{"id":172745,"date":"2026-08-08T12:50:12","date_gmt":"2026-08-08T12:50:12","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/172745\/"},"modified":"2026-08-08T12:50:12","modified_gmt":"2026-08-08T12:50:12","slug":"past-za-patnact-korun-male-zivnostniky-pohltil-balikovy-mor","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/172745\/","title":{"rendered":"Past za patn\u00e1ct korun. Mal\u00e9 \u017eivnostn\u00edky pohltil bal\u00edkov\u00fd mor"},"content":{"rendered":"

Prozkoumali jsme fenom\u00e9n v\u00fddejen z\u00e1silek, kter\u00e9 dr\u017e\u00ed p\u0159i \u017eivot\u011b \u010desk\u00e9 mal\u00e9 podnikatele, zat\u00edmco jim pomalu a spolehliv\u011b zab\u00edjej\u00ed jejich vlastn\u00ed sny. Je proto pochopiteln\u00e9, \u017ee oba dot\u00e1zan\u00ed pra\u017e\u0161t\u00ed podnikatel\u00e9 mluv\u00ed anonymn\u011b.<\/p>\n

V\u016fn\u011b kalafuny a mo\u0159sk\u00e9 soli p\u0159ebit\u00e1 kartonem<\/p>\n

Dve\u0159e se otev\u0159ou, zvonek cinkne. Ale m\u00edsto z\u00e1kazn\u00edka, kter\u00fd by si p\u0159i\u0161el pro custom vodn\u00ed chlazen\u00ed do hern\u00edho po\u010d\u00edta\u010de za sto tis\u00edc, vch\u00e1z\u00ed p\u00e1n v \u0161us\u0165\u00e1kov\u00e9 bund\u011b. Bez pozdravu diktuje \u0161estim\u00edstn\u00e9 \u010d\u00edslo.<\/p>\n

Dvaa\u010dty\u0159icetilet\u00fd Pavel z jednoho pra\u017esk\u00e9ho po\u010d\u00edta\u010dov\u00e9ho obchodu si povzdychne, odlo\u017e\u00ed mikrop\u00e1jku, set\u0159e pot z \u010dela a jde do zadn\u00ed m\u00edstnosti. Jeho vyhl\u00e1\u0161en\u00fd servis a prodejna hi-tech po\u010d\u00edta\u010dov\u00fdch komponent\u016f u\u017e d\u00e1vno nevon\u00ed ozonem a tavidlem. Von\u00ed zvlhnut\u00fdm kartonem a izolepou. Reg\u00e1ly, kde d\u0159\u00edv st\u00e1ly grafick\u00e9 karty posledn\u00ed generace, dnes lemuj\u00ed des\u00edtky krabic v\u0161ech tvar\u016f a velikost\u00ed. M\u016f\u017eeme si p\u0159edstavovat, \u017ee je to jako Tetris, jen\u017ee Pavel tuhle hru hr\u00e1t necht\u011bl…<\/p>\n

Identick\u00e9 dilema \u0159e\u0161\u00ed i sedmat\u0159icetilet\u00e1 Mark\u00e9ta. M\u00edsto relaxa\u010dn\u00ed hudby, v\u016fn\u011b sol\u00e1rn\u00edch ml\u00e9k a tlumen\u00e9ho osv\u011btlen\u00ed v jej\u00edm studiu vl\u00e1dne nerv\u00f3zn\u00ed shon.<\/p>\n

<\/p>\n

\u201eDovedeme v\u00e1m do prodejny lidi zadarmo. Kdy\u017e u\u017e u v\u00e1s budou pro bal\u00ed\u010dek, nakoup\u00ed i va\u0161e zbo\u017e\u00ed.\u201c Tahle marketingov\u00e1 poh\u00e1dka se pro v\u011bt\u0161inu mal\u00fdch \u017eivnostn\u00edk\u016f prom\u011bnila v no\u010dn\u00ed m\u016fru.<\/p>\n

