Consumer electronics market. Marketing research and analysis of the Russian household appliances market

Russian market household appliances and electronics (OB&E) in 2015 did not reach the level of 2014, being lower by 14.4%. Only two sectors showed a small positive result, which can rather be called stable. The telecoms sector (+1.1%) is not surprising, but the stability of the office equipment sector (+0.3%) can be considered an excellent result in a volatile market. All other sectors, including large household (CBM) and small household (MBT), computer equipment, audio-video and photo - the turnover is lower than last year by 13.7%, 12.9%, 15.7%, 28.4% and 39.7% respectively.

Audio and video equipment

In 2015, the volume of the consumer electronics market decreased by 30% in both monetary and physical terms compared to the results of the previous year. Demand for televisions fell by almost half, and turnover by a third. Nevertheless, growing segments remain in the falling market, 4K is becoming increasingly popular among Russian consumers, the segment turnover has almost reached 15% of the entire TV market. Sales of curved TVs are growing, and although the share of the segment is still small, it is becoming more and more significant, especially in 4K sales, for example, in December, every 4th 4K TV sold was with a curved screen.

A photo

The current situation in Russia affects the expenses of the population, even the holidays did not help the last quarter of the year. The turnover of the 4th quarter was even lower than the 3rd by 3% in monetary terms, not to mention the comparison with the shock year of 2014. The decrease in turnover in 2015 by almost 40% does not inspire optimism. The Internet market shows more positive dynamics. The share of online sales reached almost 25% in Q4 2015. One of the segments with the most promising dynamics is mirrorless cameras: their share of cash turnover in the market digital cameras is already over 10%. Due to changes in monitoring SLR cameras(lens and camera sold together no longer count as individual goods, but as a single product) for the photo sector, data for previous periods have been recalculated.

Large home appliances

2015 showed a decrease in turnover in rubles by 14%. Due to higher prices, built-in appliances hold positions in monetary terms, showing a decrease of only -11.6%. The rise in prices continued throughout the year. In 2015, CBT increased in price by a third on average. Among all sales channels, only one managed to earn more than last year. However, such a result of the National Networks was unattainable for competing channels. Online sales continue to attract buyers, and in 2015 every fifth device was purchased online. The main growth in sales via the Internet occurred not in the largest cities (less than 1 million people).

Small Household Appliances

Annual indicators have reached the level below 13% in value terms. This dynamics is explained both by the continuing growth of retail prices 3 and by the lack of recovery in consumer demand. The acceleration of the overall decline was driven primarily by offline sales dynamics, but it is important to note that online sales also showed a negative pace in the 4th quarter, which was not observed two quarters before. Among the key product categories, only beauty and health products, as well as certain niche segments, such as upright vacuum cleaners or kitchen machines, show positive dynamics in the 4th quarter.

Information Technology

Russian market information technologies continued to decline following the decline in the purchasing power of the ruble due to the exchange rate. Sales volume in the 4th quarter was 20% less than last year. Rising prices continued to dampen demand, and even the expectation of their further growth in the coming months following the new ruble exchange rate did not bring buyers back to stores in the New Year season. The only factor opposing the shrinking IT market is the switch of buyers to less productive, but less expensive alternatives to laptop configurations. As a result, sales of entry-level notebooks, such as those based on Intel Celeron processors, grew from 20% to 30% of the notebook market in a year, and tablets, perceived as a low-cost alternative to the traditional notebook, even exceeded this growth rate.

Telecommunication

Despite the complicated economic situation, the Russians are not yet ready to deny themselves the purchase of new smartphones, the market of which has decreased by only 5% over the year. However, consumer preferences are changing, with growth in demand for 4G smartphones exceeding 60%, driven by an 8% decline in the average price. The presence of a large screen is becoming an increasingly important factor when choosing a new gadget - almost 40% of turnover in terms of money was occupied by phones with screens of 5 inches or more.

