{"id":184984,"date":"2026-08-19T15:32:11","date_gmt":"2026-08-19T15:32:11","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/184984\/"},"modified":"2026-08-19T15:32:11","modified_gmt":"2026-08-19T15:32:11","slug":"rusove-diky-wildberries-prelstili-sankce-az-ukrajinci-trziste-dorazi-bude-na-rade-jeho-konkurent-ozon","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/184984\/","title":{"rendered":"Rusov\u00e9 d\u00edky Wildberries p\u0159elstili sankce. A\u017e Ukrajinci tr\u017ei\u0161t\u011b doraz\u00ed, bude na \u0159ad\u011b jeho konkurent Ozon"},"content":{"rendered":"

Ukrajinsk\u00e9 s\u00edly tvrd\u00ed, \u017ee za m\u011bs\u00edc vzdu\u0161n\u00e9 kampan\u011b<\/a> zni\u010dily p\u0159inejmen\u0161\u00edm sedm z\u00a0deseti nejv\u011bt\u0161\u00edch sklad\u016f rusk\u00e9ho internetov\u00e9ho prodejce Wildberries. Kyjev ospravedl\u0148uje \u00fatoky tvrzen\u00edm, \u017ee tr\u017ei\u0161t\u011b z\u00e1sobuje ruskou arm\u00e1du. \u00dadery z\u00e1rove\u0148 systematicky ni\u010d\u00ed kl\u00ed\u010dov\u00fd dodavatelsk\u00fd \u0159et\u011bzec, p\u0159es n\u011bj\u017e proud\u00ed \u0159ada \u017e\u00e1dan\u00e9ho spot\u0159ebn\u00edho zbo\u017e\u00ed. Maj\u00ed tak i\u00a0psychologick\u00fd efekt. Ukazuj\u00ed obyvatel\u016fm Ruska, \u017ee v\u00e1lka dopad\u00e1 na jejich ka\u017edodenn\u00ed \u017eivot. Ukrajinci se nejsp\u00ed\u0161 po likvidaci v\u0161ech skladi\u0161\u0165 Wildberries nezastav\u00ed, dal\u0161\u00ed na \u0159ad\u011b je dvojka na trhu Ozon.<\/p>\n

Ukrajinci se v\u00a0\u010dervenci vedle \u00fatok\u016f na rusk\u00e9 rafinerie<\/a> za\u010dali systematicky zam\u011b\u0159ovat i\u00a0na skladi\u0161t\u011b firmy Wildberries. U\u017e za\u00fato\u010dili<\/a> zhruba na dvac\u00edtku c\u00edl\u016f, kter\u00e9 j\u00ed pat\u0159\u00ed. Podle rusk\u00fdch i\u00a0dal\u0161\u00edch zdroj\u016f Kyjev poni\u010dil p\u0159inejmen\u0161\u00edm t\u0159etinu ve\u0161ker\u00fdch skladovac\u00edch kapacit firmy. Finan\u010dn\u00ed \u0161kody nejsp\u00ed\u0161 pomalu \u0161plhaj\u00ed do n\u00edzk\u00fdch jednotek miliard dolar\u016f. Zna\u010dn\u00e9 ztr\u00e1ty z\u00e1rove\u0148 utrp\u011bli velc\u00ed prodejci, kte\u0159\u00ed p\u0159es internetov\u00e9 tr\u017ei\u0161t\u011b sv\u00e9 zbo\u017e\u00ed nab\u00edzej\u00ed. Souhrnn\u00e9 \u0161kody by tak mohly dosahovat u\u017e v\u00edce ne\u017e deseti miliard dolar\u016f.<\/p>\n

