Household appliances and electronics (Russian market)

Main Article: Home Appliances and Electronics (Global Market)

Main article: Export and import of electronics in Russia

2024

A factory for the production of household appliances was built near Novosibirsk for ₽2,9 billion

In the village of Sadovy, Novosibirsk Region, the construction of a plant for the production of household appliances has been completed. Investments in the project amounted to ₽2,9 billion. This became known in October 2024. The enterprise, built by Miarit Firm LLC, plans to begin production in 2025. Read more here.

Opening of the first Dreame store in Russia

In early August 2024, the first branded store of the Chinese manufacturer of smart household appliances Dreame opened in Russia. The grand opening took place in the Rigamall shopping center, located on the Novorizhskoye highway in the Moscow region. Read more here.

The share of electronics manufacturers from the Russian Federation and the CIS in the Russian market reached 32%

Electronics manufacturers from Russia and the CIS countries, including their own brands (STM) of distributors and retail chains, occupied 32% of the Russian market in 2023. This became known on June 27, 2024.

According to Vedomosti, a total of 332 million units of electronic products were sold in 2023, of which 106.2 million were for brands from Russia and the CIS. These data were provided by the managing partner of FplusAlexey Melnikov.

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M.Video-Eldorado

According to the M.Video-Eldorado group, the growth of the share of domestic brands and STM continued in 2024. In the first half of the year, their share reached 18%, and the total number of such equipment increased by 70% compared to the same period last year.

The largest share of Russian and CIS brands took in the consumer electronics segment - 35%. In this category, 27 million goods were sold. In second place is small household appliances with a share of 37% with a total sales of 77 million units.

In the segment of large household appliances, the share of domestic brands and STM amounted to 38% of the 22 million goods sold. Least of all, Russian manufacturers are represented in the categories of telecommunications equipment (20% of 114 million units) and computer equipment (30% of 93 million units).

According to the publication, Irbis, Vityaz, Yandex, Sber, VK, Vitek, Polaris, Kitfort, Biryusa, Aquarius, Fplus, BQ and Inoi stand out among the most popular domestic brands. Among STMs, Hi from M.Video-Eldorado, Dexp, Novex and Hartens are leading.

According to Wildberries, in January-June 2024, the share of Russian brands and STM doubled compared to the first half of 2023. According to the experts interviewed by the publication, the growth is mainly due to an increase in sales of already known brands, and not the emergence of new brands.^[1]

Opening of the first Casarte store in Russia

On April 17, 2024, the Chinese manufacturer of premium household appliances Casarte opened its first monobrand store in Russia. He is located in Moscow on Novinsky Boulevard. Read more here.

2023

Share of domestic refrigerators in the Russian market exceeded 50%

The share of domestic refrigerators in the Russian market in 2023 exceeded 50%, and by the end of 2024, according to forecasts of the Ministry of Industry and Trade, this figure will increase to 60%. This was reported in the press service of the Ministry of Industry and Trade of Russia, specifying that the stable supply of refrigerators in the country is maintained at the level of hundreds of thousands of units, which ensures the stability of supplies and satisfies domestic demand.

According to TASS, domestic manufacturers have already switched to environmentally friendly technologies, introducing ozone-safe refrigerants, which meets international standards. The ministry sees this move as an important direction to reduce environmental impact, especially as part of the Kigali Amendment to the Montreal Protocol. This environmental agreement involves the transition to atmospheric-safe natural refrigerants and reducing the use of harmful freons in industry. The press service added that thanks to the use of modern foaming agents and refrigerants, Russian refrigerators do not depend on quota arrangement and can freely be present on the domestic and foreign markets.

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Freepik

Despite the new requirements for the import of products containing refrigerants introduced by the Ministry of Natural Resources of Russia, Russian manufacturers were able to adapt to the updated standards and successfully integrated environmentally friendly technologies into production. The new requirements concern not only pure freons, but also mixtures with various gases that previously did not need mandatory licensing. This requirement, according to the department, was a response to environmental initiatives to reduce emissions that can destroy the ozone layer.

Additional measures, as explained in the department, are aimed at facilitating the import of relevant goods with new refrigerants. To do this, the Ministry of Industry and Trade, together with the Ministry of Natural Resources of Russia, appealed to the Eurasian Economic Commission (EEC) for clarification and possible adjustment of the EAEU standards in terms of licensing environmentally friendly refrigerants.^[2]

Sales of vacuum cleaners, irons, teapots, multicookers and coffee machines in Russia increased by 14.4% and reached 71.02 million units

At the end of 2023, sales of small household appliances in Russia reached 71.02 million units. This is 14.4% more compared to 2022, when the indicator was estimated at 62.08 million units. The key drivers of the industry were the resumption of growth in real disposable income of Russians and the need to replace devices purchased before the crisis. This is stated in a study by BusinesStat, the results of which were published in mid-October 2024.

The review looks at household shredders (blenders, grinders, mixers, meat grinders, juicers), coffee makers and coffee machines, hair cutting and removal machines, slow cookers, multipacks, fryers, hair drying and styling appliances, vacuum cleaners, toasters and bakers, irons, teapots and thermocouples, electric razors. Significant players in the domestic market are Penzmash PJSC, Technoline LLC, ZEBI Spektr-Device LLC, Elbat Pro LLC and Ideas Laboratory LLC.

According to estimates, in 2019, 62.98 million units of small household appliances were sold in Russia. In 2020, an increase of 9.6% followed - to 69.03 million units. In 2021, an increase of another 7.9% was recorded with a final result of 74.47 million devices. Unable to visit restaurants or cafes during the COVID-19 pandemic, Russians began to cook more at home. Thus, in 2020-2021, the volume of sales of coffee makers and coffee machines increased significantly - by 36.3% compared to 2019. The demand for toasters and bakers increased by 34.2%, for household grinders - by 33.8%, for slow cookers, multiplets and fryers - by 14.3%.