Office equipment and consumables

Prices for office equipment and consumables have risen significantly during the year, so buyers are looking for ways to save money. The increase in prices for original cartridges reached 45%, which 4 affected the outflow of demand in favor of compatible cartridges, with their share growing to 55%. Surprises were also presented by sales of equipment, which suddenly became more active in the pre-holiday period. This, coupled with a good result in the 3rd quarter, allowed the sector to end the year on a positive note with a positive growth of 0.3%.

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Telecom

The telecom segment continued its intensive growth in 2017 and became one of the main drivers of the electronics market. In 2018, the category will continue to develop with positive dynamics. Growth rates will depend on the solutions offered by the players in this market.

2017 was characterized by several trends at once, which will be developed in 2018.

Firstly, the market of big Chinese brands (Huawei, Honor, Xiaomi, ZTE, Motorola) continues to develop. The line is replenished with new players - Nokia, Oppo and VIVO entered the market in a year. Sales of smartphones from leading Chinese manufacturers have reached a quarter of the market in units, and growth continues.

Secondly, with the growing confidence in Chinese smartphone manufacturers, demand is shifting from budget "Chinese" towards the flagship models of Chinese A-brands, which are perceived as worthy competitors to smartphones from other brands.

And finally, the successful technological and design solutions of 2017 are confidently moving into 2018. For example, a bezel-less screen is already used by many manufacturers, and it can be predicted that in 2018 every manufacturer's portfolio will include a bezel-less device, and not necessarily a flagship.

2017 was a record year in terms of demand for smartphones - the volume of the smartphone market in pieces for the first time exceeded the figures of 2014.

The average price for smartphones in 2017 was 13,400 rubles, which is 9% higher than a year earlier. The increase in the average price occurred against the backdrop of lower prices for some smartphones from leading brands: Apple, Samsung and a number of large Chinese manufacturers lowered the prices of their devices throughout the year. The increase in the average price is associated both with the release of expensive flagships from leading manufacturers, and with a shift in demand to higher price segments: growth in unit terms was shown by all price segments, except for the budget one.

The share of smartphones with a diagonal of more than 5″ is growing. In fact, there are no devices with a diagonal of less than 3.7″ left on the market. Demand for smartphones with a diagonal of more than 5″ has more than doubled year on year in unit terms. All manufacturers have picked up the trend to increase the diagonal without a noticeable increase in the dimensions of the device: frameless smartphones have appeared in the line of each brand.

Every fourth smartphone purchased in Russia in 2017 has a diagonal of more than 5".

The growth rate of the online market is higher than in the traditional channel. M.Video is growing more efficiently than the market: sales in terms of money and items in the Internet channel have almost doubled. Huawei and Honor show a two-fold increase in sales in unit terms online, the demand for Xiaomi has grown 8 times year-on-year in terms of money.

Headphones

In 2017, the headphone market almost doubled its growth rate compared to 2016. Moreover, Bluetooth headphones, including sports ones, became the main driver. This trend is associated with the dynamic development of the smartphone category and the departure of a number of manufacturers from the standard headphone jack. As a result, the demand for smartphone-related gadgets, including headphones, especially wireless ones, is growing. It can be expected that Bluetooth technology will continue to develop in all headphone segments.

Leadership in the headphone market (in terms of money) is retained by Sony. The position of JBL has noticeably increased, Headphones, which now occupies the second line. Philips and Sennheiser, by contrast, lost several percentage points. Thus, the top five market leaders in descending order of share are as follows: Sony, JBL, Philips, Sennheiser, Apple.

Sales of headphones and headsets at M.Video grew in 2017 by 36% in monetary terms and by 33% in units, which allowed the company to strengthen its market share.

The share of the middle (from 2 to 5 thousand rubles) and upper (over 10 thousand rubles) price segments is growing. Sales of premium assortment worth more than 10,000 rubles already account for almost 15% of sales and the increase in absolute terms compared to last year exceeded 100%.

