Marketing research and analysis of the Russian household appliances market. Russian household appliances market marketing research and market analysis

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1 MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN APPLIANCES MARKET DEMO VERSION Report release date: April 2008 This study was prepared by Step by Step MA for informational purposes only. The information presented in the study is obtained from open sources or collected using marketing tools. MA Step by Step does not warrant the accuracy or completeness of the information for any purpose. The information contained in the study should not be directly or indirectly interpreted by the buyer as a recommendation for investment. MA Step by Step is not responsible for any loss or damage caused by the use of research information by third parties, as well as for the consequences caused by the incompleteness of the information provided. These materials may not be distributed without permission from MA Step by Step. Moscow city

2 CONTENTS CONTENTS...2 Abstract...3 Purpose of the study...3 Description of the study...3 Full content of the study...4 List of diagrams...6 List of tables...7 Excerpts from the study...8 The main quantitative characteristics of the market...8 The volume and capacity of the Market...8 Market trends...11 Trends in the main quantitative indicators of the market...11 Trends in the competitive field

3 ABSTRACT PURPOSE OF THE RESEARCH The purpose of the study: is to study the current situation in the market of household appliances and electronics, to determine the main qualitative and quantitative characteristics of the market. DESCRIPTION OF THE RESEARCH Research objectives: To characterize the market of home appliances and electronics To study the general economic indicators affecting the market To segment products by main items To determine the volume and capacity of the market in natural and monetary terms To identify the main manufacturers, distributors and retailers To describe the main principles of competition, to compare the main market participants by these parameters Identify the main segments of consumers Identify the problems of market development Number of pages: 69 pages Report language: Russian The report contains: 18 diagrams, 15 tables 3

4 FULL CONTENT OF THE RESEARCH Introduction Methodological part Description of the type of research Object of research Aims and objectives of the research Geography of the research Timing of the research Methods of data collection Household appliances market Macroeconomic factors influencing the market Gross domestic product dynamics Inflation rate Population income level Description of influencing markets Retail real estate market Segmentation and market structure by main types of products Main quantitative characteristics of the market Volume and capacity of the market Growth rates of the market Import of household appliances Producers of household appliances Household appliances market segments TV, audio-video equipment Photo equipment Large household appliances Small household appliances Climate control appliances Retail in the household appliances market Chain stores Segmentation of chain stores stores Major players 4

5 Online shopping household appliances Main players Consumer analysis Consumer description Consumer segmentation B2C markets B2B markets Degree of activity in consumption of Products Consumer preferences by types, brands of Products Consumer motivations and behavior when buying Products Parameters for choosing a place of purchase Purchase scenario Generalizing conclusions and recommendations Factors favoring market development Factors hindering development market STEP-analysis of the market Risk analysis of the market Market trends Trends in the main quantitative indicators of the market Trends in the competitive field Trends in the consumer segment General conclusions on the report 5

6 LIST OF DIAGRAMS Diagram 1. Dynamics and forecast of RF GDP for the years, billion rubles. Diagram 2. Inflation rate and forecast, % Diagram 3. Dynamics of real disposable cash income of the population, as a percentage of the corresponding period of the previous year Diagram 4. Volumes of the retail real estate market in 2007 Diagram 5. Shares of segments of various types of products in value terms , in % Diagram 6. Volumes of various segments of the household appliances market in 2007, $ billion Diagram 7. Dynamics of changes in the volume of the household appliances and electronics market (including computer equipment and mobile phones), $ bln. Main places of purchase of household appliances and electronics in 2006, % Diagram 12. Shares of large networks in the market of household appliances and electronics, % Diagram 13. Distribution of the population by frequency of visiting household appliances and electronics stores Diagram 14. Distribution of consumers by knowledge of various brands of household appliances appliances and electronics Diagram 15. Distribution of consumers in the central region by knowledge of various brands of household appliances and electronics Diagram 16. Factors influencing when choosing a place to buy household appliances Diagram 17. Consumer purchase scenarios 6

7 LIST OF TABLES Table 1. Volumes of implemented and announced retail real estate projects in 2007 Table 2. Comparative characteristics of manufacturers of household appliances and electronics by main parameters Table 3. Product range of TV, audio-video equipment various companies Table 4. Range of photo and video cameras from various companies Table 5. Range of large household appliances from various companies Table 6. Range of small appliances from various companies Table 7. Range of climate control equipment from various companies Table 8. Comparative characteristics retail chains Table 9. Comparative prices for various types of products in chains Diagram 18. Share of Internet trade in the household appliances market in 2006, % search engines(in order of priority) Table 11. Comparative characteristics of some online stores of household appliances and electronics Table 12. Comparative characteristics of prices for household appliances and electronics in online stores Table 13. Population distribution by average per capita cash income Table 14. STEP-analysis of factors influencing the development of the household appliances and electronics market Table 15. Possible risks associated with the market of household appliances and electronics 7

8 EXTRACT FROM THE RESEARCH According to Step by Step, now more than half of the household appliances market in monetary terms belongs to the segment of audio-video equipment, in which about 60% is occupied by TVs. About 29% is occupied by the segment of large household appliances, and 7% is accounted for by small household appliances. Climatic equipment occupies 8% of the household appliances market. MAIN QUANTITATIVE CHARACTERISTICS OF THE MARKET MARKET VOLUME AND CAPACITY According to the RATEK Association in 2007, the market volume of electronics and household appliances, excluding mobile phones and computer equipment, amounted to $15 billion in monetary terms. According to some experts, by 2017 the market volume may approach $60 billion. Consider the volume of the main segments of the home appliances and electronics market. DIAGRAM 1. VOLUME OF DIFFERENT SEGMENTS OF THE HOUSEHOLD APPLIANCES MARKET IN 2007, $ BILLION.3 $ billion.2 1.1 0 and video technology is $8.3 billion. Volume 8

9 of the segment of large household appliances is almost 2 times less and is equal to $4.4 billion. The volumes of the markets for climate control and small household appliances are at the same level a little more than $1 billion. According to Technosila, the total volume of the market for household appliances and electronics, including mobile phones and computer equipment, according to the results of 2007 will exceed $30 billion. Source: Technosila Company, 2007. In 2008, according to forecasts of market participants, the total volume will be about $35 billion. According to Deutsche Bank, Russian residents' spending on consumer electronics reached 5.4% of total spending. For comparison: the British spent 3.0% on household appliances, the Japanese 2.9%. Among the reasons that influenced this alignment, and more low prices on electronics in developed countries, and the difference in income. For the average Russian family, 5.4% of total expenses per year is $180, while for the Portuguese this amount is $635. 9

10 The following segments of the retail sector are distinguished on the household appliances market: Chain stores Non-chain stores Trade complexes, fairs, radio markets Departments in supermarkets, department stores, etc. Internet shops In 2006, 54% of Russians preferred to buy household appliances in specialized chain stores. These include residents of large cities, people of working age with education not lower than secondary and high level income. Retail in the household appliances market DIAGRAM 3. MAIN PLACES OF BUYING HOUSEHOLD APPLIANCES AND ELECTRONICS IN 2006, % Chain stores 54% Non-chain stores 16% Departments in supermarkets, department stores, etc. 14% Trade complexes, fairs, radio markets 8% Internet shops 1% Other 7% 0% 10% 20% 30% 40% 50% 60% Source: ROMIR Monitoring, 2006 10

11 16% of Russians buy equipment in small specialized stores, in a specialized department, section of a supermarket or department store, 14% of Russians buy equipment. Large specialized shopping malls, fairs and radio markets are popular with 8% of Russians. And 1% of Russians noted that they purchase equipment via the Internet, by phone or from a catalog. According to our estimates, in 2007 the distribution by trade formats remained approximately the same. We can state an increase in the share of Internet sales up to 3-5%, which is caused by the increasing role of the Internet in the life of Russians. It is also possible to predict an increase in the share of purchases in chain stores up to 55-60%, due to the rapid development of chains, including in the regions. The following will be analyzed in detail: Chain stores Online stores MARKET TRENDS TRENDS ON THE MAIN QUANTITATIVE INDICATORS OF THE MARKET Stable market growth at the level of 10%. V last years The growth of the market is due to the increasing incomes of the population, as well as the boom in consumer lending. TRENDS IN THE COMPETITIVE FIELD Trade in household appliances and electronics is gradually acquiring civilized forms. In recent years, there has been a gradual replacement of trade in the markets with chain stores. Displacement of small regional networks by large federal networks. The market share occupied by federal networks, which include MIR, M-Video, Technosila and Eldorado, is increasing every year. Increase in the number of Western companies operating in the territory 11

