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Specialists of the Russian retail network "M.Video" have prepared an analytical review of the Russian market of household appliances and electronics based on the results of 2015. According to the results of the study, sales in the sector fell by 19.6% and amounted to 1.1 trillion rubles.

Sales at M.Video also showed a negative trend, falling by 5.5% to RUB 191.9 billion. The company notes that in 2015 the share of M.Video by Russian market electronics and household appliances grew by 2.4% and reached 16.1%.

Cash payments are gradually losing popularity, giving way to more modern ways. In 2015, the share of buyers choosing non-cash payment increased from 35% to 39%. M.Video analysts attribute this to the active penetration of plastic cards into the regions.

According to the report, last year the most popular were large household appliances, audio and video equipment, computers, mobile devices, as well as small household appliances. At the same time, smartphones entered the Top 5 product categories for the first time. The average check in retail chain stores was 6,760 rubles, and the average purchase on credit was 29,000 rubles.

The share of online sales in M.Video's turnover increased from 9% in 2014 to 11% in 2015. The company's customers increasingly prefer courier delivery self-delivery, the share of which increased from 66% to 69%. The average check for pickup from the store was 11,013 rubles, and for home delivery - 21,345 rubles.

Grow and mobile sales: in 2015, 38% of purchases in the retailer's online store were made from mobile devices (an increase of 40% compared to 2014). Of these, 27% are from smartphones, and 11% from tablets.

Internet traffic in the regions was distributed as follows: the most active are online users from Moscow and the Moscow Region (31%), from St. Petersburg and the Leningrad Region (7%), and also from the Krasnodar Territory (5%).

The volume of the market of "smart" phones increased by 9% in monetary terms and amounted to 267 billion rubles, but sales in units decreased by 5% to 26.2 million devices. The dynamics of growth in sales of smartphones in M.Video in money terms amounted to 51%, and in quantitative terms - 7.5%. Analysts emphasize that the devaluation of the ruble had a significant impact on average cost smartphone: the figure increased by 14% and reached 10,190 rubles.

The position of mobile devices on Android has strengthened due to a wide range smartphones of B-brands in the middle and low price segment.

According to the report for the first quarter of 2016, Android devices still account for the largest market share (87%). iOS remains in second place (10%), and Windows is in third (2%). In monetary terms, Android fell by 3%, iOS grew by 27%, and the share of Windows decreased by 3%.

The headphone market increased by 18% to RUB 9.9 billion. The share of M.Video in the segment is estimated at 13.5%, while sales of headphones and headsets in the stores of the network grew by 40% in monetary terms. Most often purchased products in price category up to 1,000 rubles, and the Top 3 manufacturers in terms of money included Sony (21.3%), Sennheiser (13.1%) and Philips (12.9%).

In parallel with the dynamic development of the smartphone market, the segment of smart devices that are easily synchronized with mobile devices is actively developing. In this group of products, the most popular are smart bracelets and fitness trackers. In 2015, sales of such devices grew by 43% in monetary terms and by 51% in unit terms, to RUB 300 million. and 62,000 pieces, respectively. Jawbone remains the market leader, accounting for up to 70% of sales.

The notebook market continues to show negative dynamics. Compared to 2014, sales decreased from 105.3 billion to 81 billion (by 23%). In quantitative terms, the indicators fell from 4.9 million units. up to 2.9 mln. (by 60%).

Share of online sales in the notebook market grew: from 20% in 2014 up to 24% in 2015. However, the volume of online sales decreased by 8% and reached 19.5 billion. Most often, buyers purchase devices under the brand Lenovo (29.3%), Asus (22.9%) and Acer (16.5%).

Tablets are becoming less and less popular among Russians. Sales in the segment fell by 31% to 54.3 billion rubles, and in units decreased by 30% to 6.6 million devices. Despite the general decline in the tablet market, unit sales in M.Video grew by almost 17% year-on-year, and the company's share reached 13.5%. Tablets with a diagonal of 7” were in the highest demand on the market, and Samsung with a market share of 20.3%, Apple – 19.8% and Lenovo – 14.9% were in the top three.

Tablet PC sales fell 33% in 2015, according to a study by the company. Last year, 6.2 million tablets were sold on the Russian market, while in 2014 - 9.3 million devices.

The home console market fell 40% in unit terms and 18% in monetary terms. In 2015, the market volume was estimated at 8.6 billion rubles. and in 435,000 pieces. The average market price of the console increased from 15,800 to 21,000 rubles, and the PlayStation 4 became the clear leader in sales.

Over the past year, sales of gaming accessories have grown. In particular, online sales of gaming mice increased by 50% in monetary terms, gaming keyboards - by 92%, gaming headphones - by 82%. The share of online in total category sales was 18%, 23% and 21%, respectively.

In 2015, the photographic equipment market showed a significant decline in both monetary and quantitative terms. The volume of the segment in money amounted to 18 billion rubles (a decrease of 39.4%), and in units - 1.3 million devices (a decrease of 52.7%). In category "SLR cameras" and " Compact cameras"Nikon is leading with 48% and 37% respectively, and Sony (59%) is leading in the "System Cameras" category.

Despite the decline in the market for photographic equipment in 2015, the category of action cameras showed significant growth. The market volume increased by 68% and amounted to 1.5 billion rubles. The number of cameras sold increased by 59% to 116 million. M.Video expects continued growth in sales of action cameras, which will be associated with the release of new devices by already known and new market players.

