CHiQ

History

2023: Entering the Russian Market

On March 6, 2023, it became known about the entry of the Chinese manufacturer of household appliances ChiQ into the Russian market. The company will sell washing machines, freezers and refrigerators in the Russian Federation. The price category of electronics is lower and middle.

The equipment will be sold on marketplaces Ozon and in the Wildberries retail chain "," Vsesmart as well as through some regional partners of the distributor. The cost of refrigerators will be from 33 thousand, rubles washing machines - from 20 thousand, freezers - from 15 thousand.

The ChiQ brand will compete with the usual brands in the lower and middle price categories

ChiQ is one of the top 5 largest Chinese manufacturers of household appliances, Marvel Distribution (will supply ChiQ equipment to the Russian market) told Izvestia in early March 2023. At the first stage, the vendor plans to supply 4 thousand devices of the new brand to the Russian market on a quarterly basis.

According to analyst analyst at Mobile Research Group Eldar Murtazin, ChiQ has prospects in Russia, but the success of the brand will largely depend on Marvel Distribution's investments. By March 2023, many Chinese manufacturers are thinking about entering the Russian market, since it is one of the largest in Europe, plus it is exempted from competition with Western manufacturers, the expert added.

Buyers began to abandon their usual brands and pay attention to alternatives - this is evidenced by a stable drop in the market share of household appliances Samsung, LG, Bosch and Electrolux, - Ferra.ru editor-in-chief Yevgeny Kharitonov told the newspaper.

It will be necessary to compete with brands already present in Russia in the case of refrigerators and CHiQ washing machines only in the middle and flagship segments. The share of budget household appliances by the beginning of the year is divided between Atlant, Nordfrost, Candy, Beko, the expert added.^[1]

Notes