<\/p>\n

\u201eLid\u00e9 sem chod\u00ed na\u0161tvan\u00ed, v mokr\u00fdch kab\u00e1tech v zim\u011b pro\u0161lapou \u010derstv\u011b vyt\u0159enou podlahu, nadiktuj\u00ed k\u00f3d ze Z\u00e1silkovny nebo Bal\u00edkovny, vytrhnou mi bal\u00edk z ruky a zmiz\u00ed,\u201c popisuje Mark\u00e9ta. \u201eM\u00edsto toho, abych se v\u011bnovala klientk\u00e1m, kter\u00e9 si p\u0159i\u0161ly odpo\u010dinout a koupit si odbornou p\u00e9\u010di o ple\u0165, tr\u00e1v\u00edm den p\u0159erovn\u00e1v\u00e1n\u00edm bal\u00edk\u016f s granulemi pro psy nebo \u010d\u00ednsk\u00fdm oble\u010den\u00edm.\u201c<\/p>\n

Pavel i Mark\u00e9ta za\u010dali podnikat z \u010dist\u00e9 v\u00e1\u0161n\u011b pro obor. Jen\u017ee ekonomick\u00e1 realita posledn\u00edch let je dohnala do kouta, ze kter\u00e9ho zd\u00e1nliv\u011b vedla jen jedin\u00e1 cesta.\u00a0Ta dnes vypad\u00e1 tak, \u017ee spr\u00e1va a v\u00fddej ciz\u00edch z\u00e1silek jim zabere 65 a\u017e 70 % \u010dasu denn\u011b, jejich vlastn\u00ed podnik\u00e1n\u00ed a klienti zbyl\u00fdch 30\u201335 %. Smutn\u00e9, ale pravdiv\u00e9.<\/p>\n

M\u00fdtus o bezplatn\u00e9 reklam\u011b<\/p>\n

Podle \u00fadaj\u016f Asociace pro elektronickou komerc\u00ed<\/a> (APEK) tvo\u0159\u00ed pod\u00edl e-commerce na \u010desk\u00e9m maloobchodu p\u0159es 16 % a \u010cesko se dlouhodob\u011b \u0159ad\u00ed na \u0161pi\u010dku Evropy v po\u010dtu doru\u010dovac\u00edch box\u016f i v\u00fddejn\u00edch m\u00edst na obyvatele.\u00a0\u010ce\u0161i tak\u00e9 miluj\u00ed osobn\u00ed odb\u011bry v\u00fdrazn\u011b v\u00edce ne\u017e zbytek Evropy \u2013 preferuje je kolem 70 %<\/a> online nakupuj\u00edc\u00edch.\u00a0<\/p>\n

Kdy\u017e velk\u00e9 logistick\u00e9 spole\u010dnosti p\u0159ed lety oslovovaly mal\u00e9 \u017eivnostn\u00edky, nab\u00edzely jim neodolateln\u00fd argument: \u201eDovedeme v\u00e1m do prodejny lidi zadarmo. Kdy\u017e u\u017e u v\u00e1s budou pro bal\u00ed\u010dek, nakoup\u00ed i va\u0161e zbo\u017e\u00ed.\u201c<\/p>\n

Jen\u017ee tahle marketingov\u00e1 poh\u00e1dka se pro v\u011bt\u0161inu z nich prom\u011bnila v no\u010dn\u00ed m\u016fru. \u201eKonverzn\u00ed pom\u011br je naprosto mizern\u00fd,\u201c p\u0159izn\u00e1v\u00e1 Pavel z IT shopu. \u201eLid\u00e9, kte\u0159\u00ed si jdou pro bal\u00edk, maj\u00ed nakoupeno z internetu, proto si jdou pro bal\u00edk! Z deseti lid\u00ed, co projdou dve\u0159mi, se na moje zbo\u017e\u00ed pod\u00edv\u00e1 mo\u017en\u00e1 jeden. A nakoup\u00ed tak jeden ze sta, v\u011bt\u0161inou redukci za pades\u00e1t korun, proto\u017ee ji zrovna nutn\u011b pot\u0159ebuje.\u201c<\/p>\n