Over the past few years, DVRs have grown from a small segment into a sought-after category. Even with a decline in traffic in 2015, the technology remains promising due to its impartiality in identifying the perpetrators of road incidents. In 2015, the category of combidevices was actively developed - a radar detector and a video recorder in one device.

In 2015, the demand for TV sets in Russia fell by 47%, to RUB 130.5 billion, while turnover decreased by 33%, to 5.3 million units. The share of Ultra HD TV in the market was 15.2%: sales of such TVs grew by almost 50% in unit terms and by 37% in monetary terms, while the average price fell by 8%. The proportion of TV sets with curved (Curved) screen increased by 2 times (up to 6.2%).

According to the report, in 2015 the positive dynamics in the "Audio systems" category was demonstrated by portable devices - All-In-One and Network Media System (network audio solutions, or multi-room). Sony and LG remain the leading players in the home audio market, with combined market share close to 70%.

In the market of large household appliances, there was approximately the same drop in sales of freestanding stoves and built-in ovens in unit terms, but due to a stronger increase in the average price for built-in ovens, the fall in money terms for them was almost 10% less than for stoves. Top 3 manufacturers by turnover included Bosch, Siemens (14%), Gorenje (13%) and Hansa (12%).

In 2015, the market for small household appliances decreased by 13% in monetary terms. Most of all, the drop in demand affected kitchen appliances, and coffee-making appliances became the most resistant to market changes.

Sales of automatic coffee machines remained at the level of 2014, while buyers prefer to invest in more advanced solutions, despite the increase in the average price: more than half of the market (55%) is accounted for by automatic coffee machines and coffee makers, 20% by capsule and 14% by carob . Top brands include Delonghi, Saeco and Bosch.

Other small household appliances:

Experts note the development of the Russian drone market. The main growth drivers are inexpensive amateur models. In 2015, the average price of a drone was 17,000 rubles, a quadcopter - 5,500 rubles, and a radio-controlled toy - 3,500 rubles. In addition, M.Video predicts continued growth in sales in the category of professional drones in 2016.

In 2015, the volume of the global consumer electronics market exceeded 1 trillion. dollars Growth of the world market was higher than analysts predicted. Its volume increased by 11% compared to 2014 (and not by 8% as expected) and reached 1.08 trillion. Doll.

Sales continue to grow at a faster pace in emerging economies. If in 2013 they accounted for 35% of the world market (306 billion dollars), then in 2016 - 40% (429 billion dollars). Already next year, this share, according to analysts, should increase to 45%. If in developed countries (primarily in North America and Western Europe) the market consumer electronics from 2013 to 2016 will grow by about 16%, then in emerging economies, to which analysts include Russia, this figure will be significantly higher - about 73%.

In 2015, sales grew most rapidly in the countries of Central and Eastern Europe (including Russia and the CIS) - by 26%, in Western Europe an increase of only 6%, in North America - 10%. The market volume of the countries of Central and Eastern Europe amounted to 68 billion dollars, Western Europe - 224 billion dollars, North America - 280 billion dollars.

In 2017, analysts predict a significant decrease in the growth dynamics of the global market - up to 2%, while a recession will be observed in developed countries - sales in Western Europe will decrease by 4%, in North America - by 2%. In emerging economies, growth is also projected to slow down - for example, in Central and Eastern Europe, they could halve, from 26% (in 2016) to 13%.

Last year, sales of tablets in the world grew by 227% compared to 2014, reaching $42 billion, smartphones - by 67%, to $185 billion. Some growth was observed in the segment of mobile PCs (laptops and netbooks), it increased by 6% to $163 billion. The global market for desktop computers increased by 2%, reaching $88 billion. Less sales of mobile devices, the functions of which are implemented in smartphones and tablets, in particular, video recorders and navigators.

In 2017, analysts predict a decrease in the dynamics of the fastest growing segments - for example, global sales of tablets will grow by 44%, smartphones - by 39%. Recession is expected in other segments. For example, sales of laptops and netbooks may fall by 6%, desktop PCs - by 8%. Sales of "ordinary" mobile phones continue to fall most rapidly. In 2015, according to analysts, the global volume of this market decreased by 15% (to $97 billion), in 2017 another minus 25% is expected.

As practice shows, the eyes of the majority are invariably attracted by unusual electronic devices. Of course, not everyone and not always decide to buy, but the number of electronic innovations, as well as the funds spent on their purchase, is growing quite steadily. And this is not surprising, because thanks to technological progress, prices for high-tech electronic devices are rapidly falling and today many gadgets are offered at a very reasonable price. The fall in prices has particularly affected the growth rate of the flat-screen TV market, as shown in Figure 1. 1, where the example of the UK shows the dynamics of price reduction, accompanied by an increase in sales.

sales market foreign trade electronics

Figure 1 - Comparison of sales volumes and average price of televisions by technology for the UK, thousand units / pounds sterling

This situation automatically led to an increase in funds allocated by consumers for the purchase of a variety of electronics. As a result, today, for example, in an average American family, for example, $1,200 is spent annually on the purchase of electronic devices. At the same time, in families with children, the costs are even higher and amount to about $1,700, and teenagers themselves purchase a variety of electronics for $350 a year. Among the most popular electronic devices, televisions are in the first place - they are in 92% of households (Figure 2), and in the second place - DVD players and DVD recorders, which reached 84 percent penetration. Then there are wireless and mobile phones. Other categories of gadgets are not so popular and are not yet in mass demand, but interest in them is growing steadily - the fastest growing (depending on the category - by 6-8%) is the growing popularity of MP3 players, digital cameras, cable modems and network routers.

