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Halpa rupla kääntää matkustajavirran

Halpa rupla kääntää matkustajavirran
Kuva: Sergei Konjkov, DP
9 Helmikuu 2016

Viipuri on suomalaismatkailijoiden kestosuosikki. Heikkenevä rupla toi raja-aluematkailuun uusia vivahteita: nyt suomalaiset tulevat ostamaan Viipurista muun muuassa niitä tavaroita joita venäläisillä oli aiemmin tapana hankkia Suomesta.

Suomalaiset matkailijat Minna ja Antero kertovat käyvänsä Pietarissa sekä Viipurissa jopa 2-3 kertaa kuukaudessa. Matkalta he tavallisesti ostavat tupakkaa, alkoholia ja polttoainetta. Ruplan syöksy sekä hintojen laskeminen eivät jääneet heiltä huomaamatta ja hintatasoa ihmetellään kaupungilla kävellessä. 

Paikalliset huoltoasemat suorastaan vilisevät suomalaisia. Eniten suosittuja ovat Nesteen huoltoasemat: hintaero on Suomeen verrattuna melkoinen, joten suomalaisia autoja on jonoksi asti. Huoltoaseman kahviossa istuva Pekka käy säännöllisesti Venäjällä tankkaamassa. Hän asuu rajan tuntumassa Imatran lähellä. Samaa polttoainetta saa tuntuvalla alennuksella: 30 euroa riittää tankin täyttämiseen, kotikaupungissa samalla summalla ei ostaisi kuin 20 litraa. Pekka ostaa Venäjän puolelta myös kahvit ja ruokaa.

Myös Venäjän rajaseudun rakennustarvikekaupat houkuttelevat suomalaisia. Lappeenrantalainen Seija puolisoineen kiertelee innokkaasti rautakaupan hyllyjä. Seijan mukaan Venäjällä ei ole tullut käytyä pariin vuosikymmeneen, mutta nyt hintojen lasku kutsui matkaan. Pariskunnan ostoslistalla on puutarhatarvikkeita: kukkaruukkuja ja muuta sellaista. Seijan on pärjättävä kaupassa ilman myyjien apua koska hän ei puhu venäjää eikä englantia. Suomen puolella rautakaupoissa on sen sijaan hiljaista: venäläisiä ei näy.

Sama tilanne on on suuressa ruokamarketissa Viipurin laidalla: parkkipaikan autoista kolmasosa on suomalaisia. Kaupassa on varauduttu suomalaisten tuloon: hyllyissä  on suomenkieliset kyltit — Olut, Viski, Säilykkeet. Suomalaiset liikkuvat useimmiten pienissä porukoissa ostamassa samoja tarvikkeita, joita venäläiset aikoinaan ostivat rajan toiselta puolelta: kärryissä on pesuainepakkauksia ja halpaa suklaata. Teinit nappaavat sipsejä ja pähkinöitä — naposteltavien joukkoon kelpuutetaan jostain syystä myös pikanuudelit. Suomalaisia löytyy myös maito-osastolla sekä alkoholijuomien vierestä. Mutta venäläiset juustot eivät käy kaupaksi.

Suomalaisten asiakkaiden määrän kasvu on otettu huomioon etenkin viipurilaisessa Vimos -rakennustarvikemarketissa. Kauppias Jelena Lupanova kertoi Fontankalle, että suomalaisten ostovoima alkoi tuntuvasti näkyä puolitoista kuukautta sitten ruplan kurssin syöksyttyä alas. Vimoksessa ei tilastoida asiakkaita kansalaisuuden mukaan, mutta ”ihan silmin nähden suomalaisia ostajia on enemmän”. Kaupaksi käy kaikki, astioista ja maalipurkeista sähkötyökaluihin. Matkailijoiden kasvavasta määrästä huolimatta kaupassa ei suunnitellaan erikseen suomalaisiin kohdistuvaa markkinointia.

Vastaavassa rakennustarvikkeita tarjoavassa Petrovitš -myymäläketjussa suomalaisten tuloon herättiin jo marraskuussa. Joulukuussa Petrovitš -ketjun mainokset näkyivät suomalaisissa rajakaupungeissa. Lisäksi avattiin suomenkielinen nettikauppa, joka keräsi kuukaudessa 3000 kävijää. Ketjun tiedottaja Darja melnikovan mukaan voi puhua jo suomalaisten asiakkaiden ”virrasta”. Kysyntä kohdistuu sähkölaitteisiin ja työkaluihin. Työhön palkattiin englanninkielen taitoinen myyjä asiakkaiden palvelemiseksi.

Toisin kuin Petrovitš -ketjussa, Favorit -nimisessä rautakaupassa suomalaisten asiakkaiden määrä ei ole merkittävästi kasvanut. Favoritia pyörittävän Oleg Trifonovin havaintojen mukaan suomalaiset ostavat tuotteita joihin ovat tottuneet Suomessa. Siksi samat merkit käyvät kaupaksi Viipurissa. Trifonovin mielestä halpaa havittelevien suomalaisten määrä ei vaikuta merkittävästi vähittäiskauppamarkkinoihin.

Viime vuoden aikana suomalaiset  vierailivat Venäjällä 2,9 miljoonaa kerta. Vuoden 2014 vastaava luku on 2,7 miljoonaa. Suomalaisten osuus ulkomaalaisten matkailijoiden yhteisestä määrästä vuonna 2015 kasvoi 24%:sta 31%:een.

Jevgenii Bogdanov, Fontanka.fi

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