12 Russia This trend will contribute to a decrease in imported equipment, as it will be produced in Russia, but under a Western brand and at a facility owned by foreigners. The share of such enterprises will increase over time. The share of the electronics market occupied by large hypermarkets (Metro, Auchan and others) is growing. The Step by Step Group of Companies has been operating on the market for 7 years, providing a full range of consulting and marketing services, creating the opportunity to support management decisions and develop the business of its clients in the following areas: Management and marketing consulting Branding Marketing research Real estate research and consulting Part of the Step Group of Companies by Step includes such divisions as: Step by Step Consulting Step by Step Research Step by Step Real Estate Analytical Center SbS Analytics Call Center MarketPhone Leading specialists of the Step by Step Group of Companies are members of such professional organizations as the International Association of Professionals in the Field of Public Opinion Research and Marketing (ESOMAR), NGPC (National Guild of Professional Consultants), Marketing Guild, RARI (Russian Association for Market Research), Moscow Chamber of Commerce and Industry. 12

13 To date, the portfolio of the Step by Step Group of Companies includes more than 300 completed projects. We are proud of our cooperation with such organizations as Svyazinvest OJSC, RAO UES RF, IT Co., Russian Biscuit Company, Snow Queen Trade House, Mokko coffee houses, RENOVA CJSC, RBC group of companies, TEKON group of companies , HITACHI ltd, Honewell, Association of Brazilian Exporters (APEX), CJSC " Child's world”, Blackwood, System Gals. thirteen

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Every year, the consumer makes more and more demands not only on product quality, but also on the place of purchase. First of all, we are talking about suppliers of consumer goods. For instance, household appliances and electronics. The main trend in the development of this market today is the enlargement of existing participants. Simply put, small networks merge into large ones or close, unable to withstand fierce competition. Over the past 5-6 years, such takeovers have become the norm. Of course, the market dictates its own conditions, and the consumer, in turn, sets the conditions for it.

Change of strategy

Experts note: consolidation of market players consumer electronics, an increase in the format of stores is a requirement of the time. Why is this happening? The thing is that the buyer wants to not just buy what he needs, quickly and without much time and effort. He seeks to acquire in one big store all. That is why lately so many hypermarkets are being built. Owners of chains of household appliances quickly orientated themselves in the changing market. Not only in Moscow and St. Petersburg, but also in other large cities of the country, large centers began to open with an assortment for every budget: from calculators and cell phones to expensive built-in equipment. Moreover, the client requires maximum convenience: a good attitude on the part of sellers, no queues, minimum prices and a wide range of products. As well as the availability of additional services: convenient parking, snack bars, entertainment for yourself and children.

Situation in the industry

Today, the market for household electrical appliances, which was clearly structured until recently, is undergoing major changes. According to analysts, there are about 10 thousand companies (manufacturers and sellers) in the industry, but 70% of sales are accounted for by a dozen large retailers and about 20 manufacturers. And the consolidation of existing participants continues. It happens in different ways. The simplest is the extensive way (increasing the number of stores for each of the market participants). This path is the most obvious, but also the most expensive, since it is quite expensive to build or buy a store. In addition, in the case of construction, a certain time is required, and it is extremely important to be the first in a particular region. Nevertheless, the largest players in today's market are developing along this path. One of them "M Video". The company is on a different path. "Expert". It uses a franchising system, that is, it combines existing stores under a common brand name, which determines the image, strategy and tactics of store development. "El Dorado" and "Technosila" combine both ways of development - open and own shops and franchising.

Each participant in this market develops according to its own scenario, however, in recent years, Western networks have begun to seriously influence the competition. A vivid example Media Markt. The company came to Russia just a few years ago. However, its activity, coupled with the rapid conquest of the domestic audience, has already forced large Russian networks to pay close attention to the regions. And this is another trend in the field of sales of household appliances. The capital market is oversaturated with both federal and local chains. In this connection, experts say, consumer demand has sharply decreased. Everything is trite - people have already bought all the necessary equipment. It is of high quality and does not require frequent replacement. Coming new period: either offer something completely new, or expand the regional representation. Most choose the second option.

In regional centers, federal networks are being enlarged by absorbing local electronics sellers. Small shops are closed or reformatted. New points of sale are opening with a sales area of ​​1000 sq. m.

Care in the regions

One of the striking examples of recent years, clearly showing the expansion of federal networks at the expense of the regions, was the merger of the Ural company "Rembyttechnika" with one of the leaders in the field of sales of household appliances, the Expert company.

What is significant about this deal? First, as mentioned above, this indicates a clear trend: the leading players in the electronics market, under the influence of various factors, are transferring highly competitive struggle with each other to the regions. Secondly, the result of this confrontation is their consolidation through the absorption of local networks. And, finally, thirdly, everyone wins here: the federal eliminates a competitor and strengthens, the owner of a regional network sells his business profitably, and the buyer ultimately gets the opportunity to purchase high-quality equipment on even more favorable terms.

True, there are relative disadvantages of such a transaction. Now the company has a double name "Expert-Rembyttechnika" and has been in a state of rebranding for several years. The matter is that the Ural client is very accustomed to the local company and trusts it. In this connection, the abandonment of the former name would greatly limit the ability of the feds to quickly attract an audience. Therefore, the transition is carried out gradually: the service centers remained under the Rembyttekhnika brand, and the stores are called Expert.

Merger of market leaders

And here is a new example new trend: the leading chains of the home appliances market in Russia may soon unite. The relevant documents on the merger of M.Video and Eldorado have already been submitted to the FAS. True, here one company buys another, but this does not change the essence of the matter - there is a movement towards monopolization of the sphere.
Now M.Video, represented by its main shareholder in Cyprus, is acting as a buyer Svece Ltd owned by Alexander and Mikhail Tynkovan. But literally in 2011 the situation was just the opposite. Then Eldorado, co-owned by PPF Group Peter Kellner, tried to negotiate with the owners of M.Video about the purchase. And this once again speaks of the rapid development of the consumer electronics market, where yesterday's sellers are becoming buyers of a business with a working capital of hundreds of billions of rubles.

According to experts, the execution of the transaction can be very delayed. It may take one to three years. And if this happens, then M.Video will take about 40% of the entire market with more than 500 stores. Although the FAS, of course, will not allow this. Under the current legislation, the dominance threshold cannot exceed 35%. Experts believe that the new leader will have to reduce business volumes. But against the background of the elimination of a direct competitor, this will not become critical.

prospects

Home appliances and electronics business owners are now interested in two main questions: what are the prospects for large players and is there a chance for small chains to survive? Again, the market prompts the answers. Western "colleagues" set new standards for domestic leaders. Russian networks began to feel increased competition from chain hypermarkets. The latter work according to the principle all inclusive, providing, as previously mentioned, a full range of products, conditions and services. For example, in America, specialized stores for the sale of household appliances began to close, which could not withstand the pressure from the hypers. In Europe, however, this trend is still not clearly visible. It is possible that in Russia, as always, they will choose their own path. Moreover, the format of a specialized home appliances store is still in demand.
Meanwhile, regional chains do not plan to give up either. They are ready to defend their market positions in the field and, moreover, have plans to expand the business. Regional companies have a number of advantages over federal ones. One of the main disadvantages of large business is the loss of network flexibility and responsiveness to customer requirements. This is where the regionals will play.

Specialists of the Russian retail network "M.Video" have prepared an analytical review of the Russian market of household appliances and electronics based on the results of 2015. According to the results of the study, sales in the sector fell by 19.6% and amounted to 1.1 trillion rubles.

Sales at M.Video also showed a negative trend, falling by 5.5% to RUB 191.9 billion. The company notes that in 2015 the share of M.Video in the Russian market of electronics and household appliances increased by 2.4% and reached 16.1%.

Cash payments are gradually losing popularity, giving way to more modern ways. In 2015, the share of buyers choosing non-cash payment increased from 35% to 39%. M.Video analysts attribute this to the active penetration of plastic cards into the regions.

According to the report, last year the most popular were large household appliances, audio and video equipment, computers, mobile devices, as well as small household appliances. At the same time, smartphones entered the Top 5 product categories for the first time. The average check in retail chain stores was 6,760 rubles, and the average purchase on credit was 29,000 rubles.

The share of online sales in M.Video's turnover increased from 9% in 2014 to 11% in 2015. The company's customers increasingly prefer courier delivery self-delivery, the share of which increased from 66% to 69%. The average check for pickup from the store was 11,013 rubles, and for home delivery - 21,345 rubles.

Mobile sales are also growing: in 2015, 38% of purchases in the retailer's online store were made from mobile devices (growth by 2014 was 40%). Of these, 27% are from smartphones, and 11% from tablets.