In 2017, the average price of headphones increased by 10-12% due to the growing popularity of more expensive and technological devices - wireless and sports headphones.

Computer technology

Overall market computer technology, which includes desktop computers, laptops, MFPs, monitors and printers, showed positive dynamics. Moreover, all categories either retained the indicators of the previous year, or showed an increase.

Classical computers (desktops) and monoblocks have stabilized in terms of money and have grown in pieces. The laptop market showed slight growth while maintaining the average price at the level of 2016.

One of the points of growth was the segment of home office equipment (monitors, laser MFPs and printers). In particular, the results of large monitors with a diagonal of more than 22″ look very positive at the end of the year.

The notebook segment also finished the year positively, with the main increase in demand coming in the last months of the year. The fastest growing category in the notebook segment was mediabooks, which grew by more than 100% both in units and in money. The absolute share of this category is still very small. Also, laptops with large screens, which are purchased to replace desktops, demonstrate positive dynamics.

In the fourth quarter, M.Video's share in the computer equipment market reached 20%.

The leader in the laptop market in terms of sales in pieces was Lenovo, whose share, although declining, was slower than that of ASUS, the former leader in the ranking of PC manufacturers. Year by year growth was shown by HP and ACER. The results of these brands can be associated with the development of the gaming direction. It is also noticeable that other players are trying to squeeze out the positions of these four brands: sales in pieces have increased markedly in Dell, Apple and a number of other brands, which in total already occupy almost 20% of the market.

Internet sales are developing more intensively than the traditional channel. Online sales grew three times faster than the overall notebook market.

Sales of gaming laptops

The gaming laptop segment continues its healthy growth. Piece and cash sales grew 1.5 times.

Lenovo, Acer, HP, Dell are strengthening their positions - their total share in the gaming laptop market has more than doubled and reached 36% in units.

Increasing gaming is also driving the gaming laptop market. In M.Video, sales of gaming PCs already account for 15% of the turnover in the notebook category.

Monitor Sales

Online sales grew by 14% in monetary terms and 26% in units, and average check on the Internet decreased by 10% over the year

Demand is shifting towards wider diagonals: the segment of 24″ and more is growing. In absolute terms, the demand for monitors with a diagonal of more than 24″ has grown by one and a half times compared to 2016. Along with the growth in the volume of 4K content, the corresponding monitors are becoming more and more in demand: in 2017, sales of monitors with 4K support almost doubled in pieces.

Sales of inkjet MFPs

Demand for this product category was quite high both in the market as a whole and on the Internet. Online sales showed growth by 14% in monetary and piece terms. The share of M.Video in the inkjet MFP market reached 23% in 2017.

Sales of inkjet printers

Demand for this product category online at the end of the year grew by 6% in monetary terms and 10% in units.

Photo equipment

In 2017, the trend towards the narrowing of the Russian market for photographic equipment continued. In general, sales decreased by 19% in money terms and by 32% in units. market demand continues to focus on professional and premium models.

The category of system cameras demonstrates positive dynamics in the market - the increase in money relative to 2016 was 12.5%. These devices attract photo connoisseurs High Quality in various genres shot with interchangeable lenses, and are lightweight, compact and stylish.

Action cams have been trending in recent years and have shown healthy growth over the past 4 years. In 2017, in the segment of photo and video equipment, about a third of all piece sales were action cameras. A year earlier, they accounted for up to 19% of the photo-video market.

Sales of action cameras in the Russian market

The intensive growth of the action camera market is associated, firstly, with a decrease in prices for A-brands (GoPro and Sony) at the end of 2016. Secondly, with an increase in demand for budget devices: sales of cameras costing up to 7,000 rubles have doubled year on year. New B-brands have entered the market, such as SJCAM, Smarterra, X-try, which offer competitive models at a more affordable price.

Also, new A-brands, which are already known in the segments of smartphones and photo and video cameras, have announced themselves on the market - Samsung and Nikon. Finally, action camera manufacturers began to position their devices as gadgets for travel and an active lifestyle, and not just for extreme shooting, which expanded the audience of potential buyers.

