bdeck\u00e9 pr\u00e1ci.<\/p>\n\n\n\n

\"\"
Rozhovor \u010dasopisu Plus se Stefanem Hoppem<\/figcaption><\/figure>\n\n\n\n

Jak\u00e1 je vlastn\u011b c\u00edlov\u00e1 skupina spole\u010dnosti Kaufland \u010cesk\u00e1 republika?<\/strong><\/p>\n\n\n\n

Z m\u00e9ho pohledu se Kaufland nesm\u00ed orientovat na jednu specifickou skupinu z\u00e1kazn\u00edk\u016f. Je nutn\u00e9 do ur\u010dit\u00e9 m\u00edry myslet na v\u0161echny, po\u010d\u00ednaje lidmi, kte\u0159\u00ed \u017eij\u00ed single, p\u0159es pracuj\u00edc\u00ed matky a\u017e po seniory. Ka\u017edop\u00e1dn\u011b jsem si v\u0161iml, \u017ee na\u0161e komunikace byla velmi nep\u0159ehledn\u00e1. Jeden den jsme tvrdili, \u017ee jsme nejlevn\u011bj\u0161\u00ed, dal\u0161\u00ed den jsme nab\u00edzeli nej\u010derstv\u011bj\u0161\u00ed zbo\u017e\u00ed, pak jsme se prezentovali jako nejudr\u017eiteln\u011bj\u0161\u00ed a \u010dtvrt\u00fd den jsme m\u011bli nejlep\u0161\u00ed sortiment. N\u011bjak n\u00e1m chyb\u011bla n\u00e1vaznost.<\/p>\n\n\n\n

O strategii podniku hodn\u011b vypov\u00eddaj\u00ed jeho investice. Jak\u00e9 projekty jsou v sou\u010dasn\u00e9 dob\u011b pro Kaufland nejd\u016fle\u017eit\u011bj\u0161\u00ed?<\/strong><\/p>\n\n\n\n

Nejvy\u0161\u0161\u00ed prioritou je modernizace na\u0161\u00ed s\u00edt\u011b pobo\u010dek. V \u010d\u00e1sti na\u0161ich pobo\u010dek neprob\u011bhla renovace u\u017e 20 let, od doby, kdy byly otev\u0159eny.<\/p>\n\n\n\n

Va\u0161e sestersk\u00e1 spole\u010dnosti Lidl zah\u00e1jila modernizaci pod heslem \u201ezhodnocen\u00ed\u201c. Jak\u00fdm sm\u011brem se ub\u00edr\u00e1 modernizace Kauflandu?<\/strong><\/p>\n\n\n\n

I my chceme zvy\u0161ovat na\u0161i hodnotu. Princip zbourat a postavit znovu, kter\u00fd zavedl Lidl, v\u0161ak u n\u00e1s tak dob\u0159e nefunguje. Plocha na\u0161ich prodejen je na to p\u0159\u00edli\u0161 velk\u00e1. Investujeme sp\u00ed\u0161e do zhodnocov\u00e1n\u00ed st\u00e1vaj\u00edc\u00edch nemovitost\u00ed. Velmi d\u016fle\u017eit\u00fdm faktorem je osv\u011btlovac\u00ed technika, d\u00e1le barvy, typy reg\u00e1l\u016f, kter\u00e9 nejsou tak vysok\u00e9 jako d\u0159\u00edve, nov\u00e9 pulty, nov\u00e1 chladic\u00ed technika.<\/p>\n\n\n\n

\u201eN\u00e1vrat ke klasick\u00fdm obslu\u017en\u00fdm pult\u016fm<\/em>\u201c<\/p>\n\n\n\n

Hlavn\u00edm t\u00e9matem tohoto \u010d\u00edsla je FOOD. Jak\u00e9 jsou trendy v oblasti \u201eFood and Lifestyle\u201c, kter\u00fdm vych\u00e1z\u00ed vst\u0159\u00edc i Kaufland?<\/strong><\/p>\n\n\n\n

