{"id":123142,"date":"2026-06-19T13:22:14","date_gmt":"2026-06-19T13:22:14","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/123142\/"},"modified":"2026-06-19T13:22:14","modified_gmt":"2026-06-19T13:22:14","slug":"ocima-byznysu-obchod-zivi-evropu-ale-cesti-politici-to-ignoruji","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/123142\/","title":{"rendered":"O\u010dima byznysu: Obchod \u017eiv\u00ed Evropu. Ale \u010de\u0161t\u00ed politici to ignoruj\u00ed"},"content":{"rendered":"

Politici maj\u00ed zvl\u00e1\u0161tn\u00ed talent p\u0159ehl\u00ed\u017eet sektor, kter\u00fd je z\u00e1kladem ka\u017edodenn\u00edho \u017eivota jejich voli\u010d\u016f a\u00a0m\u00e1 velk\u00fd vliv na jejich n\u00e1ladu. Obchod zam\u011bstn\u00e1v\u00e1 v\u00a0Evrop\u011b 26\u00a0milion\u016f lid\u00ed, zaji\u0161\u0165uje v\u0161e od j\u00eddla p\u0159es spot\u0159ebn\u00ed zbo\u017e\u00ed a\u017e po l\u00e9ky a\u00a0udr\u017euje \u017eivot na venkov\u011b. M\u00edsto toho, aby mu politici pom\u00e1hali, h\u00e1z\u00ed obchodu pod nohy jeden klacek za druh\u00fdm a\u00a0zbyte\u010dn\u011b sv\u00fdm voli\u010d\u016fm prodra\u017euj\u00ed \u017eivot.<\/p>\n

Obchod je podnik\u00e1n\u00ed s\u00a0n\u00edzk\u00fdmi mar\u017eemi a\u00a0vysokou obr\u00e1tkou zbo\u017e\u00ed. N\u00edzk\u00e9 mar\u017ee znamenaj\u00ed, \u017ee je obchod velmi citliv\u00fd na jakoukoliv komplikaci a\u00a0ka\u017edou zbyte\u010dnou regulaci, nov\u00fd formul\u00e1\u0159 \u010di n\u00e1pad Donalda Trumpa mus\u00ed prom\u00edtnout do cen. Z\u00e1rove\u0148 ale obchod pat\u0159\u00ed mezi kl\u00ed\u010dov\u00e9 zam\u011bstnavatele\u00a0\u2013 a\u00a0v \u010cesku je spot\u0159eba dom\u00e1cnost\u00ed dlouhodob\u011b posledn\u00edm funk\u010dn\u00edm tahounem ekonomiky.<\/p>\n

Mus\u00edme si proto \u0159\u00edct, co pro rozvoj obchodu v\u00a0Evrop\u011b ud\u011blat a\u00a0jak se postarat, \u017ee nebudeme zbyte\u010dn\u00fdmi regulacemi lidem zdra\u017eovat jejich \u017eivot. N\u00e1pad\u016f na zjednodu\u0161en\u00ed podnik\u00e1n\u00ed jsme na st\u016fl dali docela dost.<\/p>\n

Jednotn\u00fd trh? Sp\u00ed\u0161e 27\u00a0trh\u016f s\u00a0r\u016fzn\u00fdmi pravidly<\/p>\n

Nejv\u011bt\u0161\u00edm struktur\u00e1ln\u00edm probl\u00e9mem evropsk\u00e9ho obchodu nen\u00ed nekal\u00e1 \u010d\u00ednsk\u00e1 konkurence ani pomal\u00e1 digitalizace. Je to skute\u010dnost, \u017ee obchodn\u00edci funguj\u00ed na trhu, kter\u00fd se tv\u00e1\u0159\u00ed jako jednotn\u00fd, ale jednotn\u00fd rozhodn\u011b nen\u00ed. Ka\u017ed\u00fd, kdo chce fungovat ve v\u00edce zem\u00edch najednou (co\u017e je z\u00e1klad \u00fasp\u011bchu evropsk\u00fdch obchodn\u00edk\u016f), nar\u00e1\u017e\u00ed na jin\u00e9 n\u00e1rodn\u00ed regulace, v\u00a0n\u011bkter\u00fdch st\u00e1tech dokonce na jin\u00e1 pravidla v\u00a0r\u016fzn\u00fdch regionech. N\u00e1klady let\u00ed nahoru, konkurenceschopnost kles\u00e1.<\/p>\n