Average price of action cameras

The average price for the action range decreased by a quarter compared to 2016 and amounted to 8,900 rubles, which became a historical minimum for this segment of electronics.

Brands in the action camera market

At the end of 2015, GoPro and Sony together occupied up to 60% of the market in unit terms, and in fact, the mass consumer had an idea about action cameras mainly from these two manufacturers. In 2016, the share of these players has already decreased to 40% in unit terms, while SJCAM and Smarterra have increased their shares to 30% for two. In 2017, the trend continued: the “pioneers” of the action camera market occupy no more than a quarter of the market in total, and the number and weight of new players in the segment continue to grow. The top three looks new.

Game consoles

In 2017, the game console market for the first time in two years shows a positive trend in money and units. The trend is associated with the launch and distribution of new products such as PlayStation Pro, Xbox One X and Nintendo Switch, as well as a 10% decrease in the average price of A-brand consoles.

Sales at M.Video are growing one and a half times faster than on the market as a whole. The main driver is online sales of game consoles: they showed growth in money by two and a half times and in units by three and a half. Such dynamics was facilitated by the development of the M.Game project for video game fans: the expansion of the gaming community, active support for the release of new gaming products and regular game streams, gaming tournaments held together with key global publishers, as well as unique price offers.

TVs

For the Russian market, 2017 was a fairly stable year. With a positive growth in sales in unit terms, the market in money terms remained at the level of the previous year, primarily due to a decrease in the average price. The share of M.Video reached 30% in money terms. The share of M.Video in the category of premium TV sets in terms of money and units is at the level of 40%.

The main trend in the TV market is the growing demand for large diagonals from 45 inches. Their unit sales grew by 20% year-on-year. Smart TV technology also continues to increase its share, allowing you to watch almost any content at a convenient time. About half of TVs support Internet access. Moreover, devices with Ultra HD (4K) resolution are gaining popularity - manufacturers reduce the cost of technology and sell up to 51,000 rubles in devices of the middle price segment.

The market leaders are Samsung, LG and Sony. Their total share remains at the level of 80% in terms of money and 65% in terms of pieces. At the same time, buyers have a choice: there are more than 10 brands on the market, including growing demand for Japanese brands: Sharp and Panasonic.

Small household appliances

In 2017, the market of small household appliances (MBT) remained at the same level as the same period last year in terms of money, and in units it showed an increase of 7.5%. Growth in demand for small household appliances was caused both by the general recovery of the market and by a decrease in the average price for a number of categories by 5% or more.

The M.Video company was able to strengthen its leadership positions and, at the end of 2017, took a 29% share in the MBT market.

At the same time, the retailer's unit sales are growing twice as fast as the market ones.

Coffee technology

In 2017, the market for coffee brewing equipment continued to grow steadily – in terms of money and units, sales increased by 9% and 12%, respectively. The share of M.Video increased to 34.6%.

Automatic coffee machines

Automatic coffee machines are one of the drivers of the coffee brewing category. Their sales show positive dynamics both in money and in units. Category sales in M.Video grew by a third faster than the market.

Manufacturers of automatic coffee machines

Six major brands are represented on the market of automatic coffee machines, the top three remained unchanged. Philips, Krups and Jura strengthened their positions, while the share of Bosch, on the contrary, decreased.

Types of coffee machines and their market shares

In 2017, automatic and capsule coffee machines became a little more popular.

Large home appliances

2017 was a solid year for the large home appliances category. The average price decreased by 8%. As a result, monetary sales remained at the level of the same period last year, or increased slightly, while in units the market showed positive dynamics. The market is developing at the expense of the budget price segment - the increase in it amounted to 21% in terms of money. Internet sales of large household appliances added 1.5% in money terms and about 12% in units.