Bioprodukty jsou dnes ji\u017e standard a z\u00e1kazn\u00edci o\u010dek\u00e1vaj\u00ed velk\u00fd v\u00fdb\u011br t\u011bchto produkt\u016f ji\u017e na \u00farovni diskontn\u00edch prodejen. D\u00e1le sem pat\u0159\u00ed produkty bez obsahu lakt\u00f3zy a lepku. Dal\u0161\u00edm trendem je n\u00e1vrat ke klasick\u00fdm obslu\u017en\u00fdm pult\u016fm. Z\u00e1kazn\u00edci op\u011bt po\u017eaduj\u00ed osobn\u00ed obsluhu a poradenstv\u00ed. Tyto slu\u017eby u\u017e p\u0159itom z Kauflandu p\u0159ed \u010dasem t\u00e9m\u011b\u0159 vymizely, proto\u017ee jsme se v\u00fdrazn\u011b p\u0159eorientovali na samoobslu\u017en\u00fd prodej balen\u00e9ho zbo\u017e\u00ed. A najednou vid\u00edme, \u017ee z\u00e1kazn\u00edci cht\u011bj\u00ed b\u00fdt op\u011bt obsluhov\u00e1ni, cht\u011bj\u00ed, aby jim n\u011bkdo poradil, a cht\u011bj\u00ed m\u00edt z nakupov\u00e1n\u00ed i ur\u010dit\u00fd z\u00e1\u017eitek. Proto jsme tak\u00e9 zam\u011bstnali velk\u00e9 mno\u017estv\u00ed person\u00e1lu u obslu\u017en\u00fdch pult\u016f. Mo\u017en\u00e1 to vypad\u00e1 jednodu\u0161e, ale ten, kdo u\u017e n\u011bkdy st\u00e1l \u010dty\u0159i hodiny za pultem, v\u00ed, kolik toho tito zam\u011bstnanci mus\u00ed zvl\u00e1dnout.<\/p>\n\n\n\n

\"\"
Rozhovor \u010dasopisu Plus se Stefanem Hoppem<\/figcaption><\/figure>\n\n\n\n

Jak\u00fdm zp\u016fsobem hled\u00e1te ty spr\u00e1vn\u00e9 zam\u011bstnance?<\/strong><\/p>\n\n\n\n

Kv\u016fli propou\u0161t\u011bn\u00ed v obchodn\u00edm roce 2018\/19 do\u0161lo k mnoha probl\u00e9m\u016fm. Situace se v\u0161ak zlep\u0161ila d\u00edky nov\u00fdm v\u00fdb\u011brov\u00fdm \u0159\u00edzen\u00edm, zvy\u0161ov\u00e1n\u00ed plat\u016f a lep\u0161\u00ed person\u00e1ln\u00ed politice. Moment\u00e1ln\u011b je v\u00fdvoj na\u0161eho obratu a po\u010dtu z\u00e1kazn\u00edk\u016f stabiln\u00ed.<\/p>\n\n\n\n

Vzd\u011bl\u00e1v\u00e1 si Kaufland v \u010cesku sv\u00e9 zam\u011bstnance s\u00e1m?<\/strong><\/p>\n\n\n\n

Klasick\u00fd u\u010debn\u00ed obor prodava\u010d v t\u00e9 podob\u011b, jako existuje v N\u011bmecku, v \u010cech\u00e1ch nen\u00ed. Na\u0161e zam\u011bstnance d\u00e1le vzd\u011bl\u00e1v\u00e1me intern\u011b, nap\u0159\u00edklad v na\u0161\u00ed \u201e\u0161kole \u010derstvosti\u201c. Zde vyu\u017e\u00edv\u00e1me obslu\u017en\u00e9 pulty, u kter\u00fdch je mo\u017en\u00e9 si vyzkou\u0161et, jak\u00fdm zp\u016fsobem se m\u00e1 v\u00e9st rozhovor se z\u00e1kazn\u00edkem, kter\u00fd pot\u0159ebuje poradit. Kolegy to hrozn\u011b bav\u00ed.<\/p>\n\n\n\n

S t\u00edm souvis\u00ed i t\u00e9ma vst\u0159\u00edcnosti, o kter\u00e9m se v oblasti slu\u017eeb v \u010cesk\u00e9 republice tak\u00e9 diskutuje \u2026<\/strong><\/p>\n\n\n\n