Figure 2 - The top five electronic devices with the highest penetration rate in US households

A similar situation exists in other electronically developed countries. In particular, in the UK, every year a family spends an average of 311 euros on consumer electronics, which is 10.6% more than a year ago. And residents of London allocate about 431 euros for such expenses, and in Lately they prefer not HD-TVs and DVD-players, but electronic photo frames, which have fallen sharply this year. In Australia, spending on consumer electronics is also rising rapidly, with the result that most households now have a digital camera and DVD player. Many are also getting flat-screen TVs (accounting for more than half of all gadget spending), iPods, game consoles, and photo printers.

In general, for many modern families in developed countries (in particular, in the UK), the total number of electronic high-tech devices today is about 25-28. Such a large number of them is due to the fact that televisions are often installed in several rooms, all family members own mobile phones, all family members who love music use MP3 players, etc. Analysts note that this state of affairs automatically leads to an increase in electricity consumption. Thus, over the past 10 years, due to the complication and expansion of the range of consumer electronics, electricity costs by households have already increased by 47%. And this is not the limit - the forecast for the near future is even sadder. Due to the fact that high-tech electronic innovations for the most part turn out to be more power-intensive (for example, plasma panels consume electricity almost 4 times more than traditional TVs), over 5 years, electricity costs will increase by another 82%.

The growth of expenses for high-tech electronics is facilitated by the further development of the Internet, where you can get information about the latest innovations, and therefore become interested in them, and later purchase them. So, according to a joint study by Yahoo! and CEA, users who searched and researched gadgets online before buying spent $31 more on a digital camera and $139 more on a TV.

Asia is the fastest growing home appliance and electronics (CTE) market in 2016, with a 12 percent market growth expected there (Figure 3), primarily due to the very rapid development of the mobile communications sector. Lagging behind is Western Europe with 5% growth, where the market is already saturated. At the same time, in the first half of 2015, Western Europe accounted for 61% of total sales, primarily in the UK, claiming 23% of the Western European market, Germany (21%) and France (17%).

Figure 3 - Growth rates of the consumer electronics market in 2016 by region

The positive dynamics of the CFC market is determined primarily by the continued active growth of its basic segments - the sectors of computers, mobile phones and televisions, which together make up 60% of the CFC market. The named categories include flat screen TVs, smartphones, camera phones, etc. The impact of other segments due to their much smaller share of the BFC market is not as significant, but also important, especially for some product categories. First of all, this applies to portable navigation devices and MP3 players, whose growth rates are especially high.

For the Russian BFC market, this year was also very successful, although its growth rates continue to decline, which clearly indicates that the market is approaching the saturation stage. If in 2014, according to RATEK, the market grew by 25%, then in 2015 the growth rate decreased to 17%, which provided the market size of $13 billion. another 14.5 billion. Growth of 15% is expected in 2016, which means that the total sales volume in this segment will be about $15 billion. computers. Therefore, the total volume of the BFC market can be estimated at about $30 billion. As for the forecasts of the market participants themselves, they differ. For example, the Technosila company predicts sales in the Russian BTE market at $30 billion, though at a growth rate of 10%. Analysts at Technoshock estimate growth at 11%, but at Eldorado they are more optimistic and expect growth at 20%. Such a significant discrepancy in analytical estimates can be explained by different approaches to market assessment. In addition, it may also be associated with the weak information transparency of the market, since companies do not seek to advertise their data, and if they do, they are limited to general figures.

The market segments that have the maximum impact on the development of this industry and are of interest to a wide range of consumers are:

Mobile phones.

The mobile phone market continues to develop dynamically, although the pace of shipment growth is gradually slowing down. If in 2015 this market increased quantitatively by 19.3%, then this year its growth rates have decreased to 9.1% (Fig. 4). In the future, the decline in rates will slow down even more, and, most likely, in 2017 they will not exceed 3%. At the same time, the rate of expansion of the mobile audience will also decrease, which is quite understandable, since today a large part of the population, including the younger generation, already uses mobile phones. In other words, this market is quite saturated.

Figure 4 - Growth indicators of the global mobile device market in 2010-2016

However, the market will still continue to develop, and shipments from 80.9 million units. in 2015 will grow to 304.4 million units. at the end of 2016. Analysts attribute the continued growth in sales in an already saturated market to the fact that in most regions, users will actively upgrade their mobile phones, replacing them with new, more functional devices.

A noticeable increase in sales in this market segment this year, in particular in the 1st and 2nd quarters, has already been noted by many analytical companies. For example, according to Strategy Analytics, in the second quarter of 2016 alone, 258 million mobile devices were shipped, which is 11% more than in the corresponding period last year. Analysts at ABI Research cite somewhat larger figures - 263.8 million units, which corresponds to a growth rate of 13%.

The market for mobile phone accessories is also developing relatively quickly, and is estimated at $32 billion in 2016. More than half of this market segment is accounted for by sets of devices designed for listening to music and using wireless communication. The market for these accessories is expected to grow steadily over the next five years and generate more than $80 billion in revenue by 2021.

Digital media players.

The MP3 and Enhanced Multimedia Player (PMP) segment is one of the fastest growing consumer electronics markets today. It is assumed that this year 216.9 million media players will be delivered to the world market, which is 21.8% more than in 2015 (Fig. 5). This corresponds to sales of $20.6 billion with a growth rate of 14.4%. By 2017, the supply of these types of devices should reach 268.6 million units. with sales of $21.5 billion, the market appears to be lagging behind in terms of money, due to the significant decline in media player prices. Analysts point to the development of the Internet, which makes it easy to find the necessary media content, and further price cuts, which automatically makes these devices even more affordable for consumers, as the main factors in the growth of sales of digital players.

