Market crash in Russia household appliances, according to various estimates, in 2013 amounted to 20-30% (more than 40% in dollar terms) - in fact, to the level of 2006, however, by the end of 2014, the Russian market of household electrical equipment and radio electronics will grow by approximately one and a half times and will almost reach the pre-crisis level ...
Russia formally ranks fourth in the consumption of household electrical and radio electronics in Europe. The place of Russia in the world market of household electrical equipment and radio electronics corresponds to its modern economic, consumer and industrial potential, which places the country among the peripheral markets with very limited opportunities for significant further growth.
After the end of the “consumer boom” of the 1990s (occurring in conditions of limited solvency of Russian consumers) and the saturation of “primary” demand, at present the Russian market has a well-established character and is developing mainly as a market for “secondary” consumption (to replace equipment in accordance with with her life cycle), excluding new emerging segments and products.
Compared to Western markets, marginality (profitability from deliveries and sales) Russian market home appliances for foreign appliance manufacturers is relatively low. Today, in fact, the Russian market is dominated by inexpensive equipment with a low level of added value.
Myself the lineup, represented in the country, is much narrower than the series represented in the west. In terms of the number of sales, in the most interesting premium segment for leading manufacturers, Russia loses to Western countries, and in terms of the total volume of transactions to Asian countries. In addition, the crisis also affected the conjuncture.
In 2013, many Russian consumers postponed the purchase of things that cannot be classified as essentials, the well-established consumer lending system was shaken, exchange rate resulting in higher cost of components. In Russia, the decline in the household appliances market, according to various estimates, in 2013 amounted to 20-30% (more than 40% in dollar terms) - in fact, to the level of 2006.
Nevertheless, the analysts' assessment is optimistic, according to the results of 2014, the Russian market of household electrical appliances and radio electronics will grow by approximately one and a half times and will practically reach the pre-crisis level, and in ruble terms will surpass it.
Thus, for 2013 and 2014, the total value of production in the country of household electrical and radio electronics in 2014 will be about 125 billion rubles. (slightly more than 4 billion dollars), which is twice as much as in 2005 and corresponds to the level of 2007-2012. (in dollar terms, approximately 10-15% lower). After a decrease in output in 2013 compared to the previous year by 17% (when converted into US dollars at the exchange rate - by 35%), in 2014 the growth in the cost volume of production of household electrical appliances and radio electronics in the Russian Federation will be about 28% (according to based on a 10 month database).
Almost the entire range of household electrical and radio electronics is currently being produced in Russia, however, production mainly consists of assembling products from imported components.
Formally, the bulk of the refrigerators, washing machines, televisions, gas and electric stoves consumed in Russia are currently produced by domestic enterprises (and their share is growing). However, most factories are owned foreign companies or performs for them contract manufacturing certain models. There are very few Russian brands left on the market, and they are gradually disappearing, partly being replaced by imports (Fig. 2.1).
Rice. 2.1.
Development and localization of both domestic and foreign production of household appliances and electronics is not a priority industrial production compared, for example, with the localization and development of the automotive industry. In addition, there is no attempt to support domestic production, as is the case with telecommunications equipment manufacturers, where companies can count on tax incentives. The weak interest in the industry from the side of the Government is explained by the fact that it is difficult to attribute household appliances and electronics to the most high-tech industry, and the number of jobs created by manufacturers in the country in absolute terms is not so large.
Thus, the development of the market (ensuring the influx of "novelties" to the market) occurs due to export-import operations. In the total volume of the structure of export-import operations, the category "Telephony-Navigation-PC" is the clear leader, forming almost 50% of export-import operations (Fig. 2.2).
Rice. 2.2.
The capacity of the Russian market of household electrical equipment and radio electronics (calculated as a balance indicator of the production of imports and exports), having increased by one and a half times, reached almost 18 billion dollars in 2014, reaching the level of 2010.
Rice. 2.3.