Likvida\u010dn\u00ed jsou ukrajinsk\u00e9 \u00fatoky zejm\u00e9na pro men\u0161\u00ed podnikatele, kte\u0159\u00ed podle m\u00e9di\u00ed dos\u00e1hli jen na mal\u00e9 od\u0161kodn\u011bn\u00ed. \u201eMnoz\u00ed z\u00a0nich p\u0159i\u0161li a\u017e o\u00a095\u00a0procent ve\u0161ker\u00e9ho sv\u00e9ho zbo\u017e\u00ed,\u201c uvedla podle ukrajinsk\u00e9ho webu United24<\/a> Margaret Jefstign\u011bjevov\u00e1 z rusk\u00e9 asociace dodavatel\u016f zbo\u017e\u00ed internetov\u00fdm platform\u00e1m.<\/p>\n

Drony a dal\u0161\u00ed vojensk\u00e9 zbo\u017e\u00ed u\u010dinily z\u00a0Wildberries legitimn\u00ed c\u00edl<\/p>\n

Kyjev tvrd\u00ed, \u017ee Wildberries ve v\u00e1lce rozhodn\u011b nen\u00ed nevinn\u00fdm tr\u017ei\u0161t\u011bm, na n\u011bm\u017e \u017eivnostnice prod\u00e1vaj\u00ed kosmetiku a\u00a0d\u011btsk\u00e9 oble\u010den\u00ed. \u201eWildberries byl pou\u017e\u00edv\u00e1n k\u00a0distribuci vojensk\u00e9ho materi\u00e1lu a\u00a0zbo\u017e\u00ed dvoj\u00edho u\u017eit\u00ed,\u201c zd\u016fvodnily<\/a> ukrajinsk\u00e9 s\u00edly sv\u00e9 zam\u011b\u0159en\u00ed. Po za\u010d\u00e1tku \u00fader\u016f a\u00a0zv\u00fd\u0161en\u00e9m z\u00e1jmu o\u00a0firmu ukrajinsk\u00e1 m\u00e9dia uv\u00e1d\u011bla, \u017ee prodejce ukryl nab\u00eddku vojensk\u00e9ho charakteru.<\/p>\n

Web Defence Express u\u017e v\u00a0\u010dervenci analyzoval<\/a> nab\u00eddku platformy a\u00a0objevil na n\u00ed drony a\u00a0komponenty pro bezpilotn\u00ed syst\u00e9my, zam\u011b\u0159ova\u010de zbran\u00ed, balistick\u00e9 pl\u00e1ty do nepr\u016fst\u0159eln\u00fdch vest i\u00a0dal\u0161\u00ed polo\u017eky, kter\u00e9 se snadno daj\u00ed pou\u017e\u00edt k\u00a0agresi na Ukrajin\u011b.<\/p>\n

Ukrajinci v\u011b\u0159\u00ed, \u017ee zasazuj\u00ed tvrdou r\u00e1nu rusk\u00e9 ekonomice a spole\u010dnosti. | Zdroj: Profimedia<\/p>\n

\u201eTo v\u0161e \u010din\u00ed z\u00a0logistick\u00fdch center Wildberries legitimn\u00ed vojensk\u00e9 c\u00edle. \u00dadery na takov\u00e1 centra jsou v\u0161ak u\u017eite\u010dn\u00e9 nejen proto, \u017ee ni\u010d\u00ed zbo\u017e\u00ed ur\u010den\u00e9 k\u00a0z\u00e1sobov\u00e1n\u00ed okupa\u010dn\u00ed arm\u00e1dy. Zp\u016fsobuj\u00ed tak\u00e9 zna\u010dn\u00e9 ztr\u00e1ty rusk\u00fdm spole\u010dnostem, jejich\u017e dan\u011b podporuj\u00ed ruskou ekonomiku a\u00a0pom\u00e1haj\u00ed financovat v\u00e1lku proti Ukrajin\u011b,\u201c uvedli analytici. Tak\u00e9 podle rusk\u00e9ho nez\u00e1visl\u00e9ho medi\u00e1ln\u00edho projektu Vjorstka se na tr\u017ei\u0161ti prod\u00e1vala<\/a> \u0159ada zbo\u017e\u00ed vojensk\u00e9ho charakteru, jen za t\u0159i m\u011bs\u00edce p\u0159ed \u00fadery v\u00a0hodnot\u011b stovek milion\u016f rubl\u016f.<\/p>\n