Pokud n\u011bkdo nen\u00ed vst\u0159\u00edcn\u00fd, je tomu podle m\u011b ze t\u0159\u00ed d\u016fvod\u016f. Prvn\u00edm d\u016fvodem m\u016f\u017ee b\u00fdt nad\u0159\u00edzen\u00fd. Pokud vedouc\u00ed nedok\u00e1\u017ee sv\u00e9 kolegy dostate\u010dn\u011b motivovat a uk\u00e1zat jim, \u017ee si jich v\u00e1\u017e\u00ed, a pokud jim nejde dostate\u010dn\u011b p\u0159\u00edkladem, poznamen\u00e1v\u00e1 to n\u00e1ladu v t\u00fdmu. Druh\u00fdm je p\u0159et\u00ed\u017een\u00ed zam\u011bstnanc\u016f, kte\u0159\u00ed nedostanou prostor pro vlastn\u00ed odpov\u011bdnost a seberealizaci. Krom\u011b pr\u00e1ce ka\u017ed\u00fd pot\u0159ebuje \u010das na soukrom\u00ed a regeneraci. A t\u0159et\u00ed d\u016fvod zn\u00ed: Nedostatek odborn\u00fdch znalost\u00ed zam\u011bstnance.<\/p>\n\n\n\n

\u201eNa to u\u017e nikdy nezapomenete<\/em>\u201c<\/p>\n\n\n\n

Vy s\u00e1m jste absolvoval du\u00e1ln\u00ed studium na Univerzit\u011b v Mannheimu, kter\u00e9 bylo prakticky zam\u011b\u0159en\u00e9. N\u011bco takov\u00e9ho zat\u00edm v \u010cesku nem\u00e1me. Jak V\u00e1m toto tehdej\u0161\u00ed spojen\u00ed s prax\u00ed pom\u00e1h\u00e1 na Va\u0161\u00ed sou\u010dasn\u00e9 pozici vrcholov\u00e9ho mana\u017eera?<\/strong><\/p>\n\n\n\n

St\u0159\u00edd\u00e1n\u00ed teorie a praxe b\u011bhem m\u00e9ho vzd\u011bl\u00e1v\u00e1n\u00ed pro m\u011b bylo neskute\u010dn\u011b cenn\u00e9. U Kauflandu je to a\u017e extr\u00e9mn\u00ed\u2026 tady opravdu za\u010d\u00edn\u00e1te vratn\u00fdmi obaly, rovn\u00e1te ovoce, obsluhujete za pultem, dopl\u0148ujete reg\u00e1ly, mus\u00edte st\u00e1t v ochrann\u00e9m pracovn\u00edm oble\u010den\u00ed v mraz\u00edrn\u011b p\u0159i minus \u010dty\u0159iceti stupn\u00edch a pak za\u017eijete i v\u00e1no\u010dn\u00ed provoz, kdy p\u0159ed vraty stoj\u00ed \u0159ada n\u00e1kla\u010f\u00e1k\u016f se 60 paletami a do skladu se jich vejde jenom deset. Na to u\u017e nikdy nezapomenete. \u010clov\u011bk vid\u00ed to tempo a prom\u011bnlivost obchodn\u00ed \u010dinnosti, a tak\u00e9 vid\u00ed, kolik pr\u00e1ce tam lid\u00e9 mus\u00ed zvl\u00e1dnout. Jako dal\u0161\u00ed krok jsem dostal mo\u017enost p\u0159evz\u00edt celou oblast zbo\u017e\u00ed ozna\u010dovanou jako \u201eFood\u201c. Za\u017e\u00edt n\u011bco takov\u00e9ho u\u017e b\u011bhem studia je samoz\u0159ejm\u011b \u00fa\u017easn\u011b z\u00e1bavn\u00e9. Svou diplomovou pr\u00e1ci jsem psal na t\u00e9ma \u201eU\u010dni \u0159\u00edd\u00ed obchod\u201c. Z\u00edskali jsme za ni ocen\u011bn\u00ed Obchodn\u00ed a pr\u016fmyslov\u00e9 komory Heilbronn\/Franken v oblasti vzd\u011bl\u00e1v\u00e1n\u00ed. J\u00e1 jsem byl vedouc\u00edm tohoto projektu, b\u011bhem n\u011bho\u017e tehdy dostalo 140 u\u010d\u0148\u016f za \u00fakol provozovat m\u011bs\u00edc a p\u016fl pobo\u010dku v Heilbronnu. Bylo to \u00fa\u017easn\u011b nap\u00ednav\u00e9 a neskute\u010dn\u011b dynamick\u00e9.<\/p>\n\n\n\n