According to studies of retail chains, in the structure of Russian imports, in 2014, laptops (26.6%) and Cell phones(24.5%). Moreover, imports of laptops specifically in 2014 increased by 2.4 times in unit terms and reached $3.8 billion in monetary terms.
Rice. 2.4.
Taking into account the recession consumer demand in 2013, volumes in sales channels decreased. The top companies account for (Media Markt, Eldorado, M.Video, Technosila, Domo) about 7.8 billion dollars. The rest of the turnover is made up of regional and local networks. Thus, the correlation is as follows - the higher the level of saturation of federal districts with regional and local networks, the higher the average level of store turnover estimates.
For comparison, in the mid-1990s, the share of network retail was less than 1%. Today it has increased to 70%, and by 2015 it will increase to 80%, taking into account latest trends Russian market.
According to the pricing policy, retail chains are divided into the following groups:
· Upper price segment ("Technomarket", "Logo", "Cardinal", etc.);
· Medium price segment (Technosila, MIR, M.Video, Technoshock, DOMO, etc.). It is worth noting here that as a result of the crisis, the once successful MIR and Technosila networks were forced to begin bankruptcy proceedings;
· Lower price segment (Eldorado, Telemax, Expert, Nord, Media Markt, etc.). Eldorado, one of the leading players in the segment, also faced serious problems due to the crisis.
The share of online sales today is not so large, but there are growth prospects. Most of these sales are in Moscow and St. Petersburg, as well as in cities with a population of over a million. Electronic payment systems are more developed there: buyers actively use credit cards and have constant access to the Internet.
One of the methods of developing retail sales in recent years is the release of goods under its own brand (Private label -- PL). The first in the field of PL output in the Russian consumer electronics market is the Eldorado network. The sale of small household appliances and televisions under several brands, which it was the owner of, the company began in 2000.
The PL strategy in the home appliances and electronics market has just begun to take shape and will continue to evolve, driven by growing competition between retailers in the consolidated BFC market.
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. Segment retail On 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"
"World"
Chain of stores "Line Toka"
"Expert"
"DOMO"
Technopark (Electroflot)
"Technoshock"
"Just"
Foreign trading companies
Media Markt (Media-Saturn-Holding GmbH)
Miele
5.3. Internet trading household appliances and electronics
5.4. Section Summary
6. Analysis of the final consumers of the 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 underestimating 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;
· A wide range of;
· Developed system of 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 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 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 experience in production, 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 are also increasing 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 major 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. *****/
IN currently in the structure of sales of household appliances, the share of network 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+
- Blu-ray players DVD players Portable DVD players DVD recorders without hard disk DVD recorders with hard disk
- Cameras Memory cards for digital photography Digital video cameras Camcorder accessories Related photo products Telescopes Accessories
- Home theaters Music centers Audio recorders portable audio Dictaphones Radio receivers
- Acustic systems CD/CD-R players Home theater receivers/amplifiers Sound projectors Video projectors DC sets Accessories Screens Stereo amplifiers
- Autoacoustics Navigation GEOLIFE CD MP3 car radios Car amplifiers Car subwoofers Automultimedia car accessories
- 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
- Refrigeration equipment
Washing machines Drying machines Cookers Dishwashers Irons Vacuum cleaners Car vacuum cleaners Sewing machines Accessories
- 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
- Refrigeration equipment Washing machines Built-in ovens Hobs Built-in microwave ovens Barbecue grill Hoods Accessories Dishwashers 45 cm Kits
- Air conditioners Fans fan heaters Radiators Water heaters Humidifiers Air purifiers Convectors Light heaters Fireplaces Purifier accessories
- Hair clippers, trimmers Shavers Epilators Hair styling devices Electric curlers Straighteners Hair dryers Hair dryers Tongs Toothbrushes Personal care. Miscellaneous Health Scales
- Mobile Cell Phones
Payment cards Communicators Accessories for communicators Cellular contracts Accessories
- Phones Faxes Radio stations
- 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; INpossibility 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 cold capacities for the trading floor 130W/m2 of the trading floor; 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 shopping complex(by agreement); 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
· A wide range of
· Broad representation of the network
Development plans
· Network growth within Russia: Opening shopping facilities 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 retail chains, development in the regions.