In 2022, due to the worsening geopolitical situation, sales of small household appliances in the Russian Federation fell by 16.6%. At the same time, as stated in the report, the leading position in the Russian market is occupied by equipment from China, and therefore the departure of European manufacturers had a limited impact on the industry.^[3]

Production of video cameras in Russia soared by 51.5%

In 2023, the production of video cameras in Russia rose by 51.5%. The industry is showing steady positive momentum, according to a study by marketing agency Roif Expert, the results of which were released in early October 2024.

It is noted that foreign products are the main ones in the structure of the Russian video camera market, but there is an increase in the share of domestic products due to the expansion of production. But, as analysts say, in the near future, there are no prerequisites for constructive changes in the structure of the Russian market by origin.

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Freepik

The authors of the report highlight a number of trends. This is, in particular, a significant adjustment of domestic production volumes, adjustment of the supplier structure, maximization of supplies from Taiwanese and Thai companies, changes in price parameters in all directions, changes in the structure of regional shipments, etc. A characteristic feature of the video camera market is the steady rise in prices for deliveries to the domestic market from abroad: the change in price parameters averaged 13%, but under certain contracts, for example, with Hong Kong companies, growth reaches 50-100%.

The greatest demand in the Russian market is observed for video cameras supplied from China (among the import supply). At the same time, a decrease in purchases by Russian consumers of video cameras supplied from Europe is characteristic. In addition, the value of video camera imports as of 2023 demonstrate maximum indicators.

Domestic production is increasing, but imported products remain in demand by the Russian consumer, due to the limited Russian supply, the study notes.[4]

Imports of household fans in the Russian Federation for the year decreased by 40%, to 5.16 million units

In 2023, about 5.16 million household fans were imported to Russia. This is 40.3% less compared to 2022, when 8.64 million such devices were imported into the Russian Federation. Such a sharp decline is due to the formed geopolitical situation, as stated in the BusinesStat review, published at the end of August 2024.

The study takes into account desktop, floor, window, ceiling, channel and overhead exhaust fans. According to estimates, in 2019 the volume of imports of such products in the Russian Federation amounted to 5.21 million units. In 2020, an increase of 21.9% was noted - to 6.35 million units, and in 2021 an increase of 7.8% followed with a final result of 6.85 million units. In 2022, an increase of another 26.2% was recorded.

In general, from 2019 to 2022, the import of household fans to the Russian market has almost doubled. The growth is primarily due to an increase in supplies from China. The popularity of Chinese household fans is explained by their cheapness. Many world manufacturers of such devices organize the production of products in the PRC in order to reduce the cost. In addition, manufacturers from around the world also mainly buy fan motors from China.

The sharp drop in imports in 2023 is explained by the complication of purchases in China. Despite the lack of direct sanctions, there are problems with payments, rising prices and a complication of logistics. As a result, the volume of imports of Chinese household fans has almost halved: from 7.4 million units in 2022 to 4 million in 2023.

The study also notes that there is a constant, albeit small demand for household fans of European production in Russia. Thus, the import of devices from Spain (brand "Soler and Palau") is quite stable - on average 0.2 million units in 2019-2023.^[5]

Consumer electronics production decreased by 48% over 5 years, to 4.06 million units

From 2019 to 2023, the production of consumer electronics in Russia decreased by 48% - from 7.78 million to 4.06 million units. At the same time, the share of domestic equipment in the market remains relatively small. This is stated in the materials of BusinesStat, published at the end of August 2024.

Analysts emphasize that the Russian production of electronics is complicated by the fact that components are mainly imported from abroad. Their price depends on the rate dollar and availability of the master materials. Due to the deterioration of the geopolitical situation since 2022, about 90% of world chip manufacturers, including Taiwan TSMC, cannot work with customers from the Russian Federation. At the same time, foreign companies that localized the production of electronics in Russia have limited their activities.

The study takes into account products such as audio equipment, video equipment, consoles and equipment for video games, cellular devices, laptop computers, televisions, photo and video cameras. Among the leading market players are named LLC "DNS Retail," LLC "LG Electronics Rus," LLC "New Ai Ti Project," LLC "Samsung Electronics Rus Kaluga" and LLC "Hyer Industry Rus."

According to estimates, in 2020 the volume of consumer electronics production in Russia increased on an annualized basis by 6.8%, reaching 8.3 million units. However, then the release began to decline. So, in 2021, a reduction of 18.2% was recorded - to 6.79 million units, while in 2022 production decreased by 30.5% - to 4.72 million units. In 2023, a decrease of another 14% followed. In general, as the authors of the report note, the semiconductor and logistics crisis, which began in 2020 amid the COVID-19 pandemic, was supplemented by new geopolitical difficulties for the industry in 2022-2023. As a result, the production of electronics in the Russian Federation has sharply decreased.^[6]

Sales of coffee machines in Russia for the year increased by 30% to 29.4 billion rubles

Sales of coffee machines and coffee makers in Russia in 2023 increased by more than 30% in monetary terms compared to 2022, reaching ₽29,4 billion. This became known in August 2024.

In 2023, about 2 million units of coffee making equipment were sold on the Russian market, which was a record figure. In the first quarter of 2024, the growth trend continued - sales of coffee machines and coffee makers in physical terms increased by 37% compared to the same period in 2023, amounting to 613 thousand units. In monetary terms, the market grew by 50%, reaching ₽9 billion.

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Freepik

Experts predict that the trend towards an increase in demand for coffee machines will continue in the coming years. This is explained not only by the increase in coffee consumption in Russia, but also by the continuing expansion of the range of available devices. According to representatives of online platforms Wildberries and Ozon, in the first quarter of 2024, sales of coffee machines on these platforms increased by 217% and 57%, respectively.