Figure 5 - Shipment volume of PMP/MP3 players in 2010-2016

The Russian market of MP3 players is also actively growing - for example, in 2015 the growth rate on it was estimated at 82%. At the same time, sales amounted to 400 million dollars, which corresponds to 3 million devices. According to experts, 60% of the market was accounted for by players with flash memory, 27% - by MP3 players with CDs and 13% - by HDD players.

DVD devices.

The global market for DVD players and DVD recorders (despite its high saturation) will grow moderately through 2017. Affordable price and versatility will help to maintain leadership in the market, because DVD players can be built into a variety of devices. If in 2014 the total market of DVD devices was estimated at 140.8 million units. (Fig. 6), then by 2016 it has grown to 176.6 million units. Europe will remain the leading player in this market, which will account for a total of 38.4 million units. products. However, the market is now growing only at the expense of less developed countries in terms of information, since in Japan, the USA and Western Europe the market has long been saturated: in Japan, the peak of sales was observed in 2012, and in the USA and Western Europe - in 2013. Thus, in Western Europe in the first half of 2016, these products were sold 9% less units, which led to a reduction in market value in terms of 13%. However, the market contraction did not affect DVD devices with hard drives, the sales volume of which increased by 23% in quantitative terms - every third DVD device sold this year had a hard drive.

Figure 6 - Shipment volume of DVD players and DVD recorders in 2014-2016

The share of recordable DVD devices in the total market is small - for example, only 16 million DVD recorders were sold in 2015, that is, they accounted for just over 11% of the DVD market. But gradually interest in DVD-recorders among consumers is increasing.

As far as prices are concerned, they are expected to fall, especially as increased competition between Blu-ray and HD DVD players is imminent. But as to which of the formats will be the unequivocal winner, analysts have not yet spoken out, since with the advent of universal DVD players supporting both formats, various scenarios are possible. However, according to the latest data, the leader (at least in the combined market of the UK, Germany, France, Italy, Spain and Switzerland) is the HD DVD format: only in the first half of 2016 of players with support for this format sold 3 times more.

Digital cameras.

Many analysts' fears of saturation in the digital camera market have proven to be premature, and there is a clear recovery from the 2014 slump, according to a variety of studies. In the first half of 2016 alone, manufacturers shipped more than 42 million digital cameras, which is 27% more than in the same period last year. In monetary terms, the market is estimated at $5.9 billion, so the increase is much more modest - only 11%.

The overall picture of shipments by region is approximately the same as in 2015, except that the volumes of shipments in Europe and North America, which together account for 63% of the market (Fig. 7), have almost equalized and are now estimated at 13.6 and 13.1 million units. respectively. The largest growth in purchases in quantitative terms was shown by North America (36%) and Asian countries (33%). Growth in shipments to European countries slowed to 14%, while shipments to the Japanese market rose to 23%.

Figure 7 - Distribution of the world market of digital cameras by regions in the first half of 2007, %

Digital SLR cameras were the most actively sold. In total, 3.5 million of them were sold, and the growth rate of this segment in the whole world reached 75%. Asia became the leader in shipments of such cameras, where this figure reached 136%.

As strong as camera sales have been this year, declining demand for digital cameras in the near future due to market saturation is inevitable. Although, according to analysts, this will not affect the segment of advanced digital reflex cameras, aimed at photo enthusiasts and professionals - here shipments will be significant and will amount to approximately 8.5 million units in 2017, which corresponds to a growth rate of 9%.

Game consoles.

The budding gaming console industry continues to grow. Sales in this segment (including hardware and software) this year are estimated at $16 billion (Fig. 8), which is 23% more than in 2015. The growth rate in 2015 was 19%, and in 2014 - 6%, so there is a clear increase in the growth rate of the gaming industry.

Figure 8 - Sales volume in the game console market (hardware and software) in 2013-2016

The undoubted leader in sales of game consoles is Japan, which accounts for approximately 55.8% of the market - this is due to the popularity of such devices even among women and the elderly, which is not typical for other regions. Analysts believe that at this rate of growth, by 2018 in Japan, 89% of residents will have a game console at home. In Europe and the US, game consoles are much less popular - for example, in the US, the age of gamers is mostly limited to 18-34 years. However, thanks to the rapid growth in popularity of the Nintendo's Wii console, the US market also began to develop rapidly and in the first quarter of this year alone, sales of video games, devices and accessories increased by 54% and amounted to $ 3.3 billion. This allows analysts to expect an increase in the level of penetration of consoles in American households by 2017 to 50%.

The undisputed leader with half of the gaming market is Nintendo, whose game consoles have become one of the most popular in Japan, the USA and Europe over the past few years. Nintendo's cumulative sales in the video game console market will reach $10 billion in 2017.

Portable navigation devices.

The global market for portable navigation devices (Portable Navigation Device, PND) is experiencing a real boom - consumers are increasingly interested in this type of electronics, which is now used not only by travelers, but also by ordinary motorists. Portable navigation devices remain the most popular in the navigation systems segment, occupying 62% of the GPS navigator market. Key Factors growth in demand for navigation devices is the reduction in prices for basic models and the emergence of additional distribution channels. The growth rate in the portable navigation devices market this year is 93%, that is, the market will almost double. And in the US, the growth rate is even higher and is estimated at 100%, which will provide sales of 5.6 million units. (Fig. 9). True, this is not a record: in 2015, the American PND market tripled. As for the prospects, in the future the growth rate will decrease, but the market will continue its active development, and by 2018 56 million portable navigation devices will be sold in the world (for comparison: in 2014 there were 14 million).

