Marketing research and analysis of the Russian household appliances market. Overview of the Russian market of household appliances and electronics

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. Whether it’s by chance or not, Italian manufacturers have become the most outspoken household appliances. 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. GARBULHA, 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: On this 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. The company has experienced some organizational changes, and throughout the year we worked 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. A few more on the way interesting projects By 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, increased the network 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: Generally, we define 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 carries out procurement activities abroad and forced to follow the changes 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 the lineup, improved distribution and made competent 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-style refrigerators can be combined with built-in or stand-alone standing equipment so that you get a single ensemble from the set of items that 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 updated design and set unique characteristics. 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, 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 areas with an emphasis on the premium class.

GREAT RUSSIA

"BT": At the 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 good indicator and 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 this, 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. Plans are in place to open 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 growth 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 current situation Price adjustments are occurring more frequently than they used to, in a more stable external environment. 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%. More likely, average price technology on the market will increase, and the prices of 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 best price in the market while maintaining high quality standards, and 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 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 own production washing machines and refrigerators price 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 business relationship Will 2015 be an easier and more productive year 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 the year big changes. 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 economic growth and the difficult political situation in business terms, next year will be more difficult. 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 the complex macroeconomic environment is 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 survived different times and crises, Whirlpool always relies 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 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.

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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 with the help of 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

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 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 STUDY Research objectives: To characterize the market of household appliances and electronics To study general economic indicators affecting the market retailers Describe the main principles of competition, compare the main market participants by these parameters Identify the main consumer segments Identify market development problems Number of pages: 69 pages Report language: Russian 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 Data collection methods Household appliances market Macroeconomic factors influencing the market Gross domestic product dynamics Inflation rate Population income level Description of influencing markets Market commercial real estate Segmentation and structure of the market 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 Main 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 Cell phones), $ bln. Main places of purchase of household appliances and electronics in 2006, % Diagram 12. Shares 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 and electronics Diagram 15. Distribution of consumers in the central region by knowledge of various brands of household appliances and electronics Chart 16. Factors influencing when choosing where to buy home appliances Chart 17. Consumer buying 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 of various companies Table 4. Product range of photo and video cameras of various companies Table 5. Range of large household appliances of various companies Table 6. Range of small appliances of various companies Table 7. Range of climatic equipment of various companies Table 8. Comparative characteristics of retail chains Table 9. Comparative prices for different kinds products in chains Diagram 18. Share of Internet trade in the household appliances market in 2006, % Table 10. List of online stores appearing on the first page when requested in the largest 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. Distribution of the population by average per capita cash income Table 14. STEP-analysis of factors influencing the development of the market of household appliances and electronics Table 15 . Possible risks related to 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 terms of money 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, in monetary terms amounted to $15 billion. 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. CHART 1. VOLUME OF DIFFERENT SEGMENTS OF THE HOUSEHOLD APPLIANCES MARKET IN 2007, $ BILLION.3 $ billion.2 1.1 0 audio-video equipment large household appliances air-conditioning appliances small household appliances Source: MA Step by Step 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% total costs. 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 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%. In recent 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 ones 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, full complex consulting and marketing services creating the opportunity to support management decisions and business development of its clients in the following areas: Management and marketing consulting Branding Marketing Research Real Estate Research and Consulting The Step by Step Group of Companies includes the following units: 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 Public Opinion Research and Marketing (ESOMAR), NGPC (National Guild of Professional Consultants), Guild of Marketers, RARI (Russian Association of Market Research), Moscow Chamber of Commerce and Industry. 12

13 Today, the portfolio of the Step by Step Group of Companies includes more than 300 implemented 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. 13

EXPRESS ANALYSIS OF THE MARKET FOR PAYABLE MEDICINE SERVICES (GYNECOLOGY AND UROLOGY) DEMO VERSION Report release date: December 2008

REVIEW AND ANALYSIS OF IMPORT AND EXPORT IN THE MARKET OF CONFECTIONERY. DEMO Report Release Date: October 2007 This study was prepared by MA Step by Step for informational purposes only.

MARKETING RESEARCH AND IMPORT ANALYSIS IN THE MARKET OF GOODS FOR INFANTS (EXCLUDING THE CLOTHING SEGMENT) DEMO VERSION Date of issue of the report: December 2007 This study was prepared

MARKET RESEARCH AND ANALYSIS OF THE FOOD RETAIL MARKET DURING THE CRISIS DEMO Report release date: December 2008 This study was prepared exclusively by Step by Step MA

IMPORT AND EXPORT ANALYSIS OF THE RUSSIAN UNDERWEAR MARKET DEMO Report Release Date: January 2008 This study is prepared by Step by Step MA for informational purposes only.