Internet traffic in the regions was distributed as follows: the most active are online users from Moscow and the Moscow Region (31%), from St. Petersburg and the Leningrad Region (7%), and also from the Krasnodar Territory (5%).

The volume of the market of "smart" phones increased by 9% in monetary terms and amounted to 267 billion rubles, but sales in units decreased by 5% to 26.2 million devices. The dynamics of growth in sales of smartphones in M.Video in money terms amounted to 51%, and in quantitative terms - 7.5%. Analysts emphasize that the devaluation of the ruble had a significant impact on the average cost of a smartphone: the figure increased by 14% and reached 10,190 rubles.

The position of mobile devices on Android has been strengthened due to a wide range of B-brand smartphones in the middle and low price segment.

According to the report for the first quarter of 2016, Android devices still account for the largest market share (87%). iOS remains in second place (10%), and Windows is in third (2%). In monetary terms, Android fell by 3%, iOS grew by 27%, and the share of Windows decreased by 3%.

The headphone market increased by 18% to RUB 9.9 billion. The share of M.Video in the segment is estimated at 13.5%, while sales of headphones and headsets in the stores of the network grew by 40% in monetary terms. Most often they purchase products in the price category up to 1,000 rubles, and the Top 3 manufacturers in terms of money included Sony (21.3%), Sennheiser (13.1%) and Philips (12.9%).

In parallel with the dynamic development of the smartphone market, the segment of smart devices that are easily synchronized with mobile devices is actively developing. In this group of products, the most popular are smart bracelets and fitness trackers. In 2015, sales of such devices grew by 43% in monetary terms and by 51% in unit terms, to RUB 300 million. and 62,000 pieces, respectively. Jawbone remains the market leader, accounting for up to 70% of sales.

The notebook market continues to show negative dynamics. Compared to 2014, sales decreased from 105.3 billion to 81 billion (by 23%). In quantitative terms, the indicators fell from 4.9 million units. up to 2.9 mln. (by 60%).

Share of online sales in the notebook market grew: from 20% in 2014 up to 24% in 2015. However, the volume of online sales decreased by 8% and reached 19.5 billion. Most often, buyers purchase devices under the brand Lenovo (29.3%), Asus (22.9%) and Acer (16.5%).

Tablets are becoming less and less popular among Russians. Sales in the segment fell by 31% to 54.3 billion rubles, and in units decreased by 30% to 6.6 million devices. Despite the general decline in the tablet market, unit sales in M.Video grew by almost 17% year-on-year, and the company's share reached 13.5%. Tablets with a diagonal of 7” were in the greatest demand on the market, and Samsung with a market share of 20.3%, Apple – 19.8% and Lenovo – 14.9% were in the top three.

Tablet PC sales fell 33% in 2015, according to a study by the company. Last year, 6.2 million tablets were sold on the Russian market, while in 2014 - 9.3 million devices.

The home console market fell 40% in unit terms and 18% in monetary terms. In 2015, the market volume was estimated at 8.6 billion rubles. and in 435,000 pieces. The average market price of the console increased from 15,800 to 21,000 rubles, and the PlayStation 4 became the clear leader in sales.

Over the past year, sales of gaming accessories have grown. In particular, online sales of gaming mice increased by 50% in monetary terms, gaming keyboards - by 92%, gaming headphones - by 82%. Online share in general sales categories was 18%, 23% and 21% respectively.

In 2015, the photographic equipment market showed a significant decline in both monetary and quantitative terms. The volume of the segment in money amounted to 18 billion rubles (a decrease of 39.4%), and in units - 1.3 million devices (a decrease of 52.7%). Category " SLR cameras" and "Compact Cameras" lead Nikon with a share of 48% and 37%, respectively, and in the "System cameras" category - Sony (59%).

Despite the decline in the market for photographic equipment in 2015, the category of action cameras showed significant growth. The market volume increased by 68% and amounted to 1.5 billion rubles. The number of cameras sold increased by 59% to 116 million. M.Video expects continued growth in sales of action cameras, which will be associated with the release of new devices by already known and new market players.

Over the past few years, DVRs have grown from a small segment into a sought-after category. Even with a decline in traffic in 2015, the technology remains promising due to its impartiality in identifying the perpetrators of road incidents. In 2015, the category of combidevices was actively developed - a radar detector and a video recorder in one device.

In 2015, the demand for TV sets in Russia fell by 47%, to RUB 130.5 billion, while turnover decreased by 33%, to 5.3 million units. The share of Ultra HD TV in the market was 15.2%: sales of such TVs grew by almost 50% in unit terms and by 37% in monetary terms, while the average price fell by 8%. The proportion of TV sets with curved (Curved) screen increased by 2 times (up to 6.2%).

According to the report, in 2015 the positive dynamics in the category "Audio systems" was demonstrated by portable devices - All-In-One and Network Media System (network audio solutions, or multi-room). Sony and LG remain the leading players in the home audio market, with combined market share close to 70%.

In the market of large household appliances, there was approximately the same drop in sales of freestanding stoves and built-in ovens in unit terms, but due to a stronger increase in the average price for built-in ovens, the fall in money terms for them was almost 10% less than for stoves. Top 3 manufacturers by turnover included Bosch, Siemens (14%), Gorenje (13%) and Hansa (12%).

In 2015, the market for small household appliances decreased by 13% in monetary terms. Most of all, the drop in demand affected kitchen appliances, and coffee-making appliances became the most resistant to market changes.

Sales of automatic coffee machines remained at the level of 2014, while buyers prefer to invest in more advanced solutions, despite the increase in the average price: more than half of the market (55%) is accounted for by automatic coffee machines and coffee makers, 20% by capsule and 14% by carob . Top brands include Delonghi, Saeco and Bosch.

Other small household appliances:

Experts note the development of the Russian drone market. The main growth drivers are inexpensive amateur models. In 2015, the average price of a drone was 17,000 rubles, a quadcopter - 5,500 rubles, and a radio-controlled toy - 3,500 rubles. In addition, M.Video predicts continued growth in sales in the category of professional drones in 2016.

DEMO VERSION

Russian household appliances market MARKETING RESEARCH

AND MARKET ANALYSIS

CONTENT

CONTENT

I. INTRODUCTION

II. CHARACTERISTICS OF THE RESEARCH

III. ANALYSIS OF THE RUSSIAN MARKET OF HOUSEHOLD APPLIANCES AND ELECTRONICS

1. general characteristics Market

1.1. Description of the subject of research

1.2. Socio-economic development indicators

1.3. World market of home appliances

1.4. Description of influencing markets

Residential real estate market

Retail real estate market

1.5. Section Summary

2. Segmentation and Market Structure

2.1. Market segmentation by main types of products

2.2. Seasonality in the Market

2.3. Section Summary

3. Main quantitative characteristics of the Market

3.1. Market Size

3.2. Market Growth Rate

3.3. Section Summary

4. Competitive Analysis Market

4.1. Competition in the Market

4.2. Description of the profiles of the largest players in the Market

Russian manufacturers

Vitek

scarlett

Vigor

Bork

"Biryusa"

(Sitronics)

POZIS

Foreign manufacturers operating in the Russian market

Electrolux

Indesit Company

Bosch & Siemens Hausgeraete GmbH

Arcelik

LG Electronics

Gorenje

Candy Elettrodomestici

Whirlpool

Snaige

Vestel Company

haier

4.3. Section Summary

5. Retail segment in the Market

5.1. Description of the retail segment

5.2. Description of the profiles of the largest network retail outlets for the sale of household appliances

Russian trading companies

"El Dorado"

"M. Video"

"Technosila"

"Peace"

Chain of stores "Line Toka"

"Expert"

"DOMO"

Technopark (Electroflot)

"Technoshock"

"Just"

Foreign trading companies

Media Markt (Media-Saturn-Holding GmbH)

Miele

5.3. Internet trade in home appliances and electronics

5.4. Section Summary

6. Analysis end users Market

7.1. Main Market Trends

7.2. PEST-market analysis

7.3. Market risks and barriers

IV. RESEARCH SUMMARY

The main factors determining the growth of the Market in recent years have been the favorable economic situation in the country, the growth in the welfare of the population, which forms the demand for non-essential goods and products of high price segments. Favorable factors include a low propensity to save and the development of consumer lending. In addition, market growth is influenced by such trends as the growth of housing construction, the active opening of shopping centers and the high loyalty of the population to technological innovations.

Many experts distinguish the segment into a separate segment of household appliances kitchen appliances, which can be free-standing and built-in, as well as a segment climatic household appliances(air conditioners, heaters). There is such a thing as "white" household appliances(domestic stoves, refrigerators, washing machines) according to the predominant color of this equipment.