Kaufland byl v letech 2019 a 2020 ocen\u011bn jako nejlep\u0161\u00ed zam\u011bstnavatel v \u010cesk\u00e9 republice i v Evrop\u011b. Za co toto ocen\u011bn\u00ed z\u00edskal?<\/strong><\/p>\n\n\n\n

D\u016fle\u017eit\u00e9 jsou soci\u00e1ln\u00ed standardy, transparentn\u00ed syst\u00e9m odm\u011b\u0148ov\u00e1n\u00ed a dobr\u00e9 zapracov\u00e1n\u00ed. Krom\u011b toho mus\u00ed zam\u011bstnanci poci\u0165ovat ur\u010ditou z\u00e1kladn\u00ed m\u00edru spokojenosti. V\u00fdznamnou roli hraje tak\u00e9 v\u00fdborn\u00e1 pr\u00e1ce v t\u00fdmu. Optim\u00e1ln\u00ed je p\u0159itom dob\u0159e zkombinovat velmi zku\u0161en\u00e9 zam\u011bstnance a nejmlad\u0161\u00ed spolupracovn\u00edky, kte\u0159\u00ed u n\u00e1s pr\u00e1v\u011b za\u010d\u00ednaj\u00ed a p\u0159eb\u00edraj\u00ed odpov\u011bdnost. M\u011bli jsme v N\u011bmecku obchod v Bad D\u00fcrrheimu, jeho\u017e zam\u011bstnanci pracovali v na\u0161\u00ed spole\u010dnosti zdaleka nejd\u00e9le ze v\u0161ech zam\u011bstnanc\u016f Kauflandu. Vedouc\u00ed pobo\u010dky vykon\u00e1val svou funkci 37 let. Jejich fungov\u00e1n\u00ed bylo \u00fa\u017easn\u00e9! Ti lid\u00e9 znali sv\u00e9 z\u00e1kazn\u00edky, ch\u00e1pali, na jak\u00e9 b\u00e1zi funguje Kaufland a na jak\u00e9 z\u00e1kazn\u00edk, a um\u011bli zapojit nov\u00e9 zam\u011bstnance.<\/p>\n\n\n\n

\"\"
Stefan Hoppe, CEO Kaufland CZ<\/figcaption><\/figure><\/div>\n\n\n\n

Jakou prioritu na seznamu \u00fakol\u016f Kauflandu m\u00e1 digitalizace?<\/strong><\/p>\n\n\n\n

Moje babi\u010dka mi kdysi \u0159ekla: \u201eTy p\u0159ece prod\u00e1v\u00e1\u0161 jen ban\u00e1ny.\u201c V maloobchod\u011b nikdo nemysl\u00ed na to, co v\u0161echno se odehr\u00e1v\u00e1 v pozad\u00ed, ne\u017e se ban\u00e1n dostane do reg\u00e1lu v prodejn\u011b. Kaufland je, pokud v\u00edm, jedinou spole\u010dnost\u00ed na \u010desk\u00e9m trhu, kter\u00e1 pro objedn\u00e1v\u00e1n\u00ed zbo\u017e\u00ed vyu\u017e\u00edv\u00e1 plnou automatizaci. Za objedn\u00e1vac\u00edmi procesy se p\u0159itom skr\u00fdvaj\u00ed n\u00e1ro\u010dn\u00e9 syst\u00e9my a postupy. Kdy\u017e jsem v roce 2001 u Kauflandu za\u010d\u00ednal, psali jsme objedn\u00e1vky s tu\u017ekou v ruce. Kdy\u017e jsme neznali spr\u00e1vn\u00e9 mno\u017estv\u00ed dressing\u016f, m\u011bl z\u00e1kazn\u00edk sm\u016flu. U intern\u00edch proces\u016f se dnes \u2013 s v\u00fdjimkou podpisov\u00fdch knih \u2013 obejdeme t\u00e9m\u011b\u0159 bez pap\u00edru.<\/p>\n\n\n\n