Growth in pieces was shown by all categories of CBT with the exception of freezers and air conditioners, which is associated with an abnormally cold spring and early summer.

The results of M.Video reflect the market trend: sales in unit terms grew two to three times faster than in monetary terms. The company's share in the market of large household appliances increased to 25% in terms of money. The growth dynamics of Internet sales in the M.Video network is noticeably higher than in the market: +20% in money terms and +32% in units.

CBT sales are growing most intensively in Siberia and the Far East. The company managed to increase its share by 1.5 times after opening stores in the region (Vladivostok, Khabarovsk, Blagoveshchensk). M.Video has the largest shares in the central and southern regions - 28.5% and 31.5%, respectively.

Sales of washing machines

As in the CBT market as a whole, sales of washing machines in monetary terms are growing at a slower pace relative to unit sales. Sales of M.Video in money terms are growing twice as fast as the market. The market share of M.Video increased from 27% in 2016 to 28% in 2017 in monetary terms.

Sales of built-in ovens and freestanding cookers

Sales of built-in ovens and freestanding cookers remained at the same level as last year in monetary terms (+1.5%) and increased by an average of 7% in units. The share of M.Video in money remains at the level of 22% of the market. At the same time, the segment of built-in ovens behaved most dynamically: the increase in money and pieces amounted to 3% and 12%, respectively.

Sales of refrigerators

The refrigerator market reflects the same trends as in the CBT market as a whole - cash sales are declining against the backdrop of a decrease in the average price, while unit sales are growing for the same reason. M.Video occupies 26% of the market of refrigerators in money terms.

Wearable electronics

Interest in the wearable electronics segment continues to grow. In 2017, the wearable gadgets market, which includes smart watches and smart bracelets, doubled in value and more than 2.5 times in units. The segment of smart bracelets developed most intensively. Given the current dynamics, we can assume that the prospects for further market development in 2018 will continue.

Sales of smart watches

The smart watch market in 2017 grew by 81% in monetary terms and 2.5 times in unit terms. The average price was reduced by about 10% to 22,000 rubles due to lower prices for the previous Apple line and the expansion of the presence of low-cost B-brands.

Market leaders showed a very noticeable growth. Demand for Apple watches doubled in absolute terms, allowing the brand to maintain its market share. Samsung's share strengthened slightly, in absolute terms, watches from this manufacturer were sold 2.2 times more often than in 2016.

Thus, about 80% of the market is controlled by Samsung and Apple. The rest is divided among themselves by many B-brands, whose names are still little known to Russian buyers. The most successful of them are Cyber, KREZ, Mykronoz, Prolike, Iwown - all of them have more than doubled their growth. Basically, these brands play in the price segment up to 10,000 rubles.

Sales of smart bracelets

Smart bracelets maintain a high positive trend. At the end of 2017, the bracelet market grew 2.5 times in money terms and 3.5 times in pieces and reached 1.24 billion rubles and 474 thousand pieces. The average price has decreased compared to 2016 by a quarter to 2,600 rubles.

The balance of power of manufacturers in this segment is completely different: B-brands play the leading role here. The main player is Xiaomi, it accounts for more than half of the purchased bracelets. An actively developing niche is inexpensive bracelets for children and the elderly, such as the Life Button, Elari, Smart Baby Watch. According to M.Video, such devices can occupy more than 20% of the smart bracelet market in pieces. For comparison, the demand for such socially useful devices in 2016 was noticeably lower, the total share of players was at the level of 5-6%.

The budget price segment up to 10,000 rubles is actively growing. It is here that the main group of B-brands is concentrated - about 10 manufacturers. In the total volume of the market, these players still have a small weight, but they are gradually increasing their influence: year on year, sales of watches up to 10,000 rubles in piece terms have grown 3 times.

In Russia, the decline in the home appliances market, according to various estimates, in 2013 amounted to 20-30% (more than 40% in dollar terms) - in fact, to the level of 2006, however, according to the results of 2014, the Russian market of household electrical appliances and radio electronics will grow by approximately one and a half times and will practically reach the pre-crisis level ...