Figure 9 - Sales of portable navigation devices in the United States in 2012-2016

Western Europe traditionally remains the leading market leader, the second place (as before) belongs to the USA. In addition, a significant increase in the popularity of navigation devices in the Asia-Pacific region is predicted. However, the level of penetration of this type of gadgets, even in Western Europe and the United States, is still insignificant - it is only 15 and 4%, respectively.

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1 MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN HOUSEHOLD APPLIANCES MARKET DEMO Report issue date: April 2008 This study was prepared by Step by Step MA for informational purposes only. The information presented in the study is obtained from open sources or collected using marketing tools. MA Step by Step does not warrant the accuracy or completeness of the information for any purpose. The information contained in the study should not be directly or indirectly interpreted by the buyer as a recommendation for investment. MA Step by Step is not responsible for any loss or damage caused by the use of research information by third parties, as well as for the consequences caused by the incompleteness of the information provided. These materials may not be distributed without permission from MA Step by Step. Moscow city

2 CONTENTS CONTENTS...2 Abstract...3 Purpose of the study...3 Description of the study...3 Full content of the study...4 List of diagrams...6 List of tables...7 Excerpts from the study...8 The main quantitative characteristics of the market...8 The volume and capacity of the Market...8 Market trends...11 Trends in the main quantitative indicators of the market...11 Trends in the competitive field

3 ABSTRACT PURPOSE OF THE RESEARCH The purpose of the study: is to study current situation in the market of household appliances and electronics, determination of the main qualitative and quantitative characteristics of the market. DESCRIPTION OF THE RESEARCH Research objectives: To characterize the market of home appliances and electronics To study the general economic indicators affecting the market To segment products by main items To determine the volume and capacity of the market in natural and monetary terms To identify the main manufacturers, distributors and retailers To describe the main principles of competition, to compare the main market participants by these parameters Identify the main segments of consumers Identify the problems of market development Number of pages: 69 pages Report language: Russian The report contains: 18 diagrams, 15 tables 3

4 FULL CONTENT OF THE RESEARCH Introduction Methodological part Description of the type of research Object of research Aims and objectives of the research Geography of the research Timing of the research Methods of data collection Household appliances market Macroeconomic factors influencing the market Gross domestic product dynamics Inflation rate Population income level Description of influencing markets Retail real estate market Segmentation and market structure by main types of products Main quantitative characteristics of the market Volume and capacity of the market Growth rates of the market Import of household appliances Producers of household appliances Household appliances market segments TV, audio-video equipment Photo equipment Large household appliances Small household appliances Climate control appliances Retail in the household appliances market Chain stores Segmentation of chain stores stores Major players 4

5 Online shopping household appliances Main players Consumer analysis Consumer description Consumer segmentation B2C markets B2B markets Degree of activity in consumption of Products Consumer preferences by types, brands of Products Consumer motivations and behavior when buying Products Parameters for choosing a place of purchase Purchase scenario Generalizing conclusions and recommendations Factors favoring market development Factors hindering development market STEP-analysis of the market Risk analysis of the market Market trends Trends in the main quantitative indicators of the market Trends in the competitive field Trends in the consumer segment General conclusions on the report 5

6 LIST OF DIAGRAMS Diagram 1. Dynamics and forecast of RF GDP for the years, billion rubles. Diagram 2. Inflation rate and forecast, % Diagram 3. Dynamics of real disposable cash income of the population, as a percentage of the corresponding period of the previous year Diagram 4. Volumes of the retail real estate market in 2007 Diagram 5. Shares of segments of various types of products in value terms , in % Diagram 6. Volumes of various segments of the household appliances market in 2007, $ billion Diagram 7. Dynamics of changes in the volume of the household appliances and electronics market (including computer equipment and mobile phones), $ bln. Diagram 11. Main places of purchase of household appliances and electronics in 2006, % Diagram 12. Shares large networks in the market of household appliances and electronics, % Diagram 13. Distribution of the population by frequency of visiting household appliances and electronics stores Diagram 14. Distribution of consumers by knowledge of various brands of household appliances and electronics Diagram 15. Distribution of consumers in the central region by knowledge of various brands of household appliances and electronics Chart 16. Factors influencing when choosing where to buy home appliances Chart 17. Consumer buying scenarios 6

7 LIST OF TABLES Table 1. Volumes of completed and announced retail real estate projects in 2007 Table 2. Comparative characteristics household appliances and electronics manufacturers by main parameters Table 8. Comparative characteristics of retail chains Table 9. Comparative prices for different kinds products in chains search engines(in order of priority) Table 11. Comparative characteristics of some online stores of household appliances and electronics Table 12. Comparative characteristics of prices for household appliances and electronics in online stores Table 13. Population distribution by average per capita cash income Table 14. STEP-analysis of factors influencing the development of the household appliances and electronics market Table 15. Possible risks related to the market of household appliances and electronics 7

