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1 MARKET RESEARCH AND ANALYSIS OF THE RUSSIAN APPLIANCES MARKET DEMO VERSION Report release 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 assembled with 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 the current situation in the market of household appliances and electronics, to determine the main qualitative and quantitative characteristics of the market. DESCRIPTION OF THE RESEARCH Research objectives: To characterize the market of household 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 according to 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 Market commercial real estate Segmentation and structure of the market 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 Manufacturers 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 Main 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 of 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 manufacturers of household appliances and electronics by main parameters Table 3. Product range of TV, audio-video equipment various companies Table 4. Range of photo and video cameras from various companies Table 5. Range of large household appliances from various companies Table 6. Range of small appliances from various companies Table 7. Range of climatic equipment from various companies Table 8. Comparative characteristics of retail chains Table 9. Comparative prices on the 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. Distribution of the population 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 associated with 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 terms of money 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, Russian residents' spending on consumer electronics 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. 9
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. Increase in the number of Western companies operating 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 an 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 Research Professionals public opinion and Marketing (ESOMAR), NGPC (National Guild of Professional Consultants), Marketing Guild, RARI (Russian Association for 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, Snow Queen Trade House, Mokko coffee houses, RENOVA CJSC, RBC group of companies, TEKON group of companies , HITACHI ltd, Honewell, Association of Exporters of Brazil (APEX), CJSC Detsky Mir, Blackwood, System Hals. 13
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In Russia, the fall 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.
Compared to Western markets, marginality (profitability from deliveries and sales) Russian market household appliances for foreign manufacturers technology 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 postponed the purchase of things that cannot be classified as essentials, the well-established consumer lending system was shaken, the exchange rate rose sharply, as a result of which components became more expensive. In Russia, the decline in the household 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).
In Russia, almost the entire range of household electrical and radio electronics is currently being produced, 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 foreign companies or contract manufacturing 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 a priority for industrial production, compared, for example, with the localization and development automotive industry. Moreover, no attempt is made to support domestic production, as is the case for telecommunications equipment manufacturers, where companies can count on tax breaks. The weak interest in the industry from the side of the Government is explained by the fact that it is difficult to attribute household appliances and electronics to 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 category "Telephony-Navigation-PC" 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%) are leading by a significant margin. Moreover, imports of laptops specifically 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 average level 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 the latest trends in the Russian market.
By 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 such 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 market consumer electronics is the Eldorado network. The sale of small household appliances and televisions under several brands, which it was the owner of, 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.
The main factors behind the growth in the turnover of the household appliances market in Russia in recent years have been the rapid growth in the welfare of the population and favorable
macroeconomic situation. According to the DISCOVERY Research Group, in 2008 the domestic appliance market in Russia amounted to $10.8 billion.
However, global financial crisis, accelerating inflation by consumer market and a slowdown in the growth rate of household incomes led to a decrease in the turnover of the household appliances market already in the second half of 2008. As a result, in 2009 the market fell by 25% to $8.1 billion. Currently, the market has begun to recover, but according to GfK research in Russia, this year it is unlikely to show rapid growth: in 2010, about 5% is expected. growth this market(based on http://marketing.rbc.ru/news_research/22/03/2010/562949977996081.shtml and http://planovik.ru/research/2010/03/22/3672.html)).
The household appliances market accounts for about 60% of total volume home appliances and electronics market. Nevertheless, the Russian household appliances market continues to be considered the most promising and fastest growing in Europe.
Despite the fact that retailers are making every effort to reduce costs and optimize costs, prices for household appliances are rising and there is a slight decrease in consumer activity. Experts believe that if the ruble falls further against the world's leading currencies, this may lead to an increase in prices for household appliances. At the same time, buyers still limit themselves to the most necessary and inexpensive purchases, carefully choose and continue to postpone large purchases in anticipation of sales and better loans (based on http://marketing.rbc.ru/news_research/22/03/2010/ 562949977996081.shtml and http://www.e-o.ru/publisher/45817.htm).
In value terms, in the structure of the Russian market of household appliances and electronics, the largest share belongs to the segment of audio-video equipment (38.1%), the share of large household appliances is slightly less - 36.4%. The shares of small household appliances and photographic equipment are 17.4% and 8.1%, respectively (Figure 1).
Picture 1.
Structure of the Russian market of household appliances and electronics*
Main conclusions:
The home appliance market has grown steadily over the past few years. However, the global financial crisis, the acceleration of inflation in the consumer market and the slowdown in the growth of money incomes of the population led to a decrease in the turnover of the home appliances and electronics market.
Consumer demand is characterized by the most necessary and inexpensive purchases, careful selection and postponing large purchases in anticipation of sales and better loans.
In the structure of the Russian market of household appliances and electronics, about a third belongs to the segment of audio-video equipment, almost the same share of large household appliances. The share of small household appliances and photographic equipment in the overall structure is much smaller. The biggest decline in sales was observed in the 2nd quarter of 2009. In 2010, a stable trend is observed: pre-New Year sales of home appliances are traditionally high, and the February-March holidays made it possible not to slow down the pace of sales. Retail players in the home appliance market were also hit hard. Almost everyone has foreign debts. Main anti-crisis measures optimization of the assortment, a focus on the mid-price segment, the release of new products, promotions to attract and retain customers.
According to experts' forecasts, the household appliances market will be able to reach pre-crisis volumes only by 2012.
Specialists of the Russian retail network "M.Video" have prepared analytical review Russian market of household appliances and electronics in 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 in the Russian market of electronics and household appliances increased 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 Moscow Region (31%), from St. Leningrad region(7%), as well as 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 the average cost of a smartphone: the figure increased by 14% and reached 10,190 rubles.
The position of mobile devices on Android has been strengthened due to a wide range of B-brand smartphones 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 they purchase products in the 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. 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. Medium market price consoles grew from 15,800 to 21,000 rubles, and the PlayStation 4 became the undisputed 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%. Online share in general sales categories 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%). 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 active development received the category of combidevices - 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 at the expense of more strong growth average price for embedded ovens the fall for them in monetary terms was almost 10% less than for the slabs. 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.
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 only buy what he needs, quickly and without special costs 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 major cities countries began to open large centers with an assortment for any wallet: from calculators and cell phones to expensive embedded technology. 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 availability of additional services: convenient parking, snack bars, 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. As a result, experts say, the consumer demand. 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? First, as mentioned above, this indicates a clear trend: the leading players in the electronics market are influenced by various factors transfer highly competitive struggle with each other to the regions. Secondly, the result of this confrontation is their consolidation through the absorption of local networks. And, finally, thirdly, everyone wins here: the federal eliminates a competitor and strengthens, the owner of the regional network sells his business profitably, and the buyer ultimately gets the opportunity to even more favorable conditions buy quality equipment.
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 the local company and trusts it. 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
But 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 are becoming buyers of a business with a working capital of hundreds of billions of rubles.
According to experts, the execution of the transaction can be very delayed. It may take one 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 networks began to feel 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.
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