Enormn\u00ed n\u00e1r\u016fst obratu zaznamenaly b\u011bhem koronavirov\u00e9 krize slu\u017eby spojen\u00e9 s rozvozem potravin. Kaufland ale sv\u016fj berl\u00ednsk\u00fd pilotn\u00ed projekt v roce 2017 zastavil. M\u016f\u017ee vlivem krize doj\u00edt k p\u0159ehodnocen\u00ed t\u011bchto slu\u017eeb?<\/strong><\/p>\n\n\n\n

Tento p\u0159\u00edklad kr\u00e1sn\u011b ukazuje, v \u010dem je \u010cesko d\u00e1l ne\u017e N\u011bmecko. Rozvoz potravin byl t\u00edm prvn\u00edm, co m\u011b v Praze fascinovalo \u2013 slu\u017eby m\u011bly dobrou \u00farove\u0148, byly profesion\u00e1ln\u00ed a z\u00e1kazn\u00edci je uzn\u00e1vali. Ur\u010dit\u00fd probl\u00e9m p\u0159edstavovaly pro Kaufland vysok\u00e9 n\u00e1klady na doru\u010den\u00ed a ni\u017e\u0161\u00ed zisk ve srovn\u00e1n\u00ed s kamenn\u00fdmi obchody. P\u0159esto se intenzivn\u011b zab\u00fdv\u00e1me jin\u00fdmi variantami vyu\u017eit\u00ed e-commerce. Proto jsme v polovin\u011b \u010dervna zah\u00e1jili spole\u010dn\u00fd projekt s \u010desk\u00fdm internetov\u00fdm obchodem s potravinami Ko\u0161\u00edk.cz a d\u00edky tomu jsme vstoupili do online sv\u011bta s na\u0161imi vlajkov\u00fdmi produkty. Online nab\u00eddka spole\u010dnosti Kaufland v sou\u010dasnosti zahrnuje cca 600 \u010desk\u00fdch v\u00fdrobk\u016f na\u0161ich zna\u010dek, jako je \u201eK-Jarmark\u201c. N\u00e1\u0161 sortiment nab\u00edz\u00edme na e-shopu Ko\u0161\u00edk.cz formou shop-in-shop. Pro Kaufland je to prvn\u00ed spolupr\u00e1ce tohoto typu a p\u0159edpokl\u00e1d\u00e1me, \u017ee na\u0161i nab\u00eddku postupn\u011b roz\u0161\u00ed\u0159\u00edme.<\/p>\n\n\n\n

Velk\u00fdm t\u00e9matem je udr\u017eitelnost. Uprost\u0159ed koronavirov\u00e9ho obdob\u00ed otev\u0159el Kaufland v dubnu 2020 novou \u201eudr\u017eitelnou\u201c pobo\u010dku v Rakovn\u00edku. V \u010dem spo\u010d\u00edv\u00e1 jej\u00ed udr\u017eitelnost?<\/strong><\/p>\n\n\n\n

D\u00edky zp\u011btn\u00e9mu z\u00edsk\u00e1v\u00e1n\u00ed tepla, tzv. rekuperac\u00ed u\u0161et\u0159\u00edme v prodejn\u011b s mnoha chladic\u00edmi za\u0159\u00edzen\u00edmi velk\u00e9 mno\u017estv\u00ed energie. S na\u0161\u00ed novou technologi\u00ed pro vyu\u017eit\u00ed de\u0161\u0165ov\u00e9 vody a dal\u0161\u00edmi modern\u00edmi prvky, jako je nap\u0159. LED osv\u011btlen\u00ed nebo chladic\u00ed n\u00e1bytek, chr\u00e1n\u00edme zdroje a \u0161et\u0159\u00edme mnoho energie. V\u0161echny st\u00e1vaj\u00edc\u00ed prodejny modernizujeme a nov\u00e9 stav\u00edme v souladu se z\u00e1sadou udr\u017eitelnosti.<\/p>\n\n\n\n