8 EXTRACT FROM THE RESEARCH According to Step by Step, now more than half of the household appliances market in monetary terms belongs to the segment of audio-video equipment, in which about 60% is occupied by TVs. About 29% is occupied by the segment of large household appliances, and 7% is accounted for by small household appliances. Climatic equipment occupies 8% of the household appliances market. MAIN QUANTITATIVE CHARACTERISTICS OF THE MARKET MARKET VOLUME AND CAPACITY According to the RATEK Association in 2007, the market volume of electronics and household appliances, excluding mobile phones and computer equipment, amounted to $15 billion in monetary terms. According to some experts, by 2017 the market volume may approach $60 billion. Consider the volume of the main segments of the home appliances and electronics market. DIAGRAM 1. VOLUME OF DIFFERENT SEGMENTS OF THE HOUSEHOLD APPLIANCES MARKET IN 2007, $ BILLION.3 $ billion.2 1.1 0 and video technology is $8.3 billion. Volume 8

9 of the segment of large household appliances is almost 2 times less and is equal to $4.4 billion. The volumes of the markets for climate control and small household appliances are at the same level a little more than $1 billion. According to Technosila, the total volume of the market for household appliances and electronics, including mobile phones and computer equipment, according to the results of 2007 will exceed $30 billion. Source: Technosila Company, 2007. In 2008, according to forecasts of market participants, the total volume will be about $35 billion. According to Deutsche Bank, consumer electronics spending in Russia reached 5.4% of total spending. For comparison: the British spent 3.0% on household appliances, the Japanese 2.9%. Among the reasons that influenced this alignment, and more low prices on electronics in developed countries, and the difference in income. For the average Russian family, 5.4% of total expenses per year is $180, while for the Portuguese this amount is $635. nine

10 The following segments of the retail sector are distinguished on the household appliances market: Chain stores Non-chain stores Trade complexes, fairs, radio markets Departments in supermarkets, department stores, etc. Internet shops In 2006, 54% of Russians preferred to buy household appliances in specialized chain stores. These include residents of large cities, people of working age with an education of at least average and a high level of income. Retail in the household appliances market DIAGRAM 3. MAIN PLACES OF BUYING HOUSEHOLD APPLIANCES AND ELECTRONICS IN 2006, % Chain stores 54% Non-chain stores 16% Departments in supermarkets, department stores, etc. 14% Trade complexes, fairs, radio markets 8% Internet shops 1% Other 7% 0% 10% 20% 30% 40% 50% 60% Source: ROMIR Monitoring, 2006 10

11 16% of Russians buy equipment in small specialized stores, in a specialized department, section of a supermarket or department store, 14% of Russians buy equipment. Large specialized shopping malls, fairs and radio markets are popular with 8% of Russians. And 1% of Russians noted that they purchase equipment via the Internet, by phone or from a catalog. According to our estimates, in 2007 the distribution by trade formats remained approximately the same. We can state an increase in the share of Internet sales up to 3-5%, which is caused by the increasing role of the Internet in the life of Russians. It is also possible to predict an increase in the share of purchases in chain stores up to 55-60%, due to the rapid development of chains, including in the regions. The following will be analyzed in detail: Chain stores Online stores MARKET TRENDS TRENDS ON THE MAIN QUANTITATIVE INDICATORS OF THE MARKET Stable market growth at the level of 10%. In recent years, the growth of the market is due to the increasing incomes of the population, as well as the boom in consumer lending. TRENDS IN THE COMPETITIVE FIELD Trade in household appliances and electronics is gradually acquiring civilized forms. In recent years, there has been a gradual replacement of trade in the markets with chain stores. Displacement of small regional networks by large federal networks. The market share occupied by federal networks, which include MIR, M-Video, Technosila and Eldorado, is increasing every year. Increasing quantity Western companies working in the territory 11

12 Russia This trend will contribute to a decrease in imported equipment, as it will be produced in Russia, but under a Western brand and at a facility owned by foreigners. The share of such enterprises will increase over time. The share of the electronics market occupied by large hypermarkets (Metro, Auchan and others) is growing. The Step by Step Group of Companies has been operating on the market for 7 years, providing a full range of consulting and marketing services creating the opportunity to support management decisions and business development of its clients in the following areas: Management and marketing consulting Branding Marketing research Real estate research and consulting Call-center MarketPhone Leading specialists of the Step by Step Group of Companies are such professional organizations, as the International Association of Professionals in Public Opinion Research and Marketing (ESOMAR), NGPC (National Guild of Professional Consultants), Guild of Marketers, RARI (Russian Association of Market Research), Moscow Chamber of Commerce and Industry. 12

13 To date, the portfolio of the Step by Step Group of Companies includes more than 300 completed projects. We are proud of our cooperation with such organizations as Svyazinvest OJSC, RAO UES RF, IT Co., Russian Biscuit Company, Trade House " The Snow Queen", Mokko coffee houses, RENOVA CJSC, RBC group of companies, TEKON group of companies, HITACHI ltd, Honewell, Brazilian Exporters Association (APEX), Detsky Mir CJSC, Blackwood, Hals System. 13

EXPRESS ANALYSIS OF THE MARKET FOR PAYABLE MEDICINE SERVICES (GYNECOLOGY AND UROLOGY) DEMO VERSION Report release date: December 2008

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MARKET RESEARCH AND ANALYSIS OF THE TOBACCO AND TOBACCO PRODUCTS DURING THE CRISIS DEMO Report Release Date: December 2008

OVERVIEW OF SHOPPING AND ENTERTAINMENT CENTERS IN KRASNODAR DEMO VERSION Date of issue of the report: August 2007 This study was prepared by Step by Step IA for informational purposes only.

