2024-12-29-牛津经济研究院-Zalando对欧洲经济的影响（英）_71页_29mb

Summary of Zalando's Economic Impact in Europe

Core Content

Zalando is a leading multi-brand fashion online platform in Europe, with a revenue of €10.1 billion and approximately 50 million active users in 2023. The company, based in Berlin, Germany, has grown from an online shoe store to a comprehensive platform offering fashion, logistics, and technology services across 25 European markets. It plays a crucial role in the European economy by generating significant gross value added (GVA), employment, and tax contributions.

Main Points

• Economic Impact Overview:
  Zalando's economic impact in Europe in 2023 was estimated at €9,521.6 million.

  • Direct Impact: €1,500.4 million (16%)
  • Indirect Impact: €5,649 million (59%)
  • Induced Impact: €2,372 million (25%)

• Job Creation:
  Zalando supported around 113,000 jobs in Europe in 2023.

  • Direct Jobs: 16,000 (14%)
  • Indirect Jobs: 27,000 (25%)
  • Induced Jobs: 28,000 (25%)

• Gross Value Added Multiplier:
  The gross value-added multiplier for Zalando in Europe is 6.3, meaning for every €1 of direct GVA, an additional €5.3 was generated in the broader economy.

Key Information

Zalando's Business Model

Zalando's business model is built on three core areas: Fashion, Logistics, and Technology.

• Fashion: Offers products from 6,000 brands and six in-house labels, with over 1.8 million products available.
• Logistics: Operates 12 fulfillment centres and 20 return centres, with two more fulfillment centres under construction. It provides B2B logistics solutions such as Zalando Shipping Solutions (ZSS), Zalando Fulfillment Solutions (ZFS), and Zalando Return Solutions (ZRS), and has launched ZEOS to enable multi-channel fulfillment for brands.
• Technology: Employs over 3,000 tech experts across six tech hubs in Europe. It uses advanced algorithms and AI to optimize logistics, enhance customer experience, and provide data insights for brands. Services like Size & Fit help improve customer satisfaction and reduce returns.

Economic Impact in Europe

• Zalando's procurement of over 5,300 companies drives substantial economic activity.
• Merchandise Procurement: €8,380.7 million (57%)
• Non-Merchandise Procurement: €1,500.4 million (43%)
• The company's indirect impact is the largest, driven by its extensive supply chain.
• Wage payments by Zalando and its suppliers stimulated a significant induced effect.

Economic Impact in Germany

• Zalando contributed €4,807.6 million to the German GDP in 2023.
  • Direct Impact: €1,410.4 million (29%)
  • Indirect Impact: €2,299.2 million (48%)
  • Induced Impact: €1,098 million (23%)
• The GVA multiplier for Germany is 3.4, meaning for every €1 of direct GVA, an additional €2.4 was generated.
• Zalando supported 53,000 jobs in Germany, with 15,000 direct, 27,000 indirect, and 11,000 induced jobs.
• For every direct employee, an additional 2.5 jobs were supported in the German economy.

Economic Impact in Erfurt

• Zalando's logistics centre in Erfurt contributed €144 million to the local GDP.
  • Direct Impact: €119.5 million (83%)
  • Indirect Impact: €6.8 million (4.7%)
  • Induced Impact: €17.6 million (12%)
• The company supported 2,460 jobs in Erfurt, with 2,200 direct, 90 indirect, and 170 induced jobs.

Tax Contributions

• Zalando paid a total of €1,328.5 million in taxes to the German government in 2023.
  • Direct Tax Payments: €205.4 million (including €139.2 million in social security and €66.2 million in corporate income tax)
  • Indirect Tax Contributions: €812.9 million through its suppliers
  • Induced Tax Contributions: €310.2 million through wage spending in the consumer economy

Methodology

• The economic impact assessment was conducted using Oxford Economics' Global Sustainability Model, which incorporates trade relationships and input-output data.
• The model allows for the assessment of both domestic and international economic impacts.
• For the subnational analysis in Erfurt, a bespoke German economic model was used to estimate local contributions.

Conclusion

Zalando's economic impact in Europe is substantial, with significant contributions to GVA, employment, and tax revenue. The company's business model, which integrates fashion, logistics, and technology, enables it to support a wide range of stakeholders across the continent. The indirect and induced effects are particularly important, highlighting the broader economic benefits of Zalando's operations. The company continues to drive innovation and sustainable growth in the European digital economy.