V n\u00e1mi zm\u00edn\u011bn\u00fdch provozovn\u00e1ch tak impulzivn\u00ed n\u00e1kup p\u0159i vyzved\u00e1v\u00e1n\u00ed z\u00e1silky dosahuje v pr\u016fm\u011bru pouh\u00fdch 2 a\u017e 5 %, a\u010dkoli podle port\u00e1lu Acomware t\u00e9m\u011b\u0159 polovina \u010cech\u016f neodol\u00e1 impulsivn\u00edm online n\u00e1kup\u016fm<\/a>.\u00a0Provozovatel\u00e9 specializovan\u00fdch obchod\u016f tak fakticky poskytuj\u00ed sv\u00e9 prostory a sv\u016fj \u010das jako levn\u00fd sklad pro nadn\u00e1rodn\u00ed logistick\u00e9 giganty.<\/p>\n

Matematika zmaru: 15 korun za kus a 70 procent promarn\u011bn\u00e9ho \u010dasu<\/p>\n

Pro\u010d v tom tedy pokra\u010duj\u00ed? Odpov\u011b\u010f je jednoduch\u00e1: fixn\u00ed n\u00e1klady. N\u00e1jmy, energie a inflace vyhnaly provozn\u00ed v\u00fddaje tak vysoko, \u017ee i mal\u00e9 provize z bal\u00edk\u016f p\u0159edstavuj\u00ed jistotu, kter\u00e1 zaplat\u00ed alespo\u0148 \u010d\u00e1st slo\u017eenek. Cena za tuto \u201ejistotu\u201c je v\u0161ak zni\u010duj\u00edc\u00ed.<\/p>\n

<\/p>\n

\u201eP\u0159ed p\u011bti lety za mnou chodili lidi z cel\u00e9ho kraje, kdy\u017e pot\u0159ebovali odladit sestavu na st\u0159ih videa nebo zachr\u00e1nit data z po\u0161kozen\u00e9ho disku. Byl jsem pro n\u011b expert. Dneska sem p\u0159ijde dvacetilet\u00fd kluk, hod\u00ed mi p\u0159ed nos displej telefonu a \u0159ekne: ,M\u00e1m tu to PPLko, ho\u010fte mi to do ta\u0161ky.\u2018\u201c<\/p>\n

<\/p>\n

Pavel v\u011bnuje bal\u00edk\u016fm zhruba 70 % denn\u00ed pracovn\u00ed doby a jeho pr\u016fm\u011brn\u00fd \u010dist\u00fd p\u0159\u00edjem za z\u00e1silku je 12 a\u017e 18 korun, stejn\u011b jako u Mark\u00e9ty. Jej\u00ed v\u00fddejna je men\u0161\u00ed, bal\u00edk\u016fm v\u011bnuje dle jej\u00edho \u00fasudku asi 60 % \u010dasu. Pavla motivuje pokryt\u00ed n\u00e1jmu prodejny, Mark\u00e9tu pokryt\u00ed z\u00e1loh na elekt\u0159inu, tak\u017ee podobn\u00fd d\u016fvod. Oba za to v\u0161ak plat\u00ed. Pavel ztr\u00e1tou image pr\u00e9miov\u00e9ho servisu a Mark\u00e9ta ztr\u00e1tou relaxa\u010dn\u00ed atmosf\u00e9ry v jej\u00edm studiu.<\/p>\n

\u201eDost\u00e1v\u00e1m za vydan\u00fd bal\u00edk v pr\u016fm\u011bru patn\u00e1ct korun. Abych z toho zaplatila aspo\u0148 z\u00e1lohy na elekt\u0159inu pro sol\u00e1ria, mus\u00edm m\u011bs\u00ed\u010dn\u011b oto\u010dit tis\u00edce krabic,\u201c po\u010d\u00edt\u00e1 Mark\u00e9ta. \u201eKdy\u017e si ale spo\u010d\u00edt\u00e1m, \u017ee kv\u016fli neust\u00e1l\u00e9mu vyru\u0161ov\u00e1n\u00ed a front\u00e1m v recepci ode\u0161ly moje st\u00e1l\u00e9 z\u00e1kaznice, kter\u00e9 u m\u011b m\u011bs\u00ed\u010dn\u011b nech\u00e1valy tis\u00edce za p\u00e9\u010di, jsem vlastn\u011b v m\u00ednusu. Je to spir\u00e1la z\u00e1vislosti.\u201c<\/p>\n