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MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN JUICE MARKET DEMO VERSION Report release date: March 2008 This study was prepared by Step by Step MA for informational purposes only.

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Report title RUSSIAN MOBILE PHONE MARKET Name of the executing company Step by Step group of companies Report release date 19.08.2012 Number of pages 102 pages Report language Russian Cost (rub.)

Almost the entire range of household electrical and radio electronics is currently being 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. However, most factories are owned by foreign companies or carry out contract manufacturing of certain models for them.

Every year, domestic producers go into the shadows more and more, losing their market share to imported brands. 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. The weak interest in the industry from 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 is not so large.

If in 2009 the share of domestic production was 4% of the entire household appliances market, now the share is about zero. Below are the data of the Russian market of household appliances in 2014: Unified interdepartmental information and statistical system [Electronic resource]

• - Computers and computer components, network, multimedia, audiovisual and photo equipment. Import is about 95%, localization foreign companies with production in Russia is small. The share of national production is near zero.
• - Large household appliances - imports 35-40%, the rest are foreign brands with production in Russia (60-65%). The share of national production is near zero.
• - Television equipment - import 65-70%, localization 30-35%.
• - Small household and kitchen appliances - import 80%, localization 15%, domestic production is about zero.

According to DISCOVERY Research Group, let's consider the size of the household appliances market for the following products:

The volume of the refrigerator market in Russia in 2013-2014 averaged 4.25 million pieces. or $2160.6 mln. in physical terms it was 661.9 thousand units, in value terms - $327.7 million. In the segment of freezers, the average volume for 2 years amounted to 661.9 thousand units. (in physical terms) or $327.7 million (in value terms).

The volume of imports of refrigerators to Russia in 2013 amounted to 1.31 million units. or $432.8 million, and in 2014 1.09 million units. in the amount of $362.6 million. The volume of exports of refrigerators from Russia in 2013 amounted to 367.3 thousand units. or $87 million, but decreased in 2014 -268.8 thousand units. in the amount of $63.6 million.

• - The volume of the dishwasher market in value terms in 2013 amounted to $255.4 million, and in 2014 - $295.43 million. In 2014, the volume of imports amounted to $295.5 million, which is 46% of the total dishwashers from Germany, 21% from Poland, and 11% each from Italy and China. The volume of exports of dishwashers from Russia is less than the volume of imports to Russia. According to the Federal Customs Service of the Russian Federation, in 2014, 127 dishwashers were exported from Russia with a total value of $63,507.
• - The volume of the market for steamers in Russia in 2013 amounted to about 1.5 million units. in kind. The volume of imports of steamers to Russia in 2013 amounted to more than 500 thousand units, and according to the results of the first half of 2014 - more than 200 thousand units. According to the results of 2013, the leading positions in the import of steamers to Russia belong to trademark BRAND.

The import of steamers to Russia is dominated by products Chinese made, which accounts for about 65% of the volume of imports of this product in value terms. The second place in imports is occupied by products from Thailand, followed by German-made products.

In 2014, about 2.37 million tablets were delivered to Russia. This is 1.4% less than in the same period in 2013. In monetary terms, the market decreased by 33.4% compared to the third quarter of 2013.

At the end of 2014 The first line in the list of leaders in the Russian tablet PC market is occupied by Samsung (16.9%), followed by Lenovo (15.5%), Apple (9.1%), ASUS (9%) and Digma (6.8%) (Figure 2.2).

Figure 2.2 - Leading import manufacturers of tablet PCs in Russia, %, 2014

In 2014, 4.219 million laptops were sold in Russia, which is 32% less than in 2013. The segment of the Russian laptop market decreased by 26.9% compared to 2013, and the deliveries themselves amounted to 4.87 million pieces

At the end of 2014, the weighted average prices for laptops in rubles rose by 13% compared to October, which is even more than the growth of the dollar during this period, and in such a situation it was difficult to achieve truly large sales volumes. There was a "hasty drain into the channel" of all available stocks in warehouses due to the devaluation of the ruble, shipments of laptops already in January 2015 decreased year-on-year by about 60%.

All retail trade enterprises retailers specializing in the sale of household appliances and electronics can be divided into 3 groups: mono-brand retail chains, multi-brand retail chains and private stores. In turn, retail chains and individual trading enterprises are divided into specialized and universal (Figure 2.3).

Figure 2.3 - Classification of trade enterprises in the market of household appliances and electronics

Mono-brand retail chains are retail chains where goods are sold that are produced under only one trade mark or brand. Its owner can be either directly the manufacturer of this product (he is also the owner of the brand), or a company that owns only the rights to sell. A monobrand is usually implemented using various options for a franchising system. A mono-brand store is a boutique (or a chain of boutiques) designed according to the style of the brand and reproduced regardless of the country in which the trade is organized.

Multi-brand retail chains are retail chains, the assortment of which is not limited to any one brand, but is represented by several well-known brands. Non-network trading enterprises of household appliances and electronics are all trading enterprises that are not included in the first and second groups.

Get acquainted with large manufacturing enterprises in Russia (Table 2.3).

Table 2.3

The main enterprises-manufacturers of household appliances in Russia, 2015

In the first quarter of 2015, the Russian home appliances and electronics market showed a 14.5% decrease in turnover compared to the same period last year, after a surge in sales at the end of 2014.

