The “Made in Poland” era is upon us
Lukasz Zboralski talks to Mariusz Dziurdzia, a partner at PwC, the market leader in consulting for the industrial production sector.
Lukasz Zboralski: How can the growing demand for Polish products benefit Polish manufacturers?
Mariusz Dziurdzia: The benefits for native manufactures are very apparent, apart from an increase in sales in the national market they also boost their potential and strength to take on global markets. Everyone gains from the growing demand for Polish products. Supporting local manufacturers of “finalised” products means supporting their suppliers, their service providers as well as places of employment. When one buys Polish products, capital stays in the country and serves to further the development of companies as well as the regions supported by the businesses.
Do consumers today have a good level of knowledge about whether a product has been manufactured by a Polish firm?
The majority of manufacturers show where the product was made, which in practice can mean the place where the product was assembled in its entirety, irrespective of where the parts come from. Our research shows that Polish customers are increasingly aware of the purchases they make, they spend more time reading the description of the products and actively search for information regarding its origin.
Apart from food, what are the other areas where Poles can be encouraged to buy domestic products?
In every area of our life we can use Polish products, at times without even being aware that we are doing so. Our furniture and window manufacturers are known across Europe. We decorate our houses with Polish ceramics and our kitchen with Polish interiors. We buy Polish clothing, shoes, leather products, cosmetics as well as toys and children’s accessories. It is also worth stressing that there are many sectors in which Poland is very strong, such as construction and industrial chemicals, industrial products, agriculture machinery but also computer games for example.
Does the product have to be a success within the domestic market in order to sell well abroad?
There are cases where the product is more well-known abroad than it is at home, for example firms producing computer games or yachts. However, having a strong position in the domestic market is always an advantage and helps foreign expansion, if only to diversify business risk. Until recently, there was a fascination with everything that came from the West. We lacked pride in Polish products and the “Made in Poland” brand. And it is very important that we all help promote and become ambassadors for Polish products.
How are Polish products viewed across the world?
Poland’s national brand is still not as established as that of Switzerland, Germany or Japan. We still have a long way to go. However, thanks to the activities of our domestic businesses we are, step by step, conquering markets – not only those closest to us, those in Europe, but also ones that are far away and exotic. An increasing number of countries have Polish buses on their streets and we are able to buy Polish dairy products in China and Haiti. Polish food produce has been recognized the world over for its freshness and its taste. We have human capital, innovative ideas and natural products, that is everything that is needed to compete on the global market. Without a doubt, the “Made in Poland” era is upon us.
Source: Do Rzeczy