Pavel uv\u00e1d\u00ed je\u0161t\u011b tvrd\u0161\u00ed \u010d\u00edsla: \u201eLogistice dnes v\u011bnuji p\u0159es 70 % sv\u00e9ho \u010dasu. M\u00edsto abych skl\u00e1dal stroje, diagnostikoval z\u00e1vady a \u00fa\u010dtoval si p\u011bt stovek na hodinu za odbornou pr\u00e1ci, skenuji \u010d\u00e1rov\u00e9 k\u00f3dy a h\u00e1d\u00e1m se s lidmi, kte\u0159\u00ed nemohou naj\u00edt aplikaci v telefonu. M\u016fj vlastn\u00ed byznys tvo\u0159\u00ed zbyl\u00fdch 30 % \u010dasu. \u017div\u00ed m\u011b to, co nen\u00e1vid\u00edm, a zab\u00edj\u00ed to to, co miluji.\u201c<\/p>\n

Ztr\u00e1ta profesn\u00ed hrdosti, z experta oby\u010dejn\u00fd podava\u010d<\/p>\n

Krom\u011b finan\u010dn\u00edho a \u010dasov\u00e9ho tlaku je tu je\u0161t\u011b jeden, t\u011b\u017eko vy\u010d\u00edsliteln\u00fd rozm\u011br: psychick\u00e1 frustrace a devalvace vlastn\u00ed odbornosti. Podnikatel\u00e9, kte\u0159\u00ed str\u00e1vili roky studiem oboru, certifikacemi a budov\u00e1n\u00edm dobr\u00e9ho jm\u00e9na, se ze dne na den stali pouhou obsluhou termin\u00e1lu. \u201eP\u0159ed p\u011bti lety za mnou chodili lidi z cel\u00e9ho kraje, kdy\u017e pot\u0159ebovali odladit sestavu na st\u0159ih videa nebo zachr\u00e1nit data z po\u0161kozen\u00e9ho disku. Byl jsem pro n\u011b expert,\u201c vzpom\u00edn\u00e1 Pavel. \u201eDneska sem p\u0159ijde dvacetilet\u00fd kluk, hod\u00ed mi p\u0159ed nos displej telefonu a \u0159ekne: ,M\u00e1m tu to PPLko, ho\u010fte mi to do ta\u0161ky.\u2018 Kdy\u017e mu \u0159eknu, \u017ee tohle je v\u00fddejna jin\u00e9 slu\u017eby, je\u0161t\u011b mi vynad\u00e1. Ta ztr\u00e1ta d\u016fstojnosti je stra\u0161n\u00e1.\u201c<\/p>\n

Mark\u00e9ta popisuje podobnou prom\u011bnu z\u00e1kaznick\u00e9 zku\u0161enosti. K\u00fdm d\u0159\u00edve bylo jej\u00ed studio o\u00e1zou klidu, kam si \u017eeny chodily odpo\u010dinout od denn\u00edho stresu, dnes p\u0159ipom\u00edn\u00e1 sp\u00ed\u0161e p\u0159ekladi\u0161t\u011b na n\u00e1dra\u017e\u00ed. Podlahy neust\u00e1le \u0161pinav\u00e9 od rozb\u0159edl\u00e9ho sn\u011bhu \u010di bl\u00e1ta, p\u0159eds\u00ed\u0148 p\u0159epln\u011bn\u00e1 kartony a atmosf\u00e9ra pln\u00e1 sp\u011bchu.<\/p>\n