Wildberries je pro svou d\u016fle\u017eitost \u010dasto ozna\u010dov\u00e1n za rusk\u00fd Amazon. Jeho ro\u010dn\u00ed obrat dosahuje 70 a\u017e 75\u00a0miliard eur, co\u017e odpov\u00edd\u00e1 podle odhad\u016f v\u00edce ne\u017e t\u0159em procent\u016fm rusk\u00e9ho HDP. Tr\u017ei\u0161t\u011b zpracov\u00e1v\u00e1 p\u0159ibli\u017en\u011b polovinu online objedn\u00e1vek v\u00a0zemi a\u00a0obsluhuje n\u011bkolik stovek tis\u00edc prodejc\u016f v\u00a011\u00a0\u010dasov\u00fdch p\u00e1smech.<\/p>\n

Firm\u011b pomohlo k\u00a0rozkv\u011btu obch\u00e1zen\u00ed sankc\u00ed<\/p>\n

Na po\u010d\u00e1tku p\u0159itom nic nenapov\u00eddalo tomu, \u017ee se z\u00a0Wildberries stane takov\u00fd fenom\u00e9n. Firmu v\u00a0roce 2004 zalo\u017eila u\u010ditelka na mate\u0159sk\u00e9 dovolen\u00e9 Ta\u0165jana Kim, v\u00a0sou\u010dasnosti nejbohat\u0161\u00ed \u017eena Ruska. P\u0159eprod\u00e1vala p\u0159es ni zbo\u017e\u00ed z\u00a0katalogov\u00fdch obchod\u016f Otto a\u00a0Quelle. Nem\u011bla ekonomick\u00e9 vzd\u011bl\u00e1n\u00ed, podnikatelsk\u00e9 zku\u0161enosti, pouze milionov\u00fd kapit\u00e1l od man\u017eela. Spole\u010dnost se pomalu rozr\u016fstala, u\u017e v\u00a0roce 2020 m\u011bla na sedm tis\u00edc v\u00fddejn\u00edch m\u00edst.<\/p>\n

Wildberries je d\u016fle\u017eit\u00fdm dodavatelsk\u00fdm kan\u00e1lem spot\u0159ebn\u00edho zbo\u017e\u00ed. | Zdroj: Profimedia<\/p>\n

Z\u00e1sadn\u00ed rozkv\u011bt ale p\u0159i\u0161el s\u00a0ruskou invaz\u00ed na Ukrajinu, stahov\u00e1n\u00edm z\u00e1padn\u00edch zna\u010dek ze zem\u011b a\u00a0s\u00a0uvalen\u00edm sankc\u00ed na Moskvu. Tr\u017eby Wildberries se podle dostupn\u00fdch zdroj\u016f mezi lety 2021 a\u00a02025 zv\u00fd\u0161ily na sedmin\u00e1sobek. Platforma se stala hlavn\u00edm kan\u00e1lem pro takzvan\u00fd paraleln\u00ed dovoz zbo\u017e\u00ed, tedy import bez v\u011bdom\u00ed a\u00a0souhlasu vlastn\u00edk\u016f zna\u010dek. K\u00a0tomu slou\u017e\u00ed zprost\u0159edkovatel\u00e9 a\u00a0t\u0159et\u00ed zem\u011b, jako je Turecko<\/a>, Spojen\u00e9 arabsk\u00e9 emir\u00e1ty, Kazachst\u00e1n a\u00a0Indie.<\/p>\n

