Commercial Director of Holodilnik.ru Alexey Pogudalov about the Russian market of home appliances
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The Russian home appliances market is impressive: if we do not take into account the drop in sales due to sanctions in 2022, then on average they exceed 3.6 million units per year for refrigeration and freezing equipment, 4 million units for washing machines, stoves and ovens – 2.5 million pieces.
Of course, against the backdrop of the departure of brands from Europe and Korea, their competitors decided to strengthen themselves, including by expanding local production. This means creating jobs not only at the enterprise itself, but also at adjacent ones. Therefore, the government in some cases is ready for subsidies, credit or tax breaks. Less dependence on external forces and sanctions has now become an important factor.
The main difficulty in starting production from scratch is the payback period. Not a single enterprise recoups the invested money in two or three years. This is a long-term project requiring constant modernization.
In addition, if an enterprise starts producing a new brand, it is difficult to promote it in the already established Russian market. No one will just give their share. The emergence of new players increases competition, which is good for the consumer, but seriously reduces the profitability of manufacturers, which until 2022 held back the launch of assembly projects.
But today the situation is such that those who go into production will get an advantage. (For a fundamentally different view of this issue, see the material on the same page.— “b”.)
For comparison: a conditional washing machine made in the Russian Federation can cost a consumer 30 thousand rubles, and exactly the same, but from Europe, most likely more than 50 thousand rubles. Logistics, labor and production costs, representation and intermediary chain costs affect, currency volatility should be taken into account. And these are not all factors.
Most of the costs are significantly reduced when the production of equipment is localized in the country. Despite the fact that manufacturers are afraid of problems with the supply of components (see Kommersant of August 18), even if they are imported, it is more profitable to assemble devices in the Russian Federation. Again, on the example of washing machines: about 250 pieces of finished products travel in a truck, and components can be delivered to produce several thousand pieces. Drums, hulls, tanks, counterweights and so on can be made in Russia, the cost of production is falling.
Now a large number of categories of electronics are not produced in the country, or the share of these industries in total sales is almost imperceptible. At the same time, there are categories where up to 90% of devices are manufactured in the Russian Federation, but the share of localization by components does not exceed 10-15%.
Televisions and monitors are prime examples. Processors, matrices, boards, which make up the bulk of the cost, are imported from abroad. Smartphones, laptops, built-in appliances, dishwashers, air conditioners, etc., in fact, are not produced in the Russian Federation, and what is produced occupies a very small volume of the market.
The state can stimulate the development of local industries through taxes and benefits. One of the most interesting for me seems to be the category of dishwashers, which in the Russian market has crossed the sales threshold of 1.1 million per year, ovens (1.3 million per year), and hobs (1.7 million). At the same time, the consumer is interested not only in the budget segment, but also in the more expensive segment, since many Western premium brands have left Russia.
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