King Price

2024: Product Announcement

On March 19, 2024, it became known that Merlion, one of the largest Russian electronics suppliers, registered the King Price brand, under which components for personal computers will be offered. We are talking, in particular, about solid-state drives (SSDs), power supplies, cases, etc.

According to the Kommersant newspaper, Merlion begins retail sales of components under its own brand, but such products will be produced in China. To promote products, registered a domain king.price.ru. It is expected that the launch of its own brand will allow the company to control the quality of products, maintain optimal price levels and supply stability.

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Market participants say that up to 90% of Chinese companies with which distributors conclude an agreement to promote goods do not go to exclusive partnerships. Therefore, having your own brand is more reliable than selling components under Chinese brands. In addition, due to the current geopolitical situation, many large suppliers of computer components have left the Russian market. In such a situation, believes Anton Guskov, a representative of the association of trading companies and producers of electrical household and computer equipment at RATEK, the Merlion brand may take a significant share of the component market for assembling computers.

Nikolai Komlev, director of the Association of Computer and Information Technology Enterprises (APKIT), believes that other Russian distributors and retailers of computer products may also have their own trademarks. However, Komlev notes, such products, even with the same characteristics and production at the same factories, will be more expensive than goods under Chinese brands - primarily due to the limited volume of orders, taking into account the lack of export potential^[1]

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