\u201eTr\u017ei\u0161t\u011b hraj\u00ed roli v\u00a0syst\u00e9mu obch\u00e1zen\u00ed sankc\u00ed. A\u00a0to m\u016f\u017ee b\u00fdt jeden z\u00a0d\u016fvod\u016f, pro\u010d se stala ter\u010dem,\u201c \u0159ekl RBK-Ukrajina<\/a> Ivan Us z\u00a0N\u00e1rodn\u00edho institutu pro strategick\u00e1 studia Ukrajiny. V\u00fdhodou platformy je podle n\u011bj jej\u00ed rozsah a\u00a0rychlost p\u0159\u00edm\u00e9ho prodeje zbo\u017e\u00ed koncov\u00fdm spot\u0159ebitel\u016fm. Men\u0161\u00ed obchodn\u00edci tak nemusej\u00ed slo\u017eit\u011b budovat distribu\u010dn\u00ed s\u00edt\u011b. \u201eTr\u017ei\u0161t\u011b mohou tvo\u0159it t\u0159icet a\u017e \u010dty\u0159icet procent celkov\u00e9ho dovozu spot\u0159ebn\u00edho zbo\u017e\u00ed na trh,\u201c dodal Us. Pokud se je Ukrajinc\u016fm poda\u0159\u00ed v\u00fdznamn\u011b po\u0161kodit, bude se nejsp\u00ed\u0161 zbo\u017e\u00ed hromadit na hranic\u00edch nebo v\u00a0region\u00e1ln\u00edch skladech s\u00a0omezen\u00fdmi mo\u017enostmi t\u0159\u00edd\u011bn\u00ed a\u00a0distribuce.<\/p>\n

Ukrajinci s\u00e1zej\u00ed i\u00a0na psychologick\u00fd efekt<\/p>\n

Ukrajina nejsp\u00ed\u0161 v\u011b\u0159\u00ed, \u017ee rozlo\u017een\u00ed podniku bude m\u00edt vliv na cel\u00e9 rusk\u00e9 hospod\u00e1\u0159stv\u00ed. N\u011bkte\u0159\u00ed experti tvrd\u00ed, \u017ee firma je z\u00e1rove\u0148 jedn\u00edm z\u00a0velk\u00fdch rusk\u00fdch dlu\u017en\u00edk\u016f a\u00a0pot\u00ed\u017ee tak mohou dopadnout i\u00a0na jej\u00ed v\u011b\u0159itele, mimo jin\u00e9 d\u016fle\u017eitou banku VTB. \u201ePokud by spole\u010dnost zkrachovala, pravd\u011bpodobn\u011b by to m\u011blo dominov\u00fd efekt na ekonomiku,\u201c \u0159ekl Deutsche Welle<\/a> Fabrice Pothier z\u00a0geopolitick\u00e9 konzulta\u010dn\u00ed firmy Rasmussen Global. \u201eWildberries je v\u00a0jist\u00e9m smyslu \u00fazk\u00fdm hrdlem rusk\u00e9 spole\u010dnosti a\u00a0rusk\u00e9 ekonomiky,\u201c je p\u0159esv\u011bd\u010den.<\/p>\n

V\u00fddejn\u00ed m\u00edsta firmy se na n\u011bkter\u00fdch m\u00edstech stala soci\u00e1ln\u00edmi uzly. | Zdroj: Profimedia<\/p>\n

V neposledn\u00ed \u0159ad\u011b jde toti\u017e i\u00a0o\u00a0psychologick\u00fd efekt. Ru\u0161t\u00ed civilist\u00e9 v\u00a0d\u016fsledku likvidace sklad\u016f ztr\u00e1cej\u00ed zdroje p\u0159\u00edjm\u016f, p\u0159\u00edstup ke zbo\u017e\u00ed a\u00a0slu\u017eb\u00e1m a\u00a0pocit, \u017ee se v\u00a0Rusku nic ned\u011bje a\u00a0v\u00e1lka se jich net\u00fdk\u00e1. Pro mnoho Rus\u016f je online nakupov\u00e1n\u00ed z\u00e1bavou a\u00a0tak\u0159ka n\u00e1vykovou z\u00e1le\u017eitost\u00ed. \u201eZn\u00e1m spoustu lid\u00ed, kte\u0159\u00ed jsou na tom opravdu z\u00e1visl\u00ed. P\u0159idaj\u00ed si v\u011bci do ko\u0161\u00edku, \u010dekaj\u00ed na slevy, rozhodnou se, co si koup\u00ed a\u00a0pak \u0159e\u0161\u00ed, jestli si to koup\u00ed znovu,\u201c vyl\u00ed\u010dila Al-D\u017eaz\u00ed\u0159e<\/a> Aleksandra, \u00fa\u010detn\u00ed z\u00a0Jekat\u011brinburgu.<\/p>\n