REVIEW AND ANALYSIS OF IMPORT AND EXPORT OF TEXTILE PRODUCTS DEMO VERSION This study is prepared by MA Step by Step for informational purposes only. The information provided in the study

CARPET IMPORT AND EXPORT OVERVIEW AND ANALYSIS DEMO Report Release Date: February 2008 This study is prepared by MA Step by Step for informational purposes only. Information,

REVIEW AND ANALYSIS OF IMPORT AND EXPORT OF THE SHOE MARKET. DEMO Report Release Date: October 2007 This study is prepared by MA Step by Step for informational purposes only. Information,

MARKET RESEARCH AND ANALYSIS OF THE PAWNSHOP MARKET IN A CRISIS DEMO VERSION Report Release Date: December 2008 This study was prepared by Step by Step MA for informational purposes only.

RUSSIAN LINGERIE MARKET RESEARCH DEMO Report Release Date: January 2008 This study was prepared by MA Step by Step for informational purposes only.

AESTHETIC MEDICINE MARKET RAPID ANALYSIS DEMO Report Release Date: December 2008 This study was prepared by MA Step by Step for informational purposes only. Information,

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN REPAIR MARKET DEMO VERSION Report release date: August 2008 This study was prepared by Step by Step MA for informational purposes only.

RAPID MARKET ANALYSIS OF THE MARKET OF MEDICAL SERVICES OPHTHALMOLOGY DEMO VERSION Report release date: December 2008 This study was prepared by MA Step by Step for informational purposes only.

REVIEW AND ANALYSIS OF THE IMPORT AND EXPORT OF THE CHOCOLATE MARKET. DEMO Report Release Date: October 2007 This study is prepared by MA Step by Step for informational purposes only. Information,

ANALYTICAL REPORT ON THE MARKETING RESEARCH MOSCOW MARKET OF SHOPPING AND ENTERTAINMENT CENTERS DEMO VERSION Report release date: June 2008 This research was prepared by MA Step by Step

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN TEXTILE MARKET DEMO VERSION Report release date: May 2008 This study was prepared by Step by Step MA for informational purposes only.

MARKET RESEARCH AND MARKET RESEARCH FOR EVENT SERVICES DEMO Report Release Date: February 2008 This study was prepared by Step by Step MA for informational purposes only.

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN DRINKING AND MINERAL WATER MARKET DEMO VERSION Report issue date: May 2008 This study was prepared exclusively by Step by Step MA

ANALYTICAL REPORT ON THE MARKETING RESEARCH OF THE HEAVY CONSTRUCTION EQUIPMENT RENTAL MARKET IN MOSCOW AND THE MOSCOW REGION DEMO VERSION Report issue date: December 2007 This research

MARKET RESEARCH AND MARKET ANALYSIS OF READY-MADE CURTAINS DEMO Report Release Date: December 2007 This study is prepared by Step by Step MA for informational purposes only.

MARKET RESEARCH AND MARKET ANALYSIS OF DRIVING SCHOOLS IN MOSCOW AND THE MOSCOW REGION DEMO VERSION Report release date: September 2008

ANALYTICAL REPORT ON THE MARKETING RESEARCH OF THE RUSSIAN COSMETICS MARKET DEMO VERSION Report release date: August 2007 This study was prepared exclusively by Step by Step MA

MARKET RESEARCH AND ANALYSIS OF THE TOBACCO AND TOBACCO PRODUCTS DURING THE CRISIS DEMO Report Release Date: December 2008

OVERVIEW OF SHOPPING AND ENTERTAINMENT CENTERS IN KRASNODAR DEMO VERSION Date of issue of the report: August 2007 This study was prepared by Step by Step IA for informational purposes only.

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN FURNITURE MARKET DEMO VERSION Report release date: April 2008 This study was prepared by Step by Step MA for informational purposes only.

