Refrigeration.Ru Edil

Performance indicators

2021: Revenue growth by 13% to 28 billion rubles

On February 10, 2022, the online hypermarket of electronics and household appliances HOLODILNIK.RU presented preliminary results for 2021.

According to the company, the total growth sales retailer in 2021 year amounted to 13% compared to 2020 year, the company's revenue exceeded 28 billion. rubles The retailer's gross profit also showed an increase of 8% year on year.

Turnover in its own online channel grew by 25%, reaching almost 10 billion rubles. Traffic on the site also increased by 13%: the number of users amounted to 23 million people in 2021 against 20.3 million in 2020. The number of transactions in the Internet channel (site and mobile application) increased by 9%.

The average retailer check grew online by 11% to 31.6k rubles, which retains one of the HOLODILNIK.RU provisions in Russian retail. The share of repeated purchases also increased - from 17.7% to 18.1%, which is a good indicator for the segment of large household appliances dominating sales.

The share of the mobile application in the total turnover from January 2021 to January 2022 increased by more than 3 times.

For our company, social media activities are relatively not a typical direction, and it is there that we see the largest audience growth. For example, in TikTok in 2021, it was possible to attract more than 170 subscribers who viewed our videos more than 20 million times. We also implemented a channel on Yandex.Zen, on which we collected more than half a million additional readings, covering more than 5 million users. shared by Denis Egorov, Marketing Director of HOLODILNIK.RU

As for its own offline channel, the company continues to follow the strategy of expanding its presence in the regions - in 2021 HOLODILNIK.RU entered the market of Ufa, Kazan and Voronezh. In 2022, it is planned to open its darkstores at once in several regional centers, including Pyatigorsk, Stavropol, Krasnoyarsk, Chelyabinsk, Surgut.

Sochi became the leader in terms of turnover growth in 2021 (an increase of 136%), Moscow (17%), Chelyabinsk, (15%) and Perm (10%) showed decent organic growth.

In 2021, the number of brands represented at the HOLODILNIK.RU site increased by 20%, now there are more than a thousand of them against 850 at the end of 2020. The number of goods on the display case also increased by 36%: at the end of 2021 there were 68,000 of them against 50,000 a year earlier.

Growth in 2021 was shown by both the categories that historically shape the company's trade turnover and various areas.

Already traditional for customers Холодильник.ру product groups such as refrigerators, embedded equipment, home care equipment and cooking products showed an increase of 10 to 20%. Televisions with OLED and QLED technologies showed an increase of more than 50%, already becoming the standard televisions with UHD technologies increased by more than 20%.

In connection with the pandemic, the growth of computer equipment and accessories continues: computers, monitors, tablets, printers, scanners. Year-to-year performance for individual products is several times higher than a year earlier.

Climatic, seasonal technology and tools are actively growing. Growth in the categories of air conditioners, cleaners, humidifiers, heaters, filtration systems, snow removal equipment, minimums, generators ranged from 50% to 100%.

From the categories updated for the company, you can distinguish the category Smart House, which over the year has grown multiple. HOLODILNIK.RU offers a wide range: from smart sockets and light bulbs to video surveillance systems controlled from a smartphone.

There is also an increase in demand for goods related to an active and healthy lifestyle: simulators, bicycles, electric scooters, rollers, swimming pools, etc.

In 2021, HOLODILNIK.RU continued to diversify the business: in addition to online and offline channels of its own retail, the retailer was actively developing the direction of branded retail. In 2021, the HOLODILNIK.RU team increased the number of Haier branded stores under its management to 15 facilities, and at the end of the year signed a partnership agreement with another Chinese brand Midea, opening their branded store in Samara in December 2021. Turnover in this channel grew almost 1.5 times over the year, reaching 1.2 billion rubles.

2021 was also marked by an increase in the presence of the brand on third-party online displays: growth in this channel exceeded 25% year-on-year. In 2021, HOLODILNIK.RU remained the leader in the segment of electronics and household appliances on key marketplaces (Ozone,, Yandex.Market, SberMegamarket Wildberris). The retailer also continued to develop partnerships with - bank loyalty programs in 2021, products from HOLODILNIK.RU became available in applications. Tinkoff Bank

In 2022, the retailer will continue to develop this direction - it plans to open its own windows at the online sites Svyaznoy, Detsky Mir and Leroy Merlin. The company expects to achieve a turnover of 10 billion rubles in this channel at the end of the year.

In 2021, HOLODILNIK.RU first launched the b2b sales direction, which it plans to actively develop in 2022. The main objective of the project is to build an effective sales system, search for tools to attract b2b sector customers. At the end of 2021, a referral program for design salons was introduced, which gave rise to the signing of contracts with this market segment. In 2022, it is planned to attract customers in the following areas: development (developers, residential complex, management company), office sector,, hotel business industrial enterprises. B2C functions already existing and tested in the company e-commerce will be implemented taking into account the features of B2B (personal account of the legal entity,, electronic document flow landing platform, -). robottelephony

In 2022, the focus for the company will be the development of the site, as well as its own mobile application, it is planned to launch a whole line of digital products and services based on both platforms. Over the past couple of years, we have optimized our IT department, an innovation department and a project office have been built almost from scratch, and we expect many implementations in 2022 that are aimed at both growing sales and increasing user loyalty. Over the almost twenty-year period of work in the Russian e-com, we have accumulated a large amount of data. In 2022, we want to focus on working with this big data, including continuing to build our own CDP (client data platform). said Vladimir Veselov, commercial director of HOLODILNIK.RU

History

2021: Death of founder Valery Kovalev from acute coronary failure

In early January 2022, it became known about the death of Valery Kovalev. According to TASS in the press service of Edil-Import (operator of the online store Холодильник.ру), the founder of the company died on December 31, 2021 due to acute coronary failure. More details here.

2003-2008

In 2003, the Holodilnik.ru website was registered, from that moment retail sales of household appliances shifted to the field of Internet sales. In 2003, Холодильник.ру received the Golden Site Award in the categories "Corporate Sites of Enterprises: Goods and Services" and "Electronic Commerce, Goods and Services." Холодильник.ру became the winner of the Best in Moscow show for the first half of 2006. In 2008, Холодильник.ру became the winner in the nomination "Customer Recognition" - the main prize in the field of trade, services and service "Russian Trade Olympus."