Having your own trademark 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 . Business distribution electronics industry Samsung Group in Technology Directions 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
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“After the crisis year of 2015, we predicted a recovery in sales with restrained optimism consumer electronics in Russia, the trends of 2016 justified our expectations — the market began to gradually stabilize. According to M.Video estimates, in 2017, sales of household appliances showed an increase of 6% both in monetary terms and in kind. Positive dynamics indicates a recovery in demand, but buyers make less spontaneous purchases, pay more attention to affordable discounts, cashback offers from retailers, and prefer installment plans in credit programs. In general, the market can be characterized as stable, which has passed into the stage of normalized demand.
The most dynamic product categories in 2017 were smartphones, accessories for them and the entertainment segment. Thus, digital goods are a growth point for the entire market and what we will be focusing on throughout 2018. We laid the foundation for the development of this segment in 2017 by opening m_mobile stores with extended digital assortment in chain stores throughout the country, having increased the IT base, applying an ecosystem approach in sales. All this allows us to actively increase our presence in the segment digital technology, attract a new, young audience and win in the fight for customers. M.Video's goal for the next 2-3 years is to become the leader in the telecom segment.
In the next two or three years, we can expect that the home appliances and electronics market will show growth at the level of 4-5% per year. The online segment, which already now sets the main impetus for the development of the industry, will behave more dynamically - according to our estimates, growth can be about 15%", commented on the study by Enrique Fernandez, Chief Executive Director"M Video".
Telecom
The telecom segment continued its intensive growth in 2017 and became one of the main drivers of the electronics market. In 2018, the category will continue to develop with positive dynamics. Growth rates will depend on the solutions offered by the players in this market.
2017 was characterized by several trends at once, which will be developed in 2018.
Firstly, the market of big Chinese brands (Huawei, Honor, Xiaomi, ZTE, Motorola) continues to develop. The line is replenished with new players - Nokia, Oppo and VIVO entered the market in a year. Sales of smartphones from leading Chinese manufacturers have reached a quarter of the market in units, and growth continues.
Secondly, with the growing confidence in Chinese smartphone manufacturers, demand is shifting from budget "Chinese" towards flagship models. Chinese A-brands, which are perceived as worthy competitors to smartphones from other brands.
And finally, the successful technological and design solutions of 2017 are confidently moving into 2018. For example, a bezel-less screen is already used by many manufacturers, and it can be predicted that in 2018 every manufacturer's portfolio will include a bezel-less device, and not necessarily a flagship.
2017 was a record year in terms of demand for smartphones - the volume of the smartphone market in pieces for the first time exceeded the figures of 2014.
average price for smartphones in 2017 amounted to 13,400 rubles, which is 9% higher than a year earlier. The increase in the average price occurred against the backdrop of lower prices for some smartphones from leading brands: Apple, Samsung and a number of large Chinese manufacturers reduced the prices of their devices during the year. The increase in the average price is associated both with the release of expensive flagships from leading manufacturers, and with a shift in demand to higher price segments: growth in unit terms was shown by all price segments, except for the budget one.
The share of smartphones with a diagonal of more than 5″ is growing. In fact, there are no devices with a diagonal of less than 3.7″ left on the market. Demand for smartphones with a diagonal of more than 5″ has more than doubled year on year in unit terms. All manufacturers have picked up the trend to increase the diagonal without a noticeable increase in the dimensions of the device: frameless smartphones have appeared in the line of each brand.
Every fourth smartphone purchased in Russia in 2017 has a diagonal of more than 5".
The growth rate of the online market is higher than in the traditional channel. M.Video is growing more efficient than the market: sales in money and pieces in the Internet channel have almost doubled. Huawei and Honor show a two-fold increase in sales in unit terms online, the demand for Xiaomi has grown 8 times year-on-year in terms of money.