As noted by M.Video-Eldorado, over the past five years, the volume of the market for electronics for coffee making has tripled in quantitative terms. Olga Akulinina, head of the Small Household Appliances department of the company, connects the growing popularity of coffee in Russia with the pandemic, when people began to cook the drink more often at home and take it with them.

Illarion Tsekhanovich, general director of the coffee chain Coffee House, notes that the growth in demand for coffee machines is due to two factors: the continuing increase in coffee consumption in Russia and current trends. According to him, the demand for capsules and drips is steadily growing, although the dynamics of growth in demand for capsules is slower but stable.^[7]

Lower sales of hair dryers and hair styling appliances for the second year in a row

In 2023, sales of hairdryers and hair styling devices in Russia amounted to approximately 9.21 million units. This is 1.2% less than in 2022, when about 9.33 million such devices were sold. Demand in the segment under consideration has been declining for the second year in a row, as stated in the BusinesStat report, presented at the end of March 2024.

The published data take into account the sales of devices of different types. These are pistol-type hairdryers, hairdryer-brushes, wall hairdryers, straighteners, irons, curling tongs, corrugations, plows, thermal caps, thermal needles, stylers and multi-stylers, polishing machines, etc.

According to estimates, in 2019, 10.38 million of these devices were sold in Russia. In 2020, demand grew by 1.5% - to 10.53 million units, and in 2021 sales added another 9.1%, reaching 11.48 million units. During the COVID-19 pandemic, beauty salons were closed and mass events were canceled, to which women, as a rule, made professional styling. This led to a drop in demand for hair dryers and hair styling appliances in the professional segment. On the other hand, the need to maintain an attractive appearance in everyday life remained, and therefore Russians actively purchased hair care devices at home, which ensured the positive dynamics of the market as a whole.

But in 2022, against the backdrop of a worsening geopolitical situation and economic difficulties, sales decreased by 18.8% on an annualized basis - to 9.33 million units. Prices for hair dryers and hair styling devices began to rise, and stocks of foreign equipment purchased at a more favorable rate were practically exhausted. In such a situation, the Russians used devices purchased before the crisis, and, if necessary, repaired them, replacing them with new ones only in case of complete failure.^[8]

Revenue growth of Russian manufacturers of household appliances by 2-3 times

According to the results of 2023, Russian manufacturers of household appliances increased revenue by 2-3 times. This became known on February 20, 2024.

On this day, the Kommersant newspaper published an article that, among other things, refers to a threefold increase in the revenue of the domestic manufacturer of household appliances Kuppersberg in 2023 - to more than 9 billion rubles. The company, which sold about 400 thousand devices over the year, linked the rise in sales with the opening of new stores and the expansion of the range.

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Pexels

The founder of the Smart Solution group (Jackie's brand) Huseyn Imanov, in a conversation with the publication, indicated that his company's revenue in 2023 doubled to 3.4 billion rubles. In 2024, it expects growth of another 30%. At the same time, on the issue of profits, the businessman believes that a number of manufacturers, especially small ones, will begin to fall in income. In his opinion, the high demand for placement on marketplaces leads to an increase in advertising prices on sites, which directly affects profits.

Commercial director Holodilnik.ru Alexei Pogudalov told the publication that the total revenue from sales in the Russian Federation of large household appliances increased in 2023 by 11.9%, small - by 21.4%. At the same time, he did not specify absolute values. And the representative of the household appliance brand Redmond , in a conversation with the newspaper, noted that it is increasingly difficult for new vendors entering the Russian market to compete with the Chinese and Turkish brands that have become stronger in the Russian Federation over the past two years. Due to the activity of the latter, domestic companies have to invest more financial resources in advertising projects.

A Weissgauf spokesman pointed to a twofold increase in the brand's revenue at the end of 2023, but expressed concerns about a decrease in profits in 2024 due to an increase in the cost of goods. Russian manufacturers are forced to raise prices due to the ruble exchange rate, inflation and other factors, which makes them less competitive against the background of suppliers from other countries.^[9]

Home appliance manufacturer CHiQ entered 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. Read more here.

2023

Revenue growth of Russian manufacturers of household appliances by 2-3 times

According to the results of 2023, Russian manufacturers of household appliances increased revenue by 2-3 times. This became known on February 20, 2024.

On this day, the Kommersant newspaper published an article that, among other things, refers to a threefold increase in the revenue of the domestic manufacturer of household appliances Kuppersberg in 2023 - to more than 9 billion rubles. The company, which sold about 400 thousand devices over the year, linked the rise in sales with the opening of new stores and the expansion of the range.

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Pexels

The founder of the Smart Solution group (Jackie's brand) Huseyn Imanov, in a conversation with the publication, indicated that his company's revenue in 2023 doubled to 3.4 billion rubles. In 2024, it expects growth of another 30%. At the same time, on the issue of profits, the businessman believes that a number of manufacturers, especially small ones, will begin to fall in income. In his opinion, the high demand for placement on marketplaces leads to an increase in advertising prices on sites, which directly affects profits.

Commercial director Holodilnik.ru Alexei Pogudalov told the publication that the total revenue from sales in the Russian Federation of large household appliances increased in 2023 by 11.9%, small - by 21.4%. At the same time, he did not specify absolute values. And the representative of the household appliance brand Redmond , in a conversation with the newspaper, noted that it is increasingly difficult for new vendors entering the Russian market to compete with the Chinese and Turkish brands that have become stronger in the Russian Federation over the past two years. Due to the activity of the latter, domestic companies have to invest more financial resources in advertising projects.

A Weissgauf spokesman pointed to a twofold increase in the brand's revenue at the end of 2023, but expressed concerns about a decrease in profits in 2024 due to an increase in the cost of goods. Russian manufacturers are forced to raise prices due to the ruble exchange rate, inflation and other factors, which makes them less competitive against the background of suppliers from other countries.^[10]

Home appliance manufacturer CHiQ entered 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. Read more here.