Mezin\u00e1rodn\u00ed m\u011bnov\u00fd fond to spo\u010d\u00edtal p\u0159esn\u011b: vnit\u0159n\u00ed obchodn\u00ed p\u0159ek\u00e1\u017eky v\u00a0EU funguj\u00ed jako implicitn\u00ed clo na zbo\u017e\u00ed ve v\u00fd\u0161i 45\u00a0procent. U\u00a0slu\u017eeb je to dokonce 110\u00a0procent. Donald Trump se sv\u00fdmi celn\u00edmi experimenty je v\u00a0porovn\u00e1n\u00ed s\u00a0t\u00edm margin\u00e1ln\u00ed t\u00e9ma. Na\u0161e vlastn\u00ed byrokracie n\u00e1m \u0161kod\u00ed n\u00e1sobn\u011b v\u00edc. Diagn\u00f3za je jasn\u00e1. V\u00edme, co je desatero nejv\u011bt\u0161\u00edch h\u0159\u00edch\u016f jednotn\u00e9ho trhu, m\u00e1me dlouh\u00fd seznam reforem v\u00a0Draghiho zpr\u00e1v\u011b. Ale l\u00e9\u010dba je velmi pomal\u00e1.<\/p>\n

Typick\u00fdm p\u0159\u00edkladem jsou nekal\u00e9 praktiky velk\u00fdch potravin\u00e1\u0159\u016f, kte\u0159\u00ed um\u011ble rozd\u011bluj\u00ed jednotn\u00fd evropsk\u00fd trh a\u00a0obchodn\u00edk\u016fm znemo\u017e\u0148uj\u00ed nakupovat tam, kde je dan\u00fd v\u00fdrobek nejlevn\u011bj\u0161\u00ed. M\u00edsto toho maj\u00ed r\u016fzn\u00e9 ceny pro r\u016fzn\u00e9 trhy. Nap\u0159\u00edklad rakousk\u00e1 vl\u00e1da loni ozn\u00e1mila, \u017ee kv\u016fli omezov\u00e1n\u00ed hospod\u00e1\u0159sk\u00e9 sout\u011b\u017ee jsou u\u00a0nich ceny zna\u010dkov\u00fdch potravin o\u00a010-15\u00a0% vy\u0161\u0161\u00ed ne\u017e v\u00a0sousedn\u00edm N\u011bmecku. \u017d\u00e1dn\u00fd d\u016fvod pro to nen\u00ed, to jen nadn\u00e1rodn\u00ed potravin\u00e1\u0159sk\u00e9 firmy v\u011bd\u00ed, \u017ee si to mohou dovolit.<\/p>\n

<\/a>26\u00a0milion\u016f m\u00edst, kter\u00e1 nelze p\u0159est\u011bhovat<\/p>\n

Politici po cel\u00e9 Evrop\u011b r\u00e1di mluv\u00ed o\u00a0reindustrializaci, strategick\u00e9 autonomii, o\u00a0tom, co v\u0161echno se mus\u00ed ud\u011blat pro to, aby nemizela pracovn\u00ed m\u00edsta. P\u0159itom by sta\u010dilo, aby m\u00edsto psan\u00ed nov\u00fdch a\u00a0nov\u00fdch strategi\u00ed v\u00edce podpo\u0159ili obchod, kter\u00fd v\u00a0EU vytv\u00e1\u0159\u00ed 26\u00a0milion\u016f pracovn\u00edch m\u00edst.<\/p>\n