Each main segment includes the following types of products:

· Consumer electronics

o Video equipment;

o Audio equipment;

o PC for home and office;

· Large home appliances

o Washing machines;

o Refrigerators and freezers;

o Dishwashers;

o Boilers (water heaters) for domestic use;

o Household gas stoves;

o Household electric stoves;

o And other types of large household appliances.

· Small household appliances

o Vacuum cleaners;

o Household sewing machines;

o Electric irons;

o Climate equipment;

o And other types of small household appliances.

· Kitchen appliances

o Microwaves;

o Electric kettles;

o Mixers;

o Juicers;

o Coffee grinders;

o Household electric meat grinders;

o Household kitchen machines;

o Electric ovens;

o Household electric stoves.

According to the optimistic forecasts of experts, the Market volumes will remain at the level of 2008, according to the pessimistic forecasts, they will fall to $... billion - $... billion. If at the beginning of 2009 Russian consumers were still ready to invest their savings in electronics, by now, consumer preferences have changed. Over Q2, sales of electronics and household appliances in Russia sank by about …% in ruble terms “due to a change in the mood of buyers”.

At the same time, the largest share - about ¾ of the Market is occupied by imported equipment. Thus, in the segment of refrigerators, the share of imports to the Russian market increased from …% in 2005 to …% in 2008.

At the same time, domestic companies occupy a significant share in the economy segment. Thus, in the market of large household appliances, the share of domestic manufacturers in the economy segment is …-…%.

The share of "gray" equipment in various segments of the Russian electronics market ranges from … to …%. The most legal segment is large household appliances, and the most “gray” segment is small digital appliances. According to the same organization, the most common violations of customs rules by importers of household appliances and electronics are declaring equipment not under their own name and understating the customs value of goods, which allows the importer to significantly reduce their costs and gain an undeserved competitive advantage.

Market Growth Rate

Before the emergence of crisis phenomena in the economy, the growth rates of both the Market as a whole and its individual segments were quite high.

It should be noted that the main growth potential of the Market is concentrated in the regions of Russia, since the markets of Moscow and St. Petersburg, as well as the largest cities, can be characterized as more saturated.

Already at the end of 2008, retailers noted a significant drop in sales of home appliances and electronics. According to the companies' own data, the share of goods purchased on credit for the largest Russian retailers in the household appliances and electronics market in 2008 ranged from 15 to 27% of sales. Due to the current situation in the consumer lending market, this share in the turnover has significantly decreased. Together with the general decrease in demand for equipment, this factor had a negative impact on retailers' turnover.

In 2008, the Market's growth rate was 10%, which is 5.1 percentage points lower than in 2007. According to optimistic forecasts of industry experts, the growth rate of the Market will not change, according to pessimistic forecasts, it will decrease by 10% -20%
Description of the profiles of the largest players in the Market

Vitek

http://www. *****/

About company

The international holding Vitek International was established by An-Der Produkts GMBH (Austria) and Golder Electronics (Russia) in 1999. In 2000, the production of equipment was started. At the end of 2006, the Vitek holding included the following partners: An-Der Produkts GMBH (Austria), Golder Electronics (Russia), Vitek Ukraine (Ukraine), Vitek North-West (Russia), Vitek Star-Plus (Hong Kong). Components are used to manufacture Vitek products famous brands(Toshiba, Matsushita, Strix, Otter).

Activities

· Production of household appliances and electronics

· Wholesale of household appliances and electronics

· Retail sale of household appliances and electronics via the Internet

Assortment portfolio

The range of products offered is about 700 items:

· Audio-video equipment

o DVD technology

o Music systems and radios

o Radios

o Clocks and weather stations

o Microphones

o Portable technology

o TVs and antennas

o Car Audio

· Household appliances (small household appliances)

o Massagers and body care equipment

o Vacuum cleaners

o Hygiene products

o Food processing and storage technology

o Coffee technology

o Cooking technology

o Tea making equipment

o Hair Care Technique

o Appliances for the care of clothes

· Air conditioning equipment

o Filters for air purifiers and humidifiers

o Fans

o Air conditioners

o Radiators

o fan heaters

o Humidifiers

o Flavors

o Air purifiers

Sales geography

Vitek products are presented on a permanent basis in 29 countries in Europe and Asia.

Household appliances Vitek is sold in 383 cities of Russia, as well as in the CIS countries.

Household appliances Vitek sold in 1,119 outlets:

· "Bering Strait"

«Bytekhnika»

· "Your home"

"V-Laser"

· "Division"

"Domotechnika"

"Dynamics"

«Intek»

«IMPULSE»

"Cardinal"

«Carousel»

"Kirgu"

· "Corporation "Center"

· "Ribbon"

«Logo»

«Magnet»

"Nifle"

"Nord"

· "North Franchisee"

· "OK"

· "Search"

«Roslan»

«Satellite»

"Sib-Alliance"

«Sibvez»

· "Spectrum-techniques"

· "ELEPHANT"

· "Spectrum-techniques"

«TELEMAX»

"Technosila"

· "Kettle"

"Expert"

"Electroshock"

"Eldorado"

"Elin"

Performance indicators

In Russia, 23.5% of families have something from a wide range of Vitek equipment.

Advantages

· Production facilities used by world market leaders in consumer electronics;

· Wide range of;

· Advanced system service centers;

· Presence in the largest retail chains.

Development plans

By 2010:

Become the N1 company for the production of household appliances in Russia and neighboring countries. Become a market leader in Central and Eastern Europe. Double production volume.

Manufacturers of household appliances and electronics whose products are sold on the Russian Market can be divided into 3 categories: Russian manufacturers(Biryusa, Sitronics, POZIS), Russian companies(Vitek, Scarlett, Vigor, Bork), positioning themselves as foreign, foreign manufacturers ( Electrolux, Indesit Company, Bosch und Siemens Hausgeraete GmbH, Arcelik, Samsung, LG, Gorenje, Candy Elettrodomestici, Whirlpool, Snaige, Vestel, Haier).

At the same time, many of the foreign manufacturers open production in many regions for the sale of their goods, including in Russia. Companies such as Electrolux, Arcelik, Samsung, LG Electronics, Candy have their own production in Russia. These companies each own one production facility in Russia. Two plants are owned by Indesit, including Stinol. The following companies also own two factories each: Bosch und Siemens Hausgeraete GmbH - factories for the production of stoves and for the production of refrigerators and Vestel Electronics - factories for the production of televisions, as well as washing machines and refrigerators. The following companies do not have their own production in Russia: the Slovenian company Gorenje - (95% of whose products are exported), the American Whirlpool, (40% of the products are exported), the Lithuanian Snaigė and the Chinese Haier.

The main advantages of foreign players over Russian ones are: global production experience, world-famous brands, the presence of more significant investments, compared to domestic companies, for the development of production and sales in the Russian market. In addition, for the most part, foreign players have a wider range of products and a more developed sales system (dealers and distributors around the world). However, in recent years, domestic producers have also increased their production. However, domestic companies that position themselves as foreign ones have the greatest success with consumers, since the consumer is used to associating products under well-known global brands with higher product quality.

Description of the retail segment

The retail segment is represented by a large number of formats outlets:

· Specialized retail outlets for the sale of household appliances (retail outlets that present only goods related to the segment of household appliances and electronics, as well as accessories.

· Specialized markets for the sale of household appliances and electronics. In recent years, there has been a trend towards a reduction in the number of markets. In large cities, almost all markets are already large specialized shopping centers(shopping areas, consisting of pavilions for the sale of household appliances, for example, the Gorbushka shopping center, the Budenovsky shopping center and many others.

· Non-specialized outlets - mixed type outlets. For example, in traditional hypermarkets (Auchan, REAL ) and format stores Cash & Carry (Metro Cash & Carry ) presents household appliances and electronics. As a rule, the main share of the assortment of household appliances and electronics in such stores is occupied by small household appliances.

The household appliances discounter format has not yet been developed. The consumer wants to see the choice of goods before purchasing. At the same time, the presence of a supermarket and a hypermarket of household appliances next to a discounter is an advantage for the latter, since the consumer compares goods in several stores, including at its price.

Diagram. Household appliances and electronics retail structure

Source: http://www. *****/

At the moment, in the structure of sales of household appliances, the share of chain trade is 74%. At the same time, the share of the network segment is constantly increasing. Among the main factors of the market growth is the increase in real incomes of the population. The shortage of qualified personnel and the shortage of retail space have a negative impact on the development of the home appliances market in Russia. In the current situation on the market, large retail chains can set their own conditions for manufacturers.

Russian networks for the sale of household appliances can, in addition to the format, be segmented by territorial coverage, as well as by the pricing policy of the network.