Headphones
In 2017, the headphone market almost doubled its growth rate compared to 2016. Moreover, Bluetooth headphones, including sports ones, became the main driver. This trend is associated with the dynamic development of the smartphone category and the departure of a number of manufacturers from the standard headphone jack. As a result, the demand for smartphone-related gadgets, including headphones, especially wireless ones, is growing. It can be expected that Bluetooth technology will continue to develop in all headphone segments.
Leadership in the headphone market (in terms of money) is retained by Sony. The position of JBL has noticeably increased, Headphones, which now occupies the second line. Philips and Sennheiser, by contrast, lost several percentage points. Thus, the top five market leaders in descending order of share are as follows: Sony, JBL, Philips, Sennheiser, Apple.
Sales of headphones and headsets at M.Video grew in 2017 by 36% in monetary terms and by 33% in units, which allowed the company to strengthen its market share.
The share of the middle (from 2 to 5 thousand rubles) and upper (over 10 thousand rubles) price segments is growing. Sales of premium assortment worth more than 10,000 rubles already account for almost 15% of sales and the increase in absolute terms compared to last year exceeded 100%.
In 2017, the average price of headphones increased by 10-12% due to the growing popularity of more expensive and technological devices - wireless and sports headphones.
Computer technology
Overall market computer technology, which includes desktop computers, laptops, MFPs, monitors and printers, showed positive dynamics. Moreover, all categories either retained the indicators of the previous year, or showed an increase.
Classical computers (desktops) and monoblocks have stabilized in terms of money and have grown in pieces. The laptop market showed slight growth while maintaining the average price at the level of 2016.
One of the points of growth was the segment of home office equipment (monitors, laser MFPs and printers). In particular, the results of large monitors with a diagonal of more than 22″ look very positive at the end of the year.
The notebook segment also finished the year positively, with the main increase in demand coming in the last months of the year. The fastest growing category in the notebook segment was mediabooks, which grew by more than 100% both in units and in money. The absolute share of this category is still very small. Also, laptops with large screens, which are purchased to replace desktops, demonstrate positive dynamics.
In the fourth quarter, M.Video's share in the computer equipment market reached 20%.
The leader in the laptop market in terms of sales in pieces was Lenovo, whose share, although declining, was slower than that of ASUS, the former leader in the ranking of PC manufacturers. Year by year growth was shown by HP and ACER. The results of these brands can be associated with the development of the gaming direction. It is also noticeable that other players are trying to squeeze out the positions of these four brands: sales in pieces have increased markedly in Dell, Apple and a number of other brands, which in total already occupy almost 20% of the market.
Internet sales are developing more intensively than the traditional channel. Online sales grew three times faster than the overall notebook market.
Sales of gaming laptops
The gaming laptop segment continues its healthy growth. Piece and cash sales grew 1.5 times.
Lenovo, Acer, HP, Dell are strengthening their positions - their total share in the gaming laptop market has more than doubled and reached 36% in units.
Increasing gaming is also driving the gaming laptop market. In M.Video, sales of gaming PCs already account for 15% of the turnover in the notebook category.
Monitor Sales
Online sales grew by 14% in monetary terms and 26% in units, while the average check on the Internet decreased by 10% over the year
Demand is shifting towards wider diagonals: the segment of 24″ and more is growing. In absolute terms, the demand for monitors with a diagonal of more than 24″ has grown by one and a half times compared to 2016. Along with the growth in the volume of 4K content, the corresponding monitors are becoming more and more in demand: in 2017, sales of monitors with 4K support almost doubled in pieces.
Sales of inkjet MFPs
Demand for this product category was quite high both in the market as a whole and on the Internet. Online sales showed growth by 14% in monetary and piece terms. The share of M.Video in the inkjet MFP market reached 23% in 2017.