MARKETING RESEARCH AND ANALYSIS OF THE RUSSIAN INTERNET TRADE MARKET (B2C SEGMENT)UPDATE. DEMO Report Release Date: October 2007 This study was prepared by AI Step by

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN CAR RENTAL SERVICES DEMO VERSION Report release date: December 2008 This study was prepared exclusively by Step by Step MA

WALL COVERING (WALLPAPER) MARKET RESEARCH AND ANALYSIS DEMO Report Release Date: December 2007

ANALYTICAL REPORT ON THE MARKETING RESEARCH OF THE RUSSIAN CARPET MARKET. DEMO Report release date: August 2007 This study was prepared exclusively by MA Step by Step

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN BEER MARKET DEMO VERSION Report release date: November 2008 This study was prepared by MA Step by Step for informational purposes only.

MARKET RESEARCH AND MARKET ANALYSIS OF SPARE PARTS FOR ELECTRONIC AND HOUSEHOLD APPLIANCES DEMO Report Release Date: March 2008 This study was prepared exclusively by Step by Step MA

MODEL BUSINESS PLAN FOR OPENING A PERFUMERY AND COSMETIC STORE IN A REGIONAL CENTER DEMO VERSION This study was prepared by MA Step by Step for informational purposes only. Information,

MARKETING RESEARCH AND ANALYSIS OF THE MARKET OF PETROL STATIONS IN MOSCOW AND THE MOSCOW REGION (FILLING STATIONS) DEMO VERSION Report release date: April 2008 This research was prepared by MA Step

POWER TOOLS MARKET RESEARCH ANALYSIS REPORT DEMO Report Release Date: June 2006 This study was prepared by Step by Step MA for informational purposes only.

RUSSIAN MARKET OF RETAIL FOOD CHAINS DEMO VERSION This study was prepared by Step by Step Group for informational purposes only. The information presented in the study was obtained

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN JUICE MARKET DEMO VERSION Report release date: March 2008 This study was prepared by Step by Step MA for informational purposes only.

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN RETAIL MARKET DEMO VERSION Report release date: April 2008 This study was prepared by Step by Step MA for informational purposes only.

REVIEW AND ANALYSIS OF IMPORT AND EXPORT OF THE MARKET OF CHEESE. DEMO Report Release Date: October 2007 This study is prepared by MA Step by Step for informational purposes only. Information,

MARKETING RESEARCH AND ANALYSIS OF THE MOSCOW KARTING MARKET DEMO VERSION Report release date: March 2008 This study was prepared by Step by Step MA for informational purposes only.

RUSSIAN CHILDREN'S CLOTHING MARKET 2016 MARKET TRENDS (ISSUE 4) DEMO VERSION This study was prepared by Step by Step Group for informational purposes only. The information provided in the study

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN MARKET OF INTERNET PROVIDERS (UPDATE, NOVEMBER 2007) DEMO VERSION Report release date: November 2007 This research was prepared by MA Step

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN CLOTHING MARKET DURING THE CRISIS

RETAIL MARKET ANALYSIS: ELECTRONICS AND APPLIANCES STORES DEMO Report Release Date: December 2006 This study was prepared by MA Step by Step for informational purposes only.

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN BOOK MARKET DEMO VERSION Report release date: August 2008 This study was prepared by Step by Step MA for informational purposes only.

MARKETING RESEARCH AND ANALYSIS OF THE RUSSIAN MARKET OF PAPER SANITARY AND HYGIENE PRODUCTS (PAPER HANDKERCHIEF, NAPKINS, TOILET PAPER) DEMO VERSION Report issue date: April 2008.

ANALYTICAL REPORT ON MARKETING RESEARCH CONSUMER PREFERENCES OF VISITORS OF BEER RESTAURANTS IN MOSCOW DEMO VERSION Date of issue of the report: May 2006 This research was prepared

MARKET RESEARCH AND MARKET ANALYSIS OF AUTO MAINTENANCE SERVICES DEMO Report Release Date: January 2008 This study was prepared exclusively by Step by Step MA

ANALYTICAL REPORT ON THE MARKETING RESEARCH OF THE RUSSIAN COSMETICS MARKET DEMO VERSION Report release date: April 2006 This study was prepared exclusively by Step by Step MA

RETAIL MARKET RESEARCH ANALYTICAL REPORT: PHARMACIES DEMO Report Release Date: October 2006 This study was prepared exclusively by Step by Step MA

MARKETING RESEARCH AND RESEARCH MARKET ANALYSIS OF THE MOSCOW REGION DEMO VERSION Report release date: January 2008 This study was prepared by Step by Step MA for informational purposes only

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN CLOTHING MARKET DEMO VERSION Report release date: December 2007 This study was prepared by Step by Step MA for informational purposes only.