Wildberries z\u00e1rove\u0148 dob\u0159e slou\u017e\u00ed t\u011bm, co \u017eij\u00ed daleko od velk\u00fdch m\u011bst a\u00a0nedostanou se do obchod\u016f. V\u00fddejn\u00ed m\u00edsta se mnohde stala centrem spole\u010densk\u00e9ho \u017eivota. \u201ePro mlad\u00e9 lidi jsou jako klub, zejm\u00e9na ve venkovsk\u00fdch oblastech,\u201c \u0159ekl zm\u00edn\u011bn\u00e9 stanici Anatolij, podnikatel z\u00a0Rostovsk\u00e9 oblasti.<\/p>\n

Wildberries je extr\u00e9mn\u011b zraniteln\u00fd<\/p>\n

Pro Kyjev je p\u0159itom Wildberries z\u00e1rove\u0148 snadn\u00fdm c\u00edlem, proto\u017ee n\u011bkter\u00e1 jeho centra jsou skute\u010dn\u011b obrovsk\u00e1. I\u00a0do\u010dasn\u00e1 ztr\u00e1ta jedin\u00e9ho za\u0159\u00edzen\u00ed zvy\u0161uje tlak na zb\u00fdvaj\u00edc\u00ed sklady, prodlu\u017euje dodac\u00ed lh\u016fty a\u00a0zvy\u0161uje provozn\u00ed n\u00e1klady spole\u010dnosti.<\/p>\n

\u201eTato za\u0159\u00edzen\u00ed jsou mnohem v\u00edc ne\u017e b\u011b\u017en\u00e9 sklady. Jsou to centr\u00e1ln\u00ed logistick\u00e1 centra zodpov\u011bdn\u00e1 za p\u0159\u00edjem, skladov\u00e1n\u00ed, mont\u00e1\u017e a\u00a0za expedici zbo\u017e\u00ed. Pro sektor online obchodov\u00e1n\u00ed p\u0159edstavuj\u00ed kritickou infrastrukturu, kter\u00e1 podporuje tis\u00edce mal\u00fdch podnik\u016f sou\u010dasn\u011b. Pokud jedno takov\u00e9 centrum p\u0159estane fungovat, dojde k\u00a0naru\u0161en\u00ed v\u00fdznamn\u00e9 \u010d\u00e1sti provozu a\u00a0rychl\u00e9 nahrazen\u00ed jeho kapacity je prakticky nemo\u017en\u00e9,\u201c \u0159ekla stanici RBK-Ukrajina odbornice na logistiku Nataliia Sokyrkov\u00e1 ze spole\u010dnosti Expandia. Je proto mo\u017en\u00e9, \u017ee \u00fadery donut\u00ed spole\u010dnost ke zm\u011bn\u00e1m a\u00a0pokus\u00ed se sn\u00ed\u017eit svou zranitelnost decentralizac\u00ed logistiky.<\/p>\n

\"Dvoj\u00ed<\/a>Dvoj\u00ed tv\u00e1\u0159 nautick\u00e9 divize PPF. Jedna s\u00e1zka p\u0159inese jackpot, druh\u00e1 zat\u00edm znamen\u00e1 jen tr\u00e1pen\u00ed<\/a><\/p>\n