Sales of inkjet printers
Demand for this product category online at the end of the year increased by 6% in monetary terms and 10% in units.
Photo equipment
In 2017, the trend towards the narrowing of the Russian market for photographic equipment continued. In general, sales decreased by 19% in money terms and by 32% in units. Market demand continues to focus on professional and premium models.
The category of system cameras demonstrates positive dynamics in the market - the increase in money relative to 2016 was 12.5%. These devices attract connoisseurs of high-quality photographs in various genres, shot using interchangeable lenses, and are also lightweight, compact and stylish in design.
Action cams have been trending in recent years and have shown healthy growth over the past 4 years. In 2017, in the segment of photo and video equipment, about a third of all piece sales were action cameras. A year earlier, they accounted for up to 19% of the photo-video market.
Sales of action cameras in the Russian market
The intensive growth of the action camera market is associated, firstly, with a decrease in prices for A-brands (GoPro and Sony) at the end of 2016. Secondly, with an increase in demand for budget devices: sales of cameras costing up to 7,000 rubles have doubled year on year. New B-brands have entered the market, such as SJCAM, Smarterra, X-try, which offer competitive models at a more affordable price.
Also, new A-brands, which are already known in the segments of smartphones and photo and video cameras, have announced themselves on the market - Samsung and Nikon. Finally, action camera manufacturers began to position their devices as travel and active lifestyle gadgets, and not just for extreme shooting, which expanded the audience of potential buyers.
Average price of action cameras
The average price for the action range decreased by a quarter compared to 2016 and amounted to 8,900 rubles, which became a historical minimum for this segment of electronics.
Brands in the action camera market
At the end of 2015, GoPro and Sony together occupied up to 60% of the market in unit terms, and in fact, the mass consumer had an idea about action cameras mainly from these two manufacturers. In 2016, the share of these players has already decreased to 40% in unit terms, while SJCAM and Smarterra have increased their shares to 30% for two. In 2017, the trend continued: the “pioneers” of the action camera market occupy no more than a quarter of the market in total, and the number and weight of new players in the segment continue to grow. The top three looks new.
Game consoles
In 2017, the game console market for the first time in two years shows a positive trend in money and units. The trend is associated with the launch and distribution of new products such as PlayStation Pro, Xbox One X and Nintendo Switch, as well as a 10% decrease in the average price of A-brand consoles.
Sales at M.Video are growing one and a half times faster than on the market as a whole. The main driver is online sales of game consoles: they showed growth in money by two and a half times and in units by three and a half. Such dynamics was facilitated by the development of the M.Game project for video game fans: the expansion of the gaming community, active support for the release of new gaming products and regular game streams, gaming tournaments held together with key global publishers, as well as unique price offers.
TVs
For the Russian market, 2017 was a fairly stable year. With a positive growth in sales in unit terms, the market in money terms remained at the level of the previous year, primarily due to a decrease in the average price. The share of M.Video reached 30% in money terms. The share of M.Video in the category of premium TV sets in terms of money and units is at the level of 40%.
The main trend in the TV market is the growing demand for large diagonals from 45 inches. Their unit sales grew by 20% year-on-year. Smart TV technology also continues to increase its share, allowing you to watch almost any content at a convenient time. About half of TVs support Internet access. Moreover, devices with Ultra HD (4K) resolution are gaining popularity - manufacturers reduce the cost of technology and sell up to 51,000 rubles in devices of the middle price segment.
The market leaders are Samsung, LG and Sony. Their total share remains at the level of 80% in terms of money and 65% in terms of pieces. At the same time, buyers have a choice: there are more than 10 brands on the market, including growing demand for Japanese brands: Sharp and Panasonic.
Small household appliances
In 2017, the market of small household appliances (MBT) remained at the same level as the same period last year in terms of money, and in units it showed an increase of 7.5%. Growth in demand for small household appliances was caused both by the general recovery of the market and by a decrease in the average price for a number of categories by 5% or more.