Russia formally ranks fourth in the consumption of household electrical and radio electronics in Europe. Russia's place in the global consumer electrical and radio electronics market corresponds to its current economic, consumer and industrial potential, which places the country among the peripheral markets with very limited opportunities for significant further growth.

After the end of the “consumer boom” of the 1990s (occurring in conditions of limited solvency of Russian consumers) and the saturation of “primary” demand, at present the Russian market has a well-established character and is developing mainly as a market for “secondary” consumption (to replace equipment in accordance with with her life cycle), excluding new emerging segments and products.

In comparison with Western markets, the marginality (profitability from deliveries and sales) of the Russian home appliances market for foreign manufacturers of appliances is relatively low. Today, in fact, the Russian market is dominated by inexpensive equipment with a low level of added value.

Myself the lineup, represented in the country, is much narrower than the series represented in the west. In terms of the number of sales, in the most interesting premium segment for leading manufacturers, Russia loses to Western countries, and in terms of the total volume of transactions to Asian countries. In addition, the crisis also affected the conjuncture.

In 2013 many Russian consumers they postponed the purchase of things that cannot be classified as essentials, the well-established system of consumer lending was shaken, the exchange rate rose sharply, as a result of which components rose in price. In Russia, the decline in the home appliances market, according to various estimates, in 2013 amounted to 20-30% (more than 40% in dollar terms) - in fact, to the level of 2006.

Nevertheless, the analysts' assessment is optimistic, according to the results of 2014, the Russian market of household electrical appliances and radio electronics will grow by approximately one and a half times and will practically reach the pre-crisis level, and in ruble terms will surpass it.

Thus, for 2013 and 2014, the total value of production in the country of household electrical and radio electronics in 2014 will be about 125 billion rubles. (slightly more than 4 billion dollars), which is twice as much as in 2005 and corresponds to the level of 2007-2012. (in dollar terms, approximately 10-15% lower). After a decrease in output in 2013 compared to the previous year by 17% (when converted into US dollars at the exchange rate - by 35%), in 2014 the growth in the cost volume of production of household electrical appliances and radio electronics in the Russian Federation will be about 28% (according to based on a 10 month database).

Almost the entire range of household electrical and radio electronics is currently produced in Russia, however, production mainly consists of assembling products from imported components.

Formally, the bulk of the refrigerators, washing machines, televisions, gas and electric stoves consumed in Russia are currently produced by domestic enterprises (and their share is growing). However, most factories are owned by foreign companies or carry out contract manufacturing of certain models for them. Russian trademarks there are very few left on the market, and they are gradually disappearing, partly being replaced by import supply (Fig. 2.1).

Rice. 2.1.

The development and localization of both domestic and foreign production of household appliances and electronics is not priority industrial production compared, for example, with the localization and development of the automotive industry. In addition, there is no attempt to support domestic production, as is the case with telecommunications equipment manufacturers, where companies can count on tax incentives. Weak interest in the industry from the side of the Government is explained by the fact that it is difficult to classify household appliances and electronics as the most high-tech industry, and the number of jobs created by manufacturers in the country in absolute terms is not so large.

Thus, the development of the market (ensuring the influx of "novelties" to the market) occurs due to export-import operations. In the total volume of the structure of export-import operations, the Telephony-Navigation-PC category is the clear leader, forming almost 50% of export-import operations (Fig. 2.2).

Rice. 2.2.

The capacity of the Russian market of household electrical equipment and radio electronics (calculated as a balance indicator of the production of imports and exports), having increased by one and a half times, reached almost 18 billion dollars in 2014, reaching the level of 2010.

Rice. 2.3.

According to research retail chains, in the structure of Russian imports, in 2014, laptops (26.6%) and mobile phones(24.5%). Moreover, the import of specifically laptops in 2014 increased by 2.4 times in unit terms and reached $3.8 billion in monetary terms.

