Dobrodel

History

2021: Preparation for launch of Russia's first online discounter

In mid-August 2021, it became known about the upcoming launch of the first online discounter "Dobrodel" in Russia - a service for delivering economic segment products. This is the project of the founder of the DC Daily food kiosk chain Ilya Filimonov.

As the entrepreneur himself told Kommersant, the launch of the service is scheduled for September 2021. Initially, it will be available to residents of Odintsovo, and later - in the rest of the Moscow region, Moscow, St. Petersburg and Yekaterinburg. In the mobile application "Dobrodel" it will be possible to buy about 400-500 items, including food, household chemicals, children's goods, hygiene products. By mid-August 2021, negotiations are underway with a number of manufacturers on direct purchases. Filimonov believes that over the year it will be possible to reach a turnover of 200 million rubles per month.

The founder of the DC Daily ready-to-eat kiosk chain Ilya Filimonov launches the first online discounter Dobrodel in Russia

Vans will be used to deliver and issue goods, which must stop within a radius of 1 km from customers several times a week and will be able to issue up to 200 orders in the morning and evening intervals. The founder of the project notes that the refusal to rent retail space, a small need for personnel and direct purchases will reduce prices by 30%, which is cheaper than in chain stores and delivery services "to the door."

Fedor Virin, partner at Data Insight, an analytical agency, points out that assembly and delivery in any form today inevitably increase the cost of products, so discounters do not resort to it.

According to him, an online project in the segment will lose money for a long time, and reaching the break-even point is possible only if a certain level of order density is achieved, which is possible only in the markets of the largest cities.

The head of Infoline Analytics, Mikhail Burmistrov, doubts that only logistics optimization will keep prices 30% lower than average in retail. Manufacturers are also unlikely to be interested in supplying small volumes with minimal margins, he adds.^[1]

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