"Technosila"

http://www. *****/

About company

The Technosila retail chain was established in 1993 and is currently one of the leaders in the Russian household appliances and electronics retail market. Since 2006, in addition to opening its own hypermarkets, the chain began to develop its own franchise project.

Activities

· Retail sale of household appliances and electronics goods ( b2 bandb2 csegments).

· Sale of production through the Internet.

Assortment portfolio

The breadth of the range, the number of commodity items: 15,000:

TVs
Plasma TVs LCD TVs Accessories for Plasma and LCD TVs CRT TVs Cabinets, floor stands TV stands with acoustics Brackets Contracts NTV+
DVD technique
Blu-ray players DVD players Portable DVD players DVD recorders without hard disk DVD recorders with hard disk
Photo and video equipment
Cameras Memory cards for digital photography Digital video cameras Camcorder accessories Related photo products Telescopes Accessories
Audio
Home theaters Music centers Audio recorders portable audio Dictaphones Radio receivers
Hi-Fi technology
Acustic systems CD/CD-R players Home theater receivers/amplifiers Sound projectors Video projectors DC sets Accessories Screens Stereo amplifiers
Auto technique
Autoacoustics Navigation GEOLIFE CD MP3 car radios Car amplifiers Car subwoofers Automultimedia car accessories
Computers and office equipment
laptops Personal computers LCD Monitors digital photoframes Computer games computer furniture Internet kits USB Flash Card Readers Uninterruptible power supplies Software Printers Multifunction devices Mice Keyboards Steering Wheels Joysticks Graphic tablets Acustic systems WEB cameras Headsets and headphones multimedia Calculators Accessories for peripherals Network filters Microphones Cartridges Paper, photo paper, film CD-R, CD-RW, DVD-RW discs Drives: HDD, DVD-RW, FDD Computer accessories Laptop Bags
Appliances
Refrigeration equipment Washing machines Drying machines Cookers Dishwashers Irons Vacuum cleaners Car vacuum cleaners Sewing machines Accessories
Kitchen appliances
microwaves Mini ovens and roasters bread makers Fryers Toasters Food processors Mixers Blenders Juicers Coffee grinders Coffee makers and coffee machines Kettles Thermal pots Steamers Choppers Meat grinders Slicers Other Kitchen scales Accessories
Built-in kitchen appliances
Refrigeration equipment Washing machines Built-in ovens Hobs Built-in microwave ovens Barbecue grill Hoods Accessories Dishwashers 45 cm Kits
Air conditioning equipment
Air conditioners Fans fan heaters Radiators Water heaters Humidifiers Air purifiers Convectors Light heaters Fireplaces Purifier accessories
Individual care
Hair clippers, trimmers Shavers Epilators Hair styling devices Electric curlers Straighteners Hair dryers Hair dryers Tongs Toothbrushes Personal care. miscellanea Health Scales
mobile connection
Mobile Cell Phones Payment cards Communicators Accessories for communicators Cellular contracts Accessories
Telephones and means of communication
Phones Faxes Radio stations
Other product categories:
power tool Household products Recreation and entertainment Movies, music, books Watches and souvenirs

Brand Portfolio

Acer

ASUS

Bosch

Canon

Electrolux

HP

Indesit

JVC

LG

Liebherr

Nokia

Panasonic

Philips

Samsung

Sony

And other brands

Additional services

· Sale of goods via the Internet;

· Providing loans;

· Loyalty programs for regular customers(discount cards);

· Delivery and installation;

· Warranty service, including an additional service program, as well as post-warranty service;

· Acceptance of payments;

· Equipment insurance;

· VIP service:

o Free visit of specialists to your home or office;

o Selection of equipment in strict accordance with the wishes of the client;

o Elite equipment from leading manufacturers;

o Acceptance of orders for the supply of goods that are currently not available in the distribution network;

o Professional assembly and installation: LCD TVs, projectors, modern HI-FI and HI-END systems;

o Installation of systems for individual and collective reception of satellite television;

o Design and creation of Multiroom systems;

o Integrated solutions for home and office;

o Implementation of non-standard customer projects;

o Individual discounts.

· Corporate service:

o Professional installation of household appliances and electronics;

o We conclude long-term contracts for the supply of equipment;

o Free shipping across Moscow and the Moscow region;

o Delivery of goods to all regions of Russia;

o Warranty and post-warranty service;

o Information support for regular customers;

o Flexible system of discounts.

Network Format

The area of ​​Technosila stores ranges from 2,200 to 3,300 square meters. meters. At the moment, the Technosila company makes the following requirements for the premises considered for placement of its retail outlets:

TOsquare or rectangular trading floor; Vpossibility of organizing entrance and exit groups in direct visibility from escalators, travolators, elevators and other lifting devices; Ensuring power supply for the technological needs of trade and Maintenance, the total load is not less than 140 W per sq. meter, taking into account ventilation and air conditioning, mains voltage 220+-10V; The presence in the trading floor of general ventilation, ventilation 3-fold air exchange and air conditioning; Availability of refrigeration capacity for trading floor 130W/m2 sales area; Illumination ttrading hall at least 900 Lux at a height of 1 meter; Territory protection: by the forces of its own security structure; Unloading goods: large-sized trucks, euro trucks on an equipped landing stage, a freight elevator with a carrying capacity of at least 1000 kg Dimensions of at least 1500X2200X2400); Ceiling height:minimum (excluding technological space above it) 3.5 meters Telephony, Internet: At least 6 direct numbers, high-quality optical fiber (or 8 if there is a Multibank branch); A signboard or roof installation sufficient to identify a store of the size of the anchor operator, as well as navigational signs if the store is located inside the shopping center; Granting the exclusive right to Technosila to sell household appliances and electronics in the shopping center (as agreed); Granting the right to place on an area of ​​40-60 square meters. m inside the store branch of a corporate bank with a full cycle of services to the population, including consumer lending.

Geography of activity

To date commercial network Technosila has 201 stores in 138 cities of Russia (26 stores operate in Moscow and the Moscow Region, 175 in regional cities of Russia). Since 2006, a franchise program has been launched in the network. Since 2005, the network's online store has been operating.

Performance indicators

Today, Technosila is one of the leaders in the Russian home appliances and electronics market, with a 9% share.

Advantages

· One of the top four players

· Wide range of

· Broad representation of the network

Development plans

· Growth of the network within Russia: Opening of retail facilities of the Technosila network in all cities of Russia with a population of over 250,000 inhabitants.

· Network growth outside of Russia: opening of franchisee stores in neighboring countries (CIS).

Among the main trends in the development of network retail trade in household appliances and electronics, the following can be distinguished: the development of customer-oriented trade, the creation of private labels and the growth in the share of private labels in the assortment of retail chains, development in the regions.

The presence of their own brand allows retailers to independently form the assortment, determine the pricing policy and not depend on the recommendations of manufacturers. At the moment, all the largest networks have a private label: Eldorado: Elenberg, Mir: Trony, Technosila: Techno, Technopark: Bork, Bimatek.

List of tables and diagrams

Diagram 1 . Dynamics of GDP for the period in nominal prices, billion rubles

Diagram 2. Inflation rate for the period

Diagram 3 . Dynamics of the average monthly nominal accrued wages, rub.

Diagram 4 . Dynamics of real disposable money income of the population in years, % to the corresponding periods of years

Diagram 5 . Dynamics of the number of unemployed over the years, million people

Diagram 6 . Dynamics of retail trade turnover for the period, billion rubles

Diagram 7 . Growth rates of the market of household appliances by countries of the world, according to the results of 2007

Diagram 8 . Distribution of average rental rates for high-quality retail space, $ per sq. m per year

Diagram 9 . Market structure in value terms

Diagram 10 . The structure of the refrigerator market by country of origin in dynamics (for the period)

Diagram 11 . Share of gray equipment on the Market, % of the total volume of equipment

Diagram 12 . Growth rates of individual segments of the Market in value terms I quarter of 2008 compared to I quarter of 2007

Diagram 13 . Dynamics of the Household Appliances and Electronics Market in value terms

Diagram 14 . Distribution of Samsung Group's Electronics Industry Business by Technological Areas in the Global Home Appliances and Electronics Market

Diagram 15 . Distribution of Samsung Group's electronics industry business by region

Diagram 16 . Household appliances and electronics retail structure

Diagram 17 . Market structure by retail channels, % of the Market volume in monetary terms

Diagram 18 . Dynamics of the company's turnover for the period, $ mln.

Diagram 19. Dynamics of the number of outlets for the period of years.

Diagram 20. Dynamics of Internet users for the period, people

Diagram 21 . Dynamics of the Russian e-commerce market for the period and forecast for the years.