2022

Home Appliance Repair Services Market Growth by 8% to 38.3 Million

The volume of the Russian market for home appliance repair services in 2022 increased by 8% compared to 2021, when growth was measured at + 16%. Such data at the end of December 2023 led to the analytical company BusinesStat.

According to experts, in 2022, 38.3 million services for the repair of household appliances were provided in the Russian Federation against 35.5 million a year earlier. One of the catalysts for market growth was Western sanctions on the market. The fact is that the departure from Russia of large European and American brands and restrictions on the import of equipment and electronics led to a reduction in the range of household appliances and an increase in prices for new devices. Restored or repaired devices became in demand. Consumers less often bought new and more often repaired existing equipment in the event of its breakdown, the researchers note.

The share of Chinese and Russian manufacturers in sales of new household appliances increased with a general decrease in sales of household appliances (large and small household appliances and consumer electronics). Due to restrictions on the supply of original parts, warranty service became less affordable, which forced users to resort to paid repair services. Moving to a saving model of behavior in conditions of uncertainty regarding future income, users of equipment began to buy new equipment less often and repair existing equipment more often in the event of its breakdown. In

They draw attention to the fact that in 2020 the volume of the market for services for the repair of household appliances in Russia decreased by 9%, to 30.6 million services. Due to quarantine restrictions caused by the beginning of the COVID-19 coronavirus pandemic, and fears of infection in public places, Russians postponed non-urgent repairs of household appliances. Consumers who postponed the repair or maintenance of equipment in 2020 were forced to repair household appliances in 2021. The increase in the demand for household appliance repair services was facilitated by an increase in the total number of household appliances in household operation.^[11]

Reduction in the production of large household appliances by 40% to 7 million units

The production of large household appliances in Russia in 2022 decreased in comparison with 2021 and amounted to 7 million units. This was announced in the analytical company BusinesStat in November 2023.

The market volume decreased largely due to weakening domestic demand, a shortage of imported components and the withdrawal of foreign investors from the market, the study explains. It was also noted that before the production of large household appliances increased annually, but the capacities available in the Russian Federation in 2022 were not enough to cover the market needs, therefore, in most segments of large household appliances, imported products dominated. Import substitution is prevented by the absence of the main components established in the country: semiconductors, electric motors, pumps, aluminum and carbon filters for exhausts.

The largest manufacturers of large household appliances in 2022 were foreign companies that independently develop and produce equipment in Russia with varying degrees of localization. The parent companies actively invested in the development of their Russian industries, constantly expanded and modernized capacities. Since the spring of 2022, they massively suspended the supply of raw materials and finished products and stopped production activities.

According to experts, the departure of foreign partners froze many promising projects planned for implementation. However, Chinese and Turkish manufacturers came to replace European companies. They not only increase the supply of their own products to the country, acquire existing Russian plants, but also build new ones. So, in 2022, it became known about the plans of Khair LLC, a subsidiary of the Chinese corporation Haier, to create a plant for the production of refrigerators and freezers with a capacity of 500 thousand products per year in Tatarstan.^[12]

Reduction in imports of small household appliances by 27.3% to 60 million units

In 2022, about 60 million units of small household appliances entered the Russian market from abroad, which is 27.3% less than a year earlier. BusinesStat analysts explained the fall in imports by the following reasons (the study was published in early November 2023):

• cooling domestic demand. The rush purchases of the spring of 2022, caused by the news about the upcoming departure of foreign companies from Russia, were replaced by a failure in demand in the future. The consumer behavior of the country's residents has also changed: Russians preferred to spend less, purchased used equipment and repaired failed devices instead of buying new ones;
• high comparison base. The market saturated after the crisis of 2014-2015, demonstrated high growth rates during the pandemic. In 2022, the effect of deferred demand was practically exhausted, and the need for technology naturally decreased;
• refusal to trade with Russia foreign producers. The termination of deliveries was announced,, Bosch,, LG,, Samsung, Electrolux Siemens Panasonic Tefal. Dyson Also, the countries EU banned Switzerland the import into Russia most types of small household appliances worth over 300 euros, and introduced USA a permit procedure for the export of goods to Russia.

The departure of Western companies had a limited impact, the researchers said. Leading positions in the market of small household appliances are occupied by manufacturers from China, which did not support the sanctions (Xiaomi, Deerma/Dreame, Roborock and others). The share of European imports is small, and devices continue to arrive in Russia according to the parallel import scheme. At the same time, interest in European technology is fading due to high prices, problems with warranty service and the return of factory defects. So, according to market participants, spare parts are practically not supplied to Russia, and if they enter the country, then at very high prices, and this makes it difficult to repair devices.^[13]

Decrease in dishwasher sales by 12.3% to 1.16 million units.

In 2022 Russia , 1.16 million dishwashers were sold in total difficulties, which is 12.3% less than a year earlier. Such figures in the analytical company BusinesStat led in early September 2023.

As indicated in the study, in 2022 the demand for dishwashers in the Russian Federation decreased not only due to a drop in real incomes of the population, but also due to general uncertainty: some potential buyers seriously considered options for emigration, which excluded the purchase of new household appliances. Dishwasher sales to the catering sector also declined as revenues for cafes and restaurants declined amid declining visitor flow.

According to the researchers, in 2022, not only the demand for dishwashers, but also their supply decreased. Companies such as Bosch, Electrolux, Gorenje, Miele, Samsung, LG announced their departure from the Russian market. Considering that only industrial dishwashers are produced in Russia, and the need for household dishwashers is met solely through imports, the supply of products has noticeably decreased. In part, the situation with the availability of products of departed companies in the Russian market was improved by parallel imports. However, there was a significant narrowing of the assortment of goods of departed brands, as well as problems with warranty repairs and maintenance of products of companies that left the Russian market.