Rice. 2.4.

Taking into account the decline in consumer demand in 2013, volumes in sales channels decreased. The top companies account for (Media Markt, Eldorado, M.Video, Technosila, Domo) about 7.8 billion dollars. The rest of the turnover is made up of regional and local networks. Thus, the correlation is as follows - the higher the level of saturation of federal districts with regional and local networks, the higher the average level of store turnover estimates.

For comparison, in the mid-1990s, the share of network retail was less than 1%. Today it has increased to 70%, and by 2015 it will increase to 80%, taking into account latest trends Russian market.

According to the pricing policy, retail chains are divided into the following groups:

· Upper price segment ("Technomarket", "Logo", "Cardinal", etc.);

· Medium price segment (Technosila, MIR, M.Video, Technoshock, DOMO, etc.). It is worth noting here that as a result of the crisis, the once successful MIR and Technosila networks were forced to begin bankruptcy proceedings;

· Lower price segment (Eldorado, Telemax, Expert, Nord, Media Markt, etc.). Eldorado, one of the leading players in the segment, also faced serious problems due to the crisis.

The share of online sales today is not so large, but there are growth prospects. Most of these sales are in Moscow and St. Petersburg, as well as in cities with a population of over a million. Electronic payment systems are more developed there: buyers actively use credit cards and have constant access to the Internet.

One of the development methods retail sales in recent years, is the release of goods under its own brand (Private label -- PL). The first in the field of PL output in the Russian consumer electronics market is the Eldorado network. The sale of small household appliances and televisions under several brands of which it was the owner, the company began in 2000.

The PL strategy in the home appliances and electronics market has just begun to take shape and will continue to evolve, driven by growing competition between retailers in the consolidated BFC market.

Every year, the consumer makes more and more demands not only on product quality, but also on the place of purchase. First of all, we are talking about suppliers of consumer goods. For example, household appliances and electronics. The main trend in the development of this market today is the enlargement of existing participants. Simply put, small networks merge into large ones or close, unable to withstand fierce competition. Over the past 5-6 years, such takeovers have become the norm. Of course, the market dictates its own conditions, and the consumer, in turn, sets the conditions for it.

Change of strategy

Experts note: the consolidation of players in the consumer electronics market, the increase in the format of stores is a requirement of the time. Why is this happening? The thing is that the buyer wants to not just buy what he needs, quickly and without much time and effort. He strives to buy everything in one big store. That is why lately so many hypermarkets are being built. Owners of chains of household appliances quickly orientated themselves in the changing market. Not only in Moscow and St. Petersburg, but also in other large cities of the country, large centers began to open with an assortment for every budget: from calculators and cell phones to expensive built-in equipment. Moreover, the client requires maximum convenience: good relationship from sellers, lack of queues, minimum prices and a wide range of products. As well as the presence additional service: convenient parking, eateries, entertainment for yourself and children.

Situation in the industry

Today, the market for household electrical appliances, which was clearly structured until recently, is undergoing major changes. According to analysts, there are about 10 thousand companies (manufacturers and sellers) in the industry, but 70% of sales are accounted for by a dozen large retailers and about 20 manufacturers. And the consolidation of existing participants continues. It happens in different ways. The simplest is the extensive way (increasing the number of stores for each of the market participants). This path is the most obvious, but also the most expensive, since it is quite expensive to build or buy a store. In addition, in the case of construction, a certain time is required, and it is extremely important to be the first in a particular region. Nevertheless, the largest players in today's market are developing along this path. One of them "M Video". The company is on a different path. "Expert". It uses a franchising system, that is, it combines existing stores under a common brand name, which determines the image, strategy and tactics of store development. "El Dorado" and "Technosila" combine both ways of development - open and own shops and franchising.