Nebude te\u010f vlivem koronaviru udr\u017eitelnost t\u00e9matem, kter\u00e9 z\u016fstane v oblasti ekonomiky stranou pozornosti?<\/strong><\/p>\n\n\n\n

Moj\u00ed dce\u0159i je osm let a klade mi relativn\u011b t\u011b\u017ek\u00e9 ot\u00e1zky: \u201eBude v budoucnu takov\u00fd sv\u011bt jako dnes?\u201c Zaj\u00edm\u00e1 se o klimatick\u00e9 zm\u011bny a pt\u00e1 se, pro\u010d lid\u00e9 vyhazuj\u00ed plasty do oce\u00e1n\u016f. Abych byl up\u0159\u00edmn\u00fd, j\u00e1 ve sv\u00fdch osmi letech kladl \u00fapln\u011b jin\u00e9 dotazy. Podle m\u00e9ho n\u00e1zoru p\u0159ich\u00e1z\u00ed nyn\u00ed generace, kter\u00e1 se bude velmi zaj\u00edmat o to, jak spole\u010dnost vyu\u017e\u00edv\u00e1 zdroje. U n\u011bkter\u00fdch t\u00e9mat se proto budeme muset co nejrychleji p\u0159enastavit. Na\u0161e REset plastov\u00e1 strategie je skute\u010dn\u011b dobr\u00fdm p\u0159\u00edkladem.<\/p>\n\n\n\n

\u201eJen proto, \u017ee poch\u00e1z\u00ed z N\u011bmecka?<\/em>\u201c<\/p>\n\n\n\n

V parlamentu se nyn\u00ed projedn\u00e1v\u00e1 novela z\u00e1kona o potravin\u00e1ch: V budoucnu by m\u011blo 55\u201385 % potravin v obchodech poch\u00e1zet z \u010cesk\u00e9 republiky. Jak hodnot\u00edte tento trend?<\/strong><\/p>\n\n\n\n

Netrouf\u00e1m si \u0159\u00edct, co je politika nebo populismus. Samoz\u0159ejm\u011b souhlas\u00edm s t\u00edm, abychom nakupovali region\u00e1ln\u011b, vyr\u00e1b\u011bli region\u00e1ln\u011b, aby cesta produktu k z\u00e1kazn\u00edkovi byla co nejkrat\u0161\u00ed. Sna\u017e\u00edme se nab\u00eddnout z\u00e1kazn\u00edkovi co nejv\u00edce produkt\u016f a surovin z \u010cesk\u00e9 republiky, jako je tomu nap\u0159\u00edklad u na\u0161eho masoz\u00e1vodu. Zdej\u0161\u00ed z\u00e1kazn\u00edci to tak cht\u011bj\u00ed a my u\u017e v t\u00e9to souvislosti tak\u00e9 m\u00e1me n\u011bkolik nep\u0159\u00edjemn\u00fdch zku\u0161enost\u00ed, nap\u0159. s kapry z Polska. Trh po n\u00e1s chce, abychom se st\u00e1le v\u00edce zam\u011b\u0159ovali na region\u00e1ln\u00ed a lok\u00e1ln\u00ed produkci. Ot\u00e1zkou v\u0161ak z\u016fst\u00e1v\u00e1, co je dom\u00e1c\u00ed trh ale opravdu schopen zajistit. J\u00e1 tu vn\u00edm\u00e1m riziko stoupaj\u00edc\u00edch cen. A tak\u00e9 m\u00e1me vlastn\u00ed zna\u010dky vyr\u00e1b\u011bn\u00e9 v N\u011bmecku, ve velk\u00e9m mno\u017estv\u00ed, v dobr\u00e9 kvalit\u011b. M\u00e1 te\u010f tohle zbo\u017e\u00ed z obchod\u016f zmizet jen proto, \u017ee poch\u00e1z\u00ed z N\u011bmecka? N\u011bco je v Evrop\u011b \u0161patn\u011b. Pokud se ka\u017ed\u00fd soust\u0159ed\u00ed jen na vlastn\u00ed trh, povede to k probl\u00e9m\u016fm.<\/p>\n\n\n\n

