Smartphones distributed by share – Kommersant FM
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Smartphones in Russia are becoming more expensive amid record demand. According to MTS, 27 million devices have already been sold in 2023 – this is the maximum figure in four years. By the New Year, retailers are expecting higher prices for equipment. The average price in December will be 26.5 thousand rubles, which is 20% higher than in 2022, say analysts from Wildberries, Tele2 and Beeline. Is there a chance to get a discount? Ivan Yakunin will tell you.
The situation depends on the price segment. Basically, Russians buy smartphones from 15 thousand to 30 thousand rubles, according to the Chek Index statistics. Such devices account for more than half of purchases. The top selling units are Asian models – Xiaomi, Tecno, Realme and Samsung. Flooding the market with brands with affordable prices is not a new trend, but it is precisely this that led to an increase in demand in 2023, says Andrey Petrov, a representative of the M.Video-Eldorado group:
“From the second half of 2022, the Russian smartphone market, after all the challenges, began to recover. And this year we see an increase in positive consumer sentiment and the realization of pent-up demand. Other drivers include the emergence of new products, as well as the increased activity of Chinese manufacturers, who are actively competing with each other and increasing their share in the popular basic and mid-price segments.”
MTS confirms that retailers have increased budgets for promoting devices. And unlike last year, there are no supply problems now. This has revived demand, but rising prices remain a limiting factor for the market. At the beginning of the year, the dollar cost 71 rubles, now it’s already 90. As a result, the average bill increased by more than 10%, notes Anton Fomin, head of retail projects at Fplus:
“If we talk about the most popular models that exist, then previously the price, for example, could be 9 thousand rubles. for some Redmi 10C from Xiaomi. Now it’s about 11 thousand rubles. If we are talking about another popular model, this is also the Xiaomi brand – model 9A. Previously, the price was about 4.5-4.8 thousand rubles, but now it is already about 6 thousand rubles.”
It may seem that Apple has finally lost its leadership in the Russian market. In terms of things, this is really true: according to MTS calculations, the company is not among the top five most popular manufacturers. But in terms of money, it was the iPhone that immediately provided retailers with a third of sales. According to Mobile Research Group estimates, iPhones in Russia will increase in price by an average of 20% by the end of 2023. And this turns off buyers. According to MTS, in the first three quarters the market share of the Cupertino company decreased from 11% to 9%. For the President of Inventive Retail Group Tikhon Smykov, who manages, among other things, the re:Store chain of stores, this is expected:
“Apple’s share of units is slowly but surely declining. The dollar exchange rate has changed and everything has become more expensive. Now an iPhone probably costs 80-85 thousand rubles, and the average phone on the market costs 15 thousand rubles. Sales of Apple smartphones in units are small, but in terms of money their share is very large. The iPhone 14 is a good buy. The 15th is still expensive. Pro and Pro Max cost around 150 thousand rubles.”
Retailers expect traditionally high demand for smartphones in December, and this concerns mainly the high price segment, noted Beeline. There will be discounts, but up to a maximum of 20%. In this case, the mathematics works simply: in the most favorable scenario, for an iPhone 15 Pro Max with 1 terabyte of memory instead of 264 thousand rubles. you will have to pay only 211 thousand rubles.
Everything is clear with us – Telegram channel “Kommersant FM”.
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