Distributors will live with their own minds – Newspaper Kommersant No. 61 (7506) dated 04/10/2023
[ad_1]
Electronics distributor diHouse, following Marvel, is opening its own consumer business selling smart home technology. Judging by the website of the project, the company intends to open a showroom and provide complex arrangement services. Experts admit that now there is a demand for this direction, but they specify that cooperation with developers and designers, rather than retail sales, will be the most promising.
The distributor diHouse (Diehaus LLC, part of Lanit Group of Companies) filed an application for the diHouse Pro trademark with Rospatent in March. On March 24, the declared designation was sent for examination, follows from the database of the Federal Institute of Industrial Property. Under the brand, according to the projected site on dihouse-pro.ru, there will be a service for home improvement with “smart” appliances. The diHouse Pro showroom is planned to be organized in the Artplay design center in Moscow (there is no information about such a tenant on its website yet). diHouse declined to comment.
The diHouse Pro domain is registered to Dihouse Retail LLC, which could have been created under diHouse plans to go into offline retail (see “Kommersant” dated October 20, 2022), the same legal entity is indicated in the site’s privacy policy. Dihouse LLC in February also registered two domains mentioning Yeelight Pro, a line of the Yeelight smart lighting brand (owned by Chinese Xiaomi), which combines professional devices. Yeelight is mentioned on the diHouse Pro website along with other Chinese brands (Hikvision, Tuya), as well as the Russian brand of smart cameras and locks Novicam. The site says that the equipment was officially delivered and “made for our region.”
In the world, demand for devices for smart home is stagnating: according to IDC, their shipments in 2022 fell by 2.6%, to 878.1 million units. In 2023, analysts expect a symbolic growth of 2.2%, which will continue in the future for five years (see chart). But in Russia the market is just being formed. DiHouse has become the second major Russian distributor to open retail stores specifically for the sale of smart home devices. Marvel Distribution launched the Vsesmart network in 2022. “People come with different requests: someone with a design project for a new home, someone is sent to us from a regular home appliance store, someone has heard about a conventional speaker with a voice assistant and would like to know what else can be done with it. ”, – explained the strategy of Marvel, the head of the network Alexander Buinevich.
In the field of “smart” home appliances, as well as in the field of professional equipment, there is a demand for the services of integrators, “it is convenient for the consumer when he comes to one company and pays for setting up a “smart” home, without tormenting himself with “ready-to-work” devices,” said MForum analyst Alexei Boyko. He claims that since 2022, among the buyers of such devices, “there has been an understanding that it is necessary to take the solutions of those suppliers who will not be disconnected in Russia, that is, either Russian manufacturers, or from Russian suppliers and integrators.”
The decision to place a showroom for home automation equipment next to design and repair shops looks logical, says Mikhail Burmistrov, CEO of Infoline-Analytics. “Smart home systems are now becoming an integral part of major and serious repairs, even if different consumers are ready for different levels of technology implementation,” he adds. According to the expert, diHouse will receive an influx of customers and avoid direct competition with household electronics stores, as well as marketplaces.
TelecomDaily CEO Denis Kuskov clarifies that diHouse should rely primarily not on retail customers, but on contacts with construction and design companies and become their permanent supplier.
[ad_2]
Source link