M\u011bsta bez du\u0161e a reg\u00e1ly pln\u00e9 ciz\u00edch n\u00e1kup\u016f<\/p>\n

P\u0159\u00edb\u011bh Pavla a Mark\u00e9ty nen\u00ed ojedin\u011bl\u00fdm selh\u00e1n\u00edm jednotlivc\u016f. Je to odraz \u0161ir\u0161\u00edho struktur\u00e1ln\u00edho posunu \u010desk\u00e9 ekonomiky a maloobchodu. Podle statistick\u00fdch dat<\/a> dlouhodob\u011b \u010del\u00ed mal\u00e9 specializovan\u00e9 prodejny tlaku jak ze strany velk\u00fdch \u0159et\u011bzc\u016f, tak rozmachu e-commerce.<\/p>\n

\t\t\t\t \"\"<\/p>\n

\t\t Reklama<\/p>\n

V\u00fddejna z\u00e1silek se pro mnoh\u00e9 stala jakousi \u201einfuz\u00ed\u201c, kter\u00e1 dr\u017e\u00ed kamenn\u00e9 obchody p\u0159i \u017eivot\u011b na p\u0159\u00edstroj\u00edch. Probl\u00e9m je, \u017ee tato infuze z\u00e1rove\u0148 utlumuje jakoukoli snahu o rozvoj p\u016fvodn\u00edho podnik\u00e1n\u00ed. Kdy\u017e v\u011bt\u0161inu dne str\u00e1v\u00edte manipulac\u00ed s ciz\u00edmi krabicemi za p\u00e1r korun, nezb\u00fdv\u00e1 v\u00e1m energie na marketing, inovace nebo zlep\u0161ov\u00e1n\u00ed vlastn\u00edch slu\u017eeb.<\/p>\n

Pavel i Mark\u00e9ta shodn\u011b tvrd\u00ed, \u017ee pl\u00e1nuj\u00ed s v\u00fddejem bal\u00edk\u016f skon\u010dit. Ani jeden z nich ale zat\u00edm nena\u0161el odvahu ten krok ud\u011blat. Boj\u00ed se, \u017ee bez jist\u00fdch deseti \u010di patn\u00e1cti tis\u00edc korun m\u011bs\u00ed\u010dn\u011b z proviz\u00ed neudr\u017e\u00ed otev\u0159en\u00e9 dve\u0159e.<\/p>\n

Z na\u0161ich ulic se tak pomalu ztr\u00e1cej\u00ed unik\u00e1tn\u00ed obch\u016fdky s p\u0159\u00edb\u011bhem a du\u0161\u00ed. M\u00edsto nich vznik\u00e1 nov\u00e1 hybridn\u00ed kategorie provozoven \u2013 prostory, kde se v kout\u011b je\u0161t\u011b kr\u010d\u00ed vzpom\u00ednka na p\u016fvodn\u00ed profesi, zat\u00edmco zbytek m\u00edstnosti pohltily kartonov\u00e9 krabice s logy logistick\u00fdch gigant\u016f. A a\u017e tyto obchody definitivn\u011b padnou pod t\u00edhou ciz\u00edho zbo\u017e\u00ed, kam si vlastn\u011b pro ty sv\u00e9 bal\u00ed\u010dky p\u016fjdeme?<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Prozkoumali jsme fenom\u00e9n v\u00fddejen z\u00e1silek, kter\u00e9 dr\u017e\u00ed p\u0159i \u017eivot\u011b \u010desk\u00e9 mal\u00e9 podnikatele, zat\u00edmco jim pomalu a spolehliv\u011b zab\u00edjej\u00ed…\n","protected":false},"author":2,"featured_media":172746,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[14],"tags":[11744,79,11743,80],"class_list":["post-172745","post","type-post","status-publish","format-standard","has-post-thumbnail","category-zabava","tag-takhlezijuja","tag-entertainment","tag-flowee","tag-zabava"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/117059978957211569","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/172745","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=172745"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/172745\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/172746"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=172745"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=172745"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=172745"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}