The M.Video company was able to strengthen its leadership positions and, at the end of 2017, took a 29% share in the MBT market.
At the same time, the retailer's unit sales are growing twice as fast as the market ones.
Coffee technology
In 2017, the market for coffee brewing equipment continued to grow steadily – in terms of money and units, sales increased by 9% and 12%, respectively. The share of M.Video increased to 34.6%.
Automatic coffee machines
Automatic coffee machines are one of the drivers of the coffee brewing category. Their sales show positive dynamics both in money and in units. Category sales in M.Video grew by a third faster than the market.
Manufacturers of automatic coffee machines
Six major brands are represented on the market of automatic coffee machines, the top three remained unchanged. Philips, Krups and Jura strengthened their positions, while the share of Bosch, on the contrary, decreased.
Types of coffee machines and their market shares
In 2017, automatic and capsule coffee machines became a little more popular.
Large home appliances
2017 was a solid year for the large home appliances category. The average price decreased by 8%. As a result, monetary sales remained at the level of the same period last year, or increased slightly, while in units the market showed positive dynamics. The market is developing at the expense of the budget price segment - the increase in it amounted to 21% in terms of money. Internet sales of large household appliances added 1.5% in money terms and about 12% in units.
Growth in units was shown by all categories of CBT, with the exception of freezers and air conditioners, which is associated with an abnormally cold spring and early summer.
The results of M.Video reflect the market trend: sales in unit terms grew two to three times faster than in monetary terms. The company's share in the market of large household appliances increased to 25% in terms of money. The growth dynamics of Internet sales in the M.Video network is noticeably higher than in the market: +20% in money terms and +32% in units.
CBT sales are growing most intensively in Siberia and the Far East. The company managed to increase its share by 1.5 times after opening stores in the region (Vladivostok, Khabarovsk, Blagoveshchensk). M.Video has the largest shares in the central and southern regions - 28.5% and 31.5%, respectively.
Sales of washing machines
As in the CBT market as a whole, sales of washing machines in monetary terms are growing at a slower pace relative to unit sales. Sales of M.Video in money terms are growing twice as fast as the market. The market share of M.Video increased from 27% in 2016 to 28% in 2017 in monetary terms.
Sales of built-in ovens and freestanding cookers
Sales of built-in ovens and freestanding cookers remained at the same level as last year in monetary terms (+1.5%) and increased by an average of 7% in units. The share of M.Video in money remains at the level of 22% of the market. At the same time, the segment of built-in ovens behaved most dynamically: the increase in money and pieces amounted to 3% and 12%, respectively.
Sales of refrigerators
The refrigerator market reflects the same trends as in the CBT market as a whole - cash sales are declining against the backdrop of a decrease in the average price, while unit sales are growing for the same reason. M.Video occupies 26% of the market of refrigerators in money terms.
Wearable electronics
Interest in the wearable electronics segment continues to grow. In 2017, the wearable gadgets market, which includes smart watches and smart bracelets, doubled in value and more than 2.5 times in units. The segment of smart bracelets developed most intensively. Given the current dynamics, we can assume that the prospects for further market development in 2018 will continue.
Sales of smart watches
The smart watch market in 2017 grew by 81% in monetary terms and 2.5 times in unit terms. The average price was reduced by about 10% to 22,000 rubles due to lower prices for the previous Apple line and the expansion of the presence of low-cost B-brands.
Market leaders showed a very noticeable growth. Demand for Apple watches doubled in absolute terms, allowing the brand to maintain its market share. Samsung's share strengthened slightly, in absolute terms, watches from this manufacturer were sold 2.2 times more often than in 2016.
Thus, about 80% of the market is controlled by Samsung and Apple. The rest is divided among themselves by many B-brands, whose names are still little known to Russian buyers. The most successful of them are Cyber, KREZ, Mykronoz, Prolike, Iwown - all of them have more than doubled their growth. Basically, these brands play in the price segment up to 10,000 rubles.
