Vsesmart

History

2024: Opening stores of the Chinese electronics manufacturer Tecno for hundreds of millions of rubles

In mid-March 2024, it became known that the Vsesmart chain of stores, which is part of the IT holding, Fplus is starting to develop a project to open branded points of the Chinese electronic engineers Tecno and full-fledged monobrand stores of this manufacturer. It is expected that by the end of 2025 such salons will appear in the largest Russian cities.

According to the Kommersant newspaper, in addition to assistance in decorating outlets in a single style or organizing a branded corner, program participants receive support in marketing, training, priority supplies and financial services. The opening of the Tecno chain of stores, according to market participants, can cost approximately 350-400 million rubles. In total, it is planned to open about 30-50 branded outlets and five full-fledged stores.

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In the fall of 2023, it was reported that Russia the Chinese supplier smartphones Realme also intends to develop its own retail chain. Another brand of mobile devices from PEOPLE'S REPUBLIC OF CHINA Infinix - intends to open stores in the Russian Federation together with a partner. Infinix CEO in Russia Mario Yang says that the company considers this initiative "primarily as an image project," and therefore aims at "piece branded points." In "," they say M of Video El Dorado they will double the number of Tecno branded zones, the number of which as of March 2024 is about 30.

Holodilnik.ru Vice President of Commerce Vladimir Veselov notes that Fplus' decision to develop Tecno retail is due to the growing popularity of the brand. Against the background of the current geopolitical situation, the number of stores of brands that have left the Russian Federation is decreasing, and Chinese, Turkish and Russian suppliers come instead. In particular, many manufacturers of equipment from the PRC see the Russian market as promising and want to have time to occupy their niche.^[1]

2022: Opening of the Vsesmart chain of stores

Marvel Distribution announced to TAdviser on January 31, 2022 that it had opened a network of smart device and technology stores for the Vsesmart home.

Marvel Distribution opens a network of stores of smart devices and technologies for the Vsesmart home

As conceived by the company, the opening of Vsesmart retail will ensure the availability for the buyer of the widest range of smart devices and entire ecosystems that can be tested and selected according to any parameter within different price ranges. According to representatives of Marvel Distribution, the company will become the first specialized player in this segment in the domestic market.

During the first six months of 2022, the Vsesmart chain expects to open 17 retail outlets in Moscow and St. Petersburg: 4 flagship stores (with an area of ​ ​ 400-500 sq.m. and with a full range of more than 1000 devices from more than 50 brands at the moment) and 13 branded (with an area of ​ ​ 50-70 sq.m. and the most popular positions). Within two years, it is planned to open more than 100 points, first in million cities, and then in regional centers. The first flagship store in Moscow and the first branded salon in St. Petersburg will open in February: in the Afimall shopping center and in the Rodeo Drive shopping center.

Flagship stores include the so-called "apartments" - a window format with an interior and smartlife devices built into it for different areas of life inside and outside the house (household appliances, electric transport, climate, resource saving, security, robotics, voice assistants, wearable devices, etc.). Demo zones in an abbreviated version are organized in company stores for the same purpose. In addition to categorical calculations, there will be spaces in stores where goods are grouped by smartphone applications with which they can be controlled. All these options for presenting smart goma products will help demonstrate the comprehensive operation of devices according to user-defined scenarios in rooms with a given functionality, for example, in a nursery, in a kitchen, in a bathroom, in an office, and so on.

In its network, the company will present vendors that are still rarely found on the shelves of federal retailers due to the fact that they recently appeared in Russia. These are very young startups with a popular product, and brands known abroad and with significant expertise in the smart home segment (for example, Dreame, Xclea, Jimmy, Dr. Bei, Walking Pad, etc.).

"For us, this is a project that takes into account the current situation in the market. Firstly, we see an increase in interest in the smartlife direction, which means that someone must take over the promotion of this concept in Russia and acquaint users with the entire range of devices available today. Secondly, we are increasing our value for vendors, since due to the transformation of the retail market, the D2C approach (direct to customer) is becoming more and more important, that is, distributors who can work through any online and offline channels directly with the consumer. Thirdly, this project provides us with a higher margin than working as a device supplier within the framework of classical distribution, "said Alexey Melnikov, CEO of Marvel Distribution.

"The smart device market in Russia came out of the early stage of the life cycle, when most of the users are experimenters, and begins to become massive, so we expect an active growth in the number of users in accordance with global trends. The chosen format will help this: any new product needs to be demonstrated and presented, offered consulting assistance when choosing. As for the possible intersection of the assortment with other market players, we feel confident, since we offer the maximum possible choice of smart goods in one point, "said Roman Nagornyak, General Director of the Vsesmart network.