Razz (home appliances)

History

2023: Start of Sales

On March 21, 2023, Wildberries announced the start of sales of electronics and household appliances under its own trademarks (STM). In particular, under the new brands Razz and Ruzz, refrigerators, washing machines, TVs, vacuum cleaners, blenders, mixers and other products will be produced.

According to Vedomosti, deliveries and sales of electronics have already begun: the first small batch of TVs and mixers for STM was completely sold out.

The first batch of equipment from Wildberries has already sold out

It is noted that the products will be "in the middle price segment." Most household appliances will be produced at factories in China, and televisions in Russia and Belarus. What factories we are talking about and what the output volumes will be, Wildberries did not specify.

Interest in the sale of equipment for STM in Wildberries is explained by the general growth in demand for STM. Thus, according to GfK, the volume of the Russian market for STM brands in the segment of household appliances and electronics for 11 months of 2021 increased year-on-year by 42% to 60.3 billion rubles. Ozon and Yandex.Market also previously announced their intention to develop sales of electronics under their own brands.

Experts interviewed by the publication note that the main competitive advantage of Wildberries over other sites is the great popularity of the platform, which makes it possible to quickly promote its STMs and put pressure on suppliers to obtain low purchase prices. The volume of investments in the further development of STM, according to the head of the analytical center of the GS Group holding Alexander Surkov, will amount to about 5-10 billion rubles.

Technology and electronics sales at Wildberries reportedly rose 97% in 2022; the most dynamically growing categories were household appliances (+ 108%), laptops and computers (+ 132%), smart home and security equipment (+ 233^[1]

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