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- First to ours: Russian goods on marketplaces were proposed to be shown first in the output
First to ours: Russian goods on marketplaces were proposed to be shown first in the output
Marketplaces may be obliged to show Russian goods first in the output. Such an initiative has been put forward in the State Duma. Domestic products will be given 15 positions in catalogs and search results. The proposed measure may become a serious support for domestic entrepreneurs, but it will be possible only if the price and quality of goods coincide with the expectations of consumers, experts warn. Whether the new norm will help Russian manufacturers - in the material "Izvestia".
Priority approach
Interfactional bill proposing to oblige marketplaces to show Russian goods on the first positions in catalogs and search, introduced in the State Duma. Dmitry Gusev, the first deputy head of the faction "Just Russia - Patriots - For Truth" in the parliament, told about the new norm.
The purpose of the initiative is to give an advantage to Russian entrepreneurs, to stimulate the growth of production and improve the realization of products. This approach, according to the authors of the bill, will help the development of domestic industry and strengthen the competitiveness of local goods. It is also expected to increase employment and tax revenues to the Russian budget.
"First ours, then yours. This is how online showcases should work. At every search - in the top only domestic products. Buying it, each of us contributes to the future of the country. It can be considered an investment," said Gusev. His words are quoted by the press service of the party.
This, according to the deputy, will also allow Russian manufacturers to "declare themselves to the whole world", as domestic marketplaces are actively entering the international arena.
The government will determine whether the products are Russian or not. Emphasis will be placed on the degree of localization of production in Russia.
A powerful tool
Placement of goods from Russia on the first positions on marketplaces will not only increase their visibility, but will also enable consumers to more easily find high-quality and diverse products produced domestically, believes Director General of the International Association for the Development of Marketplaces and Entrepreneurs Alexei Molodykh.
- Support for domestic production contributes to the development of regional economies, the creation of new jobs and strengthening the position of Russian brands in the market. In addition, it will help to form a conscious choice among consumers in favor of local goods, which in turn will support innovation in the Russian industry," the expert believes.
Demonstration of domestic goods on the first 15 positions of online displays is a rather powerful tool, is convinced Alexei Nezhivoy, head of the operational headquarters of the independent trade union "New Labor". It can become a serious support for domestic entrepreneurs, but it will only be possible if a number of requirements are met.
- The main one is the coincidence of price and quality of goods with the expectations of consumers. Otherwise, even leading positions in the search results of marketplaces will not help to convince buyers to abandon familiar brands in favor of Russian ones, - warns the expert. The success of the new norm requires special algorithms of government and commercial management - from information work to strict quality standards and staff training at production facilities.
The second important aspect concerns the ultimate beneficiaries of the legislative initiative. It is important that these 15 positions include not only industrial giants, but also representatives of small and medium-sized businesses.
- After all, if the first category has no problems with sales markets, the latter clearly need additional support. Legislators should work out mechanisms to solve this issue, because SMEs are one of the powerful drivers of economic development," says the trade union representative.
However, in some sense, the initiative proposed by the parliamentarians contains an element of political PR, admits Alexey Moskalenko, President of the Association of Electronic Commerce Representatives. In his opinion, it will not be adopted in its current form, because today the Ministry of Economic Development and the Ministry of Industry and Trade are already proposing measures to develop the presence of domestic manufacturers on marketplaces.
Assistance at the highest level
Support measures to stimulate the presence of Russian manufacturers on marketplaces do exist, confirms Alexei Molodykh. Since 2022, large marketplaces together with regional authorities have been implementing a program to develop local brands - regional showcases are being launched. They help to highlight Russian brands and draw attention to their products outside the region.
Such work is being actively carried out, for example, in the Kemerovo Region, says Alexey Moskalenko. Bright results can already be seen in Moscow.
- There, this online display is being brought to the top positions. So everything is already in place and working, you just need to talk about it more. This is exactly what we are doing now," the expert points out.
It is noteworthy that the share of Russian goods in electronic and offline retail is steadily growing, says Alexei Nezhivoy. There are several objective reasons for this. First of all, the process is connected with the decreasing availability of imported products and the departure of popular foreign brands from the country.
- Today Russian industry successfully replaces brands of clothing and footwear, construction materials, often using production facilities left by the departed foreign companies. The share of domestic goods sold through marketplaces is approaching 42%. The percentage of goods from the Russian Federation is constantly growing, although not as fast as we would like," says the expert.
The freed up trade spaces and the change in consumer preferences have created unique opportunities for Russian producers, which ensures a steady increase in competitiveness, believes Lydia Roy, head of the Creative Industries Laboratory at the Moscow School of Management "Skolkovo".
However, in some industries there is a gap in quality compared to foreign goods. This applies, in particular, to the high-tech sector, notes Alexei Nezhivoy. We are talking about electronics, computer equipment and gadgets. The percentage of domestic goods of this category sold on the market is growing rather slowly.
Taking into account the risks
Serious losses of marketplaces from the realization of the new legislative initiative are not expected, because the market is built in such a way that sales are conducted effectively, Alexei Molodykh is sure.
- And expanding the range of products and attracting an audience loyal to Russian-made goods can potentially increase the average check of purchases, followed by an increase in sales, - he predicts.
Alexey Moskalenko agrees with this position. Marketplaces, in essence, do not really care what kind of goods they sell - they will receive their commission from both Chinese and Russian products.
However, it is important to take into account that the initiative actually offers a "broken" search engine, points out Artem Sokolov, President of the Association of Internet Commerce Companies. It can lead to an exodus of customers from the site, if the search stops finding the right goods for a particular request.
- Moreover, this approach is likely to cause the opposite effect: if offers are actively imposed directly, it always causes a reaction of rejection and even protest. It is obvious that love for a particular brand or domestic goods in general is not achieved by such methods," warns the Izvestia interlocutor.
The initiative proposed by the State Duma may lead to some inconvenience for users, confirms Alexei Nezhivoy. Especially considering that it will not be possible to quickly find a domestic analog for the entire range of goods.
- I would suggest a gradual implementation of such solutions, taking into account possible risks and distortions in implementation. Today, millions of people are employed on marketplaces, and rude interference in the work of platforms can lead to undesirable consequences for both the labor market and the industry," the expert points out.
Alexey Moskalenkois convinced thatan alternative way out, which allows to solve the problem without implementing the provisions of the bill, is popularization of domestic products with a focus on the cultural values of the country. Marketplace in its essence is just a tool with the help of which people can quickly and easily find what they need.
- If users are interested in local goods, they will find them. They should generally have not only an idea and understanding of what they want, but also a desire to choose Russian-made goods over Chinese. If they understand the advantages of the former, there will be no need to make any top positions, as citizens will independently search for these goods and put them in their basket," summarizes the expert.
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