Diagram 22 . Structure of the E-Commerce Market

Diagram 23 . The structure of the population of Russia on a territorial basis

Diagram 24 . Structure of the population by gender, % of the population

Diagram 25 . Dynamics of consumption of household appliances in value terms for the period, $ per person

Diagram 26 . The structure of the planned expenses of Russians for 2009, in % of the number of respondents

Diagram 27 . The structure of loans issued in the amount from $3,000 to $5,000

Diagram 28 . Structure of intentions for consumer loans

Diagram 29. Refusal to purchase certain goods due to their availability, % of the number of respondents

Diagram 30 . Refusal to buy certain things due to the impossibility of acquiring them

Diagram 31. Sources of information when choosing durable goods, including household appliances and electronics, by Moscow consumers

Table 1 . Changes in buying activity in the Russian residential real estate market in the first half of 2009

table 2 . Range of rental rates for Moscow shopping center operators at the end of 2008

Table 3 . Comparative characteristics of the largest players (manufacturers) of the Market

Table 4. Comparative characteristics of the largest networks selling household appliances and electronics

Table 5. List of players appearing on the first page when requested in the largest search engines (in order of priority)

Table 6 . Comparative characteristics of some online stores of home appliances and electronics

Table 7. Structure of the population in terms of average per capita cash income

Table 8. PEST Market Analysis

December in 2014 turned out to be not just nervous, but some kind of explosive, every next day more and more heated the atmosphere, increasing rumors, fears and uncertainty about the future. What will be the exchange rate, how much will the equipment cost tomorrow, how will sellers and buyers behave?Such a concentration of events and market fluctuations led to the fact that heads of many of the world's largest companies visited Moscow in November-December. We tried to talk to everyone. Almost everyone willingly shared with us their views on what is happening. Coincidentally or not, Italian manufacturers of household appliances have become the most outspoken. Their balanced view of the problem, a deep understanding of the ongoing processes allowed us to get through this period of time more calmly and look forward with a certain optimism.

Interviewed by Galina SIZIKOVA.

Paolo LIOY, General Manager Eastern Europe and Central Asia, Whirlpool.

Marco FALASCHETTI, Marketing Director of Indesit Company in Russia.

Marco GARBUGLIA, Elica Marketing Director in Russia.

Kirill BURMISTROV, Head of Marketing at Faber.

Daniel MARTINEZ, director of business development at Smeg.

Tatyana PECHALINA, Head of Marketing at Candy HooverGroup.

Ilya KOMARTSOV, Director of Zigmund&Shtain.

Vladimir ELISEEV, director of the wholesale department of Mie.

WHAT DOES THIS YEAR TAKE WITH IT?

"BT": What are the results of 2014 in your company: did you manage to implement all the plans? Does the volume of sales of equipment in the Russian Federation correspond to the expected volume?

P. LIOY, Whirlpool: Globally, the year ended positively for corporations around the world. In North America, Whirlpool is traditionally the No. 1 brand in the large home appliances category. In Europe, the situation is somewhat different for us, the competition is tougher, nevertheless, the positions in the TOP-3 are preserved. In Russia, compared to last year, we are seeing an increase in sales. Of course, this does not mean that we have achieved all our goals. But overall the year went well. As before, we rely on the quality and functionality of our products, for which the buyer appreciates our brand.

M. GARBUGLIA, Elica: 2014 was not an easy year for a market that has undergone key changes, not without the participation of geopolitical events, which certainly affected companies that import 100% of their products. In any case, for Elica in Russia it was very interesting year. We have a team with new business ideas that have already allowed us to achieve positive results, despite the period of instability experienced by the market.

K. BURMISTROV, Faber: At the moment, we can say that we have implemented almost all the plans that were outlined. Sales volume is slightly different from our expectations at the beginning of the year. But, firstly, forecasts very rarely coincide with the real situation by 100%. And secondly, the result is different for the better.

M. FALASCHETTI, Indesit: 2014 has been a transitional year for us. We have become part of a large corporation - Whirlpool, which undoubtedly opens up new opportunities for us and, as we think, will strengthen our position in the market. There have been some organizational changes in the company and throughout the year we have been working to maintain the profitability of the business, which was under pressure due to the unstable economic situation. We achieved our goal and maintained our leading position. As of today, we are already ready for a large-scale launch of new products in 2015. Their development was another ambitious task, which we think we have accomplished "perfectly well". We are proud of the results of our work and confident in the success of our new products in the coming year.

T. PECHALINA, Candy: In general, we can say that this year was not bad for us. There are minor difficulties in some segments, but we are working on them. Considering that the overall market for large household appliances shows negative dynamics, our results against this background allow us to make optimistic forecasts for the next year.

I. KOMARTSOV, Zigmund&Shtain: Most of the tasks have been implemented. Significantly supplemented, expanded range, becoming more modern. We expect the full effect of this work in 2015. Several other interesting projects are on the way. certain categories technology.

D. MARTINEZ, Smeg: Under the circumstances, we are generally satisfied with the way things are going. Of course, not everything that was planned was implemented, but the results are positive. Sometimes we had to change our plans due to changes in the market situation, especially when it comes to sales in regions where it has become more difficult to work. There is a certain slowdown in growth rates, but in Moscow our sales have grown significantly.

V. ELISEEEV, Mie: We have not yet summed up the final results for the year, but on the whole I can say that they are positive. First, we have significantly expanded our product line, as planned last year. Secondly, we have made improvements to the models of equipment that have been on sale for a long time, and increased the network of service centers. Today, our equipment can be seen in almost all major chain stores of household appliances, and it is presented in a wider range than in previous years. This year we have opened three MIE brand stores, and pre-crisis plans were to open ten more stores next year. The volume of sales in 2014 as a whole lived up to our expectations, which cannot be said about the exchange rates.

"BT": Have the prices for equipment changed a lot this year and how did this affect its sales?

T. PECHALINA, Candy: Yes, we adjusted the prices, but not much. We always try to be in the middle price segment with a price index of 100%.

K. BURMISTROV, Faber: The prices for our products, of course, changed throughout the year. I would like to note that not only in the direction of increase. For some models, we managed to reduce prices due to the optimization of production and the use of new materials. On average, prices in euros for our equipment have increased by 4% over the current year. This change did not have a negative effect on sales, which allowed us to achieve our goals.

M. FALASCHETTI, Indesit: Pricing, of course, strongly depends on the economic situation in the country. Due to the instability of the exchange rate, we raised prices throughout the year - to a lesser extent for local production, to a greater extent - for imported products.

D. MARTINETS, Smeg: As for prices, we have them in euros, so, of course, the price tag in rubles depends on the exchange rate.

P. LIOY, Whirlpool: As a rule, we set our pricing policy once a year, but in 2014, and it was the same for most players in the market, the price tag was updated several times. The cost of our products is 60-70% dependent on what is produced outside the Russian market, because all of it (with the exception of microwave ovens) is assembled in Europe. Therefore, in conditions of volatility and instability of the exchange rate, we must be more flexible and able to quickly respond to changes in the external environment.

I. KOMARTSOV, Zigmund&Shtain: Prices change in accordance with the euro exchange rate, because we are a European company that buys abroad and is forced to follow changes in exchange rates.

V. ELISEEV, Mie: We sell Italian equipment, and Italy is the European Union. Of course, the growth of the euro cannot but affect the price of our equipment.

WHAT DO RUSSIANS BUY?

BT: Which equipment from your assortment was in high demand this year?

What is it connected with, in your opinion?

T. PECHALINA, Candy: Built-in appliances sold well. This year we have expanded our product range, improved distribution and made smart price positioning. And also this segment of the market shows growth. Washing machines showed negative dynamics at the beginning of the year, but thanks to our efforts, growth in this segment can also be observed since August. Good results were also shown by sales of vacuum cleaners that we produce under the Hoover brand.

P. LIOY, Whirlpool: There are three segments of our products that saw strong sales growth this year. The first category is top-loading washing machines, where we are the traditional global market leader. The second big segment, which is growing in demand in the industry as a whole, is embedded appliances. And the third Whirlpool product segment, which sells well in Russia, a solution for small apartments and young families, is compact front-loading washing machines.

K. BURMISTROV, Faber: Taking into account the fact that our company produces only kitchen hoods, it is not difficult to answer your question. If you go a little deeper into the details, then the most popular were built-in models in the middle price segment. This is due both to the general interest of consumers in built-in appliances, and the fact that we offer really interesting solutions for embedding in kitchen furniture at an affordable price.