Existuje n\u011bjak\u00e1 \u010desk\u00e1 potravina, kterou jste b\u011bhem Va\u0161eho koronavirov\u00e9ho pobytu v N\u011bmecku postr\u00e1dal?<\/strong><\/p>\n\n\n\n

\u010cepovan\u00e9 pivo z tanku.<\/p>\n\n\n\n

\"\"
Stefan Hoppe, CEO Kaufland CZ<\/figcaption><\/figure>\n\n\n\n

Rozhovor: Christian R\u00fchmkorf
Foto: Tom\u00e1\u0161 \u017delezn\u00fd<\/p>\n","protected":false},"excerpt":{"rendered":"

Sympatick\u00fd, p\u0159\u00edstupn\u00fd, stoj\u00edc\u00ed nohama pevn\u011b na zemi. \u010cerstv\u00fd \u010dty\u0159ic\u00e1tn\u00edk u\u017e rok vede v \u010cesku ob\u0159\u00ed obchodn\u00ed \u0159et\u011bzec Kaufland. Stefan Hoppe je rodil\u00fd \u201ekauflan\u010f\u00e1k\u201c a sv\u00e9 mana\u017eersk\u00e9 dovednosti si vybudoval od nuly pr\u00e1v\u011b v tomto koncernu. Hovo\u0159ili jsme s n\u00edm o trendech v j\u00eddle a nakupov\u00e1n\u00ed, o obdob\u00ed koronaviru a udr\u017eitelnosti, ale tak\u00e9 o potravin\u00e1ch jako politick\u00e9m n\u00e1stroji.<\/p>\n","protected":false},"author":1,"featured_media":5727,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[8,274],"tags":[],"class_list":["post-5579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviewrozhovor","category-food-02-2020"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"cz","enabled_languages":["de","cz"],"languages":{"de":{"title":true,"content":true,"excerpt":true},"cz":{"title":true,"content":true,"excerpt":true}}},"yoast_head":"\nRozhovor se Stefanem Hoppem, CEO Kaufland \u010cesk\u00e1 republika - Plus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rozhovor se Stefanem Hoppem, CEO Kaufland \u010cesk\u00e1 republika - Plus\" \/>\n<meta property=\"og:url\" content=\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/\" \/>\n<meta property=\"og:site_name\" content=\"Plus\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-07T13:13:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-06T10:42:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/emagazin.plus\/wp-content\/uploads\/2020\/07\/Stefan_Hoppe2_CEO_Kaufland-CZ.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1279\" \/>\n\t<meta property=\"og:image:height\" content=\"799\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Plus\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Plus\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/\"},\"author\":{\"name\":\"Plus\",\"@id\":\"https:\/\/emagazin.plus\/#\/schema\/person\/37cd14efd2ba64045e168f219e9bd960\"},\"headline\":\"Rozhovor se Stefanem Hoppem, CEO Kaufland \u010cesk\u00e1 republika\",\"datePublished\":\"2020-07-07T13:13:00+00:00\",\"dateModified\":\"2025-02-06T10:42:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/\"},\"wordCount\":4660,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/emagazin.plus\/#organization\"},\"image\":{\"@id\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/emagazin.plus\/wp-content\/uploads\/2020\/07\/Stefan_Hoppe2_CEO_Kaufland-CZ.jpg\",\"articleSection\":[\"Rozhovor\",\"Food - 02\/2020\"],\"inLanguage\":\"cz\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/\",\"url\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/\",\"name\":\"Rozhovor se Stefanem Hoppem, CEO Kaufland \u010cesk\u00e1 republika - Plus\",\"isPartOf\":{\"@id\":\"https:\/\/emagazin.plus\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/emagazin.plus\/kaufland-cz-ceo-stefan-hoppe-im-interview\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/emagazin.plus\/wp-content\/uploads\/2020\/07\/Stefan_Hoppe2_CEO_Kaufland-CZ.jpg\",\"datePublished\":\"2020-07-07T13:13:00+00:00\",\"dateModified\":\"2025-02-06T10:42:48+00:00\",\"description\":\"Sympathisch, nahbar, geerdet. 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