Taiwanese MSI became the leader in laptop sales in Russia, overtaking Asus and Huawei

Based on the results of 11 months of laptop sales, Taiwanese MSI became the leader in Russia, overtaking Asus and Huawei, retailers and distributors told Kommersant. According to market participants, the total volume of devices sold reached the 2021 level, amounting to 2.9 million laptops sold. Experts note that the driver of demand for MSI could be a reduction in prices and continued “marketing activity”, and in 2024 the main struggle for market leadership will unfold between this brand and Huawei.

M.Video-Eldorado told Kommersant that in January-November, 2.9 million laptops were sold in the Russian Federation, which is 15% more than in the same period in 2022, and “comparable” with the result of 2021. In monetary terms, sales increased by 10%, to RUB 180 billion. Information from other market participants confirms these data.

Thus, according to the estimates of business analyst of the Fplus IT holding Arthur Makhlayuk, in 2023, laptops worth 178.6 billion rubles were sold over 11 months. with a total volume of 2.9 million devices. According to MTS, in January-October 2.8 million laptops were sold in Russia for a total of 170 billion rubles. The operator notes that the average price for the year decreased by 4%, to 59 thousand rubles.

“This year, the landscape of represented brands has expanded and the top of the most popular manufacturers has been adjusted – the leaders are MSI, Asus, Huawei, a year earlier there were HP, Lenovo and Asus,” says M.Video-Eldorado, adding that the share of Chinese brands in unit sales reached 40%.

Mr. Makhlayuk confirms that MSI took first place in sales with 20.4% of the market in money and 17.5% in pieces. Next comes Asus with a share of 14.9% in money and 14.2% in pieces, in third place is Huawei with 13.7% and 14.1%, respectively. Apple’s share fell over the year from 10% to 6.4% in money terms; in quantitative terms, the American vendor did not make it into the top five best-selling laptops.

Oleg Fomenko, director of the unified purchasing department of Merlion and Citylink, confirms that the list of top brands by sales volume has “seriously changed” over 11 months. According to him, in terms of year-on-year dynamics, the largest increase in sales volume (159%) occurred with the newcomer to the top – the Chuwi brand. In second place in terms of unit sales growth were MSI (an increase of 150%) and Digma (an increase of 113%).

After the outbreak of hostilities in Ukraine, a number of foreign laptop manufacturers froze official supplies to the Russian Federation, including Asus, Apple, HP and others. In general, by the end of 2022, laptop sales fell by 30% compared to the same period in 2021 (see “Kommersant” dated November 3, 2022).

“The leaders have changed because many brands left the market and new Chinese vendors took their place, and those companies that remained strengthened their positions,” notes Mr. Makhlayuk. The reason for strengthening MSI’s position could also be a price reduction. At the beginning of the year, retailers and electronics suppliers said that about 1 million laptops were stuck in Russian warehouses, which is why prices for devices began to fall (see Kommersant on February 13). Kommersant’s interlocutor among foreign laptop manufacturers considers the fact that MSI “continues marketing activity in the country” to be an important factor.

According to Mr. Makhlayuk’s forecast, next year the laptop market will grow by another 3–5% in units. In 2024, Citylink expects total sales of laptops in the Russian Federation to reach 3.6 million units.

The share of Chinese brands, clarifies Mr. Makhlayuk, will continue to grow, since they are cheaper than their outgoing analogues and are not inferior in technology. “In addition, the share of Russian brands will increase, which will compete with Asians in the lower and middle price segment,” the analyst adds. A Kommersant source among manufacturers believes that MSI and Huawei will remain in the top three in sales in 2024, while “new vendors do not have such recognition.”

Timofey Kornev