MARKET RESEARCH AND MARKET ANALYSIS FOR HOUSEHOLD STAFF DEMO Report Release Date: January 2008 This study was prepared by MA Step by Step for informational purposes only.

ANALYTICAL REPORT ON THE MARKETING RESEARCH OF THE RUSSIAN FILM MARKET DEMO VERSION Report release date: October 2007 This study was prepared by MA Step by Step for informational purposes only.

RETAIL MARKET ANALYSIS: COSMETICS AND PERFUMERIES DEMO Report Release Date: September 2007 This study was prepared by MA Step by Step for informational purposes only.

RETAIL MARKET ANALYSIS: FOOD CHAINS DEMO Report Release Date: November 2007 This study is prepared by MA Step by Step for informational purposes only. Information,

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN PLASTIC WINDOW MARKET DEMO VERSION Report release date: December 2007 This study was prepared by Step by Step MA for informational purposes only.

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN CEMENT MARKET DEMO Report issue date: May 2008 This study was prepared by Step by Step MA for informational purposes only.

RUSSIAN MARKET OF HOUSEHOLD APPLIANCES AND ELECTRONICS DEMO VERSION This study was prepared by MA Step by Step for informational purposes only. The information provided in the study

RETAIL CELL SHOP MARKET ANALYSIS DEMO Report Release Date: February 2006 This study is prepared by MA Step by Step for informational purposes only. Information,

ANALYTICAL REPORT ON THE MARKETING RESEARCH CONSUMER PREFERENCES OF RESTAURANT VISITORS IN MOSCOW DEMO VERSION Report issue date: April 2006 This research was prepared

MARKETING RESEARCH AND ANALYSIS OF THE RUSSIAN MARKET OF AUTO PARTS FOR IMPORTED VEHICLES DEMO VERSION Report release date: January 2008 This research was prepared by MA Step by Step

ANALYTICAL REPORT ON THE MARKETING RESEARCH OF THE RUSSIAN INSTANT FOOD MARKET DEMO VERSION Report release date: January 2008 This research was prepared by MA Step

MODEL BUSINESS PLAN OPENING A MINI-HOTEL DEMO This study is prepared by MA Step by Step for informational purposes only. The information presented in the study was obtained

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN SANITARY WARE MARKET DEMO VERSION Report release date: December 2008 This study was prepared by Step by Step MA for informational purposes only.

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN MARKET OF TIGHTS AND SHOES DEMO VERSION Report release date: February 2008 This research was prepared by MA Step by Step

RUSSIAN MATTRESS MARKET DATA 2013-2014 FORECAST UNTIL 2020. DEMO This study is prepared by MA Step by Step for informational purposes only. Information provided

Title of the report DESK STUDY OF THE RUSSIAN WATCH MARKET Name of the executing company Step by Step group of companies Report release date 11.09.2013 Number of pages 112 pages Report language

REPAIR SERVICES MARKET RESEARCH ANALYTICAL REPORT IN RUSSIA DEMO VERSION Report release date: June 2006

MARKET RESEARCH ANALYSIS REPORT MARKET ANALYSIS OF PAINT AND COATING MATERIALS IN RUSSIA DEMO VERSION Report issue date: January 2006 This study was prepared by MA

RUSSIAN CHRISTMAS GIFTS MARKET DEMO VERSION This study was prepared by MA Step by Step for informational purposes only. The information presented in the study is obtained from

ANALYTICAL REPORT ON THE MARKETING RESEARCH OF THE RUSSIAN CHOCOLATE MARKET (UPDATE) DEMO VERSION Report release date: April 2007 This research was prepared by MA Step

MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN MARKET OF EXPRESS DELIVERY SERVICES DEMO VERSION Report release date: August 2008 This study was prepared exclusively by Step by Step MA

Report title RUSSIAN MOBILE PHONE MARKET Name of the executing company Step by Step group of companies Report release date 19.08.2012 Number of pages 102 pages Report language Russian Cost (rub.)