BusinesStat says that the positions of departed Western and South Korean brands are gradually occupied by Chinese and Turkish manufacturers. This allows home appliance stores to expand their product range, and also prevents a significant increase in prices: most often, products of brands new to the Russian market are cheaper.^[14]

Decrease in sales of household appliances and electronics by 15.4% to 2.2 trillion rubles

The total sales of household appliances and electronics in Russia in 2022 amounted to 2.2 trillion rubles. Compared to 2021, this market decreased by 15.4%, the analytical company Infoline calculated.

Yandex for the first time became the leader in sales of consumer electronics

Yandex"" for the first time became the leader in consumer sales electronic engineers in: in Russia 2022, the company sold 2.5 million devices worth 20.1 billion rubles against 1.4 million units for 9.8 billion rubles, respectively, in 2021. During this time, Yandex's market share has grown from 7.3% to 13.2%, said Anton Fomin, a business analyst at F + tech Marvell, whose data Sheets the newspaper cites on April 10, 2023.

F + tech |Marvell experts include 15 categories of goods to the consumer electronics market, including TVs, set-top boxes, home audio systems, Bluetooth speakers, game consoles, digital cameras, video cameras, drones, car multimedia systems, etc. As follows from the company's data, Yandex managed to occupy a dominant share in the segment, although its products are presented in only three categories: home audio systems, TVs and car navigation. Sales of consumer electronics in Russia in 2022 reached 283.3 billion rubles, analysts calculated.

In 2022, the company sold 2.5 million devices worth 20.1 billion rubles

The drivers of the growth of Yandex's share in the market were the departure of foreign vendors, as well as an increase in sales of speakers with a voice assistant. So, in 2022, the share of columns was already at the level of 79% in money and 81% in pieces. In other categories of devices, Yandex's share is noticeably lower, for example, in the category of car navigators - 3.5% of sales in pieces, and in the category of TVs - 0.35%.

The second place after Yandex in 2022 was taken by South Korean Samsung, whose market share decreased from 10.1 to 4.4%. In third position is LG Electronics (drop from 7.3 to 4.2%), in fourth - JBL (drop from 7 to 4.1%), in fifth - Chinese Xiaomi, which increased its share from 2.7 to 3.7%.

At the same time, Samsung became the leader in sales in money with a share of 16.1%, the second - LG (14.4%), the third - Yandex (7.1%). Closed the top 5 Chinese brands Haier (6.6%) and Xiaomi (5.6%).^[15]

Growth in sales of household appliances manufactured in Russia and the CIS by  34%

Sales of household appliances produced in the Russian Federation and the CIS in the Russian market in 2022 increased by 34% compared to 2021. Such data were provided by analysts of the M.Video-Eldorado group.

According to them, the largest category in terms of the volume of purchased equipment of brands from Russia and the CIS is the plates, where the first in the Russian market is the Belarusian Gefest, and the leaders include the Russian Darina and Flama. The Belarusian Atlant entered the top 5 in the category of refrigerators, was among the leaders in freezers, and also took a significant share in washing machines. In the freezing equipment, the first position was taken by the Biryusa brand, the group of leaders also included other Russian manufacturers, for example, Pozis. In kitchen hoods, one of the most popular brands traditionally turned out to be the Russian Elikor.

The largest category in terms of the volume of purchased equipment brands from Russia and the CIS are plates

Solutions of Russian production and CIS countries are also widely represented in the category of TVs. So, in 2022, in addition to its own brands Novex and Hi, the Belarusian "" and Vityaz Uzbek entered the leading group in sales of M.Video-Eldorado. Artel The segment of TVs from domestic brands by Russian-language voice assistants and branded ecosystems produced China in or is actively developing. EEU

As noted in M.Video-Eldorado, everyday household appliances from Russia, Belarus and Uzbekistan are presented mainly in large categories for home and kitchen. The main sales of such goods on the Russian market are concentrated in refrigerators, freezers and stalls, various types of stoves, kitchen hoods and washing machines. According to M.Video-Eldorado, their total sales last year in Russia as a whole reached 2.3 million units. The average share of brands from Russia and neighboring countries in these five categories in the market reached almost 22%.

The production of household appliances in Russia decreased by 40% due to the departure of some foreign manufacturers

The production of household appliances in Russia decreased by 40% in 2022. One of the main reasons for the sharp decline was the departure of a number of foreign brands that had factories in the Russian Federation, Izvestia reports. We are talking about companies such as LG, Electrolux, Indesit, Bosch and Samsung.

The share of robots in the Russian vacuum cleaner market exceeded 40%

The share of robots in the Russian vacuum cleaner market in 2022 exceeded 40%. This was reported in February 2023 by the company F+ techMarvell"-." More here.

5% reduction in electronics stores

By the beginning of 2023, in Russia, the number of offline electronics stores in million-plus cities decreased by 5% compared to a year ago. At the same time in 2021-2022. their number increased by 11%, in 2020-2021 - by 7%. This is evidenced by the data of the geoservice GIS, "which were released on February 8, 2023.

The top three in terms of the number of offline points of sale of household appliances for February 2023 are Moscow, St. Petersburg and Krasnoyarsk. There are 1,619 stores in Moscow, over the year their number has decreased by 5.8%, in St. Petersburg - 829 stores (-6.5%), in Krasnoyarsk - 379 stores (-4.3%). At the same time, in five of the 16 million-plus cities, the number of electronics stores, on the contrary, increased, in particular in Rostov-on-Don (+ 8.9%), Chelyabinsk (+ 5.3%) and Omsk (4.4%).