Dynamics of the volume of the market of electrical household appliances and electronics in Russia:

Audio and video equipment: declining sales of basic goods

The first quarter of 2015 was marked by a decline in demand for consumer electronics compared to the same period in 2014. Sales of TV sets and navigators for cars have especially strongly decreased to 50%. However, consumers continue to show interest in UHD technology and, in March 2015, the share of UHD in TV turnover exceeded 9% of all sales. Digital signal receivers and soundbars without a drive are the only segments in the market for which the money turnover in rubles increased in the first quarter of 2015.

Large home appliances: tougher competition

Demand for large household appliances at the beginning of 2015 is characterized by instability. After a boom in sales and a 70% increase in demand at the end of 2014, demand is now down. Turnover in January was lower than last year by only 7%, and in March - by more than 40%. Nevertheless, with the strengthening of the ruble in recent weeks, there has been a slight decrease in retail prices, which, if this process continues, may have a positive effect on demand.

Small Appliances: Demand for Beauty and Health Products Remains

According to the results of the first quarter of 2015, the market of small household appliances showed a decrease in turnover by 11.8% and a decrease in demand by -27% in pieces. This discrepancy is observed due to a significant increase in prices by more than 20%. The most stable demand is for health and beauty products and coffee machines - the turnover is almost at the level of the 1st quarter of 2014 (20%). Despite the overall decline in sales in the small home appliances market, the Internet is still showing positive growth rates, which is very supportive of the MBT sector as a whole.

Information technology: fall and degradation

After the changes in the ruble exchange rate at the end of 2014 almost doubled the prices of the Russian IT market, two main trends remained on it: a decrease in demand and a transition from middle-class models to entry-level models in the main product groups. The ruble volume of sales of the IT market decreased by only 20% in the first quarter, but in real terms, computers were sold 40% less, as well as monitors. In the first quarter of 2015, about 1 million desktop and laptop PCs were delivered to Russia. This is 43.6% less than in the first quarter of 2014. Companies - leaders in the PC market in the first quarter: Lenovo - 22.2%, Hewlett-Packard - 16.8%, Acer - 10.5%, ASUS - 8.7%, DNS - 6.3% (Fig. 2.4).

Figure 2.4 - Leading import manufacturers of desktop and laptop PCs in Russia, %, 2015

Telecommunications: new reality, new prices

In the first quarter of 2015, the telecommunications equipment market experienced a noticeable drop in demand (almost -15%), which is much less than in other sectors, but remained the only one that showed an increase in turnover (+3.7%) due to almost for all models. The facts speak for themselves - buyers still pay more for the same models, not to mention new ones.

After the change in the exchange rate of the ruble at the end of 2014 increased the price of electrical appliances from 15% to 40% depending on the sector. All buyers who did not have time or could not make a purchase in December last year are now looking for the necessary equipment, not only focusing on characteristics, but also on the price level. There is no shortage of goods in retail, which buyers feared. The decrease in demand rather depends on the family budget, which has not become larger. GfK - a source about consumer markets and the consumer [Electronic resource].

In Russia, the number of household appliances stores, hypermarkets and electronics supermarkets is growing every year. With the advent of specialized hypermarkets in the cities, many small household appliance stores were forced to cease their existence. With the advent of federal-level companies to the market, big changes began for regional networks, competition in the industry has significantly increased.

The change takes place not only at the level of the store format, the buyer himself, his needs and requirements are also changing. According to marketing research, for Russians in the first place is still the cost of household appliances. Today, consumers are not ready to overpay for goods, and hypermarket chains, as a rule, offer their customers reasonable prices, holiday discounts and other discount programs.

The study analyzed 10 federal and 35 regional networks operating in 100 cities of the Russian Federation. The total selling space of household appliances and electronics stores located in the cities under study is divided among the five main market players. The leader is the M. Video network, which occupies 24%. A little less - Eldorado, which accounts for 21% of the area. In third place is Technosila (11%), followed by Media Markt (7%) and Expert (6%). Thus, the share of the five largest retailers in total accounts for 69% retail space occupied by household appliances and electronics stores. Other market players, including local networks, occupy 31%.

A variety of household appliances presented in our country is able to satisfy the tastes of even the most demanding consumer. The geography of the supplied products is very diverse, and the number of famous brands is just as large.

An analysis of the development of the Russian household appliances market made it possible to identify a number of trends in its development:

• – dependence on import supplies;
• – an increase in the number of Western enterprises operating in Russia;
• – slowdown in sales growth in the home appliances and electronics market;
• – reduction in sales of phones and smartphones to 38-39 million units (which is lower than the same indicator in 2014 by 20-25%);
• transition from price competition to non-price competition.

To further change the situation, major players have developed and are implementing anti-crisis measures:

• - optimization of the assortment, increase in the assortment of the share of the mid-price segment, etc.;
• - there is an increase in sales of household appliances through Internet - trade;
• – further promotion of large retail chains household appliances on regional markets;
• – further growth of basic and additional service;
• – growth in sales of household appliances through mobile applications;
• – further development of multi-channel sales;
• – there is stagnation in the segment of cell phones and smartphones.

Forecast for the development of the Russian household appliances market for 2015:

• – the economic downturn and a decrease in consumer activity will affect the dynamics of the development of the home appliances market, a decrease in the growth rate of sales in the whole market of home appliances in Russia is predicted;
• – further decline in profit growth rates trading companies in this market;
• – decrease in sales in the cell phone segment by 17-18% compared to 2014;
• – reduction in sales of phones and smartphones to 38-39 million units (which is lower than the same indicator in 2014 by 20-25%);
• - switching consumer preferences to cheaper models in all categories of household appliances;
• – further strengthening of competition in all segments of the household appliances market;