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Audio and video equipment

In 2015, the market volume consumer electronics decreased by 30% in both monetary and physical terms compared to the results of the previous year. Demand for televisions fell by almost half, and turnover by a third. Nevertheless, growing segments remain in the falling market, 4K is becoming increasingly popular among Russian consumers, the segment turnover has almost reached 15% of the entire TV market. Sales of curved TVs are growing, and although the share of the segment is still small, it is becoming more and more significant, especially in 4K sales, for example, in December, every 4th 4K TV sold was with a curved screen.

Photo

The current situation in Russia affects the expenses of the population, even the holidays did not help the last quarter of the year. The turnover of the 4th quarter was even lower than the 3rd by 3% in monetary terms, not to mention the comparison with the shock year of 2014. The decrease in turnover in 2015 by almost 40% does not inspire optimism. The Internet market shows more positive dynamics. The share of online sales reached almost 25% in Q4 2015. Mirrorless cameras are one of the most promising segments: their share of cash turnover in the digital camera market already exceeds 10%. Due to changes in monitoring for SLR cameras (a lens and a camera sold together are no longer counted as separate products, but as a single product), data for the photo sector has been recalculated for previous periods.

Large home appliances

2015 showed a decrease in turnover in rubles by 14%. Due to higher prices, built-in appliances hold positions in monetary terms, showing a decrease of only -11.6%. The rise in prices continued throughout the year. In 2015, CBT increased in price by a third on average. Among all sales channels, only one managed to earn more than last year. However, such a result of the National Networks turned out to be unattainable for competing channels. Online sales continue to attract buyers, and in 2015 every fifth device was purchased online. The main growth in sales via the Internet occurred not in the largest cities (less than 1 million people).

Small Household Appliances

Annual indicators have reached the level below 13% in value terms. This dynamics is explained both by the continued growth of retail prices 3 and the lack of recovery consumer demand. The acceleration of the overall decline was driven primarily by offline sales dynamics, but it is important to note that online sales also showed negative rates in the 4th quarter, which was not observed in the two quarters before. Among the key product categories, only beauty and health products, as well as certain niche segments, such as upright vacuum cleaners or kitchen machines, show positive dynamics in the 4th quarter.

Information Technology

Russian market information technologies continued to decline following the decline in the purchasing power of the ruble due to the exchange rate. Sales volume in the 4th quarter was 20% less than last year. Rising prices continued to dampen demand, and even the expectation of their further growth in the coming months following the new ruble exchange rate did not bring buyers back to stores in the New Year season. The only factor counteracting the shrinking IT market remains the switch of buyers to less productive, but less expensive alternatives to laptop configurations. As a result, sales of entry-level notebooks, such as those based on Intel Celeron processors, grew from 20% to 30% of the notebook market in a year, and tablets, perceived as a low-cost alternative to the traditional notebook, even exceeded this growth rate.

Telecommunication

Despite the complicated economic situation, the Russians are not yet ready to deny themselves the purchase of new smartphones, the market of which has decreased by only 5% over the year. However, consumer preferences are changing, with growth in demand for 4G smartphones exceeding 60%, driven by an 8% decline in the average price. The presence of a large screen is becoming an increasingly important factor when choosing a new gadget - almost 40% of turnover in terms of money was occupied by phones with screens of 5 inches or more.

Office equipment and consumables

Prices for office equipment and Consumables increased significantly during the year, so that buyers began to look for ways to save money. The increase in prices for original cartridges reached 45%, which 4 affected the outflow of demand in favor of compatible cartridges, with their share growing to 55%. Surprises were also presented by sales of equipment, which suddenly became more active in the pre-holiday period. This, coupled with a good result in the 3rd quarter, allowed the sector to end the year on a positive note with a positive growth of 0.3%.

Russian specialists retail network M.Video prepared an analytical review of the Russian home appliances and electronics market 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.

Grow and mobile sales: in 2015, 38% of purchases in the retailer's online store were made from mobile devices (an increase of 40% compared to 2014). 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 Moscow Region (31%), from St. Leningrad region(7%), as well as from 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, largest share The market is still made up of devices based on Android (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%. Most wanted 7” tablets were used 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. Medium market price consoles grew from 15,800 to 21,000 rubles, and the PlayStation 4 became the undisputed leader in sales.

Behind last year increased sales of gaming accessories. In particular, online sales of gaming mice increased by 50% in monetary terms, gaming keyboards - by 92%, gaming headphones - by 82%. The share of online in total category sales 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"Nikon is leading with 48% and 37% respectively, and Sony (59%) is leading in the "System Cameras" category.

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 "Audio systems" category 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.