Evropa je d\u00edky vysok\u00e9 \u017eivotn\u00ed \u00farovni a\u00a0450\u00a0milion\u016fm spot\u0159ebitel\u016f nejatraktivn\u011bj\u0161\u00edm obchodn\u00edm trhem na sv\u011bt\u011b. A\u00a0tito spot\u0159ebitel\u00e9 jsou zvykl\u00ed, \u017ee se o\u00a0n\u011b n\u011bkdo postar\u00e1. Tov\u00e1rnu m\u016f\u017ee jej\u00ed majitel p\u0159esunout do Asie. Ale obchod je a\u00a0v\u017edycky bude p\u0159edev\u0161\u00edm lok\u00e1ln\u00ed, a\u0165 u\u017e jde o\u00a0pracovn\u00ed m\u00edsta, placen\u00ed dan\u00ed nebo podporu lok\u00e1ln\u00edch v\u00fdrobc\u016f. Na venkov\u011b je prodejna mnohdy posledn\u00edm m\u00edstem, kde se soused\u00e9 fyzicky potkaj\u00ed. Tohle algoritmus nenahrad\u00ed. A\u00a0do \u010c\u00edny to nikdo nep\u0159est\u011bhuje.<\/p>\n

V \u010cesku pat\u0159\u00ed obchod mezi obl\u00edben\u00e9 zam\u011bstnavatele se zaj\u00edmav\u00fdmi a\u00a0rychle rostouc\u00edmi mzdami. Kdy\u017e to \u010dlov\u011bk srovn\u00e1 s\u00a0t\u00edm, jak slo\u017eit\u00e9 podm\u00ednky maj\u00ed lid\u00e9 v\u00a0n\u011bkter\u00fdch jin\u00fdch sektorech, \u010dekal by, \u017ee politici ocen\u00ed, \u017ee se t\u0159i \u010dtvrt\u011b milionu zam\u011bstnanc\u016f \u010desk\u00e9ho obchodu se sv\u00fdmi rodinami maj\u00ed dob\u0159e. M\u00edsto toho neust\u00e1le \u010del\u00edme snah\u00e1m o\u00a0nesmyslnou regulaci, zhor\u0161ov\u00e1n\u00ed podnikatelsk\u00e9ho prost\u0159ed\u00ed \u010di dokonce vytv\u00e1\u0159en\u00ed nen\u00e1visti v\u016f\u010di obchod\u016fm, co\u017e pak odn\u00e1\u0161ej\u00ed p\u0159edev\u0161\u00edm prodava\u010dky u\u00a0pokladen. Smysl to ned\u00e1v\u00e1, ale lajky na soci\u00e1ln\u00edch s\u00edt\u00edch to sb\u00edr\u00e1.<\/p>\n

Priv\u00e1tn\u00ed zna\u010dky: obchodn\u00edci jsou tahouny inovac\u00ed<\/p>\n

Z\u00e1kazn\u00edci se v\u00a0sou\u010dasnosti d\u011bl\u00ed do dvou skupin: jedni hledaj\u00ed pr\u00e9miovou kvalitu, druz\u00ed nakupuj\u00ed v\u00fdhradn\u011b za nejni\u017e\u0161\u00ed cenu. Ale u\u0161et\u0159it cht\u011bj\u00ed i\u00a0ti, kte\u0159\u00ed maj\u00ed z\u00e1jem o\u00a0vysokou kvalitu. Odpov\u011bd\u00ed obchodn\u00edk\u016f na tyto po\u017eadavky jsou priv\u00e1tn\u00ed zna\u010dky, kter\u00e9 jsou p\u0159i stejn\u00e9 kvalit\u011b v\u00a0pr\u016fm\u011bru o\u00a0\u010dtvrtinu levn\u011bj\u0161\u00ed ne\u017e podobn\u00fd zna\u010dkov\u00fd v\u00fdrobek. Jin\u00fdmi slovy\u00a0\u2013 p\u0159i n\u00e1kupu zna\u010dkov\u00fdch potravin plat\u00edte 75\u00a0procent za danou potravinu a\u00a025\u00a0procent ceny vyhod\u00edte za hezk\u00e9 logo na obalu.<\/p>\n