In Russia, for the first time in several years, the number of electronics stores has decreased

The markets interviewed by RBC confirm the trend towards the closure of offline points: the distribution company diHouse calculated that from March 1 to August 1, 2022, the number of electronics stores in Russia decreased by 17% in unit terms. It's one of the biggest falls since 2008.

The DNS noted that in 2022 the company closed 150 stores. By February 2023, about 2.9 thousand chain stores are located in 1.2 thousand cities of Russia. The press service of "Citylink" added that the number of stores and points of issue in their network since the beginning of 2022 has decreased by 100 units, to 900 points.

Evgenia Khakberdieva, Regional Director of the NF Group Retail Real Estate Department, speaking about the situation in the capital's market, noted to RBC that hardware retailers also carried out fewer retail lease transactions in 2022 - the figure decreased by 60% compared to 2021, but twice the level of 2020.^[16]

Chinese company leads Russian market for refrigerators and washing machines

The Chinese company Haier has become the largest manufacturer of refrigerators and washing machines on the Russian market. This became known in November 2022.

As the commercial director of the Holodilnik.ru Alexei Pogudalov told Kommersant, referring to the data of independent analysts, if in September 2021 LG was in the lead in refrigerator sales with a share of 16.1% (in money), then a year later it was only about 10.1% of the market. Shares of Bosch and Samsung fell, sales of Whirlpool, Indesit and others are declining. At the same time, the leader of the segment with a share of 23.5% was the Chinese Haier, the positions of the Turkish Beko and the Belarusian Atlanta improved.

Top 5 Russian market in the segment of refrigerators

M.Video In confirm that the Haier brand came out on top in sales of refrigerators, having risen from third place in a year, Beko entered the top five. The "" Marvel Distributions explains that in the history of the Chinese manufacturer at some stage there was a fairly deep integration with the premium brand, Liebherr which helped the development.

Top 5 Russian market in the washing machine segment

At the same time, Atlant, Biryusa and Nordfrost became the most purchased brands of refrigerators in units in the Citylink network, and Atlant, LG, Nordfrost in money. In the segment of washing machines, Haier also became the leader in money in September, according to Holodilnik.ru, increasing its share over the year from 9.8% to 25%. Next comes the brand owned by Haier Group Candy and Beko. In 2021, LG and Samsung led here.

Top 5 Russian market in the segment of stoves and ovens

According to M.Video, Haier became only the second, but the share is close to the leader of LG, in third place Candy. Beko moved up from sixth to fourth. In Citylink, among the washing machines, Candy, Indesit and LG entered the top 3.

In the cooker and oven segment in Holodilnik.ru, Haier is again called the leader (replaced by Bosch), which more than quadrupled its share, to 15.1%. Close to it in the second position is the Slovenian brand Gorenje, owned by the Chinese Hisense (13.8%, it, according to M.Video, became the leader in microwave ovens). Also in the top is the Belarusian Gefest and the Russian brand Darina.^[17]

2021: Major Consumer Trends in the Russian Technology and Electronics Market

On January 12, 2022, M of Video El Dorado the Russian the company in the field e-commerce retail electronics and announced household appliances that it had analyzed the preferences of buyers electronic engineers in 2021 and highlighted key consumer trends in the Russian market. The most active growth year-on-year was shown by smartphones goods of household consumption, entertainment and a "remote" lifestyle, which is associated with, pandemic as well as additional categories, for example, "," smart home which are growing faster than the average market pace. In most product categories, Russians showed maximum demand in price segments above average - consumers prefer to invest in more expensive and productive equipment. About 55% of the turnover of the electronics market falls on traditional sales and about 45% on online, this ratio remains almost at the level of 2020.

M.Video-Eldorado highlighted the main consumer trends in the Russian technology and electronics market in 2021. Photo: topolyok.com.ua.

According to the company, the top ten most popular brands among Russians are Apple, Samsung, LG, Redmi, HP, Bosch, Mi, Asus, Haier, Lenovo.

Smartphones play an increasingly important role in consumer life and are becoming indispensable. It is the main tool for communication, shopping, entertainment and other daily processes. The growing frequency of use also affects the preferences of Russians when buying a smartphone - they choose devices for the future. At the end of 2021, sales of the category increased by more than 25% in money and reached about 720 billion rubles. The highest dynamics was shown by smartphones from 50,000 rubles - sales grew year-on-year by about 70% in pieces. At the same time, for the first time in 10 years, push-button phones (+ 4%, up to 6.8 million units) demonstrated positive dynamics in quantitative terms due to interest among labor migrants, the elderly and children, popularity as a replacement for a landline phone and users worried about the safety of data.

Around the smartphone, the demand for wireless headphones is actively growing, the share of which for the first time exceeded half. More than a third of the total volume was occupied by True Wireless models (demand grew by about 80% in pieces). Even more relevant in the pandemic were wearable devices (an increase of about 12% in pieces and 38% in money), which help consciously engage in sports, monitor sleep and health. Functional smartwatches have the most positive dynamics. Sales of network and wireless chargers increased by about 1.5 times against the background of the increased frequency of use of smartphones and the simplification of configuration by device manufacturers.

Against the backdrop of the pandemic, consumers continue to actively invest in home comfort. Large household appliances (refrigerators, washing machines, cooking surfaces, hoods, ovens, etc., including embedded models) can show an increase of about 15% by 2020. In small household appliances for home and kitchen, the following indicators grew in quantitative terms: robot vacuum cleaners (x2), vertical vacuum cleaners (x1.5), coffee machines (+ 20%), blenders (+ 17%), microwave ovens, irons and electric kettles (about 15%). Some beauty products have also become more popular: more than 30% have added men's products for shaving and cutting, hairdryers (+ 25%), hair styling devices (+ 20%). The ecosystem of the "home office" remains relevant, where the highest unit dynamics in 2021 was demonstrated by powerful and productive gaming laptops (growth by more than a third), monoblocks and network equipment added about 10%, a number of goods in the periphery and printing media remain in demand.