Budoucnost sektoru bude tak\u00e9 z\u00e1viset na kroc\u00edch Kremlu, jeliko\u017e hodn\u011b p\u0159et\u0159\u00e1san\u00fdm t\u00e9matem je pomoc posti\u017een\u00fdm a\u00a0ochota investor\u016f k\u00a0obnov\u011b center bez vl\u00e1dn\u00edch z\u00e1ruk kompenzace. Rusk\u00e1 centr\u00e1ln\u00ed banka u\u017e vyzvala finan\u010dn\u00ed instituce k\u00a0podpo\u0159e dot\u010den\u00fdch. \u201eMal\u00e9 a\u00a0st\u0159edn\u00ed podniky, kter\u00e9 utrp\u011bly v\u00a0d\u016fsledku teroristick\u00fdch \u00fatok\u016f na logistick\u00e1 centra, sklady, v\u00fdrobn\u00ed provozy, maloobchodn\u00ed prodejny, kancel\u00e1\u0159e a\u00a0dal\u0161\u00ed prostory, budou moci po\u017e\u00e1dat o\u00a0restrukturalizaci \u00fav\u011br\u016f,\u201c uvedla p\u0159ed t\u00fddnem. Od t\u00e9 doby ale zasa\u017een\u00ed po\u017e\u00e1dali vl\u00e1du<\/a> o\u00a0dal\u0161\u00ed kroky, cht\u011bj\u00ed jednor\u00e1zov\u00fd p\u0159\u00edsp\u011bvek z\u00a0rozpo\u010dtu a\u00a0odklad dan\u00ed a\u00a0odvod\u016f.<\/p>\n

N\u011bkte\u0159\u00ed experti ale pochybuj\u00ed, \u017ee pouh\u00e1 eliminace Wildberries v\u00a0Rusku n\u011bco z\u00e1sadn\u011b zm\u011bn\u00ed, proto\u017ee nen\u00ed na trhu jedin\u00fd. Je tak mo\u017en\u00e9, \u017ee se Kyjev brzy systematicky zam\u011b\u0159\u00ed na nejv\u011bt\u0161\u00ed konkurenci firmy, platformu Ozon. Ta ovl\u00e1d\u00e1 zhruba 30\u00a0procent online obchodov\u00e1n\u00ed, je tak jen o\u00a0n\u011bco m\u00e9n\u011b v\u00fdznamn\u00e1. N\u011bkte\u0159\u00ed Ukrajinci o\u00a0tom mluv\u00ed zcela otev\u0159en\u011b. \u201eMus\u00edme skoncovat s\u00a0Wildberries a\u00a0Ozonem a\u00a0t\u00edm se zhrout\u00ed rusk\u00fd bankovn\u00ed syst\u00e9m,\u201c poznamenal p\u0159ed \u010dasem Denys \u0160tilerman, spolumajitel v\u00fdrobce dron\u016f a\u00a0raket Fire Point.<\/p>\n","protected":false},"excerpt":{"rendered":"Ukrajinsk\u00e9 s\u00edly tvrd\u00ed, \u017ee za m\u011bs\u00edc vzdu\u0161n\u00e9 kampan\u011b zni\u010dily p\u0159inejmen\u0161\u00edm sedm z\u00a0deseti nejv\u011bt\u0161\u00edch sklad\u016f rusk\u00e9ho internetov\u00e9ho prodejce Wildberries.…\n","protected":false},"author":2,"featured_media":184985,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[10],"tags":[708,17,21,1438,16,849,35835,1730,61,2059,18,19,22,110,645,711,38907,20],"class_list":["post-184984","post","type-post","status-publish","format-standard","has-post-thumbnail","category-zpravy","tag-ekonomika","tag-headlines","tag-hlavni-udalosti","tag-kyjev","tag-news","tag-obchod","tag-ozon","tag-ruska-invaze-na-ukrajinu","tag-rusko","tag-sankce","tag-top-news","tag-top-stories","tag-udalosti-dne","tag-ukrajina","tag-valka","tag-valka-na-ukrajine","tag-wildberries","tag-zpravy"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/117122901358022827","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/184984","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=184984"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/184984\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/184985"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=184984"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=184984"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=184984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}