Priv\u00e1tn\u00ed zna\u010dky ale nenab\u00edz\u00ed jen lep\u0161\u00ed cenu, v\u00fdrazn\u011b kup\u0159edu posunuj\u00ed i\u00a0celkovou kvalitu. Podle dat spole\u010dnosti McKinsey stoj\u00ed za 70\u00a0procenty inovac\u00ed na spot\u0159ebitelsk\u00e9m trhu pr\u00e1v\u011b priv\u00e1tn\u00ed zna\u010dky obchodn\u00edk\u016f. Bezlepkov\u00e9 potraviny? Vysokoproteinov\u00e9 alternativy? Bezlakt\u00f3zov\u00e9 v\u00fdrobky? To nebyly n\u00e1pady velkopotravin\u00e1\u0159\u016f, ale obchodn\u00edk\u016f, kte\u0159\u00ed velmi dob\u0159e znaj\u00ed sv\u00e9 z\u00e1kazn\u00edky. My toti\u017e vid\u00edme skute\u010dn\u00e1 rozhodnut\u00ed z\u00e1kazn\u00edk\u016f u\u00a0reg\u00e1lu, ne deklarovan\u00e9 preference v\u00a0dotazn\u00edku. Je proto nejvy\u0161\u0161\u00ed \u010das, aby st\u00e1t p\u0159estal priv\u00e1tn\u00ed zna\u010dky diskriminovat a\u00a0za\u010dal t\u011b\u017eit z\u00a0toho, \u017ee obchody jsou dnes tahounem inovac\u00ed a\u00a0zvy\u0161ov\u00e1n\u00ed kvality.<\/p>\n

<\/a><\/p>\n

V \u010desk\u00e9m kontextu hraj\u00ed priv\u00e1tn\u00ed zna\u010dky je\u0161t\u011b jednu v\u00fdznamnou roli\u00a0\u2013 jsou d\u016fle\u017eitou sou\u010d\u00e1st\u00ed \u010desk\u00e9ho exportu. Ka\u017ed\u00fd rok pod priv\u00e1tn\u00edmi zna\u010dkami jednotliv\u00fdch \u0159et\u011bzc\u016f vyvezeme kvalitn\u00ed \u010desk\u00e9 potraviny za v\u00edce ne\u017e 20\u00a0miliard korun, \u010dasto na velmi n\u00e1ro\u010dn\u00e9 trhy. \u010ceskou \u0161unku tak najdete v\u00a0americk\u00e9m Lidlu, \u010desk\u00e9 m\u00fcsli ty\u010dinky najdete ve Walmartu, z\u00e1kazn\u00edci ve \u0160pan\u011blsku se zamilovali do \u010desk\u00e9ho humusu. A\u00a0nejde jen o\u00a0potraviny\u00a0\u2013 t\u0159eba nejprod\u00e1van\u011bj\u0161\u00ed d\u011btsk\u00e9 pleny v\u00a0britsk\u00e9m Tescu jsou Made in Czechia!<\/p>\n

AI jako velk\u00fd paradox evropsk\u00e9ho obchodu<\/p>\n

Um\u011bl\u00e1 inteligence je technologick\u00fdm p\u0159elomem srovnateln\u00fdm s\u00a0pr\u016fmyslovou revoluc\u00ed. To sly\u0161\u00edme na ka\u017ed\u00e9 konferenci a\u00a0je to pravda. Paradoxem ale je, \u017ee a\u010dkoli AI vyu\u017e\u00edv\u00e1 sto procent v\u011bt\u0161\u00edch obchodn\u00edk\u016f, jen t\u0159i procenta z\u00a0nich dok\u00e1\u017e\u00ed dolo\u017eit m\u011b\u0159iteln\u00e9 v\u00fdsledky. Pen\u00edze jdou do AI, ale produktivita zat\u00edm neroste. To nen\u00ed d\u016fkaz, \u017ee technologie nefunguje. Je to d\u016fkaz, \u017ee AI je t\u0159eba br\u00e1t jako dlouhodobou infrastrukturn\u00ed investici, ne jako kr\u00e1tkodob\u00fd n\u00e1kladov\u00fd projekt s\u00a0rychlou n\u00e1vratnost\u00ed. <\/p>\n

Kdokoliv na to pohl\u00ed\u017e\u00ed jinak, bude za p\u011bt let st\u00e1t tam, kde dnes stoj\u00ed ti, kte\u0159\u00ed zme\u0161kali e-commerce. Naopak \u010cesko m\u016f\u017ee b\u00fdt jedn\u00edm z\u00a0v\u00edt\u011bz\u016f d\u00edky tomu, jak intenzivn\u011b na obchodn\u00ed AI vsadil Tom\u00e1\u0161 \u010cupr\u00a0\u2013 a\u00a0velmi zaj\u00edmav\u011b funguj\u00edc\u00ed technologii si nenech\u00e1v\u00e1 jen pro Rohl\u00edk, ale nab\u00edz\u00ed ji v\u0161em.<\/p>\n