Smart TV models continue to penetrate in the TV segment (they already occupy more than 70% in unit sales) and 4K resolution (more than 40% share) for high-quality content consumption. In sales of consumer electronics, polarization continues and the trend for the choice of goods from the middle and above the middle price segments, which account for more than half of demand in monetary terms, for example, in laptops, tablets, large household appliances, etc.

The pace of sales continues to maintain relative to the category of goods. For example, in M.Video-Eldorado, sales of goods for the "smart home" almost tripled, which is facilitated by the expansion of the assortment, the growing availability of goods and the increase in investments by Russians in the arrangement of apartments and houses. One of the drivers of the category is also "smart speakers" with a voice assistant, which are used to control the elements of the "smart home" and the types of equipment connected to the Internet - from kettles and vacuum cleaners, to washing machines and refrigerators. In M.Video-Eldorado, the demand for them increased 2.5 times. Growth rates are also demonstrated, for example, by electric vehicles, dishwashers, vinyl players, instant cameras.

The demand for modular interior refrigerators, side-by-side refrigerators is growing, the iron segment is growing due to steam generators and steam solutions, the steam cooking and cooking function is increasing in the ovens, washing machines with drying and cooking products with su-view technology are growing.

M.Video has implemented a number of services based on data analysis and machine learning, including customized quotations and personalized product recommendations. In all channels of interaction with the client - the site, the mobile application of the seller and the client, there are recommendation services that help you make a choice among various devices, as well as choose alternatives, accessories and related products. Commodity recommendations bring up to 20% of the mobile application turnover and initiate a quarter of all purchases. Every third user of the application interacts with products offered by "smart" algorithms. The company also introduced a personal price offer into the online platform. Authorized on the site, in the application or through the seller's smartphone, the user will see his discount early on based on past purchases and available bonuses.

For 9 months of 2021, the installation of mobile applications M.Video and Eldorado exceeded 21 million, an increase of 4.3 times by 2020. Consultants through their application can authorize the buyer and access the profile, cart, purchase history, bonuses and personal offers, and after communicating with the client, form an order and send a link to online payment.

2020

Overall, electronics demand fell by about 1% in quantitative terms between January and June 2020, according to GfK monitoring. At the same time, however, a significant surge in demand was registered in the segment of computer equipment - largely due to the fact that in the context of the COVID-19 epidemic, many urgently needed laptops for remote work.

The segment of small household appliances also showed a significant increase in monetary terms for the first half of the year (+ 17%). After a difficult April, the sector became the leader in terms of growth in June (+ 21%). Most of all, demand has grown for small climatic equipment (+ 43%), equipment for cutting and hair care (+ 56%), robotic vacuum cleaners (+ 86%) and vertical vacuum cleaners (+ 47%). In June, manufacturers of home appliances and electronics increased production volumes and in some segments were even able to reach the pre-crisis level.

2019

GfK Rus: 4% RUR market growth

According to GfK Rus, the top figure is 1.8 trillion rubles

Reduction of production in Russia by 13% to 180 billion rubles

The electronics sector accounts for about 2% of Russian GDP. Approximately 55% of the industry is somehow under state control - both for historical reasons and for national security reasons. In 2019, the market volume decreased by 13% compared to 2018, and amounted to 180 billion rubles.

Structure of electronics production in Russia

Imports (top) and exports (bottom) of electronics in Russia

Market growth in the first five months of 2019 was 8.6%

On July 11, 2019, GfK Rus published data from a survey of sales trends for household appliances and electronics. According to GfK retail sales monitoring, the turnover of the household appliances and electronics market in Russia in the first five months increased by 8.6% in monetary terms, which is primarily due to price increases: + 6.1% year-on-year. As the ruble began to strengthen again, price growth slows. This trend may lead to the fact that the market dynamics in monetary terms in the second half of 2019 will begin to approach the growth rate in pieces.

In turn, sales in physical terms remain as a whole at the level of 2018 with a tendency to increase demand (+ 2.4%) in the aggregate period from January to May.

"We expect the positive dynamics of demand for BTiE goods to remain until the end of the year, despite the decline in real incomes of the population. It will be supported by further growth in consumer lending and consolidation of demand during sales and seasonal holidays. The growth factors that manufacturers and retailers can count on are premium and design, performance and multifunctionality, simplicity and convenience, " noted Maxim Bystritsky, CEO of GfK Rus

"The online segment continues to shift consumer attention, showing + 28% year-on-year growth, while offline retail sales are growing 10 times slower: + 3% in the 5 months since the beginning of the year. Shopping preferences Internet in also change the consumer's offline behavior. Buyers know which specific model they want, so they want to buy it faster, cheaper and nearby. We are seeing the flow of sales from large shopping malls trade to centers near the house, " noted Timur Samerkhanov, Retail Director of GfK Rus

According to GfK, in the first five months of 2019, the fastest growing sectors of the BTiE market are telecommunications (13.9%) and small household appliances (10.4%).

The telecom sector grew almost twice as fast as the market due to the inexhaustible consumer interest in smartphones and wearable electronics.

The small household appliances sector added 10.4% in money thanks to growth stars. So, in the technique for cleaning, these are segments of vertical and robot vacuum cleaners. Steam generators drive sales of clothing care devices. In kitchen appliances, sales of cold cooking devices felt confident, noted in GfK Rus.

The most innovative groups of beauty and health techniques, such as irrigators, battery toothbrushes and hybrid beard trimmers, are still the most dynamic.

In the audio-video sector, the dominant growth factors are the transition from "analogue" and premium "features." The sector grew by 10% in monetary terms and 31.5% in pieces.

