Skyworth

The company is engaged in the production and sale of televisions and other audiovisual equipment.

History

2024: Entering the Russian market

On February 7, 2024, it became known about the official entry of the Chinese manufacturer of TVs and household appliances Skyworth into the Russian market. In particular, the company's products will be sold in Holodilnik.ru stores, said Alexei Pogudalov, commercial director of the Russian retailer.

According to him, Skyworth TVs sold on the Russian market will be produced at the Belarusian Horizon plant. The possibility of placing assembly and large household appliances at the factories of brands that have left the Russian Federation is also being considered, Pogudalov said in a conversation with Kommersant. Skyworth confirmed to the newspaper the start of contract assembly of televisions on the Horizon, but refrained from more informative comments.

Skyworth

However, experts interviewed by the publication are skeptical about the prospects of the Skyworth trademark in the Russian and Belarusian markets. Dmitry Shashkin, general director of the Russian household appliance brand Kuppersberg, believes that Skyworth may face competition with Chinese home appliance vendors already in Russia.

In the absence of local production, the prospect of rapid growth looks dubious, "said Shashkin.

According to a Kommersant source in retail, Skyworth equipment "risks failure in the Russian market due to a management strategy." The fact is that the current strategy of local representatives of the company consists more in organizing wholesale supplies of equipment in the network for sale at low prices than in organizing marketing activity in Russia, sales research, etc., the source argues.

This brings loss and reputational losses, as buyers begin to treat this technique as consumer goods, he added.[1]

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