M. GARBULHA, Elica: Built-in hoods are still the best-selling products, which are mainly intended for kitchen manufacturers. The icon of the Elica brand, the OM hood, is undoubtedly popular, but other design innovations do not go unnoticed. Sales volumes of products of low and medium price categories this year have reached good indicators, sales of premium segment hoods, in turn, remain stable.

M. FALASCHETTI, Indesit: The balance of sales was maintained among all categories of equipment without major fluctuations. The only thing worth mentioning separately is that new series washing machines Indesit Innex. The novelty quickly managed to gain recognition among both our partners and customers. We've been able to achieve amazing results, exceeding sales targets for this line of washing machines, even without any promotional investment.

D. MARTINEZ, Smeg: This year, the market of built-in appliances has grown in the market as a whole, and not only in our country, but sales of free-standing washing machines, refrigerators, and dishwashers have decreased. Our strong point has always been and remains - retro-style appliances. Russians especially love this style, as it allows you to create a truly cozy kitchen. In addition, our devices are well combined with each other in color, style, accessories. The choice is large. For example, our popular retro refrigerators can be matched with built-in or freestanding appliances to create a single ensemble with the set of items you need.

I. KOMARTSOV, Zigmund&Shtain: First of all, this is the 45 cm wide slimline line, which we specialize in. We are known as a serious player in this segment. In addition, our “classic” line has a number of unique positions, and, accordingly, is in high demand. Next year, we expect a surge in demand for other innovations that we introduce at the end of the year.

V. ELISEEV, Mie: We have three clear sales leaders in each product category. Among steamers, this is definitely the MIE Deluxe, the next “successful” model I would call a vacuum cleaner with an aquafilter and a MIE Ecologico separator. Among ironing systems, I would like to highlight MIE Milano. I cannot call it a hit, after all, this is not a product for the general consumer, but in the luxury segment, Milano is indeed a very popular ironing system. Demand for multifunctional products has skyrocketed. Nowadays, more and more willing to buy a steamer with the function of a steam cleaner and a steam generator than just a steamer and a steam cleaner separately. I think this is connected not only with the crisis, although the purchase of a multifunctional device will cost much less than two devices separately. This affects the saving of space in the apartment, and the reluctance to spend a lot of time searching and buying.

AND WHAT IS THERE FOR US?

BT: Have your company's plans for the next year been adjusted during 2014? Do you plan to introduce novelties on the Russian market next year? What price range will they be in?

M. FALASCHETTI, Indesit: We are planning a major product update in the Hotpoint-Ariston No Frost line of washing machines and refrigerators. Our company will present innovative products with an updated design and a set of unique features. We believe that this will strengthen the brand image. It is worth noting that the Indesit brand will also introduce new products in the refrigeration category next year.

K. BURMISTROV, Faber: Of course, our plans were adjusted. The situation not only in the world, but also in the consumer goods market is changing quite quickly. We have to keep up with the changes that are taking place. Next year does not promise to be easy. Only active work, including on oneself, can lead to success even in the most difficult conditions. We have presented novelties this year and are going to launch new models next year. Since our assortment includes all price categories of products, from budget models to premium ones, new items will be presented evenly in all categories.

T. PECHALINA, Candy: Yes, we are planning to. There will be a lot of news. In addition to conventional appliances, next year we plan to sell a new line of large household appliances with the ability to control via Wi-Fi. This is exactly a complete line, and not just one model - a washing machine, dishwasher, oven, hob, extractor hood, refrigerator. That is, all appliances in the kitchen can be controlled remotely. At the same time, the price for these models will be in the middle segment, and, accordingly, the equipment will be available to everyone.

D. MARTINEZ, Smeg: We plan to present a number of new products, some of which we have already shown at the FURNITURE-2014 exhibition, which took place at the Expocentre in November. Our new models are not only a retro style, but also a slightly different concept: they fit lighter kitchens compared to baroque - kitchens that are more Victorian in style. And the technique will therefore be more voluminous. At the same time, we will offer our customers new compact devices in almost all series. In March, we will introduce 45 and 60 cm wide wine coolers with classic aesthetics. Side-by-side refrigerators with two and four doors, 70 and 90 cm wide will also be on sale. planetary mixers.

I. KOMARTSOV, Zigmund&Shtain: We are a flexible company and do not make rigid plans. There is a general line that we follow, adapting to the market. Our strategy has always been adaptive, unlike clumsy monsters. We plan to present new products both in the mass segment to conquer the market, given the not very good market situation, and in the "boutique" segment, which is native to us and shows the level of "advancement" of the brand.

P. LIOY, Whirlpool: Yes, we have a number of new products planned: an updated range of built-in appliances, a completely new range of refrigerators, and the next generation of washers and dryers. In addition, since December 2014, the Indesit and Hotpoint-Ariston brands have been owned by Whirlpool. We are now legally one company, although in 2015 there will be novelties of all these brands on store shelves, which means that the buyer will find the right solution for himself at the right price and functionality.

M. GARBULIA, Elica: In April of this year, Elica presented a completely new range of products on the occasion of the Eurocucina exhibition. Today we are working in Russia with three catalogs, one of which is presented only in the kitchen segment. It contains all products of the Premium line. This approach is the best way to control the distribution system and maintain a stable margin for our partners.

Elica is already actively working on restyling the product range for next year. The segment of decorative hoods continues to grow, primarily in the medium-low price category. We plan to introduce new models both under the JetAir brand and under the Elica brand. And for the first time in Russia, Elica will launch new kitchen induction panels that will be connected to kitchen hoods via a Wi-Fi system. These products will contribute to a significant expansion of the company's field of activity and are designed exclusively for the premium consumer segment.

V. YELISEEV, Mie: Now everyone who sells foreign products on the Russian market has taken a wait-and-see attitude. And we are no exception. Perhaps some plans will have to be postponed, but it's too early to talk about it. If the purchasing power of Russians continues to fall, we will be forced to expand the range in the middle segment, but if the market stabilizes, we will be true to our long-standing strategy and continue to increase the range in all promising directions with a premium focus.

GREAT RUSSIA

"BT": On present moment where are sales more active: in Moscow and St. Petersburg or in the regions? Is there a drop in the purchasing power of the population?

P. LIOY, Whirlpool: For the last 20 years, the market in Russia has been developing along a sinusoid, but nevertheless it grows every year by an average of 10-15%, the dynamics is positive. Of course, Moscow and St. Petersburg are the locomotives of growth, but the consumer is equally important for us everywhere: both in the center and in the regions of the Russian Federation. And if we talk about the purchasing power of Russians in the current situation, then we understand that the overall positive trend may change. But we are optimistic about the future, also thanks to the acquisition of Indesit.

M. GARBULYA, Elica: Moscow and St. Petersburg are undoubtedly the key customers here, not only with higher purchasing power than in the regions, but also with constantly changing tastes and preferences. Nevertheless, Russia is not only Moscow and million-plus cities. Elica invests in agent and distribution networks through which we are represented in the regions. But this task is not easy, in particular, during the period of fluctuating demand, which is observed in the market.

K. BURMISTROV, Faber: Moscow and St. Petersburg are still in first place. At the same time, in some regions there is a noticeable trend towards an increase in the share of sales. For example, the southern federal district may soon come out, if not in first place, then in the top three. No, there is no drop in the purchasing power of the population. On the contrary, people began to spend more. This is due to various factors, ranging from the seasonality of demand to the high volatility of the ruble exchange rate. This will not last long, and next year the purchasing power will decrease, but it is too early to talk about it yet.

M. FALASCHETTI, Indesit: On average, the purchasing power of the population is the same throughout the country. Russian consumers are demanding and, as a rule, give their preference to modern and high-tech products, and, of course, the trend towards the development of sales in big cities is obvious, but there is a good indicator in the regions. The structure of our company allows us to cover the entire territory of Russia. If we talk about the decrease in purchasing power, then, as you understand, it very much depends on the situation in the economy. Separately, I would like to say about the growth trend of online sales. We pay special attention to what we think is an attractive distribution channel.

D. MARTINEZ, Smeg: Our main goal is not large sales volumes, but a careful selection of partners. It is important for us that partners with the quality of their services correspond to the quality of the brand, present our goods well and understand our pricing policy well. This applies not only to furniture stores, but also to boutiques and chain stores. We are also opening our own mono-brand stores. They are already operating in St. Petersburg, Makhachkala, and Syktyvkar. There are plans to open such outlets in other cities.

T. PECHALINA, Candy: Moscow and St. Petersburg - a large share in sales. But people in the regions are also buying. Especially now in the regions, online sales are growing strongly. Due to the current economic situation, many are trying to spend money in order to avoid their depreciation.