The transition from analog broadcasting motivated Russians to either replace the TV or purchase a DVB-T receiver to support the digital signal. Thus, at the beginning of the year, the demand for two product groups at once was stimulated: TVs and TV tuners. According to the results of the first 5 months of 2019, the demand for TVs increased by 11% in units compared to the same period in 2018, but on TV tuners - almost 2.5 times. A similar take-off during the transition period could "steal" potential second-half sales. It is expected that the development of the sector in the second half of the year will be able to support the sale of devices with increasingly popular characteristics - with a resolution of 4K/ 8K and HDR.

According to GfK Rus, another trend of the year is the "smartification" of home audio. So, if in 2017 and 2018, the use of a simple one was considered a smartification Bluetooth-protocol for transferring music to a device, for 2019, systems with their own application for, with smartphone access to the Internet, and also actively penetrate this segment. voice assistants Such devices occupy more than half of the market in monetary terms. Moreover, sales of models supporting Wi-Fi the connection increased 2.3 times, and monthly sales smart speakers reached almost 12 thousand units.

For the market of large household appliances (CBT), the beginning of 2019 was quite restrained. In the first 5 months of 2019, the CBT sector added 4.6%. April was not very successful in terms of dynamics in monetary terms.

Niches and segments with markedly higher growth rates remain in the KBT market. Dishwashers are the absolute leader in growth. The segment of embedded models with a third basket is becoming especially popular. In refrigerators, premium format models such as Side-by-Side and 3 + Doors were in growing demand. In the case of washing machines, such niches are drying machines, models with a load of 9 kg or more, as well as a segment of drying machines. Inside the built-in equipment, induction panels, built-in microwave ovens, as well as a segment of touch-controlled ovens showed themselves most clearly. All these examples in one way or another reflect the four key global trends in the CBT market: design, multifunctionality, capacity and convenience.

Information Technology Market () IT office equipment and failed to repeat last year's results. According to the results of the first five months of 2019, the dynamics of sales amounted to only 1.8% against the background of a 3% increase in prices and a decrease in sales in physical terms. The slowdown in sales growth was most affected by the deficit that began processors laptops at the end of last year for and the continued reduction in demand for 7-inch. The tablets IT market fared worst in April 2019, when turnover sank 5% below last year's. In May, the market stabilized at the level of the same period a year earlier.

The decline in laptop sales was due to the market for entry-level models in the most popular of the inexpensive configurations - the turnover of this segment was a quarter less than last year. At the same time, sales of compact 14-inch models and thin laptops were growing. Sales in both cases were more than 60% higher than in the first 5 months of last year.

The leader in growth in the first half of the year was the monitor market, which increased in money by 20% in the first five months of the year. The driver of this market remains the demand not only for games, but also for online entertainment in general, motivating buyers to replace monitors. As a result, sales of high-tech monitors such as 4K + and curved screen are growing. Sales of the latter doubled compared to last year.

The segment of gaming monitors is growing at the fastest pace - their sales have almost doubled compared to 2018. In 2019, it accounts for almost 40% of this market for 5 months (almost 2 times more than a year earlier). Gaming products continue to grow their share in other sectors of the IT market. Laptops, desktops, computers keyboards and mice - all these categories still show an increase in the gaming segment, albeit not as significant as monitors.

Online sales of household appliances and electronics in Russia

Retail sales of office equipment showed good dynamics and increased by 5% in money. And the dynamics would be higher, but the statistics were spoiled by May sales, which sank by 3%.

2018

Online sales growth of 36%

Online sales of household appliances electronic engineers and in, Russia according to the Group M.Video"-," in Dorado 2018 reached 325 billion, rubles adding 36% to the result of the previous year.

Market turnover for 11 months increased by 17%

According to the research company GfK, for 11 months of 2018, the money turnover of the Russian market for household appliances and electronics (BTiE) increased by 17% compared to the same period in 2017. Demand growth exceeded 5% (in pieces), and the average purchase price increased by 11% compared to last year, GfK reported on January 10, 2019.

The development of the Russian BTiE market in Russia has become so successful due to the fact that consumers actively bought equipment, especially in the second half of the year, expecting prices to rise due to the unstable ruble exchange rate, - commented on market trends Natalya Morzhova, Deputy Director of the Industrial Goods Research Department GfK Rus.

The telecommunications sector is ahead of all others in terms of the growth rate of ruble turnover (22%), immediately followed by the sector of computer equipment (20%) and small household (17%). The sources of growth are very different.

While the main reason for the growth of the telecommunications sector is the sale of models from expensive segments in the largest cities of Russia, in computer technology, the main growth factors were high-speed laptops, gaming models and the associated demand for gaming monitors and keyboards. In small and large household appliances, a combination of several factors worked. The number of mortgage loans issued over the past 3 years, which are being transformed into new apartments, and therefore the need for household appliances, also affects. There is also interest in modern and premium formats of technology, where more and more offers appear at more affordable prices. In small household appliances, consumers are actively buying products for beauty and health - from universal cutting and shaving kits to special oral care devices. There is a growing demand for state-of-the-art devices that provide more convenience and more opportunities for performing routine household duties, such as steam generators, robotic vacuum cleaners, "said Natalya Morzhova.

The turnover of the audio-video goods sector in Russia increased by 12%, which was well facilitated by the 2018 World Cup in Russia, which caused an increase in TV sales. After some stagnation, demand for audio products also revived under the influence of joint industry and retail activity.^[18]

USSR era

Riga 17 Washing Machine Ad

1965

Pilot-cosmonaut Yuri Gagarin buys a movie camera in a store. USSR. 1960s. Photo by Alexander Mokletsov.

The Saturn vacuum cleaner was produced at the Vilnius plant and really resembled the planet Saturn with its ring and satellites. Everything cosmic was in fashion. USSR. 1965

Notes