Sales of smart bracelets
Smart bracelets maintain a high positive trend. At the end of 2017, the bracelet market grew 2.5 times in money terms and 3.5 times in pieces and reached 1.24 billion rubles and 474 thousand pieces. The average price has decreased compared to 2016 by a quarter to 2,600 rubles.
The balance of power of manufacturers in this segment is completely different: B-brands play the leading role here. The main player is Xiaomi, it accounts for more than half of the purchased bracelets. An actively developing niche is inexpensive bracelets for children and the elderly, such as the Life Button, Elari, Smart Baby Watch. According to M.Video, such devices can occupy more than 20% of the smart bracelet market in pieces. For comparison, the demand for such socially useful devices in 2016 was noticeably lower, the total share of players was at the level of 5-6%.
The budget price segment up to 10,000 rubles is actively growing. It is here that the main group of B-brands is concentrated - about 10 manufacturers. In the total volume of the market, these players still have a small weight, but they are gradually increasing their influence: year on year, sales of watches up to 10,000 rubles in piece terms have grown 3 times.
The main factors behind the growth in the turnover of the household appliances market in Russia in recent years have been the rapid growth in the welfare of the population and favorable
macroeconomic situation. According to the DISCOVERY Research Group, in 2008 the domestic appliance market in Russia amounted to $10.8 billion.
However, the global financial crisis, the acceleration of inflation in the consumer market and the slowdown in the growth of money incomes of the population led to a decrease in the turnover of the household appliances market already in the second half of 2008. As a result, in 2009 the market fell by 25% to $8.1 billion. Currently, the market has begun to recover, but according to GfK research in Russia, this year it is unlikely to show rapid growth: in 2010, about 5% is expected. growth of this market (according to http://marketing.rbc.ru/news_research/22/03/2010/562949977996081.shtml and http://planovik.ru/research/2010/03/22/3672.html)).
The household appliances market accounts for about 60% of the total household appliances and electronics market. Nevertheless, the Russian household appliances market continues to be considered the most promising and fastest growing in Europe.
Despite the fact that retailers are making every effort to reduce costs and optimize costs, prices for household appliances are rising and there is a slight decrease in consumer activity. Experts believe that if the ruble falls further against the world's leading currencies, this may lead to an increase in prices for household appliances. At the same time, buyers still limit themselves to the most necessary and inexpensive purchases, carefully choose and continue to postpone large purchases in anticipation of sales and better loans (based on http://marketing.rbc.ru/news_research/22/03/2010/ 562949977996081.shtml and http://www.e-o.ru/publisher/45817.htm).
In value terms, in the structure of the Russian market of household appliances and electronics largest share belongs to the segment of audio-video equipment (38.1%), the share of large household appliances is slightly less - 36.4%. The shares of small household appliances and photographic equipment are 17.4% and 8.1%, respectively (Figure 1).
Picture 1.
Structure of the Russian market of household appliances and electronics*
Main conclusions:
The home appliance market has grown steadily over the past few years. However, the global financial crisis, the acceleration of inflation in the consumer market and the slowdown in the growth of money incomes of the population led to a decrease in the turnover of the home appliances and electronics market.
Consumer demand is characterized by the most necessary and inexpensive purchases, careful selection and postponing large purchases in anticipation of sales and better loans.
In the structure of the Russian market of household appliances and electronics, about a third belongs to the segment of audio-video equipment, almost the same share of large household appliances. The share of small household appliances and photographic equipment in the overall structure is much smaller. The biggest decline in sales was observed in the 2nd quarter of 2009. In 2010, a stable trend is observed: pre-New Year sales of home appliances are traditionally high, and the February-March holidays made it possible not to slow down the pace of sales. Retail players in the home appliance market were also hit hard. Almost everyone has foreign debts. Main anti-crisis measures were the optimization of the assortment, the focus on the mid-price segment, the release of new products, promotions to attract and retain customers.
According to experts' forecasts, the household appliances market will be able to reach pre-crisis volumes only by 2012.
