Lord support the laptop wider – Newspaper Kommersant No. 150 (7351) of 08/18/2022

The government, large retailers and Russian electronics manufacturers are discussing the idea of ​​subsidizing the cost of advertising domestic electronics (laptops, system units and tablets) to retail chains. This should increase the recognition of Russian brands in the consumer segment, retailers believe. But electronics manufacturers emphasize that in addition to marketing support, they need preferential loans to produce large batches of products that cannot yet compete in price with foreign counterparts.

A Kommersant source in the government said that the Ministry of Digital Transformation, together with major Russian electronics manufacturers (Aquarius, Yadro, ICL) and retailers (M.Video and DNS), is discussing the possibility of establishing retail sales of Russian devices, primarily tablets, laptops and system blocks. “Large chains have expressed interest in selling Russian electronics, but they need government support to promote brands. The consumer must be motivated to at least get acquainted with domestic products, ”says the interlocutor of Kommersant. According to preliminary estimates, this will require about 1 billion rubles. in year.

Now Russian manufacturers are not focused on the consumer segment and produce only for the corporate and public sector. Maxim Koposov, director of Promobit (who developed the Bitblaze laptop in 2022), explains that in retail chains, Russian laptops are represented by ODM devices (original design manufacturer, produced at Taiwanese or Chinese enterprises and only branded in the Russian Federation). “The sale of laptops assembled in the Russian Federation through networks is difficult due to the high price. In conditions of small-scale production, with batches of several thousand pieces, it is impossible to compete with well-known brands,” emphasizes Mr. Koposov. For example, the Bitblaze laptop will be commercially available by early 2023 with only a thousand pieces.

The authorities have been discussing the idea of ​​subsidizing marketing expenses for the promotion of Russian brands in the past few months. In June, the head of the Ministry of Industry and Trade, Denis Manturov, announced that the government had approved the allocation of 500 million rubles “in pilot mode”. their advertising in the media. The Ministry of Industry and Trade told Kommersant that from August 18 to September 29, companies will be selected, the cost of advertising their goods will be subsidized through ANO National Priorities. Whether advertising for laptops and tablets would fall under this support measure was not specified by the ministry, saying only that manufacturers can apply.

A Kommersant source on the market says that laptop manufacturers have repeatedly asked the Ministry of Industry and Trade for clarification whether this support measure will apply to them, but have not received a response: “If the idea of ​​the Ministry of Digital Development is approved, large retailers will be able to receive a subsidy for partial reimbursement of promotion costs. Russian electronics without an intermediary in the form of ANO.

Svetlana Legostaeva, general director of the ANO Computing Equipment consortium, says that she participated in a number of meetings at the Ministry of Digital Development on the topic of promoting Russian electronics in retail. But in order to bring domestically produced laptops and tablets to the consumer market, in addition to a marketing campaign, it is necessary to provide manufacturers with preferential loans so that they can produce large batches, she is sure: “Such loans can also be issued to retailers if they guarantee demand.”

M.Video-Eldorado assured Kommersant that they were interested in expanding the range of domestic equipment: “Joint promotional campaigns with manufacturers will allow consumers to learn more about Russian brands and products that can compete with foreign ones in many categories.” The details of the project are still being discussed, the retailer added. Mintsifra, Aquarius and Yadro declined to comment, DNS co-owner Dmitry Alekseev did not respond to Kommersant.

Director of the Sales and Marketing Department of ICL Techno Ildar Vagizov agrees that in order to strengthen the presence of Russian electronics in retail chains, manufacturers need to “strengthen the current state policy to support the radio-electronic industry”, in particular, launch concessional lending: “This will make the industry more attractive and allow Russian developers to maintain marginality without raising prices.” Executive Director of F+ tech (produces tablets) Alexey Melnikov adds that it is also possible to subsidize the installation or purchase of Russian software devices by the buyer and offer citizens preferential consumer loans.

Nikita Korolev, Timofey Kornev