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- Taking their own way: Russians are actively switching to domestic brands of equipment
Taking their own way: Russians are actively switching to domestic brands of equipment
Russians have started to actively switch to domestic brands of household appliances and electronics. In 2024, compared to 2023, their sales in some popular categories increased by one and a half to two times, market players and experts told Izvestia. For example, in the M.Video-Eldorado network, sales of gaming accessories, headphones and headsets increased by 164% in physical terms, sales of domestic monitors, storage devices and air conditioners grew from 57% to 63%. This trend was confirmed by other retailers and manufacturers themselves.
Sales of which Russian electronics will jump in 2024
One of the notable trends of 2024 in the electronics market can be called the increased demand for Russian brands, told "Izvestia" in the network "M.Video-Eldorado" and confirmed by other market players. First of all, it is noticeable in gaming accessories, such as headphones and headsets - their sales in the same "M.Video-Eldorado" increased by 143% in monetary terms and by 164% in quantitative terms. The company attributed this surge to the dynamic development of the gaming industry itself, the growing number of cyber sports events and a number of other reasons. Domestic breeds in these categories flexibly responded to these trends, the retailer noted.
A serious upward movement was also recorded in the segment of domestic storage devices - by 110% in monetary terms and 61% in quantitative terms. This in the trade network explained the rapid response of Russian manufacturers to the increased demand of users in high-capacity media. This prompted domestic companies to invest in the development of factories producing such products.
Russian brand monitors are also in high demand, sales of which jumped by 110% in monetary and 57% in quantitative terms. This is due to the transition to "digital" in work processes and the spread of remote work, as well as the increase in the number of users engaged in cyber sports, noted in "M.Video-Eldorado".
No less significant growth in air conditioners of domestic brands: the demand for them increased by 76% in monetary and 63% in quantitative terms. The trade network assumes that, first of all, it is caused by abnormally hot summer.
The sales leaders among Russian names in physical terms were Yandex, Polaris, Redmond, Sber and Weissgauff. "Izvestia" sent inquiries to these companies.
- We see a steady growth in demand for Russian brands, and this trend will strengthen. Consumers are increasingly choosing in favor of domestic manufacturers, noting their competitiveness, affordability and high quality products, - said "Izvestia" commercial director of "M.Video-Eldorado" Sergey Uvarov.
The press service of MTS told Izvestia that it also records a trend of growth in sales of Russian electronics in some segments. For example, in 2024 in Russia were sold 17.6 million TWS-headphones worth 49.4 billion rubles, thetotal sales of electronics and equipment of Russian brands amounted to 680 thousand devices worth 750 million rubles, which is 6% more than in 2023 in units and 24% in money. Sales growth is due to the expansion of the model range in the affordable segment, the company emphasized.
Wildberries also confirmed the trend: last year the turnover of household appliances and electronics (BT&E) on the marketplace increased by almost 70%, it said. Growth shows electronics of both domestic and foreign production, with a number of brands the dynamics reaches several hundred percent. The company expects this trend to continue, as domestic manufacturers are increasingly expanding their product line, offering competitive prices and effective approach to marketing.
In 2024, sales of domestically manufactured smartphones on Wildberries grew by 780% in physical terms. Overall , the share of Russian products in the BT&E category amounted to 59%, with the highest degree of localization in the segment of large household appliances.
- We note a clear shift of customers' interests towards expensive and complex goods," the company added. - This is due to the fact that people are more willing to trust goods on marketplaces, the more retailers are reducing delivery time: warehouse and logistics infrastructure is developing. Plus, the number of sellers on the marketplace is growing, which means that the assortment is expanding.
Why domestic appliances are increasing sales
By the end of 2024, Sber TV sales in units have almost doubled year-on-year, while sales of smart speakers have increased by 15%, Denis Filippov, head of SberDevices, told Izvestia. As in other segments, users' interest in generative AI technologies is growing in electronics, so the company is also expanding the integration of its smart devices with artificial intelligence.
- The growing demand for Russian-made goods in a number of segments is due to the fact that they run on domestically developed software. This guarantees stability of operation and regularity of updates," the expert explained. - For example, Sber's smart TV devices are running its own operating system for Smart TV - Salut TV - whose market share has almost doubled in 2024. Sber's smart home platform, which runs on its own cloud infrastructure and Russian servers, is also being actively developed.
The press service of Redmond told Izvestia that in recent years there has been an active transformation of the market, with companies seeking to replace foreign brands that have gone away. Thus, in 2024 Redmond strengthened its position in the medium and medium+ price segments: sales volume increased by 20% in unit terms compared to 2023.
- Not only the market situation played its role, but also the authority of the brand: against the background of a glut of one-day brands from Asia, a well-known name, of course, became in demand among consumers. Now people more thoroughly approach the choice of household appliances and realize that the quality and long service life is something that can not be cheap, - explained in the company. - Moreover, we provide after-sales service, warranty service, the ability to find spare parts even 10 years after the purchase of the device.
The Association of trading companies and manufacturers of household and computer equipment RATEK recognized that there is indeed atendency to increase sales of domestic appliances, especially large and medium-sized ones. However, the organization stressed, it is necessary to clearly understand what to call a Russian brand. Some Russian companies manufacture their products in China, while the production that is localized in Russia is often owned by Turkish firms. On top of that, neither of them can replace imported portable equipment, such as smart watches, smartphones and other gadgets.
Experts also see an increase in demand for domestic brands, primarily producing headphones, headsets, "smart speakers", Denis Kuskov, general director of TelecomDaily, told Izvestia. The secret is that they offer a low cost against the background of great competition, so people willingly buy all these goods both for themselves and as a gift, he said. There is a slight growth in the refrigeration equipment categories as well. The dynamics of increase in sales of monitors can also be explained by the great interest in self-assembled computers, which are cheaper than ready-made analogs.
According to the expert, in the next three years this dynamics will only increase: more and more companies will move their factories from China to Russia.
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