Krize za kriz\u00ed a\u00a0v\u017edy jsme vydr\u017eeli<\/p>\n

Za posledn\u00edch osm let pro\u0161el evropsk\u00fd obchod pandemi\u00ed, energetickou kriz\u00ed, disrupc\u00ed dodavatelsk\u00fdch \u0159et\u011bzc\u016f a\u00a0infla\u010dn\u00edm \u0161okem. P\u0159esto z\u016fstal otev\u0159en\u00fd, zaji\u0161\u0165oval z\u00e1sobov\u00e1n\u00ed, udr\u017eoval p\u0159ijateln\u00e9 ceny, a\u00a0to p\u0159i vlastn\u00edch ztr\u00e1t\u00e1ch tam, kde jin\u00e9 sektory \u010derpaly st\u00e1tn\u00ed podpory. T\u00edm to ale nekon\u010d\u00ed. Do rozvoje a\u00a0modernizace prodejn\u00ed s\u00edt\u011b i\u00a0logistick\u00fdch center, lep\u0161\u00edch pracovn\u00edch podm\u00ednek, v\u00fdvoje atraktivn\u00edch priv\u00e1tn\u00edch zna\u010dek a\u00a0aplikace nov\u00fdch technologi\u00ed pl\u00e1nuje evropsk\u00fd obchod do roku 2030\u00a0investovat zhruba 600\u00a0miliard eur. \u010cesko nav\u00edc pat\u0159\u00ed mezi zem\u011b, kde se nov\u00e9 v\u011bci \u010dasto testuj\u00ed, tak\u017ee m\u00e1me dobrou \u0161anci z\u00a0inovac\u00ed t\u011b\u017eit mezi prvn\u00edmi.<\/p>\n

Nepot\u0159ebujeme d\u011bkovn\u00e9 dopisy, nepot\u0159ebujeme, aby na pap\u00ed\u0159e vznikaly vzletn\u00e9 strategick\u00e9 dokumenty. Po politic\u00edch a\u00a0regul\u00e1torech chceme jedno jedin\u00e9: p\u0159esta\u0148te n\u00e1m do cesty kl\u00e1st nov\u00e9 a\u00a0nov\u00e9 p\u0159ek\u00e1\u017eky. P\u0159esta\u0148te vym\u00fd\u0161let dal\u0161\u00ed byrokracii, pro\u0161krtejte tu st\u00e1vaj\u00edc\u00ed, \u0159e\u0161te jedovat\u00e9 hra\u010dky z\u00a0\u010c\u00edny, a\u00a0ne chyb\u011bj\u00edc\u00ed raz\u00edtko u\u00a0mal\u00e9ho obchodn\u00edka v\u00a0Pelh\u0159imov\u011b a\u00a0podporujte modern\u00ed technologie.<\/p>\n

Evropsk\u00fd obchod nen\u00ed probl\u00e9m, kter\u00fd je t\u0159eba krotit regulacemi. Je to p\u00e1te\u0159, kter\u00e1 dr\u017e\u00ed cel\u00fd kontinent z\u00e1soben\u00fd, zam\u011bstnan\u00fd, funk\u010dn\u00ed a\u00a0spokojen\u00fd. Tak a\u0165 se to zbyte\u010dn\u011b nepokaz\u00ed!<\/p>\n","protected":false},"excerpt":{"rendered":"Politici maj\u00ed zvl\u00e1\u0161tn\u00ed talent p\u0159ehl\u00ed\u017eet sektor, kter\u00fd je z\u00e1kladem ka\u017edodenn\u00edho \u017eivota jejich voli\u010d\u016f a\u00a0m\u00e1 velk\u00fd vliv na jejich…\n","protected":false},"author":2,"featured_media":48650,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[12],"tags":[34260,67,13517,68,991,849,6221,34259],"class_list":["post-123142","post","type-post","status-publish","format-standard","has-post-thumbnail","category-byznys","tag-bariery","tag-business","tag-byrokracie","tag-byznys","tag-evropska-unie-eu","tag-obchod","tag-regulace","tag-tomas-prouza"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116776989716111337","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/123142","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=123142"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/123142\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/48650"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=123142"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=123142"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=123142"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}