Each participant in this market develops according to its own scenario, however, in recent times Western networks began to have a serious impact on competition. A vivid example Media Markt. The company came to Russia just a few years ago. However, its activity, coupled with the rapid conquest of the domestic audience, has already forced large Russian networks to pay close attention to the regions. And this is another trend in the field of sales of household appliances. The capital market is oversaturated with both federal and local chains. In this connection, experts say, consumer demand has sharply decreased. Everything is trite - people have already bought all the necessary equipment. It is of high quality and does not require frequent replacement. A new period is coming: either to offer something completely new, or to expand the regional representation. Most choose the second option.

In regional centers, federal networks are being enlarged by absorbing local electronics sellers. Small shops are closed or reformatted. New points of sale open from retail space from 1000 sq. m.

Care in the regions

One of the striking examples of recent years, clearly showing the expansion of federal networks at the expense of the regions, was the merger of the Ural company "Rembyttechnika" with one of the leaders in the field of sales of household appliances, the Expert company.

What is significant about this deal? Firstly, as mentioned above, this indicates a clear trend: the leading players in the electronics market, under the influence of various factors, are transferring highly competitive struggle with each other to the regions. Secondly, the result of this confrontation is their enlargement due to the absorption of local networks. And, finally, thirdly, everyone wins here: the federal eliminates a competitor and strengthens, the owner of a regional network sells his business profitably, and the buyer ultimately gets the opportunity to purchase high-quality equipment on even more favorable terms.

True, there are relative disadvantages of such a transaction. Now the company has a double name "Expert-Rembyttechnika" and has been in a state of rebranding for several years. The fact is that the Ural client is very accustomed to local company and trust her. In this connection, the abandonment of the former name would greatly limit the ability of the feds to quickly attract an audience. Therefore, the transition is carried out gradually: the service centers remained under the Rembyttekhnika brand, and the stores are called Expert.

Merger of market leaders

And here is a new example and a new trend: the leading chains of the Russian household appliances market may soon unite. The relevant documents on the merger of M.Video and Eldorado have already been submitted to the FAS. True, here one company buys another, but this does not change the essence of the matter - there is a movement towards monopolization of the sphere.
Now M.Video, represented by its main shareholder in Cyprus, is acting as a buyer Svece Ltd owned by Alexander and Mikhail Tynkovan. But literally in 2011 the situation was just the opposite. Then Eldorado, co-owned by PPF Group Peter Kellner, tried to negotiate with the owners of M.Video about the purchase. And this once again speaks of the rapid development of the consumer electronics market, where yesterday's sellers become buyers of business with working capital hundreds of billions of rubles.

According to experts, the execution of the transaction can be very delayed. It may take from one year to three years. And if this happens, then M.Video will take about 40% of the entire market with more than 500 stores. Although the FAS, of course, will not allow this. Under the current legislation, the dominance threshold cannot exceed 35%. Experts believe that the new leader will have to reduce business volumes. But against the background of the elimination of a direct competitor, this will not become critical.

prospects

Home appliances and electronics business owners are now interested in two main questions: what are the prospects for large players and is there a chance for small chains to survive? Again, the market prompts the answers. Western "colleagues" set new standards for domestic leaders. Russian chains began to feel the increased competition from chain hypermarkets. The latter work according to the principle all inclusive, providing, as previously mentioned, a full range of products, conditions and services. For example, in America, specialized stores for the sale of household appliances began to close, which could not withstand the pressure from the hypers. In Europe, however, this trend is still not clearly visible. It is possible that in Russia, as always, they will choose their own path. Moreover, the format of a specialized home appliances store is still in demand.
Meanwhile, regional chains do not plan to give up either. They are ready to defend their market positions in the field and, moreover, have plans to expand the business. Regional companies have a number of advantages over federal ones. One of the main disadvantages big business- loss of network flexibility and responsiveness to customer requirements. This is where the regionals will play.

Consumer electronics market. Marketing research and analysis of the Russian household appliances market

Audio and video equipment

A photo

Large home appliances

Small Household Appliances

Information Technology

Telecommunication

Office equipment and consumables

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