I. KOMARTSOV, Zigmund&Shtain: Of course, we do not live on another planet and we receive daily “reports from the front”, i.e. feedback from clients and news from partners. Therefore, we are well aware of what is happening in our market and understand what we will have to work with in the near future. We are represented in almost all regions of the Russian Federation, as well as in Belarus and Kazakhstan, so fluctuations in demand in one of the regions are covered by opposite waves in other regions. In fact, Russia is a set of local markets with its own rules of the game and factors influencing the market, therefore, if the territory is completely covered, the risk is reduced.

V. ELISEEEV, Mie: Moscow is still in the lead, but every year the regions are increasingly showing interest in our technology. As a result, we have already opened a number of branded stores in the regions. Regarding the second question, the dilemma is that with the growth of foreign currencies, the salaries of our consumers in rubles remain the same and, accordingly, their purchasing power does not correlate with these changes in the market. The decline in sales is already felt in comparison with last year, but it is still difficult to call it a disaster. I think that those who need our equipment will still buy it, especially since tomorrow it will be even more expensive.

WE ARE ALL IN THE ONE BOAT

BT: Do you plan to raise prices for your products? What will be the growth? Can it happen that the technology will become "unaffordable" for the majority of Russians?

P. LIOY, Whirlpool: Again, as for all market participants, a lot now rests on the cost of production and the dynamics of exchange rates. Therefore, objectively, in the current situation, price adjustments occur more often than before, with more stable external conditions. But all manufacturers of equipment are in this position now. We are all in the same boat, including our customers. Just like them, every day we open the news and look at the exchange rates. Nevertheless, we are confident that Russian consumers will always be able to find in our assortment a solution that they can afford.

T. PECHALINA, Candy: We plan to be in the market. Positioning Candy is the middle price segment, so in any case, we will be with a price index of 100%. Most likely, the average price of equipment on the market will increase, and the prices for our products will rise. But, despite this, our models will always be "affordable" for most Russians.

M. FALASCETTI, Indesit: Yes, now all suppliers are increasing prices for their products and, starting from January, this will become noticeable for end customers as well. In general, this difficult moment opens up interesting opportunities and prospects for us. The Indesit brand will be able to offer the best price on the market while maintaining high quality standards, while Hotpoint-Ariston will offer the most advanced design solutions and the latest technology, but definitely at very competitive prices.

M. GARBULYA, Elica: Elica's prices in Russia have always been set in rubles, and it will remain so, despite the instability of the ruble against the euro. Over the past 12 months, the ruble has significantly weakened against the European currency, but at the same time, we changed our prices once and minimally. At present, we plan to raise prices in December 2014-January 2015, but we are not talking about monthly price changes to cover the depreciation of the ruble.

K. BURMISTROV, Faber: Like most manufacturers, the cost of our products is significantly affected by the euro exchange rate. So the price will definitely go up. For our part, we will try to minimize this increase so that it does not scare away consumers. It is difficult to imagine a situation where the majority of Russians cannot afford technology. The advantage of a wide range is precisely that a buyer with any income level can choose an option that suits his pocket and suits him functionally and aesthetically.

D. MARTINETS, Smeg: The price in rubles depends on the euro exchange rate in the Russian Federation. As for the development itself, we are definitely not going to reduce the cost of equipment, on the contrary, we want to make it more technologically advanced and premium. For example, most of our ovens will have a Pizza function.

Our strategy is to go up, release premium equipment. Therefore, we add a variety of accessories to our new models of household appliances and increase their functionality, providing, of course, an excellent appearance.

I. KOMARTSOV, Zigmund & Shtain: As already mentioned, in the event of a weakening of the ruble, we are forced to raise prices in order to ensure uninterrupted supplies. Everything will depend on exchange rates. If they fall against the ruble, then the prices for our equipment will go down. The household appliances market is adjacent to both the real estate market and the kitchen furniture market. We see the situation taking place in these markets, and we can assume what we will face in the near future. Of course, a decrease in demand is possible, but it will never fall to zero. The market does not die completely, so there is always the opportunity to fight for your place in it, convincing the buyer.

V. ELISEEV, Mie: Yes, we are forced to raise prices for products, but we try to minimize this increase by optimizing work. As I already said, we will adapt to the consumer capabilities of our customers, with our mobility it will not be so difficult.

WILL THE FACTORIES BE BUILT?

BT: Are you going to expand/open production in Russia to minimize costs?

P. LIOY, Whirlpool: Next year we will be ready to talk about localization. There are such plans, but we have not disclosed them yet. In addition to this, as I already said, the acquisition of Indesit automatically gives us the localization of production in Russia, ready-made operating factories.

M. FALASCHETTI, Indesit: Not now the best time for investment, especially in production capacity, since in 2015 the market for home appliances is likely to decline. But perhaps this will be relevant in the future.

T. PECHALINA, Candy: We have our own production of washing machines and refrigerators in Kirov. For now, that's enough.

M. GARBUGLIA, Elica: Elica currently sells hoods in Russia produced by our factories in Italy, Germany, Poland and China. We do not plan to change our production structure, but do not exclude the possibility of cooperation with local enterprises for special categories of products.

K. BURMISTROV, Faber: Faber has factories in eight countries on three continents. Now we do not plan to expand production. Minimization of costs in our company occurs through the use of new materials and new production technologies.

D. MARTINETS, Smeg: We have no plans to open our production in Russia. Made in Italy is ours distinguishing feature, our creed. We received proposals, for example, to produce washing machines in Russia, but we did not dare. Although both in China and in the Russian Federation it is possible to produce quality goods, and in these countries, many manufacturers make high-quality equipment, but we did not change the place of production.

I. KOMARTSOV, Zigmund&Shtain: Local production (as well as production in general) does not always mean cost minimization. There are other ways to do this Best offer on the market. Therefore, in the near future we are considering Russian production only in the category of kitchen sinks, the project for which was launched quite recently.

V. ELISEEEV, Mie: We have exclusively trade company. If manufacturers of high-quality modern ironing equipment appear in Russia, we will be happy to consider the possibility of cooperation with them.

DARK TIMES COMING?

BT: Do you think 2015 will be an easier and more fruitful year for business than 2014, or are we in for more difficult times?

T. PECHALINA, Candy: 2015 will definitely not be easier. The CBT market will not grow, except for certain segments. Accordingly, efforts will have to be made in order to maintain positions, and, moreover, to improve them. We will work on this next year.

M. GARBULHA, Elica: It's hard to make any predictions right now. Of course, we expect a decrease in demand in the market in the first half of the coming year, but it will recover by the second half. Obviously, much will depend on the economic situation in the country. For Elica, 2014 was a year of great change. Positive reviews Our customers are inspired by the hope that 2015 will not only strengthen them, but also increase them.

K. BURMISTROV, Faber: As they say, times are always difficult, and 2015 will be no exception. Given the slowdown in economic growth and the challenging political business environment, next year will be more challenging. But the fruitfulness directly depends on our work with you. It is also possible to work fruitlessly in greenhouse conditions. Difficulties, in turn, push for more active work, which ultimately leads to a positive result.

M. FALASCHETTI, Indesit: 2015 will be a challenging year for all appliance manufacturers. I don't remember easy times in this industry, usually each year has its own difficulties and trials. However, as already mentioned, we believe that the main opportunities open up during a crisis, and only for those who know how to act correctly and respond quickly.

P. LIOY, Whirlpool: It will certainly be a difficult and unpredictable year for the market as a whole. But difficult macroeconomic environment the same for all competitors. If we do a good job and offer solutions that are the best in terms of their functional and technical indicators, then they will definitely find their buyer. In each of our new lines, we are sure to show new technological capabilities - not only the finds of marketers (which is secondary in itself), but the best-in-class functionality and build quality. All of our products planned for 2015 feature more advanced technology than previous generations. For more than a hundred years of existence on the market, having gone through different times and crises, Whirlpool has consistently relied on itself and its strengths. Perhaps that is why we always look to the future with optimism, as we try to create the necessary prerequisites for it today.

D. MARTINEZ, Smeg: Of course, we want and hope that the company's sales plans will be fulfilled and the market situation will be favorable.

I. KOMARTSOV, Zigmund&Shtain: Everything speaks of difficulties. But we are not afraid of them; this is far from the first crisis we are going through, so we know what we need to do. In addition, the Chinese character for "crisis" has two meanings, the second of which means "opportunity". A crisis is always a time of reassessment of tactical and strategic plans and the search for new development opportunities, which is what we are going to do in the near future. Responsiveness to change and adaptability are now paramount for success.

V. ELISEEEV, Mie: It does not depend on us, but even now we can say that this year will hardly be easy. You need to be optimistic and believe that there is a blessing in disguise. Difficulties make us stronger and make us work better and more efficiently.